The manufacturer Jolly Pets/Horsemen's Pride has adopted a Minimum Internet Advertised Pricing (MIAP) policy for the benefit of all of its valued dealers and to ensure its reputation for producing high-quality products with consumers. "We find it necessary to implement a MIAP policy so that our products are not devalued in the Internet marketplace," stated Louisa Marvin, marketing director for Horsemen's Pride & Jolly Pets. Each Jolly Pets/Horsemen's Pride e-commerce dealer shall compete equally on the basis of value they provide to the customer, whether that is product knowledge, service, support, inventory or any combination of these items and more.