Marketing Currents - Business and Marketing Current Events

The Honest Kitchen lands $150M to grow ‘human grade’ pet food brand for cats and dogs


The Honest Kitchen, a San Diego maker of human-grade pet food, has landed $150 million from Monarch Alternative Capital to boost manufacturing, marketing, product development and sustainability initiatives.

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Discussion Questions:

  1. What is entreprenuership?
  2. Why is funding important to a startup business?
  3. What are the different ways a startup can generate funding for the business?
  4. According to this story, how will Honest Kitchen use the $150 million they recently raised in funding?
  5. What is positioning?
  6. What is differentiation?
  7. Based on what you learned in this news story, how would you describe Honest Kitchen’s positioning and differentiation strategy?
  8. Why do you think Honest Kitchen has seen an increase in demand for its products?
  9. If you were an investory, would you invest in Honest Kitchen? Why or why not? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.