I shall begin my presentation with two disclaimers. First of all, I am not an expert on petfood nor do I pretend to be one. I am here as a replacement for Mr. Lawnin Crawford, who presented excellent papers during Tuna '95 and '97. However, during my intertwining careers of consultant and journalist, I had many opportunities to meet experts in the business. By observing them and probing their minds, I gained numerous insights which I would like to share with you today. I have named these twelve strategies after the people, companies and places that first brought them to my attention. My second disclaimer is that the events and characters mentioned in this presentation are not fictional. They are all real people and real incidents although I have omitted some names to spare the shy ones. In any of the stories if there is a hint of disrespect, it is definitely not intended. I am in awe of the real experts and learned a lot about petfood from them.