If you know much about BioZyme^®, chances are you might have heard of Larry Ehlert. Ehlert, a former feed salesman founded BioZyme in the 1950s across the street from the Saint Joseph, Missouri Stockyards. He subsequently purchased a patent and marketing rights to an unheard-of direct fed microbial produced from a fungus called Aspergillus oryzae, the basis of Amaferm, or what today we call AO-Biotics^® Amaferm.

Ehlert was a visionary. He started producing and selling supplements with Amaferm in them, one of the first was VitaFerm^®, which still exists today. But he knew producers didn’t know about direct fed microbials and wanted to get them exposed to the emerging technology. He knew the best way to educate cattle producers about Amaferm was through the animal health sector. Who did they trust for advice in the 1970s? Their veterinarians.

“Larry’s instinct was to work with vets because they understood the stress that livestock endured at specific time periods of life. If Larry could bring Amaferm to the animal health business through veterinarians, their clients could see how fast it works in times of stress, and Larry would have the buy-in of the vet. Then, the producers might better understand what Amaferm could do in a mineral program,” explained Kevin Glaubius, long-time BioZyme employee and Area Sales Manager in Nebraska.

After establishing a mineral program, BioZyme later began introducing animal health or small pack products that helped manage the side effects of stress in situations like weaning, hauling, processing, illness, diet changes or environmental changes. These products were originally sold as powders and boluses made for all species and formed the basis for BioZyme’s Vita Charge^® Technology.

“Vets didn’t always have the time or space to sell 50-pound bags of mineral. But they could recommend these smaller products that worked fast and helped build immunity or got calves to the bunk or water tank faster,” Glaubius said.

The Evolution of Vita Charge Technology

With Ehlert’s foresight, the Vita Charge products of the 1970s grew and evolved. Livestock and pet enthusiasts appreciated the rapid response of these products, and Vita Charge increased in popularity. As time and technology evolved, so did the product offering.

Powders and boluses transitioned to pastes, liquids and tubs. The pastes eventually evolved to easier to use water-based gels in 2018 when BioZyme purchased Cogent Solutions Group in Lexington, Kentucky.

This proved to be a pivotal point in the evolution of all Vita Charge products. Cogent, a trailblazer in the research, development and production of liquid and gel products in the human and equine industries, brought a wealth of manufacturing knowledge to BioZyme.

With the purchase of Cogent, BioZyme could now make all Vita Charge products, with the exception of tubs, “in house,” utilizing cutting edge technology and automation.

What is the Vita Charge Technology?

According to Ignacio Ipharraguerre, Ph.D., Director of Research and Innovation, the primary focus in developing the Vita Charge Technology was to rapidly safeguard the gut from potential harm. The gut serves various vital functions, including a crucial role in maintaining animals in optimal health and well-being.

“Unfortunately, the inner layer of the gut, known as the mucosa, undergoes rapid renewal, rendering it highly susceptible to the impacts of stressful events. Simply put, any type of stress, even psychological stress, affects the gut mucosa, diminishing its protective barrier function. This protective function is crucial to prevent harmful inflammation and preserve the animal’s ability to digest and absorb nutrients,” he said.

The gut can become dysfunctional within minutes following exposure to stressful situations such as transportation, vaccination or negative interactions with other animals or caregivers. Although these adverse effects may be brief, they undoubtedly create a gateway for significant issues to arise. Consequently, Ipharraguerre and his team worked to create a rapid and effective solution to safeguard animal performance, health and overall well-being during and after stressful periods.

“This foundational work, which extended over several years, involved in-depth research and analysis to understand the intricate ways in which Amaferm and MOS interact with biological processes. The result is a comprehensive understanding of their synergistic effects, ensuring that Vita Charge is not just a product of development but a culmination of years of dedicated investigation and knowledge-building,” Ipharraguerre explains.

Stress also tends to deplete certain nutrients more than others. This is largely due to the “fight or flight” response prioritizing the support of the heart, lungs and muscles. During this physiological survival mode, the digestive process also ceases to be of high priority. The body will either immediately try to get rid of any undigested food (causing diarrhea) or will simply slow down.

The Vita Charge Technology is comprised of a unique blend of ingredients to help support animal health before, during or after the stress response. Every product with Vita Charge Technology contains an exact amount of B vitamins, vitamin E, potassium, zinc, MOS and Amaferm. In addition, a precisely defined salt to sugar ratio was developed and incorporated into the technology to support hydration. This combination provides undeniable impact to livestock under stress, embodying BioZyme’s overall purpose to provide “care that comes full circle.”

Vita Charge Technology in 2024 and Beyond

Although Ehlert had the foresight to position BioZyme as an animal health company nearly half a century ago, BioZyme has long been known for the many nutritional supplements found within the BioZyme family of brands. Brands like VitaFerm^®, Sure Champ^®, DuraFerm^®, Gain Smart^® and Vitalize^® are becoming more familiar with livestock producers and equine enthusiasts.

