: PPT Slides & Speech

| October 22, 2018

Raw Dog Foods Preferences And Creation Of A Supported Brand

Name:Deniz
Tokcan
Institution:West
Canada University
Course:Graduation
Essay
Tutor:Dr.Zarbi

Chapter one: Introduction
The growth of international
nutrition industries in the global markets have increased a diversity of
products into the industry which has impacted heavily on the industry as a
whole as the competition has necessitated new products and designs. The rise in
global technology has increased the rate and sophistication with which products
can be produced, stored and transported from one corner of the globe to another
with ease. Communication technology has reduced the gap between diverse
cultures and societies, which has introduced imported nutrition ideas and
products into the emerging global community. In spite of all the challenges the
nutrition industry faces, it has propelled itself as an immerging source of
income and as a major economic player in international business. Globalization
has impacted both positively and negatively the nutrition industry. These industries target both humans and
animals, and regardless of the species targeted, they are expensive and
hazardous in terms of health effects. It is for this reason that raw foods are
being advocated for animal use.
Raw dog foods
diets are designed to resemble a dog’s ancestral menu. The whole idea of raw
feeding is usually based on a dog’s carnivorous bias (an instinctive desire to
find or capture and eat another animal). These raw dog foods diets are
controversial but their popularity, which emphasizes on bones, fruits,
vegetables and meat is rising. Sled dogs and racing greyhounds have eaten raw
dog food diets for a long time. Extending those feeding routines to the family
dog is a recent idea, proposed by Ian Billinghurst (an Australian veterinarian)
in 1993. He called his feeding program the biological appropriate raw foods
(BARF) diet. He proposed that adult dogs would advance on a revolutionary diet
based on what dogs ate before they were domesticated. Since Ian published his
book titled ‘give your dog a bone,’ various other kinds of raw dog food dietary
have come up. They include commercially processed raw dog food diet that are
either freeze dried or frozen and combination food diets that use the blends of
vegetables, vitamins and grains that are mixed with meat, which is purchased by
the owner at a grocery store. Raw dog food meal suggestions and recipes are
widely found in books. Interest from dog owners has continued to grow with
widespread recall of pet food that is contaminated by melamine in 2007. Some of
the dog food products readily available on the market include; Darwin’s natural
selection, lotus dog foods, northwest naturals, primal raw foods, Steve’s real
foods and vital essentials dog foods.
The purpose of
this essay is to show why raw food for dogs are better and how I can create a
brand and make good revenue from it. The simplicity of raw dog food diet, which
is based on readily available materials like vegetables, fruits, bones and
meat, will enable me establish a brand that is better diet wise compared to the
already available raw dog food products. We know that the domesticated dog is a
distant cousin to the wolf, as revolting as it may seem it is natural for the
wolf to consume the whole animal. This includes
the bones, organs, meat and all. Domesticated dogs on the other hand,
are not optimized genetically to consume 50% carbohydrate content of the
current commercial kibbles.
A brief comparison
between a processed dry kibble and a dog’s ancestral die will reveal that the
nutrient value of the dry kibble is nowhere close to the nutrient profile of a
dog’s ancestral feeding habits.
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You can notice the
low carbohydrate content in the dog’s ancestral food compared to that of the
processed kibble. You can also notice the higher protein and fat levels in the
dog’s ancestral foods compared to the processed kibble.
A theoretical
perspective is shown by a study on raw dog food diet by Lisa Freeman published
in the ‘journal of the American veterinary association’ in 2001. She warns dog
owners against choosing raw dog foods due to scare tactics implored on
commercial dog food and online myths. She states that for dog owners who want
to keep away from commercial food, the best option is cooked homemade diet, which
is designed by a nutritionist who is certified by the college of Veterinary
nutrition in the United States. In the journal, she states that several of the
benefits as a result of raw dog food diets such as shinier skin coat are as a
result of the high fat content on the raw dog food diet. However, high fat
commercial foods with almost the same levels of high fat content are available,
but the risk is that the dog will end up having an unbalanced diet. She notes
that supplements can also be an alternative to increasing the content of fat in
a commercial diet. The study looked at five raw dog food diets, two commercial
diets and three homemade raw diets. All of these had nutritional deficiencies
or extremes that would cause a serious health problem when administered to the
dog for a long period of time, according to the report. Wakshlag Joseph an
assistant professor in clinical nutrition at the Cornell University College of
veterinary medicine has seen some of these deficiencies appear in dogs. Some of
these problems include poor coats, weak bones and bad skin. Low fat content in
the diet results in a bad coat, but a high level or too much fat and low
protein levels can result in mild anemia he notes. Wakshlag says that raw dog
food diets may also lack enough phosphorus and calcium, resulting in dental
problems and bone fractures in dogs. Depending on the diet quality, the
phosphorus or calcium levels may also be hard to adequately digest, even if
they are present in proper amounts. Studies of raw dog foods have also shown
that they normally contain bacterial contamination. The food and drug
association (FDA) issued regulations in 2004 for the manufacturing of raw dog
food diets in a safer manner; they cited concern about the likelihood of health
risks to pet owners handling the meat. In 2006, a study of twenty commercially
available raw dog food diets found out that 7.1% contained a kind of salmonella
E. coli bacteria in 59.6% of the raw meat diets. The bacteria can also be shed
in feces leading to a possible source of human infection and exposure. The
study also sampled dry dog foods and four canned dog foods. It was found that
E.coli was contained in all the commercially processed dog food diets, cooked
foods during one sampling period, and in a single brand of dry food during a
different sampling period.
From the
information obtained from some of these previous studies, I can come up with a
raw dog food product that will be cheap at the same time making revenues from
it. But first of all we have to look at the benefits of raw dog food diets over
commercially processed foods.

