CPF Retail Guide

RETAIL GUIDE

2017-2018 USA RETAIL PROGRAM GUIDE Dear Specialty Retail Partner, Welcome to our updated Champion Retail Program Guide.

WHAT’S NEW? We’ve significantly enhanced our Retail Programs. Along with our core programs available to all ORIJEN and ACANA retailers, we’ve developed new programs exclusively for our most loyal retail supporters — our Brand Specialists and Ambassadors. This guide outlines our retailer program, along with our new Brand Specialist and Ambassador Programs and the standards required to access them. New Brand Specialist and Ambassador Programs are effective December 1, 2017.

WHAT HASN’T CHANGED? Champion Petfoods is an award-winning pet food maker with a reputation of trust and a mission that’s clear and strong: WE MAKE BIOLOGICALLY APPROPRIATE™ PET FOODS FROM FRESH REGIONAL INGREDIENTS FROM START TO FINISH IN OUR AWARD-WINNING KITCHENS. Our Biologically Appropriate™ foods feature unmatched meat inclusions to nourish dogs and cats according to their biological adaptation. We focus on ingredients that are locally raised, deemed fit for human consumption and then delivered to our award-winning kitchens FRESH or RAW each day. We prepare ORIJEN and ACANA foods exclusively in our own purpose-built DogStar® kitchens and don’t make foods for anyone else. On behalf of our team of passionate pet food makers, thank you for supporting ORIJEN and ACANA in your specialty store.

JULY 2017

RETAIL GUIDE

TABLE OF CONTENTS RETAILER GUIDELINES

Eligible Retailers.............................................................................................. page 4 Merchandising Standards................................................................................ page 5 Consumer Prices and Promotions.................................................................. page 6

RETAILER PROGRAMS

Overview........................................................................................................... page 7 Base Program.................................................................................................. page 8 Brand Specialist............................................................................................... page 12 Brand Ambassador.......................................................................................... page 16 Program Comparison...................................................................................... page 18

BRAND STANDARDS

Advertising, Logos, Graphics & FTP................................................................ page 19

APPENDIX | FORMS

Product Return Form....................................................................................... page 21 Staff Feeding Program Form........................................................................... page 22 Free Trial Program Form................................................................................. page 23

RETAILER GUIDELINES RETAIL GUIDE ELIGIBLE RETAILERS ORIJEN and ACANA are sold exclusively through pet specialty shops and are not available to other retail formats.

OUR PET SPECIALTY DEFINITION: We define a pet specialty retailer as follows: • Focuses on the sale of pet specialty foods and supplies • Sells pet products only • Actively provides customer service and education • Allows ORIJEN and ACANA training for their staff • Focuses on specialty rather than private label or economy brands • Discounting is not their main focus • Supports Champion Petfoods pricing and promotional guidelines • Supports rescues and does not sell puppies or kittens • Is not disruptive to the market NOTE: • Retailers not meeting the prescribed standards may have limited access to programs and products. Please contact your Champion Sales Representative with any concerns about how our standards apply to your local market.

RETAIL GUIDE

MERCHANDISING STANDARDS Effective merchandising has a positive impact on sales and is essential to our brand standards. Organized, full-line product arrangement and attractive POS displays and materials: • Drive trial • Help educate Pet Lovers • Reinforce purchase decisions • Reinforce the pet specialty proposition • Stimulate conversation on the floor • Increase sales and customer loyalty

MERCHANDISING STANDARDS FOR OUR RETAIL PARTNERS: • ORIJEN and ACANA should be on clean shelving with clearly visible pricing. • To ensure food safety and prevent damages, ORIJEN and ACANA should be on shelves or pallets—not directly on the floor. • Freshness is important. To ensure Pet Lovers receive the freshest food possible retailers should rotate food. Champion does not cover expired products. • We want to fully develop our retail partnerships; to access our programs, retailers should carry a minimum 80% of ORIJEN and ACANA product lines. • Planograms and POS items are available, including shelf talkers, posters, displayer, brochures, flyers and banners – please speak to your Distributor or Champion Sales Representative for details.

