January Pet Insight

Pet Insight January 2021

Inside Special Report: PetSmart’s 35th Anniversary Market Focus: Los Angeles First Take Series Special Coverage: WPA365 Interview: Tim Batterson, Animal Supply Co.

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Special Report

PetSmart’s 35th Anniversary

Photo courtesy of PetSmart

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ounded in 1986, PetSmart has become the largest pet specialty retailer providing a wide range of products, services and solutions for pets and their owners. This year, the company is celebrating a milestone—35 years of service in the pet industry.

PetSmart operates approximately 1,650 pet stores in the US, Canada and Puerto Rico, as well as more than 200 in-store PetSmart PetsHotel dog and cat boarding facilities. The retailer provides a broad range of competitively priced pet food and products, as well as services such as dog training, pet grooming, pet boarding, PetSmart Doggie Day Camp and pet adoption.

PetSmart’s associates are passion-driven pet people and work to bring pet parents closer to their pets to enhance the overall human-animal bond. This work is at the core of PetSmart’s mission and values, which have been there since the company’s inception.

Founding Story

PetSmart had similar beginnings to many pet specialty retailers in the industry. Starting with a strong desire to help pets and their owners receive the best pet food, treats and supplies, PetSmart PG 4 / PE T I N S I G H T

has grown to be one of the world’s leading pet retailers. However, the company has its own unique journey, which highlights PetSmart’s strengths and values that has helped lead the company to its success and growth.

In the 1980s, Jim Dougherty was given the opportunity to open a Petfood Supermart—an established pet retailer— in Las Vegas. Dougherty and his wife, Janice, agreed and moved to Las Vegas to pursue the investment. According to media reports, there was several obstacles that came with the opportunity, but Dougherty worked endlessly to ensure the new location was a success, which led to another location opening in Phoenix, Arizona.

Following the success of expanding Petfood Supermart, Dougherty recognized the possibilities within the pet industry and decided to start his own business, which eventually became PetSmart, but at the time operated under the name PetsMart.

In 1992, PetsMart acquired Petfood Supermart, and by 1994, PetsMart had 100 stores across the US. The company has several branches of services, with PetSmart Charities and Banfield Pet Hospital being two of the more

well-known banners. PetSmart Charities was established as an independent non-profit organization to help save the lives of homeless pets through partnerships with animal shelters, rescues and humane societies. Also, in 1994, Banfield Pet Hospital joined PetSmart and according to media reports, there were 213 vet clinics in PetSmart locations by 1997.

In 2005, the company officially changed its name to PetSmart and began to focus its offering and branding on pet parents, rather than owners, and to emphasize the company sold more than just pet food. By 2008, PetSmart had approximately 1,000 stores throughout the US and Canada. In the mid to late 2000s, PetSmart saw increasing competition via online retailers.

Leadership History

Each CEO of PetSmart has significantly improved the company over the years.

The founders Jim and Janice Dougherty announced Samuel J. Parker as the first CEO of PetSmart in 1989. According to media reports, once Parker joined the PetSmart team, many in-store changes began to take place: cement floors were replaced with tile, aisles were widened r Cont'd on Pg. 6

CONGRATULATIONS on CELEBRATING

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PetSmart r From Pg. 4

Many of the leaders at PetSmart have extensive backgrounds in the pet and lighting was brightened to create a industry and service industries in genmore welcoming and friendly shopping eral. Brian Amkraut is the evp of Store experience. Parker also was one of the Operations, Services, Supply Chain and main reasons PetSmart began selling Real Estate at PetSmart. He joined the more than just pet food and started to company in 2015, and prior to that, include accessories and various pet Amkraut most recently served as SVP of supplies.

Merchandise Distribution and Planning In 1995, Parker retired as CEO, and for Payless Holdings. He also held severMark Hansen al senior-level became CEO positions with for two years.

“One of the areas experiencing the highest growth rate is our small the company The company animal, reptile and fish business. We are the largest retailer in this between 2007 then began to and 2014 incategory in the U.S. and feel proud that customers trust us to help them focus on including Diviternal growth, choose a new pet for their home and find everything they need to care for sion SVP of and in 1996 their new family member. Over the past few years, we’ve invested further Store Develophad planned to in this area and introduced innovative private brand products. In 2019, ment. open 50 new for example, we launched Thrive, a new line of private branded reptile Alongside stores each habitats and accessories that allow our pet parents to create and Amkraut, Stawith a pet hoscustomize the perfect home for their pet.” — J.K. Symancyk, PetSmart cia Andersen pital.

Unforis PetSmart’s tunately, the evp of Merrapid growth caused the company to became President and CEO of PetSmart. chandising and Customer Experience. have some financial problems, which Andersen joined PetSmart in 2019, ultimately led to Hansen retiring and Current Leadership and her previous roles included Brand Over the years, the leaders of Parker taking up his role as CEO again President of Abercrombie & Fitch. AnPetSmart have remained focused on in 1997. dersen previously worked for Target the needs of customers and most imMoving forward to a brighter fufor more than 20 years and held variportantly, pets.

PetSmart has steadily ture, Parker remained CEO until 1998 ous leadership roles including SVP of expanded since its inception, and overwhen Phil Francis joined the PetSmart Merchandising for several different diseeing each location and ensuring pets’ leadership team as CEO. Parker decided visions: Apparel, Accessories and Baby, needs are met have remained top of to branch the company out even further and Home and Seasonal. She is wellmind for the company. into the pet industry and add services known for being an active member of CEO J.K. Symancyk joined PetSmart such as grooming, boarding and onher community through her leadership as President and CEO in June 2018 and site vet care. By 2009, Francis had reroles at non-profit organizations. was appointed a member of the comtired and Bob Moran took over as CEO pany’s board of directors.

Symancyk is Recent Events of the company. According to officials, a consumer retail veteran with more On Nov. 16, 2020 PetSmart anMoran decided to slow the opening of than 25 years of industry experience nounced it added Pinnacle Pet Nutrinew stores and to focus on improving managing complex retail operations. tion Shop to all of its new stores except the current stores’ productivity. Moran Previously, he was the CEO if Academy The Groomery stand-alone salon stores. specifically thought it would be beneSports + Outdoors; he served as the The nutrition shop is a 550 square foot ficial for the company to focus on the President of Meijer and started his caspace dedicated to high-protein, organtrend, humanization of animals, that reer at Walmart Stores, Inc, where he ic, natural, grain-free, minimally prowas evolving throughout the industry. served in several leadership roles in cessed and/or raw pet food.

Pinnacle Throughout the years of its development and growth, PetSmart began to both Sam’s Club and Walmart, Interna- Pet Nutrition shops have been featured differentiate itself through various in- tional. Currently, he serves as Chairman in 35 PetSmart stores.

In May 2017, PetSmart jumped into store services and branches of the com- of PetSmart Charities and is a member of the Chewy Board of Directors. the e-commerce channel through acpany.

“What I’ve found most inspiring quiring Chewy.com, a leading online reIn 2013, David Lenhardt became CEO about our business is the alignment tailer of pet food and products in the US having previously been with the compathat our team has around our mission, and operates as an independent subsidny since 2000. During his time as CEO, for the love for pets, and our desire to iary.

Chewy.com is led by private equity PetSmart’s finances began to dip with really make their lives better,” said Syfirm BC Partners, who eventually dethe increasing competition from online mancyk.

“It’s a legitimate driving source cided to split Chewy.com and PetSmart retailers. Investors called for a buy-out behind what we do.

It’s not artificial or of the company in 2014. Eventually r Cont'd on Pg. 8 manufactured, it’s truly our DNA.” PG 6 / PE T I N S I G H T

Michael J. Massey took over as CEO in 2015, after the company’s private-equity buyout led by BC Partners. The leveraged buyout of PetSmart was for $8.7 billion in March 2015. Massey played a critical role in increasing the company’s online presence and with the help of BC Partners, Massey reorganized the company, but ended up resigning in his position as CEO, and in 2018, J.K. Symanck

GOOD FOR OUR PETS

GOOD FOR PEOPLE

GOOD FOR THE PLANET

Goodness is Our Business From our commitment to regenerative farming and sustainability to the quality of the ingredients in our nutrient-rich food, good pet food is what we do. And that goodness extends to the people we employ, the charities we support, and the retailers we choose to partner with. We look forward to 35 more years of cultivating goodness for pets, people and the planet, together.

Because what’s good for our pets is good for us all.

Happy 35th Anniversary, PetSmart.

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PetSmart r From Pg. 6

in the U.S. and feel proud that customers trust us to help them choose a new in two. According to media reports, BC pet for their home and find everything Partners felt the two companies would they need to care for their new family operate better on their own. member. Over the past few years, we’ve Media officials mentioned the group’s invested further in this area and introplans to recapitalize PetSmart with duced innovative private brand prod$1.3 billion of equity and $4.65 billion ucts. In 2019, for example, we launched of debt raised from institutional money Thrive, a new line of private branded managers. All of reptile habPetSmart’s reitats and ac“In 2021, our highest priority will remain caring for our teams and maining shares cessories that were expectsupporting the people, pets and communities who rely on our stores. allow our pet ed to be dis- We’re honored to be our customers’ go-to resource for everything pet, and parents to tributed to BC we’ll continue to focus on safely providing products and services that meet create and Partners. This their evolving needs. As pet lovers ourselves, we’re excited that our customize outcome resultthe perfect customer data suggests people are adding more pets to their households ed in PetSmart home for as they stay at home during the pandemic.” — J.K. Symancyk, PetSmart having a smaller their pet. We debt load relaalso catered tive to earnings. for different ways to shop during this to these unique pets over the holidays According to PetSmart, the company time, so we’ve focused on providing with brand new Tiny Tales habitats and currently retains a controlling interest them with many in-store and online small pet holiday costumes, sweaters in Chewy, but Chewy operates as an options. For instance, we expanded our and apparel. We even launched a holiindependent, publicly traded (CHWY) ‘buy online, pickup in-store’ service, day apparel collection for bearded dragsubsidiary. launched curbside pickup, and part- ons.”

