In spring 2009 Fertco launched a granulated mineral supplement called MineralBoost. It contained three macro minerals: calcium carbonate, magnesium oxide and sodium chloride, and was designed to be fed with other animal feeds, including palm kernel.
The granulation was designed to result in less blend segregation and therefore improved physical properties and improved uptake by the animals.
Sales were going well but in December 2011 it was withdrawn following suggestions there was a link with salmonella outbreaks, notably in Taranaki.
While there was no scientific evidence to support the claim the withdrawal was deemed the best approach to protect customers’ interests, says chief executive Warwick Voyce.
Extensive independent research was done, including by Gribbles Veterinary and Lincoln University’s Jim Gibbs into suggested links between the product and salmonella. No evidence was found.
A separate Fonterra survey on supplementary feeding also found no reliable, consistent or dependable link of a causal nature between MineralBoost and salmonella.
With this affirmation that the product was safe, Fertco upgraded it and re-launched it in August last year as MineralBoostG2, with support from industry bodies including Fonterra, Agriculture Compounds & Veterinary Medicines and the Ministry for Primary Industries.
“However, mud tends to stick, and it continues to be a challenging time for Fertco,” says the firm’s chief executive, Warwick Voyce.
“Perception can often be seen as reality and by the time investigations were completed, the reputation of Fertco had been tarnished and the impact on the MineralBoost product was significant.”
Without accounting for loss of earnings or reputational damage, the withdrawal, investigation and relaunch cost Fertco just short of $1m, he told Rural News. “To be honest it almost sunk our little company.”
Now he’s urging others to learn from Fertco’s experience. The firm’s investigations found the most common factor in the salmonella cases was that farmers’ were making sudden or rapid changes to cows’ diets.
Voyce says farmers and advisors need to heed that and take care to ensure feeds are introduced to cows’ diets in a responsible and educated manner which won’t make the animals more susceptible to disease.
“This has to start with correct advice from product producers and suppliers, and if farmers have any concerns about changing their cow’s diet, they should seek the advice of a nutritional expert.”
With hindsight, the granulation process used to make MineralBoost meant it was a standalone product on the market in 2011 and it was easy to single out as a possible cause of increased cases of salmonella, he adds. “This could have happened to anyone.”
