The animal feed giant is implementing an investment strategy it calls China Now, which includes building relationships with key players in the market and finding new ways to connect with industry and academia alike.

Alltech has set up long-term partnerships with five leading Chinese universities to aid future scientific studies. It is hoped they will be the bases for successful breakthroughs in scientific research, which could provide natural and efficient animal feed.

Moreover, Alltech said it will provide more than $40 million in on-farm solutions to Chinese producers. It is targeting $60 million in sales in 2013.

"Alltech's strength is using natural nutrition. Their algae animal feed is a pioneer in the industry," said Lu Mingbin, general technical manager with New Hope Liuhe Co Ltd. "Moreover, they have a great ability to integrate their resources and products."

However Lu pointed out that in comparison with Chinese rivals, such as the Hubei-based Angel Yeast Co Ltd, as well as international competitors, such as the US-based Zinpro Corp, Alltech has relatively higher prices. "Chinese farmers need good quality feed but at lower prices," he said.

In addition to algae, Alltech is also improving animal health and performance by the use of yeast fermentation, enzyme technology and a process called nutrigenomics, which aims to develop rational means to optimize nutrition with respect to the subject's genes.

Mark said the 100 percent family-owned company will never go public so it can keep its corporate strategy independent. He said Alltech's high growth in sales will transfer into reinvestment in order to reach higher goals.

To achieve this ambition, Mark's daily routine starts at 5:30 am. He goes to bed after 10 pm and spends most of his daytime traveling within China meeting customers.

"Michelangelo said the greatest danger for most of us is not that our aim is too high and we miss it, but rather it is too low and we achieve it," Mark quoted his father as telling him.

Instead of complaining about his work pressure and lack of vacations, he enjoys his life in China. What he likes the most is "meeting different Chinese customers and eating spicy Sichuan food".

Before entering the Chinese market, Mark served as director of international projects for the company, overseeing developments and operations in Serdan, Mexico, and its flagship yeast production facility in Sao Pedro, Brazil. Then he worked as director for North America from 2010 to 2011.

But, wherever he goes, he retains his roots.

"The Irish are instilled with a fiery passion that carries over into everything that they do — from making fine whiskey to conducting business with countries abroad. This is who we are, this is what you do for entrepreneurship," Mark again quoted his father as telling him.

As an Irishman, Mark is friendly and talkative. He is always the center of attention in a crowd, making everyone feel at ease and comfortable, despite being the boss. He is neither cynical nor boring and says of himself he doesn't know everything but is useful.

He once visited a friend's new home in the evening on impulse, singing and dancing with his father in front of a huge crowd. He is even learning mahjong from his Chinese colleagues, considering it a good way to understand Chinese culture.

"My father said his dream of building a top global animal nutrition company was fuelled by the passion he inherited. And he has been watching the Alltech-Ireland stories become intertwined as we worked together to achieve economic growth and stability over the past 30 years," Mark said. "My own dream and passion, instead of making more money, is having an impact on the industry, or maybe the world as a whole."