UTRIX expands into Jordanian animal nutrition market

JORDAN – UTRIX S.A.L., a leading Lebanese producer of premixes and concentrates, has officially expanded into the Jordanian animal nutrition market, marking a major step in its regional growth strategy. 

The company celebrated the launch in September 2025 by hosting a three-day program at its headquarters in Lebanon, where it welcomed 24 Jordanian poultry industry representatives, nearly 90% of the country’s sector, for training, collaboration, and a guided tour of its Zahlé production facility.

“We are proud to welcome our partners and customers from Jordan and to deepen our commitment to the market,” said Dr. Wael Abdelrahman, Head of Marketing at UTRIX. 

“Our mission is simple: Help producers achieve healthier, more sustainable animal production through innovative solutions and services. Producing locally allows us to ensure prompt delivery and consistent product freshness and quality that customers can rely on.”

Technical sessions highlight solutions

The program included two days of technical presentations followed by a plant tour, where guests observed UTRIX’s GMP+ certified operations, unique in Lebanon and across the MENA region. The keynote, delivered by Dr. Africa Fernandes of Vetworks, addressed 

“Mycotoxins in Practice: Situation, Consequences and Control.” Dr. Abdelrahman also presented on “Gut Health, Winning the Battle Against Disease Without AGPs,” underscoring practical approaches to reduce antibiotic use in livestock production.

UTRIX’s product management team introduced its portfolio of feed solutions, while technical experts showcased how the company’s services can be integrated directly on farms to deliver measurable improvements in productivity and profitability.

Meeting industry changes head-on

Jordan’s poultry producers are under growing pressure to reduce dependence on antibiotic growth promoters, creating urgent demand for proven alternatives. UTRIX says its expansion is well-timed to meet these needs.

“As Jordan progresses toward restricting and phasing out antibiotic growth promoters in animal production, producers are actively looking for robust, field-proven alternatives,” noted Michel Daher, Business Development Director at UTRIX. 

“Our expansion comes at exactly the right moment: We pair science-based formulations with on-farm technical programs and reliable local supply, so customers can transition confidently and protect performance and improve their profitability.”

The company expressed appreciation to its Jordanian guests, Vetworks partners, and UTRIX’s own team for contributing to the successful launch.

Regional growth momentum

The Jordan expansion follows UTRIX’s earlier (February 2025) announcement of a new subsidiary in Al Ain, Abu Dhabi, Utrix Animal Nutrition for Trading, designed to strengthen supply and technical support across the GCC. 

The subsidiary will include warehouse and office facilities and will be led by Regional Sales Manager Sameh Al Khouly, who brings extensive experience in animal nutrition and deep knowledge of regional markets.

Founded in 2009 and commencing full operations in the Bekaa region in 2015, UTRIX has established itself as the region’s sole feed additive producer, renowned for its high-quality, innovative solutions that align with international standards. 

With poultry feed dominating the GCC’s compound feed market, forecast to grow at a 7% CAGR through 2029, the company has a significant opportunity to provide customizable nutrition programs to meet rising demand for safe, high-quality food products.

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