Big in exports

Download: Big in exports (.pdf file)"Harrison Pet Products is committed to providing the leading edge of nutritional excellence in all we do," says president Gary Harrison. "We very much pride ourselves on working very closely with each and every distribution partner we select, that's what we feel sets us apart from our competitors." At its head office in Canada, the company currently employs five people, who work directly with more than 30 distributors worldwide.The corporate strategy centres on two brands: "Genesis" is an ultra-premium, dry, life-cycle food for dogs, cats and rabbits, while "Chicopee" is a high-premium life-cycle food for dogs and cats, available as both a dry and canned complete food. "We feel that our Genesis ultra-premium food is at the top end of the pet food quality scale," Gary Harrison states. "We're also pleased with the high-premium positioning of Chicopee. It offers two specific categories of food for the pet food consumer. We are in the development stage to launch an economy scale line of dog and cat food too." When formulating the products, the company chooses the best ingredients which can specifically fulfil the needs of each diet. Some new products for both the "Genesis" and "Chicopee" lines will be presented at the upcoming Interzoo in Nuremberg. Harrison Pet Products will have booth 102 in hall 5."Win/win situation for all"The company manages its logistics from the Canadian head office. A central warehouse in Europe is used for some finished goods as well as promotional programmes. "Our goal is to make products and promotional items easily accessible to our distributors," Gary Harrison continues. His company offers promotional, advertising and sampling support for both products. What he offers is sensitive to what distributors need to accomplish their goals. If Harrison Pet Products cannot supply the appropriate programme from Canada, the distributor undertakes his own activities, which will be credited to him within the promotional limits. The main focus of the business is the export market. "We can easily state that 99 per cent of our business is export based," Gary Harrison reports.At Harrison Pet Products it's very important to work closely with one distributor per country, in order to build a strong and lasting relationship. Everybody in the company knows that the business can only be as successful as the distributors are at marketing the products in their respective countries. The individual, focused strategy…