In the fall of 2020, PetSmart annered with DoorDash to give customers Symanck added, “We’ve also seen an nounced its partnership with DoorDash even more delivery options. Additional- increased interest in outdoor advento offer same-day delivery to pet parly, we extended curbside drop-off and tures with pets. Now more than ever, ents. The offer is spread across more pickup for grooming appointments to pet parents are looking to us to help than 1,400 of its locations nationwide. increase convenience and help our cus- keep their pets healthy, cared for and Shoppers can place their orders for tomers and associates maintain a safe entertained. When we launched Arcadia same-day delivery on PetSmart’s webdistance.”

Trail, our new outdoor adventure line, site and app. Through the partnership, In the midst of the many challeng- customers who were following stayPetSmart has the ability to provide es that came with the previous year, at-home orders and social distancing on-demand, same day delivery. ShopPetSmart continued to grow its pres- guidelines sought out these products to pers can place their orders for same day ence in the US. The company opened make getting outdoors with their dogs delivery on the company’s website or several new locations in 2020 with the more fun. These products, which are through the PetSmart mobile app. latest located in Ames, Iowa. primed for socially-distanced adventur“We understand that our customers Similar to many other PetSmart ing with dogs, have been overwhelmneed many different shopping options stores, the newest store features 16,425 ingly popular.” during this time, so ensuring they can square feet of space and provides con- PetSmart Charities make those purchases however they sumers with a comprehensive line of PetSmart Charities is a key componeed is important to us,” Will Smith, pet products. The location also offers nent to the pet retailer’s presence and SVP and CMO of PetSmart said. “We’re common PetSmart services such as pet success in the industry. PetSmart Charpleased to partner with DoorDash, totraining, adoption services, a self-ser- ities has been considered the leading gether providing pet parents with an vice dog washing station and a full-ser- funder of animal welfare in North Amereven more accessible shopping experivice grooming salon where dogs and ica since 1994. As mentioned previousence.” cats receive hands-on care from acade- ly, the charity has granted more than “The pandemic has pulled the future my-trained and safety-certified stylists. $450 million to change-making organiforward for retail, where changes that With many expansions and steady zations that help transform the lives of once might have taken three years have growth, Symanck reflected on the past pets and their owners. Through its ininstead happened in three months,” year and what PetSmart has planned for store adoption program in all PetSmart said Casey North VP of DoorDash Drive the new year. locations, the charity has been able said. “We’re thrilled to partner with “One of the areas experiencing the to find forever homes and families for PetSmart, making our entry into the highest growth rate is our small animal, more than 600,000 animals each year. pet retail space, to power their store-toreptile and fish business,” he said. “We door delivery experience and provide r Cont'd on Pg. 10 are the largest retailer in this category PG 8 / PE T I N S I G H T

pet owners with the animal essentials they need on demand.”

PetSmart’s Symancyk said, “Prior to the pandemic, our business was growing. As people started spending more time with their pets or adding new pets to their households, we have seen continued growth across all categories. We know that our customers are looking

PetSmart r From Pg. 8

ed to support several programs such as pet-friendly domestic violence shelters, PetSmart Charities helps more than pet deposits for pet-friendly housing, 25,000 pets find their forever homes emergency pet boarding and other iniduring National Adoption events, which tiatives to ensure pets and their peoare held four time per year. ple remain together during uncertain For 17 years, PetSmart Charities has times. earned a four-star rating from Chari“Not only are pets a common reason ty Navigator, and has remained in the why victims top 1 percent delay leaving of all charities “Prior to the pandemic, our business was growing. As people started their abusers, ranked. More spending more time with their pets or adding new pets to their animal abuse than 90 cents of is often the households, we have seen continued growth across all categories.

We every $1 raised first indicator know that our customers are looking for different ways to shop during goes directly of domestic this time, so we’ve focused on providing them with many in-store and to help pets in violence withneed. This has online options. For instance, we expanded our “buy online, pickup in a househelped approxiin-store” service, launched curbside pickup, and partnered with hold,” said Gilmately 9 million DoorDash to give customers even more delivery options.” breath. pets find adopAt the be— J.K. Symancyk, PetSmart tive homes and ginning of provided emer2021, media gency relief assistance to more than their own homes. On PetSmart Charities officials reported that PetSmart Char330,000 pets. website, users are able to search via zip ities granted $16,000 to provide baIn April 2019, PetSmart Charities ancode and view the thousands of adopt- sic veterinary services at HSSV’s Pet nounced the animal welfare funder’s able animals from more than 3,750 ani- Pantry Program. The services will incommitment of more than $270,000 to mal welfare organizations across the US clude spay/neuter surgeries, vaccines expand Children’s National pet therapy and Canada. and other wellness support to pets. program. The grant enabled Children “Now is a great time to adopt a shel- This is one among the many ways that National to add the program’s first-ever ter pet in need of a home,” said Amanda PetSmart has ensured pets in need are full-time coordinator to facilitate more Landis-Hanna, DVM and Senior Manag- taken care of with the upmost love and visits to patients throughout the hospier of Veterinary Outreach at PetSmart are set up for success. tal and outpatient clinics. The program Charities. “New pets will need an ad- Looking Ahead was able to expand from three dog and justment period and bringing home PetSmart has always kept supporting handler volunteer teams to up to 30 by a new family member allows them to and enhancing the lives of their custom2019, which will allow the program to acclimate to their new environment be- ers, consumers and employees top of serve more than 9,000 patients per year fore the busy holiday season, and best mind. According to Symancyk, 2021 will compared to the 480 in 2017. of all, gives a deserving pet a loving be no different in that aspect.

In May 2020, the Board of Directors home for the holidays.”

“In 2021, our highest priority will reof PetSmart Charities announced the Recently PetSmart Charities part- main caring for our teams and supportappointment of Aimee Gilbreath as nered with Veterinarians Without Bor- ing the people, pets and communities President starting July 6. ders, which helped facilitate the organi- who rely on our stores,” he said. “We’re Gilbreath reports directly to Symanzations efforts to expanding its care and honored to be our customers’ go-to cyk, and was chosen for the key role reach in North Canada. Veterinarians resource for everything pet, and we’ll based on her experience as the previWithout Borders has been committed continue to focus on safely providing ous Executive Director of the Found to improving access to care in remote products and services that meet their Animals Foundation, a non-profit that communities for more than a decade, evolving needs.” supports pet owners and animal weland with the support of $123,300 grant PetSmart has become one of the leadfare organizations. awarded in 2019 by PetSmart Charities ing pet industry players with more than Despite many stay-at-home orders of Canada, the organizations can now 1,650 locations and counting. PetSmart enacted across the country, PetSmart reach animals and communities in Nun- has had some ups and downs over the Charities has continued to ensure pets avut, Northwest Territories and Yukon. years, but has come out on top despite find their forever homes via NationIn October 2020, PetSmart Charities the challenges the company has faced. al Adoption Days with a virtual option announced its commitment of $2.1 mil- For 35 years, PetSmart leaders work as available to new and experienced pet lion to keep domestic abuse survivors, a collective to ensure pet parents and owners who choose to utilize it. at risk people and their pets together their pets are well taken care of through With more people staying home, the during periods of transition across the several services, delivery options and a number of adopted pets increased in US and Canada. The funding is expect- unique shopping experience.

PG 1 0 / PE T I N S I G H T

2020. According to PetSmart Charities, in September, the PetSmart Charities National Adoption Days event saw more than 23,000 pets find homes. This paved the way for another adoption event in November, which offered a virtual component to help prospective pet parents get a start on the adoption process from

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Market Focus Los Angeles

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ith many distinguishing characteristics—Hollywood and being considered the entertainment capital of the world—the city of Los Angeles boasts a unique and varied clientele for pet specialty retailers. Whether it’s locals or those recently moving and yearning for the fast-paced lifestyle, the diverse demographic of the marketplace allows pet retailers to focus on a specific niche or keep things broad by providing a large range of services and products.

Largest Marketplace Players: There is a growing total of 324 pet specialty retailers in the greater Los Angeles marketplace. One of the leading storefronts in the area is Centinela Feed and Pet Supplies, which dates back to 1962.

Beginning as a feed and paint store, the pet retailer today has 17 locations in Los Angeles. The family-owned and operated business has a strong focus on providing quality pet products and serving the local charities in Southern California. Current owners, Chris and Dwight Nakagawa took over the family business when the retailer began to expand into the dog and cat market. By 1987, the pet industry had just started to take off, and the two decided that this was their niche. According to the company, the two began partnering with several pet and local charities, who they still work with today, and community work has become a big part of the company.

Another leading pet retailer in the area is Healthy Spot, founded by Andrew Kim and Mark Boonnark in 2008.

The company was founded in an effort to proactively respond to the many pet food recalls in 2007, and has been committed to providing pet owners with a full range of wholesome, organic food lines as well as a wide selection of treats, toys and accessories. Today, there are approximately 16 locations in the Los Angeles marketplace providing pet parents with premium pet products.

Recently, the company acquired Holistic Hounds, a natural pet retailer in California. The acquisition allows the retailers to work closely together to better the lives of pets and their parents in the greater Los Angeles area.

PG 1 2 / PE T I N S I G H T

Alongside these leading retailers, Pet Food Express was founded 1980 when President and Co-Owner Michael Levy started a dog training business and opened his first location in San Francisco. Levy began to solely focus on pet retail and expanded to three locations.

