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Operator
Good day, ladies and gentlemen, and welcome to the Oil-Dri Corporation of America Third Quarter 2018 Earnings Conference Call. (Operator Instructions).
I would now like to introduce your host for today's conference, Mr. Dan Jaffee, President and CEO. You may begin.
Daniel S. Jaffee - CEO, President & Director
All right. Thank you, and welcome everybody to our third quarter and 9-month Oil-Dri teleconference with me in Chicago Conference Room with Dan Smith, our CFO; Laura Scheland, our General Counsel; Reagan Culbertson, our Investor Relations Manager; and Mike McPherson, our Chief Development Officer. And as always, we're going to turn it over to Dan for a review of the results, and then we will open it up to Q&A.
Oh, I forgot about the safe harbor. They were pointing at Reagan, I didn't know what she had on her face, I'd see nothing. Reagan, let's do the safe harbor.
Reagan Culbertson
On today's call, comments may contain forward-looking statements regarding the company's performance in future periods. Actual results in those periods may materially differ. In our press release and our SEC filings, we highlight a number of important risk factors, trends and uncertainties that may affect our future performance. We ask that you review and consider those factors in evaluating the company's comments and evaluating any investment in Oil-Dri stock. Thank you.
Daniel S. Jaffee - CEO, President & Director
Thank you. I apologize for missing the safe harbor. I figure most of our callers are royal members, and they know that nothing that we say will correlate to anything that's going to happen in the future. I'm just kidding, but that's basically what's the safe harbor says in a nutshell. Let's turn it over to Dan Smith.
Daniel T. Smith - CFO & VP
Let's do that. Good morning, everyone. Oil-Dri reported sales of $64.8 million in the third quarter of fiscal '18, which was about the same as of third quarter of fiscal '17.
Year-to-date, we generated a little over $200 million of sales for the first 9 months of fiscal '18, which was a 2% -- which was 2% better than same period in fiscal '17.
Net sales were up for our B2B segment, but down for the Retail and Wholesale segment. Our earnings and diluted earnings per share both improved from the third quarter of fiscal '17.
During the second quarter teleconference, we discussed the approximate $5 million negative tax and deferred tax asset adjustments, which resulted from the Federal tax rate change in the 2017 Tax Cut and Jobs Act enacted in December of 2017.
In the third quarter, the company made a business decision to contribute an incremental $11.5 million of company's pension plan before we filed our 7/31/17 income tax returns.
This contribution was deductible at the old 35% Federal tax rate and allowed us to recapture over $1 million of the negative rate impact recorded in the second quarter.
On a year-to-date basis, the tax expense adjustment has effectively reduced diluted net income per share by about $0.54, which was better than the $0.69 we discussed in the second quarter teleconference.
The incremental contribution also reduced the company's pension expense and Federal PBGC pension insurance premium for the quarter and, we believe, for years to come in the future.
Our gross margin percentage for the quarter was 27.4%, which was almost identical with the third quarter of fiscal '17. Year-to-date, our gross margin was 28.1%, which was down from the 29.3% for the first 9 months of fiscal '17.
We have experienced higher freight, manufacturing and packaging costs in fiscal '18 than in fiscal '17.
Sales for the Retail/Wholesale team were down approximately 1% for the quarter. Sales for the first 9 months are down less than 0.5% compared to fiscal '17. Increased sales of private label lightweight cat litters partially offset reduced sales of our branded cat litter. Increased branded cat litter sales in e-commerce area had partially offset the loss of the brick-and-mortar customer.
Profit of this segment was up about 47% for the quarter and 17% year-to-date as compared to the same period in fiscal '17.
Reduced advertising spending in the quarter and first 9 months drove the improved profit for the segment. The lower spending was partially offset by increased costs in freight and packaging. We expect advertising spending to be down for the full year in fiscal '18 versus the full year of fiscal '17.
