True Identity: Russell Herman | Owner
Base of Operations: Pet$aver Healthy Pet Superstore, Rochester, NY
Up, up and away! This slogan fits Russell Herman just as much as it does Superman. He excels at raising the quality level of food his customers buy for their pets, before sending them off to serve up a healthier meal at home.
“Oftentimes you can convert someone to a better quality food simply by explaining the ingredients in their diet,” Herman says, sharing a simple conversation starter: “Your pet’s current diet is corn based. Corn is very fattening and hard to digest. Brand X is meat based and much healthier for a carnivore like your pet. It does cost a little more, but your pet will eat less resulting in an overall savings and a healthier option. Do you think that your pet would rather eat meat than cereal?”
He adds, “People aren’t stupid. They just don’t really analyze what’s really in their pets’ food. Taking 30 seconds to go over ingredients will probably get them to change what they are buying.”
