By Brian Springer, CCA

Sixty percent of a dairy cow’s diet is forage. With so much of the diet dependent on the nutrients a cow receives from forage, it is important to make sure the crop reaches its nutrient and energy potential. Nitrogen, phosphorus and potassium, the major components of fertilizer, are essential for soil nutrient content and are controlled by pH. We test and fertilize for these nutrients regularly, and they are often the first place we look for a solution if a problem arises in crop health.

However, critical elements — like calcium, magnesium, and sulfur — are often seen as secondary in importance in terms of soil content, and, in turn, plant health. For example, with current industry practices, recent findings show that sulfur deficiency of 10 to 20 pounds per acre is common in much of the United States. Of these elements, sulfur in particular might be the missing piece in your forage puzzle as it increases nutrient quality and aids in balancing the microflora in the rumen.

What is sulfur?  

Sulfur is one of the 17 elements essential to crop production. This is because, according to the International Plant Nutrition Institute, plants almost exclusively use sulfate as their primary source of nutrition. It can be found in high levels in salt domes and volcanic deposits, typically in its elemental form. But it is also present in almost all soil types in smaller quantities.

Plants receive sulfur through two primary mediums:

• Soil: The sulfur found in soil is typically organic sulfate that has been converted from elemental sulfur by soil bacteria. Ninety-five percent of plant sulfur uptake is in the organic form of sulfate.

• Air: Inorganic sulfur dioxide is often absorbed through the leaves and stoma.  

What role does sulfur play in forage plant and dairy cow processes?

Required by both plants and animals, sulfur appears in every living cell and is essential for the synthesis of certain amino acids and proteins.

A deficiency of sulfur in the soil can lead to deficiencies in the cow. Nutritionists recommend 0.2 percent of sulfur or sulfate in the diet of cattle, and ensuring your forage has enough sulfur is the easiest and most cost-effective way to manage sulfur requirements for the ration. Most of the dietary sulfur required by the cow is actually utilized by the rumen microbes for amino acid production. By feeding the microbes, the cow can produce amino acids, enzymes and proteins that then contribute to cow health, milk production and quality.

Not only will the sulfate aid the cow, but plants use sulfate for chlorophyll formation, which contributes to higher sugar content and nutrients, resulting in greener, fuller foliage.

What does our current sulfur landscape look like?

In recent years, there has been a decrease in soil sulfur content as well as an increased demand on the soil for higher crop yields, and the fact that many fertilizers contain little to no sulfur is the primary reason for our current depletion of sulfur in the top soil. Secondary causes include erosion and mineralization.

How to recognize a sulfur deficiency

Since high-yielding crops often don’t receive adequate amounts of sulfur or receive it at inopportune times, it is important to be able to recognize a sulfur deficiency. Thankfully, if presented in its organic form, sulfate can quickly be absorbed in two to three days, which helps avoid leaching as you fertilize. If you notice some of the following signs of sulfate deficiency, it is recommended to provide a sulfur treatment two to four days before cutting forage to increase chlorophyll, resulting in a fuller, energy-rich harvest.  This short-term solution can be done by applying biostimulant products, as a sulfur application would need to take place much earlier in order to keep the plant healthy and growing well. Signs of sulfur deficiency include:

• Yellowing of young growth; yellowing of old growth indicates a nitrogen shortage.

• Curling of young leaves.

• Diminished foliage.

​

Photo is provided courtesy of the International Plant Nutrition Institute (IPNI).

Although sulfur is present in the soil, it is often below recommended standards. Furthermore, in its inorganic sulfur state, it cannot be properly taken up by the plant until it has been converted to organic sulfate. By checking your forage crop for sulfur deficiency and treating as needed, you can increase the sugar and nutrient quality of your forage and provide sulfur to your herd to support rumen microflora health.

Have a question or comment?

Farmed fish species are generally exposed to a huge variety of microorganisms that inhabit the water column within aquaculture systems. This is especially true for fish farmed in marine settings, as these species must drink large volumes of the surrounding water to maintain an osmotic balance with their environment. Such interactions between environmental microbes and those of the gastrointestinal system of fish can potentially lead to disturbances of the commensal gut microflora, which can consequently affect the normal functioning of a healthy digestive system.

Support the good

An increased level of positive commensal bacteria in the gut can enhance the innate immunity of fish, improve performance and help to support the efficient functioning of the gastrointestinal system.

​

Figure 1. Illustration of microvilli

Extensive peer-reviewed research has shown that mannan-oligosaccharides (MOS), derived from specific yeast strains, can have a positive impact on the overall gut health of fish. Through feeding these yeast fractions, both the length and density of villi and microvilli can be increased in the gut. This translates to a larger gut surface area and supports enhanced uptake and absorption of nutrients delivered within the feed.

In addition, MOS serve to fortify the epithelial layer of the intestine, thereby enhancing mucus production, which prevents opportunistic bacteria from attaching themselves to the surface of gut enterocytes. As a result, these microbes are readily removed from the fish intestine.

Tackle the bad

Promoting a stronger mucus layer and longer microvilli is a giant leap forward in gut health, but these benefits alone are not sufficient to guarantee optimal functionality within the intestinal tract. Alltech’s Bio-Mos^® aids in normalizing gut microflora. 

Bacteria attach to the epithelial cells in the gut via fimbriae that recognize certain sugars on the cell exterior. Many pathogenic bacteria attach via specific type 1 fimbriae, which recognize mannose as a surface receptor, depicted in the illustration below.

Figure 2. Illustration of bacterium attaching to Bio-Mos^® instead of the gut surface

The Alltech^® Gut Health Management program is based on the unique “Seed, Feed and Weed” principle developed by Dr. Steve Collett at the University of Georgia, in which we seed the gut with favorable microflora and then feed the beneficial resident bacteria, maintaining a natural intestinal environment. Through these interconnected processes, we can subsequently weed out potentially unfavorable microorganisms and strengthen the immune defense system of farmed fish.

Avoid the ugly

In modern aquaculture, ensuring optimal gut health is more vital than ever before. We want to avoid ugly situations and produce farmed fish as responsibly as possible, which means the maintenance of optimal water quality parameters is of paramount importance. Every farmer continuously strives to improve the performance of their livestock, and this also applies to terrestrial farms. Fish farmers focus predominately on two key aspects to maintain productivity: the reduction of feed costs and the improvement of growth performance rates.

By implementing our gut health management program in combination with our dedicated on-farm support, we can achieve:

1. Enhanced growth performance, which drives a shorter production cycle.
2. Optimal immune defense, which means reduced treatments and veterinary costs.
3. Strong, robust fish with an optimal fillet quality that satisfies consumer demands.
4. Highly efficient, responsible and sustainable aquaculture practices.

Interested in having our experts help you to achieve optimal gut health in your farmed fish? Email aquasolutions@alltech.com today to request an on-farm assessment. Irrespective of your target species and farming environment, we are here to help.

Have a question or comment?

Pig producers are well aware that enhanced gut health is the driving force behind profitability. Mortality, feed efficiency, growth and health costs are just a few of the many areas influenced by achieving optimal health. Positive gut health can have long-lasting effects on animal performance, herd health and producer returns.

In this webinar, Dr. Stewart Galloway, senior swine nutritionist at Hubbard Feeds, discussed the lifetime impacts of gut health strategies implemented early in the life of the pig. According to Galloway, gut health is a critical success factor that affects things such as pig value — as a source of profit and as a source of protein globally — sow productivity, animal welfare and the responsible use of antibiotics.

Gut health is essential for building a foundation for performance and profitability in pig production. Healthy pigs will eat and produce more efficiently, ensuring they are performing at their maximum potential.

What is the ideal gut?

The goal is to help generate a fully developed gastrointestinal system in which water, pH and beneficial bacteria are balanced and maintained while pathogens and toxins are kept out.

So, how you can tell if a pig’s gut is healthy? To start, observe pig activity. Are the pigs alert and moving around? Are they eating? Are they displaying normal behavior? Another indicator is diarrhea. Diarrhea is a telltale sign that something is not right with the pig’s gut, so it is important to keep an eye out for pigs that have this symptom. Other indicators of a healthy gut include lower morbidity and fewer treated pigs as well as growth and feed efficiency.

However, it is important to remember that many factors can disrupt good gut health. For example, weaning is the biggest stressor put on a pig. Poor gut health strategies implemented at this stage of life will negatively impact the pig throughout its lifecycle. Dietary changes, pathogens and mixing, and crowding stress are some of the other factors that negatively affect gut integrity.

Tips for good gut health

Galloway suggests a comprehensive program approach by implementing these three strategies for good gut health:

1. Decrease gut inflammation

2. Decrease pathogens

3. Decrease water loss

When a gut is inflamed, several problems arise: nutrients are not properly absorbed; there is an increase in antigens, leading to further inflammation; pathogens and toxins move right through the cells, causing inflammation inside the cell; and there is water loss and water movement out of the cells into the gut, leading to dehydration and diarrhea.

