CEO's DeskMessage

From the CEO’s Desk

MD Rafi

Welcome to the world of Bison Life®, Bison Life® has come a long way since its inception in 2009 formed during the Great Recession. We like many organisations have learned “what not to do” in business before we even started Bison Life®’s journey. Bison stemmed from my life lessons, of how companies large or small can collapse if the fundamental principles and core values are not in line with the Vision and Mission. I was witness to how companies fell like a pack of cards in a 10-day period during the recession. It was a clear indication of how inflated the markets were in evaluating companies that aren’t or weren’t a doctrine for success when their fundamentals were weak.

On this terribly cold night in the middle of Wyoming, I found myself near a fence, looking out over the expanse of the world in front of me, reflecting on the changes happening around me and what was being reported in the news daily. That’s when a group of bisons caught my attention, some huddled together while others stood alone…so resilient even through the adverse weather conditions. I watched them stand tall and strong without even flinching. It was a pivotal turning point in my life, I knew that very moment that an organisation had to be built to become as resilient as a bison. An organisation with core fundamental values that can withstand any test of time. The rest is history. Today with 3,000 products across five national brands and 30,000 shipments weekly…we are resilient. We serve our customers with the highest standards. We take pride in our global employees, our ongoing growth and sustainable success. Working towards becoming a most trusted and preferred world leader in safety.

At Bison, you will also discover our commitment to the communities where we live and work. We are working towards better ways to protect and sustain the environment while meeting the needs of a growing world – More Safety, More Quality, More Protection, and More Value for Life. After living through and witnessing a global pandemic, more than ever “Value for Life” became a forefront most thought and purpose stemming from the understanding of how deeply important the value for life is. Bison has always sought to adapt quickly to the ever-evolving needs of our customers. This has simultaneously moved us towards continuous improvement in the way we operate as well as our relentless quest for sustainable growth. We’ve always been in the business of helping people and organisations change, grow, and achieve their own great purposes – while keeping their employees safe and customers happy.

We make corporate responsibility a top priority, we consider it to be a key to our long-term success. Our reputation for corporate integrity attracts dedicated team members, loyal customers, and formidable opportunities. Environmental sustainability is also a top priority, which shows in our products and solutions over the past decade. We have played a vital role in ensuring that our carbon footprint is reduced in every way possible for a better future. Today, change is everywhere, markets are erratic in response to volatile raw material prices, new technologies, and new manufacturing trends. Sustainability is often the spur, driving demand for better, safer, and more efficient products and processes. Continuing to stay cognisant of emerging trends, changing markets, and various industries allows us the agility and ability to gain favour aligning us even more closely with how to support and deliver solutions for the needs and requirements of our customers.

While the world is ever evolving, leaders are still grappling with the same basic challenge: how to unleash the talent, energy, and creative potential of the people inside their organisation to achieve big things. Big, transformational goals are hard to reach. That’s because they require people across the organisation to think and act in new ways. The Bison family has come together and done things they may never have done before, while being open, resilient, and willing to grow. In short, I’ve seen amazing things happen at Bison Life® when people and teams come together and offer their best talents and skills in the pursuit of important goals. Creating the conditions for this to happen is one of the hardest things a leader will ever do, but it makes all the difference in terms of both performance and positive human impact. We show we care about our team members’ health and well-being by providing a safe work environment and encouraging a healthy lifestyle. Above all, we aim to be fair and honest with team members and provide them with meaningful, challenging work. We believe no one has a monopoly on good ideas, and, in order to grow professionally, we will work with anyone who has constructive proposals for improved performance.

A favourite part of my job is seeing the impact of providing solutions to the evolving needs of our clients. At Bison Life® we are proud to say that we are constantly innovating, sometimes the innovation is even present in the smallest of details. Customer pain points may be stemming from product, package design, supply chain, or even the cost of materials, our focus is to help eliminate and alleviate those issues. I am continually impressed by the resourcefulness and entrepreneurial quality displayed by our team and the extraordinary value they bring to the company. This allows us to deliver exceptional product value and outstanding customer service to customers who can count on us to carry out our promises. Our associates and executive team at Bison Life® are regularly assessing and reviewing our customers’ needs, the products we offer, and the effectiveness of the solutions we provide.

Thank you for your attention, I’m glad you’re here. I welcome you to explore our website and discover the plethora of products we very much encourage use of…Designed for Safety. Value For Life.™’.



Chief Executive Officer