Georgina Sims-Stirling, marketing manager at GA Pet Food Partners, reveals to Pet Trade Xtra how easy it is for an independent pet store to create their own branded pet food.

What does a pet shop need to consider before embarking on own branded pet food?
A retailer should choose a manufacturer who they fully trust. The products will be their own brand and therefore retailers must have full confidence in the quality and supply of the products. GA Pet Food Partners have been manufacturing pet food for over 20 years and have over 50 proven recipes in their GA Direct range which retailers can brand as their own. Many retailers choose to have their own brand as it encourages customer loyalty to their shop.

How does a pet shop go about getting their own brand launched?
We like to say there are five easy steps to setting up your own brand with GA Direct:

1. Open an account – we will give a new account £1000 instant credit to get retailers started.
2. Send us any logos, branding or label design ideas – we will design your own bespoke label for free.
3. Place your order – there are 50 proven recipes available to choose from for all companion animals.
4. Choose your delivery option – there are a wide range of delivery options to choose from.
5. Receive your order - and start selling your own brand.

Are there different levels of food quality?
There are four different ranges of cat and dog food from Premium, Super Premium, Naturals and our newest Grain Free range. Each range has its own bag which a pet shop can have their own bespoke label created for. GA also has a treat range, fish food range and a range for small animals. New products are being introduced all the time. We are currently developing a Grain Free Chicken recipe to be launched this summer with two more Grain Free recipes planned this year. 

What sized bags does the food come in?
This is very varied depending on the product the retailer chooses.

How much influence can a pet shop have on the design of the packaging?
For our GA Direct service, retailers will have the set packaging for that range of products; however they will have the ability to have a completely bespoke label which is designed at GA.

Is there a minimum order required?
There is no minimum order on any products in the GA Direct range, retailers can order one bag of food to a whole container full if they require.

At what retail price point can a pet shop pitch own-branded food?
GA does not state retail price points as the product is your own brand to price as you wish. However we do state retailers can make up to 100% margin on their own brand products.

Do you help with POS and merchandising?
Yes, we offer samples for majority of our products and offer POS brochures which again customers can brand as their own using their own bespoke label.

For more information visit http://www.ga-petfoodpartners.co.uk/ga-direct