To combat inflammation and in turn decrease pathogens and water loss, producers should do a few critical things. First, identify the pig’s stressors and decrease stress. Second, optimize ingredient selection and combination, such as proteins and amino acids, as well as the use of carbohydrates. Third, use enzymes to draw more nutrients from the feed, making them more available for absorption by the pig for its own use and less available for the pathogens to use as a food source later on in the gut.

Achieving and maintaining a healthy gut is a continuous process and requires a complete approach to gut health, not just a one-time or quick fix. An animal truly never gets over a good or bad start. Make gut health a priority and get your pigs on track for lifelong success.

To receive a recording of the webinar and learn more about Galloway’s strategies for good gut health, click the button below:

I would like more information on the Alltech^®Gut Health Management program.

Horses exude beauty and strength, and yet, large and robust as they appear to be, we equestrians know that horses are also some of the world’s most fragile and finicky creatures. Along with their penchant for finding bizarre ways to inflict bodily harm upon themselves, they are often prone to internal ailments, especially involving their digestive systems. Why is this?

Different by design

Horses are non-ruminant, monogastric (single-stomached) herbivores. The digestion of the horse is notable for several reasons. They are perhaps most well-known for their inability to vomit. But, have you ever thought much about how their digestive tract works?

When a horse eats, portions of the feed are first digested enzymatically in the foregut. Afterward, microbial fermentation of other nutrients, like cellulose, occurs in the hindgut. The equine digestive system is truly unique because the first section resembles that of other monogastrics, like humans, but the second section is more akin to that of a ruminant species, like cattle.

What is the hindgut, and what happens there?

The equine hindgut consists of the cecum, large colon, small colon and rectum. It contains billions of symbiotic bacteria, protozoa and fungi, which all help to break down and absorb fiber. Like all species, horses do not possess enzymes capable of digesting fiber, so they rely on these microbes to process fiber for useful nutrient absorption.

What if the hindgut malfunctions?

When you consider that the majority of your horse’s diet (at least 50–60%) should be made up of forage, it makes one realize just how much work the hindgut has cut out for it. So, if something is awry, it can spell big trouble in the form of hindgut acidosis (when lower pH levels lead to increased acidity), which often leads to colonic ulcers, poor body condition, colic or laminitis.

So, what’s a horse person to do?

Keeping the hindgut healthy starts with keeping your horse’s overall nutrition in order. Below are some easy rules of thumb to keep in mind when feeding your equine partner(s).

1. Feed good-quality hay.

2. Don’t let your horse go on an empty stomach. Feed smaller, more frequent meals throughout the day or consider offering free-choice hay.

3. Remember that less is usually more when it comes to grain. Grain is often high in sugar and starch, which is difficult for the hindgut to digest. This can have an adverse effect on pH and bacteria levels (see acidosis mentioned above).

4. Add healthy fats in the form of vegetable, corn, flax or another type of palatable, equine-friendly oil.

Remember also that movement is hugely beneficial for gut motility, so be sure to give horses ample turnout time and exercise. And, last but certainly not least, don’t undervalue the importance of fresh, clean, temperate water — hydration plays a key role in keeping the horse’s overall digestive system functioning at its best.

I would like to learn more about horse health.

The following is an edited transcript of Tom Martin’s interview with Dr. Kristen Brennan, a research project manager at the Alltech Center for Animal Nutrigenomics and Applied Animal Nutrition in Nicholasville, Kentucky.

Click below to listen to the podcast:

                                    Dr. Kristen Brennan is a research project manager at the Alltech Center for Animal Nutrigenomics and Applied Animal Nutrition in Nicholasville, Kentucky. In this interview with Tom Martin, Brennan helps us gain a better understanding of her field, nutrigenomics, and its role in sustainable agriculture.

Tom:                            What is the science of nutrigenomics?

Kristen:                        The easiest way to think about nutrigenomics is to break the word down into what it is: “nutri" and “genomics.” What we're aiming to study with nutrigenomics is how nutrition — whether that’s nutrients, forms of nutrients, diets, timing of diets — influences the animal's genome. So, we’re not changing the genome, but influencing the activity of all the genes of that animal’s genome.

Tom:                            Is this an outgrowth of the human genome project, or has it been around a lot longer than that?

Kristen:                        Nutrigenomics is something that's been around forever. From the time the first living organism evolved, it needed nutrients, and those nutrients had influence on the activity of the genes within that animal or cell. The thing that we've done within the last several years is to figure out how to capture that information. It's always been there, we just never had a way of measuring it before. Technologies like genome sequencing are the core foundation for measuring what we're seeing.

Tom:                            Is there a point in time when we realized that nutrients were having an impact on genetic expression?

Kristen:                        I think we’ve known for a long time the importance of nutrition. Centuries and centuries ago, they had an idea that nutrition had a vital role. I don't know if we knew at that point, really, what DNA was and what genes did, but we knew that nutrition could influence the outcome, or a phenotype of an animal — what we're seeing on the outside — and how important it was for good health.

Tom:                            What are the advantages of nutrigenomics in animal studies?

Kristen:                        What I think makes this field so exciting is that, first of all, when we’re dealing with actual sampling, we need a very small sample amount. We can do this with, for instance, a small draw of blood from an animal, or we can take a small biopsy. So, you're not having to euthanize an animal to get tissue.

                                       Even more of an advantage is the amount of information we get. If you think about most genomes, you're talking about thousands of genes. We can measure in a single snapshot how every one of those genes is behaving in response to a diet or nutrition. That is an amazing amount of information.

                                       The other advantage is that it can be really rapid. From the time we get a sample to the time we have an output of data, it can be as short as just a few days in the lab. So, a lot of information, small input and a ton (of data) in a very rapid way.

Tom:                            And are you able to understand why some animals respond differently than others to the very same nutrients?

Kristen:                        Yes. We can use this information to understand that. An example would be healthy versus diseased animals and why nutrition may play a role in how they respond to that illness. More and more, we're starting to understand how differences on a genetic level — different breeds of animals, different production states, things like that — can influence how that animal responds.

Tom:                            Are you able to dig down into it and figure out how nutrients and bioactive components in the food turn on or turn off certain genes?

Kristen:                        Yes. The biggest amount of information we get is just a simple “Do they or do they not turn genes on or off?” So, how does each individual gene activity respond to what you're feeding? As we’re understanding that more and more, we can take a step back and start to understand how they're doing it. They are what we call signaling pathways, which are like, if you set up a row of dominoes and you hit the first one, it sets everything off. It’s the same thing with gene activity. There is a series of molecules that are responsible for regulating or activating other ones. And we can start to decipher how we get from the nutrient that we’re feeding or the diet we're feeding to that endpoint, that last domino in the line.

Tom:                            You can actually target issues that call for some kind of nutritional intervention?

Kristen:                        Yes. And that's obviously one of the most exciting applications of this research. We can use this to define precision nutrition.

                                    One of the challenges with feeding animals, or people in general, is that there are so many environmental factors that influence how an animal responds to diet — things like illness and disease, but also production state, where they're living, what their basal diets are. And so, we can use this technology to get precise information on how we can use nutrition to get the best performance or best health out of that animal.

Tom:                            How do you carry out your research? What goes on in Kristen Brennan’s laboratory?

Kristen:                        It’s magic! This research is done in several steps. It’s really a team effort. The simplest study we have is between two groups of animals, and because so many things could influence gene expression, we want to make sure that those two groups of animals are as identical as possible — same breed, sex, age, production state, and they’re housed in similar environments. The only thing we want different between those two groups is the nutrient we’re interested in.

                                    For instance, if we’re looking at a form of a mineral like selenium, we might have one diet that contains selenium in the form of sodium selenite, and we might have the exact same diet for the other group that has selenium in the form of organic selenium like our Sel-Plex® product. Once we have fed these diets for a given amount of time — it just depends on what we're interested in looking at, what tissues and what nutrients we’re evaluating — then we obtain a sample. It can be as simple as just a very tiny muscle biopsy or a few milliliters of blood. We bring that to the lab, and our laboratory technicians will essentially take that tissue, rupture the cellular membranes and then the nuclear membranes and purify what we call the mRNA, or the transcripts, that are located within the nucleus. We make sure that transcript, or a total RNA, is of super high quality and purity because these assays are so precise. We have high standards for what we can use.

                                       And then we use a commercially available DNA microarray. And what that allows us to do is profile. It has probes for each gene on the animal's genome — for example in the case of a chicken, it has something like 18,000 probes — and that allows us to measure whether the mRNA, or the transcript, for each of those genes has been increased or decreased in response to the nutrient that we fed.

