Retail Merchandiser - March/April 2018 - 10

Upfront

John Flock, COO
www.dogfordogbrands.com
Los Angeles

DOG FOR DOG

Feeding the Need
DOG For DOG returns to the marketplace this year stronger than ever to fulfill its mission of
feeding 16 million dogs while expanding its reach in the pet food industry. BY JANICE HOPPE-SPIERS
The mission is simple: When any DOG For DOG product
is purchased, the company donates an equal amount in
food to a dog in need.
This corporate philosophy is emblazoned on all its products: "You Buy, We
Donate, They Eat." DOG For DOG's
donation programs work with local shelters in North America as well as with

national organizations like Best Friends
Animal Society.
About four million dogs are euthanized in the United States every year
and primarily this is because shelters

DOG For DOG has more than 20 different
products that contribute to the health of dogs.

10

RETAIL-MERCHANDISER.COM

DOG FOR DOG.indd 10

can't afford to feed them. "The concept
was to end euthanasia in the United
States by creating the highest-quality
food with nutritionists and veterinarians
that would extend the dog's health and
life," COO John Flock says. "We operate on a model where for every DOG
For DOG item we sell, we donate food
to local shelters across North America."
The Los Angeles-based company
launched in 2010 as FreeHand and later became DOG For DOG. Because of
its mission, DOG For DOG instantly
appealed to celebrities like Michael
Bublé, Snoop Dogg, Chelsea Handler
and Amar'e Stoudemire who have become shareholders and investors in the
company. "What's unique is that all the
celebrities are investors and owners in
the company rather than paid spokespeople," Flock says. "They are doing it
inspired by their own passion and commitment to the brand and its mission."
In 2013, Handler and Snoop promoted the brand on her E! Network
talk show, Chelsea Lately. Handler
even took a few bites of the food in
the show's "green room" during a
promotional skit with Snoop. Handler
was not the only human sampling
the treats, as many of The Hollywood
Reporter's subscribers took a bite out of

Volume 58, Issue 2

3/15/18 3:23 PM

"


http://www.dogfordogbrands.com http://retail-merchandiser.com

Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2018

Contents
Retail Merchandiser - March/April 2018 - Cover1
Retail Merchandiser - March/April 2018 - Cover2
Retail Merchandiser - March/April 2018 - 1
Retail Merchandiser - March/April 2018 - Contents
Retail Merchandiser - March/April 2018 - 3
Retail Merchandiser - March/April 2018 - 4
Retail Merchandiser - March/April 2018 - 5
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Retail Merchandiser - March/April 2018 - Cover3
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