Chapter two: Review of
the literature
Before discussing the benefits of
raw dog food, it is important to establish the nutritional requirements of
dogs:
Carbohydrates
An adult dog requires about 450-500 calories of food
daily. Of this, the carbohydrate requirement forms about forty five to sixty
five percent of the daily calories. Since calories form the highest source of
energy that the body and brain require they are essential for a healthy diet to
be attained. Despite this, we find that most young dogs are overweight as they
exceed this daily requirement. However, the daily requirements move up
depending on the level of activity and the gender. Male animals are on average
more active and have a higher physiological requirement. More than 30% of dogs
aged above 1 year in the US are overweight. What this means is that the correct
food ration needs to be arrived at when feeding these animals.
Proteins
A normal adult dog requires about ten to thirty five
percent of the total daily calories which forms about fifty to one hundred and
forty five grams of protein each day. A seventy five gram of meat, fish or
chicken gives about eighteen to twenty two grams of protein each day. Milk, bones
and vegetables contribute all the other grams needed for the amino acids which
are the building blocks of life that the body uses to repair the damaged
tissues. Proteins, even though needed in smaller quantities as compared to
carbohydrates are very important food materials for these animals as they will
be necessary for growth, muscle building and repair of damaged tissues.
Especially for young animals, a potent intake of proteins is very important for
normal physiological and physical performance.
Vitamins
200 caloric daily intakes of vitamins is required by
the body of dogs to form and strengthen the immune system so as the body’s
ability to fight disease is improved.
Vegetables and mineral supplements contribute the highest amount of
vitamins and should be taken consistently. In case of severe cases, vitamins
supplements may be recommended by veterinary officers to boost different
deficiencies. Vitamins are equally important in animals as they are the
elements used in many body reactions and optimal body performance. Apart from
this, meat products offer sufficient amounts of vitamins hence they need to be
taken in plenty to offer both proteins and vitamins.
Minerals
Just like in human beings, minerals are required in
smaller amounts when compared to the other food materials, but they are very
important food elements. Whether they are the trace elements or the
macro-elements, they are important in the nutrition of dogs. These elements are
used for normal muscular and neuronal functioning, amongst the other uses in
the body. The protein foods like meat, fish, bones, liver and some vegetable
products provide the body with much needed minerals that assist in regulating
fluids and the normal body performance. During metabolism, some harmful
bi-products need to be gotten rid of and the minerals play a key role in
ridding our body of the bi products.
Water forms a good proportion of the body of dogs, and
just like in animals also, water intake should be advocated. Water forms blood,
and it is the medium that body reactions occurs. Water containers need to be
placed around the homestead so that the animals are able to access the water at
any particular time. Besides, dogs are very active animals, hence they need
water present near them at all times. The balance of fluids inside and outside
the body cells should be maintained for the proper functioning of the body. The
extraction of waste and toxics from the body cells and muscle highly depends on
the body fluids. Therefore, water is a very important constituent of the
nutrition of any animal. Even the process of digestion will require a medium to
occur in, hence there is need to have enough water as part of the nutrition of
dogs.
Fats
Fats are an important source of energy for the body
during metabolism. Excessive carbohydrates are converted into fats for storage
purposes and when required they are converted back to carbohydrates releasing
enough energy as the body requires. There is no daily requirement for fats in
the body of any animal. They are simply recruited when there is a shortage of
carbohydrates in the body. In any case, many fats are harmful to the body in
terms of the risks they pose. For this reason, there is need to regulate the
dietary fat intake as this is a protective measure against many diseases.
Eating healthy adds chances of leading a quality life
and having a long lifespan. This applies to humans and all other animals. The
correct nutrition needs to be given to dogs in the correct proportion as this
improves the quality of life. It also enhances the lifespan of these beasts.
When one decides to keep a dog, then they have the obligation of feeding it
optimally and ensuring that all the nutritional needs are well addressed all
the time.

