Business & Policy
MANA Canada re-branding to Adama
By News release
Oct. 15, 2014, Winnipeg, MB - One of Canada's foremost crop protection companies is re-branding.
Adama, which was formerly called MANA Canada, took on the new identity on October 15, 2014.
The move comes on the heels of the global re-branding of MANA Canada's parent company, Makhteshim Agan Industries, which took place in April of 2014. Until now, Makhteshim Agan's subsidiaries around the world, including MANA, operated under 26 unique local brand names they are now reducing those to one unified global brand.
The new brand name comes from the Hebrew word for "earth" and reflects Adama's agriculture focus and its commitment to advancing agriculture in its markets around the world.
The move was welcomed by Adama's Canadian CEO Andrew Mann, who looks forward to the new opportunities this brings.
"Adama continues to offer choice and simplicity in crop protection to retailers and customers," Mann said. "Differentiated mixtures and products with Adama actives will be available to the global industry. Adama looks forward to offering a product portfolio that continues to bring value to Canadian distributors, retailers and farmers."
Adama's Canadian operation was launched in 2008 with three staff and eight registered products and now offers more than 20 products and most recently opened a Canadian office, located in Winnipeg.
Adama's roots lie in Israel where Agan Chemical Manufacturers was founded in 1945. Makhteshim Chemical Works began operations in 1952, with the two companies merging in 1997. The global corporate headquarters remain in Airport City, Israel, just outside of Tel Aviv.
In 2011, 60 per cent of the privately held company was sold to ChemChina, starting a new partnership that is enabling further expansion. ADAMA Agricultural Solutions Ltd., posted revenues of more than $3.07 billion in 2013 and is the seventh largest crop-protection company in the world.
"Adama, like MANA Canada before it, is characterized by its innovation, local approach to product development, quality and strict environmental standards," Mann said. "In addition, we'll continue to provide the choice and simplicity that Canadian producers and retailers have come to expect from us. Our philosophy is captured in Adama's brand promise. Simply. Grow. Together."
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