Corey Nutrition Grows Export Markets With Help From Diverse Workforce
Lee and Jane Corey started Corey Nutrition in 1982 as a small distribution business. After their Ontario supplier went out of business, they built their own facility at home in Fredericton. They began providing aquafeed and specialized equipment to the aquaculture sector.
Nearly 40 years later, Corey has grown into one of the world’s top pet food companies, the world’s first pet food manufacturers with food safety protocols deemed rigorous enough for human-grade food.
“Our pet food formulas are manufactured right here in Atlantic Canada,” says Shannon Daley, the Director of Human Resources & Government Relations. “And we use as many locally-sourced ingredients from homegrown vendors as possible.”
Corey Nutrition’s global success in export markets is strengthened by a commitment to creating a diverse, international workforce at home.
The company currently has two international students working with them – a Logistics Specialist for exports and an Export Manager. They also employ five other people from Russia, Nigeria, Uganda, and Ukraine.
“International students have been a huge benefit to the company,” says Daley. “They create opportunities for different internal discussions based on their business and cultural experiences. Our international hires really understand the nuances of our various export markets and target customers in those regions.”
Corey’s markets are global in scope. They distribute products through specialty stores across the Atlantic region and the rest of Canada and partnered with Global Pet Foods, the largest pet food chain in Canada.
The company has also developed online markets, selling via Chewy.com, and is in the process of developing e-commerce channels through major online retailers like Amazon and Alibaba.
The e-commerce platforms help the company develop its international markets, which are extensive.
“To put our reach in perspective, over the past decade our products have been exported to the US, Mexico, New Zealand, Russia, Israel, Indonesia, Malaysia, Hong Kong, Egypt, Peru, Chile, South Korea, Taiwan, Japan, Singapore, and more,” says Daley.
Export Manager Jay Yang is from Beijing and has been especially helpful with the China market strategy. In 2019, the company signed a five-year distribution agreement with Dogness International Corporation, a publicly-traded Chinese company.
“Jay led those talks for us and handles our communications with China’s agriculture department,” says Daley.
Daley says finding the right partners is critical to developing export markets.
“The help we’ve received from DAAF, ONB, ACOA, PETL, and the Trade Commissioner Service (TCS) has been essential to our growth and success,” she says. “We have had excellent support from all of those organizations across the board.”
The company has attended trade missions led by TCS and ONB. In 2019, it went on a mission to China, and online programs continue to be helpful during the pandemic.
“These missions give you access to incredible market intelligence and help connect you with industry experts and a wealth of potential partners and clients. While Covid-19 has changed things, virtual trade shows, conferences, seminars can still be attended.”
International markets are a great source for their products, but also a great resource for their growing workforce.
“It’s a fantastic place to live and our international hires recognize that,” says Daley. “International students often want to stay here after school, let’s give them reasons to.”
Many international students have contacted the company about opportunities, but Daley says they also rely on partners for help.
“I work closely with the universities and colleges as well as with groups like ONB and PETL,” she says. “[It’s important to] create those relationships for when you need to reach out about finding specifically skilled talent.”
Daley says finding the right people and treating them well is good for the company and the province as a whole.
“Our recruiting process is based on culture. We recognize how essential every single hire is to supporting and strengthening our company culture,” she says. “I ask, ‘are they not only motivated and innovative but can they engage emotionally? Do they care?’ That’s important to us. Give people reason to stay here, give them a welcoming environment, and ensure they can grow a real career here. That’s the key to not only a company’s growth but the province’s growth.”
This story is sponsored by Opportunities New Brunswick.