                                       At the end, we get a long spreadsheet that says gene A is increased, gene B unchanged, gene C is decreased.

                                       Then the tough part comes, and that is the data analysis. So, we have all of these data points — you’re talking about thousands — and it is sort of like taking one of those huge puzzles. If you took that box of puzzle pieces and threw it on the ground, you would just have a giant mess, right? When I get that Excel spreadsheet of thousands of rows and columns, that’s what it’s like, essentially. So, we need help to try to piece those puzzle pieces together. If we took one piece out, we might find a corner and that's really important. Just like if I look at that spreadsheet, I might find a gene that's very important, that's very highly increased or decreased. That's a starting point.

                                    What we really need to do to see the big picture is piece those puzzle pieces together. We use what we call bioinformatics — essentially biological statistics — and we use software programs that say, okay, these 100 genes are related, they all have a common biological function, and based on their activity, we predict that biological function to increase or decrease. And that helps us make sense of this information.

                                    So, just like piecing those puzzle pieces together, we get that big picture of what's going on inside an animal that results in what we're seeing on the outside like improved growth, or improved feed efficiency, or improved markers of health.

Tom:                            I'm under the impression that the “Holy Grail” for you would be to find and establish a link between nutritional genomics approaches and applied nutritional research. Can you explain?

Kristen:                        Sure. The ultimate goal, at least in my view, for nutrigenomics is when we do traditional nutrition studies, we take an experimental diet, we feed it to an animal and we look at a phenotypic output. So, what do we see in the whole animal? That might be body weight change, growth rates, feed efficiency — things we can measure in the whole cow or by just looking at the animal. We might look at blood markers, stuff like that. What often is lacking and what we can use nutrigenomics for is, how do we get from point A to point B? How do we get from feeding this diet to the response in the whole animal?

                                       What nutrigenomics gives us is a tool to look at a molecular reason for those changes. We can use nutrigenomics to figure out, are we affecting energy expenditure in the cell? Are we affecting protein translation in the muscle? Things like this can help us explain what we're seeing in that animal instead of just guessing on how something works.

Tom:                            Does this technology, nutrigenomics, reduce our reliance on large-scale animal studies, and is it less invasive than the traditional approach?

Kristen:                        I think so. When we do these studies, we can work with a much smaller number (of animals) per treatment. So, where you might need hundreds of animals to get, say, carcass quality measurements that are significant, we can use six or 10 animals per treatment and still get some of the same information that would explain why we see changes in a large animal. Obviously, they're complementary, but we use this technology to minimize the number of animals we need per treatment.

                                      The other advantage is the obtaining of samples. We don't need a whole kilo of skeletal muscle to do our analysis. We need a tiny amount. So, that really is noninvasive. We can use a simple blood draw that is noninvasive and get this information out of that.

Tom:                            The 21^st century farm is a changed place compared with that of the previous century. A big reason for that is the arrival of a lot of science, technology and big data. If we were to take your science, nutrigenomics, out of the laboratory and into the farm, how would producers use what you've learned?

Kristen:                        I think one of the major ways they can use it is precision nutrition — really formulating diets to meet the actual needs of an animal. And also to understand the form versus function of different nutrients. So, how do we get the best that we can get out of an animal through nutrition? Nutrigenomics gives us that tool to understand how.

Tom:                            To carry that further, beyond helping to determine what will work for an animal's genetic type, is nutrigenomics helping explain why we need to find what works for a given animal?

Kristen:                        Absolutely. And I think it really helps push the idea of precision behind nutrition. For so long, we've overfed nutrients. We haven't really paid attention to form versus function. Nutrigenomics is giving us reasons why form is so important in nutrients, and why precise levels are important. We're taking the guessing game out of animal nutrition.

                                       I think as our population grows and the need for food continues to increase, that really optimizing nutrition based on an animal’s genetic potential is going to be really, really important.

Tom:                            How can this genomic information help us better understand nutrition and nutrient science?

Kristen:                        That’s a great question. This gives us a good understanding of the hidden effects of nutrition — the things that we don't really understand; why we see the changes. Why are we seeing increased energy efficiency with different forms of selenium, for instance? If we just look at our traditional nutrition research, we have no idea. But we use nutrigenomics to say, “Okay, well, the genes that control, say, mitochondrial growth in the skeletal muscle in the animals are turned on by Sel-Plex, and that explains why we see changes in energy expenditure.”

                                       That’s the type of stuff that we can get through traditional animal nutrition research, and nutrigenomics really helps push that information ahead and gives us a better understanding of how nutrients function — things that we can't see by just looking at an animal.

Tom:                            One final question: Among the things that you're working on right now, what really interests you and excites you?

Kristen:                        Everything, as a true scientist! One of the areas that I'm completely fascinated by, and have been for years — and we've done quite a bit of work on it, but it's just something that I start to think about and almost gives me a headache — is the idea of nutritional programming. This is the concept of how early life nutrition — whether that's in a neonatal animal or even in the gestating diet, looking at offspring — how nutrition early in life influences an animal throughout its lifespan.

                                    We've done a lot of work to look at some of the things that happen, like gene expression changes that occur. When we change the diet of an animal in the first 96 hours of life, those patterns and the changes stay with that animal throughout its lifespan, and that completely fascinates me.

                                       I think that's an application that is something that can be applied through all different species of animals, whether that’s livestock or even humans. We think about how you are what you eat, but you're also what your mother ate and what her mother ate and then maybe what her dad ate. It starts to really fascinate you. So, that’s probably one the most exciting areas that we work on.

Tom:                            Dr. Kristen Brennan is a research project manager at the Alltech Center for Animal Nutrigenomics and Applied Animal Nutrition in Nicholasville, Kentucky. Thank you for joining us.

Kristen:                        Thank you.

Looking for more information on the science and business of agriculture? Click here. 

“You are what you eat” might strike you with a bit of fear or guilt depending on what it is that you are munching at the moment. While the origins of this phrase are probably as old as mankind, fundamental research now supports the importance of eating the right things, at the right time, both in humans and animals. 

Our genes are the blueprint that defines who we are. How genes express themselves in the presence of nutrition, to produce proteins, is called “gene expression.” The science that defines how we understand this interplay between what we eat and how our genes function is called “nutrigenomics.”

A small chip, representing all the genes in the tissue of the individual being examined, allows scientists to predict precisely what effects to expect from dietary changes by showing which genes are activated and deactivated (in other words, turned “on” or “off”).

Just over ten years ago, Alltech opened a first-of-its-kind facility dedicated to the study of animal nutrition’s impact on gene expression. This study of nutrigenomics has allowed scientists to determine what outcomes to expect from feeding specific foods, feeds and dietary supplements to animals without waiting the months or even years that are typical in traditional farm trials. Additionally, nutrigenomics is minimally invasive research, requiring little from animals, such as minor bloodwork tests.

Over the 10 years since the Alltech Center for Animal Nutrigenomics and Applied Animal Nutrition opened, nutrigenomics has been used to:

• Understand how specific foods and diet structures change gene expression.
• Quickly screen and identify new nutrients with similar benefits to existing elements of the modern livestock diet.
• Predict responses to novel nutrients or foods.

10 Nutrigenomics Breakthroughs

1. Truly Amaize-ing

Although considered “amazing” by some farmers who use it, Amaize® from Alltech was a product with an elusive mode of action.

Cattle and other ruminants rely upon their first stomach (the rumen) to break down fiber. Enzymes such as Amaize should help with this digestion process. Using traditional techniques, researchers demonstrated that adding Amaize resulted in carcass weight gain for beef and greater milk production in dairy.

Examining tissue samples using gene expression, however, added much more to the story. The enzyme’s impact on the animal’s metabolic system showed that Amaize optimizes animal growth.

Several key changes were noted in particular. Genes relating to the expression of insulin-like growth factor (IGF-1), insulin receptors and the growth hormone were affected positively. These genes all have a direct correlation to increasing metabolic activity and therefore body growth.

Nutrigenomics allowed scientists to precisely understand the true function of Amaize, making it possible to issue specific recommendations to farmers of how and how much to incorporate into their cattle’s diets to maximize production and profitability (primary scientist: Dr. Ronan Power, Alltech). 

2. EconomasE: An economical alternative to vitamin E

In essence, EconomasE is an antioxidant supplement, demonstrating similar biological functions to vitamin E, but more economically.

Vitamin E is known throughout the world for its powerful antioxidant properties. Antioxidants inhibit the oxidation of other molecules, which can produce free radicals. Free radicals, unpaired loose electrons, cause damage to cells in the body. Generally, therefore, a person who consumes antioxidants will be healthier and in better shape to fight off illness, which is why doctors advise eating antioxidant-rich foods like leafy greens, nuts and certain berries.

