PET Food Processing - September 2022 - 48

OPERATIONS
" Looking to the future, our goal is to
become the most innovative premium
pet food company in the world. "
Scott Lerner, Better Choice Company
Another example is Tampa, Fla.-based Better Choice
Company, which acquired independent pet food brand
Halo in 2019 but made the initial decision to combine
Halo with its existing brand, TruDog. The company took
some time to evaluate its strategy before making that leap.
Scott Lerner, chief executive officer of the company,
noted that identifying immediate needs versus long-term
wants is an essential part of scaling a small business.
" Resources are inherently scarce, whether that is time
or money, and it's important to embrace that you aren't
going to be able to do everything at once, " he said. " Once
you've found the right team, stay laser focused on your
goals and don't be afraid to make tradeoffs. In our case,
one of those key goals has been driving long-term gross
margin expansion while increasing revenue. In practice,
this means avoiding entering lines of business that might
drive revenue in the short term but may have negative
long-term effects on the overall health of our business. "
Over the course of the last two years, Better Choice
Company has made the strategic decision to bring the
TruDog portfolio underneath the Halo brand umbrella,
and has focused on partnering with some of the largest
pet food retailers to launch new products exclusive to
certain channels.
" Looking to the future, our goal is to become the most
innovative premium pet food company in the world, and
Phelps Pet Products
didn't become
the company it is
today overnight.
The company has
evolved and grown
over the 55 years it's
been in business.
Phelps Pet Products
by 2023 we expect to generate approximately $100 million
in gross sales across three continents, " Lerner said.
Strong leaders
Phelps Pet Products dates back to 1966 when Dick
Phelps first entered the pet market. Although the company
has evolved, transformed, and grown over the last
55 years, Phelps is still an active member of the company's
board at the age of 94. The company also has other
long-time former executives who remain active board
members and key stakeholders.
That strong foundation has helped the Rockford, Ill.based
company scale from a small business to one of the
most innovative and collaborative dog treat partners in
the industry.
Rick Ruffolo, chief executive officer and president of
Phelps Pet Products today, noted that once the company
identified its growth vision, it needed to assess what the
strengths were, where it struggled, and what it needed to
fill those gaps in capabilities and service.
" The outcome of this discussion came down to people
and capabilities, " he said. " This assessment enabled us
to be focused on directing investments into finding the
right leadership, skill sets, and the training/deploying
of key personnel within the organization. We also were
able to invest in new equipment, new processes, new
48 PET FOOD PROCESSING | September 2022 | www.petfoodprocessing.net
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PET Food Processing - September 2022

Table of Contents for the Digital Edition of PET Food Processing - September 2022

PET Food Processing - September 2022 - Intro
PET Food Processing - September 2022 - FALSE COVERa
PET Food Processing - September 2022 - FALSE COVERb
PET Food Processing - September 2022 - 1
PET Food Processing - September 2022 - 2
PET Food Processing - September 2022 - 3
PET Food Processing - September 2022 - 4
PET Food Processing - September 2022 - 5
PET Food Processing - September 2022 - 6
PET Food Processing - September 2022 - 7
PET Food Processing - September 2022 - 8
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PET Food Processing - September 2022 - 11
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