Whatever your company is most known for should go right here, whether that's bratwurst or baseball caps or vampire bat removal.
Don't think of this product or service as your third favorite, think of it as the bronze medalist in an Olympic medals sweep of great products/services.
What's another popular item you have for sale or trade? Talk about it here in glowing, memorable terms so site visitors have to have it.
Your Main Message
Use this space to tell people what your company does and why and how it does it. What're you known for? Who likes you? What's your number one competitive advantage?
Include all the things that make your business unique and better than the competition. Do you have a patented 13-step process for taxidermy that results in the most lifelike stuffed owls? You gotta mention that.
Other good things to weave into this copy include: awards won, distinctions given, number of products sold, company philosophy (just keep it short), interesting company history bits, and anything that makes a reader think you'd be awesome to do business with.
This is should be a prospective customer's number one call to action, e.g., requesting a quote or perusing your product catalog.