Company with growing potential

Founded in 1982, Midwestern Pet Foods, based in Evansville/Indiana (USA) has had a brief but exciting history. As recently as 1995, their products were sold in only five countries. Today, their brands "Pro Pac" and "Sportmix" are sold through veterinary clinics and pet stores in the United States and in 65 countries around the world. Even outside the huge US pet food market, according to the company, international sales of "Pro Pac" and "Sportmix" have grown by an astounding 30 per cent per year for ten years, with no sign of slowing up."Pro Pac" is Midwestern Pet Foods' flagship super-premium dog and cat food line. "Sportmix" is targeted at both the premium and conventional pet food markets. Both lines are sold exclusively through pet speciality channels. Combined, the two lines serve virtually all dry dog and cat food market segments, and in doing so, the brands complement one another very well.Despite its small stature, Midwestern Pet Foods is at the forefront of nutritional development. Over the years the company has been quick to respond to ever increasing demands for improved quality and nutrition by enhancing its offering through hypoallergenic formulas, natural antioxidants, Omega fatty acids, glucosamine and chondroitin, holistic nutrition and DHA, to name a few.Furthermore, the company is in the midst of launching "Pro Pac Smart Rewards", its new line of super-premium dog and cat treats that was introduced in August 2006 and which, according to company officials, is being received in the market even better than anticipated.Midwestern Pet Foods currently operates two pet food production facilities. Work on a third production facility is underway and there is already talk of the need for a fourth. Despite certain shipping and regulatory advantages that would come from moving production abroad, company officials intend to maintain their manufacturing base in the United States for as long as possible, not because they believe that quality pet food can't be made overseas; rather, they cite a strong need for continuing scrutiny over quality control and product consistency. This scrutiny, they argue, is best done from home.Armed with determination and persistence, Midwestern Pet Foods is going head to head with its huge, multinational competitors and producing positive results. The company gives the credit for its success to the quality of its formulas. However, it is also a clever marketer, often generating campaigns that surpass the creativity and…