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Petfood Trends: News From Champion Petfoods - Small and Simple, a Great Combination | |
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Winter 2007 - Theme: Opportunities With Pets in Agriculture | |
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Champion Petfoods launched their Orijen pet food line in July and have seen it gain phenomenal acceptance and growth worldwide. When asked why Champion Petfoods developed Orijen, Peter Muhlenfeld said: “We are a niche player in the pet food industry. We saw an opportunity and went after it. Being small works to our benefit as we can change quickly to respond to consumer demand.”
Champion Petfoods was not always a niche business with a specialized product. In the 1970s it was an extension of Champion Animal Feeds located in Morinville, Alberta. In the early 1980s, it became clear that a change was needed and Champion Pet Foods was launched. Initially Champion Petfoods had the philosophy ‘they will buy what we make’ and they did not take any direction from the market place. Business was steady, but growth was difficult. By the mid 1990s, they knew how to compete in the competitive pet food market. “We knew we could not compete with the large manufactures so we positioned our company as a small regional manufacturer producing a high quality product,” explains Peter. “Our product line is simple; high protein, low carbohydrate made from fresh regional products. Nutrition is key for a healthy pet and we produce a nutritious, high quality product.”
Champion Petfoods developed a very successful business around a simple philosophy: Provide a quality product using fresh regional ingredients. Success did not happen overnight. It developed over 30 years and is still changing today. “As technology and customer demands change, so will Champion Petfoods and its products,” explains Peter.
Contact: Peter Muhlenfeld, Sales and Marketing
Champion Petfoods www.championpetfoods.com
Peter’s Tips For Companies Starting In The Pet Food Industry
- Know your industry and where you fit. Size does not matter.
- Do not compete on price. People will pay for quality.
- Brand your product. Customers buy a brand.
- Know your customers. Provide what they want.
- Have a passion for what you do. Being a dog lover helps when you are producing pet food.
- Market, market, market – marketing is never finished. Always be networking. See what other manufactures are doing. Listen to what your customers want.
- Never say never. If there is a problem there is an answer somewhere.
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For more information about the content of this document, contact Kathy Bosse.
This document is maintained by Joan Bates.
This information published to the web on January 16, 2007.
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