Whitetail Institute of North America, the creator of food plot and deer nutrition products since 1988, has been acquired by PRADCO Outdoor Brands.

“We are extremely excited that Whitetail Institute has a new home among PRADCO’s family of iconic outdoor brands,” said Steve Scott, Vice President of Whitetail Institute. “We could not have asked for a better fit for Whitetail Institute. PRADCO values and will build upon Whitetail Institute’s history of exhaustive product research and development and highly knowledgeable, personalized customer service. Like Whitetail Institute, PRADCO also has a long track record of commitment to its employees, dealers, consumers, and the outdoor way of life.”

PRADCO Outdoor Brands manufactures and markets hunting and fishing products worldwide, and its brands have earned leading positions in a broad range of market categories such as fishing lures, game feeders, game cameras, tree stands, shooting houses, scent attractants and scent eliminators. The acquisition of Whitetail Institute is a perfect complement to PRADCO’s other hunting brands including Moultrie, Summit, Texas Hunter, Code Blue, and Knight & Hale.  PRACDO also represents more than 15 fishing brands, including Rebel, Heddon, YUM, Booyah, and Bomber.

“PRADCO’s core business values are commitment, integrity, teamwork, and growth,” said Bart Stephens, GM of PRADCO’s Hunting Division. “These values drive everything we do at PRADCO, including hiring, product development, and even the qualities we look for in considering potential acquisitions. We have always respected the Whitetail Institute’s relentless attitude about product development, product quality, and customer service. Whitetail Institute’s culture, team, and products make it a natural fit with PRADCO. It will be an honor for us to work with the entire Whitetail Institute team as we build on its successes.”

Whitetail Institute will continue to operate under its current management team at its headquarters in Pintlala, Alabama, which is south of Montgomery. William Cousins, who has been with Whitetail Institute from the beginning, will lead the company as General Manager.

“Our focus at this time is to ensure continuity in product quality, inventory supply, and competitive pricing that Whitetail Institute customers have long enjoyed,” Stephens said. “PRADCO’s additional resources will drive the growth of Whitetail Institute to even greater heights in the future.”