Bocce's MAP & IMAP Policy

Effective Date: As of January 1, 2024

As an industry leading brand of natural pet products, we are focused on encouraging continued investment in our brand by our valued retailer, dealer and distribution  networks. In recognition of the investment in time and resources required for our high-quality retailers, dealers and distributors to provide the level of customer service and product knowledge expected from consumers, we are likewise committed to enforcing policies which allow our such parties to profitably support the sale of our products.

We are unilaterally instituting this Minimum Advertised Price Policy (“MAP Policy”) and Internet Minimum Advertised Price Policy (“IMAP Policy”) on all Bocce’s Bakery products sold online and in-store in the United States. Our MAP and IMAP Policy has as its goal to protect the recognition and value of the brand while also leveling the playing field between online and brick-and-mortar retailers. Bocce’s Bakery will not discuss any conditions on acceptance related to this MAP policy. The MAP Policy is not negotiable and will not be altered for any individual dealers or distributors.

1.  MAP & IMAP Policy Guidelines

This MAP and IMAP Policy applies to any advertised pricing information used by Reseller in marketing or selling the Bocce Products.  This Policy does not establish a minimum sales price.  It is therefore a violation of this MAP Policy to advertise any Bocce’s Bakery product at a price that is below the current Minimum Advertised Price appended to this Policy, as may be revised by Bocce’s Bakery from time to time (“MAP Schedule”). 

Resellers are also responsible for ensuring their Bocce’s Bakery pricing is advertised at or above IMAP on Internet search engines or in any links or marketplace distribution methods or APIs. Authorized resellers are free to set the actual in-store or in-cart resale price of any product.  This MAP policy for all Bocce’s Bakery applies to advertising placements, including but not limited to: print ads (inserts, magazines, newspapers, catalogs, mail order catalogs, etc.), broadcast (radio and TV), direct mail, faxes, internet placement with third parties (banner ads, broadcast emails, destination pages, third-party sites), Internet placements on retailers, dealers and distributors own websites and online advertisements, and any flyers, posters or coupons.

Antelope may issue special, temporary MAP Schedules during promotional holiday periods.  In such events, we reserve the right to modify or suspend the MAP Schedules with respect to the affected products for a specified period of time by providing not less than thirty (30) days advance notice to all resellers of such changes. See Holiday Periods section for a full list of holiday periods during which special, temporary MAP Schedules may be in effect.  We may issue new price lists on the first day of each quarter, based on a calendar year on notice to Retailers.  Advertised pricing must be updated as soon as practicable upon receipt and in no case later than five (5) business days from receipt of any update notice.

2.  Pricing Statements

Bocce’s Bakery MAP Policy does not in any way limit the ability of any dealer to advertise that “they have the lowest prices,” that they “will meet or beat any competitor’s price,” that consumers should “call for a price,” or phrases of similar import, so long as the advertised price for any Bocce’s Bakery products is not less than the MAP.

Product pricing offers, ads or other pricing information displayed at Retailer’s final online checkout stage qualifies as advertised pricing information and must use the then current MAP Schedule. The “final online checkout stage” is the stage when the Bocce’s Bakery product is put into a shopping cart that contains the customer’s name, shipping address, email address, and payment information. Pricing information in the “shopping cart” or “checkout” stages must be obscured technically so that it is not retrievable by shopping and pricing engines, and not displayed on search page results within the dealer’s own website.

3. Free Offers Associated with Bocce’s Bakery Pets Family of Products

Free shipping and/or handling, 0% sales tax, or free financing promotions do not violate the MAP Policy.

Gifts-with-Purchase (GWP) are permitted as long as the retail value(s) does not exceed the current offer listed at/on our Bocce’s Bakery Product websites (ex: and

Buy One Get One Free (“BOGO”) or similar offers are permitted but may not violate the MAP Policy regardless of the number of units sold.

4. All Products Price Matching Policies

Price matching policies are acceptable.  However, price matching cannot be used as a valid reason for violations of our MAP Policy.  Advertised price must always be at MAP or higher regardless of price matching offers to consumer purchasers.

5. Sale Prices

For any Bocce product offers on eBay and Other Auction Websites (to the extent seller has been granted express permission to advertise on eBay or other Auction Websites):

● “Buy it Now” options must be listed at a price equal to the MAP or greater;

●  For auctions, the reserve and/or opening bids must start at the MAP without a

●  “Buy it Now” option; and

●  “Best Offer” auctions are not permitted under this MAP Policy.

6. Holiday Periods

During the promotional holiday periods listed below we may issue special, temporary MAP Schedules or IMAP Schedules that include lower prices than our regular MAP and IMAP schedules.  These holiday time periods may be modified from time to time at least 30 days in advance. Through the course of these holiday periods we may also suspend the MAP Schedule and IMAP schedule prices for a specified period of time.