RETAIL GUIDE

CONSUMER PRICES AND PROMOTIONS Correct pricing has a strong impact on our brands and is the responsibility of all retail partners. • ORIJEN and ACANA pricing must be consistent with published price lists. • Please contact your distributor or Champion Sales Representative for local prices and guidelines.

PROMOTIONAL PRICING

• Retailers should promote, price and advertise within Manufacturer’s Suggested Retail Price (MSRP). • In general, promotions should be based on value add only, where the offer should not exceed 10% of the MSRP price. • Any promotion greater than 10% value must be approved by a Champion Sales Representative. • Retailers are permitted to have 4 sales per year, each not lasting longer than 1 week. • Retailers cannot sell through third-party websites such as eBay or Amazon (pet specialty rules).

NOTES: • Retailers outside of pricing, merchandising and promotion standards may not qualify for retail programs or maintain authorized dealer status. • Retailers consistently outside of MSRP standards may be cancelled.

RETAILER PROGRAMS RETAIL GUIDE Weâ&#x20AC;&#x2122;ve built several categories of programs designed to support our ORIJEN and ACANA retail partners. These programs were designed to help you build a loyal customer base and give you confidence in recommending ORIJEN and ACANA in your specialty store. There are 3 categories of retail programs:

1. BASE PROGRAMS

Available to all ORIJEN and ACANA pet specialty retailers, these programs will help you build a loyal customer base. See the following page for program and eligibility details.

2. BRAND SPECIALIST PROGRAMS

These new programs were developed with our strongest brand supporters in mind. Qualified retailers will have access not just to the Base Programs, but will also to an additional 4 programs to help support their pet specialty store. See page 12 for program and eligibility details.

3. BRAND AMBASSADOR PROGRAMS

This program was developed for our brand specialists that give our brands extra focus, while offering additional value to Pet Lovers. In addition to the Base and Brand Specialist Programs, qualified Brand Ambassador retailers will also have access to 3 additional programs. See page 16 for program and eligibility details.

Our retail programs are available for brick and mortar stores only.

RETAIL GUIDE

BASE PROGRAMS Designed to build brand and store loyalty and make recommendation easier, we have 3 programs for all ORIJEN and ACANA retailers. 1. Frequent Buyer Program 2. Professional Feeding Program 3. Food Guarantee

WHO IS ELIGIBLE? Retail stores that: • Meet our standard Champion retailer guidelines. • Carry a minimum of 75% of ORIJEN and ACANA foods and treats. • Recommend and educate Pet Lovers on the benefits of ORIJEN and ACANA. • All retail sales associates having received BAFRINO training. • Merchandise ORIJEN and ACANA with 75% SEE Shop + Shelf tools. • Follow ORIJEN and ACANA’s branding standards, including price and promotions.

RETAIL GUIDE

FREQUENT BUYER PROGRAM The Frequent Buyer Program helps builds loyalty to ORIJEN and ACANA foods and to your retail shop. • Frequent Buyer Cards reward Pet Lovers with a free bag after 12 purchases. • All ORIJEN and ACANA sizes are eligible EXCEPT for 12oz trial sizes, 6oz ORIJEN Freeze-Dried Foods and all ORIJEN and ACANA Freeze-Dried Treats.

OBTAINING CREDIT Please follow these simple steps to ensure you receive a timely credit. • With each ORIJEN or ACANA purchase, retain the till receipt, record the purchase on the Frequent Buyer Card, and cross out the UPC on the back of the package. • Cards MUST be completed in full – be sure to complete ALL DATA FIELDS including date, formula and size for each purchase, including the free bag. • Proof of purchase (13 till receipts) MUST be submitted with the card. • Frequent Buyer Cards must be submitted within 3 months of completion. • Submit completed cards to your Distributor or Champion Sales Representative. NOTES: • Pet Lovers may mix sizes and foods within ORIJEN and ACANA brands. However, credit will be for the bag of lesser value. • Other forms of proof of purchase cannot be accepted without prior approval from Champion Petfoods. • See your Champion Sales Representative for approval. • Cards cannot be accepted if they are:

— Incomplete — Over 24 months old (from the first entry) — Submitted more than 3 months after completion

GETTING STARTED?

