Why the mid-market is wide open for phytogenic feed additives

When Cargill bought Delacon in 2022 the industry headlines were about scale. The truth on the ground is messier. Consolidation at the top of the phytogenic market has left mid-market producers — the ones running 50,000-bird operations in Vietnam, 5,000-cow dairies in the UAE, 2,000-sow farms in Mexico — looking at price points that don't make sense for their unit economics.

European phytogenic vendors have spent the last decade optimising for European integrators. The product specifications, the dosing curves, the support model — all aimed at customers who think in metric tonnes per week and maintain in-house nutritionists.

The mid-market thinks in 25 kg bags and asks the distributor's vet for advice. This is not a worse customer. It's a different customer. And there are vastly more of them.

Truevet's bet is that the next decade of phytogenics belongs to companies who design for the mid-market on its own terms — pricing, language, support, regulatory pathway and all.