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THE VANGUARD AWARDS

Meet the industry’s product innovators.

Success Stories: Town and Country

Pet adoption is the quiet engine behind the success of this dual-concept retail store in Bryan, Ohio.

73 The Annual Cat Guide

Discover how today’s pet brands are upping their game to keep our feline companions healthy, happy and living their best life.

HOW TO REACH US

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LOVELY LOLITA

HOW A STREET CAT GAVE MY MOM’S LIFE A PURPOSE.

GLENN A. POLYN Associate Publisher & Editor-in-Chief gpolyn@petage.com

I was introduced to Lolita while taking an evening walk back in 2000. I lived in Ocean Grove, New Jersey back then, and nighttime walks were my way to unwind – that ocean breeze and sounds of waves crashing against the beach were nature’s way of removing the stress from my mind and body.

Lolita simply introduced herself to me by stepping out from some bushes, flopping onto the sidewalk and rolling onto her back, tail swishing from side to side as she gazed at me. She was a tiny little thing, with her long calico fur almost glowing in the moonlight. I couldn’t resist reaching down and giving her a belly rub, and she grabbed my hand with her front paws as her yellow eyes opened wide. I could swear she smiled.

I continued my walk and she literally followed me home. When I went up the steps to my front door, she was right behind me. And as I opened the door, before I could even step into my house, she darted past me and jumped onto my coffee table, taking in the room as she practically meowed, “Yes, this will do. You can keep me.”

And I did. Of course, the next day, I went from house to house on the street where I found her to see if she belonged to anyone. Nobody claimed her, and she wasn’t microchipped.

Lolita didn’t get along with my other cats. They were a crazy crew, and I think she was too regal and elegant for them. She typically went into hiding as they’d race each other throughout the house, only coming out when she required my attention.

Years later, in 2005, my dad died, leaving my mom all alone in their home. I sensed she was falling into a deep depression, and I came up with an idea. My mom needed a spark, a reason to get out of bed each morning. I brought Lolita with me to my parents’ house one day and told my mom that I was giving her a cat. She was at first reluctant, but when Lolita jumped onto the kitchen table and they met face to face, I saw the change in my mom. My mom reached out her arm and gently petted Lolita with her arthritic fingers. When Lolita wrapped her long, fluffy tail around my mom’s forearm, I saw something from my mom that I hadn’t seen in years; a smile.

My mom passed away in 2015, but she and Lolita had 10 wonderful years together. That, to me, is the amazing thing about pets. They’re companion animals, and Lolita flourished as an only cat. In a way, she needed my mom just as much as my mom needed Lolita. Nowadays, when I think of my mom, I always picture her with Lolita.

There’s No Place Like Home

ADVERTORIAL

There’s No Place Like Home

New study reveals US consumers are willing to pay premium for domestically sourced pet foods.

By Kait Wright, Senior Analyst at BSM Partners

New study reveals US consumers are willing to pay premium for domestically sourced pet foods.

By Kait Wright, Senior Analyst at BSM Partners

An ingredient list is not just a regulatory checkbox; it’s a window into a company’s values.

American pet owners equate visibility with safety, associating transparent ingredient origins and manufacturing practices with brands they can trust. In an era defined by recalls, global disruptions, and geopolitical tension, transparency itself has become a commodity.

Brands that can clearly articulate where their ingredients originate, how they are verified, and how supply risks are mitigated are better positioned to earn long-term loyalty.

pet deaths in the United States alone, is a prime example of why broadening pet food ingredient supply chains is critical to the continued

The US pet food industry has long debated ingredient sourcing, conversations that have only intensified amid recent trade policy shifts. Cost, availability, and safety have all called the ingredient supply chain into question before, particularly for vitamins and minerals. The production of these ingredients, which are integral for creating complete-and-balanced pet foods, has been historically concentrated in China with limited alternatives elsewhere.

The 2007 melamine scandal, in which tainted ingredients sourced from suppliers in China led to hundreds of pet deaths in the United States alone, is a prime example of why broadening pet food ingredient supply chains is critical to the continued

(US consumers)

Would pay 3% more

success of our industry.

not trust China as an ingredient source for pet food. When faced with a pet food containing China-sourced ingredients, 37% of respondents would be less likely to purchase that product. Additionally, 78% said they would be more likely to purchase

Willingness to pay a premium for USA-sourced

tage on crowded shelves, and US sourcing is a unique differentiator that can attract and engage stressed consumers.

Willingness to pay a premium for USA-sourced vitamins (US consumers)

success of our industry.

In the years following, several countries including the United States and China moved to pass food safety laws that detailed more stringent importation and inspection processes. However, while safety systems advanced, meaningful diversification of critical ingredient sources did not follow at the same pace. Global supply of certain vitamins and mineral premixes remain heavily concentrated in China, leaving manufacturers to rely on a source implicated in one of the most widespread and damaging recalls of pet food history.

a pet food product if they could be sure the ingredients were sourced in the United States. The real takeaway: roughly 75% of respondents would pay at least 5% more for pet food made with 100% US-sourced vitamins. Given the established preference for domestic sourcing in the eyes of American pet owners, they would likely tolerate an even larger premium for a credible USA-sourced vitamin claim.

To quote a research participant when asked why US ingredients are important: “It’s USA—any other questions???”

There’s No Place Like Home

In a recent online study of US dog and cat owners sponsored by Nutri-Science America, BSM Partners found 42% of US pet-owning consumers do not trust China as an ingredient source for pet food. When faced with a pet food containing China-sourced ingredients, 37% of respondents would be less likely to purchase that product. Additionally, 78% said they would be more likely to purchase

There’s No Place Like Home

In today’s market, an ingredient’s source speaks for its safety, stability, and trust. Consumers may not understand the intricacies of global vitamin production or regulatory frameworks, but they understand risk and they reward brands that demonstrate control over their supply chains. Transparency is a key advantage on crowded shelves, and US sourcing is a unique differentiator that can attract and engage stressed consumers.

There’s No Place Like Home New study reveals US consumers are willing to pay

Transparency is a key advantage on crowded shelves, and US sourcing is a unique differentiator that can attract and engage stressed consumers.

To quote a research participant when asked why US ingredients are important: “It’s USA—any other questions???”

New study reveals US consumers are willing to pay

New study reveals US consumers are willing to pay dal, in which tainted ingredients sourced from suppliers in China led to hundreds of

Source: “US Consumer Attitudes Toward Pet Food Ingredient Sourcing,” BSM Partners on behalf of Nutri-Science America, LLC, 2026

Source: “US Consumer Attitudes Toward Pet Food Ingredient Sourcing,”

BSM Partners on behalf of Nutri-Science America, LLC, 2026

Source: “US Consumer Attitudes Toward Pet Food Ingredient Sourcing,” BSM Partners on behalf of Nutri-Science America, LLC, 2026

All

We’re

THE ELLSBERG PARADOX

THE DEVIL YOU KNOW MAY STILL BE A DEVIL.

BY ROBERT WHEATLEY

ENTERING A NEW ARENA

Welcome to the new pet marketing world filled with… “uncertainty.”

Faced with mounting evidence that the marketplace is indeed changing, what happens next is truly meaningful. But it requires stepping into a new arena with new roles, updated strategies and repurposed communications tools.

AI agents now investigate and provide guidance on the path to pet product purchase – and soon will routinely segue to help consumers close the transaction. This is happening separately and apart from any brand involvement. If a human-like bot presence is doing product analysis, recommending and the buying, where does pet brand marketing play most effectively? How should strategy change?

Of note, AI is sorting product solutions, not brand strengths.

Does the legacy purchase funnel even still exist? Not the way it’s been understood in the context of brands driving owning/driving the equation from awareness, consideration and on down to purchase. This transformative sea change demands new thinking, new approaches and a new playbook.

Thrust into this environment marketers likely think of themselves as analytical, logical, fact-seeking, disciplined deciders who make good decisions because they seek information, deploy their deep experience and weigh the facts. However, truth is humans aren’t analytical, fact-based decision-making machines. We are first emotional creatures who think, not thinking creatures who feel.

Emotion weighs heavily in decisions and informs our actions. That’s neuroscience talking backed up by rigorous testing. When it comes to marketing decisions and planning, we like to believe we are pragmatic, expert, creative thinkers who reach for innovative and creative solutions to complex business challenges like AI. However, our DNA can work at cross purposes.

A DISTORED REALITY?

Bulletin: When faced with uncertainty, we’ll default to choosing a more

predictable path.

Here’s the conundrum that interferes with this paradoxical picture, your brain is designed to prefer clarity over uncertainty, even if it isn’t logical. We default to the tried and true over ambiguity. Unfortunately, this embedded human habit can distort the reality of what a brand is facing, where unconventional, new practices that fall outside the comfort zone are a requirement for long term success. Occasionally we run blindly into the rinse and repeat aspects of how decisions get made, the paths we choose, that may ultimately not be the best in the midst of systemic change. What!!! Why on earth would any of us ever choose a direction that wasn’t optimal? Maybe because we won’t recognize it.

The condition is called the Ellsberg Paradox, and this unconscious pattern gets repeated in your brain every day. Simply stated we default to what we perceive to be the clear path of certainty over uncertainty. Strategies that exist outside of what we feel is reliable and predictable (been there and done that) can get marginalized or dropped entirely, even if this marketing medicine would be a smart play for the future of an AI influenced world. Here it is in a nutshell.

You’d rather live with an outcome that deep down you wonder is questionable, rather than risk an outcome you don’t

Robert Wheatley is CEO of Chicago-based Emergent, a brand communications firm focused on state-of-the-art PR, retail marketing, Agentic Engine Optimization (AEO), content creation, social media and business strategy.

know – even though it might actually be the best move.

Unfortunately, because human beings are naturally mimetic - that is, we like to copy each other - most of us will unwittingly accelerate this problem with every decision we make. Vanishingly few of us are attracted to doing something different from our peers.

RIDING THE AI SHIFT

Knowledge is priceless and once you understand the Ellsberg Paradox you can recognize it in real life.

Here’s the choice: lean into the uncertainty of changing gears knowing this AI shift is real. Or don’t go there and stay on the current tried and true trail.

I’m flagging this because of the conversations we’re having now about the

emergence of agentic AI and what it means. The reason we shove ambiguity behind us due to a lingering thought that the odds might be against us of this working out. The brain thinks it’s providing a layer of protection. But truth is no brand is ‘safe’ as super intelligent machines start usurping the role of expert guide on product strengths and weaknesses. This calls for a different approach and a rewiring of priorities in outbound communication.

• Yes, AI agents can be fed a diet of information that helps assure your brand is on the recommended list.

• Yes, brands still matter as reputation and trust elevate in importance to owning mental real estate. That said intention is everything in how you earn credibility.

• Yes, we’ve just entered to golden era

of PR where earned media works both directions – a trusted channel scanned by large language models to form their judgements – and also a credible channel of outreach to consumers who pay attention to the authority of third-party validation.

The alchemy of successful pet brand marketing is changing. You should change with it, even if a sense of uncertainty exists at the front door. Know the natural inclination is to stick with the familiar marketing recipe. Better to put your head down and push back against the reflexive tendencies we experience to run in the opposite direction away from ambiguity.

The good news: Direction on how best to address the agentic AI era is available. Watch this space.

For 25 years, the National Animal Supplement Council has set the industry standard for quality in supplements for dogs, cats, and horses. Now, that trusted framework extends to treats.

FROM KIBBLE TO COMMUNITY

THE EVOLUTION OF THE PET SPECIALTY INDUSTRY.

BY SAM SLOVIN

Over the last 50 years, the pet industry has transformed from a simple cottage industry into one of the most dynamic ecosystems. While much of today’s conversation centers around innovation, e-commerce and direct-to-consumer, those within the industry understand a deeper truth: this evolution has been driven by the constant interplay between passionate independent retailers, innovative manufacturers pushing the boundaries of pet nutrition, and the distributors who bring those ideas to market, all driven by a commitment to improving animal well-being.

Long before “pet specialty” became a defined channel, it was small, often family-owned retailers that built the founda-

tion of trust between pet parents and the products they purchased. What began as a marketplace centered around basic nutrition has evolved into an industry defined by education, trust, and premiumization, much of it shaped in the aisle.

In the 1970s and 1980s, the industry was far simpler. The landscape was dominated by dry kibble and canned food, with a mix of national and regional brands sold primarily through grocery and mass retail. Product decisions were largely driven by price and availability. As premium products began to emerge, many consumers resisted, questioning why pet food should cost more. When Eukanuba introduced a 40-pound bag at $40, it was met with hesitation.

Behind the scenes, however, change was already underway. Founders and formulators were beginning to rethink what pet food could and should be, while distributors started identifying emerging brands and building the pathways to bring them to market. At the same time, independent retailers began to carve out their identity, competing not on price, but on knowledge, service, and trust. Brands such as Iams, Eukanuba, Nutro, Science Diet, Cadillac Diets, Triumph, Ken-L Ration and Wayne started appearing on shelves.

“There was no playbook back then,” recalled my father, Ira Slovin, founder Fauna Foods. “You built the business one store at a time, one conversation at a time. It was true grassroots belly-to-belly selling. You showed up, shook hands, and stood behind what you

sold. Awareness didn’t come from the internet, it came from relationships: breeders, dog shows, retailers, and the trusted voices within the community.”

As the industry moved into the 1990s and early 2000s, that foundation of trust became the catalyst for change. Pets became part of the family. With that shift came a growing demand for better nutrition, higher-quality ingredients, and more thoughtful formulations. Concepts like grain-free, high protein and limited-ingredient diets began to take hold. Terms like “natural” and “holistic” entered the conversation, and for the first time, consumers started thinking about pet food in a way that mirrored how they thought about their own diets.

According to my father, brands like Fromm, Natura, Orijen, Pets Global, Solid Gold, and Wellness met this demand.

“The shift wasn’t overnight,” he noted. “A lot of these ideas had been around for years, but it wasn’t until consumers were ready, and retailers believed in them, that they really started to take hold. At a certain point, it stopped being about just getting product on the shelf. It became about helping stores understand what mattered and what didn’t.”

Independent retailers became the voice of this movement. They educated customers, explained ingredient panels, and guided them through the shift with the trust and clarity needed to make informed decisions. Distributors, meanwhile, played a critical role in shaping how these innovations reached the market. Identifying promising

Sam Slovin, a Connecticut College graduate with an MBA from Babson, is the nextgeneration owner and current Director of Sales at Fauna Foods.

new brands early, introducing them to independent retailers, and supporting their growth. They curated assortments, prioritized brands, and helped retailers navigate an increasingly crowded field. In doing so, they became the bridge between manufacturer intent and retail reality.

Not long after, a new wave of feeding philosophies emerged: raw, freeze-dried, air-dried and dehydrated. Brands like Instinct, Primal, Stella & Chewy’s, The Honest Kitchen and Ziwi Peak helped bring these approaches to a wider audience, introducing new formats centered around minimally processed, biologically appropriate nutrition. Independent retailers leaned in by advocating for these niche formats and helping customers overcome hesitation and adopt them.

Some of the fastest growing categories in the industry are fresh and gently cooked diets, with brands like A Pup Above, Smalls

and The Farmer’s Dog. Functional diets focused on digestion, joint health, skin and coat, and longevity are now central to the conversation.

The industry has reached a new level of complexity and with that comes both opportunity and challenge. E-commerce, national retailers, and direct-to-consumer strategies have introduced increased pressure and competition. However, in a world filled with options, the value of knowledgeable, trusted advisors is clear. Pet specialty, specifically independent retailers, is uniquely positioned to guide customers through evolving feeding philosophies, categories, and choices. Not just selling products, but helping pet parents understand why it matters.

At the same time, distributors like Fauna Foods have continued to evolve. The best distributors today are not just moving product, they are strategic partners, helping

retailers interpret trends, evaluate emerging brands, and make informed decisions. They act as filters, translators and collaborators, ensuring that innovation reaches the shelf in a way that works at the store level and drives success.

If the last 50 years have shown anything, it is that progress in this industry has never been driven by one group alone. It has been the result of manufacturers willing to challenge convention, distributors willing to bring those ideas to market, and independent retailers willing to stand behind them and share them with their customers.

“The industry’s always going to change,” my father admitted. “The products will change. The trends will change. But what doesn’t change is that this business is built on relationships and always will be. For companies operating within the pet specialty channel, supporting it is not optional, it’s essential.”

Top Takes

WHEN SHOPPERS GET RUDE

PROTECTING YOUR TEAM FROM DIFFICULT CUSTOMERS.

BY SHERYL GREEN

Let’s be honest: The old adage of “The customer is always right” is dead wrong. Sometimes, the customer is… just a jerk.

And if you’ve spent any time in pet retail, you and/or your team have probably had the same thought, “I wish the animals could just pick up their own supplies!”

You pride yourself on service and going above and beyond for your customers. However, it’s important to remember that your employees are your greatest assets. If an employee is being disrespected, manipulated, or put in an unsafe situation, it doesn’t matter how much money the customer spends. No single transaction is worth losing a good employee. That’s where Relational Boundaries come in.

One of the essential aspects of a healthy workplace is psychological safety. Do your employees feel safe around you, their coworkers, vendors, and customers? Are they comfortable speaking up whe n they see something wrong? Are they empowered to make decisions and (here’s the most important part) do you have their back?

An employee who knows that, even if they make a mistake, their boss will stand behind them is loyal and happy. And a loyal, happy employee… will take excellent care of your customers.

Relational boundaries are how you allow the people around you (friends and family in your personal life, and employees in your professional life) to be treated. If a customer is degrading one of your employees, do you allow it, or do you step in and protect your team member?

One rude customer isn’t the issue. Anyone working in retail knows they will deal with different (and often difficult) personalities. The problem arises when there is a consistent pattern of disrespect without management intervention.

Five Signs

Whether you are in the store or hearing about situations after the fact, it’s important to know what behaviors to look for and when to get involved. Here are some situations that need to be dealt with immediately:

1. Verbal abuse or intimidation. Customers are allowed to be angry or disappointed. What they cannot do is yell, hurl personal insults, make threats, or use derogatory or hateful speech.

2. Harassment or inappropriate comments. Employees have the right to a workplace free of sexual remarks or unwanted sexual advances.

3. Manipulation tactics. This includes customers demanding exceptions, threatening with bad reviews, or trying to pressure employees into breaking rules.

4. Safety concerns. Employees need to report aggressive behaviors, threats to their physical safety, or any actions that could put other customers or animals in danger. Teddy Wall, owner of Murfreesboro Dog Training, says, “I draw the line when demands compromise safety. I have refused service to an owner whose territorial-aggression case ignored staff protocols regarding muzzles and barriers. It was a risk to trainer safety.”

5. Boundary violations. Any customers who ignore store rules, attempt to circumvent return policies, or continue to disregard safety guidelines after being informed need to be removed.

There are times when your employee will have to speak up to a customer who is behaving inappropriately. You need to know how to do that calmly, clearly and

Sheryl Green is a speaker, workplace culture consultant and author of You Had Me at No.

respectfully, because you don’t want a screaming match that ends up on TikTok. Here are some samples of scripts for some common issues that may arise:

• Creating a boundary: “Let’s focus on how we can solve the problem.”

• Refocusing the conversation: “Let’s focus on how we can solve the problem.”

• Enforcing policy: “ Our policy requires us to follow these guidelines for safety.”

• Escalating respectfully: “I’m going to bring my manager into the conversation so we can assist you.”

• Ending an abusive interaction: “If we can’t keep this conversation respectful, I’ll need to step away.”

Scripts give employees confidence while keeping the interaction professional and off social media.

Allen Daniels, co-founder of Paws University in Kailua-Kona, says, “We use a simple escalation script and a hard stop tied to safety: one calm redirect (‘I can help, but I need respectful language’), one boundary (‘If it continues, we’ll pause this transaction’), then I step in and we end the interaction. Internally, we train it like operant conditioning — clear cue, clear consequence — so staff isn’t improvising under pressure.”

Employees are your most valuable asset, but… without customers, you won’t have a business for very long. That’s why it’s essential to create policies that protect your employees from aggressive or abusive customers, while still providing excellent customer service.

What does excellent customer service look like?

Be Considerate. Your staff must be knowledgeable, helpful, and respectful. Coming into your store should make customers feel valued, cared for, and like they (and their pets) matter.

Be Clear. Clarity prevents confusion, and confusion is where most conflict begins. Make it obvious, through signage and communication, what you will and will not tolerate.

Be Consistent. Once you’ve set boundaries and expectations, you need to reinforce them consistently, across the board. If rules are enforced one day, but ignored the next, customers learn it’s okay (and beneficial) to push boundaries.

The customer is not always right. However, by setting healthy boundaries for your employees, you create a safe environment for your team, your customers, and the furry babies you serve.

CREDIBLE RESOURCES FOR CONSUMERS

PODCASTS CAN BE VALUABLE FOR RETAIL SUCCESS.

BY AMY CASTRO

Scroll almost any independent pet retailer’s social feed or scan their email campaigns, and you’ll likely see a familiar pattern: new arrivals, weekend promotions, limited-time offers, and flash discounts. Selling is necessary to stay in business. However, when every message centers on “buy my stuff,” even loyal customers start tuning out, not because they don’t need your products or services, but because the constant promotion becomes exhausting and annoying.

