NutriSource is the Perfect Example of Enhancing a Pet Brand Beyond Product

“Doing well by doing good,” has become an increasingly important component to the business model of today’s companies. Robust giving-back initiatives can be seen across a broad spectrum of industries, and through a myriad of inspirational efforts.

Brands that give back connect with their customers on a deeper level. A majority of Americans think companies have a greater responsibility than ever before to address social issues. And they want brands to do more than just talk – they want to support brands that back their words with actions for causes they care about.

When given the choice between two similar brands or products, research shows that 71 percent of consumers will purchase from a purpose-driven company over the alternative.  And nearly 80 percent of consumers are more likely to remember a company with a strong purpose and 4 to 5 times more likely to recommend it to family and friends.

Consumers want to support brands that do good in the world, voting with their wallets to reward those that give back. As many companies have discovered, philanthropy is an investment in brand equity.

“Nothing is worth it if you’re not making a difference,” Charles Nelson, CEO of KLN Family Brands, parent company of NutriSource, says with conviction. KLN is a company dedicated to making a difference in the lives of families and pets, now and in the future. NutriSource vigorously supports a number of initiatives that celebrate the healing power of dogs and impact humans at their most vulnerable times.

With a brand that aligns with the health of people and their pets, in 2019, NutriSource’s funding launched the facility dog program at the M Health Fairview Masonic Children’s Hospital in Minneapolis with its first canine ambassador, Rocket. Today, the program is in full swing with three more dogs – Fern, Inka and Jersey.

According to Kylee Jordahl who heads up Partnership Marketing for NutriSource, these specially trained dogs work alongside child life specialists, supporting seriously ill children through their challenging hospital stays.

“The dogs know what to do to bring comfort to a child, often laying across them during tough procedures or treatments,” Jordahl explains. “They provide an exceptional level of comfort and care.”

In some cases, the dogs bring out smiles in children who have not smiled in weeks. Intensive training is necessary for these special full-time canine hospital employees, who log in 40-hour work weeks and sport their own badges and appointment schedules. Therapy dogs also provide comfort, but not to the level of facility dogs, and are pets to their human volunteers.

In the years since Rocket first spread joy walking the halls of M Health Fairview Masonic Children’s Hospital, NutriSource has expanded its support of facility and therapy dog programs throughout the country.  The other facility dog programs include Boston Children’s, Sanford Children’s, Lurie Children’s, Children’s Mercy Kansas City and most recently, NutriSource welcomed UCSF Benioff Children’s Hospital in San Francisco as its sixth partner hospital.

This program is made possible through a $250,000, five-year commitment from NutriSource, along with donations of food, treats and toys to ensure each facility dog is healthy and happy. “Going far beyond cuddles and fetch, facility dogs provide measurable improvements in physical, emotional and mental health. Our facility dogs create unique connections that help foster trust, enhance health outcomes and relieve pain, stress and anxiety,” explains Eileen McCree, Director at the Benioff Facility Dog Program.

“Our initiatives in improving upon and bringing to light the value of a bond between a human and a pet have quite possibly been the most rewarding thing we have done as a company in our 60 years of business,” Charles Nelson says with pride.

The company’s sales team and retail partners have also played a significant role in the success and growth of NutriSource’s philanthropic causes. “They are the face of NutriSource for so many, and they’re proud to spread the word about the good we are doing,” Jordahl points out.

“Being able to tell a story like this – and have employees from every level of the company – feel the impact is so rewarding,” Jordahl concludes. “As a company, we remain committed to not only keeping pets happy and healthy, but impacting humans when they need it the most. Following in the footsteps of Rocket, we will continue to actively seek partners for our facility/therapy dog programs across the U.S.”