Pet Food Market Trends

More from paws with a cause

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 soldier."

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 VetDogs."

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 Editor-in-Chief's column.

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