Petfood Industry - January 2018 - 19

www.PetfoodIndustry.com | 19

WellPet's opportunities to stand out in pet
food
WellPet credits a significant number of its opportunities to
its ownership and its position in the industry.
"Being independent and family owned allows us to innovate at a faster pace, I think, than some of the bigger guys,"
says Kent. "I think we're able to react to industry trends and
changing consumer dynamics at a faster rate than most of our
competitors can.
"Equally, because of being family-owned by the Berwind
family specifically, I think we have the right level of resources

WellPet Foundation: making a difference for
pets in need

www.PetfoodIndustry.com/article/6793

to be able to invest in new technologies and new facilities,"
she says. "Owning all our own facilities that we produce our
food in sets us apart from the smaller guys that you could say
can innovate at a fast pace, as well. It's that balance of being
able to provide new products and innovation, which I really
think is going to be what allows pet specialty to continue to
differentiate against food/drug/mass, and being able to do so
in our own facilities."
Kent also said she credits the company's people and their
commitment to ensuring WellPet's continued success.
"What sets us apart is the people who work here and their
unwavering approach to nutrition," she says. "It's not like
humans, where we can eat nachos one day and a salad the next
day; dogs and cats depend totally on us for their nutritional
choices. I think having a team that understands that, and thinks
about that in every decision they make - from a quality, from
a food safety, from an ingredient choice standpoint - is an
incredible differentiator for us."

Retail partnerships and e-commerce
Kent says pet food companies, particularly those dealing in
the pet specialty retail space, must be cognizant of the balance
between the needs of their retail partners and the practicality
of being available online.
"The independents and brick-and-mortar retailers are
really needing to have a reason for pet parents to still come
into their stores, versus going to food/drug/mass or going
online to buy a product," says Kent. "And I think the way
they're going to be able to keep people coming into their
Industry January 2018

stores is to offer the more innovative products, the products
that probably need a bit more explanation from store associates, products that you probably need some help explaining
how to use or how to store. That's where I think our retail
partners can really drive differentiation."
That's where the fourth category comes in, and why
Kent says she believes it will be "a billion-dollar category
by 2020."At the same time, there's no point in ignoring
e-commerce trends in the hopes they'll be a passing fad.
"I think for us, the internet caught everybody in the pet
space a little bit by surprise," says Kent. "The idea initially
was that the cost to ship a 26-pound bag of dog
food would be prohibitive, and we didn't expect
it to grow as fast as it has online. As a brand it's
important to be available online so those shoppers who only want to shop online can find us."
Maintaining the balance between retailers and
e-commerce is vital, and will allow everyone to
succeed, according to Kent. "I think that will allow brick and
mortar to compete at what they're good at, which is in-store
experience, offering education and added benefits (such as
grooming, walking or daycare), and allow e-commerce to

JUST
THE

FACTS

Headquarters: Tewksbury, Massachusetts, USA
Facilities: Mishawaka, Indiana, USA; Minneapolis,
Minnesota, USA; Veendam, The Netherlands
Officers: CEO Camelle Kent,
Chief Financial Officer Nick Deldon
Sales: Upwards of US$400 million in 2016
Brands: Wellness Natural Pet Food, Old Mother
Hubbard, Holistic Select, Eagle Pack, Sojos, WHIMZEES
Distribution: WellPet has global distribution
Employees: Approximately 400
Website/Social Media: www.wellpet.com; www.
wellnesspetfood.com; www.holisticselect.com; www.
oldmotherhubbard.com; www.eaglepack.com; www.
Sojos.com; www.whimzees.com


http://www.PetfoodIndustry.com http://www.PetfoodIndustry.com/article/6793 http://www.wellpet.com http://www.wellnesspetfood.com http://www.wellnesspetfood.com http://www.holisticselect.com http://www.oldmotherhubbard.com http://www.oldmotherhubbard.com http://www.eaglepack.com http://www.Sojos.com http://www.Sojos.com http://www.whimzees.com

