Business View Magazine | August 2020

68 BUSINESS VIEW MAGAZINE AUGUST 2020 we knew that our pet specialty retailers were feeling worried and concerned about their future. At the same time, we felt a real need to ‘own’ the brand. Big Country Raw decided that the best possible outcome was to serve our loyal customers who really loved our product while assuring our retailers that at any return to regular business, they would always have our full support. So, even though we did see a big increase in direct-to-consumer sales and we did have our truck going directly to houses rather than to stores to deliver the goods, now that the stores are opening up, those numbers are returning to what they were and we’re seeing the customers going back into the stores to get their food. It speaks to the fact that, as a brand, we worked really hard to keep those customers on the food and reaffirmed that customers could count on Big Country Raw.” The current health crisis has also increased the company’s online relationships with its customers. Every day, according to Geraldine, Big Country Raw adds another seven to ten people to its Facebook group, Big Country Raw Feeders, which currently numbers approximately 5,000 members. “It’s the most engaged we’ve been on social media,” she says. “The group represents a wide range of buyers who are buying our food and they engage with other people who are buying Big Country Raw, as well. We have apparel, we have bowls, we have special treats. And every Wednesday, we get people to submit pictures of their pet bowls for ‘What’s in Your Bowl Wednesday’– 20 or 30 pictures strong of submissions showing us what their dogs are eating. So, it’s not just about price – it’s a lifestyle.” In addition, the company has ramped up its virtual training programs for its store customers via Zoom. “It’s been our most successful training opportunity. So, although there are other raw pet foods out there, people associate with us more because of our deep connections to the consumer.” This past year, Big Country Raw also introduced