PRO
FILES
A Natural Choice
At Pet Ventures the focus is on providing a variety of
natural choices for pets, people and retailers.
By Melissa Breau
I
n 2005, after working for several years with his father, a think there is a good opportunity for it in treats as well,” says
California-based pet product distributor, Ahdee Abramson.
Abramson saw an opportunity in the natural treats cate- “Fish are high in omega 3 and 6 fatty acids and in other essen-
gory and decided to pursue it. At first it was just a one- tial vitamins and nutrients, which are good for their [dogs’] skin
man operation; Abramson drove to pet stores through- and coat, heart health, joints and muscles,” says Abramson.
out Los Angeles taking orders and dropping off prod- Plenty of studies have shown the benefits of the
ucts himself. But the company omega 3 and 6 in humans and in
grew quickly, and today Pet n’ pets. So, you’ll see a lot more
Shape products are available omega 3 and 6 supplements
through a national distribution out there as well. And treats are
network in almost every territo- just another form for the dogs to
ry in the U.S. get those fatty acids.”
Abramson, now president of
Pet Ventures, the manufacturer Successful Sales
of Pet n’ Shape treats, says, “Pet n’ In order to help ensure success
shape was founded on the con- at the retail level, Pet Ventures offers
cept that our pets deserve natural several different plan-o-grams for
healthy treats they love, pet own- retailers to choose from. These starter
ers deserve quality treats they kits offer a good selection of Pet
trust and retailers deserve a complete Ventures’ top-selling products, so
category of high-margin natural choices.” retailers can see which products work
In order to fulfill this goal, the company has produced a best in their store and tailor future purchases accordingly.
diverse line of products that include ingredients like natural “Another thing we offer is quality service and support,” says
chicken, duck, lamb and fish treats. The idea, says Abramson, is Abramson. The company conducts regular testing, through an
that consumers like to have different choices. He says that independent laboratory to ensure the products’ safety and
sometimes a dog won’t like a particular size, texture or shape, offers a 100-percent money back satisfaction guarantee.
so, “We like to offer different options to the retailer so they Products have no additives, no preservatives and no coloring.
don’t have to lose a customer for any reason.” Pet Ventures also supports distributors, sales reps and retail-
ers through free samples for store events, coupons, signage
Not So Fishy and promotional material. In addition, the company donates
“Overall, treats and consumables have done well in this eco- products to different rescue organizations.
nomic climate,” Abramson says, but he adds that the category In order to further promote their products on a consumer
is changing. “People are looking for natural, and not only that, level, Abramson says, “We really look at the packaging [as being
they’re looking for more added benefits like omega 3s and able to] tell a story. [Our packaging] merchandises well and can
other types of functional ingredients.” tell a story at the same time . . . across the different varieties that
Fish treats, like Pet Ventures’ Natural Catch line, are one way we offer, we try to keep the packaging somewhat uniform, to
the company is meeting this consumer demand. “Fish is cer- [successfully convey] the story that we’re trying to tell within
tainly a new and growing category within dog food, and we that category.” PB
PET BUSINESS August 2009 37 www.petbusiness.com