Lallemand – Cleanfeed

To credibly sell our products, we needed to focus on the practices that make them work.

Lallemand Animal Nutrition makes microbial solutions that work where no one can see them. Probiotics that support digestion and gut health in beef and dairy cattle. Forage inoculants that help preserve the nutritional value of silage.

It’s their strength, but it’s also their challenge.

Good science. Low awareness.

Most dairy farmers and cattle producers weren’t connecting microbial solutions to the bigger picture of feed quality, digestive health and herd performance.

And the problem was bigger than any single product could solve.

Feed quality can be compromised at nearly every step, from harvest and storage to mixing, feedout and the bunk. The right inoculant matters. So does how forage is harvested, packed and covered. How the silage face is managed. How feed-handling equipment and commodity bays are kept clean. And, ultimately, how well the animal can use the feed it consumes.

Meanwhile, competitors were talking about the same things: ROI. Weight gain. Milk production. Features and benefits stacked side by side, all blending together.

Don’t just sell the product. Own the practice.

Lallemand didn’t need louder product claims. It needed to lead a bigger conversation.

So we asked a different question: What if Lallemand could put a name around an entire approach to producing, protecting and using cleaner feed?

Because producers don’t really buy probiotics or inoculants. They buy healthier animals, better-performing feed and fewer opportunities for valuable nutrients to be lost along the way.

Products plus practices. One approach.

We created CleanFeed.

CleanFeed connects Lallemand’s microbial solutions with the management practices that help producers protect feed quality from the field all the way to the animal.

That means using research-proven forage inoculants to help preserve silage. But it also means doing the fundamentals right: reducing contamination at harvest, packing and covering correctly, managing the silage face, keeping feed-handling areas and equipment clean, limiting spoilage and maintaining good feed hygiene through feedout.

Then targeted probiotics help support rumen and lower-gut function so animals can make better use of the feed producers worked so hard to protect.

In other words, CleanFeed isn’t a product. And it isn’t simply two products packaged together.

It’s an approach: better products + better practices = cleaner feed.

Separately, these were products and recommendations producers already knew.

Together, under one name, they became a system Lallemand could own.

Launched where the industry gathers.

CleanFeed debuted at World Dairy Expo 2025 with a fully integrated campaign built to educate, not just advertise.

Together, we created a dedicated website and educational collateral that gave the program a home and helped producers understand how products and practices work together.

Then we created a branded booth and an interactive touch-screen game that turned feed hygiene education into something people actually wanted to play.

The team secured expert speaking opportunities and used news releases and media relations to build credibility around the approach.

And we didn’t stop when the show floor emptied. Podcasts, social, email and paid media kept the CleanFeed conversation going.