Letters Lisa FROM
Diversification is a risk-reduction strategy that involves adding products, services, locations and markets to your business. Signs that it may be time to diversify include stagnating growth, increased competition, changing consumer preferences or a reliance on a single market.
BioZyme® has had sales diversification as one of its five company goals since 2018. Increasing our odds of success is important, as it allows us to maintain a range of options while enhancing adaptability and resilience in the face of change and uncertainty. Having options is always a good plan but having it during change and uncertainty is even more important.
When facing the decision to diversify, think not about what your company does but about what it does better than its competitors. Pinpointing strategic assets forces us to identify how we might add value to a new market—be it with excellent distribution, creative employees or superior knowledge.
Consider the case of Blue Circle Industries, a British company that is one of the world’s leading cement producers. In the 1980s, Blue Circle decided to diversify. The company’s managers became determined to diversify into the business of making products related to home building. So, Blue Circle expanded into real estate, bricks, waste management, gas stoves, bath tubs—even lawn mowers. According to one retired executive, “Our move into lawn mowers was based on the logic that you need a lawn mower for your garden—which, after all, is next to your house.” Not surprisingly, few of Blue Circle’s diversification approaches proved successful. However, Blue Circle didn’t answer the relevant question of diversification: What are our company’s strategic assets, and how and where can you make the best use of them?
As in poker, the lesson for companies considering diversification is the same: you must know when to hold them and when to fold them. If a company is holding only a pair of strategic assets in an industry in which most players have a better hand, there’s no point in putting money on the table to diversify. A company’s competitive advantage will be shortlived, and diversification will fail, if competitors in the new industry can imitate the company’s moves. In other words, there is no point rushing into a new market unless you have a way to beat the existing players at their own game both in the short and long-term.
Forward-thinking leaders not only will be concerned with success in new markets, but, like good chess players, also will be thinking two or three moves ahead. They will ask themselves a final question when considering a diversification move: What will we learn by entering a new business, and will it serve as a strategic stepping-stone to help us enter yet other businesses?
Diversification will never be an easy game, and we all must study our cards carefully knowing when it is best to raise the bet and when it’s best to fold.
LISA NORTON, PRESIDENT & CEO lnorton@biozymeinc.com
SETTING GOALS IS THE FIRST STEP IN INTO THE VISIBLE. TURNING THE INVISIBLE
- Tony Robbins
D DIVERSITY IN ONE PRODUCT LINE DURAFERM ®:
uraFerm® is a line of nutritional supplements for sheep and goats that supports optimal digestion and nutrition for maximized performance at every stage of production. At BioZyme®, we realize that the nutritional needs differ between sheep and goats. Therefore, we didn’t make a one-size-fits all small ruminant mineral.
“The biggest difference between our sheep and goat formulations in the DuraFerm line is copper,” said Sam Silvers, Director of National Speciality Livestock. “Of course, copper is toxic for sheep, so it is not present in any of our DuraFerm sheep products. However, goats do require certain amounts of copper to promote fertility, bone and muscle development and help with internal parasite control.”
We know that your customers like choices for their flocks and herds. That is why we recently introduced DuraFerm ONE® Sheep, a free choice vitamin and mineral supplement for sheep designed to promote performance year-round.
DuraFerm ONE Sheep
• Contains AO-Biotics® Amaferm®, a prebiotic research-proven to enhance digestibility.
• Meets or exceeds nutrient requirements throughout the production cycle.
• Formulated with research-proven organic zinc for enhanced bioavailability.
“DuraFerm ONE will be a game changer for the commercial operations looking for one mineral solution year-round. We are glad that we can offer this type of mineral that still meets or exceeds nutrition requirements throughout the production cycle and contains our flagship prebiotic, Amaferm,” Silvers said.
As we move into summer, don’t forget that we offer DuraFerm® Sheep Concept•Aid® HEAT®. This free choice vitamin and mineral supplement for sheep is designed to support reproductive success when temperatures are above 70 degrees Fahrenheit.
