[Eye On Technology] An "Advance" In Termite Baiting

No segment of the pest management industry has undergone more dramatic changes in recent years than the termite market, where technological advancements and innovative treatment techniques have changed the way PCOs control termites. In response to this trend, a new generation of product suppliers has entered the field, going head-to-head with some of the industry’s largest, most well-heeled chemical manufacturers.

One such company is Whitmire Micro-Gen, the 70-year-old St. Louis-based formulator that recently entered the highly competitive termite market with the Advance™ Termite Bait System, an innovative product designed to enhance the profitability of termite baiting.

The Advance Termite Bait System, now available through distribution, offers increased profitability for PCOs due to lower labor costs, lower material costs and increased cash flow from a buy-as-you-go business model, according to Jeff Martin, director of termite markets at Whitmire Micro-Gen. "We tapped into our 70 years of formulation technology expertise to develop one of the most profitable, effective and easy-to-use termite bait systems on the market," he said.

However, it wasn’t easy. Several years in development, the Advance Termite Bait System went through more than 30 design changes as Whitmire Micro-Gen attempted to develop a bait system that would marry the latest termite research with the "real-world" needs of pest management professionals. Eager to enter the marketplace, Whitmire Micro-Gen embarked on an aggressive product development program that involved industry researchers such as Dr. Roger Gold, Texas A&M University, and Dr. Brian Forschler, University of Georgia, along with a few select pest management professionals from across the country, including Paul Hardy of Orkin Pest Control, Atlanta, Ga. This team of leading pest management professionals, along with Gold and Forschler, helped shape the "wish list" that Whitmire Micro-Gen designed the product against.

"We asked a few select PMPs and university cooperators to come up with their ‘wish list’ for an ideal termite bait station," said Jeff Vannoy, termite marketing manager. "We asked them to do some out-of-the-box thinking about designing the ideal bait station. They provided a great deal of valuable information that allowed us to develop various prototypes of the system and take it to market. We wanted to develop our design criteria around the PMPs’ wants and needs."

After university testing and design completion, about 15 pest management professionals participated in a Limited Early Adoption Program (LEAP), providing valuable product feedback — both good and bad — to the manufacturer.

Nearly 850 structures throughout the United States were treated with the Advance Termite Bait System under the LEAP program, providing valuable feedback to Whitmire Micro-Gen. Specifically, the early adopters requested and evaluated the following qualities in a termite bait system:

• Ease of service

• Technician-friendly design

• Quarterly inspection cycle

• Ultra-low disturbance system

design and functionality

• Large containerized bait load

• System ownership

• Ability to electronically track service activity

• Unobtrusive, low-profile design

Phil Clegg, president of Clegg’s Termite & Pest Control, Durham, N.C., one of the early adopters, is impressed with the system. "It’s the labor associated with monthly inspections that kills your profits in baiting," he said. "With Advance I am able to check stations quarterly and have the confidence of the large bait load to keep termites feeding. In addition, termites really loved colonizing the station, which was evidenced by several swarms we had directly out of the stations, which I had never seen before."

Bob Timmons, president of 20/20 Brown Exterminating, St. Louis, Mo., also worked with some of the prototypes of the system, offering valuable suggestions on how to improve the de-sign.

Following a visit from Dr. Jim Cink and Brian Mann from Whitmire Micro-Gen, Timmons was one of the first to see the final design changes. "The system allows bait to be switched without disturbing the wooden monitoring devices, keeping the termites in the station. The design also allows water to flow through the station so that flooding, mold and other problems noted with current bait systems don’t occur," Timmons said.

HOW IT WORKS. The Advance Termite Bait System that eventually was brought to market features a number of unique components that provide maximum wood-to-soil contact, while creating an attractive environment for termites. The foundation of the system is the Advance Termite Bait Station (TBS), consisting of an in-ground housing secured with a Quik-Lock™ cap. Inside the station is the newly designed Advance Termite Monitoring Base (TMB) and the Advance Termite Inspection Cartridge (TIC) with compressed Puri-Cell™ monitoring tablets. According to research from the University of Georgia, Puri-Cell is highly preferred by termites vs. other cellulose sources.

The Termite Monitoring Base is milled from selected tree species favored by termites, resulting in excellent palatability, the company says. Once installed within the bait station, the TMB creates significant wood-to-soil contact, providing conducive conditions for termites to enter the station. As termites move into the station and feed on the TMB, they readily forage upward into the TIC and locate the compressed Puri-Cell monitoring tablets, aggressively colonizing the station.

Once termites are detected in the TMB and/or the TIC, the TIC is removed and an Advance Termite Bait Cartridge (TBC) containing 0.25% diflubenzuron is installed. This begins the termite baiting process and the start of termite colony elimination. "The 93-gram termite bait cartridge provides nearly three times the bait load of the leading bait system," according to Vannoy, "sufficient to provide quarterly service and inspection. That’s a significant advantage given the high cost of labor."

The Advance Termite Bait System is easy to use, according to Vannoy, thanks to the Quik-Lock station cap that simplifies opening and closing of the station. The system utilizes a unique tool called The Spider™ that provides easy opening of the station cap from a standing position when attached to an extension handle. "Our technician in the field that is involved in the test of the Advance station really likes the use of the Spider tool," according to Paul Hardy, senior technical manager at Orkin Pest Control, Atlanta, Ga. "It is technician friendly."