Sales in the B2B area continued to be better than comparable periods in fiscal '17. Our operating profit was down for the quarter due to increased costs for freight and packaging. On a year-to-date basis, the 76% increase offset the increased costs and a lot of the units reported about $1.2 million more in operating profit as compared to fiscal '17.
There were several significant changes to our balance sheet during the quarter. Like other companies, Oil-Dri took advantage of the old Federal tax rate and made an incremental tax deducted pension contribution in the quarter. This payment reduced the expense as I previously discussed, and it reduced our cash and investment balances along with our long-term pension liability.
We used about $6 million of our line of credit to facilitate the payment and anticipate paying off of the short-term borrowings in the fourth quarter.
Thanks. I'll turn the meeting back over to Dan Jaffee.
Daniel S. Jaffee - CEO, President & Director
Thank you, Dan. At this time, [Schaller], I'd like to open it up to Q&A. We'd like to encourage everyone to ask their most important question first, and then go to the back of the line just to make sure everybody has time to get in at least one question.
Operator
(Operator Instructions) And our first question comes from Ethan Starr, who's a private investor.
Ethan Starr
How is the Litter for Good marketing program going? Are you pleased with the return on investment thus far?
Daniel S. Jaffee - CEO, President & Director
Very, very pleased with the return on investment, and very pleased with the traction. I have some sort of high-level metrics that I'd be happy to share. Before Litter for Good, this was really before January 1, we were putting on about 2 Cat's Pride Club members a day, and just to remind people who aren't as close to the company as you are, what Litter for Good is, is consumers can join the Cat's Pride Club for free, nominate any of those preferred shelter, could be a local shelter, could be any shelter that they want to nominate to receive free litter. And then every time, we sell a green jug of Cat's Pride Fresh & Light, we donate a pound to a nominated shelter based on the pro-rata nominations that they got. And so that's how the program works, so clearly a leading indicator is, are we gaining Cat's Pride Club members? So for years, 2, 3 years data that I'm looking at, we would put on 1 to 2 a day and that's it. I mean that just we -- there wasn't a lot of activity of Cat's Pride Club members. We have been averaging since January 1, 65 new club members a day. So a sudden twofold increase in the activity on that. Additionally, those members have made over 9,000 nominations for shelters to receive litter. We now have 2,200 shelters in our database and, of those, the shelters that need to register to receive free litter, and basically, about 1/3 of them have registered. So we've got almost 700 shelters that have registered. And so what that's driven so far is a 1.5 million pounds in litter donations. And our top shelter actually this donation period had over 800 nominations. So we've sold -- sent truckloads to numerous shelters throughout the country, hitting both coast and pretty much everything in between. So the program is going very, very well, but it's a ground war. It's going to be a slug, slug, slug. We believe there are almost 13,000 shelters -- independent shelters in the U.S. So the fact that we have 2,000 is great. But we've really just scratched the surface of where this thing can go. Does that answer your question?
Ethan Starr
Partly. The example, you gave us this example of the top shelter with 800 nominations. Are you seeing increased sales in the area around that -- particular shelter or Retail?
Daniel S. Jaffee - CEO, President & Director
Well, yes and no. I think what you ask for was are we happy with the return on investment? So if you look at let's say the Retail and Wholesale segment, you can see the operating income for the quarter was up 47%, yet sales were relatively flat. So that kind of tells you that the way that happened was we're spending less on advertising, yet we're getting the sales. So the efficiency or the return has exploded. I mean, our cost per unit sold in terms of marketing in the past was, in a technical term, ginormous. When we were running lots of national TV and having to deep discount our products to get them to move to -- and to get displayed and so forth, this program is allowing us to get equal to or greater movement at a much reduced price, cost to Oil-Dri. So obviously, a higher return on investment.
Operator
(Operator Instructions) Our next question comes from John Blair (sic) [Bair] with Ascend Wealth.
John Bair
In your news release, you indicated that sales for fluid purification for jet fuel -- refining jet fuel was up nicely. And I'm wondering if the -- you have a application or potential for increased sales due to a pending bunker fuel reduced sulfur content in bunker fuel used for the maritime industry that's going to come into play in 2020? And my understanding is it's pretty tight market on the diesel side. Any application there that could be beneficial to Oil-Dri?
