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Jones Naturals Unveils Long-Term Strategy


July 31, 2017

Jones Naturals LLC, manufacturers of premium, natural dog treats and chews, now has a new multi-channel brand strategy that includes expansion of the Jones Natural Chews and The Country Butcher product lines. The new strategy is built on the company’s 160-year-old commitment to using only American-sourced natural products and a track record of 99.5 percent on-time delivery. In addition, there is now a fun, new brand ‘look’ for the flagship brand, Jones Natural Chews.

“The new Jones Naturals strategic plan establishes a clear focus on accelerated growth by, first, staying true to our heritage and, simultaneously, by diversifying our key product lines,” said Michelle Higdon, CEO of Jones Naturals. “With support from our investment partners, we are injecting new growth into the company by continuing our tradition of providing the highest quality natural dog treats and chews, which are sourced and processed exclusively in the United States. No exceptions: we are—and always will be—100 percent American-made.

“In addition, we are introducing a suite of new products to complement our commitment to on-time service to our retail partners,” she continued. “Taken together, these strategies add up to a clear category advantage: great products, plus quality service and, now, more choices than ever for pet-parents and their pups.”

Jones Naturals is also unveiling a new brand platform for its flagship line, Jones Natural Chews, showcasing a new ‘look’ for its ‘Rocky’ mascot (pictured above). The new Rocky, a playfully salivating pup, embodies the fresh, fun characteristics of the Jones Natural Chews brand and underscores the company’s commitment to provide pure, nurturing treats for dogs.

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