Manna Pro Looks to the Future

Research leads animal nutrition manufacturer to change its logo to better fit its primary customer base – the lifestyle farmer.

The new logo of Manna Pro.

The new logo for Manna Pro.

courtesy Manna Pro

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Chesterfield, Missouri – Trusted animal nutrition manufacturer Manna Pro has launched a new corporate logo and brand identity that reflect the modern values of its primary customer base. The new Manna Pro logo and tagline, Nurturing Life, were introduced at the company’s national sales meeting in January, attended by Manna Pro’s management team, regional sales people and production facility staff. New packaging for Manna Pro’s products will begin appearing as early as April, and a new corporate website is expected to launch later in 2010.

Manna Pro produces high-quality animal nutrition and care products for a broad range of animals. Its largest group of products is geared to horses, but the company also produces feed for goats, chickens, cows, pigs, rabbits, hamsters, guinea pigs and birds. Manna Pro’s product lines primarily serve the “lifestyle farmer” market – people who own acreage with farm animals, and operate their farms as a hobby rather than a business.

According to Manna Pro President John Howe, product innovation, consistently high quality and excellent service are keys to the company’s continued growth.

“Our customers seek trusted, effective products that help them nurture and care for their animals,” Howe says. “When they see the Manna Pro name, they know they are buying a product that was developed with their animals’ best interests in mind.” Howe says the company places great importance on the nutritional value of its products, and customers recognize the difference. “Our products appeal to people who view their animals not as merely livestock, but as a part of their lifestyle and even as a part of their family.”

Manna Pro’s new logo and tagline were developed by Shaw Co., a St. Louis advertising agency. Shaw Co. repositioned the Manna Pro corporate logo into a brand name and marketing platform that has a stronger emotional connection to its customer’s lifestyles. The logo’s “morning barn sunrise,” green and blue waves and new logo type is designed to remind its current and future customers that Manna Pro is committed to making products that nurture their "open air" lifestyle. That sentiment is presented literally in the new tagline: Nurturing Life. Shaw Company says the net result will help unify the entire Manna Pro product line into a cohesive family of products that simply and effectively delivers on the brand promise of nurturing life.

Jennifer Hojnacki, marketing director for Manna Pro, says the new corporate positioning represents a departure from Manna Pro’s past branding, which focused more on individual product lines.

“By launching a new logo for our corporate brand, we bring all of our products under one umbrella that speaks to how consumers live and feed their animals today,” she says. “We are excited to roll out this new identity that so effectively summarizes the direction our company is headed in, while still respecting our long heritage in animal nutrition.”

The internal roll-out of the new brand included the presentation of a 2-minute video, which is accessible in two file formats at the company’s website.

Manna Pro has long been a trusted name in the animal nutrition industry. Respected products – including the company’s signature brand, Calf-Manna®, the Super Horse® line of feeds, and Apple Wafers – have been used by discriminating horse owners for decades. Manna Pro is one of the largest private companies in the St. Louis region, ranking No. 142 in the St. Louis Business Journal’s most recent listing. In 2009, it had sales of $85 million.

Manna Pro has a staff of 170, including 30 people at its Chesterfield headquarters. For more information about Manna Pro or any of the fine products it manufactures, visit the website.