“Because of regulatory loopholes,
some manufacturers may convey a ‘made
in America’ message to consumers, even
though a raw material may have originated in China or another country,” said
Lanny Viegut, owner and CEO of Vital
Essentials in green Bay, Wis.
Conversation with customers is the
leading method of educating dog owners
about UsA-made and -sourced foods.
“We start with, ‘What are you feeding
right now?’ to know where they’re going
and see if they’re already clued into some
foods or starting at the bottom,” said Lain.
“Find out about allergies, affirm the food
they’re using and suggest another option
they might not have considered.”
THE WAYS OF DISPLAYS
Limited space in pet specialty stores makes
creativity and organization essential. Both
A natural pet pantry and Dog City Bakery
reported that they categorize more by food
type—such as raw, dehydrated, canned,
dry, frozen, etc.—than by country of origin.
And Lain added that they “try to keep dis-
plays clean, organized, [and as] easy to see
and navigate as possible.”
At My pet Market, Avigdor said dog
foods are lined up in order of recommend-
ed preference, with the most supported
first. Because all its preferred brands are
made and sourced in the UsA, Avigdor
said the company “tags UsA products so
they stand out in the aisle, which sparks
the question for consumers to ask em-
ployees why they should care about foods
being UsA made.”
My pet Market also has specific shelf
talkers and labels with the American flag
that say “UsA made” to point consumers
to those products, Avigdor said.
“Using an endcap to feature made in
the UsA diets as a product of the month
or moving them to the front of the store
all work to aid retailers,” said Cooper.
Viegut recommended that stores use
bold, sturdy, eye-catching retail display
“stores have reported up to a 300 percent increase in sales when display racks
are used,” he said.
“Using an endcap to feature made in the USA diets as a product
of the month or moving them to the front of the store all work
to aid retailers.”—Rashell Cooper of Redbarn Pet Products