When Lyle Hill and Wally Henderson started Vita Plus in 1948, they started with an idea. They felt livestock owners could feed their stock more economically and at the same time increase productivity. They could do this by utilizing more of the minerals and vitamins just starting to become available. But rather than sell a complete feed with the grains and protein sources also included, Lyle and Wally would sell a basemix to save the customer money. This was a new approach to livestock feeding.
Vita Plus started small, in a barn outside of Madison, WI but quickly grew to a modest 50’x50’ block building. In 1958, the feed manufacturing tower (still in use today) was built as a testament to where we intended to be. With a new facility and then the hiring of a nutritionist, Art Palmer, Vita Plus took another major step. The business was primarily swine and poultry feed, but recognizing the potential, an emphasis was placed on the dairy feed market.