If you want to build long-term loyalty, don’t ignore selling, but approach it more strategically. Instead of leading with transactions, lead with value and allow sales to follow. A well-known marketing principle states that most of the content a business shares

should serve the audience, not try to convert them in a single post or email. Many brands follow the 80/20 rule, where roughly 80 percent of content educates, supports, or solves problems, and only about 20 percent directly promotes products or services. When that balance reverses, engagement and sales decline.

In pet retail, the stakes are even higher because purchases are emotional. Customers are not simply buying products; they are making decisions for beloved family members. Your goal should be to help them shift from seeing you as a vendor to a trusted resource and partner in their pet’s care.

That shift begins with a question: “What are our customers struggling with right now?” Behind every purchase is a problem someone wants to solve. A puppy who won’t stop biting. A dog who reacts on leash. A cat whose behavior has changed. A pet parent worried they may be feeding the wrong food. When your emails and social posts address these problems directly, your brand differentiates itself from competitors who focus only on promoting products.

One way to do this, without becoming an expert on every topic, is to share credible voices and resources your customers can learn from. Not influencers promoting discount codes, but educators who have dedicated their careers to animal behavior, health, and the human-pet relationship.

For example, I host The Pet Parent Hotline, a podcast and blog I created while running a rescue and fostering more than 4,000

pets. I saw families reach a breaking point, not because they didn’t love their pets, but because they lacked clear guidance for the problems they faced. The show focuses on rising vet costs, behavior challenges, and the pressure to “do everything right,” and offers insight from experts on practical ways to navigate those issues through training, communication with veterinarians, budgeting, and calmer home routines.

Imagine you listen to a podcast on solving litterbox problems and you regularly have customers come in asking what to do when their cat won’t use the litterbox. You can answer those questions one by one, or you could share the link in your weekly email with a note such as, “We talk to customers every week who are struggling with litterbox issues. This episode covers five main reasons this happens and provides solutions that can help.” This type of post doesn’t feel like selling; it feels helpful and builds trust that translates into loyalty and sales.

Now, if you’re thinking, “That’s great, but I have products I need to sell today,” you can take things a step further for some of your posts. You could add, “One of the tips talks about changing the type of litterbox you’re using, and we carry several of the types mentioned in the episode. Ask one of our associates when you come in, and we’ll show you the pros and cons of each.”

As another example, imagine sending an email about puppy socialization, linking to an expert blog post, and then connecting that information to training tools available

Amy Castro is the host of The Pet Parent Hotline podcast and president of Starlight Outreach and Rescue.

in your store or to an upcoming puppy play date you’re hosting. You can still present your products and services, but they’re framed within educational content and credible resources rather than a hard sell. It places your brand alongside real expertise by positioning what you offer within a larger conversation about care and outcomes. The result doesn’t feel like a pitch; it feels useful. Start exploring blogs, YouTube channels, and podcasts that align with your business’s mission and goals. To get you started, here are a few of my go-to podcast guests whose resources I recommend.

Kate LaSala, a multi-certified trainer and behavior consultant behind Rescued by Training, publishes research-based writing focused on fear-based behavior and reactivity. Her website offers an extensive library of courses and infographics that would benefit your customers.

Ruth Hegarty of Creature Good Dog Training brings a different strength. Her work is grounded and actionable for families living with reactive dogs. Her blog and Facebook community are supportive spaces where families with reactive dogs or those with puppies who want to avoid reactivity can find help.

LeeAnna Buis is a certified feline training and behavior specialist with Feline Behavior Solutions. The company’s website provides cat-specific expertise and consulting, particularly around litterbox issues, inter-cat tension, and stress-related behaviors. For retailers serving cat households, sharing guidance from a feline behavior specialist helps fill a gap that many stores overlook.

Susan Garrett, an agility trainer and host of the Shaped by Dog podcast, is a solid resource for structured, science-based guidance on skill building, focus, and enrichment.

The topics align with products you carry, such as enrichment toys, treat pouches and training tools. When customers hear practical advice from a respected expert and then see selected products in your store that support that advice, the connection feels logical rather than promotional.

If most of your current messaging revolves around product launches and price drops, it’s time to reassess. Are you addressing the real questions customers are asking? Are you connecting products to meaningful outcomes instead of just features and pricing?

Providing value without an immediate sales push strengthens your position in the market because when customers understand how something fits into their pet’s life, they buy with more confidence and are more likely to return to the business that helped them make informed decisions. That is how independent retailers compete.

DOG PLAY & AGILITY EQUIPMENT

Relationships Help Build Your Store. Data Helps It Grow.

“Ilive for inventory reconciliation and data entry,” said no pet store owner ever. It’s not a secret that independent pet store owners have a love-hate relationship with data. You rely on data to help run your business, but it doesn’t always make your life easier. Between reconciling mismatches between POS and inventory, following up with suppliers about missing or delayed shipments, and investigating why something shows in stock but isn’t, you spend more time staring at numbers on a screen than talking to pet parents.

In a business where [AS1.1]success and survival depend on building strong, lasting relationships, quality time with your shoppers is a must. But if you ignore your data, any great customer interaction can quickly turn into disappointment and financial loss if the premium dog food they came in for is out of stock, no amount of positive interaction can prevent the likely disappointment and financial loss. To survive in 2026 and beyond, you need to figure out how to recapture time with your customers without losing sight of your business.

Stop working for your data

When you bought your POS, inventory, and loyalty tools, you were promised insights that would advance your business. But the truth is that many of these tools are designed for larger retailers with dedicated operations teams. They are excellent at collecting every single data point, so that analysts can review and translate the information into business guidance. In your case, this huge gap between the available data and useful insights often translates into hours of taxing analysis work you didn’t sign up for.

To reap the actual benefits of data collection, moving from a state of constant reaction to one of proactive planning, you

need to make sure that a few key elements are in place:

1. Systems are talking to each other and sharing data in real-time.

2. Data is presented to you in a way that helps you make a confident decisions fast.

3. Automations using data-based triggers can act on your behalf or with your input, so you can spend more time with customers.

All of this is 100% achievable with the right technology partner, and won’t require you to make dramatic or costly changes to your current business infrastructure. You also won’t need to become a technology guru, since you are already partnering with one.

Let data work for you

When data flows smoothly throughout your business, everyday activities and business challenges become more manageable. You go from spending hours piecing things together to having a clear, real-time, actionable view of your business. Automation handles the routine tasks in the background, so problems are addressed before they impact sales or customers.

Phantom product listings become a non-issue when your website’s inventory automatically updates when an item is sold at the store. You avoid stockouts because the system tracks your salmon oil sales and alerts you when it might be time to reorder this customer favorite. And with customer purchase history tied to your loyalty program, even your newest team member can deliver the personalized service that your store is known for.

But there are some even bigger advantag-

es your business can gain by connecting data with tools and automation:.

• Just-in-time ordering. Instead of buying items and letting them gather dust on a shelf, you can leverage real-time sales velocity and automated ordering to replenish inventory as needed. This way, you can free up cash that’s stuck in slow-moving SKUs and use it towards some of the high-margin, newer items your customers are asking for.

• Invest in trends that sell. See which novelty items are resonating with your customers, and which are just taking up shelf space. By monitoring these ebbs and flows in demand, you can create a profitable assortment that makes your shop look intentionally curated for your specific community.

From data to impact

The independent pet retailers that will thrive in 10 years are the ones that have harnessed the ability to run their businesses with data-backed insights, without losing valuable customer interaction time. They are making the shift towards a data-driven model today and are using technologies and automated systems – backed by real-time data – to reduce inventory issues, protect their margins, and build those strong relationships that keep customers coming back. They are not afraid of data; instead, they use it to reclaim their resources and focus, one confident decision at a time.

I encourage you to put your data to work for you today, so that your business can delight two- and four-legged customers tomorrow.

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JOE

Markham

FOUNDER, PETKORE

What can you tell us about Fritz and his role in the creation of KONG?

Fritz was truly an extraordinary dog. He was a 3½-year-old, fully trained German Shepherd when I adopted him through a Denver Police K 9 officer. Fritz was meant to serve as the watchdog for our Yamaha dealership, but from the moment we met, it was clear his role in my life would be much bigger. We bonded in a way I can only describe as a blessing from God. Fritz became my faithful companion, protector, and close friend. He was intelligent, strong, and driven — and he had an insatiable obsession with fetch. His favorite game was dropping the biggest rock or stick he could find directly onto your foot, forcing you to throw it for him. The game never stopped, and over time it badly wore down his teeth.

I knew I had to find a safer alternative that still satisfied his instincts. Traditional pet toys simply didn’t work for him, so I began experimenting with industrial rubber items — foot pegs, handle grips, radiator hoses, even a small motorcycle tire. Then one day, Fritz found a Volkswagen rear suspension part from a VW Bus that was sitting under my workbench. He proudly dropped it on my foot, just as he had done with rocks. That moment sparked the beginning of KONG.

Why was it important for PetKORE to enhance the wellbeing of not only household pets?

From the very beginning, KONG taught me a powerful lesson: enrichment matters. When Fritz finally had a toy that matched his strength, chewing style and instincts, his destructive behavior stopped. That

experience changed how I viewed animals altogether. I realized early on that enrichment isn’t just a luxury for household pets — it’s a fundamental need for animals of all kinds. In the first year KONG toys were sold, I approached the curator of our local zoo to see if chimpanzees might benefit from a KONG. That’s when I learned how dramatically enrichment needs change based on species and size. At the time, the technology simply didn’t exist to make toys large and strong enough for animals like chimps. PetKORE exists to push the boundaries of enrichment — to improve wellbeing not only for dogs and cats, but also for horses and animals living in zoos and aquatic environments. Enrichment reduces stress, encourages natural behaviors, and improves overall quality of life. That belief is at the KORE of everything we do.

Did anyone help guide you throughout your career?

One of the most influential people in my life was Dr. Peter Emily, who became both a close friend and a mentor. Dr. Emily was a co founder of the College of Canine Veterinary Dentistry and the world’s leading expert in exotic animal dentistry, working with lions, tigers, bears, and other large species. He also invented the first dog toothbrush and the first dog toothpaste.

Dr. Emily taught me an incredible amount about animal teeth, jaw structures, jaw muscles and chewing patterns. Those lessons fundamentally changed how I approached product design. His guidance helped me understand why poorly designed toys can cause dental damage or fail altogether — and how properly engineered

enrichment products can support both mental stimulation and physical health. His influence continues to guide my work today, and I credit him with helping elevate my understanding of responsible, science based enrichment.

What’s your definition of an “innovative” pet product?

To me, innovation isn’t about novelty — it’s about purpose. An innovative pet product solves a real problem while improving an animal’s wellbeing. That starts with understanding the animal first: how it thinks, moves, chews, and what it needs physically and mentally.True innovation comes from combining material science, behavioral science, and durability. Products should be strong, safe, and designed to encourage natural behaviors. That philosophy applies across species, whether we’re designing for dogs and cats, horses, or animals in zoo and aquatic environments.

How can people learn more about you and your pet care career?

The story of my career is best told through the work itself. KONG’s history reflects how one dog changed an industry, while PetKORE represents the continuation of that mission — pushing enrichment forward for all animals. My career has never been about creating products for their own sake. It’s been about listening to animals, learning from experts, and never losing sight of why this work matters.

CUTTING-EDGE INNOVATIONS

The pet industry is overflowing with amazing origin stories, many of which have involved groundbreaking product discoveries that have changed the course of history. That’s what the Vanguard Awards is all about; after all, vanguard means “people leading the way in new developments or ideas.” What’s wonderful about this industry is that many of its trendsetting products come from not only longtime brands but from startups, as well.

Take, for instance, Tvati, a pet wellness product that contains two ingredients: wild-harvested Cook Islands hibiscus bark extract and certified organic coconut oil. The joint support product is not swallowed or injected; instead, it is absorbed through the skin — a new mechanism of action in the pet care market.

The formula is rooted in Cook Islands traditional medicine and validated through doctoral research at the University of New South Wales. Originally created for humans, particularly professional athletes, the brand’s founders learned that animals also benefited from the product. Launched in 2025, Tvati is now distributed across more than 35 countries.

“Among 40 remarkable companies nominated for the Vanguard Award, we believe Tvati stands apart — not because we have improved on what exists, but because what we have built has never existed before,” said Sean Cahill, Tvati’s co-founder and head of partnerships. “Tvati Pet is the world’s first and only two-ingredient, 100 percent natural topical oil designed to support joint health and mobility in dogs and horses. It is not ingested. It is not injected. It is simply applied to the skin. That is a revolution in how we think about natural pet wellness, and we believe it is exactly the kind of breakthrough the Pet Age audience deserves to know about.”

Pet Age is excited to introduce Tvati and the rest of the 2026 recipients of the Vanguard Awards, which recognizes outstanding innovations and, in the process, encourages companies to continue to invest in innovations. These 40 brands are responsible for products that are driving the pet industry with creativity and intelligence, and we hope that they can inspire future outstanding products that drive positive impacts on companion animals, consumers and the planet.

Glenn A Polyn Editor-in-Chief

ARK NATURALS BARKER BEDS

AstaReal and Ark Naturals combined to create Protection+ Brushless Toothpaste, a first-of-itskind dental chew made with astaxanthin. The chew’s core active component, astaxanthin, is a powerful antioxidant that increases protective antibodies in saliva to stop plaque and tartar from adhering to teeth. Derived from red algae, AstaReal Astaxanthin is a natural, non-GMO antioxidant that is 6,000 times more powerful than vitamin C, with health benefits that not only impact oral health, but also joint, vision and immunity. In addition to astaxanthin, the chews include other natural ingredients — including cinnamon, clove and vanilla — designed to create a protective barrier against future buildup. The dental chew is formulated to help stop plaque and tartar from sticking to your pet’s teeth before the buildup even starts. In addition, the toothpaste center supports polished teeth and helps freshen breath.

The BarkerChill+ Lavender Bed represents a meaningful step forward in pet sleep innovation by combining multiple wellness technologies to create a more holistic wellness category. The bed merges advanced temperature-regulating materials with calming aromatherapy, creating what the company positions as a first-of-its-kind sleep system for dogs. BarkerChill+ technology uses phase change materials that actively absorb and release heat to maintain an optimal sleeping temperature, providing long-lasting comfort rather than short-term cooling. This system is permanently bonded into the foam structure, ensuring consistent performance across the entire surface without maintenance or degradation over time. Layered onto this is a subtle infusion of lavender embedded directly into the same foam layer. This allows the bed to address both physical discomfort and emotional factors like anxiety or restlessness.

CANINE CAVIAR CATIT

Founded by Jeff Baker in 1996, Canine Caviar describes itself as the first alkaline dog food. While many commercial dog foods are acidic, Canine Caviar is formulated to sit at a pH level of 7.5 to 8.0. Canine Caviar uses herbs and specific ingredients, along with a unique processing procedure, to balance a dog’s pH and to create an alkaline diet. This alkaline environment is designed to mirror the natural diet of a wild canine. Canine Caviar was built on an alkaline-based diet designed to minimize cellular degeneration and collagen depletion while helping to put more oxygen in the cells. When a dog’s body is in a more alkaline state, it may reduce DNA fragmentation and improve metabolic efficiency. In simpler terms, it helps the body function at its peak, potentially slowing the aging process and minimizing cellular degeneration.

Catit launched Double Fusion cat food in 2025.

The innovative product line uses a proprietary “double” process that combines traditional dry kibble with two types of freeze-dried raw meat (infused and added bites), offering high-protein raw nutrition with the convenience of dry food. It is specially formulated with regionally sourced ingredients and includes added raw bites — such as chicken, kelp and nutrient-dense greens — designed to cater to a cat’s carnivorous instincts. The kibble itself is infused with freeze-dried raw chicken for enhanced flavor. Added to this are distinct raw bites, creating a mix that ensures nutritional density and a varied texture to prevent boredom. This production method, where the inhomogeneous freeze-dried bites are integrated into the dry formula and distributed throughout the process into the kibble matrix, aims for high digestibility and superior taste compared to standard kibble.

COLLAR COMPANY COLORFIL

COLLAR Company is known for a wide variety of pet products for dogs, cats and aquatic livestock. However, its global claim to fame is the PULLER dog fitness tool that the brand launched in 2012. The PULLER is a set of two purple rings that provides daily active training and also an opportunity for pet parents to bond with their dogs. PULLER has gained fame and recognition among trainers and dog owners due to its unique tandem technique of using two rings during exercise sessions. The unique, safe material can be used in water, as the purple rings float and are easily visible to dogs. Additionally, the material is bite-resistant, ensuring no harm to dogs’ teeth and gums. The dog fitness tool has launched its own global competition, the Dog Puller World Championships, where dogs and their owners compete in several innovative, tworing training exercises that involve jumping, running and tugging.

Colorfil’s air filter technology was originally designed to meet rigorous performance and safety requirements to help protect astronauts and spacecraft.. Developed at the University of Illinois, Colorfil’s patented technology works on a molecular level. The main active ingredient in its patented coating is citric acid, which is naturally occurring and commonly found in fruit. By applying it to standard filter material, the brand’s cofounders discovered this coating formula captured and neutralized amine-based compounds (think: household chemicals, urine, pet, food and other odors) much more effectively than other filters on the market. Colorfil is the only air filter that indicates when it needs to be replaced. This patented color-shift technology is highly reactive to gas phase chemicals and odors in the air — and actually changes from pink to yellow as it absorbs these unwanted substances from the air.

DOGGINSTIX DR. KATIE’S REMEDIES

The Cosmic Ring and Space Collection represent a recent evolution in dog chew design, emerging as part of the brand’s push to rethink traditional treat formats. Built on Dogginstix’s foundation of single-ingredient, premium chews, the collection introduces playful, space-inspired shapes that include rings, UFO discs and “astro” forms. Dogginstix elevates the Cosmic Ring and Space Collection chews by incorporating laser-crafted designs that stand out at retail. At the center of this innovation is the Cosmic Ring, a donut-shaped chew made from 100% natural lamb collagen, sourced from free-range animals and produced without additives or fillers. Unlike conventional rawhide or stick-shaped chews, the ring design allows dogs to grip, toss and chase it, effectively functioning as both a chew and a toy. Its lightweight structure even enables it to “fly,” adding a new layer of enrichment and play value rarely seen in the category.

Dr. Katie’s Remedies is a veterinarian-developed line of primarily homeopathic formulations offering a low-tox approach to modern pet care. Developed by Dr. Katie Kangas, the line is rooted in the belief that true wellness comes from supporting the body’s natural ability to heal, rather than simply suppressing symptoms. What makes the products unique is the use of highly diluted homeopathic ingredients paired with targeted symptom support, addressing issues such as allergies, digestion, respiratory health and immunity in a gentle, non-invasive way. Distinctive in its format, pet parents add clean water at home — eliminating the need for preservatives while enhancing palatability. This approach also extends shelf life until activated, balancing freshness with ease of use.

EQUINE HEALTH SOLUTIONS

Joint Jelly by Equine Health Solutions is an award-winning, all-natural daily supplement designed to improve joint health, mobility, and comfort in horses. It is innovative due to its proprietary, rapid-acting EquiFlavin flavonoid blend that reduces inflammation, supports cartilage repair, and aids recovery without the ulcer risks associated with traditional NSAIDs. The brand’s proprietary EquiFlavin Formula utilizes a concentrated blend of bioactive flavonoid extracts — found in plants, fruits and vegetables — to provide powerful, natural anti-inflammatory and antioxidant support to joints and muscles. Joint Jelly unique format provides rapid absorption and is designed for high bioavailability to deliver rapid joint support. Joint Jelly combines essential ingredients like glucosamine, chondroitin, MSM and hyaluronic acid to support cartilage recovery and joint lubrication. Beyond joints, it promotes a calm mindset, supports gut health and improves circulation.

FINLEY’S FEATHER SNAP

Finley’s is a pet treat brand built on a purpose-driven foundation that sets it apart from traditional pet companies. Founded by former special education teachers Angie and Kyle Gallus, the brand originated from a classroom project aimed at teaching life and job skills to students with disabilities. In 2016, the founders recognized that many of their former students faced significant barriers to employment despite having strong capabilities and potential. Finley’s was designed not just to sell dog treats, but to create meaningful social impact. Its business model is uniquely structured to give back to the community in a direct and measurable way. The company dedicates 50% of its net profits to initiatives that support individuals with disabilities, including job training, employment readiness programs, and advocacy efforts. Additionally, through its “Ambassador Program,” Finley’s creates paid work opportunities and public-facing roles for people with disabilities, integrating them into the brand’s marketing, events and outreach efforts rather than limiting them to behind-the-scenes roles.