In 1992, Mark Witriol joined Levy and helped grow the company to seven locations within the Los Angeles marketplace. Today, the company has a strategy of only selling products they trust for their own pets. Pet Food Express also partners with local rescues and shelters to ensure pets in need are taken care of and have the opportunity to find their forever homes.

The Urban Pet: As the founder and owner of The Urban Pet, Zack Grey started his career in the pet industry by launching his own dog training company, UrbanTails in 2004. Grey opened his first The Urban Pet store in 2007, and began offering the finest pet foods and supplies the industry had to offer.

According to Grey, the diversity gives owners full flexibility when it comes to their stores. Retailers with multiple stores can even tailor stores to fit locals’ demands and needs.

“The diversity of Los Angeles reflected by its ethnic, economic and social demographics allow for retailers to express versatility,” Grey said. “Here, many consider pets as children, and people are more apt to allocate a more generous budget to pet supplies. The opportunity to offer a wide range of products and price points was attractive.”

“It’s the diversity of Los Angeles and the market that separate the city from most,” Grey continued. “Each of the five stores has its own demographic and being the sole owner, it gives me the opportunity to be flexible in products we offer. Although the stores offer many of the same products, each definitely has unique items and customers. In South Pasadena, where it’s a very family-oriented city, we sell a lot of small animal supplies, bird, reptile, rabbit, etc.

Whereas the Beverly store carries only a fraction. Beverly has a much higher density of ‘disposable’ income so the store carries a large selection of higher price point items such as designer

beds, collars and bowls. These items don’t move so well in other stores, so their selection is limited. My Silver Lake location sells almost equal dog and cat supplies, which is highly unusual, and the Eagle Rock’s location sells a lot of chicken feed, which is diametrically opposite of those shoppers at the West Hollywood store.”

“When I opened the first location in 2007, the decision was to only sell foods free from by-products, corn or wheat,” Grey said. “The market was limited and customers never heard of most of the foods. However, over the years, the trend has been an emphasis on high-quality pet foods, and we have more than 80 brands. I opened with a small freezer for raw foods, and now we have 10. As the company evolved, so did customers’ willingness to spend much more on foods. Fourteen years ago, spending $150 on a bag of food would be insane. However, now it’s become the normal. Made in America products are more important. The CBD oil and treats trend have exploded and it’s interesting going to trade shows to discover that many stores across the country are not as open to these products.”

“I have found Los Angeles customers to be extremely discriminating,” Grey continued. “The customer’s expectations of knowledge and service has shifted. The internet stores have been challenging, but I always emphasize that we are not just selling pet supplies, we are selling an experience. I had consultants for the first store, and they thought I was crazy to install a koi pond and take up space that would otherwise be used for product. Installing drop lighting and investing in dynamic sound systems were all discouraged and considered a waste of money. Now, all of those are very important brand elements. Over the years we’ve seen other stores follow this trend.”

JustFoodForDogs: JustFoodForDogs, a direct-to-consumer brand of homecooked pet food based in Irvine provides pet parents with dog and cat food that uses ingredients that are 100 percent certified for human consumption r Cont'd on Pg. 14

Market Focus: Los Angeles r From Pg. 12

all my life,” Ramirez said. “I started by working at an animal hospital, and I by the USDA. The company cooks its ended up becoming a technician. I have food minimally in order to maximize the always seen the potential here in LA. nutritional value. The company has four Every other person has dogs, and I have kitchen locations: Newport Beach, West always wanted my own dogs, and more Hollywood, Sherman Oaks and Manhatpeople nowadays have more dogs than tan Beach with three “Pantry” locations: kids.”

Downtown He continLA, Anaheim ued, “To be Hills and Long honest, I have Beach. several locaThe food is tions and they cooked with are all in diffresh ingrediferent places ents and inand they have stantly packdifferent kinds aged frozen, of people in which helps each place. ensure the My Woodland nourishment hills location is not lost in has more of an the production older crowd process. Justand communiFoodForDogs ty in the area, never uses and it seems preservatives they are more and the food is The Los Angeles market is home to pet specialty retailers which pet owners can depend on for into the looks vacuum sealed guidance and education. of their dogs and frozen imthan others. mediately to lock in the nutrients. The tions, Bone Sweet Bone offers a full They are focused on getting their hairfood can be picked up, shipped anyrange of services to owners who are cut and want them all fluffed out and evwhere or directly delivered to homes. seeking alternatives to conventional erything like that. When you go down to Shawn Buckley, Founder of JustFoodpet care. Services include doggie day- LA, they are more attached to their dog ForDogs acknowledged the benefits of care, boarding, full-service salon and and see them more as a kid, so we acthe Los Angeles marketplace. spa and a boutique, which provides pet tually give a lot of recommendations to “Los Angeles, and Southern California parents with retail items like premium them. The Silver Lake location has more as a whole is a great region for pet retailfood, treats, toys, supplies, clothing and of the hipster people, and the Studio ers as it indexes high for pet ownership accessories.

City location has more of the entertainand, specifically beneficial for JustFoodBone Sweet Bone now holds the only ment crowd.”

ForDogs, a healthy lifestyle mindset,” indoor/outdoor doggie daycare in the Looking Ahead: Looking to the fuBuckley said. “As the inventor of the area. In 2013, the retailer expanded and ture, many retailers have clear goals, fresh whole food category, launching its new facility is now 6,100 square feet. but also realize things are never certain. the industry’s first open-to-the-pubIt offers two separate outdoor play ar- It is obvious the Los Angeles marketlic kitchen cooking fresh food for pets eas for dogs of all sizes, and an indoor place brings ample opportunities to the a decade ago in Southern California play area with a run that opens to the table for pet retailers. made perfect sense because Angelenos outdoor area. Alongside this, a new “We like West Hollywood area and haare also recognized as thought leaders three-tub grooming area, a larger retail ven’t done anything there yet, but also that tend to be open to new, progressive shop and reception area were all added. going up North and looking into that concepts. We have our own kitchens Owner of Bone Sweet Bone, Santiago area as well,” Ramirez said. and pantries inside veterinary clinics, Ramirez has similarly noticed the severWhile Grey with The Urban Pet exand retail partner locations across the al different demographics of pet owners plained, “We will just see how the year region.” in the LA area. Ramirez also mentioned plays out!”

“Pet parents in the market are health how each of his locations reflect the Buckley mentioned what the comand active lifestyle-focused, and are needs of the local pet parents and con- pany will be focused on in 2021. “We also interested in knowing exactly what sumers in the area. will continue to expand throughout the is going into their pet food and prefer “I grew up here in the valley, and I market with pantries inside veterinary that it be sourced and made locally,” have always been in the pet industry clinics and our retail partners.”

PG 1 4 / PE T I N S I G H T

Buckley continued. “They enjoy getting involved and learning through events, meet-ups and more. There is also a huge rescue community of caring people who come together for the well-being of pets in need.”

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og toy makers are strategizing their Products. “We have a number of exciting that dogs love and that have continued game plans for 2021, tweaking new product extensions that we will be to satisfy our customer needs keeping operations as needed, planning new kicking off later this year.” them coming back year after year. In orproducts and product extensions and Starmark Pet Products is currently der to make that happen this past year, mapping out ways to strengthen exist- finalizing new product development for we had to focus on doing it where we ing collaborations while creating new the coming year, said Marketing Direc- were keeping our employees safe from partnerships the pandemic with pet retailas well. This old “The difficulties helped us to get out of our comfort zone, and in doing saying—what ers. Category that, we were able to grow on so many levels. We have always built our leaders have doesn’t hurt taken what you, makes you business on making sure all of our products are made from premium they learned stronger has materials in fun shapes that dogs love and that have continued to from last year surely held true satisfy our customer needs keeping them coming back year after year.” in regards to this past year

— Mark Pasco, Mammoth Pet Products how the panmaking us a demic has afmuch stronger fected pet and company going owner interactions and are working tory Emily Benson. “Our main areas of into the new year.” to maximize their offerings that aim focus in 2021 are more innovative menZippyPaws leaders took initiative earto strengthen animal-human bonds tal stimulation toys that challenge the ly on to ensure a safe work environment as well as support the development of way dogs think, play and learn.” for its staff. “Our ownership and upper healthy habits for pets. Suppliers don’t In 2021, Wacky Walk’r is focusing on management team has been very protake for granted the place that dog toys distribution, said Michael Young, Presi- active from the beginning about ensurhave in retail’s impulse purchase seg- dent of Wacky Walk’r. “It has been our ing that we exercise great caution,” said ment and aim to take advantage of it model in the past to sell direct to retail- Watkins. “We continue to work almost while bolstering education and support ers and we are finding the true value exclusively remotely, other than our for retail partners to drive incremental in working with distributors. We will warehouse, of course. We’re integratgrowth. be adding a few new variations of the ing procedures to increase effectiveness “We’re definitely looking forward WUNDERball, based on consumer de- and streamline processes as time goes to 2021 and a needed fresh start after mand.” on. Our warehouse crew is practicing 2020,” said Mark Watkins, ZippyPaws For many suppliers, plans for 2021 social distancing and sanitary proceDirector of Sales. “We always refocus as are a continuation of operational pivots dures. We’ll also be hiring more warewe head into a new year and ask our- and decisions made last year, with trou- house associates to help with the strong selves what we can do better as a com- bleshooting along the way to ensure demand as we head into this year and pany. We often converse with our retail- consistent supply as well as the safety to help our retailers receive their orders ers about this and ask for feedback. We of employees and partners. “Many of as efficiently as possible.” have discussions underway with other the treats and several toys offered by With all of the caution taken and adlarge retailers who we could partner Starmark are made at our own facility justments made, however, Young with with in the upcoming year.” in Texas,” said Benson. “Early in 2020, Wacky Walk’r said he wouldn’t mind At present, ZippyPaws is focused on we implemented several new protocols a return to at least some of the retail new spring and holiday items, Watkins for the safety of our staff and to ensure structure pre-pandemic. “Our hopes are said. “We’ll also expand further into supply chain consistency. We also work that our retailers will remain open for various categories like rubber toys and closely with our preferred suppliers to ‘business as usual’ and do not have to go puzzles and some other items during help minimize any outages in our sup- back to curbside pickup,” he said. the year,” he said. “In addition, we just ply chain.”

