FEEDMIX in action: WAM France, STOLZ and CCPA

Across the animal feed industry, manufacturers are under constant pressure to improve product quality, nutritional consistency and production efficiency. One of the most common process challenges involves the addition of liquid ingredients into dry formulations.

Whether the liquid is molasses, vegetable oil, enzymes, flavourings, vitamins or other functional additives, achieving uniform distribution is essential to ensuring a consistent final product. This challenge extends far beyond feed production. Similar requirements can be found in pet food, mineral supplements, fertilisers, food ingredients, chemicals and construction materials. Wherever liquids need to be incorporated into powders or granular materials, process reliability and homogeneity become key success factors.

A recent project developed by WAM France in collaboration with OEM partner STOLZ and end user CCPA demonstrates how a clear understanding of customer needs can translate into a successful and profitable application. The installation involves the continuous addition of approximately 3% molasses to a confidential feed-related formulation consisting of mineral and flour-based ingredients. According to customer feedback, the system is delivering the required performance under production conditions.

Understanding the process challenge

The customer required a continuous mixing solution capable of accurately incorporating a relatively small quantity of molasses into a much larger stream of dry material, while maintaining stable operation and a consistent final product.

Although the formulation remains confidential, the challenge is familiar to many producers across the feed industry. Manufacturers regularly add liquids to cereals, minerals, proteins, premixes, vitamins and trace elements. Similar requirements are encountered whenever powders or granules must be coated, conditioned or enriched with liquid ingredients without creating agglomerations, uneven distribution or process inefficiencies.

For sales professionals, liquid addition applications should immediately signal a potential opportunity. Any process involving molasses, oils, fats, flavourings, enzymes or other liquid additives may benefit from FEEDMIX technology.

Why the project succeeded

The success of this project was driven by much more than equipment performance alone. The original requirement centred on the integration of a FEEDMIX40 into a STOLZ production line while ensuring reliable and continuous molasses incorporation. WAMGROUP®’s contribution combined specialised mixing technology with close cooperation between the MAP® Division, WAM France and the OEM partner throughout the project lifecycle.

Technical support during commissioning, practical operational guidance, responsive assistance with modifications and reliable spare parts availability all contributed to building customer confidence and ensuring a smooth implementation. This combination of application expertise, dedicated technology and long-term customer support remains one of WAMGROUP®’s strongest competitive advantages.

OEMs: powerful multipliers for growth

One of the most important takeaways from this project is the strategic value of OEM partnerships. As a process integrator and equipment supplier, STOLZ provided an ideal platform for incorporating WAMGROUP®’s specialised mixing expertise. This approach can be replicated across numerous industries and geographical markets.

Many OEMs design and supply complete process lines but do not offer dedicated solutions for continuous liquid addition. By integrating FEEDMIX into their projects, these companies can enhance their offering while creating new opportunities for WAMGROUP®. For sales teams, OEMs should therefore be viewed not simply as customers, but as business multipliers capable of generating recurring opportunities across multiple sites, projects and end users.

When approaching OEMs, consider the following questions:

• Which OEMs are active in feed, pet food, food ingredients, fertilisers, minerals or chemicals?
• Which of these companies regularly integrate liquid-addition processes?
• Where could FEEDMIX add measurable value to their process portfolio?

Creating value for end users

While OEMs represent an important route to market, direct engagement with end users remains equally valuable. Production managers and plant operators frequently face challenges such as uneven liquid distribution, variations in product quality, dust control issues, capacity expansion requirements, retrofitting existing production lines, and improving process repeatability.

In these situations, FEEDMIX should be positioned not merely as a mixer, but as a process optimisation solution capable of improving product consistency, operational efficiency and overall production performance. The most effective commercial discussions typically focus on the customer’s process rather than equipment specifications.

“How are liquid ingredients currently introduced into your process?” or “Do you experience difficulties achieving homogeneous distribution?” — questions like these often reveal hidden opportunities that might otherwise remain undiscovered.

Turning successful installations into future business

Every successful application should become a source of valuable process knowledge. Customer feedback, operating data, photographs, videos and performance information can all help build a stronger library of reference installations. The more practical evidence sales teams can present, the easier it becomes to demonstrate value, establish credibility and accelerate future sales cycles.

Where to identify new opportunities

The STOLZ–CCPA project highlights a universal process requirement: achieving controlled and homogeneous liquid incorporation into dry materials. Potential opportunities can often be found wherever customers need to add molasses to feed formulations, incorporate oils into powders or cereals, distribute vitamins and micronutrients, apply functional coatings, improve product homogeneity, upgrade existing production lines, or reduce product variability.

Conclusion

The FEEDMIX40 installation supplied to STOLZ for CCPA is far more than a successful application. It demonstrates how a common process challenge can become a valuable opportunity for both customers and WAMGROUP®. Across numerous industries, manufacturers face the same fundamental requirement: introducing liquids into dry materials accurately, continuously and uniformly.

For sales teams, the lesson is clear. Growth opportunities exist along two complementary paths: building strategic relationships with OEMs capable of replicating successful solutions across multiple projects, and working directly with end users to solve the everyday process challenges that impact quality, productivity and profitability.

Wherever liquids meet dry materials, FEEDMIX creates value.