The Honest Kitchen has published a revised Minimum Advertised Pricing (MAP) Policy, which will further support the businesses of independent pet specialty retailers that sell its products.
Under the new policy, resellers are required to price and advertise The Honest Kitchen’s products within MAP and Manufacturer’s Suggested Retail Price (MSRP).
The company consulted with a number of key retail partners during the development of the new policy to ensure it effectively met their needs in ensuring a level playing field for all authorized resellers.
“Enforcement of MAP is an ongoing commitment for our company, not a one-time task. We’ve worked hard to shore up our policy and ensure that it functions properly as an effective mechanism to maintain fair pricing for all our retail partners,” said Lucy Postins, The Honest Kitchen’s founder and CEO. “A key part of that in our investment in new online price-monitoring software, which provides us with weekly updates of MAP violations, enabling us to swiftly act on violations.”
The Honest Kitchen is working directly with distributors to identify companies that are reselling products on online marketplace websites such as eBay, Amazon Marketplace and Jet.com under aliases or fictitious business names.
The Honest Kitchen is also set to begin publishing a weekly list of unauthorized resellers and MAP violators operating under fictitious business names on its own website, in an effort to demonstrate complete transparency and cut off offenders.
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.
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