UTRIX accelerates regional expansion to tackle poultry farming challenges in MEA

LEBANON –  UTRIX, a Lebanese-based feed solutions provider, is rapidly scaling its operations, product portfolio, and geographic reach to address the mounting challenges of poultry farming in the Middle East and Africa (MEA).

The company has launched a multi-pronged growth plan that includes expanding its production capacity, opening new offices in key regional markets, and rolling out specialized nutritional solutions aimed at improving bird health, welfare, and efficiency.

UTRIX’s expansion drive is rooted in its deep understanding of regional needs. With a growing footprint in both Gulf and non-Gulf countries, the company aims to deliver faster service and customised technical support.

To strengthen its presence in the Gulf Cooperation Council (GCC) countries, UAE, Oman, Qatar, Kuwait, and Bahrain, UTRIX recently inaugurated a new regional office and warehouse in Abu Dhabi. 

“The new hub in Abu Dhabi allows us to deliver faster service of our innovative feed solutions and expert technical services to this part of the Middle East,” said Michel Daher, Business Support Director at UTRIX.

Further east, a new office in Jordan is helping streamline product registration and manage direct sales, especially outside the GCC. Over the past two years, the company’s workforce has more than doubled, rising from 60 employees in 2020 to over 140 today.

Strategic changes in the Lebanese plant 

The company’s headquarters and main manufacturing site in Zahle, Lebanon, have also seen major upgrades. 

To meet increasing demand, UTRIX is adding a second shift and hiring new operators and shift leaders for its four fully automated production lines, which manufacture premixes, concentrates, and powder and liquid feed additives.

Export growth has been a key priority. From exporting just 10% of its production between 2015 and 2022, UTRIX boosted that figure to 18% in the first quarter of 2025. The company is now aiming for a 35% export share by year-end. 

“It is a big goal, but with the expansion of our team, the addition of highly skilled technical staff, and our targeted market strategies, we are confident we will achieve it,” said Daher.

Targeted solutions for local conditions

Beyond operational growth, UTRIX is doubling down on innovation to meet the specific health and performance challenges faced by poultry farmers in the region, including heat stress and inconsistent feed quality.

“We have the team, the market knowledge, and the customer connections to make a real difference,” said Daher. “Being from the region, we understand the unique challenges our customers face, such as climate and feed quality issues. We are committed to delivering solutions that truly meet their needs and support bird performance, health, and efficiency.”

Recognising the constraints faced by smaller farms lacking in-feed production infrastructure, UTRIX is also expanding its liquid feed additive range, designed for easy administration via drinking water.

While poultry remains at the core of its operations, UTRIX is also watching trends in large animal farming. 

“At the same time, we see opportunities to develop specialised feed additives for dairy cows and other large livestock soon. Also here, we believe we can make a big difference related to heat stress and efficiency problems that we see in large animals in our region,” Daher added.

Founded in 2009 and operating out of the Bekaa Valley since 2015, UTRIX has positioned itself as a leading regional player in feed innovation. 

With GMP+ and ISO-certified production lines, it remains the only feed additive producer of its kind in Lebanon, well-poised to scale its impact across the MEA region.

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