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Case Studies

Jones and Thomas Helps ADM Alliance Nutrition Build the Show Feeds Powerhouse ShowTec Brand

ADM Alliance Nutrition

ShowTec Show Feeds


ADM Alliance Nutrition spanned multiple species and separate brand identities for its swine and ruminant show feeds. The swine product was called ShowTec® show feeds and the ruminant Fast Forward® show feeds.

Primary Goal:

Find the best way to market the show feeds lines.

Marketing Solution:

Through a strategic planning process, Jones and Thomas determined that greater marketability and penetration could be achieved by marketing the line under a single brand name.

Market research within the show industry determined the ShowTec brand name had a great deal of equity and was perceived as a market leader in regard to both technical support and quality.


ShowTec became the primary brand for all show feeds. New packaging, advertising, and promotional materials were developed, and the ShowTec brand was launched in the first quarter of 2007. ShowTec is the dominant show animal feed product within the entire show animal industry.