Benefits of raw dog food diet
The increase in the number of multi nationals
operating in the global nutrition market and has introduced a cut throat
competition, which has resulted in complex marketing strategies and very
tempting advertisements. The main objective of multinational companies is
profit maximization regardless of the long term health impacts that their
products may pose to the international communities. Although policies have been
introduced to cub the exploitation of international consumers by foreign multi
nations, the impact is insignificant and is quickly negated by the high cost
advertisements that the multi nationals use in their endeavor to entice new
consumers and retain the market. There is, therefore, need to come up with a
diet that is cheap and effective. The diverse nutritional products that are
produced internationally often compete with the local products. Multinational
companies enjoy huge capital outlay that gives them an advantage in intense and
high quality strategies that enhance the sales of their products. Most
consumers around the globe are attached to certain brands that are
internationally recognized which inherently contribute to the consumption of
the brand products. The impact of foreign direct investment in nutrition
supplements by multinational companies reduces the necessity of traditional
foods that were hither to known for their richness in macro and micro
nutrients. The notion of food supplement as a way of balancing the macro and
micro nutrients in the bodies has greatly affected the dietary patterns of most
animals in society.
The dietary pattern changes
can be described by two various phenomena that is dietary adaptation and
dietary convergence whereby, dietary convergence is as a result of high
reliance on a narrow base of staple foods, low consumption of dietary fiber,
large consumption of meat and meat products. While, dietary adaptation can be
classified by an increase consumption of brand name products, consumption of
meat outside home and packed products. This behavior is motivated by the appeal
of new food which is availed in the market. Many factors have fuelled the
demand for packed food for animals which inherently changes the nutrition
pattern of the diet intake that these animals take. The effects of
globalization in urban centers have increased the numbers of street animal feed
vendors who are becoming more important as a result of cheap and quick meals.
With time becoming constrained the vendors are advancing their innovation by
introducing traditional recipes to match with the modern foods that cater for the
diverse case and needs of the present populations. Most countries around the
globe do not regulate animal food vendors and even when they do, minimum
requirements are needed to start up a business as a street vendor. The quality
and safety of the food products being supplied by the street vendors is highly
compromised and does not meet the stipulated standards set up by international
organizations. In order to achieve diverse nutritional balance, the use of slow
and readily available foods has offered solutions to families, individuals and
organizations that rear dogs.
It is a fact that
people need whole, real and minimally processed foods to thrive, so do dogs.
Dogs like people need a variety of real minimally processed food diets in a
quest to be at their best. This diet includes; meats, fruits and vegetables
containing phytochemicals, flavonoids and natural enzymes. Some of the benefits
include; improved digestion, firmer stools, reduced allergy symptoms, healthier
coat and skin and better weight management. With the purpose of coming up with
a raw food product, I will first show why dogs thrive on properly made raw food
based diets, and why commercial processed foods cannot match the nutrition
value of raw dog food diets. I will also review the good safety record of
properly made raw meat food diets, a record that even every single grain based
manufacturer will envy. I will also look at one of the raw food products
manufacturer, the trend setting northwest.
I will look at who is feeding raw dog meat based diets, what they
normally feed and how. With all this in mind in mind I shall also correct some
common misconceptions about raw dog meat based diets. I will then conclude by
looking at the future of this raw dog meat based diets and their effects on the
traditional industry.
What I mean by properly prepared dog meat raw diets
In simple terms,
properly made raw dog meat diets are ‘balanced and complete’ feeding programs
or foods. In general, there are four different kinds of properly made raw dog
meat diets. Feeding programs from Kymythy Schultze & Wendy Volhard (the
ultimate diet) and bones and raw food (BARF) popularized by Billinghurst. Herb
mixes and whole grain for raw meat such as sojourner farms and well thought
homemade recipes from Dr. Pitcairn Richard and others. I am not focusing on
what is to be fed to greyhounds in order to promote their racing performance.
My new product will be focusing on diets to be fed to domesticated dogs in
order to enhance their health and life span. Some of these food diets have been
administered to dogs for generations. The diets are often based on a natural
diet, think of a dog eating a rabbit and what it eats. The dog will eat a
crushed bone, raw meat and the prey’s digestive products, which will be full of
fruits, finely crushed vegetables and food and digestive enzymes.
Why raw dog meat based diets are nutritious
I shall first look
at the ingredients of major two leading brands in the United States. The first
brand is love your pet, which contains organic turkey with fat and bones,
barley, oats zucchini, carrot, high oleic sunflower oil, kelp, nettle, alfalfa,
lecithin and garlic. The second brand is the Steve’s real food, which contains
ground chicken, carrots, broccoli, romaine lettuce, cantaloupe, chicken hearts,
chicken livers, rice bran, anchovies, dried kelp, sardine oil, sea salt, iron
copper proteinates and extract of chicory. Since these products are made from
raw materials, produced in flash frozen and refrigerated rooms, the nutrition
value remains intact. The foods and the mentioned feeding programs, naturally
contain high levels of amino acids, vitamins, fatty acids, enzymes, minerals
and phytochemicals which are essential for a dog’s health. The results are
evident, when one switches the food diet from commercial processed foods to raw
dog food diets. The improvement on the dog is normally profound; from bushier
tails to brighter eyes. Skin problems decline and the dogs become more
energetic. Teeth are whiter, the breath is better, and arthritis often clears
away in weeks. Long term generational feeding programs by Schultze, Volhard,
McKay and others prove that the results are also profound over a long period of
time. The dogs are healthier, live longer and happier lives. Heat is one of the
major consideration concerning nutrition; most processed food are prepared
through a heating process and that is why they can never match the nutritional
value in raw dog food diets. Most kibbles for instance, are manufactured at
temperatures exceeding 300 degrees and 600 pounds or more pressure per square
inch. These are harsh environments for nutrients; the heat denatures enzymes
and destroys some of the antioxidants, and many of the unknown or known
flavonoids and phytochemicals. The high heat may change the bioavailability of
some minerals and in some cases even change the chemical structure of amino
acids. The dog food industry has done an amazing job of compensating the
decrease in bioavailability of some minerals and known lost vitamins by
