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Global image campaign for nutrition business


“We add quality to the world of nutrition” is the slogan the Nutrition Business Unit has been using since October in global advertising for the trade press and on its home page ( The campaign visuals show a stylized map of the world made up of BASF Human and Animal Nutrition products, thereby underlining BASF’s global competence and high-end product portfolio in this area.

“We are a strong and universally reliable global partner for healthy human and animal nutrition,” says Dr. Martin Jager, head of Global Marketing Nutrition, which is part of the Fine Chemicals division. “Our customers know they can rely on the consistently high quality of our products in all respects, in every country in the world,” Jager continue. The human and animal nutrition product portfolio is subject to extremely strict official requirements and meets the highest safety standards. These extend to all areas of the manufacturing process, from the raw materials employed, to production and quality control, to package, storage and transport.

The new image campaign’s visual language encompasses both the human and animal nutrition areas. The motif will appear not only in advertisements, but also in brochures, trade fair presentations, and on the internet and intranet.

BASF’s Nutrition business unit is a leading supplier of food ingredients and feed addi-tives. The product portfolio includes vitamins, carotenoids, enzymes, organic acids and others. BASF offers products of outstanding quality produced with modern, state-of-the-art technologies. BASF also combines technical services and scientific exper-tise to meet the highest demands and to deliver the best value to the industry. Pre-mium formu-lations are a key strength that has made BASF a leader in the industry.


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