Nutreco completes acquisition of Hi-Pro, rebrands feed businesses as Trouw Nutrition


Nutreco says it has completed its purchase of Hi-Pro Feeds, and along with the acquisition, is moving its North American animal nutrition business under the name Trouw Nutrition.

The Dutch company’s animal nutrition business operates internationally under the Trouw Nutrition brand, with the exception of North America, where Nutreco also operates as Shur-Gain and Landmark Feeds.

“The completion of the acquisition is a good moment to unite our combined businesses of Shur-Gain, Landmark and Hi-Pro Feeds under Trouw Nutrition,” says Jacques Leclerc, Managing Director of Trouw Nutrition Canada, in a statement. “This rebranding will link our value proposition to our customers more directly with Trouw Nutrition’s portfolio of products, animal production models and services as well as its global R&D resource.”

Nutreco says it has satisfied all the conditions and approvals to complete its acquisiton of Hi-Pro Feeds, originally announced in January.

Headquartered in Okotoks, Alberta, Hi-Pro operates 15 feed mills, selling animal nutrition products in Western Canada and the southwest U.S. Birch Hill Equity Partners was Hi-Pro’s majority owner, along with company employees, who bought the business when Viterra decided to sell its feed operations in 2012.

“We are excited about the opportunities this acquisition brings to our customers and employees in Canada and the USA. As a global animal nutrition company, Trouw Nutrition has the resources and network available to create additional value for our customers through an expanded offering of proprietary nutritional products, animal production models, and services,” says Hi-Pro founder Daren Kennett.

Nutreco says Shur-Gain will become the key product brand in Canada that will be used for all premixes, farm minerals, concentrates and complete feed. The Shur-Gain dealer network will also keep its existing branding.

In the U.S., both Hi-Pro Feeds and Shur-Gain will be retained as product brands under Trouw Nutrition.

The company says Kennett will lead the Western Region (Manitoba, Alberta, British Columbia), as well as the Hi-Pro Feeds operations in the U.S. during the integration phase.

Trouw Nutrition Canada will be headquartered in Guelph, Ontario, while Trouw Nutrition USA will be based in Highland, Illinois.



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