increasing the manufacturing standards. We’ll take a closer look at the
nutrients contained in a properly made raw dog meat diet and which are not
contained in the processed grain based foods.
Phytochemicals and enzymes
Whole and natural
raw intact foods contain various substances including phytochemicals and
enzymes. Modern science is discovering that these are important for nutrition
in animal laboratories. Enzymes are specialized proteins that are involved in
every activity the dog takes part in. enzymes are found in plenty in fresh,
natural minimally processed foods. When a dog feeds on its natural prey, it
gets lots of digestive enzymes and food. Enzymes are usually denatured with
temperatures exceeding 118 degrees; this is due to their protein nature. This
simply means that there are no enzymes in processed dog food diets. It results
in forcing the dog’s digestive enzymes to perform all the work and maybe limits
the dog’s ability to process necessary metabolic enzymes. This is one of the
reasons why we see immediate improvements with old dogs when altering them to
quality raw dog meat based diets from processed grain based diet foods. With
aging dogs, the secretion of enzymes decreases and the benefits of feeding on
natural diet foods with enzymes increase.
Phytochemicals are
naturally occurring elements in fruits and vegetables that are gradually
getting increased attention from scientists studying the relationship between
disease and diet. Some of the phytochemicals take up the functions of
antioxidants. Evidence from epidemiological studies link the consumption of
natural foods rich in phytochemicals to decreased risk of certain diseases.
These diseases range from cancers in aging to various forms of dysphasia. For
example, the sulforaphanes contained in broccoli are shown to helping prevent
certain kinds of cancers. Vegetables and fruits have hundreds of antioxidants
elements. Some of them like vitamin C are usually destroyed by heat. The
growing consensus among scientists is that a variety of whole natural foods and
not supplements be the source of antioxidants. Several of the antioxidants have
been identified as having a protective health effect representing a group of
elements found in the intact foods. The selected antioxidant will not yield the
entire benefits of health alone. In the book ‘the nutrition desk reference’ the
authors state;
“Vitamin
research has only scratched the surface in understanding subclinical deficiency
states, bioavailability, and nutrient-nutrient interaction.”(Somer &
Garrison, 1995)
One requires eating
the intact, natural fruit or vegetable, with the whole complement of natural
phytochemicals in order to yield the full health benefits. Raw forms of fruits
and vegetables are associated with a reduced risk of cancer. In simple terms,
one cannot add or replace the enzymes, phytochemicals and antioxidants altered
or destroyed in food processing.
Raw meat based diets safety.
Before
I can come up with my own brand, I had to ask myself this pertinent question.
Is raw meat based diet safe? My research from all the leading manufacturers of
raw meat based diets showed that there is no documented bacterial problem. In
the North West, for instance, where majority of the people feed their dogs on
raw meat diet, the retailers and distributors I have managed to consult have
not had any problem with raw meat based diets. If there was a problem or any
documented case of bacterial challenge I am sure they would have details. This
safety record is one which grain based food manufacturers would envy. There are
no aflatoxin or vomitoxin problems associated with them. This only means that
properly made raw meat based food diets are safe. Dogs have a short acidic
digestive system, specifically when compared to humans.
Critical review
Now
I shall look at who feeds raw meat foods, what they feed their dogs on and how.
Basically, I am looking at my soon to be clients for my new brand of taw meat
based food diet. From my own research on the already existing products,
marketing people know that various trends originate from the west, in this
case, the North West. The people who feed raw meat based diet foods include
boarding kennels, breeders, individual dog owners and veterinarians. I have
managed to meet raw meat eaters of several kinds of breeds whether small or
large. Feeding raw meat products is certainly more expensive than the
supermarket grain based foods. Several of the natural food and vegetarians
store shoppers normally feed raw meat based food diets in order to fit into
their overall food philosophy. They are the people who believe in the
advantages of natural whole foods and the value of phytochemicals and enzymes.
They are aware that raw meat diets contain nutrients that grain based processed
food diets don’t have. These form part of their beliefs, attacking these core
beliefs can convert proponents to activists. A second group of people who are
raw meat based diet feeders consists of those who eat junk food themselves, may
be due to lack of self-dietary discipline, but always feed their dogs only the
best. They in most cases learned about this type of diet after their dog had a
skin/coat/health problem through a friend who advised them on the benefits of
raw meat based food diets solving the problem.
I
also did some research on what people are feeding their dogs. Raw meat based
food diet feeders feed more than Bones and raw food (BARF) popularized by Dr.
Billinghurst. Some of them do not even feed them bones. In general, I found out
four different kinds of feeding systems, which in most cases overlap. They
include; the complete feeding system such as BARF, commercially manufactured
balanced and complete food diet such as Steve’s real food, amazing homemade
recipes (which sometimes combine whole grain and herb like farm pet products)
and finally poor homemade recipes. Turkey, beef, venison and venison are the
most common protein sources since raw fish food diets are scarcely found. Some
of the commercial diets and feeding programs contain grains while some do not.
There
is a general misconception about the effort required to feed raw meat food
diets. For instance, the headline ‘raw food diets are difficult’ is not correct
and also misleading. With the commercially available raw meat food diets, they
are as easy to feed as a kibble. The issue is to defrost and feed. For individuals
interested in making their own food, it isn’t difficult; it is a matter of care
and love. Most individuals mix raw meat based food diets with grain based
diets, usually to reduce the cost.
Creation of a brand
Based
on the literature provided in this chapter, I can come up with a raw meat based
diet brand. My goal and mission in coming up with this brand is to provide an
alternative to clients who feed their dogs on raw meat based food diet and also
to provide a cheaper brand when it comes to raw meat based products. Providing
high quality nutritional value will be a major pillar of my brand. My brand can
look forward to a promising future due to the knowledge available when it comes
to nutrition and acquiring loyal clients. My pre market research has revealed
that the intended market has plenty of demand for a cheaper raw based meat food
diet. My brand name will be known as Rawality.
Executive summary
Business
description
Rawality
dog food products is a start-up company intended to market and design dog food
products based on raw meats. This business proposal is intended to present
Rawality dog food products to prospective investors with the aim of raising the
required capital to begin the launch and production of our first product.

