Vanguard Awards: Dog Treats

Loving Pets and Rush Direct have established themselves as revered leaders in dog treats—and for good reason. These companies consistently push the boundaries of the category with innovative flavor profiles and nutrient-rich ingredients athat please discerning pet parents and their pups. 

In a market where brand loyalty is seemingly waning, Rush Direct remains deeply connected to pet owners, earning their trust as the go-to dog treat for those who prioritize quality ingredients and pet safety. “We have been able to expand our brand as the retailers have continued to push store brands,” said Rod Herrenbruck, Rush Direct’s Vice President of Sales and Innovation.

“Since 2005, Loving Pets has been committed to offering pets and pet-parents high-quality, USA dog treats that are functional and affordable,” Loving Pets President and Founder Eric Abbey previously said. “Treats are now viewed as more than just empty calories; they are a means to add fun and special bonding moments with your pet, but it’s also a convenient way to add more health benefits to your pet’s daily dietary routine. Today’s pet parents are looking for treat options that serve multiple purposes, are made in the USA, and are available for purchase at a good value and affordable price point.”

One facet which makes Rush Direct a stable leader is company leadership’s problem solving capabilities and how swiftly the company responds. 

“Well we definitely have longevity and long standing relationships with our customers but what is setting us apart is our innovation pipeline,” Herrenbruck said. “This is enhanced by our speed to market and solving opportunities.”

“At Loving Pets, our leadership philosophy centers on clarity, quality, and consumer confidence,” Abbey said. “In a category where choice can overwhelm, we focus on a limited SKU count to serve most dogs without confusing retailers or consumers. Loving Pets has expanded their manufacturing capabilities and packaging capabilities to help make and deliver solutions in a large variety of formats to cater to every pet and pet-parent: jerky, soft treats, crunchy treats, crunchy-filled treats, chews, dental treats and chews, and many more. We will continue to invest in expansion to ensure we can continue to deliver treats that pets love at a great price point.”

Rush Direct recognizes pet owners appreciate dog treat manufacturers that balance quality ingredients with approachable prices. The company’s Ultra Chewy Double Bone, in particular, appeals to pet parents because it “includes good ingredients at a value price,” Herrenbruck said.

“At Loving Pets, we closely monitor consumer trends and we listen to our retail partners,” Abbey said. “Pet parents seek treats with limited ingredients, transparency about sourcing, and quality for good margins. Loving Pets believes high quality shouldn’t be expensive, offering a wide variety of healthy, delicious treats and chews, and we will continue to expand our product lines accordingly.”

When working with retailers, Rush Direct provides tools and resources to help retailers thrive and engage with pet owners. Rush Direct offers, “Market insight and trends that we study and the ability to globally source products,” Herrenbruck said. 

“Treats encourage repeat customers by educating retailers, who then educate pet parents,” Abbey said. “We enhance awareness with selling tools and foster closer relationships. Our goal is to help retailers increase profits with high-quality products that improve pets’ lives. We focus on providing detailed product info, convenient single pack treats that are great to drive more revenue at the register or through sampling for driving a repeat buyer, and new categories and programs, using tools like displays and sampling to boost awareness.”

Within the last year, a notable success for Rush Direct was the “Expansion of the brand and entering new treat segments under Ultra Chewy,” Herrenbruck shared. “The Double Bone is now made with real Proteins and no artificial colors and flavors at the same great value.”