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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