A Conversation with Chris Ruben
Since 1989, Chris Ruben has been instrumental in launching and managing several well-known pet products and brands, most notably Bullwrinkles, Muttley’s, Snoopy’s Pet and Sticky Paws. Today, he is chief marketing officer for New Hamburg, Ontario-headquartered EuroCan Pet Products — a manufacturer of all-natural beef-, chicken- and pork-based dog chews and treats under its own brands and for private labeling — as well as founder and CEO of AdoptaShelter.com.
Private Label ⇨ Store Brands asked Ruben to discuss what’s going on with his company, as well as talk about AdoptaShelter.com, which helps fund animal charities.
Private Label ⇨ Store Brands: What has been the most exciting business development at your company this year?
Chris Ruben: Our EuroCan Pet Products manufacturing facility reaching the Global Food Safety Initiative (GFSI) benchmark under SQF-Level 2. GFSI benchmarks existing food standards against food safety criteria, and also looks to develop mechanisms to exchange information in the supply chain, to raise consumer awareness and to review existing good retail practices. Most U.S. and Canadian retail chains require their suppliers to have this designation.
PLSB: What are the most exciting store brand categories right now, and what makes them so exciting?
Ruben: From my perspective, it is the pet aisle — specifically foods and treats. Sales of all-natural dog treats — made from a limited number of ingredients without additives and preservatives — are growing rapidly. Pet parents want treats with wellness benefits to avoid vet visits. More than ever, pet parents are reading labels and feeding more all-natural products from trusted local sources.
PLSB: What is your fondest memory in your career?
Ruben: Back in 1989, when we first started making and marketing roasted pig ears, bully sticks and other body-parts treats. I would take bags of the treats to dog shows and other pet events to give away to dog owners. At the time, most pet owners did not know about pig ears and bully sticks, and once I informed them, they typically asked me to stay away from their dogs. Meanwhile, as I was explaining our treats to them, their dogs were tearing my bag open and chewing on the samples I brought. This happened often and was always fun.
PLSB: Who is your greatest hero, and what makes him or her such an inspiration?
Ruben: All of those volunteers at animal shelters and rescue organizations across America who, each and every day, give their time and money to help animals in need. These are difficult times, especially for homeless animals and those who care for them. While extreme weather in different parts of the United States is contributing to the number of animals in shelters, the tough economic conditions are making it more and more difficult for animal welfare organizations to raise money. This is particularly true for smaller rescue and adoption groups, who are far more likely to rely on a shrinking number of donors, sponsors and volunteers.
In August 2011, I founded AdoptAShelter.com along with three animal welfare and pet industry veterans. We combined our talents to develop and offer a unique solution to the funding problems facing animal charities. AdoptAShelter.com is a free and easy-to-use online “cash rewards mall” featuring over 500 top-name merchants, from Amazon to Zazzle. No login or password needed! Consumers simply connect to their favorite online stores through AdoptAShelter.com and then shop as they normally would. In doing so, they can turn everyday purchases into much-needed donations that directly benefit their chosen animal charity. There is no catch or extra cost!
PLSB: How would you sum up your work philosophy?
Ruben: Continuous improvement!
PLSB: If you hadn’t gone into retail, what career would you have chosen?
Ruben: Meteorology. Mother Nature is powerful and unpredictable.