3 VEES
Feeding a Growing Pet Market
The 3 Vees brand was created by American Bird Products, Inc., a Chicago-based manufacturer of pet supplies during the mid-twentieth century. Established in 1926, American Bird Products capitalized on the growing widespread popularity of pet canaries during the 1920s and 1930s before expanding during the parakeet boom that followed WWII. American Bird Products released the 3 Vees fish and turtle food soon after. The 3 Vees name represented the company's focus on pet health and nutrition, standing for Vitality, Vigor, and Vitamin components promoted as an essential for aquatic pets.
3 VEES THROUGH THE YEARS
In 1929, American Bird Products launched its popular American Radio Warblers advertising campaign to promote 3 Vees Bird Seed and 3 Vees Song Food, helping increase the brand's visibility nationwide. The product was sold in bright yellow tins featuring a fish illustration in a triangle and the distinctive "3 Vees" trademark, making it easily recognizable on shelves. 3 Vees had steady popularity as aquarium keeping became increasingly popular during the 40s and 50s, but eventually was dominated by larger national pet-food manufacturers and disappeared from the pet food marketplace, though the exact date of its discontinuation is unknown.