Daniel S. Jaffee - CEO, President & Director
None that we know of. Where clay minerals are used in the refining industry are 2 applications: one is something called BTX that our clays don't work, and the other one is to refine kerosene, that refining process to turn kerosene into jet fuel is where some refineries have some clay treatment that's used. And we're seeing our increased sales in that application.
John Bair
Have you investigated at all? Or I mean, is the clay material just not applicable to the low-sulfur diesel refining process? Is that kind of a totally different area, then?
Daniel S. Jaffee - CEO, President & Director
Yes, totally different, correct. The type of processes these oil refineries have in place doesn't utilize clay or any other type of filtration media to achieve their finished product. We have looked at it, though, conceptually, but no.
Operator
And we have a follow-up question from Ethan Starr.
Ethan Starr
Yes, I'm wondering to what extent are the higher trucking costs eating into profits?
Daniel S. Jaffee - CEO, President & Director
Well, I mean, short one, clearly they are. They're going to be a major reason behind our 8/1 price increases that we will be taking, and it will all be around break inbound materials that we're buying and outbound on materials that we're shipping, but it's a nationwide pandemic. So we're not the only one experiencing at all, all of our competitors are as well.
Ethan Starr
Okay. But it is so -- but it is eating sounds like it's what several hundred thousand dollars for the last quarter or 2? Or hard to know?
Daniel T. Smith - CFO & VP
Ethan, in the 10-Q, we identified freight costs were up about 15% per ton.
Ethan Starr
Yes, I noticed that. So...
Daniel T. Smith - CFO & VP
It's a good bit of money.
Ethan Starr
Okay. Well, I guess I'll look forward to the 8/1 price increase.
Operator
(Operator Instructions) We have a follow-up question from John Bair.
John Bair
Just wondering with all the trade chatter and so forth that's been going on here this year. Are you seeing any kind of impact with your activities in China with relation to potential customers? Are they holding back? Or are you seeing any impact of that with you're trying in operations?
Daniel S. Jaffee - CEO, President & Director
No, we're not. The good advantage that we have been American and selling our products in China, the Chinese companies that make animal feed and make -- produce chicken and slime meat love U.S. products. They have a high degree of confidence and the integrity by which we make our products, label our products, don't [adulter] our products. So we continue to see very strong demand and preference for U.S. goods coming out of China for the livestock sector.
John Bair
Okay. Well, that's encouraging. Yes, hopefully, none of the products get snarled up in this mess, but I've got another follow-up question. So I'll get back in the queue.
Daniel S. Jaffee - CEO, President & Director
You can ask your follow-up.
John Bair
Okay. It's -- real simply, I've noticed or read that there's a couple of new pet-themed ETFs and mutual funds, and I'm wondering if that's -- you've garnered some interest, noticed that the trading volumes picked up a little bit here in the last few weeks -- in the last, maybe the last month. I'm wondering if you're getting more inquiries or more exposure within the financial community as a result of these announced new investment products?
Daniel S. Jaffee - CEO, President & Director
Yes, I mean, on that one, your adjustment is as good as ours, probably better. We don't -- we have seen the increased activity, but at the moment, we don't know where it's coming from.
Operator
Our next question comes from Robert Smith with Center for Performance.
Robert Smith
I got on the call late because I have a new iPhone and I had some trouble with it. Anyway, so -- but definitely may have been asked (inaudible) but I don't know. So can you give us some color on the penetration of the China market? And what might be accomplished to move things on a little faster? So what are the obstacles there?
