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10:39 PM   April 17, 2014
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With almost 50 years under its belt, Penn-Plax has established itself as a leader in the pet product industry, and it has remained on top.

"We continually examine the ever-changing aspects of pet ownership and pet product marketing," says JoAnn Roberts, the marketing manager for the Hauppauge, N.Y.-based manufacturer.

Penn-Plax has focused on developing products that satisfy consumer needs at reasonable prices and using effective marketing to ensure its innovative products fly off retailers store shelves.

Penn-Plax uses state-of-art technology to come up with new and inventive products, point-of-purchase materials, packaging, and promotion and marketing concepts, Roberts says.

At a Glance

Years in Business:  49

Location of Corporate Headquarters:  Hauppauge, N.Y.

Number of Employees:  200

Flagship Product:  S.A.M. (Small Animal Modules) and Cascade Water Filters

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The company, which now employs 200 people, provides bird, cat, dog and small animal products, but Penn-Plax's roots are in aquarium products. The Goldman family, the founders of Penn-Plax, started tinkering with plastic aerating ornaments in the back room of their retail shop, Saratoga Tropaquarium in Brooklyn, N.Y.

"The products produced were so well received, and demand quickly became so strong, that a manufacturing plant was soon opened," Roberts says.

Each year Penn-Plax develops and releases new products to the market to fill niches at an affordable price, Roberts says.

"But we take pains to ensure that these products are produced, packaged, and marketed in a manner that generates profits for those that market them," she adds.

New additions to the Penn-Plax brand in 2007 include high-quality resin sunken ships, aerating sea creatures, Dora the Explorer aquarium kits, dog toys, and numerous other products.

According to Roberts, Penn-Plax plans to continue to lead the way in the pet industry with 50 more years by using its same strategy for success: "Identify the consumers' pet needs and create quality, reasonably priced items to satisfy every pet owner's needs."

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