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HELPING YOU GROW YOUR BOTTOM LINE
SUMMER 2015
Bob
Hormann
VOL. 14 / ISSUE 2
www.durvet.com
HE DID IT ‘THEIR’ WAY
horse
sense
Find Success In A Challenging Market
GENERIC DRUGS
Bio-Equivalents Get Big Endorsement
NEW
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For additional New Products for
SUMMER see page 20
SUMMER 2015
VOL. 14 | ISSUE 2
CONTENTS
F E AT U R E S
SMART LEADERSHIP
Ideals for individual & staff development
4|
"I Did It Their Way"
BOB HORMANN, RETIRING DURVET PRESIDENT, TALKS
ABOUT HOW HE GUIDED EMPLOYEES, SHAREHOLDERS
AND CUSTOMERS TO GROW THE COMPANY AND GROOM
INDIVIDUALS.
UP FRONT
INDUSTRY:
1 0 | EQUINE
TRICKY BUSINESS BUT
STILL A GOOD BET
The trick to earning more money in
a challenging equine market is to
help your horse owning customers
save more of it.
News and trends in retailing
6|
Pet Savvy: Clean Up The
Canine Flu Bug
ANIMAL HEALTH SPECIALISTS ARE ADVISING DOG
OWNERS TO USE TIME-TESTED PREVENTIVE MEASURES
TO DEAL WITH THE FLU OUTBREAK.
6|
Pigeon Fever Spreads Its Wings
ONCE RESTRICTED TO DRY CLIMATES, THE DISEASE IS
ON THE MOVE EASTWARD.
8|
Generics Get Thumbs Up
From Veterinarians
VETERINARIANS BELIEVE OFFERING PET OWNERS
AFFORDABLE GENERIC ALTERNATIVES IS THE “RIGHT
THING TO DO.”
I M PA C T
Facts, tips and ideas to help your business
14 |
Ranchers Beef Up Their Herds
As Rain Returns
MANY CATTLE PRODUCERS FEEL THE WEATHER AND
THE ECONOMY HAVE IMPROVED ENOUGH TO START
EXPANDING THEIR HERDS.
16|
Sales Edge:
Keeping Your Team Sharp
E V E RY I S S U E
2| PRESIDENT’S
MESSAGE
A message from Todd Muenstermann
At the core of our business philosophy, it is our people who
have made Durvet successful, and they will continue to be the
driving force.
3| FIRST GLANCE
A look into what’s new in the industry
Todd Muenstermann and Durvet’s new executive leadership
team take hold of the reins from Bob Hormann who retires as
Durvet president after 40 years.
20| NEW PRODUCTS
An overview of new animal health products
!
ON THE COVER
A special thanks to:
Jordan Sanders, Hannah,
Derrick Peterson Rope Horses
& Peterson Ranch
Jordan Sanders, a member of Durvet’s
sales team, knows the importance of
high quality, high value equine health
care. Sanders is a veteran rodeo athlete
who has performed at the collegiate and
professional levels.
HELPING YOU GROW YOUR BOTTOM LINE
SUMMER 2015 | VOL. 14 | ISSUE 2
S U M M E R 2 0 1 5 P r o f i t B u i l d e r | w w w. d u r v e t . c o m |
01
P
CR
OE
NSTIEDNETNST ’ S L E T T E R
On Course
For A Bright
Future
With his retirement after 40 years
as president of Durvet, Inc., Bob
Hormann leaves big shoes to fill.
But you can be sure none of us here
needs to take baby steps to follow
his footprints. That’s because Bob’s
leadership – in addition to building
one of the largest animal health
distribution organizations in the U.S.
– cleared the way for the Durvet
team to continue to expand the
mission he envisioned. He mentored,
trained and encouraged each of us to
develop our own unique skills that in
turn will enable us to carry on
his legacy.
As the new president, it is my responsibility to
guide Durvet’s continued quest to be the leading
supplier of animal health and related products to
your dealer and OTC markets. The dealer market
is very strong and the future is very bright. As
with any business, though, challenges will arise.
But our leadership team at Durvet will face them
down with over 170 years of experience and
knowledge of the animal health industry. Average
animal health industry tenure for this group is
28 plus years. For the most part, this team has
accumulated all that know-how while working at
Durvet for most of their careers. For that matter,
longevity, loyalty, low-turn-over, or whatever you
want to call it, are key traits of our entire family
at Durvet.
02
VOL. 9 | ISSUE 2
WINTER 2013
"My firm belief is
that it is our people who
make us successful"
My firm belief is that it is our people who make us successful, and they will continue to
be the driving factor that truly makes the difference for our customers. Their hardwired dedication ensures that every encounter, every transaction you have with Durvet
reflects our core values:
Customer Service: This is Bob’s creed and one which we will continue to
embrace. We exist to serve our member distributors and you their customers. In
partnership with our members and valued vendors, our mission is to be your best
supplier.
People Focused: We follow the Golden Rule – treating people the way we like to
be treated.
Passion For Animals: We are in the business of helping people keep and care
for their animals. In a nutshell, we’re in the “healthy animals” business. Our goal is to
market products that help animals live better, healthier lives whether its livestock for
high quality food production or pets for the joy of pet parenthood and companionship.
Economic Operations: Especially in today’s economy (but really in any
economy), getting your money’s worth is very important. We watch every penny in
order to bring the highest quality products to the market at a price folks can afford. We
always strive to provide healthy savings and healthy value.
