A growing market in the petfood industry revolves around a pet parent's desire to have a hand in making their pet's meals. Companies are launching premium-priced products that require humans to refrigerate, freeze, dice, heat and/or mix in additional ingredients such as meat and vegetables.
"We're seeing it as a shift," said John Sturm, vice president of food and treats for Petco Animal Supplies Inc. "Just putting the bowl on the ground and walking away isn't the humanized experience that pet parents are looking for." Sturm said petfood ingredients became more of a focus for pet parents after a string of petfood recalls, including one in 2007 that involved chemically tainted wheat gluten and affected more than 150 brands. Some owners began cooking food themselves for their pets, but cost and time sent them back to pet store shelves. The idea, however, took hold in the petfood industry, leading some companies to create petfood brands that require partial preparation but still do much of the meal planning so owners don't have to.
Petfood retailers are also giving credence to the trend. Over the next 18 months, Whole Foods Market Inc. said it plans to expand its selection of organic and animal welfare-rated petfood. "We want people to know that the petfood they buy in our store would be something that they would be just as happy buying for themselves," said Dwight Richmond, global grocery purchasing coordinator at Whole Foods. And considering that more than 80% of pet owners consider their pets to be members of the family, paying attention to this trend seems like the prudent thing to do.
Learn about more companies and how they are lending a helping paw and claw to their own cause campaigns
The company builds on its boutique business with three new lines for pet stores, including baked dog food and treats
Petfood companies who promote their support of causes in their marketing campaigns are staying innovative in these uncertain times
The question is whether they provide additional benefit to the dog or cat
It's an "Intel inside" type of molecule -- but also a problem child
It's the finishing touch that can meet both owner and pet needs.
Commercial petfood makers are creating mixers and diets
that require consumers to get involved with preparation
For more about sustainability in petfood, watch Jan Hoijtink's Petfood Forum 2010 PowerPoint, "Corporate social responsibility: from whim to a matter of strategy."
US trade data show petfood faring relatively
What is this quiet, unassuming ingredient, and should it be there?
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