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real meals for dogs
freshfetch
It’s unlike any dog food you’ve ever seen. Our unique hybrid raw food for dogs may just be the food we’ve all been looking for since we
discovered raw.
It’s different because it’s completely unprocessed. It’s the perfect fusion of gently cooked meats & fish with raw fruits and vegetables, so it retains the best of raw phytonutrients and vegetable & fruit enzymes, all important to fend off the increasing chronic disease plaguing our pets. Since our food is shaped by dogs’ natural eating and swallowing, you’ll find natural bite sizing, with no grinding, all the better for transparency and ingredient identification. And, we don’t compromise on quality. We use only USDA Prime & Choice meats, Grade-A fish & poultry, and “for fresh market” grade fruits & vegetables, unlike any other pet food. Most foods intended for dogs are made by taking whole foods apart, then using bits and pieces of the food started with only to try desperately to put it back together in a way that will be nutritious and satisfying for our dogs. Other foods start with good intentions but kill phytonutrients, enzymes and microbes by heat processing, overaggressive cooking, or high pressure. All of this is done not to make better food, but for convenience.
At freshfetch, we start with whole foods, and then work hard to keep them whole as we create our extraordinary Real Meals for Dogs. The result is more natural bite sizing, recognizable ingredients, more natural digestion, and better nutrition. At freshfetch, it’s not what we do to our food that makes it great. It’s what we don’t do to it.
Demand.
freshfetch began as a response to a movement started by newly educated dog owners. Since 2007, consumers have become more concerned and better educated about what to expect in their pets’ foods, and they’ve become increasingly skeptical of claims made by many pet food manufacturers. So, nutrition, food safety, identifiable, ultra high quality ingredients, transparency and simplicity are keys to the success we experience with freshfetch. Today, freshfetch kitchens are able to produce over 20,000 meals per month. We’re an agile company, with a flexible and scalable production model that focuses on nutrition and safety, while building on lessons learned from the production of ready meals for humans in Europe and the growing ready meal market in the United States. Copyright 2007-2011, freshfetch pet foods, Inc., All rights reserved.
real meals for dogs
freshfetch
Customers.
freshfetch is poised to fill a need in the pet food market. By matching
freshfetch’s unique attributes of transparency (identifiable ingredients), unsurpassed quality (USDA Prime, Choice , Grade A, & for fresh market ingredients), food safety & benefit (whole foods, gentle cooking of meats & fish separately from fruits and vegetables) and convenience, we’ve defined four segments of the pet food market to which freshfetch immediately appeals: 1. Good Hearts - these customers represent the high-end consumer of pet foods and pet supplies. They seek the best for their pets, and often relate to their dogs as children or family. freshfetch appeals to these customers with unsurpassed quality, food safety & benefit. 2. Raw Skeptics - these customers are educated dog owners who follow the arguments pro and con regarding raw feeding but lean against raw due to safety concerns. freshfetch appeals to these customers with unsurpassed quality, transparency, food safety & benefit. 3. Home Cookers - these customers require little or no convincing that whole foods are best for their dogs. freshfetch appeals to these customers with convenience. 4. Converts - these customers have been compelled to seek whole food for their dogs either because their pets have experienced a health crisis for which a health advisor has recommended whole feeding, or due to an epiphany in their own life.
Niche.
In researching our place in the pet food market, we looked for ways to raise the bar. We’re committed to playing
a leading role in the coming renaissance in pet feeding and care, and assisting our new partners in doing the same. We’ve learned, as many businesses do, that a rising tide raises all boats. So, when we scrutinized the pet food marketplace in an effort to tune our message about our foods, we discovered a great opportunity. We originally intended freshfetch to appeal to the top 6% of the pet food market. It’s been clear from the start that some consumers will not be willing or able to afford the cost of feeding whole foods exclusively to their dogs. This is especially true for owners of very large dogs, or hesitant Raw Skeptics or Converts. But, there is clearly a demand for whole foods across the pet food marketplace.
So, we created freshfetch Pairings to make inclusion of whole foods affordable for more customers. These, smaller, less expensive sizes of our unique Real Meals for Dogs, are designed as single protein complements to be mixed and fed with bagged dry or dehydrated foods. Pairings may breathe new nutrition into dry bagged products by extending the benefit of dry products to meet the new demands of customers, or by simply providing consumers with better peace of mind that they’re including whole foods. When mixed with premium dry foods, Pairings offer unique improvements to nutrition, digestion, and consumer satisfaction, while keeping budgets under control. Copyright 2007-2011, freshfetch pet foods, Inc., All rights reserved.
real meals for dogs
freshfetch
Nutrition. Whole food meals made nutritionally right for dogs. Since we know that freshfetch appeals to an increasingly educated consumer, we work continuously to identify new research to improve our food. While every freshfetch meal meets or exceeds standards set by the Association of American Feed Control Officials (AAFCO), and the National Research Council (NRC), we also enlist the assistance of holistic veterinarians, nutritionists and food safety experts. And, we’ve made the unique commitment to label our foods not only with the required Guaranteed Analysis, but also with FDA-compliant Nutrition Facts labels, so that consumers may begin to compare the quality and content of their pets‘ food with the quality and content of their own foods.
