TIPs for Usa ca T food dIsPlays
Insiders said that shelf-talkers are a good way to highlight cat foods that are sourced
and made in the USA to customers walking down the aisles. And several mentioned
endcaps as effective for this category.
At Pet Food Express, a multistore chain in California, president and founder
Michael Levy said endcaps are used to highlight newer brands or information the
stores need to get out to customers, instead of using them for sales. Because of the
chain’s focus on communicating with customers, he added, the endcap displays are
“more for employees’ attention than customers because the employee can direct the
customer to it and go into an explanation.”
Heather Hickey, national sales director for Nature’s Logic in Lincoln, Neb., agreed
with the effectiveness of endcaps and recommended proper positioning of foods.
“Categorize them so consumers can shop in a way that allows them to show
foods in categories, like good, better, best,” she said.
Matt Koss, president and founder of Primal Pet Foods in San Francisco, said,
“Retailers have reported to us that by dedicating very specific space to a host of prod-
ucts that are labeled ‘made in the USA,’ they have had success at driving consumer
interest into the product category.”
In response to the increase in raw-frozen cat food demands, many retailers have
added or expanded dedicated sections for these lines.
“We’ve had a nice raw-frozen presence and have expanded in stores that can ac-
commodate it,” Levy said. “We take cat out of the main freezer and have a dedicated
section for cats, which has increased raw-frozen sales, stimulates conversations and
puts a legitimacy on that category.”
Holly Sher, president of Evanger’s Dog & Cat Food Co. in Wheeling, Ill., advised
advertising what’s made in the USA.
“The more you advertise it, the more people want to buy made in the USA,” she
said. “It helps job growth and our economy.”
ew ProdUc Ts
la Tes T releases for felINe foodIes
With growing consumer demand for safe, high-quality cat foods that are sourced and
made in the USA, pet food manufacturers are offering more new diets in this category.
Expanding on its raw-frozen and freeze-dried SKUs, Primal Pet Foods in San
Francisco just released Feline Freeze-Dried Rabbit Formula, Feline Freeze-Dried Duck
Formula and Feline Raw-Frozen Duck Formula.
Primal’s freeze-dried formulas are available in 5.5- and 14-ounce zip-seal bags,
and the raw-frozen formulas come in 3-pound zip-seal bags that contain about 48
1-ounce nuggets, the company stated.
“All Primal Pet Foods products are produced using only 100 percent edible-grade
food ingredients,” said Matt Koss, president and founder. “This quality statement and
guarantee is unique throughout the entire pet food industry as the majority of pet
food manufacturers produce their products using pet-grade ingredients.”
Family-owned Evanger’s Dog & Cat Food Co. of Wheeling, Ill., recently introduced
its line of exotic-ingredient USA-sourced cat food in Holistic Quail, Duck and Rabbit &
Quail, which it cooks in its own kitchens.
To reduce the food’s cost and increase purchase frequency, Grandma Lucy’s plans
to unveil a smaller-sized bag of its Artisan Chicken and Fish cat food at Global Pet
Expo in Orlando, Fla., in March.
“We have a very loyal following with our cat food, [but] the 3-pound bags are
quite large for a cat as they do not eat as much [as dogs],” said Breann Shook,
co-owner of the Rancho Santa Margarita, Calif., company. “We are cutting down the
size of the bag but keeping the same great recipe.”
changes have you noticed
in the made-in-the-Usa
cat food category in
the past decade?
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