America's VetDogs Veteran's K-9 Corps
has licensed Bil-Jac Foods, Inc. for dog treats
America's VetDogs Dog Treats launched at the Global Pet Expo
in Orlando, Florida, USA.
The targeted channels of distribution are: pet specialty,
mass retailers, supermarkets, farm stores, military PX's,
direct mail and e-commerce. According to Michelle
Alfandari, President/CEO of MODA, "The notion that consumers
can purchase the highest quality product while supporting
America's military heroes is a differentiator that will
resonate with all dog owners including members of the military,
Veterans, their families and friends. Part of the proceeds
from the sale of each package of America's VetDogs treats will
go back to America's VetDogs to help raise, train and match
service dogs to our American Heroes at no charge to the
Alfandari continues, "The packaging tells the story.
The America's VetDogs brand is a credible and authoritative one
coming from the preeminent non-profit organization dedicated to
providing service and therapy dogs to American Veterans and
active personnel with wide ranging needs from post traumatic
symptom to loss of limbs. America's VetDogs grew out of
the Guide Dog Foundation and are experts in breeding, raising
and training dogs, so the extension to dog products is a
natural one. This expertise combined with the reputation of
Bil-Jac for high quality dog food is a major win for retailers
and consumers. The America's VetDogs brand will drive
traffic and call consumers to action while the product
performance will ensure a loyal consumer."
Bob Kelly, President and CEO of Bil-Jac states, "We are
excited to be adding the America's VetDogs brand to our line of
leading, high-quality dog treats. The fact that we can
contribute to the cause of providing service dogs to our
military heroes is an honor that fits right in with our
company's 63 year family history. We are committed to a
long term and rewarding relationship with America's
Jeff Bressler, EVP America's VetDogs said, "We
are delighted to partner with Bil-Jac and will use our
resources to support and engage the consumer including social
media to ensure that the VetDogs experience is a dynamic and
successful one for the retailers and consumers."
"We believe this is the first of many relevant America's
VetDogs products that will be licensed," said Scott Todd, SVP
at MODA. Other targeted products include: Dog
Accessories, Toys, Grooming, Crates & Kennels, Dog Food,
Chews, Biscuits, Flea & Tick, Leashes & Leads, Collars,
Dog Bowls and Feeders, Travel, Training, and more.
For more information on other recent cause marketing
launches, read the Petfood Industry
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Petfood companies who promote their support of causes in their marketing campaigns are staying innovative in these uncertain times
For more about sustainability in petfood, watch Jan Hoijtink's Petfood Forum 2010 PowerPoint, "Corporate social responsibility: from whim to a matter of strategy."
Commercial petfood makers are creating mixers and diets
that require consumers to get involved with preparation
US trade data show petfood faring relatively
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