In 2024, BioZyme will integrate the Vita Charge products into two of BioZyme’s more popular brand lines. The production cattle products like Stress Tubs and five-liter Cattle Drench will be marketed under the VitaFerm label. All gels, Liquid Boost^® and the 32-ounce Cattle Drench will be marketed under the Sure Champ label.

“Both of the Sure Champ and VitaFerm names are really well-known brands within our industry. We feel that this transition will be a simple one with some good education, and perhaps less confusion with an extra brand,” said Lori Lawrence, Senior Manager of Commercial Marketing. “We have spent months working on this project, and we know we will continue to provide an undeniable impact to the livestock industry with our Vita Charge Technology, now found in our customer’s favorite BioZyme brands.”

All formulas will remain the same, only brand names will be slightly different, but the products will be marketed “with Vita Charge Technology” to help eliminate any confusion. For example, Liquid Boost will become Sure Champ Liquid Boost with Vita Charge technology. Same formula, same great results.

One product name will change. The Vita Charge Gel will become Sure Champ Appetite Plus^®, indicating more of its direct impact to the animal.

Glaubius encourages livestock producers who haven’t used the products to find a dealer near them and try the products with Vita Charge Technology. He reminds users that the unique formulas work to support animals against a broad spectrum of unintended side effects from stress, something we often cannot control.

“The carefully crafted combination of Amaferm, MOS, B vitamins and other ingredients by BioZyme’s team of research scientists and nutritionists have been proven time and time again to help animals before, during and after stressful situations,” Glaubius said.

To learn more about the full range of products, visit VitaFerm or Sure Champ.

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The consumer experience has changed over the years. Retail stores are finding it challenging to hire workers. Online shopping has continued to grow since the pandemic. However, consumers still want to go into brick-and-mortar stores for items like household goods, furniture and livestock nutrition needs.

BioZyme® Inc., is a company that relies on a dealer network to promote and sell its products across the country. Dealers’ stores vary from family-owned feed stores to farm and home stores to cooperatives.

However, at BioZyme we don’t just provide a product and expect the dealers to sell it. We also provide marketing support in multiple forms.

We Support our Dealers

“One of the things we really pride ourselves on is our Marketing Team. It serves as an in-house marketing agency for our dealers,” said Lynsey Whitacre, Ph.D., Senior Manager of Smarketing and Product Development. “In order for our dealers to succeed, we must provide them the materials they need to promote the products and educate others about them.”

But we don’t only want to help the incredible dealers we work with. That’s why we focused this informational guide on retail merchandising tips and tricks any supply store or agricultural dealer can take advantage of.

The BioZyme Marketing Team has collaborated to share some of its top tools and resources when it comes to creating eye-catching displays.

Retail Merchandising Tips and Tools from BioZyme

Retail merchandising can be one of the hardest parts of running a retail business. It requires lots of planning, materials and attention to detail. All of that while also running a successful business.

It’s no wonder dealers turn to BioZyme’s dedicated ASMs and Brand Managers for regular retail merchandising tips.

Here are our Top 4 Retail Merchandising Tips for Dealers

Tip #1: Signage is Key

Did you know that 65% of people are visual learners? That’s why signage is so important to effective retail merchandising.

In addition to attracting customers, guiding shoppers and strengthening your brand, signage can help drive business and increase sales.

As many dealers are well aware, a customer can’t buy something they don’t know to look for. With in-store signage, you can alert customers to your latest deals and promotions like holiday specials without needing them to be a regular.

But make sure not to dump all your signs near the door. Take advantage of your entire layout, incorporating signs where they will have the most impact on customers. Don’t forget to take advantage of high-value spaces—think counter space near the register—that can be used to upsell additional offerings.

Our Favorite Signage Tools 

Not all signage is created equal. The BioZyme Marketing Team has worked collectively to create eye-catching, informative merchandising materials for their dealers. Some of their favorite pieces include:

Shelf talkers

Shelf talkers or shelf danglers are small signs that hang right in front of a product. They typically highlight the product or product line. They are a great place for a QR-code that links to a quick video or website for more information

Counter mats

BioZyme created counter mats featuring the BioZyme family of brands that are clear and can have the insert replaced depending on the product you want to promote at the time. These are great for providing information at the counter – a focal conversation point.

Aisle violators

These larger signs are rather “violating.” They typically go on an aisle’s end and jump out at customers with bright visuals and bold wording. They are very eye appealing.

Posters & Banners

A variety of sizes of posters and banners across all brands are available. Quality large-form signage is a great tool to communicate with customers on new products, discounts, or important store information.

Product shelf displays

Product shelf displays are available for Vitalize® Equine Gel and Backyard Boost® Busy Balls and Songbird Balls. These help make the product look neater and add visual appeal.

Mini Tabletop pull up signs

These are perfect for special events, promotions, displays and trade shows.

