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Success StoryHelping Feed the WorldOne Export at a TimeZeigler BrothersChris Stock with customers in VietnamThe CompanyZeigler Brothers began in 1935 by selling livestockfeed to farmers near Gettysburg, Pennsylvania.Brothers Ty and Leroy ran the business until Leroy’sson, Tom, took over and changed direction to focuson research and development of specialty animalfoods and aquatic diets. Today, the company hastwo manufacturing facilities in Pennsylvania andtwo in Mexico, supplies 300 different products,and sells to 50 countries. Zeigler Brothers is a 2013recipient of the President’s “E” Award for Exports.Chris Stock is the international sales manager.The ChallengeMost of the challenges faced by the companyare in the form of helping customers deal withlocalized issues such as diseases that affectthe fish species being farmed. Other concernsinclude how to find and perform due diligenceof prospective customers and to make sure weunderstand the environmental regulations in thecountries in which it does business.Zeigler had a fire about 6 years ago thatdevastated one of its production facilities.According to Stock, “The fire actually helped usto become more efficient, to make the most ofwhat we have, and to modernize some thingsas well. We made the most out of what was aterrible situation and really didn’t skip a beat. Ourcustomers are very loyal. And they helped see usthrough. And it’s amazing how far the companyhas come since that fire not so long ago.”The SolutionZeigler needed to grow, and to do that, it optedto expand its exports, which grew rapidly duringthe past 5 years and now represent a bit morethan 50 percent of total sales. Zeigler now exportsto 40–50 different countries every year. Zeiglerfocuses on markets that could be classified ashaving more risks than others, such as Nigeriaand Ghana in West Africa, and Vietnam, thePhilippines, Thailand, and Indonesia in SoutheastAsia. India and China are also included. Said Stock,“Africa is on the cusp, I think. A lot of people seethe opportunity, so it’s a great time to get in early,because it’s a huge emerging middle class that’sdeveloping there with spending power. They needthings more than any other part of the world. They42U.S. Commercial Service • A Basic Guide to Exporting