PupGrade, your dog’s favorite premium supplement line, struck gold at Walmart!
Walmart’s Annual Open Call event is where dreams come true for businesses aiming to earn a spot on the shelves of one of the world’s largest retailers. This year, PupGrade—Wholesome Goods’ premium line of dog supplements—fetched a coveted “golden ticket,” a term used to signify approval for product placement in Walmart stores, paving the way for nationwide distribution.
PupGrade is dedicated to helping dogs live their healthiest, happiest lives. Now, thanks to our Wholesome teams’ dedication and hard work, PupGrade is poised to make a big splash in the world of brick-and-mortar retail.
Join us for a behind-the-scenes look at our time at Walmart’s Open Call event and hear what our all-star retail team had to say about it!
The Road to Walmart
Behind every major opportunity is a mountain of preparation, and Walmart’s Open Call was no exception.
“We were invited to Open Call about a month before the event so we spent that time going to Walmart stores and researching the dog supplement category making sure we knew everything about what Walmart currently offered in that space.”
– Janan Issa, Director of Retail Sales & Operations
“But because that was not enough, I went a week before the pitch, bought all the products we were competing against in each category (Joint, Allergy, Calming and Probiotics) borrowed a shelf from office manager, set it up in the boardroom and we spent time looking at it and figure out how we were going to position ourselves in those shelves.”
– Cesar Contreras, Head of Supply Chain
From sniffing around Walmart and multiple pitch revisions to even creating a mockup display right in a boardroom to get the full visual, our team took a “paws-on” approach. This ensured they were ready to wow Walmart’s buyers with a clear vision and a winning strategy.
Open Call: Atmosphere and Energy
The atmosphere at Walmart’s Open Call was buzzing with energy. The sense of competition was undeniable, but fostered a shared camaraderie among attendees. Our PupGrade team had the opportunity to meet and connect with other like-minded brands, exchanging stories, insights, and support.
“The atmosphere they create is exhilarating. Walmart is changing lives and making people’s dreams come true throughout the two days and it was amazing to be a part of it.”
– Janan Issa
As if the event couldn’t get more exciting, a surprise guest appearance by Daymond John, star of Shark Tank and business mogul, added an extra layer of excitement.
“That was crazy as he started picking brands randomly and having them do the pitch right there in front of everybody. He provided feedback and overall the experience was very insightful.”
– Cesar Contreras
With such powerful inspiration and a competitive yet supportive atmosphere, the event set the perfect stage for PupGrade’s success.
Standing Out from the Pack
To shine amidst the competition, PupGrade needed to showcase its unique strengths.
“We know and love our brand and I think that really showed in our meeting! We wanted their team to understand that PupGrade is more than just a company to us and that we really are making a difference in the lives of dogs every day!”
– Janan Issa
“The fact that our brand already had an Ecommerce trajectory was probably what helped us in the long run. We had data showing who our customers were, where are they buying and what price range are they willing to spend.”
– Cesar Contreras
But it wasn’t just the numbers that stood out. PupGrade’s commitment to quality left a lasting impression.
“They loved the quality of the product and how ahead of things our Quality Assurance team is! We work hard to create the highest quality product and have all of the certifications in place to prove it so it was nice to see all of that hard work pay off!”
– Janan Issa
And who could forget those impressive presentation folders? Packed with quality assurance documentation, social media campaign overviews, and pricing information, these folders underscored PupGrade’s professionalism and preparedness. Every detail mattered in making a lasting impact.
“Our meeting was supposed to be with 2 Walmart buyers, but at the time of the meeting, we had 4 people in a tiny meeting room. We were not expecting it but we printed some extra folders just in case. During our pitch, we could just feel how amazed they were by all the information we provided and how prepared we were for the meeting.”
– Cesar Contreras
The Golden Moment
Now, onto the part our whole office has been barking about…
The moment PupGrade received the golden ticket was nothing short of surreal. After a whirlwind day of pitches, presentations, and countless nerve-wracking moments, there was still uncertainty about the outcome.
“We felt that the meeting went well, but the way Open Call works is if you get the deal you get a “golden ticket” and we hadn’t gotten a golden ticket at the end of our meeting.
Cesar and I were debriefing as we packed up the room and then our merchant came back in and handed us our golden ticket and I wish I could explain what an exciting moment that was for us!”
