Good Food for a Good Life | Current Issue | petbusiness.com – Pet Business Magazine

Tell us about Tuffy’s. How did the company get started?  Our story starts in a tree. When Darrell Nelson, our founder, was a boy, he suffered a fall from a tree that would have sent most young kids to the doctor. Instead, he brushed himself off and kept right on playing earning him the nickname “Tuffy.” The name stuck, and in 1964, Darrell and his son Kenny started Tuffy’s Pet Foods. Now Kenny’s son, Charlie, is at the helm, working side-by-side with generations of other Perham, Minn., families. Being a third generation family-owned means we can make decisions based on what’s best for our employees, our community, and our ultimate customer—family pets. All NutriSource brand kibble, soft and moist treats, and now wet canned food is made in our facilities. Not only has NutriSource been turning out high-quality products for over 50 years, but we are also driven by a mission to give back. From providing critical funds for local schools and community programs, supporting pet shelters and pet rescues around the country, and sponsoring  hospital facility dog programs, NutriSource challenges itself every day to answer CEO Charlie Nelson’s question: “What good are we if we aren’t trying to make a difference?”
 
What are the key features of NutriSource? What sets NutriSource apart from other pet food brands? NutriSource is highly digestible for maximum nutrient absorption and each formula is nutritionally complete so more of the concentrated nutrition is retained by your pet. A pet’s good life happens when it lives a healthy life. That’s why we include a proprietary, revolutionary supplement system we call “Good 4 Life” in our formulas; highly absorbable trace minerals, organic selenium, prebiotics (critical nutritional fiber) and probiotics (beneficial gut bacteria). Working together, these ingredients condition, repair, and promote gut health in all animals—often improving health with the very first feeding. Because of our focus on gut health with the inclusion of our “Good 4 Life” system, NutriSource allows for hassle-free rotational feeding. You can start feeding our foods today and switch recipes at any time. Rotate proteins and carbohydrates for maximum benefit.
 
Does NutriSource have any new products currently in development? With the commissioning of our new cannery in early 2022, we are proud to say we are now manufacturing all of our own kibble, soft and moist treats, and canned wet pet food. Having these capabilities is allowing us to drive new product innovations more than ever, so you will see even more new products from NutriSource over the back half of 2022 and beyond. 
We are excited to continue to innovate across all of our product lines including NutriSource, Pure Vita, and Element Series line up which will expand to include products for cats, both wet and dry.  Along with a variety of new wet food offerings, be on the lookout for a new line of cat treats and also functional dog chews within the NutriSource product line.
How does NutriSource help drive retail sales? What types of sales and marketing support does the company offer retailers? NutriSource is dedicated to supporting the growth of our retailers and driving consumers through their doors to buy NutriSource products. We are continually focused on better understanding our current and potential customers to make sure we are marketing to them where they are and providing them with the information they are looking for when shopping for pet food products. We continue to drive growth in both digital marketing and traditional marketing, but most notable in this space has been the launch of our NutriSource Rewards app. The easy-to-use app allows consumers to earn a reward by completing a desired task that may include surveys, photo submissions, social media engagement and in-store activity among others. Users who provide an approved submission can only redeem their reward at one of our independent pet retail partners. We also want to make sure we are providing numerous opportunities for our retailers to leverage as well. This includes supporting digital platforms like Astro, Promoboxx, eTailPet and a robust training platform or traditional in-store opportunities like standard and customizable point of sale materials. 
 
Tell us about NutriSource’s channel strategy. What role do independent pet stores play in this strategy?You won’t find our foods in mega pet stores because we believe innovation thrives in independent stores, where the focus is on health and nutrition. NutriSource has been committed to supporting independent pet for over 20 years. As a family-owned company, it is important to us that we support our local communities and the small businesses that share our values. We do business with those we know will treat you like family. We know these retailers are passionate about pet health, pet food and providing the value added service and knowledge that treats customers with the one on one attention and respect they deserve.
 
What does the future hold for NutriSource? Growth and innovation. By increasing our internal capabilities, we are now able to work much faster in the development of new products, whether that be growth of our existing lines, or development of new lines in all three core categories of our business. But we aren’t stopping there. It is important to us that we continue to look at all categories and make sure we listen to the needs of our consumers to develop products in all categories that align with our brand, and an unwavering focus on providing healthy diets for pets. This desire has been fueled even further by the recent launches of our Element Series, high animal protein dog food, PureVita tetrapak stews and entrees, and our “Come-pooch-a” bone broth toppers. We have a lot of exciting new products in the pipeline for the next year and beyond and can’t wait to get them on our retailers’ shelves.  PB
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