Pet Food Processing - January 2024 - 6

OFF THE LEASH
Podcasting
perspectives
At Pet Food Processing, during the course of researching articles
for the magazine and web, we have come across many
passionate members of the industry who have shared their insights
about where the industry is headed. As sources in our
articles, their perspectives have added considerable credibility
to the topics we've featured time and time again. To add
another perspective to our coverage of the industry in 2023,
Pet Food Processing shared the microphone with a number
of experts in the industry in our monthly More Than Kibble
podcast. These podcast conversations provided us with the
opportunity to share candid interviews about various industry
issues on a platform beyond publishing. We discussed
operational investments, sustainability, label modernization,
industry research, nutrition development and so much more.
In a recent episode of More Than Kibble, I had a conversation
with Michael Johnson, a principal at BSM Partners and
a thought leader on consumer insights and trends with more
than two decades of experience advising brands. Johnson
shared his insights on this " dynamic " industry.
" As long as we have pets and as long as we love our pets,
the industry is going to continue to grow, but it's also going to
continue to evolve, " he said.
" What it looked like 10 years ago isn't what it looks like
today or what it will look like in 10 years. " Johnson predicts
there will be more consolidation and customization in the industry
in the future.
Customization will result as pet food manufacturers start
to discover more about their customers. We generically call
them " pet parents, " but Johnson says savvy brands and retailers
know better than to group all their customers under one
umbrella - every pet parent is not the same. " As soon as you
know who your consumer is, you can target your marketing
to that specific consumer, " he explained.
But this task is easier said than done.
Marketing extends from understanding
your consumer, to developing a focused
channel strategy, to calling in the experts
when help is needed.
To learn more, I encourage you to
go to petfoodprocessing.net to listen
to my full conversation with Michael
Johnson. His insights, as well as others shared in additional
episodes of More Than Kibble, can provide unique perspectives
to keep our industry learning, growing and evolving.
Kimberlie Clyma | Editor, kclyma@sosland.com
6 PET FOOD PROCESSING | January 2024 | www.petfoodprocessing.net
®
EDITORIAL
Editor
Digital Media Editor
Digital Media Associate Editor
Contributing Editors:
Kimberlie Clyma
Jordan Tyler
Nicole Kerwin
Donna Berry
Jennifer Barnett Fox
Keith Loria
Richard Rowlands
Allison Gibeson
PUBLISHING STAFF
Publisher
Dave Crost
Group Publisher Food Business News,
Milling & Baking News and Baking & Snack Mike Gude
Publisher Baking & Snack
Publisher Bake/Supermarket Perimeter
Publisher World Grain
Publisher Dairy Processing
Associate Publisher
Associate Publisher
Media Sales Representative
National Account Executive
National Account Executive
Senior Director of Marketing
and Promotions
Sales Enablement Specialist
Audience Development Manager
Audience Database Specialist
Director of Digital Media
Digital Advertising Manager
Advertising Manager
Advertising Coordinator
Design Services Manager
Production Specialist
Senior Design Consultant
Senior Graphic Designer
Promotions Manager
Promotions Media Designer
CORPORATE
Chairman and CEO
President
Chief Financial and
Administrative Officer
Chief Operating Officer
and Executive Editor
James Boddicker
Troy Ashby
Dan Flavin
Matt O'Shea
David DePaul
Bruce Webster
Josh Buttshaw
Tom Huppe
Lily Alvarez
Kathi Gilleland
Whitney Hartman
Dustin Pickman
Hannah Carney
Jon Hall
Carrie Fluegge
Nora Wages
Kayley Kerns
Elisabeth Spillman
Marj Potts
Becky White
Brian Peterman
Jim White
Abby Chronister
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 http://www.petfoodprocessing.net
Pet Food Processing - January 2024

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