Pet food for the world  

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The family-owned business headquartered in Meta, Missouri, has been manufacturing quality dry pet diets at its plant for more than 40 years. Since its inception, Diamond has expanded the plant many times and added a new plant in Lathrop, California, in May 2002. In the following year, a third manufacturing plant opened in Gaston, South Carolina, which provides service to the eastern seaboard of the US and a growing number of international clients. “Diamond Pet Foods has been one of the fastest growing pet food companies in the US since 1995,” vice president David Jack states. “We utilise Gaston for all our international customers and this is the newest of three manufacturing facilities we own and operate.”
Diamond Pet Foods has been exporting internationally for many years. However, in 2001 an international division was established to expand the global presence of the company and to participate in the rapid growth the pet food market is experiencing abroad. The international division is managed by David Jack: “Our international range focuses primarily on the items mentioned, but any brands we market can be made available.” These are all extruded, dry, complete and balanced diets, made to AAFCO (Association of American Feed Control Officials) approved standards.
Brands for pets
For veterinarians, pet stores and breeders, Diamond Pet Food offers “Nutra Nuggets” and “Nutra Gold Holistic” plus the “Diamond” brand. Additionally the company offers many brands which can be positioned in different segments of a market, like pet shops or veterinary surgeries and grocery stores, depending on the requirements. “Nutra Nuggets” is an affordable, meal-based super-premium line that offers a full range of life-stage diets for cats and dogs. “It is already well established in much of Europe but underwent a complete re-packaging in April 2002 as part of our re-positioning of this brand in all international markets,” David Jack explains. This product is well positioned versus similar, competitive products. A new range of promotional material supporting this line is now available, including consumer brochures, measuring cups and a training CD-Rom. “Diamond” and “Diamond Naturals” are similar US-packaged branded lines, which also include a canned range.
The main brand “Nutra Gold Holistic” has just been relaunched in international markets. David Jack is sure that this super-premium line will meet the needs of any consumers concerned…