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DOGTOPIA INTRODUCES SMALLER RETAIL STORE CONCEPT
Dogtopia has expanded its investment opportunities for entrepreneurs
looking to enter the pet market with the launch of its smallest franchise
Dogtopia Lite facilities average 3,000 square feet compared to the 5,000-
to 10,000-square-foot facilities currently offered. The trimmed-down model
will feature two playrooms (instead of three), a smaller spa area and no
training room. While the compressed model will have less capacity, it opens
the door to nontraditional real estate opportunities in high-density urban
markets, residential towers, airports and corporate campuses, among others, according to the company.
“The number of pet parents grows by the day, and we want to
be able to expand our reach while simultaneously offering a more
affordable investment opportunity,” said Alex Samios, vice president
of franchise development for Dogtopia, which has headquarters in
Phoenix. “The Dogtopia Lite model now gives us the freedom to expand our footprint in urban markets that previously weren’t feasible
with our larger facilities. With this new level of flexibility, the sky’s
PET FOOD LINE
Tractor Supply Co.,
a nationwide rural lifestyle retailer
with headquarters in Brentwood,
Tenn., has launched
Untamed expands the company’s private label 4health brand with six
grain-free, dry-food formulas made from buffalo, boar, lamb, duck, salmon and trout. Offering quality nutrition with a rich balance of vitamins,
minerals, omega fatty acids, antioxidants and protein, Untamed includes
super-premium options for both dogs and cats, said company officials.
Two recipes are available for dogs: the Southern Bayou Recipe, which
is a wild boar and lentil formula, and the Red Canyon Recipe, a buffalo
and lentil formula. For cats, the following recipes are available: the Stillwater Marsh Recipe, which is a duck and lentil formula, and the Glacial
Stream Recipe, a salmon and lentil formula.
Additionally, Untamed will feature two limited-ingredient, grain-free
dog food formulas with meat encompassing 49 percent of the ingredients: the Wild River Recipe, which is a trout and lentil formula, and the
Open Highland Recipe, a lamb and lentil formula.
Manufactured in the United States, every bag of Untamed is packed
with high-quality meat and mixed with lentils for additional protein and
essential nutrients, according to company officials.
In addition to Untamed, 4health offers a variety of products for puppies, kittens, dogs and cats, including dry and wet dog and cat food and
dog treats. Untamed and all 4health products are available exclusively
at Tractor Supply stores nationwide.
ANDIS NAMES GROOM NATION
In an expanded partnership with
the Animal Behavior College
(ABC), Sturtevant, Wis.-based Andis
Co. has awarded Robert Swan from
McKinney, Texas, the brand’s first
Andis Groom Nation scholarship
to ABC’s Certified Pet Grooming
More than 130 applications from
around the country were submitted
and reviewed by a panel of grooming experts. Swan, a military veteran who is making a career change, was
chosen for his current involvement in the animal community and his
track record as a fast learner in the grooming salon. He volunteers for a
Texas-based rescue group called League of Animal Protectors and hopes
to receive a Master Groomer Certification.
Once certified, he plans to open his own business to help rehabilitate
and teach other veterans how to properly groom pets.
BRAVO PET FOODS UPDATES ONLINE RETAIL TRAINING PROGRAM
Bravo Pet Foods has revamped its internet-enabled training program to educate trade partners about the
company’s newly expanded portfolio of natural diets, chews and treats. New sections have been added
to bring session participants up to speed on Homestyle Complete freeze-dried raw diets for dogs, as
well as Canine Cafe and Feline Cafe canned dinners and more. Additional enhancements have also been
made to help retailers address customer questions about the company’s flagship raw frozen food line.
After viewing a 12-minute video session and completing a brief, 15-question quiz, successful test takers will receive a personalized certificate of completion, plus a complimentary Bravo T-shirt. To enable
sales professionals to log in and start learning wherever they are, the Bravo online training program can
be accessed directly from the Bravo website, bravopetfoods.com.
“This newly expanded program was designed to provide distributor sales representatives, retail
store associates and product demonstration teams with the knowledge they need to detail shoppers on
the benefits of Bravo,” said Bette Schubert, co-founder of the Manchester, Conn.-based company. “We
encourage everyone who has already graduated to come back and see what’s new from Bravo.”
