Scott Whipple and John Gordon started CANIDAE as a local grain store in 1984. The co-founders and owners decided to start their own company because they felt that many pet food brands weren’t built with retailers or consumers in mind. CANIDAE’s local roots are why they share a special connection with local businesses, and why they are funding geo-targeted campaigns for their retailers in honor of Small Business Saturday®.

Small Business Saturday® is an annual shopping tradition dedicated to supporting small businesses and local communities. It falls on the Saturday after Black Friday and will be entering its eighth year on November 25, 2017. This annual event underscores the importance of supporting the small, unique brick-and-mortar stores that make our local communities so vibrant.

“Small businesses tend to be well-educated on the products they carry, enabling them to make richer, more tailored recommendations to the consumer. They give back to their neighborhood and community as a whole, function as gathering places for locals, and sometimes host events in cooperation with their vendors or other local businesses,” said Erin Hannon, Marketing Manager at CANIDAE. “For these reasons and more, CANIDAE understands and wholeheartedly supports the continued growth and success of the independent retailer.”

In CANIDAE’s early days, they delivered bags of food from the back of pickup trucks to the doorsteps of their local retailers. The brand’s commitment to local businesses and high-quality products has fueled their growth, while also building trust and loyalty with their customers.

CANIDAE small business saturday
CANIDAE Co-Founders Scott Whipple and John Gordon.

Their food is now produced at the Ethos Pet Nutrition facility in Brownwood, Texas, a small town which suits CANIDAE’s locally-grown, family-owned roots. Scott and John don’t just want customers to pick up a bag of pet food, they want to connect with their local communities while focusing on growth in the independent market.

Earlier this year, CANIDAE wanted to go above and beyond just cooking their ingredients and launched their own farm in Kansas. Not only do they use the quality ingredients essential for CANIDAE, but they also practice sustainability wherever possible. Together with farm operator Clint Brauer, they aim to use no-till farming, maintain sheep on site as a way of producing natural fertilizer, and use forward-thinking technology to control weeds and pests. By working with nature rather than against it, they are on track to grow over 1 million tons of fresh ingredients in 2017!

For CANIDAE, small businesses are more than just a place to sell, but a partner in providing the best pet food to pet owners. The brand is focused on growth in local independent markets and believes the way to do this is through providing quality products and quality content to their retail partners.

So in honor of the upcoming Small Business Saturday®, CANIDAE is further investing in their retailers by providing them with Local Ads funds through Promoboxx to help drive traffic, both online and in-stores. Local Ads help retailers use social geo-targeting to connect with pet lovers who want to provide their pets with wholesome food.

Promoboxx is supporting Small Business Saturday® by waiving management fees for any Local Ads campaign run during the month of November with a focus on Small Business Saturday®. We are proud to have CANIDAE as a partner in the ever-growing #shoplocal movement!

Are you ready to invest in your local retailers? Find out more about Promoboxx.

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Categories: Brand & Retailer Interviews, Local Marketing Campaigns

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