Feed Strategy - October 2019 - 22

22 ❙ FeedStrategy

FEED ACADEMY
BY IOANNIS MAVROMICHALIS, PH.D.

Marketing nutrition
by following trends
Copying is the highest form of flattery, but what is the limit?
IOANNIS MAVROMICHALIS

New trends
Yeast is another example where a normal ingredient
suddenly became fashionable and the acclaimed
cure for many problems, real or perceived. Then,
everyone started producing some form of a yeast
product, which were tried as solutions to every
problem that plagues the animal industry. Money

was made (and lost) and yeast became the talk of
the day, and now it is just another interesting ingredient waiting to come back into the spotlight.
The new trend that is becoming more dominant in public and private forums is phytogenics
(you can call them a number of names, but they
remain compounds we extract from plants). In fact,
I believe this is a trend that will remain with us for
the long foreseeable future, if only because there
are thousands upon thousands of such interesting
plant compounds that we have still to explore in
animal nutrition. So far, all the activity we observe
regards only a handful of phytogenic compounds
and, lamentably, these commercial products are
more or less the same. Copy is the highest form of
flattery, and the original products have been copied
again and again - as cheaper versions, with some
being actually really good after all.

An added twist
There is even a more ingenious twist to this kind of
marketing, and it is not just in animal nutrition that
this is relevant. It is about creating your own trend.

Read blogs by Ioannis Mavromichalis:
https://www.feedstrategy.com/blogs/animal-nutrition-views/
www.FeedStrategy.com ❙ October 2019

vasabii | Shutterstock.com

R

educing antibiotics remains in vogue despite
countless research reports that have clearly
demonstrated several ways to accomplish
this. Yet there is nothing better than riding the
wave, especially if you have not spent your own
money to create it and you only have to follow
the general tide of the market.
This is why most companies today
spend considerable effort on this topic
that truly is not the centerpiece of
nutrition science that we are made
to believe. But it still makes money
and we will continue to see more and
more of it as long as there is money to be
made out of it.


http://www.Shutterstock.com https://www.feedstrategy.com/blogs/animal-nutrition-views/ http://www.FeedStrategy.com

Feed Strategy - October 2019

Table of Contents for the Digital Edition of Feed Strategy - October 2019

Feed Strategy - October 2019
Contents
In the Mix
Industry Happenings
Consumers, weather, trade sway 2019 dairy feed volumes
Tips for maximizing forage in ruminant rations
How to replace corn with wheat in modern animal diets
Marketing nutrition by following trends
What AGPs can teach us about growth promotion
Broad review of research presented during 2019 ESPN
Grinding: benefits of particle size modifications
Products
Advertisers’ Index
Feed Strategy - October 2019 - CT1
Feed Strategy - October 2019 - CT2
Feed Strategy - October 2019 - Feed Strategy - October 2019
Feed Strategy - October 2019 - Cover2
Feed Strategy - October 2019 - CT3
Feed Strategy - October 2019 - CT4
Feed Strategy - October 2019 - Contents
Feed Strategy - October 2019 - In the Mix
Feed Strategy - October 2019 - Industry Happenings
Feed Strategy - October 2019 - Consumers, weather, trade sway 2019 dairy feed volumes
Feed Strategy - October 2019 - 5
Feed Strategy - October 2019 - 6
Feed Strategy - October 2019 - 7
Feed Strategy - October 2019 - 8
Feed Strategy - October 2019 - 9
Feed Strategy - October 2019 - Tips for maximizing forage in ruminant rations
Feed Strategy - October 2019 - 11
Feed Strategy - October 2019 - 12
Feed Strategy - October 2019 - 13
Feed Strategy - October 2019 - 14
Feed Strategy - October 2019 - 15
Feed Strategy - October 2019 - How to replace corn with wheat in modern animal diets
Feed Strategy - October 2019 - 17
Feed Strategy - October 2019 - 18
Feed Strategy - October 2019 - 19
Feed Strategy - October 2019 - 20
Feed Strategy - October 2019 - 21
Feed Strategy - October 2019 - Marketing nutrition by following trends
Feed Strategy - October 2019 - 23
Feed Strategy - October 2019 - What AGPs can teach us about growth promotion
Feed Strategy - October 2019 - 25
Feed Strategy - October 2019 - 26
Feed Strategy - October 2019 - 27
Feed Strategy - October 2019 - Broad review of research presented during 2019 ESPN
Feed Strategy - October 2019 - 29
Feed Strategy - October 2019 - 30
Feed Strategy - October 2019 - 31
Feed Strategy - October 2019 - Grinding: benefits of particle size modifications
Feed Strategy - October 2019 - 33
Feed Strategy - October 2019 - 34
Feed Strategy - October 2019 - 35
Feed Strategy - October 2019 - 36
Feed Strategy - October 2019 - 37
Feed Strategy - October 2019 - Products
Feed Strategy - October 2019 - 39
Feed Strategy - October 2019 - Advertisers’ Index
Feed Strategy - October 2019 - Cover3
Feed Strategy - October 2019 - Cover4
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