Introducing a steady flow of new products (both Durvet brands and vendor partner
brands) will always be a key commitment and component of our company mission.
But maintaining our position as a leading resource of industry information and market
insight for our customers, such as you can find regularly in ProfitBuilder, will also
remain an emphasis and a differentiator for Durvet in the years to come.
And while we’re at it, we intend to adhere to another edict on our list of core values:
Work hard, have a good time. I look forward to working with you and sharing the fruits
of one of the greatest industries in world.
Sincerely
Todd Muenstermann
Todd Muenstermann, President of Durvet, Inc.
| w w w. d u r v e t . c o m | P r o f i t B u i l d e r S U M M E R 2 0 1 5
FIRST GLANCE
PROFITBUILDER
DURVET DISTRIBUTORS
Search for distributor locations by zip code
at www.durvet.com.
Click on the DISTRIBUTOR button and enter your zip code.
A Publication of Durvet Distributors
TODD R. MUENSTERMANN
President
MARK FICKEN
Sales Director
Livestock & Fleet (Key Accounts)
BRADLEY CALDWELL, INC.
(800) 257-9100
COASTAL AGRICULTURAL SUPPLY, INC.
(800) 856-6000
COLORADO ANIMAL HEALTH, INC.
(800) 235-2636
DUBOIS DISTRIBUTORS, INC.
(800) 264-3772
FULLER SUPPLY COMPANY, INC.
(800) 633-4960
Dealer / OTC Retail
IVESCO - A DIVISON OF MWI
(800) 457-0118
K&K VETERINARY SUPPLY, INC.
(479) 361-1516
MARK NIBLO
Marketing Director
LITTLE-WOODALL SUPPLY COMPANY, INC.
(800) 554-1049
MIDLAND VET SERVICES
(866) 723-5727
MID-WESTERN VETERINARY SUPPLY
(800) 392-8219
MIDWEST SUPPLY & DISTRIBUTING
(800) 397-6972
MISSISSIPPI SERUM DISTRIBUTORS
(800) 647-7137
MITCHELL’S ANCHOR SERUM CO., INC.
(800) 876-1290
NELSON WHOLESALE SERVICES, INC.
(800) 592-1428
RJ MATTHEWS COMPANY
(800) 578-9234
STEVE REGAN COMPANY
(800) 888-4545
STOCKMEN’S SUPPLY, INC.
(800) 437-4064
VETERINARY SERVICE, INC.
(800) 350-1874
WEST PLAINS VETERINARY SUPPLY
(800) 442-4921
WESTERN RANCH SUPPLY
(800) 548-7270
WESTERN STOCKMEN’S, INC.
(800) 632-3005
W&W SUPPLY(863) 763-0650
JOHN MILLER
Operations Manager
JON MOOSE
Sales Director
VALARIE PARIS
Controller
BILL BOOTS
Livestock Brand Manager
KERRY GLAKELER
Companion Animal / Hobby Farm
Brand Manager
DEREK SIMPSON
East Regional Sales Manager
JAMES WEATHERLY
West Central Regional Sales Manager
STACYE WYATT
Dealer Support Specialist
TERRY NESBIT
Dealer Support Specialist
CARLY BAILEY
Dealer Support Specialist
RUTH VENTELA
Dealer Support Specialist
FIRST GLANCE
Board of Directors
New Durvet Leadership
Continues Legacy of a Service-Driven Culture
Todd Muenstermann is the new president of Durvet, Inc., taking on overall management
duties and responsibilities from Bob Hormann who retired June 1 after guiding the
company for the last 40 years. A key executive at Durvet for 19 years, Muenstermann
joined the team in 1996 as Marketing Manager, a position he held until 2012 when he was
promoted to Vice President of Sales and Marketing. Muenstermann is a 22 year veteran
of the animal health industry having started his career at Pfizer and later with Thompson
Pet Products. He earned a BSBA in marketing and management at the University of
Central Missouri.
“I will be turning over the reins to a very capable group, headed by Todd, which will do
an even better job of taking the company forward,” said Hormann. “I feel very secure in
turning over the operation to such a qualified group of people.”
The executive leadership team includes seasoned industry leaders Mark Ficken, Sales
Director – Livestock & Key Accounts; John Miller – Operations Manager; Jon Moose –
Sales Director - Dealers; Mark Niblo – Marketing Director; Valarie Paris – Controller.
“It is people who make us successful,” Muenstermann noted, “our talented and dedicated
employees, our supplier partners, and our valued customers. Building and nurturing
successful relationships will continue to be the driving force behind our mission of serving
our member distributors and you – their customers. Our goal is to be your best supplier!” ◊
BOB HORMANN
Durvet, Inc.
JIM BRADLEY
Bradley Caldwell, Inc
ERIC BRITTAIN
Coastal Ag. Supply
BILL FULLER
Fuller Supply Company, Inc
KENNY LIPSMEYER
K&K Veterinary Supply, Inc
ED MCMILLAN
Outside Board Member
Durvet, Inc.
100 S.E. Magellan Drive
Blue Springs, MO 64014
Phone 1-800-821-5570
www.durvet.com
© 2015. All rights reserved. VOL. 14, No. 2 SUMMER 2015.
