Freshpet Kitchens to add 32,000-square-foot addition

Freshpet Inc. will expand its Freshpet Kitchens in Bethlehem, Pennsylvania, USA. The expansion comes just two years after Freshpet first opened its 60,000-square-foot facility in the Lehigh Valley and is designed to support the company's rapid growth and continued expansion.
The 32,000-square-foot addition will allow Freshpet to double its capacity by the middle of 2016, and is expected to create up to 60 new jobs in Bethlehem, in addition to the hundreds of construction jobs held during the building period.
Freshpet will complete the expansion in two phases. The first phase, recently completed, was focused on repositioning the inbound docks to optimize the flow of fresh ingredients through the Freshpet Kitchens. The second phase, in progress now, focuses on the infrastructure, including two additional state-of-the-art production lines custom built to prepare Freshpet's proprietary recipes.
Because Freshpet's No. 1 priority is pet safety, the extension will also include an advanced quality assurance lab, where microbiology testing for food safety and quality will be conducted. This new facility will be registered with the Animal and Plant Health Inspection Service (APHIS) and the Food and Drug Administration (FDA) and earn a Safe Quality Food Level 3 Certification, the highest honor of its kind.
"We are proud to be in the Lehigh Valley and are always looking for talented people to join the Freshpet family," says Richard Thompson, CEO of Freshpet, Inc. "We appreciate all of the support the community has given us, and we look forward to working further with the community to help strengthen the local economy and serve more pets 'fresh' healthy food."
 Freshpet dog and cat food can be found in more than 14,000 retail stores across the U.S. and Canada. A ribbon-cutting ceremony will be held at the Freshpet Kitchens on Friday, August 7, 2015.

Freshpet raises US$156 million in initial public offering

Freshpet Inc., a US-based maker of premium petfood for cats and dogs, raised about US$156 million in its initial public offering after its IPO was priced at US$15 per share, above the expected price range of US$12–$14.
The company sold 10.4 million shares. At the IPO price, the company was valued at US$477 million, based on outstanding common stock of about 31.8 million, according to reports. The company counts private equity firm MidOcean Partners LP and Tyson Foods Inc. among its investors.
Freshpet is expected to debut on the Nasdaq on Friday under the symbol "FRPT."

Freshpet announces #FreshDance pet challenge

Freshpet, a company that makes fresh, refrigerated dog and cat food, has announced the #FreshDance Challenge, asking pet parents to show their and their pets’ dance moves before, during or after any meal. Then, pet parents can share a photo, video or text of the #FreshDance experience, helping to highlight movement as part of health and wellness for pets and people.
Enter the #FreshDance Challenge by visiting Freshpet.com/Dance or Facebook.com/Freshpet. Participants can also submit on Twitter, Instagram or Vine using the hashtag #FreshDance. The contest runs from Nov. 3 through Nov. 21, 2014.
Winners will be chosen by the team at Freshpet to receive the following prizes:

• 1 Grand Prize winner will receive US$500, a custom Freshpet refrigerator and Freshpet food and treats.
• 5 Runner-up Prizes will receive a FreshDance gift pack filled with Freshpet goodies and a Whistle Activity Monitor.
• First 100 entries will receive a US$2.00 off coupon.
Along with each entry, Freshpet will make a donation to Vanderbilt University’s Pet Therapy Research Program. The program is specialized for children undergoing cancer treatment, and funds ongoing visits with therapy dogs. Their goal is to prove the positive effect therapy pets can have on wellness, especially during treatments. 

Freshpet announces terms for US$135 million IPO

Freshpet, which sells refrigerated petfood, has announced terms for its IPO. The New Jersey-based company plans to raise US$135 million by offering 10.4 million shares at a price range of US$12 to US$14. At the midpoint of the proposed range, Freshpet would command a fully diluted market value of US$414 million.
The company cites a growing trend of "pet humanization" in the US where owners treat their pets as family members, along with the popularity of fresh, natural and organic food products among US consumers. Freshpet is backed by growth equity from MidOcean Partners and an investment vehicle co-owned by Chairman and CEO Charles Norris and Kayne Anderson Capital Advisors. Tyson Foods is also a stockholder.
Freshpet, which was founded in 2004 and booked US$74 million in sales for the 12 months ended June 30, 2014, plans to list on the NASDAQ under the symbol FRPT. Goldman Sachs and Credit Suisse are the joint bookrunners on the deal. It is expected to price during the week of Nov. 3, 2014. 

Freshpet launches 'Letters' campaign to highlight fresh petfood

Freshpet, a petfood company making fresh, refrigerated dog and cat food in the US, has launched a new marketing campaign, “Letters,” featuring real pet parents, real pets and their true stories about how feeding fresh food has made a positive difference in their lives.