Nonetheless, the pandemic has increased our warehouse capacity by Pasco with Mammoth Pet Products helped create a lifestyle for many pet leasing more space so we’ll be able to acknowledged 2020 was a difficult year owners that allows for more quality offer more products and to have more due to the pandemic, “because it forced bonding and play time, and toy makers inventory of our most popular SKUs.” us to react to a number of new issues in are taking advantage of the still preMammoth Pet Products is also look- order to keep moving forward,” he said. dominant work-from-home culture to ing at its products offering at the start “The difficulties helped us to get out of reach out to and educate retail partners of the year. “A new year is always an ex- our comfort zone, and in doing that, we on why dog toys are important for not citing time for Mammoth Pet because were able to grow on so many levels. We just sales but for animal well-being. it gives us the opportunity to execute have always built our business on mak“We did find that since more people our plan for the 12 months ahead,” said ing sure all of our products are made r Cont'd on Pg. 18 Mark Pasco, VP of Sales, Mammoth Pet from premium materials in fun shapes

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Rotate the disc to reveal multiple treat compartments!

Move sliders to the side to reveal what’s inside!

Flip lids up by pawing or nosing open the latch!

SmartyPaws Puzzler A fun and engaging 3-in-1 puzzle game that teaches problem solving skills and rewards your pup.

www.zippypaws.com | sales@zippypaws.com | (909) 606-6094

First Take: Dog Toys r From Pg. 16

ents are looking for something that can entertain their pet, but with minimal were home spending time with Fido, interaction on their part, which we feel ‘Fetch’ was the thing to do,” said Young. will help minimize any sort of anxiety “We continue to support our retailers that might arise when it’s time for all through social media, digital and print of us to go back to work, and our furry advertising.” family members are left at home once Starmark emphasizes the importance again on their own.” of stimulation Toys can for pets. “Play vary from noisy is an essential “The WUNDERball has proven to be a successful impulse purchase and squeakers to part of dogs’ has become a bestseller at hundreds of retailers across the country. When chew toys to lives for their treat dispensplaced near the register, the WUNDERballs are tough to keep in stock. I entire lives, ers.

“Enrichcan’t speak for all consumers, but as a consumer myself, I look for toys and toys ofment toys fulfill fer a means to that are well-made, preferably in North America, have added features and a need in the challenge and benefits, and last longer than an afternoon. The WUNDERball punches all lives of dogs engage dogs those boxes.” and contribute both mentally to an overall

— Michael Young, Wacky Walk’r and physicalbetter life qually,” said Benity as they proson. being able to convey features and bene- vide mental and physical stimulation To support its retail partners, “Starfits and help consumers be knowledge- and prevent boredom,” said Benson mark conducts regular educational able about choosing the right toys is a with Starmark. “Playing with your pet training with our sales representatives, key to growth. Also, having a strong so- also improves the bond and relationwho pass this training on to store ascial media presence and engaging dis- ship you share together. Pet owners are sociates and consumers,” she said. “We plays always helps, of course.” seeing firsthand evidence of this over also offer a variety of training videos Watkins said he was happy to have the past year while spending more time and articles on our website that is acseen ZippyPaws products as part of the at home with their pets.” cessible to all.” new normal in 2020. “One of the most Young with Wacky Walk’r noted, “The Mammoth Pet has built a reputation enjoyable aspects of doing what we do WUNDERball has proven to be a sucfor quality toys with retailers over the in this industry is to see the pics and cessful impulse purchase and has beyears. “Retailers need to stick with the videos of dogs having a great time with come a bestseller at hundreds of retailwinning brands like Mammoth Pet beour products,” he said. “People are home ers across the country,” he said. “When cause we make it easier by always offermore and playing with their pups in a placed near the register, the WUNDERing products that have a proven track variety of ways. Many of our interactive balls are tough to keep in stock.” record for growth, and we build every designs like our burrows and puzzles Impulse or not, toy purchases are product, one toy at a time with the same are perfect for those long days at home.” made with an expectation of quality and great quality that we did from day one,” Play time is not only beneficial for durability. “I can’t speak for all consumPasco said. “Our national advertising strengthening bonds but also for grow- ers, but as a consumer myself, I look program helps to educate the consuming the entire toy category. “The dog toy for toys that are well-made, preferably er on our products along with tools on category is one of the most important in North America, have added features our website. An example would be our categories for growth because toys en- and benefits, and last longer than an ‘Play it Safe’ information sheet which courage playtime and bonding between afternoon,” said Young. “The WUNDERexplains the important factors for pickpet and owner,” said Pasco with Mam- ball punches all those boxes.” ing the correct toy for the size and type moth Pet Products. “A healthy pet is a Lynna Sherman, with retailer Treats of dog.” happy one, and consumers will contin- Unleashed, explained her decision-makSince there is such a wide variety ue buying toys for the life of their dog ing process in ordering toys. “Typically, of dogs and temperaments, retailers because they are spending more qual- I look for unique and eye-catching toys would want to carry a range of toy prodity time because of the ‘new normal’ that will stand out and grab the cusucts, supported by staff who have the brought on by the pandemic.” tomer’s attention,” she said last spring. knowledge to back up advice and recMatthew O’Leary, with retailer Felix “Sometimes I make selections based ommendations for which products best and Oscar, shared some popular pur- on a theme for a display, but I also like suit which pets. “The demand from conchases from this last spring. “With the toys that help solve a problem like new sumers and their pups is very strong for lockdowns, we’ve also focused on more interactive toys. I also like to find USA a variety of toys and accessories in spepuzzle toys to keep the pets entertained made toys. I work with a lot of great cialized areas, whether that be a wider when those conference calls are a must,” range of sizes, unique types of squeaker r Cont'd on Pg. 20 he said in May. “We find a lot of pet parPG 1 8 / PE T I N S I G H T

combinations, toys for puppies, interactive toys, rubber toys, etc.,” said Watkins with ZippyPaws. “We continue to update and expand our website and social media and will be creating more videos and lifestyle pics in the upcoming year to introduce various products and to help explain the benefits. For retailers,

WUNDERBALL

A WACKYwalk’r Product www.GoWacky.us

First Take: Dog Toys r From Pg. 18

products that consumers buy on impulse,” said Watkins with ZippyPaws. manufacturers so it’s hard to pick one, “They might be searching for food or but I definitely appreciate the ones that durable goods at a store but see a toy turn orders around quickly and ship that captures their attention and that complete. I know I can depend on them they know will inspire playfulness. It’s if I’m unexpectedly low on inventory a great feeling that I personally share and need to fill a display.” to give our dogs something that truly The dog excites them. toy category So in general, is evolving “With the purchase of treat dispensing toys comes the need to purchase toys create an quickly, said increase in contreats to go inside them. These toys can often be used with the dog’s Benson with sumer spendregular kibble as well to turn mealtime into playtime.

In this way, the toy Starmark. ing from the “There is more purchase can help increase the basket size and encourage consumers to main dog nevariety availreturn to store for the treats or food for their dog’s new favorite toy.” cessities.” able now than

— Emily Benson, Starmark Pet Products Young with ever before Wacky Walk’r with omninotes, “The channel platforms,” she said. “With all more for the dog owners, a reminder toy category, and more specifically, the the selection available, pet parents are of childhood when things were simpler. impulse segment drive incremental reminded it is important to choose the Most of our customers are retired se- growth since most people are not in the right toy for their particular dog.” niors. Price is big issue because of the store to specifically buy a toy or ball.

Pasco with Mammoth Pet said eduseniors. Toys under $10 do much better The add-on purchase at the register is cation and keeping up with the latest than even top, quality-made toys at $12 the most effective way to incrementally trends in dog toys is important for conor $15. One of our other good sellers grow your business,” he said. sumers because the benefits inevitably is made by Starmark—Bob-a-Lot. This Still, other segments of dog toys go back to the animal. “A well-educatis an interactive food/treat-dispensing shouldn’t be discounted when considered consumer is one that will stay more toy recommended by trainers we work ing what can grow sales, particularly if active in their pets’ life, and the overall with. Pricey at $16 to $19 but lasts a retailers can properly position toys with goal is to get them to take ownership long time, and we generally discount additionally supplementary products. in helping to keep their pet healthy,” he this toy.”