Ask your Sales Representative for Frequent Buyer cards

RETAIL GUIDE

PROFESSIONAL FEEDING PROGRAM The Professional Feeding Program provides responsible pet professionals with added savings and is designed to drive Pet Lovers with new puppies and kittens to your store. Designed with you in mind, the Professional Feeding Program is delivered exclusively through pet specialty retailers.

BUY 6 AND RECEIVE A 7 TH BAG FREE • Registered breeders make a one-time purchase of 6* ORIJEN or ACANA products to receive the 7th bag free. • Brands and formulas can be mixed. However, the free bag is of lesser value.

PUPPY AND KITTEN PACKAGES • Available through our Customer Care department by email at customercare@championpetfoods.com or phone at 1-877-939-0006. • Delivered directly to breeders within 3 weeks. • Breeder packages include vouchers for new puppy or kitten owners.

WHO’S ELIGIBLE? Champion’s Registered Breeders only. • Breeders MUST be registered with Champion’s Professional Feeding Program and must present their Champion Professional Rewards Card at purchase. • To obtain membership, register at championpetfoods.com under the contact tab by selecting the Breeder Program. • Qualified breeders will receive a welcome email and Breeder Card within 1 week of registration.

ELIGIBLE PURCHASES • 13lb and 25lb ORIJEN and ACANA dry foods only. Freeze-dry is not eligible. * ALL 6 BAGS MUST BE PURCHASED AT ONE TIME.

RETAIL GUIDE

FOOD GUARANTEE We want to make the recommendation of ORIJEN and ACANA easy and worry-free. Our Food Guarantee allows ORIJEN and ACANA retailers to recommend in confidence. If Pet Lovers aren’t 100% happy with their ORIJEN or ACANA food, they can return their food for a full refund.

WHICH RETURNS QUALIFY? • Returns related to food performance. This include palatability and digestive issues. • Any other returns that are related to the composition of the foods.

WHICH RETURNS ARE INELIGIBLE? • Expired or damaged* bags do not qualify. *CHECK WITH YOUR ORIJEN AND ACANA DISTRIBUTOR FOR THEIR POLICY ON BAGS DAMAGED IN TRANSIT.

HOW DOES IT WORK?

• To receive credit, complete the Product Return form in full. • The bag of food and receipt must be supplied to receive a refund. • Stores should submit completed form (with UPC) EACH MONTH to your Distributor or Champion Sales Representative. • Credit will not be issued for INCOMPLETE submissions or if the submission is older than 3 months.

NOTES: • See Appendix for Product Return forms • Forms can also be accessed on our FTP site. See pg. 19 for instructions on how to access our FTP Site.

RETAIL GUIDE

BRAND SPECIALIST In addition to our Base Programs, Brand Specialist Programs acknowledge our strongest supporters. There are 4 programs available to Brand Specialists: 1. DogStar® Experience 2. Staff Feeding 3. Brand Specialist Status 4. Trial Program

BRAND

WHO IS ELIGIBLE?

SPECIALIST

Retail stores that: • Meet our standard Champion retailer guidelines. • Carry our full line of ORIJEN and ACANA foods and treats. • Recommend and educate Pet Lovers on the benefits of ORIJEN and ACANA. • All retail sales associates in the store are BAFRINO certified. Certification is required twice per year (online or in-person training). • Focused pet specialty, with fewer than 10 dry food brands. • Prominent shelf positioning for both ORIJEN and ACANA, relative to other brands. • Merchandise with 80% SEE Shop + Shelf tools. • Show annual sales growth (minimum 10%). ELIGIBLE RETAILERS WILL BE CERTIFIED ANNUALLY AS BRAND SPECIALISTS BY THEIR CHAMPION SALES REPRESENTATIVE

BRAND

SPECIALIST 12

RETAIL GUIDE

BRAND SPECIALIST PROGRAMS & BENEFITS: 1. DOGSTAR® EXPERIENCE Visit our award-winning DogStar® Kitchens to learn more about ORIJEN and ACANA foods, get an insider view of our newest BAFRINO foods, access exclusive nutritional courses on food processing, and tour our DogStar® Kitchens. WHO’S ELIGIBLE? • Employees of Pet Specialty Retailers that meet Champion’s Brand Specialist criteria. HOW DOES IT WORK? • Each year 30* Brand Specialist Retailers (15 stores, 2 per store) will have the opportunity to visit DogStar® Kitchens. • Upon completion of an exclusive training program at DogStar® Kitchens, retailers will receive special brand certification. • Participants are selected annually by end of Q1. NOTES: • Participants will also receive an insider view of upcoming foods in product development. • Non-disclosure agreements are required for participation. INTERESTED? ASK YOUR CHAMPION SALES REPRESENTATIVE FOR MORE DETAILS. *SPACE IS LIMITED.