Nutrient
Units DM Basis
AAFCO Guidance All Life Stages inc. Growth & Reproduction
Real Meals for Dogs Chicken Recipe
% % % % % % %
22.0 0.62 0.22 0.45 0.72 0.77 0.53
40.1 2.2 1.1 1.7 2.0 3.0 1.4
%
0.89
2.6
% % % %
0.58 0.20 0.48 8.0
1.6 0.3 1.9 30.0
Linoleic acid Calcium Phosphorous Ca:P ratio Potassium Sodium Chloride (Cl) Magnesium Iron Copper
% % % % % % % % mg/kg mg/kg
1.0 1.0 0.8 1:1 0.6 0.3 0.45 0.04 80.0 7.3
1.4 1.3 1.2 1:1 0.9 0.6 0.7 0.1 118.0 9.2
Manganese Zinc Iodine Selenium Vitamin A Vitamin D Vitamin E Vitamin B1 (thiamin) Vitamin B2 (riboflavin) Vitamin B5 (pantothenic acid) Vitamin B3 (niacin) Vitamin B6 (pyridoxine) Folic Acid Vitamin B12 (cyanocobalamin) Choline
mg/kg mg/kg mg/kg mg/kg IU/kg IU/kg IU/kg mg/kg
5.0 120.0 1.5 0.11 5,000.0 500.0 50.0 1.0
7.6 168.0 4.3 0.2 30,601 664 72.5 15.1
mg/kg
2.2
11.5
mg/kg
10.0
14.7
mg/kg
11.4
15.3
mg/kg
1.0
3.5
mg/kg mg/kg
0.18 0.022
0.6 0.04
Protein Arginine Histidine Isoleucine Leucine Lysine Methioninecystine Phenylalaninetyrosine Threonine Tryptophan Valine Fat
These FDA-compliant labels require the disclosure of actual protein, mg/kg 1200.0 1378.0 carbohydrate and fat levels in our food, as well as the calorie content. These disclosures put freshfetch labeling on the leading edge of a new consumer demand for awareness of how to maintain their dogs’ weight by portioning correctly. Each freshfetch meal is actually packaged by calorie content -- not weight. So, our single packs are all 500 calorie portions, while freshfetch Pairings sizes are all 250 calories.
Copyright 2007-2011, freshfetch pet foods, Inc., All rights reserved.
real meals for dogs
freshfetch
Education. Most consumers don’t want to be overloaded with information, but they have questions. Some consumers search out information and tools to help them understand how to feed their dogs better. The freshfetch web site (freshfetchpetfoods.com) is a living resource for these customers. It’s continuously updated with information about freshfetch products, and it’s always available. To go the extra mile, we’ve commissioned an iPhone application (Android version coming soon!) to help consumers understand and meet their dogs’ dietary needs by assisting consumers when they feed treats, or mix more than one type of food into their dog‘s daily portions. HuCa (pronounced hyoo-kay) Portions is designed to work with any type of commercial food, provided that a reliable Guaranteed Analysis of Protein, Fats, & Moisture content is available. But, Portions is specifically designed to work with freshfetch Pairings, to assist customers’ easy blending of whole foods into their dog’s diet. Portions allows users to determine their dogs’ most likely daily metabolic energy needs, then select up to two foods to blend to create a wholesome daily portion that is appropriate for their dog‘s metabolic needs. Customers can even select a daily treat, and have that treat’s caloric contribution factored into a final recommended daily portion size, including exact amounts of each food to mix, feed and treat! Using this unique tool, or its complementing web application, frontline sellers have an engaging way to discuss whole foods, improved nutrition and portion control with customers.
Support.
We’ve found that our presence in retail locations at least once or twice during the first few months of integration is essential, and we rely upon this interaction with customers to help us maintain agile marketing message. We hope that you’ll be as excited about freshfetch and the future of whole foods in meeting the dietary needs of a new generation of dogs as we are, and we want you to know that we consider it a privilege to interact with your retail managers, sales staff, counselors and customers. Copyright 2007-2011, freshfetch pet foods, Inc., All rights reserved.
freshfetch
It’s unlike any dog food you’ve ever seen. Our unique hybrid raw food for dogs may just be the food we’ve all been looking for since we
discovered raw.
