WellPet: focus on freeze-dried, raw meat premium pet food
This independent company fast tracks innovation to stay on top of the ‘fourth category’ in premium pet food.
WellPet, according to CEO Camelle Kent, has all the benefits of being a 100 percent independent company combined with being just the right size to take advantage of all its resources.
“We’re still family owned, but we have a nice balance of having size that allows us to innovate and do things like purchasing Sojos (in January 2016) and WHIMZEES (in February 2017), or restaging our Holistic Select brand, which has a 100-percent independent focus,” says Kent.
The company’s history seems to bear that out. According to Kent, WellPet was the first brand to introduce grain-free recipes and is a forefather in the natural pet food space. WellPet’s focus now is the “fourth category,” the company’s name for the growing fresh/freeze-dried/frozen and raw categories in premium and superpremium pet food.
In this article, you'll learn about:
- WellPet’s opportunities to stand out in pet food
- Retail partnerships and e-commerce
- The future of WellPet in the specialty space
Read the entire article to find out more about WellPet's brands, sales, strategy and what it will continue to focus on in the future.