Bravo Pet Foods Unveils New Logo, Packaging

Bravo Pet Foods, the purveyor of an extensive, natural line of dinners and treats for dogs and cats has introduced a new logo, slogan and packaging design.

The image overhaul was developed with strategic guidance from Matrix Partners to make a compelling connection between the exceptional quality of Bravo products and the emotional reward pet owners feel when serving their pet the company’s dinners and treats.

The updated logo features a brilliant red color that has become synonymous with the Bravo brand for easy recognition, while contemporizing the insignia with a softer, more approachable font. A canine and/or feline silhouette will accompany the new logo for easy product differentiation.

These illustrated pets feature an activated color palette to signify the brand’s various nutritional benefits.

The new slogan, “make good happen,” was developed to reflect the company’s commitment to offer only the finest quality, healthiest and tastiest dinners and treats for pets; communicate the brand’s feel-good mission and ongoing commitment to the community and rescue shelters, and resonate with the brand’s target market.

For continuity, consistency and heightened point-of-sale impact, the entire Bravo line will receive updated packaging in 2014. The new designs are tailored to create a billboard effect when merchandised, with appropriate violators and highlighted sales points to distinguish each product’s protein, purpose and benefits.

All of these elements work together to maximize shelf and freezer impact, simplify consumer shopping and increase retail sales.

Bravo is a family-owned company located in Manchester, Conn.

Coastal Pet Products Gives Back to Stark County Human Society

More than 100 Safari Shed Magic grooming tools by Coastal Pet Products were donated to the Stark County Human Society.

“The shelter provided a perfect setting for Coastal to efficiently groom many different dogs and cats with various coat types with many different Shed Magic tool variations in a short period of time,” Mark Weber, product and program developer for Coastal Pet Products, said. “The staff at the Humane Society was very helpful. We told them what coat types we wanted to test the tool on and they quickly brought dogs and cats to an area one by one for us to groom.”


Loyal Biscuit Co. Raised More Than $650

For the month of September, Loyal Biscuit Co. asked its customers if they would like to “Round Up” their purchase to benefit a local charity, with P.A.W.S. Animal Adoption Center being the recipient. The final tally: $679.12 raised for P.A.W.S.

Loyal Biscuit Co. will be running the Round Up promotion again in the near future.

Dedication to Companion Animals

HomeAgain Pet Recovery Service has named its Hero of the Year Award recipient.

Theresa Strader, founder of Colorado-based National Mill Dog Rescue, received the award because of her dedication to companion animals and the significant impact she has made in her community.

Strader has rescued nearly 8,000 dogs from puppy mills across the United States. In addition to saving the dogs, she also rehabilitates and finds homes for them across the country. HomeAgain will make a $10,000 donation in her name to the National Mill Dog Rescue.

“Our communities are filled with people who make a difference in the lives of animals, but so many of their efforts go unsung,” Linda Block, marketing director for HomeAgain, said. “HomeAgain is proud to be able to recognize Strader and help shed a light on the tremendous animal well-being efforts being carried out every day throughout our country. Strader is an outstanding example of the impact one person can make on the lives of animals, and we are honored to call her a hero.”

Advocating for Pet Owners’ Interest

The Pet Leadership Council recently met in Dallas with 32 industry leaders in attendance to discuss various issues facing the pet industry.

The Pet Leadership Council members represent manufacturers, distributors, retailers, veterinarians and breeders. Companies such as Nestle Purina PetCare Company and Central Pet and Garden were represented, as well as industry trade organizations such as American Pet Products Association, American Veterinary Medical Association, Pet Industry Distributors Association, Pet Industry Joint Advisory Council and World Pet Association, among others.

“Pets are part of the fabric of American life, a force for good in American society, and a tradition older than America itself,” Bob Vetere, president and CEO of American Pet Products Association and founding member of the Pet Leadership Council, said. “Pet ownership makes people happier and healthier. And pet owners create a better life for the animals they love.

“The pet industry is overflowing with people who care deeply about pets and pet owners. But our industry historically has operated in a fragmented way, with each industry group representing narrower concerns. They deserve a unified voice. And they gain that unified voice with the Pet Leadership Council.”

Among the initiatives the Pet Leadership Council intends to address over time are: Advocating for the interests of pet owners and highlighting the virtues pet ownership brings to our society and our quality of life; articulating clear animal-breeding standards that protect breeded pets and help society to crack down on “puppy mills” and the bad actors that have given that term rise and, lastly, exploring opportunities to consolidate the industry’s myriad advocacy groups in a more concentrated and effective structure.

New Store Opening

Woof Gang Bakery & Grooming has opened a new store in Jupiter, Fla.

Woof Gang Bakery Jupiter is a locally owned small business, providing a one-stop shop for all pet care needs, including healthy, natural pet foods, and treats and grooming services.

Woof Gang Bakery & Grooming currently has more than 50 franchises throughout the U.S.

Educating Through Games

ThunderWorks has launched a new app, ThunderRush, to Android and Apple users that offers a fun, interactive way to educate individuals about pet anxiety.

To play ThunderRush, gamers must help ThunderDog find his family before he is overcome with anxiety.

