History and Background of Dairyland Seed Company
? Founded by Simon and Andrew Strachota in 1907
? On Andrew's retirement, Simon led the company, which later was taken over by his son Orville after his sudden death
? Initially began as Strachota Seeds
? Operated out of family's general store in eastern Wisconsin
? Primary product ? White Dutch Clover Seed
? Production was shifted to alfalfa seed due to decline in White Dutch Clover Seed Market
? Alfalfa seed ? a product would grow in demand driven by Wisconsin dairy farmers searching for better forages for their cows
? In 1963, company name was changed to Dairyland Seed Company
? Jointly managed by Orville Strachota's three sons, Steve (president), Tom (CEO) and John (vice-president)
? Private company with majority stock owned by the Strachota family
? Dairy land is the only American family owned seed company with proprietary research in alfalfa, corn and soy beans
? Company is divided into seven functional operational areas: management, finance, research, production, distribution, marketing and sales
? Employs approximately 100 people plus seasonal help
? 40% of the company's employees work in R&D, making it the largest department in the company
Marketing Mix
1. Product
? Alfalfa ? Dairyland has the world's largest alfalfa breeding program
? Includes several specialty alfalfa varieties fro ...