– Janan Issa
This wasn’t just about securing a deal; it was about proving the power of hard work, dedication, and a shared dream. The golden ticket was a symbol of possibilities, a testament to what a passionate team can achieve when they set their minds to it.
“Personally, I am incredibly proud of this accomplishment. Having been given this department in 2022 we had big dreams for our brands but everyone has assured us that it takes time to get into stores. In under 2 years, we have been able to get one of our brands into a major national retailer.”
– Janan Issa
“Honestly, working with PupGrade since the beginning, knowing the history of the brand and personally having helped it get to where it is now, it’s an amazing accomplishment for myself and the team. Being able to set up goals, work on those and put all the experience and effort we had into achieving something we saw so far away is pretty amazing.”
– Cesar Contreras
From Golden Ticket to Grand Success
While the golden ticket was a major victory, the journey is far from over. Partnering with a retail giant like Walmart comes with its own challenges. Scaling production to meet demand, navigating complex logistics, and adapting to Walmart’s rigorous standards will undoubtedly require tremendous effort. But our team is ready.
“All new relationships have growing pains, but Walmart has been so transparent and helpful in providing all of the information we need in order to get started with them! The only thing we might need is more hands on deck!”
– Janan Issa
“We have the team and we are ready to handle anything that comes our way. We know it is not gonna be easy. Walmart is a very demanding retailer and we know we have to work hard to ensure we meet their expectations, but most importantly ensure we maintain 100% in stock rate once we launch. “
– Cesar Contreras
With their unwavering dedication and proactive approach, PupGrade is ready to tackle any obstacles that may arise, turning challenges into opportunities for growth.
What’s Next for PupGrade?
This golden ticket is just the beginning of an exciting new chapter for PupGrade. Now, the focus shifts to scaling up and making a splash in Walmart stores across the country.
“This is going to be huge for PupGrade! We know that around 60% of pet product purchases are still from in store purchases so it will open up a whole new market for us! It will also put us in front of our existing customers who have been asking to find us in retail stores so I am very excited to expand the brand footprint in a whole new way!”
– Janan Issa
There’s also a lot to consider behind the scenes.
“We are in conversation with our manufacturers as we need to be ready to scale up production. We are negotiating better lead time, better pricing and overall ensure we will be able to commit to this new retailer and its demands.”
– Cesar Contreras
But scaling up isn’t just about manufacturing; it’s about expanding the PupGrade team and its marketing efforts. This means developing new marketing strategies to reach Walmart customers, both online and in-store.
This expansion presents a huge opportunity for PupGrade to reach a wider audience and introduce more dog owners to the benefits of high-quality supplements. The team is confident that this partnership will be a significant boost to PupGrade’s growth and brand recognition.
“This is only the beginning! Now that we are Walmart suppliers we have our work cut out for us. We’ll be expanding our team and working hard to be the best retail partner we can be!”
– Janan Issa
A Shared Victory
This Walmart win is a huge milestone for PupGrade and the entire Wholesome Goods team! It’s a testament to our dedication, teamwork, and passion. From revising the pitch until 11 PM the night before the presentation to going above and beyond in every aspect of their preparation, we couldn’t be prouder of our team, including those back at headquarters helping behind the scenes.
“It’s a huge win for my team as well as the company as a whole! It will create a whole new revenue stream for the company that hasn’t existed before so things are about to get crazy!!”
– Janan Issa
But this isn’t just a win for PupGrade and Wholesome Goods. It’s a big win for our customers, too! Partnering with Walmart allows us to help even more dog owners gain access to our high-quality pet supplements, making it easier for them to prioritize their furry friends’ health and well-being.
Looking ahead, PupGrade is excited about the bright, tail-wagging future. With the support of Walmart and the hard-earned experience gained through this journey, the brand is ready to make a positive, meaningful impact on a larger scale.
With a shared vision and relentless passion, the PupGrade team is committed to creating a lasting difference in the world of pet wellness.
Want to stay updated on PupGrade’s exciting journey into Walmart stores? Follow us on Instagram or Facebook for the latest news, behind-the-scenes updates, and maybe even a sneak peek of our products hitting the shelves!
And keep an eye out for PupGrade products arriving soon at a Walmart near you! We can’t wait to share our passion for pet wellness with even more dog lovers across the country.
