White Tail Institute Of North America

What White Tail Institute Of North America does

Whitetail Institute of North America is a privately held, Alabama-based company founded in 1988 by Dr. Wiley Johnson that created the deer-nutrition and food-plot industry by developing, marketing, and distributing proprietary forage seed genetics, nutritional supplements, herbicides, and professional habitat consulting services for whitetail deer hunters and landowners. Its underlying technology consists of exclusive plant varieties developed in-house and not commercially available from competitors, including WT 177 and WT 171 ladino clovers produced under contract in New Zealand, WINA 210 Kale, WINA Chicory, proprietary radish varieties, and proprietary sorghum hybrids, combined with branded input technologies such as RainBond seed coating, Devour flavor enhancer, and Antler-Up D3. The product portfolio spans the Imperial Whitetail, Destination, Ravish Radish, ChicMagnet, Fusion, Alfa-Rack Plus, PowerPlant, Summer Slam, No-Plow, and Beets & Greens seed brands, the 30-06 mineral and nutritional supplement line (including 30-06 Thrive, 30-06 Plus Protein, and 30-06 Mineral Block), Arrest Maxx and Slay Maxx herbicides with Sure-Fire adjuvant, soil test kits and soil amendments, the Next Level Consulting service staffed by wildlife biologists, and supporting items such as equipment, apparel, and sample packs.

Name

White Tail Institute Of North America

Legal name

Whitetail Institute of North America

Website

https://whitetailinstitute.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

Whitetail Institute of North America, founded in 1988, is a private Alabama-based company that develops and sells proprietary whitetail deer food plot seeds, nutritional supplements, herbicides, and habitat consulting services to hunters and landowners across North America.

Ownership category

akta.pro rank

Headquarters

HQ city

Hope Hull

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Food Plot Seed Sales: Sale of proprietary seed blends including Imperial Whitetail Clover, Destination, Ravish Radish, Chic Magnet, Fusion, No-Plow, PowerPlant, Summer Slam, and other forage mixes. Products sold in various sizes (3 lbs to 50+ lbs) with pricing based on coverage area.
2. Nutritional Supplements: Sale of 30-06 line of deer nutritional supplements including Imperial Whitetail 30-06 Mineral/Vitamin Supplement, 30-06 Plus Protein, 30-06 Mineral Block, and 30-06 Thrive (fall/winter formula).
3. Herbicides and Adjuvants: Sale of proprietary herbicides Arrest Maxx (grass control) and Slay Maxx (broadleaf weed control), plus Surefire herbicide adjuvant.
4. Professional Consulting Services: Next Level Consulting service providing on-site property visits, soil testing, food plot design, planting schedules, timber stand improvement, hunting strategy recommendations, and ongoing consultation by wildlife biologists and agronomists.
5. Supporting Products: Soil test kits, soil amendments, minerals/attractants, equipment, and sample packs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Whitetail Institute develops, produces, and sells proprietary seed blends formulated specifically for whitetail deer food plots, along with deer nutritional supplements (the 30-06 line), herbicides (Arrest Maxx, Slay Maxx), and adjuvants. The company also provides Next Level Consulting, a professional on-site habitat management service staffed by wildlife biologists and agronomists.

Product overview

Whitetail Institute of North America is the undisputed leader and industry founder in deer-nutrition and food-plot products, having created the industry over 35 years ago. The company offers a comprehensive portfolio of proprietary, science-based food plot seed products including Imperial Whitetail Clover, ChicMagnet, Fusion, Alfa-Rack Plus, Destination, Ravish Radish, Beets & Greens, PowerPlant, Summer Slam, No-Plow, Winter-Greens, Tall Tine Tubers, and numerous specialty blends for deer attraction. Supporting products include the Arrest Maxx and Slay Maxx herbicide lines with Sure-Fire adjuvant for weed control, the 30-06 mineral and nutritional supplement line (including 30-06 Thrive for fall/winter nutrition), soil testing services, and Next Level Consulting professional habitat management services. The company develops proprietary forage genetics specifically for whitetail deer through extensive research and testing at Certified Research Stations across North America.

Differentiator

Problem solved

Functional benefit

Brands

• Imperial Whitetail: Primary product brand for food plot seeds including Imperial Whitetail Clover, Imperial Clover, and related forage products.
• Next Level Consulting