• Contains Amaferm, a prebiotic research-proven to enhance digestibility.
• Contains HEAT technology, a combination of essential oils and garlic, to support animals when heat and insects are a challenge.
• Supports embryo production and conception using organic trace minerals and high levels of vitamin E.
“DuraFerm® ONE will be a GAME CHANGER FOR COMMERCIAL PRODUCERS LOOKING FOR ONE MINERAL SOLUTION YEAR ROUND.
- SAM SILVERS, DIRECTOR OF NATIONAL SPECIALITY LIVESTOCK
“Other DuraFerm Sheep Products
Two other sheep products exist to give producers ample options for their flocks.
DuraFerm® Sheep Concept•Aid® is a free-choice vitamin and mineral supplement for sheep designed to support reproductive success. Along with Amaferm, for increased digestion,
• Contains high levels of vitamin E for reproductive tract repair.
• Supports embryo production and conception using organic trace minerals.
DuraFerm® Sheep Concept•Aid® Protein Tub is a protein tub with vitamins and minerals for sheep designed to support reproductive success.
• Contains Amaferm, a prebiotic research-proven to enhance digestibility.
• Concept•Aid sheep mineral package is combined in a 16% natural protein tub.
• Supports embryo production and conception using organic trace minerals and high levels of vitamin E.
DuraFerm Goat Products
DuraFerm Goat Concept•Aid® is much like the sheep product, except formulated for goats. It is a free-choice vitamin and mineral supplement for goats designed to support reproductive success.
• Contains Amaferm, a prebiotic research-proven to enhance digestibility.
• Supports embryo production and conception using organic trace minerals.
• Contains high levels of vitamin E for reproductive tract repair.
DuraFerm Goat Concept•Aid® Protein Tub is a protein tub with vitamins and minerals for goats designed to support reproductive success.
• Contains Amaferm, a prebiotic research-proven to enhance digestibility.
• Contains the Concept•Aid goat mineral package in a 20% natural protein tub.
• Supports embryo production and conception using organic trace minerals and high levels of vitamin E.
Resources for our Dealers Are you looking for marketing and educational resources? We’ve got them!
Log into the Online Dealer Center to request materials from the SAMM Center. We have an updated DuraFerm Brochure, a DuraFerm ONE stuffer and more to help you promote these products for sheep and goats.
Follow along on our educational blog for the latest resources about nutrition, reproduction and heat stress and more for both sheep and goats: www.duraferm.com. Feel free to link to any of these articles and share them with your customers.
THANK YOU for supporting
As our way of showing our gratitude for supporting the DuraFerm brand, we’d like to offer you a token of appreciation. Scan the QR code to sign up for your complimentary DURAFERM CAP! Not only will you receive a cap in the mail, we’ll award you action points. We know you took the action to read this far, so we want to reward you for this engagement. TAKE ACTION, GROW YOUR BUSINESS!
OPPORTUNITY TO DIVERSIFY
WITH BIOZYME® FAMILY OF BRANDS
At BioZyme®, diversification is one of our goals. That is because we know that everyone has different passions. Along with those passions, we want to provide care that comes full circle to every animal and every person. Every single day.
For some, diversification might seem like a challenge. However, we wanted to illustrate that it can and does need to happen. Let’s explore the number of animals out there, and where they are located. Then, diversification might become more of a reality to all of us!
SMALL RUMINANTS HORSES
According to the USDA, in 2022, there were just over 5 million sheep and meat goats in the U.S. The top producing states are:
• Texas
• Wyoming
• Utah
• California
• South Dakota
Although this number has declined over the years, you might see a plateau or a change in these values. As land values continue to climb and more women want to raise animals, you might see the numbers of sheep and goats actually start to grow in the U.S.
Additionally, more people are embracing eating lamb and goat meat as it is becoming more culturally acceptable.
