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As communicators, there is obvious fascination with the Occupy Wall Street (OWS) movement – so much so, that it became the focus of several discussion, among many other topics, during last week’s annual PRWeek NEXT Conference. Below are some themes and thoughts that emerged.

Overstock.com CEO and founder Patrick Byrne observed that the OWS movement is leaderless and suffers from a “message vacuum. It needs to get back on message. Right now it is just becoming a pool of discontent.” Janet Rolle, EVP & CMO at CNN, and Terrence Samuel, deputy national political editor from The Washington Post, concur. Rolle pointed out that “[OWS] has no clear definition of the antagonist and no clear message of what they are trying to enact or change.” Samuel observed that the initial story was a “rag-tag gathering of intense grievances but now the story is that it’s not going away.” He posited that it was “better that it wasn’t covered by mainstream media [initially] because that allowed it to become a huge social media frenzy.”

When the topic shifted to information and influence, much discussion naturally centered around online communication. Peter Rojas, co-founder of Gizmodo and gdgt, noted that the Internet has really brought a “democratization of authority and a fragmentation of influence.” This has allowed anyone to access the “collective wisdom of this community.” So, as he explained, even if your friends are not into whatever subject you are, you still have the ability to “tap into actual user experts.” No longer is communication just about reporting, but the online community is “helping people figure out what to buy and how to use it. It is a very positive community, not just fighting it out on news stories.” Yet, Bill Holstein, president of the Overseas Press Club remarked, “the advent of online has brought about a decline in quality and standards.” This is likely central to the fact that consumers now need to see a story four, five or more times before they believe it.

The topic of democratization of information and news was central to the speech by Dan Abrams, legal analyst for ABC News. “Mainstream media no longer dictates what the public gets to see. Consumers have more of a say in the brand now – brands are a democracy, not a dictatorship.” And, CNN’s Rolle agreed. “Brand is the most overused word in the English language. A brand is a tribute that is paid to you by consumers. The emotional relationship between you and consumers is the brand.”

When the future of tablets took over discussions, Gizmodo’s Rojas felt that the tablet’s “place” is still settling out. “While smartphones are ‘out and about’ and laptops are about work, the tablet can be just anywhere. It has people engaging in different ways. For example, tweeting reactions while watching TV, shopping in real time as something is viewed elsewhere.” The long-term challenge as marketers figure out how to capitalize on the tablet is to see where it lands – is it a personal device, like a smartphone, or a shared device, like a PC? Is it more in-home or equally out-of-home? In a similar vein, Duane Bray, a partner at IDEO, observed, “the distinction between online and offline is really going away, consumers don’t think that way anymore.” The tablet will likely contribute greatly to that, as the smartphone already has, allowing simultaneous online and offline interaction. Witness folks tweeting about conferences while attending and following others' comments and threads – online interaction supporting offline activities.

How consumers are being communicated to by brands, and the distinctions between owned, earned and paid media, comprised a good portion of the event. Simon Lowden, CMO of Pepsi Beverages Co., declared to the room of PR professionals that “The 30-second ad is here to stay, but US consumers don’t trust it anymore.” This has contributed to Pepsi looking at its marketing not as TV-centric, but as idea-centric – and not as control, but as collaboration. Sean Cochrane, senior analyst at Forrester Research, reported that “in 2009, 500 billion word-of-mouth impressions were made by people to other people. WOM is now a trackable earned media.” But with the advent of online communication and networks like Twitter, “six percent of adults create 80 percent of conversations; so short-term data needs to be balanced with long-term measurement.” We need to be careful not to rush to judgment when relying solely on very short-term topics and trends.

Where is this all headed? Forrester tells us that mobile is the next big battleground for agencies. But, as yet another form of communication in this increasingly blurred world of online and offline, it only makes sense that public relations and communications professionals take the lead. Carry on!

--Cici Gordon, Senior Brand Strategist

Calling all news junkies! Is there anyone who can’t get enough compelling news reports in one day? Does the 24/7 news cycle barely satisfy your cravings? Reading CNN breaking news is a daily ritual for me, and with my RSS feeds, I try to get my fill of factoids, pictures and opinions to stay well informed about the latest trends, social causes and educational campaigns.

