Private Brand 4 The Health of Your Pet

Brentwood, Tennessee based farm and ranch retailer Tractor Supply Company has launched a new premium Private Brand dog food, 4health. The 4health brand is an affordable pet food that provides nutritional ingredients for optimal health.

“At Tractor Supply, we understand how our customers feel about their dogs as a member of their families,” said Ken Wilmes, vice president, divisional merchandise manager at Tractor Supply. “We’re excited that, in many cases, we will save our customers money and also improve the quality of nutrition for their pets.”

The 4health brand is offered in all of Tractor Supply’s more than 900 locations nationwide. Formulas include Puppy Formula, Small Bites Formula for small breeds, Performance Formula for adult dogs with active lifestyles, Large Breed Formula for large breeds, Chicken & Rice Formula and Lamb & Rice Formula. Each formula has meat listed as its first ingredient, and none of the formulas use poultry by-product meal or artificial colors or flavors, according to the company.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.