on why he believes MAP policies are a benefit to all in the industry. Here’s what he had to say:
“In more than seven years of running MAPP Trap, I’ve heard objections to unilateral pricing policies from retailers
and manufacturers alike. The typical manufacturer says, ‘If they pay my price, they can do whatever they like.’ The
retailer says, ‘It’s a disruption of the free market. I own it so I can do whatever I like.’ They’re both right, of course—
except for the fact that those manufacturers end up calling us two years later to fix their eroded brands because
they’re now being sold by more than 200 unknown, third-party sellers with automated repricing bots battling their way
to the bottom.
“To both the retailer and the brand owner I say that MAPP is a good thing. It is a logical and intelligent effort by
brands to maintain the uniqueness and perceived value of products they have invested time and money into bringing to
market. It is essential as a way to differentiate themselves from gray market goods. And, it is necessary if they—and
retailers should applaud this—want to offer products with long-term value and healthy resale margins.
“MAPP is not illegal because it is not a law or a government regulation. It is a manufacturer’s unilateral policy
stating the price at which its product may be ‘advertised.’ With MAPPs, retailers may sell it for whatever price they like.
As for the argument that MAPP goes against the free market, this is strictly false. It is precisely the free market that
allows for responses such as MAP. And if you’d like, you are free to buy someone else’s products.”
CONTINUED FROM PAGE 35
in pet nutritional science.
“We sought out some of the most innovative
thought leaders in this area, including veterinarians,
researchers and nutritionists, to join our effort, and we
look forward to providing new options for pets and
pet parents in the future,” Hunt added.
Initial appointments to the council include:
• Joseph Wakshlag, DVM, Ph.D., associate professor, section chief of clinical nutrition at Cornell
• Kelly Swanson, Ph.D., professor of comparative animal nutrition in the Department of Animal Sciences at the University of Illinois at
• Tony Buffington, DVM, Ph.D., DACVN (emeri-
tus), clinical professor, Department of Medicine
and Epidemiology, UC Davis School of Veterinary
Medicine and emeritus professor of Veterinary
Clinical Sciences, The Ohio State University
• Randy Johnson, Ph.D. in animal nutrition
• PetSmart consultants and associates who are ex-
perts in their fields of veterinary medicine, nutri-
tion, research, regulations and food safety
The council will explore new ingredients and
manufacturing technology to improve pet food for-
mulations that provide optimal nutrition for pets. The
council’s key findings will be applied to PetSmart’s
proprietary pet food brands, including Authority,
Simply Nourish, Grreat Choice and Dentley’s. Edu-
cation efforts will focus on PetSmart retail associates
and pet owners to enhance their knowledge on crucial
topics such as nutrition and ingredient functionality.
The council will launch an informative public website to aid in its education efforts to help pet owners
better understand and navigate the best nutritional
choices to meet the needs and lifestyle of their pets.
SINGLE BRAND FOR MENDOTA
After decades in the pet care industry
and a series of acquisitions, Shoreview, Minn.-based Mendota Products
has made a move to bring all of its
individual products under one new
brand: Mendota Pet.
These efforts will make it easier
for pet owners who trust the Mendota brand to find the products they know and love, said company officials. The same U.S.-made products, including Retrieve
Health life cycle programs and supplements, DERMagic skin
care, and Mendota leashes, collars and field gear, will all be available under the Mendota Pet brand.
The rebrand includes an all-new look designed to better represent the Mendota Pet promise and to bring consistency across
the individual products. A cleaner logo and well-defined color
palette lend more clarity, while brand photography captures everyday experiences Mendota Pet customers have with their pets.
Littleton, Colo.-based Pet Releaf
has released new
labels for its certified USDA organic
hemp oils. Prior to
this label update,
It also guarantees that Pet Releaf never uses
CBD isolate, according to the company.
Although the labels are different, the
products are exactly the same. Retailers can
now inform customers that they can purchase Pet Releaf CBD Hemp Oil 100 as the
newly labeled Hemp Oil 330, and Pet Releaf
CBD Hemp Oil 300 as Hemp Oil 1000.
TREATIBLES DROPPERS NOW
FORMULATED WITH COCONUT OIL
Treatibles has reformulated its phytocannabi-noid-rich (PCR) oil dropper bottles with a new
carrier oil, medium-chain triglycerides (MCT)
coconut oil. The previous formula included
hemp seed and grapeseed oil.
“While many pets found our original dropper bottle oils palatable, we knew we could find
an even better formulation, one with even more
benefits for animal companions,” said Julianna
Carella, CEO and founder of the Oakland, Calif.-based company.
Treatibles chose coconut oil because of its
antiviral, antibacterial and antifungal proper-
ties. In addition, coconut oil contains antioxi-
dants and is rich in lauric acid.
As with the previous line of dropper bottle
oils, the new formula is available in 90-mil-
ligram and 250-milligram bottles. Treatibles
has also added a high potency 750-milligram
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