A new Los Angeles-based company called FreeHand launched a line of dog foods, and for each bag of food purchased the company will donate an equivalent amount of food to a rescue organization or shelter, FreeHand reported today.
The company’s line of foods are currently available in the Dallas-Fort Worth, Southern California and Indianapolis markets through independent retail stores, veterinarians and ancillary services such as dog groomers, daycare, sitters and walkers. The company’s products, Engage, Enrich, Empower and Energize dog foods, are produced by Texas Farm Products of Nacogdoches, Texas.
Similar to how Toms Shoes donates a pair of shoes to a needy child for each pair purchased at retail, FreeHand donates a pound of dog food to a local rescue group or shelter of the reseller’s choice for each pound of FreeHand dog food purchased at retail. FreeHand screens the rescue groups and shelters before approving them, and consumers purchasing the products online can select from a list of pre-approved rescue groups and shelters for their donations.
The company does not plan to spend excessively on traditional marketing, according to managing director Tom Bagamane, but instead is generating buzz through social media and a membership group called the FreeHand Corps, which receives rewards, such as bandanas, t-shirts and dog products, for spreading the word about the brand.
FreeHand was founded by a Santa Monica, Calif.-based private equity firm co-founded by Bagamane, founder of Integrated Pet Solutions and a former director with The Kong Co. FreeHand will have its products on display in September 2012 at SuperZoo (Booth 3627) in Las Vegas.