We’re back with Fred Hart. But this time, with all things Pet Expo. Think: Human-grade food you’d happily eat, Doritos and acai bowls for dogs, and cats finally getting their due. Oh, and wolf fecal probiotics.
And as a bonus, Michael Abata, our fave retail expert who also happens to work for Chewy, shared some inside expertise and questions to help guide us along.
It’s a fun episode.
Enjoy!
Enjoy!
Hit the links to skip to the bits you fancy
02:37 — “HUMAN-GRADE” GIMMICK // It means the food was made in a facility that also makes human food. That’s it. Basically, it’s all just marketing.
05:30 — PROCESSING AS MARKETING // Freeze-dried, air-dried, cold-pressed, gently cooked. It’s all about how it’s made.
07:34 — 80% AUTOSHIP // Pet parents are reliable, creatures of habits. And they love a subscription.
08:38 — FORBIDDEN FLAVORS // Dorito-shaped kibble. Alfredo for cats. Acai bowls for dogs. And a bit of psychology on the side.
13:17 — PROTEIN PARADOX // Chicken and beef are the most common allergens for pets. There’s a reason. And it’s driving the rise of bison, elk, venison, and kangaroo. Though kangaroo and California aren’t friends apparently.
14:50 — CATS FINALLY GET A CHAPTER // Dog ownership has plateaued. Cat ownership keeps climbing. And brands are just now catching up.
19:52 — FOREVER YOUNG // Longevity supplements, immunity toppers, hydration powders. Pets are in their biohacker era, too.
26:58 — SHIFTS WORTH NOTING // From photography to illustration, ancestral/organ meats, and wolf fecal probiotics. Fred tried to explain it. We are still processing.
If you love Fred, you’ll want to catch this episode about Expo West if you missed it.
Huge thanks to Fred for the download — and for coming back. If you’re building in CPG and want the sharpest eye in the room on your brand, find Fred on LinkedIn. And reach out! chris@weareingoodco.com
ABOUT
Chris and Kirsten are the founders of IN GOOD CO, a consultancy that ignites challenger brands with fearless and proactive positioning.
Chris writes a weekly newsletter for +17K subscribers that shares the best-of-the-best on culture, trends, marketing, etc. What she's dropping to friends on Slack or finding useful in meetings with brands | Follow her on Substack
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