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ADM feed app for US farmers seeks to offer more personalized service

By David Anderson , 19-May-2017
Last updated on 22-May-2017 at 09:25 GMT2017-05-22T09:25:21Z

© iStock/pichet

© iStock/pichet

ADM’s Animal Nutrition unit has launched an app in an effort to improve how farmers buy their animal feed and offer them a more personalized service.

The app is a sales tool designed for the iPad and aims to help ADM sales representative assess the nutritional needs of farmers in the US, the company said.

The US agribusiness giant said the program would allow its representatives to carry out a quick fire digital assessment of farmers’ feed requirements though an in-app questionnaire.

An algorithm crunches the data and comes up with specific recommendations for individual farms, said ADM. The location, environment and challenges of the farm are all factored in before feed recommendations are offered to farmers.

Helps “develop customized strategy” for farmers

Ruben Beltran, product manager, ADM Animal Nutrition told FeedNavigator the app would bring a more personalized service to farmers, helping them “develop customized strategy.” 

“Livestock face a variety of nutritional challenges that vary depending on geographical location,” he said. “With the help of the MycoLogic Feed Manager app, we can talk through the individual factors affecting our customer’s nutritional program at an on-farm level and find the best combination of products to help mitigate those specific nutritional stressors.”

As an example of a nutrition challenge, ADM said the app could help farmers determine the level of naturally occurring toxins ingested by livestock in a particular region, though it did not give specific details of how this is achieved.

“At certain levels, ingestion of nutritional stressors, can cause multiple symptoms, most notable decreased feed intake, reduced growth rate, lower milk production, decreased egg hatchability, reduced egg production and poor reproductive performance,” said Beltran. “Nutritional stressors can also compromise immunity and gut integrity – the MycoLogic Feed manager app can help customers identify these issues.”

App includes research, product brochures and presentations

The app also offers a library of research, product brochures, and presentations to educate customers on ADM’s portfolio of nutritional offerings.

It is initially being launched in the US, ahead of a global rollout and was created specifically for dairy, poultry and swine producers. It is unclear whether it will entail any extra cost for farmers.

“The MycoLogic Feed Manager app was designed to assess a feeding program already in place,” said Beltran. “However, we can certainly assist in building a feeding program as well.”

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