MANA this week announced that it will operate under the new corporate brand name, ADAMA, as of second quarter 2014.
The new corporate brand name comes on the heels of the global re-branding of Makhteshim Agan Industries – MANA's parent company – in April 2014. All Makhteshim Agan Industries crop protection subsidiaries will transition to the new brand name within 18 months.
The name, ADAMA, comes from the Hebrew word for "earth" and reflects the company's farmer-centric focus and its commitment to advancing agriculture in its markets around the world.
"Our decision to transition to a single global brand, ADAMA, marks yet another milestone in our evolution from a group of individual entrepreneurial companies into a leading global branded provider of farmer-focused products and services," said Erez Vigodman, Makhteshim Agan President and CEO. "The transition to the new brand highlights our long-standing commitment to the agricultural community and allows us to speak with farmers around the world with a common voice and identity."
Over the course of the brand transition, the company expects to reduce its numerous local brands and to establish a more simplified product structure. Until now, Makhteshim Agan subsidiaries throughout the world – including MANA – operated under unique local brand names. However, all subsidiaries will now unify under the name ADAMA.
"As we take on this new shared brand, we also recognize the need to balance our global voice with the ability to tailor our operations and solutions to the requirements of farmers and partners in each local community," said Vigodman. "For this reason, many key aspects of the business will continue to be driven by local market and farmer needs."
The formal launch of the new global brand is scheduled for early April 2014, at which time the company will provide further details on the group's gradual adoption of the ADAMA name on a worldwide basis.
The official name change of Makhteshim Agan Industries Ltd. to ADAMA Agricultural Solutions Ltd. is as of January 23, 2014.
MANA will release more information about its re-branding after its official name change in the second quarter 2014.