Apparently, I’m in the majority when it comes to being hooked on headlines, and it seems the growth of mobile media is helping us news addicts satisfy our insatiable appetites. According to new research by the Pew Research Center’s Project for Excellence in Journalism, people are spending more time with news than ever before; however, they are receiving it more and more in front of some type of screen.

Could it be the printing press is on its way out? Pew’s 2011 State of the Media Report finds 41 percent of Americans use the Internet to get “most of their news about national and international issues,” a 17 percent spike from last year’s report. When it comes to any type of news, nearly half of Americans get news online at least three times a week, surpassing newspapers for the first time. As a result, new online publications, such as AOL’s Patch and Yahoo! are increasing in popularity, as are niche sites like Bloomberg Government.

Things are changing rapidly, from the shrinking traditional media landscape and the proliferation of new media, to the age of instant global news reports waiting for you in the palm of your hand. But despite all of the changes, one thing should remain true: news should always drive awareness about issues important to all citizens, helping us make smarter, more well-informed decisions.

--Maureen O’Connell, Senior Account Supervisor

It’s already been an interesting year in the food and nutrition space. It’s less than halfway through, but food makers and food marketers are awaiting the fall-out from monumental changes in policy, industry, consumer behavior and research.

The year began with the unveiling of the 2010 Dietary Guidelines, which provide a solid foundation upon which all Americans should base their diets. Although the obesity epidemic has been front and center in the media for several years, these much anticipated Dietary Guidelines mark the first time that emphasis is actually placed on eating less. Two key concepts are the cornerstone of the guidelines: maintain calorie balance over time to achieve and sustain a healthy weight and focus on consuming nutrient-dense foods and beverages. By encouraging Americans to “enjoy your food, but eat less,” the government has changed the paradigm.

At the end of April, an Interagency Working Group made up of representatives from the FTC, FDA, USDA and the CDC released new suggested guidelines on how the food industry can market products to children. The new proposal (which is suggested to strengthen existing voluntary guidelines established in 2005) calls on the food industry to improve the nutritional quality of foods it markets directly to kids ages 2 to 17 years old. Although the proposed changes are currently under review, and even if implemented would remain voluntary, it will be interesting to see how the industry responds – and even more interesting to see if there is an ultimate impact on the health of children in the U.S.

Of course the food industry, itself, continues to evolve. New trends this year include revising sodium levels (to meet recommendations laid out in the Dietary Guidelines) and home cooking, which remains a trend as the economic environment, combined with a focus on natural, local and whole ingredients, continues. There is also an increased focus on functional foods - especially foods that provide function naturally. If you haven’t already, there’s no doubt you’ll soon see these trends heavily leveraged in ad campaigns and on-pack messaging.

Time will tell what, if any, impact shifts in advertising and marketing to children might have. And there is no doubt that everyone would do well to heed the advice laid out within the Dietary Guidelines; doing so would create a healthier nation, one individual at a time. The solution, however, must ultimately come from everyone in our food system. From restaurants and schools to farmers and grocery stores to food producers and marketers – and consumers themselves - everyone must work together to bring about change. Only with full collaboration will the nation ultimately become healthier…and slimmer.

--Peggy O’Shea-Kochenbach, Vice President

In another sign of the digital times, a recent survey* finds Americans spend 14 percent of their total video-viewing time online – averaging 42 minutes per day. Although consumers may be embracing new entertainment channels, this shift in viewing habits turns out to be another thorn in advertisers’ sides. Thanks to Internet-connected televisions, tablet computers, smartphones and DVRs, it’s suddenly much easier to escape brand advertisements. As a result, companies are looking for new ways to reach today’s sophisticated and technologically savvy consumers with their messages.

With all of the media clutter out there, consumers want more control over what, where and when they are marketed to, which has paved a shiny, new path for branded entertainment – a fusion of advertising, entertainment and marketing. This marketing buzz word, which has become ever-so-popular on the web, is a cheaper and more diversified way of reaching consumers (some say, even more effective) than the traditional 30-second TV spot, and companies are racing to jump onboard.

The expense of TV broadcast, combined with consumers spending more and more time online, makes branded entertainment an attractive option for marketers. According to a report from PQ Media, branded entertainment marketing is quickly becoming a staple for marketers and is expected to be a $38 billion industry by 2014 – growing at 9.2 percent annually.

