DISPLAY AND PROMOTION
Because customers shop with their eyes as much as their minds,
utilizing manufacturer POS materials is a must in creating shopper awareness, said Bryan Nieman, brand director for Mequon,
Wis.-based Fromm Family Foods.
“Furthermore, we love to see creative displays drawing
attention to a theme, such as a holiday, or perhaps focusing on a
specific recipe or foods made in America,” Nieman added.
Placing product in the supplement section will highlight and
focus awareness on the holistic properties of grain-free stews in
treating dogs with allergies or other health concerns, said Adrian
Pettyan, CEO and co-founder of Caru Pet Food in Vero Beach, Fla.
“To support the placement, a sign asking ‘Does your dog have
food allergies?’ can be helpful,” Pettyan said.
Highlighting diet choices in their own sections will help customers understand and see available options in the natural and
grain-free marketplace, said Tim Fabits, vice president of sales
for Long Beach, Calif.-based Redbarn Pet Products.
“Online communication has been a key asset for many retail-
ers,” said John Kampeter, director of marketing for Taste of the
However, nothing replaces an enlightened, attentive staff.
“One-on-one human interaction is the No. 1 best practice
for retailers to share their knowledge with customers,” said Bob
Vella, national sales director for Canine Caviar in Norco, Calif.
JORGEN KRUUSE A/S offers the Buster ActivityMat. It consists of a heavy fabric mat
on which there are 35 press-on snaps. Dog owners can choose from a series
of different tasks that snap into place on the mat. Most of these tasks have
varying levels of difficulty that present the dog with different challenging and
motivational drivers. Pet owners always should be present with their pet when
playing with the mat. The starter set includes the mat, a storage bag and
KURGO PRODUCTS presents new colors and patterns for signature pieces of its product lineup. The
new Heather Collection is the key highlight, with the
Rover Booster Seat, Bench Seat Cover and Wander
Hammock now available in a stylish heather pattern.
Other new products include the Loft Wander Bed and
Treat Bag in vibrant coastal blue, and the versatile
Kibble Carrier in chili red.
FARFETCHED APPAREL presents its Starbarks
Doggee unisex baseball tee, which gives a quirky
and fun twist on a well-known coffee brand. The
T-shirt is smooth and soft and has a durable and
vintage feel. The premium quality shirt will last
wash after wash. It is made in the USA.
Over the past few years, the market has become flooded with grain-free dog foods,
but industry insiders suggest that labeling grains as the bad guy is a little too
Linda Arndt, a canine nutritional consultant, states on her website,
greatdanelady.com, that grains are bad only when they are fractionated, are not
human grade or organic, or are the basis for commercial dog foods (with grain listed
as the first ingredient instead of a meat protein).
In “Feeding A Raw Diet and the Use of Grains in Canine Health” on drharveys.
com, Dr. Harvey, maker of the eponymous pet food brand in Atlantic Highlands, N.J.,
notes that he uses grain in some of his foods to provide glucose or storage glycogen,
which he says is “vital to a healthy canine diet.” Dr. Harvey adds that some dogs
thrive on completely grain-free diets, while others do better with grains.
Marketing and the Internet are powerful influences when it comes to pet food
purchases, said Lorin Grow, owner of Furry Face in Redlands, Calif. Often, new customers inquiring about grain-free foods are not entirely certain of the benefits, other
than having heard or read that these foods are better for their pets, she said.
“When we probe further, we often get vague answers amounting to ‘I heard it
was better,’” she added.
With grain-free dog foods ever present on shelves and at the forefront of
consumers’ consciousness, it’s up to retailers to educate themselves on the complex
debate surrounding grain-free dog foods and help their customers understand when,
and if, grain free really is better.
IS GRAIN FREE
MOUNTAINSMITH’S K- 9 Bed is a packable,
trail-worthy dog bed that ensures a great
night’s sleep for dogs whether they are
at camp, at home or in the office. Fea-
tures include a compression sack,
brushed-twill top layer, weather-
resistant bottom, offset quilt
construction (it resists migration)
and plush synthetic insulation. The
product is machine washable and fits
in the company’s K- 9 Cube.
R2P GROUP presents R2P Pet High Viz Dog Toys. The
toys are designed specifically for the canine eye utilizing
high-contrast patterns and “dog-friendly” colors (
blue-vi-olet and yellow) that enhance visual acuity, stimulate a
dog’s attention to motion and create an enhanced play
experience. Lightweight materials that float are combined
with reinforced stitching for added durability. Clear Crunch
High Viz toys are coated in a flexible rubber with raised
nubs that are easy to grip and pick up.
more products on page 42