The Smart Hummingbird Feeder is the latest innovation from FeatherSnap. Created to help users experience the beauty of nature’s most fascinating birds, this thoughtfully designed feeder combines a solar-powered, motion-activated camera, three nectar ports, and built-in Wi-Fi connectivity. Utilizing technology from Tactacam, a leader in cellular-based trail cameras, the feeder captures HD photos and real-time video, making it easy to enjoy close-up hummingbird moments. The FeatherSnap Hummingbird Feeder blends state-of-the-art camera technology with ornithologist-trained AI bird identification to offer an engaging experience for bird lovers. The feeder captures high-resolution photos and videos of hummingbirds, with a wide field of view that gives users an up-close look at all the action. Integrated solar panels keep the camera’s USB-C battery powered without the need for external attachments.

FLUVAL

Bug Bites utilize sustainable black soldier fly larvae as a primary protein source, mimicking the natural, insect-based diet of most fish. The larvae are raised on rescued pre-consumer fruits and vegetables, preventing 6,000 tons of food waste yearly. Black soldier fly larvae are a “superfood” that provides superior nutrition, promoting healthy growth, vibrant color, and strong immune systems through Omega-3 and 6 fatty acids. Containing up to 40% sustainably sourced black soldier fly protein, the formula is packed in small batches for freshness, includes premium supplements contains no artificial fillers and is highly digestible, leading to less waste in the aquarium. Due to the natural smell and taste, even picky fish readily eat Bug Bites. Since launching in 2017, Bug Bites have become widely recognized as a quality, established fish food, winning numerous awards, including being voted Aquatic Product of the Year by UK aquatic retailers.

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GF PET

Elasto-Fit, a patented apparel feature from GF Pet, represents a significant innovation in the pet clothing category by fundamentally rethinking how dog apparel fits and functions. At the core of Elasto-Fit is its ability to conform to a dog’s unique body shape rather than forcing the dog to conform to the garment. The design incorporates expandable panels at key points like the neck and girth, allowing the apparel to stretch and adjust dynamically while maintaining a snug, secure fit. This creates a “hugging” effect that moves with the dog’s natural motion, enhancing both comfort and functionality. Equally innovative is the ease-of-use factor. Elasto-Fit eliminates the need for leg lifting or complicated dressing; instead, it uses a simple wrap-and-secure system that can be applied in seconds.

K9 GRANOLA FACTORY JOLLY PETS

When K9 Granola Factory launched its first creation, a grain-free dog granola consisting of vitamin-rich rolled oats and honey, the company’s founder, Janie Smyser, wanted its products to be drool-worthy, but packed with high-quality, nutritious ingredients to support a pet’s health. When the Pennsylvania-based brand unveiled its gourmet donuts for dogs, it became adored by pet parents and retailers, alike. Made with human-grade ingredients, every generously sized gourmet donut is produced using the company’s signature K9 Granola recipe of rolled oats and honey while being wheat, corn and soy free. The curated collection of donuts include themed flavors like The Hound Dog, which is the brand’s take on Elvis Presley’s Favorite sandwich, The Elvis. Famously known for its combination of toasted bread, peanut butter, banana and bacon, this donut has all the toppings every dog is sure to love.

The Jolly Ball Tug N Toss traces its origins back to the equine industry. The original Jolly Ball was developed by Horsemen’s Pride as a durable enrichment toy designed for horses. Its success was immediate; however, pet owners quickly noticed that dogs were just as fascinated by the oversized, resilient ball, prompting the adaptation of the design into Tug-N-Toss canine iteration, which introduced features that were largely unseen in the market at launch. Its integrated handle allowed for easy carrying and human-assisted play, while the ball itself could bounce, float and maintain its shape even when punctured. Additionally, its erratic movement when thrown created unpredictable play patterns that better mimicked natural prey behavior, increasing engagement and exercise.

K9 SPORT SACK

The K9 Sport Sack Sky Pack is considered the world’s first dual-purpose dog backpack that converts into an airline-approved pet carrier, making it a one-stop solution for vacation travel, airport navigation and in-flight comfort. The Sky Pack bridges the gap between hiking-style dog backpacks and traditional under-seat airline carriers, eliminating the need to bring multiple carriers for traveling with pets. Showcasing innovations in functionality specifically for air travel, the Sky Pack converts from a vertical, backpack-style carrier to a horizontal pet kennel by adjusting the straps and closing/opening expansion zippers. Designed for hands-free travel while adhering to requirements that allow it to fit under airplane seats, the Sky Pack allows owners to securely carry dogs through airports and city environments in backpack mode, then expand its sides into a comfortable, compliant and ventilated under-seat carrier for flights..

New products—that’s what all retailers are looking for. The Stockroom section allows you to promote your latest products and show retailers how to ﬁll their shelves with merchandise that lures customers in and keeps them coming back for more.

Categorized with other products that illustrate today’s cross-merchandised themes and trends, Stockroom give buyers a quick and focused section of today’s latest ﬁnds in the pet arena.

This redesigned section is available in all editions of Pet Age — don’t miss the

LAZY DOG COOKIE COMPANY MULTIPET

Pup-POP represents a natural evolution of the brand’s long-standing focus on turning everyday pet moments into celebrations. Founded in 2001, the company built its reputation on human-inspired treats like birthday cakes and ice cream mixes for dogs, ultimately leading to the 2024 launch of Pup-POP, a new take on pet hydration designed to complement these experiences. Pup-POP is positioned as a “celebration hydration” beverage. The lightly flavored, non-carbonated, all-natural water is designed to make drinking feel like a treat rather than a necessity. What makes Pup-POP especially innovative is its multi-functional role. It can be served on its own, frozen into enrichment treats, or used as a mix-in. By merging function, flavor and celebration, it redefines how pet parents think about keeping their dogs hydrated, turning a basic need into a memorable ritual.

The Lamb Chop toy has a unique origin story that blends pop culture nostalgia with modern pet product innovation. Originally introduced in the late 1950s by puppeteer Shari Lewis, Lamb Chop became a beloved television character featured on children’s programs for decades. In 2010, Multipet transformed this iconic puppet into a plush dog toy through a licensing agreement, effectively reintroducing the character to a new generation — this time as a companion for pets rather than children. The toy’s design combines a soft, cuddly exterior with built-in squeakers, making it appealing for both comfort and interactive play. The Multipet Lamb Chop toy has become one of the most recognizable toys in the pet industry, with millions sold and consistent demand across retail channels. It’s also pioneered the successful licensing of legacy entertainment characters into pet products.

NATOO NATURAL FARM

Natoo was developed by PremieRpet, Brazil’s pioneer in super premium pet food, for U.S. pet parents. Working with sustainability verification consultant ClimatePartner, Natoo has measured product-level carbon footprints, enabling certification and supporting international ocean plastic recovery initiatives. When it comes to eco-friendly ef forts, most notable are the environmental stewardship initiatives that Natoo and PremieRpet have implemented over the years. Together they have has raised over $500,000 to support ONÇAFARI, a nonprofit that strives to conserve biodiversity in various Brazilian biomes with an emphasis on jaguars and maned wolves, as well as the Jaguar Parade NYC. In addition, Natoo has supported the Pró-Carnívoros Institute (Institute for the Conservation of Neotropical Carnivores), which conducts scientific research to ensure the long-term survival of Brazilian carnivores.

NINA OTTOSSON

In 1990, Swedish inventor Nina Ottosson created the interactive pet puzzle game and, thus, the educational toy category, often referred to as treat-based pet puzzle games. She launched her business, Zoo Active Products AB, in 1993. She designs interactive pet puzzle games for dogs and cats, emphasizing mental and physical stimulation by encouraging natural foraging instincts. Puzzle games stimulate a pet’s mental health by activating its natural instinct to hunt for food. The games exercise a pet’s mind, thus preventing boredom and the behavior problems that go with it. The games require pets to use their natural instincts to “hunt” for food. Using their paws, mouth and nose, pets have to lift blocks, turn discs, slide panels and rummage in fabric to find yummy treats inside. In 2015, her business was acquired by Outward Hound and now goes by the name Nina Ottosson by Outward Hound.

Natural Farm Cold-Dried Bully Sticks are the first and only bully sticks on the market created using Natural Farm’s proprietary, low-temperature drying process, making them exceptionally dense and long-lasting. Cold-Dried Bully Sticks are 100% natural, odor-free, single-ingredient (grass-fed beef pizzle) treats that are fully digestible. With up to 97% crude protein, they are specially engineered to challenge tough chewers who destroy traditional bully sticks in minutes. Unlike traditional high-heat cooking, this slow process preserves the natural protein structure while removing moisture, resulting in a denser and firmer texture. Due to their high density, these sticks offer a longer-lasting, more satisfying and durable chewing experience compared to traditional sticks. In addition, the treat’s firm, durable texture helps reduce plaque buildup through mechanical chewing action while keeping dogs mentally stimulated.

NULO

Nulo Culinary Harvest is a minimally processed, oven-baked dog and cat food featuring 80 to 90% animal-based protein. Unlike conventional extruded kibble, Culinary Harvest uses a rotary baking method at lower temperatures to protect amino acids, vitamins, and antioxidants. The Culinary Harvest lineup offers tailored nutrition for pets of all sizes and ages. Each recipe is rotary baked at lower temperatures and slower speeds to protect heat-sensitive nutrients like amino acids, antioxidants and vitamins — delivering a closer-to-homemade experience in a shelf-stable form. Crafted in small batches using the brand’s rotary baking technology that preserves nutrients, and then coated in bone broth for enhanced flavor, Culinary Harvest sets a new benchmark in pet food by combining the nutritional integrity of minimally processed ingredients with superior palatability and digestibility.

PET’S BEST LIFE PODIUM PET PRODUCTS

Pets Best Life is responsible for bringing Longevity15 to market. Powered by fatty15, Longevity15 is the world’s first supplement for dogs with the ingredient C15:0 (pentadecanoic acid), which is a healthy, odd-chain saturated fatty acid that our bodies require to maintain physiological health. Studies support that C15:0 is a pleiotropic nutrient that has multiple mechanisms of action and cell-based activities. Numerous studies have shown the relevance of C15:0 to metabolic, cognitive, immune, liver and heart health. C15:0 is considered beneficial for pets, particularly dogs, as an essential fatty acid that supports cellular health, improves mitochondrial function, and reduces inflammation to promote longevity. As dogs cannot produce enough C15:0 on their own, supplementation helps strengthen cell membranes, supports liver/heart health and fights age-related damage.

Dog Rocks are a unique, natural and non-toxic solution designed to eliminate dog urine burn patches on lawns without changing the urine’s pH. They act as a paramagnetic water filter, using natural minerals to reduce nitrates, ammonia, and trace elements, making them a safe, vet-endorsed and easy-touse preventative for household pets. Dog Rocks were introduced to the UK market in 2006 by Carina Evans and Podium Pet Products. These are natural, Australian-mined paramagnetic igneous rocks, requiring no chemical processing to filter water. When placed in water, the rocks create a charge that filters out impurities like tin, ammonia and nitrates. By removing these elements, it lowers the level of excess nitrogen passing through the dog’s urine, which is the primary cause of yellow burn patches.

Purina launched its Pro Plan LiveClear cat food in 2020 as the first, and only, cat food proven to reduce allergens in cat hair and dander. Backed by 10 years of research, the groundbreaking cat food binds and neutralizes the allergen (Fel d1) in cat saliva, reducing human allergic reactions at the source. All cats produce Fel d 1, regardless of breed, age, hair length, sex or body weight. When cats groom, Fel d1 gets on the hair and skin through the saliva, and eventually into the environment. The key ingredient in Pro Plan LiveClear is a specific protein sourced from eggs. When cats eat LiveClear, the protein binds to the Fel d 1 and safely neutralizes it in the cat’s mouth. In a published study, feeding Pro Plan LiveClear was shown to reduce the allergens in cat hair and dander by an average of 47%, starting in the third week of daily feeding.

PURINA SLEEPYPOD RAWZ

The Sleepypod Clickit Range is a high-performance, 5-star certified crash-tested car safety harness for dogs, released in 2025. Clickit Range is Sleepypod’s next-generation car safety harness, keeping dogs and the passengers who ride with them safer in cars. Its uniquely engineered, streamlined design builds on Sleepypod’s safety-proven Clickit Sport and Clickit Terrain models. Clickit Range is easier to use and addresses a wider range of dog shapes and sizes. Sleepypod’s PPRS technology secures a dog’s torso while absorbing force in a frontal collision. Upon impact, the supportive harness cradles the dog, keeping the dog restrained. Shock-absorbing sleeves work with a widewebbed harness structure and a broad, padded vest to evenly distribute damaging forces across the dog’s torso, reducing the risk of injury in a car accident or hard stop. Clickit Range was rigorously tested throughout the design process, including dynamic crash-testing and static tensile testing of all critical safety components, including hardware, webbing and stitching.

R AWZ is a family-owned business dedicated to improving the lives of pets through minimally processed nutritionally exceptional recipes. With more than six decades of pet nutrition experience, RAWZ creates exceptional recipes with the highest possible meat content and uses natural alternatives to highly processed ingredients, helping cats and dogs thrive at every stage of life. The founders believe in the meaningful impact pets have on our lives, which is why they created The RAWZ Fund. Through this initiative, they donate 100% of profits (after taxes and reserves) to four main causes: cat and dog rescues, providing service dogs, and supporting spinal cord injury and traumatic brain injury causes. To date, RAWZ has donated over $4.15 million to initiatives that support these causes.

SNOOZER PET PRODUCTS

Snoozer Pet Products has been manufacturing dog beds, including the iconic Cozy Cave, since the company was established by Norm O’Donnell in 1985 in Greenville, South Carolina. As a family-owned business, Snoozer has specialized in hand-sewn, durable pet products for over three decades. As the creator of the hooded pet bed, Snoozer designed the Cozy Cave – with its iconic raised hood and a sherpa-lined interior – to satisfy a pet’s natural instinct to burrow and feel secure. The Snoozer Cozy Cave is unique due to its signature hooded, denlike design that caters to burrowing pets, providing a secure, calming environment that reduces anxiety. It features a plush, sherpa-lined interior for warmth, a durable, hand-sewn exterior, and options for orthopedic foam to support joint health. While other companies now make similar “cave”-style beds, the Cozy Cave is a registered design by Snoozer.

SODAPUP

Since launching in 2013, SodaPup has become synonymous with innovation, and the brand has helped with the evolution of several product-types, including nylon chew toys, slow feeder bowls, lick mats, feeding trays and more. For example, SodaPup developed a proprietary material called PUP-X, a material that is incredibly durable, takes bright colors beautifully and floats. With innovation being the heartbeat for the brand, it’s no surprise that 2025 saw SodaPup introduce the Lick Stick, a groundbreaking product in the enrichment category. Unlike traditional enrichment tools that are often passively used by pets, the Lick Stick is a hand-held device that allows pet parents to actively engage with their dogs while delivering enrichment. This unique interactive tool transforms enrichment time into a bonding experience.

TANK PALS

Tank Pals is a groundbreaking series of devices designed to improve water quality in both fresh and saltwater aquariums. Perfect for both new and seasoned aquarists, they’re the easiest way to keep aquarium water crystal clear and healthy, as each Pal works for 60 days to simplify water maintenance. Tank Pals includes Clarence the Clarifier Fish, which is engineered to minimize cloudy water, prolong cleaning intervals, and effectively control phosphate and ammonia levels; Sandy the Bio-Support Starfish, which is designed to combat algae growth, creating a healthier environment for fish. This innovative device reduces levels of nitrates and phosphates, ensuring that aquatic life thrives; and Cletus the Water Conditioning Clam, which offers a solution for making tap water safe for fish, reducing stress on aquatic inhabitants by eliminating harmful chlorine and chloramines.

SPOT & TANGO

Featuring a postbiotic that’s clinically proven to reduce bad breath in just seven days, PupGum represents a breakthrough in canine oral care, combining four core periodontal disease interventions in one convenient chew: antimicrobial fermentate, breath-freshening spirulina, anti-inflammatory properties and plaque-scraping flax seeds. Requiring two years of development and rigorous testing, the PupGum formula disrupts oral biofilms by 98 percent on average, preventing plaque from adhering to teeth. It also neutralizes 50 percent of the volatile sulfur compounds responsible for bad dog breath. Designed to work from the inside out to rebalance the canine oral microbiome, PupGum functions as a sustainable alternative to traditional antibiotics.

TELLUS TRU

ReadyGo Ice Melt from Tellus Tru merges instant traction with a non-toxic, eco-friendly formula, replacing harmful salt/chloride with natural minerals. Its unique mechanism bores vertical holes to break the bond between ice and ground, rather than just melting from the top down. Due to the combination of traction agents and specialized melting crystals, it lasts roughly five times longer than traditional ice melters and is effective on black ice. The product’s unique formula is 100% chloride-free, salt-free, non-toxic and non-corrosive. It is safe for pets, children, concrete and vegetation. Unlike traditional salt that melts and leaves slippery surfaces, ReadyGo uses natural, heat-generating minerals that provide immediate traction while simultaneously melting ice. Manufactured using premium, EPA and FAA approved ingredients, it is effective at low temperatures (up to -2 degrees F) and works on hazardous black ice.

THREE DOG BAKERY

Created by Three Dog Bakery, Lick’n Crunch! is a line of sandwich-style cookies designed to resemble the popular Oreos, offering a “human-style” sandwich cookie experience for dogs. Featuring crunchy cookies filled with a creamy center, these innovative dog treats stand out by using real ingredients like peanut butter and carob, with no artificial flavors, and are baked in the U.S.A. The sandwich cookies have become a stable for the brand’s “people-inspired” dog treat portfolio. The popularity of the dog treats has led to the product line being expanded to include various flavors, such as Peanut Butter & Carob, seasonal offerings like Neapolitan and Blueberry Pie, as well as Birthday Confetti, a party favorite for celebrations that includes a dog’s “gotcha” day. There are also limited-edition Lick’n Crunch! flavors for Valentine’s Day, Easter, Howl-o-ween and Christmastime.

TICK

MITT THUNDERSHIRT

After launching TiCK MiTT in 2023, the brand is building on the success with TiCK SiDEKiC. While the TiCK MiTT uses a patented, specialized microfiber to trap loose ticks, the SiDEKiCK is designed for removing those that have already attached. The SIDEKICK is an innovative pet product that combines a built-in flashlight with dual stainless-steel tools to safely remove embedded ticks from pets and humans. Unlike standard tweezers, it is designed for precision in dark or thick fur, aiding in tick-borne disease prevention. The SIDEKiCK’s built-in flashlight is designed to illuminate dark or thick fur, making it easy to spot ticks. In addition, the SIDEKICK’s offers both a slotted hook and fine-tipped tweezer on one compact, portable device to handle various tick sizes and types.

THE PET AGE

ThunderShirt introduced a new approach to managing anxiety in pets when it launched, setting itself apart from anything previously available in the market. Prior to its debut, most solutions for canine anxiety — such as during thunderstorms, travel or separation anxiety — relied on medication, supplements or behavioral training. What makes the product truly innovative is its use of gentle, constant pressure to calm dogs, a concept inspired by swaddling in infants and pressure therapy used in humans. The snug-fitting garment applies evenly distributed pressure around a dog’s torso, which has been shown to help reduce stress responses and promote a sense of security. By introducing a non-invasive, behavior-based solution rooted in a novel application of pressure therapy, ThunderShirt has since influenced a wave of similar innovations across the industry.

TOTONIKS

Totoniks is redefining the topper category with a “what would nature provide?” hydration-first approach to canine nutrition. Founded by Geoff Bowers and the original team behind K9 Natural and Feline Natural, the New Zealand–based brand is built on the belief that water alone is not enough — particularly for dogs on a dry diet. The range is powered by New Zealand–sourced ingredients, including grass-fed venison blood, combined with bone broth and green-lipped mussel to create a nutrient-dense liquid topper when mixed at home. This format delivers both hydration and highly bioavailable nutrition to support gut health, mobility and vitality. Rooted in a “waste to wellness” philosophy, Totoniks transforms an underutilized resource into premium nutrition. Its name reflects this foundation: “toto,” the Te Reo Māori word for blood, and “tonik,” symbolizing a daily health tonic that dogs love.

TRANQUIL TAILS

The Tranquil Tails Pheromone Diffuser represents a differentiated approach to pet calming solutions, combining science-driven innovation with decades of proven air-quality technology from its parent company, Vaportek, a pioneer in environmentally safe odor control systems. Tranquil Tails has adapted Vaportek’s proprietary dry vapor delivery technology to create a cleaner, more consistent, approach to pet calming, one that eliminates the need for heated liquids, oils or messy refills. At the core of the Tranquil Tails diffuser is a patented, waterless pad system infused with nature-identical calming pheromones. The diffuser is part of a broader, integrated calming system developed by Tranquil Tails, which . Complementary products include PET ZEN Calming Spray and SILVER TAILS, a pheromone spray formulated for aging pets.

TWISTER’S CAFÉ TVATI ZYMOX

Twister’s Café launched Drool Whip as unique take on the well-established and popular treat concept. Drool Whip reimagines the popular coffee shop “pup cup” concept as a healthy, shelf-stable and nutrient-dense aerosol whipped cream. Designed for both retailers and cafes, it provides a superfood-infused indulgence that supports a dog’s digestion. Drool Whip is oat-milk based with human-grade ingredients and can easily display for impulse purchase at check-out and endcaps. Drool Whip is an innovation designed to pamper pups in the same way people enjoy coffee house drinks. Inspired by the superfood creamer trend that Laird Hamilton started for humans a decade ago, Drool Whip offers canine companions those same incredible health benefits. Droo Whip boasts a blend of six simple ingredients (coconut oil, taurine, yucca root, cinnamon, probiotics and turmeric) that support a dog’s digestive and oral health.

