When asked whether the company would enter new APAC markets, Matthieu Leroy, CEO advisor and chief transformation officer, at Neovia, told us:
“The first objective of Neovia is to develop its activity in the markets where the company already operates - Vietnam, Indonesia, The Philippines, China, India, Cambodia, and Myanmar.
“However, Neovia is also eager to seize any market opportunity that could be of interest in the area if it makes sense with its global strategy.
“In addition, the company also wants to develop its export footprint in the area.”
May 2016 saw Neovia (ex InVivo NSA) acquire a Philippines based pig, poultry and aqua feed manufacturer, Popular Feedmill Corporation (PFC).
Neovia has had a presence in that Asian country since 2014 in the form of a commercial subsidiary but it said the purchase of PFC allowed it to strengthen its standing in a fast growing market; it gained feed manufacturing facilities in Cebu and Bulacan near Manila.
The potential for the Asian aquaculture market is very high and Neovia already holds strong positions in several countries in that sector like in Vietnam and Indonesia, said Leroy. “Our objective is to continue to develop this business and to build on some of the company’s well-known brands at world level and in the region.”
In terms of the particular challenges about expanding the Neovia brand and services in Asia, he said there is no hard and fast rule for the region:
“The Asian markets are moving fast, but the situation is very different from one country to another. The challenge Neovia [faces] is [being able to] anticipate market evolutions in order to propose the right offer and services at the right moment, in the right market and to the right customer.”
Premix platform
Neovia is leveraging VIV Asia as a platform to create greater awareness around its Wisium premix and services strategy, he added.
It is targeting integrators, feed mills, home mixers and specialized distributors in the regions with its premix portfolio.
François Fernandez, director of the Wisium brand, told this publication at EuroTier in November 2016:
“We will apply our expertise in nutrition and technical support on farm, along with our market knowledge and analysis, our proficiency in quality control and training and our tailored formulation capacity to the agri-business segment in Africa and Asia and Latin America to ensure animal performance gains for end users.”