Wave the Flag
More manufacturers are moving their
production to the U.S., giving retailers the
opportunity to tout pet products that are
made in the USA.
BY AUDRE Y PAVIA
A“Made in the USA” label was once a novelty in the pet product marketplace, as most foods, toys and other items were manufactured in Asia. But these days, items
for pets that are produced in the U.S. are becoming more
common. The reason for this is simple: Pet owners are demanding the quality and reliability that they believe comes
with USA-made goods.
“There’s a high degree of customer confidence in USA-
made products,” said Joanna Park, manager of C&C Pet Food
in Burbank, Calif. “People look for higher-quality foods for
themselves and their pets. This results in a greater call for these
products at the store level. Sales of made in the USA items have
never been higher.”
James Brandly, copywriter and public relations specialist for
TropiClean, based in Wentzville, Mo., asserts that many items
made in the USA come with the promise of higher quality and
“Products that are made in the United States of America
have strict regulations and guidelines when it comes to categories like oral care, pet supplements and dental chews,”
Amanda Wulff, assistant store manager for Kriser’s in South Barrington, Ill., agreed, saying that quality is virtually guaranteed with
many U.S.-made products.
“For us to recommend something, the standards have to be high,”
she said. “There’s no better way to be sure of that than if it’s a USA-
With consumer demand driving the need for more U.S.-made
products, manufacturers are rising to the occasion. In addition to
higher sales, manufacturers are also seeing other benefits to domestic
“We have numerous reasons for producing our products in the
U.S.,” said Bruce J. Flantzer, director of North American sales and
marketing for Moderna Products in Gaffney, S.C. “Our products are
lightweight plastic but take up a lot of space, so our freight costs can
be high. Manufacturing in the U.S. saves us shipping costs.”
Flantzer noted that by manufacturing in the U.S., the company also
creates jobs in South Carolina.
“We are very glad that we decided to produce in the U.S.,” he
said. “It has been a great venture, and [our] U.S. operation is growing
rapidly. We are looking to add to our U.S. presence.”
At True Dogs LLC, in Boulder, Colo., founder and CEO Adam
Baker cites several reasons to manufacture in the states.
“Perhaps the biggest benefit of producing in the USA is that it’s
what consumers want,” he said. “In the pet industry and beyond,
there is a growing consciousness among consumers. They realize that
the way they spend their dollars reflects their personal values. More
and more, they want American-made products that are produced in
a socially and environmentally responsible way.”
Baker also noted that making products in the USA supports the
True Dog company values by creating a lower carbon footprint,
providing oversight and quality assurance, and dealing with labor
“We work with several USA manufacturing partners who we
know and trust,” he said. “We are in their factories on a regular basis
so that we can see for ourselves who we’re working with, what the
working conditions are like and how well the operations are run. We
have greater control and assurances that our products are being manufactured in a socially and environmentally responsible way.”
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“Products that are made in the United States of America have strict
THE AMERICAN WAY ON DISPLAY
regulations and guidelines when it comes to categories like oral care,
pet supplements and dental chews.”
—James Brandly of TropiClean
When it comes to merchandising USA-made products,
it’s important to emphasize where the products are
made, according to manufacturers.
“Retailers are creating special sections and
promotions for made-in-America endcaps, as well
as whole sections for it in their stores,” said Bruce J.
Flantzer, director of North American sales and market-
ing for Moderna Products in Gaffney, S.C. “Pet people
gravitate toward these products since they know they
Moderna provides retailers with various made in
the USA POP displays and planograms, and recom-
mends endcap promotions for its products.
According to Adam Baker, founder and CEO of
Boluder, Colo.-based True Dogs LLC, making made in
the USA products easy to find in the store is key.
“More and more consumers are looking for made
in the USA products, particularly products that go in
a dog’s mouth, like treats, food, toys, etc.,” he said.
“Having a made in USA section in the store can be a
good solution for some. Other retailers specialize in
made in USA assortments.”