Market
The
dog foods product industry is an expanding and large market. According to a
study by the Business Communications Company pet industry, the market segment
that is rapidly growing is the supplies and products, which represents 5.5%
share of the market. It is projected that this segment will increase from 5.2
billion dollars to 6.9 billion dollars in the next 5 years. The reason for this
growth in the products and supplies segment is the growing number of dog
owners. Another recent survey found that the average household with dogs spent
approximately 350 dollars on their dogs.
Need
There
has been a lot of debate on whether dog food products based on meats are safe
for man’s best friend. But, various studies have proved that it is safe and
even more nutritious to feed dogs on raw food products rather than the
commercially available products. The advantages of these raw food products have
been stated above. However, the challenge is having a raw food product that is
easily affordable and highly nutritious. Rawality dog food products intend to
provide the solution to this by having cheap products that are nutritious.
Rawality dog food products are positioned to address the requirements of this
market with a patented, innovative product and management team with
far-reaching marketing experience and product design. Ample time has been spent
on the research and development of Rawality to ensure that it satisfies the
market needs for a nutritious and cheaper product in dog feeds. The development
and research work to date is self-funded. Based on elaborate financial
projections, if Rawality dog food products receives sufficient funding, it will
operate profitably in the first year having a net profit.
Objectives
The
business objectives of the brand include; becoming established as a well-known
brand, become a venue for the creation of local/ regional employee pools,
partnering with local communities to enhance and promote raw meat based food
diets, as opposed to the commercially processed dog food diets and educate
individuals on the advantages of raw meat based diets. The financial objectives
of the brand include; creating a profit margin that is above the median for all
production costs, obtaining loans to start of the business. The marketing
objectives include; establishing an online presence (this will be critical in
the initial stages when the brand is launched on the market as feedback from
the clients will be very important), establishing a market reach and increasing
name recognition.
Mission
Rawality
dog food products mission is to help dog owners enjoy their pets by creating
innovative products that will address their needs.
Business goals
Product
sales will be the primary source of income for Rawality dog food products. In
order to achieve the sales goals, having quality innovative products based on
high tech industrial design, manufacturing and distribution is essential.
Rawality dog food products will market a number of innovative products. The
consumers in our targeted markets must be informed about the benefits of Rawality
products in order for them to accrual market penetration and acceptance. The
marketing strategy will have to reflect this reality. My brand will rely on
help from strategic partners to market and deliver the products. The
maintenance and establishment of these partnerships is crucial.
Location
Rawality
dog food products will first be located in the city of Vancouver. This location
has been chosen due to the already market presence and demand of our products
and the good transport system that will make delivery to various pet stores
within the city easier. We shall establish a market presence within this region
before expanding and going nationwide through strategic partnerships.
Company summary
Rawality
dog food products develop manufactures and markets food products for dogs. We
combine exhaustive market research with high tech nutrition design to create
innovative products that will address the identified challenges in the dog food
product market.
Sustainable
competitive advantage
The
dog food market is filled with various manufactured and designed products, most
of them being commercially manufactured based on artificial supplements like
soya. The quality and nutritional value of our products sets them apart from
our competition. The focus on world class design and formulation of Rawality
foods results in products that are cheap and highly nutritious than our
competition and therefore, making it more likely for our products to be
purchased by the consumers. We will work with strategic marketing and advertising
partners to develop straight forward marketing strategies for the products.
This strategy will make our products more sought after than our competitors who
seem to lack an articulate marketing strategy. Advertising and marketing by our
competitors, even in trade and business magazines is virtually nonexistent. Our
competitors in the raw dog food market seem to be content by merely taking
their products to a store and then hopping that the consumer will select their
products over other available choices. Rawality food products operation
strategy leverages use of limited resources by utilizing external manpower in
terms of assistance in marketing and distribution of our products. With this
