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Dog Treat Launch Underway, Report SJS Direct and Kona's Chips

December 12, 2014

With a new line of all natural dog treats made in the USA now available online, California-based pet products company SJS Direct and nationally recognized dog treat manufacturer Kona’s Chips predict a successful launch. Riverbank, CA: California-based pet and consumer products company SJS Direct, the company that produces the SafetyPUP reflective dog vest, and longtime purveyor of wholesome and all natural dog treats Kona’s Chips recently started working together. The goal was to find a way to bring the healthy and filler-free goodness of Kona’s Chips brand dog snacks to the rapidly expanding customer base of SJS Direct. A co-branded offering of health and quality conscious USA made dog treats was just launched by the two companies days ago, and the initial response appears to be overwhelmingly positive. “We couldn’t be happier, of course, but we’re not surprised,” says the CEO of SJS Direct Stacy McIntosh. “We knew our customer base would appreciate this product line, and we predicted that setting up a product launch this close to the Holidays would give shoppers another reason to try out our new dog treats.” Sales are outpacing predictions made by SJS immediately prior to launch, but no predictions have been announced regarding post-holiday sales. According to the executive team of SJS Direct, much of the reason for the success of the SafetyPUP/Kona’s Chips co-branded dog treat launch has to do with customer expectations. “The simple truth is that Kona’s Chips dog treats are extremely high quality, and not something every pet owner is going to be interested in,” explains Shem Swerkes, VP of Marketing for SJS Direct. “But since SafetyPUP customers have already established that they are primarily interested in quality over cost, Kona’s Chips dog treats are going to be a perfect match.” Quality over cost, because the SafetyPUP dog vest is widely recognized as a superior product that costs a few dollars more than the other leading brands. “Our shoppers have always been more conscious of quality and safety benefits than with price matching,” continues Swerkes. “The same applies to our new dog treats, naturally. By joining forces with a company that manufactures dog treats made in the USA, only from wholesome ingredients, we are absolutely confident that our shoppers will make the same distinction again.” With the launch of these new chicken dog treats behind them, it appears SJS Direct has moved from the pet apparel to the pet snack market without losing a step. “As long as keep quality first, for our dog treats and for everything we do, I think our shoppers will stick with us,” concludes McIntosh. About SJS Direct and Kona’s Chips: Based in Modesto, California, SJS Direct is dedicated to providing premium quality pet and consumer products across a broad range of industries. SJS is known for investing time and capital into product research, material engineering, and customer-requested feature development. Kona’s Chips is a California-based manufacture of dog treats made in the USA only, prepared from premium quality ingredients. Based in Oakdale, CA, Kona’s Chips produces safe and natural dog treats by using locally grown USDA meat and produce, and boasts a stringent quality control process that ensures dog treat freshness and nutrition. Visit and for more information.