Here is OMH's basic framework for producing new products:
Concepting: market analysis; consumer research; and identify market and product requirements.
Feasibility: project scope and timeline; project team ID; supplier ID/contracts; and supplier and testing scheduling.
Product development: formula development; test runs; and acceptability, palatability trials.
Marketing: creative development; naming; positioning; main packaging (concepts, testing and final); sample packaging; and master carton.
Qualification and execution: packaging printing and availability; raw materials availability; distribution center setup; launch materials and programs developed; notification and training; field sales; consumer services; final forecast; and final cost and margins.
General availability: PR and Web; begin manufacturing; build supply; QA release; and available to ship.
Headquarters: Chelmsford, Massachusetts, USA.
Officers: Jim Scott Jr., CEO; Deborah Ellinger, president; Michael Meyer, COO; Jean Lizotte, VP new products; and Mark Shuster, VP marketing.
Financial partner: Catterton Partners, a private equity firm. OMH is now privately held by the Scott family and Catterton Partners.
Annual sales: The compound annual growth rate for Wellness has been at an average of over 30% in the past five years. The company is expecting continued, sustainable growth of 20-30% for the next several years. Total sales undisclosed.
Brands: Old Mother Hubbard, Wellness and Neura Meats.
Manufacturing: A network of 11 processing companies qualified by OMH.
Websites: www.oldmotherhubbard.com and www.wellnesspetfood.com.