“With the purchase of treat dispensing said. “Dog toys help with this by creatLaurie Wilson, with Teca Tu, reported toys comes the need to purchase treats ing the need for playtime.” that the Lamb Chop toys were also pop- to go inside them,” said Benson with The toy category is always changing ular with her customers. “We are always Starmark. “These toys can often be used and new items are constantly being looking for new and unique toys but with the dog’s regular kibble as well added, said Watkins with ZippyPaws. have our tried and true toys that have to turn mealtime into playtime. In this “Keeping up-to-date will enable conremained popular over the years,” she way, the toy purchase can help increase sumers to offer their dogs the fun and said last spring. “We especially love the the basket size and encourage consumengaging designs that are regularly toys from Fluff and Tuff, Play, West Paw ers to return to store for the treats or introduced. In addition, it helps when and Tuffy. Multipet has been around for food for their dog’s new favorite toy.” consumers can learn to understand a long time but we love their toys—esWhile consumers gravitate toward their dog’s behavior to choose the feapecially the Lamb Chops. Kong remains more durable toys, there is no realistic tures of a toy that will appeal to them, as popular although everyone has their expectation that the products will last well as factors like durability and style.” toys. We love the toys from Petlou—the forever, and that is a growth driver as Brian Hass, with Ollie’s Bargain OutBig Cactus, the Big Carrot, the Big Rab- well. “Dog toys, no matter how great let, said in May, “As one of the nation’s bits. Radio Systems have great toys you the design, do not last forever,” said Pastop closeout retailers, I would agree on can put treats in. They are very popular. co with Mammoth Pet Products. “This the saturation in the category. InvenWe also have New Mexico-themed toys means the consumers will always be tory is available everywhere. A recogmade by our seamstress that are very looking to purchase more toys which, nized brand or license at the right price popular toys in the shape of chili pep- in turn, helps drive incremental growth is essential and makes the manufacturpers.” to the overall industry. Don’t forget that er more favorable when buying. Any toy On a typical shopping trip to the the Mammoth brand has been around will sell at any time at the right price.” pet store, however, dog toys more typ- for more than 25 years because we conSometimes, the toys a retailer carries ically wind up in the shopping cart at tinue building one toy at a time with the are suggested by customers, said Nancy the checkout queue rather than being same great quality and pride that we Okun with Cats n Dogs. “Other times we planned purchases, and retailers should did on day one. We truly are the brand get recommendations by Southeast Pet, take note. “To a large extent, toys are for the life of your dog.”

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our favorite distributor. Our outside and inside reps are hands-on with us and are just terrific.”

Okun reported in May that Lamb Chop, manufactured by Multipet, is a year-round best seller. “Right now, all sizes of Lamb Chop are selling well because it’s a soft comfort toy—I think

First Take Catnip

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eading catnip suppliers are entering the new year prepared to continue building upon relationships with retailers while further understanding what they need to thrive and compete.

With their retailers, these suppliers are continuing to meet pet parents where they are whether that’s delivering products to their doorstep or bringing them catnip curbside, while bolstering their online presence to make shopping from home easier when that has been the only option for some pet parents in recent months. For those who are venturing to stores, suppliers note that more households have adopted cats, and catnip provides incentive to visit brick and mortar locations.

Category leaders like Meowijuana have carved out their priorities for the coming year which include building upon partnerships and finding new ways to support pet specialty retailers, while growing existing product lines to fuse catnip with toys and treats. “With 2021 upon us, our focus at SmarterPaw remains the same: to continue to innovate and collaborate with our selling partners to better serve them,” said Scott Ragan, Managing Partner and CEO of Meowijuana, a SmarterPaw brand.

“In addition, we are excited to expand our popular lines of Meowijuana catnip blends, Meowijuana catnip-centered treats and Meowijuana toys with catnip. We are excited about our national placement with our partners so we can better serve pets and the passionate people that love them.”

Yeowww! Catnip, a driving force in the catnip-filled toys category, is staying the course by further concentrating on its independent pet specialty retailers and uncovering relevant ways to continue arming retailers with resources to drive the category. “Our main focus is supporting our independent retail partners,” said Kris Kaiser of DuckyWorld Products, home to the Yeowww! Catnip brand. “To do so, we are developing new marketing materials, displays and signage as well as launching new products in early 2021.”

“Our main focus is on developing catnip blends. Whether that is a calming or soothing blend, or a blend with sil-

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vervine that will work well for cats that do not normally react to catnip,” said Tim Blurton, CEO of Cosmic Pet. In 2020, suppliers were bobbing and weaving in order to mitigate the impact of Covid-related restrictions that directly affected retailers and pet parents. At Meowijuana, the goal was to meet consumers where they felt the most comfortable, while assisting retailers who had to conform to providing a starkly different shopping experience. “Meowijuana has always been committed to partnering with pet specialty, to assist them in serving and educating pet parents in the ways they need to be served,” Ragan said. “Meowijuana does not sell to mass retailers or grocery stores, so our focus remains on partnerships and supporting pet specialty retailers. In 2020 and in response to Covid-related shutdowns, we did expand our e-commerce and digital footprint, to better serve pet parents where they felt most comfortable purchasing their pet products. In 2021, we will be working to balance efforts, ensuring tools like MAP/ IMAP are managed well and continue to successfully grow sales in an omni-channel approach.”

“Many of the policies and procedures will carry into 2021 and beyond as Cosmic looks to expand distribution, improve in stock and operational efficiencies, protect employees and drive revenue,” Blurton explained.

In order to relate to consumers and drive catnip sales, retailers can depend on catnip to drive consistent foot traffic in-store and online. “Dog food and dog treats have been long term staples of pet retail,” Ragan said. “Now with approximately 90 million cats in the USA and a huge—and underserved—market of passionate cat parents seeking more creativity, innovation, fun and better quality solutions on the cat aisle, Meowijuana understands this exciting need and has been responding with launching more innovative, fun, high quality products that promote natural feline health and wellness.”

“Education is key, as retailers are looking for ways to engage with customers and for products that stand out from the traditional cat aisle,” he contin-

ued. “Meowijuana’s quality products in fun bright colors and our signature catnip blends all create smiles and visually offer newness and value in the aisle.”

While teaching pet owners about its products has been a main area of focus, Meowijuana has taken things a step further and tailored its educational efforts to reflect the current climate. Additionally, the brand’s latest product launch is offering incentive for repeat purchases.

“Through store visits, Zoom calls and online product videos, Meowijuana has been adjusting our educational efforts to meet retail partners where they are with their safety protocols so they have the information necessary to sell and create incremental opportunities within cat,” Ragan added. “Our repeat purchase items, such as our Crunchie Munchie Treat Line is a perfect example. Meowijuana’s Crunchie Munchie Cat Treats are carefully crafted chicken, salmon or tuna flavored treats with a catnip flavored center. So satisfying, your cat will have to fight the urge to go back for more after falling in love with this one of a kind edible. Known as the purrfect bite, Crunchie Munchie cat treats are made with a unique crunchy flavored outer shell and softer catnip and valerian root center.”

Brands like Yeowww! Catnip have taken the time to understand consumers’ shopping habits and how to relate to them during a shopping trip in-store or while scrolling online. “Yeowww!

Catnip toys were designed to grab attention on store shelves,” Kaiser said.

“Bright colors, fun shapes and unique marketing will help draw customers to your cat section. The reaction their cat has to the toy at home helps bring customers back for more. We also have a wide variety of digital assets available to help our retail partners get their online stores up and running as well as assist in their digital advertising efforts.

Our displays also pack a lot of product into a small footprint. When displays are kept full, they can generate 40 percent more sales than pegging alone.”

“Catnip provides fun, engagement and exercise, which all lead to healthier and happier cats with a stronger human connection,” Ragan said.

FIRST TAKE Oral Care

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ral health may have once been con- is education along with the release of a those offerings in the new year. “Tropsidered an auxiliary component of few new SKUs. “Preventative, preventa- iClean Pet Products continues to innooverall pet care, but with more informa- tive, preventative—brushing removes vate new products to address the needs tion available about the connection be- what we see and any loose plaque/tar- of pet parents,” said James Brandly, tween dental health and general well- tar or remnant food,” said Primal Health Trade and Marketing Communications ness, especially against the backdrop evp David Levy. “If you want to help the Specialist for Cosmos Corporation and of the ongoing its TropiClean pandemic, that brand. “This year “We are refreshing our messaging around our core brand of is no longer the we’re focusing products from The Missing Link, to provide effective yet simple case. Oral care on educating pet selling points for retailers. Updating packaging and in-store category leaders parents on the imcontinue to press portance of mainpromotions will accompany a fresh take on a rapidly growing this point with taining a regular product.” both consumers oral care routine

— Marjorie Murray, W.F. Young and retail partby highlighting an ners that dental easy three-step hygiene is a critical part of pet wellness, entire microbiome then I would have process that features TropiClean Fresh supplying an assortment of products to recommend our patented prebiotic, Breath Dental Health Solution that can and solutions that are effective, easy-to- Protektin42, under the brand TEEF for be added to a pet’s water bowl daily, use and provide a good value. This has Life. It’s easy to use, simply add it to TropiClean Fresh Breath Oral Care Gel effectively crowded the shelf space for drinking water to improve pets’ oral mi- that is applied to the sides of a pet’s oral care products, which is further in- crobiome every time they drink.” mouth nightly and TropiClean Fresh centive for companies to optimize their This convenience helps Primal Breath Brushing Gel and TripleFlex outreach and education efforts even Health’s TEEF for Life stand out from Toothbrush that can be used for weekly while in-person meetings and events other dental health products on the brushing.” are still scarce at the start of 2021. market. Levy said in contrast to most There are many products now on “We are headed into the new year dental chews, TEEF for Life addresses the shelves at pet retailers with attracwith enthusiasm and optimism for underlying causes of bad breath and tive package and similar indications, helping our retail partners strengthen build up. “Pet owners want to feel good so category leaders are putting their and grow their businesses, especially as and solve an issue at the same time so resources behind communication and they prepare to re-open their doors to the chews seem to be the most widely education for retail partners to ensure more customers,” said Marjorie Murray, used,” he said. “Most dental chews deal that in the end, pet owners have the inPet Brand Manager for W.F. Young. “We with covering up bad smells and/or formation they need to choose what’s are focused on making it easy for our minimize plaque and tartar. The issue best for their pets. “We work with reretailers to add our products to their is that the majority of chews are made tailers to develop eye-catching and shelves with readily available in-stock of carbohydrates, which actually feed convenient displays and POP options, inventory, educational opportunities for the bad bacteria that live below the gum like floor stands or power wings,” said store staff, attractive promotions and line that cause periodontal disease. All Murray with W. F. Young. “Products that in-store point of purchase materials like the other options often only mask odor can be both set on a shelf or hung allow floor displays and single-stick counter and cover up the underlying problem some flexibility for display. We at The dispensers of our Smartmouth Dental or only work to minimize plaque on the Missing Link have explored effective chews for trial purchase by customers. tooth surface, but do not act below the promotional options for retailers, inIn addition, we are refreshing our mes- gum line, where help is really needed. cluding offering individually wrapped saging around our core brand of prod- At Primal Health, we go beyond con- single sticks of Smartmouth Dental ucts from The Missing Link, to provide vention to focus on improving the en- Chews that can be sold at the register effective yet simple selling points for tire oral microbiome. The goal of our so customers can try it with their pet retailers. For example, with our Smart- approach is to limit bad bacteria while before they purchase a bag, or they mouth Dental Chews we are helping simultaneously feeding the good bacte- also can be used as gift-with-purchase customers quickly understand that the ria with our proven prebiotic. We know or sample giveaways—this works great product does more than just clean teeth that having a healthy oral microbiome with curbside pickup. Another idea is by providing 7-in-1 health benefits. Up- can lead to healthier mouths for pets to drive customers to the dental aisle dating packaging and in-store promo- and people.” with signage and a special promotion tions will accompany a fresh take on a TropiClean’s Fresh Breath suite of in other areas of the store, like the food rapidly growing product.” dental care products provides a com- aisle—for example, buy one bag of food, The main focus in 2021 for Primal plete oral care regimen for pet ownr Cont'd on Pg. 26 Health, LLC, makers of TEEF for Life, ers and the company aims to highlight

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First Take: Oral Care r From Pg. 24

products that address their needs.”

