PET Food Processing - March 2022 - 21

Supplier push
Sosland Publishing's decision to introduce a pet food
title fit its well-recognized and knowledgeable coverage
of grain-based foods. In fact, the week before the
company sent its first issue of PFP to the printer, a major
food company, with deep roots in grain and flour
milling, announced its acquisition of a large maker of
premium pet foods. Today, the three largest pet food
companies in the United States are all owned by major
food processing companies.
For more than 10 years, the pet food industry has
delivered growth that keeps investors' tails wagging.
APPA industry data indicates that the US pet food
market has grown year over year since 2007 by at least
3.7% and as much as 10.7%. (PFP described the evolution
of pet food from feed to food processing in its
December 2021 issue.)
The magazine was launched in March 2018 as a quarterly
publication. Its first issue carried a 96-page folio.
The next year, it added a fifth issue, a Resource Guide,
which documents the state of the industry, brand performance,
processor profiles and other industry resources.
The idea of a Sosland magazine covering pet food
processing first emerged in the 2010s. With the US
economy still recovering from a steep recession, however,
Sosland management hesitated to take on a new venture.
As well, digital media were continuing to put print
under considerable pressure.
Yet interest in advertising to this fast-growing field
was evident.
" Several salespeople had accounts they believed
would be interested in advertising in a pet food publication, "
said L. Joshua Sosland, president, Sosland
Publishing Co. " I sensed grassroots support for the idea
across the sales staff. "
Crost described himself as a " chief cheerleader and
convincer " for PFP. For some years, he frequently received
requests from MEAT+POULTRY advertisers,
especially the processing equipment vendors, for an advertising
channel addressed specifically to pet food processors.
So, too, had publishers of Baking & Snack.
" Our advertisers had seen an uptick in business from
the pet food sector, " Crost noted. " At that time, these
suppliers were not marketing directly to the pet food
industry. The processes used by these manufacturers are
similar to those in the meat and baking industries, and
pet food processors told us they were reading magazines
written for those industries to gain knowledge about
technology, nutrition, food safety and packaging. "
Sosland Publishing Co. Chairman Charles Sosland
described being approached by a number of the company's
publishers and top salespeople about a magazine
covering pet food processing.
RESOURCES AT HAND
As Sosland Publishing Co. learned more
about the needs of pet food and treat
processors, manufacturers expressed a need
for more information about the ingredients,
products, processes and players. And that's
the assignment Pet Food Processing gave to
its Resource Guide, an annual special issue
launched in October 2019.
It is intended to be a comprehensive
pet food industry guide that includes
market analysis and insights, a review of
independent industry resources, such as
associations and certification programs,
along with an overview of crucial national and
international trending topics.
In 2020, Supplier Spotlights were brought
in to describe vendor capabilities, and in
2021, Academic Partners were added to
cover universities with pet food academic
programs, noting their lab, education and
R&D capabilities.
" We are continually learning about
resources supporting this industry, "
said Jennifer Semple, editor, Pet Food
Processing. " So, for the three Resource
Guides we have published, there has been
no shortage of content we wanted to share.
" From the start, the ultimate goal of
our annual Resource Guide has been to
transition it into a Buyer's Guide, " Semple
continued, " and I'm proud to say that 2022
will be the year we launch that. We also knew
from our readership surveys that there was
an interest from processors for this type of
resource. "
As the pet food industry expanded from
dry kibble to wet foods to supplements
and even beverages for cats and dogs,
the magazine editors heard from many
processors who now want to add such
items to their manufacturing options.
" Our hope is the Buyer's Guide will help
connect those providing products and
services to pet food and treat processors
looking for solutions to help them meet
new challenges and new opportunities, "
Semple said.
" We put the idea through the same due diligence we
would have if we were acquiring a pet food magazine, "
he said. " The concept developed traction and firm support
from the top advertising prospects who were already
advertisers in the Sosland universe. That really
helped us move forward. "
Around this time, Crost and Charles Sosland hosted a
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PET Food Processing - March 2022

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