Tvati is a topical massage oil that has created its own pet health category. The formulation itself is intentionally minimal, using just two sustainably sourced ingredients — hibiscus oil and organic coconut oil — without fillers, additives or synthetic compounds. Combined with peer-reviewed research and veterinary endorsement, this simplicity reinforces its position as a clean, effective alternative to traditional products. What makes Tvati unique in the pet industry is its topical, transdermal delivery system. Unlike conventional joint health products that rely on oral supplements, chews or injections, Tvati is applied directly to the skin, allowing the formula to absorb naturally into the body. This eliminates such common challenges as palatability or digestive sensitivity, creating a less stressful experience for both pets and owners.

Funky Paws is the first enzyme-based, non-toxic and antibiotic-free cream designed to eliminate the root causes of paw, nose and skin fold odor (bacterial/yeast overgrowth) rather than just masking it. The vet-trusted, and hypoallerg enic solution for “corn chip paws” and irritation is designed to counter the overgrowth of bacteria and help combat stinky paws, utilizes vitamin D and oat extract to help moisturize while providing relief for odor, dry noses and irritated skin folds. Funky Paws features the renowned ZYMOX LP3 Enzyme System, an effective yet gentle antibiotic alternative that is non-reactive and non-toxic. Instead of relying on antibiotics, the LP3 Enzyme System selectively targets odor-causing bacteria and yeast, preventing disturbance to the normal flora. And making it a safe alternative for daily use. Funky Paws is so effective that it need only be applied once daily and does not require pre-cleaning.

• Social Media Outreach and Online Initiatives

• Store Design/Retail Merchandising

An exciting new program honoring the best retailers in the pet industry. The Retailer Excellence Awards program recognizes retail excellence in six categories, as well as honoring a Sales Representative of the Year, Manufacturer of the Year and Distributor of the Year. For complete information go to PetAge.com or contact Juliana Heﬀord at 310-507-4605 or jheﬀord@petage.com

• Store Events

• Socially Responsible Categories include:

• Single Store

• Multiple Locations

TOWN AND COUNTRY

THE OHIO HARDWARE SHOP THAT BUILDS LOVING ADOPTION STORIES.

Nobody walks into a hardware store expecting to fall in love. But at Town and Country on 1210 East High Street in Bryan, Ohio, it happens on a regular basis. It typically occurs somewhere towards the back of the store, next to a kennel holding a dog that nobody has yet claimed.

“People that come to our store aren’t necessarily thinking they want to adopt a pet,” said store manager Tom Goodrich, “But when they see them in a cage their heart strings and they say you know we could have a dog, and it’s just another opportunity for them to get adopted.”

Meet Maxine

The pet section of the store also keeps its most famous resident: Maxine, a 35-year-old Macaw that entertains customers with her everyday antics.

“She talks, too, and is always saying ‘How are you? What’s your name?’ and she says a variety of things,” laughs Goodrich. “And customers go crazy over Maxine.”

According to Goodrich, the pet adoption section is the quiet engine behind its retail success story.

BY AMINA ACCRAM BROOKS

Town and Country a dual-concept retail store has equal parts of hardware, farm supply and a pet destination. Its pet section, which is popular with customers, has hosted adoptable pets from animal shelters across Williams County. No fees, no commission, just space and the belief that foot traffic built on goodwill is worth more than foot traffic built on advertisement.

“The pet store is very interactive. For the adoption we usually harbor one dog, and we can do several cats and they are all coming from our local shelter and the money goes back to them,” explained Goodrich. “These pets have back stories, they have been abandoned, and it’s comforting to know that the owners have a passion for this.”

A Solid Foundation

Town and Country store owner Scott Sullivan is not new to the retail store business. He spent years managing Quality Farm and Fleet, a Michigan-based chain of roughly 360 farmand- hardware stores that went out of business and was acquired by Tractor and Supply.

In 2002 Sullivan saw an opportunity when a K-Mart closed its doors in Bryan as part of the chain’s national collapse.

He saw the empty space for what it was, right location, right space, right timing.

“It’s a good space for a hardware and feed store and we are also servicing our town and several rural communities,” said Goodrich.

From Idea to conceptualization, Town and Country opened its 30,000-squarefoot anchor store in a Bryan strip mall. Hardware and plumbing stock at the front, feed, livestock supplies and bird seed fill the middle. The pet department, once at a modest corner, grew and now accounts for close to half of total business and ranks as a major source of revenue for the store.

Town and Country also launched a self-service dog-wash section earlier in March, with dog accessories and self-dispensers.

“We have a very large pet supply, pet feed, pet toys, I mean you name it with pets we’ve got it. We also do very well on wild bird seeds. The pet section pet supply is now top five department in our company, and it does very, very well,” said Goodrich adding that the pet department also operates a separate grooming station which it is leasing out. “We lease out a space for a professional groomer to groom dogs and cats and

do nails and different things like that.”

Sourcing from the Best

For an independent retailer, the scope of their business is remarkable. Town and Country move roughly 22 tons or 44,000 pounds of pet feed every week, spanning dog, cat and bird food,

To keep offering the best convenient shopping experience for pet owners in the area, sourcing runs through a layered network. The store has primary distribution networks, that it has relationships and deals with, when their primary distributors don’t carry the products, they want the team then

will highlight their new things and run specials for buying events. In fact, Do It Best just had their Spring event in Denver. These events are important because that is where we get show deals and gain some better margins,” explained Goodrich.

Goodrich said they also work with a private distributor that has been able to throw their logo and name on the back of the products they make.

“We don’t get extra perks for that, But also Spring is busy for us and we have a large green house and landscaping, We sell flowers and trees and bulk mulch, and stone and landscaping material. trailers, carry- on trailers, utility equipment. So, we get busy,” he said.

reaches out to dedicated national and local pet supply distributors.

“We also have an affiliation with Orgill, which is another national distributor for hardware and other different things. Our building team attends three to four pet shows a year where vendors

Keeping it Local

For Sullivan and his team, the formula for their success has not changed much: serve the town, give back to the community and treat all the animals like they matter. They also plan to maintain their excellent customer service,

“It is the caviar of our success,” said Goodrich. “The only way that you can compete with the big box stores such as the Lowe’s or PetSmart’s is customer service and community involvement like giving back.”

Sullivan is also on the Board for the Williams County Humane Society, a community-based non-profit dedicated to the welfare of homeless and abandoned animals.

CHEW TOY COLLECTION

Chew Safer. Chew Longer.TM

Durable & Splinter-Resistant

Built for the toughest chewers - designed with nylon for durability & natural fibers for a softer, splinter-resistant chew.

Shaped for Engaging Movement

Designed to roll, rock, and react - keeping dogs mentally engaged while satisfying natural chewing instincts.

Fill & Treat for Longer Play

Fill patented treat troughs with spreads to extend playtime and reward positive chewing behavior.

Raised Elements Clean Teeth

Raised elements scrape plaque, helping clean teeth & gums.

CHEW BONE

Our newest style, the Chew Bone includes four spacious treat troughs which pet parents can apply their dog’s favorite spreadables & freeze for an even longer-lasting chew experience.

AMERICAN MADE: A BEACON OF LIGHT

WHY ‘MADE IN THE USA’ PET PRODUCTS ARE IN HIGH DEMAND AMONG TODAY’S PET OWNERS.

BY GLENN A. POLYN

Today’s pet owners are more informed, more selective and more emotionally invested in their purchasing decisions than ever before. As a result, they actively seek out products that align with their values, particularly when it comes to safety, quality and transparency. For many, that means choosing U.S.-made pet products.

It’s important to note that the Federal Trade Commission (FTC) regulates country-of-origin claims, requiring that products labeled as “Made in the USA” be “all or virtually all” made domestically. This includes ingredients, processing and packaging.

Meanwhile, the Food and Drug Adminis-

tration (FDA) oversees pet product safety and labeling, but it does not pre-approve pet food before it reaches store shelves. Instead, enforcement typically occurs after products enter the market.

‘Made in the USA’ Pet Products

The growing demand for U.S.-made pet

products is not a passing trend — it’s part of a larger shift in consumer behavior that has been building for years. While the movement gained significant traction following the 2007 pet food recalls, it has evolved into a broader expectation rooted in trust and accountability. According to the American Pet Products Association (APPA), more than 70 percent of U.S. households now own a pet, with total industry spending exceeding $140 billion annually. Premiumization continues to shape purchasing habits, with pet owners willing to pay more for products they perceive as higher quality and safer.

That perception is strongly tied to country of origin. A 2024 survey by Packaged Facts found that 58 percent of pet owners actively look for “Made in the USA” labels when purchasing pet food and treats. Additionally, research from NielsenIQ shows

that nearly two-thirds of U.S. consumers prefer to buy domestically manufactured goods whenever possible.

These numbers highlight a clear opportunity for brands and retailers: American-made pet products are not only in demand — they are often preferred.

Pet Parent Preference

There are several key reasons why “Made in the USA” pet products resonate so strongly with consumers:

1. Perceived Safety and Quality

Safety remains one of the biggest drivers behind purchasing decisions in the pet category. Pet owners want reassurance that the products they bring into their homes — especially those their pets ingest — meet high safety standards.

A Consumer Reports survey found that 78 percent of Americans believe products made in the United States are of higher quality than those produced overseas. In the pet industry, where food safety and ingredient integrity are critical, this perception carries significant weight.

Domestic manufacturing is often associated with stricter regulations, better oversight and more consistent quality control. For pet owners, this translates into peace of mind.

2. Transparency and Traceability

Transparency has become a defining factor in modern consumer behavior. Today’s shoppers want to know not only what is in a product, but also where it comes from and how it is made.

A recent study by Label Insight found that 76 percent of consumers are more likely

to trust brands that provide detailed product information, including sourcing and manufacturing practices. This demand for transparency is particularly strong in the pet food and treat categories.

“Made in the USA” labeling serves as a shortcut for traceability, signaling that products are produced under familiar regulatory systems and are easier to track in the event of a recall or safety concern.

3. Support for Local Economies

Many consumers are motivated by a desire to support domestic businesses and American workers. Purchasing U.S.-made pet products is often seen as a way to contribute to the local economy and promote job growth.

This sense of economic patriotism has grown in recent years, particularly in the wake of supply chain disruptions caused by the COVID-19 pandemic. Consumers have become more aware of the vulnerabilities associated with global manufacturing — and more appreciative of products made closer to home.

4. Supply Chain Reliability

The pandemic exposed significant weaknesses in global supply chains, leading to product shortages, shipping delays and inconsistent inventory levels. As a result, both consumers and retailers have developed a greater appreciation for domestically produced goods.

Products made in the United States are generally less susceptible to international shipping disruptions, making them more reliable and readily available. For retailers, this reliability can translate into better inventory management and improved customer satisfaction.

5. Environmental Considerations

Sustainability is another factor influencing purchasing decisions. American-made products often have a smaller carbon footprint due to shorter transportation distances and more stringent environmental regulations. For eco-conscious pet owners, this adds another layer of appeal.

A Powerful Marketing Tool

As consumer demand continues to grow, manufacturers are increasingly using “Made in the USA” as a central component of their branding and marketing strategies.

Packaging often prominently features American flags, patriotic colors and bold origin claims designed to capture attention and build trust. In many cases, the “Made in the USA” label is not just a descriptor — it’s a selling point.

Data from market research firm SPINS indicates that products with origin-based claims, including “Made in USA,” frequently outperform those without such claims, particularly in natural and specialty retail channels.

For brands, highlighting domestic manufacturing can help justify premium pricing while reinforcing quality and transparency.

Across the pet industry, a wide range of companies have built their reputations around domestic manufacturing. Leather Brothers, based in Arkansas, has been producing pet collars, leashes and accessories in the United States since 1976. Similarly, Best Shot, a Kentucky-based company, has specialized in high-quality grooming products made domestically since 1990.

These brands demonstrate the long-term value of committing to U.S.-based production, offering consistency and trust that resonate with modern consumers.

Sourcing Challenges

Despite strong consumer demand, producing pet products entirely within the United States is not always feasible. Certain ingredients are simply not available domestically or cannot be sourced in sufficient quantities. For example, ingredients like lamb or green-lipped mussels

are often imported from countries such as New Zealand due to their quality and availability.

Seasonal fluctuations and supply limitations may also require brands to source ingredients internationally. In these cases, companies must balance transparency with practicality while maintaining product integrity. Additionally, terms like “USA-sourced” can sometimes create confusion. An ingredient may be purchased from a U.S.-based supplier but originally imported from another country, making it technically sourced domestically but not produced there.

Consumer Awareness

While much of the focus on “Made in the USA” has centered on pet food and treats, awareness is beginning to extend to hard goods such as toys, beds and accessories. These products often contain materials like plastics, dyes and adhesives, which may be subject to different safety standards depending on their country of origin. Some studies have found that certain imported pet toys contain trace amounts of potentially harmful substances, reinforcing consumer concerns.

As pets are increasingly viewed as family members, pet owners are applying the same level of scrutiny to pet products as they do to products for children.

Merchandising Strategies

Retailers play a critical role in connecting consumers with American-made pet products. Strategic merchandising can educate consumers, which in turn can drive sales.

Effective tactics include shelf signage highlighting “Made in the USA,” endcap displays featuring domestic products, and seasonal promotions tied to patriotic holidays.

Even small visual cues — such as American flag icons or “American Made” callouts — can help guide shoppers toward these products.

While space constraints may limit the ability to create fully dedicated sections, retailers can still capitalize on the trend through thoughtful placement and storytelling.

The demand for “Made in the USA” pet products shows no signs of slowing down. As consumer expectations around safety, transparency and sustainability continue to evolve, domestic manufacturing is likely to remain a key differentiator in the marketplace.

Younger generations of pet owners, including Millennials and Gen Z, are particularly values-driven and more likely to support brands that align with their beliefs. This includes prioritizing ethical sourcing, environmental responsibility and local economic impact.

For brands and retailers, the takeaway is clear: investing in American-made products is not just a response to current demand — it’s a long-term strategy for building trust and loyalty.

“Made in the USA” has become more than just a label in the pet industry — it’s a symbol of quality, safety and transparency. Backed by strong consumer demand and supported by compelling data, American-made pet products offer a meaningful way for brands and retailers to stand out in a competitive market.

As pet owners continue to prioritize the health and well-being of their animals, the importance of knowing where products come from will only increase. For many, choosing U.S.-made is not just a preference — it’s a decision rooted in trust.

After all, in today’s pet industry, trust is everything.

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TALL TAILS

SODAPUP

CATIT

TANK PALS

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BEST SHOT PET PRODUCTS

SHOFUR INFUSIONS

Uniquely pairs botanicals and essences into brilliant combinations, infusing them for the best possible results. Safe and simple for home use or at your local self-service pet wash. Pets never felt, looked or smelled this good!

| 800-735-5251

@ bestshotpet.com

NUTRISOURCE

NUTRISOURCE® CHOICE CHICKEN AND RICE PUPPY PATE-STYLE

Made with wholesome grains and formulated without corn, wheat, soy or by-products. These recipes are formulated to meet AAFCO guidelines. Feed less, spend less, less waste.

| 800-525-9155

@ nutrisourcepetfoods.com

DOFU CAT

DOFU CAT FUREVER CLING

CATIT

CATIT RECIPES DOUBLE FUSION KITTEN

The ideal dry food for growing kittens, Catit Recipe oﬀers a balanced diet to support your kitten’s growth and vitality. With high-quality chicken protein, prebiotics and probiotics, ﬁsh oil, taurine, and antioxidants.

| 800-451-2817

@ catit.com

SUNFLOWER SOFTIE SLOW FEEDER BOWL

Sodapup's newest slow feeder bowl is made from a durable, soft, non-slip material. The sunflower pattern offers a moderate degree of difficulty for slowing down your dog's eating.

| 720-272-9664

@ sodapup.com

“But I just vacuumed!” Welcome to life with pets. Now you don’t have to live in a furry home. Furever Cling Sticky Wipes and Mop make pet hair cleanup eﬀortless with clingy sticky sheets. Designed for hard surfaces, the wipes capture fur, dust, and dander on contact. Paired with the mop for easy, full-ﬂoor use, they deliver fast, visible results. Wipe. See it cling. Feel the clean.

@ dofucat.com

SODAPUP

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TRANQUIL TAILS

PET ZEN CALMING PHEROMONE SPRAY

Scientiﬁcally backed pheromone spray. Our US made formula calms travel, storm and other stress. Amber bottle to maintain potency. Available for dogs or cats.

| 262-246-5060

@ tranquiltails.us

TANK PALS®

TANK PALS

Tank Pals are the easiest way to keep your aquarium water clear and healthy. Perfect for fresh and saltwater aquariums. Each Pal works for 60 days, simplifying water maintenance.

| 717-207-0820

@ tankpals.com

NULO GENTLY-COOKED MEALS FOR CATS

Home-cooking a balanced, nutritious meal for your cat can be tricky. Nulo’s Gently-Cooked Meals makes it easy to serve a homestyle experience without the mess or hassle.

| 512-476-6856

@ nulo.com

TALL TAILS

TALL TAILS CHEW BONE

Durable chew bone designed for power chewers helps reduce boredom, support dental health, and encourage engagement while promoting healthier chewing habits.

| 937-222-2132

@ talltailsdog.com

AIR DRIED ‘JUST FOR MY SMALL DOG’ FOOD

Air Dried “Just for My Small Dog” Food delivers 96% meat, synthetic-free, digestive support, and whole-food nutrition in a convenient, raw-inspired, shelf-stable format. 100% proﬁts donated.

| 844-480-8672

@ rawznaturalpetfood.com

RAWZ NATURAL PET FOOD

NULO PET FOOD

Stress Free Topical all-natural formula to support your pet's joint health, mobility and overall vitality.

@ tvati.com

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10+ ESSENTIALS DRY FOOD FOR CATS

RAWZ’s 10+ Essentials Dry Cat Food features 10 meats and 10 superfoods supporting 10 targeted health beneﬁts for complete feline wellness. 100% proﬁts donated.

| 844-480-8672

@ rawznaturalpetfood.com

ANNAMAET FELINE LEAN

Feline Lean from Annamaet Petfoods helps cats maintain lean mass and reduce obesity through premium nutrition. This reduced-fat formula features a higher protein-to-fat ratio with multiple high-quality animal protein sources, plus added L-Carnitine to support lean mass retention during weight loss. Without excessive ﬁber, it helps reduce litter box cleanup. Annamaet's proprietary vitamin and mineral supplementation ensures proper intake for even the most ﬁnicky cats.

@ annamaet.com

ORATENE® ENZYMATIC BRUSHLESS ORAL CARE

From dry mouth relief to daily care, the multi-complex enzyme system in Oratene products supports clean teeth, fresh breath, and healthy gums for your pet.

| 888-752-5487

@ zymox.com

GLITTER FETCH & CHEW BALLS

Like bubblegum for your dog. These balls are made in a durable, soft and chewy material in bright, fun, high visibilty colors with a touch of glitter! Floats and ﬁts in ball launchers.

| 720-272-9664

@ sodapup.com

SODAPUP

TVATI PET MASSAGE OIL

TVATI PET

RAWZ NATURAL PET FOOD

ANNAMAET

ZYMOX®

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TALL TAILS

TALL TAILS WILDFLOWER FORAGING MAT

Turn mealtime into enrichment with layered petals that encourage natural foraging. Slows eating, reduces boredom, and keeps dogs mentally engaged while supporting calmer, more rewarding routines.

| 937-222-2132

@ talltailsdog.com

NULO PET FOOD

NULO CHICKEN-FREE SMALL BREED SIGNATURE STEWS

Nulo Signature Stews for Small Breed Dogs deliver ﬂavorful, chicken-free nutrition in a high-moisture, readyto-serve format perfect for small mouths and big appetites.

| 512-476-6856

@ nulo.com

NUTRISOURCE

COLORFIL

COLORFIL AIR FILTERS

First built for NASA, Colorfil filters remove 5x more pet odors and change from pink to yellow to signal replacement. Smarter filter. Fresher air.

@ colorfil.com

LEATHER BROTHERS, INC.

BRITISH ROPE SLIP LEASHES

A collar and leash all in one! Engineered with a slip loop, allowing for quick yet gentle leashing of your dog. Made in USA.

| 800-442-5522

NUTRISOURCE® CHOICE BEEF & BARLEY AND CHICKEN & BARLEY PATE-STYLE

Made with wholesome grains and formulated without corn, wheat, soy or by-products. These recipes are formulated to meet AAFCO guidelines. Feed less, spend less, less waste.

| 800-525-9155

@ nutrisourcepetfoods.com

@ leatherbrothers.com

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ANNAMAET FREEZE-DRIED RAW

Introducing Annamaet Freeze-Dried Raw for dogs! Built on 40 years of nutrition, these complete and balanced formulas are designed to deliver the beneﬁts of raw feeding with every day convenience. Developed with a board-certiﬁed veterinary nutritionist, Annamaet Freeze-Dried Raw can be fed as a complete meal, rehydrated or dry, or used as a high quality topper, or treat!

