Products that are fully sourced and assembled in the
U.S. gain traction in the grooming tools segment.
Pet Product News: The trend for products that are made in the USA is strong
in the consumable segment of the pet industry. What is contributing to
demand for grooming tools and products that are made in the USA?
Danielle Gallo: Consumers continue to have a strong sentiment
toward American-made products across all industries, and
pet grooming tools and products are no exception. In general,
consumers feel better about purchasing a quality product that
supports American workers and manufacturing when they can.
Consumers also value legacy American-made products, and as
an American manufacturer with a 96-year history, Andis is proud
to continue to offer grooming products made in Wisconsin at a
PPN: Made in the USA is more than just a label that manufacturers can put
on their products. What differences are there between products completely
sourced and made in the USA versus those that are assembled or formulated
in the USA but sourced elsewhere? Is it important for manufacturers to make
Gallo: It’s not only important for manufacturers to make this distinction—it’s the law. Consumers have a right to know whether
the products they intend to buy were fully sourced and assembled in the United States, or if they were partially imported and
assembled. These distinctions are clearly marked on packaging,
but we find that consumers still value some sourcing and assembly in the United States, even if it is not the whole product.
To state that a product is fully made in the USA, the majority
of components and assembly must be completed within the
United States, like our UltraEdge Detachable Blade series. All
of the steel components and packaging are sourced within the
United States, and all manufacturing, machining and assembly
is completed in Wisconsin. Consumers should be confident that
when they see an American flag on the package, they are supporting American workers.
PPN: How important is it to market and promote the fact that your products
are made in the USA to consumers? And how do you convey that message to
Gallo: At Andis, we feel that continuously promoting our U.S.
manufacturing capabilities is
critical. Today, anyone can put
products made in other countries online and sell them for a
fraction of the price, but when a
consumer sees the Andis brand,
we want them to associate
that tool with American-made
quality. This pulls through in
our branding and messaging, as
well as our packaging. ★
Consumers value the legacy of American-made products.
Andis Co.’s packaging features the American flag to let customers know that they
are supporting American workers.
PHOTOS COURTESY OF ANDIS CO.
Consumers value domestically made products,
says Danielle Gallo, senior manager of product
marketing at Andis Co. in Sturtevant, Wis., and
grooming products are no exception.