ity of manufacturers’ claims. What do you do as
a company to put consumers’ skepticism to rest?
ABBEY: The all-natural and healthful treat
category continues to grow, due to increased consumer education, a greater
importance placed on diet and healthy living, and the number of pet owners seeking healthful treat alternatives that are
made and sourced in the USA.
Loving Pets is on the forefront of this
movement through sourcing and manufacturing in the USA, as well as a commitment to using premium, all-natural ingredients in our treats at price points that are
still affordable. For example, our delicious,
USA-made Natural Value Dog Treats and
bite-sized Houndations answer the call
for consumers reading labels of ingredients and the fine print, and seeking out
personalized criteria such as grain
free, gluten free and low fat.
BOHCHALIAN: We stand behind our products with a 100 percent satisfaction guaranteed claim. We are proud members
of the NASC, which regulates our label
claims and conducts quality-control audits, in addition to third-party testing we
BRANDLY: We strive to create healthful,
natural solutions. All our products clearly
state the ingredients used, and we love
telling pet parents, retailers and distributors why we chose those ingredients. Our
social campaigns, educational brochures,
and displays relay the importance of the
ingredients we use and how they can help
their furry friend.
CAMOSCI: In-store education and connectivity with retail owners and their associates is so important, as these are the
individuals that educate and influence a
pet parent’s purchasing process and, ultimately, their decision to buy. With more
brands entering our industry each year,
there are more choices than ever for a pet
parent to consider.
Exceptional and space-efficient branded POS and POP solutions are very important to help retailers showcase what they
offer to their customers and also offer a
great tool to help sell more product. Consumers select their product of choice if
there are no store associates available to
help, so POP is critical.
Brands often have displays available.
What is important is that pet parents are
able to touch and feel the products while
at the same time being educated. Whim-
zees has a bulk floor fixture that displays
the most popular products, but also al-
lows pet parents to touch, feel and smell
the products. We also have countertop
units available. We are constantly work-
ing on new merchandising mechanisms to
share with our retailer partners.
GRUBER: Thankfully, there is so much information available online and so many
of today’s consumers readily seek that
information out to help them make an informed decision about the products they
This past year, we have gotten very
involved with the Pet Sustainability Coalition. We know consumers want companies to think responsibly about our future.
That’s why we are part of the One Paw,
One Planet program. We are actively measuring what matters, a unique new collaborative effort by the industry that’s fueling
businesses as a force for good.
As a proponent of the Food Safety
Modernization Act, we’re continually
putting more information out via social
media, our website and through an
expansive public relations effort to educate pet parents
to feel more confident in
their choices of products and increasing
the trust between
consumers and food
out in this way, we
wind up with a more
informed and trusting
pet parent and a happy
Health Extension customer.
PPN: What does your company do to help educate
consumers about your products?
ABBEY: Loving Pets highlights its simple
and healthful ingredients right on the
front of our packaging to make it easy for
the consumer to see the benefits and natural ingredients of each pet treat.
BOHCHALIAN: To drive brand and product
awareness of ingredients, and ultimate-
ly solutions that will make life better for
pets, we have invested in a new website,
ivspet.com, as well as social media chan-
nels for IVSpet on Facebook, Instagram,
Twitter, Pinterest and more. We also con-
nect with hundreds of influencers and
bloggers to help educate and promote our
solutions—all driving to our retail partners
and supporting them in pet specialty.
BRANDLY: All our packaging showcases the
natural ingredients we use. Our supple-
ments tell the story of how we process our
fresh oils, and our shampoo doesn’t hide
any ingredients. Our Fresh Breath prod-
ucts are infused with natural ingredients
that freshen breath and clean teeth, and
our Fresh Breeze cleans up messes and
lifts stains naturally. Each product tells
the story of how it works and what ingre-
dients we use. Consumers can learn more
on our website and dive into ingredients
we use in our products.
CAMOSCI: Transparency, informative POP,
interactive social media, our new website— whimzees.com—demos, training
store associates and distributor sales
reps, and strong, engaged connectivity
with bloggers and influencers.
GRUBER: Along with the transparent and
detailed information we put out via social
media and on our website, pet parents
want to engage in the face-to-face
io that takes place in a pet
store with an employ-
ee. This dictates store
employees to be well
versed with their
and be able to call out
the unique features
and benefits of each
of the products within
any particular brand.
One of the most tangi-
ble benefits of a retailer be-
ing a Health Extension partner is
the enormous time and effort we put into
the store trainings and “lunch and learns”
to ensure our message is delivered and
understood when conveyed to the pet
parent, which results in a customer we
work to keep for life through our various
continuity programs. To take this training
effort to the next level, our customer rela-
tionship manager and training teams have
been working diligently and creatively to
develop and implement a very exciting
training portal on our website that will go
live shortly. •