FreshChoice Complete gains in ultra-premium dog, cat food

A young company with a big vision, FreshChoice aims to be a leader in the raw pet food segment.

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President Andrew Bullock, with his Black Lab Isabelle, aims to turn his young company into a leader in the raw/frozen pet food market | Waltz Photography LLC
President Andrew Bullock, with his Black Lab Isabelle, aims to turn his young company into a leader in the raw/frozen pet food market | Waltz Photography LLC

FreshChoice Complete actually began slightly outside the pet food arena. Established in 2010, the company initially formulated raw feline diets for captive lions and tigers in zoos across the United States. After partnering with a meat supplier in Warsaw, Kentucky, USA, FreshChoice was encouraged to acquire a former national brand food plant. In 2015, that plant, a US Department of Agriculture (USDA)/US Food and Drug Administration (FDA) facility on the Ohio River between Cincinnati, Ohio, USA, and Louisville, Kentucky, USA, became a reality. The company now manufactures fresh and raw dog and cat food, as well as smokehouse bones, chews and treats for sale through a network of independent distributors.

“FreshChoice was developed as an ultra-premium pet food company in the fast-growing space of human-grade fresh, raw and frozen foods, freeze-dried meals/treats, and natural smoked treats for pets,” says Andrew Bullock, president of FreshChoice. “Our foundation was started in the nation’s largest and most successful animal sanctuaries and zoos where expert animal nutritionists knew that our raw, whole-foods diet provided the high-protein, clean nutrition animals need. We evolved to developing world-class complete diets and innovative treats and chews for companion pets, providing healthy, beneficial products from puppy to good old dog, kitten to senior feline.”

canine-turkey-raw

The FreshChoice Complete line offers raw formulas such as this canine turkey + lamb formulation. Made with 96 percent whole poultry and meat, the meal contains locally sourced ingredients and superfoods for optimal health, according to the company. | Courtesy FreshChoice Complete

Company growth and successes

FreshChoice has taken full advantage of the growing superpremium pet food market, building an expert team and a loyal (and expanding) customer base. “We’ve built a close team of dedicated, knowledgeable, passionate experts in the animal nutrition world, sharing new ideas based on decades of practical experience,” says Bullock. “And we continue to develop innovative, game-changing pet diets such as ancestral, minimal ingredient recipes and functional diets with beneficial ingredients to help prevent illness and health issues in our pets’ lives.”

FreshChoice's goal, of course, is to be a leader in the raw/frozen pet food market. The company plans to do that through all the benefits the 21st century has to offer: consumer outreach via social media, an interactive website, unique marketing strategies and continued product innovation. “We believe it is an exciting period in pet food, and the future is brighter for innovative, game-changing brands, especially in alternative pet,” says Bullock. “There will be continued opportunity as pet parents seek transparency, ingredient sourcing, truth in labeling, and real, whole, beneficial proteins and ingredients.”

feline-chicken-raw

FreshChoice’s feline line includes formulas such as chicken, which contains 95 percent whole, boneless poultry. A limited ingredient diet, the food is gluten- and grain-free, according to the company. | Courtesy FreshChoice Complete

The company touts its “pet food with integrity” meals with whole cuts of human-grade meats, no by-products or fillers, and functional superfoods to support overall optimal health. Tapping into another growing trend, FreshChoice highlights its combination of raw proteins and superfood ingredients such as dandelion greens, kelp, cranberries, blueberries, green-lipped mussels, pumpkin, butternut squash, kale and broccoli. These can be found throughout the company’s lines of dog and cat foods.

FreshChoice also offers a line of farm-fresh, meaty treats and chews for dogs. Sourced locally, the treats are slow smoked kiln-dried hardwood and include products such as beef femur chips, beef backstraps, turkey necks and tails, pig ears, and beef knuckle, hip and femur bones.

beef-knuckle-chew

FreshChoice also offers an extensive line of canine chews and treats, such as this smoked beef knuckle chew. | Courtesy FreshChoice Complete

Opportunities and challenges in 2017

As with any young company, FreshChoice’s biggest challenges are brand identity, distribution and retail recognition, says Bullock. The company plans to make big moves in 2017, including a wider brand launch and several new products in the first and second quarters of the year. “FreshChoice will be launching nationwide in pet specialty and with ecommerce partners,” says Bullock. “We will continue to expand nationwide as we work with partners, suppliers and consumers to deliver exceptional products.”

The company plans to introduce freeze-dried full meals and treats in the first quarter of 2017, according to Bullock, and will launch a host of new diets and treats in the second quarter. The diets will expand canine options to include proteins such as salmon and pork, as well as provide additional formulas with chicken, turkey, beef and lamb. Feline diets will grow to include salmon and pork, in addition to the existing chicken, lamb and turkey options.

Treats will go beyond the existing smoked options, as FreshChoice will introduce a raw frozen line that includes knuckles, chicken backs, femurs and stuffed beef femur bones. The company will also begin selling beef, turkey and salmon jerky treats.

Overall, FreshChoice sees its biggest opportunities in the consumers — and what the company can offer them. “We want to focus on the areas of education, transparency and vertical integration — all in the fastest-growing spaces of pet,” says Bullock.

 

Just the Facts

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Headquarters: Warsaw, Kentucky, USA

Facilities: Manufacturing plant located in Warsaw, Kentucky

Officers: Andrew R. Bullock, president; Don Lounseberry, operations manager

Sales: FreshChoice is positioned for steady growth in the ultra-premium alternative space for companion pet meals and treats, to include complete raw high-protein diets, natural smoked treats, chews and bones, and freeze-dried full meals and unique treats. We plan to be a preferred provider of human-grade nutrition for pets in the coming years.

Brands: FreshChoice Complete (raw superfood for pets), Ranchers Raw (natural channel)

Distribution: FreshChoice will be available in 2017 in pet specialty retailers in North America (United States and Canada), and in partnership with PetFlow, an independent online platform, and Wag.com, a subsidiary of Amazon.

Employees: 11

Website/Social Media: www.freshchoicecomplete.com; FreshChoiceComplete on Facebook; @FreshChoiceRaw on Twitter; freshchoicecomplete on Instagram

 

2017 pet food trends

www.petfoodindustry.com/articles/6172

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