Holiday promotional periods include but are not limited to the following:

1. National Pet Dental Health Month - February
2. Pet Day - April 11
3. Prime Day - second week of July
4. Big Deals Day - second week of October
5. Blue Box - third week of June
6. Black Friday / Cyber Monday - November 24th through the 27th
7. National Pet CBD Month - October

7. Online Marketplaces and Websites

Reseller may sell Bocce Products online within a Permissible Public Website, only if such sales adhere to this Policy and other issued sales guidelines.  Reseller is not authorized to sell Products and may not advertise any Products on or through any website, online marketplace (including, but not limited to, Amazon, eBay, Etsy, or, mobile application, or other online forum other than a Permissible Public Website without the prior consent of Bocce’s Bakery. Bocce’s Bakery reserves the right to terminate business with Reseller at any time in its sole discretion due to Reseller selling Bocce’s Bakery products on any auction websites and online marketplaces that is not the Permissible Public Website. 

A Permissible Public Website is a website or mobile application that, with respect to Reseller:

• Is operated by Reseller in its legal name or registered fictitious name;

• Conspicuously states Reseller’s legal name or registered fictitious name, mailing address, telephone number and email address; and

• Does not give the appearance that it is operated by Antelope or any third-party.

8. Failure to Comply with the MAP Policy

As determined in our sole discretion, failure to comply with this MAP Policy may result in the immediate loss of “Authorized Reseller” status and your ability to purchase all Products both direct as well as through distribution.  Reseller must provide Antelope with any supplemental information, documents, and reports that Antelope may reasonably request in order to validate Reseller’s compliance with this Policy and to support Antelope’s warranty support and customer support obligations and initiatives. 

9. We will utilize the following steps to resolve MAP Policy violations:

1.   Any and all dealers selling Bocce’s Bakery Products which have not been approved by Antelope and issued this MAP Policy by its distributor are classified as Unauthorized Resellers.

2.   Distributors of Bocce’s Bakery Products are required to provide and enforce this MAP policy with any dealer selling Products.  Unauthorized dealers should not be sold to or provided a feed from any distributor whatsoever whether through the use of marketplaces or other feeds which cannot be used to circumvent MAP.

3.   Violations from Authorized Resellers will need to be corrected within 24 hours of our notification of a violation. Violations within any six month period will have the following impact:

3a.  First Violation: Authorized Reseller’s account will be put on hold for 30 days.

3b.  Second Violation within six (6) months of first violation: Authorized Reseller’s account will be unauthorized and paused indefinitely and all pending orders will be paused or canceled until resolved.

3c. Third Violation during a 12-month period following the first or second violation, Bocce’s Bakery will terminate its business relationship with the Reseller directly or the Distributor they buy from.

Reseller must cease any reselling within two business days of the date Reseller receives notice from Antelope by removing all offers for the Products from all of Reseller’s sales channels, including websites. If applicable, at its own cost, Reseller must also retrieve inventory of the Products placed on consignment with any third party and available for reselling. In addition, Antelope may also immediately and without notice (i) deny for a period of up to 90 days any promotional allowances which Reseller would otherwise have been eligible for; and/or (ii) refuse to accept orders from Reseller

10. Policy Administration

Bocce’s Bakery may update, revise, suspend, terminate, reinstitute, or modify this MAP Policy at any time in its sole discretion. The most up-to-date MAP or IMAP Policy can be found at


No Bocce’s Bakery employee or agent, including a dealer, is authorized to modify, interpret, or grant exceptions to this MAP or IMAP Policy; solicit or obtain the agreement of any person to this MAP Policy; or otherwise discuss any aspect of this MAP or IMAP Policy with any dealer, including that dealer’s or any other dealer’s compliance with the terms of the MAP or IMAP policy. Any questions about this Policy should be submitted in writing and directed to MAP Policy Administrator at Bocce’s Bakery will accept no other form of communication from dealers regarding the MAP Policy.


This Policy is effective as of the Effective Date set forth above and supersedes all prior Bocce’s Bakery policies regarding minimum advertised prices or resale prices for any Bocce’s Bakery Family of Products sold by any distributor, reseller or retailer. 

If Bocce’s Bakery changes its MAP policy on any of its products, Bocce’s Bakery will provide reasonable notice to dealers before such change takes effect.

11. MAP Policy Acknowledgement

We place great value on the efforts of all retailers, dealers and distributors to represent our products and support their customers.  Our MAP policy is intended to encourage competition for the sale of Bocce’s Bakery Products in a manner that is consistent with the long-term interests of our partnership and our customers.  We are sure that you share our commitment to customer satisfaction and as such, we ask that you acknowledge by signing this MAP acknowledgement. MAP policies may be updated from time to time in our sole discretion and notice will be provided of any updates.

Thank you for your prompt attention to this matter, and your continued support for Bocce’s Bakery Family of Products.