Makhteshim-Agan to transition to ADAMA

PASADENA, TEXAS—Makhteshim Agan Industries, a partner of Control Solutions, Inc., 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 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.

“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,” says Erez Vigodman president and CEO. “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.

“We see significant commercial value in the transition to a single global brand,” says Chief Commercial Officer Ignacio Dominguez. “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 Jan. 23, 2014.