Wildology Give Pets the SuperLife

What would it take to give a pet a super life, a life full of what it means to be a happy pet: chasing, playing, fetching or climbing? To Mid-States Distributing Company, Inc., the owners of new private brand Wildology pet food, the answer is super premium nutrition because well-nourished pets are the healthiest and happiest. Mid-States Distributing Company, Inc. consists of 39 independent, privately-held Farm, Ranch and Home retailers with over 650 retail locations across the United States and Canada.

Jodi Eineichner, Director of Private Brand Management, Mid-States Distributing Company, Inc.

“Cutting-edge research on pet nutrition is accelerating at a rapid pace. New understanding regarding the link between gut health, the immune system, and other bodily functions is evolving our thinking about the connection between diet and health,” said Jodi Eineichner, Director of Private Brand Management, Mid-States Distributing Company, Inc. It’s this insight that is the driving force behind Wildology.

“What really differentiates Wildology from other pet foods is Superlife Pro, a blend of nutrient-rich superfoods and antioxidants, and patent-pending probiotics to support your pet’s digestive and immune systems and help promote overall wellness,” said Eineichner. “Superlife Pro is formulated with antioxidant-rich superfoods such as kale, blueberries, carrots and chia seeds. In addition, each species-specific probiotic in our recipe works in a unique way to help pets.”

“Asking ourselves, ‘How would your pet describe a super life?’ inspired us to create Wildology for happy, healthy pets. We believe that wholesome pet food is like wholesome human food. Our recipes are made with no artificial colors, no artificial flavors, no artificial preservatives, no wheat, no corn, no soy, no legumes, no peas, no dairy. We focus on the good stuff,” explains Eineichner.

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Christopher Durham
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.