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oing what’s best for the beef business. Trevor Greenfield, founder and owner of Rio Nutrition, says, “I am one of America’s family businesses, the businesses that make America what it is. Yes, I am in the business to help ranchers by providing them with the best and most affordable lick tubs in the business. BUT as a business owner, I realize that for a rancher to make the decision to use product A or B, he is going to make the decision that makes the most business sense for him…and as a business owner, I am on the same page.” Greenfield knows there are lots of options out there and it often comes down to how comfortable a rancher is with the product options and how much he trusts the company and the people he will be working with. Their decision must be a good, sound business decision that will, in turn, positively impact their business and their bottom line. With this background in mind, Greenfield shares a smile and a slight chuckle and says, “To those reading this article, please excuse this lengthy preamble to what I really want to talk about, BUT there is a reason…and that reason has to do with more than just products. At Rio Nutrition, we don’t look at just selling livestock supplements, lick tubs and minerals as the end game. Instead, I look at the end game and ask the question: What are we in this for? What are we trying to get done? What needle are we trying to help the rancher move? And the answer we typically find is that folks are just looking to increase the profitability of their ranch. Simple.

Increasing profitability

How do you do this? What measurable makes the greatest impact on the rancher’s profitability? According to Greenfield, the answer they hear year in



June 2018

and year out is breed up rates or fertility. He says, “Nutritionally speaking, when we talk to ranchers, we ask the question what will give us the highest possible chance of reproductive success? The answer is 100 percent protected trace minerals – copper, zinc, manganese. Why 100 percent protected? Because this gives it the highest chance of getting through the rumen into the small intestine and hence into the bloodstream. Getting key reproductive trace minerals into the blood stream not only makes sense, but it is totally predictive of reproductive performance.” Greenfield continues, “At this point, we are looking at the end game, the desired result, the objective…reverse engineering, if you will, to ensure that the product positively influences the results.”

Products to achieve these results: Fertiliti Series

So we’ve identified that impacting reproductive performance is the desired objective. So at this point, let’s look at the fertiliti series designed with the end in mind. It is a range of lick tubs that are engineered around giving each cow the highest probability of reproductive success. Ingredients in the series include 100% protected trace minerals, the added Flaxpac omega 3 and the high concentration of all vitamins and minerals. This is coupled with a low rate of consumption. Greenfield says, “To sum up in simple terms, these are important ingredients that will positively move the needle for your breeding performance this year…all at a price point that commercial cattlemen and the ‘mom and pop’ ranch can afford. Sure, it fits into the purebred programs, the embryo-transfer programs... It does all of that, while the cost fits the budget of every commercial cattleman across the country.”

What ranchers find different about Rio

Greenfield explains, “When ranchers reach out to us for help let’s say during breeding season, the Rio team handles things differently than many others in the business.” With a smile, Greenfield compares the team to that of a doctor. ”Only we don’t get paid the same,” he says with a laugh. With that, Greenfield shares his analogy. “When you go to a doctor, with a severe pain in your side, the doctor doesn’t simply toss you a bottle of pills that says take morning and night for two weeks…

American Cattlemen June 2018  
American Cattlemen June 2018