Spotlight On: Loving Pets

By staying on top of the most important trends in pet care, Loving Pets is able to offer its retail partners a mix of healthful and helpful products. 

It is probably fair to say that Loving Pets, the manufacturer of pet treats, chews and feeding dishes, has managed to be in the right place at the right time a lot since its founding more than 10 years ago.

The big question is: Is Loving Pets ahead of consumer trends because of research? Or is it the investment in infrastructure and its exceptional technology-based quality controls that has helped the company emerge as a leader in its categories and become a significant player in the pet industry? The answer, of course, is probably a combination of both. But picking one particular area as the reason is not important to officials at Loving Pets, who appear quite content with the company’s progress over the years, which includes a doubling of sales since 2010.

“I am proud of our accomplishments, investing in our people and our partners,” says Eric Abbey, the founder and president of the Cranbury, N.J.-based company. “What makes us truly unique is the fact that we have a lot of capabilities for a company our size, such as our recent achievement as a SQF (Safe Quality Foods) Level 2 facility, the highest standard in food safety.”

That is not the only thing Loving Pets offers. With its own manufacturing facility, an 80,000-square-foot plant attached to its headquarters and a 40-person strong workforce, the company is actively pitching its ability to produce store-brand or private-label products. Its own branded Loving Pets lineup of innovative treats, snacks, bowls and accessories—now more than 400 SKUs deep—continues to expand as more consumers, and retailers, ask for healthy, natural products that are made domestically.

“On one hand, we are very comfortable being trusted as a partner to retailers that have made private label products a part of their strategic plan for profitability and expansion, which now accounts for about 25 percent of our business,” Abbey says. “On the other hand, we want to continue to increase the branded side of Loving Pets and stay ahead of consumer trends in quality, health and affordability, which have been our mission since day one.

“As a true manufacturer, we set ourselves apart in the level of service we provide to our retail partners. We are not a marketing company with products produced elsewhere. We are a U.S.-based manufacturer of pet products, pure and simple.”

Besides creating greater economies of scale through direct delivery to distributors or retailers, with cost savings passed on to retail partners, the home-based manufacturing facility also means more attention is given to the products during the production cycle. Abbey says that Loving Pets’ employees get a first-hand look at what ingredients go into the products offered. “We source and buy the ingredients ourselves—all from U.S.-based companies,” he says. “With complete visibility and on-site control over the entire process, we know where the products are coming from and we know where they are going.”

For grocery retailers, Abbey says that Loving Pets tries to emphasize that the company offers products that fit in with trends in the industry. “Consumers are humanizing their pets, and it is our job to make sure that the products are available to them,” he says. “Our products are designed to provide consumers with a healthier alternative to many of the items on grocery shelves in the pet aisle. Plus, we offer a better margin than a lot of the brands that have had their price points beaten down over the years.”

Not a bad approach for a company that was founded by Abbey in 2005 after years of gaining valuable experience working for other pet companies and being a third-generation member of this industry. “After firsthand experience in the pet business,” he says, “I felt an opportunity to get involved in an emerging and healthier treat segment of the pet market. I saw the first signs of a growing natural and healthy pet food market, and knew I could make a difference.”

Like most startups, Abbey had some doubts early on, including big concerns about whether the business model was on target and whether there was enough revenue to pay the bills. However, Loving Pets still registered about $1 million in revenue that first year, and there was no turning back. The very successful 2008 launch of Bella Bowls—a product that still continues to be a category leader—simply confirmed what he thought at the start.

The next break came with the rising concerns about products made in China. As consumers and retailers looked for alternatives to pet food and treats made in China, Loving Pets was already domestically producing items, including jerky treats and products in its Barksters line. “We were in a great position,” notes Abbey. “We were simply ahead of the curve, and a lot of retailers came to us looking for products sourced and made in the U.S.—not sourced from China.”

Introducing unique products is part of Loving Pets’ long-term strategy. For example, it created an entirely new “snack” category earlier this year, the 4-SKU Puffsters line of low-fat and low-calorie snack chips. Puffsters joined the Barksters line of air-puffed brown rice chips and sweet potato chips. Loving Pets will also introduce Totally Grainless, a 12-SKU line of meat chew bones that are grain-, gluten-, wheat- and corn-free, early next year. Sticking to a commitment of affordability and profitability for the retailers, a 6-ounce package has a suggested retail price range of $3.79-$5.99.

“Consumers love to give their pets treats,” Abbey says. “The problem is that the more they give, the more obese their pets become. Our approach is to offer treats, and now snacks, that have low calories and are high quality.  Our new snacks also give retailers a whole new category of consumable products to sell that they can position in any part of their store for added revenue, and the assurance that they’re offering a healthy, quality product.”

Abbey says that Loving Pets has no intentions of losing its focus in the future. The company will continue to concentrate on growing its production capabilities and its Made in the USA product line. “We will always be on the lookout for emerging categories in the dog treat market, but we really want to put an emphasis on our existing core businesses, which are treats and bowls,” he says. “I don’t think you will be seeing us get involved in pet toys or beds. They are just not our expertise.”

Abbey also has no intentions of deviating from the company’s mission. “Our company is a health-conscious company devoted to making life easier for pet owners and their pets,” he says. “Our goal is to relate every product added to our line to be a solution to any challenge or demand in the market. High quality, cost-efficient innovations continue to be our mission, serving our retail partners and pet-parents worldwide.”