PET Food Processing - June 2021 - 69

DISTRIBUTION
TOGETHER
BETTER
Strong supplier-retailer
relationships lift both players
in those partnerships.
By Lynn Petrak | petfoodprocessing@sosland.com
Independence Day may be a highlight of summer, but
for independent pet care retailers, a parade of products
and unflagging support from suppliers helps their business
stand out and succeed all year long.
Such support is important at a time when there are
some fireworks going on in the marketplace. Demand
for pet food and treats is strong. In its most recent report,
the American Pet Products Association pegged annual
pet product sales as the highest in history, at more
than $100 billion with more than 40% attributed to pet
food and treat sales.
This growth is accompanied by increased competition
across the omnichannel marketplace. Independent pet
stores must go up against home delivery e-commerce
sites as well as a variety of brick-and-mortar retailers,
including pet care chains, supermarkets, club stores and
mass merchandisers.
Pet product purveyors have opportunities to network
through associations
such as
the Independent
Pet Retailers Association (IPRA), which offers various
forums for exchanging ideas and tips. In late 2020, the
Independent and Neighborhood Pet Retail Association,
also known as IndiePet, was officially incorporated after
being founded by a small group of retailers in 2016.
In addition to leveraging peer support through these
and other industry organizations, independently owned
and operated pet food businesses can work with their
suppliers to bolster and distinguish their stores.
These can be mutually beneficial relationships. For
one thing, startup and entrepreneurial pet food and treat
companies rely on smaller retailers to get their brands
off the ground. Working with indie stores also helps
larger brands continually extend their buying base.
" We work primarily with independent retailers and
we find it rewarding because independent retailers are in
a unique position to help us create brand awareness and
customer loyalty. They are able to work with customers
directly and give them an experience they can't find
online. Independent retailers have the opportunity to
let customers look at the products, pick them up, smell
them and even offer samples of our products to pets, " explained
Joey Weichmann, national sales manager for the
Vital Essentials line of Carnivore Meat Company, LLC,
Green Bay, Wis.
The pandemic underlined the importance of solid
partnerships between retailers and suppliers.
" We've had great relationships with the suppliers
we partner with, " reported Rachel Cloutier, field
training manager, Wag 'N Wash Natural Pet Food and
Grooming, Colorado Springs, Colo. " Obviously, we have
run into stock issues and problems with receiving some
SKUs due to COVID-19, but most of those gaps have
www.petfoodprocessing.net | June 2021 | PET FOOD PROCESSING 69
Many brands offer
certain product
lines exclusively
through independent
pet retailers
to support the
relationship with the
retailer and drive
demand for those
products.
Carnivore Meat Company
http://www.petfoodprocessing.net

PET Food Processing - June 2021

Table of Contents for the Digital Edition of PET Food Processing - June 2021

PET Food Processing - June 2021 - Intro
PET Food Processing - June 2021 - 1
PET Food Processing - June 2021 - 2
PET Food Processing - June 2021 - 3
PET Food Processing - June 2021 - 4
PET Food Processing - June 2021 - 5
PET Food Processing - June 2021 - 6
PET Food Processing - June 2021 - 7
PET Food Processing - June 2021 - 8
PET Food Processing - June 2021 - 9
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PET Food Processing - June 2021 - 11
PET Food Processing - June 2021 - 12
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PET Food Processing - June 2021 - 14
PET Food Processing - June 2021 - 15
PET Food Processing - June 2021 - 16
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PET Food Processing - June 2021 - 18
PET Food Processing - June 2021 - 19
PET Food Processing - June 2021 - 20
PET Food Processing - June 2021 - 21
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http://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-june-2021
http://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2021
http://digital.petfoodprocessing.net/sosland/pfp/2020_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_10_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_03_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_10_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_09_01
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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