The American Feed Industry Association (AFIA) shared some interesting statistics at its recent meeting about our equine friends. U.S. horse population numbers are down about 5% over the last 5 years, but economic expenditures are up - from $122 Billion in 2017 to $177 Billion in 2023.
According to the Horse Industry Council, there are 7.25 million horses in the U.S. The equine industry also contributes to $177 billion annually to the U.S. economy. The U.S. horse industry employs 1.74 million people.
Top Horse Owning States:
• Texas - 767,100
• California - 534,500
• Florida - 387,100
PETS
As of 2024, 66% of U.S. households (86.9 million homes) own a pet, with the first choice a dog, and second choice a cat. Pets offer companionship and emotional support, and a whopping 97% of pet owners consider their pets to be a part of their family. That is why we must tap into the Vitalize® market for pets!
Results in a recent Forbes survey revealed that Americans in rural areas are more likely to own pets than Americans in suburban and urban areas. Furthermore, these rural residents are more likely to have multiple pets.
• 71% of adults living in rural areas have a pet.
• 47% of adults in rural areas have more than one pet.
• 32% in the suburbs and 26% in urban areas have multiple pets.
BIRDS
We cannot forget about our feathered friends –both the backyard birds that provide us eggs and those songbirds that provide us with something pretty to watch. The US Pet Products Association reports that as many as 13% of American households now keep backyard chickens. That has skyrocketed since the pandemic – also the same year we introduced our Backyard Boost® line.
The top five chicken producing states in 2022 included
• Iowa
• Ohio
• Indiana
• Texas
• Pennsylvania
If you want to learn more about songbirds and why customers should purchase the Backyard Boost Songbird Balls, check out this blog:
DEALER BELIEVES IN BIOZYME ®
PRODUCTS FOR BREEDING SUCCESS
“Learn by doing.”
Those three words might seem simple enough, but for many, taking the first step is often the most intimidating. That stands true in sales, production agriculture and life in general. However, that is the advice given by Chad Charmasson, successful club lamb breeder and owner of Shoberts Feed Supplements, located at Hennessey, Oklahoma.
“Don’t be scared to venture out. Be willing to try something for yourself. As the marketer here, I explain the benefits these products have in the potential success to your breeding program and show ring outcome, and then the customer has to decide if they want to try to have that success,” he said.
Keep Ewes on Year-Round Nutrition
Charmasson is a huge fan of the DuraFerm® Sheep Concept•Aid® Protein Tubs, and he provides them to his flock, nearly year-round. He knows that happy ladies in the pasture, simply make his life easier.
“Our ewes have figured out how to self-regulate their intake with the tubs. Should I keep them on tubs year-round? Probably not. But that first tub after being off of them is always like candy, and they overconsume. They are off of them for about two weeks at weaning when they have been nursed down, and their udders are drying up. Then they get the tubs again,” he said.
With the self-regulation of intake, Charmasson feels like his flock is getting the nutrients they need yearround at a good value. They are not having the tubs pulled away, then reintroduced with overconsumption initially, which would likely be just as costly and not as consistent. He credits the AO-Biotics® Amaferm® in the DuraFerm products for helping his flock stay in a good state of body condition and utilize their resources more efficiently.
“I’m a firm believer in the DuraFerm tubs with the Amaferm. Our conception rates stay good, and our ewes stay in better shape. Amaferm helps our sheep utilize feed and forage a lot better. From a show industry standpoint, they maintain condition, body score and weight a lot better,” he said.
Charmasson doesn’t need to give much extra attention to his ewes, other than donors and yearling ewes. The flock spends the summer into the fall on pasture, grazing and has access to the DuraFerm Sheep Protein Tubs.