@ annamaet.com

ZYMOX®

ZYMOX FOR CATS & KITTENS

| 888-752-5487

@ zymox.com

PET ODOR EXTERMINATOR

CATIT GO NATURAL! PEA HUSK LITTER, UNSCENTED

Catit Go Natural! Unscented Pea Husk Litter is perfect for cat owners looking for a natural, fragrance-free solution that still delivers on performance; strong clumping, 99% dust free, and ultra absorbent.

| 800-451-2817

@ catit.com

Made in the USA, these candles and sprays are 100% guaranteed to work, successfully eliminating unwanted Pet Odors. Pet Odor Exterminator, trusted to do the job!

| 866-540-7457

@ petodorsolution.com

ESPREE PROFESSIONALS

ESPREE SIMPLE SHED TREATMENT

Specially formulated to release loose hair and undercoat in the bath while it conditions. Buy two gallons, get two free on your ﬁrst two orders — stock up now! @ espreeprofessionals.com

CATIT

ANNAMAET

Vetericyn is committed to scientifically-crafting products and new technologies that help animal lovers take better care of their pets. Their products are used by animal owners and veterinarians all over the world to help manage allergies, wounds, irritations, infections, grooming, and internal health.

Vetericyn first revolutionized the pet wound care sector with the hypochlorous technology in its wound, skin, eye, and ear products. Their award-winning lineup has expanded to include shampoo, functional dog supplements, enzymatic ear treatment, and equine mobility and hoof products.

To support their retail partners, Vetericyn has a nationwide team of reps who host trainings, in-store events, and act as a direct line for product questions. Additionally, they provide a complete suite of collateral, POP displays, and promotions to help with pull at the shelf. They also send routine emails and blog posts with product and health and wellness information.

Vetericyn is also believes in giving back to pets. From disaster relief donations to helping shelter dogs heal so they can be adopted, they donate to shelters, rescues, and animal groups around the world. They also sponsor a yearly scholarship to help students entering the veterinary field.

Vetericyn is USA-based and family-owned by a US Veteran. They are headquartered in Rialto, California.

VETERICYN HOT SPOT CARE

Relieve itchy, irritated skin and aid healing. Vetericyn’s liquid and gel provide quick relief to minimize discomfort and help decrease scratching, licking, and biting.

VETERICYN PAW ‘N SNOUT PET BALM

Relieve irritated, dry, chapped skin and protect paws and noses from the elements! Features scientifically-proven ingredients manuka honey, aloe vera, and hyaluronic acid for relief and repair.

TRIPLE ACTION EAR TREATMENT

Vetericyn Triple-Action Ear Treatment with hydrocortisone is an enzymatic solution that provides healing relief for irritation caused by otitis externa and other serious ear issues.

Dog Chow’s Commitment to Dogs and Veterans

By Joe Toscano, Vice President, Trade & Industry Development at Purina

Since its founding in 1926, Dog Chow® has played a pivotal role in transforming the way Americans view dogs – not just as working animals, but as members of the family. By pioneering nutrition research and inventing modern kibble, Dog Chow made it practical and affordable for American households to welcome dogs as cherished companions, shaping the deep human-canine bond we treasure today. From the “chow lines” that supported American troops after World War I to the pets we feed today, it is a 100-year legacy of care, confidence and commitment that spans generations – and we’re proud to continue that mission.

A key part of that legacy is our Service Dog Salute™ program, launched in 2018 to support U.S. Veterans living with Post-Traumatic Stress Disorder (PTSD). PTSD service dogs are more than companions. They are lifesaving partners trained to reduce anxiety, stress and suicidal ideation while helping Veterans regain independence and confidence. Research shows these dogs can lower cortisol levels, improve sleep, strengthen family relationships and restore a sense of daily purpose. Yet the need far outpaces the availability of these highly trained dogs, and training them comes at a significant cost.

That’s why Dog Chow is committed to action. To date, our Service Dog Salute program has donated over $1.8 million to train and care for PTSD service dogs, advocate for supportive legislation, fund research and raise awareness about the critical role these dogs play in Veterans’ lives. We partner with six incredible nonprofit organizations across the country to ensure that qualified Veterans receive these lifechanging companions at no cost. Every donation, volunteer hour and act of support helps more dogs find their Veteran partners, and more Veterans find hope.

Dog Chow’s commitment to Veterans reflects our broader belief that dogs change lives. Over the last century, we’ve been proud to support the men and women who serve our country and the dogs who stand by them. From supplying military chow lines and supporting explorers’ sled dogs to pioneering the Service Dog Salute program, our mission has always been simple: provide the nourishment, care and respect that dogs and the people who love them deserve.

As Dog Chow celebrates its 100th anniversary, we invite dog lovers everywhere to join us in honoring this legacy. Whether it’s learning more about PTSD service dogs, donating to one of our partner organizations or volunteering time to support Veterans in need, there are many ways to make a meaningful difference.

Dogs have lived alongside humans for 15,000 years, but it’s the last century that transformed them from animals into family members. And the Service Dog Salute program is proof that dogs

can do even more. Dogs never waver in their devotion and neither does Dog Chow. A century of trust, care and partnership isn’t just history. It’s proof that, when we work together, we can change lives and families, one dog and one Veteran at a time.

Learn more about the Service Dog Salute program and how to get involved at DogChow.com/Vets.

PHILLIPS, CENTRAL GARDEN & PET LAUNCH DISTRIBUTION JOINT VENTURE

Phillips Pet Food & Supplies recently announced an agreement to form a strategic joint venture with Central Garden & Pet. Phillips, which is owned by Axar Capital Management, and Central Pet will together form the largest pet distribution company in the United States. Gordon Brothers, a global asset expert, provided $175 million in strategic financing to support Phillips Pet Food’s acquisition of the pet distribution arm of Central Garden & Pet Co., Central Pet.

The financing from Gordon Brothers, consisting of a $175 million unitranche asset-based lending revolver structured with a RILO tranche embedded within the overall facility to enhance advance rates, flexibility and durability of capital, supported the acquisition and will help unlock future growth and investments in the brand. Gordon Brothers will serve as the integration agent providing asset intelligent capital, real estate optimization and inventory rationalization. Under the terms of the agreement, Central will receive cash proceeds and retain a 20% ownership stake in the newly formed entity. Phillips and its existing investors will hold a controlling interest. The joint venture will operate as an independent company.

“Phillips and Central bring together highly complementary distribution capabilities,” said Niko Lahanas, CEO of Central Garden & Pet. “This joint venture reduces operational complexity, offers meaningful network optimization opportunities, and enables us to focus even more on building and investing in our branded portfolio. By streamlining our distribution footprint, we can allocate more resources toward our key initiatives, including innovation, digital engagement, and brand development, which are core to advancing our Central to Home strategy.”

The joint venture will offer a comprehensive portfolio spanning pet food, supplies, fresh and frozen products across categories such as dog, cat, aquatics, small animal, equine, and reptile. With coverage across all 50 states, the platform is positioned to deliver increased value across the pet care ecosystem — providing vendors with broader market access and customers with the tools and resources needed to support long-term growth.

“I built Phillips from a small family feed store into a national distributor focused on improving the lives of pets and the people who care for them,” said Blaine Phillips, CEO and Chairman of Phillips. “Partnering with Central — an industry leader that shares our values — represents an exciting next chapter. Together, we are well positioned to build on our legacy while delivering greater innovation and service across the pet care ecosystem.”

“By bringing together complementary scale and service capabilities nationwide, this transaction represents a milestone for the Phillips platform and the broader pet distribution ecosystem,” said Grant Mitchell, Deputy CIO of Axar Capital Management. “This transaction uniquely positions Phillips to support the evolving needs of our customers and vendors nationwide while maintaining the service orientation that has defines both businesses for decades.”

Phillips was advised by Davis Polk as legal counsel. Central was advised by Orrick.

TUCKER’S PURCHASES NUGGETS HEALTHY EATS

Tucker’s has purchased Nuggets Healthy Eats, and this acquisition of Nugget’s exclusive formulas and simmer techniques will add bone broth and bone broth butters to the brand’s “Feed Fun” category of toppers and meal supplements.

The existing Nuggets products will be rebranded under the Tucker’s banner with a formal launch expected at SUPERZOO 2026 in Las Vegas, Nevada.

“The Nuggets Healthy Eats product line broke the mold with formulations that capture the full value of extended simmering and high-quality ingredients — their thoughtful Broths and Broth Butters surpass expectations across the board,” said Jeff Kalish, founder of Tucker’s.

Made in a USDA facility, the soon-to-launch Nuggets Broths

and Broth Butters carry the highest standards in ingredients and quality assurance.

“This is a true win-win for pet parents and the consumables industry as a whole,” said Dayna Bartoldson, president and founder of Nugget’s Healthy Eats. “As a trusted, leading force in pet nutrition, I’m thrilled that Tucker’s will carry forth that legacy, and more consumers will now have access to the highest-quality Bone Broth products available.”

Tucker’s will continue the Nugget’s tradition of roasting and then slow cooking the bones with organ meat to extract maximum flavor and nutrients, and packed fresh from the kettle to the freezer in order to preserve quality, using these proprietary methods.

NATIVE PET UNVEILS KEY LEADERSHIP ADDITIONS

Native Pet, a leading clean-label pet supplement brand available in over 13,000 retail locations nationwide, recently announced three senior hires across supply chain, research and development, and pet specialty sales.

These hires, all of whom add deep pet industry expertise to Native Pet’s team, will help scale operations, accelerate product innovation, and expand the brand’s retail footprint even further. Since its founding in 2017, Native Pet has worked to raise the standard for quality, safety, and transparency in an industry often defined by inconsistency and limited visibility. This latest round of hires strengthens the team behind that mission, enabling the company to deliver at greater scale and reach more pet parents nationwide.

Native Pet has appointed David McCoy as its first Vice President of Supply Chain. He has deep experience in pet food sourcing and manufacturing and will lead the company’s supply chain strategy as it continues to scale. McCoy previously served as Director of Sourcing at Instinct Pet Food. Brad Brown has been named as Director of Research and Development, with a background in pet nutrition and product innovation from roles at Purina and Whitebridge Pet Brands. He will lead Native Pet’s R&D strategy, advancing clinically backed formulations and driving new product development.

To support continued retail expansion, Beth Galli joins as Director of Pet Specialty. She will focus on building and deepening partnerships within the pet specialty channel, drawing on her experience in the space to accelerate Native Pet’s footprint. Galli was most recently the Sr. Director of Sales at Instinct Pet Food.

Together, these hires strengthen Native Pet’s capabilities from product to shelf, further building on a team with deep roots in the pet industry.

“We’re very happy to welcome David, Brad and Beth to the Native Pet family,” said CEO and co-founder Dan Schaefer.

“Each brings valuable experience as we continue to invest in the systems, science, and partnerships that help us deliver better products and reach more pet parents where they already shop.” Reflecting this continued focus on product quality and innovation, Native Pet’s top-selling product, The Daily, is one of the most widely distributed pet supplements in the U.S. and received Clean Label Project certification in 2025, verifying it against more than 150 contaminants.

‘I AND LOVE AND YOU’ ACQUIRES BOBBY FLAY’S MADE BY NACHO

“I and love and you” has announced the expansion of the company with the acquisition of Made by Nacho, a culinary-led cat food company co-founded by chef, media personality and cat dad Bobby Flay and CPG entrepreneur Elly Truesdell.

The combined business strengthens the “I and love and you” position in the rapidly growing premium cat category and expands both brands’ product portfolios and market distribution. “I and love and you” also welcomes Flay as Chief Culinary Officer, Investor and Board Member across its cat and dog business. This union creates a unique force in clean-label cat food as the category becomes increasingly dominant within pet food. According to the American Pet Products Association, cat-owning households grew 23% year-over-year as of June 2025, a signal of the surging consumer demand reshaping the pet care industry.

“Our brands share core founding values around taste, quality, nutrition and clean ingredients. The variety across our product assortment is very complementary,” said Michael Meyer, CEO of “I and love and you.” “With formats and functional benefits that span a wide range, our brand naturally resonates with multi-pet households. Now with Bobby Flay and Made by Nacho on board, we are even better positioned to appeal to the pet-obsessed shopper.”

and you.’ Made by Nacho broke new ground in the world of cat food, giving cats and their parents the attention they deserve. By teaming up with ‘I and love and you,’ I’ll use my culinary skills to reimagine dogs’ diets as well as expand our collective menu for felines,” said Flay. “The ‘I and love and you’ team brings the experience, scale and resources we seek. Now, our newly combined company will also give the awareness and buying power for better and more exciting products for pets everywhere.”

This combination further reinforces both brands’ consumer access points in the omnichannel human food market. Combined, “I and love and you” and Made by Nacho products are sold at 30,000+ retail doors nationwide, including Sprouts, Walmart, Albertsons Companies, Publix, PetSmart, online at retailers including Amazon, Chewy, Thrive Market and on both brands’ own websites.

Made by Nacho recently expanded to Walmart nationwide at over 850 locations, with a range of its beloved cat products, including its newest innovation, Freeze-Dried Minnows.

“I’m thrilled about merging Made by Nacho with ‘I and love

The combined organization will operate remotely with headquarters in Boulder, Colorado. Both brands will retain their individual identities and continue to be sold under their existing names.

THE FARMER’S DOG LAUNCHES AT WALMART

The Farmer’s Dog recently announced it is launching for the first time at retail with Walmart. The launch brings its personalized meal plan service to millions of dog families nationwide through the Walmart website.

By joining forces with Walmart, The Farmer’s Dog will dramatically expand access to human-grade nutrition — bringing better food to millions more dogs across the United States.

“We started The Farmer’s Dog because we saw what real food could do for dogs — and once you see it, you can’t unsee it,” said Jonathan Regev, CEO and co-founder of The Farmer’s Dog. “Walmart reaches more American families than just about any company on earth, which means we can now meet millions of dog owners where they already are. More dogs eating better, living healthier. That’s what this has always been about.”

Since its founding, The Farmer’s Dog has served more than 1 billion meals and helped lead a fundamental shift in how Americans think about feeding their pets — moving the category away from heavily processed options and toward minimally processed, human-grade meals. This expansion comes after publishing groundbreaking metabolomics research highlighting the health improvements of feeding food from The Farmer’s Dog, and underscores the importance of increasing access to a better diet.

Through this collaboration, Walmart customers across the country will be able to discover and purchase The Farmer’s Dog online, making it easier than ever for dog owners to access meals designed to support their dogs’ long-term health.

FAUNA FOODS CELEBRATES 50 YEARS WITH LANDMARK

INDUSTRY EVENT

Fauna Foods will celebrate its 50th anniversary with a milestone industry event at the Meadowlands Racetrack, bringing together a record number of manufacturers, reflecting the scale and growth of Fauna’s network, to provide their retail partners a day dedicated to innovation, collaboration, and growth in the pet industry.

Marking five decades of leadership in distribution, this year’s event will feature unprecedented participation from established and emerging brands, underscoring Fauna’s long-standing commitment to connecting independent retailers with best-in-class products and forward-thinking solutions.

Attendees can expect new product innovation, alongside competitive buy-in opportunities, and exclusive cash-back programs. The event is structured to deliver tangible value, helping retailers strengthen margins, discover emerging trends, and build deeper relationships with manufacturers. Several first-time vendors will also be featured, including Huxley and Kent, Smalls, Finfare Fine Seafood Provisions, St. Rocco’s Treats, and Multipet, reflecting both the continued evolution of the pet category and Fauna’s role in introducing

innovative, high-growth brands to the independent retail channel.

Held at the Meadowlands Racetrack, the event will provide an intimate, high-impact environment where retailers and manufacturers can connect directly, build deeper partnerships, evaluate assortments, and make more strategic purchasing decisions—while also taking advantage of compelling buying opportunities that support both immediate performance and long-term growth.

As Fauna Foods looks ahead to its next chapter, the 50th anniversary event stands as both a celebration of its legacy and a platform for the future of the pet industry.

Fauna Foods is a leading pet product distributor serving independent retailers with a curated portfolio of premium brands. Built on a foundation of relationships, partnership, service, and market expertise, with over 50 years of industry experience, Fauna takes a consultative approach to helping retailers navigate change, identify opportunity, and succeed in a rapidly evolving marketplace, while continuing to introduce innovative brands and maintain a strong commitment to excellence.

CAROLINA AQUATICS EXPANDS

DRY GOODS WAREHOUSE

Carolina Aquatics, an independent, family-owned wholesale distributor of aquatic livestock and dry goods, announced a major expansion with the addition of a new 28,000-squarefoot warehouse space specifically for dry goods.

This expansion significantly increases Carolina Aquatics’ capacity and operational efficiency, allowing the company to better serve its growing network of independent brick-andmortar aquarium retailers across the United States.

“This expansion is all about better serving independent stores and looking out for their long-term success” explained Kris Cline, founder and president of Carolina Aquatics. “Our focus has always been on helping our customers grow and succeed by being a reliable, consistent partner they can count on for the products they need”

The new facility consolidates previously separate dry goods operations into a single, purpose-designed space engineered for improved inventory management, better fulfillment accuracy and increased scalability. The expansion will enable Carolina Aquatics to maintain strong in-stock positions on key products while continuing to grow its portfolio of industry-leading

manufacturers.

As the aquatics industry continues to evolve, Carolina Aquatics remains focused on serving the needs of independent retailers with a business model built around consistency, transparency, and long-term partnership.

Carolina Aquatics is a family-owned and independently operated wholesale distributor based in Kernersville NC with more than 20 years of experience serving aquarium retailers. The company offers a comprehensive selection of freshwater and marine livestock, along with dry goods from over 30 leading manufacturers, all backed by a strong focus on quality, reliability, and customer success.

Industry Briefs

CHEWY AGREES TO BUY MODERN ANIMAL

Chewy recently announced it has entered into a definitive agreement to acquire Modern Animal, a technology-forward veterinary platform with 29 owned clinics, 24/7 virtual care, and a high-retention membership model. This acquisition represents an important strategic step in Chewy’s evolution into a fully integrated pet healthcare ecosystem, combining care, commerce and services across the pet lifecycle. Modern Animal adds a scaled, tech-enabled in-person care model that accelerates Chewy’s clinic expansion and complements its existing health, pharmacy and Chewy Vet Care (CVC) capabilities.

The acquisition is expected to add over $125 million in annualized run rate revenue, instantly scaling Chewy Vet Care’s footprint from 18 to 47 locations nationwide, and is expected to be EBITDA-dollar neutral in 2026 on a pro forma basis. Modern Animal clinics have historically matured over two to four years with a clear line of sight to EBITDA-dollar contribution beginning in 2027. In addition to fast-scaling net sales, Modern Animal clinics demonstrate attractive unit economics, with over 2x above-industry-average revenue per location and EBITDA margins exceeding 20% for mature clinics. Supported by disciplined operations, clinical excellence and purpose-built technology, the returns align with Chewy’s de novo clinic model.

“Modern Animal perfectly complements our strategy to become the preeminent end-to-end pet health ecosystem, utilizing both owned and asset-light models,” said Chewy CEO, Sumit Singh.

“We are acquiring a high-growth platform with positive 4-wall EBITDA at the clinic level, a best-in-class operating engine, and over 100,000 member families. This deal accelerates our Vet Care

expansion, drives higher long-term customer value, and creates a clear competitive moat in the industry.”

Steven Eidelman, Founder and Chief Executive Officer of Modern Animal, added, “Since inception, our focus has been on prioritizing the human experience of both accessing and delivering care.

Chewy shares that vision, and we are committed to building the future of veterinary care together, through medical excellence, expanded access and exceptional experiences for both pet parents and the veterinary teams that support them.”

Chewy estimates meaningful upside from integration into the broader Chewy ecosystem by applying Modern Animal’s proprietary technology to help unlock industry-leading appointment case mix and premium ARPUs across Chewy’s CVC network, and by increased engagement, cross-category purchasing, and retention of Modern Animal member families. These synergies are estimated to result in approximately 15–20% uplift in net sales per active customer (NSPAC) for the veterinary network.

“We’re excited to welcome Modern Animal to Chewy as we advance our vision for the future of pet healthcare,” said Mita Malhotra, President of Chewy Health. “The joining of Modern Animal’s best-in-class operating systems and clinical expertise with Chewy’s unparalleled customer acquisition and engagement engines creates an industry-leading, high ROI business almost immediately. Together, we can broaden access to convenient, high-quality veterinary care and deepen relationships with pet parents through a more connected healthcare experience.”

Closing is expected to occur in Chewy’s second quarter of fiscal year 2026.

SMALLS EXPANDS ACROSS CALIFORNIA, NEVADA WITH IPS SOUTH PARTNERSHIP

Smalls, the first-to-market, cat-only fresh pet food brand, has announced its latest distribution expansion through a partnership with Independent Pet Supply South (IPS South).