Levy with TEEF noted an increase get $10 off a bag of dental chews. As in education from the web, stores and doors open, having special demo events trainers now discussing both nutrition with unique themes can help create inand the importance of dental care. “I terest and engagement. We are happy to think two of the key factors are previwork with retailers to get creative with ous experience—most pet owners don’t both in-store promotions, and on their want to see their pets in pain or have website.” to pay for tooth exThe key for tractions,” he said. retailers is to “Retailers should discuss dental health and how it effects the “The cost of prevennot overwhelm pets’ entire health with every customer. This should be a daily tative products is and confuse pet cheaper in the long conversation.

If it’s a daily conversation like it is with young owners with yet run and should be children on brushing twice a day, then it hopefully becomes front another ‘must the goal. By having of mind for pet parents—healthy mouth, healthy life.” do’ pet care prothis conversation cess, said Mur — David Levy, Primal Health with pet owners, ray. “They may they will build more have already lar oral care routine with their pets,” trust and be saving their customers pets heard from their vet that they need to he said. “Neglected oral care can lead lots of health issues and maybe some keep their pet’s teeth clean but may not to significant health conditions down cash in the consumer’s pocket.” have a full understanding of why this is the road for their pets. Retailers can The high level of pet ownership, couimportant. Rather than using fear tacstart conversations with pet parents by pled with consumers becoming more tics of what could go wrong, retailers simply asking, ‘Does your pet have bad educated about the importance of oral can offer support by helping them take breath?’” health, is spurring noticeable growth in preventative measures to help maintain From there, the conversation should the pet oral care category, Murray said. their dog’s overall health and explain move into the importance of maintain- “The pet oral care products market in simply why that is important. They can ing a regular oral care routine for pets. 2020 has been approximately $1.62 bilpoint out that keeping bacteria at bay “TropiClean values our partnership lion in the US, and is projected to reach will support the dog’s healthy immune with our retail partners, as our retail- $2 billion by 2026,” she said. “The size system to help fight potential illnessers are the frontline for talking with of this market is a double-edged sword es. Providing information on their own consumers,” he said. “We provide an for retailers. Clearly it can mean a conwebsites via blogs and short instruceducational discussion guide on Tropi- tinuous increase in sales by providing tional videos, plus simple signage inClean Fresh Breath products. This dis- oral care products to meet the growing store can be helpful—much of which cussion guide helps retail staff become need. However it also means that there can be obtained from manufacturers more knowledgeable about our prod- is an ever growing plethora of oral care and brands.” ucts so they can help a pet parent find products to choose from, which can be Nonetheless, the conversations to be the right products to fit their needs. overwhelming for customers. When pet had about oral health should be freWe want our retailers to know that we parents learn about the importance of quent and regular, said Levy with Prioffer a complete oral care portfolio of oral health from their vets, and the spemal Health. “Retailers should discuss easy brushing and no-brushing options. cific needs of their pet, or get their indental health and how it effects the pets’ Also notable among our no-brushing formation from other sources, they then entire health with every customer,” he options—we now offer Dental Health turn to their local retailers for guidance said. “This should be a daily conversaSolutions (formerly known as water on what products they should purtion. If it’s a daily conversation like it is additives) that are accepted by the Vet- chase. Retailers can play a central role with young children on brushing twice erinary Oral Health Council and the Na- in supporting the daily health needs of a day, then it hopefully becomes front of tional Animal Supplement Council.” their customers’ pets in the oral care mind for pet parents—healthy mouth, The lifestyle changes brought about category, which can provide important healthy life.” by the pandemic last year are helping growth for their business outside of the Oral health is key to overall health, to keep pet oral health at the forefront, dog food aisle. Educating and encourLevy continued. “The first thing we noand category leaders are prepared to aging their customers to build a dental tice in our pets is bad breath but by then address their questions and concerns. routine for their pets not only supports the dental disease has already started.

“Pet parents are spending more time repeat purchase of oral care products The health concerns are so numerous. with their furry friends, and as they in their store but helps make retailers Organ failure of the liver, kidney and soak up all the cuddles and playtime, an important partner in their customheart, and lower gut problems, to name they may notice some concerns such ers’ journey to give their pets’ the best a few. Inflamed gums also decrease the as stinky breath,” Brandly said. “This health possible.” quality of a pet’s life, cause eating issues awareness is driving pet parents to seek PG 2 6 / PE T I N S I G H T

and pain.”

Brandly with TropiClean shared that according to data published by APPA, 80 percent of dogs and 70 percent of cats will show signs of periodontal disease by the age of 3 years. “Consumers need to find the right solutions that fit their lifestyle and maintain a regu-

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First Take Grooming

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hile many pet retailers maneuvered heroically in 2020 to keep stores open and services available, varying regulations across the country have altered the typical pet grooming experience. A notable segment of pet owners, therefore, have turned toward grooming their animals at home, at least until the pandemic situation noticeably improves. In 2021, manufacturers of grooming hardware, in addition to cleaning solutions, are working to meet the needs of both professional groomers who are still trying to service their own clients as well as pet owners who, for various reasons, are opting to do things at home. Both segments are still focused on natural, safe and effective products for pets. Last year’s laser focus on safety and sanitation continue to steer business decisions into the new year—particularly in operations—with many suppliers making full use of electronic solutions in communication and consumer education that became ubiquitous last year.

“Our main focus going into 2021 is growing our wipe category, adding products to our wellness line and providing more sustainable packaging, said Julie Creed, VP of Sales and Marketing for Pure and Natural Pet. “A new year is a good time for a reset and often associated with getting healthy. We feel this is an opportunity to adopt a healthier lifestyle for your pet as well including your pets grooming and wellness products.

More customers are doing at-home grooming. They are checking the labels on the products to make sure they are being made with safe ingredients as well as manufactured in the USA. They want and need a brand they can trust.”

At Andis Company, the trust extends to helping pet owners continue to care for their animals when they can’t get to the groomer. “While consumers care deeply about having a trusted groomer for their pet, especially these days, grooming doesn’t just happen at the salon,” said Michelle Eskowski, Product Marketing Manager. “Complicating things in 2020, the pandemic has put more of a burden on pet parents grooming at home. When grooming salons had to shut down, many consumers

PG 2 8 / PE T I N S I G H T

had to care for their dogs at home for the first time and turned to Andis, the brand trusted by their groomer, to find easy-to-use, at-home grooming tools to get them through those months. As we continue to navigate the pandemic, we will continue to be a resource to athome pet parents as well as professional groomers for education and tools for their furry friends.”

New innovations are on the horizon at Andis, Eskowski said. “Our goal at Andis for nearly 100 years has been to create tools that make groomers lives easier, whether that’s through tougher blades like the CeramicEdge Blue Ribbon II Blocking Blade, longer run times in cordless clippers like the Pulse ZR II, or something as simple as our new Detachable Blade Clipper Grip Accessory to make clipping all day more comfortable,” she said. “As we move into 2021, we are going to continue to find areas to push the industry forward in the area of grooming tools.”

Bass Brushes is right on board, poised to continue its education and marketing efforts to illustrate the importance of brushing in a full grooming routing.

“Our focus will be to continue raising the profile of the grooming brushes segment and to give customers an enhanced experience by expanding the Bass brand with our emphasis on superior function, innovative design, luxury grade finishes, and natural sustainable materials,” said Joel Weinstein, VP of Sales and Marketing. “Grooming is a vital part of the relationship we have with our pets and brushes are a vital part of grooming. Brushing has a wide range of practical and emotional benefits for pets and pet parents alike. What I find commonly is that retailers put a lot of energy and emphasis on the soft goods part of the segment such as shampoo but look at grooming brushes as somewhat of an afterthought. This is a big mistake. The retailers who carry a comprehensive program from Bass Brushes know that the ‘hardware’ is just as essential and will be as profitable as the ‘software’ when as much thought, care, and energy is put into curating a coherent program of grooming brushes that cover all the functional use categories.”

In terms of education, “Bass Brushes has always created dynamic content that is available to all customers,” he said. “Additionally, we offer trainings on-demand and on-going support. Most of all the education is inherent in our products which reflects the end result our company’s painstaking efforts. The wide range of functional and beautifully designed options serve to show customers what a rich category this can be.”

