Poultry USA - January 2020 - 20

20 ❙ WATTPoultryUSA
FEED ADDITIVES THAT WILL SUCCEED
A powder of cinnamon for
example may be more acceptable as organic compared with a
synthetic form that provides the
same active substance. This is
just an example, and not a recommendation, to illustrate how we
need to think if the feed additives industry is to penetrate this
market.
The animal feed industry is
changing, as it has always been
doing, although the pace now
is accelerating to the point that
research and development can no

longer keep pace. The additives
industry is, by nature, a shifting
one and must think even faster
and smarter than their adversaries
if they want to remain in business.
The immediate future is less
predictable than it was five years
ago, and it will become even less
so as time moves on. Flexibility is
no longer enough for additives to
remain profitable. Innovation has
become a stale word and means
little when we see the same story
again and again.
Industry leaders will transform

the industry as they did in the
past or perish along with their
followers. Additives as an innovation might be a recent thing (a few
decades old) but if one studies
the history of animal nutrition,
one will find many such innovations that failed to keep pace and
got lost in time. Who remembers
what feed tankage was? It was as
common in feed formulas of the
1950s, just as phytase is today.
Will we still remember phytase 70
years on if we discover new vast
rock phosphate mines? ■

Ioannis Mavromichalis, Ph.D., is an animal nutrition industry consultant. To contact Mavromichalis, email
imavromichalis@icloud.com.

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Poultry USA - January 2020

Table of Contents for the Digital Edition of Poultry USA - January 2020

Poultry USA - January 2020
Contents
Will the trade war cool off in 2020?
Poultry’s Perch: USPOULTRY invests millions in poultry industry research
US could find $1 billion poultry market in China
Feed additives that will succeed in 2020 and beyond
What role will alternative proteins play in the future?
Mar-Jac Poultry feed mill built for capacity, expansion
Poultry consumers want convenience, claims
Perdue Farms, Niman Ranch have been good for each other
Product Review
Market Place
Ad Index
Poultry USA - January 2020 - CT1
Poultry USA - January 2020 - CT2
Poultry USA - January 2020 - Poultry USA - January 2020
Poultry USA - January 2020 - Cover2
Poultry USA - January 2020 - Contents
Poultry USA - January 2020 - Will the trade war cool off in 2020?
Poultry USA - January 2020 - 3
Poultry USA - January 2020 - 4
Poultry USA - January 2020 - 5
Poultry USA - January 2020 - Poultry’s Perch: USPOULTRY invests millions in poultry industry research
Poultry USA - January 2020 - 7
Poultry USA - January 2020 - 8
Poultry USA - January 2020 - 9
Poultry USA - January 2020 - 10
Poultry USA - January 2020 - 11
Poultry USA - January 2020 - US could find $1 billion poultry market in China
Poultry USA - January 2020 - 13
Poultry USA - January 2020 - 14
Poultry USA - January 2020 - 15
Poultry USA - January 2020 - Feed additives that will succeed in 2020 and beyond
Poultry USA - January 2020 - 17
Poultry USA - January 2020 - 18
Poultry USA - January 2020 - 19
Poultry USA - January 2020 - 20
Poultry USA - January 2020 - 21
Poultry USA - January 2020 - What role will alternative proteins play in the future?
Poultry USA - January 2020 - 23
Poultry USA - January 2020 - 24
Poultry USA - January 2020 - 25
Poultry USA - January 2020 - 26
Poultry USA - January 2020 - 27
Poultry USA - January 2020 - Mar-Jac Poultry feed mill built for capacity, expansion
Poultry USA - January 2020 - 29
Poultry USA - January 2020 - 30
Poultry USA - January 2020 - 31
Poultry USA - January 2020 - 32
Poultry USA - January 2020 - 33
Poultry USA - January 2020 - 34
Poultry USA - January 2020 - 35
Poultry USA - January 2020 - 36
Poultry USA - January 2020 - 37
Poultry USA - January 2020 - 38
Poultry USA - January 2020 - 39
Poultry USA - January 2020 - Poultry consumers want convenience, claims
Poultry USA - January 2020 - 41
Poultry USA - January 2020 - 42
Poultry USA - January 2020 - 43
Poultry USA - January 2020 - 44
Poultry USA - January 2020 - 45
Poultry USA - January 2020 - 46
Poultry USA - January 2020 - 47
Poultry USA - January 2020 - Perdue Farms, Niman Ranch have been good for each other
Poultry USA - January 2020 - 49
Poultry USA - January 2020 - 50
Poultry USA - January 2020 - Product Review
Poultry USA - January 2020 - Ad Index
Poultry USA - January 2020 - Cover3
Poultry USA - January 2020 - Cover4
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