This partnership will allow Smalls to significantly expand its retail footprint across California and Nevada, providing more cats with access to its high-quality, fresh nutrition through independent pet retailers.

Since launching in 2017, Smalls has been revolutionizing the pet food industry with a fresh approach to feline nutrition. As the nation’s first fresh-food brand made exclusively for cats, Smalls focuses on human-grade ingredients, minimally processed meals, and recipes designed to meet cats’ nutritional needs. Through this new partnership, Smalls will be able to reach even more feline families while supporting independent pet retailers looking to offer premium nutrition options to their customers. Independent Pet Supply South, a leading distributor serving

independent pet retailers across California, Nevada, and Hawaii, is equally enthusiastic about the partnership.

“We’re excited to partner with Smalls to bring their innovative, cat-focused fresh food to our network of independent pet retailers,” said Mike Rou, CEO at IPS South. “Retailers are increasingly looking for differentiated, high-quality nutrition options, and Smalls delivers a unique solution specifically designed for cats.”

“Partnering with IPS South allows us to bring fresh, healthy cat food to even more families while supporting the independent retailers that are so important to the pet community,” said Brian Oost, Senior Director of Retail at Smalls. “IPS South boasts an impressive network of retail partners and a deep dedication to providing premium nutrition. This makes them an excellent partner as we work together to bring healthier food options to cats everywhere, especially in California, where the demand from loving cat parents has been particularly strong.”

CEVA ANIMAL HEALTH APPOINTS SÉBASTIEN HURON

AS DEPUTY CEO

Ceva Animal Health, the world’s fifth largest animal health company, has announced the appointment of Sébastien Huron as Deputy Chief Executive Officer. This move forms part of a broader governance evolution, following Marc Prikazsky’s decision to appoint a Deputy CEO and move to a dual leadership structure in which he becomes Executive Chairman, overseeing long term strategic priorities, while Huron steers the Group’s operational management and chairs the Executive Committee. As Executive Chairman, Prikazsky will concentrate on Ceva’s long-term agenda, including strengthening the trusted and longstanding relationships the company maintains with its investors, leading customer focused innovation, developing future leaders, and reinforcing Ceva’s role in addressing major global challenges.

Prikazsky commented: “This governance evolution reflects the scale Ceva has reached and our ambition to reinforce both strategic focus and operational excellence. I am delighted to welcome Sébastien, whose experience, global outlook and deeply human leadership will be key assets. I have full confidence in his ability to lead our teams with ambition, courage and pragmatism. Sébastien and I will work closely to ensure continuity while accelerating Ceva’s next phase of development.”

A veterinarian trained at the National Veterinary School of Toulouse, Huron began his career in 1994 at Mars Inc. in France, working in marketing for the pet food division. Later that year, he moved to Brazil to join Roussel-Uclaf / Hoechst Roussel Vet, where he spent six years in various leadership roles across marketing, R&D and business development for Latin America

and Brazil.

In 2000, he relocated to the United States to join Intervet, first as Director of the Market Development Group for North America, then as Director of the Companion Animals Business Team. He returned to Europe in 2006, taking responsibility for Southern Europe at Virbac before being appointed Area Director for Europe in 2008. He later joined the Group’s Executive Board and became Head of Global Business Operations. From 2017 to 2024, he served as CEO of Virbac, leading the company through a period of record organic growth. With over 30 years of experience across different continents, Huron has developed deep expertise in strategy, marketing, R&D, industrial operations and general management. Reflecting on his appointment, Huron stated: “I am honored to join Ceva at a moment when the company has an exceptional strategic foundation and a strong culture of innovation. I have always admired the entrepreneurial spirit and passion of Ceva’s teams. My priority will be to support them with energy, experience and an entrepreneurial mindset so that, together, we can accelerate the Group’s development and continue to deliver meaningful value for our customers and partners worldwide.”

ASHER HOUSE WELLNESS IS NOW LILLIE&LEE

As the pet wellness industry shifts toward transparency, functional nutrition and preventative care, Asher House Wellness has rebranded to Lillie&Lee. Founded on the principle that wellness can be personal and prescriptive, the company has built a community that values accessible, everyday care. With the launch of Lillieandlee.com, that philosophy becomes more defined.

As the next chapter of Asher House Wellness, Lillie&Lee maintains its core focus on pet wellness products, including bundled supplements for specific pet needs and hemp-derived CBD.

“The transition reflects a broader industry trend where pet owners are seeking cleaner formulations, traceable ingredients

and science-informed solutions that mirror human wellness standards,” said Lee Asher, founder of Lillie&Lee and his non-profit animal sanctuary, The Asher House. “Consumers are no longer just buying products. They are questioning intent, transparency and authenticity, and Lillie&Lee steps into that conversation with a clear stance. Only with Lillie&Lee can you see the daily success of the products we use on such a grand scale and on a daily basis.”

Existing customers will continue to receive the same formulations and standards, with no disruption. The company also plans to expand its role beyond products. Lillie&Lee is developing more human supplements as well as digital resources focused on pet wellness education, including guidance for new pet owners and long-term care planning.

Focus On

FLEA AND TICK

1 FLEA AND TICK DEFENSE WIPES FOR DOGS

We took our top-rated spray formula and turned it into easy, travel-ready wipes, perfect for hikes, camping, park days and outdoor adventures. These pyrethrin- and permethrin-free wipes add a healthier layer of protection while remaining gentle on skin. Made with rosemary, cedar, and peppermint oils, they help repel pests with quick, mess-free coverage. Safe for dogs 16 weeks and older. Size: 30 Wipes (9.75” x 7 “)

www.pureandnaturalpet.com

2 FLEA AND TICK SPRAY

Gentle yet effective, our Flea and Tick Spray for Dogs is formulated without harsh chemicals and works quickly on contact when used as directed. Infused with rosemary, cedar, and peppermint, it helps repel fleas, ticks, and mosquitoes. Free from SLS, pyrethrin, and permethrin, it’s safe for use on dogs, bedding, and surrounding areas. The continuous mist, 360-degree spray bottle makes application easy, even in hard-to-reach areas.

www.pureandnaturalpet.com

3 VET’S BEST NATURAL FLEA & TICK PORTFOLIO

Vet’s Best Natural Flea & Tick products deliver effective, plant-based protection that pet parents trust and retailers can confidently stock during peak season. Formulated with certified natural ingredients and available in speciesspecific formats for dogs and cats, the portfolio helps differentiate your assortment with a strong natural shelf story. Stock up for flea & tick season now.

www.vetsbest.com

4 DR. BOB GOLDSTEIN’S NATURE’S PROTECTION®

Dr. Bob Goldstein’s Nature’s Protection® is a veterinary-formulated, two-step daily routine that protects dogs and cats from fleas and ticks, with no synthetic pesticides. Starting from the inside out, Step 1 uses daily powders and herbal drops to shift a pet’s natural skin scent, making them less appealing to pests. Step 2 reinforces that protection externally with herbal collars, sprays, spot-ons, and shampoo. Plant powered. No compromise.

www.earthanimal.com

1

5 NEW WONDERCIDE FLEA COMB AND TICK REMOVAL KIT

Protect Your Pack® from fleas with the Wondercide Flea Comb and Wondercide Tick Removers . Designed for all coat types, the fine-toothed comb helps remove fleas, flea eggs, and debris. Wondercide Tick Removers are designed to make it easy to safely remove embedded ticks of any size from your pets, with two simple, easy-to-use tools you can rely on at home or on the go. www.wondercide.com

FLEA AND TICK SPRAY REFILL

Gentle yet effective, our Flea and Tick Spray Refills are formulated without harsh chemicals and work quickly on contact when used as directed. Infused with rosemary, cedar, and peppermint, they help repel fleas, ticks, and mosquitoes. Free from SLS, pyrethrin, and permethrin, they’re safe for use on dogs, bedding, and surrounding areas, making it easy to refill your bottle and maintain protection. www.pureandnaturalpet.com

NEW WONDERCIDE FLEA & TICK SHAMPOOS FOR DOGS AND CATS IN GALLON BOTTLES FOR GROOMERS!

Powered by nature and proven to work, Wondercide Flea & Tick liquid shampoo kills fleas and repels ticks on dogs and cats. Now available in gallon size and value-priced for stores that offer grooming, dog wash bays and more!. For dogs and cats ages 4+ months. Includes pump dispenser. Available in 4 amazing scents: Peppermint, Cedarwood, Rosemary and Lemongrass.

www.wondercide.com

8 NEW WONDERCIDE FLEA & TICK SHAMPOOS FOR DOGS AND CATS 12OZ. BOTTLES

Powered by nature and proven to work, Wondercide Flea & Tick liquid shampoo kills fleas and repels ticks on dogs and cats. It’s the perfect first step when you have an active infestation and the shampoo to reach for after long walks or hikes. For dogs and cats ages 4+ months. Use 1x per week or as needed. Available in 4 amazing scents: Peppermint, Cedarwood, Rosemary and Lemongrass.

www.wondercide.com

IT’S TIME TO BITE BACK

RETAILERS PLAY A ROLE IN YEAR-ROUND PET PROTECTION.

BY GLENN A. POLYN

They’re creepy and crawly... and they can transmit diseases that pose serious animal and human health risks. By the time you read this, veterinarians say fleas, ticks and other pests that spread disease to pets are already becoming active.

Several tick species can survive the winter cold; thus, they can be active throughout the year. Meanwhile, fleas also are always in season, as they can survive in many environmental conditions, but they’re most active in warm temperatures.

Therefore, exposure to pesty insects is a fact of life for pets, especially those that spend a lot of time outdoors.

According to veterinary experts at Thrive Pet Healthcare, year-round parasite prevention is essential to protect dogs and cats from infections that can cause serious illness.

“Parasites are increasingly becoming a year-round issue,” said Dr. Gerard Ferrick, medical director at Thrive Pet Healthcare in Natick, Massachusetts. “Warmer temperatures are extending parasite activity and expanding where they can live.”

Pets act as vehicles, transporting pests

into the home, where they can then bite humans. They also can serve as hosts for diseases, allowing them to thrive and spread. Between 2004 and 2016, more than 640,000 patients came down with diseases transmitted by bites from mosquitoes, ticks and fleas, according to the analysis from the U.S. Centers for Disease Control and Prevention.

Veterinarians say these cases highlight the importance of routine wellness visits and parasite prevention for pets.

“Many parasitic infections develop quietly before pets show any symptoms,” said Dr. Bégin. “Conditions like heartworm disease, intestinal parasites, and tick

borne illnesses can cause serious damage before they’re detected. With preventive care and routine screening, we can interrupt those disease cycles early, protect vital organ systems, and avoid the serious and sometimes irreversible health complications that parasites can cause.”

Fighting Fleas

Fleas are tiny wingless parasitic insects that feed on the blood of mammals. Though they don’t fly, they are exceptional long jumpers, capable of “flying” 200 times the length of their bodies. They favor biting animals, but if none are close by, human victims will do. Their bites can be quite a nuisance and can lead to skin allergies

Special Report

FLEA & TICK

Flea allergy dermatitis (FAD) is a sensitivity to flea saliva, and it’s a very common condition in dogs. The saliva from the flea bite is what causes the itching with FAD, not the flea bite. Even without evidence of flea infestation, for dogs with FAD, saliva from just a couple of fleas can make them miserable for weeks.

Fleas can transmit tapeworms, cause catscratch disease, and severe infestations can even cause anemia. If you live in an area where fleas thrive, it can seem like a constant battle to keep them under control.

An important caveat: fleas are drawn to weak animals, not healthy pets. So, one of the best defenses against fleas is to feed a balanced, species-appropriate fresh-food diet that keeps your pet’s immune system functioning well. Fleas live in home and yard environments, so using non-toxic yard treatments (including beneficial nematodes and pet-approved cedar oil environmental treatments are a must).

Tick Disease Risks

Ticks are a type of arachnid related to mites, spiders, and scorpions. They’re resilient, and increasingly resistant to pesticides found throughout the US. Because ticks feed on many different animals (humans, dogs, cats, squirrels, mice, opossums, deer and more), and they feed for long periods of time, they’re quite good at acquiring and transmitting diseases, some of which can be life-threatening. Lyme disease and Rocky Mountain spotted fever are among the most well-known.

Tick control is vital, since these bloodsucking parasites can transmit disease to pets and owners. Nearly a dozen tick species are encountered by U.S. dogs and cats. Most are potential disease carriers, transferring diseases as prevalent and concerning as Rocky Mountain spotted

fever (Rickettsia rickettsii) and Lyme disease (caused by Borrelia burgdorferi).

Unfortunately, a single tick bite can expose your pet to multiple diseases. However, exposure is not the same as infection. In many cases, your pet will be able to fight off tick-borne diseases with no treatment required. Completing QC6 testing confirms whether your dog has been exposed or infected.

Preventing Pests

Fortunately, there are many effective flea and tick preventives on the market to help control the pests and prevent the spread of zoonotic diseases. Knowing what kind of product to use, and how to use it, is critical to the health and safety of a dog or cat. Many are topical products that are applied directly to the pet’s skin, but there are some that are given orally.

Parasite protection is not “one-size-fitsall.” Certain factors affect the type and dose of the product that can be used, including the age, species, breed, lifestyle and health status of each individual pet, as well as medications that the pet is receiving.

Since launching in 2009, Wondercide has been providing plant-powered, lab-proven solutions for those looking for alternatives to conventional pest control products and services. Wondercide’s pest protection lineup is safe around the whole family when used as directed and meets the same standards required for conventional products, harnessing the power of nature to do the job.

Among Wondercide’s most popular products is its Natural Flea, Tick & Mosquito Spray, which takes a natural approach to getting rid of these pests. Instead of hard chemicals, it uses plantbased ingredients to kill fleas, flea eggs and flea larvae upon contact, as well as

repel and prevent them, according to the brand. The pet- and people-safe spray also works on ticks and mosquitoes. It’s available in scents like lemongrass, cedarwood, peppermint and rosemary.

The brand also offers a Yard + Garden outdoor pest control spray that is designed to kill and repel ants, fleas, ticks and mosquitoes at every lifecycle stage. This flea & tick spray for yard infestations also eliminates Japanese beetles, crickets and gnats without the use of harmful chemicals. It’s made with three natural yet powerful active ingredients: cedarwood oil, sesame oil, and sodium lauryl sulfate.

Pet retailers can play a vital role in helping to educate their customers about not only the importance of flea and tick prevention, but also the options that are available to them.

Retailers would also be wise to remind their customers how to properly remove a tick that they discover on their pet. They should never use bare hands because they can become infected by handling or crushing an infected tick.

Gloves are recommended or, even better, they should use a tick-removing tool, such as Big Bite Thing Tick Remover tweezers. These tweezers are specifically designed to overcome the limitations of standard household eyebrow tweezers, which are often not sharp enough for delicate, small-tick removal.

Bug Bite Thing’s specialized, stainless-steel, dual-ended tools are designed to safely remove ticks of all sizes from humans and pets. Featuring fine-tipped tweezers on one end and a slotted scoop on the other, they comply with CDC guidelines for proper tick removal by allowing for a firm, direct pull to prevent tearing or pathogen exposure.

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Are PLANT-BASED DIETS

BY ALEXANE RICARD

As conversations around food sustainability and wellness continue to shape human nutrition, it’s no surprise those values are extending into pet care. Plant-based diets have been a staple on American grocery shelves for years, and they are now making their way into pet bowls as well. As younger, value-driven consumers enter the market and longtime pet parents become more ingredient-conscious and health focused, interest in alternative protein sources continues to grow. This shift in consumer priorities, emphasizing sustainability, transparency and nutrition is driving the pet food industry to rethink traditional formulations.

To explore how the pet food industry is responding, we spoke with brands about the realities of plant-based pet nutrition today, including how formulas are developed, how retailers are adapting, and what it takes to meet complete and balanced dietary standards for cats and dogs at every life stage.

How have consumer attitudes toward plant-based pet diets recently shifted?

Bramble (Amanda Rolat): Unfortunately, I think there’s been a negative shift or an increased doubt, since the FDA linked legumes, the basis of most plant-based diets, to heart disease. There’s quite a bit of misunderstanding and confusion sur-

rounding that issue. Any purported correlation between legumes and DCM was only ever identified in ultra-processed diets and the FDA did not pursue any further investigation. Still, it left many vets cautious and consumers fearful. Pet parents rightly speak to their vet when considering a new food and it is easier for vets to just warn people to steer clear of legume-based canine diets.

Pawco (Dr. Mahsa Vazin): Consumer attitudes ha v e evolved significantly in recent years as aw areness around pet health, sustainability, and ingredient quality has grown. What was once considered niche is now being evaluated through a more informed lens. Pet parents today are asking more questions than ever before about digestibility, functional benefits, and long-term health outcomes rather than focusing solely on a high-level list of ingredients.

Petaluma (Caroline Buck): We’ve noticed a significant shift in why pet parents choose plant-based foods for their dogs. The conversation is evolving from

Alexane Ricard is a Vancouver-based digital marketing expert who runs a nonprofit cat rescue.

“is this safe?” to “what benefits could this provide?” Increasingly, customers come to Petaluma because they want what plants offer - fiber content, antioxidant-rich ingredients, and the emerging research around gut health and anti-inflammatory properties. It’s not just about avoiding meat anymore; it’s about

HERE TO STAY?

WHAT

THE PET INDUSTRY NEEDS TO KNOW.

actively seeking out the advantages of plant-rich nutrition. Pet parents are making the connection between plant-rich diets benefiting their own health and the similar potential for their dogs.

Root & Tail (Tracey Pham): As plantbased diets become more mainstream among people, we’ve seen a corresponding shift in how pet parents think about nutrition for their dogs. At Root & Tail Pet Nutrition, we’ve seen a growing acceptance that dogs can thrive on well-formulated, complete and balanced plant-based diets. Increased education from science-backed brands has played a key role in raising awareness and removing misconceptions. We see the strongest interest for these diets among pet parents who follow plant-based lifestyles themselves, as well as those whose dogs experience allergies or sensitivities to traditional meat-based proteins.

Virtuous Vittles (Briana Schweizer): We’ve watched sentiment move from “That’s not possible, Is it?” to “I am interested, show me the proof it’s safe.” Over the past decade, two forces have been converging, climate consciousness and health consciousness. As a result, options for vegan and vegetarian food for humans have proliferated, and now, people are also looking for pet food that aligns with their values without compromising outcomes. There is also a growing awareness that formulas for conventional pet foods are driven by tradition and marketing, not innovation and

evidence — so guardians are more open to alternatives when we demonstrate that the nutrition is complete.

How does the nutrient profile of plant-based pet foods compare to traditional meat-based diets?

Virtuous Vittles: Our north star is simple: dogs and cats don’t need meat — they need nutrients. When a recipe is properly formulated, the nutrient targets are the nutrient targets, regardless of ingredient origin. In fact, using high quality, whole food, plant-based ingredients — rather than limited animal-based ingredients — means we gain phytonutrients, and naturally occurring nutrient cofactors. From a formulation standpoint, plant-based inputs often offer greater consistency in amino acid profiles than rendered meat meals, which can vary widely from batch to batch.

Root & Tail: A well-formulated, complete and balanced plant-based diet can provide all the essential nutrients dogs need, just as a traditional meat-based diet does. It’s the nutrients that matter — not the ingredients. When evaluating a plant-based pet food, it’s important for consumers to look beyond marketing claims and ensure the diet meets established nutritional standards, such as by AAFCO (US) or FEDIAF (EU), is formulated by a qualified veterinary nutritionist, and is appropriate for their dog’s specific life stage and breed size.

Cat The Guide

FEROCIOUSLY Feline

MARKET MOMENTUM IS BEING DRIVEN BY PASSIONATE CAT PARENTS.

BY GLENN A. POLYN

Canines might still be king, but cats are sneaking up on them for U.S. household supremacy. American pet parents are shifting their view of cats from merely independent companions to central “family members” worthy of intensive care, training and celebration.

The humanization of cats is real. Like their dog-owning counterparts, cat parents are embracing proactive wellness-favoring products that blend nutrition, behavior and lifestyle. As cats become central to how their owners express identity and affection, this feline-focused culture of celebration underscores a key insight: the modern pet economy isn’t just about care, it’s about connection.

The numbers support this view. According to the 2025 Dog & Cat Report by the American Pet Products Association (APPA), 21% of cat owners hosted a holiday or birthday party for their cats in 2024 — a 250% increase since 2018. Likewise, 34% purchased cat-themed merchandise, up 89% over six years.

What’s driving this popularity in cat ownership? After COVID-19, many people returned to the workplace, cats were seen as easier to care for than dogs. In addition, cats are well-suited to apartments, smaller spaces, and the limited outdoor space that characterizes many

younger households, making them more practical than large dogs.

Cat ownership in the U.S. has experienced significant growth over the past two years, reaching a record 49 million households in 2024, a 23% jump from 2023. Surprisingly, the most significant growth in cat ownership was among Gen Z and Millennial men, with 38% of Gen Z and 46% of Millennial cat owners being men, a 17.8% and 23.9% increase from 2023, respectively.

