"Consumers have a sharper eye for value"

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There has been a lot of talk about the international financial crisis in recent months, even in the pet supplies sector. Has the crisis had an impact on the pet food market also?
Historically, the pet food industry has been resistant to economic downturns. Obviously, the conventional wisdom that dogs and cats eat every day continues to be true. However, the current global economy and its effects on the pet food market appear to be different from anything experienced in recent memory. First, this particular downturn is extremely pronounced, long-lived and widespread.
Second, today some pet foods cost €70 or more. That's a sharp contrast with the prices of the past. Although quality continues to be the most important factor in the super-premium buying decision, we believe that consumers worldwide are more carefully considering their options, with a sharper eye for value, during this difficult economy.
How did last year and the first few months of this year turn out for Midwestern Pet Foods?
We have been watching worldwide economic developments very closely since mid-2008 with concern that growth would be hampered by the slowing global economy.
However, through mid-2009 we continue to see strong sales growth for both the "Pro Pac" and "Sportmix" brands worldwide. We have been fortunate in that our international sales have grown by an average of about 25 per cent each year for more than a decade. We were pleased that, in spite of the economy, last year was no exception.
Competition in the dog food market is fierce. In advertising your products to the retail trade, what advantages do you highlight compared with other suppliers?
We have always used a straightforward approach to marketing our brands internationally. First and foremost, we continually stress the quality and nutritional benefits that our products offer. We have never shied away from opportunities to make quality comparisons with our larger competitors.
Second, we like to point out our price advantage. This seems to have become an even greater advantage given the current state of the global economy. Third, we generally offer higher margins to our pet professional retailers. We also like to run unique and aggressive retail and consumer promotions several times per year. Finally, we have a fantastic in-house marketing department, which gives our super-premium image a wonderful in-store presence.
Is your company planning to launch any new products in…