Pet Food Processing - July 2024 - 79

DISTRIBUTION
aligning INTERESTS
Solid brand partnerships require an alliance combining the
strengths of both parties to enhance profitability.
By Jennifer Barnett Fox | petfoodprocessing@sosland.com
Increased market reach, enhanced credibility and trust,
resource optimization and innovative products are some
of the many benefits of successful distribution through
an effective brand partnership. Distributors play a dynamic
and vital role of communicating a brand's values
by sharing product benefits and unique selling points -
all while building and maintaining critical relationships
with retailers.
Independent Pet Supply, Snohomish, Wash., evaluates
brands based on a range of attributes such as product
quality, brand reputation, sustainability practices and
market positioning. Factors which can contribute to an
attractive long-term partnership include brand stability,
growth prospects and the ability to maintain a strong relationship
over time, according to Neda Khorami, founder
and chief executive officer of Independent Pet Supply.
When seeking out brand partners, Independent Pet
Supply looks for products that meet high standards of
quality and safety. For the company, this includes products
with natural ingredients, sustainable sourcing and
adherence to regulatory requirements. The company
also likes to see manufacturers that prioritize a commitment
to sustainability, whether that is through ecofriendly
packaging, sustainable ingredient sourcing or
efforts to reduce carbon emissions.
" We help brands increase visibility, generate awareness
and drive sales through targeted marketing efforts, "
Khorami said. " This includes cultivating relationships
with our retailers to promote product placement, increase
shelf space and secure favorable merchandising opportunities.
We are a valuable source of insight for brands seeking
to improve existing products or develop new ones. "
The intelligence-gathering process employed by
Independent Pet Supply also includes providing retailers
with support and guidance to help them maximize sales
and profitability, as well as acting as a feedback loop for
brands on product performance, customer feedback and
market trends.
" We develop sales strategies, negotiate pricing and
terms, and implement sales initiatives to achieve sales
targets and objectives, identify new market opportunities,
develop distribution channels, and enter new geographic
regions to grow brand presence and market
share, " Khorami continued.
Because a distributor could easily see hundreds of
new brands in a month, a strategic approach is required.
Distributors are on the lookout for a brand that provides
a level of uniqueness that sets it apart from what's
already in the market, according to Zach Sheng, cofounder
and chief taste officer of Charmy Pet, Toronto.
When looking for a distribution partner, Charmy
Pet made it a priority to identify distribution partners
that shared similar values to the brand. The company
conducted independent research on small, mediumwww.petfoodprocessing.net
| July 2024 | PET FOOD PROCESSING 79
Distributor partnerships
are a
crucial part of doing
business in the
pet food industry.
The relationships
between distributor
and brand, not to
mention distributor
and retailer, are all
essential to success.
©aFotostock-stock.adobe.com
http://www.petfoodprocessing.net

Pet Food Processing - July 2024

Table of Contents for the Digital Edition of Pet Food Processing - July 2024

Pet Food Processing - July 2024 - Intro
Pet Food Processing - July 2024 - 1
Pet Food Processing - July 2024 - 2
Pet Food Processing - July 2024 - 3
Pet Food Processing - July 2024 - 4
Pet Food Processing - July 2024 - 5
Pet Food Processing - July 2024 - 6
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https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-july-2024
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-may-2024
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2024
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-january-2024
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-november-2023
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-september-2023
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-july-2023
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-may-2023
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2023
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-december-2022
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-october-2022
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-september-2022
https://digital.petfoodprocessing.net/sosland/pfp/-pet-food-processing-june-2022
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2022
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
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