Press Releases



40 Feed Companies Join Forces in Support of Alltech FEI World Equestrian Games™ 2014 in Normandy

Alltech 40 Global Feed Partners

[DUNBOYNE, Ireland.] – Forty global feed companies, primarily from the horse and pet feed sectors, have joined Alltech in support of the world’s largest and most prestigious equestrian championships, the Alltech FEI World Equestrian Games™ 2014 in Normandy. The forty companies, hailing from 26 countries spanning across all continents, are named as Alltech Official Partners of the global event, which will crown eight world championships in a range of equestrian sports from Aug. 23 – Sept. 7 in France.

The Alltech Official Partner Programme is a strategic sales and marketing partnership with leading horse feed and animal health companies world-wide. The programme allows the official partners to differentiate their feed with the inclusion of Alltech nutritional solutions and also provides them with the rights to use Alltech Official Partner brand marks linked to the Games.

Alltech first established this unique partnership programme in 2007 with its inaugural title sponsorship of the 2010 Alltech FEI World Equestrian Games in Lexington, Ky. Essentially a sub-licensing of corporate sports sponsorship, the programme is unparalleled in equestrian sports sponsorship, the animal feed industry and the wider sporting sponsorship sphere.

“The Alltech Official Partner Programme is arguably the linchpin of our sponsorship activation strategy for the Alltech FEI World Equestrian Games,” said Catherine Keogh, chief marketing officer at Alltech. “It strengthens our relationship with our customers while aligning them to a global championship event, which in turn deepens their connection to their customers and gives them a major point of differentiation in their local markets. Moreover, with 40 leading companies telling the story of the Games in 26 different countries spanning the globe, there is clear marketing value to the event itself. These partners will, in turn, bring more than 2,500 of their customers from all over the world to Normandy for the Games.”

Alltech Official Partners are supported throughout the partnership with materials for marketing activation in their local markets but exactly how they choose to integrate the Games association into their marketing programmes is up to each company. All partners to date have rebranded their feed bags to incorporate the Games logo, while many have also chosen to promote their association at tradeshows, as well as through advertising, competitions and customer incentive programmes.

“The Alltech Official Partner Programme is a great example of how the Games are showcasing the region of Normandy and how Alltech engages with key clients around the world. What this programme really does for us, is enable the Organising Committee to count on the energy and momentum of 40 companies in 26 countries to tell the story of a great fortnight of sport and fun in Normandy this Summer,” said Fabien Grobon, managing director of the Normandie 2014 Organising Committee. “Each Alltech Official Partner is a member of a wider team which will make the Games in 2014 very memorable.”

The Alltech Official Partners are:

Company Name

Feed Brand

Country

Abis Export Pvt. Ltd. (IB Group)

Drools (Pet food)

India

Adana Besi Yem Ve San. Tic. A.S.

Crimson

Turkey

Alimentos Altube

Altube

Spain

Baileys Horse Feeds

Baileys

United Kingdom

Belisle Solution Nutrition, Inc.

Liberte

Canada

Canidae Corporation

Equidae

USA

Centro Oeste Racoes S.A.

Guabi

Brazil

Champion S.A.

Performance

Chile

DIBAQ a.s.

Fitmin

Czech Republic

Direct Action Company

DAC

USA

DLG Service

Equsana

Denmark

EMF Nutrition

EMF Nutrition

Canada

EPOL

EPOL

South Africa

Fixkraft-Futtermittel GmbH

Elite

Austria

Gain Horse Feeds

Gain

Ireland                                                                         

Granja Alconca C.A.

Corcel

Venezuela

Grupo Pilar S.A. (GEPSA)

Fortaleza

Argentina

HyGain Feeds Pty Ltd

HyGain Feeds Pty Ltd

Australia

Ingenieursbureau Heemskerk BV

Chevital

Netherlands

Intermountain Farmers Association

Intermountain Farmers Association

USA

Kušić Promet

Centaur

Croatia

La Cooperativa de Productores de Leche Dos Pinos, R.L.

La Cooperativa de Productores de Leche Dos Pinos, R.L.

Costa Rica

Lakeland Animal Nutrition, Inc.

Signature

United States

Marstall GmbH

Marstall GmbH

Germany

Nueva Tecnologia en Alimentacion S.A. de C.V

Galope

Mexico

Nutriquine NV

Cavalor

Belgium

Nutrition Service Company Inc.

Equi Rich

USA     

Otter Farm & Home Co-operative

Lifeline

Canada

Oy Feedex Ab

Speedex

Finland

Procesadora Nacional de Alimentos C. A.

Derby

Ecuador

Ridgemont Feedmill, Inc.

Hi-Grade

Philippines

Ritchie Feed & Seed

Ritchie Feed & Seed

Canada

Sanut

Sanut

Dominican Republic

Sigi Trade s.r.o.

Sigi Trade s.r.o.

Slovakia           

Thivat Nutrition Animale

ACH

France

Tianjin Ken-Canpo Animal Medicament Health Product Co.,Ltd

Sanpo (Pet foods)

China

Tuffy's Pet Foods, Inc.

KLN (Pet foods)

USA

US Feeds

US Feeds

USA

Vitafort Zrt.

Vitafort Zrt.

Hungary

Western Milling, LLC (O.H. Kruse)

Kruse's Perfection

USA