Chow Time: From pasture to production — a solution made in Oklahoma
Wednesday, January 7, 2026
Media Contact: Mack Burke | Associate Director of Media Relations | 405-744-5540 | editor@okstate.edu
When an Oklahoma rancher found his cattle overturning protein tubs for the third time in a week, he didn’t just fix the problem — he invented a solution.
With help from Oklahoma State University’s New Product Development Center, Bill Seitter turned frustration into innovation, creating a product that could transform how ranchers manage livestock nutrition.
Seitter, a retired agricultural education instructor turned full-time rancher, developed the Lick Tub Ring to solve a problem many cattle producers face: wasted feed. The ring device secures protein tubs, preventing cattle from overturning them and ensuring consistent access to vital supplements.
“In the ag industry, it’s often the simplest ideas that make the biggest impact,” Seitter said. “When I couldn’t find a product to stop the tubs from tipping, I built one.”
Seitter began full-time ranching in 2018 after purchasing his father-in-law’s herd and farm equipment. Protein tubs became a staple in his herd’s nutrition program, but the continual overturning of the tubs led to unnecessary waste and labor.
“I’d find the tub flipped over in the mud, half full and ruined,” he said. “It was frustrating and expensive.”
Seitter said the solution came as a simple yet effective invention. The Lick Tub Ring consists of a reinforced ring that secures a standard protein tub, with a base wide enough to accommodate a cow’s front feet. As cattle consume the feed and the tub becomes lighter, the ring maintains its stability, eliminating movement and tipping.
To help refine his design, Seitter enrolled in the Inventor’s Assistance Service, a program supported by the Oklahoma Center for the Advancement of Science and Technology and administered through the NPDC. Through IAS, inventors receive access to critical services, including preliminary patent research, engineering support, market analysis and prototyping.
Seitter said his first connection with the NPDC came through a meeting at Chisholm Trail Technology Center, where a representative from the Small Business Development Center suggested he apply to IAS.
“From the start, the NPDC team believed in my idea and helped me make it real,” Seitter said. “They worked alongside me to test designs, build prototypes and ensure the product would stand up to real-world use.”
Over the span of three months, Seitter and the NPDC developed four prototypes, testing each with his herd. NPDC engineers helped him optimize the structure, ensuring it could endure the pressure of frequent livestock interaction.
The Lick Tub Ring is meant to help ranchers reduce feed waste and expenses while protecting pastures from unsightly, scattered tubs, Seitter said. The stability provided by the device ensures cattle have consistent access to protein, improving animal health and operational efficiency.
“There’s nothing like it on the market,” Seitter said. “We’ve tested it in a range of conditions, and it just works.”
After securing a provisional patent, Seitter is now exploring cost-effective manufacturing options, he said. He’s also working with a marketing firm to determine the best path to bring the Lick Tub Ring to producers nationwide.
“Without OSU and OCAST, I’d still be stuck with a problem and no solution,” Seitter said. “Now, I’ve got a product that can help ranchers just like me."
Photos by: Provided by Piper Gallagher
Story by: Brianna Stockwell | STATE Magazine