ADM Partners with B&D, Launches New Campaign

ADM Partners with B&D, Launches New Campaign

DECATUR, Ill.--ADM Nutraceutical, a division of Archer Daniels Midland Co., haspartnered with Carlsbad, Calif.-based B&D Nutritional Ingredients to expand itspresence on the West Coast. The new agreement will allow ADM to improve its service toWest Coast customers. B&D will represent ADM's products, which include natural sourcevitamin E, Novasoy isoflavones, mixed tocopherols and phytosterols.

In other news, ADM is launching an extensive advertising campaign for its Novasoy SoyIsoflavone product. The campaign, split into two parts, will make approximately 138million impressions through a print campaign and more than 652 million impressions throughradio and television advertising. The advertising encourages consumers to "look forthe Novasoy leaf" on supplement labels.

ADM will focus on two market segments: the "transition" consumer, aperi-menopausal woman aged 45 to 55; and the "structure and support" consumer, apost-menopausal woman aged 55 and over. Ads will be printed in consumer and trademagazines and television advertising will include spots on A&E Biography, CNNMoneyline and Meet the Press. The company has also created a website, www.novasoy.com, that is consumer-friendly and currentlyreceives approximately 35,000 hits per month.