Leading the pack

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Cesar Millan, The Dog Whisperer, walking with dogs in Malibu, Calif. Millan believes all dogs are different and that each dog should be evaluated on its own merits. (AP Photo/Allan Weissman)

A pack that plays together stays together... and does business together.

This mantra shouldn't be a surprise to Cesar Millan fans. They might be happy to know that this pack philosophy extends to the way Millan -- otherwise known as the Dog Whisperer -- operates in the business world, too.

On Nov. 2nd, Millan will be at select Winnipeg Canadian Tires to introduce his new product line, The Dog Whisperer with Cesar Millan. The store is the exclusive mass-market retailer for his products in Canada.

There's a reason that Millan chose Canadian Tire. "For me, it's all about the pack," he says. This dynamic in the canine world extends to the human world, too. When he met to discuss the exclusivity of his product line with Canadian Tire officials, Millan was impressed with the family nature of their company. They even brought a family dog to a meeting. He and his business pack feel it's important to partner with a company that "made a difference in their communities," he said.

When I asked him about expansion into other countries, he stressed the importance of getting it right. For him, profit is the by-product of business, it's not the only goal. "Money can bring a lot of stress," he said. The fit has to be right. He's more concerned with the big picture.

Getting the right fit for his own business "pack" is a main priority for Millan's company, too. His product line has a family focus. It was co-designed by his brother Erick Millan, an architect and designer, who had just been laid off and was suddenly available to work with him to bring these products to fruition.

Millan's product line is described as "products targeted to enhance every aspect of a dog's life, including feeding, walking, playtime, grooming and bedtime core items." The company's focus is to capture Millan's understanding of dog psychology and behaviour and translate that into what the company describes as "a line of functional and healthy products."

Canadian Tire senior vice-president of merchandising Duncan Reith explained: "We're consistently looking to expand our pet-care assortment and what better way to do this than with the most trusted and credible dog behavioural expert -- Cesar Millan?"

His pack at home at his Dog Psychology Center in Santa Clarita, Calif. tested the line. For him, it is important that they meet or exceed the psychological and behavioural needs of the dog.

Naturally, I inspected the products myself. I was pleased to see not only a variety of quality items, but ones that had a reasonable price point. They reflect that profit isn't his only goal

Millan tells owners to understand their dogs as animals first, canines second, breed third and name last. The dog understands the world through its nose, eyes and ears, he said. Not all dogs enjoy the same type of toy. Some are lured by movement, others by smell, and still more enjoy a good squeak. Understanding your dog's breed instinct can help with toy choice.

While dog psychology and behaviour are important in this merchandise, so, too, is the environment. Millan said it was a priority to offer "sustainable bamboo grooming tools." Packaging was considered, too, so there was little waste.

Everything in the Dog Whisperer's line is practical. Dog travel cups of various sizes can collapse and be clipped to a belt. One dog toy even converts from what looks like a bone-style chew toy into a ball. Treats can be placed inside the toy to keep dogs even more interested.

When I asked Millian which items would be must-haves for new owners, he recommended a bowl, leash, and the slow-roasted bone, but thought that the walking belt was really practical. It holds a travel cup, keys, bags and a cellphone or iPod. The convenience is that it frees the owner's hands to truly enjoy a walk.

Fans of Millan know why the walking belt would be a favourite item. For him, the walk provides something other than a bathroom break. It's about creating the right balance and energy in your dog's life.

If you want to check out Millan's products and take part in Wednesday's question and answer meetings at Canadian Tire stores, here are the participating Winnipeg locations:

-- 157 Vermillion Rd. (10-11 a.m.)

-- 1711 Kenaston Blvd. (Noon-1 p.m.)

-- 2305 McPhillips St. (2-3 p.m.)

Remember, Millan explains to fans that they should be calm and assertive. So, if you're just too excited to meet him, take a walk first.

Something else to keep in mind: Should you purchase Millan's products (or any other products) at Canadian Tire -- collect the iconic Canadian Tire money. Many local shelters are happy to receive the donated money so they can purchase food, cleaning products or kitty litter. It helps to keep their operating costs down.

char.adam@mts.net twitter.com/charspetpage

Republished from the Winnipeg Free Press print edition November 1, 2011 D5