Scott Morris on market research
From Plant based pet food: Freshpet discusses the launch of vegan food for pets · · Yahoo Finance
“We've done pretty extensive consumer research to establish what the market opportunity is. As we bring this to market, we have a distribution network of over 27,000 refrigerators across the United States, and we'll be placing our product in these refrigerators with PR, digital, and television marketing to let the marketplace know.”
On , Scott Morris, Co-Founder & President at FRESHPET INC, spoke about market research during Plant based pet food: Freshpet discusses the launch of vegan food for pets on Yahoo Finance.
About Scott Morris
In September 2022, Scott Morris, Co-Founder and President of Freshpet, discussed the company's launch of a plant-based pet food. Morris stated that the decision was driven by consumer research showing millennial and Gen Z consumers, who he said make up over half of the consumer base, are "very focused on sustainability," "animal ethics," and "the environmental impact." He noted that these demographics are vegetarians and vegans at twice the rate of older generations, and that Freshpet saw "a real opportunity to bring a plant-based product to market" using the same nutritional approach as its other products. Morris said the product was formulated with veterinarians and veterinary nutritionists and underwent feeding studies before launch. He described the initial rollout as beginning at Petco, with plans to expand to most of Freshpet's 27,000 retail refrigerators over the following year. Morris acknowledged the product is "slightly more expensive" due to development costs and early-stage production, but said the company aimed to keep it "affordable and accessible" to consumers seeking such an option.