PET Food Processing - March 2018 - 17

"We will not create
any diet, regardless
of current trends,
that does not place
the pets' nutritional
needs first."

EXPLORE CUTTING
of Pet Food Ingredients

Kamie Eckert, Royal Canin USA

the recommender: veterinary clinics, breeders and retailers.
With the rapid growth in e-commerce and internet research,
we realized we needed a marketing approach that connects
with consumers in addition to the prescriber. This includes
a national advertising campaign on television, online and in
magazines as well as participation in key events throughout
the year, including the nation's largest dog show, the AKC
National Championship Presented by Royal Canin. We will
always prioritize our outreach to veterinarians, as we want
the conversation around nutrition to be discussed with consumers and their vet, and we will continue to engage our
retailers and e-commerce partners as well, because we recognize the importance of consumers understanding what
makes our products unique."
Horn explains that Ziwi's approach has become much
more intentional. "In the past two years, we've grown from
a small, relatively unknown company to a recognized leader in pet nutrition," Horn says. "We've always had a great
product and story, but very little was being done to drive
brand awareness. In 2017, we rebranded and completely
updated our packaging, and we're now taking a multifaceted approach to our marketing, through the utilization
of print, digital and social media platforms. This has vastly
increased our brand recognition with pet specialty retailers
and pet owners."
Actively listening has been a key ingredient to Nulo's success. "We keep a continuous open dialogue with our retailer
partners and customers to hear what their needs are and
how we can best meet them," Landa explains. "This helps our
retailers to better position Nulo's product offerings to meet
consumer demands, gives us insight into evolving consumer
trends, and allows our retailers to play a vital role in determining our evolving product roadmap. We focus on helping
our retailers connect with active lifestyle pet parents in their
local communities - either through social media campaigns,
lifestyle events or in-store merchandising tactics. We also
implemented on-demand educational resources for retailers
and staff to encourage continued learning and articulation of

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www.petfoodprocessing.net | March 2018 | PET FOOD PROCESSING 17


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Table of Contents for the Digital Edition of PET Food Processing - March 2018

http://digital.petfoodprocessing.net/sosland/pfp/2019_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_03_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_03_01
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