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 Sep. 4, 2012 Source: Land O'Lakes news release For most of the last century, both the Land O'Lakes and Purina names have been synonymous with quality. In an effort to better utilize Purina's well-established equity in the animal feed industry, Land O'Lakes Purina Feed LLC has officially changed its name to Purina Animal Nutrition, LLC. This simple name change marks the beginning of a comprehensive initiative to further focus the Feed division on one strong brand promise - A Commitment to Animal Excellence - emboldened by the Purina brand and its iconic checkerboard logo. This approach is intended to more clearly define the company's identity with external stakeholders and allow for a more targeted investment in promoting the Purina brand. "The strength and scale of Land O'Lakes, combined with the power of the Purina brand, define the industry standard of excellence in animal nutrition," said Dave Hoogmoed, executive vice president and chief operating officer, Feed. "We have built a strong foundation and will continue to lead the industry with our unwavering commitment to quality." As part of the change, the LongView Animal Nutrition Center in Gray Summit, Mo., will be renamed the Purina Animal Nutrition Center. With Purina Animal Nutrition positioned as a pioneer in animal nutrition, the Purina Animal Nutrition Center will continue as a recognized world leader in animal nutrition research and product development. Overall, Purina Animal Nutrition will be positioned as the undisputed animal nutrition authority, focusing on the attributes of leadership, integrity, heritage, passion and performance. "Our goal is to leverage the familiarity of and trust in the Purina brand in the realm of animal nutrition. Amplifying the Purina name reinforces that commitment," said Hoogmoed. "This also allows us to increase our focus on one brand to maximize overall market impact and emphasize our commitment to animal excellence." Tweet |
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