Category: Business Topics

Dealer Spotlight: Cottor Farms Excels in Diversification

“We wish we would have gotten started with BioZyme® products sooner,” said Leo Sanftner, of Cottor Farms, Osceola, Wisconsin.

That’s a pretty strong sentiment from an 11-year veteran dealer who sells everything from VitaFerm® Concept•Aid® for breeding success to Vita Charge® Liquid Boost® to show rabbit customers, and even mixes AO-Biotics® Amaferm® into their own custom layer feed.

Sanftner, long-time employee of Cottor Farms, said he was first introduced to the BioZyme family of brands by former ASM Dorothy Orts at a bull sale when she recommended the Vita Charge tubes to jump start newborn calves. As they say, the rest is history.

According to Sanftner, once they saw how well the calves responded to the Amaferm in the Vita Charge, they started expanding their product offering to other BioZyme brands. Today, he said they have a majority of their customers on the fly control mineral for the summer. Cottor Farms mixes their own feed and serves both Wisconsin and Minnesota, being so close to the state line. They will average three tons of layer feed per week that includes Amaferm.

“We have very few dairy cows up here. Most of our customers have beef cattle, hogs and chickens. We cater to the smaller customers. We are smaller; they trust us,” Sanftner said.

Their mission is to go above and beyond when it comes to customer care. Sanftner said he will deliver feed up to 100 miles away for customers who need it, primarily larger customers and those who have show animals. They have also created signs for their show livestock and show rabbit families with the same statement: “Go above and beyond with Cottor Farms.”

Cottor Farms also supplies Maple Hill Feed & Farm Supply in Maple, Wisconsin, with their BioZyme products, including Backyard Boost® products and layer feed they needed for a recent Chick Days event. He said they will also conduct horse and beef clinics at the store; however, most of the promotion and education comes from him visiting personally with customers or through their social media. A new website is in development to be launched early this summer.

From chickens, rabbits and hogs to cattle and horses, there are no customers too big or small for Cottor Farms when it comes to showing care that comes full circle. Thank you for being leaders in species and brand diversification and hitting the target on one of BioZyme’s core goals!

Dealer Spotlight: Kentucky Distributor is Family Focused

If there’s one word to describe Central Farm Supply of Kentucky, it’s family. This family owned-and-operated BioZyme® distributor is based in Louisville, Kentucky. However, as a wholesale distributor to more than 700 stores from Kentucky to Virginia and points in between, its family has grown immensely since it was first established.

“We’re family owned, but every one of our dealers is part of our family. Our company was built on service, and that is still our strong suit,” said Larry Manning, Sales Manager, whose brother, Tommy, started the company in 1985.

Central Farm maintains a fleet of 10 tractors and 25 trailers. The fleet of trucks along with their 10 drivers allows them to be in control of the service they provide to their dealers, which has always been one of their strengths, but has become even more evident in the last few years in the midst of all the supply chain and distribution issues everyone experienced due to COVID.

Although Central Farm Supply of Kentucky has a long history in the agricultural industry, it is in its fifth year as a BioZyme dealer. Manning said incorporating the VitaFerm® line, and subsequently other BioZyme products, provided their customers with a premium product to offer their customers. He said with so many dealers that they distribute to, the need exists to have a product for every level of producer.

“We have to be able to offer products that fit every cattleman in our market. The VitaFerm products are premium cattle supplements that fit a lot of our cattle producer customers,” Manning said.

He suggests that every dealer discovers their market and knows who their customer is and what every customer wants in order to find success. Some will be happy with a salt block, some want the cheapest mineral they can buy, but those who truly keep records on their cattle operation will immediately see the results of using the BioZyme products.

Central Farm views their relationship with their dealers as a partnership. In order for Central Farm Supply to continue to be successful that partnership also includes their vendors. Since the early days, Central Farm has fostered the relationship between the dealers and vendors, by offering a buying show each October, so their dealers can come to Louisville to meet with their top vendors, exchange ideas and participate in “trade show specials” offered that day. Manning said it is truly a family event where dealers bring the entire family, including kids and grandkids for food, fun, entertainment and great deals during this one-day event.