Published quarterly for farm, pet and equine stores and animal health
retailers. ProfitBuilder® will consider manuscripts and photos for publication
but shall not be responsible for loss or damage. All materials must be accompanied by self-addressed stamped envelope. Editorial content researched,
prepared and written by McLaughlin Writers Group, LLC. Lenexa, KS 66215.
ProfitBuilder® reserves the right to alter any submissions at its discretion for
use in the magazine. Send changes of address to ProfitBuilder®, 100 S.E.
Magellan Drive, Blue Springs, MO 64014, or email [email protected]. If you
have any questions or comments about the editorial content please contact
Editor, ProfitBuilder® at 1-800-821-5570.
S U M M E R 2 0 1 5 P r o f i t B u i l d e r | w w w. d u r v e t . c o m |
03
SMART LEADERSHIP
and end-users. But Hormann felt strongly that
distributors could benefit both manufacturers
and consumers. With that in mind, he and
founder Jim Bradley launched Durvet, which
became the first entity in the OTC animal health
market to be involved with manufacturing and
distributing.
It wasn’t smooth sailing at the outset. Five
years into the enterprise, some Durvet members questioned Hormann about the goals and
outlook. At one point, Hormann asked a skeptic
why he had joined Durvet since he was so
negative. He answered, “I don’t want to miss
the potential.”
We designed ProfitBuilder’s ‘Smart Leadership’
column to feature authorities in the fields of personal development and leadership training, like
Dave Ramsey who helped us inaugurate this
special editorial department in the winter issue.
For this edition, though, we only had to look to
the corner office at Durvet’s headquarters for
our expert – Bob Hormann, who retired this
month as president of Durvet for 40 of its 45
years in business. While at the helm of Durvet
for nearly half a century, he didn’t publish a
management book, but his legacy of leadership
speaks volumes.
Here’s what he recently had to say about
getting the most out of people, about achieving
goals and about a few other things:
■ About Commitment:
“If you make
a commitment and live up to it, you can get
anything done.” For Hormann commitment is
multi-dimensional – a good manager has to
be committed to employees, suppliers and
customers.
When Durvet was incorporated in 1970, many
manufacturers were selling directly to retailers
04
■ About That Potential:
The rationale
behind an OTC venture with manufacturing
and distribution capabilities was to improve
the ethics and economics of the animal health
distributor, says Hormann. “Durvet is an organization owned by distributors, run by distributors
for the benefit of distribution.” But he stresses a
key distinction: “When I use the term distribution it is meant not only to include distributors
but also to embrace the universe of dealers and
farm, garden and pet store retailers – and your
customers.”
As for the potential? Well, it can be measured
in many millions of dollars disbursed over four
decades to Durvet members as ROI or profit
sharing. In one deal, Hormann asked members
to ante up about $800 for an interest in a manufacturing operation. Years later, a major animal
health company acquired controlling interest,
and each member received a $200,000 check.
■ About Capitalizing on Potential:
It was no small feat for Hormann and the
Durvet board to create an OTC animal health
distribution and manufacturing company.
Convincing its 20 or so members on the potential of making their own products, creating a
| w w w. d u r v e t . c o m | P r o f i t B u i l d e r S U M M E R 2 0 1 5
PROFITBUILDER
brand and establishing it in the market wasn’t
easy. “There was little agreement among the
members,” Hormann recalls. The board formed
product committees to study strategies and
programs. Hormann relied on the board a great
deal. He also had to consider how the move
would impact relations with other manufacturers whose products he carried.
■ About The Biggest Challenges:
■ About Your Biggest Assets:
■ About What He Just Said:
It’s always people at all levels.
It’s always people at all levels.
In
dealing with people, Hormann says, “I can’t
stress enough the importance of being a good
listener; and when you do talk, talk in terms
of others’ interests.” While presentations of
statistics, theories, analyses, plans and models
to support your case are necessary, Hormann
maintains the best way to get your ideas
accepted is to be a good listener. “Instead of
wondering how people can do ‘this’ or think
‘that,’ put yourself in their position.” THEN
Solutions often become crystal clear; and more
often than not they come from your staff.
Another management tenet has always rung
true for Hormann: You can accomplish almost
anything as long as you are not worried about
who gets the credit. And for the record, Bob
notes that behind every effective leader is a
dedicated, persevering spouse; in his case,
Beverly, his wife of 54 years.
And then there is his variation of Frank Sinatra’s song “I Did It My Way.” Bob says he could
never get the tune out of his head, but he did
manage to change the lyric a bit: “I did it
their way.” ◊
UPFRONT
PROFITBUILDER
Clean Up
The Canine Flu Bug
An ounce of disinfectant worth
a pound of prevention
The outbreak of a new strain of Canine Influenza A this past
spring portends increasing incidence as the virus spreads from
its origins in Wisconsin, Illinois, Indiana and Ohio to other parts
of the country – especially when vacation season begins and
more dogs travel with their families. The outbreak has prompted
dog owners to seek immunization, putting pressure on existing
short supplies of vaccine. Immunologists aren’t yet sure if current
vaccines will provide protection against this new virus (H3N8)
related to Asian strains of Canine Influenza A H3N2 afflicting dog
populations in South Korea and southern China.
Animal health specialists, meanwhile, are advising concerned
dog owners to adhere to old school preventive measures during
the outbreak, like avoiding dog parks, grooming parlors, some
day-care facilities and other places where dogs congregate.
(Even veterinary clinics can harbor the virus when patients with
flu symptoms are waiting to see the doctor.)
