Novus names new distribution partner in China following change of business model

By Jane Byrne

- Last updated on GMT

© GettyImages/yangna
© GettyImages/yangna

Related tags Novus China trace minerals

Novus International has chosen Co-Innova Animal Nutrition Technology (Shanghai) Co., Ltd as its distribution partner in China for its trace mineral range along with its wider portfolio.

Co-Innova is a newly formed entity, led by Dr Defa ‘Brian’ Sun, who was previously commercial director for Novus China. Former Novus China sales managers, Zhong Xu, and, Yuan Lei, are also involved in that business.

Vaibhav Nagpal, Novus vice president and managing director for Asia, said senior management is glad that the company’s products are in the hands of people who understand them and have deep knowledge of its customer base in China.

In September last year, Novus announced its plan to change to an indirect business model in China, saying the shift away from a direct sales operation in that market was in keeping with its strategy to simplify operations and invest in markets that are aligned with its core strengths for driving sustainable growth. 

This critical decision allows us to focus on the expansion of our business in Asia and focus our direct investment where we have tremendous growth potential,” ​said Dan Meagher, Novus CEO, at the time.

The move would allow the company to be more effective in terms of product registrations, the ability to do business in China, and moving its technologies into the marketplace, he told us.  “It is a mechanism by which we can more effectively compete, it is a more financially viable solution.”​  

Growth markets 

Novus’ three core operating areas are in the Americas, Europe, Middle East, and Africa (EMEA), and in certain markets in Asia. The Indian market, in particular, is one that offers significant growth opportunities for the US headquartered feed additive supplier.

“We have invested in India, to expand beyond monogastric, and develop our presence in the dairy sector there. We are also extremely strong in countries such as Thailand and the Philippines and we have a growing presence in Japan. EMEA continues to be a core focus market for us, across monogastrics, and we are looking to expand our presence in dairy in that region as well,"​ said Meagher last autumn.

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