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WashBar’s Growth in the U.S. Pacific Northwest: A Testament to Perseverance and Adaptability

19 Jan 2025 10:09 AM | Mike Hearn (Administrator)

WashBar is a family-owned business that creates sustainable, natural alternatives for pet care products. They’ve been selling their products to pet-owners in the U.S. for several years, but getting their products onto shelves in Mud Bay stores was one of their main goals. Mud Bay has more than 60 locations in the Pacific Northwest and is seen as a leader in the sustainable pet space. Through perseverance, adaptability and the support of New Zealand Trade and Enterprise over the past two years, they successfully achieved their goal.

What can other New Zealand companies learn from WashBar?

  • Do your research and know your consumer:WashBar’s journey into Mud Bay stores didn’t happen overnight. It had been the company's goal for two years. By attending trade shows and connecting with industry professionals and retailers, WashBar was able to gain valuable insights into what their customers would want and how their product would be a good fit with the local market. This knowledge enabled them to create marketing material that resonated and stood out with their target retailer and American consumer.This allowed them to have a store-ready product for Mud Bay when the opportunity arose.
  • Remember that networking is pivotal:Lou Knight, CEO of WashBar, went to an industry trade show called Global Pet Expo in Orlando, FL where she met one of Mud Bay’s buyers. That introduction, where they were able to talk 50% business and 50% personal, propelled them to secure a deal. Attending trade shows and networking events is key to building relationships that lead to business opportunities and deals.
  • Focus on the local audience:The work didn’t stop once WashBar made it into Mud Bay. NZTE has worked closely with them to create an action plan focusing on U.S.-specific audiences such as developing social media and marketing initiatives.  WashBar even sent a representative to every Mud Bay store to train the local staff on their products so they can accurately relay to consumers how to use their products.
The U.S. is a sophisticated market which has significant opportunities for New Zealand companies. WashBar set themselves up for success by doing their research, adjusting when necessary and getting creative.

Source: New Zealand in North America


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