The web has emerged as the biggest platform for this type of content, which allows consumers to “opt in” to brand messaging and allows brands to extensively track and monitor engagement. Mattel’s successful series “Genuine Ken: The Search for the Great American Boyfriend” aired on Hulu, which reported each new episode was one of its highest rated videos.

Branded entertainment can come to life in many ways: as a vehicle to launch a new product like Ford’s Rally America, which helped showcase the automaker’s newest line of vehicles; as an opportunity to bring back relevance to a mature brand like Mattel’s iconic Barbie franchise; or as a way to reach new consumers, as with the case of Denny’s ”Always Open,”’ an effort to appeal to a younger group of consumers and to lose its “old fashioned” diner reputation.

As brands explore this new world of branded web entertainment, it’s important to keep a few things in mind:

• Be Authentic: Branded entertainment shouldn’t come off as product placement. Consumers will know the difference (think “American Idol” and Coca-Cola). Make sure the opportunity is authentic to the brand and that there is a high level of transparency with consumers. The best way to do this is by being part of the overall storyline and showcasing brands as they would appear in the real world.
• Go Social: Social media are an integral part of branded entertainment – not an afterthought. Branded entertainment is one of the best opportunities to really engage consumers and keep them coming back for more. Ask consumers to vote on a webisode finale, give them incentives for “checking in” to view content or offer exclusive content for paying attention. The options are endless.
• Inform/Educate: Use this as an opportunity to communicate something new about the brand that consumers didn’t already know or reinforce brand positioning. Remember your target consumer is choosing to engage with the brand, so make it memorable.
  

-- Jodi Housman, Account Supervisor, @JodiHousman

* Source: Forrester Research, Online Video On TV Leads To Cord-Cutting By 2012 (March 2011)

One of the most interesting new media trends at this year’s SXSW was the evolution of the mobile 2-D tag. It’s grown up from a clunky, relatively unattractive tool, into something more sophisticated that marketers can customize and use to go deeper with their consumers.

Mobile 2-D tags are scan-able barcodes that can be printed on anything from products to advertisements to promotional materials. Consumers use smartphone apps to scan the barcode and are often rewarded with incentives, exclusive content or automatic status updates.

Infographic courtesy of Microsoft Tag

As you start thinking of ways to leverage new media technologies to help your clients, think about mobile 2-D tagging as a way to extend the conversation, educate consumers and drive new forms of online traffic. Below are some quick ideas on how mobile tagging can work for you:

• Tell consumers more about where your product came from and its environmental footprint
• Create menu-pairing options for a food or beverage
• Use mobile tags in a sweepstakes or as a contest-entry tool
• Tease a product, as Blake Mycoskie of TOMS Shoes did at his keynote
• Drive donations
• Create a gaming experience
• Provide schedules
• Leverage tags as a rewards vehicle, for couponing or driving retail engagement

--Alex Nicholson, New Media Director, @Alex20001

“Move fast and break things.”

This is much more than a mantra at Facebook. In fact, the social network seems to introduce changes before it has even finalized its previous modifications. Although Facebook is getting better at letting users decide if they want to accept updates and is generally more cognizant of how those updates can affect users’ privacy, the largest network on the planet doesn’t show any signs of slowing down.

On cue, the latest change comes to Facebook Fan Pages. And with so many brands using their Fan Pages as hubs for online marketing efforts, this update can have serious implications. Below is a look at what brand marketers can expect:

Tabs No More: Confusion Abounds
Those clunky, browser-esque tabs from Facebook Pages have disappeared, replaced by a slicker side navigation that is much more subtle. Taking advantage of the new-found space, Facebook uses the top of the page to feature recently posted pictures. Creative brands took advantage of this quickly, but marketers need to be aware that the new user interface may cause some confusion.

Use Facebook as Your Fan Page: Improve Engagement
In addition to the visual facelift, Facebook tweaked its functionality to provide a very interesting tool for community managers and brand marketers. Page admins can now switch back and forth from their personal profiles to that of their Pages’. This means admins can use Facebook as their brand page. When logged in as a Page, users won’t have all of Facebook’s functionality – they can only engage with other Fan Pages – but the update is a great tool as it allows for easier monitoring. No longer do community managers need to “hover” around their pages waiting for activity before engaging with consumers. With the new rollout, admins receive a Facebook notification and an email notification of any activity, including wall posts, comments and shared photos. For some, this is going to mean a huge improvement in speed of response and a perception of deeper community involvement. For others, it’s going to mean a flooded inbox, particularly if you manage multiple pages with vibrant communities. Luckily, each admin can modify his or her email preferences both at the individual Page level and globally.