Retailer education remains a top priority, but as pet owners look to do more at home in the interim, it is important for suppliers to reach out to consumers as well. “Professional groomers will always be essential, but it behooves any pet parent to sharpen their own grooming skills to maintain the health and appearance of their pet’s coat in between grooming sessions,” Weinstein said.

Creed with Pure and Natural Pet said consumers at home are craving information that will help them best care for their pets at home. “They are looking for natural ingredients and where the products are manufactured,” she said. “USA-made and natural products that are cruelty free are more important now than ever before. Aligning with brands that share your customers’ values is of utmost importance. Grooming is more than bathing—it’s total pet care that includes caring for their pets’ eyes, ears, teeth, paws and everything in-between. From tip to tail, we have the natural products that customers need.”

For retail partners, “We’ve always provided plenty of educational support on our products in our online web portal,” Creed said. “This includes educational documents, data sheets, social posts, headers and digital elements for posters and e-mail marketing. These are all free tools our retailers can utilize for training their teams and points of communication for them to use with their customers.”

Andis offers free educational content for groomers looking to learn more about grooming tools and improve their skills through its educational portal at andisgroomingcollege.com. “Leveraging digital communications has been r Cont'd on Pg. 30

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First Take: Grooming r From Pg. 28 critical during the pandemic, and Andis uses social platforms to provide free education classes through Facebook and Instagram Lives, answering questions from participants during the live demonstrations,” said Eskowski.

“These Lives are a great way to educate the grooming community about tools and techniques and introduce newer groomers to #AndisGroomNation.”

Last fall, Andis also announced its Virtual Education program, offering small, interactive webinar classes taught by Andis’ internationally recognized education team. “From getting more oneon-one attention in small classes to covering topics in detail with sessions that run from 90 minutes to four hours, professionals have the opportunity to dive deeper than ever before,” said Eskowski. “Additionally, courses are designed to be hands-on, with model dogs and suggested tools recommended to attendees before each session to enable active participation.”

Many of these virtual education resources came about thanks to the need for continued outreach in the midst of quarantine. Grooming suppliers will enter 2021 continuing to make use of these solutions, some of which may become more permanent. “We have all learned how effective and efficient video conferencing can be,” said Weinstein with Bass Brushes. “Bass Brushes has always had rich dynamic content to share and this served us well when video conferencing became the only option for interacting with customers to present ourselves. My office has now become a veritable broadcast studio. While we look forward to seeing people in person at shows, conferences, and meetings, I can see a meaningful reduction in the need to travel in the future. Similarly, it’s important for retailers and manufacturers to develop excellent content that accurately and effectively communicates the features of their brand and products and focus on network marketing abilities—like direct e-mail and social media—to engage with customers in a meaningful way. The share of online sales spiked during the pandemic for obvious reasons and will continue to be a growing share of consumer purchasPG 3 0 / PE T I N S I G H T

es, further illustrating the vital importance of good content. Bass Brushes will continue to focus on all of this.”

New procedures and priorities adopted to ensure employee and customer safety also remain in place. “Sanitation has always been important to Andis, but with Covid-19 the need for products like Andis’ Cool Care Plus Spray that disinfects and keep groomers and their clients safe, have become imperative for every groomer,” said Eskowski.

“Moving into 2021, we will continue to be a leader in the grooming industry on sanitation.”

Pure and Natural Pet began early on in 2020 to assure customers of its continued prioritizing of safety standards.

“We reassured our retailers and groomers that we were there for them to safely ship their products,” said Creed. “We were quick to create a Curbside Grooming Program with digital marketing support. This aided in keeping many retailers and groomers afloat as shops shuttered due to Covid-19 and had to rely on curbside programs or online selling. We also had some big discount programs to aid in restocking their shelves.”

Creed continued, “Consumers have been home with their pets for longer durations than ever before. They are more aware of how important it is to keep their pets clean and their homes clean from any pet messes. Wipes, Stain & Odor Control and In-Between Bath Sprays have now become added pet essentials. Going into 2021 we will focus on continuing our safety measures, rolling out new multi-functional products, and creating a promotion for what would have been Global Pet. Our main policy is, and will always be, customer care.”

Bass Brushes offices continue to stay vigilant over sanitation and hygiene as well. “We are hopeful that vaccines will reduce the severity of the crisis and that 2021 will be the beginning of a return-to-normal, but certain practical features that were adjustments to the crisis will remain prominent and permanent,” said Weinstein. “For example, we plan to maintain many of the mitigation policies we put in place in the office as they are good practices for the health

and protection of our employees under any circumstances. These include added sanitation stations, protective garments, and more general emphasis on personal responsibility by way of hand washing and staying home if any symptoms arise.”

Whatever the venue of the pet grooming, the demand for high-quality, safe and effective grooming products remains high, and suppliers continue to make the case for why retailers should carry their products in order to further the growth of the industry overall. “Just like people will always get haircuts, dogs will always need to be groomed,” said Eskowski with Andis. “While appointments may need to be more spread out or operations may look different, being able to adapt to customers’ needs while still giving clients the best groom possible is still the most important part of what groomers do. The industry will continue to grow, especially with all the newly adopted pandemic puppies, and Andis will continue to create high-quality tools to help groomers take care of their clients.”

Grooming products can be a quick add-on sale if customers see they can help save time and money by avoiding a potentially costly vet visit in the future, said Creed with Pure and Natural Pet. “Grooming is about health and preventatives,” she said. “Between-bath aids and other key products at smaller price points at end caps or near the register, it can quickly drive incremental growth.

Many accounts have continuity programs for food. Grooming and wellness products can also be subscription-based for a continual revenue stream.”

Weinstein with Bass Brushes concurs that consumers go to a pet retailer for primarily for food, toys, and services, but when they are in the store they will shop the grooming section. “Therefore, it is critical to give them a reason to buy and get them excited about the category,” he said. “Bass Brushes helps drive these impulse sales by designing superior products and then carefully working with retailers to curate a grooming brush section with beautiful products, clean merchandising, and a coherent program that covers all the use/functional aspects of brushing.”

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First Take

Premium Foods

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uppliers in the premium foods space are hopeful the coming year will allow for more time to hone in on product innovation, refreshing and revamping current product lines and introducing solutions that were sidelined during the pandemic last year. Leading premium foods companies are amazed by the support and loyalty retail partners and consumers demonstrated in 2020.

While change can overwhelm some people, consumables manufacturers responded calmly and took action. Changes companies were forced to make last year, such as communicating via Zoom and educating and selling online, are quickly becoming the new status quo for some leaders.

New Year, Fresh Start

At Canine Caviar moving into 2021 will bring on a busy year for the supplier. “As challenging as 2020 was for most companies, our sales team went above and beyond bringing in on new distributor partners and retailers,” said Scott Goriscak for Canine Caviar.

Scott Merrill for Sunshine Mills, said in the coming year the company is looking to bring more innovation and new items to the marketplace, along with adding new retail partners. “We will be looking to play on offense more in 2021, we spent most of the 2020 year playing on defense, reacting to Covid issues, supply issues, transportation issues, to name a few,” he said.

Portland Pet Food Company’s Katie McCarron has identified three fundamental areas the company is prioritizing in the coming year. “In 2021, we’re looking to continue our focus on providing customers with a healthier pet food alternative by offering fresh, human-grade ingredients,” McCarron said.

“Secondly, sustainability and giving back to the community will continue to be key cornerstones to our business.

Lastly, while we were incredibly lucky to have had a busy 2020, it didn’t leave us with much time to sit down and think through new products, so we’re looking forward to innovating our product line in 2021.”

“The main focus that was and continues to be at FirstMate Pet Foods is the safety of all of our employees,” said PG 3 2 / PE T I N S I G H T

Matt Wilson for FirstMate Pet Foods. “In addition, we focused on the continuity of our supply lines, our machinery and plant facilities. We continue to invest in our current retail partnerships and establish new retail partnerships that share our values and drive additional consumer demand for our products through brand and product awareness campaigns. This focus allowed us to provide FirstMate products to all of our customers throughout 2020. The same focus will be present in 2021 and into the future.”

“Going into 2021, we are first and foremost grateful to our team and customers for their commitment to Diamond Pet Foods during the unprecedented year of 2020,” said John Kampeter for Diamond Pet Foods. “As we look towards the future, we continue to focus on creating high-quality pet food at a fair price.”

Kortney Unruh for Tender & True Pet Nutrition, characterized 2020 as year of growth for the company. “We not only added to our existing line of sustainable ethically sourced food and treats, but we also came out with our first ever freeze-dried product,” Unruh said.

“2021 will be no different. We will continue to offer innovative new products as well as search for new ways to tackle sustainability.”

At Alphia, the new year represents a refresh of focus and strategy. “As we move into 2021, there are a few areas we’re focusing on—experience, innovation and organizational alignment,” said Heather Govea for Alphia. “We’ll continue to deliver and improve our customer’s experience and service levels throughout our plants and facilities. Our teams will also have a heavy focus on delivering more innovative ideas that drive our industry forward.

We’ll continue to bring our businesses together under one umbrella, with one aligned vision. By focusing on standardizing our processes—including critical elements like moving to one ERP system—and aligning our go-to-market approach as one vision, it ensures our customers have the same great experience regardless of who they work within the company.”

“A new year always feels like a new start, but our purpose at Champion Petfoods remains the same: to earn pet lover trust everyday so pets thrive for a lifetime,” said Kathleen Blum for Champion Petfoods. “As we head into the new year the needs of dogs and cats has not changed, which is why we continue to focus on launching new innovations in 2021, with products always guided by our biologically appropriate food philosophy. We’re entering new categories we think pet lovers will be very excited about, and we look forward to sharing new product news very soon.”

