It’s an oft-told tale of woe for independent pet food retailers – find a great pet food, promote the heck out of it, get your customers to love it, and, then, bingo! Before your know it the pet food manufacturer has sold the brand to a big box store, literally leaving the little guy holding the bag.
Enter Dave Ratner, CIO (Chief Instigating Officer) of Dave’s Pet Food, a known revolutionary and raconteur who also happens to be an independent pet food retailer. With 210-dog years of experience in the pet food business, Dave is on a mission to foment rebellion and revolutionize the pet food industry by creating a blockbuster business formula that gives the little guy a piece of the action.
For the first time ever, Dave’s Pet Food has proposed a win-win opportunity for independent pet food retailers—build a national brand AND reap the rewards of their efforts. In an unprecedented call to action, Dave’s Pet Food is rebating qualified retailers 40% of its net profits. A retailer is qualified each year if their sales of Dave’s Pet Food reach a minimum of $10,000.
What does this mean to independents? If Dave’s Pet Food nets $1 million in profits, $400,000 will be rebated to retailers. If a retailer sells 1%, they make $4,000; if they sell 2%, they make $8,000, etcetera. If the company is ever sold (not Dave’s intent), a retailer would be compensated based on their cumulative sales. Notes Dave, “It’s a simple formula: the more you sell and the more your fellow independent retailers sell, the faster the company grows, and the more your bottom line grows.”
A Board of Advisors, a faithful but not governmental gang, comprised of 7 innovative and successful retailers from across the country, will keep an eye on Dave and help harness the collaborative spirit of this pet food revolution, supporting the team effort and its grass roots foundation.
Interested retailers should contact their Central Pet rep, the exclusive distributors for Dave’s Pet Food in the areas that they serve, for rebate agreements. Or, they can contact Dave with questions at 1-888-763-2738.
What Exactly is Dave Selling?
A skeptic might assume that Dave’s Pet Food is offering independent pet food retailers such a good deal that they must be offering a dog of a product. On the contrary, Dave’s “Simply the Best” dog food is a first-rate product that is the first dog food ever designed to attack a specific problem, in this case excessive gas, drawing customers from the big box stores. “Simply the Best” dog food cuts off the gas while simultaneously fueling potential profits for independent pet food retailers.
Dave explains, “Since dogs get gas from eating foods that they don’t digest properly, the key was to develop a dog food formulation that was based on easily digestible ingredients including eggs, the perfect protein. “Simply the Best” also has more digestible meat protein than just about any other dry dog food. The chicken, rice and egg go right into a dog’s system, supplying necessary nutrients for dogs of all ages and sizes.”
In addition to Dave’s “Simply the Best” dog food, Dave’s Pet Food will also be adding Dave’s “Simply the Best” cat food to their product line-up, along with Canned Food for Dogs and Cats, and eventually Dave’s All Natural, offering independent pet food retailers more opportunities to add to their sales base and increase their rebates.
Dave’s “Simply the Best” dog food, featuring a distinctive logo depicting a woeful basset hound with a clothespin on its nose, is already a hit with dog owners at Dave’s four retail stores where customers ask for the “no gas” dog food. For the past three years Dave’s “Simply the Best” dog food has been the number one SKU at all four locations.
Dave – Simply the Best
Dave Ratner has been marketing his own brand of dog food for the past fifteen years, selling it at Dave's Soda and Pet City (yes, he started out selling soda) four retail locations near Springfield, Massachusetts. Realizing that Dave’s “Simply the Best” dog food was, well, simply the best formulation for dogs of all ages and sizes, Dave also launched davespetfood.com so that “Simply the Best” could be directly available to discriminating dog owners everywhere as they wait for a retail location near them to stock Dave’s Pet Food.
Dave also writes a monthly column for Pet Age and leads seminars nationwide. In addition, Dave is the only small independent retailer on the Board of the Retail Advertising and Marketing Association. Most recently Dave provided professional testimony for the Senate Finance Committee in Washington, D.C. concerning the plight of small businesses.