Vanguard Awards: Dog Chews

Dog chews manufacturers are invested in growing the category and adhering to their company’s unique set of goals.

As the entire pet industry is shifting towards sustainability, Jones Natural Chews reduced its carbon footprint by successfully reducing its corrugate use by 35 percent annually. “Our team worked diligently with vendors to find ways to improve our environmental impact, and this particular project was very successful,” President Laura Jones shared. “Upcycling has always been a key component to how we do business, so taking on a reduction project was a challenge, and I am proud of how our team worked through the process.”

“Our product line is resonating with our customers in the retail space as we provide them with a natural 100 percent USA sourced, USA made product that is also focused on sizes and packaging that will make sure that from a price perspective, that it’s attractive in the retail space so it’s easy to grab,” Butcher’s Block Pet Treats Sales and Marketing Manager Tom Heavey previously said. 

Heavey continued, “Our biggest thing that has separated us is the supply chain transparency. We’re very open about where we get our products, and I think pet manufacturers are very willing to share where it’s made or crafted but they’re very vague on where it’s sourced. They’ll do a broad term of ‘South America.’ They’re vague because for them, the raw material is all about cost and so they’ll keep it vague to allow themselves to be open to get products from various suppliers and various sources, which, I think is unfair to the consumer. You’ll never be 100 percent sure of where it’s coming from. We want to take advantage of being honest and open about where we get our ingredients from and our products are sourced from our backyard. From cattle that’s being raised and harvested within 500 miles of Omaha, NE and that’s where the majority of all of our products come from. It helps us paint a good story that resonates with the customers, and I think that’s where a lot of our share gain, or some of our wins, have been in the retail space. We’ve got a lot more to go, but I think the people who were able to present our product to the conversation always goes a step further.”

“Our leadership team is incredibly flexible,” Jones said. “We have positioned ourselves to stay nimble, and we can easily adjust to the ever-changing market realities. We credit that in large part to a general open-minded approach to partnership. Customers trust that we not only deliver quality products out of our catalog, but that they can also make custom requests.”

A notable success for Jones Natural Chews is the launch of its newest product, Barknola, which has been very well received, Jones remarked. “It is innovative, as it is a granola bar in function, but it features meat as the first ingredient,” she elaborated. “Protein-forward means that it is perfect for refueling, plus the rolled oats and fruits or veggies round out a simple and clean ingredient panel that pet parents appreciate.”

“The industry continually refines itself, weeding out unhealthy cooking methods and materials. I think we will continue to see a focus on natural products that are minimally processed,” Jones predicted.

Butcher’s Block has untapped opportunities in retail and beyond, Heavey said. “Part of that are challenges that we have to look in the mirror and accept and face and attack on our own. That is the marketability, the understanding of how to get in front of people and how to bring awareness about who we are and what we do,” he said. “We allowed our product to sell itself for so long, and we’re now giving it a boost with different mechanisms and different strategies to help bring awareness to the single ingredient treats we offer and the natural chews and treats that we have. The people who have used our product, they love it and so the treat sells itself. It’s the simplicity that draws them to it possibly or maybe it’s the made and sourced in America.”

Pet owners are drawn to Jones Natural Chews primarily because of the company leadership’s expertise and experience in running a butcher shop. Jones expanded, “Pet owners appreciate our butchering background, because they trust our knowledge of quality meat and production standards that lead to a safe product. We do love seeing customers discover the different parts that we offer. Pet parents overcome the ‘ick’ factor of some of our parts, very quickly when they see a happy pup.”