INTRODUCTIONS AND BRAND REFRESHES
This spring, St. Louis-based Nature’s Variety Inc., maker of Instinct
Pet Food, launched Instinct Minced Cups, Instinct Stews, Instinct
dry and wet offerings for kittens, and an expanded assortment of
Instinct Healthy Cravings.
CEO Reed Howlett said that these innovations deliver on the
company’s belief in nutrition that is inspired by raw—high in protein and made with real meat and other whole-food ingredients.
“At this year’s Global Pet Expo, we also announced our
upcoming brand refresh, which launched this summer,” Howlett
said. “At Instinct—‘The Raw Brand,’ we’re on a mission to
transform the lives of pets through the pure, real nutrition of
raw. Our new packaging and brand identity will better reflect
our core values.”
This spring, Merrick Pet Care in Amarillo, Texas, expanded
its cat recipes with Merrick Backcountry Cat Freeze-Dried Raw
Meal or Mixers available in two recipes: Real Chicken Recipe
and Real Salmon Recipe. Freeze-dried raw protein pieces give
cats a nutritional boost, easy digestion and the fresh taste they
love, and they can be served as a complete and balanced meal
or as a topper, according to the company. The product was
inspired by the freeze-dried raw pieces infused in Backcountry
dry food recipes.
Radagast Pet Food Inc. in Portland, Ore., recently debuted its
sixth variety—Natural Pork Recipe—which uses boneless pork
shoulder, providing a balanced ratio of whole muscle meat to
fat, said Tracey Hatch-Rizzi, vice president and co-founder of the
company. This year, Radagast also is presenting a brand-new look
for its brand.
“As a way of celebrating 12 years on the market, we have
refreshed our design with a new, modern look,” Hatch-Rizzi said.
“It has been in the works for a while, and we’re thrilled to be able
to debut our new style. The new look ties in nicely with the old.”
What helps you sell raw cat food to your customers?
“Being able to share our personal experiences about
switching to a raw diet is a huge help. You can’t sell raw if you
don’t believe in it and feed it to your own animals. Cats don’t
like it at first, and it would be easy to just give up and move on.
But if you’ve been through it, you know that they learn to love
it. You can help your customers through those trouble spots.”
—JENNA WILSON, owner of Patton Avenue Pet Co., which has
three locations in Asheville, N.C.
“Lots and lots of talking and lots of answering questions—
that’s what helps sell raw. We also work closely with our manufacturer reps to make sure we’re well educated. We take advantage of
in-store training opportunities. Being able to answer our customers’
questions is important. And if we can’t answer a question ourselves,
we get in touch with our rep and get the answer for them that
way.”—DAN LAVALLEE, manager of Pet World in Natick, Mass.
We'd love to share our story! Visit us at annamaet.com
ANNAMAET Petfoods, Inc. | 375 East Church Avenue
Telford, PA 18969 | 888.723.0367
ANNAMAET Petfoods is taking the first step to preserve our natural resources for our future generations.
AN ETHICALLY FORMULATED
SUSTAINABLY SOURCED PET FOOD
• Certified Sustainable Line Caught
• Highly sustainable marine and land
source proteins with high digestibility
• Enriched with a blend of algae and
fish oils for optimal dietary omega
three fatty acids
• Natural antioxidants from turmeric,
blueberry, and cranberries
Wondering why No- 29 Come see us at SuperZoo
in Booth 1311 to learn more.