Rebekah: Tell me a little about how Pipeline Pet Products got its start?
Kevin: We are a small collective of passionate pet people, veterinarians and seasoned industry professionals. We started out two years ago with our pet specialty brand, Green Bark Gummies, and have evolved that business into Pipeline Pet Products, a multi-brand company.
Our singular goal is to provide made-in-the-USA healthful solutions to as many dogs and pet parents as we can.
Rebekah: Pipeline recently launched Fruit Nibblers and Droolers. Can you tell me about these new products?
Kevin: Both of these new brands offer a measurable and healthful deliverable. They both deliver an excellent source of omega-3 fatty acids via our patented chia and flax.
Droolers are soft treats with an innovative shape that are incredibly tasty and low in calories. They come in five functional and delicious flavors: Chicken, Whitefish, Pork, Turkey and Duck.
Fruit Nibblers are USDA organic crunchy treats that are also low in calories, exceptionally tasty and bring functionality to the organic treat category with our omega-3 fatty acid deliverable. They come in four delectable fruity flavors: Bodacious Banana, Apple-a-Day, Bold Blueberry and Pumpkin Spice.
Both brands are grain-free, made in the USA and offer a functional benefit and healthful nutrition at an affordable price—value for money!
Rebekah: Pipeline uses patented chia and flax. What are the benefits of these ingredients for pets?
Kevin: Both of these innovative ingredients offer a measurable and healthful deliverable. They both deliver an excellent source of omega-3 fatty acids that does not need to be converted by the body but instead delivers ALA, EPA and DHA directly for maximum absorption. We measure the ALA, DHA and EPA levels in post-production to validate our omega-3 deliverable in every treat.
The benefits of omega-3’s are well documented and include the support of heart, vision, brain and skin and coat health.
Rebekah: There have been some new hires at Pipeline. Can you tell me about them?
Kevin: We have been busy in that respect. We have recently added a CEO to our team, Brad Hatt, the former director of Big Heart Brands’ Canadian business. Brad is a pet industry veteran with 35 years in the consumer packaged goods industry and 22 years of that experience in the pet products category at Del Monte Foods (Big Heart Pet Brands) and Mars Pet.
We have also been beefing up our advisory board with the addition of Bill Pearce, an outstanding marketing professional and an executive leader in the consumer packaged goods industry, with more than 30 years of experience with companies such as Del Monte, Taco Bell, Campbell Soup, Procter and Gamble, Coca Cola and Miller Brewing. We are thrilled to have these two amazing talents join our team.
Rebekah: What is a typical day like for you?
Kevin: A typical day is probably the same as most pet sales professionals. I confer with Brad and the rest of the team; meet with, speak to, listen to customers; and try to add value wherever and whenever I can.
I am a big “list” guy, so my daily routine always consists of working through my to-do list. I also make every attempt to visit stores wherever I am across North America to maintain a finger on the pulse of store-level activities, where everything happens. Usually through my lunch, if I am not at a lunch meeting, I read through pet industry magazines to keep on top of what is new across the industry.