Building Collaborative Building Collaborative Partnerships…Partnerships…

Jodi CrowleyJodi Crowley

Lakeland Nutrition Group, LLCLakeland Nutrition Group, LLC

Lakeland, Florida, USALakeland, Florida, USA

Building Collaborative Building Collaborative PartnershipsPartnerships

IntroductionIntroduction

Lakeland Nutrition Group (LNG) has a long-standing Lakeland Nutrition Group (LNG) has a long-standing

relationship with Alltech and their innovative, science-relationship with Alltech and their innovative, science-

driven productsdriven products

Beginning with the use of Yea-SaccBeginning with the use of Yea-Sacc10261026 in LNG’s horse feeds & in LNG’s horse feeds &

cattle mineral over two decades agocattle mineral over two decades ago

In 1986, LNG formulated a premium line of horse feed In 1986, LNG formulated a premium line of horse feed

known as known as SignatureSignature – Advanced Equine Nutrition Formulas – Advanced Equine Nutrition Formulas

These premium formulas were made possible by the incorporation These premium formulas were made possible by the incorporation

of Alltech’s superior nutrition technologiesof Alltech’s superior nutrition technologies

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SignatureSignature

A key feature of the A key feature of the SignatureSignature brand is the use brand is the use

of Alltech’s progressive nutritional products in of Alltech’s progressive nutritional products in

all the formulasall the formulas::

Yea-SaccYea-Sacc10261026 - Live Yeast Culture - Live Yeast Culture

BIOLPLEX – Organic Trace MineralsBIOLPLEX – Organic Trace Minerals

Sel-Plex – Organic Selenium (Added in 2005)Sel-Plex – Organic Selenium (Added in 2005)

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The addition of these The addition of these “value-added” ingredients- “value-added” ingredients- (Yea-Sacc(Yea-Sacc10261026, BIOPLEX, and Sel-Plex), BIOPLEX, and Sel-Plex)

Helped increase Helped increase Signature Signature brand recognitionbrand recognition

Provided the horse owner with Provided the horse owner with advanced nutritional feed advanced nutritional feed optionsoptions

Offered the horse industry Offered the horse industry affordable, credible, cutting-affordable, credible, cutting-edge equine nutrition formulasedge equine nutrition formulas

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In the fall of 2008, the In the fall of 2008, the SignatureSignature brand was re- brand was re-launchedlaunched

An important component of the launch was the An important component of the launch was the redesign of the “Signature” packagingredesign of the “Signature” packaging

Employing the use of Alltech’s creative Employing the use of Alltech’s creative marketing and graphics department, we marketing and graphics department, we developed new bag layouts that feature co-developed new bag layouts that feature co-branding of both Alltech’s and Lakeland’s logosbranding of both Alltech’s and Lakeland’s logos

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AdvertisingAdvertising To support the launch of the To support the launch of the

new Signature brand image, new Signature brand image, LNG & Alltech’s associates LNG & Alltech’s associates worked closely together to worked closely together to develop a co-branded develop a co-branded advertising campaign featuring:advertising campaign featuring: ““Teaser” AdsTeaser” Ads Directory AdsDirectory Ads Final “Launch” AdFinal “Launch” Ad

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AdvertisingAdvertising

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On October 2, 2008, equine enthusiasts from On October 2, 2008, equine enthusiasts from all over Florida united at the Golden Ocala Golf all over Florida united at the Golden Ocala Golf and Equestrian Club to attend a press and Equestrian Club to attend a press conference held by Alltech and Lakeland conference held by Alltech and Lakeland Nutrition GroupNutrition Group

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At this momentous At this momentous occasion, LNG revealed occasion, LNG revealed their new “Signature their new “Signature Brand” look for their Brand” look for their equine nutrition productsequine nutrition products

The new bag design The new bag design features a co-branding of features a co-branding of the Lakeland Animal the Lakeland Animal Nutrition and Alltech FEI Nutrition and Alltech FEI World Equestrian Games World Equestrian Games logos logos

Co-branded Feed BagsCo-branded Feed Bags

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During press conference, Alltech During press conference, Alltech announced the addition of announced the addition of Lakeland Nutrition Group as an Lakeland Nutrition Group as an official partner for the Alltech FEI official partner for the Alltech FEI World Equestrian Games 2010™World Equestrian Games 2010™

LNG joins 16 other global feed LNG joins 16 other global feed partners who have united with partners who have united with Alltech in a collaborative effort to Alltech in a collaborative effort to promote this extraordinary equine promote this extraordinary equine event held for the first time in the event held for the first time in the United StatesUnited States

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Lakeland Nutrition Group hopes to explore the Lakeland Nutrition Group hopes to explore the following opportunities for growth throughout following opportunities for growth throughout this partnership experience:this partnership experience: Increase our company’s exposure to Florida’s horse Increase our company’s exposure to Florida’s horse

industryindustry

Improve our image as a leader in equine nutritionImprove our image as a leader in equine nutrition

Enhance LNG’s brand awarenessEnhance LNG’s brand awareness Further promote the Signature line which features products Further promote the Signature line which features products

with Alltech’s innovative technologieswith Alltech’s innovative technologies

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Co-branding Merchandise

Building Collaborative Building Collaborative PartnershipsPartnershipsCo-branding Merchandise

Use co-branded merchandise for:

• Charity auctions

• Dealer incentives

• Thank you gifts

• Product promotions

• Trade show giveaways

We are honored to be invited to participate as We are honored to be invited to participate as a feed partner in the World Equestrian Games a feed partner in the World Equestrian Games and present the Florida Horse Industry to the and present the Florida Horse Industry to the world through this global equestrian eventworld through this global equestrian event

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Building Collaborative Building Collaborative PartnershipsPartnerships

Our plan is to integrate Our plan is to integrate all segments of the all segments of the horse industry into a horse industry into a united group that united group that portrays the full story portrays the full story of the Florida Equine of the Florida Equine IndustryIndustry

Florida RidingDisciplines

NutritionProviders

Professional Equine

Associations

FloridaBreed

Associations

Alltech World

Equestrian Games

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As an official feed partner, Lakeland Nutrition Group has As an official feed partner, Lakeland Nutrition Group has decided to donate their position at the Alltech FEI World decided to donate their position at the Alltech FEI World Equestrian Games 2010™ to the Florida equine industryEquestrian Games 2010™ to the Florida equine industry

We are offering the special opportunity for all the different We are offering the special opportunity for all the different equine groups (breeds and the associations) to come together equine groups (breeds and the associations) to come together and benefit from Lakeland Animal Nutrition’s special relationship and benefit from Lakeland Animal Nutrition’s special relationship with Alltech and thus, The Alltech FEI Gameswith Alltech and thus, The Alltech FEI Games

The opportunity to participate at this extraordinary event will The opportunity to participate at this extraordinary event will allow the Florida horse industry to fully expose its diverse allow the Florida horse industry to fully expose its diverse culture to the global equestrian communityculture to the global equestrian community