Retail Merchandiser - March/April 2017 - 43
AINSWORTH PET NUTRITION
"We will also be
lauching a line of
fun, tasty, meat-first
ers can look for these new products at
their local retailers, or online, starting in
the first quarter of 2017."
Rachael Ray™ Nutrish® is an
Ainsworth owned and developed brand
that was launched in collaboration with
Rachael Ray in 2008. "In 2007, a colleague at an Ainsworth sister company
was watching a late night TV talk show
where Rachael was discussing just how
much she loved her pit bull, Isaboo,"
Joyce explains. "That colleague was able
to track down Rachael's husband and
the rest, as they say, is history."
The brand has since been responsible for much of the company's growth
in recent years, accounting for more
than $425 million in consumption in
2016, according to Joyce. Adding that,
Ainsworth's collaboration with Rachael
Ray is extremely important, not only
because the partnership has helped the
company offer wholesome, meat-first
foods to dogs and cats everywhere, but
also because consumers know the nutritious-minded celebrity chef is someone
they can trust.
"Rachael is someone who cares
deeply about food, nutrition and animal
well-being," Joyce says. "In fact, through
2016 Rachael's Rescue, an organization
that supports shelters and treatments for
animals in need, will have donated more
than $17.5 million to animal causes via
the sales of Rachael Ray Nutrish."
sine with fewer artificial preservatives.
In addition to that, according to Joyce,
the company found that its consumers
who wanted wholesome food on their
dinner table would want the same for
their dog's bowl.
Ainsworth's pet-first mentality has
since spurred rapid growth over the
past 15 years. First, Ainsworth added
Better Than! snacks and in 2007 and
2008 made a deal with Rachael Ray to
develop Nutrish pet food, which are
high quality, natural and offer essential
vitamins and minerals.
Those moves proved successful as
Ainsworth grew from a regional company to a national supplier of pet food
serving retailers, including Walmart,
Target, Amazon and Kroger.
After researching diets traditionally found in specialty pet stores only,
Ainsworth found that it could offer
a high-quality alternative at the supermarkets and grocery stores where
consumers did most of their shopping.
"We have created multiple lines of
products, including those that feature
real meat as the first ingredient and
contain no poultry by-product meal,"
Joyce says. "Our Zero Grain™ offerings are completely grain free, and our
DISH recipes feature meat first, contain no corn, wheat or soy and include
whole food inclusions, like real pieces
of chicken and vegetables. Any time we
develop a new product idea, we share
that idea with Rachael and her team
for feedback." O
A Growing Litter
From 1933 until 2000, Ainsworth produced only one brand, Dad's Pet Food.
That changed when the company recognized the new generation of pet parents
wanted to know what was in their pet's
food and gravitated to more natural cui-
A portion of proceeds from each sale
of Nutrish is donated to the Rachel Ray
Foundation, which helps animals through