Health Extension Pet Care has been busy. In the last 12 months the New York-based premium holistic pet food company has launched three new grain-free formulas under the name Allergix, focusing on the needs of allergy-sensitive pets in the market. The line’s latest formula, Buffalo, Whitefish & Chickpea, has been the most successful product launch in the company’s history. Over the last five years, Health Extension has consistently maintained a 25% annual growth rate—a trend that has continued throughout 2015 so far. And in March 2015, the company officially changed its name from “Vets Choice,” aiming to evolve its brand and better align itself with its new mission statement.
“Our name change and new mission statement were more of an evolution than a change,” says Brad Gruber, chief operating officer of Health Extension Pet Care. “They go back to the reason we started the company: not to have an investment fund buy us out, not to be just another brand on the shelf, but to provide our retailers with outstanding products they can trust. As both shoppers and retailers have come to trust the Health Extension name over time, it made sense to move our whole brand in that direction.”
The company’s new mission statement, says Gruber, is simple yet genuine, getting to the heart of what Health Extension stands for: “Our family is dedicated to providing independent pet store owners with foods they can be proud to sell as their own,” says the statement. “By committing to the finest holistic ingredients at the best possible price, we give pets the nutrition they need—and retailers the competitive advantage they need to thrive.”