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Neovia expanding its animal feed business in Africa

Animal feed and health company Neovia’s business growth follows population growth and, for that reason, it is expanding in Africa.

Africa map. Africa grunge logo. Africa logog design
Michael Rayback | Bigstock.com

Animal feed and health company Neovia’s business growth follows population growth and, for that reason, it is expanding in Africa.

The company recently announced three moves in Africa: the opening of a storage and distribution center, the launch of premix/firm-services brand Wisium, and the acquisition of premix company Pennville.

According to the U.N., annual population increases in Africa will exceed 42 million people per year, and the total population will double to 2.4 billion.

“Our growth is where the population will grow,” said Neovia CEO Hubert de Roquefeuil in a phone interview. “It’s a duty to be in Africa.”

Neovia, formerly InVivo NSA, has been doing business in Africa for more than 20 years, and has a five-year plan to strengthen its presence there.

“The population is growing in some new places and we need to bring technology” there, de Roquefeuil said. “We want to play in these places. It’s an unending story.”

de Roquefeuil said the company’s growth strategy is made up of three pillars: organic growth, strategic partnerships and acquisitions.

“We are moving rapidly, changing and adapting our business,” de Roquefeuil said.

Recent activity

Neovia’s first site in Africa was a premix facility in South Africa, which opened 15 years ago. The company now has two production sites in South Africa, in East London and Brits. Its new storage and distribution center in Brits will strengthen the company’s organic growth and export activity in South Africa. The center will increase the capacity in Brits and allow the company to distribute products and services in South Africa and 10 other African countries.

In July, Neovia launched its new international premix brand, Wisium. The brand is now in China, Brazil, Italy and South Africa.

Neovia’s newest acquisition, Pennville, is a premix company founded in 1999. It has 48 employees.

“The acquisition of Pennville by Neovia will help us expand our presence in the country and benefit from the industrial, R&D, and sales expertise of a major international group to support our growth,” said Allan Pennel, CEO of Pennville, in a press release.

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