BY LINDSE Y GE TZ
Products that are made in the USA are always a popular sell- er. Whether these items are grouped together in a section or dispersed throughout the store, shoppers like to see products
with the American flag or the words “Made in the USA.” There
are a lot of reasons why retailers and their customers support U.S.-made products, but safety and workforce support are two of the
“I definitely believe that safety as well as supporting our country’s
workforce are the two driving factors keeping the made in the USA
category so popular,” said Glenn A. Novotny, president of Emerald
Pet Products in Walnut Creek, Calif. “People feel more comfortable
buying products made here because they know they’re held to certain
standards and that safety precautions are taken.”
Andrea Bourne, marketing manager for Pure Treats in Vau-
dreuil-Dorion, Quebec, Canada, which makes its freeze-dried prod-
ucts in the USA, said that it comes down to peace of mind. Custom-
ers like to know where products—particularly food products—come
from, and they want to feel confident about feeding them to their pet.
Knowing where pet food is made and sourced is a huge concern
for customers at Pets Naturally in Traverse City, Mich.
“Our customers will even go as far as wanting to know where
each individual ingredient is sourced from,” said sales associate La-
rissa Hunter. “We’ve called manufacturers to get those answers for
Adam Baker, founder and CEO of True Dogs LLC, maker of the
SodaPup brand in Boulder, Colo., said that by producing his products
in the USA, he can ensure fair wages and safe working conditions—
and he can have greater confidence in the safety of the materials.
“We have hands-on control over our quality, and we have confi-
dence that we minimize the environmental impacts throughout the
manufacturing process and the life cycle of our products,” Baker said.
“Our products are natural, sustainable, biodegradable, nontoxic and
There’s a good feeling associated with supporting businesses that
are, in turn, supporting the country by employing people here in the
U.S., Novotny said.
It’s certainly a big factor for Jan Hopper, owner of Living Pawsi-tively Natural Pet Food Store in Lafayette, N.J.
“I believe in carrying made in the USA products because I believe
it’s important to support our workforce,” Hopper said. “Not only do
we carry a lot of products made in the U.S., but we also really focus on
buying items within 90 miles of our store. We believe in supporting our
local job market whenever we can, and our customers appreciate that.”
Showing Support for
Highlighting products that are produced in the USA hits home with consumers,
who often perceive these items to be held to higher safety standards.
Consumable products that are made in the USA are especially
popular, although other types of U.S.-made items are increasingly
sought after, too.
What drives customers
to buy USA-made
“Safety and quality. I think there’s a sense
of peace of mind involved when buying
a product that was made in the USA.
People see those words and they just feel
a lot more comfortable about the safety
factor.”—CINDY DIMATTEO, co-owner of
The Urban Dog in Rochester Hills, Mich.