Zahle, Lebanon, May 12, 2025 – We are thrilled to kick off our ambitious growth strategy at UTRIX, which includes expanding production capacity, bringing in top talent, and introducing innovative nutritional solutions designed to address the region’s unique challenges.
Michel Daher, Business Support Director at UTRIX, explains: “We have the team, the market knowledge, and the customer connections to make a real difference. Being from the region, we understand the unique challenges our customers face, such as climate and feed quality issues, and we are committed to delivering solutions that truly meet their needs and support bird performance, health, and efficiency.”
Growing Presence with More Offices
To support our growth mission, we have recently intensified our efforts to expand our presence, opening a new regional office and warehouse in Abu Dhabi to better serve customers in the so-called GCC (Gulf Cooperation Council) countries, including the UAE, Oman, Qatar, Kuwait, and Bahrain. “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,” Daher says.
In addition, we expanded into non-GCC countries, opened an office in Jordan to streamline product registration and manage direct sales in Jordan, and expanded our distributor network. These steps over the past two years increased the total number of staff at UTRIX from 60 in 2020 to over 140 today.
Expanding Capacity, Increasing Export Volume
The expansion of offices, staff, and a growing distributor network in the Middle East reflects our broader export ambitions. From 2015 to 2022, only 10% of our production was exported from our home base in Lebanon. In Q1 2025, this figure rose to 18%, with a bold target of reaching a 35% export share by the end of 2025. “It’s 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,” Daher says.
To meet growing demand, we are expanding our manufacturing operations in Zahle, Lebanon. Previously operating on a single 8-hour shift, we are now preparing to add a second shift and recruit additional operators and shift leaders. The facility has 4 fully automated production lines, producing premixes, concentrates, powder, and liquid feed additives and specialties.
Health, Performance, and Welfare Solutions
Besides growing in volumes, we are also strengthening our product portfolio to address key challenges faced by poultry farmers in the MEA region, including health, heat stress, and performance issues. Daher explains: “Innovation has been integral to UTRIX’s DNA from the start, and this year we are excited to roll out a series of specialized nutritional, health, and performance solutions across the regions we operate in.” Recognizing the needs of smaller farms that often lack feed mills, we are also expanding our portfolio of liquid feed additives designed for easy use via drinking water.
In addition to the strong growth in poultry production, UTRIX is also keeping a close eye on the rising demand in large animal farming in the Middle East. “Our company is very committed to providing trusted, high-quality solutions that support the health, well-being, and performance of broilers, breeders, and layers across the region. At the same time, we see opportunities to develop specialized feed additives for dairy cows and other large livestock in the near future. 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 concludes.