Vita Plus history

In 1960, Vita Plus added a market research department in response to an expanding product line and a growing distribution area.

In 1965, Vita Plus's sales reached $795,000, supported by a sales force of 13 men who served customers in Wisconsin, Illinois, Minnesota, and Iowa.

As of 1966, Lyle Henderson remained president and chairman of Vita Plus, and Walter Henderson continued to serve as vice-president.

Then, in 1969, Vita Plus acquired Spencer, Iowa-based Welco Feed Manufacturing Company, giving it increased production capacity for supplements and concentrates, as well as complete feeds for both poultry and livestock.

An important development took place in 1971, when Vita Plus moved its corporate offices to nearby Fitchburg, Wisconsin, a mile away from the plant on West Badger Road.

In 1973 alone, sales had increased 28.5 percent.

There was much to celebrate at Vita Plus in 1974.

By 1982, sales had more than tripled during the previous five years, and Vita Plus shipped 65 tons of base mix per day, which eventually became 2,400 tons of feed upon mixing.

President Ed Gustafson commented on the company's success with this approach in the January 12, 1986 issue of the Wisconsin State Journal, explaining: "What we're really doing is providing a more economical way of producing feeds to produce livestock.

In October 1987, Treasurer Robert Tramburg was named president of Vita Plus, which then recorded annual sales of $13 million.