PET Food Processing - December 2019 - 6

OFF THE LEASH

Telling
stories

According to Innova Market Insights' "Top Ten Trends
for 2020," storytelling is the top consumer interest when
it comes to making food and beverage purchases. It's
probably safe to say that the same holds true for pet
food and treat purchases. The importance of storytelling was also highlighted by Hinda Mitchell, president
of Inspire PR Group, who presented during the 2019
Feed and Pet Food Conference in Kansas City, cohosted by Pet Food Institute and the National Grain and
Feed Association.
During her presentation on "Crisis Management and
Transparency," Mitchell explained to manufacturers the
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help build consumers' trust. She pointed out that if you
don't tell your story, someone else will gladly jump in
and tell it for you. "But guess what?" Mitchell said. "You
might not like the words they choose. You might not like
the story they tell." Mitchell said pet food manufacturers should be proactive and think about other resources
they can leverage to help tell their stories.
The stories about pet food manufacturing are often
foggy with a common thread of secretive processes,
cryptic ingredients and confusing labels. Personally,
I've found the industry to be open and willing to share
information, but the processes are complex, as is companion animal nutrition. It's promising to see brands
RSHQWKHLUGRRUVIRUWRXUVRURႇHUYLGHRVRIWKHLUPDQXfacturing facilities in operation, and resources such as
Petfoodology and MoKnows are working to shed light
on nutrition and ingredients.
In her presentation, Mitchell explained that consumers
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hear about a particular topic. They
take that initial information as the
truth and all subsequent information
is judged against it. There's nothing
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the more brands that share their
story the better. Each story advances the public's understanding of the
industry as a whole. Plus, I enjoy hearing a good brand
story and, thankfully, I haven't met a pet food processor
yet who doesn't have a great story to tell.
Jennifer Semple | Editor, jsemple@sosland.com

6

PET FOOD PROCESSING | December 2019 | www.petfoodprocessing.net

®

EDITORIAL
Editor
Digital Associate Editor
Contributing Editors

Jennifer Semple
Jordan Tyler
Donna Berry
Lynn Petrak
Chris Crawford
Jennifer Barnett Fox
Keith Loria
Richard Rowlands

PUBLISHING STAFF
Publisher
Publisher MEAT+POULTRY
Publisher Baking & Snack
Publisher World Grain
Publisher Food Business News and
Milling & Baking News
Publisher Bake/Supermarket Perimeter
Associate Publisher
Associate Publisher
Associate Publisher
International Sales Manager
Sales Associate
Sales Associate
Sales Manager - Classified Advertising
Director of Audience Development
Audience Development Analyst
Audience Database Specialist
Audience Development Coordinator
Director of Digital Media
Digital Advertising Manager
Advertising Manager
Advertising Coordinator
Design Services Manager
Design Services Assistant Manager
Production Specialist
Senior Design Consultant
Graphic Designer
Promotions Manager
Promotions Media Designer
Sales Coordinator

Steve Berne
Dave Crost
Paul Lattan
Dan Flavin
Mike Gude
Troy Ashby
David DePaul
Matt O'Shea
Bruce Webster
Adam Ungashick
James Boddicker
Tom Huppe
Lily Alvarez
Michael Barbee
Dustin Pickman
Lindsey Sheridan
Carlea Schuler
Jon Hall
Carrie Fluegge
Nora Wages
Kayley Kerns
Sadowna Conarroe
Ryan Alcantara
Marj Potts
Becky White
Brian Peterman
Jim White
Abby Chronister
Whitney Hartman

CORPORATE
Chairman and CEO
President
Chief Financial and
Administrative Officer
Chief Operating Officer
and Executive Editor

Charles S. Sosland
L. Joshua Sosland
Staci Greco
Meyer Sosland

Corporate Headquarters
4801 Main St., Suite 650, Kansas City, MO 64112
Phone: (816) 756-1000; Fax: (816) 756-0494
E-mail: PetFoodProcessing@sosland.com
Internet: www.petfoodprocessing.net
http://www.petfoodprocessing.net http://www.petfoodprocessing.net
PET Food Processing - December 2019

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