Special Report: Private Label in Pet

Manufacturers that are behind the driving force in the private label segment have raised the standards of ingredients and enhanced offerings to include clean, organic, plant-based and premium fixings. Today’s leaders are redefining the relationships with retailers. Once a partnership characterized by minimal communication, manufacturers have broken barriers and are actively engaged in collaborating with retail partners to create labels and in-house products that retailers are proud of and consumers trust and come back to the store for. 

“The category certainly has evolved tremendously since Dick Phelps started the company in 1966, and one of the unique aspects of Phelps Pet Products has been our ability to identify, develop and innovate our offerings based on the latest consumer insights and category trends,” said President and CEO Rick Ruffolo. “Our position as the ‘go-to’ partner to market-leading retailers and brands across all channels gives us a unique vantage point to see trends before and as they are developing, and this provides us the opportunity to help the industry commercialize and expand market acceptance of these innovations.”

“Our role has evolved from being a product supplier to becoming a strategic category partner,” said Beefeaters COO Juan Reynal. “Today, we work hand-in-hand with retailers on product development, formulation and packaging design, ensuring every SKU aligns with their brand DNA and shopper expectations. We’ve also invested in regulatory, QA and data capabilities—including GFSI-certified plants, FSMA compliance, and transparent US warehousing—giving our partners peace of mind and operational flexibility.”

Phelps Pet continues to emerge within the private label segment based on what the company offers to the retailers they create in-house products for. “We continually are rated as the most innovative, most collaborative and most customer-service focused partner in the industry due to our investment in our people, our plants and our processes,” Ruffolo said. “We are unique in providing our partners with a dedicated Key Account Management Team, an in-house R&D/Product Development Team, ‘Mini-Kitchen’ sample creation, state-of-the-art Quality Lab technology, the broadest assortment of proteins, shapes and jerky treat recipes, the most 3rd party certifications including SQF Level II, USDA Organic, Upcycled Certified and Pet Sustainability Coalition accreditations and our best-in-class operations including our newest production facility in Janesville, WI which opened in 2022.”

Beefeaters differentiates through three pillars: quality and innovation, speed and reliability and category expertise. “We bring the same R&D rigor and palatability standards used in branded treats,” Reynal said. “We operate with short lead times, strong US inventory positions and consistent fill rates. With distribution across leading retailers, we understand what drives turns and loyalty—and apply those learnings to every private label program. This mix makes Beefeaters a turnkey partner for retailers seeking national-brand quality under their own label.”

Rush Direct’s success within private label traces back to Rush Direct founders Charles and Vera Ferreira, said Rod Herrenbruck, Vice President of Sales and Innovation. “It really goes back to Charles and Vera’s vision,” Herrenbruck said. 

“Charles is a globetrotter. He has traveled the world, and we have 28 different factories that we pull from in 14 companies which has given him the flexibility to be able to be in a lot of different segments within the pet treat category,” Herrenbruck elaborated. So, Rush is a one-stop, if you will. If you need bones, you can get bones. If you need jerky, you can get jerky. I think his ability to source product is a big benefit. I also think because of that, he can be very flexible with trends.”

Herrenbruck added, “Right now the big thing is the tariffs. If China or Brazil have 50 percent tariffs, you have to be able to find alternate sources with less tariffs until this thing settles to a certain number.”

Phelps Pet has been indispensable in elevating private label in terms of product quality and how consumers perceive these products. Once dismissed as being a knockoff of nationally branded products, in-house products are innovative, relevant and attractively packaged and are holding their own against, and often outperforming, national brands. 

“Historically, private label assortments were slow followers that often lagged behind the market,” Ruffolo said. “However, throughout the last half dozen years—Phelps has enabled leading retailers to bring timely innovation and differentiation to their private label/own brand assortment in jerky treats and air-dried foods. These innovations are equal to and oftentimes, better than what the big brands are doing. Rather than simply wait to copy national brand innovations, Phelps has provided our retail partners with the capabilities to leapfrog the market and bring new innovations to their shoppers earlier and at a better value, than most national brands. This combination of innovation and value enables our retail partners to attract and retain shoppers—especially during times of economic uncertainty.”

“We’ve helped dispel the old belief that private label equals lower quality,” Reynal said. “Through Beefeaters’ programs, retailers now see store brands can be both premium and affordable, with transparent sourcing and clean ingredient decks. We’ve also shown that private label doesn’t have to follow—it can lead category innovation, whether through functional benefits, alternative proteins or sustainable packaging.”

At Rush Direct, company leaders want to closely collaborate with retailers and frequently exchange ideas and information. “That’s one of the things that we’ve been able to elevate ourselves; we have those conversations with the retailer,” Herrenbruck said. “We don’t want to just be a supplier. We want to be a partner. We want to be involved, we want to be able to set up a new special promotion on private label. The biggest difference is, we want to have dialogue with the retailers and help them drive incremental sales within their brand.”