Pet products manufacturers are broadening their marketing reach by offering boot camps and universities to teach potential customers—both young and old—how to feed and care for companion animals.

Two recent examples include CareFresh Critter College from Absorption Corp. (Ferndale, Wash.), designed to grow the small animal category by teaching grade school students about care for rabbits, hamsters and guinea pigs; and Canine Nutrition University, an online educational program from Proportions, a division of SmartPak Canine L.L.C. (Plymouth, Mass.).

“The goal of CareFresh Critter College is to help grow the category by creating a new generation of responsible pet owners,” said Shawn Dooley, vice president of CareFresh. The company is working with independent retailers and national chain pet stores to provide the lesson-in-a-box program to fourth through seventh grade classrooms.

Proportions’ plan, on the other hand, advocates feeding less kibble and replacing those calories with human-grade chicken stew and fruits and vegetables in custom portions based on each dog’s unique needs.

“We realized there really aren’t a lot of places where people can go to learn about proper nutrition for their dogs,” said Brad Bishop, general manager of Proportions, a division of SmartPak Canine L.L.C. (Plymouth, Mass.). “Canine Nutrition University was established as an online educational resource to help dog owners learn about making smarter, more informed decisions about how they feed their dogs.”

Both programs highlight education, but in different ways. CareFresh, for example, targets children who are looking to assume greater responsibility for pet care, according to Dooley.

“The lesson kit gives them important information on how to feed and handle their pets and keep them healthy. Plus, it gives teachers an interesting and fun curriculum that’s convenient and easy to teach,” he said.

Proportions, on the other hand, wants to capitalize on people who are paying greater attention to the types of foods they put into their own bodies—and who want to make similar choices for their dogs.

Check out the programs at www.carefresh.com/critter-college and www.proportions.com. [September 2010 PET AGE]