Shanghai Menon Animal Nutrition Technology Co., Ltd. has built sales networks in more than 40 countries and regions after over 20 years of international development. Its overseas business grew by more than 17% year-on-year in 2025, with revenue reaching nearly CNY 220 million (USD 30.64 million), accounting for about 39% of total revenue. The company plans to expand into new markets while deepening value creation in existing ones, supported by a broad feed additive portfolio, distributor partnerships, and direct-sales exploration.
Chinese feed additive company Shanghai Menon Animal Nutrition Technology Co., Ltd. has detailed its international market footprint, competitive advantages, development model, and expansion plans during a recent survey by securities investment institutions.
After more than 20 years of work in overseas markets, Menon said it has built sales networks in more than 40 countries and regions, including Vietnam, Russia, Thailand, Myanmar, the Philippines, Pakistan, Bangladesh, Egypt, Jordan, Turkey, and Brazil.
According to the company’s 2025 annual report, Menon’s overseas business grew by more than 17% year-on-year. Overseas revenue reached nearly CNY 220 million (USD 30.64 million), lifting its share of total revenue to about 39%.
The company said growth last year was driven by rapid gains in mature markets such as Vietnam, the Philippines, Brazil, Mexico, and Bangladesh, as well as breakthroughs in more than 10 new markets, including Australia, New Zealand, Indonesia, Germany, and Saudi Arabia.
Product range supports global demand
Menon said competition remains a constant pressure when developing markets. However, the company added that it was among the earlier Chinese players in the sector to build an overseas presence, giving it an early-mover advantage and a strong foundation.
On the product side, Menon has a broad portfolio covering functional feed additives, nutritional feed additives, and enzymatically hydrolysed protein feed ingredients. These products are used in pig, ruminant, poultry, and aquaculture production.
The company said it can provide products and solutions for feed intake, digestion, and absorption across different growth stages, helping it meet the needs of different customers worldwide.
A partner-based model
For market development, Menon said it follows an “integrated service” approach. This means offering overseas partners tailored support throughout the process, rather than only supplying products.
The company said this includes empowering partners’ sales teams, jointly organising technical seminars, and integrating global resources to better support partners and end customers. This approach, according to Menon, strengthens cooperation and helps build a close “business community” to address market challenges and share growth opportunities.
Menon added that it has also built a professional and efficient international team, which it sees as an important foundation for the continued development of its overseas business.
The company’s overseas sales are mainly carried out through distributors. Over more than 20 years, Menon said it has developed a mature method for selecting high-quality distributors and a distinctive “partner growth” model. After identifying local distributors with the right resources, capabilities, and willingness to cooperate, the company applies its integrated service model.
Menon has also started exploring direct sales, seeking to establish direct cooperation with large feed companies and integrated livestock farming enterprises.
Going Out and Digging Deep
Looking ahead, Menon said it will continue to build on its existing foundation and further strengthen its first-mover advantage.
Its international expansion strategy is moving in 2 directions. The first is to “go out” by continuing to develop new markets and expand its business footprint. The second is to “dig deep” by further developing value in existing markets. Together, the company said, these efforts are intended to improve quality and increase volume.
Menon said its longer-term ambition is not only to expand the market share of its own products, but also to become a global livestock resource integration platform. By integrating high-quality resources worldwide, the company aims to provide more comprehensive and efficient services to global feed and livestock companies and support the development of the global livestock sector.
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