Essay About Background Of Dairyland Seed Company And Alfalfa Seed

Dairyland Seed Co.
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History and Background of Dairyland Seed Company
Founded by Simon and Andrew Strachota in 1907
On Andrews retirement, Simon led the company, which later was taken over by his son Orville after his sudden death
Initially began as Strachota Seeds
Operated out of familys general store in eastern Wisconsin
Primary product – White Dutch Clover Seed
Production was shifted to alfalfa seed due to decline in White Dutch Clover Seed Market
Alfalfa seed – a product would grow in demand driven by Wisconsin dairy farmers searching for better forages for their cows
In 1963, company name was changed to Dairyland Seed Company
Jointly managed by Orville Strachotas three sons, Steve (president), Tom (CEO) and John (vice-president)
Private company with majority stock owned by the Strachota family
Dairy land is the only American family owned seed company with proprietary research in alfalfa, corn and soy beans
Company is divided into seven functional operational areas: management, finance, research, production, distribution, marketing and sales
Employs approximately 100 people plus seasonal help
40% of the companys employees work in R&D, making it the largest department in the company
Marketing Mix
Product
Alfalfa – Dairyland has the worlds largest alfalfa breeding program
Includes several specialty alfalfa varieties from which the farmer can choose to match their particular needs
Resent successful innovation includes the release of patented Sequential Maturity Alfalfa
Corn – Seed corn plays an important role in their overall strategy
Introduced into their product line in 1961
Currently offers over 40 corn varieties that have been bred to meet the unique seed needs of the upper Midwestern states
Promotion
Uses a vied variety of promotional programs to communicate the benefits of its soybean seed to farmers
Dairyland Soybean Management Guide provides farmers with technical and practical advice on the best soybean production methods
Quarterly newsletter called The Leader communicates variety of information to the customer
Tours of research and production facilities
Crop management clinics
Field days at Dairyland test plots
Maintenance of show case quality facilities
Advertising involves direct mail from and extensive database maintained on all dealers and customers
The company also includes ads in state farm publications, magazines, agricultural newspapers, etc.
Occasionally DSMs will prepare brief ads or radio announcements for local areas to promote a field day or educational program in that area
Dealers are offered a wide range of individual and customer incentives intended to promote sales
Traditional caps, jackets, etc as well as larger value gifts are available to dealers and their customers
District sales managers are also offered sales incentive and bonus awards
Pricing
Dairyland seed is priced slightly above market average in all product lines
This encourages the premium quality image