Incorporated by Peter H. Friesen in Steinbach, Manitoba, East-Man Animal Nutrition began as a manufacturer of vitamin/mineral premixes and supplements for livestock in 1970. Friesen brought the concept of on-farm manufacturing of feed to Western Canada by providing a missing link - allowing producers to add vitamins, minerals and supplements to their own grain to make their own complete rations on-farm.
East-Man Animal Nutrition opened its head office in Winnipeg in 1973 and, with hard work and quality product, obtained approximately 45% of the premix fed to hogs in Manitoba. In 1983, the company decided that feeding pigs, what they knew best, was where they wanted to concentrate rather than branching out into the fertilizer and ag chemical business, or becoming vertically integrated as many of their competitors were doing. "We only wanted to deal with the independent livestock producers," said Mark Peters, Director of Marketing. "We were anti-integration. We wanted to stay independent."