2. STAFF FEEDING

RETAIL GUIDE

ORIJEN and ACANA’S Staff Feeding Program is intended to encourage our Brand Specialists to experience the feeding performance of ORIJEN and ACANA foods, to help make a trusted and authentic recommendation. WHO’S ELIGIBLE? • Employees of Pet Specialty Retailers that meet Brand Specialist criteria. • Retail shops must maintain and meet minimum monthly wholesale purchase requirements. ELIGIBLE SUBMISSIONS: • ORIJEN and ACANA Dog food sizes: up to 13lb bag. • ORIJEN and ORJEN Cat food sizes: up to 4lb bag. • A maximum of 1 bag per retail staff member per month. • A maximum of 3 bags per store per month (with monthly ORIJEN and ACANA wholesale purchases of $3500 or more) or a maximum of 5 bags per store per month (with monthly ORIJEN and ACANA wholesale purchases of $7500 or more). HOW DOES IT WORK? • Employees complete the Staff Feeding form with manager sign-off. • Stores submit the completed form (with UPC) EACH MONTH to their Distributor or Champion Sales Representative for processing. • Credits will not be issued for INCOMPLETE submissions or if the submission is older than 3 months. NOTES: • See Appendix for Staff Feeding forms • Forms can also be accessed on our FTP site. See pg. 19 for instructions on how to access our FTP Site. • Treats are not eligible for this program. HERITAGE

REGIONALS

SINGLES

3. BRAND SPECIALIST CERTIFIED RETAILER STATUS

RETAIL GUIDE

Designed to highlight our BAFRINO certified stores and encourage Pet Lovers to shop at your store. WHO’S ELIGIBLE? • Pet Specialty Retailers that meet Brand Specialist criteria. HOW DOES IT WORK? Brand Specialists are identified to Pet Lovers through: • Exclusive icon* on the ORIJEN and ACANA store locator (prioritized first). • Signage and window decal. • Additional ORIJEN and ACANA merchandise and promotional items will be provided exclusively to identify and recognize Brand Specialists. *EXCLUSIVE ICON WILL INCLUDE A DESCRIPTION OF CERTIFICATION TO DEMONSTRATE THE VALUE OF SHOPPING WITH A BRAND SPECIALIST RETAILER.

4. TRIAL PROGRAM We want to make it easy to recommend ORIJEN and ACANA to Pet Lovers. Brand Specialists have access to complimentary trials each month, helping you get and keep loyal customers. WHO’S ELIGIBLE? • Pet Specialty Retailers that meet Brand Specialist criteria. HOW DOES IT WORK? • Each Brand Specialist store qualifies to receive up to 15 free trials* per month. • To receive your free trials, submit the Brand Specialist Trial Form to your distributor with your regular weekly order. *ANY ORIJEN OR ACANA FOOD, BASED ON AVAILABILITY

NOTES: • See Appendix for Brand Specialist Trial forms • Forms can also be accessed on our FTP site. See pg. 19 for instructions on how to access our FTP Site.

RETAIL GUIDE

BRAND AMBASSADOR In addition to our Base and Brand Specialist Programs, Brand Ambassador Programs support retail partners that provide additional focus on ORIJEN and ACANA and offer extra services to promote the growth of pet specialty.

BRAND

1. Marketing Funds 2. Exclusive Prioritized Service 3. Special Promotions

SPECIALIST

WHO IS ELIGIBLE?

