Steps to a market-leading position

ZuPreem is located in the Midwest area of the United States, and retains nutrition experts, veterinarians, product developers, and marketing and sales staff for North American and international markets. Team members at the headquarters value working for a company that allows them to bring their pets to work. Enhancing the relationship between people and pets through better nutrition and science is the guiding mission at ZuPreem. The company excels in new product development, packaging, research and product quality innovations. Aggressive growth of the “ZuPreem” brand in the North American pet speciality retail sector has laid the foundation for expansion into international markets. The global trend towards healthier human foods has created greater consumer awareness about the benefits of feeding pets with healthy foods. Additionally, growing urbanisation in many international markets is leading pet owners to switch to smaller pets that are easy to care for, such as birds, small mammals, small reptiles, and fish. According to the company, its avian foods provide balanced nutrition for companion birds. ZuPreem stresses that the two formulas “FruitBlend Flavor” and “Natural Bird Foods” give pet owners a choice between colourful pellets with a fruity taste and natural pellets with a vegetable taste. Both products contain 21 vitamins and minerals plus the nutrients birds need every day for a healthy life, explains the company. ZuPreem recently launched two new products as line extensions for “FruitBlend”, “VeggieBlend” and “NutBlend” (cf. PET worldwide 9-10/2011). According to the company, “Flavor Premium Daily Bird Food” includes a variety of shapes and colours and appeals to medium to large foot-feeding birds. These new products simulate the vegetables and nuts bird owners often feed and help bring sales from the grocery produce aisles back to pet retail shelves. “AvianBreeder” foods and “Embrace” hand-feeding formulas are preferred by top bird breeders worldwide, because they help promote healthier breeding stock, more clutches and stronger baby birds leading to increased income for breeders, stresses ZuPreem. “Nature’s Promise” products have been created to lead the way to more naturally healthy, wholesome foods for small pets, such as rabbits, guinea pigs and chinchillas. Inspired by the increasing desire among pet owners for more natural foods, the hay and hay-based pellets in “Nature’s Promise” contain no pesticides or colourings, and are naturally…