Humans aren’t the only ones to benefit from antioxidants; all animals do, and this is why vitamin E is routinely included in the diets of all production animals. Vitamin E, however, is very expensive, and producers often seek ways to minimize its inclusion in their feed. The caveat is that reduction of vitamin E can increase the likelihood of requirement for antibiotics.

Using nutrigenomics, researchers were able to identify vitamin E’s mode of action and then set about identifying other compounds or combinations with similar effects. EconomasE proved capable of replicating the gene expression changes seen with vitamin E, and this was confirmed in 46 subsequent trials with poultry, swine and cattle. EconomasE maintained meat quality and the beneficial, protective antioxidative effects of vitamin E without the high price tag (primary scientist: Dr. Karl Dawson, Alltech).

3. Using zinc to facilitate development

Zinc is a trace mineral required by all animals to grow and develop properly. It supports immune function, allowing the animal to overcome immune challenges. In animals, through optimizing the immune response, it reduces risks associated with a severe infection known as necrotic enteritis (NE), which costs the poultry industry alone an estimated $5 to $6 billion globally and has mortality rates of up to 1 percent per day.

Necrotic enteritis is caused by the pathogenic bacteria family of Clostridium perfringens, resulting in lesions of the intestine that inhibit the absorption of nutrients, further weakening the sick animal and sometimes leading to death. In the last few years, scientists have been searching for ways to reduce the effects of necrotic enteritis in production animals such as poultry, pigs and cattle.

Nutrigenomics also confirmed that the form of zinc used is important. Forms such as zinc oxide and zinc sulphate that are typically used in animal diets, and in human supplements, are less effective than those connected to mixed peptides, which impact how the zinc is absorbed. Treating the animal in a holistic manner, supplying it with nutrients in the optimal form, enables that animal to be far better prepared to fight off potential infection, resulting in less antibiotic use and better efficiency of food digestion, both of which will save poultry producers (and consumers) billions of dollars annually (primary scientist: Dr. Daniel Graugnard, Alltech).

4. Mitigating myopathies in meat

As recently as five years ago, a condition known as “woody breast” wasn’t even on chicken producers’ list of concerns. Now, it is credited with losses conservatively estimated at $200 million dollars in the U.S. and affects chicken producers in Brazil, Spain and Italy, amongst others. An affliction of the chicken breast, it results in tough, chewy and otherwise inedible meat.

While genetics certainly play a factor, woody breast is generally considered to be directly correlated to how fast producers grow their chickens. Consider that in 1930, the average chicken was slaughtered at 2.5 pounds (1.1 kilograms) and took 50 days to gain each pound of weight. Less than 100 years later, we grow chicken to 6 to 8 pounds live weight, and they can put on a pound every eight days!

At a scientific level, fast-growing chickens are being affected by hypoxia (low blood), increased oxidative stress, inflammation and an increase in fibrofatty tissue.  From a consumer perspective, this results in chewy chicken and a generally unpleasant eating experience. However, understanding gene expression changes through nutrigenomics has enabled the development of a feed program that decreases the oxidative effects within the bird, resulting in normal tasting breast fillets for consumers (primary scientist: Dr. Rebecca Delles, Alltech).

5. Actigen: A stronger next generation of a proven success

For many years, Bio-Mos® has been a star ingredient in animal feed. It supported animal performance naturally by reinforcing the function of the digestion system and enhancing feed efficiency.   

The challenge was that the nature of natural is variation: color, odor and particle size relating to the natural process of production. Producers wanted the benefits of Bio-Mos, but they wanted it to be more concentrated, make it more economical and make it traceable.  

Nutrigenomic research quickly confirmed Actigen®’s similarities to Bio-Mos but also showed it to be 2.5 to five times more powerful.

Subsequent animal feeding trials later proved Actigen’s ability to help animals achieve their genetic potential. However, nutrigenomics confirmed its biological value much earlier, in a matter of weeks rather than months or years (primary scientist: Dr. Colm Moran, Alltech).

6. You are what your mother ate: The science of epigenetics

Epigenetics, or how an environment impacts the expression of inherited genes, is the next science that we expect will revolutionize the way we think of nutrition. In this case, what the parents ate, and what the parents of their parents ate, affects gene expression. And, it goes beyond nutrition. Studies have shown that overeating, undereating, exercise and smoking all have potential benefits or deleterious effects on future generations.

Pregnant sows at the world’s largest pig farm were fed Actigen during the last trimester and demonstrated epigenetic benefits. Tissue samples from their offspring exhibited gene expression changes suggesting stronger immune systems and enhanced nutrient uptake. So, as epigenetics suggests, feeding the mothers Actigen resulted in pigs that were much better off than those whose mothers did not receive it.

Healthier piglets will grow better, be more efficient, have stronger immune systems and less likelihood of disease infections/need for antibiotics (primary scientist: Dr. Kristen Brennan, Alltech).

7. Programmed nutrition: Conditioning gene expression

Within the lifetime of a person or animal, genes can be conditioned. In other words, we can design specific feeding regimes that prime the genes so that when a second diet is introduced, those genes express in ways that are more beneficial for the animal. This can be especially of benefit in the cattle industry, where cattle are bred and born in one location and often exchange hands three or four times.

Programmed nutrition shows that when newborn animals are fed supplements at specific levels and specific times, their bodies can better learn to utilize and retain these nutrients. As the animal grows, they become more efficient and require fewer nutrients than animals receiving excess supplements.

One example is EPNIX®. Part of a feeding program designed for genetic conditioning, the timing of feeding EPNIX to cattle is critical. It is a two-part process: the first part conditions the animal’s body to utilize nutrients better and the second part involves feeding the optimal nutrients.

EPNIX is a natural feed program that can positively improve cattle performance, meat quality and even reduce the environmental impact of beef farming (primary scientist: Dr. Vaughn Holder, Alltech).

Check out this podcast by Alltech research scientist Dr. Vaughn Holder to learn more about EPNIX.

8. In ovo feeding: Feed the egg before the chicken

Typically, the time from when an egg is laid to when it hatches is 21 days, almost the same amount of time it takes the chicken to grow. So it’s not surprising that poultry producers are increasingly wondering what nutrition a chick receives inside the egg.

Using nutrigenomics, scientists can look at what happens when different nutrients are introduced into the eggs. When used correctly, in ovo (Latin for “inside the egg”) feeding methods can be a powerful way to improve the development and health of the animal.

Careful egg injections of tiny doses of water-soluble sugar called MR8, from a probiotic yeast, resulted in baby chicks with stronger immune systems at birth and more efficient digestive systems. Not only that, but their hatchability increased, with more chicks born and improved survivability in the first week. Additionally, nutrigenomics showed a more developed digestive system physiologically and structurally, giving the bird a strong head start when compared to chicks that didn’t get the sugar from the probiotic yeast.

Today, implementing in ovo feeding requires special machines for use in hatcheries incubating thousands of eggs. However, the technology is quickly emerging to make in ovo feeding a strong part of poultry nutrition’s future (primary scientist: Dr. Rijin Xiao, Alltech).

 9. Serving salmon sans sea lice

Fish have never been more popular with consumers. As such, fish farming, or aquaculture, has become very important. In fact, more fish now come from farms than are caught in the sea. Yet, aquaculture presents its own challenges, including managing diseases and parasites. Sea lice alone cost the aquaculture industry an estimated $1 billion dollars a year. The threat of sea lice to salmon is not new, and salmon have developed their own protection by the secretion of a mucous layer encompassing its scales. This works, but when the sea lice are big enough, they can harm the fish and sometimes even kill it.

Until now, no annotated gene chip for salmon existed. The only fish species available was zebrafish, which is more likely to be found in your child’s aquarium! Now, a new salmon gene chip allows researchers to test all kinds of nutritional changes from a nutrigenomics perspective, and already evidence has been generated showing how to reduce the threat of sea lice to salmon.

Scientists have learned how to harness the natural immune system of the fish. Dr. Keith Filer and the research team at Alltech have discovered how to help fish produce more of the mucous-producing cells, making them slimier and thus more difficult for the sea lice to attach. For more on sea lice and the salmon industry, check out “For salmon’s sake: Seeking solutions to sea lice” (primary scientist: Dr. Keith Filer, Alltech).

10. Retooling our approach to Alzheimer’s

From humankind’s perspective, the most important work at Alltech’s nutrigenomics facility is with a selenium compound called AT-001. Nutrigenomic studies have indicated this specific selenium has the ability to change biochemical pathways associated with many serious diseases such as Alzheimer’s or other neurodegenerative diseases.

In collaboration with the late Dr. William Markesbery, the former director at the University of Kentucky’s Sanders-Brown Center on Aging, Alltech began testing AT-001, using a well-established mouse model of Alzheimer’s disease (AD) to evaluate its effects on neurodegeneration.