Pet Specialty Retailers that: • Meet Brand Specialist criteria. • Offer Pet Lovers alternative and convenient shopping options (web shop, delivery service) or extra value for Pet Lovers (grooming or daycare). • ORIJEN and ACANA prominently merchandised (first shelf position, both web and brick store) with Champion Shop + Shelf pieces (both digital and print). • All staff have Brand Ambassador BAFRINO certification. • Minimum of $6500 monthly ORIJEN and ACANA wholesale purchase.

BRAND

AMBASSADOR

RETAIL GUIDE

BRAND AMBASSADOR BENEFITS: In additional to the programs in the Brand Specialist Program, retailers under Brand Ambassador will have access to:

1. MARKETING FUNDS HOW DOES IT WORK? • Your Champion Sales Representative will annually review your store and provide a Brand Ambassador membership number upon qualification. • Brand Ambassador retailers will receive funding of up to 2% of wholesale purchases to run advertising and promotional activities. • A menu of marketing activities will be provided. NOTES: • Only approved marketing activities qualify. • A Champion Sales Representative must approve activity prior to implementation. INTERESTED? ASK YOUR CHAMPION SALES REPRESENTATIVE FOR MORE DETAILS

2. EXCLUSIVE PRIORITIZED SERVICE Brand Ambassador retailers will enjoy exclusive and prioritized service. HOW DOES IT WORK? • For nutritional support or any other questions, you will have access to an exclusive Champion Customer Representative to ensure your questions are fast tracked for prompt support. • Need support at an in-store event*? Your Champion Sales Representative will prioritize attendance and offer extra support for Brand Ambassador stores. *BASED ON SALES AVAILABILITY

NOTES: • Your Champion Sales Representative will annually review your store and provide a Brand Ambassador membership number upon qualification. • Your Champion Sales Representative will provide contact details for your exclusive Customer Care Representative.

3. SPECIAL PROMOTIONS Brand Ambassador retailers will have access to exclusive quarterly promotions. HOW DOES IT WORK? • Each quarter, your Champion Sales Representative will provide you with promotions exclusive to Brand Ambassador retailers. • Your Champion Sales Representative will annually review your store and provide you with a Brand Ambassador membership number upon qualification.

RETAIL GUIDE

PRODUCT COMPARISON BENEFITS AT A GLANCE

BASE

BRAND SPECIALIST

BRAND AMBASSADOR

Frequent Buyer Program Professional Feeding Program Food Guarantee DogStar® Kitchens Experience* Staff Feeding Program Trial Program Exclusive icon on the ORIJEN and ACANA store locator (prioritized first) Specialized signage and window decal Exclusive SEE merchandise and promotional items Marketing funds Exclusive Prioritized Service Special promotions Personalized BAFRINO certification diplomas

• Limited space and subject to availability

BRAND STANDARDS RETAIL GUIDE Brand consistency is a primary interest of Champion Petfoods. Champion is the exclusive owner of its trademarks and visual representations. Retailers are expected to comply with Champion’s guidelines regarding the use of trademarks.

ADVERTISING • All advertising or promotions must be produced in accordance with Champion’s Branding Standards. • Local advertising and promotions must be approved by a Champion Sales Representative. • Changes to logos, bag images or brand messaging are not permitted.

LOGOS & COLORS • Never alter, stretch or change the shape or color of any Champion logo. • The colors of Champion’s logos, icons and promotional materials shall not be changed.

FTP SITE I ACCESS TO LOGOS & GRAPHICS • Images, logos and artwork files are available for download on our FTP site. • Graphics and logos are generally in 2 file formats – JPEG and EPS. • Artwork (brochures/presentations etc) are generally in 2 formats (Hi Resolution and Low Resolution) – PDF and EPS. • For any artwork not on the site, please submit a request to marketing@championpetfoods.com and we will send them to you. • FTP access is through Champion’s homepage. To access the files, simply visit our website at championpetfoods.com and click FTP. USER NAME: dogstarftp@championpetfoods.com PASSWORD: OrijenAcana

RETAIL GUIDE

APPENDIX | FORMS • Product Return Form • Staff Feeding Program Form • Free Trial Program Form

PRODUCT RETURN

ORIJEN and ACANA offer 100% satisfaction guaranteed. If your customer is unhappy with the feeding performance of ORIJEN or ACANA, simply fill in the information below. To receive full credit, and to allow Champion’s quality assurance department to fully investigate each return, all information below is required. Forms with incomplete or missing information will not be processed. Please return the completed form to your Champion Petfoods distributor.

