Ten year's experience

The initial success of the company was based on the product “Forza 10”. This main brand covers a variety of dry and moist food products that can effectively counter aliments in cats and dogs. “Forza 10” is the result of years of veterinary experience and clinical studies. It was created by Dr. Sergio Canello, who along with other opinion leaders in the field of food intolerance and allergies researched this new frontier of veterinary medicine. The formula of “Forza 10” is based on ocean fish and other natural ingredients such as pineapple and ginseng, two natural anti-inflammatories.The second brand is the new certified organic line “Forza 10 Bio”, with organic meat and organic fish. In order to guarantee the organic product, Sanypet worked with one of the most reliable Italian organic certification bodies, the Consortium for the Control of Organic products in Bologna. Its inspectors are professionals who ensure regulations are followed during all phases of production. All the new “Forza10 Bio” products contain both certified organic meat and certified ocean fish to maintain the exceptional quantity of Omega 3 and Omega 6. The new organic line, in dry and moist versions, helps the cat or dog to reach and maintain good health with a balanced yet tasty diet.The company has divided its market into three channels: veterinarians, retailers and consumers. “Our distribution strategy has given particular importance to the store owner,” says commercial director Dr. Cristiano Masiero. “We believe that in order to keep their heads high against competing businesses, stores should have a variety of products to offer, displaying well known brands and also a line enabling the store owner to act as a consultant for his customers.” This is why “Forza 10”, although it is no substitute for the role of the vet, takes over the job of the pharmacist. An owner can talk about the minor problems his pet faces such as itching, watery eyes, dandruff, foul odour, dull coat. The pet store owner is able to explain why pets suffer such evident food intolerances.To help pet store owners in their role as consultants, Sanypet promotes different activities and gives the store merchandise such as showcases, signs, fliers and information packages for customers. “Forza 10” also has a promotional day organized in pet stores by scientific informers. Veterinarians constitute another distribution channel connected directly to the client. “Over 1 000 vets in Italy prescribe our unique pet food…