Daniel Jaffee
Analyst · John Bair
Okay, thanks. So it's very exciting. We get purview to this, the IRI information. And we can use it in the ways we've used it in these teleconferences, so I wanted to just -- I don't want to bombard you with a lot of numbers, but I do want everyone who's an investor in Oil-Dri to realize what an incredible thing we are experiencing here. I mean, I've been involved in this category now for 25 years, and this is as good as it gets. So Cat's Pride Fresh & Light, let me start with 24-week data, and this is multi outlets. So this includes Walmart. It includes grocery. It includes mass and all the different chains that turned their numbers in. So this is the biggest number you can get your arms around. We generally think it represents 65% to 70% of the category. You still got like the clubs that are not turning in their data. PetSmart and PETCO does not turn in their data. But everybody else does: Target, Walmart, Kroger, you name it. So you're getting a good, good healthy sample size. So the category grew at 5.6% in dollars for the 24-week period, which is a healthy category. And that growth is driven by lightweight cat litter. So Cat's Pride Fresh & Light, which you guys know we launched 3 years ago, our distribution was up 5.6%. So that gives you an idea. If our velocity stayed the same, if we sold the same per point of distribution and we grow our distribution by 5.6%, you would say your sales would go up by 5.6%. Anything above that and you're increasing your velocity, and even below that and you're really playing a churn game. You're just putting on new real estate, but you're losing more as you put it on and you're not growing. So again, up 5.6%, which is exactly what the category dollar sales work. For the 24-week period, Cat's Pride Fresh & Light Dollars were up 56%, 5-6 then the decimal point, not 5.6%; 56% for the 24-week period. It's astounding. I mean, I can give you the 4-week, the 12-week, the 52-week, they're all in line with what you would want to see. So I like that that's sort of a half year because you really can't juice it too much by 1 promotion or 2 promotions, but it's not so long that you're missing what is a very important trend line. So the lightweight phenomenon is here, Tidy Cats is into it. We heard Cat -- Fresh Step is going to be launching, and this is something we started that we've got a lot of intellectual property around, we've got a lot of mineral reserves around, and we got, at the moment, the consumers bet is -- betting every week on this. We've got the best lightweight product. It's the best blend of performance and lightweight. We now call it a hybrid. It's sort of like the Prius. Yes, you're going to sell a few Volts and you'll sell some Teslas, but the dominant winner in the car market is the hybrid. It's sort of the one that does both. It has performance and you're getting a good job in gas mileage. Well, that's what you're getting out of Fresh & Light because it is 25% lighter than the pure sodium bentonite players out there, so there's a huge carbon footprint impact for the retailers, the efficiency impact for the retailers and then a real noticeable difference for women 25 to 54 who are our demographic purchaser of cat litter. When they go and take cat litter home, they want it lighter, but guess what, they don't want it too light. I encourage you guys to go out to Amazon, go out to walmart.com and read the reviews on Fresh & Light, and then read the reviews on the other guys. And you'll start to see a dramatic difference. We're getting rave reviews, and that's why we're growing so fast. Some of the other guys have gone too light, where their density is below 30 pounds a cubic foot. So that we know at that point, migration out-of-the-box or what's called in the industry as tracking goes way up. And so they're getting a lot of complaints on dust and tracking. The stuff is ending up all over the house. So we believed it, and the market is proving it, we found the sweet spot. You want light, you don't want too light and you got to have performance. And so I wanted to make sure you guys who are long-time investors realize the investment we're making in trying to feed this tiger as it's running. You got a tiger by the tail, you got to let them run. But it's working. And it's working in a big, big way. Lisa, I'd like to open it back up to questions. That was sort of my little Cat's Pride Fresh & Light soliloquy.