Daniel T. Smith - CFO & VP
First, right now, we don't have any type of traditional, economic or trade or any other type of barriers. And obviously, our whole team there is Chinese and speaks Chinese. So we don't have any language or cultural issues. As you might imagine, the size of the companies in China are vastly larger than most in any other country. So it's a more complicated sale. You're dealing usually with a nutritionist, a veterinarian, the Head of Production, oftentimes the head of the feed mill as well as ownership, usually 1 or 2 family members. And you have to get in there and manage a very complicated decision-making process to -- really to test and evaluate very rigorously and then approve a new feed additive to go into their operations is not an easy task. So it's a longer, more complicated sale, but when it occurs, one sale lands you a pretty significant amount of volume. So we're just start -- our team is committed to continuing to process to get our products approved with the various entities in China, and so far, there's been no barriers, except time.
Robert Smith
Are you able to take the results from a satisfied customer to and publicize that or use it as a segue to gaining a new customer?
Daniel T. Smith - CFO & VP
Typically, not. Most producers in the industry will not share the results of their performance because they don't want to be used in the marketing efforts of the various companies that they used to buy different feed additives from because it would be -- it would run rampant if they allow that to happen. So all you'll get on a perfect day will be them telling you, "we've run your product over a series of 2, 3, 4, sometimes 5 different increasing levels of usage, and product looks good. We're buying it." And that's what you hear. Well, could you tell us did it help feed conversion? Did it help growth? Did it cut mortality? It had benefits that we thought were good for our operation, and we'd like to move forward and you're left really not a 100% sure what it did, you just know it did something to justify the cost. It's going on everywhere, not just in China.
Robert Smith
Could you give me an idea as to what are the other promising markets in international markets?
Daniel T. Smith - CFO & VP
The Broader Asia, in general, we're doing well in. We're having a record year in sales in the Middle East. And we're doing great in Latin America, and particularly, in Brazil and Mexico. We see nothing but opportunity in the markets that we're competing in.
Operator
And we have a follow-up question from Ethan Starr.
Ethan Starr
Yes, I'm wondering if you picked up anymore private label lightweight customers recently? And also what the private label lightweight situation is in Canada because you've said in the past that Canada is much more private label penetration like 40% versus 20% here and I'm just wondering how that's going?
Daniel S. Jaffee - CEO, President & Director
Yes. We continue to grow our private label lightweight business. We have a major retailer that's going to be coming online this month starting shipping. I mean, it takes, as you know, 6 months to get the packaging and everything right [overall]. So it's finally going to hit the shelves, so you should be able to find that at some point in your Retail search, but let me give you some data, and there's 2 ways to look at share, and historically, we've always sort of just defaulted into what the account sort of default into which is dollars. So when you're selling private label or you're selling popularly priced, otherwise known as cheaper brands, then units can be an interesting perspective as well. I'm not going to say a better perspective, but as we all know that the retailers understand the concept of market basket where they know a shopper doesn't just come in and buy 1 thing, and then cross the street and go buy a bunch of other things someplace else, but they tend to bring the purchase with them. So if they buy our jug of our product, that's going to be part of our maybe a $100 to a $150 purchase. So having a higher unit share is relevant to the retail. They get it. They want to see the -- lot of their shoppers like your brand even if it's in a lower ring, and so your dollar share may actually be less than your unit share. So long-winded way of saying I'm now looking at both whenever I look at the stuff and, as you know, when we've historically talked about our share, our branded share has been about 3%, 3.1% is what I'm showing for the 12 weeks, I'm showing 3.3% for the 52 weeks. So it's about the same. Our private label share is about the same in dollars 3.7%, 3.6%. So our total share of the cat litter sold, not counting what we do for the co-pack side, I mean, it's a private label in brand is 6.7%-ish in dollars. And then if you look at the units, though, all of a sudden it jumps pretty significantly. So our unit share is 13%, of which our branded is about 4.4% and our private label is now up to 8.7%. So we're supplying 13% of the units in the category. That's significant, and that's interesting. So that's all I look at it now. So just to show you our branded, our -- sorry, our private label lightweight for the 12-week period ended a year ago, we had a 66 share of the private label lightweight scoopables sold in the U.S. in this snapshot, which is grocery and mass merge, which tends to be about 2/3 of the category. So again, you can't get your arms around the whole thing, but this is the best snapshot we've got. 56% a year ago, it's up to 70% now for the 12-week period of this year and the 52 weeks are about the same, 64% and 70%. So you can see it's growing, and we -- it will continue to grow as we continue to roll out new retailers. So our private label lightweight scoopable offerings are doing very well in the marketplace.
