Vida Nova seeks to capitalize on expanding feed additive market
The Wisconsin-based animal nutrition company launched last week.
Vida Nova was designed to join the natural product sector as part of an effort to address a growing market interest in feed additives and supplements that include more natural ingredients, said David Zehendner, president and CEO of Vida Nova. There has been an increased focus on such products by consumers following implementation of the Veterinary Feed Directive (VFD) in 2017.
“There’s an excellent opportunity in this segment for the natural type products,” he told FeedNavigator. “It’s a high growth area so that’s the premise of why the company was started.”
The demand is being driven both by customers looking to use antibiotic-free, or more natural feed additives, and by consumers who are interested in what production animals are fed, he said. However, the focus will be on all kinds of animal production, not just work with organic or GMO-free production systems.
The company is blending its current products in Wisconsin and is initially focusing on growing its footprint in North America, Zehendner said. Vida Nova also is in the process of developing a series of new, specialized products.
“We’re focused in North America, but we’re getting a lot of inquiries internationally, he added. “So we’ll be pursuing that as well.”
Focus and development
Work to establish the company started in 2017, said Zehendner. The process has included bringing together several employees with previous experience in feed additives, supplements and animal health and nutrition.
The company currently offers a line of feed additive products focused on several terrestrial species, including enzyme- and yeast-based products, according to company information.
“We did come out with products we feel are standard products,” said Zehendner. “We’ve got a proprietary one that we’ll be launching in a new segment of the market that no one has had before.”
Although the company currently provides a range of products for production species and horses, dairy production is an area of interest, he said. “One of our primary focuses is the dairy market,” he added.
“That would be the number one focus at this point,” he said. “We’re going to be getting into different areas and we can custom produce [products] for a wide variety of areas.”
In addition to the current product line, the company provides individualized additives and feed supplements for producers, he said. Customized products are part of an effort to address the differences in producer needs and allow for the reliance on different feed ingredients.
The company also provides training services for producers working with dairy cows and beef cattle, it said.
“We go in to work with a customer … and help them understand areas where we can provide solutions for things they are doing where they may have challenges,” said Zehendner. “We help the customer and producer do a better job of managing the dairy.”
Looking forward, the company is anticipating growth in US markets for current product lines and going through the registration process to be able to market those internationally, said Zehendner. Vida Nova also is in the process of developing a series of new, specialized products.
“We’ll have some unique products that differentiate us – we want to be a company that is more highly specific,” he said. “We’re looking at some new proprietary technologies that we want to get involved with.”