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Caru Pet Food Company LLP Minimum Advertised Price Policy for Authorized Retailers Caru Pet Food Company ('CARU’) actively supports the advertising and promotion of its products by its distributors and both traditional and on-line retailers. To this end, effective May 1, 2015 CARU will unilaterally adopt a Minimum Advertised Price policy ("MAP") which applies to all CARU authorized retailers (both traditional and on-line) who sell CARU products that they purchase directly from CARU and/or from authorized CARU distributors located in the United States and in Canada. CARU is making significant financial investments to build a strong, ultra-premium brand reputation and following among consumers. To protect these investments, we are implementing this MAP policy to preserve our well respected and growing reputation for providing customers with high value products and valued after sales support. Our MAP policy specifically requires that all retailers may not advertise or promote CARU products with out-of-store advertising at prices that are below the CARU Minimum Advertised Price, whether through traditional advertising media, such as television, radio, public signage, fliers, posters, coupons, mailers, inserts, newspapers, magazines, catalogs, and mail order catalogs, or online, on the Internet, or through similar electronic media including websites, forums, e-mails, e-mail newsletters, e-mail solicitations, or through other media. We greatly appreciate the efforts of all our retailers to distribute and market our products and support their customers but CARU will not support any out-of-store advertising or promotional materials that have the effect of diminishing or detracting from the ultra-premium value of CARU products and services. The CARU Minimum Advertised Price policy is based upon the following guidelines: 1. Products in the CARU line, both current and future, will be assigned a Minimum Advertised Price (MAP). CARU's policy prohibits the selling of CARU products for less than the MAP, which for the line will be set at 10% below the Suggested Retail Price (SRP). 2. The Minimum Advertised Price policy does not apply to the following: • Discontinued products • CARU manufacturer coupons • Retailer coupons that are storewide and are not branded specifically for CARU • Products that have 60 days or less left on the code dating. The product and pricing cannot be advertised in any vehicle other than in store.
U.S. Mailing Address: PO Box 643926, Vero Beach, FL, 32964-3926 Canadian Mailing Address: PO Box 15526, 265 Port Union Road, West Hill, ON, M1C 4Z7 Tel: 855-330-CARU; Email:
[email protected]; www.carupetfood.com
3. The MAP policy applies only to out of store advertised prices and does not apply to the price at which the products are actually sold or offered for sale in-store to an individual consumer. CARU resellers remain free to sell CARU products at any prices they elect, and this MAP policy only applies to all advertisements of CARU products and it applies to all forms of advertising as enumerated in the second paragraph as noted above on page 1. 4. CARU reserves the right to engage in cooperative promotions and other short-term promotions. In such events, CARU reserves the right to modify or suspend the MAP policy on a limited basis with respect to such products and promotions. CARU reserves the right to unilaterally adjust the minimum advertised price with respect to all or certain products at its sole discretion, provided that such changes shall apply equally to all CARU distributors and retailers (traditional and on-line). CARU reserves the right to modify, withdraw, or add products to this policy at any time with or without notice. 5. The terms of this MAP policy are confidential and should not be disclosed to other parties. The CARU Minimum Advertised Price policy is unilateral and does not constitute an agreement. CARU reserves the right in its sole discretion to adjust the MAP policy at any time and, the MAP policy will be enforced unilaterally by CARU to create an environment where our business partners can make satisfactory profits while maintaining the value of the CARU ultra-premium pet food brand. 6. Please report any violations to this policy in writing to
[email protected]. Violations of this policy may result in the retailer being de-authorized from selling CARU. The CARU employees including authorized sales agents and their staff do not have the authority to modify this policy, grant exceptions or discus this policy or violations with retailers or distributors. 7. If you have any questions regarding this MAP policy, please email
[email protected].
Thank you for your support of our MAP policy.
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