AWARDS

Alphia and Diamond Pet Foods have made a lasting impression on the private label pet food category through their dedication to building and earning trust, ensuring pets are ingesting safe ingredients and giving pet owners assurance they are feeding their pets top shelf quality. Alphia and its retail partners continually address misconceptions about the private label pet foods category and impress upon existing and potential shoppers that private label is held to the same quality standards as national brands.

“When people hear ‘private label,’ consumers may view that as a cheaper alternative that comes with a lower-quality product,” said Alphia Chief Commercial Officer Heather Govea. “Alphia treats our private label customers no differently than we do a national brand. We help our private label customers articulate nutritional platforms, obtain and design quality packaging, meet strict label requirements and even help distinguish claims that appeal to today’s consumer.”

“Alphia is built on a combined experience of more than 70 years,” Govea said. “That foundation was built on trust, food safety and high-quality products. Alphia has only been an organization for [a short time], but we’ve combined remarkable legacy organizations to create the best in the industry with the largest super premium manufacturing footprint to ensure what we de-