The invention discloses a novel safe environmentally-friendly feed additive for the livestock and poultry industry. The novel safe environmentally-friendly feed additive is prepared from pheophytin, betaine, metaplexis japonica extract, oxidized matrine, yucca saponin, rose-boot extract, flos caryophylli powder, clinoptilolite powder and illite powder according to a scientific ratio. The novel safe environmentally-friendly feed additive has activation, adjustment and quick-acting functions, improves animal immunity, maintains the balance of florae in a livestock intestinal tract, improves muscle quality, a culture environment and an organic decomposition rate, reduces an ammonia concentration of air in an animal house and realizes deodorization. In breeding, the novel safe environmentally-friendly feed additive can fully avoid antibiotic medicines, reduce mycotoxins, prevent enterorrhea and diarrhea, resist stress and coccidium, improve a feed conversion ratio and an egg yield, and eliminate heavy metal and drug residues.