The “running” style game features a user-controlled ThunderDog, who must earn ThunderTreats and ThunderToys to calm his anxiety and make it home safely. Players must make it through different levels in a certain amount of time to advance to the next level.

K9 Cloud 9 Adds Distributor

Natural Animal Nutrition will help support distribution in the Mid-Atlantic states for K9 Cloud 9, following a new partnership.

K9 Cloud 9 products are made with raw human-grade ingredients that are sourced locally. Flash -freezing preserves the natural juices and flavors of the fresh raw human-grade ingredients that K9 Cloud 9 uses without additives.

Pets for Vets Founder Wins Award

The founder of Pets for Vets has won the Cigna GO YOU Award.

Clarissa Black, an animal trainer, founded Pets for Vets after she visited VA Long Beach Healthcare System’s health facility with her dog, Bear. She saw the positive effect a dog can have on veterans suffering from PTSD and other conditions. The organization now has 19 chapters in 17 states.

“For us at Cigna, one of the best parts of the GO YOU Awards process has been connecting  with individuals who’ve turned their personal passion into effective action,” David Figliuzzi, executive director of the Cigna Foundation, said. “To know that Clarissa will now be using her GO YOU grant to transform her passion into better lives for even more of our veterans is especially exciting.”

The GO YOU Award comes with a $50,000 Cigna Foundation grant for Pets for Vets. Black said she will use the money to form additional chapters in other states and to match more shelter pets to veterans.
Facebook users chose Black as the GO YOU Award winner via an online vote held Nov. 4-11. She was one of four nominees for the award, all of whom previously received $20,000 Cigna Foundation grants for their charities. Black and Pets for Vets won handily with 70 percent of the Facebook vote.

“Bringing our brave veterans together with some wonderful  animals is reward enough, but it’s always energizing to know that people appreciate what Pets for Vets does,” Black said. “I want to thank everyone who voted, and to thank the other GO YOU Award nominees. We’re all in this for the same reason, helping others.”

Distributors for Paw Pods

Paw Pods has four new national distributors and retailers, including Hindsdale Pet Cemetery, Partridge Enterprises, Kap-Lind Enterprises and Amazon.

“We are very excited about these new national partnerships,” Ben Riggan, managing partner of Paw Pods, said. “Exposing more people to alternative, ethical and environmentally friendly pet aftercare solutions is our primary goal, and these new distributors and retailers will greatly support this mission.”

Paw Pods offers six sizes of pet burial pods, two sizes of urns, a fish pod and a heart-shaped pod, each made from all-natural, biodegradable materials such as bamboo and rice husk.

Their products are 100 percent eco-friendly, and can hold the smallest goldfish, to an extra-large dog breed or a cremated pet’s ashes.

New Training Program From Bravo!

Bravo! is offering a new interactive training program accessible through the company’s website that will provide distributor sales representatives, retail store associates and product demonstration teams with the knowledge they need to inform their customers about the benefits of Bravo!

After viewing a 10-minute video session and completing a brief, 15-question quiz, successful test takers will receive a personalized certificate of completion plus a complimentary $15 Starbucks gift card.

“This program was developed to help sales professionals become more knowledgeable about our line,” Michelle Carter, Bravo! vice president of sales, said. “So they can detail pet parents about the many benefits of the Bravo! product lineup and answer frequently asked questions with confidence.”

Ethical Products Purchases the Assets of M2

New Jersey-based Ethical Products, Inc. has acquired the assets of M2 Corporation, which includes all molds, patents and trademarks for the innovative line of M2 grooming brushes and feeding bowls.

“M2 is a company I have known since its inception and have been close to its ownership and key employees for years,” Jonathan Zelinger, president of Ethical Products, said. “M2 brings excellent brands and patented problem-solving products to our growing organization, and this acquisition reinforces our plan to scale up our business.”

M2 products will undergo a packaging update and integrate with the Spot line over the coming months. The acquisition will enable them to distribute the M2 product line through their wide and varied distribution channels, and provide the unique problem-solving products their customers are looking for in a solid and growing partner.

Ethical will begin marketing the M2 grooming tool line of easy-clean brushes and bowls at current and upcoming trade shows, including the Global Pet Expo in Orlando, Fla.

Ethical Products, located in Bloomfield, N.J., and established in 1954, is a leading supplier of innovative pet accessories.

For more information, call 1-800-223-7768.

WPA Acquires Atlanta Pet Fair

The World Pet Association has acquired the Atlanta Pet Fair, the largest event in the Southeast for the professional pet stylist offering a trade show and the largest grooming competition in the world.
“It is our hope that we can continue the legacy started by Ann Stafford and produce a show to encourage the grooming industry,” Doug Poindexter, president of the World Pet Association, said.

WPA will begin producing the show in 2015, located at the Atlanta Airport Hilton.

The World Pet Association  is the oldest industry organization promoting responsible growth and development of the companion pet and related products and services.

Kathy Ireland, Worldwise, Team Up

Kathy Ireland, CEO and chief designer for kathy ireland Worldwise, also known as kiWW, has unleashed a line of solutions-based home décor pet products for four-legged fashionistas.

