Dan Jaffee
Analyst · Harvey Partners
Sure. That's a great question, and that's really what's at the heart of the strategic investment in Oil-Dri, is – and I won't get into too much historic detail for our longtime investors, but it's important to put it all into context. You mentioned being a disruptor. So the last major disruption was in 1991, when sodium bentonite – scoopable cat litter – was launched. And it was all about when the animal urinated, it formed a clump; the consumer could scoop it out and get that odor out of the box altogether. So fast-forward – that was 0% of the category when it launched, and it's become 70% of the dollars-ish of the category. So it's been a major disruptor of the category. While sodium bentonite has a lot of nice attributes in terms of swelling and clumping, it has a major disadvantage in that it's very heavy in bulk density. If you took a cubic foot – a box that was a cubic foot and filled it with sodium bentonite, it's going to weigh anywhere from 65 to 75 pounds per cubic foot. Historically, cat litter has weighed about 35 to 45 pounds a cubic foot. So it's almost doubled the density, meaning the consumer is getting half as much material. And we all know consumers use it by volume, not by weight. So they buy it by weight, but they put it in their tray up to 2 and 3 inches. So you are weighting out trucks; you are shipping all this heavy sodium bentonite all over the United States; and the consumer is having to use way more material to fill a box in terms of pounds than they ever had to use before. So major negatives from that standpoint. So Oil-Dri is sitting on the largest quality and quantity of reserves in the United States of light-density, highly absorbent, great at odor controlling mineral reserves all the way from California to Georgia. And so, as they say, necessity is the mother of invention. So we were sitting here 3.5, 4 years ago with our nose pressed against the window, hoping to get into the scoopable cat litter segment in a much better way – but always seeming to be on the outs, because the accounts were all looking at price per pound, and we were disadvantaged. So I'm going to tell you a little story real quick. So the largest account we had when I took over was Sam's Club. Back in 1995, I take over, and literally the first week I'm on the job, we get called down to Bentonville, and they throw us out. And why did they throw us out? We were supplying them 22-pound Lasting Pride in a 5-gallon pail for $5-ish. They were getting quotes for 28 pounds of scoopable for $4. So they were very upset with us. So we get thrown out – and supposedly we were gouging them, and so forth and so on. The $4 item, which was 28 pounds, was sold in a 3.5 gallon pail; ours was in a 5-gallon pail. So the consumer got 30% less material for a 20% lower price. Not a great deal for the consumer, and yet we looked bad, because it was all priced per pound. So I'm just showing you – as the category started to go that way, a race to the bottom, many of our competitors have the bright idea – well, hey, if heavy is good, then really, heavy has got to be really good. And if I could put some really cheap, heavy stuff into my cat litter, I could look good without actually performing. So I'm not going to name names, but many of our competitors densified their cat litter. They put dolomite, which is stone; they put calcium carbonate, which is limestone, into the product. It's purely a diluent that is there to densify the clay, so that – for instance, we had a competitor that had a 25-pound box, and lo and behold, they were able to put 28 pounds in the same box, same fill, same everything, and say: 3 pounds free! And the consumer bought it, hook, line, and sinker. And they were one of the fastest-growing brands. So all very frustrating for Oil-Dri, who knew we were sitting on the highest-quality, best products but couldn't get it communicated to the consumer. So Proctor and Gamble and Unilever come along and launched concentrated liquid detergent, where they were urged by major retailers to take water out of the formulation, because we're shipping water all over the United States; consumers have water in their home. They don't need to bring more water home. But if they could understand that, yes, your price per ounce is going to triple, but you are going to be able to do 3 times as many loads, your cost per load is going to stay the same. And at the end of the day, you, the consumer, are buying liquid detergent to do loads of laundry. So they spent $110 million educating the American consumer on this. And, fast-forward, go to your shelves – you will see 0% of the old liquid detergents. It's 100% concentrated. All the private labels, on the off-brands, all the major brands. So – I'm sorry. Dan, you are distracting me. So we then had the idea that we are going to launch a lightweight cat litter that is going to deliver all the benefits of the highest-performing cat litter. So very strong clumping, fantastic odor control, no dust. Just absolutely – marketing perspective, no dust. The scientists can find it; the consumers can't. So it scores extremely well on all metrics. And at the same time, it's going to be up to 25% lighter on a bulk density basis than the other scoopable cat litters that are out there. So, for instance, if you are able to put – you know, you've got to do the math, and it depends on pallet weights and everything. If we are shipping a truckload to Walmart with 2,000 units in it, all of a sudden we can put 2,500 units into it. They could reduce the number of trucks on the road by 25%. So they saw the benefit of it. And the consumer, who is using the product by volume – once they understand, hey, I'm getting the same volume; and now I can carry home less weight; this is a good thing for me. Because the predominant buyer in cat litter are – they're women, 25 to 54, and they are not looking to bring home 40-pound boxes if they could bring home 30 or 20-pound boxes; or if they were buying a 20-pound size, and now it can weigh 15 or 12. So you'd get all those forces going. And it made Oil-Dri