Products and services

• Imperial Whitetail Clover Premium perennial food plot seed blend designed for long-lasting nutrition with up to 30% protein content and high palatability for whitetail deer.
• ChicMagnet High-performance chicory-based food plot seed blend with up to 44% protein, drought resistance, and perennial growth lasting up to 3 years.
• PowerPlant Spring and summer annual food plot blend with up to 38% protein featuring vining forage soybeans, peas, and sunflowers for high tonnage and grazing tolerance.
• No-Plow Food plot seed blend requiring minimal ground preparation, featuring crimson clover, radish, berseem clover, rape, rapeseed, arrowleaf clover, and ryegrass; provides up to 9 months of deer attraction from a single planting.
• Summer Slam Spring-summer annual forage mix delivering 25-30% highly digestible protein from forage peas and companion legumes, producing 3,000-4,000 lbs of biomass per acre and tolerant of heavy grazing.
• Destination Fall annual planting combining early and late season forages with WINA 210 Kale; cold tolerant to keep deer on plots from germination through hunting season.
• Ravish Radish Fall annual food plot seed featuring Whitetail Institute's proprietary high-production radish genetics, designed to attract and hold deer throughout fall and winter.
• Fusion Blend combining Imperial Clover with WINA Chicory for up to 44% protein, drought resistance, and perennial growth lasting up to 5 years.
• Alfa-Rack Plus Blend of alfalfa, Imperial Clover, and WINA Chicory for upland sites with well-drained soils, providing high protein and mineral content for antler growth.
• Beets & Greens Fall annual blend featuring proprietary kale, turnip, and radish varieties combined with sugar beets for abundant forage from early fall through late winter.
• Winter-Greens Fall annual brassica blend designed to provide abundant forage from early fall through late winter.
• Tall Tine Tubers Fall annual turnip blend designed to attract and hold deer throughout the hunting season with abundant tuber production.
• Apple Obsession Deer attractant featuring apple-flavored formulation designed to draw deer to hunting areas.
• Kraze Deer Attractant Deer attractant formulated for maximum attraction and retention of whitetail deer.
• Secret Spot Food plot seed blend designed for small, hidden hunting plots with rapid establishment.
• 30-06 Thrive Nutritional supplement formulated for fall and winter containing energy, protein, minerals, vitamins, and Devour flavor enhancer to help deer maintain body weight during harsh weather.
• 30-06 Mineral Block Mineral supplement block providing essential vitamins and minerals for deer health during spring and summer months.
• 30-06 Mineral/Vitamin Plus Protein Comprehensive mineral and vitamin supplement with added protein for spring and summer deer nutrition, supporting antler growth and herd vitality.
• Arrest Maxx Herbicide Grass-selective herbicide for controlling unwanted grasses in broadleaf food plot crops including brassicas, jointvetch, and chicory without harming the crop.
• Slay Maxx Herbicide Broadleaf herbicide designed to control broadleaf weeds in clover, alfalfa, soybeans, and peas with both foliar and root uptake.
• Sure-Fire Crop Oil Plus Herbicide adjuvant used with Arrest Maxx and Slay Maxx to improve spray droplet coverage, leaf sticking, and herbicide penetration.
• Next Level Consulting Professional habitat consulting service including on-site property visit, soil testing, comprehensive management plan, planting schedule, hunting strategy recommendations, and ongoing consultations delivered by wildlife biologists.
• Soil Test Kit Soil testing kit providing recommendations for pH and fertility optimization for successful food plot establishment.

Quantifiable outcome

• Protein content up to 44% in Chic Magnet chicory blends
• +8 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• New Zealand Seed GrowerscoreStrategic or Co-development PartnerWhitetail Institute partners with expert seed producers in New Zealand for production of proprietary WT 177 and WT 171 ladino clover varieties. The southern hemisphere growing season (December-February) allows for seed production during North American winter, ensuring consistent supply. These proprietary varieties are developed exclusively by Whitetail Institute and grown specifically for seed production by New Zealand partners.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cabela's: Cabela's is a major hunting/outdoor retailer (now under Bass Pro) that carries food plot and wildlife management products including Whitetail Institute and competing brands. It shapes end-customer access and is an important channel alongside direct e-commerce.
• Bass Pro Shops: Bass Pro Shops is a large specialty retailer and brand owner in the hunting/outdoor market. While not a food-plot seed specialist, it sells competing wildlife/hunting products and influences dealer dynamics across Whitetail Institute's distribution environment.

Direct peers

• Mossy Oak BioLogic: BioLogic is the food-plot and wildlife habitat seed brand of Mossy Oak, offering proprietary deer and wildlife forage blends, supplements, and planting guides. It directly competes with Whitetail Institute across the same whitetail food-plot category with comparable proprietary positioning.
• Frigid Forage: Frigid Forage focuses on cold-climate and northern-latitude food plot seed blends. It is a smaller but directly overlapping competitor to Whitetail Institute's Destination, Winter-Greens, and Beets & Greens lines in the fall annual segment.
• Antler King: Antler King offers food plot seed blends, mineral supplements, and deer-attraction products marketed to whitetail hunters. It competes head-to-head with Whitetail Institute in both forage seeds and the 30-06-style nutritional supplement category.
• Evolved Harvest: Evolved Harvest sells branded food plot seed blends, attractants, and minerals targeted at whitetail deer hunters. It overlaps directly with Whitetail Institute's seed and supplement lines and competes for the same hunting/land-management customer segment.
• Tecomate Seed: Tecomate produces and markets proprietary food plot and wildlife seed blends with an agronomic, science-based positioning similar to Whitetail Institute. It targets the same dedicated land managers and QDM-oriented hunters with comparable forage products.
• Eagle Seed: Eagle Seed is a seed company specializing in food plot and wildlife blends (notably its forage soybeans and 'Big Buck' blends), selling through dealer networks and direct channels. It competes directly with Whitetail Institute on annual and perennial food-plot forage mixes for deer.

Others

• National Deer Association (NDA): The National Deer Association (formerly QDMA) is a nonprofit focused on deer herd and habitat management that influences the QDM customer segment Whitetail Institute targets. It is an adjacent ecosystem player rather than a competitor, but its education efforts shape demand for science-based food plot products.
• Pradco Outdoor Brands: Pradco Outdoor Brands is Whitetail Institute's parent conglomerate, holding multiple hunting and outdoor brands. It is the corporate parent rather than a market competitor, but defines Whitetail Institute's ownership, distribution synergies, and strategic ceiling.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/whitetailins
• YouTubeyoutube.com/@whitetailinstitutetv
• Facebookfacebook.com/whitetailinstitute
• Instagraminstagram.com/whitetailinstitute
• LinkedInlinkedin.com/company/whitetail-institute-of-north-america

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about White Tail Institute Of North America