The World Pet Association (WPA) recently announced that their brand has been given an overhaul.
The brand refresh, announced at SuperZoo last week, is intended to better align with the needs of retailers.
As part of the refresh, the WPA logo has been redesigned to reflect WPA’s role a a progressive and caring steward of pets and the pet industry. The organization’s vision and mission statements were also revised to better reflect its values.
“Nurturing a healthier, more productive and collaborative pet industry that enriches both pet and human life.”
— WPA vision statement
The WPA also indicated that they would be refocusing their efforts around four key pillars:
- Producing world class trade and consumer shows and events
- Providing industry action and leadership
- Supporting retail with business services and value-added resources
- Giving back through community good works
Representatives of the WPA stated they they would strengthen partnerships with organizations like the National Animal Interest Alliance (NAIA) and the Pet Industry Joint Advisory Council (PIJAC) to advance legislative efforts as well as the the promotion of responsible pet ownership and pet-friendly housing and workplaces.
“It’s about the association’s leadership evaluating what the industry and our members need in order to grow and thrive in a competitive, ever-changing marketplace. As a result of this effort, WPA will bring its members new service offerings and a library of retailer tools that will allow the association to serve as a year-round resource. These offerings will include data-driven reports, customized information, online education, one-on-one consulting and more that will allow retailers to be agile and strategic as they plan their marketing and sales efforts.”
— Jacinthe Moreau, President, World Pet Association
Source: WPA Refreshes Brand