say, hey, we are going to invest $35 million in launching this lightweight branded cat litter. And I checked with our team today just to see – what is our cash flow since inception? We told you we had invested $35 million. While we have generated sales and generated gross profit, we are still very negative from a cash flow perspective. Over time, the IRI is very positive – the 10-year and terminal value and all the things you do to make yourself feel good. But through 3 years, I can tell you, more cash has left Oil-Dri than has come in as we have launched this. But as you know as a longtime holder, I've been sort of the crazy mad scientist, saying, we are going to get 100% of the category to go lightweight. Once consumers get it, they are never going to un-get it. It's good for the retailer; it's good for the consumer. It's phenomenal for Oil-Dri, because we are sitting on all this lightweight raw material. And the category – once the consumers can get a lightweight Tidy Cat versus a heavy Tidy Cat, so they are going to buy the lightweight Tidy Cat. Why would they say, I want to bring home more weight? They can do their weightlifting in the gym. So fast-forward, that's what has happened. It's all coming. Tidy Cat has jumped in, and they have done very well, which is good. Clorox is now jumping in. They are just launching – I've seen their TV ads, and that's all good for us. So it's really what we call the tsunami. The category is switching, and it's going to become lightweight. And that's what the consumers are going to want. And now they are going to finally evaluate cat litter not on price by pound, but they will look at the relative volumes, and they will say, okay; for the price and the performance, which one do I want? And on those bases, we love to compete, because we are very competitive. We've got, like I said, the geographical distribution of raw materials; and our freight, then, picture is better than anybody's. And our performance is outstanding. We are absolutely committed. Our best and our brightest get up every day and work on cat litter. I can guarantee you the best and the brightest of Nestle/Purina – if they are on cat litter, they are looking to get promoted off of cat litters. I mean, it's a food company. So I'm not saying we are competing with people who aren't very bright; they obviously are very bright. But their hope is not to spend their career on cat litter; their hope is to get back into the mainstream and get on food. So it's all good for Oil-Dri. And then the final win, which I – again, you as a long holder know – that it's huge for Oil-Dri is as you start to become mainstream with lightweight, the retailers are going to want it in their private label, in their private brand. So Kroger, Pet Pride, or Walmart's Special Kitty. You can go on and on. All the accounts have their own private label. So when you go in the store, you can buy a brand or you can buy their private label. And they are not going to lead the change; they will absolutely follow the change. And as it gets to be a bigger and bigger percentage of a category, they are going to want more and more SKUs dedicated to it. Well, the good news is we have always been very aggressive about putting on private-label accounts. However, historically, before lightweight, our share of the course – the traditional private-label course – was great. Very strong share, 40%, 50%. On the scoopable side, less than 2%, because it was a race to the bottom. It was all about densifying and what's your cheap price per pound. I don't want to hear about your quality; I don't want to hear about your dust; I don't want to hear about your supply and your on-time delivery. What's your price per pound? We are going to do online bidding, and if you are not the lowest, you are not getting it. So there's a guy out there who – that's his model, and it's great. And he's taken 90%-some-odd share of the private-label scoop-heavy category. Well, now, as the lightweight comes, now the game changes. Now we are the low-cost, high-quality player. We have the raw material. We have the quality. So we can quote very competitive prices at healthy margins to Oil-Dri and start to get a much greater share than 1% or 2%. Now, how high is up? You know, that's – again, I can't give all that forward stuff. But I did look at IRI. And roughly, in the 52-week period at retail, $200 million of private-label cat litter was sold at retail. Like I said, $100 million some-odd of that was scoop, and we had less than a 2% share of that. So do the math on it. If you think Oil-Dri can get a 20% share of that, a 40% share, a 50% share of that number, it's a big number for Oil-Dri. It's a big number. Now, again, those are at retail; you've got to back off whatever you think their margin is and try and get to a wholesale number for Oil-Dri. But I have told you that historically there has been a lot of synergy between our brand and our private label at key accounts. So when we do their private label, we are a true partner. So when we come to the table; and we're shipping trucks; and we're mixing, and matching, and filling those trucks out, it's just easier for them to take our branded items and give us a greater share of shelf. So we believe it will all play to Oil-Dri's benefit to a much greater degree than the past. I really can't do the math for you; you guys are going to have to do it. But it's very exciting. 3.5 years ago when we came up with this idea, we filed the patents on all this. The patents are pending; they are at the US Patent office. The win-win-win-win would also be to get those patents issued, and we deserve to get compensated for really inventing and changing a $2 billion category. It's a long-winded answer, but I think it's the story at Oil-Dri right now. If you're investing in Oil-Dri, you really need to understand that. So I apologize if I went too detailed for you, Jim, but I think it was important for everybody to hear.
Jim Schwartz – Harvey Partners, LLC: Yes. Thanks, Dan. And could you touch on, maybe, the gross margin difference in Fresh & Light versus the other pieces of business?