With more than 2,000 letters received already, Freshpet chose 15 families who had previously written in about their experiences feeding fresh and surprised them with a trip to New York and a chance to star in digital and TV advertising.
“Every time we read a letter it makes us very proud of what we do, and we are more determined than ever to continue making fresh food our pets can enjoy for years to come," said Scott Morris, Freshpet co-founder. "We consistently hear from Freshpet parents that their dogs and cats are not just living, they are thriving, on a fresh diet. The ‘Letters’ campaign gives us a platform to celebrate and share these amazing stories.”
Freshpet will host the “Letters” campaign on Freshpet.com, where pet parents can read hundreds of letters, learn more about the people and pets featured in the advertising, and send in their own story. Additionally, every Tuesday Freshpet will spotlight one testimonial using #TuesdayTransformation across their social media channels. Throughout the campaign, Freshpet will select pet parents to send surprises to as “thank yous” for their support. Some special surprise moments will be captured on photo and video and shared back with the Freshpet community.

Freshpet Fresh Start program highlights Sochi pups

Freshpet's Fresh Start program's latest focus is on three pups rescued from Sochi, Russia, by Gus Kenworthy, Olympic slopestyle skier. Kenworthy brought a mom and her pups home with him after his silver medal win, and Freshpet is supplying Kenworthy and his new furry family with unlimited Freshpet food and treats and Whistle Activity Monitors to keep track of them as they grow.

test
“Mama and her pups were living off of scraps that people would bring as they lived on the streets,” said Kenworthy. “It’s amazing to see how much their health has improved in just a few, short months. I really started to notice a difference when I switched them over to Freshpet. They are so excited to eat and have so much energy now. I can’t even get a snack out of the fridge for myself without them standing there in front of the fridge hoping for more!”
The Sochi pups are part of the Freshpet Fresh Start program, which encourages pet parents to incorporate more fresh, all-natural food into their pets’ diets. “Every day we hear amazing stories from pet parents about how feeding fresh has drastically improved, and sometimes even saved, their pet’s life,” said Courtney Groome, Freshpet director of marketing. “The Fresh Start program invites others to give fresh a try and see the real differences it can make to your pet’s health both inside and out.”

Freshpet teaming up with veterinarian for National Pet Obesity Month in October

Freshpet is teaming up with TV and radio personality and veterinarian Dr. Katy Nelson to educate pet owners during National Pet Obesity Month in October.
Dr. Nelson will join Freshpet to educate owners about the importance of feeding fresh food to their pet and regularly exercising their pet.
"Freshpet has become my go-to food for my two dogs because of the high-quality meats and veggies used to make their nutritious meals. When you read the label, the ingredients are familiar and sound like the ones you'd find on your own grocery list - chicken, peas, carrots and brown rice. I'm excited to join Freshpet in spreading the word that eating fresh, less processed food can really make a difference in the quality of your pet's life," says Dr. Nelson.
To demonstrate how important fresh food is to both people and pets, Freshpet is challenging Dr. Nelson and her family to live without their refrigerator for seven days, beginning September 9. Freshpet will also be kicking off a consumer contest in mid-September, in which one winner will receive a Freshpet fridge and a year's supply of Freshpet food. 

Creator of Freshpet petfood ads wins award

The Terri & Sandy Solution, a strategic and creative advertising agency located in New York, USA, won the Silver Effie for its campaign on behalf of Freshpet petfood brand. 
The Effie recognizes advertising effectiveness. After the release of the “Protest” campaign, Freshpet sales grew 60 percent, making it among fastest-growing petfood companies in America. The campaign, developed by The Terri & Sandy Solution, highlights Freshpet’s benefit of fresh, all-natural dog food and contrasts the brand with other dog food brands. The television commercial, entitled “Protest,” features a variety of dogs wearing protest signs that read, “No Processed Food for Pooches,” “Pups Against Proplyene Glycol” and “Pomeranians Against Preservatives.” 

Refrigerated dog food market grows

Refrigerated, fresh dog food is a growing market that is predicted to increase to $473 million in annual sales by 2012, according to research firm Packaged Facts.
The Freshpet Select brand sold at Schnucks is a mixture of brown rice, eggs, peas, carrots and barely cooked meats (chicken, turkey, beef, liver), plus added vitamins and minerals.
“It’s been here over a year, and it’s going really well,” said Dennis McCaddon, grocery manager at the Schnucks in Springfield, Ill. “Customers are saying their dogs really love it.”
Packaged Facts attributes the popularity of fresh dog food to convenience, technological advances, better distribution channels and heightened food-safety concerns.