PET Food Processing - December 2021 - 66

DISTRIBUTION
types (like freezedried
raw) and what's
new in the industry, "
Markenson said. " To
service these retailers,
we chose Phillips Pet
Food & Supplies because
Strong distribution
partners share in
the responsibility
to inform and
educate consumers,
especially for brands
offering targeted
nutrition solutions.
Evanger's
they believed in the Dr. Marty philosophy from the start
and have a great reputation in the channel. "
Robert Downey, chief executive officer and founder,
Annamaet Petfoods, Hatfield, Pa., added it's important
for the company to find partners who share its values
and commitment to putting the pet's nutrition first.
" We look for companies who share our commitment
to premium pet nutrition, regardless of their size and
distribution coverage, " Downey said. " We have several
products that we consider pre-therapeutic - these include
formulas that can help with obesity, pancreatitis,
and the aging process - so we look for like-minded
partners so that we can make these formulas available to
pet parents throughout the country. "
Rob Cadenhead, general manager, Gott Pet Products,
St. Francis, Wis., the parent company of Hound & Gatos
super premium pet food and Charlee Bear natural treats,
said it's important that products are available wherever
the company's targeted customers shop for premium pet
food or treats.
" It's important we carefully review each distribution
channel and opportunity, and fine-tune our strategies
accordingly, " Cadenhead said. " We firmly believe in
forging long-term relationships with all of our distributor
partners. We look for distributors that are actively
supporting retailers who carry our award-winning food
and treat lines. "
Tips for success
There are several options when it comes to distribution.
A brand can generally be distributed via the independent
pet specialty channel, large pet chains, farm
and feed outlets, e-commerce, or food, drug and mass
(FDM) channels. As Evanger's approaches distributors,
the processor asks questions such as: " What are your
territories? " and " What is the distributor's reputation
among retailers and among other manufacturers? "
" It is key that we don't dilute an area with distribution, "
Sher said. " There are different mentalities for dual
distribution, but our success is usually with one large
corporate distributor and one family-owned or independent
distributor to best serve our retailers in that area
and make sure they have options that work best for them
to order our products. "
Other key questions companies can ask include " How
many reps do you employ? " , " How many food lines do
you currently have and which ones? " and " Will the distributor
participate in deals with us, or do they put all
deals on the vendor? " At Annamaet, Downey shared
success in distribution has come from communicating
the company's values and vision to the partners and retailers
it works with.
A sound strategy usually involves brand managers
staying in constant contact with their key distributors to
make sure that everyone's sales objectives and priorities
are aligned.
Making purchases
The landscape of how customers search for and purchase
products is always changing and today there are more
and more new ways for people to make their purchases.
A similar pet nutrition philosophy tops the list of important factors
when selecting a distributor.
Annamaet Petfoods
66 PET FOOD PROCESSING | December 2021 | www.petfoodprocessing.net
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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
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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
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