Dan Jaffee
Analyst · Robert Smith with Center Four. Your line is open
Really where I wanted to go and so I’m going to take this chance to use your question and talk about what I want to talk about; which I think is very exciting. We kind of touched on a little bit in the news release, but we’re ready to unveil it bigger. For those of you at the annual meeting tomorrow, you’ll see it in full color, technicolor, which is our marketing program for 2018 and beyond. We’re calling it Litter for Good. We have been donating cat litter to shelters on an ad-hoc basis for 25, basically if we’d have a relationship with them or they were in a town where we had a plant or if they actually just called up and said do you have any litter, we would take off-spec or old packaging or whatever it is, litter sitting somewhere in the warehouse. We will take it. And when we started thinking about, how can we make this in to a real program, where the consumers can participate and show us that they are as passionate about animal advocacy as we are. And we created what’s called Litter for Good and we filmed the new commercials and really a micro video which can go on a website, it’s a three minute video that sort of explains it. Basically the nuts and bolts of the program are this. Consumer can sign up for free on the catspride.com website, and then join our club. And then nominate their local shelter to receive free litter. If they don’t see the local shelter, there’s a point where they can – if they don’t see it in the dropdown, they can just write in and then we’ll get them nominated, and then we’re going to accumulate all those votes and for every jug of Fresh & Light, every green jug, we’re going to donate a pound of free litter to a shelter across America on a pro-rata basis with those votes. The beauty of the program is that I’ve been on the Board of the anti-cruelty society which is the largest shelter here in the mid-west for the last 20 years. And I know what a big expense cat litter is to a shelter, thereby getting free litter that frees up dollars for them to do all the things they need to do to try and save cats lives. You may not know this, but every year 3.2 million cats go in to shelters in the United States, and only 1.6 million get adopted. So that’s a grim reality for the other 1.6 million. And so the goal from Oil-Dri’s standpoint is to save more cats and to do more on Spay/Neuter, Trap, Neuter and Release. There’s all sorts of programs that take a lot of money. The Ferrell cat population is a big problem and so that’s the Trap, Neuter and Release program, but these all take a lot of money and these shelters are on limited budgets. So in my interactions with anti-cruelty and travelling around. I’ve talked to numerous shelters and they’ve all said, Yes, you send us an email and the email is actually going to come from Katherine Heigl to these shelters who have a database of over 2,000 to 2,000 largest shelters in the United States and their donor base, so you’re talking millions now of donors. They are going to receive this email blast and communication package and we have a full-time shelter manager now on board. And they are going to take that and them pump it out to their donor base and say, look, nominate us and start buying the green jug, we want free litter. And we believe that this is going to be a very powerful program, but it’s going to be up to the US consumer base to agree or disagree with us. But the beauty of this program is they are going to be giving the best cat litter not just light weight litter, but the best litter. We just completed an in-home new task where we performed at parity with what is perceived as the market leader in one metric. But I beat them a whole number of other things, at a better price. So the consumer really gets a win-win, but then every time they buy a green jug, we donate a pound. If they buy a green box which is bigger, we donate 2 pounds. We’re actually going to partnering with retailers and so during specific periods if you buy a green jug at a specific retailer, we’ll double the donation. We’re going to be integrating again with ABC and we’re not going divulge that yet, but when we do, during that three week integration we’ll be doing double donations and they will be announcing it and all that kind of stuff. So, we believe this has the chance to really do three things, number one, go viral. Number two; increase our bank for a buck. Rather than just spending a lot of money on TV which is very expensive and not all that efficient when only a third of the consumers own a cat. So two-thirds of the people that see that commercial have no interest in what you’re saying. And then the third thing is to really go out and see a cat, that’s the most important part of the program, is to save these shelter cats and actually to prevent them being born in the first place on the (inaudible) Trap, Neuter and Release program is to stop the mass proliferation of the Ferrell cats. And so we believe this has the power to be very powerful. The ability to be very powerful, because consumers who have a passion around cats are most likely to be those consumers that already donate in to a shelter in their neighborhood, and when they receive this email from their shelter and Katherine Heigl encouraging them to get involved and to do this, and they realize it’s not going to cost them any more money to do it. All they have to do is switch cat litters. We believe it has a chance to be very big.