The agrochemicals company is rebranding as Adama, meaning soil in Hebrew.
Agrochemicals company Makhteshim Agan Industries Ltd. has been renamed as Adama Agricultural Solutions Ltd. The company noted that the name is derived from the Hebrew word for "earth" or "soil" and reflects its farmer-centric focus and commitment to advancing agriculture in its markets around the world.
Adama will implement the global rebranding in stages on a country-by-country basis, through the end of 2015. The company will reduce its numerous local brands and create a more simplified product portfolio. The company expects commercial and financial benefits from the rebranding.
Outgoing Makhteshim president and CEO Erez Vigodman 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.
Published by Globes [online], Israel business news - www.globes-online.com - on January 28, 2014
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