New Name, Same Quality: Payback(TM) Brand Animal Feed from CHS
Equestrian News Release
SIOUX FALLS, S.D., March 1 /PRNewswire-FirstCall/ -- Ranchers and producers: Keep your eyes and ears open for the launch of Payback(TM), the new umbrella brand to represent all animal feed formulations from CHS, available through some 500 local co-ops and independent dealers in nine states across the upper U.S.
"With the CHS corporate name change in 2003," said John Steffen, vice president, CHS Nutrition, "it was time to establish a product brand identity for animal feeds that was separate from the company name.
"Our biggest challenge," Steffens continued, "is reassuring dealers and producers that the formulas have not changed from the ones they've come to know and trust. We're just putting a fresh face on the same high-quality nutrition."
Payback products are the same careful formulation of high-quality animal nutrition -- a complete line for livestock, horse, swine and poultry as well as specialty blends -- that have been manufactured for decades by the company formerly known as Harvest States Feeds.
The process to a new brand name included the critical step of finding out what the customers had to say. A web-based survey was sent to beef producers in six states across the core trade territory for CHS. Results exceeded expectations, with 79% of respondents in the cow/calf segment and 12% in feedlots. The average respondent had been in business for more than 21 years.
Overall, the single most important attribute respondents said they wanted from their feed company was the commitment to help them be more profitable; 70% indicated that this had to be a priority for any supplier to get their feed business.
When asked about various brand names, the proposed Payback name ranked highest as appealing, memorable and relevant. The name also supported respondents' desire to choose a brand they felt would help them be more profitable.
Also important to producers, according to survey responses, was having an experienced sales staff and access to nutritional experts. One of the advantages Payback dealers have is ready access to the services and nutritional expertise of the CHS Nutrition team. Producers can see for themselves with a visit to http://www.chsnutrition.com/ , where new information is regularly posted on the latest research and trends, including articles by on-staff animal nutritionists. Visitors can also find a dealer or sales rep online.
Ranchers can also be assured that Payback dealers are well-supported by CHS. Through the web site, dealers have special online access to the most current pricing as well as data sheets and feed tags. This gives them all the tools at hand to work directly with producers on developing customized solutions for their unique feed programs -- a feeding program that might ... well ... PAY producers BACK with a profitable edge.
Payback is a brand of CHS (NASDAQ:CHSCP) ( http://www.chsinc.com/ ), a diversified energy, grains and foods company committed to providing the essential resources that enrich lives. A Fortune 500 company, CHS is owned by farmers, ranchers and cooperatives from the Great Lakes to the Pacific Northwest and from the Canadian border to Texas, along with thousands of preferred stockholders. CHS provides products and services ranging from grain marketing to food processing to meet the needs of customers around the world. CHS is listed on the NASDAQ at CHSCP.
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