It’s different because it’s completely unprocessed. It’s the perfect fusion of gently cooked meats & fish with raw fruits and vegetables, so it retains the best of raw phytonutrients and vegetable & fruit enzymes, all important to fend off the increasing chronic disease plaguing our pets. Since our food is shaped by dogs’ natural eating and swallowing, you’ll find natural bite sizing, with no grinding, all the better for transparency and ingredient identification. And, we don’t compromise on quality. We use only USDA Prime & Choice meats, Grade-A fish & poultry, and “for fresh market” grade fruits & vegetables, unlike any other pet food. Most foods intended for dogs are made by taking whole foods apart, then using bits and pieces of the food started with only to try desperately to put it back together in a way that will be nutritious and satisfying for our dogs. Other foods start with good intentions but kill phytonutrients, enzymes and microbes by heat processing, overaggressive cooking, or high pressure. All of this is done not to make better food, but for convenience.
At freshfetch, we start with whole foods, and then work hard to keep them whole as we create our extraordinary Real Meals for Dogs. The result is more natural bite sizing, recognizable ingredients, more natural digestion, and better nutrition. At freshfetch, it’s not what we do to our food that makes it great. It’s what we don’t do to it.
Demand.
freshfetch began as a response to a movement started by newly educated dog owners. Since 2007, consumers have become more concerned and better educated about what to expect in their pets’ foods, and they’ve become increasingly skeptical of claims made by many pet food manufacturers. So, nutrition, food safety, identifiable, ultra high quality ingredients, transparency and simplicity are keys to the success we experience with freshfetch. Today, freshfetch kitchens are able to produce over 20,000 meals per month. We’re an agile company, with a flexible and scalable production model that focuses on nutrition and safety, while building on lessons learned from the production of ready meals for humans in Europe and the growing ready meal market in the United States. Copyright 2007-2011, freshfetch pet foods, Inc., All rights reserved.
real meals for dogs
freshfetch
Customers.
freshfetch is poised to fill a need in the pet food market. By matching
freshfetch’s unique attributes of transparency (identifiable ingredients), unsurpassed quality (USDA Prime, Choice , Grade A, & for fresh market ingredients), food safety & benefit (whole foods, gentle cooking of meats & fish separately from fruits and vegetables) and convenience, we’ve defined four segments of the pet food market to which freshfetch immediately appeals: 1. Good Hearts - these customers represent the high-end consumer of pet foods and pet supplies. They seek the best for their pets, and often relate to their dogs as children or family. freshfetch appeals to these customers with unsurpassed quality, food safety & benefit. 2. Raw Skeptics - these customers are educated dog owners who follow the arguments pro and con regarding raw feeding but lean against raw due to safety concerns. freshfetch appeals to these customers with unsurpassed quality, transparency, food safety & benefit. 3. Home Cookers - these customers require little or no convincing that whole foods are best for their dogs. freshfetch appeals to these customers with convenience. 4. Converts - these customers have been compelled to seek whole food for their dogs either because their pets have experienced a health crisis for which a health advisor has recommended whole feeding, or due to an epiphany in their own life.
Niche.
In researching our place in the pet food market, we looked for ways to raise the bar. We’re committed to playing
a leading role in the coming renaissance in pet feeding and care, and assisting our new partners in doing the same. We’ve learned, as many businesses do, that a rising tide raises all boats. So, when we scrutinized the pet food marketplace in an effort to tune our message about our foods, we discovered a great opportunity. We originally intended freshfetch to appeal to the top 6% of the pet food market. It’s been clear from the start that some consumers will not be willing or able to afford the cost of feeding whole foods exclusively to their dogs. This is especially true for owners of very large dogs, or hesitant Raw Skeptics or Converts. But, there is clearly a demand for whole foods across the pet food marketplace.
So, we created freshfetch Pairings to make inclusion of whole foods affordable for more customers. These, smaller, less expensive sizes of our unique Real Meals for Dogs, are designed as single protein complements to be mixed and fed with bagged dry or dehydrated foods. Pairings may breathe new nutrition into dry bagged products by extending the benefit of dry products to meet the new demands of customers, or by simply providing consumers with better peace of mind that they’re including whole foods. When mixed with premium dry foods, Pairings offer unique improvements to nutrition, digestion, and consumer satisfaction, while keeping budgets under control. Copyright 2007-2011, freshfetch pet foods, Inc., All rights reserved.
real meals for dogs
freshfetch
Nutrition. Whole food meals made nutritionally right for dogs. Since we know that freshfetch appeals to an increasingly educated consumer, we work continuously to identify new research to improve our food. While every freshfetch meal meets or exceeds standards set by the Association of American Feed Control Officials (AAFCO), and the National Research Council (NRC), we also enlist the assistance of holistic veterinarians, nutritionists and food safety experts. And, we’ve made the unique commitment to label our foods not only with the required Guaranteed Analysis, but also with FDA-compliant Nutrition Facts labels, so that consumers may begin to compare the quality and content of their pets‘ food with the quality and content of their own foods.
