PET NUTRITION BEING A VOICE TO PET PARENTS

WHO WE ARE

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Business Planning Quality & Regulatory Support Education & Training

INSIGHT

Credible Backgrounds Support All Phases of Pet Industry 80+ Years in Business

EXPERIENCE

Product Development New Ingredient Development

Research & Design Food Science + Nutrition

INNOVATION

Trusted Authority Consistent Results Consumer Advisor

INTEGRITY

OUR EXPERIENCE

500+ Plants Worldwide

Launched

1,500+ Products

Board Certified

Human & Pet Nutritionist

Board Certified

Food Scientist

Training & Communication With

30,000+ People

Taught in

35+ Countries (Vet Schools, Retailers,

Breeders, Clinics)

100’s of Articles Published

Worldwide

AGENDA

1 Current State of Pet Nutrition Communication

Our Key Learnings & Takeaways

Roadmap For The Future

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www.bestppt.com

CURRENT ENVIRONMENT

WHAT DO PET PARENTS EXPERIENCE TODAY

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PET PARENT QUESTIONS

What is the best dog

food?

Are ingredients in pet food

bad?

What does this

ingredient mean?

Should I feed grain-free

foods?

Why does my dog have

allergies?

Recommend a good food for my dog!

Answer my questions about pet nutrition and what my dog needs.

Help me understand what’s inside my dog’s food.

WHAT PET PARENTS FIND

Nutrition Information From

Bloggers With No

Background

Review Sites Done by Other

Consumers With No Training

(who read the blogs to form opinions)

Activists Convinced Pet

Food Is Killing Pets

www.bestppt.com

Industry “insiders” viewed as dishonest or untrustworthy

No good sources for pet parents

Lots of incorrect information on the internet

LACK OF

INFORMATIONLITTLE TRUST

MIS-INFORMATION

LACK OF INFORMATION

MIS-INFORMATION

LACK OF TRUST

LACK OF TRUST

www.bestppt.com

OUR CONCERNLack of information and mis-information on nutrition causes pet parents to make

decisions that may actually harm their pet!

We all want what’s best for our pets.

www.bestppt.com

KEY LEARNINGS

WHAT WE’VE LEARNED FROM OUR RESEARCH

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COMMUNICATING NUTRITION IS TOUGH!

1 Emotionally charged subject for many pet parent - very protective of pets

EMOTION RUNS HIGH

2 The nutritional beliefs and understanding of the pet parent are passed on to their furry friends

PASS ON OWN BELIEFS

3 Marketing messages and bloggers often convince pet parents of something that is not true

NOT ALWAYS FACT-BASED

4 Commonly held belief that the industry is motivated by money, not what’s best for pets

INDUSTRY INSIDERS “DON’T CARE”

5 More consumers are aware that most vets only receive one nutrition class

VET AS EXPERTS SHIFTING

6 Ingredients are often mis-understood and/or not trusted to be of high quality

INGREDIENTS ARE SUSPECT

7 It’s human nature to latch on to the “negative” and even more so when it’s linked to pets who are viewed as kids

NEGATIVITY REIGNS

8 It’s much easier to say “XYZ is bad” than to explain how nutrition actually works

NUTRITION IS A TOUGH SUBJECT

TWO FACTORS FOR GOOD COMMUNICATION

Brands

Retailers

Associations

Ingredient Companies

Universities

Have Knowledge

Limited InfluenceHave

InfluenceLimited Knowledge

Vets

Other Pet Owners

Social Media Influencers

Bloggers

Influence is the key to changing how consumers think.

TRUE INFLUENCE COMES FROM TRUST

KEY OBSERVATIONS OF INFLUENCERSNUTRITION/FOOD FOCUS

KNOWLEDGE INFLUENCE SOCIAL MEDIA

FOOD REVIEWERS LACK EXPERTISE

4.5M

1.5M

FOOD REVIEWERS LACK EXPERTISE

CHALLENGES TO CURRENT REVIEWS

Reviewer’s never purchase the foods. Reviews are simply made from looking at brand websites.

Personal nutrition bias is the filter to determine if a food is good or not.

Reviewer’s are not interacting with their followers or answering their questions.

ONE FOOD TO REPRESENT THEM ALL!

www.bestppt.com

FUTURE ROADMAP

THE SOLUTION TO COMMUNICATING WITH

PET PARENTS

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WHY WE CAN SOLVE THIS!

NEUTRAL Not part of an industry association or brand

trying to sell a product or position.

Content and reviews are independent and unsponsored.

Backed with the knowledge of a PhD nutritionist who understands the link between foods and overall health.

Diverse and extensive backgrounds with pet studies, research and food science.

Our family pets benefit from what we know about nutrition - we think other pet parents should too!

KNOWLEDGE Understand the science

of pet nutrition and ingredients that

contribute to a healthy pet.

EXPERIENCE We have a broad range

of experience in nutrition,

food science & product development.

PET PARENTS We are pet parents too who want connect over

our love pets and passion for nutrition.

www.bestppt.com

OUR GOALBecome the thought-leader and

primary influencer for pet nutrition.

MEET SATCHMO!

MO KNOWSwww.moknows.org

Mo KnowsPLATFORMS

WebInteractive and

easy-to-navigate website

YouTubeNew videos

posted weekly

FacebookSharable videos

and links

TwitterConversations

directly with pet parents

@TheRealMoKnows

MO KNOWS: CONTENT

NUTRITION

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• Explanation of ingredients found in foods

• Myth-busting common nutrition errors

• Discussion of how nutrition works inside your pet

REVIEWS

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• Find the right food for your pet!

• Content from a real pet nutritionist

• Foods purchased & photographed

• Actual lab results for foods reviewed

• Easy-to-understand graphics & illustrations

PETS!

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• Behind the scenes with Mo & Friends

• Curated fun pet content from around the internet

• Showcasing pets following Mo Knows

• Contests to win fun prizes for pets

OUR STRATEGY

BUILD TOP-OF-MIND AWARENESS

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FOCUS ON RELEVANT CONTENT

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BE SIMPLE &

ACCURATE

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CONTENT FUN!

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FOSTER RELATIONSHIPS

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www.bestppt.com

GET INVOLVED!Become Part of the Mo Knows “People Pack”

shubler@cnutritionsolutions.com