Bringing Commercial Areas Closer to Pet Food Manufacturing Processes

1. Understanding the Business Core: The Product

The first and most obvious benefit of knowing the production process is gaining a deep understanding of the product itself. The commercial area, by learning about each stage of manufacturing —from ingredient selection to final packaging— can better appreciate the quality, attributes, and uniqueness of the product. This knowledge translates into more effective communication with clients, allowing the team to highlight product differentiators and build trust.

Additionally, understanding the process enables the commercial team to accurately answer customer questions about ingredients, manufacturing methods, packaging, quality controls, and other relevant aspects. This transparency builds credibility and fosters long-term relationships.

2. Low-Effort, High-Impact Innovation

Familiarity with the production process opens the door to low-effort, high-impact innovation. By understanding limitations and opportunities at each stage, the commercial team can identify subtle improvements in formulation, packaging, or processes that can generate significant value for both customers and the company.

For example, an adjustment to the size of the kibble that improves digestibility for smaller breeds or a change in packaging that extends product shelf life could be simple innovations that make a substantial difference in the market.

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3. Strategic Innovation

Not all innovations are equal. Some require significant investments in equipment and technology, as well as more extended development time. By understanding the production process, the commercial area can distinguish when an innovation is feasible with existing resources and when it requires a long-term strategic approach.

This insight avoids the frustration of proposing unfeasible ideas and allows the prioritization of innovative projects aligned with the company's objectives and investment capacity.

4. Mastering Cost Structure: Revenue Management

Cost structure is a key element in any revenue management strategy aimed at maximizing company profitability. By understanding how costs are distributed at each production stage, the commercial team can make more informed decisions about pricing, promotions, and discounts.

For instance, if the team knows the cost of ingredients and the impact of raw material price fluctuations, they can adjust pricing strategies to achieve target profitability or create a competitive edge.

5. Robust Commercial Strategies: High Value-Added Products

As products increase in value, knowledge of the production process becomes increasingly critical. The commercial area must thoroughly understand the unique attributes and benefits that distinguish these products from competitors.

For example, this knowledge can influence communication with specific customer segments that value quality, innovation, and premium ingredients. Furthermore, it helps identify new market opportunities and expand into specialized niches.

6. Sustainability and Social Responsibility

Nowadays, consumers are increasingly concerned about the sustainability and social responsibility of companies. By understanding the production process and sustainability strategies, the commercial area can better communicate these efforts to clients.

For example, it's important for commercial teams to know details about the environmental impact of key ingredients as well as initiatives focused on energy and water optimization. By sharing these efforts with customers, the company can strengthen its brand image within the market and among key opinion groups.

In conclusion, understanding production processes within the commercial area can generate multiple benefits. From improving client communication to identifying innovation opportunities and optimizing cost structures, knowledge of the production process strengthens a company's ability to compete effectively in the pet food market.


By Felipe Javier Martínez Raccousier
Source: All Pet Food Magazine