Pet Age discussed dog treats with Jay Basnight, chief marketing officer at Barkworthies, and he explained how his company maintains a quality product that stands out in the crowd.
Why did Barkworthies recently decide to unveil a full rebrand and refresh?
Our focus for this rebrand was to reconnect with our current customers and new customers. We want to build their trust in our brand and introduce them to the best treats and chews they can provide their dogs. Barkworthies positions itself as an innovative, premium brand that dog owners can rely on. Our enhanced brand content tells our story and our purpose, which customers have shown to prefer from brands in recent market surveys. We want to build the trust between ourselves and our customers because we want them to come back, share their ideas and help keep their dogs healthy and happy. Barkworthies embodies innovation, and our new product lines and packaging show that we are committed to our goals and our customers.
How would you describe the product lines that comprise your catalog?
Barkworthies prides itself on having a wide variety of products to delight every dog. Our catalog boasts products full of innovation and the classics every dog loves. In addition, our products range from single-ingredient to superfood blends, all made from premium ingredients sourced responsibly from around the globe. We know dogs, and we know that variety is the best way to keep them healthy and happy.
How does The Vanderpump Dog Foundation fit into the charitable organizations that you support?
The Vanderpump Dog Foundation’s mission is to create a better world for dogs around the globe. They provide spay/neuter services and have been fighting against the consumption of dog meat at the Yulin Dog Meat Festival. We recently became a sponsor for their annual Gala because of their mission and efforts. Working with The Vanderpump Dog Foundation provides an opportunity to achieve our goals alongside theirs. We believe that all dogs deserve to live happy and healthy lives. The Vanderpump Dog Foundation has completed wonderful work around the globe, and we are proud to have been a sponsor of their conservation efforts.
What sets Barkworthies apart from your competition in the treat category?
Barkworthies sets itself apart from competitors through our constant strive for innovation and excellence. We only use the finest natural ingredients in our products, whereas competitors are more likely to use artificial preservatives or filler ingredients. Our variety ensures customers find the right product for their dog. Many competitors will simply offer the same products year after year, never innovating their formulas or product catalog. Barkworthies’ goal is to embody innovation; we monitor and adjust our formulas based on nutrition to ensure our products are the absolute best.
What can you tell us about the Barkworthies Super Bone?
Barkworthies Super Bone is our brand-new superfood chew, debuting at Global Pet Expo. This is an all-natural, highly digestible dog chew made here in the United States. Super Bones are rich in flavor and packed with superfood blends. They feature either an Ancient Grain outer shell or a Grain-Free outer shell. We’re very excited to announce that we will have three of our flavors debuting at Global Pet Expo this March.
What is the Barkworthies Chew Meter and what is its purpose?
The Chew Meter is a new addition to all of our product packaging and descriptions. It is designed as a dial, which shows the level of chewing behavior the product is intended to support, as well as its expected longevity. It ranges from light chewer to power chewer. Our Chew Meter functions as a guide for customers to choose the best product for their dog, in every stage of life.