AT-001 reduced the incidence of clumps of misfolded proteins, known as amyloid plaques, often associated with Alzheimer’s, by 45–50 percent in the brains of these AD mice. Furthermore, the overall destruction caused by oxidative damage in the brain tissue of these same animals was reduced. For example, oxidative damage to both DNA and RNA was reduced by 35 percent and 60 percent, respectively.

Now tested in other animal species and other tissues, AT-001 has been found to significantly increase mitochondrial activity. Mitochondria are the organelles responsible for producing energy in cells and are thus essential for life. It is well documented in scientific literature that even small decreases in mitochondrial activity are linked to the occurrence of at least 50 different illnesses.

These initial results have opened an entirely new field of research, evaluating the physiological impact of more than 100 individual sub-components of AT-001. Three small selenium compounds have displayed remarkable activity in cell culture and animal models with type 2 diabetes. In addition, the compound in AT-001 that is responsible for the reduction in amyloid plaques has been identified and characterized. AT-001 is currently in Phase II human clinical trials in a population of elderly subjects who are at risk of developing AD (primary scientist: Dr. ZJ Lan, Alltech).

The past 10 years have seen incredible scientific and technological advancements in our understanding of nutrigenomics. We believe these breakthroughs are only the beginning as technology and data analytics continue to advance. For humans, animals, and livestock and food producers, the future looks optimistic.

Big data is ready for the farm. But is the farm ready for big data?

84 percent of U.S. farmers who responded to a recent Stratus Ag Research survey said they have high-tech equipment that captures reams of data from livestock, planting, harvesting or crop protection operations. Yet, only 42 percent of them are transferring this information to a field data management software program for further analysis. 

The question is: How can producers harness all of this information to drive efficiency and profitability once it has been collected?

KEENAN, a technological entrepreneur of diet feeders, stepped up to this challenge by expanding into farm data analysis with InTouch technology, which delivers solutions on-farm in real time.

“We've been involved with the internet of things (IoT) since about 2011,” said Conan Condon, director of KEENAN’s InTouch system. “At that stage, there wasn't much connectivity. There were about 12 million connected devices. Today, there are about 6.4 billion connected devices.” 

At present, more than 2,000 livestock operations, ranging in size from tens to thousands of cows, use the InTouch system, a live review and support service that helps producers apply actionable intelligence to their operations, giving them the benefit of KEENAN’s access to data on more than 1.3 million monitored cows.

InTouch technology: Acting on data today

KEENAN InTouch is a simple, cloud-based communications platform that offers real-time performance monitoring. The system allows for all feed ingredients to be added to the diet feeder in consistent orders and ratios, thereby promoting feeding consistency and improving livestock performance and profitability.  

​

Producers are looking for easy alternatives to interpreting and actioning data. InTouch supports that process, as data is automatically transferred and received after completion of every load. Not only are paperwork and time delays eliminated, but the InTouch platform also allows for instant feedback. This means that producers can make informed decisions on maintaining and/or improving ration accuracy, consistency and presentation, thereby maximizing livestock performance. InTouch can also incorporate data from other herd management software programs and services such as the Dairy Herd Improvement Association, resulting in better quality analysis. 

Convenience is also a key feature of InTouch. Ration changes can be made from a computer or smartphone, through the InTouch customer service center or programmed directly to the KEENAN diet feeder. Nutritionists can also send ration changes directly to the weigh scale on the diet feeder.

The pre-self-loading order and mixing time takes the guesswork out of loading accuracy, suggesting a mixing order based on type, length of cut and moisture levels of the ingredients. It also calculates the required number of mixing revolutions needed to maximize effective fiber and delivers a consistent, uniform mix, based on 17 years of data gathered from farms all around the world.

To maximize profits for producers, InTouch’s support services help them monitor everything from feed costs and diet feeder performance to proper inclusion rate accuracy in order to maximize profits. Daily, monthly and annual performance reports for feed efficiency, the cost to produce 100 pounds of milk, profit margin per cow and production trends are automatically produced. This means no more combing through data or handwritten notes to find patterns that might unlock efficiency — using InTouch, farm consultants can generate benchmark summary reports that can reveal management practices to improve livestock performance and profitability.

The MechFiber difference

Based on years of data from more than 1 million cows, KEENAN has developed a range of products tailored to the needs of farmers, including reel, self-propelled, vertical and static machines for small- to medium-sized farms and pro-mixers for high-volume feed manufacturing and larger farms. These machines are designed to improve rumen health, resulting in improved feed efficiency and livestock production.

They are durable and easy to maintain, with a low daily operating cost and stationary blades for controlled chopping. They have a simple drive system, with no gearbox required and they empty completely, so no ration ingredients intended for one group of animals are fed to another.

Each diet feeder has two chambers (mixing and dispensing) and, together with a six-paddle reel and patented fixed-knives system, is engineered to produce a consistent, uniform, fluffy mix called MechFiber, which is unique to KEENAN machines.

Independent trials have consistently shown that MechFiber retains the fiber structure needed to stimulate rumination, allowing greater absorption of energy and maximizing feed conversion efficiency.

​

KEENAN diet feeders produce consistent rations from as little as five percent capacity up to 22,000 pounds. They easily handle and deliver a consistent, uniform mix for smaller dry cows, post-fresh cows and heifer groups. KEENAN customers can purchase separate ingredients to prepare their own premixes.  

Additionally, the low-power requirement design saves up to 50 percent in fuel consumption and reduces tractor and KEENAN diet feeder maintenance costs. Larger, more expensive tractors are not required compared to equivalent capacity vertical mixers, as a 120-horsepower tractor will operate a 1,000-cubic-foot diet feeder at recommended speeds of 1,200–1,500 revolutions per minute.

KEENAN started manufacturing quality diet feeders with cutting-edge designs and technology in 1978. In 2016, Alltech acquired KEENAN and is re-establishing the diet feeder in the U.S. market with a fresh approach to innovation that builds on KEENAN’s strong reputation for quality and performance.

Manufactured in Borris, County Carlow in Ireland, KEENAN products are available for purchase in the U.S. For more information about KEENAN, visit www.keenansystem.com. 

Have a question or comment?

The poultry industry is seeing a 50-gram increase in weight for a 42-day-old bird every year. By using perinatal nutrition to guide epigenetic responses, we can improve the quality, immunity and adaptability of these rapidly growing birds before they even hatch.

Tom:                            Dr. Peter Ferket is a professor of nutrition and biotechnology in the department of poultry science at North Carolina State University and the author of more than 500 publications and seven patents. He is known for his work on perinatal nutrition and development and other nutritional factors that affect the yield and quality of meat, nutritional value of food, industry coproducts and nutrient management. He’s here to talk to us about improving the quality of chickens and turkeys before they hatch.  Thank you for joining us.

Peter:                          Thank you, Tom.

Tom:                            First, let’s take a look in the rearview mirror. How far have we come in poultry?

Peter:                          When you consider what the poultry industry has done over the past 60 years or so, it’s been nothing short of amazing. Sixty years ago, to get to our consumer-size market, it took 12 weeks. It was just a small, scrawny, little bird. But that same 4-pound broiler chicken today can do this in almost 30 days.

                                       When you think about the genetic potential for growth for these amazing animals, we are seeing about a 1 percent improvement in live performance every single year. That’s a 50-gram increase in weight for a 42-day-old bird or market bird every year.

                                      This is quite an amazing challenge as well. With the genetic potential of these birds, it’s actually more difficult to understand how to feed and to meet the nutritional requirements for that rapidly growing animal.

Tom:                            Do you attribute this to genetic science? 

Peter:                          Yes. We have learned a lot about not only selecting and understanding variability and selecting animals for certain growth, but now, because of the genetic science and being able to understand the gene and blueprints that are associated with it, being able to measure certain traits and select for those, this is still a natural selection kind of science.

                                       But because we have the tools, we can rapidly meet those needs and get traits that are desirable for not only the welfare of the animal, but their growth performance, meat quality, et cetera.

Tom:                            What’s the difference between genetics and epigenetics?

Peter:                          Epigenetics is the expression of the genes. So, genes are like the blueprint. Epigenetics is like taking a part of that gene or that blueprint and actually creating something, like going to work and building a house. You start with a blueprint, but the “carpenters” go to work and take that blueprint and begin to produce a product.

                                       Epigenetics takes a certain part of that gene and now says, “Okay. I need to express that part and turn it into proteins, turn it into something that can now create what you’re really meaning to create.” It’s the phenotypic type of response. What we call “phenotype” is creating what the bird looks like, behaves like and grows like.

Tom:                            Does the genetic technology CRISPR come into play?

