Petfood Industry - November 2017 - 17
www.PetfoodIndustry.com | 17
Supporting brick-and-mortar business as
well as customers
The California, USA-based Lucy Pet Foundation, with its mobile spay and
neuter trucks, has grown to be a respected organization in the short time
it's been running. After two years, the city of Los Angeles awarded the
Lucy Pet Foundation a multi-year spay and neuter contract to spay and
neuter more than 10,000 animals.
Photo by the Lucy Pet Foundation
Improving dog and cat lives through
Lucy Pet's product lines include Lucy Pet Cats Incredible
litter, and Lucy Pet shampoos and leave-in conditioners. But
the lines that tap most into Herrick's knowledge of pet health
are the Lucy Pet Formulas for Life dog and cat foods.
"I love all my pets and want them to be healthy and live
as long as they possibly can," says Herrick. "I started looking
into what is missing in today's diets for dogs and cats. I
quickly realized that there are a lot of foods all saying the
same thing in their marketing, so I started looking at it from a
different point of view. I found a lot of information and studies
around advancements in human health diets and knew this
was where we needed to focus for dogs and cats."
Herrick says that, after he read human health studies
about digestion and gut health, he decided that digestion
was something that needed more attention in pets. Enter Dr.
George C. Fahey, a leading expert on gut health and dietary
fiber for pets and people.
"It is a privilege to utilize his 40 years of research for our
P.B.F Prebiotic Balanced Fiber blend, which brings breakthrough nutritional advancements for optimized digestion
and gut health," says Herrick.
The response to the food line has been overwhelmingly
positive, according to Herrick. "When people hear about
the science behind our P.B.F. Prebiotic Balanced Fiber, they
understand the importance of gut health for the overall health
of their dog or cat," he says.
Industry November 2017
"We have very strong partnerships with distributors and
retailers in the US and around the world, which will make
a huge difference in our growth," says Herrick, who also
says he grew up in the industry with brick-and-mortar pet
specialty retailers and feels it's important to support them
with innovative products loyal to the channel.
"Brick-and-mortar retailers are facing significant challenges from e-commerce sites, which is making it very difficult to keep their customers coming through the front door,"
he says. "Many of the leading food brands which drive the
channel have expanded distribution outside of the channel, or
are selling online at prices lower than the retailers can afford
to compete. We need to help independent pet specialty brickand-mortar retailers be successful."
The idea of creating and growing partnerships extends to
pet owners, whom Herrick says just want the best for their
"Our goal is to provide solutions to pet parents who are
Headquarters: Thousand Oaks, California, USA
Facilities: Thousand Oaks, California, USA
Officers: Founder and President Joey Herrick; Executive Vice
President Lynnda Herrick; Partner Rick Rockhill
Sales: The company continues to grow very quickly at independent pet specialty retailers, doubling its sales volume in its
Brands: Lucy Pet Formulas for Life, Cats Incredible litter, Lucy
Pet shampoos and conditioners
Distribution: Global distribution: USA, Canada, Hong Kong,
Japan, Korea, Taiwan, Indonesia and mainland China
Website/Social Media: www.LucyPetProducts.com,
www.LucyPetFoundation.org, @LucyPetProducts on Facebook,
Twitter, Instagram and LinkedIn; Spokespets @SurfinJackDog
and @RickyTheRescue on Facebook, Twitter and Instagram