Makhteshim Agan, the world’s largest maker of generic agrichemicals, is changing its name to Adama with the UK launch of the brand due later this year.

The Israeli parent company changed its name on Saturday (January 25) to Adama Agricultural Solutions and the full rollout of the new global brand will take 18 months.

The group, which markets products such as oilseed rape herbicide Crawler, is the fourth largest maker of agrichemicals in Britain.

The change to a more easily pronounceable name for English speakers Adama, which means earth in Hebrew, is said to reflect the group’s focus on providing pesticides for farmers.

The formal launch of the brand in Britain is set for the fourth quarter of 2014 and will replace the old name Makhteshim Agan UK Ltd.

The group has grown largely through acquisitions to be the seventh biggest agrichemicals group in the world, with global sales of $2.83bn (£1.7bn) in 2012.

In 2011, state-owned China National Chemical Corporation, popularly known as ChinaChem, bought a 60% controlled stake in the group.

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