Makhteshim Agan rebrands as ADAMA

In a bid to have one global identity Makhteshim Agan, a global crop protection product manufacturer has rebranded

With this, the company will now be known in Ghana and the rest of the world as ADAMA.

The name ADAMA comes from the Hebrew word for “earth” or “soil.”

Speaking at a media event to officially announce the new brand name in Accra on Tuesday Mr. Eliezer Frumerman, Chief Executive Officer, ADAMA in-charge of West Africa said brand implementation was being conducted on a global basis with staggered country-by-country launches.

He said the full transition to the new brand was expected to be completed by the end of 2015.

Mr. Frumerman said the new brand reflects Adama’s strategic direction as an integrated global company, driven by its core purpose of creating simplicity in agriculture, offering a wide portfolio of renowned off-patent products and new innovative solutions that differentiate the brand in the crop protection market.

He said with the new brand the company would be adopting a farmer-centric approach in the development of products and services.

He said the rebranding would also reduce significantly the incidence of the company’s products being faked.

“We have had cases of some fraudsters manufacturing fake products in our brand name and being sold to innocent farmers.

The rebranding would make it difficult if not impossible for our products to be faked,” he said.

He said, “Adama is concentrating on advancing agriculture by developing and delivering solutions that cover the full farming value-chain,including crop-protection, novel agricultural technologies, and complementary non-crop businesses with a minimal environmental footprint.”

He said the company was utilising its global expertise and farming ecosystem to address market specific agricultural issues which would enable farmers to focus on growing.

Mr. Yoau Aizenberg, Director in charge of Africa and Middle East for ADAMA said the single brand and vision identity was driven by the company’s evolution from a collection of operating companies into a single, integrated, global business.

He said over the course of the brand transition, ADAMA expects to reduce its numerous local brands and to establish a more simplified product portfolio.

By Times Reporter

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