In collaboration with country music star Miranda Lambert’s MuttNation Foundation, Tractor Supply Company is bringing a new exclusive line of pet food and treats called On The Farm to stores July 20. Sales from the products will benefit the charity.
The products, developed with the foundation, include balanced and nutritional recipes for both dogs and cats, made with real beef or chicken and other natural ingredients, and mark the second partnership between Lambert and the Brentwood, Tenn.-based retailer. Last year saw the rollout of a collection of beds, toys, gear and more with proceeds supporting the MuttNation Foundation, which helps advance the adoption of shelter pets and support animal rescues across the country.
“Developing On The Farm felt like a natural and authentic progression to me,” Lambert said. “I live on a farm in Tennessee with nine rescue dogs, two cats, five horses, chickens, rabbits and lots of other animals – that’s actually my farm you see on the packaging. And proceeds from the sales will help shelter pets – that’s always been my main focus with MuttNation Foundation. Really, when you think about it, what could be better than giving your pets wholesome meals that will keep them healthy and strong while helping shelter pets at the same time?"
Combined, the MuttNation products make up a large exclusive brand for Tractor Supply. The retailer recently spoke with Store Brands about a new sourcing tool it leverages to find private brand partners to work with for more quick turnaround store brand items. In the article the company did say that pet foods is potentially its biggest store brand category.
“Tractor Supply is excited to partner with Miranda Lambert and MuttNation on this extensive line of real, high-quality, nutritious food products for our pet-loving customers,” said Nicole Logan, vice president, divisional merchandise manager at Tractor Supply. “Promoting the health and well-being of our pets is part of everything we do at Tractor Supply, and we can’t wait for our friends to try out ‘On The Farm’ for their pets.”