Freshpet CEO Richard Thompson is confident in the company’s brand loyalty because of customer connections.
“The fact is when people walk into the pet food aisle, Freshpet is hard to miss,” Thompson said during the company’s fourth-quarter earnings conference call, according to Seeking Alpha. “Our competitors’ products are placed on the standard store shelf, while Freshpet is displayed in colorful, branded, brightly lit fridges that attract consumers.”
At Freshpet, Thompson explained that it’s not only the company’s commitment to serving fresh, natural food to dogs and cats, but also about how it connects with pet parents.
“In the fourth quarter of 2014, our digital and TV marketing initiatives helped us reach more pet parents, resulting in strong velocity growth for the quarter,” he explained. “Over 28 million people viewed our digital, Freshpet holiday feast video and our new TV campaign letters is seen the best quantitative response since we started advertising on national television in 2011.”
What’s more, Thompson said prices remain competitive to be accessible to the average consumer, delivering fresh, healthy and delicious meals with locally sourced fresh meats and fresh vegetables.
“All of our recipes, cooking processes, and packaging create a unique combination,” he said. “We believe this is a compelling proposition for pet parents. The keys to the growth of our business remain having the best quality every day and increasing brand awareness and trial. We continue to believe Freshpet is at an inflection point where we can begin to leverage our organization, our Freshpet Kitchens, and our sales and marketing teams for accelerated sales and profitability.”
Besides growing distribution, Thompson said the company’s penetration has increased customer loyalty rates, “which we believe further demonstrate the strength of our business.”
Thompson said the pet category is growing along with the number of people owning pets in the U.S.
“This is why we believe Freshpet is truly positioned in the right place at the right time with the right products,” he added. “We believe this is demonstrated by a long-term ability to be one of the fastest growing pet food companies in North America. Once consumers become aware of our brand and try it, our strong repeat rates develop them into long-term consumers.”