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Holistic Health Extension’s management has announced that three experienced pet industry professionals have been added to their national sales team.

Stew Omar has taken on the role of California Territory Sales Manager. A 20-year veteran in the pet specialty channel, Omar is a motivated self-starter and creative out-of-the-box thinker, according to the company. He most recently served as California Territory Sales Manager with Mars Petcare. Prior to that, he spent most of his career with Procter & Gamble and The Iams Company in a number of sales capacities, ranging from Account Manager to managing their influencer and breeder business.

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Matrix Partners, a public relations firm in Chicago, announced that its clients Barkworthies, Caru Pet Food and Holistic Health Extension Pet Care are three of the top five finalists for the SupplySide West CPG Editor’s Choice Awards in the category of Pet Food/Treats.

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Vets Choice has changed its name to Health Extension Pet Care. The new name derives from the company’s popular line of pet food.

The company’s name will be the only change. According to Health Extension Pet Care, the company will still have the same UPCs and product numbers. It will be operated under the same family ownership and employees, and retailers will experience the same level of responsiveness that they have received for generations.

“It will still be the food that pet parents feel great about feeding—and retailers feel great about selling,” said Brad Gruber, COO, in a letter to the company’s vendors.

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Redesigned pet food packaging and rebranded products helped Health Extension Pet Care increase sales and expand the territory of their grain-free cat and dog food line, Brad Gruber, president and COO of Health Extension, told Petfood Industry.

Last year, Health Extension recently had launched its grain-free Allergix line when Petfood Industry profiled the company. That line now has been completely overhauled and is marketed as Health Extension Grain-Free.

The pet food rebranding efforts worked, and the revamped dog and cat food line has been well received, according to Gruber.

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Pet Industry All-Stars

Aug. 24, 2017, 9:23 p.m.

It was another year of growth for the pet industry, which is expected to surpass the $62-billion mark by the end of 2016, according to the American Pet Products Association. While much of this success can be attributed to the continued trend toward treating pets as valued members of the family, manufacturers have also played a key role by making pet ownership easier and more fun for consumers while giving pet stores the opportunity to stand out in a very competitive retail landscape by keeping assortments fresh and engaging.

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