Tractor Supply looks to unleash pet product sales

The pet products category is hugely important to Tractor Supply and now the nation’s largest operator of farm and ranch stores has devised an innovative approach to drive demand at its nearly 1,500 stores.

Tractor Supply Company plans to highlight its support for pet rescues through a six-episode partnership with the television series "SAVE OUR SHELTER" by DOG for DOG. The show, which airs Saturdays on The CW as part of the "One Magnificent Morning" programming block, showcases the renovation of animal shelters across the nation to help save the lives of more pets.

"SAVE OUR SHELTER" follows show creator, pet expert and founder of DOG for DOG® dog food Rocky Kanaka, along with renovation specialist Rob North, as they hit the road to help breathe new life into animal shelters and rescue facilities across North America. In each episode, the show's hosts engage the local community, including volunteers, contractors and industry experts, as they revitalize rescues and shelters. The ultimate goal of "SAVE OUR SHELTER" is to create healthy and happy environments for pets, increase adoptions, and save more pets' lives. Each episode educates audiences about pet-related topics and culminates in a big reveal. Audiences will witness heartwarming news that one or more pets have been given a forever home.

The CW, in association with Litton Entertainment, added "SAVE OUR SHELTER" to its Saturday morning line-up, "One Magnificent Morning," in October 2015. Episodes featuring Tractor Supply will begin airing January 16.

The "SAVE OUR SHELTER" partnership launches just months after Tractor Supply started carrying a select line of DOG for DOG natural-ingredient, made-in-America treats in stores nationwide. In addition to "SAVE OUR SHELTER" and DOG for DOG, Tractor Supply Company has long supported local animal rescues and emphasized the importance of adoption, according to Seth Estep, vice president divisional merchandise manager at Tractor Supply Company.

"For Tractor Supply, this partnership is a perfect extension of our commitment to customers who are working every day in their communities to find forever homes for pets," Estep said. "Tractor Supply team members and customers care deeply about their animals and share Rocky's passion for creating new pet families."

Rocky Kanaka, CEO of DOG for DOG® said, "Our goal is simple: save shelters and save more pet lives. Thanks to Tractor Supply Company's partnership with SAVE OUR SHELTER, millions of people get to experience the important work that rescues are doing to find forever homes for our overwhelming population of homeless pets."