operation strategy, efficient marketing activities and distribution of our
products with minimal fixed and upfront costs will be realized, resulting to
low cost of production. This means we can price our products cheaper than our
competitors at the same time having significant profits.
Start-up summary
Rawality
dog food products total start-up costs contain expenses incurred before the
beginning of the plan such as legal counsel (business, patent and trademark),
consultants (advertising, marketing), and development and research. Assets
needed at the start of the design include initial product inventory and
manufacturing tooling. Additional funding will be required for daily/ monthly
finance operations, launching a marketing campaign and have cash accessible for
contingencies. A section of the start-up costs will be financed by direct owner
investment while the remainder of this start-up capital will be financed by a
combination of investments and lies of credit.
Company ownership
Rawality
dog food products ownership will depend on the funding. If an individual
provides the whole required amount then it will be a sole proprietorship owned
type of business. Otherwise, other forms of ownership will also be considered
such as partnerships and corporations. The company will initially have its
headquarters in Vancouver, Canada.
Products
A
raw dog food dietary typically contains; bones (either crushed or whole),
muscle raw meat (often still on the bone), organ meats such as kidneys and
livers, raw eggs, apples or other fruit, some diary such as milk/yogurt and
vegetables such as broccoli, celery and spinach. My brand will consist of a
source of vitamins, in this case vegetables (this might defer depending on the
location of production, if the production site is located where spinach is in
abundant levels then that will be the vegetable in use in that region. Remember
one of our key goals is to have a cheaper brand). It will also consist of
proteins; in this case, meat will be used since our brand will be based on
meat. The brand will also contain carbohydrates; this will also depend on where
we will be producing our brand. The cheapest material will be used. My brand
will obtain its calcium source from supplements instead of bones. This is
because pathogens have a high tendency to develop when the bones are stored
over a long period of time, and this will result in contaminating the product.
The quality of nutrients of my product will be analyzed in a laboratory to
ensure high nutritional value. My target is to have the brand meet all AAFCO
nutritional adequacy statements and all the standards set by the United States
food and drug administration (FDA). The brand is expected to be a frozen raw
based food diet rather than dry foods since it will contain perishable products
like fresh fruits and vegetables. The client will simply have to defrost the
brand and feed the dog. Since my brand is meat based, it has to contain high
quality meat that is tested to ensure high ratings of the final product.
Ensuring that the cost of production is minimal will result to the brand having
cheaper prices on the market compared to competitor’s products.
Rawality
will have two different kinds of products which will help dog owners decide a
healthy choice for the pet based on their needs. The first product will be the
fresh frozen local organic or free range non medicated meat. All the meat in
this product will be either organic or non-medicated. That means our meat will
be free of by products, hormones and no antibiotics. The second product will be
formulated using a balanced organ, meat and vegetable ratio. In this formulated
product, we do 75 percent meat which includes cubed meat, ground beef and cubed
organs and 25 percent smashed vegetables. The product packs will be packed in
half lb or 1 lb sizes in pouched vacuum bags, to enable the products last for a
longer period of time. Here are some of the range of products my brand will
have;
Beef
This includes organ
and meat. None medicated cubed organs liver and heart and muscle meat. Also,
beef and vegetables which will include 25 percent smashed fresh vegetables and
75 percent meat (20% organs, 20% ground beef, and 35% cubed muscle meat).
Chicken and vegetables
This will include 25 percent smashed
vegetables and 75 percent meat (20% organ, 35% cubed meat, and 20% ground
chicken).
Turkey and vegetables
This will include fresh local smashed
vegetables and 75 percent meat (35% cubed meat, 20% ground turkey, and 20%
organ).
Venison
This will have two varieties; meat and
organ that will include organs heart and liver and cubed muscle meat. Secondly,
venison and vegetables that will include 25 percent smashed vegetables and 75
percent meat (20% organs, 35% cubed muscle meat, and 20% ground venison).
Kangaroo
This will have two varieties; meat and
organ that will include non-medicated muscle meat and organs heart and liver.
Secondly, kangaroo and vegetables that will contain 25 percent local fresh
smashed vegetables and 75 percent meat (20% ground kangaroo, 35% cubed muscle
meat, and 20% organs).
Lamb
This will have two varieties; the meat and organ which will include
non-medicated muscle meat and organs heart and liver. Secondly, lamb and
vegetables that will contain 25 percent fresh smashed vegetables and 75 percent
meat (35% muscle meat, 20% organs, and 20% ground lamb).

