When Heidi Hill was growing up, she dreamed of becoming a veterinarian. As so often happens, that dream was put aside; instead of going to vet school, she earned a degree in accounting and embarked on a successful career in corporate finance and human resources.
Then one day, as she was casually leafing through a magazine, she read an article on homeopathy. Intrigued, she began to explore the topic, which eventually led her not only to formal study at San Francisco’s Pacific Academy of Homeopathy, but also permanently changed the way she viewed health, illness and life in general. Opening Holistic Hound—a “health food” store for dogs and cats—in Berkeley, Calif., in 2003 allowed her to combine her two passions, animals and holistic health care, and realize her earlier dream in a new form.
As a retailer, Hill has been on the front lines—the connection between the marketplace and the manufacturers. Recently, Bark quizzed her on what she observed during the spring 2007 recall and during the months that followed.
Bark:When the recall was in full swing, what did you notice as far as your customers were concerned?
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Heidi Hill: I think that, for many reasons, people didn’t pay a lot of attention to pet food before the recall. Afterward, they certainly did. As the recall developed, people understandably became very nervous, and changed their animal’s food to higher-quality brands. Some started feeding raw foods, and others started cooking for their dogs.They also worked to educate themselves.Web sites made a great deal of information available.
B:What, if any, changes have you seen in the amount and type of information manufacturers are sharing now, as opposed to pre-recall?
HH: Many are disclosing more, though they still don’t disclose much (they didn’t disclose anything before).But for the most part, they still seem to be reluctant to identify their sources. From what I can gather, the reason they don’t is competition— for competitive advantage.
B: Are manufacturers now operating differently in any other ways?
HH: Yes, I think so. Some of them have very sophisticated and elaborate testing facilities in place, and in some cases, you can go to a manufacturer’s site and see what the food’s been tested for. On one of them, you can even look up your own batch. I wasn’t aware of anything like that before the recall.
B: What’s your take on the long-term consequences of the recall?
HH: For the companion animals whose health was affected, or who died, the results were obviously tragic; in that way, it was an awful situation. In other ways, it has had a positive outcome—the pet food industry will never be the same. Consumers are demanding more, and are more discriminating. They ask more questions and want to know that they can rely on what a company tells them. The recall definitely raised people’s consciousness, and they know they need to do their homework. I think it’s safe to say that we all want to do the right thing in terms of providing for our pets’ nutritional needs, and we now know that we can’t take marketing claims at face value.