Health and convenience all bottled up
By Jaime McLendon-Boyer
Like many players in the pet industry, partners David Maseredjian, Jr., and Jason Foreman are pet owners. They often travel with Marley, their Australian shepherd, and Foxy, their mini American Eskimo. But with having to constantly search for bowls and cups, pour liquids, create messes and eventually having to clean it all up, traveling even short distances proved to be a challenge. A struggle, that is, until a day’s vent about their frustrations yielded the concept for Aqua Pure Breed.
“Aqua Pure Breed is a portable, disposable water bottle filled with premium spring water to ensure that on-the-go dogs stay hydrated and healthy throughout the day,” Maseredjian, now president of Pure Breed Products Inc., says. “We drink premium bottled water because we enjoy the taste, the portability and the fact that it’s not coming from increasingly contaminated public tap faucets, so why shouldn’t we provide our dogs with the same benefits?”
Maseredjian and director of marketing Foreman, who has designed everything from the bottle to the company’s website, now have plans to expand the line this summer with the launch of a mineral-enhanced water line. Interested pet-product retailers should keep their eyes peeled around May.
|Aqua Pure Breed provides bowl-shaped water bottles filled with premium water. Above, Bone & Joint Support premium water (top) and Healthy Skin & Coat premium water. |
“The mineral-enhanced supplements that Aqua Pure Breed uses in its Bone & Joint Support (glucosamine, chondroitin and MSM) and Healthy Skin & Coat (ionic silica) waters aid natural bodily functions to ensure that dogs who are regularly provided with the waters are optimally supplemented,” Maseredjian explains. “Contrary to other flavored and added-mineral dog beverages, which often use diluted minerals and provide little nutritional value, Aqua Pure Breed uses pure ionic minerals to ensure the water’s taste, color and smell remain unaffected.”
All products of Corona Del Mar, California-based Pure Breed Products are manufactured in the United States. Maseredjian says they chose the manufacturing facility for its clean and safe environment, and its central Southern California location.
“Quality control has always been our biggest concern and we were able to address that concern by manufacturing the products ourselves,” Maseredjian states.
Aqua Pure Breed, which is sold as individual, recyclable bottles but comes packaged in stacks of eight for retailers that want to sell “week packs,” is primarily distributed through the luxury canine boutique, spa, boarding and service outlets, but Maseredjian and Foreman are preparing to expand distribution to nontraditional canine outlets, such as upscale restaurants, hotels and department stores.
Pure Breed Products Inc.
At a Glance
President: David Maseredjian, Jr.
Location: Corona del Mar, Calif.
Number of Employees: 3
Flagship Product: Aqua Pure Breed bottled water
Number of Years in Business: 1½
For a limited time, retailers can take advantage of a free promotional counter display for the waters. The display holds 12 pink and 12 blue water bottles. Refill cases hold up to 48 waters—all pink or blue or split between the two colors.
According to Maseredjian, bringing Aqua Pure Breed to life has been a great experience.
“Sure there have been some hurdles and changes from our original plan, but we have always encountered such appreciation and interest by everyone we speak with that it has continually encouraged us,” he affirms.
Maseredjian considers the geographic expansion of product demand the greatest triumph for Pure Breed Products thus far.
“Aft first, demand was local to Southern California, but after several national print advertisements and exhibiting at Pet Fashion Week New York, we have found an increasing amount of consumers and retailers nationwide interested in long-term relationships with Aqua Pure Breed,” he says.
This rise in interest has paved the way for new developments, including a line of certified organic treats. Packaging for Organic Pure Bones will be similar to that of the waters to ensure portability, Maseredjian says. Plans to package the treats with a combination of Aqua Pure Breed water to create a “picnic kit” are also in the works.
But there’s more to Pure Breed Products than its signature water. To inform businesses of the advantages of being dog friendly while encouraging individuals to incorporate their dogs into daily life, in May 2008 Maseredjian and Foreman launched The Active Dog! campaign with the creation of the Southern California “Active Dog Guides.” Each regional guide (Los Angeles, Orange County, San Diego, San Francisco and New York) is a compilation of local dog-friendly destinations.
Maseredjian says they plan to print guides nationwide through research visits and submissions. Dog-friendly businesses and dog owners can submit by clicking on the link located on the Active Dog Lifestyle web page at www.AquaPureBreed.com.
But according to Maseredjian, the United States is only the beginning. Their vision?
“We hope to expand our Google ‘Active Dog Guide’ maps to become a directory for all dog-friendly businesses around the world.” <HOME>
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