Peter:                          That is a technique of trying to now modify that gene and how that expresses. So, we’re still starting to learn how to do that with animals. We’re using it with lots of plants now. This is a very new technique that allows us to now modify the gene. So, you’re not actually doing a gene modification. The CRISPR just says, “Let’s take out a piece that’s not functioning well and make it work better.”

Tom:                            Interesting. What kind of impact can nutrition have especially in the early life of a bird?

Peter:                          You’ve heard the saying, “You are what your mama ate.” And very often, when we are young — it doesn’t matter if it’s a human, a chicken or even a plant as it’s just beginning to grow — we need to sense what the environment is like and then adapt by epigenetic responses to the environment so that we’re adapted to the life we’re going to be in.

                                    With early nutrition, we can do certain things like provide nutrients at critical periods of time so the genes are expressed in a way that we’d like — more adapted to the environment that that animal is going to grow in.

                                      For example, if we want — I’m talking physiological kinds of response — if we want an animal to be more adapted to hot weather, you expose it to hot weather for a short period of time when it’s young. If we want to now create something where an animal is more efficient in a specific nutrient, we can actually reduce the nutrient, make that animal work a little bit harder for that, and it up-regulates parts of its genome or its gene expression and machinery so that it’s more efficient to get those nutrients, and that very often lasts for the rest of their life.

                                      So, with early nutrition, we have an opportunity to manipulate the nutrition, the physiology and those kinds of things in a way that they are better adapted for life later.

Tom:                            I want to get to something that I mentioned in the introduction. Can we begin getting that bird off to a good start even before it hatches?

Peter:                          Yes. That’s the amazing thing that we’ve been working on for the past almost 10 years. What we first found out is that the chicken’s first meal is not its first mouthful of food when it hatched. Like all of us when we’re embryos, we’re surrounded by amniotic fluid. It’s that fluid that surrounds that embryo. The chick, as well as humans and others, swallow that amniotic food just before they’re either hatched or born. That amniotic fluid contains nutrients that the mother or the dam provides. But, sometimes it’s deficient in certain things or doesn’t have the certain trace minerals or nutrients required to turn on the “machinery” so that the animal develops well. So, we now supplement that first meal — the amniotic fluid. When that chick consumes it, it gets a better complement of the nutrients that it needs to grow.

Tom:                            What is the outcome? What is the difference that you see?

Peter:                          We use nutrigenomics to test metabolism, and we found that if we want an animal to have better immunity, we know there are certain kinds of components that we can put in the diet — or in that amniotic in ovo feed, as we call it — that would up-regulate some aspects and balance nutrition or immunity. We got development to be better.

                                      We can add in certain nutrients that will help the growth of those enterocytes — the gut cells. Or if we want better breast muscle development, or better behavior in some ways, or have animals be more alert, there are certain critical nutrients that we know that play an important role in the metabolism that influences those traits.

Tom:                            What is nutritional imprinting, and what kind of an impact does that have on the bird?

Peter:                          Nutritional imprinting is much like the epigenetics story. Imprinting is an adaptive conditioning using nutrition to allow it to adapt to what we would like. So, for example, I would like to imprint an animal that’s more efficient in phosphorus utilization. That’s a good thing because dietary phosphorus is expensive. If you can improve phosphorus utilization, you have less going into the environment.

                                       Imprinting would be for a short period of time when they’re very young. You feed a diet that is very low in phosphorus, and that allows the animal’s system to say, “I need more phosphorus. I’m going to up-regulate my systems to be more efficient for phosphorus utilization.” That imprints them for the rest of their life.

                                       Imprinting is something that’s biologically very conserved in nature — like imprinting, let’s say, a child on a mother. That occurs very young. Same thing whether it’s imprinting to some sort of an environmental temperature. We can do the same thing with nutrition. We can imprint animals for certain nutritional things that we would like to make things more efficient later in life.

Tom:                            How do these genetic and nutritional technologies affect the average consumer’s dinner table?

Peter:                          I think people are, first of all, concerned that we’re manipulating genes. No, these are just natural genes that you and I all have.

                                    But now we’re starting to understand what turns on a gene for the good and what turns on a gene for the bad. By doing that, we can feed an animal in a way that they will be better adapted for the life that they’re going to be in. That’s good because you can now make sure that the animal has better welfare, that the food, for instance, would be healthier and that the animal is more resistant to diseases.

                                       There are a number of things that, in the end, turn out being very good for the consumer. A big active part of my work is trying to find techniques and ways to enhance the animal’s resistance to enteropathogens so that we don’t have to put antibiotics in feed. We can use natural compounds in the diet together with the animal’s own system to be able to maintain health without having to rely on things like we have in the past, like antibiotics and drugs.

Tom:                            It sounds like really interesting work. What do you enjoy most about it?

Peter:                          You know, the most enjoyable thing is the research. Yes, those are exciting things. But the most exciting thing about my work is that I’m a teacher. I’m a professor. It’s about instilling dreams into our students’ minds, the creativity, what’s possible, taking something that we know in science and letting them loose to create an opportunity. I think that’s the thing that just makes me go to work every day with tremendous joy. I can see my students and those around me use some of the information that we learn in science to create and do better things. I always tell my students, “Take this and go save the world.”

Tom:                            Dr. Peter Ferket, professor of nutrition and biotechnology in the department of poultry science at North Carolina State University. Thank you so much for joining us.

Peter:                          You’re welcome, Tom.

Dr. Peter Ferket spoke at ONE: The Alltech Ideas Conference (ONE17). To hear more talks from the conference, sign up for the  Alltech Idea Lab.

The following is an edited transcript of Luther Andal's interview with Randy Lamontagne, general manager of Cowtown, a retail chain aquired by Alltech. 

Luther:                       Alltech is in the animal feed business, crop business, beverage business, and now, Western wear business. Yes, that’s right: When Alltech acquired Masterfeeds in Canada in 2016, a small retail chain called Cowtown was included. Here to tell us his story, and the Cowtown story, is general manager Randy Lamontagne. Welcome.

Randy:                        Thank you.

Luther:                       Tell us more about Cowtown.

Randy:                         I’d start by saying Cowtown is about a 20,000-square-foot retail store in Regina, Saskatchewan, Canada. We sell Western wear, tack, saddlery, animal health, feed supplies, and pet food and pet supplies.

Luther:                       That’s quite a bit of diversity there. What is the history?

Randy:                         In about 1994, a fellow named Ray Haykel built a feed mill in Regina and started tacking on an office. He decided as he was building the office — he was in construction ­­­­— to expand it a little bit and put in a pet food retail store. Sometime during construction, which I suppose lasted maybe six months or so, he was down in Texas and ran into a big Western wear store. He called home and said, “You know what? Halt the construction. I want to build up a second level and put a Western wear store on top.” He was an entrepreneur with some big dreams, and he just kept dreaming bigger and building as he went. That’s how it started.

Luther:                       Some people may know Cowtown as a Western wear retailer. But, as you’ve pointed out, it didn’t start that way — it’s more diverse than that. Can you give us an idea of products and how they’re used?

Randy:                         I think the biggest thing that makes us successful is the diversity. We’ve got quite a lot of consumables, and when you consider the pet food and the feed for livestock — I use the term “consumables” because it’s something that people need on a frequent basis — and that helps drive Western wear sales. Consumables help drive sales of all the other products that we carry. You might see a typical Western wear customer once every two to three months, for example. But, if they’re buying pet food or feed from you, you can increase the repetition. You increase the frequency of visits to your store, and maybe you’re seeing that same customer two to three times per month instead of once every two to three months. By having that consumable, you also expose them to your clothing lines and some of your other soft-good lines on a more frequent basis. They’ll buy because they see something they like — not so much because they need it, but because they’re buying based on emotion. They may see something they like or see a staff member wearing something they like.

Luther:                       Tell us a little bit about your background — I know it’s an interesting story ­because of where you came from and how you came to be general manager at Cowtown.

Randy:                         It’s a very long story, and I won’t go through it all, but I grew up on a family farm in southeastern Saskatchewan. We had land spread out over two separate areas. We farmed grain, cattle, pigs, chickens and horses. We’re a mixed farming operation.

                                    In the mid-`70s, we bought a service station in our small town — a community of 600 people — right between our two farm areas. We started operating that service station, and my dad decided that we could get more customer traffic if we built onto it. So, we built a grocery store, and then a sporting goods and guns and ammo store was added. Later, we added farm-ag belts and bearings. We just kept building and expanding with opportunities and needs.

