Jewel of the Treat Aisle

Glenn Novotny, CEO of Emerald Pets, discusses how the company has perfectly positioned itself to deliver the natural, healthy solutions that pet owners seek when shopping for dog and cat treats.



Tell us about Emerald Pet Products’ approach to pet treats. How does the company ensure that it is delivering products that fill a real need for pets and pet owners? At Emerald Pet Products, we pride ourselves on innovative products made in the USA with U.S. ingredients that provide a natural, healthy solution for pet parents. Our strong ties to independent retailers, along with our combined years of experience in the pet industry, gives us a creative advantage tuned directly into what the retail customers are seeking.


Earlier this year, Emerald Pet Products introduced its Wholly Fish! cat treats. What makes these treats special? Emerald Pet Wholly Fish! cat treats are crafted specifically to be chicken-free and poultry-free. Wholly Fish! treats provide a crunchy fish-based treat that is much easier to feed than other fish treats, which tend to be messy. Wholly Fish! treats are made using limited, natural ingredients and are available in Tuna, Salmon, Tuna Plus Digestive Health, and Salmon Plus Digestive Health.  The Digestive Health formulas include ginger root and turmeric to naturally aid digestion.


Emerald Pet Product also recently introduced its Pumpkin Harvest treats. What are the key selling points of these treats? Emerald Pet Pumpkin Harvest dog treats feature pumpkin puree as the first ingredient, and are meat-free and poultry-free. With many consumers limiting their meat proteins, these treats provide the perfect solution to feed alongside a limited protein diet or for those pet parents who prefer a vegetarian treat option. Pumpkin is a natural tummy soother that works really well for dogs with sensitive stomachs, and for those pet parents looking to limit their dogs’ exposure to potential allergens.


What are some of the other recent product introductions from Emerald Pet? Emerald Pet recently introduced larger bulk sizes on two of our most popular items. Emerald Pet Twizzies Natural Chews now come in a convenient six-pack resealable bag for both 6-in. and 9-in. sizes. The other new addition is our 11-oz. Fresh Pack Feline Dental Tubs in Chicken, Salmon, Tuna, and Catnip.  The resealable tubs are merchandisable from multiple directions and are perfect for multiple-cat households.


In addition to making an award-winning lineup of treats, Emerald Pet also produces pet toys under the Snug n’ Tug brand. What sets Snug n’ Tug toys apart in the marketplace? Our Snug n’ Tug toys are made to match the characters on our Twizzies line of Natural Dog Chews. Available in small and large sizes for Chicky, Piggy, Turducky and Peanutty, these characters are perfect for cross-promoting our Twizzies treats with our Snug n’ Tug toys. Each toy comes with a durable liner, double-stitched seams and embroidered stitching to hold up safely with more aggressive chewers that love plush toys.


How does Emerald Pet Products give back to the pet community? What are some of the company’s charitable endeavors? At Emerald Pet we sponsor several different events on a local level with store support from our retailers community. Many of our independent pet store owners support local adoption events, and we support them through donations that help encourage responsible pet ownership. 


Recently, we were able to partner with the Greater Plains SPCA and donated more than 1,300 lbs. of dog dental and cat health treats to give back to those pets that often go without dental care.  Within our own community, we provide support for a few charity events that benefit ALS research and MS research. 


What does the future hold for Emerald Pet Products? Do you currently have any new products in the pipeline? At Emerald Pet, we are continually innovating unique products based on customer feedback and retailer involvement. We view this relationship as instrumental in driving new category growth and opportunities. Look for our new product launches to be introduced at Global Pet Expo 2020.  PB


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