Throw out the old communications models. Consumers are taking back control over their purchasing decisions. Or at least seeking a second opinion.

Before deciding whether to purchase recommended products or services, more than four-out-of-five consumers (81%) will go online to verify those recommendations, even from the most trusted of sources. Increased skepticism of traditional media, technology advancements and growing online connectivity have American consumers turning to online influencers to confirm their opinions prior to making purchase decisions. Heeding this behavior shift, marketers began targeting consumers’ inner circles with word-of-mouth then social media campaigns as the new marketing tipping point for purchase decisions.

Today, these campaigns are no longer enough. Data from the 2010 Cone Online Influence Trend Tracker reveal consumers have added yet another step prior to reaching for the credit card – online verification. Thus, personal recommendations alone are no longer enough to guarantee a purchase, as three-quarters of consumers (77%) agree they are more likely to purchase products or services when they can find additional recommendations about them online. Among 25- to 34-year-olds, online verification is even more vital; 91 percent will go online to verify recommendations before making a purchase and nearly the same number (90%) are more likely to purchase products or services after finding additional online recommendations.

The tone of online information plays a powerful role in the purchase decision, often outweighing the initial recommendation. More than two-thirds of consumers (68%) agree negative product or service information found online can be a mitigating factor in deciding whether to purchase. Conversely, positive information reinforces purchase recommendations for a full 80 percent of Americans.

Online verification may not be required for every product category, but our research shows that there is a wide range of products and services that will be scrutinized via the Internet regardless of price point. Verification is now the deciding factor to drive consumers to that final purchase, and marketers who ignore this behavior shift will miss out on a golden opportunity to influence purchase decisions.

Be sure to check out our fact sheet, and let us know what you think. How often do you go online to confirm purchase recommendations?

Recent changes to Facebook announced at the Facebook developers’ conference have been hot topics in new media marketing and pop culture. The largest issue affecting anyone with a Facebook page – that’s now more than 400 million people – is that of privacy. While this is a relevant issue, the platform’s social developments, the Open Graph, will have a more significant effect on how we all use the Internet.

The Open Graph connects the Internet in ways never conceived. Imagine visiting a website that can access your social profile and customize content based on your likes and interests, as well as those of your friends. These connections are powered by Facebook, and the platform will become the backbone of the social web. It’s what we like to call the Facebook-Powered Internet. Currently, the Open Graph connects Facebook to more than 30 partners, including CNN, ESPN, IMDB and Pandora; however, as the new developments gather momentum, more and more websites will connect with users and Facebook through Open Graph.

The Facebook-Powered Internet will be faster, safer, intuitive and much more social. Users will be able to “travel” with their Facebook profile information, while websites will be able to recognize information about the user to help serve up relevant content. That means no more logging in or setting up accounts for websites, both a speed and security bonus. Content will be easier to find: less searching through large sites to find the exact thing you need, fewer irrelevant news articles and fewer ads that don’t come close to targeting you.

But, not everyone is on board. Facebook is getting pushback from users who fear their privacy is at stake. Facebook bases its changes on what user activity on the Internet has already shown. People want to share their exact location on Foursquare and know what strangers are thinking on Twitter. Even the word “viral” has taken on a completely new meaning today to accommodate the mass sharing that is taking place online.

Marketers and communicators need to understand that the Facebook Open Graph will change how people use the Internet, very drastically and very quickly. Although it is impossible to know exactly how these changes will affect how people receive information, buy products and support causes, marketers should be fostering and growing Facebook Fan Pages to take full advantage of this development. For each “like” that your fan page receives, you make another connection in the Open Graph. These connections are the web that ties together the Facebook-Powered Internet.

As a marketer, are you in a position to take advantage of the Open Graph? What tactics are you using to grow and engage Facebook fans?

