Makhteshim Agan To Re-Brand Global Business As "ADAMA"

TEL AVIV, Israel, Jan. 28, 2014 /PRNewswire/ -- Makhteshim Agan Industries ("MAI"), a world leader in crop protection solutions, today announced that it will transition to a new global brand, "ADAMA", beginning in April 2014. To support the initiative, MAI changed its legal entity name to "ADAMA Agricultural Solutions Ltd.". The name, ADAMA, comes from the Hebrew word for "earth" or "soil" and reflects the Company's farmer-centric focus and its commitment to advancing agriculture in its markets around the world. 

Brand implementation will be conducted on a global basis with staggered country-by-country launches. The full transition to the new brand is expected to be completed by the end of 2015.

Erez Vigodman President and CEO, said:  "Our decision to transition to a single global brand, ADAMA, marks yet another milestone in our evolution into a leading global organization with shared values, shared culture and a single brand name. A branded provider of farmer-focused products and services around the globe. The transition to the new brand highlights our long-standing commitment to the agricultural community and allows us to speak with farmers around the world with a common, differentiated voice and identity."

Over the course of the brand transition, the Company expects to reduce its numerous local brands and to establish a more simplified product portfolio. Over time, the move is expected to generate commercial and financial benefits.

Ignacio Dominguez, Chief Commercial Officer added, "We see significant commercial value in the transition to a single global brand. As we take on this new shared brand, we also recognize the need to balance our global voice with the ability to tailor our operations and solutions to the requirements of farmers and partners in each local community.  For this reason, many key aspects of the business will continue to be driven by local market and farmer needs."

The formal launch of the new global brand is scheduled for early April 2014 at which time the Company will provide further details on the group's gradual adoption of the ADAMA name on a worldwide basis. The official name change of Makhteshim Agan Industries Ltd. to ADAMA Agricultural Solutions Ltd. is as of January 23, 2014.

About ADAMA Agricultural Solutions
ADAMA Agricultural Solutions Ltd. is a leading global manufacturer and distributor worldwide of crop-protection solutions.  The Company supplies efficient solutions to farmers across the full farming value-chain, including crop-protection, novel agricultural technologies, and complementary non-crop businesses.  In 2012, the Company's revenues were over $2.83 billion, and it is ranked seventh in the world in the overall agro-chemicals industry. The Company is characterized by its heritage of innovation, farmer-centric approach to product development, and observance of strict standards of environmental protection and quality control. For more information, visit us at www.ma-industries.com.

ADAMA Contact:

Anna Wood
Global Public Relations Coordinator
[email protected]
+972 73 232 1131

SOURCE ADAMA Agricultural Solutions Ltd.