Dear Retail Partner:

Thank you for your continued support of the Alpine Pets family of brands including Antelope, Ark Naturals, Bocce’s Bakery, and Super Snouts Co. (“Antelope Pets Family of Products”)

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.  Antelope Pets Family of Products has an established consistent Minimum Advertised Price (“MAP”) Policy that it applies to the advertising and marketing of all Antelope Product Family products. This Policy does not constitute an agreement between Antelp[e Pets and any other entity. Antelope Pets 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.

MAP pricing for all Products can be found on your current price list.  All advertised prices must be at or above MAP for all Products if a MAP price has been established by Antelope.  Resellers are not required to list prices in advertising.  If a price is listed in an advertisement it must be at or above MAP.  Other statements and presentations such as “call for price” or “call for quote” are acceptable and permitted.

Resellers are also responsible for ensuring their Antelope Product Family pricing is advertised at or above MAP on Internet search engines or in any links or marketplace distribution methods or APIs.  Resellers are free to set the actual in-store or in-cart resale price of any product.  This MAP policy for all Antelope Family Products 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.

From time to time, we may permit retailers, dealers and distributors to advertise Antelope Family Products at prices lower than the MAP price.  In such events, we reserve the right to modify or suspend the MAP Policy price 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. All exceptions to MAP Policy restrictions must be documented in writing between us and distributors.

We may issue new price lists on the first day of each quarter, based on a calendar year on notice to Retailers.  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.

Our MAP Policy does allow retailers, dealers or distributors to omit pricing entirely from advertisements and/or advertisement statements such as “Call for Price” or “Call for Quote.”

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 Antelope Family Product websites.

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.

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.

The following phrases, or phrases substantially similar to the following, in advertising, specifically in connection with Products, violate this MAP Policy: “On Sale Now,” “Lowest Prices,” “Guaranteed Lowest Prices,” “Sale Price,” “Close-out Price,” “Discounted Price” or “Best Offer”.

For eBay and Other Auction Websites (to the extent seller has been granted express permission to advertise on eBay or other Action 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.

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.

1.   Any and all dealers selling Antelope Pets Family of Products which have not signed a MAP Policy acknowledgement are classified as Unauthorized Resellers.

2.   Distributors of Antelope Pets Family of Products are required to provide a signed MAP acknowledgement from 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:

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

b. 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.

c. Third Violation during a 12-month period following the first or second violation, Antelope Pets will terminate its business relationship with the Distributor.

Antelope Pets may update, revise, suspend, terminate, reinstitute, or modify this MAP Policy at any time in its sole discretion.

No Antelope Pets employee or agent, including a dealer, is authorized to modify, interpret, or grant exceptions to this MAP Policy; solicit or obtain the agreement of any person to this MAP Policy; or otherwise discuss any aspect of this MAP Policy with any dealer, including that dealer’s or any other dealer’s compliance with the terms of the MAP policy. Any questions about this Policy should be submitted in writing and directed to MAP Policy Administrator at compliance@antelopepets.com.

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

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 Antelope Family 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 Antelope Pets Family of Products.