Ainsworth Pet Nutrition: A CPG Transformation

In 2008, Ainsworth Pet Nutrition (APN) was a family-owned company whose business consisted primarily of selling low-priced pet food in the Northeast and mid-Atlantic regions of the United States. The pet care industry was in a state of flux, however, and APN's sales were stagnant. Recent trends favored premium pet care products sold in specialty stores, which worked against APN's traditional model of selling economy pet food in supermarkets. By the time Jeff Watters joined the company as its chief commercial officer in 2009, APN was at risk of declining into obscurity.