KINGSTON, Jamaica — True Pet Food recently brought together retailers, distributors, customers and team members for its inaugural “Inner Circle” event, held at Sandals Dunn’s River, as the company sought to strengthen relationships across its distribution network and share plans for future growth.

The invitation-only gathering, held under the theme: “Impact”, served as a platform for the company to introduce new products, recognise key partners and reinforce its brand messaging among those who interact directly with consumers.

According to Tina Hamilton, senior manager at True Pet Food, the initiative was designed to engage the company’s most committed retail and distribution partners while providing them with a deeper understanding of the brand.

“The Inner Circle was created as an invitation-only event for people including our top customers, who are serious about growing the brand and also helping to grow themselves,” Hamilton said.

Trade Marketing Coordinator at True Pet, Ariana Johnson presents Outstanding Sales Award to Carol Jones from Super Pet & Garden Centre

She noted that the company has invested heavily in marketing support for retailers, including store redesigns, external branding and in-store displays, as part of a broader effort to grow awareness of the pet care category.

Hamilton said education remains a key part of the company’s strategy, particularly for retailers and other frontline representatives who help consumers navigate an increasingly competitive pet food market.

“We really needed to tailor our messaging to the people who represented us, to the customers,” she said. “The people in the stores need to know what to say and they need to understand True [Pet Food]; they have to have an idea what our messaging is and why we are different.”

The event also featured an awards ceremony recognising team members, retailers and distributors for their contribution to the brand’s development.

Senior Manager at True Pet, Tina Hamilton-Ashman embraces Sheryl Chung of General Food after she wins True Inner Circle Manager of the Year.

“It’s the first of its kind, and we wanted to reward these individuals and businesses because they’ve put in so much work, and it was just to show how much of an impact they’ve all had on the pet industry in Jamaica,” Hamilton said.

Among those attending was Medical Disposables and Supplies, which has distributed True Pet Food products for the past two years.

Business Development Manager Tricia Dawson described the relationship as one of the company’s most exciting partnerships.

“Our relationship with True started two years ago, and it has grown tremendously,” Dawson said. “We’re also excited about where the brand is going.”

Classical Violinist serenades patrons at the True Pet Inner Circle event.

She added that the Inner Circle reflected the company’s commitment to its customers and business partners.

Retailer Farm Plus, which began carrying the products in 2020, said customer response has been strong.

“We have a very meaningful relationship with True,” said company representative Donna Delancy. “From ever since we introduced the product in the store, it has been a very successful venture.”

Meanwhile, General Foods Supermarket said it has supported the brand since its launch.

“General Foods Liguanea has been with True from day one,” said manager Sheryl Chung. “We’ve seen the development compared to the international brands, the impact on the local market as well as the relationship with both the customers and the store.”

Chung also praised the networking opportunities created by the event, describing it as a chance for retailers to connect, learn and gain a deeper understanding of the brand’s direction.