With a scarcity of vaccines and development of specific vaccine
for this new outbreak still underway, dealers and pet product
retailers can be on the frontline in the fight against the virus. It is
important you help your dog-owning customers understand how
flu virus is spread and how they can prevent it. Influenza A is
transmitted among animals when they are in close contact with
each other or come into contact with surfaces contaminated by
infected animals.
Key to controlling flu viruses is treating surfaces that infected
animals have touched with effective disinfectants and cleansers. Most animal health product dealers carry these products.
Now would be a good time to promote and merchandise them
prominently – highlighting their role as ‘first responders’ and barricades against the advance of flu viruses. Ask your distributor
reps for literature, display and other merchandising materials. ◊
Pigeon Fever
Spreads Its Wings
Well, not exactly: Pigeon fever doesn’t have wings and it is not
transmitted by its namesake bird species. But it is spreading.
Pigeon fever, aka ‘dryland distemper’ or ‘dryland strangles,’ is
a bacterial infection in horses that causes the ventral chest to
swell like a pigeon’s breast as a result of abscesses occurring deep
within the tissue. It was once restricted to a few states with dry,
somewhat arid climates.
“We’re seeing more incidence
of pigeon fever this year around
the country...”
“We’re seeing more incidence of pigeon fever this year around
the country,” says David Heinje of Boehringer Ingelheim
Vetmedica. Until recently, the disease was prevalent in
environments like California and Arizona’s dry climates.
However, it has been moving eastward, and has been found in
other states such as Texas, Louisiana, Arkansas, Kentucky and
Florida.
Most cases emerge in late summer and early fall. Dealers
operating in these states and in other regions affected by drought
should keep an eye peeled for outbreaks. Pigeon bacteria is
vectored to equine environments – soil and forage, bedding,
stalls, feed buckets et al. – by flies, pests and fly bites. “These
pests can transport the bacteria to another horse’s wound or
mucous membranes or provide the bacteria with a port of entry
through its own bite,” reports Dr. James Little, Veterinary Tech
Services, Bayer Animal Health.
While immunologists are getting close to offering a vaccine for
pigeon fever, none is available. The best way you can help horseowning customers deal with the disease is to promote prevention
– and to help them implement strategies to build biosecurity
programs using, of course, your products, i.e., cleansers,
disinfectants and insect and fly control. ◊
06
| w w w. d u r v e t . c o m | P r o f i t B u i l d e r S U M M E R 2 0 1 5
UPFRONT
Generics Get Thumbs Up
From Veterinarians
It might not mean money in the bank for dealerships or pet retail
stores just yet. But a recent survey of veterinarians seems to be
signaling the tide is turning toward greater acceptance of generic
drugs in the animal health industry.
Granted, veterinarians in the survey are talking about ‘prescription’ generic pharmaceuticals that won’t necessarily find their
way to OTC channels in the near future. But it is still good news
that veterinarians have endorsed generic prescription drugs.
It puts the whole universe of bioequivalent products in a much
better light. As the saying goes, a rising tide lifts all boats. Promoting your house brands should be easier – especially with an
affirmation from a professional group that Americans hold in high
regard.
Putney, Inc., Portland, Maine, a pet pharmaceutical company that
develops generic prescription medicines for pets, found that 100
percent of veterinarians completing an online survey last February, believe offering pet owners “affordable generic alternatives is
the right thing to do.”
08
| w w w. d u r v e t . c o m | P r o f i t B u i l d e r S U M M E R 2 0 1 5
Jean Hoffman, Putney president and CEO, says veterinarians
understand that prescribing FDA approved veterinary generics
is not only the right thing to do for pet owners, it is also the right
thing to do for their practices. In follow-up conversations with
veterinarians, practitioners said affordable generics of expensive
brand pet medicines build pet owner trust, which leads to customer loyalty and repeat clinic visits.
Putney’s analysis of the carprofen caplet market supports the
fact that veterinarians prescribe and sell more of a pet medicine when they offer a generic. After generic carprofen caplets
became available, the number of carprofen caplet units sold
through veterinarians increased threefold, indicating more pets
were treated when veterinarians had an affordable generic
option. Generics now account for over 70% of carprofen caplets
dispensed by veterinarians. ◊
See Dealer Rebate Offer on Insert!
S U M M E R 2 0 1 5 P r o f i t B u i l d e r | w w w. d u r v e t . c o m |
09
F E AT U R E
Equi ne
Industry:
Tricky Business But Still A Good Bet
Especially If You Can Save Customers Money
If you were to gauge the strength of the U.S. horse industry
based on the record-breaking attendance at last month’s Kentucky Derby or the record-setting $194 billion wagered on the
race, you’d have to say business is robust. But picking a winning
strategy in the equine trade remains challenging. Placing a bet
on a horse race is less chancy these days than handicapping
sales trends in the equine market.
Global technology research firm, TechNavio, forecasts the worldwide equine health market will decline at a 1.24 percent compound annual growth rate (CAGR) over the period 2015-2019.
Read that as an improvement. The market had been shrinking 4
percent annually since 2009, according to Package Facts, a division of Market Research Group. Package Facts further projects
“as the economy slowly recovers, things should be looking up for
the industry.”
Packaged Facts is putting retail sales in the equine market close
to $24 billion, while the American Horse Council estimates the
horse industry has a $40 billion direct economic effect on the
U.S. economy. About the same as last year.
