Why is PFI’s mission important to you? What made you interested in supporting the mission of PFI as China’s representative?
PFI’s mission strongly resonates with us because we love pets! In China, pets are increasingly seen as valued members of the family, leading to higher spending on premium pet food. U.S. pet food is highly regarded for its strong safety standards and quality ingredients, creating a strong demand for American brands.
Uplifting PFI’s mission allows us to introduce and promote U.S. pet food to consumers in our market, helping them make informed choices and ensuring their pets receive proper nutrition.
How has PFI been able to address concerns around pet food in China?
U.S. pet food exports to China have been effective in addressing concerns around safety and quality. By leveraging a reputation for high standards, transparency and innovation, U.S. pet food is meeting the demand of Chinese pet owners while also elevating overall quality of the pet food industry in China.
What moment or event stands out to you as you reflect on your work with PFI?
The PFI China team works with media outlets to educate and inform pet owners and trade influencers, such as veterinarians, pet breeders and retailers, about pet nutrition and care. We also develop and distribute Chinese-language educational materials tailored to veterinarians, current and prospective pet owners and media. These printed materials cover topics like feeding practices, pet care and the benefits of U.S. pet food. Materials are shared during all in-market PFI activities and mailed directly to target audiences.
PFI China actively participates in pet trade and consumer shows across the country, using booth displays and educational videos to uplift proper pet nutrition and care. Additionally, PFI China engages with veterinarians by attending professional conferences and lectures, and by partnering with local veterinary associations to host specialized events. These events often feature U.S.-based veterinarians who travel to China to lead seminars on pet health and nutrition for Chinese veterinary professionals.
What is your top priority regarding pet food and nutrition information in China?
Our top priority is to educate pet owners, veterinarians, retailers and traders about the quality, safety and nutritional benefits of U.S. pet food products. Our mantra is “Feed pets with U.S pet food commercial products, not human table scraps.”
How are you looking forward to carrying out this work in the future?
China is a large country with many markets, and this year, PFI China is continuing its efforts to educate and inform pet owners and trade influencers through a multi-faceted approach. This includes:
- Media Engagement: Collaborating with Chinese media to publish PFI advertorials in specialized trade magazines.
- Digital Marketing: Engaging audiences through PFI China’s social media channels, like WeChat and Weibo.
- Event Participation: Attending 6–8 trade and consumer shows and hosting 30150 education events for pet owners, breeders, trainers and traders to increase awareness of the benefits of U.S. pet food.
- Educational Materials: Developing and distributing flyers, brochures, display panels, the PFI Trade Newsletter and promotional giveaways. These tactics will highlight pet care and nutrition, the benefits of U.S. pet food and information about available U.S. pet food products in China.
- Veterinary Engagement: Attending 4–6 professional veterinary conferences and organizing 1–2 training seminars for students, featuring guest speakers from the industry.
- Market Research: Conducting annual research to assess market conditions, gather trade data and measure awareness among pet owners and veterinarians regarding pet nutrition and the benefits of U.S. pet food.
How can people in China help to spread your messages?
Engage with us on PFI China WeChat.
