Feed Strategy - May 2019 - 29

FeedStrategy ❙ 29

real problems. The pressure from above to increase
sales or find a quick solution has become so heavy that
solutions are often offered without much thought and
decisions are taken with the same aplomb. Both sides
bear the same degree of responsibility, especially when
decision-making becomes more distant from ownership and accountability.
The end result is frequently a quick sale that makes
a sales team happy and a euphoria permeates the whole
business as they forward project sales potential
on an annual basis for the whole farm. This
is natural, too, and it does no other harm than
distract a business from establishing a more
secure client basis. In fact, such quick sales
enhance the image of the sales team, encourage
the adoption of such selling practices by others,
and create a chain reaction in which competitors try to find problems with the products that ousted
them from their client. But, was that client theirs to
begin with?

failed to resolve the actual problem, and with the
customer expecting help from those who sell products without having the expertise to look into real
problems, nobody should be surprised when a third
supplier blames again the new nutrition offering yet
another solution. Thus, the vicious cycle of selling
good but ineffective products remains and feeds the
whole supplier chain, while animal producers remain
with their initial problem. But who is to blame?

PSYCHOLOGY OF SALES HAS a
lot to say about how and why
this method of selling/marketing
is working.

Look at the buyer's side
This question brings us to examine the opposite side:
that of the buyer. In-house expertise in most animal
farms remains low, at least lower than it should be
considering the large size of modern enterprises. Most
farms expect nutrition knowledge to be free, something
they enjoyed when public institutions were working for
them, but such notion is no longer true because most
public institutions now depend on private funding to
operate and even survive - with all negative and positive repercussions that this might entail. Nevertheless,
most farm decision-makers continue to believe in
the concept of free nutritional knowledge, especially
because nutrition suppliers offer themselves such information apparently free of charge.
We must now return to the customer who decided
to switch nutrition suppliers, for whatever reason. The
previous supplier is naturally disappointed, whereas
the new supplier is thrilled. But, with both having

Real-life scenario
I recall a real case where I was invited to review
the nutrition program for a large farm. The main
complaint was poor feed efficiency, and it was
hoped that a series of additives (perhaps enzymes,
asked the client) or a rebalancing of energy and
protein (my initial thought) would resolve the
issue. Luckily, I followed my own advice and I
visited the farm, spending a whole day touring
facilities and visiting with employees. In the end, I
refused the business because the problem was feed
wastage. My recommendation was to spend money
in changing feeders because more than 25% of the
feed was simply ending up in the slurry pits. As
far as I know, the farm continues to use the same
inexpensive feeders. They are still looking for the
magic potion that will resolve their big problem,
losing huge money down the pits. Since
then, many have made fortunes selling
to this farm all kinds of products, but
the farm still suffers from the same
problem, and this has been going on
now for the past 12 years. ■

Ioannis Mavromichalis, Ph.D., is an animal nutrition industry consultant. To contact, Mavromichalis,
email imavromichalis@icloud.com.
May 2019 ❙ www.WATTAgNet.com


http://www.WATTAgNet.com

Feed Strategy - May 2019

Table of Contents for the Digital Edition of Feed Strategy - May 2019

Feed Strategy - May 2019
Contents
In the Mix
Industry Happenings
African swine fever: What feed manufacturers need to know
Year of the Pig: A look at China’s declining pork consumption
Asia’s poultry producers expect strong results in 2019
Add value to piglet diets with molasses
Marketing nutrition by blaming other products
How feed additives can reduce greenhouse gas emissions
Americans seek more protein, but not all animal based
What is the best heifer-weaning index?
VICTAM International a one-stop show for animal feed processors
Products
Advertisers’ Index
Feed Strategy - May 2019 - CT1
Feed Strategy - May 2019 - CT2
Feed Strategy - May 2019 - Feed Strategy - May 2019
Feed Strategy - May 2019 - Cover2
Feed Strategy - May 2019 - Contents
Feed Strategy - May 2019 - In the Mix
Feed Strategy - May 2019 - Industry Happenings
Feed Strategy - May 2019 - African swine fever: What feed manufacturers need to know
Feed Strategy - May 2019 - 5
Feed Strategy - May 2019 - 6
Feed Strategy - May 2019 - 7
Feed Strategy - May 2019 - 8
Feed Strategy - May 2019 - 9
Feed Strategy - May 2019 - 10
Feed Strategy - May 2019 - 11
Feed Strategy - May 2019 - 12
Feed Strategy - May 2019 - 13
Feed Strategy - May 2019 - Year of the Pig: A look at China’s declining pork consumption
Feed Strategy - May 2019 - 15
Feed Strategy - May 2019 - 16
Feed Strategy - May 2019 - 17
Feed Strategy - May 2019 - 18
Feed Strategy - May 2019 - 19
Feed Strategy - May 2019 - Asia’s poultry producers expect strong results in 2019
Feed Strategy - May 2019 - 21
Feed Strategy - May 2019 - 22
Feed Strategy - May 2019 - 23
Feed Strategy - May 2019 - Add value to piglet diets with molasses
Feed Strategy - May 2019 - 25
Feed Strategy - May 2019 - 26
Feed Strategy - May 2019 - 27
Feed Strategy - May 2019 - Marketing nutrition by blaming other products
Feed Strategy - May 2019 - 29
Feed Strategy - May 2019 - How feed additives can reduce greenhouse gas emissions
Feed Strategy - May 2019 - 31
Feed Strategy - May 2019 - Americans seek more protein, but not all animal based
Feed Strategy - May 2019 - 33
Feed Strategy - May 2019 - 34
Feed Strategy - May 2019 - 35
Feed Strategy - May 2019 - What is the best heifer-weaning index?
Feed Strategy - May 2019 - 37
Feed Strategy - May 2019 - 38
Feed Strategy - May 2019 - 39
Feed Strategy - May 2019 - VICTAM International a one-stop show for animal feed processors
Feed Strategy - May 2019 - 41
Feed Strategy - May 2019 - 42
Feed Strategy - May 2019 - Products
Feed Strategy - May 2019 - Advertisers’ Index
Feed Strategy - May 2019 - Cover3
Feed Strategy - May 2019 - Cover4
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