Table of Contents for the Digital Edition of Petfood Industry - January 2018

Petfood Industry - January 2018
Contents
Top 2018 pet food trends: clean label, full transparency
Industry News
New Products
WellPet: focus on freeze-dried, raw meat premium pet food
3 pet food trends that continue to redefine the industry
Top pet health trends impacting pet nutrition research
Addressing health issues in older dogs with pet food
What to expect from FSMA pet food safety inspections
Petfood Forum Asia: innovation for rising pet food markets
How to convene a GRAS panel for novel pet food ingredients
Agar-agar: Gelling agent option for canned dog and cat foods
US pet food market to reach US$27 billion in 2018
Marketplace
Advertiser’s Index
Petfood Industry - January 2018 - CT1
Petfood Industry - January 2018 - CT2
Petfood Industry - January 2018 - Petfood Industry - January 2018
Petfood Industry - January 2018 - Cover2
Petfood Industry - January 2018 - 1
Petfood Industry - January 2018 - Contents
Petfood Industry - January 2018 - 3
Petfood Industry - January 2018 - Top 2018 pet food trends: clean label, full transparency
Petfood Industry - January 2018 - 5
Petfood Industry - January 2018 - Industry News
Petfood Industry - January 2018 - 7
Petfood Industry - January 2018 - 8
Petfood Industry - January 2018 - 9
Petfood Industry - January 2018 - New Products
Petfood Industry - January 2018 - 11
Petfood Industry - January 2018 - 12
Petfood Industry - January 2018 - 13
Petfood Industry - January 2018 - 14
Petfood Industry - January 2018 - 15
Petfood Industry - January 2018 - 16
Petfood Industry - January 2018 - 17
Petfood Industry - January 2018 - WellPet: focus on freeze-dried, raw meat premium pet food
Petfood Industry - January 2018 - BB1
Petfood Industry - January 2018 - BB2
Petfood Industry - January 2018 - 19
Petfood Industry - January 2018 - 20
Petfood Industry - January 2018 - 21
Petfood Industry - January 2018 - 3 pet food trends that continue to redefine the industry
Petfood Industry - January 2018 - 23
Petfood Industry - January 2018 - 24
Petfood Industry - January 2018 - 25
Petfood Industry - January 2018 - 26
Petfood Industry - January 2018 - 27
Petfood Industry - January 2018 - 28
Petfood Industry - January 2018 - 29
Petfood Industry - January 2018 - Top pet health trends impacting pet nutrition research
Petfood Industry - January 2018 - 31
Petfood Industry - January 2018 - Addressing health issues in older dogs with pet food
Petfood Industry - January 2018 - 33
Petfood Industry - January 2018 - 34
Petfood Industry - January 2018 - 35
Petfood Industry - January 2018 - What to expect from FSMA pet food safety inspections
Petfood Industry - January 2018 - 37
Petfood Industry - January 2018 - 38
Petfood Industry - January 2018 - 39
Petfood Industry - January 2018 - 40
Petfood Industry - January 2018 - 41
Petfood Industry - January 2018 - Petfood Forum Asia: innovation for rising pet food markets
Petfood Industry - January 2018 - 43
Petfood Industry - January 2018 - How to convene a GRAS panel for novel pet food ingredients
Petfood Industry - January 2018 - 45
Petfood Industry - January 2018 - 46
Petfood Industry - January 2018 - 47
Petfood Industry - January 2018 - Agar-agar: Gelling agent option for canned dog and cat foods
Petfood Industry - January 2018 - 49
Petfood Industry - January 2018 - US pet food market to reach US$27 billion in 2018
Petfood Industry - January 2018 - 51
Petfood Industry - January 2018 - 52
Petfood Industry - January 2018 - 53
Petfood Industry - January 2018 - Marketplace
Petfood Industry - January 2018 - 55
Petfood Industry - January 2018 - Advertiser’s Index
Petfood Industry - January 2018 - Cover3
Petfood Industry - January 2018 - Cover4
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