Why is PFI’s mission important to you? What made you interested in supporting the mission of PFI as Israel’s representative?
PFI has been a valued and long-standing client of ours for several years, and it has been very interesting and rewarding to work with them. While we specialize in developing food markets in Israel — especially for U.S. products such as pears, apples blueberries and beef), PFI stands out as a unique client. Their focus on pet nutrition introduces us to a different type of market, with its own set of needs and challenges.
Supporting PFI’s mission is especially meaningful because it centers on promoting the health and well-being of pets, a deeply important aspect of many people’s lives. We’re proud to play a role in helping bring high-quality, U.S.-made pet food products to Israeli consumers and to contribute to a mission that prioritizes care and quality nutrition.
What moment or event stands out to you as you reflect on your work with PFI?
One standout moment is our engagement with veterinarians during our market research efforts. We conduct market research each year, and our findings consistently show that veterinarians are among the most influential voices for pet owners. Meeting these professionals has been such a valuable opportunity to share who we are, introduce PFI’s mission and explain why choosing U.S. pet food matters. Additionally, these interactions are instrumental in building trust and awareness within the local market.
What is your top priority regarding pet food and nutrition information in Israel?
Our main goal is to encourage pet owners to make informed choices and seek out U.S. pet food, rather than simply choosing the cheapest option available. We aim to raise awareness about the value of high-quality nutrition and help consumers understand the long-term benefits of investing in trusted, responsibly made products for their pets.
How are you looking forward to carrying out this work in the future?
We plan to continue leveraging social media and other marketing channels for outreach, constantly adapting our strategy to stay aligned with evolving trends and platforms. In addition to our social media, we maintain a strong presence through traditional media outreach and our monthly newsletter, which highlights different aspects of pet nutrition and industry updates. Our newsletter includes about 300 pet store owners and 400 veterinarians, helping us maintain ongoing engagement with key audiences.
We also enhance our visibility through branded promotional items, like a pet food or water dish featuring our bold logo, to keep our presence visible in the market.
Every few years, we allocate a budget to purchase an inexpensive product such as a poop bag dispenser or a pet food and water dish with our bold logo to increase our presence in the market.
In the coming months, we’re planning to exhibit at the next Veterinary Association conference and host another webinar, building on the success of last year’s event. These initiatives allow us to connect directly with professionals, share valuable insights and continue promoting the benefits of high-quality, U.S.-made pet food.
How can people in Israel help to spread your messages?
Connect with us by visiting our website or checking out our social media channels!
- Website: petfoodisrael.org/
- Facebook: Pet Food Institute Israel
- Instagram: @PetFoodIsrael