Makhteshim Agan Rebrands as “ADAMA”
27 January 2014 
“We see significant commercial value in the transition to a single global brand.” -Ignacio Dominguez, chief commercial officer
Makhteshim Agan Industries has a new name. It will call itself ADAMA beginning in April 2014.
MAI said it changed its legal entity name to “ADAMA Agricultural Solutions Ltd.” The name, ADAMA, comes from the Hebrew word for “earth” or “soil” and “reflects the company’s farmer-centric focus and its commitment to advancing agriculture in its markets around the world.”
Brand implementation will be conducted on a global basis with staggered country-by-country launches. The full transition to the new brand is expected to be completed by the end of 2015.
Erez Vigodman, who announced earlier this month he will step down as president and CEO to lead TEVA Pharmaceuticals as of February, said: “Our decision to transition to a single global brand, ADAMA, marks yet another milestone in our evolution into a leading global organization with shared values, shared culture and a single brand name. A branded provider of farmer-focused products and services around the globe. 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, differentiated voice and identity.”
Over the course of the brand transition, ADAMA expects to reduce its numerous local brands and to establish a more simplified product portfolio. Over time, the move is expected to generate commercial and financial benefits, it said.
Ignacio Dominguez, chief commercial officer added, “We see significant commercial value in the transition to a single global brand. 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. For this reason, many key aspects of the business will continue to be driven by local market and farmer needs.”
In April, 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.
Get The Newsletter Today!
