Austin, Texas-based Nulo added samples of its dog food to the gift baskets provided to attendees of the 2011 Golden Globes.
The petfood was included based on its all-natural hook. "There are the typical staples like Godiva and Ralph Lauren," said Nulo CEO Michael Landa. "But this year they wanted to include some up-and-coming brands that were aligned with what celebrities look for, like nutrition and fitness, and they ran right into Nulo and we're very happy to be there."
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.