“One key thing that should be
considered is versatility. Is the product
going to be just as useful and efficient
from when their pet is only a baby
to all the way down the road when it
hits its golden years?” asks Price, who
works at the company’s headquarters
in Ankeny, Iowa.
By interacting with and listening to
their clients, producers of pet products
are able to show that their interest
is in providing the most effective
solutions for pets. In the interest of
remaining consistently reliable as a
resource to pet parents and retailers,
some manufacturers, such as Pet
Parents, advise keeping their service
mission clear, regardless of the type of
customer they are serving.
“We establish trust with our
customers and with our retailers in
the same way: we don’t just hear what
they are telling us, we actually listen to
their questions, comments, concerns,
wants and needs, and then we react,”
says Price.
STRAIGHT FROM THE SOURCE
Sharing the experiences of loyal
customers through social media can
help elevate a brand to a level of
trustworthiness that establishes its
products as integral to the life of a
healthy pet. When consumers see
other pet parents entrusting a brand
with their pets’ health from the earliest
stages through adulthood, they will be
more likely to try these products.
“Our posts focus on education,
brand engagement and advocacy
among other things,” says Kyle
Frautnick, marketing director for
Primal Pet Foods. “We utilize user,
generated content when possible,
which helps showcase our passionate
fanbase and encourages the creation
In addition to using consumer-
generated content as a marketing tool
PRODUCTS FOR
ALL AGES
CANIDAE’s ( canidae.com) All Life
Stages formulas are vet-formulated
for dogs of all ages, breeds and
sizes. These protein-rich recipes make
mealtimes much simpler because
there’s no more guessing or switching
based on a pet’s age, breed or size.
The recipes are available in new 44-lb.
Big Bags in chicken and rice, large
breed and multi-protein formulas. All
Life Stages is formulated with premium
ingredients and optimum protein for
nutritionally dense formulas—never
any corn, wheat or soy.
The first elevated dog bowl of its
kind, the Brodie Bowl (brodiebowl
.com) places your pet in an upright,
ergonomic feeding position thanks to
its patented, step-up design. Unlike
most raised dog bowls, the Brodie Bowl
works with gravity to help move food
down the esophagus while minimizing
neck and back strain. The Brodie Bowl
is height-adjustable and practical for all
four-legged friends, including small dog
and cats, geriatric dogs, and pets with
medical conditions such as arthritis.
The Missing Link’s
( missinglinkproducts.com) Puppy
Health formula delivers superfoods
like flaxseed, a nutritional ingredient
known to help support infant brain and
eye development. For adult dogs and
cats, The Missing Link offers health-benefit specific formulas like Original
Skin & Coat, Hip & Joint, Vegetarian
Digestive and Feline Well-Being. The
Missing Link Senior Health formula
provides balanced omegas, probiotics,
dietary fibers and glucosamine to
support a senior pup’s flexibility,
mobility, digestive system, skin and
coat, and energy.