The station is 2¾ inches in diameter at the base and 3 inches at the collar with anchors around the collar to stabilize the station during opening and closing. Each Advance Termite Bait Station comes fully assembled with a TMB and a TIC secured in the station with a Quick-Lock cap. Also, each Quick-Lock cap and TBC label features a unique bar code on the inside surface that allows the Advance System to be used with the bait tracking software of the users choice.

COST SAVINGS. While the unique design features of the system will appeal to technically savvy PCOs, it’s the cost savings provided by the system that makes it particularly attractive, according to Vannoy. "The Advance Termite Bait System permits quarterly monitoring, which helps PMPs reduce overall labor and also allows them to conduct both termite and general insect inspections in one stop," he said. "All of these efficiencies help drive the time, and therefore cost, out of the service call process."

In addition, PCOs own the Advance termite bait stations. "There is no reporting requirement from the manufacturer," he said. "You buy only as much as you need, when you need it and you buy it from your local Whitmire Micro-Gen distributor. Our goal was to enhance the profit potential of PMPs, and we think we’ve been successful."

Editor’s Note: Whitmire Micro-Gen made the strategic decision to enter the termite market several years ago. As part of this initiative, the company reorganized its operations, creating a termite management team consisting of Jeff Martin, director of corporate licensing and termite markets; Jeff Vannoy, termite marketing manager; Dr. Jim Cink, termite product development manager, research and development; and Gary Moneyham, termite regional business manager. PCT magazine recently sat down with two key members of the team – Jeff Martin and Jeff Vannoy – to gain some additional insights about why the company, despite the considerable risks, decided to enter this highly competitive field.

PCT: What were the primary reasons Whitmire Micro-Gen decided to enter the termite market?

Martin: We have always had an interest in the termite market and have been exploring possible opportunities for over a decade. The recent success of baits in the category played very much to our strengths. We recognized the opportunity to enter the termite segment and combine termite offerings with general insect control (GIC) offerings in support of a "universal technician" concept requested by some of our customers. Once we knew we could offer a product that was best in class, we entered the market.

PCT: The termite market is dominated by some of the largest chemical companies in the world. What made Whitmire Micro-Gen’s management team believe it could compete with such large global businesses?

Vannoy: Whitmire Micro-Gen has very successfully competed in chosen segments by bringing additional value to the customer and working effectively with distribution. In the termite market, baits have achieved over 40% market share. As we evaluated the bait segment, we saw an opportunity to bring value to the baiting process and baiting customers by applying expertise in areas such as mechanical design, bait matrix development, product labeling and education, which Whitmire has always been known for.

PCT: How long has the Advance Termite Bait System been in development?

Martin: In the mid 1980s, Dan Stout, Whitmire Micro-Gen’s formulation pioneer, worked to screen active ingredients and formulations that brought outstanding results in termite baiting. It was during this time that the current underlying termite-bait matrix was identified. It took many years after this discovery to license what Whitmire Micro-Gen felt was an effective active ingredient and to design a system that would make the PMP’s job easier and more efficient.

PCT: What challenges did Whitmire Micro-Gen face in bringing the product to market?

Vannoy: As we attempted to bring value to the baiting segment, we listened to customers and researchers who had experience in termite baiting. Through this process, we developed a wish list of attributes for a second-generation baiting system. The biggest challenge we faced was delivering against all aspects of the "wish list." For example, PMPs wanted a high bait load, researchers wanted the wood monitor to stay in the station to minimize disturbance, and technicians wanted a reasonably sized station that could be easily installed and inspected. By applying our formulations capability to the monitor and bait matrix, we were able to deliver against the "wish list" and satisfy all stakeholders involved. Achieving this also took time, but again, it was important to us that we do it right.

PCT: How does the Advance Termite Bait System fit into Whitmire Micro-Gen’s long-term strategic positioning as a company?

Martin: As a long-term leader in the market, we are constantly evaluating how we can make the service technician’s job more productive and our products more effective and profitable for the PMP. The Advance™ Termite Bait System brings value to the PMP and serves as a core offering in this new segment where we will continue to provide long-term development of innovative products and educational programs. With that said, by working with our distribution partners, Whitmire Micro-Gen intends to take a leadership role in helping PMPs develop "universal technician" programs that can help make the industry more productive and profitable for everyone.

PCT: Does the company plan to expand its termite market presence beyond the Advance Termite Bait System in the future? If so, how?

Vannoy: Yes. We see a future where termite control is integrated and based on the use of multiple targeted tools, in addition to a core baiting program. With this in mind, we will continue to innovate in the area of baiting as well as to lead in the area of quick, easy-to-use companion products to solve termite problems in non-traditional ways. We know there are ways to solve termite problems without creating undue havoc for the homeowner. As a formulations and training expert, we feel we are in a good position to deliver on this ambitious goal.

PCT: If you could change one misperception PCOs have about Whitmire Micro-Gen what would that be and why?

Vannoy: Some of our customers who have used our pressurized products for years might still perceive us as just an aerosol company. These customers would be amazed at the change in our product line as the market has shifted to baits, exterior applications and IPM protocols. While we continue to maintain the most innovative pressurized line in the industry, aerosols today represent only a small percentage of our overall line, which includes leading perimeter sprays, ant and roach baits and fly control products.

PCT: What will Whitmire Micro-Gen look like as a company five to 10 years from now?

Martin: If we are successful, we will have a stronger position in the termite control and general insect control markets. Our strategy will be to maintain customer intimacy, bring products to market faster and be even more innovative. In addition, over the next five to 10 years we expect to maintain our leadership position in training and education and to identify key emerging pests that we can align our future product line against.