Building On Trust
Michael Stoeckle, president and CEO of Ark Naturals, discusses how the company is well positioned to continue its role as a pioneer in pet supplements and dental care.
Founded more than 20 years ago, Ark Naturals is well known as a pioneer in the pet supplements and dental care categories. What has been the key to the company’s long-term success? The key to the company’s long-term success is the brilliant formulations of our products. Ark Naturals products offer the inimitable combination of extremely high efficacy and product uniqueness. We are the only brand offering an oral care daily regimen, a full line of senior pet products, and distinctive skin and coat products that pet parents rave about. The goal and promise we make is to provide pet parents with the ability to care for their pets with products that really work together for the overall health and wellness of their pets throughout their lifetime. Our brilliant formulas are tried and true, and a source of great pride for our company.
In late 2017, Ark Naturals gained an investment partners and made some key leadership changes. How have these developments impacted the company over the past year? The company is well funded for growth well into the future. This allows us to tune up the innovation engine and begin the process of launching several new products each year. Additionally, we have moved our corporate headquarters to Tampa, Fla., from Naples, Fla., to take advantage of a larger and more talented hiring pool for our staffing needs. We also moved into a larger distribution facility to accommodate the explosive growth we are enjoying.
Another area impacted by those changes is in sales and marketing. We have brought in new talent in both areas of discipline to provide a fresh perspective and generate new ideas on how to communicate to the consumer and the trade. We have adjusted our brand positioning into sharper focus by re-positioning the brand to put pet parents in control of their animal’s whole health from tooth to tail, emphasizing product efficacy and value. We are making a significant investment in brand awareness and activation, driving home the twice-a-day regimen of our hero product, the Brushless Toothpaste. We will continue to support our retail partners through education platforms, extensive sampling and event engagement.
It was just announced that Ark Naturals is rolling out a major brand refresh. What are some of the key elements of this brand update? The brand refresh includes an updated logo identity and contemporary package redesign. After 22 years, it is time to freshen up our look, to make it more captivating and call greater attention to the product features and benefits. The brand has a really solid structure, so we used the fundamental concepts that were already there and adjusted the look to make the brand easier to shop, notice and understand. We now have a clear plan on how to activate the brand and explain the numerous benefits to the consumer in the proper brand voice.
Does Ark Naturals have any new products currently in development? Is there anything you can tell us about these impending introductions? We will be expanding our dental care line to be the most comprehensive solution in oral care. Our latest innovations are formulations for Sensitive Gums and Deep Cleaning, which will be unveiled at this year’s Global Pet Expo. The products are totally unique; nothing else like them exists!
What else does the future hold for Ark Naturals? We never stop innovating at Ark Naturals. We have a product innovation pipeline that we are constantly evaluating to bring fresh ideas to market. It’s important to our customers and consumers that we stay passionate in solving pet parents’ needs in the supplements and dental care categories—in 2019 and beyond. We plan on delivering on that commitment with continued new product launches of the same quality and efficacy that our brand trust is built upon. PB