segment as ow market share increased from 23% in 2011 to 34% in 2014. As a result, in 2014 we had three to four times the share of the next largest Wholesome Natural brand. Due to the strength of the BLUE brand and our innovative business model, BLUE has grown and continues to grow its sales well in excess of pe

nt. However, we expect that they will continue to attempt to penetrate the Wholesome Natural market segment, whether by introducing or acquiring new Wholesome Natural brands, launching brand extensions or increasing the promotion of existing Wholesome Natural brands and pet food products, all of which will increas

the oversight of the ingredient sourcing/purchasing and manufacturing can be difficult to manage. Many of our competitors' products. including some Wholesome Natural products. are produced in Asia. Our food safety and quality program also requires that finished goods arc tested to ensure proper nutrition and the