Lukas Maier (A&P Nutrition): ‘We are shifting from products to customer-specific solutions’

A&P Nutrition is a new name in feed additives, built on decades of cooperative heritage and specialist expertise. CEO Lukas Maier explains how the brand unites Patent Co. and agromed in a single customer-focused, global organisation — with a clear ambition: delivering practical value through integrated solutions.

You are the CEO of a new brand with a long history. Can you elaborate on the history and the journey you have taken?

A&P Nutrition builds on decades of experience in feed and feed additives. The acquisition of Patent Co. strengthened our position and added deep expertise in mycotoxin management and phytogenic solutions. At the same time, it became clear that our global feed additive activities required stronger coordination and a more unified market approach. That is why we brought the additive businesses together under one brand: A&P Nutrition.

Today, the heritage of Patent Co. and agromed is centrally managed and integrated under one unified identity. For us, this new brand is not the finish line – it is the starting point for the next phase of growth.

How does the new brand reflect the combined strengths of the companies?

Our brand is rooted in its heritage while creating a clear, forward-looking identity. We defined a mission and vision built on partnership, performance, quality, and innovation values that guide how we work internally and with customers.

By combining different product categories with in-house expertise, we can offer a more integrated approach to the key challenges in animal nutrition. Instead of delivering isolated products, we focus on complete solutions that create measurable value.

What are your immediate and long-term strategic goals under the new brand?

We are shifting from a product-centric model to a customer-specific approach. That means being close to customers, understanding their challenges in depth, and translating that insight into practical solutions. We combine products with analytical tools, technical services, and the expertise of our specialists to build genuine partnerships and solve problems effectively at scale.

How does this rebranding position you in the market compared to your competitors?

Our ambition is to become the trusted partner and first choice for feed and animal protein producers globally. Achieving that depends on delivering consistent value in practice. That is why we have strengthened our technical organisation with highly educated experts who combine scientific knowledge with practical experience, enabling us to support customers beyond products.

What were the biggest challenges during the integration process, and how did you overcome them?

The biggest challenge was aligning people, cultures, and expectations and the solution was also people. We focused on empowerment, trust, and clear structures that support collaboration. This enabled us to move forward as one organisation with a shared ambition and strong internal commitment.

How will customers and partners benefit from the new brand?

Customers benefit from a broader and more connected portfolio that combines knowledge, products, and services. We are accessible, present in the market, and in continuous dialogue with customers and partners. Our focus is not on selling products, but on solving challenges — helping customers improve efficiency, performance, and resilience in their production systems.

Will there be changes to your product or service offerings as a result of the rebranding?

Our innovation pipeline is driven by continuous improvement of existing solutions and the development of new ones. Ongoing improvements are continuously driving our mycotoxin management portfolio forward. At the same time, we are investing in future-oriented areas such as alternative protein sources, and probiotics and postbiotics to support stability, resilience, and gut health.

Where do you see the biggest opportunities for innovation in animal nutrition by 2030?

Innovation is moving towards more efficient production with fewer inputs, supported by smarter feeding strategies, improved gut health solutions, and a stronger focus on sustainability. The biggest opportunities will come from integrating these developments into systems that support performance, animal welfare, and resilience. Through our portfolio, we contribute practical solutions that help producers achieve greater output with fewer inputs, while reducing stressors and supporting balanced production models.

If you could describe the new brand in 3 words, what would they be and why?

For the brand, I would choose Trust, Excellence, and People. Trust is the foundation of long-term partnerships. Excellence defines our mindset and performance standards. And people — both customers and our teams — are at the heart of everything we do.

What digital tools will customers gain access to under the new brand?

We have developed MycoRange, a mobile application that helps assess mycotoxin risk and supports product application decisions across multiple species and feed types. In addition, we are preparing OPTIfi Plus, a tool designed to support species-specific fibre optimisation and diet balancing, with a strong focus on gut health and performance.

What are your priorities for R&D in the next 3-5 years?

We will continue to strengthen our mycotoxin management solutions and further develop strategies that support microbiome integrity. Knowledge-sharing also plays an important role: we actively collaborate with scientific institutions and recognised experts, ensuring our teams stay up to date and customers benefit from the latest insights and applied expertise.

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