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The inventor is the expert, striving to empower through innovation.

Self-taught entrepreneur, Richard Breunig founded Priority IAC (International Animal Concepts), Inc. in 1998. To date, Priority IAC is the only company bringing the fields of microbiology and novel nutrition together for animal health; as well as, providing a more cost effective and easier approach to nutrition.  This is Microbiology Nutrition.

Priority IAC is a farm-developed and family-owned company bringing this unique viewpoint, invention, and knowledge directly to the field. the P-One Program™ is truly a grassroots movement to empower the producer. Priority has taken a bottom up approach to getting the message out. With a grassroots reach, Priority is in the field to embrace and encourage producers to trust their cows, their research as the truth; just as Breunig trusted the cows of Clover Mist when he started down this path with Microbiology Nutrition more than 30 years ago. Breunig’s hands-on, practical experience in production agriculture, along with microbiology and nutritional expertise make Priority IAC unique.

Priority IAC maintains a research and product development mentality that starts on the dairy. Priority IAC provides education on how each branded strain of Smartbacteria works, how the most fermentable, home-grown forages can be used, and how producers can monitor their cow performance to know what adjustments to make. the P-One Program™ is a new concept. It’s different: less costly, more efficient, and a much more effective way to feed cows. Priority IAC technology makes it the 1st ingredient™, For Healthy Cows.

Breunig has spoken about Priority IAC’s work bringing the fields of microbiology and nutrition together; presenting his work throughout the United States plus Australia, Mexico, and the Middle East. the P-One Program™ has been televised on “Eye On America” with Greg Gumbel. Breunig’s experience and expertise with this technology applies to different sizes and styles of management including, but not limited to: grazing, tie stalls, freestall, and robotic dairies.

Before starting Priority IAC, Breunig managed Clover Mist Farms, a dairy focused on health, production, and genetics. He bred more than 100 Excellent scored cows and was recognized as one of the best type herds in the nation. The world-renowned D-R-A August EX-96 4E called Clover Mist Farms home and is the Patron of Priority IAC. In 1995, Clover Mist was the first dairy to receive the Wisconsin Governor’s Export Achievement Award.

Priority IAC office entrance

During the 1980’s and 1990’s, I was managing one of the nation’s best-known dairies. Several of our production records exceeded 40,000 pounds of milk, along with nine records over 2,000-pounds of fat. These are impressive, even by today’s standards.

Good times came to a screeching and devastating halt when a manufacturer’s error in mixing minerals into the feed resulted in numerous animal losses. This led to the development of Priority IAC, the Smartbacteria and Nutrition Company.

For healthy cows