“We haven’t really made any material
changes to existing products, but we’ve
continued to execute a robust new product pipeline including epicurean products
with novel proteins like fish and duck,
minimalist diets with very limited ingredients and pure fish treats. That product
pipeline is currently stacked with loads of
innovations for the next three decades and
The Honest Kitchen in San Diego
TIPS FOR DISPLAY
Because pet owners frequently seek out alternative pet foods to address a
specific condition, such as a dull coat, itchy skin, poor appetite or digestive
issues, a savvy retailer might set up an endcap as a go-to “solutions center” that
showcases superpremium products, said Adrian Pettyan, CEO and co-founder of
Caru Pet Food in Vero Beach, Fla.
Displaying grain-free, shelf-stable products prominently near the front of the
store serves to call attention to these items, said Bette Schubert, co-founder and
senior vice president of sales, new product development and education for Bravo
Pet Foods in Manchester, Conn.
“Since grain free is trending, those products should be prominently dis-
played,” Schubert said. “In many cases, retailers will be dealing with shelf-stable
products such as freeze dried or cans, providing some flexibility as to where
space is carved out.”
Slotting products such as stews or patés in the “alternative diets” section,
alongside freeze-dried or dehydrated recipes, attracts the attention of shoppers
and spurs sales, Pettyan said.
“Speaking from personal experience, sometimes the key to getting shoppers interested in an unfamiliar pet food/treat brand is location, location, location,” Pettyan said.
For displaying fresh-frozen raw foods, Schubert suggests a glass-front unit
to allow customers to easily shop the category.
“In-store events can also have a tremendous effect; we’ve had sell-out after-
noons at some of our key retail partners by holding nutritional seminars for con-
sumers,” said Lucy Postins, CEO and founder of The Honest Kitchen in San Diego.
Moreover, the use of social media can create excitement and draw custom-
ers into the store, Schubert said.
Because pet food shopping is very much a personal, tactile experience for
many consumers, retailers have the opportunity to hearten the experience by cap-
italizing on the bond shared by pet and owner when treating or feeding, said Tim
Fabits, vice president of sales for Long Beach, Calif.-based Redbarn Pet Products.
“This experience cannot be replicated in an online transaction,” Fabits said.
“Through education, store events, creative display vehicles and a robust food/
treat sampling program, brick-and-mortar can offer levels of services and per-
sonalization that are unparalleled.”
HOW HAS DEMAND IN THE
SUPERPREMIUM DOG FOOD
CATEGORY CHANGED OVER THE
“Consumers are increasingly looking to
feed their dogs and cats like humans. They
want organic, GMO-free, low-glycemic,
gluten-free, human-grade and minimally
processed ingredients. Consumers unable
to afford the time or the expense of freeze
dried, dehydrated or raw tend to purchase
baked kibble, such as Carna4 and Lotus,
which are popular because they are less
processed, highly palatable and digestible with the ‘clean’ label they are looking
for.”—ANDREA MARGELIS, manager of
Pets Naturally in Traverse City, Mich.
Visit us at SuperZoo – Booth 9244 www.Darford.com
NEW Size Bulk Boxes!
• Display 9 boxes
instead of 6
• Increase customer
• Faster sell-through
• Fresher treats
Choose from 32 SKUs in
four treat categories:
• Grain Free Functionals
• Grain Free
• Wheat Free
NEW Naturals Wheat Free
• Three flavors:
Bacon, Cheddar, Peanut Butter
• Perfect for those dogs with wheat
• Packed with nutrients &
an excellent source of
ALL OF THE
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WHEN WALKING YOUR BEST FRIEND
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