Petfood Industry - September 2017 - 26
26 | www.PetfoodIndustry.com
➥BEST BREED: NATURAL, HOLISTIC PET FOOD FOCUSES ON HEALTH
"We focused on building volume for our distributor and retailer
partners and have become extremely popular in the states we
serve," says Benton. "It is not uncommon for Best Breed to be a
'house brand' for many of our independent retailers. Best Breed
In terms of the future, Best Breed has a plan for continued
segment success: customer education.
"The more we can do to educate the customer, the
better," says Cotton. "We have developed a very loyal base
of customers by having straightforward
conversations with them about nutrition and what really matters. The
customer expects to be marketed to, but
they do not want to feel like they are
being sold a bill of goods.
"A very interesting trend we have been
experiencing lately is hearing from customers who want to
know if they really need to spend the extra money on a grainfree food," says Cotton. "We have an amazing line of grainfree foods and make more money on them, but are not afraid
to tell the consumer, 'maybe not', and then go on to talk
about how foods with healthy grains and high-quality meat
and fat inclusion might be just fine. This type of discussion
goes a long way in bridging that trust gap a lot of consumers
instinctively have with our industry." ■
Best Breed's ownership evolution
can be found in hundreds of stores throughout the Midwest US
and now the Northeast US, as well as many Asian countries."
On the heels of this recognition, the company is very
optimistic, says Benton.
"The market, especially our segment, is so big and growing
so quickly; we see opportunity just about everywhere we look,"
he says. "It is one of the few industries where the consumer is
actively contacting you because they want to learn more about
feeding their pet a healthy diet. It is quite remarkable."
A QUARTER CENTURY
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