SitStay taps Van Den Bosch to expand Chicken Chips distribution
Bottom line
Version 1 — Brief
SitStay and John A. Van Den Bosch LLC have announced a new distribution partnership aimed at expanding availability of SitStay’s Chicken Chips, a single-ingredient dog treat made from 100% chicken breast in the U.S. The move pairs SitStay, an e-commerce pet brand founded in 1995, with John A. Van Den Bosch, a long-established regional wholesale distributor serving independent retail stores across Michigan, Indiana, Ohio, Northern Kentucky, and Western Pennsylvania. (sitstay.com)
Why it matters: For veterinary professionals and clinic-adjacent retail teams, the deal reflects a familiar pattern in pet specialty: brands using regional distributors to reach independent brick-and-mortar accounts more efficiently. John A. Van Den Bosch says it focuses on independent retailers and selective brand partnerships, while recent industry commentary from the distributor highlights the value of smaller territories, closer customer relationships, and support for sustainable SKU growth. That could help SitStay move Chicken Chips beyond direct-to-consumer channels and into more local specialty outlets where veterinary recommendations often influence purchasing. (vboschhome.com)
What to watch: Watch for whether the partnership stays regional or becomes a springboard for broader wholesale expansion into additional pet specialty territories. (vboschhome.com)
Version 2 — Full analysis
SitStay and John A. Van Den Bosch LLC are teaming up to expand distribution of SitStay’s Chicken Chips, adding a regional wholesale partner to help move the dog treat brand further into independent pet specialty retail. The announcement links a digital-first pet company with a Midwest distributor that has built its business around brick-and-mortar accounts and curated brand partnerships. (sitstay.com)
The background matters here. SitStay has been in the pet space since 1995 and positions Chicken Chips as a simple, limited-ingredient treat: 100% chicken breast, made in the USA, with no fillers or additives. John A. Van Den Bosch, meanwhile, traces its roots to 1932 and today describes itself as a wholesale distributor of premium pet food and treats serving independent retailers across five core territories: Michigan, Indiana, Ohio, Northern Kentucky, and Western Pennsylvania. (sitstay.com)
That geographic footprint is likely the immediate practical change. Instead of relying primarily on direct e-commerce sales, SitStay now has access to a distributor with an established route-to-market in the independent channel. Van Den Bosch has emphasized that it is selective about the brands it carries and that its model centers on smaller sales territories, closer retailer relationships, and support services beyond order fulfillment, including merchandising and product training. (vboschhome.com)
There’s also broader industry context behind the move. Pet Age’s recent reporting on regional distributors described them as an important entry point for emerging or smaller-scale brands that want faster access to neighborhood pet stores without losing brand focus. In comments published earlier this year, Abby Siebern, vice president of sales and purchasing at John A. Van Den Bosch, said regional distributors can offer collaborative interaction, focused attention, and value-added service for both brands and retailers. (petage.com)
No outside veterinary expert commentary specific to this deal was readily available in public reporting at the time of writing. What is available suggests this is less a product reformulation story than a channel strategy story: a treat brand with a straightforward ingredient proposition is using distribution to widen physical-store access. SitStay’s product page describes Chicken Chips as a dehydrated, single-ingredient treat sold in 4-ounce and 12-ounce sizes, with minimum crude protein of 80% and minimum crude fat of 6%. (sitstay.com)
Why it matters: For veterinary professionals, especially those advising on treat selection, elimination diets, food sensitivities, or weight-conscious reward strategies, wider distribution of single-ingredient treats can be useful at the recommendation level, even when the news itself is commercial. A product made from one named animal protein may be easier for clinics to discuss with pet parents who are looking for simpler reward options, though suitability still depends on the individual patient, calorie budget, allergy history, and overall diet plan. More broadly, the partnership underscores how independent pet retail remains a meaningful influence point in companion animal nutrition and treat purchasing. (sitstay.com)
The other takeaway is channel power. Van Den Bosch has repeatedly positioned itself as a relationship-driven distributor for independent stores, and Pet Age recently described regional distributors as “the lifeblood” of that segment. If Chicken Chips gains traction in those accounts, SitStay could strengthen brand visibility among pet parents who still discover products through local specialty retail, groomers, trainers, and other service-based businesses that distributors say they support. (petage.com)
What to watch: The next signals will be whether SitStay adds more distributor partners, whether Chicken Chips appears in a broader set of independent retail assortments across Van Den Bosch’s territory, and whether the brand uses this partnership to build a larger wholesale presence beyond its direct-to-consumer base. (vboschhome.com)