ABSTRACT
The Randall White Feed and Milling Company is an old-line regional marketer of farm feeds, grits, and corn meal. It established in 1929 in Berry, Georgia, by Robert White. Berry, Georgia, has been dubbed the "bird dog capital of the world" by Popular Huntingmagazine. Robert White was a hunting enthusiast. His favorite avocations were hunting quail and raising bird dogs. He and his son, Randall, had been recognized as a top father/son hunting duo by Popular Hunting. The largest factor is that Ralston has begun a specific campaign in the South to launch its new high protein dry dog food mix targeted at large dogs. It is made with 20 percent more protein than Randall White and is sold at a price point 10 percent less than the Randall White brand. The dry dog food market is big and growing fast. Sales for the last year nationally and in the Southeast (Randall White's marketing area) were both very strong.