--Marcus Andrews, @Marcus_Andrews

The Food Channel recently released its take on the Top Ten Foods of the Decade:

1. Sushi
2. Bacon
3. Cupcakes
4. Sliders
5. Gourmet burgers made with kobe or angus beef
6. Superfruits, such as acaí, pomegranate and blueberry
7. Oils, such as olive oils and truffle oils
8. Whole grains
9. Artisan foods, particularly in breads, cheeses and dark chocolates
10. Coffees and teas

While there may be agreement, or disagreement, with the actual foods named, it’s hard to dispute the fact that it is intriguing to look back over the past 10 years and see all we’ve gone through in the world of food and nutrition. The top foods were influenced by many factors, from the economy to industry to the environment and consumer education. In fact, The Food Channel also identified its own Top Ten Food Influences of the Decade – a list that may be even more interesting than the foods themselves:

1. Organic foods, along with Locavore and community supported agriculture
2. International cuisines
3. Food TV and Internet
4. Food safety
5. The economy and subsequent shift to home cooking
6. Fast casual restaurant concepts
7. Fair trade and artisan concepts in bread, chocolates, cheeses
8. Mobility/social media/Twitter notifications/underground dining
9. Mixology
10. Culinary education
    

Overall, it’s been an interesting – if not monumental – decade in the world of food. The proliferation of media and communication tools in combination with, or resulting in, the increasingly sophisticated American palates have been fascinating to live – and eat – through. As marketing professionals, it’s been exciting to see how food has influenced our society and the food industry. And as dietitians and nutritionists it’s been thrilling to see how food continues to become more entrenched in our lives and personal health. The intersection of this societal impact and greater attention to our health and well-being is hopefully something that will continue to grow and evolve and have a positive effect.

Some trends flagged to be tops for 2010 include increased simplicity, dining in, limiting salt, increasing whole grains, new beverages and carbon footprints. Certainly, all of these trends, and more, are things we must monitor when communicating with consumers and the industry. I’m also curious to see how many will simply be a fleeting fad and how many will stand the test of time and be on the “Top Ten” list of the next decade.

What foods or food influences would be on your top 10 list?

--Peggy O’Shea-Kochenbach, Vice President

There seems to be a trend emerging wherein agencies and clients use new media and Web analytics to catch each other sleeping. It started with the Zappos agency review in July in which one respondent, Ignited, tracked Zappos’ review of its submission and found the company had spent fewer than 15 seconds per page viewing only five of the 25 pages submitted. Right, wrong or otherwise – as usual both sides have their story – the point is that Zappos was “found out” thanks to Google Analytics.

And just yesterday, Marty St. George, senior vice president of marketing and commercial at JetBlue, tweeted the following:

We're pitching our advertising AOR. Curious on digital savvy....first test is how many of the agencies will find me on twitter. #sneaky
10:57 AM Feb 17th from UberTwitter

I would look at these examples as an eye opener for parties on both sides – you better be on top of new media or it’s likely to bite you in the “you-know-what.” The hashtag #sneaky at the end of JetBlue’s tweet gives me a sense of the spirit in which it was done. But, for Ignited, I think it was a legitimate test to see if there was any valuable return on its hours of time invested.

Some follow-up tweets from JetBlue indicate the sneak attack may not have been as fun as initially thought, but it was a great wake-up call to agencies on the types of metrics some clients are beginning to use. No longer should we just view new media as a way to communicate, but realize that they’re also a way to track us, like a bloodhound. Sarbanes-Oxley would be proud – you can run, but you can’t hide.

As someone involved in business development, these tactics initially make me question the authenticity of a relationship we might be about to embark upon. If the client and/or agency is setting up “tests” for us to fail or pass and we don’t even know we’re being tested, it seems sneaky (no hashtag needed) to me – the wrong way to lay the foundation of a trusting relationship. Shouldn’t the quality of our work, the quality of our strategies speak volumes? Isn’t that what they are hiring us for?

The JetBlue example also feels arrogant. But even if I “passed” the test, found the tweet and presumably were as smart as the client, I’d constantly have to wonder what next test was being administered. Would I start to think up some of my own tests to get the upper hand (even if I never told the other party)? Wow, this could get interesting…

--Cici Gordon, Senior Brand Strategist

‘Tis the season to get skinny…and fast! The mother of all New Year’s resolutions didn’t disappoint in 2010, as “lose weight” tops the list again this year with 22 percent of consumers who made resolutions looking to shed some extra pounds.

Long on top of the weight-loss trend, fast food restaurants haven’t been shy about pushing lower-calorie/less-fat versions of their standard fare. This has been a boon for consumers who don’t want to make drastic changes to eating habits that may already include fast food indulgences. As counter-intuitive as it may seem, fast food diets can actually help some people lose weight, at least in the short term, if the products provide less fat, sugar, sodium and/or fewer calories.

