PET Food Processing - June 2020 - 17

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respond to market fluctuations and endure tough times.
"As a manufacturer, we have found it very important to
offer a large range of products that hit different markets,"
Berglund said. "Throughout past recessions, we have seen
certain markets grow where others have struggled. Some
customer groups have almost completely stopped ordering overnight, while others have increased demand.
Diversifying our efforts has helped us stay resilient."
From Thompson's viewpoint, a processor has a much
greater ability to change and adapt when it controls its
own manufacturing.
"I prefer to own my own manufacturing where I have my
own intellectual property and flexibility," Thompson said.
"I'm a guy who likes to build factories and have the flexibility to do what I want, when I want, how I want."
When faced with the market upheaval of the pandemic,
Thompson said to focus on the products that work best and
put other products on the back burner.
"Figure out what is the best-selling product you have and
focus on that," he suggested. "Focus on which of your existing products the consumer needs and get it into the marketplace. If you have product that is resonating with a buyer
and a consumer [the pet], focus on that."
Carlson described how the company has maintained its
equilibrium in the midst of furious gear-shifting.
"We were just beginning our dog food launch when
COVID-19 hit, so a big celebration would be tone-deaf and
actually dangerous," Carlson said. "That pushed us to pivot
to information sharing and focusing in on how this new
food helps everyone reduce their family's carbon footprint
- or, if you prefer, pawprint. When the river you're paddling
on is flowing rapidly toward a waterfall, staying on course
doesn't make much sense."
Although the natural instinct in uncertain times is to
hunker down and wait it out, Kuenzi said that sometimes
the disciplined thing to do is take a calculated risk.
"Yes, leaders need to be good stewards of the company
resources, but they also must take calculated risk and believe that good things can and will happen," Kuenzi said.
"Belief is a powerful thing."

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Pet Food Processing
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Process preformed logs or fabricated
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25 HP (18 kW) motor delivers maximum power.
Ruggedly constructed for harsh
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Sanitary, stainless steel design.
Feed-assist conveyor.
Large product input.
Requires limited,
routine maintenance.
Contact Urschel to learn more.

7. Survival is winning

NQV8 advised every startup not to get wrapped up
in what they believe progress should look like and how it
matches up with their original, ideal scenario. This advice
applies to companies of all sizes. The sooner a company recognizes its situation and takes steps to mitigate or improve
it, the better the company can weather the storm.
Kuenzi said attitude, effort and movement go a long way
to help a company be resilient, especially in times like these.
"Stay positive... lean in and lend a hand wherever possible," Kuenzi said. "... All in all, no problem can survive a
sustained effort against it."
PFP

®
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+1.844.URSCHEL (877.2435)
info@urschel.com
www.urschel.com
® Affinity, Urschel, Urschel logo symbol, and The Global Leader in Food Cutting Technology
are registered trademarks of Urschel Laboratories, Inc. U.S.A.

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PET Food Processing - June 2020

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