Whitebridge Pet Brands in St. Louis is supporting its upcoming product launches with attractive off-shelf display
options, which Ann Hudson, vice president of marketing, noted are among the most effective ways to merchandise and
bring attention to new products.
Adam Baker, founder of True Dogs in Boulder, Colo., said that while it is not essential, he believes having a made in
the USA section of the store or one in toy displays makes it easier for consumers to find these products.
All Python Products have the American flag proudly displayed on them, and Lance Reyniers, president of the
Milwaukee-based company, said he encourages pet specialty retailers to put the products in a primary location.
“And if retailers won’t do that and put us next to an offshore product, I suggest using an American flag in the
space,” he said. “They shouldn’t be scared to put a sign up saying they sell and promote products made in the USA.”
True Dogs in Boulder, Colo., has doubled down on its commitment to American manufacturing.
“We have accelerated our pace of new product introductions, bringing new products to market every month
under an umbrella of brands that serve multiple channels of distribution,” said Adam Baker, founder of the
company. “Through manufacturing innovations, we are able to accelerate the new product development cycle and
reduce costs in order to offer high-quality domestic products at a range of competitive price points.”
In the back half of 2017, the company introduced its second brand, USA-K9, which offered 13 all-new SKUs.
This year, it introduced two SKUs in the SodaPup product line, including a coffee cup treat dispenser and a Lifesaver
chew toy, and it will debut its Industrial Dog product line this spring.
Whitebridge Pet Brands in St. Louis is planning a major relaunch of its Dogswell brand of made in the USA
meaty treats in 2018, including Jerky, Soft Strips, Tenders and Grillers.
Additionally, the company will release a line of skin and coat products, supplemented with biotin, zinc and
omega essential fatty acids, available in unique jerky proteins such as New Zealand Lamb and Norwegian Salmon.
“All of the Dogswell meaty treat products are made in the USA at a company-owned SQF3 certified
manufacturing plant, located here in the Midwest,” said Ann Hudson, vice president of marketing.
Milwaukee-based Python Products now offers 0.75-inch and 1-inch Airline Tubing, available in clear and black
in 50-foot boxes, expanding its selection of the quality tubing in North America. The tubing is perfect for uses such
as plumbing aquariums and ponds, according to the company.
GAINING CUSTOMERS’ ATTENTION
While demand for U.S. manufactured product is growing, it is still important to promote these products in-store, and both pet
specialty stores and manufacturers are upping their game to make sure pet owners understand what makes these items desirable.
Estella Lam, chief merchant for California-based Muttropolis, a two-store operation with locations in Solana Beach and La Jolla,
said the store highlights made in the USA products on the company’s website to make it easier for customers to find these items.
Manufacturers also are spreading the word. Ann Hudson, vice president of marketing for Whitebridge Pet Brands in St. Louis,
said the company provides as much information as it can on its packaging to highlight its made in the USA products, and it offers an
online learning module for store associates to learn more about its products.
“We are also available to consumers via our website, social media and by phone, and have experts on staff to answer any
questions that come up,” she said, adding that Whitebridge’s upcoming relaunch of its Dogswell brand treats will be supported with
marketing collateral. “New signage and consumer brochures will be available in time for our new launch and will help retailers
answer any immediate questions their customers
What’s a marketing tip to increase
sales of USA-made products?
ruffdawg.com / 800-772-3726
superzoo booth 1 1 1 2
In 4 neon
Recyclable Free of
latex & BPAs
don’t worry, these great toys are
RuffDawgtm changing the way pets play! by