Case Study Dairyland Seed Company

Dairyland Seed Co., Inc., a seed company that develops and provides genetics in various crops. The company focuses on plant breeding programs in hybrid corn, soybeans, and alfalfa. The company's products include corn for grain, alfalfa, soybeans, and corn silage. Dairyland Seed Co., Inc. was founded in 1907 and is based in Kewaskum, Wisconsin. The company has facilities and research locations in Gilbert, Iowa; Sloughhouse, California; Homedale, Idaho; Clinton, Mt. Hope, and West Bend, Wisconsin; Otterbein, Indiana; and Gibson City, Illinois. Dairyland Seed Co., Inc. was a subsidiary of Dow AgroSciences LLC. Later, it operates as a subsidiary of Agrigenetics, Inc. It is operated out of family's general store in eastern Wisconsin; Dairyland’s primary product is 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). Dairyland Inc. is a private company with the majority stock owned by the Strachota family; Dairyland is the only American family owned seed company with proprietary research in alfalfa, corn and soy beans. The company is divided into seven functional operational areas: management, finance, research, production, distribution, marketing and sales. It has approximately 100 employees plus seasonal help, and 40% of the company's employee’s work in R&D, making it the largest department in the company.
Dairyland Inc. has worked hard to build its image around quality products, high standards of business ethics and as a successful family-run business. Along with highly visible commitment to research and first class physical plant, the company positioning efforts over the years resulted to be positive. Dairyland uses