BY CLAY JACKSON
Several pet product man- ufacturers adopted min- imum advertised pricing
(MAP) policies recently, demonstrating a commitment to supporting the independent pet
The Company of Animals,
a U.K.-based manufacturer of
pet behavioral and training gear
products, announced this spring
that it was establishing rigorous
policy designed to create a level
playing field for its North Amer-
ican retailer partners.
“After being asked by retail-
ers small and large, we felt it was
very important for us to draft the
most comprehensive MAP poli-
cies possible,” said Larry Cobb,
CEO of the company’s U.S. divi-
sion in Davenport, Fla.
Minimum advertised pricing and minimum retail pricing policies are intended to
establish one price as a baseline for all sellers—including
brick-and-mortar stores and
online retailers of all sizes—
creating a fairer competitive
environment for everyone.
Additionally, product manufacturers are also recognizing the need to establish pricing policies to protect their
brands as well as their retail
partners. Oxbow Animal
;ealth, a ;urdock, Neb.;
based maker of small and exotic animal feeds, treats and
bedding, instituted its MAP
policy in January.
“The implementation of
a MAP policy helps us protect and maintain our strong
brand recognition and value
while also protecting all our
partners’ ability to offer our
products competitively,” said
Jeremy Baker, Oxbow’s director of sales and distribution.
Other companies that have
recently adopted such policies
include Pet King Brands and
West Paw Design.
If it is indeed a trend, it is
one that could not have come
Pet Product News International July 2017
Independent pet stores are pushing manufacturers to adopt minimum advertised
pricing so that they can be more competitive with e-commerce sites.
as well as
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