Setting Up Donors
When it comes to reproductive technologies, Charmasson wants to ensure the most success possible. He has found another way to give these ewes the benefits of fly control using BioZyme’s products. He starts them on Sure Champ® Extreme with ClariFly® about 30-45 days before their flush dates. The donors get grain daily to supplement their diets, so Charmasson top dresses their grain with the Sure Champ Extreme. He realizes this is another expense, but with the investment he’s making in his donor program and embryo transfer work, a trusted nutritional program is an investment he’s not willing to sacrifice.
Keeping Ewes in Shape
The life-long sheep breeder, who is in his sixth year as a BioZyme dealer, said too many people worry about having their ewes in too heavy of condition when it comes to breeding. However, more is not always better.
“An obese female is not realistic. I want a ewe in good working shape, but slightly thinner,” he said, which typically results in higher flush numbers and better conception rates.
The exception – yearling ewes – because raising that first lamb is pretty hard on them while they are still growing themselves. He pushes some added grain to them during breeding. Once bred, he turns them back out to pasture to just be sheep.
Consistency Matters
Charmasson said when it comes to raising and feeding show lambs, keeping their diets and routines consistent is a big step to success. The former ag teacher conducts clinics across the country, and this is oftentimes one of his primary talking points.
MARIA HAAG JOINS BIOZYME COMPANY NEWS:
Maria Haag, Ph.D., is the new Director of Analytics and Software Development at BioZyme® Inc. In her role, she will streamline and strengthen existing technologies and develop new solutions to create efficiencies within the company, a global fermentation leader.
“I am super excited about the opportunity to join the team at BioZyme,” said Haag. “Not too many careers will let me combine my two favorite things in life – animals and computers. I want to make sure that people feel good about their jobs, including our customers. That includes ensuring that everyone on the team has the technology they need to do what they need it to do.”
The clinics also provide an opportunity for him to talk about the products like Sure Champ Extreme, Sure Champ Liquid Boost® and Sure Champ Gels. If he is able to drive, he will also take products with him for the participants to see and purchase.
Learn by doing. It’s the advice Chad Charmasson gives. And it’s the words this dealer lives by. He learned what his ewes liked, and he’s doing what works to make him a successful club lamb producer and feed and supplement dealer.
Thanks, Chad, for showing care that comes full circle!
Haag earned both her Ph.D. and master’s degree in Animal Genetics and Genomics, respectively, from the University of Missouri. However, she spent her doctoral studies in a computer lab rather than in a typical animal science lab. A life-long learner and computer guru, Haag developed educational software for classroom use. In her early career, she also developed software to help livestock producers visualize the long-term effects of genetic selection. Haag and her husband, Andrew Kelleher, live near Columbia, Missouri, with their young son. They raise TexMaster goats, and she enjoys spending free time renovating their farm.
HEAT & FLY CONTROL NOW IS THE TIME FOR
There is no better time than right now to start talking about heat and fly control with your customers. At BioZyme®, we provide you with the products and the resources to combat both. You might have noticed a slight shift in talking about HEAT® products to HEAT technology. Much like the Vita Charge® technology, we thought the HEAT technology was just too important to single into one product, especially since it is found in several of our brands across product lines. Therefore, we have focused our marketing efforts on a combination of essential oils and garlic, to support animals when heat and insects are a challenge.
Be sure to stock up on these products with HEAT technology (H) and fly control (F) for your customers.
