The
World Pet Association’s version of E3 started this week at Las Vegas’s Mandalay
Bay Resort and Casino, giving companies in the pet industry the chance to get
their brands in front of over 15,000 of the sector’s most influential buyers.
As one of the pet industry’s biggest trade shows, SuperZoo 2016, opens its
doors, it makes sense to look back at the success OurPet’s Company (OTCQX:
OPCO) had at the show last year. Winning “Best New Cat Product” at the 2015
SuperZoo for its OurPets® Catty Whack® helped see OurPet’s Company to record Q4
and FY15 financial results. This ingenious little platform, with a scratch pad
on top and six holes around the perimeter from which a fast-moving feather wand
randomly darts out, also features the company’s patented Electronic RealMouse®
sound, brilliantly simulating the hunt, and feeding/satisfying the cat’s
natural instincts.
The
instant rapport with consumers established by this and other similarly
well-designed products has endeared the company to “pet parent” consumers,
allowing OurPet’s Company direct access to premium consumer demographics within
the sector. A firm legal grasp on its growing portfolio of over 160 issued or
pending patents and the ability to captivate consumers with elegant,
high-quality, extremely clever designs, spanning everything from feeders and
waterers to waste disposal solutions and toys, has cemented the company’s
retail brand presence and the positioning of its ever-evolving array of
products. This proven ability by OPCO to lock-in brand positioning with
tightly-held IP and designs is a big part of the valuation story for the
company moving forward.
Given
its success last year, it is little wonder that the company is doubling down at
this year’s SuperZoo with the rollout of its OurPets® Switchgrass Natural Cat
Litter™ with BioChar, an all-natural and fully biodegradable litter that speaks
directly to the core of the high-end consumer’s consciousness. As was pointed
out late last year by Netherlands-based Innova Market Insights (http://nnw.fm/wVA1Q),
consumers want simple products with increased ingredient transparency and a
back-to-basics approach that is focused on key positioning targets like organic
and GMO-free. This is especially true when it comes to luxury and premium
consumers who buy OurPet’s Company brand high-end feeder bowls and other
offerings, like its new Intelligent Pet Care™ line of smart products, which
have the ability to monitor pet behavior via the IntelligentPetLink™ smartphone
app.
Years
of product R&D went into this new cat litter and the superbly
effective/sustainable combination of pine wood chips, which have undergone
thermochemical decomposition (pyrolysis) to produce activated, non-marking
carbon (biochar), with North American switchgrass speaks volumes about how well
OPCO understands its target demos. Not only does the biochar process sequester
CO2 while utilizing produced gasses as a clean-burning fuel, the biochar has
proven to be extremely effective at soaking up moisture and odor. By this same
token, switchgrass is a non-feedstock biomass typically used for applications
like flood control, making it another ultra-green ingredient choice that both
delivers performance and speaks directly to savvy high-end consumers about the
product’s sustainability, and the company’s forward vectors.
Investors
should keep an ear to the ground for news out about OurPet’s Company coming out
of SuperZoo 2016, because if the latest product rollout is any indication, this
could be another banner year for OPCO.
For
more information, visit the company’s website at www.ourpets.com
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