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Blue Seal Feeds Inc.



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Putting customer feedback at the forefront has helped Blue Seal Feeds Inc., stay at the top of the market says Claudia Carpinone, the marketing director for the Londonderry, N.H.-based company.

“We spend a fair amount of time doing market research, talking to end users and customers to find out what their wants and needs are,” Carpinone says. “We brainstorm about out-of-the box things and it helps us come up with different ideas to pursue products.”

As a result of this technique to brainstorm and conduct market research, Blue Seal has introduced organic dog and cat food lines, green tea and honey dog biscuits, and dozens of other products that pet lovers have latched onto.

At A Glance

Number of employees: 400

Year the company was established: 1868

Headquarters: Londonderry, N.H.

Emphasis in pet industry: companion animal diets

Web address: www.blueseal.com

“We’re a small company that can act fast to changes in the market,” Carpinone says about the family-owned business that was established in 1868 by Henry K. Webster. Webster rented a small grist mill in Lawrence, Mass., that grew into what Blue Seal is today.

Carpinone believes its success comes from focusing on specific markets. “We try target niches in the market where we can be successful,” she says.

For example, Blue Seal has seen tremendous sales in its organic line that was launched just one year ago.

Consumers are now looking more closely at food labels in search of products that are high-quality, low-carbohydrate, natural and organic, she says.

The Blue Seal Feeds Inc. corporate office is located in Londonderry, N.H.
“Who would have thought that organic dog and cat food would be growing by leaps and bounds 10 years ago?” Carpinone says.

When the company took root over a century ago, their primary focus was on agricultural animals. As consumers have left farms for suburbia, Blue Seal has moved with them.

“As we began to see the decline in agricultural interest, we began spending a lot of time developing our companion animal business,” Carpinone says.

In addition to dog and cat product lines, Blue Seal also manufactures diets for small mammals, fish and caged and wild birds from its eight facilities in the United States.

“Blue Seal enjoys a well-earned reputation for high-quality, consistent feed and outstanding customer service,” Carpinone says. “We’re committed to growth of our employees and the growth of our business.”

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