How can pet food brands use innovative capabilities as well as provenance to stand out from the crowd?
The changing pet food customer
Today’s pet food customers have different requirements and expectations to those of decades gone by. With the evolution of digital capabilities, the thirst for information is much greater, the scepticism to which the information is analyzed is heightened and most of all customers demand the most precious emotion: trust.
New technological capabilities mean that trends in manufacturing also continue to evolve at pace. From human grade freeze dried to insect protein, the pet food manufacturing landscape is on a journey of discovery. The inclusion of freshly prepared ingredients, however, remains of paramount importance and yet is also a challenge, certainly for dry pet food manufacturing.
The opportunities of provenance
So, what if a brand could claim 100% of the dry pet food being freshly prepared? That no high temperature rendered meat and bone meals or dried vegetables were contained within the kibble? The claim ‘100% freshly prepared’ would then provide provenance of every single ingredient, therefore, allowing the customer to trace every ingredient within the food back to the farm from which it originated.
Pet food brands are searching for ways to build meaningful trust with the customer. What better way to do this than provide provenance of every single ingredient? A fantastic opportunity, however customers do not simply want to be given a list of information.
Using provenance to tell engaging stories
Stories can be a very powerful tool when used effectively; the most successful brands tell great stories that provide customers with an emotional connection. Stories of provenance can take the customer on a journey of the finest farms and waterways. Images of ‘Free Range’ British Chicken, ‘Responsibly Sourced’ Scottish Salmon, ‘Grass Fed’ Welsh Lamb and ‘Organic Vegetables’ all provide the opportunity to tell a delightful story of the recipe.
Once again technological advancements aid this process, providing numerous platforms, channels and touch points to engage with the customer on many different levels and at many different times.
Manufacturing capabilities providing 100% freshly prepared ingredients and therefore 100% provenance are here. Brands that combine these innovative technologies and marketing demands will be able to grow sales by creating powerful unique selling points, telling beautiful stories and most important of all earning trust.
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