Tractor Supply Targets Pandemic Pet Boom

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Tractor Supply Targets Pandemic Pet Boom

By Gina Acosta - 06/28/2020
Tractor Supply Targets Pandemic Pet Boom
Last year, Tractor Supply Company partnered with Lambert to create the successful MuttNation Fueled by Miranda Lambert collection.

Tractor Supply Company has teamed up with Miranda Lambert on a new pet care line, and the timing for this kind of celebrity partnership couldn't be better.

The new line in collaboration with Miranda Lambert’s MuttNation brand, On The Farm, will offer an assortment of balanced, nutritional recipes for both dogs and cats – made with real beef or chicken and other natural ingredients. On The Farm pet food and treats are available for online purchase now and will hit store shelves on July 20.

“Tractor Supply is excited to partner with Miranda Lambert and MuttNation on this extensive line of real, high-quality, nutritious food products for our pet-loving customers,” said Nicole Logan, VP/divisional merchandise manager at Tractor Supply. “Promoting the health and well-being of our pets is part of everything we do at Tractor Supply, and we can’t wait for our friends to try out ‘On The Farm’ for their pets.”

The COVID-19 pandemic has led to higher sales growth in pet care as record numbers of Americans are adopting pets. During the early onset of the crisis, many animal shelters across the U.S. were emptied of pets as both kids and adults needed extra social stimulus at home during months of confinement. In addition, the pet care industry was already large and growing 3% YOY before the pandemic, forecasted to reach $281 billion by 2023, according to market research firm Edge by Ascential. Now due to COVID-19, the pet care industry is set to have a breakout year. Tractor Supply is looking to leverage that opportunity.

Last year, Tractor Supply Company partnered with Lambert to create the successful MuttNation Fueled by Miranda Lambert collection of beds, toys, gear and more, with proceeds supporting MuttNation Foundation’s efforts to advance the adoption of shelter pets and support animal rescues across the country.

Asked why she decided to branch out with pet food, Lambert replied, “Developing ‘On The Farm’ felt like a natural and authentic progression to me. I live on a farm in Tennessee with nine rescue dogs, two cats, five horses, chickens, rabbits and lots of other animals – that’s actually my farm you see on the packaging. And proceeds from the sales will help shelter pets – that’s always been my main focus with MuttNation Foundation. Really, when you think about it, what could be better than giving your pets wholesome meals that will keep them healthy and strong while helping shelter pets at the same time?"

Tractor Supply Company operates 1,863 Tractor Supply stores in 49 states and an e-commerce website at

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