In brief: A small East Coast brand making dog treats for dogs with food allergies landed its first pet specialty distributor, but its inventory planning was built for DTC and local pet stores. By forecasting the new demand, mapping ingredient and packaging lead times, setting reorder points and building a production plan with its co-packer that protected existing customers, the brand shipped its first distributor order smoothly.
Challenge
A small East Coast pet brand had built a loyal customer base selling dog treats for dogs with food allergies through its website and local pet stores. When a pet specialty distributor agreed to carry the line, it was a major step forward, and a new kind of pressure on operations.
The brand's inventory planning had worked for steady, predictable direct and local orders. A distributor order was larger, came on a different schedule, and had firm delivery expectations. Production ran through a co-packer, so timing depended on securing production slots in advance. Without a plan, the brand risked running short on ingredients or packaging, missing the delivery window, or pulling stock away from the DTC and local store customers who had supported it from the start.
Approach
Demand planning across channels - Expected distributor volumes were mapped alongside existing DTC and local store demand, giving the brand one view of what it needed to produce and when, instead of planning each channel separately.
Ingredient and packaging lead times - Each key ingredient and packaging component was reviewed for supplier lead time and minimum order size, showing which items needed to be ordered earliest and which could become bottlenecks.
Reorder points and safety stock - Simple reorder points and a modest safety buffer were set for critical items, so the brand could restock before running low rather than reacting after a shortage.
Production scheduling with the co-packer - Production was planned backward from the distributor's delivery date, with the co-packer's run schedule and minimums built in and capacity reserved for ongoing direct and local orders, so the new account didn't come at the expense of existing customers.
Distributor communication - Order timing, delivery expectations and lead times were clarified with the distributor up front, so both sides knew what to expect for the first order and future reorders.
Outcome
The brand shipped its first distributor order smoothly, on schedule and without disrupting supply to its direct and local store customers. The distributor relationship has continued, and the brand now runs the planning process on its own for reorders and as it considers additional wholesale accounts.
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