The business actively uses BioZyme’s and other companies marketing tools, like Promoboxx and participates in quarterly dealer mailers. They also have four sales reps.

“I’d give BioZyme an A-plus in the marketing of their products when it comes to creating brand awareness and tying those brands to the dealers and distributors. Marketing is their real strength,” Manning said.

Family is important to Central Farm Supply of Kentucky, and it is important to BioZyme, too. We are certainly proud to have you in the BioZyme family, continuing that care that comes full circle!

The Importance of Testimonials – How to Snag ‘Em and Ways to Use ‘Em

Word of mouth marketing is one of the most important marketing tools you can use in any type of marketing vehicle: social media, website, sales letter, advertisement. 

According to socialfresh.com, “customer testimonials have the highest effectiveness rating at content marketing at 89%.” In other words, testimonials are 89% better at increasing conversion rates than other forms of marketing.

At BioZyme®, we love to earn customer testimonials, and we use them frequently. The hashtags #TestimonialTuesday or #FeatureFriday are a great way to showcase what customers are saying about the products on social media, and as you will read below, there are other ways to showcase testimonials as well. 

However, it isn’t always easy to get customers to share what they like about a product. 

“I usually find that if I start the conversation asking about their animals and their goals, they will be more open. I ask what challenges they were having and what led them to using the particular BioZyme product. Then, I ask them specific questions about the results they saw. What was their overall conception rate? How many more lambs did they wean? How many more pounds of gain did they experience with the Gain Smart mineral? Our producers are typically very data driven and keep great records and those are the stories we want to share,” said Shelia Grobosky, BioZyme Content & PR Manager. 

Below are four types of testimonials you can use in your marketing. 

  • Quote Testimonial:

The most common type, it is exactly what its name implies, a simple quote. You can get these over the phone, via email or in person, and use these a variety of ways. These are often the most read and most effective. The audience can read these quickly, and the quote gets right to the point.

  • Longform Testimonial: 

This might be a five-minute testimonial. You might record a conversation with a customer (always ask for permission before recording), and he or she has a great story. You can transcribe this for your website or even ask permission to post the entire audio to your website, as some people will prefer to listen to it over reading this long paragraph. These will also typically show more emotion, and emotion sells. 

  • Social Testimonial: 

This is another effective testimonial where you ask your customer to post their own review of a product on their own social media account, perhaps with a photo of the product. 

  • Video Testimonial: 

Like its name implies, this is a video of a customer telling you and your audience why he or she likes the product and the impact they have seen with the product. This is often the most beneficial since there is no reading involved, and the viewer can see and hear the emotion in the speaker’s voice. 

Testimonials are a great marketing tool. We encourage you to use them in your marketing, and if you have a great testimonial to share with our team, reach out to Grobosky at sgrobosky@biozymeinc.com. 

Dealer Spotlight: Oklahoma Dealer Shares Passion for Products

Some might call it fate. Others might say it was destiny. However, it came to fruition, Wood Cattle Company, Vinita, Oklahoma, is sure of one thing – the timing was right, and they are glad to be BioZyme® dealers.

Patti and Chad Wood are long-time users of the VitaFerm® Concept•Aid® products. They had used them for years on their registered Red Angus herd in Wisconsin. When they relocated to Oklahoma, where the feedstuffs and forages were totally different, they were instructed that they would need to switch up their mineral program.

“We didn’t use it for a while, and the Genex rep who breeds our cows for us, told us to go back to the VitaFerm to see if we noticed changes. It was a night and day difference with the Concept•Aid. Not only in our conception rates, but in our feet, in our hide and hair. Down here in the heat and with the fescue, the HEAT mineral makes a world of difference, too,” Patti said.

No one nearby consistently kept the mineral on hand. Patti’s father-in-law was also bringing them commodities to mix their own feed. That is when they discovered an Umbarger dealer close to him. However, once they tried and decided they liked the Umbarger feeds, that dealer decided to quit his business, too. So, the Woods family took matters into their own hands.

