Bil·Jac History

It's a career decision almost everyone faces at some point in their lives. Either go into business for yourself, or to work for someone else. For many, the decision doesn't take too long to make because the resources needed to start a business can be hard to come by. That was not, however, the case for two young men who, 50 years ago, found themselves in the unique position of having the resources - as well as the knowledge and the drive to start a pet food company.

In the early 1940's, both brothers were in the armed forces, fighting in World War II. When they returned to their hometown of Medina, Ohio, Bill and Jack Kelly seized the opportunity to create a product that would fill a gap in the pet food market at that time. "My dad realized that there was an awful lot that could be done in the area of pet nutrition - namely with dogs and cats," said Bob Kelly, current president of Bil·Jac Foods and son of co-founder Bill Kelly. "He thought a great improvement could be made in what was being offered to the consumer."

In 1947, the brothers founded Bil·Jac Foods Inc. Coming up with a company name was easy: They simply took their first names, dropped the last letter of each and combined them. The company's initial product was Bil·Jac Frozen Dog Food. "...a fresh product that is taken care of properly and is not damaged in processing is by far the best way to feed," Kelly said. Consequently, only fresh meat sources were used in the food, and the product was then frozen as a means to keep it fresh during delivery. "It could also be stored for long periods of time, then thawed and fed as necessary," Kelly explained. Despite the fact that the brothers sold only 6 pounds of the food on their first day in business, success ensued, with the first formulation remaining the company's sole product for nearly 30 years.

Unconventional Marketing

Kelly readily admits Bil·Jac doesn't spend a lot of money on advertising and promoting its products. This flies in the face of today's public relations and marketing experts, who say doing so is surely a prescription for the end of a business. But Bil·Jac has proven that's not always the case. "We put our dollars into the manufacturing process, and we've been successful," Kelly said. "Word of mouth is sometimes better than going out and touting yourself".

Getting breeders, show enthusiasts, pet owners and pet retailers to spread the word, then, is of utmost importance. One way Kelly said the company achieves this goal is by getting potential customers to put Bil·Jac products to the test. "We want them to comparison feed; we want everyone to take the 'Bil·Jac Challenge,'" he said.

The challenge is akin to the taste tests often sponsored by soft drink companies, in which individuals are asked to sample two different products, unaware of which is which. The twist is that this taste test is for pets, and it takes place in the owner's home. The procedure is simple: "Take a bowl of Bil·Jac food and, at a regular feeding time, place it next to a bowl of the pet's usual food," Kelly said. Then let the pet decide.

Bil·Jac knows taste isn't everything. As humans know, just because something tastes good doesn't mean it's good for us. Kelly stressed the company's focus has always been to provide companion animals with foods that meet their nutritional needs. "Our goal is not to be the largest pet food manufacturer out there," Kelly said. "Our goal has been - and will always be - to do the best job we can for dogs and cats."

So what will Bil·Jac do in the decades to come? The company keeps quiet about its next project, but Kelly said customers can rest assured new products are in the pipeline. For certain, even as Bil·Jac celebrates its 50th year, it remains a family business. Co-founder Bill Kelly still has a hand in business operations - even in his 80's - and Bob's brothers, Jim, and Ray work in the marketing and logistics side of the business.

Bob said the family wouldn't have it any other way. "All three of us worked here through the summers when we were in high school and throughout college," he said. "We all knew that this is where we wanted to be."