RETAILER NAME

STORE MANAGER NAME

RETAILER ADDRESS CUSTOMER NAME ORIJEN

ACANA

REASON FOR RETURN:

CUSTOMER PHONE NUMBER FORMULA

BAG SIZE

DOG/CAT WON’T EAT ALLERGY FOOD CAUSED DIGESTIVE UPSET OTHER

RETURN DETAILS: (IE. HOW LONG ON FOOD, IS THIS A TRANSITION BAG, AGE, BREED, ETC...)

ATTACH UPC AND COPY OF RETURN RECEIPT BELOW IF SUBMITTING ONLINE, PLEASE ATTACH PHOTOS OF UPC AND RECEIPT.

LOT AND PRODUCTION NUMBERS

(NUMBERS ARE PRINTED ON THE BACK OF THE BAG NEAR THE TOP. SEE IMAGE BELOW)

AUTHORIZED SIGNATURE (STORE MANAGER)

DISTRIBUTOR REPRESENTATIVE SIGNATURE NOTE: Champion does not provide credit for damaged or expired product.

STAFF FEEDING PROGRAM

BRAND

ORIJEN and ACANA’s Staff Feeding Program is intended to encourage our Brand Specialists to experience the feeding performance of ORIJEN and ACANA foods, and to help make a trusted, authentic recommendation. Please submit the form monthly for credit. Eligible submissions:

SPECIALIST

• ORIJEN AND ACANA DOG FOOD SIZES: UP TO 13LB BAG; CAT FOOD SIZES: UP TO 4LB BAG. • A MAXIMUM OF 1 BAG PER RETAIL STAFF MEMBER PER MONTH. • A MAXIMUM OF 3 BAGS* PER STORE PER MONTH OR A MAXIMUM OF 5 BAGS** PER STORE PER MONTH. *WITH MONTHLY ORIJEN AND ACANA WHOLESALE PURCHASES OF $3500 OR MORE **WITH MONTHLY ORIJEN AND ACANA WHOLESALE PURCHASES OF $7500 OR MORE

ATTACH UPC HERE

STAFF NAME FORMULA DOG

CAT

BAG SIZE

ATTACH UPC HERE

STAFF NAME FORMULA DOG

CAT

BAG SIZE

ATTACH UPC HERE

STAFF NAME FORMULA DOG

CAT

BAG SIZE

ATTACH UPC HERE

STAFF NAME FORMULA DOG

CAT

BAG SIZE

ATTACH UPC HERE

STAFF NAME FORMULA DOG

CAT

BAG SIZE

RETAILER NAME

AUTHORIZED SIGNATURE (STORE MANAGER)

DISTRIBUTOR REPRESENTATIVE SIGNATURE

FREE TRIAL PROGRAM

BRAND

SPECIALIST

Each Brand Specialist store qualifies for a total of 15 free trial bags per month. These will be sent along with your next order.

ORIJEN PUPPY

ORIGINAL

SIX FISH

REGIONAL RED

TUNDRA

FIT & TRIM

SENIOR

QUANTITY

CAT & KITTEN

SIX FISH CAT

REGIONAL RED CAT

TUNDRA CAT

FIT & TRIM CAT

QUANTITY

FREE-RUN POULTRY

FRESHWATER FISH

HERITAGE MEATS

QUANTITY

ORIJEN CAT

ACANA HERITAGE

ACANA REGIONALS —DOG MEADOWLAND

WILD ATLANTIC

GRASSLANDS

APPALACHIAN RANCH

QUANTITY

RETAILER NAME

ACANA REGIONALS — CAT MEADOWLAND CAT

WILD ATLANTIC CAT

GRASSLANDS CAT

APPALACHIAN RANCH CAT

ADDRESS

QUANTITY

PHONE NUMBER CHAMPION REPRESENTATIVE

ACANA SINGLES LAMB & APPLE

DUCK & PEAR

PORK & SQUASH

WILD MACKEREL

QUANTITY

DATE