PETSAFE AWARDS 25 CITIES WITH GRANTS FOR OFF-LEASH DOG PARKS
PetSafe, a brand of Knoxville, Tenn.-based Radio Systems Corp., will give funds to 25 cities across the
country for new off-leash dog park construction and existing park maintenance and upgrades as grant
recipients of its 2017 PetSafe Bark for Your Park campaign.
Since the launch of its nationwide Bark for Your Park program in 2011, PetSafe has been working to
create more off-leash dog parks around the country that bring like-minded members of the community
together and provide a place for dogs to receive exercise and socialization.
To be considered for a grant, communities were asked to provide documentation about the park
and authorization from civic leaders. PetSafe received a total of 215 applications in 2017, surpassing all
other years of the program.
After a review of all applications by an internal committee, PetSafe selected 25 communities across
the country as 2017 grant recipients. The following cities will receive funding for dog park projects or
commercial-grade dog park equipment from UltraSite, a PlayCore Co.:
The New Park Awards went to Honolulu; Kansas City, Kan.; Allentown, Pa.; Baker City, Ore.; and
Big Stone Gap, Va.
The Park Maintenance Awards went to Birmingham, Ala.; Norman, Okla.; Paducah, Ky.; Bowie,
Md.; Moab, Utah; Florence, Ariz.; Colorado Springs, Colo.; Truth or Consequences, N.M.; Brookhaven,
N. Y.; and University Place, Wash.
The Park Upgrade Awards were given to Columbia, Mo.; Beatrice, Neb.; Eastlake, Ohio; Orange,
Calif.; Encinitas, Calif.; Jacksonville, Fla.; Shorewood, Ill.; Bayonne, N.J.; Huntington, W. Va.; and Columbus, Ind.
The application period for the 2018 Bark for Your Park grant-giving program will open again in
spring 2018. Communities can learn more about the program and sign up to receive email notifications
with important program announcements and deadline reminders on PetSafe’s website, petsafe.com.
OXBOW ANIMAL HEALTH LAUNCHES IMPROVED WEBSITE
Oxbow Animal Health has redesigned its website, oxbowanimalhealth.com. The site boasts an updated
design, new features and an improved user experience.
Key features of the redesigned website include: responsiveness for seamless display across various
devices; an improved store locator with Google Maps integration; improved product menus organized
by species and product type; educational small pet care pages with sections highlighting all aspects of
proper nutrition and care; an educational video library organized into helpful categories; the Oxbow
Central company blog highlighting news, product releases and more; and an Oxbow Way page highlighting key programs and support.
“The new site has been designed with the user experience in mind,” said Melissa Ross, director of
marketing, innovation and education for the Murdock, Neb.-based company. “Featuring improved
product and pet care information, a more user-friendly and informative store locator, a new company
blog and built-in video library, we know that users will find the new site to be more informative, easy
to navigate and educational than ever.”
MATRIX PARTNERS WINS GOLD HERMES AWARD FOR BARKWORTHIES CAMPAIGN
Matrix Partners, a Chicago-based brand strategy and communications firm specializing in the pet products industry, earned a Gold Hermes award for an integrated marketing campaign the firm created for
Barkworthies dog chews and treats. The Hermes Creative Awards program is an international competition for creative professionals involved in the concept, writing and design of traditional materials and
programs, and emerging technologies. Entries are judged by the Association of Marketing and Communication Professionals, a third-party evaluator of creative work that has judged more than 200,000
entries since its formation in 1994.
The purpose of the campaign was to raise awareness for Chews Rescue, a charitable animal rescue
donation program from Barkworthies in Richmond, Va., which was coordinated and implemented by
Matrix Partners. As part of the campaign, Barkworthies pledged to cover the adoption costs for eligible
dogs at three shelters to promote and support Adopt a Shelter Pet Day on April 30. The company also
invited dog owners nationwide to submit photos of their own rescue pets along with their rescue story
for a chance to win one of five Barkworthies product prize packs.
Matrix Partners planned and staged all aspects of this coordinated public relations and social media
initiative. The firm’s team secured media coverage on top Chicago and Austin, Texas, TV stations and
in well-known publications, pet trade publications and consumer media outlets, generating nearly 140
million media impressions.