Dan Jaffee
Analyst · Ethan Starr, Private Investor. Please proceed
Thanks, Dan. And before I open it up to Q&A I just want to give some comments myself, and I'll zero in on the Fresh & Light Ultimate Care launch. It's going very, very well. As we signaled in the new release, the Ultimate Care itself for the four-week -- most recent four-week period ending May 22, with market research data grew 63%, and Fresh & Light, the brand we launched back in 2012, grew by 12%. So were not seeing any cannibalization, which is very positive. And then for the 12-week period we're up 38% and 0.5% on the Fresh & Light, and so that's very positive. So, I had an investor lunch yesterday, and it was a very good roundtable discussion. And one of the topics we talked about was, okay, you don't give forward guidance, but where is this going to go? Do I take this most recent quarter and multiply it by four? So if you've lost $0.13, are you telling me you're going to lose $0.52 next year if you keep spending the way you're spending? And that is not what we're saying. And so, while I'm not going to give you specific guidance, I'm going to give you general guidelines under which the senior management team and I under the Board's direction are running the company. So our fiscal year starts August 1, and I'll give you some of our expectations. We expect to make money from an earnings per share standpoint in fiscal '17. So I'm not going to tell you how much, but I'm just telling you we have every expectation that we're going to make money. So we are not expecting to lose money. We are expecting though to spend more money in marketing in '17 than we did in '16. And so that's a good news scenario. But you could say, well, how can you spend more and still make money if you just spent a lot of money in this quarter, and you lost money? And the real answer there lies in, we really only had one quarter of spending this fiscal year, in '16. And so we had no real spending in the first and second quarters. And we're pretty much going dark now on T.V. and everything in the fourth quarter. So, really all of the annual spending was one quarter of spending. We're expecting to spend money in two slugs, in the fall and then back in the spring next year. And you can't just take what we did this spring and double it. I'm just telling you our total media expense, and advertising expense in FY '17 should be north of what we spent in total in '16. That's our expectation. Our expectation is to maintain or grow our cash. And that would then beg the question, okay, we understand it's the Board's mandate to set the dividend and determine whether or not we raised the dividend. And that is still true. But I'm just telling you, for our cash models it is our expectation that we will actually raise the dividend again for the 14th consecutive year come next June. We'll see what the Board does. The Board will do what the board does. The Board has raised it 12 years in a row. We will be meeting tomorrow as a board. We'll see what we decide tomorrow on the dividend, I'm just telling you what our expectations are. So in our cash model, where I tell you we're expecting to maintain or grow that cash, we are expecting to be able to raise our dividend for the 14th consecutive year. So those are our expectations. Those are sort of the wide guidelines that we're running the business under, because we're in a very dynamic sort of disruptive innovation change period here. Very happy to announce that the Fresh & Light patent, the first 12 claims or whatever we filed way back when, five years ago plus, actually got issued in May, every single claim. So that was good news and validates our position as the inventors of lightweight cat litter. And the trade sees us that way, the consumer sees us that way. And it's really been great for Oil-Dri to be able to sell our high quality cat litters on volumetric basis, and not on a per-pound basis, knowing that the consumer uses it volumetrically, and then you have the very important secondary benefit of reducing the carbon footprint by nearly 50% by selling -- by being able to get more units on a truck when you sell volumetrically versus on a per-pound basis. So everything is positive. But the other thing we talked about at the investor lunch yesterday was, you know, this is not going to be a one or a two-quarter batter, this is going to be a long, long batter. We've got reserves lasting well over 100 years. I'm not telling you this battle is going to go on for more than 100 years. But we respect our competition. They're -- these are big multinational consumer product companies that have good products, and good marketing campaigns of their own. The good news for Oil-Dri is we only have a two-and-a-half share. We don't really need to get to a 30-share to have this be a major win for the company. We got to keep growing, keep adding share points, and just keep moving it along. And I'm really not going to give any specific guidelines on share expectations or timing. But just to say it's going to take longer than maybe the average investor would love, and myself included. And that the good news is we're small enough where we don't need seismic changes in share to have this be a very positive return on investment for Oil-Dri and our loyal shareholders. So at this point, Whitley, I'll open it up to Q&A. And as always, I ask you to put your most important question first and then go back in the end of the queue just so everybody has a chance to ask questions.