UPDATED: MANA changes name, announces rebranding plan

01/27/2014 03:09:00 PM
Vicky Boyd

New MANA logoIsraeli-based Makhteshim Agan Industries, known in North America as MANA, has changed its name and plans to rebrand itself, beginning in April.

Effective Jan. 23, the company changed its name to ADAMA—Hebrew for "soil."

In the United States, MANA will begin operating under the new corporate brand name the second quarter of this year.

The new name better reflects the firm's farmer-centric focus and commitment to agriculture worldwide, according to a news release.

Rebranding will be staggered on a country-by-country basis and is expected to be completed by the end of 2015.

In the process, the company expects to reduce the number of local brands and to simplify its product portfolio.

MANA is known for supplying off-patent pesticides. It is a North American wholly owned affiliate of ADAMA Agricultural Solutions Ltd., Tel Aviv.

In 2012, Makhteshim Agan had revenues of more than $2.83 billion, making it the seventh in world agri-chemical sales.

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