That was followed by even more growth in 2025 as, according toAPPA’s 2026 State of the Industry Report, cat ownership increased 5% year over year in 2025, at 39% of U.S. households (53 million), with growth propelled by Gen Z and Millennials. APPA’s report notes that pet products remain the top expense for cat owners, indicating owners are willing to spend a significant portion of their budget on a wide range of supplies.

The data is supported by NielsenIQ, which has shown that not only are cat-owning households growing at a faster rate than their dog-owning counterparts, but these households are also known for spending more on pet care. NielsenIQ has revealed that cats are leading omnichannel sales growth. Cat products are the only species segment showing growth both online and in-store, outperforming all others. All

other species groups are declining instore, according to NielsenIQ, and many species are trailing cat performance in online growth, which highlights cat’s cross-channel strength.

Cat essentials, such as food and litter, are showing steady growth, while non-essentials are accelerating. Cat treats are being boosted by newer lickables products, and cat accessories growth is driven by automated litter boxes. Cat parents are embracing more diverse feeding routines, mixing multiple food types throughout the week to give their pets variety and personalization. This aligns with the fact that 78% of cat owners view their cats as equal family members, which NielsenIQ says drives a more thoughtful and enriched approach to mealtime.

“With cat products outperforming other species across channels, retailers and manufacturers who prioritize feline-focused assortments are positioned to capture meaningful, incremental gains,” noted Andrea Binder, VP of Pet Industry at NielsenIQ. “As cat parents broaden their feeding routines and invest more in treats, accessories, and premium solutions, the opportunity to innovate around convenience, enrichment, and wellness has never been stronger.”

The data has had an impact on the pet industry as the feline sector is driving much of the year’s action.

In March, “I and love and you” announced its acquisition of Made by Nacho, a cat food company co-founded by chef, media personality and cat dad Bobby Flay. Made by Nacho focuses on culinary-led, high-quality protein recipes, including bone broth, kibble and treats, often featuring ingredients like salmon and chicken.

Made by Nacho recently expanded its distribution with a nationwide rollout at more than 850 Walmart locations, including the launch of a freeze-dried minnow cat treat.

Meanwhile, Tucker’s announced in March that it had acquired the trademark for Rad Cat. According to Tucker’s, it recognized that cat customers want a brand of their own. The brand Rad Cat was a leader in the raw cat food category, and the name still holds a special place for many raw feeders today. The new Rad Cat brand from Tucker’s is a modernized formula for cats that follows its 95/5 carnivore nutritional philosophy, while introducing new innovative ways to feed raw or gently cooked.

“We wanted to bring something truly unique and different to raw frozen cat food, while using a versatile feeding method never before seen in the pet industry,” said Tucker’s founder Jeff Kalish.

BAYDOG, a leader in canine adventure gear, used Global Pet Expo to launch its first feline product: the BAYCAT Harness and Leash Set.

“For years people have been putting our Liberty Bay Harness on their cats,” said BAYDOG founder and CEO Barton O’Brien. “They even started a BAYCAT section on our Instagram where people post pictures of cats in our dog harnesses. I’ll admit, I was skeptical, but full credit to my team for recognizing the opportunity and convincing me to move forward.”

Unlike adapted dog harnesses, BAYCAT was engineered specifically for feline anatomy and behavior. Key design features include a modified shape tailored to feline body structure, smaller arm openings for improved containment and an extended torso coverage for added security with a martingale-style feature

to help prevent escape.

In October 2025, APPA posted “The Year of the Cat Has Arrived” on its website to announce that “cats are having their moment.” However, it’s more than a moment; it’s the dawn of a new age for feline companion animals. APPA’s post offered valuable advice for the pet industry.

“For manufacturers, the opportunity lies in developing products that encourage interaction and enrichment, while also addressing the practical realities of multicat households through variety packs, value bundles, and smart packaging.”

And what did the trade organization recommend to retailers?

“Retailers can take a lifestyle-oriented approach to merchandising, pairing consumables with celebration and enrichment products that speak to how owners actually live with their cats. Leveraging data to anticipate seasonal demand or to spotlight high-performing product categories can help retail teams stay agile and relevant.”

CHALLENGES FACING Today’s Felines

COLLABORATION IS THE FUTURE OF CAT CARE.

BY RAISSA ALLAIRE

At Tree House Humane Society, we think about partnerships a little differently. They’re not nice-to-have. They’re the infrastructure. Because adoption alone is not success.

Adoption is the starting point, and what happens next determines whether families and cats can stay together and thrive. For cats especially, that post-adoption window matters.

As a field, we’ve made meaningful progress in getting cats into homes. But we don’t always spend enough time focused on what happens next. A new adopter leaves excited — and then the questions begin: Is this behavior normal? When should I go to the vet? What if something feels off?

Without support, those questions can turn into uncertainty. And uncertainty can put strain on the relationship between a person and their pet.

That’s not a failure of the adopter. It’s a signal that we have more work to do as a system.

At Tree House, we’ve built our model around a simple idea: don’t just place cats, support the people who take them home. Because if we’re honest, success isn’t just placement. It’s retention. It’s stability. It’s whether that cat is still in

that home six months or a year later — and whether that family feels confident and supported along the way.

Designing for Access

Post-adoption support shouldn’t depend on whether someone knows what to Google or who to call. It should be built into the experience — and accessible from the start. That’s why our partnerships are designed to meet people where they are.

Through VCA Animal Hospitals, adopters receive a free first veterinary exam, helping establish care early. With MetLife, they have access to discounted pet insurance, making it easier to plan ahead. With Purina, every adopter goes home with food, supporting consistency during a time of transition.

We extend that support further with tools like Petivity, which track eating and litter box habits and help surface changes earlier. And through platforms like Petszel, adopters can flag concerns — prompting real-time support and guidance before small issues become bigger challenges.

But we also need to be honest about scale. Most organizations don’t have the staffing to meaningfully support every adopter after they leave, and expecting them to is unrealistic.

This is where AI becomes not just helpful, but necessary. Used well, it can extend care, surface risk earlier, and ensure more families don’t fall through the cracks. We’re already putting this into practice — using AI across our website, call systems, and support services to meet people sooner and more consistently. Not instead of people, but so people can focus where they matter most.

This isn’t about adding extras. It’s about reducing barriers, because access to care shouldn’t begin only when something goes wrong.

One of the challenges in feline care is that cats often show subtle signs when something isn’t right. Changes in eating,

Raissa Allaire is Executive Director of Tree House Humane Society and Board Chair of The Association for Animal Welfare Advancement, with nearly three decades of nonprofit leadership experience.

behavior, or litter box use can be easy to miss — especially for new pet parents. That’s where thoughtful innovation can help. Tools like Litter-Robot are beginning to offer new ways to understand daily patterns, creating more visibility into a cat’s health and behavior.

I experienced this personally. When I lost my oldest cat, Sulley, the earliest changes showed up in the litter box. That experience reinforced something we see every day in our work: when we can identify changes earlier — and can connect people to care sooner — we improve outcomes. And more importantly, we help both cats and the people who care for them thrive.

Post-adoption support doesn’t stop at the shelter or online. It has to be local, accessible, and trusted. That’s why partnerships with institutions like the University of Illinois College of Veterinary Medicine and local practices like My Neighborhood Vet are so important.

Our Tree House Veterinary Wellness Center is part of that broader system.

We provide high-volume, high-quality, low-cost care — including vaccines, wellness services, and end-of-life support — serving up to 6,000 animals each year. Since launching in 2021, we’ve delivered more than $500,000 in free or discounted care.

We also see referrals from private veterinary practices — an important reflection that this work strengthens the overall ecosystem. Because this isn’t about replacing veterinary care. It’s about expanding access to it.

Together, these partnerships help create a bridge between adoption and lifelong care, so pet parents know where to go and feel supported when they get there. Our approach to care also extends to outdoor and community cats.

For these cats, there is no single adoption moment, but there is still a need for continuity, access and support. Through partnerships with animal control, community caregivers, and veterinary providers, we support trap-neuter-return (TNR), vaccination

and ongoing colony care. This work is grounded in public health, population stabilization and humane care, but it also reflects a broader belief: Care should meet cats where they are. For community cats, “home” may be a neighborhood or a network of caregivers. And those caregivers — often volunteers and residents — need access to veterinary services, guidance, and trusted partners. When we design systems that include them, we expand what care looks like, and who it reaches.

Even with strong partnerships and thoughtful systems, people are at the center of this work. Our volunteers and foster network provide critical support, helping adopters navigate the early stages of bringing a cat home, answering questions, and noticing changes.The same is true for community cat caregivers, who show up every day to care for cats in their neighborhoods. Across the pet care ecosystem, expectations are evolving. People are looking for experiences that feel connected, supportive, and accessible—not fragmented.

If we focus only on placement without investing in what comes next, we risk creating gaps that lead to preventable challenges. But when we build systems that prioritize access to care — across adoption, community cats, and veterinary support — we create more stability for both cats and the people who care for them.

And that’s where the field has an opportunity to evolve — from a set of individual organizations doing good work, to a coordinated system designed around outcomes.

Adoption isn’t the finish line. It’s the starting point. And if we design our systems accordingly — through partnerships, community and access to care — we don’t just place cats. We build the conditions for them — and the people who care for them — to thrive.

APPLAWS

Applaws lickable treats are a 100% natural treat for adult cats, crafted with nothing more than the simple ingredients listed. It is completely grain and carrageenan-free, and it offers a satisfying way to reward your cat. This smooth, delicious texture also provides a tasty source of hydration to support everyday wellbeing. www.applaws.com

CAT TREATBRUSH

The Cat TreatBrush is an innovative cat toothbrush that flosses and brushes their teeth as they play and chew. With patent-pending floss slots and a plush toothbrush design, your feline friend will love the interactive experience. The built-in treat dispenser adds a level of excitement and engagement. www.getchewmate.com

LICKABLE SPOONS

TEMPTATIONS Lickable

Spoons is a lickable cat treat designed to be mess-free and gives cat parents an irresistibly fun way to spend more quality time and longer playful bonding moments with their cat. The lickable treats are made with real chicken, salmon, tuna or cheese, with added vitamins and minerals, and are available now in most grocery retailers and online. www.temptations treats.com

7878 ESSENTIAL products

PUREBITES FREEZE-DRIED TUNA

PureBites freeze-dried tuna cat treats are the ultimate high-value limited ingredient treat or topper. Made with only one simple, human-grade ingredient you can read, pronounce and trust: 100 percent pure wild-caught yellowfin tuna. Nothing else. No artificial colors, fillers, or sweeteners.

www.purebites.com

www.purecravings.com

PURE CRAVINGS MINCED TUNA

When it comes to Pure Cravings Minced Tuna, every tuna, salmon and catch of sardines and mackerel are tested to a strict mercury limit of .07ppm or lower on the brand’s proprietary technology. Pure Cravings Minced Tuna comes in several varieties, and all lead with human-grade and sustainably wild-caught tuna as the first ingredient. It’s also free of grains, gums and GMOs.

WAUCAT MELODIC TOYS

WAUCAT fun melodic cat toys are available in two designs: a mouse and a bird. Each toy is equipped with a sound chip that produces realistic natural sounds — either a mouse squeaking or a bird chirping. These sounds mimic real animal noises, capturing the cat’s attention and stimulating their hunting instincts. These cat toys not only provide entertainment but also promote physical activity and mental development in cats. collar.com

PETCAKES BIRTHDAY KIT FOR CATS

PetCakes is the first organic microwavable treat for cats that you make at home in minutes by adding water. The kit includes a reusable fish shaped pan, two cake mixes, two frosting mixes, two ice cream mixes, a party candle plus sprinkles. The mixes are human-grade ingredients without wheat, corn, soy, salt or preservatives. Everything is made in the U.S.A.

www.ilovepetcakes.com

BETA CAT COLLARS

BETA Cat Collars are offered in 10 vibrant colors and with adjustable lengths that range from 8 to 14 inches. Perfect for the cat who is “on the go,” these BETA collars are water repellent, durable and easy to clean, and they come with an attached bell so you know where your cat is roaming at all times. A safety escape buckle also always ensures a cat’s safety. These collars are 100 percent made in the U.S.A. www.leatherbrothers.com

FELINE SUSTAIN NO. 29

Feline Sustain No. 29 is a grain-free, fresh meat formula made with two MSC certified, sustainable sources of fish. It is formulated to meet the nutritional levels established by the AAFCO Cat Food Nutrient Profiles for All Life Stages. Feline Sustain No. 29 is also MSC certified, ensuring that this sustainably sourced fish is traceable from boat right to the bag. A portion of the profit for each MSC certified bag sold goes to helping protect the productivity and health of our oceans. www.annamaet.com

Meet Fillin’ Good cat treats from “I and love and you”. Crunchy, baked treats with a creamy bone marrow center deliver an irresistible dual texture cats crave. Available in three grain-free, protein-first recipes that support digestion, immune health or skin & coat. www.ilypet.com

FILLIN’ GOOD CAT TREATS

•Grain-free

•High

•With

•

•Makes

LA CAT-RINA CATNIP TOY

La CAT-rina brings playtime to life for cats of all generations. Based on the design of calaveras, the decorative sugar skulls emblematic of the Day of the Dead celebrations, La CAT-rina is an elegant and colorful feast for kitty’s senses. The face is covered with our durable cotton twill, the back is fuzzy and soft. The toy is packed with enough organically grown catnip to satisfy the cravings of any feline friend. www.yeowww.com

GURU CATNIP FRY GUYS

The all-new GURU Catnip Fry Guys are serving up big fun for cats. Packed with catnip and crinkle for irresistible play, these quirky little fries are made to spark pouncing, batting, and chasing instincts. Bursting with bright colors, silly personalities, and playful charm, GURU Catnip Fry Guys are a fun new way to keep cats entertained and pet parents smiling. www.gurupetcompany.com

FUREVER CLING

“But I just vacuumed!” Sound familiar? Welcome to life with pets. Now you don’t have to live with fur. Furever Cling Sticky Wipes and Mop make pet fur cleanup effortless for cat and dog homes. Designed for hard surfaces, the sticky wipes cling onto fur, dust, and dander on contact so they stick and not scatter. Paired with the easy-touse Furever Cling-On dry mop, they deliver fast, stress-free daily cleaning.

www.dofucat.com

WATERLESS CAT SHAMPOO

Pure and Natural Pet helps freshen your cat’s coat without water. This USDA Certified Organic, no-rinse foaming shampoo gently cleans, moisturizes and soothes with an unscented formula that leaves no residue. Free from essential oils, dyes, perfumes, parabens, formaldehyde, sulfates, and preservatives, it’s safe for cats 6 weeks and older. This stress-free solution helps to keep cats fresh and it’s easy to dispense and apply. www.pureandnaturalpet.com

PEMF CAT BEDS

Respond Animal Therapeutics’ Bio-Pulse PEMF Beds simplify feline care by delivering a proprietary blend of power and frequency designed for deep cellular stimulation. This specialized therapy targets arthritis and inflammation while providing a soothing, calming effect for cats of all ages. Trusted for over 40 years, our unique, non-invasive technology ensures a higher standard of comfort, helping cats lead healthier lives. www.respondanimal.com

FLUTED TILT CAT DISH

Inspired by the clean lines and sculptural textures of modern interiors, the Fluted Tilt Cat Dish from Park Life Designs brings together design innovation and ergonomic comfort. The subtle tilt makes eating easier for cats, while its fluted ceramic finish blends seamlessly into design-forward homes.

www.parklifedesigns.com

SNAGGLETOOTH TREATS

Snaggletooth’s single-ingredient freezedried raw treats are perfect for cats. These teeny tiny treats use human-grade proteins, contain no fillers or additives and are 100% made in U.S.A. Their unique size makes them less than one calorie each, making them perfect for training, portion control and smaller pets.

www.snaggletoothpets.com

COMPREHENSIVE GUT CHECK

The Comprehensive Gut Check is a premium at-home test that evaluates your cat’s gut function to ensure they’re fully digesting their food, minimizing inflammation and maintaining a strong, healthy intestinal lining. Detect and address problems like inflammation or digestion inefficiencies before they escalate.

www.innovativepetlab.com

FREEZE-DRIED PORK TENDERLOIN CAT TREATS

Momentum Carnivore Nutrition FreezeDried Pork Tenderloin Cat Treats are made from one ingredient – 100% pure pork tenderloin. Nothing added, nothing hidden. Momentum’s family-owned freeze-dry facility preserves the natural flavor and nutritional integrity of every batch, delivering a highprotein, nutrient-rich treat that cats genuinely love. Rich in B-vitamins, iron, and zinc, these single-ingredient treats support muscle development, immune function, and overall vitality. Full transparency from facility to shelf. www.momentumcn.com

FUSSIE CAT SUPER PREMIUM KITTEN

Fussie Cat’s Super Premium

Kitten wet food line features real meat first, goat milk and pumpkin to help deliver targeted digestive support and hydration, in three irresistible textures for even the fussiest little eaters. Formulated by PHD board-certified Companion Animal Nutritionists, the science-led recipes nourish thriving kittens’ health and longevity. www.fussiecat.com

of customizable and engravable cat ID tags depicting different images of feline friends. Each breed is reproduced in detail which brings to life the looks of Persians, Maine Coons and many others and all the brand’s products are handmade and produced at MyFamily facilities in Italy. www.myfamilyusa.com

PHEROMONE CALMING SPRAY

Silver Tails Pheromone Calming Spray for Cats by Tranquil Tails delivers gentle, science-inspired calming support for aging felines. Formulated with nature-identical pheromones, this alcohol-free spray helps ease stress from travel, vet visits, and environmental changes. Made in the USA, it offers a non-sedative alternative to ingestibles — supporting comfort, relaxation, and well-being for senior cats and their families.

www.tranquiltails.us

SALMON NUGGETS CAT TREATS

Finfare crafts premium cat treats using sashimi-grade salmon and their signature Cold-Craft process — a combination of cold smoking and freeze-drying. This trifecta preserves flavor and nutrition, creating treats rich in Omega Fatty Acids, DHA, protein and taurine. The lineup includes Salmon Skin Bites, Salmon Nuggets and Salmon Sprinkles (a meal topper). Crafted in the U.S.A. with ethically sourced seafood, Finfare delivers ocean-fresh nutrition in every bite. www.finfarepetfoods.com

WELLNESS SIGNATURE SELECTS

Wellness Signature Selects expands the gourmet portfolio with seven new artisanal recipes, including two Kitten versions of fan-favorites. These hand-crafted, gourmet recipes are hand-packed with delicate flakes of tuna or shreds of chicken in savory sauces or broths, delivering irresistible taste and supporting healthy hydration. www.wellnesspetfood.com

PETKIT PUROBOT

The PETKIT PUROBOT Ultra revolutionizes litter box management by combining behavioral tracking, health monitoring, and up to 20 days scoop-free convenience. Designed for multi-cat homes, multi-facial recognition tracks individual cats’ health, as litter box habits often indicate health issues. www.petkit.com

THE CAT HOUSE

Constructed of weatherproof fir wood, the Cat House from Win World is a functional home for felines. Able to endure years of use with very little maintenance, the Cat House provides a secure and relaxed environment that can be used both indoors and outdoors for the perfect getaway. www.winworldintl.com

ADJUSTABLE STRING BUG WAND TOY

From close-up play to chasing, jumping, this wand does it all. Designed for all kinds of playtime versatility, with an adjustable string from 1 to 36 inches. These premium, hand-crafted cat toys offer long lasting durability with realistic bug-like motion. With built-in safety features, the bug want toy is purrfect for exercising your cat. www.rompicatz.ca

NATOO MEAL TOPPERS

Perfect for pets of every size and age, Natoo Meal Toppers/Treats are formulated with clean, healthy ingredients cats naturally crave. Featuring a single protein, along with delicious broth, they do not contain any by-products, preservatives, artificial colors or flavors. Each recipe is loaded with shreds of chicken or chunks of fish and is packed in tear-open pouches that are easy to store and serve. www.natoo.com

SILKY MOUSSE FOR KITTENS

Aligned with Nulo’s high protein, low carb dietary philosophy, the Silky Mousse kitten line features a novel texture building process that substitutes protein-forward egg ingredients instead of the segment standard potato, tapioca or grain-based recipes typically employed to achieve the mousse-like texture cats prefer. Nulo’s formulation also builds in higher moisture content, an important dietary benefit for young felines. www.nulo.com

ULTRA PROTEIN SHREDS & ORGAN CHUNKS

Natural Balance Ultra Protein was formulated specifically for cats with veterinary and nutrition experts to maximize protein, taste, and nutrition. The brand expanded the line with a new Shreds with Organ Chunks format to offer more variety in wet nutrition. The three new recipes are made with chunks of protein-rich organ meats such as chicken livers and chicken hearts – delivering the nutrition and energy a cat needs and the taste that they instinctively crave. www.naturalbalanceinc.com

LOWER PHOSPHORUS PÂTÉS

Formulated by a board-certified veterinarian, each Lower Phosphorus recipe features high-quality, lean proteins that are naturally lower in phosphorus and packed with nutrient-dense broth to help maintain optimal hydration. The formulas also include fenugreek seeds, known to help reduce inflammation and support digestive health, along with Marine Microalgae Oil, a concentrated source of EPA and DHA. Designed for supplemental feeding only, the pâtés offer an easy, flavorful addition to a cat’s diet. www.rawznaturalpetfood.com