They contacted Umbarger and became a dealer and opened a feedstore on their farm. They have been BioZyme dealers since 2018, and according to Patti, were thankful for the timing with the pandemic hitting just two years later.

“We never intended to have a feedstore. We moved from just outside Madison, Wisconsin, where there are lots of people and activities to Big Cabin, Oklahoma, which is very remote. Some of our best friends are the people we have met through our feedstore. We were busy through the pandemic, and this just fell into our lap,” Patti said.

She added that the products sell themselves, and she would never sell anything she doesn’t use or hasn’t tried herself, one of the reasons she feels like her sales have grown. She was hesitant about the Backyard Boost® line until she tried it at first. Now, she carries it and highly recommends it.

“Backyard Boost Defense is simply amazing! I picked up chicks from the post office. They were lethargic, droopy eyes, and I thought I would definitely lose some. I dipped all their beaks in water, and they fought me. I then took the water and added Backyard Boost, I walked out and left them. I came back 15 minutes later, and all the chicks were drinking and had drunk half of the water I put in with the Backyard Boost in it. All my chicks are alive, healthy and happy,” she said on one of her social media posts.

Patti relies on social media and word of mouth as her primary marketing tools. She also offers service and advice whenever needed. If someone comes in asking for Concept•Aid, for example, she will ask specific questions to learn their challenges to discover exactly which mineral they need. She also offers delivery, lives right at the farm so if someone needs “emergency mineral” can get it for them on a weekend, and her customers can see the Vita Charge® Stress Tubs in her kids’ show calves pens so they might ask questions, leading to more education and sales.

Her ”old school mentality” of service helps her gain customers and sales. Since her family does show, she will look for customers at the shows and offer them advice and help, as she wants to see everyone succeed.

“We’ve used the products. We know they work, and we believe in them, both from a seedstock operation and show program perspective. We have a passion for them, and for dealers to be successful, they need to be able to share that passion, too,” Patti encouraged.

Thank you for your passion, Patti. You are an example of care that comes full circle!

Diversity Offers Increased Profitability

Diversity is the key to business survival. Sure, some companies have thrived on one product line, like Michelin or Crocs like Lisa referred to in her letter earlier in this issue. However, think about a company that only sold rain gauges in the West in 2022. That company likely didn’t fair too well.

In the animal nutrition business, there are many reasons to diversify. Most people own multiple species, and they genuinely care about their animals.

Here are three reasons BioZyme® has chosen to diversify its product lines, and why the company encourages its dealers to diversify too.

Reduce Risk

Many customers will make buying decisions based on economic and environmental conditions. These are the reasons BioZyme offers multiple products in our VitaFerm® line. Of course, Vita Ferm® Concept•Aid® is the most popular mineral, known for aiding with reproductive performance within the cow herd. However, VitaFerm® Cattlemen’s Blend™ is a great vitamin and mineral option for producers who want to supplement cows once they are bred and turned out on grass. VitaFerm Conserve® offers multiple options as a maintenance mineral for producers who want to cut costs but not their nutrition program.

The variety of products reduces the risk of the customer leaving the VitaFerm brand because they provide a variety of options during challenging economic times in a variety of environments.

Open the Door to Opportunities

A variety of products in your portfolio increases the opportunities to make a sale. Not only can you up sell and cross sell, but you also increase your customer base due to the variety of products that you offer. BioZyme capitalized on this opportunity during the pandemic when the backyard chicken craze exploded, and BioZyme simultaneously launched its Backyard Boost® line of products. Since it is important to take care of every animal, we wanted backyard chicken owners to have the same opportunity to include AO-Biotics® Amaferm® in their chickens’ daily diets.

In addition to an additional new line, let’s think about the programs BioZyme offers. For example, the Gain Smart® Stocker Program consists of three products that work synergistically to improve animal health and performance – Vita Charge® Cattle Drench, Vita Charge® Stress Tubs and the Gain Smart® Mineral. Additional product offerings are almost always complementary in nature and meet multiple consumer needs which provide great opportunities for business growth.

