In your company, what pivotal decisions have been made over the last several years - from the mailroom staff to the CEO? Here are the picks from Bob Islinger:
- Introduced "EntrÃ©es for Dogs" in MRE packaging (meals ready-to-eat packaging) that was produced in a USDA Inspected Facility.
- Company made the transition to "100% Human-Quality Ingredients." As a result, it developed the "It's not Pet food. It's Food for pets!" positioning.
- Company decided that Food for pets was logically best found in stores that sell foods; i.e. grocery stores as opposed to pet stores whose custodial environment could jeopardize the 100% human-quality ingredient positioning. Company focused its efforts on the grocery and mass merchant channels.
- Although the company produces food that is specifically formulated for pets, we actually sampled some of TDB products to consumers in stores. While the product is always manufactured to edible standards, in this particular case, the product was also packaged for human consumption, making it technically possible to sample.