                                    So, I kind of grew up in retail. I also worked oil rigs after high school. At one point, I owned a bar and restaurant and a hotel. I’ve sold cars. I took an engineering class and got my power engineering tickets. Just when I was starting a new job in the power engineering career, I happen to meet Ray Haykel in an auto body shop and —  like the old “The Godfather” quote, “I’m going to make you an offer you can’t refuse” — he got me to manage his Western wear store. That was about 21 years ago. I started that, and I found my niche. I really found that what I enjoy is just dealing with people. I find this industry to be down-to-earth. I have a lot of fun with the customers, the staff, everybody. It’s been a great experience.

Luther:                       Let’s bring it back to Cowtown. What’s the breakdown of sales look like with all these different groups?

Randy:                         I would say about 35 percent of the business is on the pet side, about 30 percent is on the Western wear side and the rest is animal health and feed.

Luther:                       Do you tailor the products that you offer in each store based on the location and the community that they’re serving?

Randy:                         Absolutely. You have to get to know your customer and get to know the area you’re in. Any time we start a new store in a new area, we do a little homework, a little research. But then you’re constantly changing and you’re constantly evolving. Your customer, to a certain degree, dictates that. I always ask our staff to keep a notepad by the till. If a customer asks you for something — whether you have it or not is immaterial at that time — write it down. Offer the service or advice. If you don’t have the product that they’re looking for, recommend another option, even if it’s for a competitor. Recommend where they can get it, because you’re still helping that customer. You’re still providing them a service, even if it’s just an answer for where they can get it and even if it’s not from you at the time.

                                    As you make those customer notes on a daily basis, you’ll start to see trends. I’ll pull those notepads from the till every once in a while and check through them myself. When I start seeing the same thing written down two to three times, I think, okay, here’s an opportunity — here’s something our customers are asking for.

Luther:                       It sounds like customer service is a big aspect of Cowtown.

Randy:                         Absolutely. You know what? It’s almost cliché: Everybody says, “Customer service. The customer is number one. The customer is first.” But unless you really believe it and are passionate about it, it’s meaningless. You really have to focus on it. I think in these days, with competition being so fierce for everyone’s hard-earned dollar, shopping to me is almost a form of entertainment.

                                    There are two types of shoppers: There’s the guy that needs something. He knows exactly what he needs. He just wants to get in your store, get his product and get out with no hassle. For the other type of customer, shopping becomes a form of entertainment. They’re looking around, and they’re taking their time. That’s not me. I’m not that guy. I’m more the guy who wants to get in and out and get what I want. But you have to provide an experience for customers.

                                    I’ve always said if you can put a smile on somebody’s face, they’ll remember you. If you can accomplish that, then you get that customer talking about you — talking to his friends and neighbors and recommending you.

Luther:                       It’s becoming increasingly difficult for small businesses to compete against big-box stores. You’ve highlighted the customer service and entertainment aspects. Are those key strategies in competing against the big-box stores? How does Cowtown do it?

Randy:                         In a sense, they are key strategies. You use the term “big-box,” and I like to think outside that box — get outside the box and do things that are creative. I use the term “shock and awe.” I like to look for things that create a little shock and awe. There’s an area in the brain called Broca’s area. It’s about the size of your thumbnail, and it’s kind of the gatekeeper to what makes sense to you or what you’re going to pay attention to or listen to.

                                    I use radio ads heavily. That’s 90 percent of my advertising campaign. It’s intrusive if it’s done right. If you have creative ads that are catchy, and there’s something about the ad that makes you pay attention, that’s shocking the Broca. You can use that in radio ads. You can use that in displays. You can use that all kinds of ways.

                                    For example, a customer asked me one day if I could deliver some product to him. He had bought some Hi-Hog gates — panels for a horse penning he was making. I said, “Sure, I can deliver them. Where do you live?”

                                    He said, “Well, if you’re in west Regina and driving down Highway 11, once you see Exit C, turn right and pull into my lane.” I wasn’t sure where Exit C was. He said, “You live out that way, don’t you?” I did — I lived in Regina Beach at that time. He said, “Well, you’re passing Exit C twice a day, then. There’s a sign: Exit C.”

                                    I drove by that sign every day for probably seven or eight years and never realized there was an Exit C. There’s also an Exit A and an Exit B, but I never paid any attention because I really didn’t care. I had no interest in that. But if I’d seen a deer out in the field, I would take notice of that, and I could tell you where I had seen that deer two days later. That’s shocking the Broca. That deer was not supposed to be there. He’s not there every day.

Luther:                       In terms of bringing that home to maybe a Cowtown ad —  I’m not going to ask you to sing a jingle or anything like that — how do you apply that to a Cowtown ad to make it stand out if it’s a radio ad, for instance?

Randy:                         The biggest thing is that our ad campaign is based on a long-term branding campaign, which is how I like to brand or advertise our products. We don’t advertise sale prices so much — the “our manager is going away” sale or the “Boxing Day” sale — all those phony sales, because that becomes background noise on your radio. It’s no different than the commercial on television when, while you’re watching something you’re interested in, a commercial comes on that doesn’t pique your interest. That’s usually the time you’re taking a washroom break or getting up to grab another beverage, and you just don’t pay attention to it. Radio is no different.

                                    A commercial becomes background noise if it’s like everybody else’s. So, in our campaign, we actually use our mascot —  our spokesperson. It’s a cow. It’s a male. I guess it’s a bull, but his name is actually Cow. He has his own personality, and then there’s a “straight-and-narrow man” that has his own personality. If you’re familiar with hockey in Canada, you know the Don Cherry and Ron MacLean duo, who has one guy who is “out there” and another guy who is more on the straight-and-narrow keeping him in check.

                                    We just have fun with their commercials —  we make people laugh and put a smile on their faces, but all the time you’re branding your business. I always use the example of, if I wanted to put a saddle on sale, I could put an ad in the newspaper and say my saddles are $100 off today. The only guy who is going to see that is the guy who’s actually in the market for a saddle that day. So, I can spend $1,000 on a newspaper ad to try and sell a saddle, but if I’m the customer and I’m flipping through the newspaper, I’ll only stop and look at that ad if I’m interested now. If I’m not interested in it today, I flip right over that page.

                                    Radio is planting the seed on a consistent daily basis with their messages. Consistency is very important — you’re planting the seed for the future so that when that rancher wakes up one morning and decides today is the day to get a new saddle, he says, “I have to go to Cowtown.” That seed has been planted so many times that when he decides he needs a saddle, or a pair of boots, or a pair of jeans, whatever products that we sell, his first thought should be: I have to stop at Cowtown.

Luther:                        So, it sounds to me like what you’re saying with your ads is that you’re entertaining rather than informing.

Randy:                         Yes. Actually, both. I guess you’re informing by entertaining, if that makes sense.

Luther:                       What advice would you give to smaller businesses that are more localized retailers and they’re attempting to compete with the big-box stores out there?

Randy:                         To me, passion is the key. If you’re not passionate about the business, get out of it. Don’t fool yourself. You also need a proper business plan. You need to be committed going into it. We have a bit of a unique store. When people are around it, people come and see our store and they get involved a little bit. There’s a draw and a little bit of a love of the industry. We’ll have people actually come to us and say, “Hey, I’d like to do a Cowtown franchise” or “I’d like to start a store.”

                                    Okay. What’s making them think that? They’ll say, “Well, I see you guys selling lots of stuff at these trade shows.” Or, “I come into your store, and it’s busy, and everybody is happy and things are fun, and you have Western wear.” And, “I know people that have horses. We have friends who have horses, and we’d like to start a store.”

                                    Well, that’s not a real business plan, you know? It’s not that easy. You have to live it, breathe it, eat it, sleep it and think it nonstop. You have those people who are passionate about it in that way.

Luther:                       How is Cowtown responding to the move to digital for many retailers out there? Customers are online, shopping from mobile devices, researching through mobile devices. How is Cowtown responding to that, or do you see your customers moving to digital, or are they still preferring that in-store experience that you offer?

Randy:                         I think there’s probably some of both (preference for digital and in-store experiences) going on in the industry, and there’s room for both. I think customers are getting more savvy as far as researching products online, but I feel like they still want the experience of coming into the store and dealing with a person — not a website or someone on the phone. They like the personal contact.

                                    If you’re coming in to buy a saddle or a pair of boots, you want to make sure they fit. Yes, you can order them over the internet, but there’s a good chance that they’re not going fit properly when you get them and then you’re going to send them back. Or, you can come into our store and get personal attention and have someone fit a boot to your foot properly.

                                    So, I think there’s room for both (digital and in-store experiences) in our industry. We’re starting to use Facebook, Twitter and our website for more interaction with the customer. It still boils down to interaction with the customer. Ultimately, we hope that (digital) leads the customer to visit our store because that’s where we can make the biggest impression: one-on-one with the customer.

Luther:                        How many locations is Cowtown in currently?