So the good tidings for dealers and farm stores is this: Modest
success in the equine market is not a longshot. The odds favor
your getting a fair share of the feeds, supplements, dewormers,
vaccines, pest control, grooming products, apparel, accessories
and tack markets. If you want it, and you want to help your customers save money.
And if you do, here are some observations about horse owners
to help you shape marketing strategies to go after them:
■ The relationship of horses and humans is one of companionship and commitment. Over 68 percent of respondents to a survey conducted by Fountain Agricounsel, LLC in 2013 said they
would cut back expenses in other areas of their lives to compensate for any increased costs of keeping horses.
■ Annual expenses for backyard horse owners run a minimum
$2,500-$3,600 a year (not including stabling). Any economies
or values you can offer on equine products will build customer
loyalty.
■ Almost 75 percent of horse owners have household incomes of
$75,000 or less.
■ Understanding anticipated expenses can help owners – especially new ones – budget effectively and provide consistent,
diligent care.
■ What horse owners value in a supplier is product availability,
relationships, information, convenience and one-stop shopping.
■ As Baby Boomers retire, they are less likely to spend the
amount of money in the horse market as they did in their thirties.
Generation X, with only half the members as the Baby Boom
generation, is the immediate heir apparent to the equine market
which greatly reduces the number of potential horse owners. ◊
Source: 2012 American Horse Publications Owners Survey; 2013 Overview of the USA Equine
Health products Market (Fountain Agricounsel, LLC; 2014 Equine Market Mega Study (Brakke
Consulting/Ipsos Research).
10
| w w w. d u r v e t . c o m | P r o f i t B u i l d e r S U M M E R 2 0 1 5
PROFITBUILDER
HORSE
OWNERS
Go It Alone
... Sort Of
Who's Your Typical
Horse Owner?
The average horse owner is a married female, age 35-54,
with kids between 12 and 17 years old. She enjoys country
music, hiking and outdoor activities, read lots of publications, and own cats and dogs. So notes Brakke Consulting
in its 2014 Equine Market Mega Study.
Most of them own multiple horses: 14 percent own one;
12 percent have 10 or more; and the rest 74 percent, own
between one and ten. Two-thirds keep their horses on their
own property. “They own property because they own horses,” says John Volk, senior consultant in Brakke’s Chicago
office. About 20 percent board their horses elsewhere.
Horse owners are an intensely enthusiast community. They
are heavy consumers of print media, spending five hours a
week reading horse publications. They rely on horse journals as their number one source of information. However,
what may be most noteworthy about them is how devoted
and involved they are with their horses. “Horse ownership
defines them,” Volk says, “They spend an average of 22
hours a week with their horses; they read equine publications, they use the web, and they are impulse buyers.”
This last trait – impulse buying tendencies – ought to
prompt several responses on your part:
■ Offering a wide range of equine products; promoting and
merchandising them effectively.
■ Training your team to be service-driven and knowledgeable about the products you carry.
■ Realizing horse owners are a unique, special community.
They talk among themselves, and could have a lot to say
about you. Make sure it’s good. ◊
Horses are majestic, powerful animals, however they sometimes display tendencies toward
frailty. If horse owners called for professional
help each time they detected a problem, they’d
double or triple their costs for an already expensive commitment. That’s why about 75 percent
take full responsibility for health care decisions,
although about a quarter of this group involve
other experts and veterinarians in the decision
process, according to the 2012 American Horse
Publications Owners Survey (the latest to date).
But equine owners don’t take horse health lightly. And that’s
also why they try to develop trusted sources – like you –
for input. They prefer, says the survey, to receive equine
nutrition and supplement information through “face-to-face”
interaction. Since most of them purchase these products
at locally-owned dealer feed stores, that makes you their
trusted source (as we mentioned in last year’s ProfitBuilder
feature on the equine industry).
Here are other tendencies horse owners display when it
comes to horse health that you need to be aware of for
your market planning:
■ Vaccination: The American Association of Equine
Practitioners (AAEP) polled horse owners recently, and
found that 50 percent of them gave at least some vaccines
themselves, while 23 percent administers all of them. That’s
close to Boehringer Ingelheim Vetmedica’s assessment
of about 40 percent. Local dealers and stores are seeing
vaccine sales grow as horse owners themselves take on
more of the responsibility. Cost savings is the main reason
owners vaccinate their horses, says Jennifer Wright, DVM,
co-owner of Three Oaks Equine Veterinary Services in
Manakin Sabot, Virginia. Those in the 18-40 age group are
more likely to cite cost, she adds.
[continued on page 12]
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11
Dealer Promos
PET
FLEA AND TICK CONTROL
DEALER MIX/MATCH REBATE
DEALER REBATE DATES: June 1 - July 31, 2015
2 Purchase Options:
• Receive a $40 OFF-INVOICE REBATE with the purchase of $600 assorted program products on
one invoice.
• Receive a $20 OFF-INVOICE REBATE with the purchase of $400 assorted program products on
one invoice.
MAXIMUM REBATE: $120/dealer location.
Cannot be combined with any other promotional offer.
TERMS & CONDITIONS:
• All products must ship and invoice together.
• Maximum pay out $120.00 per store location.
• Distributor to pay rebate to dealer.
GET UP TO
Dealer Promos
EQUINE
FLY CONTROL
DEALER MIX/MATCH REBATE
DEALER REBATE DATES: June 1 - July 31, 2015
2 Purchase Options:
• Receive a $40 OFF-INVOICE REBATE with the purchase of $600 assorted
program products on one invoice.
