Keeping our furry friends well fed means big business. According to recent statistics by the American Pet Products Manufacturers Association (APPMA), projected sales for pet food in the U.S. alone could reach $16.9 billion in 2008. Competition for consumer dollars in the pet industry can be fierce, so having a popular celebrity like Ellen DeGeneres put her financial and personal support behind your company is something to get excited about. And Halo, Purely for Pets, is excited.
This progressive pet food manufacturer is an “overnight success story” 20 years in the making. If it wasn’t for a cat with bad digestion named Spot, company founder Andi Brown may never have put together her now famous “Spot’s Stew,” a homemade pet food formula whipped up on the stove. That healthful brew of chicken and vegetables has turned into an entire line of natural dog and cat food products. Started from Brown’s kitchen in 1986, Halo products can now be found in independent pet stores, grocery stores, and health food stores across the country.
Halo products can also be found in the cupboards of comedian Ellen DeGeneres. She became a fan of the all-natural products several years ago, when she was trying to find a solution for her dog’s allergies. She was so impressed with Halo’s mission that in March of 2008 DeGeneres became part-owner of the company, as well as its avid spokesperson.
Pet people understand other pet people, and it’s no secret that Ellen is a huge animal lover. Halo, Purely for Pets, is a company run by pet people. Halo has a definitive vision of what a pet supply company should be; that pets (and their owners) need to come before profits, and that employees should be proud of the company they work for. This is a company philosophy that DeGeneres admired, and the partnership between the famous talk-show host and Halo evolved easily from there.
Members of the Family
As company president Steve Morton explains it, the pet industry has gone “from the barnyard to the basement to the bedroom.” Years ago, our animal companions slept outside or somewhere in the home away from the living quarters, but today most of our furry friends have a welcome place on our own beds.
Pets today have become fully integrated into our families, and as members of the family, we recognize the need to care for them. This means big business, with the fastest-growing segment being the natural pet food market. Just as more and more consumers want to know what they are putting into their own bodies, they also want to know what’s in the dog and cat food they purchase. And with the 2007 tainted pet food scare and product recalls, there is an even greater awareness of the importance of healthful ingredients in the food we serve our animal companions.
Except for a few dietary supplements and some kelp, a Halo label reads like one of your grandma’s recipes. It’s this straightforward approach to food preparation that allows the company to guarantee to its customers that the use of Halo products will improve their pets’ health. The company is growing rapidly, continuing its expansion through North America and with international sales expected within the next few years.
Visit Halo, Purely for Pets online at www.halopets.com.