PURINA PRO PLAN ADVANTEDGE

Pro Plan AdvantEDGE is a line of triple-action formulas that draws on years of research to deliver powerfully targeted digestive health cat food and senior cat food. This specialized high protein dry cat food is made with real salmon as the first ingredient and delivers 100 percent complete and balanced nutrition for adult cats. www.purina.com

SABRINI’S ROYAL CAT TREATS

Sabrini’s Royal Treats are premium natural cat treats available in two flavors: Salmon or Sardines. Sabrini’s dehydration process preserves the natural flavor and nutrients while producing a crunchy texture and is free from fillers, artificial preservatives, or by-products. Sabrini’s can be used for treats, rewards or meal toppers. Packaged sustainably with environmentally friendly materials. We deliver treats cats love. www.sabriniroyaltreat.com

SALTY CAT BENEFIT BOOSTERS

Salty Cat Benefit Boosters deliver complete, balanced wet entrées crafted with wellness in mind — supporting urinary health, weight management and digestive balance. Packaged in a convenient 3-ounce pouch, each grain-free recipe pairs whole proteins like tuna and chicken with purposeful ingredients such as salmon oil and pumpkin. www.petkrewe.com

VEE PURRFECT WILD HEMP CAT TOY

Let the hunt begin, The PURRfect Wild Hemp Cat Toy turns everyday play into a stylish chase. Combing a sleek 24” black flex wand, colorful fluttering natural feathers and textured hemp cords each detail is designed to captivate. The alluring scent of real feathers, the irresistible texture of hemp, and the fluid movement that mimics prey in motion, the result? A spellbinding play experience that invites your cat to chase, pounce, and indulge their wild side for hours on end. www.veeenterprises.com

PERFECTLY COOKED

Perfectly Cooked is ideal for cats with picky appetites or sensitive digestion. Each recipe contains 98 percent meat, organs and bone, with 2 percent organic produce and whole food supplements. Perfectly Cooked is gently prepared using a slow-cooked, sous-vide process that retains nutrients and flavor, creating a high moisture, species-appropriate diet that’s rich in protein and taste.

www.smallbatchpets.com

FINALISTS REVEALED, VOTE FOR NO. 1

The inaugural Retailer Excellence Awards (REA), presented by Pet Age, celebrates the achievements and resilience of the pet industry’s interconnected community. Though the awards program is primarily focused on pet stores c— the REA recognizes excellence in six specific award categories — it also honors the hard-working sales reps, distributors and vendors. Pet Age has tabulated the nominations and narrowed the pool down to five finalists who excel across nine niche categories. The best of the best are listed below in alphabetical order:

SINGLE STORE

• Busch Pet Products Cape Girardeau, MO

• Hero’s Pets Littleton, CO

• Purrs McBarkin’ Hartsville, SC

• Urban Tails Pet Supply Minneapolis, MN

• Whiskers Holistic Petcare New York, NY

MULTIPLE LOCATIONS

• DOGPerfect

• Dogs & Cats Rule

• Hollywood Feed

• Two Bostons

• Unleashed LLC

STORE DESIGN/ VISUAL MERCHANDISING

• Bag of Bones Barkery Hamilton Township, NJ

• Nieci’s Green Bites Pet Boutique Augusta, GA

• Odyssey Pets Dallas, TX

• The Good Dog Shoppe Kennesaw, GA

• The Shop Dog Sioux Falls, SD

SOCIAL MEDIA OUTREACH/ ONLINE INITIATIVE

• Animal Connection LLC Charlottesville, VA

• Fetch RI Richmond, RI

• Paws Redlands, CA

• Petland Iowa City Iowa City, IA

• Two Bostons Naperville, IL

STORE EVENTS

• All Pets Considered Greensboro, NC

• Pet People of Los Gatos Los Gatos, CA

• Wag Heaven Pet Supplies Georgetown, TX

• West Lebanon Feed & Supply West Lebanon, NH

• Woofmeow Derry, NH

SOCIALLY RESPONSIBLE

• Petland Iowa City Iowa City, IA

• Hollywood Feed Memphis, TN

• J&R Aquatic Animal Rescue Neenah, WI

• Unleashed LLC Raleigh, NC

• West Lebanon Feed & Supply West Lebanon, NH

FAVORITE SALES REP

• Tiffany Brenner Pet Solutions Group

• Scott Deetsch Performance Sales and Marketing

• Ingrid Oswald SquarePet

• Rick Ribero Muenster Pet

• Steve Walling Central Pet Supply

FAVORITE MANUFACTURER

• CDE Animal Cages

• EZwhelp

• Huxley & Kent

• Metropaws

• Tucker’s

FAVORITE DISTRIBUTOR

• John A. Van Den Bosch

• King Wholesale

• Pet Palette Distribution

• Southeast Pet

• Zeigler’s Distributor

These REA finalists appear on nomination ballots that are posted on the Pet Age website. The pet care community is invited to visit www.petage.com to access the nomination forms and make your voice heard. Voting will run through June 1, and winners will be announced in the July issue of Pet Age.

Retail Stores As Pet Care Ecosystems

THESE RETAIL SIGNALS ARE SHAPING EUROPE’S PET MARKET.

BY ÉMILIE MESNIER

When people talk about “the European pet market,” they often imagine one unified region. In reality, Europe behaves more like a collection of markets, each with its own retail strategies and consumer priorities. French consumers tend to respond to aesthetics, storytelling and brand identity le beau et le sens — while German pet owners often expect rigorous data and nutritional transparency before making purchasing decisions. These differences continue to shape how retailers present and position products across the continent.

A STRATEGIC RETAIL SHIFT

One of the most significant strategic shifts in European pet retail is the integration of veterinary services directly into retail environments.

Of course, this is not new to the United States. PetSmart began rolling out in-store veterinary clinics through its partnership with Banfield Pet Hospital in 1994, while Petco expanded into veterinary care more aggressively in the late 2010s with the launch of Vetco clinics and full-service veterinary hospitals.

Europe is now leaning into a similar model. A strong example is Pets at Home, the United Kingdom’s largest pet retailer. Founded in 1991, the company operates more than 450 retail stores across the UK, but retail shelves are no longer the center of the strategy.

Instead, the company has built what it calls a complete pet-care ecosystem, combining retail stores with veterinary clinics, grooming salons and subscription health plans. While the concept resembles the U.S. approach, the structure is slightly different.

Many of the veterinary clinics located inside Pets at Home stores operate as independent joint ventures, a notable difference from the U.S., meaning veterinarians run their own practices while benefiting from the retailer’s foot traffic and infrastructure.

This ecosystem now includes hundreds of veterinary practices and grooming salons, creating a model where services are becoming as important as product sales. In recent financial results, Pets at Home reported veterinary services revenue growth of roughly 13% year over year, significantly faster than growth in traditional retail sales.

Another difference compared to the U.S. market is the retailer’s subscription strategy.

Pets at Home operates a preventative-care plan called Complete Care, typically costing between £12 and £20 per month depending on the pet and services included. The plan bundles routine vet checks, parasite treatments, and loyalty discounts on food and products.

By comparison, PetSmart’s Banfield wellness plans often range from roughly $40 to $60 per month, and still come with the familiar frustration of pre-existing condition exclusions.

The result is a shift in how stores compete. Instead of focusing only on assortment and pricing, retailers are increasingly differentiating themselves through services and expertise.

Anyone who has waited at the vet with their pet knows the situation. Appointments often involve a bit of waiting, sometimes longer than expected. Instead of sitting in the waiting room scrolling through emails, why not use that time to explore the store? Trying a few samples at a treat bar beats blindly buying a new bag of treats your dog might refuse to eat. And while you’re at it, maybe browsing a doggy raincoat that actually fits suddenly feels less like shopping and more like passing time productively.

In very large retail chains, however, some pet owners hesitate to wander too far because they don’t want to miss their name being called. That’s where retailers could borrow a simple idea from fast-casual restaurants: small buzzer devices that alert customers when it’s their turn. Imagine receiving one at check-in and browsing freely without worrying about missing the appointment.

Shopping without stressing — sans pression — could be a simple but effective unlock.

INSECT PROTEIN DIETS

Another category gaining traction across European retail shelves is insect-based pet food. A decade ago, the segment barely existed commercially. Today, it is becoming one of the most closely watched alternative protein categories in pet nutrition.

Market adoption has grown steadily. In 2016, insect-based products were marginal. Today, around 10% of new pet food product launches in Europe feature insect protein, reflecting rapid growth in innovation and retail presence. VAFO’s insect-based BRIT line is now quite extensive.

Growth has been particularly strong in Germany, the Netherlands, Switzerland, the Nordic countries, and even the Czech Republic, where consumers tend to be highly receptive to sustainability messaging and functional nutrition claims. In Germany alone, several insect-protein brands have moved from niche positioning into major retail chains and veterinary channels. Most of these diets rely on protein derived from black soldier fly larvae, valued not only for environmental efficiency but also for supply stability. Traditional animal protein supply chains have faced repeated disruptions on top of shortages. Poultry production continues to be affected by avian influenza, while the pork industry has been heavily impacted by African swine fever, forcing the culling of millions of animals.

Insect farming offers a different model. It requires significantly less land, water and feed, and is less exposed to large-scale disease outbreaks affecting conventional livestock. For manufacturers and retailers, that means a more stable, predictable, and sustainable protein source.

But sustainability alone rarely convinces pet owners to switch diets. Consumer data consistently shows that health benefits rank higher than environmental considerations.

In the United States, sustainability tends to rank around sixth among purchase

drivers, while European consumers place it often within the top three factors. As a result, European retailers position insect proteins around digestive health and hypoallergenic benefits rather than sustainability alone.

Because insects are a novel protein, most pets have not been previously exposed to them. This makes them particularly useful in elimination diets and for pets with sensitivities. They also offer an alternative to exotic proteins like lamb from New Zealand or kangaroo from Australia.

Market forecasts suggest continued expansion, with the insect-based pet food segment expected to grow at roughly 8% to 9% annually over the coming decade, but adoption remains uneven. Germany and the Netherlands lead, while southern markets such as Italy and Spain still favor traditional animal proteins.

For retailers, the takeaway is clear: insect protein works when positioned as functional nutrition first, environmental story second. Pets first. Price second. And maybe, cerise sur le gâteau, the environment as well.

Form &

ZEE.DOG HANDS-FREE LEASH

The bestsel ling Zee.Dog Hands-Free Leash is a super versatile hands-free leash that can be used in three ways (across your chest, around your waist or as a regular long leash) with no complicated mechanisms or rings to adjust it. www.zeedog.com

LEATHER BROTHERS COLLARS

FASHIONABLE

The key words when it comes to pet leashes, collars and harnesses are “functional,” “premium” and “sustainable.” When a retailer carries a high quality, sustainable line that isn’t available from its competitors, it opens the door to increased sales and word-of-mouth attention as more customers become aware of these essential products.

RECYCLED OMBRE

Hamilton’s Recycled Ombre collection features gorgeous fades of color, along with antique brass accented hardware. The webbing is made from recycled PET plastic bottles. The zinc alloy and plastic hardware are also fully recyclable. www.hamiltonproducts.com

The rich and vibrant PAISLEY Collar Collection is made of genuine soft suede leather. Four colors make up this pattern of small curving shapes with intricate detailing. Sturdy nickel-plated buckles and dee are used to make this product durable and lasting. The line is proudly made in the U.S.A. www.leatherbrothers.com

VEGAN LEATHER COLLARS

These vegan leather collars from Giving Paws are soft, supple, biothane and made in the U.S.A. They feature nickel-plated hardware, are fade-proof, easy to clean, and built for rain, snow, mud, and sun. Giving Paws believes there is a kinder choice; one that does not harm animals. www.givingpaws.com

THE WOLF PACK

The Wolf Pack by Uncharted Supply Company is a rugged, adventure-ready dog collarthat is built for life on the trail. Crafted with premium materials, it features a hidden, comprehensive first aid kit designed for both you and your four-legged companion. Whether hiking, camping, or exploring the backcountry, the Wolf Pack delivers unmatched utility, durability and peace of mind, so you’re always prepared for whatever the wild throws your way. www.unchartedsupplyco.com

WAUDOG GRADIENT COLLECTION

The Waudog Gradient collection for dogs and cats is crafted from over 90 percent recycled materials. The durable lightweight strap is made of recycled polyester derived from PET bottles — a smart, sustainable choice that doesn’t compromise on quality. The hardware is made from recycled plastic as well reinforcing the ecoconscious concept while maintaining strength and reliability. With three rich colorways and sleek, eye-catching packaging, this collection instantly stands out — combining vibrant design with environmental awareness. www.collar.com

HEADLIGHT HARNESS

Headlight Harness is a familyowned and operated business focusing on safety, quality, and comfort. The harnesses are “no choke/no pull”, highly reflective, light weight, and include a focused beam LED light helping pups see dark areas and keeping you and your canine visible to vehicles. They are also compatible with any car or truck, keeping your pet seated and secure.

www.headlightharness.com

CRASH TESTED HARNESS

The Crash Tested Harness from Company of Animals is made for dog owners looking for extra peace of mind. Certified up to 70 pounds, the harness directly links to the car seat belt system with no extra connection clip required. The high tech fully reflective fabric features a breathable layer on the chest panel for comfort, stability and walking safety. www.companyofanimals.com

K9 Wear has partnered with fashion icon Tommy Bahama for its first collection of stylish BioThane collars and leashes. Benchmade in the U.S., the line is distinguished with it use of durable and waterproof BioThane, heavy duty swivel snaps and the product’s ability to withstand up to 1000 pounds of force. Available in vibrant solids and prints with the signature Tommy Bahama logo.

www.k9wear.com

NIFTI SAFELATCH

Nifti SafeLatch is the only patented leash with a bolt that goes all the way up into a fitted hole in the hook and gives pet owners the relief of knowing their dog is secure. Nifti’s built-in high-powered magnet keeps the steel D-ring inside the latch for worry free walks. Use only one hand to instantly connect to your dog’s collar or harness steel D-ring while keeping fingers safe.

www.niftisafelatch.com

K9 WEAR FOR TOMMY BAHAMA

Plaque, Tartar &

Manufacturers continue to improve upon the dental care options that exist, and pet owners have more choices than ever. Retailers would be wise to advise their customers that bad breath is a strong indicator of a dental problem, as halitosis may stem from tooth decay and gum issues.

WHIMZEES FRESHZEES

Wel lness WHIMZEES Freshzees are a softer dental treat option for dogs. Freshzees feature such active ingredients as zinc, apple cider vinegar and parsley, to freshen breath and support dental health when chewed daily.

www.whimzees.com

JIMINY’S DENTAL CHEWS

DENTAL GEL

Dental Gel from Pure and Natural Pet is flavored in sweet potato and cinnamon; it tastes like a treat but is tough on plaque and tartar for improved canine dental health. It has organic coconut oil, a natural antibacterial and antiviral to reduce bad breath. www.pureandnaturalpet.com

Jiminy’s Dental Chews are a multi-purpose chew with cinnamon and parsley to freshen breath and taste great. Made with calciumrich insect protein to improve the oral microbiome and strengthen teeth, these chews are great for food-sensitive dogs. The chews’ flexible, nubby texture cleans teeth and gums while chewing. www.jiminys.com

Yummy Combs

Yummy Combs are made wide with thin walls to floss and scrub teeth 360 degrees to the gum line and deter gulping. It’s a complete and balanced treat that’s designed with a board-certified veterinary specialist in dentistry and nutrition. www.yummycombs.com

PROTECTION+ BRUSHLESS TOOTHPASTE

Ark Naturals Natural Protection+ Brushless Toothpaste is a first-of-its-kind dental chew made with Astaxanthin. This unique formula helps stop plaque and tartar from sticking to your pet’s teeth before the buildup even starts. The toothpaste center supports polished teeth and helps freshen breath. Plus, it supports oral immune health and helps maintain healthy gums. www.antelopepets.com

HIGGINS INTUNE DUETS

Higgins inTune Duets are made with a blend of wholesome ingredients, including chickpeas, to offer a nutritious snack option for birds. With no artificial additives or preservatives, pet parents can feel confident in these bird treats. www.higginspremium.com

ZYMOX AVIAN CARE

Birds

of a

FEATHER

According to the American Pet Product Association’s 2025 Bird, Small Animal & Horse Report, 6 million U.S. households own birds, with bird ownership becoming increasingly popular among Gen Z pet owners. Parakeets are the most popular (28%) type of bird, while cockatiel ownership has jumped to 19% (a 58% increase from APPA’s 2023 survey results).

BEAKTIVITY BOOMERANG

The Boomerang Toy has a stainless steel base that is strong, durable and will hold up to even the toughest beaks. It has reloadable cables that are loaded with enrichment and entertainment items. It has stainless steel spoons for clanging and making fun sounds. www.beaktivity.com

ZYMOX Avian Care for All Birds is a new Topical Solution and Topical Spray that supports healthy skin and plumage and helps soothe irritated skin due to abrasions, wounds, molting and feather plucking in all birds including poultry and waterfowl. Formulated with the antimicrobial LP3 Enzyme System. Contains no harsh or irritating ingredients, antibiotics or steroids. ZYMOX Avian Care is non-toxic and safe, if ingested. www.zymox.com

ROLLINIS TREATS

Vitakraft Rollinis Treats for Parrots are crunchy, triple-baked treats that double as engaging toys. These snacks keep birds mentally and physically stimulated, helping prevent cage boredom and destructive behavior. They encourage natural nibbling instincts and healthy snacking. www.vitakraft.com

TROPICAL FRUIT GOURMET PELLETS

Tropical Fruit Gourmet Pellets are the only pet bird, fruit pellets made exclusively with the natural taste of fruit. They contain no added sugar or fructose. The pellets provide all the nutrients needed for pet birds to live full, energetic and healthy lives. They come in seven varieties. www.lafeber.com

DOG PARK SUCCESS

KNOW THE KEYS TO A WELL-DESIGNED PLAY SPACE.

As pet ownership evolves, dog parks are becoming more popular in communities across the country. Pet Age recently spoke with John Sarver, founder of The Dog Park Company and designer of Gyms For Dogs, on how dog parks can be beneficial to dogs, pet parents and the community.

How would you describe the importance of dog parks?

Dog parks provide an excellent venue for both dogs and their owners to socialize and connect. It is estimated that 50 to 70% of pet owners visit dog parks with their pets, demonstrating their value as a popular community amenity. When thoughtfully prepared, a dog park can also contribute to increased property values.

The primary purpose of a dog park is to offer dogs a safe space for off-leash exercise, allowing them to move freely, play and engage in natural behaviors, including agility activities with other dogs. This type of socialization is incredibly valuable, not only for dogs, but also for their owners. Over time, dogs form familiar playgroups, and park visits often become planned social gatherings, strengthening both personal relationships and broader community connections.

An ideal dog park should feature a spacious, clean and secure play area with appropriate fencing. It should also include play and agility enrichment equipment that challenges and engages dogs, along

with access to clean, sanitary drinking water. A shade or shelter structure is another added benefit.

Incorporating enrichment and agility stations throughout the park encourages owners to actively engage with their dogs while promoting exercise for both. These stations should be thoughtfully distributed across the park to prevent overcrowding and to create a more enjoyable and accessible experience for all users.

What do you consider to be the pros and cons of dog parks?

Spending time outdoors with your dog, especially in pleasant weather, can be both relaxing and enjoyable. The opportunity to connect with others while your dog plays create a unique and rewarding daily experience, strengthening bonds between both dogs and people.

Thoughtful design is the most critical to a dog park’s success. Careful planning — including layout, product selection and overall user experience — forms the foundation of a successful and well-utilized space. A key design principle is to distribute people and dogs throughout the park. While some visitors seek social interaction, others prefer a quieter, more solitary experience. Providing a variety of spaces and “hang-out” areas ensure the park accommodates different preferences. There are also potential challenges associated with dog parks. Common

concerns include inappropriate dog behavior, lack of cleanliness or maintenance, and poor design elements such as inadequate fencing or safety gaps. Importantly, these issues are typically the result of human oversight rather than the dogs themselves. Dogs often go through a period of social adjustment as they learn to interact appropriately with others. Most responsible owners recognize their pets’ behavioral cues and actively supervise them — stepping in when needed, whether that means redirecting behavior, taking a break, or leaving the park.

How do The Dog Park Company products enrich the dog park experience?

Our products are thoughtfully designed to support dogs’ overall health and wellness while enhancing their play experience. For example, our Cool Dog Water Fountains provide clean, sanitary drinking water, helping to prevent dogs from sharing out of the same water bowl. Imagine going to a restaurant and everybody drinks out of the same glass – why would we want our dogs to do this?

Our Cool Dog Turf is engineered to be an ideal play surface. Dogs enjoy the natural feel and big bounce, while owners benefit from the durability and ease of cleaning. In addition, our fencing systems are designed with narrower spacing between upright pickets, improving safety by helping to keep dogs securely within the designated area.