Daniel S. Jaffee
Analyst · David Zelman with Zelman Capital
You have some good questions there. Consumer benefits, let's start with that. And you said other than weight, and just to clarify on weight, why a consumer would care. Yes, they might care a little bit about the environmental sustainability. The weight aspect for the consumer is the #1 negative when you survey buyers of cat litter, which the demographic is women, 25 to 54, those are predominant buyers of cat litter, is that it's so heavy and bulky. And so making it lighter just means they carry home less pounds each week. It isn't so much about the environment. It's more about ease of use, ease of carrying and pouring. But having said that, when we first challenged our research team and manufacturing team to make this product, I was hoping for product parity. I was hoping the product would work as well on the key features and benefits: Clump strength, odor control, dust, and that the added benefit would be that it's lighter so it's easier to carry and pour. So the synergistic benefit of taking the -- what we call the best of both worlds, and I'll give you a little bit of a history course on cat litter. In about 1948, Ed Lowe came to my grandfather and had the idea of buying coarse, absorbent material. We were their distributor on floor absorbent. So he said, "How about, I'll -- I'm going to break it up, sell it in 5-pound bags, write kitty litter on it," and try and get people to use it instead of sand, which was not absorbent and didn't control odors. He invented the industry, so that started cat litter back in about 1948. And that was based on calcium bentonite, which is a non-swelling mineral, highly absorbent, light in density, controls odors very well, and it's our raw material. So until about 1991, that was the mineral of choice in cat litter. Then about 1991, John Hughes of the American Colloid Company, which they’re in the sodium bentonite business, came up with the idea with, "Hey, our product doesn't work as well as calcium bentonite in many of the traditional aspects, but it does 1 thing that calcium bentonite won't do, and that is, when it gets wet, it forms a clump, and maybe we can change consumer behavior and get people to actually scoop it out." And that was the advent of scoopable cat litter back in 1991. And now 20 years later, what we've done is pretty eye-popping. Our scientists figured out that with the right percentage of blend and the right granulometry, the size of the ratio of the 2, you can put calcium bentonite together with sodium bentonite and come up with a better cat litter. It clumps better, controls odor better and has less dust and weighs 25% less on a pounds-per-cubic-foot basis. So all of a sudden, what you got was, like the Post-it note. I mean, we went out to invent 1 thing and actually came back with something else. Now the exciting thing is, we have patents. We have patents pending. We have the raw materials. So -- and you've got the environmental movement. So when we took this to Wal-Mart and the other retailers, yes, they were very excited. As you said, they saw the benefits of, hey, you can put pretty much 22% more on a truckload. The pallets are the differential. They -- we didn't change the way that the pallet -- so you can put 22% more on the truckload, which means I'm going to bring in thousands of trucks less if I'm Wal-Mart, tens of thousands of truck less. If the whole country changes to this thing, it'll free up dock time, it'll take trucks off the road, it'll use up less diesel fuel, it will emit less carbon dioxide -- carbon monoxide into the environment. It's all good. And then when you compound that with okay, and now it works better and the consumer, when they try it, it's eye-popping. It's really a great cat litter. So it really hits on all fronts, except you -- I think you said from a cost of use standpoint, over the year, if someone converts from any of the competitive products to ours, their total cat litter bill will be about the same. It isn't a cost savings for them. It's certainly not a cost increase for them. But over and over and over again in the pet category, people have shown they are willing actually to pay more to achieve whatever it is they think they need to achieve, whether it's food so that their pets are healthier, or whether it's litter so they can control odors better, so people -- when friends and family come to their home, they don't think that they've got a feline cage going at the zoo. They want that odor controlled, and they're willing to pay for it. So scoopable cat litter was more expensive than coarse, and this is actually a price parity. So we feel, in our usage and attitude studies and our in-home use tests, the feedback was, we would pay equal to or more for this product than we would pay for what we're currently using because of the performance and because of the added benefit of it’s lighter weight, it's like wheels on luggage, I mean, it's just really…
David Zelman - Zelman & Associates, LLC: Well, that's very helpful. And the margin profile at the same price of your -- or versus your older product, and do you think you are going to continue to supply your older product? Or is this so revolutionary that all your customers are going to immediately displace your older product with your newer product?