“Nobody is talking about how this upcoming election is going to affect small businesses like ours,” says Judi Collora, 61, the co-founder and co-owner of Mrs. Doe Pee’s Buck Lures in Mt. Pleasant, Iowa.
Despite an uncertain future, business of late has been good for Mrs. Collora and her urine farmer husband, Sam Collora, also 61. “We started out with just a few dealers, and now we’re nationwide,” he says. “We sell all over the country.” He won’t say how many gallons of urine they sell each year—”It’s a trade secret,” he claims—but their urine supply comes from a year-round working farm of 130 deer, 17 elk, and, by his count, “seven or eight bulls.”
Deerfarmer.com, an online information network for deer and elk farmers, estimates that a typical urine farmer stands to gross “$93,440 to $303,680 per deer per year.” If that math is correct—and the Colloras will neither confirm nor deny those numbers—then the annual profit for Mrs. Doe Pee’s Buck Lures is likely in the multimillions.
Mrs. Collora, who works primarily in sales and bookkeeping for the company, says rumors of a urine gold rush are overrated. “I can tell you that we sell hundreds of gallons of urine every year,” she admits, but the market is unpredictable at best.