Petfood Industry - March 2018 - 21
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as retailers were seeking edible products with internal and
external health benefits in unique formats. "Many of our
customers prefer alternative formats to kibble, as they believe
there are healthier options available," says Hart. "Our goal is
to deliver the nutrients pets need to be healthy inside and out."
nourish: A specialty pet food line with
high nutritional goals
The Isle of Dogs nourish brand is a line of air-dried pet
food and treats, dental chews and supplements aimed at the
independent pet specialty trade segment. With food and treats
made from 90 percent raw meat and free of GMOs, animal
meals, grains, corn, gluten,
soy, potatoes, lentils and
artificial preservatives, flavors
and colors, the company
says it's introducing "what
grain-free is supposed to be"
to its consumers. "The initial
response from the market
has been very strong, and
momentum continues to
build," says Hart. "We are
continuing to add independent
distributors across North
Isle of Dogs' new pet
America, adding retailers
food line, nourish,
weekly. The food is performing
includes grain-free pet
very well, and consumers are
food, dental treats,
embracing the alternative
jerky and probiotic
jerky-style format of 90 percent
supplements aimed at the meat and limited ingredients."
independent pet specialty
The brand aims high and
lands squarely in the topmost
section of the specialty
pet food market. "In addition to using natural, premium
ingredients in each of our products, all of the meats used
in our food and treats are sustainably sourced and ethically
raised under strict standards," says Hart. "Our lamb, venison
and beef are free range and grass fed."
Getting the word out: Educating
customers on pet nutrition and health
Hart says he sees Isle of Dogs' unique position in two
segments of the pet world as a prime opportunity to educate.
"Our biggest opportunity is educating consumers and
retailers on the benefits of our products," says Hart. "There
is a huge demand for grain-free products, and we see that
Industry March 2018
Isle of Dogs'
jerky treats, part
of the company's
and made with
meat from New Zealand, including beef, chicken and
lamb & venison for dogs, and chicken & salmon for cats.
trend shifting more to products free from potatoes and other
This opportunity is also the company's biggest challenge,
according to Hart.
"Telling our story and getting the word out there is the
biggest challenge," he says. "Our marketing and sales strategy
is very grassroots and spreads one customer at a time. There
is a huge market opportunity available, but reaching it on a
small company budget is challenging."
The company plans to focus on innovation, expanding its
Headquarters: Germantown, Wisconsin, USA
Facilities: Co-manufacturers located in US and New Zealand
Ofﬁcers: Kailas Rao, CEO; John Hart, president; Nancy Butkus;
vice president of marketing
Sales: Double-digit annual growth anticipated for 2018 and
significant additional growth forecast for the next few years due
to nourish launch and additional introduction of new innovation.
Brands: Isle of Dogs, Coature, Salon Elements, Everyday
Elements, Every Day Natural Luxury, Replascents, Cococlean,
Distribution: Pet specialty