Market
analysis summary
The primary market
for Rawality dog food products is dog owners. Several studies have shown that
the number of dogs in Vancouver have reached an all-time high.
Market segmentation
The dog foods product
market is segmented by age, as the spending on these products varies with age.
Older households spend more on their dogs. Married couples without children in
the homestead spend about 30% more on their dogs than the average households.
The table below provides growth projections for this market and demographic
profile of dog owners.
Demographic Profile of Dog
Owners:

Gender

%

Marital Status

%

Region

%

Male

34

Married

62

Northeast

15

Female

66

Unmarried couple

3

Midwest

26

Single, never married

17

South

37

Age

%

Divorced/separated

9

West

23

18
– 24

9

Widowed

6

25
– 29

8

Refused

3

Education

%

30
– 34

11

8th grade or less

2

35
– 39

12

Children Under

%

Some high school

5

40
– 49

26

18 in Household

High school graduate

33

50
– 64

20

Yes

39

Some college

27

65
or older

13

No

60

College graduate

23

Refused

1

Refused

1

Graduate study

8

Refused

2

Race

%

Total Family Income

%

White

85

Less than $20,000

10

Use the Internet

%

Black

6

$20,000 – $34,999

14

Yes

55

Asian

1

$35,000 – $49,999

21

No

43

Hispanic

5

$50,000 – $74,999

19

Refused

2

Other

1

$75,000 – $99,999

8

Refused

2

$100,000 +

7

Internet Usage

%

Refused

21

Once a day or more

62

Hispanic Origin

%

Mean (000’s_

53.4

At least once per week

28

Yes

7

Median (000’s)

46.6

At least once per month

7

No

91

Less than once per month

3

Refused

2

Varies too much to say

0

Don’t know/Refused

0

Industry analysis
While discount stores
and superstores account for the majority of dog food supplies sales volume,
several retailers also sell dog food products. They include; specialty pet
stores, supermarkets, discount stores, internet retailers, veterinarians,
direct mail houses and other mass merchandisers. In addition to being
segmented, pet product retailers provide to different demographics. For
instance, in the United States, nationwide product outlets like three dog
bakery tend to have high end products while stores with a super market model
such as pet supplies tend to have lower priced products. This difference makes
it difficult for one manufacturer to dominate and leaves niche markets wide
open. The dog foods supply chain is as segmented as the retail market. Various
pet product distributors are available with both national and regional
coverage. While several pet stores buy from the distributors, others buy their
products directly from the manufacturers. In addition, internet sales and
catalog sales comprise a convincing part of the market. Rawality dog food
products will mostly be dealing with the pet stores that buy directly from the
manufacturers, internet and catalog suppliers as this will reduce the cost of
distributing our products.

Marketing strategy
The primary aim of
our marketing and sales strategy is to explain our products to the target market.
An explanation of our innovative products is best accomplished by visual
demonstrations. Focus group studies within the target market reflect that,
while there is interest in raw dog food products, this interest is magnified by
visual demonstration. Demonstrations at retail market of dogs feeding on
Rawality dog food products compared to other dog food product will be vital. In
addition, our website will be used for visual demonstrations of our products.
Presentations on cable TV channels and home shopping channels will also be
considered. These alternatives will provide a forum for demonstrating Rawality
products and make them reach a large audience. A clever application of the
print media will provide a platform for description of our products in catalogs
and ad copies. We will work with our marketing and advertising partners to
create and develop advertisements for selected magazines.
Pricing strategy

Although
the manufacturer’s suggested retail price (MSRP) is initially set high, based
on costs associated with manufacturing, the retail prices can be reduced
substantially and leave a reasonable profit margin. This allows for flexibility
of the price and a pricing strategy modification based on how the market
responds to our products.
Operations
To remain
consistent with the overall strategy of minimal fixed costs, Rawality dog food
products does not intend to have a large operations infrastructure and employee
pool. Some of the distribution activities will have to be outsourced in order
to reduce in house requirement for manpower. Rawality dog food Products Company
will be based on agile and lean operations strategy. We intend to leverage
limited resources by using external resources for marketing, distribution and
product development. We may also finance accounts receivable with a particular
factor so that we minimize administrative costs and guarantee positive cash
flow. Having this operations strategy, we can efficiently and quickly develop
more products, distribute and initiate manufacturing activities with minimal
fixed and upfront costs.
In
this chapter, I have discussed the benefits of raw meat based food diets. The
reasons why dogs thrive on properly manufactured food diets and why commercial
processed foods do not contain the high nutrition value in the raw food diets
have been stated. I have also reviewed the safety record of properly made raw
meat food diets. The chapter has stated those who feed their dogs with raw meat
based food diets. I have also introduced my brand of raw food product based on
meat, its content and nutritional value. I have also stated the objectives of
coming up with the new brand, marketing and operational strategies.
Analysis
The
benefits of raw dog food diets cannot be overemphasized as previously stated a
dog that feeds on raw foods is healthier and will live longer. Raw diet foods
for dogs consist of mainly uncooked fruits, legumes, vegetables and meat. Dogs
on raw meat based diets are not fed on any other kind of marketed dog food,
specifically canned food. The dog’s feed can be made right at home with the
homemade recipes and this often cost just as much as one normally spends on dog
food. Processed dog food diets contain filler foods, which the dogs find hard
to digest or are rarely a part of their natural diet. They can end up causing
health problems in dogs, specifically hives and allergies. These commercial dog
food diets contain other chemicals altogether, some of which are dangerous.
Some, for instance, stool hardeners are added to hide the fact that is obviously
having a hard time digesting these types of foods. Several dog owners are
concerned about the recent reports on the danger of commercial dog foods. The
brand that I tend to create will solve some of these challenges in a big way
especially when it comes to pricing.
There
are several studies that have found the presence of infectious elements in raw
foods and the possibility of shedding or contaminating these agents to the
dog’s environment. In a recent study at the University of Minnesota, the
department studied 60 meat raw diets available in their state. It was found
that seven percent of them contained salmonella. E.coli and salmonella germs
can always have a possibility of being a problem in all the raw meats. Yet the
danger of food Bourne disease is rarely and quite low. That is, salmonella
poses low risk for dogs unlike the dangers they pose to humans. This is because
the dog’s digestive system is more acidic and shorter. This makes canine
infections like due to salmonella to be very rare. The real danger of the food
Bourne infections is great for the dog’s human caretakers and not the dog. With
proper handling and care, these dangers can be dramatically reduced.
The
second challenge is that raw food diets are very expensive compared to regular
commercially processed dog foods. For instance, a bag of kibble will cost you
about one dollar per pound. Compared to some raw meat based products, which
will cost you about 13 dollars per pound and some to the extreme of 63 dollars
per half pound bag. It is clear that raw food diets are expensive, and that is
what my new brand targets to capitalize on by making the brand a little bit
cheaper.

