Maximize Your USA-
Tips and tricks to make the most of your made in the USA product assortment.
BY WENDY BEDWELL-WILSON
Retailers only have so much real estate in their shops. Between bags of pet food, slat walls overflowing with toys and floor fixtures filled with all things pet, finding space for a designated made in the USA section can be a challenge—but that’s where
maximizing minimal space with eye-catching, domestically made
merchandise makes the difference.
“Retailers shouldn’t hesitate to dedicate in-store displays or sec-
tions to USA-made products,” said Ward Johnson, co-founder of
Minneapolis-based Sojos. “A clear commitment to made in the USA
products can go a long way toward providing the assurance of qual-
ity and safety pet parents are looking for.”
So how can retailers make the most of their USA-made section?
Here’s what industry sources recommend.
Amy Schumann, marketing communications representative for
West Paw Design, suggested endcaps as an effective, efficient way to
display and promote U.S.-made merchandise. The Bozeman,
Mont.-based company has been manufacturing a range of toys and
beds for dogs and cats for 20 years.
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Pet owners want U.S.-made products—particularly food and treats—and more
and more manufacturers are making goods that meet that demand, said Amy
Schumann, marketing communications representative for West Paw Design,
based in Bozeman, Mont.
“Over the past few years, we’ve noticed that other pet product manufac-
turers have begun making their products in the U.S. for safety reasons,” she
said. “This is especially true when it comes to pet food; there are far stricter
regulations in the U.S. as far as ingredients and manufacturing practices. We
have noticed consumers are becoming more educated on the safety benefits of
American-made products and, therefore, leading the charge for safer toys and
Ward Johnson, co-founder of Minneapolis-based Sojos, agreed.
“Today’s consumers are keenly interested in where their pet food is made,
how it’s produced and how it compares to others in terms of nutrient content,”
he said. “Raw food has become an important part of the ‘made in the USA’ move-
ment—with pet parents looking for safe, convenient ways to feed their pets the
freshest ingredients possible.”
Retailers should stock USA-made merchandise for anything that goes into
a pet’s mouth—and not just food—said Adam Baker, founder of SodaPup/True
Dogs LLC, based in Boulder, Colo.
“Pet consumers were focused primarily on made in the USA food and treat
products because there were multiple cases of imported Chinese products
that caused illness and death,” Baker said. “Over time, consumers have taken a
broader view toward made in China [products] and are looking for other types of
made in the USA products like toys and supplements—both of which also go in
a dog’s mouth.”
Paula Savarese, president of Dogs Love Kale/Healthy Treats Inc. in Naples,
Fla., echoed the sentiment. “Food, treats, toys—really, all products that are not
only made but also use ingredients that are USA sourced are becoming the first
ones sold off of the shelves,” she said.
Jaime Rowe, founder of Ello Pet Supply, based in Wheat Ridge, Colo., reinforced the notion that pet owners are increasingly looking for domestically made
and sourced products in a variety of categories.
“Customers are looking for a variety of made in USA products,” she said.
“We even have stores that [focus only on] made in USA. Our most sought after
products are treats, toys and wellness supplements. We call it our ‘Big 3.’ We
have seen tremendous growth in the segment in the past 12 months. It was a
side conversation in the past, and now we get requests for endcaps to be 100
percent made in USA products—and it’s not even for a Fourth of July display.”
TRENDS IN THE U.S.-MADE SEGMENT
merchandising are key to
selling U.S.-made goods.
of Fresh, Raw
Food With the
Whether you call it “
freeze-dried” or “dehydrated” or
“shelf-stable raw,” what matters
most is that Sojos combines the
nutrition and taste of fresh, raw
food—with the convenience and
affordability of kibble.
In short, it’s raw made easy.
Just pour Sojos Complete into a
bowl, add water, and magic happens. Within minutes the 100%
natural ingredients spring back to
life with the flavors, textures and
abundant nutrition possible only
with real, raw food.
And yet freeze-dried Sojos Complete is surprisingly affordable. In
fact, an 8 lb. bag rehydrates to
more than 40 lbs. of nutritious,
fresh food. That’s less per serving
than comparable premium grain-free dog foods.
Sojos Complete is offered with
turkey, beef, lamb or goat as the
number one ingredient. And because Sojos’ gentle freeze-drying
process never exceeds 115°, all
the natural enzymes in raw meat
are carefully protected. Said another way, none of the natural
goodness is cooked out.
From Sojos Complete, to Sojos
Simply Meat dog treats, to new
Sojos Complete for Puppies—
they’re all made without genetically engineered ingredients,
fillers, preservatives, or anything
artificial. Just a short, sweet list
of entirely natural, human-grade
meat, veggies and fruits—all
blended with meticulous care under Sojos’ own roof.
Learn more about Sojos’ 100%
natural, Raw Made Easy recipes