Fulfill Customers’ Needs

A single product focus cannot meet all customer needs. Let’s look at a family in rural America. The father might run a commercial cow herd. He definitely needs the VitaFerm line. The mom might have a flock of ewes and sell club lambs. She will most likely be interested in in DuraFerm® and Vita Charge. They might have children that show horses and also have a flock of backyard birds. They will need the Vitalize® and Backyard Boost products. Look at the opportunities that live at one address. The customers’ needs can all be met at one nutrition supplier because you offer a diverse range of products.

Diversification – it just makes sense for your customer and your bottom line. Diversify your product offering, and watch your business grow.

Letters from Lisa

Don’t put all your eggs is one basket is a proverb that dates back at least to the 1600s. There are several stories concerning the origin of the expression, but it may have been inspired by the real-life experiences of poultry farmers who used wagons and baskets to take their eggs to market. If all of a farmer’s eggs were placed in one basket, it would only take one unfortunate accident along the way to ruin his entire investment and opportunity.

By not putting all your eggs in one basket, you reduce the risk of having nothing to offer at the market by pinning all your hopes or future goals on one and only one option. In business, we refer to this as diversification.

Diversification
Diversification is a foundational principle of a sound, long-term plan. One of the key benefits of diversification is that it makes for a smoother ride on the path to achieving one’s goals. In short, we are vulnerable if we rely too heavily on one species, one major customer or one region. Diversification is about developing new products, exploring new markets and taking new risks. None of this diversification lingo is not new information. So why don’t we diversify?

We Intentionally Say No
I’m as surprised as anybody, but Crocs’ all-purpose footwear is still going strong long after their 2002 debut. They’ve come a long way since then; their initial batch of 200 pairs sold out immediately, but they now weigh in as a $880 million company, just in the U.S. And still they remain singularly focused on their flagship product. Michelin is another company that notably stuck to its guns – or, in this case, tires. Although they’ve dabbled in manufacturing things like road maps and rocket components, Michelin keeps coming back to the product that made them famous: tires. They were the first radial tire company to span the globe, and today they’re one of the most recognizable names in the automotive industry.

We Don’t Like Risk
Keep in mind that the path toward diversification will be decided, at least in part, by how much of a risk we want to take – and how much money we have available to take it. If one is risk averse, they tend to not diversify, which in the end is sometimes very risky.

We Don’t Have the Right Expertise
When you do one thing, you can train your staff and use their expertise to execute, unlike when you offer dozens or hundreds of products that require additional expertise not currently possessed by your staff.

We Don’t Have the Right Mindset
Diversification must be a purposeful mindset to influence the future of the company. For many, this mindset is just not an option. Having the openness to hear new ideas, and the flexibility to act on tactical diversification opportunities that can ultimately serve you better than sticking strictly to your original strategy takes an open, visionary mindset. Note that only 3.2% of Americans are visionary so this is difficult.

Diversification can mean something different to every single business. It takes effort and its own kind of focus, so it’s important to first assess whether it’s something your company is striving for, and if so, then examining and perhaps also trying different avenues that may suit your business and your company mindset.

But remember, for diversification to be an option in the first place, openness and willingness to change is the most important criteria.

Relationship Management is Vital to your Success

You know how important it is to build quality customer relationships. But how essential is it to have a Customer Relationship Management (CRM) System in place to keep and track those relationships? Very, according to one article posted on Forbes.com. CRM is a system or software that helps track information and interactions between your company and your customers. This system is accessed and edited by multiple people to improve the customer experience, automate parts of the sales cycle and improve communication.

“Any company will benefit from maintaining a record of which conversations, purchases and marketing material can be associated with leads and customers,” wrote author Jason Kulpa.

With new products introduced nearly every time you turn the corner, customer loyalty might be considered a thing of the past. Everyone is anxious to try the next big thing, so keeping your customers happy, and building those relationships
is vital to your business’s success. That is why tracking your customers and your interactions with them is incredibly important.

Keys to Success
Tracking customer information is vital to help the customer succeed. When dealers understand each operation’s challenges and goals, the dealer takes on the role of a trusted confidant – more of a friend or consultant than a salesperson. With multiple customers it is important to keep all of that information in one location and to keep it current.

