News Business Management
Annex Business Media launches new, multiplatform agriculture brand

Annex Business Media, Ontario, is launching a new media brand dedicated fully to livestock feed, nutrition and additives.

The Trough will deliver news, features and valuable educational content to those in the livestock business including producers and breeders, grain farmers, veterinarians, animal nutritionists, distributors, processors, elevator operators and key industry stakeholders.

Canada’s markets for both livestock and animal feed are growing. Higher cattle prices are forecast in Canada and the U.S. for the next year, while farm cash receipts of dairy products in Canada have grown consistently. The animal feed and grain market (including pet food) in Canada is estimated to be $12.1 billion as of 2021, and growing at an annualized rate of 4.3 per cent.

“This growing industry is filled with many unique challenges and opportunities as more consumers want to know what the food they eat is eating,” says Bree Rody, editor of The Trough. “The feed decisions one makes for their animals influences animal health, marketability and even the environment. Our goal is to provide content that balances business issues, research and innovation to guide businesses through their everyday decision-making.”

To meet the demands of the increasingly busy, digitally savvy producer, The Trough will deliver content across numerous platforms. On top of annual print issues, The Trough will post online news, distribute eNewsletters and will deliver content through webinars and podcasts.

“The launch of The Trough comes during a time where the demand for succession and sustainability is prevalent, while asking more of our land, animals and labour resources than ever before. The need to make strong input & feed decisions is indisputable,” says Michelle Bertholet, Group Publisher of Agriculture. “The absence of a media brand in this niche that reached across North America allowed for a modern approach to finding a balance between science and business, and that’s our goal – to share insights and cultivate the community that drives livestock operations, grain farms, feedlots and feed distributors forward.”