PET Food Processing - December 2021 - 65

DISTRIBUTION
sound distribution
STRATEGIES
How pet food companies can stay ahead in
an ever-changing distribution environment.
By Keith Loria | petfoodprocessing@sosland.com
P
Pet food brands have a host of distribution choices that
can greatly impact a brand's success, especially when
some brands are only available in certain channels or
are offered in formats that require special supply chain
capabilities. It's vital that a brand has a winning strategy
for its distribution channels.
" Product form and production capabilities are important
factors to consider when looking at distribution
options, " said Kent Cooper, co-owner, ingredients and
processing, Evolve Consulting Group, Fremont, Neb.
" Specialty products typically cost more to manufacture
and, in some cases, require special storage or shipping
such as refrigeration that limit distribution options. "
Price point and expected margin are also key factors
when considering distribution options.
" Mass distribution requires high-volume, lower price/
margin products that must be designed and manufactured
accordingly to be competitive in this environment, "
Cooper noted. " Brand identity is also necessary to play in
the mass distribution model. We factor in our clients' proposed
distribution channel early in the product development
cycle to ensure a successful product life cycle. "
Pet food distribution has changed dramatically over
the last several years in the United States as many smaller
brands are finding that mega distributors are focusing
on the big brands and leaving them behind. Selecting
distribution avenues is a very important process, and
can also be quite an in-depth one.
" First you need to seek out the best fit for your brands
on a multi-faceted scale based on relationships, geographic
territory, work ethic, organization and so much
more, " said Holly Sher, owner and president, Evanger's
Dog and Cat Food Company, Markham, Ill. " A lot of research
needs to be done on both ends to ensure a successful
fit - talking with retailers that work with them,
talking to sales reps, talking to leadership. Your end
goal in this process is always to strive to form a lifetime
partnership. "
Sher said she looks for distributor partners who believe
in the company's products and will take the time to
educate retailers and their associates. Dan Markenson,
head of retail, Dr. Marty Pets, Los Angeles, noted it ultimately
comes down to which retailers will represent the
brand in the best light.
" We made a choice to focus on the independent pet
specialty channel because we know these partners are
passionate about great nutrition and will help their
customers make sense of ingredient information, food
www.petfoodprocessing.net | December 2021 | PET FOOD PROCESSING 65
The wide range
of options for
consumers to
purchase pet food
and treats requires
brands to have a
distribution strategy
that mirrors the
buying behavior of
their customers.
Sosland Publishing Co.
http://www.petfoodprocessing.net

PET Food Processing - December 2021

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

PET Food Processing - December 2021 - Intro
PET Food Processing - December 2021 - 1
PET Food Processing - December 2021 - 2
PET Food Processing - December 2021 - 3
PET Food Processing - December 2021 - 4
PET Food Processing - December 2021 - 5
PET Food Processing - December 2021 - 6
PET Food Processing - December 2021 - 7
PET Food Processing - December 2021 - 8
PET Food Processing - December 2021 - 9
PET Food Processing - December 2021 - 10
PET Food Processing - December 2021 - 11
PET Food Processing - December 2021 - 12
PET Food Processing - December 2021 - 13
PET Food Processing - December 2021 - 14
PET Food Processing - December 2021 - 15
PET Food Processing - December 2021 - 16
PET Food Processing - December 2021 - 17
PET Food Processing - December 2021 - 18
PET Food Processing - December 2021 - 19
PET Food Processing - December 2021 - 20
PET Food Processing - December 2021 - 21
PET Food Processing - December 2021 - 22
PET Food Processing - December 2021 - 23
PET Food Processing - December 2021 - 24
PET Food Processing - December 2021 - 25
PET Food Processing - December 2021 - 26
PET Food Processing - December 2021 - 27
PET Food Processing - December 2021 - 28
PET Food Processing - December 2021 - 29
PET Food Processing - December 2021 - 30
PET Food Processing - December 2021 - 31
PET Food Processing - December 2021 - 32
PET Food Processing - December 2021 - 33
PET Food Processing - December 2021 - 34
PET Food Processing - December 2021 - 35
PET Food Processing - December 2021 - 36
PET Food Processing - December 2021 - 37
PET Food Processing - December 2021 - 38
PET Food Processing - December 2021 - 39
PET Food Processing - December 2021 - 40
PET Food Processing - December 2021 - 41
PET Food Processing - December 2021 - 42
PET Food Processing - December 2021 - 43
PET Food Processing - December 2021 - 44
PET Food Processing - December 2021 - 45
PET Food Processing - December 2021 - 46
PET Food Processing - December 2021 - 47
PET Food Processing - December 2021 - 48
PET Food Processing - December 2021 - 49
PET Food Processing - December 2021 - 50
PET Food Processing - December 2021 - 51
PET Food Processing - December 2021 - 52
PET Food Processing - December 2021 - 53
PET Food Processing - December 2021 - 54
PET Food Processing - December 2021 - 55
PET Food Processing - December 2021 - 56
PET Food Processing - December 2021 - 57
PET Food Processing - December 2021 - 58
PET Food Processing - December 2021 - 59
PET Food Processing - December 2021 - 60
PET Food Processing - December 2021 - 61
PET Food Processing - December 2021 - 62
PET Food Processing - December 2021 - 63
PET Food Processing - December 2021 - 64
PET Food Processing - December 2021 - 65
PET Food Processing - December 2021 - 66
PET Food Processing - December 2021 - 67
PET Food Processing - December 2021 - 68
PET Food Processing - December 2021 - 69
PET Food Processing - December 2021 - 70
PET Food Processing - December 2021 - 71
PET Food Processing - December 2021 - 72
PET Food Processing - December 2021 - 73
PET Food Processing - December 2021 - 74
PET Food Processing - December 2021 - 75
PET Food Processing - December 2021 - 76
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-december-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-october-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-september-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-june-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2021
https://digital.petfoodprocessing.net/sosland/pfp/2020_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_10_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_03_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_10_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_03_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_03_01
https://www.nxtbookmedia.com