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UPDATED DECEMBER 20, 2023
1. Introduction and Policy Overview
The Honest Kitchen has a long history of providing only the highest quality human grade pet foods, treats, and supplements. We started in a kitchen with the mission to make a genuine difference in pets’ lives by producing products that are unequivocal in their quality and integrity. Since 2002, we have worked with and relied upon a growing number of retail partners to educate consumers about the benefits of feeding and using our products.
To ensure a consistent portrayal of brand image and quality, The Honest Kitchen has unilaterally adopted a Minimum Advertising Price policy (“MAP Policy”) that was originally launched on May 21, 2012.
2. Policy Statement
The Honest Kitchen, in its sole discretion, reserves the right to discontinue doing business with any Reseller or distributor that violates this MAP Policy.
3. General Guidelines
a. The products covered by this MAP Policy include all products sold by The Honest Kitchen (“MAP Products”). The Honest Kitchen reserves the right to update or modify this list at any time.
b. The Honest Kitchen recognizes that resellers are free to make their own decisions to advertise any product at any price they choose, without consulting or advising The Honest Kitchen. Similarly, The Honest Kitchen will exercise its right to make its own decisions regarding the accounts eligible to sell its products and participate in loyalty programs, supplemental marketing materials, point-of-purchase displays, new product availability, or future promotional marketing programs.
c. This MAP Policy applies to advertised prices, not the price at which MAP products are actually sold or offered for sale to an individual in-store or over the telephone.
4. Advertising Guidelines
a. The MAP Policy applies to all advertisements of MAP Products in all media, including but not limited to product or category pages on a reseller’s online store, online advertising placements (display or search ads, shopping campaigns, emails, landing pages, etc.), print ads (inserts, magazines, newspapers, catalogs, etc.), broadcast (radio, podcast and TV), direct mail and any flyers or posters.
b. Resellers are also responsible for ensuring their advertised pricing is at or above MAP on internet shopping feeds including their listings on Google & Bing Shopping.
c. Once the pricing is associated with intent to purchase (added to shopping cart or order), the price becomes the selling price and is not bound by this MAP Policy. Statements such as “add to cart to see price”, “call for price” or similar phrases are acceptable given that a price is not advertised.
d. Discounts below MAP pricing applied for customer loyalty programs such as subscriptions, auto ship or recurring orders do not violate this MAP Policy as long as approved by The Honest Kitchen. This additional discount price must always be displayed with the MAP pricing and never independently.
e. It shall not be a violation of this MAP Policy to advertise that a customer may “call for price” or “email for price”, or to use similar language, so long as no price is listed.
f. This MAP Policy also applies to any activity which The Honest Kitchen determines, in its sole discretion, is designed or intended to circumvent the intent of this MAP Policy.
g. From time to time, The Honest Kitchen may permit resellers to advertise MAP Products at prices lower than the MAP retail price (ie. Promotions). In such events, The Honest Kitchen reserves the right to modify or suspend the MAP retail price with respect to the participating products for a specified period of time. All promotions must be approved by The Honest Kitchen.
5. Policy Enforcement
a. In the event of a MAP Policy violation, all reseller accounts shall have a period of twenty-four (24) hours to bring advertising into compliance. If advertising is not brought into compliance within this window, the following enforcement actions may occur:
i. For an initial violation, The Honest Kitchen will reserve the right to cancel any pending orders and cease filling any new orders for the product(s) in violation for a period of thirty (30) days.
ii. For a second violation by a reseller within one (1) year of the initial violation, The Honest Kitchen, at its discretion, reserves the right to cancel any pending orders or cease filling orders for the product(s) in violation for a period of greater than thirty (30) days.
iii. Repeated infractions of this MAP policy may result in termination of dealer status.
b. The Honest Kitchen may continue to sell to the reseller any other products for which no MAP Policy violation has occurred.
c. The Honest Kitchen's MAP Policy Administrator is solely responsible for determining whether a violation of the MAP Policy has occurred.
d. The Honest Kitchen will utilize online price-monitoring software to swiftly alert retailers and distributors of MAP Policy violations.
e. Resellers are expected to provide reasonable cooperation in any The Honest Kitchen investigations regarding possible MAP Policy violations. Hindering, obstructing, delaying, or otherwise failing to cooperate with The Honest Kitchen MAP Policy investigation is a violation of this MAP Policy.
f. The MAP Policy will be enforced by The Honest Kitchen in its sole discretion and without notice. Dealers, distributors, resellers, have no right to enforce the MAP Policy. Violations of this MAP Policy may result in any of the aforementioned sanctions up to and including termination of our business relationship, as well as any available remedies at law.
All questions related to this MAP Policy should be directed to: map@thehonestkitchen.com.