Sojos Stays True
Following the company’s merger with WellPet, Sojos remains as committed as ever to its mission of offering high-quality, natural pet foods and treats, reports co-founder Ward Johnson.
Pet Business: The news about the merger between Sojos and WellPet has been out for a little while now. Can you update us on where Sojos stands with the transition and how it is going so far?
Ward Johnson: The transition is going well. The Sojos team is continuing operations in our Minneapolis facilities, and we’ve honestly experienced very little change in our day-to-day.
PB: Through the years Sojos has developed a strong reputation within the independent pet specialty channel, so this merger is bound to raise questions about whether that commitment still stands.
Johnson: Sojos has always been committed to the independent pet channel and we have every intention of continuing that focus.
PB: Another concern often sparked by such a merger is what effect the new partnership will have on the product in terms of quality, ingredients and sourcing. How do you respond to such concerns, and how can Sojos put both retailers and consumers at ease?
Johnson: We’re still making Sojos, one batch at a time, in our Minneapolis facilities. And it goes without saying that our recipes and commitment to natural, human-grade ingredients remains the same. If anything, joining WellPet offers us even greater resources to support our quality standards and expand our product offering.
PB: From Sojos’ perspective, why did this merger make sense, and in what ways does Wellpet add value to the Sojos brand and vice versa?
Johnson: It’s hard to imagine a better fit than WellPet and Sojos. We share a common commitment to transform the lives of pets—and to that end, WellPet will help us accelerate our outreach to more and more pet parents.
PB: Looking into the future, how will this development strengthen, grow or diversify the Sojos brand and product portfolio?
Johnson: We’ll continue to focus on the expansion of our shelf-stable, raw food and treat lines. For example, at the upcoming Global Pet Expo, we’ll add a potato-free goat diet to the Sojos Complete line—along with Simply Goat freeze-dried all-meat treats. We’ll also introduce an entirely new line of NaturalCat freeze-dried salmon, turkey liver, and venison liver treats.
PB: What impact, if any, will the merger have on pricing of Sojos products?
Johnson: We’ll continue to be affordably priced across all products lines.
PB: As a small but growing company, Sojos has also been known to be responsive and accessible to its retail partners and consumers. How will the new arrangement affect these relationships going forward?
Johnson: Again, it’s business as usual. We’ll continue to make every effort to meet and hopefully exceed the expectations of our distributors, retailers and pet parents. From production, to sales, to customer service—the same Sojos team remains in place.