Conclusion
The rise in global
technology has increased the rate and sophistication with which products can be
produced, stored and transported from one corner of the globe to another with
ease. Communication technology has reduced the gap between diverse cultures and
societies, which has introduced imported nutrition ideas and products into the
emerging global community. In spite of all the challenges the nutrition
industry faces, it has propelled itself as an immerging source of income and as
a major economic player in international business. Globalization has impacted
both positively and negatively the nutrition industry. Educated people are
expected to be aware of importance of nutrition diversity. Their higher
socioeconomic status implies that they can allocate sufficient resources to
cater for a healthy lifestyle by adopting diverse diets. The affluent people in
the community are considered educated enough to understand the macro and micro
nutrients of various diets which they can adopt to improve their nutritional
requirements. This especially affects the animal food industry and there is,
therefore, need to come up with easier and low-finance methods of coming up
with food products. Due to its widely known positive characteristics,
appreciating the technology will have more advantages over disadvantages. Many
animal feed producers feel that genetic engineering is the inevitable trend of
the future and that we cannot afford to ignore a technology that has such
enormous potential benefits in the industry of animal nutrition. Genetically
modified foods are a thing of the future they argue due to the ease in which
they manufacture foods, but these have their negative repercussions like health
effects and higher costs. At the present time, genetically modified foods
are dangerous for the world that we live in, not just for its people, but the
delicate balance between organisms that inhabit it and any animals that consume
these feeds.
Kymythy
Schultze and Wendy Volhard have been creating their raw feeding programs for
over twenty years and several canine generations. These feeding programs
include lots of varieties, with each meal being different. In my own opinion,
if these feeding programs are properly made and administered, they are the most
nutritious method to feed dogs. Commercially manufactured complete and balanced
diets for all life stages, foods based on raw meat diets are gradually becoming
popular. Some individuals feed homemade diet to their dogs using a recipe from
the internet and other balanced and complete recipes. There are individuals who
feed raw meat based foods improperly, especially those using homemade recipes which
are not scientifically proven. Or even those who add many cups of raw
hamburgers daily to their dog’s kibble. In this case, calcium is usually a
challenge. Properly understanding the concept of properly administering and
preparing raw dog food is very important. If I may quote one breeder I
consulted during the research who stated that ‘the worst looking dogs are the
ones on bad raw meat based diets while the best looking and healthy dogs are
the ones that feed on properly prepared raw meat based diets’. It is important
to feed animals with the correct mix of nutrients because just like humans,
animals also require a noteworthy nutrition. Bodies need the right nutrition.
Properly preparing raw dog food ensures that there is cheap and readily
available food for these animals.

References
Böhm, S. (2011). Raw food diet for dogs: The
fresh food diet — made easy. Richmond, UK: Cadmos.
Garrison, R. H., & Somer, E.
(1997). The nutrition desk reference. New Canaan, Conn: Keats Pub.
Ho, C.-T., American chemical society., &
American Chemical Society. (1994). Food phytochemicals for cancer prevention
I: Fruits and vegetables. Washington, D.C: American Chemical Society.
Lonsdale, T. (2005). Work wonders: Feed your dog
raw meaty bones. Windsor, N.S.W: Rivetco.
MacDonald, C. B. (2004). Raw dog food: Make it
easy for you and your dog. Wenatchee, Wash., U.S.A: Dogwise Pub.
Olson, L. (2010). Raw & natural nutrition
for dogs: The definitive guide to homemade meals. Berkeley, Calif: North
Atlantic Books.
Palika, L. (2008). The ultimate pet food guide:
Everything you need to know about feeding your dog or cat. Cambridge, MA:
Da Capo Press.
Poveromo, M. (2010). To your dog’s health!:
Canine nutrition and recent trends within the pet food industry. Woodbury,
CT: Poor Man’s Press.
Steinmetz, K. A. (1992). Vegetable and fruit
consumption and cancer risk.
Zink, M. C. (2001). Dog health & nutrition
for dummies. New York: Wiley Pub.

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