Ethan Starr
Okay. This new customer you've mentioned, will that customer be material in size?
Daniel S. Jaffee - CEO, President & Director
When you say material, I think there is an SEC definition, materiality, where we have to disclose our top 5 customers or something. No, they won't be one of the top 5 customers of Oil-Dri. Will they be material in the stance of a major player that will have a beneficial financial impact on our Retail and Wholesale segment results? The answer is yes (inaudible) material in the SEC standpoint.
Ethan Starr
Okay, great. And how about for Canada, any -- are you -- how is private label lightweight doing there?
Daniel S. Jaffee - CEO, President & Director
Slow, but we still are -- we believe in it, but again, we're in discussions. We're -- well, it's nothing imminent in Canada, but no nos either, just no yeses, and we are working on packaging, and we can give you a certain month when it's all going to start happening. We're still in the discussion phase with Canada. So the way we look at our sales target list: green is they've approved it and we have a date; red is they've rejected it and they want no part of it; and yellow is we're in discussions, but it's neither green nor red. Canada is really yellow at the moment with really all major players in the U.S. being green and/or the reds, we've discussed in the past with the 2 outliers that are sticking with their current format, it's not moving for them. It's sold at a much higher price point because they're buying from someone who is not basic in lightweight minerals. So they're basically 3 miles at the trough, and we're just up the way.
Operator
And we have a follow-up from Robert Smith.
Robert Smith
So with respect to advertising and promotion, can you give us some -- about the dynamics of the category as far as dollars go and the movements in one direction or another?
Daniel S. Jaffee - CEO, President & Director
I'm assuming you missed my comments on the Litter for Good.
Robert Smith
Yes. Well, I heard the tail end of that.
Daniel S. Jaffee - CEO, President & Director
Yes, so I would say, let's go back, listen to the transcript -- read the transcript or listen to it because we covered it pretty well, but our return on investment is going -- is absolutely pointing in the right direction to the point where we are able to achieve [equal 2-ish] slightly up sales at a dramatically reduced advertising cost, and so you can see that the segment income, we don't report just consumer, but the Retail and Wholesale segment income was up very strong, I want to say, 47%, yes, it is 47% in the third quarter.
Robert Smith
So you're going to be moving more towards the social media and away from TV and things like that?
Daniel S. Jaffee - CEO, President & Director
Social and our Litter for Good, which is socially driven, but it's more of a ground-level guerrilla war.
Robert Smith
And then, at least to reduce the overall spending?
Daniel S. Jaffee - CEO, President & Director
Either reduced overall or if we end up spending the same, a dramatically increase in sales. So per unit, a reduced cost, yes. Might have time for one more question.
Operator
(Operator Instructions) At this time, I'm showing no further questions.
Daniel S. Jaffee - CEO, President & Director
Great. Well, thank you, everybody. We'll continue to be very optimistic for the long-term health of our key business segments. As you well know, our mission is to create value from sorbent minerals, and we're doing it. Our GP, our operating income, everything on a per ton basis, is all at record levels for us because we're getting more value for the tons we're shipping. And so we're going to keep focused on that, the key to that is innovation, R&D, staying very close to our customers, understanding what their wants and needs are, and then trying to supply them with products that more than satisfy their requirements and build real partnerships. And we're able to do it. So we're going to keep doing it. We'll talk to you. Our next one will be our year-end. So we will close fiscal 2018, and we look forward to talking to you then. Thank you.
Operator
Ladies and gentlemen, thank you for your participation in today's conference. This does conclude the program. You may now disconnect. Everyone, have a great day.