• Receive a $20 OFF-INVOICE REBATE with the purchase of $400 assorted
program products on one invoice.
Order must include at least one (1) case of POWER Fly Spray & Wipe 32oz.
MAXIMUM REBATE: $120/dealer location.
Cannot be combined with any other promotional offer.
TERMS & CONDITIONS:
• All products must ship and invoice together.
• Maximum pay out $120.00 per store location.
• Distributor to pay rebate to dealer.
GET UP TO
$120.00
$120.00
Ask your
sales rep for a
list of qualifying
products!
Ask your
sales rep for a
list of qualifying
products!
OFF INVOICE
REBATE
NO-BITE MANGE REMEDY IS NOT FOR SALE IN CA.
NO-BITE MIST IS NOT FOR SALE IN CA OR NY.
OFF INVOICE
REBATE
Dealer Promos
EQUINE
SUPPLEMENTS
DEALER MIX/MATCH REBATE
DEALER REBATE DATES: June 1 - July 31, 2015
2 Purchase Options:
• Receive a $40 OFF-INVOICE REBATE with the purchase of $600 assorted
program products on one invoice.
• Receive a $20 OFF-INVOICE REBATE with the purchase of $400 assorted
program products on one invoice.
MAXIMUM REBATE: $120/dealer location.
Cannot be combined with any other promotional offer.
TERMS & CONDITIONS:
• All products must ship and invoice together.
• Maximum pay out $120.00 per store location.
• Distributor to pay rebate to dealer.
GET UP TO
$120.
00
OFF INVOICE
REBATE
Ask your
sales rep for a
list of qualifying
products!
Dealer Promos
EQUINE
FREE GOODS PROGRAMS
SHOOFLY LEGGINS
TM
PROGRAM DATES: June 1 - July 31, 2015
1 FREE
with 11
PROGRAM DETAILS:
• Dealer orders must be on one invoice, shipping to
one dealer location.
(mix/match
3 sizes)
Watch the One-Minute Challenge and be amazed!
www.shooflyleggins.com
PYRANHA
®
1 FREE
with 5!
PROGRAM DATES: May 1 - July 31, 2015
TERMS & CONDITIONS:
• All products must ship to one location and
invoice together.
• Distributor to ship free goods to dealer.
(LIKE PRODUCT)
GERMAN HORSE MUFFINS
PROGRAM DATES: June 1 - July 31, 2015
PROGRAM DETAILS:
• Dealer orders must be on one invoice, shipping to
one dealer location.
Ask your sales rep for Free
Goods Programs details!
1 FREE
with 11
(1 lb. Pouch)
1 FREE
with 9
(6 lb. Pouch)
F E AT U R E
PROFITBUILDER
[continued from page 11]
■ Supplements: More than three-quarters of horse owners
use at least one type of nutritional supplement for their horses.
Supplements for joint support and hoof health, like Durvet's
HoofSOLIDTM, top the list. Studies at Colorado State University’s Gail Holmes Equine Orthopaedic Research Center have
centered on the prophylactic use of oral joint health supplements
(OJHS) in young, healthy horses prior to the onset of any signs
of OA. Researchers have demonstrated the safety of chondroitin
sulfate, avocado-soybean unsaponifiables (ASU), and glucosamine-containing oral joint health supplements in horses.
■ Osteoarthritis: Osteoarthritis (OA), a painful, debilitating
joint disease, affects an estimated 60 percent of the U.S. equine
population, or about 4.3 million horses. There is no known cure
for equine OA, and ongoing treatment can cost horse owners in
a range of $1,220 to $5,000 a year, excluding any surgery and
special treatment. “The financial commitment by the owner for a
horse that develops OA during the course of its lifetime is likely
to be substantial,” says David Frisbie, DVM, PhD, lead researcher at CSU.
As dealers you can play a role in helping customers ease horse
joint pain and mitigate their wallet woes. Talk to your Durvet representatives to learn more about the efficacy, safety and economy of these treatments. Durvet and its vendors offer product
lines for joint health and muscle ailments.
■ Comprehensive Care: Horse owners take seriously their
responsibilities to attend to routine preventive and well-horse
care. So you might look to expand your comprehensive inventory
of equine products that include feed and nutrition; supplements
for digestive, joint and hoof health; deworming products, and
grooming products, accessories and equipment. Fly and pest
control products are also a necessity for equine owners.
But as much as you need a full selection of equine health care
products, you also need full knowledge of those products you
carry – because horse owners will expect it. ◊
WHERE HAVE ALL THE
HORSE OWNERS GONE?
Where To Find More
The decline in U.S. horse numbers has been a hot topic for several years, noted American Horse Council president Jay Hickey
last year during an AHC forum. At the event, Tim Capps, director
of the Equine Industry Program at the University of Louisville,
compared statistics on yearling sales averages, race days and
gross purses from the Great Depression (1928-1934) with figures
from the Great Recession (2006-2011). He concluded, there
wasn’t much difference.
Capps maintains the equine industry experienced a bubble: “It
was clear you were going to hit the wall at some point, and it
came in 2004.” Bubbles always burst, he says. Still, the racing
and breeding industry has proven very resilient. The horse population in the U.S. recovered from another bubble in the 1980s;
and between 1994 and 2004, horse numbers climbed 33 percent
to 9.2 million. Then it dropped precipitously to 7.2 million with the
onset of the Great Recesssion.