Randy:                         We’re in seven right now. We’ve been growing in the last few years. We started with the one store in Regina when Masterfeeds bought us in 2001. We weren’t part of the core business for Masterfeeds. They were a 75-year-old feed company at the time of the acquisition. I don’t think it was originally in the plans for Masterfeeds to have a retail store. So, we needed to prove ourselves, and they gave us that opportunity and that chance. When I first came to Cowtown, I remember looking at that business, and to me, it was like seeing opportunity in blinking Vegas lights. That’s how I see this business —  there was so much opportunity to grow this. We got a couple years under our belts with Masterfeeds, and they gave us that chance to grow, and now we’re seven stores and growing. Now with Alltech behind us, I see huge opportunity for growth again.

Luther:                       Well, speaking of growth, what other things do you think the future holds for Cowtown? Is it just growth? Is it different products? Is it digital?

Randy:                         Yeah. I suppose all of the above. I really do see opportunities for everything there.

                                    Just in our own area, we have plans for stores in other markets where we think we can really serve the markets we know well. Overseas, I think there’s huge opportunity for growth in stores. We’ve sold overseas for a number of years now. We’ve sold to people in Australia, for example. And usually, it starts with, again, that personal contact. You get some young guys visiting from Australia on the rodeo circuit. At some point, they get to our store and they buy jeans or boots. When they get home, they start telling people in Australia about us, about our store. Then we get calls and we end up shipping stuff to Australia. Again, it was from that original personal contact — making that first impression with the customer. So, I think there’s opportunity to grow overseas, possibly down here in the States and definitely back home in Canada. The website will, of course, become a bigger tool. Digital media is going to become bigger for us in the future. This is my first kick at a podcast. I’ve heard about them but never knew what one was until today.

Luther:                        Well, welcome to the podcast.

Randy:                         There you go. Yeah!

Luther:                        What’s something that you wish customers knew about Cowtown?

Randy:                         I just hope to instill in every customer who comes in the door that we’re passionate about our business and we’re passionate about our customers. We look to make relationships with our customers — relational sales versus transactional sales. There’s always going be that transactional sale for the customer who comes in and just buys a pair of jeans because they happen to be there. But long-term relationships are what keep customers coming back and what keeps customers coming to your store rather than the next store.

                                    If I look at our pet food category — that’s one that everybody is in. You can buy pet food from a big-box pet store, from a grocery store, service station, Walmart, Costco or Canadian Tire. Everybody is in that market, yet it’s our fastest-growing sector of the business at Cowtown. I firmly believe it’s because we go the extra mile, we pay attention to our customers and we try to get to know our customers to the point of getting to know their dogs or their cats. When that customer walks in and he’s got Sparky on a leash and you acknowledge the dog and give the dog a treat, it’s like picking their kid up and giving them a hug. That pet is part of the family, and it really becomes personal.

Luther:                        Randy Lamontagne is the general manager of Cowtown, a retailer with seven locations in southern Saskatchewan, Manitoba and Alberta, Canada.

Regardless of the breed or discipline, a horse must have a good foundation on which to develop strong bones and joints. Nutrition of the growing horse has a great impact on this foundation.

Several nutrients are particularly important in bone growth and development of the horse. Supply and balance of these nutrients is key to optimizing growth and minimizing nutritionally associated orthopedic problems. Whether the foal is a Thoroughbred destined to be the next Triple Crown contender, a Saddlebred aiming to be the next World Grand Champion or a pony that is a dream come true for a child, supplying sufficient nutrients in the proper balance will help foals develop a strong foundation.

Energy and protein

Optimal energy and protein balance are needed to support growth. As the horse matures, the growth rate changes; therefore, energy and protein requirements will also change. Energy is essential to growth and development. The quality of protein in the diet is also important. Crude protein in the diet is a measure of nitrogen and not an indication of protein quality. Protein quality is determined by the amino acid composition of the diet and the digestibility of the amino acids. Thus, the amino acid composition of the diet, rather than the crude protein content, is important to the growing horse. A steady growth rate can be obtained by avoiding excesses or deficiencies in either energy or protein and will help to reduce the incidence or severity of developmental orthopedic diseases (DOD).

Excess dietary energy and protein

If certain nutrients in the diet (vitamins and minerals) cannot support an increase in growth rate due to excess energy and protein, it may result in physitis, weak or brittle bones, increased risk for bucked shins, osteochondritis dissecans (OCD) and flexural deformities. Excess energy will also result in a fat horse. Excess dietary protein alone has not been found to cause bone development problems in horses; however, in practical situations, excess protein usually means excess energy also. Distinguishing between getting fat (body condition) and growing (growth rate) is essential. Both body weight and body condition should be monitored at least monthly and the feeding program adjusted as needed.

Deficient dietary energy and protein

Feeding deficient protein and energy will decrease growth rate and may lead to compensatory growth later when sufficient nutrients are available. If insufficient energy and protein are provided in the winter months (due to lack of feeding, poor quality hay, etc.), the growth rate will slow. In the spring, when pastures are lush and rich in calories and protein, a rapid increase in growth rate occurs. This rapid increase in growth is compensatory growth. It usually occurs post-weaning and may predispose the growing horse to DOD. In addition to decreased growth, protein deficiency may result in decreased feed intake (and therefore possible deficiencies in other nutrients) and decreased protein digestibility. Energy deficiency will also slow growth and may result in DOD.

Minerals: Calcium and phosphorus

Besides energy and protein, several minerals are important for proper bone and cartilage formation and development. Bone is approximately 35 percent calcium (Ca) and 14 percent to 17 percent phosphorus (P). Deficiencies in calcium and/or phosphorus can cause cartilage thickening, decreased growth rate and decreased bone density. While meeting calcium and phosphorus requirements are critical, the ratio in the diet is equally important. The safest ratio range should be maintained between 1:1 and 4:1 (Ca:P). A ratio above 4:1 (excess Ca) may decrease the absorption of other minerals, including iron, magnesium, manganese, phosphorus and zinc, thereby causing DOD. A ratio below 1:1 (excess P) may result in poor bone development, problems with cartilage growth and decreased calcium absorption, possibly leading to chronic calcium deficiency and secondary hyperparathyroidism.

Minerals: Copper and zinc

Copper (Cu) and zinc (Zn) are also essential for proper bone growth. Copper is necessary for synthesis of connective tissue, while bone contains intermediate concentrations of zinc. Deficiencies in copper result in DOD, and deficient dietary zinc decreases growth rate. In general, most forages and grains are slightly below a horse's requirements in copper but have only half a horse's requirement of zinc. Knowledgeable feed manufacturers will fortify their feeds to meet copper and zinc requirements when fed under average feeding practices. In practical terms, a horse's diet should have a Zn:Cu ratio ranging from 3:1 to 5:1. Excess zinc (>500 parts per million dry matter) may interfere with absorption of calcium and phosphorus and proper copper utilization, resulting in physitis, lameness and stiffness.

Vitamins: A & D

Vitamins, particularly A and D, are essential for normal growth and development. Beta-carotene, a precursor of vitamin A, is high in green forages, such as pastures and well-cured hays. Horses must convert beta-carotene to vitamin A. Well-cured hays retain most vitamin A activity, but poor curing conditions (e.g., rain damage, long exposure to drying, etc.) will destroy beta-carotene.

Vitamin A has many functions, including bone remodeling. Among other symptoms, excesses in vitamin A (>7,000 International Units per pound of dry matter) may cause weak bones. Excessively high intake can result when multiple supplements containing substantial amounts of vitamin A are fed. Vitamin A deficiency is not likely for horses consuming adequate green forage. However, horses given old or poor-quality hay and/or with very little grazing time may need vitamin A supplementation. Most commercial feeds and supplements contain more than adequate amounts of this vitamin. Deficiency in vitamin A will result in poor growth, but it has not been directly shown to cause bone problems in horses.

Vitamin D promotes calcium and phosphorus absorption from the intestine, resorption of calcium from bone and reabsorption of calcium by the kidneys. Under sunlight, a substance in the skin is converted to a pre-vitamin form and eventually to an active form by the liver and kidneys, making deficiencies unlikely. Deficiencies may occur if horses are not exposed to direct sunlight and receive poorly cured hay. A deficiency could cause various bone abnormalities to develop. Excesses are also rare, but would be most common if certain members of the nightshade plant family are consumed. Symptoms of excess vitamin D intake would include bone abnormalities and calcification of blood vessels, the heart and other soft tissues.

Summary

• The ultimate goal for growing horses is to achieve a steady growth rate and avoid orthopedic problems. This can be accomplished by supplying sufficient nutrients in the proper balance.

• Seasonal changes in pasture quality and individual body condition make it necessary to adjust the feeding program accordingly.

• If feed (grain) is reduced, mineral supplementation may be needed to make up for deficiencies.

I would like to learn more about equine nutrition.