“The relationship between the dealer and his or her customer is part of the success of the business. If the customer has success, then I have success. If he has failure, then I will likely fail too,” said Mike Wadle, Additive Territory Manager.

Rod Hutcheson, Animal Health Business Development Manager, shares one example of how he has gathered information over time that makes the customer feel like he or she matters. When he pulls up at a producer’s place and the family dog runs to greet him, he remembers that the producer says, “get back, Charlie,” while calling the dog off. On his next visit, when the dog approaches him, Hutcheson can greet the dog, “hey Charlie,” and scratch his ear, impressing the producer that he remembered his best companion’s name.

“People will do business with those who care about them It all goes back to the adage, people don’t care how much you know, until they know how much you care,” Hutcheson said.

Choosing a System
Just like anything, there are many CRM systems. Hutcheson and Wadle agree that it is most important to use a system that the user is comfortable with, especially if you are a smaller business or not sharing that information across several people or departments.

“The best system is the system that works best for you,” Hutcheson said. “That might be an index card or 3-ring binder or keeping information in your iPhone. I always pull up the person’s contact information in my phone when I’m with them to make sure everything is still correct.”

The next step might be to track customer information electronically via an excel spreadsheet or other database system. You can then share this across users via Dropbox or other sharing platforms.

Of course, there are more technical CRM software systems that allow multiple users to share a plethora of information about customers, similar to what BioZyme uses. These can track basic customer information, orders, marketing, shipping, contact methods and conversations and more. These come with a price tag, but are worth the investment, especially in a growing business.

The bottom line is the customer likes to feel valued. Make sure you know that customer and his or her vital information and manage that information using a system that works best for you and your business. You and your customers will find success!

Dealer Spotlight: Reiss Seed Inc

Seeing is believing. That is what it took for one Western Kansas livestock producer to determine if he wanted to become a BioZyme® dealer or not. Val Reiss, Reiss Seed Inc., Weskan, Kansas, had heard about the products that BioZyme offered. He decided to try them on his own cow herd to see what the hype was about, and he chose the drought year of 2020 for his trial run. 

“I didn’t want to sell anything that I hadn’t tried or believed in. That year, our cows held their condition, and I give the credit to the Amaferm® in the mineral. Since I have been feeding VitaFerm® Concept•Aid®, my pregnancy rates and A.I. rates have been up,” Reiss said. 

Once he was convinced the products worked, he realized BioZyme products would be fairly easy to sell out in the heart of cattle country. As neighbors and other producers drove down the road, they could see his cattle perform. They looked in more optimal condition, and when using the HEAT® products, they weren’t bunched and had fewer flies on them.  

Reiss said he also had two friends who unknowingly to him were VitaFerm users but had been driving 100 miles one-way to purchase their mineral. One was about to quit the VitaFerm products until he discovered that Reiss had become a dealer. Living in a rural area, he is glad to provide a quality product to the people who are looking for it. 

With another extreme drought year in 2022, he can’t stress the importance of selling Amaferm as a tool to help cattle when feed supplies are low. In addition to using Amaferm as a selling point, Reiss said the reputation that VitaFerm has is second to none. The fact that BioZyme provides options to producers is huge for dealers like him. 

“A product like VitaFerm Conserve® opens up a ton of windows for people who want to try Amaferm and give their herd vitamins and minerals. Once they see how well that product works at a lower price point, they are sometimes willing to work up to Concept•Aid, thinking the higher price will work even better,” he said. 

Reiss uses a variety of marketing tools that BioZyme provides. He appreciates the fact that his ASM has also fed the products and understands their value. He also is a big believer in producer meetings as a networking tool and a way for other producers to learn from their peers. 

Seeing is what it took to get Reiss to believe in the BioZyme products, and this Master Dealer hasn’t slowed down since signing on. His strong belief in the product helps him share the benefits. He also knows that not every operation is the same. His advice to newer dealers is to learn the desires of the producer and focus your marketing on what they are looking for. 

