SUPPLY CHAIN RESEARCH INREVIEW FINE DINING PROJECT NAMEPet Food Insights2InnovationReview FOR PETS RESEARCH ORGANISATIONS MLA I s there a place for Australian In December, the biggest month red meat in the US’s premium for pet treat sales in the US, 5,000 FUNDING ORGANISATIONS pet food market? packs of Beef and Reef were MLA distributed through subscription GOAL Michael Lee, MLA Donor Company boxes. These boxes of pet food To identify new high‑value Manager of High Value Food treats are ordered online and opportunities for the Australian Frontiers, posed this question to a delivered to customers once red meat industry in the pet Chicago‑based pet food company a month. food market. that is making waves. As well as featuring the Australian BUDGET Shameless Pets is tapping into a flag, the Beef and Reef packaging $72,500 specific demographic within the incorporates questions asking huge US premium pet food market the purchaser what they think of DURATION that has potential for ethically Australian meat, providing a survey May 2019 – October 2019 produced Australian red meat component to guide the project. KEY FINDINGS TO DATE (page 40). Within the next months, the results • The pet food market is “Our point of differentiation is of this market test and survey will growing at more than 4% around sustainability,” Shameless be collated, which could well open a year. Pets founder and director James a whole new suite of opportunities • Consumers demand raw Bello said. for Australian red meat. ■ and fresh pet food products “Fighting food waste is our with ‘real’ ingredients that ultimate mission. are free of preservatives and RESEARCH IN synthetic additives. “We go looking for ingredients that REVIEW • Companies who are willing aren’t being used – ones that were to build rapid prototypes and going to landfill or compost – and PROJECT NAME pursue new ventures stand to we ‘rescue’ those ingredients MLA TERRA Corporate benefit most. and upcycle them to healthy pet Accelerator (Food) food that meets key attributes for animal health.” RESEARCH ORGANISATIONS Just as MLA market insights have Shameless Pets identified ‘ageing consumers’ as Shameless Pets is a new company a growing market for red meat but is on track to be in 2,500 retail FUNDING ORGANISATIONS consumption, ageing pets could stores by January 2020, as well as MLA also drive purchasing trends. online through its own e‑commerce GOAL site and Amazon. Test the US premium pet food “Pets are living longer, which MLA and Shameless Pets market’s interest and acceptance presents opportunities. For are working together on a of Australian red meat. example, a high‑protein supplement two‑part project. for older dogs with arthritic joints BUDGET has been developed using hides “Firstly, we’re testing the value $43,500 that were previously wasted.” proposition of Australian red meat DURATION Michael said finding and capitalising in the American pet food market – May 2019 – March 2020 on opportunities such as this is a what does the consumer think of it?” James said. KEY FINDINGS TO DATE step towards bringing increased • New pet treat being market share to Australian red meat “The other part of the project developed ready for producers. It is also a step towards is developing new products, distribution in December 2019. new value chains to grow red which has us rethinking where meat demand. ■ potential waste points are in the processing chain.” James Bello, Shameless Pets, Michael Lee The project has already seen new Chicago, USA E: mlee@mla.com.au products containing Australian james@shamelesspets.com MLA Insights2Innovation red meat. pet food report shamelesspets.com Shameless Pets developed a mla.com.au/petfood new treat flavour, Beef and Reef, containing Australian beef. 41