______________________________________________________________________________________________ Stella
& Chewy’ s
Premium products
With respect to product development, the company’ s main focus is on furthering the relationships between
pet parent and pet, whether the goal
is tackling fussy eating, maximizing nutrient intake or improving hydration, this requires first gathering feedback directly from pet owners.“ Once we have identified an unfulfilled need that pet parents have, and created a safe product to meet that need, it must then taste great to pets and be clearly preferred to alternatives,” adds Jay.“ When a product clears all those hurdles, it’ s ready for market. To help draw in new consumers and build trial for our products we’ ve recently launched trial sizes for our freezedried meal mixers and our Dinner Dust. We’ re also considering trial-sized versions of our freeze-dried dinner patties.”
Supplier partnerships are also key for the pioneering pet food business – a notable example is the collaboration with North Freeze Dry, a joint venture between Anchor Ingredients and Barrett Pet Food in Little Falls, Minnesota.“ Barrett has been a long-term partner who handles a majority of our premium kibble production,” Jay highlights.“ The kibble includes either a freeze-dried raw coating or small freeze-dried raw protein inclusions. Initially, we were producing freeze-dried material in Wisconsin and shipping it to Barrett for use in the kibble production process, but that was inefficient and disrupted our ingredient custody chain. North Freeze Dry built a plant across the street from Barrett’ s kibble plant that now produces the freezedried protein on-site, following the same safety and quality standards we do.
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