Two Canadian companies, Mimi's Rock and Avivagen, have announced a joint venture agreement focused on the online sale of nutritional supplements for cats and dogs.
Mimi's Rock is an online dietary supplement and wellness company operating under the Dr Tobias brand and with significant sales on the Amazon.com platform. Avivagen is the owner of the intellectual property protected OxC-beta technology that supports the optimal health of companion animals.
Under the terms of the agreement, Avivagen will supply its products that include its proprietary OxC-beta technology and Mimi's Rock will market and sell the product through its state of the art e-commerce platform and online global channels.
This joint venture will be the exclusive channel through which Avivagen sells nutritional supplements for cats and dogs online. All sales will be conducted through a newly formed corporation jointly owned by Avivagen and Mimi's Rock. The profits will be shared equally between the two companies.
It is expected that a first product will be launched by the Joint Venture in the first quarter of 2020. The two companies will report further on the launch and progress in future public disclosures.
Dave Kohler, CEO of Mimi's Rock said: "We have engaged with our customers, who care deeply about health and wellness and quality of products, and believe that the next product opportunity to serve their needs is in the growing companion animal market. We estimate that online sales of products for pets is a US$10.5 billion per year market globally and we believe that Avivagen's OxC-beta technology will offer our customers unique, rigorously tested and scientifically backed products."
Kym Anthony, CEO of Avivagen said: "We believe that the deep scientific backing and testing, along with patents that cover our OxC-beta technology are ideally suited to make proprietary, exclusive and powerful products to provide their pet parents and that Mimi's Rock has cracked the code of customer engagement and service to the next level."
Anthony explained that Avivagen had examined multiple partnering opportunities and chose Mimi's Rock based on their deep knowledge of online marketing, significant traction across many products and understanding of their customers' needs.