Partnering with Worldwise, the team responsible for the line of products from SmartyKat, PoochPlanet and Petlinks, Ireland developed a line of solutions-based home decor pet products. According to Forbes Magazine, kiWW is recognized as one of the country’s most successful design and marketing firms, with revenues topping $2 billion in licensed products annually.

Pet Age spoke with Aimee Diskin, director of innovation and product development at Worldwise, about the kathy ireland Loved Ones collection.

Pet Age: What type of design features make these products stand out in the pet industry?

Diskin: The approach to the line was to offer families intuitive, solution-oriented products that look good in the home environment.

Our goal was to solve both a pet, and pet parent’s, needs through innovation and a very thoughtful analysis of how we interact with our pets in daily life. Our team frequently took an everyday task and asked, “What would make it even more enjoyable, easier, faster?”  Oftentimes, we discovered solutions by just being with our pets. For example, while feeding our pets, we noticed how dirty the wall behind the feeding bowl was. Also, noticing how our dogs and cats slept led to the question of if we had the right bed to match that sleep style. We even examined the in-store experience to make our items more accessible and user-friendly on the shelf.

Kathy’s aesthetic melded seamlessly with the products. This resulted in uniquely beautiful, home décor-friendly cat and dog products with high-quality fabrics and materials to harmoniously fit into any home.

Pet Age: What types of products can we expect to see in the collection?

Diskin: The kathy ireland  Loved Ones collection offers a comprehensive product line for both cats and dogs that encompass: bedding, toys, leads, collars, travel, feeding, watering, scratchers and furniture. The Loved Ones collection offers beautiful, high quality, solution-focused products for the entire home.

Pet Age: What was it like to work with Kathy Ireland and her team?

Diskin: Kathy and her team are great partners and very much a family dedicated to the wellness of pets and connecting with these Loved Ones. kiWW’s mission is “… finding solutions for families … especially busy moms.” Kathy and I are both aware of what it means to be a busy parent of both the two-footed and four-footed children in our families.

Just because we don’t have a lot of time to spare doesn’t mean we don’t want to offer our families the best care possible. If we can save time, solve a problem and have style while doing it, even better.  Throughout the development of the collection we frequently validated the items to make sure there was a solution or benefit offered. If it didn’t have one, it wasn’t going to make the cut.

Pet Age: How did Kathy’s dogs inspire the collection?

Diskin: Kathy has had many animals in her family over the years. Some [were] adopted or rescued, and all [were] part of the family and considered loved ones.  Kathy has said, “We have never thought of ourselves as pet owners, rather, we are the trusted guardians for these very special Loved Ones. kiWW and Worldwise are committed to making the world a better place for all pets and the families who love them.”

There is a portion of the line, Gracie & Delilah, that is inspired by two of Kathy’s dogs that were adopted from her late mentor, Elizabeth Taylor. Gracie & Delilah are world-class Loved Ones that are accustomed to the finest things in life and the Hollywood chic lifestyle. You’ll find some indulgent products in the collection that allow all our Loved Ones to live the indulgent life of Gracie & Delilah.

Pet Age: Can you tell us about the pet advocacy program that will work to raise awareness of the benefits of pet adoption?

Diskin: When you pair a dynamic brand like kiWW along with Kathy’s values and philanthropic support, she stands out in the marketplace. Worldwise shares similar values, so it has been great to work together with kiWW. Kathy and Worldwise are both very devoted and involved in a variety of pet-wellness focused organizations. Our objective is to build awareness through as many organizations as possible.

As examples, we support creating awareness of the benefits of both adoption and rescue organizations that understand the power of emotional bonds, rewards and joys that coincide with pet ownership. Some of the organizations we support are Tony La Russa’s Animal Rescue Foundation, A Wish for Animals and APPA’s Pets Add Life.

– Stacy Mantle

The kathy ireland Loved Ones collection will feature solution-based pet products.

Chicago Pet Video Changes Name to ReelPaws Productions

Chicago Pet Video, the country’s only production company focused exclusively on animal-focused businesses, recently changed their name to ReelPaws Productions to more clearly reflect the company’s in-house creative and technical abilities, and national reach.

Andrea Fischetti, managing director of ReelPaws Productions, believes the name change was instrumental to demonstrate its leadership in the pet industry.

“Businesses were under the assumption that we only work in the Midwest region, when in truth we serve clients nationwide and internationally,” Fischetti said. “ReelPaws Productions better represents our expanded capabilities.”

In the past year alone, ReelPaws Productions has brought on an Emmy-nominated director of photography, added animation services and successfully created the first interactive video portal at one of the industry’s largest events, the Backer’s Total Pet Expo.

“We are proud to bring the pet industry our expertise in creating multimedia campaigns targeting consumers in the online space,” Fischetti added.

ReelPaws Productions is an industry leader in video production for animal exclusive businesses. ReelPaws are experts in online video, including creating content for social media, product demonstrations, overview videos, web series, live streaming, motion graphics, and commercial services.

ReelPaws also produces videos for Pet Age, while Fischetti frequently contributes to the magazine.


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