CANIDAE Featured Retailer

Animal Essentials of Fredericton, New Brunswick

CANIDAE All Natural Pet Foods salutes Animal Essentials of New Brunswick as its next Featured Retailer for its dedication to customer service, exceptionally well trained staff, and for owners Brad and Shelley Janes' entrepreneurial spirit.

The City of Fredericton is nestled along the banks of the mighty St. John River in New Brunswick, Canada. New Brunswick's capital and an important cultural center for all of Eastern Canada, Fredericton is home to Brad and Shelley Janes' independent pet supply store, Animal Essentials.

Known as "Your Neighborhood Pet Store," Animal Essentials opened in the spring of 2006 under the husband and wife team of Brad and Shelley who built the store from the ground up. The 3,500-square foot retail location specializes in premium pet foods including CANIDAE and FELIDAE, two of Animal Essentials’ top sellers.

The Animal Essentials staff is extensively trained in customer service and pet product knowledge, catering to customers, both two and four-legged. "We believe customers are still searching for personal service and once they find us, we are able to keep them as regulars," said Brad Janes. "We try to do so many of the little things that may be ignored by other stores. Whether it’s carrying a bag of CANIDAE to the parking lot or simply fitting a dog with a harness, we’re there to help. Our staff is personable, but they also have a strong work ethic and are continually trained to stay abreast of the newest products and nutritional information. These extra steps go a long way toward customer loyalty."

The store offers everything from premium food to toys, leashes, collars, apparel and a 16-tank aquarium operation. Animal Essentials is also a satellite adoption agency for the Fredericton SPCA. "We are supporters of our local SPCA and have found new homes for over 25 cats and rabbits since we began our affiliation," said Brad. "It’s been a win-win situation for us. Whether we have adoption drives at the store on a Saturday afternoon, or are finding new homes for abandoned pets, it’s a special relationship we've developed with the community."

Both Brad and Shelley hold down full-time jobs in Fredericton and find the time to balance a busy store along with their three children, two Lhasa Apsos, a cat, a guinea pig and a horse.

"Both Shelley and I grew up with animals of all sorts and after shopping in various pet stores throughout Canada and the United States, we started to take more and more in, wondering if it was something we would look forward to actually operating ourselves," said Brad. "It was a huge decision, especially with a young family and working full-time, but we’ve managed to get through the early stages and keep adding to our inventory and reputation. The lessons we have learned have been amazing. It’s been a four-year education."

Animal Essentials carries a full line of CANIDAE and FELIDAE products. The food lines are well displayed and the CANIDAE logo is actually on the store’s roof-top signage. "We’ve had outstanding success, particularly with the CANIDAE line of canine foods and we don’t see that slowing down any time soon," said Brad. "Both the canine and feline products have been a big boost to our store and very well received by customers looking for an all natural diet for their pets."

Do You Want to be the Next CANIDAE Featured Retailer?

All CANIDAE Pet Food Retailers are eligible. Winners are chosen based on several factors including end-cap promotions, customer reviews, sales volume, and staff knowledge. All small and large independents are encouraged to apply as winner is not selected based on sales volume.

If you would like to become the next CANIDAE Featured Retailer, please email a write up of your store along with one or two pictures to your local CANIDAE sales manager.




3/12/10