The Kibble DNA: Boosting Sales by Exploring the Production Process

In the pet food industry, the final product is not simply a blend of ingredients in a pretty package. It is the result of a meticulous process but a work of interconnected steps that determine its quality, nutrition, and appeal to the end consumer: the pet. For the commercial area, understanding this process is a strategic necessity that can make a difference in driving business.

The Production Process: What's Behind the Bag

The manufacturing process in pet food is complex and varies depending on the type of product and the ingredients used. However, generally speaking, it includes the following key stages:
 

1. Selection and reception of ingredients: The quality of the final product largely depends on the quality of the ingredients. Ideally, the commercial area should understand selection criteria, quality standards, and trusted suppliers.
    
2. Grinding and mixing: The ingredients are ground and mixed in precise proportions to ensure complete and balanced nutrition. Understanding how grinding affects texture and digestibility is crucial.
    
   
   

   More publisher content

   Bringing Commercial Areas Closer to Pet Food Manufacturing Processes

   Felipe Martínez R.
3. Cooking: In the case of dry food, extrusion is generally used as the cooking process. For wet food, traditional cooking methods are used. It's ideal for the commercial area to know the differences and main parameters, such as temperature, pressure, and time since they influence product quality.
    
4. Coating: After cooking, other ingredients such as fats and flavors are added to enrich the food, often to improve taste and extend shelf life. Understanding the function of each ingredient is key.
    
5. Drying and cooling: The kibbles are then dried and cooled to reduce moisture and extend its shelf life, as the product must be packaged in a way to prevent air condensation that can cause quality defects.
    
6. Packing: Packaging protects the food from moisture, light, and oxygen, and provides important information for the consumer. The choice of packaging material and label design are strategic decisions—they are the first marketing and communication element on the shelves of retailers.

Benefits of Knowing the Production Process

• Effective communication: Knowledge of the production process enables the commercial area to communicate the product's benefits accurately and convincingly. They can explain how ingredients are selected, how the food is cooked, and how quality is guaranteed at every stage.
   
• Credibility and trust: When the commercial area demonstrates deep product knowledge, it builds trust with clients. Then, clients can relay this trust to pet owners who value transparency.
   
  
  
• Opportunity identification: By knowing the production process, the commercial area can collaborate with production teams to identify opportunities for product improvement, cost optimization, and new product development.

Strategies for Fostering Knowledge of the Production Process

• Plant visits: Organize regular visits to the production plant so that the commercial area can observe each stage of the process firsthand.
   
• Technical training: Provide technical training for the commercial area on the basic principles of animal nutrition, manufacturing processes, and quality controls.
   
• Interdepartmental meetings: Encourage regular meetings between the commercial and production teams to exchange information, discuss issues, and seek joint solutions.

Conclusion

A commercial team that understands the pet food production process is better equipped to boost sales, build customer trust, and contribute to the overall success of the company. When the DNA of kibble is truly understood, the commercial area can become a strategic ally for the production team and a passionate advocate for the product.
 

By Felipe J. Martínez
Source: All Pet Food Magazine