Another great opportunity for continuing to increase the current business and obtaining new distribution is by changing the current perceptions of the market. Herd Builder for example, changed the perception that it takes 24-28 months to bring a heifer to first calving. The same can be done with Focus Feeds. The program can change the perception that producers should mix their own feed and purchase the ingredients separately to obtain better prices on them. The program should also change the perception that feed companies should not be your nutrition consultants because they will push their own feed at higher prices to make money (conflict of interests). The Focus Feeds program involves a package of feed and technical services that help producers improve their profitability and therefore gives an opportunity to charge higher margins and increase revenues.
Cargill is clearly at the forefront of animal nutrition world wide and its long-term thinking continues to drive advances that will make it the "Biggest and best animal nutrition company in the world". Such is the case of the new company created as a joint venture between Monsanto and Cargill Animal Nutrition. This company, named Renissen offers a great long-term opportunity of synergy in the future as it will research and develop nutritionally-enhanced crops that could be used in animal feed. The potential opportunities there are endless.
Threats
There are various threats that Cargill may encounter in the market and much of it has to do with its competitors. Some of them have caught on to the idea of having nutrition consultants rather than straight feed sales people as part of their sales force. There is one in particular that has began staffing itself with talent in that area and has actually been
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