Nutro’s road to success

For nearly eight decades the name Nutro has been synonymous with quality. No one knows Nutro's quality better than the Veterinarians and dog breeders who have personally fed and recommended Nutro pet foods since the company was founded in 1926. today Nutro's products are hugely successful throughout North America. Choice Adult Lamb & Rice has been the best-selling adult dog food in America's pet stores for the last two years. And now, Choice Adult Large Breed tops the charts in its category as the best-selling large breed dog food in America's pet stores. Even the U.S. Government recognizes Nutro for its quality; the federal Food and Drug Administration has approved Nutro's claim that its products are guaranteed to products healthy skin and a shiny coat.

Nutro is now making a mane for itself throughout the world by building on the foundation established in North America. The company has already developed a large and dedicated following of consumers in more than 48 countries.

The reason for Nutro's success is simple: the company produces products with clear ingredient and performance differential. Nutro buys only top quality ingredients such as dried chicken and lamb, sunflower oil and rice, not commonly found in other pet food brands. Under this policy established by Nutro's owner, David Traitel, the company has shown double digit growth for 18 of the last 19 years.

"Nutro's message has always been the same" says Matt DeFreitas, the company's International Vice President. "nutro's products produce superior performance. By utilizing only the best ingredients available and incorporating them into unique formulas, we focus on selling product, not promotions, coupons, advertising or traditional marketing."

In so doing, DeFreitas states, Nutro gives specialty retailers something to brag about, which keeps their clients coming back and avoiding supermarkets and discount chains. Nutro remains committed to operating exclusively within the pet specialty industry.

International Success

Nutro has adapted its proven strategy for success to its international markets. The company's commitment to quality goes much beyond its product alone. Nutro has enlisted the services of some of the very best and most experienced international market development directors and marketing managers in the premium pet food industry. This team of empowered and experienced professionals is 100 percent focused on building Nutro's international business through strategic planning, training, market specific promotions and growth initiatives. The company's commitment to employ a team of top quality professional has allowed Nutro to accelerate its international business throughout the world.

Nutro's International Roots

Nutro began shipping outside of North America in 1990, well after many other leading premium brands were already well established internationally. Surprisingly, the first international customer for Nutro pet foods was in Taiwan. Now, 14 years later, the original Taiwanese importer – Pacifica Company (Taiwan) Ltd.- continues to represent the company and has built a strong, prosperous business.

Only a year after Nutro entered the Taiwanese market, orders began to ship to importers in Switzerland and Spain. The United Kingdom, Korea and Finland followed the next year. Nutro's largest and fastest growing international markets today include Japan, Germany, Italy, Korea and the United Kingdom. And even in Finland, Nutro's importer, Akvaario Piekkala Oy, has developed a leading market share.

Meeting the International Challenge

"As with many new businesses, Nutro's venure into international markets was littered with roadblocks and challenges," stages DeFreitas. "early on , we had a great deal to learn".

In the Nineties, Nutro encountered problems in some international markets distinguishing between its MAX product line and equally successful Choice Brands. The international team solved that problem with a single stroke; they consolidated the brands under a single brand name, Nutro Choice.

Even today the challenges associated with international development are extremely demanding. "through the years", says DeFreitas, "we have gathered a great deal of market information and built strong relationships with importers and many professional quality specialty retailers."Nutro's President and Chief Operating Officer, David Kravis, has clearly been the driving force behind Nutro's current international success. An entrepreneur with a vision, Mr. Kravis understood that international markets provided Nutro with tremendous opportunity for sustainable growth. Mr. Kravis supported investment in Nutro International, which has paid off handsomely. International has grown at double-digit rates in each of the past ten years and is Nutro's fastest growing market segment.

International Success Requires Commitment

Nutro's International Business Plan calls for continued investment in products and people.In 2004 several new, talented and experienced executives have been recruited and new and exciting products will be introduced. "Success requires commitment," DeFreitas believes, and Nutro has demonstrated that commitment.

Nutro's international and domestic businesses owe their success to their quality products and talented team of professionals. Nutro remains the largest privately owned super premium pet food manufacturer operating today. While Nutro does not publish its annual sales, industry insiders speculate that Nutro's annual revenues are in the range of 500 million dollars.

Suorce: PETS International Magazine (ISSUE 1,2004)

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