In the sense that dramatic declines in horse population have
occurred before – and the industry subsequently recovered –
there might be cause for optimism, though equine marketers
are worried about the flat growth rate. And more specifically: the
decline in horse riding participants. “Of significant concern is the
long term market,” says Jeannie Miller, equine brand manager for
Bimeda, Inc. “Both horse and participant numbers continue to de-
12
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crease.” Miller explains that as urban development encroaches
on rural pasture, trail and ranch lands, the costs to own a horse
or to participate in riding activities becomes more expensive.
Be ProActive
There is something you can do, however. A number of stables
and riding clubs around the country have been stepping up their
efforts to attract what Miller describes as new “backyard horse
owners” and riding enthusiasts. She applauds those stables that
encourage recreational riding with free ride sessions and programs promoting the pleasures and values of horseback riding.
You can make sure the equine sector of your business remains healthy by partnering with local stables and riding clubs
to introduce people to the equine world. You can promote and
sponsor equine educational programs, riding clinics and health
care workshops. If you have adjacent property, perhaps stable
operators can bring horses over for your customers to meet and
ride in a controlled atmosphere. To get started, check out these
organizations:
■ North American Trail Ride Conference: www.natrc.org
■ American Quarter Horse Association: www.aqha.com/riding
■ Directory of Horse Organizations and Riding Clubs:
www.localhorse.com. ◊
I M PA C T
PROFITBUILDER
Ranchers Beef Up Their Herds As Rain Returns
After five years of serious-to-severe drought in Great Plains
cattle country, the perfect economic storm for cattlemen seems
to be brewing, and it could enrich ranchers and producers as well
as beef-eating consumers and farm and feed store dealers.
Last year, Texas reported 83.4 percent of its ranch and
rangeland was under stress for lack of water. As of early May
this year, drought conditions affected only 29.6 percent of the
Lone Star State’s agriculture acres. Nationwide last year almost
half (48 percent) of the total U.S. cattle herd was located in
drought-afflicted areas. This year it’s 37 percent.
Some cattlemen are betting the farm that weather will continue
to improve. As drought abates, they hope to be able to increase
their herd population and at the same time feed their cattle
cheaply with the abundant grains and forage the rains will bring.
While production costs are going down, though, producers will
continue to see retail meat prices rise 5 to 6 percent (as forecast
by the USDA) in the short term – because ranchers are keeping
more of their steers and heifers to build their breeding stock. But
consumers will be winners, nevertheless. While prices are still
going up, they’re climbing at only half the rate consumers have
seen in the last couple of years.
The U.S. cattle herd grew 1 percent to 89.8 million last year,
according to the USDA. But the number of cows and heifers that
have calved rose 2 percent indicating more cattle will be entering
the beef supply chain in the coming years. The increase is larger
in the traditional cattle states: Texas – 7 percent; Oklahoma – 5
percent; and Kansas – 5 percent.
Rain Won’t Dampen Dealers’ Outlook
“Three years ago, we didn’t have enough grass to feed a goat,
let alone a cow,” a third generation Texas rancher told the Wall
Street Journal in May. He and his sons are restocking their herd,
especially their breeding stock, expecting high cattle prices to
remain somewhat high while feed costs drop considerably.
14
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It seems a good bet. In the meantime, here’s a wager with good
odds for dealers: You can expect more farmers and ranchers
to maximize the value of their breeding stock and the quality of
their cattle by resuming Best Management Practices they may
have let slide during the drought. Over the last year, livestock
specialists and state and university Extension services have
been urging cattle and cow/calf producers, feed lot and finishers
to review their operations.
You can reinforce that advice by promoting BMPs – through
literature, workshops, presentations and seminars (in store and
online) – and connecting those methods to the products you
carry. Time is ripe for ranchers and cattlemen to purchase more
of the supplies they need to manage their herds efficiently to
maximize the return on their investment and ensure the wellbeing of their animals. Products include vaccines, dewormers,
implants, supplements, wound care, fly control, disinfectants,
among others. And it is a good use of your time to talk with
cattle health specialists and university extension services,
to see what practices and products in particular this year,
they are recommending producers incorporate into their herd
management. ◊
I M PA C T
PROFITBUILDER
SALES EDGE : Keeping Your Team Sharp
Horse Hoof & Digestive
Supplement
Situation: Maintaining healthy hooves is a requirement for
all horse owners. Without good hooves, horses will not come
close to achieving even modest performance capabilities, let
alone enjoying a decent quality of life. But treating equine hoof
problems can take time. Hoof walls grow slowly, and it can take
up to a year to see measureable improvement. So it is important
that horse owners focus on hoof health before problems occur,
and that means ensuring horses are fed a balanced diet. Equine
nutritionists recommend the use of supplements with zinc, calcium,
protein (amino acid methionine) and biotin. If your customers are
not feeding their horses a hoof supplement, you should encourage
them to start. Studies have also shown omega 3 and omega 6 fatty
acids to be a preventive to laminitis.
The Edge: HoofSOLID™ is a pelleted hoof and digestive
supplement formulated to provide optimum nutritional support for
normal healthy hooves. The Omega 3 fatty acids in HoofSOLID™
help maintain pliability and moisture in the hooves.
