playing field—and introduce
more rigorous enforcement measures to monitor and manage pricing compliance across channels.
By joining the family of WellPet brands, we’ve been able to tap
into their expertise and resources,
including the technology needed to effectively administer our
new MRP. As a result, we’re confident these new measures will
help keep products competitively
priced across channels—while ensuring ready access to pet parents
and fair return for our retailers.
PPN: The humanization of pets has
touched almost every corner of the independent pet industry, especially food.
Do you believe pet owners will continue
to pay the rising costs of pet foods, especially those in the raw and dehydrated/
WJ: At Sojos, we see pets as part
of the family—as children—and
our customers feel the same. That
means choosing food based on
what’s inside the bag, not the
price tag on the shelf. Our pet parents want to know they’re feeding the best—and that includes
an ingredient list they can understand and trust.
If you know what you’re putting in your pet’s bowl, and you
can see the difference that quality, raw nutrition makes, price becomes a secondary consideration.
Even so, our customers soon discover that Sojos’ unique blend of
freeze-dried meat and air-dried
fruits and veggies delivers a
price-per-feeding that’s actually
highly competitive compared to
better kibble and canned foods.
PPN: How have retailers and the cat-lov-ing public taken to the NaturalCat treat
line since its debut? Is the Sojos Turkey
Complete cat food similar to your dog
foods? How do the ingredient profiles
differ? Is the consumer education process different?
WJ: Since we unveiled them ear-
lier this year, new Sojos Natural-
Cat treats have blown away our
sales projections. It’s obvious that
cat parents are looking for more
healthful alternatives—and that
clearly sets the stage for future
NaturalCat offerings, including
equally appealing main meals.
Like our dog food, it’s a blend
of freeze-dried raw meat combined with fruits and vegetables.
Given cats’ unique nutritional
needs, our feline recipe is calibrated to meet their specific daily
In terms of consumer education, it’s obviously important for
both cat and dog parents to understand the power of fresh, uncompromised ingredients and the
benefit they deliver to their pets.
At the same time, the physiology
and lifestyles of cats and dogs
are different—and pet parents
should be well-versed in how to
choose a diet that fits their pet’s
PPN: The company is preparing to launch
a diet in a whole new category: life stage.
Tell me about Sojos Complete for Puppies.
WJ: We’re thrilled to be launching
two new recipes made specifically for puppies: Sojos Complete for
Puppies, the first life-stage food in
the raw, shelf-stable food category, and Sojos SimplyPuppy raw,
Sojos Complete for Puppies
is appropriate for all breeds. It
combines raw, freeze-dried turkey and omega-rich salmon with
select superfoods and a blend of
essential vitamins and minerals.
The “soft-serve” mix is particularly beneficial to puppies with
developing teeth and gums. And
five-minute rehydration, a first
for Sojos, offers added convenience for puppy parents who are
new to the category.
PPN: What is your one-sentence sales
pitch you’d like to see independent retailers use with Sojos’ diets and treats?
WJ: That’s easy: Sojos is the “sweet
spot” between the superior nutrition and taste of raw and the convenience of kibble.
PPN: What has been your best moment
since purchasing Sojos? And since WellPet
WJ: Nothing beats meeting dogs
that have been transformed by a
Sojos diet. My favorite example
is a dog named Celia, the inspi-
ration for Project Celia—our out-
reach to seemingly unadoptable
When we filmed “before”
footage of Celia, she was in horrible shape—virtually no hair, covered with sores, obviously miserable. A handful of weeks later we
had her back for a follow-up, and
the transformation was amazing.
She was happy and healthy, with
a full coat of healthy hair and a
proud, wagging tail. It brought
tears to my eyes. We talk every
day about transforming the lives
of pets, but nothing compares to
seeing it with your own eyes.
Since being acquired by WellPet, I can rest easy knowing that
Sojos’ mission of transforming
lives is not only going to continue—but grow like never before.
PPN: What plans do you have in store for
the pet industry?
WJ: I’ve always been a passionate
pet parent, and I plan to let that
passion continue to guide me and
my choices. I’m sure that will include working with others to continue moving the industry down
a path toward greater transparency, improved sourcing and higher
standards of excellence. And no
doubt, as an active member of the
Sojos team, I’ll keep advocating
on behalf of pets and the transformative power of raw nutrition. With the support of WellPet,
we’re going to take that mission
to an ever-wider audience.
PPN: What does the future hold for Sojos?
WJ: Our plan for the future is simple: continue to introduce more
pets to the power of raw nutrition while staying at the forefront
of innovation, safety and quality.
Nothing would make me more
proud than to one day see raw pet
food as the new normal.
We’re always looking for opportunities to innovate and push
the boundaries in raw nutrition.
That said, you can be sure we
have a robust new product pipeline, and we’ll continue growing
our offerings—including new
WHAT IS YOUR ONE-SENTENCE SALES PITCH
YOU’D LIKE TO SEE INDEPENDENT RETAILERS
USE WITH SOJOS’ DIETS AND TREATS?
“THAT’S EASY: SOJOS IS THE ‘SWEET
SPOT’ BETWEEN THE SUPERIOR
NUTRITION AND TASTE OF RAW AND
THE CONVENIENCE OF KIBBLE.”
—Ward Johnson, co-founder of Sojos
Ward Johnson, co-founder of Sojos
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