The Honest Kitchen Revises its MAP Policy
The Honest Kitchen, based in San Diego, announced the publication of a revised and improved minimum advertised price (MAP) policy, which will further support independent pet specialty retailers that sell its products. The company consulted with several key retail partners during the development of the new policy to ensure it effectively met their needs in ensuring a level playing field for all authorized resellers.
Under the new policy, resellers are required to price and advertise The Honest Kitchen’s products within MAP and Manufacturer’s Suggested Retail Price (MSRP).
“Enforcement of MAP is an ongoing commitment for our company, not a one-time task,” said Lucy Postins, The Honest Kitchen’s founder and CEO. “We’ve worked hard to shore up our policy and ensure that it functions properly as an effective mechanism to maintain fair pricing for all our retail partners. A key part of that is our investment in new online price-monitoring software, which provides us with weekly updates of MAP violations, enabling us to swiftly act on violations.”
The company is working directly with distributors to identify and cut off companies that re-sell their products on online marketplace websites such as eBay, Amazon Marketplace and Jet.com under aliases or fictitious business names.
The Honest Kitchen is also set to begin publishing a weekly list of unauthorized resellers and MAP violators operating under fictitious business names on its own website in an effort to demonstrate complete transparency, as well as to identify and cut off repeat offenders.