For Cattle:
• Gain Smart® Stocker HEAT® (H & F)
• Sure Champ® Extreme with ClariFly® (H &F)
• VitaFerm® Concept•Aid® 5/S HEAT® (H &F)
• VitaFerm® Concept•Aid® 5/S HEAT® CTC 3G (H &F)
• VitaFerm® Concept•Aid® 5/S HEAT® with ClariFly® (H &F)
• VitaFerm® Concept•Aid® 5/S with ClariFly® (F)
• VitaFerm® HEAT® (H & F)
• VitaFerm® HEAT® CTC 3G (H & F)
• VitaFerm® HEAT® ClariFly® (H & F)
• VitaFerm® ONE HEAT® (H & F)
• VitaFerm® ONE HEAT® CTC 3G (H & F)
• VitaFerm® HEAT Stress Tub (H & F)
• VitaFerm® HEAT® Tub (H & F)
• Sure Champ® Climate Control Gel (H)
• VitaFerm CONSERVE® CTC 3G with ClariFly® (F)
For Sheep:
• DuraFerm® Sheep Concept•Aid® HEAT® (H&F)
• Sure Champ® Climate Control Gel (H)
• Sure Champ® Extreme with ClariFly® (H&F)
For Goats and Pigs:
• Sure Champ® Climate Control Gel (H)
• Sure Champ® Extreme with ClariFly® (H&F)
For Horses:
• Vitalize® Blazin’ (H)
• Vitalize® Free Choice (F)
Want to learn more about heat stress in animals or fly control across species? Check out our educational blogs that have been written for you to share on social media. Blogs are available for nearly every species about heat stress and fly control and how our products are part of the support animals need. Access those blogs www.biozymeinc.com and select the brand and click on “Education.”
Here’s what one customer has to say about our products:
“Last summer I did my own experiment with two groups of about 25 to 30 pairs in each pasture. In one pasture, I put out the VitaFerm® HEAT®. In the other, I fed the Purina Wind and Rain with Altosid. In the VitaFerm group, I hardly saw any fly pressure. Those cows were out grazing in the middle of the day and were not all bunched up. Their body condition was heads and tails better than that of the other group. I felt like the cows on the HEAT mineral performed well. I had always heard good things about VitaFerm, and I was pleasantly surprised.” – Connor Nicholas, West Nodaway Simmentals, Missouri
Chris Cassady, Ph.D., Director of Beef Technical Sales, recently wrote a column for the May issue of Progressive Cattle. See what advice he gives for nutritional considerations for breeding and moving into the summer months:
TOP ACTION FOR QUARTER 1 MASTER DEALER ACHIEVEMENTS
Congratulations to these dealers who completed the Master Dealer Program during the month of March! Way to take your dealership and knowledge to the next level!
Chapter 1
D&M Ag Supply
The Feed Stop
BCC Feed & Supplements
Chapter 2
West Plains Vet Supply
Chapter 3
Northwest Ag Supply LLC
Bellflower Feed Mill
West Plains Vet Supply
1.
4.
5.
Does not include distribution partners.
DEA LER REC OGN ITION
Umbarger Show Feeds
Killduff Feed & Grain
Farm & Ranch Feed Inc
Megan Souder
Chapter 4
Stoney River Farms Supplies
Liberty Feed
Greensburg Soy Processors
Killduff Feed & Grain
Do you want to see your dealership name on this page? Take action with Annabelle with these three valuable tips from this issue of VISION:
1. 2. 3.
When facing the decision to diversify, think about what your company does better than its competitors. Pinpointing strategic assets forces us to identify how we might add value to a new market.
Don’t forget to sign up for Dealer Action Rewards. Whenever you take action and send it to us, not only will you see a change in your business growth and dynamics, BioZyme will reward you with points that you can redeem for BioZyme merchandise to further promote your business or reward your own employees or customers!
Stock up on a variety of products. We live in a diverse country where people love animals, and want to give their animals the best care and nutrition possible. And if you missed learning about our newest product, DuraFerm® ONE Sheep, turn back to pages 4-5 to learn how you can stock up on it and earn points and receive a DuraFerm cap!
6010 Stockyards Expressway
St. Joseph, MO 64504 www.biozymeinc.com
Better Barrel Races World Finals (BBRWF) Oklahoma City, OK • April 25-28
Defender Kentucky 3-Day Event (DK3DE) Lexington, KY • April 25-28
Missouri Beef Days Bolivar, MO • May 10
Iowa Meat Goat Assn. Fire Up Goat Camp Adel, IA • May 11
Four State Farm Show Pittsburg, KS • May 17-19
Heartland Youth Show Lamb Circuit Webster City, IA • May 18