“Good for business, bad for rats and mice”: Selontra rodent bait delivers labor savings, durability, and fast colony kill. The active ingredient, cholecalciferol, is a non-anticoagulant that is lethal to rodents in higher doses. Depending on the size of the infestation and the surrounding environment, Selontra can control a rodent infestation in as quickly as seven days (U.S. Field Trials [Indiana Grain Farm, 2017; NC Pig Farm, 2016]). The soft block formulation has an enhancement hole for secure placement in bait stations, and is encased in a non-absorbent, odor-permeable polyolefin wrapper. Each 8-pound, resealable container of Selontra contains approximately 182 soft blocks.