Name of owner, manager
Fellow Pet Industry Professional,
I am writing to you in search of facts and support in
to halt what appears to be unfair practices on the part
(number and name of participating companies). It seems
these stores have produced and operated a "front"
"wholesale operation" known as (Name if known) and other
"drop-shipment" locales these last few years, selling only to
I question whether (name) is a legitimate distributor.
Has anyone from these retailers approached you to become a possible
wholesale customer? Have they attempted to provide you customer service
as a wholesale customer? Is it your understanding that these people are
legitimate wholesalers, such as (examples)?
My rationale for bringing up this issue up is noted in a letter to
the suspected manufacturers involved. (copy enclosed). Are you aware of
Please help me help our industry and hobby in (geographic
area) by ensuring we are all playing the game by the same set of rules.
If we cannot buy supplies and livestock for the same price, under the
same set of terms and conditions, it may be expedient to urge honest
dealings via a boycott of certain manufacturers. Please respond to my
questions and let me know your thoughts and concerns. I will keep you
Phony Wholesaling Competitors by Bob Fenner
and Example Letter to Wholesalers/Distributors - 10/10/10
I'd just like to start off in saying that I think your site is
great, I often refer people to it that come into my store and truly
want to do more research on there own. Such a wealth of knowledge!
I've also recommended your book several times, had many people
thank me for recommending such a good read!
<Much good help putting CMA together>
I've read your articles on the phony wholesaling and the letter to
wholesalers/distributors and firmly agree with your points on
<Wow! That piece is... about thirty years olde!>
however I just wanted to get your opinion on a certain online retailer
with connections LeeMar that actually sells the products on there
website for below wholesale costs.
<?! Not smart if so>
I thought I should ask when I actually came across a product link to
the online vendor
<Who? Lee Mar?>
in your Q&A's and noticed after searching that there were
I know you (Bob) have not plugged them, but it just seems that some
crew members are giving support to a company who is doing things you
yourself have said should not be done in the industry, and for good
It just seems sad that certain distributors won't even match
pricing on products that they have for retail elsewhere, at least with
Marine Depot they
will always keep the true wholesale pricing below retail.
Just curious on your thoughts on this Bob... and again, great work on
the website, I owe you a beer sometime for all the knowledge you've
<Thank you for sharing Chris... Could you point me to an actual
example or two here w/... Lee Mar?
I don't see on their actual site: http://www.leemarpet.com/
Re: Phony Wholesaling Competitors by Bob Fenner and Example
Letter to Wholesalers/Distributors - 10/10/10
Sorry for the confusion. I had meant that I was browsing your website
WWM and had come across a link to a retail online website posted by one
of your crew to an online retailer who participates in these actions. I
did not want to further advertise or plug this online retailer that
should go un-named (petmountain) that is somewhat related to LeeMar and
sells at below wholesale.
<Mmm, well... as much as I abhor this practice (undercutting ones
own customer base), I do not choose to censure others, including the
friends and associates who are WWM's crew... If they have found
value in dealing with these outfits, they are free to express their
Links on your website:
I just wanted to know your current opinion about this, and the
practices used by the phony wholesale model. It just really upsets me
when companies do things like this.
<The trade lost it's sight re such activity a few decades
back... I would ask (as usual), "Who is served" with such
discounting? By driving out the retailer/s, service side of their
business, the entire industry and its
consumers are diminished... My typical counter example is to point out
the medical and dental professional fields... What would be gained by
having "discount" doctors, dentists?>
And sorry for any additional confusion, I'm not asking that they be
removed or complaining that they were posted, just curious on your
current opinion on these types of things.
<Thank you Chris. BobF>