Jefo Nutrition Affirms It’s Corporate Positioning And Reveal It’s New Branding
Jefo is a world leader in the field of non-medicated performance feed additives. Its industry-wide reputation and strong international growth are based on a corporate positioning that puts the animal’s optimal performance first. To that end, Jefo creates and develops additives for the specific requirements of individual species. It’s an approach that reflects Jefo’s particular product development philosophy, and one that has produced results, as well as major scientific advances. Today, Jefo introduces a new corporate identity to highlight this important stage in the company’s evolution.
A new global corporate identity
“Our new positioning is based on strong operational pillars and corporate values. We’re convinced it was time to bring the various divisions under one consistent brand “ says president, Jean Fontaine. So for example, United Nutrients Corporation, part of the Jefo group of companies, will now operate under the Jefo brand. The new identity is based on the idea of the natural cycle, the continuity of life. Both humans and animals are part of this cycle, and their interaction is an apt example of balanced responsibility; giving the best to the animal because it is ultimately, given back to us. With this philosophy in mind, the new logotype reflects Jefo’s interest in and respect for each animal species for which the company develops highly specialized feed products.
A word about the graphic symbol. It starts with a connecting line which represents the notion of give-and-take, of how everything in the world, including animal and human nutrition, is interconnected. It also represents Jefo’s commitment to ensuring that the connection is maintained in a responsible, healthy way. Clockwise around the unbroken circle, the size of the animals increases to represent the company’s main objective: healthy, strong growth. Finally, the hand in the symbol speaks to the company’s promise to be actively and responsibly engaged. Jefo chose the circle to stand for the world, and for the company’s place in it: as a global company that cares about the planet.
The new positioning and identity will be rolled out in all communications in North America and in the many countries around the world where Jefo is present. In EUROPE, the new brand will be launched in September at the International Trade Fair for Livestock, SPACE 2010. New packaging, kiosks, stationery, business cards, delivery vehicles, and corporate communications including advertising, promotions and website have been designed. The origins of the company are found in its human approach, in its regard for animal health, in its philosophy of using science to improve animal nutrition. Now, in this new positioning, the two elements, the world of nature and the world of science, come together in an expressive way.
CORPORATE INFORMATION
Jefo designs and manufactures a wide array of products
many of which are industry standards
Jefo is a leader in the field of non-medicated performance feed additives. Since the beginning, the company has enjoyed remarkable growth both here and around the world. Founded in Quebec, the company, in its state-of-the-art facilities, offers a vast array of non-medicated nutritional supplements for farm animals such as dairy cows, swine, poultry and other species. Among its star products are Vicomb, Vicomb P+, Poultrygrow 250, Tetracid 500, Porcinat+, Galliacid and Gallinat+.
Species-specific additives
because each species deserves individual attention
Each species digests beneficial nutrients at different rates and at different times in the digestion process. It is that specificity that has guided product development and production at Jefo. Each additive is individually designed to address not only the limitations, needs and capacity of the particular species, but also the varying requirements of the market. And their performance produces both quantitative and qualitative results.
Jefo products are protected by a unique, patented matrix
Jefo specializes in a patented protection matrix that allows targeted release of its species-specific additives in ruminant and monogastric products. The company’s innovative, high-performance, safe technology was specifically developed to improve the efficacy of most ingredients or additives, especially for nutritional programs without antibiotic growth factor. The key is the targeted release of additives at the precise time and place where they will do the animal the most good.
The Jefo team is inspired by passionate professionals
The Jefo team includes 25 agricultural specialists; veterinarians, technologists and specialists in animal science and nutrition. Company principals are not simply shareholders; they have the skills, knowledge and experience needed to generate conclusive results. The company also has impressive technical expertise which is the result of a decade of field and station research conducted in Canada, and in collaboration with universities and research centers around the world, in a variety of challenging environments and conditions.
Guided by an emphasis on applied science and on-going research and development, Jefo continues to refine its performance-oriented products in order to ensure that animal nutrition contributes to protecting the health of animals, the environment and the consumer.
For the complete Jefo story, go to the new website at www.jefo.com.