The latest entrant into the fast-food diet wars is Taco Bell, who recently introduced its Drive-Thru Diet, featuring seven “Fresco” menu options with fewer than nine grams of fat. The campaign stars Christine, a woman who lost 54 lbs. in part by switching to Fresco menu items. Marketing is also supported by new media elements, including an online “Frescolution” pledge to eat less and exercise more, a Twitter contest and e-cards to invite friends to take the pledge. Taco Bell even joined forces with the NBA to promote the diet as part of a fit and healthy lifestyle.

The young campaign has already faced some harsh criticism, but by avoiding words like “healthy” or “weight loss,” Taco Bell is in the clear, at least from a legal standpoint. Marketing healthy foods or diets can be fraught with legal and ethical pitfalls. Below are some tips for authentically communicating your foods’ health messages:

1. Provide the facts (even the less desirable ones): Your foods may be low in fat, but are they high in sodium? Let consumers know the whole health-related story. And be sure when using testimonials to provide your consumers with details about dietary and lifestyle habits outside of your diet.
2. Avoid claims that aren’t substantiated with research: You could be opening yourself up to criticism, or even worse, liability if your claims are not founded on legitimate scientific research. Take the time to research your claims before slapping them on a Web site or billboard.
3. Provide context: There’s no official definition of “health food,” so be careful if positioning foods as healthy vs. unhealthy. Instead, be upfront about the foods’ nutritional contents and how they vary from typical offerings.
4. Engage a credible third party: Endorsement by a credible health expert can help communicate the real nutritional value of food offerings and convince skeptical consumers. Have a third-party expert serve as a spokesperson, or at least publicly sign-off on your products and promises, for your marketing campaign.

Your weekly glimpse into the world of new media

Mobile: Starbucks launches an iPhone app and outmaneuvers Dunkin’ by letting you actually pay for coffee with your phone. Mobile barcodes may be the next big marketing trend, as other retailers continue to experiment with them.

Experiential: To promote its Black Pepper Jack and Smoking Cheddar BBQ flavors, Doritos is brining back the Hotel 626 online fright fest – this time as Asylum 626 – to resurrect the retired flavors from the dead.

Social: Fast-casual TGI Friday’s new spokesperson is a lot more likeable than the chain expected. Its new Facebook campaign resulted in 500,000 friends in only six days.

Research: A new report from the e-Tailing Group finds five out of 10 social media tools have been adopted by more than 50 percent of brands and retailers.

Misstep: Google Gmail users were without access to their contacts while the search giant’s email platform suffered another outage.

Our favorite: The Starbucks iPhone app. Some day we’ll be able to run the whole world from our phones.

Does your dog have a better life than you? You buy him the latest designer duds and be-jeweled collars, you take him to the doggie day spa for some R & R, you sign him up for professional massages so he can work out all his stress. Puh-lease!

At a time when the Paris Hiltons of the world are toting their pooches around in Louis Vuitton handbags, Cone client ALPO® brand dog food is saying, “Get real!” It’s time to let dogs be dogs. This back-to-basics trend is building momentum as the economic realities of 2009 have many people calling for an end to gaudy displays of excess and a return to traditional, common sense values – even when it comes to our dogs.

According to an ALPO survey, pet parents are taking a simpler – and wallet-friendlier – approach to life with man’s best friend. When asked when their dog is happiest, 62 percent of owners say it is greeting them when they come home, being taken for a walk or a run (52%), receiving treats (48%), napping on the couch (32%) or chewing a bone (30%).

To celebrate the simple pleasures of just being a dog, ALPO is launching the ALPO Real Dogs Tell It Like It Is Contest. The national contest is searching for real dogs to share their stories about their favorite real dog behaviors, such as rolling in the mud, drooling for dinner or chasing a ball. Up to 20 winning “pawthors” will have their stories published in a first-of-its-kind “how-to” manual to help dogs be dogs.

Whether it's shopping at discount retailers, cooking more meals at home or letting dogs be dogs, consumers are simplifying their lives in an effort to focus on basic necessities. ALPO is leading the trend in the pet care industry allowing consumers to extend the back-to-basics mentality to their four-legged friends.