Daniel Jaffee
Analyst · Robert Smith with Center for Performance Investing
Thanks, Jeff. Appreciate it and before we open it up to Q&A, I'll highlight or address one question, which I'm sure is on everybody's mind, which is to elaborate a little bit on a sentence from the quarterly release, which says, "This year we have made substantial investments in developing a new consumer product." Quite cryptic there in the news release, and yet they're waiting on it -- we could be getting into competing with Apple tablets, but we're not. We're sticking to cat litter. This is something that's, really it's a product that's 20 years in the making. We've been working on this very hard for the last 24 months with particular focus in the last 12 to 18 months. But what it is is we've always known that cat litter was used by volume, yet it was determined by the Department of Weights and Measures to be sold by weight, and so, because it was a solid. Although there are some solids that are sold by volume. For whatever reason they decided weight was the best value measurer for the consumer. And so what they really incentivized everyone to do was to come up with the heaviest weight products because then you could drive down your cost per pound, but really that was not the consumer's best interest. Well, the environmental movement has really turned that whole concept on its ear because as the liquid detergent guys proved that by taking water out of detergent, they were able to shrink the amount -- the number of ounces you were getting as a consumer. And prior to that move, liquid detergent was pretty much sold on a per ounce basis. You look at the cost per ounce and if that was something that you were focused on particularly, that's how you would compare one brand of liquid detergent to another from a cost perspective, look at the cost per ounce or you could get 2 like-size bottles and compare the price. Obviously, they figured out something that they -- I'm sure they had known forever which is, consumers really don't care about the ounces, they care about how many loads can they do. And so by watering something down, you're not really giving them any benefit. In fact, you're giving them a big disincentive, which is heavier weight and ultimately due to the carbon footprint, you're hauling around all this water. So the liquid detergent guys at the behest of really Wal-Mart and many of the national retailers, reformulated, pulled water out of their product, shrunk the packaging, went to this 3x and talked about how many loads you can do. You'd use less per -- the caps got smaller, so you'd use less per load, but you could do the same number of loads, and so the consumers have adopted it. It's been great for the consumers, they're carrying home less weight. It's been great for the environment. They're shipping less weight around the United States, less packaging and so everybody wins. So it's been a great thing. So we challenged our scientists to say how can we do the exact same thing for cat litter? Obviously, if in detergent, they had done all this, but your whites weren't as white and your colors weren't as bright, nobody would have been happy about the change. It had to be that there were no trade-offs, that the end product was as good or better than what they were buying prior to the concentrated move. And oh, by the way, it was lighter and good for you and good for the environment. So we challenged our research people to do the exact same thing, which is to come up with a scoopable cat litter, that's where the growth in the category is continuing to be, that clumps just as hard and/or harder than anything that's out there, that is equal to or less dust, equal to or less tracking and equal to or greater odor control, and make it lighter. Take the weight out of the finished product so that we would be shipping less weight around. And our consumer, which is a woman, target audience demographics tend to be a woman, 25 to 54, we did a lot of research. And they obviously don't want any trade-offs. But yes, if you could match the key attributes for why they're buying the product, the clumping and the odor control and the tracking and the dust, that they would be very interested in buying a product that was lighter in weight, because they have no desire to carry home more weight each week or each 2 weeks or each month or whenever they buy cat litter. So that's what we've been working on, and we're very excited about it. Obviously, our retail partners, we're going to be start taking it to them. But we've been working with some along the way and gotten good feedback and they're excited about it. So we've spent a lot of money in this fiscal year really, we're not going to have any benefit in this fiscal year. It's all going to start to happen in fiscal '11 -- in '12, excuse me. And I think we put out there in the Q that what we expect -- we don't really give earnings guidance, but I didn't want everyone to panic that our intent was to crater the earnings next year. Obviously, that could happen, anything could happen. But our intent is that while this product will not be a contributor to earnings next year, we'll actually lose money on it, net-net the whole division will come in at about even and ultimately the company will come in about even next year. But what you should expect as an investor is to see a pretty dramatic increase in top line sales that if this thing is succeeding, then sales will be going up at a good clip, we'll be able to report IRI data. But IRI, it's not a good -- it's not a real accurate indicator of the category because currently IRI tracks about $800 million of the $1.8 billion in retail sales in the United States. You're talking -- it's capturing only about 45%, 55% of the sales that go on in cat litter happen outside of the scope of IRI. Wal-Mart doesn't report. The clubs don't report. The Dollar Stores, which have been a big trend, don't report. The pet specialties don't report, the PETCOs and the PetSmarts of the world. So by the time you get down to who does report it, you're talking about grocery and some of the mass and then the drugs, Walgreens and CVS and all that. So like I said, it represents about $0.45 on every $1 that's sold, they're capturing in $0.55 they earned. But that will really be the tail of the tape in fiscal '12 is our ability to gain distribution and then to incentivize the consumer to try the product, and then really to monitor very closely the repeat purchases, and are we getting acceptance and adoption or are we just getting churned, and so that will be the key for fiscal '12. So we're very excited about it. Obviously, it's a big investment for the future. It's right in our core business. I can tell you that for us, the key to finding the solution to this Gordian knot has been different than what we've seen other people do. There are lightweight litters out there right now, but they don't work. They're an organic product, most of them made from wheat or corn or peanut holes or things like that. And so organics by nature are nourishment for enzymes that are causing odors. So you've got to almost teach the cat litter to do something that it's not created to do, which is we're trying to get -- to stop odor control, but organics are actually helping to promote odor. And so -- and then they're so light that they actually track like crazy. The cats kick them out of the boxes, so you don't -- too light is a bad thing. On the other hand, if you want great performance, you've had to have something really heavy, really bulky, and frankly, not real desirable for the consumer. We did a lot of focus groups around this and it was really interesting to see the women as they started to interact with the product, some of the best comments were things like, "Wow, I just thought it always had to be this way, sort of like luggage. Why did it take us 2,000 years to put wheels on luggage?" I don't know. But by definition, the name lug, luggage, you're lugging it around and then all of a sudden somebody thought, "Hey, let's put it on a cart and then let's put -- actually put the wheels on the bag. Why not?" And then it just makes so much sense. But obviously, it took a lot of people a long time to figure that one out. So the consumer really liked the idea of a lighter-weight efficacious litter, and across-the-board, they responded they'd be very willing to try the product, very interested in it. So we're excited about it. It blends. Sodium bentonite has been the scoopable cat litter of choice since 1991. But for the first 45 years of the category, 1946 to 1991, the real key was odor control and absorbency and low dust and light density, and all 4 of those attributes were calcium bentonite, which is our primary raw material. And then around 1991 came clumpability and sodium bentonite naturally swells when wet, so it forms clumps. So all of a sudden, they took about half the share of category. Well, we figured out with the right blend of calcium bentonite and sodium bentonite, the right granulation size and the right percentage ratios -- and some of it is proprietary and some of it is patented. So we're excited about that. We have a patent exactly covering what we're doing, and very excited to sort of bring what we call the best of both worlds. You get the clump strength of sodium bentonite, but you get the odor control, absorbency and light density of calcium bentonite. And so you end up with a product that truly, as we say, is changing litter for good. And so we're excited about this. So I've used up half the time, but I'm sure this was very high on everybody's list. Kendall, why don't we open up for questions, and as always, prioritize, ask your most important question first and then go to the end of the queue.