Nutrient
Units DM Basis
AAFCO Guidance All Life Stages inc. Growth & Reproduction
Real Meals for Dogs Chicken Recipe
% % % % % % %
22.0 0.62 0.22 0.45 0.72 0.77 0.53
40.1 2.2 1.1 1.7 2.0 3.0 1.4
%
0.89
2.6
% % % %
0.58 0.20 0.48 8.0
1.6 0.3 1.9 30.0
Linoleic acid Calcium Phosphorous Ca:P ratio Potassium Sodium Chloride (Cl) Magnesium Iron Copper
% % % % % % % % mg/kg mg/kg
1.0 1.0 0.8 1:1 0.6 0.3 0.45 0.04 80.0 7.3
1.4 1.3 1.2 1:1 0.9 0.6 0.7 0.1 118.0 9.2
Manganese Zinc Iodine Selenium Vitamin A Vitamin D Vitamin E Vitamin B1 (thiamin) Vitamin B2 (riboflavin) Vitamin B5 (pantothenic acid) Vitamin B3 (niacin) Vitamin B6 (pyridoxine) Folic Acid Vitamin B12 (cyanocobalamin) Choline
mg/kg mg/kg mg/kg mg/kg IU/kg IU/kg IU/kg mg/kg
5.0 120.0 1.5 0.11 5,000.0 500.0 50.0 1.0
7.6 168.0 4.3 0.2 30,601 664 72.5 15.1
mg/kg
2.2
11.5
mg/kg
10.0
14.7
mg/kg
11.4
15.3
mg/kg
1.0
3.5
mg/kg mg/kg
0.18 0.022
0.6 0.04
Protein Arginine Histidine Isoleucine Leucine Lysine Methioninecystine Phenylalaninetyrosine Threonine Tryptophan Valine Fat
These FDA-compliant labels require the disclosure of actual protein, mg/kg 1200.0 1378.0 carbohydrate and fat levels in our food, as well as the calorie content. These disclosures put freshfetch labeling on the leading edge of a new consumer demand for awareness of how to maintain their dogs’ weight by portioning correctly. Each freshfetch meal is actually packaged by calorie content -- not weight. So, our single packs are all 500 calorie portions, while freshfetch Pairings sizes are all 250 calories.
Copyright 2007-2011, freshfetch pet foods, Inc., All rights reserved.
real meals for dogs
freshfetch
Education. Most consumers don’t want to be overloaded with information, but they have questions. Some consumers search out information and tools to help them understand how to feed their dogs better. The freshfetch web site (freshfetchpetfoods.com) is a living resource for these customers. It’s continuously updated with information about freshfetch products, and it’s always available. To go the extra mile, we’ve commissioned an iPhone application (Android version coming soon!) to help consumers understand and meet their dogs’ dietary needs by assisting consumers when they feed treats, or mix more than one type of food into their dog‘s daily portions. HuCa (pronounced hyoo-kay) Portions is designed to work with any type of commercial food, provided that a reliable Guaranteed Analysis of Protein, Fats, & Moisture content is available. But, Portions is specifically designed to work with freshfetch Pairings, to assist customers’ easy blending of whole foods into their dog’s diet. Portions allows users to determine their dogs’ most likely daily metabolic energy needs, then select up to two foods to blend to create a wholesome daily portion that is appropriate for their dog‘s metabolic needs. Customers can even select a daily treat, and have that treat’s caloric contribution factored into a final recommended daily portion size, including exact amounts of each food to mix, feed and treat! Using this unique tool, or its complementing web application, frontline sellers have an engaging way to discuss whole foods, improved nutrition and portion control with customers.
Support.
We’ve found that our presence in retail locations at least once or twice during the first few months of integration is essential, and we rely upon this interaction with customers to help us maintain agile marketing message. We hope that you’ll be as excited about freshfetch and the future of whole foods in meeting the dietary needs of a new generation of dogs as we are, and we want you to know that we consider it a privilege to interact with your retail managers, sales staff, counselors and customers. Copyright 2007-2011, freshfetch pet foods, Inc., All rights reserved.