The Science: The nutrients in HoofSOLID™ work
together to
support cracked hooves and strengthen hoof walls while promoting
normal hoof growth. They include the essential amino acids
L-lysine and Methionine. A key nutrient is Zinc, a trace mineral
to promote keratin development in hoof walls. Yea-Sacc® 1026
(Saccharomyces Cerevisiae) provides enzymes and other actions
necessary for proper digestion. For research documentation on the
efficacy of Yea-Sacc®: visit www.yeasacc1026.com.
Bonus Tip: HoofSOLID™ is apple flavored to ensure
palatability; it comes in a convenient 10 pound bucket with
measuring scoop. ◊
16
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Dealer Rebate Offer!
$120.
00
GET UP TO
OFF INVOICE ON SELECT EQUINE
SUPPLEMENTS.
See center insert for details.
S U M M E R 2 0 1 5 P r o f i t B u i l d e r | w w w. d u r v e t . c o m |
17
NEW PRODUCTS
INTRODUCING
PROFITBUILDER
NOW SHIPPING
FREE Marketing Materials
You know Spectra Sure® Plus IGR flea and tick
control products are efficacious and economical – offering dog and cat owners savings up to
40 percent of what they could pay for FRONTLINE® Plus in a vet’s clinic. Now you can drive
that “Why Pay More” message home to your
customers with a set of free POS displays and
merchandising tools.
Currently available, the full Spectra Sure Plus
IGR point of sale marketing tool box includes an
Easel Counter Display with Rack Card Handouts and Rack Card Refills; Product Hang
Tags for four canine weight ranges and one for
cats weighing over a pound and a half; and
Price Cards. All are designed for flexible display
capability and easy, convenient set up.
®
The featured item in the tool box is the Spectra
Sure® Plus IGR Header Kit that fits a 3 foot gondola unit. The kit comes with one 36 inch
x 24 inch “Why Pay More” header, two branding
rail strips and three hook & loop Velcro
dot sets.
Cosequin® DS
AMPROMED™
POWER WING
GET A FREE
An oral solution containing 9.6
% amprolium, AmproMed™ aids
in the prevention and treatment
of coccidiosis in beef and dairy
cattle caused by Eimeria bovis
and E. zuernii. It effectively
disrupts coccidia life cycles.
Palatable to calves in their
drinking water, AmproMed™
is economical and convenient:
One gallon of concentrate treats
1,600 gallons of drinking water
based on a 21-day prevention
regimen.
This eye-catching display is supported by a multi-million dollar
national television advertising
campaign featuring Jungle Jack
Hanna. The Cosequin® Power
Wing pre-packed display is
designed to hold 12 Cosequin®
DS plus MSN and Bosweilla
Soft Chew bags. Supplies are
limited, so act now.
Give your customers the
opportunity to receive a free
Spectra Shield® Medallion
when they purchase one quart
of POWER® Fly Spray & Wipe
and one DuraMask™ Equine Fly
Mask (any size or style). For more
information, contact your Durvet
distributor representative.
Soluble Pig Dewormer
LEVAMED™
DRENCH POWDER
20
SPECTRA SHIELD®
Download consumer mail-in offer
at www.durvet.com/promotions or
www.spectrashieldpet.com.
COMING SOON
To request an order form for free POS materials
to showcase your Spectra Sure® Plus IGR
products send email to [email protected],
or contact your Durvet distributor representative.
FRONTLINE® IS A REGISTERED TRADEMARK OF MERIAL.
SPECTRA SURE® PLUS IGR FOR DOGS AND CATS IS NOT
MANUFACTURED OR DISTRIBUTTED BY MERIAL, SELLER OF
FRONTLINE®PLUSFOR DOGS AND CATS.
Mail-In Consumer Offer
Coccidiostat For Calves
An economical, broad
spectrum anthelmintic for
swine, LevaMed™ Soluble
Drench Powder protects pigs
against large roundworms,
nodular worms, lungworms
and intestinal threadworms.
Its oral dosage form reduces
handling and animal stress; its
short 72 hour withdrawal period
increases production efficiency.
LevaMed™ is conveniently
packaged in an easy-to-use
screw top plastic bottle that
serves as both a mixing and
storage container.
| w w w. d u r v e t . c o m | P r o f i t B u i l d e r S U M M E R 2 0 1 5
Poultry Nesting Herbs
Cattle Fly Control
JUSTIFLY
LUV NEST™
An IGR larvicide administered
with mineral feeds in cattle and
dairy operations, JustiFLY®
Feedthrough is approved for
control of horn, face, house and
stable flies. A 4-lb resealable
bag of JustiFly® will treat five
50-lbs bags of mineral. Each
bag contains a scoop calibrated
to hold 360 grams of active
JustiFly®, which when fed
at a consumption rate of 3-4
ounces per head/day treats 200
hundred cow days for pennies
a day.
The Luv Nest™ line of organic
herbal treats and blends
are designed especially for
chickens, ducks and other
backyard poultry. Luv Nest
Nibbles Treat is a blend of
protein-rich mealworms,
sunflower seeds and kale.
Soothing Layer Blend supports
laying and reproductive
systems. Aromatic Critter Nest
Blend is effective in controlling
lice, moths and other pest; and
Chick Mix Blend provides a
natural aromatic environment
for newly hatched chicks and
ducklings.
®
FEEDTHROUGH
Shipping in July!
HELPING YOU GROW YOUR BOTTOM LINE