“Each operation is different. Some are looking for a Cadillac. Others are looking for a Chevy Cruz. Taylor to each cow herd and the desires of the owners.”  

Thanks for believing in the BioZyme brands, Val, and for showing your customers the care that comes full circle!  

 

Dealer Spotlight: Boyce Feed & Grain Corp

Boyce Feed & Grain Corp in Waxahachie, Texas, is more than your average feed store. They are a full-service feed mill and distributor with a concentrated focus on marketing. In their 16th year as BioZyme® dealer, they have grown the business exponentially and even changed ownership with Andrew Lucas and his family buying the business last January; however, a few things remain constant. Boyce continues to carry BioZyme products, and they focus on helping their customers.

“We’re not just another feed mill or distributor. Our goal is to continue to grow and while doing that we want to help other feed stores. We are a feed store, so we know their struggles too,” Lucas said.

They offer their leadership and assistance in a variety of ways across the Lone Star State, delivering products to at least 250 other feed stores. This spring, they worked with their Area Sales Manager and the BioZyme Marketing Team to wrap a semi-trailer with the Boyce and BioZyme logos and a Sure Champ® and VitaFerm® message that serves as a traveling billboard as the company makes its deliveries. They are hoping to wrap a second trailer with a VitaFerm and Vitalize® message this spring.

“We’re running up and down the road, and customers see that truck. We are creating marketing with very little push,” Lucas said.

Marketing is key for Boyce, and the business actively promotes across various channels including radio, social media and weekly mailers. Lucas said about 300 invoices are sent each week, each time with a different product or brand featured in the envelope to their customers.

All these efforts take a team, and Lucas encourages anyone getting started in the nutrition business or with any business makes sure they have a good support system to succeed.

“Make sure you have a good team behind you. Create strategic partnerships quickly,” he suggested.

The partnerships they have made and the ways they continue to help their partners and customers succeed by providing them “high-quality and consistent” products show that Boyce Feed truly exemplifies care that comes full circle. We’re glad to have them on the BioZyme Team.

Effective Action: Use Relationships to Ensure Producer Meeting Success

Any time you get a group of like-minded people in a room to talk about solving their challenges, you have the potential to host a successful producer meeting. Use existing relationships to create an even more rewarding meeting. There are a few ways that using these relationships when planning your next producer meeting can help build your business. Let’s explore.


Cooperate with another agricultural company.
Co-host your next producer meeting with another complementary agricultural company. The companies might have some overlap in customers, but each will likely have some unique customers who could benefit from the other company’s products and services. Perhaps you could partner with a genetics company or a show supply company, depending on what BioZyme® products you are talking about. Cooperating on a producer meeting splits the cost of the meeting and exposes a wider audience to your products.


Building on these already established relationships give you a leg up. It shows your potential customers that you are easy to get along with. It also provides an unspoken endorsement on the products and services you provide.


Encourage your customers to bring a guest.
Your customers are probably going to attend, but you could offer an incentive for bringing a guest who has the potential to become a new customer. Send a text reminder a few days before the meeting and let those within a set radius know that you will offer an incentive to those who bring a guest. If the newcomer becomes a customer, perhaps that incentive becomes even greater, like a percentage off your current customer’s order, like a discount for referrals.


Engage with the audience.
It’s always good to get the crowd engaged. Since the room consists of your customers, you should know their challenges and successes. Of course, the first topic to discuss is AO-Biotics® Amaferm®, but after that, mention how a certain product has impacted a particular crowd member’s conception or rate of gain. People like to be recognized and know that you care about their results.

Call upon your allies.
Word-of-mouth and testimonials go a long way in building trust and securing new customers. If there is a local veterinarian or a highly respected producer who has had success with the products, ask them for a few comments. It is always good to hear from a third party about the benefits of the products, without a hard sell.


Producer meetings are an efficient way to show appreciation to current customers and establish relationships with potential customers. Building on current relationships at these meetings makes them even more effective. Like any other enterprise, use your resources, count on your relationships and use those relationships to grow your customer base.