Tip #2: Cross-Merchandise where you Can

Cross-merchandising combines related items within a single display. This is a fantastic way to enhance your sales and improve customer convenience. Not to mention, it allows you to display products in more spaces across your store, boosting the likelihood of a sale.

For example, during Chick Days, you would want to display both Backyard Boost® Daily Essentials and Backyard Boost Defense. This informs customers there are two products that work together to help their chicks at various stages of life.

Likewise, at weaning, we suggest promoting the Vita Charge® Cattle Drench and Stress Tubs with the Gain Smart® minerals. This 3-step approach lets producers know they can keep their animals on AO-Biotics® Amaferm® for best results.

This strategy can also extend between stores, where collaboration and sharing lists of needed items from various local businesses can expand customer reach and boost sales. While we recognize that may not be applicable to every dealer out there, cross-merchandising can be a great opportunity for creative collaboration within your community.

An engaged dealer is a reliable dealer, and customers will respond to that.

Tip #3: Make your Merchandising Active

“Regardless of the kind of retail merchandising you use, be sure it has an effective call to action,” said Hayley Keck, Senior Brand Manager.

“A QR Code makes a good call to action because they are simple to use with a smartphone camera, can be linked to a video or website, and we can also include a sign-up form for newsletters, promotions or giveaways.”

Very similarly to what we mentioned in previous retail merchandising tips, active merchandising leads to engaged customer behaviors. That’s a win for your business. Building opportunities for active engagement can help boost sales, increase customer retention and keep your customers invested in what you have stocked.

Not only that, but a quality call to action can be a fun way to make shopping with you a more conscientious activity. It’s an easy way to show that you care about the quality of their experience.

It all boils down to improving customer experience, and happy customers are repeat customers.

Tip #4: Placement can Make or Break a Sale

This is one of our retail merchandising tips that our ASMs are most passionate about. Setup and display are key. Where you put things in your store can be the difference between a good quarter and a bad quarter.

Now, we know that may sound unlikely on first read. But knowing how to optimize item placement across your store can and will boost your sales.

We recommend dealers place high-volume or popular products slightly further back in the store to encourage customers to walk through the whole space when they visit. It’s the reason products like milk and bread are placed in the back, corners or sides of the grocery store.

People buy them frequently, and you want customers to walk by as much product as possible on their way to them.

Display is Equally Important

This rule also applies to how you display products in the store. Products placed at eye level will get more attention. Goods placed below waist level are more likely to be passed over.

Using benches, shelves and other display materials are a great way to move products from the floor to waist level or higher. This makes them more noticeable to customers, but also prevents customers with physical limitations from having to bend over. A win for everybody.

Similarly, goods placed too high can be frustrating for consumers and a liability for dealers should they fall or break. You should, of course, use the space you have—be it on the floor or up high—to store products.

We just encourage you to have additional quantities nearby so that customers can see and select from them rather than reach up or bend down for them. Especially if they’re heavy or bulky.

Why Invest in Retail Merchandising?

Some dealers reading this may be wondering, “my business is doing just fine without elaborate merchandising strategies. Why are these retail merchandising tips actually worth my time?”

The short answer is because it’s the perfect way to improve your customers’ shopping experience.

Quality retail merchandising helps your customers find what they’re looking for, learn about products and encourages purchases. All things that benefit your business.

The need for knowing product location and information are two primary advantages to retail merchandising, but nowhere near the only reasons.

Other reasons you would want to focus on merchandising include:

• Visual appeal – Make a positive first impression
• Strategic placement of product – Complimentary products placed together leads to cross-selling
• Increase product movement – Customers don’t buy what they can’t see
• Lead to impulse buys – Customers might learn something about a product from signage

Dealers can Get our Materials

If you’ve read all 4 of our retail merchandising tips and are feeling overwhelmed, don’t worry! BioZyme is here to help. Most standardized retail merchandising supplies can be requested through the Online Dealer Center or through your Area Sales Manager. There are exceptions.

To request materials for the current Vita Charge® Cattle Drench campaign, which includes shelf talkers, neck tags and counter mat inserts, contact Katie McComb at kwilliams@biozymeinc.com. Let her know how many of each item you would like, and they will be shipped to your dealership.

To request Backyard Boost display boxes, email Sam Albers at salbers@biozymeinc.com, with your dealership name, the type needed (Backyard Bird or Songbird) and quantity needed. These will be delivered to you by your ASM, preassembled.

Watch the Dealer Facebook page and VISION newsletter for more merchandising material in the future.

Have an idea for something you’d like to see? Submit a Marketing Request.

Need more information about BioZyme?

Perhaps you are wondering how you can purchase some of our great BioZyme products? Locate one of our dealers near you on our dealer locator.

Or maybe, you do like to shop online. We also provide that option.

Have you read our retail merchandising tips and are interested in becoming a BioZyme dealer? Learn more about the Dealer opportunities.

Looking for a full-time career? BioZyme is an employee-owned company, with amazing benefits. It maintains a list of career openings and is always looking for compassionate, self-starters who want to make a difference in animals’ lives.

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