The origins of molasses were not widely understood, but its benefits as a feed supplement for stock was marked, according to one of the country's largest importers and distributors.
Winton Stock Feed owner Nelson Lindsay said molasses was a by-product of raw sugar production, and evidence from farmers was that in addition to boosting energy levels, it helped with cow digestion, and some farmers reported a noticeable lift in milk protein levels.
The Southland-owned company is one of two New Zealand importers of the product.
Mr Lindsay said he had sourced molasses from Fiji and the Philippines.
It was imported into Tauranga, New Plymouth, Lyttelton, Timaru, Port Chalmers and Bluff.
Winton Stock Feed recently sold its pelleted feed mill business to CRT but retained the molasses import, sales and distribution business.
It also imports palm kernel, tapioca blends and coconut copra meal.