Breeder's Choice Active Care Goes On-Duty for K-9 Dogs; Premium Pet Food for Joint Health Takes Aim with New Law Enforcement Fo
March 30 2006 - 4:00PM
Business Wire
Breeder's Choice Pet Foods Inc., is a wholly-owned subsidiary of
Central Garden & Pet Company (NASDAQ:CENT). While overall
health is important to all animals, law enforcement dogs face
special challenges in maintaining the prime condition of their
joints. To take stress off their joints, Breeder's Choice Active
Care brand is launching a program designed to provide premium food
with distinct health benefits to community service dogs, in
addition to raising funds to support K-9 vest protection through a
direct Point-of-Purchase ("POP") donation from specially marked
packages of Active Care products. The Active Care On-Duty K-9
Feeding Program kicks off in April as part of the America's Family
Pet Expo in Orange County, California. Breeder's Choice will
provide K-9 officers with an introductory 4-week trial package of
Active Care in addition to a discount food program for all Active
Care products including dry and canned food, chews and biscuits.
Through the program, officers will also have the opportunity to
tour the manufacturing plant to understand the science and
therapeutic benefits of Active Care. In addition, as a member of
the Active Care On-Duty K-9 Feeding Program, law enforcement dogs
will be automatically signed up to be awarded a free canine
bulletproof vest from the funds raised from the sales of Active
Care in their community. The consumer POP campaign is slated to
kick off in June throughout PETCO and independent pet retailers
throughout the Western United States. A life-size cut out of police
and K-9 officers will be offered as an end-cap promotional tool.
Specially marked bags of Active Care will feature a peel-away
police badge signifying the $1.00 per 30 lb. bag donation and
include a website address for more information on the program or
for consumers interested in making a larger donation toward the
vesting program. The consumer campaign will run from June through
August 2006. Active Care, which has the highest percentage of
natural glucosamine of any product on the market, provides an
important tool in increasing the longevity of a dog's healthy
joints. Natural glucosamine, along with hylauronic acid, and
chondroitin sulfate are substances that dogs require to maintain
the elasticity of their cartilage, thereby protecting joints.
Active Care products use natural cartilage, obtained through a
patented method, to maintain elasticity in an aging or particularly
active dog's joints. "Law enforcement dogs put a lot of strain on
their joints as they perform the many physical and challenging
activities they face on their jobs. As the cartilage begins to
break down while the dog is still relatively young, more pressure
is placed on the joints and the dog experiences discomfort," says
Jeff Taylor, Executive Vice President of Breeder's Choice. "A
household pet would take that as a sign to become more sedentary,
but a working law enforcement dog does not have that option, so
he'll continue to push himself while not really being able to
obtain the same level of performance. We are pleased to be able to
provide nutritious, healthy food for active dogs to help improve
their quality of life and productivity." For further information
about this program, Active Care and other Breeder's Choice
products, go to www.goactivedog.com. About Breeder's Choice
Third-generation, family-operated Breeder's Choice Pet Foods is a
wholly-owned subsidiary of Central Garden & Pet Company.
Breeder's Choice has been dedicated to caring for pets for nearly
60 years. An industry innovator in new product development since
its early days, the company is regarded by the industry as one of
the highest quality developers and manufacturers of premium natural
pet foods. While many of its lines are developed for specific pet
health concerns, all are intended to be used as preventative care
in adding longevity to a pet's life. The family of Breeder's Choice
pet products includes: AvoDerm, its flagship brand made from real
avocados and designed to improve skin and coat; Active Care,
developed as a remedy and preventative product targeting canines
that often experience by the nature of the breed achy or painful
joints; Pinnacle, a high-grade, holistic nutritionally balanced
feeding program; Select Choice Advanced Pet Diets (APD), targeting
digestion and high performance; Perfect Servings, warm meals and
frozen raw meat mini-patties for finicky dogs; and Health Food for
Dogs, a fun and healthy alternative to many premium pet foods. More
information about the company and retailers that carry its products
can be obtained at www.breeders-choice.com, www.central.com or by
calling (800) 255-4286. About Central Garden & Pet Central
Garden & Pet (NASDAQ:CENT) is a leading innovator, marketer and
producer of quality branded products for the pet and lawn and
garden supplies markets. Its pet products include pet bird and
small animal food, premium dog food, aquarium products, flea, tick,
mosquito and other pest control products, edible bones, cages,
carriers, pet books, and other dog, cat, reptile and small animal
products. Its lawn and garden products include grass seed, wild
bird food, weed and insect control products, and decorative outdoor
patio products. For additional information on Central Garden &
Pet, including access to the Company's SEC filings, please visit
the Company's website at http://www.central.com/.
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