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Supreme Petfoods uses in-house expertise to grow US business


  • Supreme Petfoods uses in-house expertise to grow US business

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    Back left to right: Claire Hamblion (Marketing Manager) David Soanes (Sales Team Manager) Chris Childs (Managing Director) Chesney Webb (Marketing Executive) Monika Grzelak (Planning Co-ordinator)
    Front left to right: Debbie Kibble (Sales Executive) Faye Reynolds (Sales Executive) Danielle Southgate (Sales Executive)

    Supreme Petfoods, one of the world’s leading brands for small pets’ food and care, has brought its USA sales and marketing functions in-house. This will allow the company to meet the needs of distributors, retailers and veterinary practices throughout the USA more efficiently and effectively and leverage its expertise and knowledge of the needs of small pets. The existing teams providing support for the UK and Europe will stay in place and continue to provide a dedicated service for these areas.

    An expanded team of seven sales and marketing professionals is in place from the start of 2018 and is based in the UK office, servicing the US market. A full programme of promotional support and a US-specific marketing calendar has been developed and is being launched by the team starting in January. A new CRM and sales process has also been introduced, improving Supreme’s communications about promotions, deals, special offers and new product launches, to best practice standards.

    The move follows a hugely successful year for Supreme, which saw sales increase by 10 per cent and four industry awards recognized the company’s success.

    Marketing manager Claire Hamblion says it’s an exciting time for the company, whose popular brands are also stocked in the UK, Netherlands and France, “Supreme is confident this change will allow us to be more connected with our customers in the USA, allowing us to respond quickly to meet their needs and improve service.”

    The team will be regularly meeting with customers and attending open houses and trade shows. A rich schedule of US trade show activity attended by Supreme throughout 2018 includes Global Pet Expo, Superzoo and veterinary conferences VMX (formerly the NAVC) and ExoticsCon.

    Supreme products are widely stocked in the US and currently available from a selection of specialist pet distributors including the Animal Supply Company, Central Garden & Pet, General Pet Supply, Lee Mar, Pet Food Experts and Zeiglers. Supreme is also working with the Mid-States and Wheatbelt groups to expand its distribution in the farm and home store sector, as well as veterinary supply company MWI to support sales and recommendation in the veterinary channel.

    Claire says everything is in place to make 2018 an even more successful year for Supreme Petfoods, “We’re aiming for strong growth throughout our range of healthy species-specific foods and bedding. After 25 years, it’s a category we understand completely. Now we can offer our US stockists the high quality support they need to be successful with Supreme. By acting together, we can improve the wellbeing of small pets across the USA and beyond.”

    She continued, “We continue to experience strong growth in the UK and Europe and appreciate the support we have had from the independent pet trade – so it will be business as usual there, with great promotional deals, support with in store merchandising and high quality products. It means everyone should benefit from our increasing international reach.”

    For further information visit Supreme Petfoods at

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