“2020 was an especially challenging year for everyone, and if the pandemic has taught us anything, it’s that our retail partners are more committed than ever to serving their communities, even under very difficult circumstances,” Blum continued. “Neighborhood pet stores have done a phenomenal job switching gears by offering online shopping, curbside pickup and even delivery, all of which we plan to continue supporting. A couple of the ways we’ll lend support is through our strong distribution network, which means we can ensure retailers don’t have to worry about stock, plus we’ll continue to develop additional marketing materials and educational resources in 2021.”

“2020 brought a lot of unique challenges to our industry,” said Darcy Hagan for Merrick Pet Care. “At Merrick, we’ve remained focused on doing everything we can to keep our team members safe and healthy. Safety has always been a top priority for us and will continue to be a focus area in the year ahead. We’re not only focused on the health and safety of our team, but we will also continue to prioritize the safety and quality of our products.”

“Like many companies, ZIWI has massively increased our push and reach in the digital space to help our brick and mortar retail partners in the current climate,” said Heather Hickey for ZIWI, USA. “While in-person interaction has been put on hold, ZIWI has adapted by utilizing Zoom calls to communicate with retailers and has developed an onr Cont'd on Pg. 34

First Take: Premium Foods r From Pg. 32 line training module for sales associates to learn more about the products we sell. We are also increasing our digital footprint with increased advertising and updates to our store locator that allows customers to see which of our retail partners offer curbside pickup and home delivery.”

“We have also been impressed with the resilience and creativity of many of our retail partners,” Hickey continued.

“Many of them have held online round tables with their end consumers to provide them with education on products and nutrition for their pets and have also included us on some discussions to share our knowledge with pet parents.

While times have been challenging, we have seen many retailers shine in their creativity and ingenuity to stay engaged with their customers.”

What Retailers Need to Know

In order to relate to pet owners and drive growth to the premium foods space, “retailers need to know that Canine Caviar makes a difference. We don’t just feed their pet. We are a solution to a healthy pet,” Goriscak said. “Canine Caviar continues to communicate our benefits through demos, store trainings and our internet blogs and videos.”

One thing retailers need to know and understand about the premium foods category and to drive growth is how “retailers need an online piece,” Merrill said. “That gives them the ability to have consumers purchase, educate and read some reviews.”

“As shoppers have moved to online purchasing and just in general, we have followed the same path,” he continued.

“We have really ramped up our presence online to match the consumer movement. We have partnered with retailers to meet all the requirements for online presence from images to reviews and everything in between.”

If retailers were opening their stores today, they need to know “the premium foods category will continue to grow as consumers seek natural ingredients and transparency from pet food manufacturers,” McCarron said. “We work alongside retail partners by providing educational documents, offering online or in-person training for retail associPG 3 4 / PE T I N S I G H T

ates, and providing point of sale materials. Additionally, we’re always looking for opportunities to educate consumers directly about premium food products and their benefits by posting information on our own website, social media, and through contributed articles.”

“2020 has demonstrated that some businesses could thrive using new approaches,” Wilson said. “As an example, FirstMate Pet Foods quickly learned that working from home worked. Zoom conference calls worked. Digital or virtual presentations worked to educate retailers about our products. The pandemic has provided an opportunity to examine unique ways of presenting FirstMate products. 2020 might have even shown unique ways to successfully run a business.”

“Consumer demand is driving the pet industry, including the premium food segment,” Kampeter said. “Listening to their wants and educating consumers are the most important aspects of our industry. We’ve invested heavily in making sure we are accessible to consumers in a variety of different ways.”

Kampeter added, “Humanization continues to be a leading focus in the industry. Consumers constantly evaluate what is healthy and best for their pets. In addition to Diamond Naturals, which includes superfoods and probiotics in each recipe, Taste of the Wild is protein-focused, and Taste of the Wild PREY consists of limited natural ingredients. Retailers can educate consumers on the fact that ancient grains are not only good for humans but pets too.”

“The premium foods category is not small,” he said. “There are a lot of different brands and options for pet parents. We encourage retailers to use the resources provided by Diamond. Our nationwide sales team is always happy to answer any questions retailers may have so they can better inform customers. We have a variety of training materials, brand assets and communications for store associates and customers that we can provide retailers upon request.”

“Health and wellness are the underlying forces in the ‘humanization of pet food’ trend, particularly as the growing fields of nutrigenomics and the microbiome show the benefits of gut and immune health,” said Chris Moore for

Earth Animal. “Humanization in the premium space is a key driver and value proposition for consumers. Earth Animal, co-founded by Dr. Bob Goldstein and his wife, Susan, have spent their life’s work understanding the relationship between proper nutrition and health and wellness, and are currently engaged in a microbiome study to help our retailers, and pet parents, better understand the science behind it.”

“And, science and education continue to evolve. Education is key, consumers have higher expectations in the premium space,” Moore continued. “Just recently it used to be about the ‘no-nos’: no-corn, no-wheat, no-soy as examples. It then evolved to a better understanding of all ingredients and how and where those ingredients were sourced.

Complicated topics like the one around the recent DCM controversy heightened the need for even more knowledge and education, so that trend continues with even more momentum today. Earth Animal is committed to studying the science and sharing those results with our partners to better equip them to help educate our consumers.”

“This too is evolving beyond the scope of simple ingredient sourcing, which really got its lift off during the melamine crisis in 2008,” Moore said. “Supply chain transparency is becoming the norm in this space as well. It has led to a better understanding of sustainability, and not just going green but in social claims such as humane treatment of the animals and human workers involved.

This will continue to be one of the biggest trends in food in 2021 for sure.”

“Like everything else, pet food trends are constantly evolving, and in this case improving, which is terrific,” said Brett Zingle for Earth Animal. “The understandings around the benefits around rotating your diets is a good example.

Premium space customers are more willing/likely to rotate proteins, and to use different food types for different uses. This can be very beneficial for the independent store as well and engaging their customers with these ideas is key.”

“A key focus for Earth Animal in the development of Wisdom was usability,” Zingle added. “Certainly as a complete r Cont'd on Pg. 36

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First Take: Premium Foods r From Pg. 34 diet, but the flexibility and value proposition Wisdom offers pet parents and stores in the premium space is unique to Wisdom. Wisdom stands alone in the empty space between expensive kibble and often very expensive freeze-dried and raw frozen diets.”

“If retailers were just opening their doors, a key component of the premium foods category for us that has resonated with consumers has been our certifications for sustainability and humane treatment of animals,” Unruh said. “We have partnered with various organizations, including the Global Animal Partnership (G.A.P.) and the Marine Stewardship Council (MSC), to certify our recipes and offer pet food with the same certifications that pet owners see on their food. We assist in educating customers through information on packaging, our website, as well as through our various social media platforms. We have also offered training to retailers through webinars in order to ensure they are armed with the knowledge to educate pet owners about these certifications and why they are important.”

“Retailers opening stores today may not realize just how much of a dynamic and rapidly changing industry this is,” Govea said. “It used to be led by different brands on-shelf. Now it’s led by consumers going to shelf looking for a different experience. Though there is a segment of consumers that value ingredients as being the only way they make their purchase decisions, there is a new emerging consumer. These consumers are also looking for engagement with their pets; they’re looking to have a better and more engaged feeding experience.”

“The data we’ve seen shows an increased adoption rate during Covid, but this is translating as an engaged consumer trend we’ll be talking about for a while,” she continued. “These engaged consumers want to feel like they’re rewarding their pet. They want it to be something more than ‘brown and round.’ It’s not just a simple act of feeding. When a pet parent opens a bag, they want an experience that delivers something special between them and their pet. It needs to be more than just filling PG 3 6 / PE T I N S I G H T

a bowl. Alphia delivers insights based on industry leading market data that we aggregate into recommendations specifically for our strategic partners.

This data helps those partners better understand where the market is going and helps them better educate their shoppers, driving growth.”

“Humanization is an ever-accelerating trend in the pet category, because consumers feel like their pets are part of the family,” Blum said. “Premium foods amplify this humanization trend by providing consumers with the healthiest and highest quality food available for pets, so that they can truly treat them like family.”

“As pet lovers ourselves, Champion Petfoods has a passion for providing the highest quality pet food available,” she added. “We also work closely with our retail partners to provide training and resources, including customized videos, product cheat sheets, and access to a designated representative, in order to educate consumers about the benefits of premium foods like ORIJEN & ACANA. Since we value transparency with retail partners as well as consumers, we also provide extensive information about our products and company on our websites, packaging, and social media.”

“There’s been a lot of uncertainty in the last year, but the premium pet food category has remained strong as pet parents continue to look for the best nutrition for their pets,” Hagan said.

“When it comes to premium food, innovation has always been a source of growth for this industry. At Merrick, we continuously introduce innovative new products that appeal to the evolving preferences of pet parents, but we always keep a pet’s unique nutritional needs as our top priority when developing new recipes.”

“We partner with our pet specialty retailers to help educate them on the best nutrition for pets and how our Merrick offerings deliver on this in the premium category,” she added. “We want to make sure that store associates have the indepth nutrition and product knowledge they need to be able to recommend the food that best meets the needs and preferences of each pet.”

Building on Policies & Procedures

The pandemic forced companies

to pivot and evaluate the best ways to move forward while adapting to unprecedented circumstances and continually align with changing needs and priorities. Premium foods manufacturers are building on these policies and procedures that were set in motion this year to navigate the turbulent waters.

“Canine Caviar will continue to implement, follow and adapt to California health policies and procedures to ensure we protect our employees and ensure a healthy work environment,” Goriscak said.

Merrill of Sunshine Mills said the company has grown used to changes as a result of this year’s disruptions namely travel bans and restrictions and conducting meetings virtually. Even with significant and deeply impactful disruptions, Merrill is quick to point out the positives that emerged during turmoil. “We have gotten use to no travel and virtual meetings as the year has moved along,” he said. “Overall our relationships with our retail partners has strengthened due to the pandemic, as we have been a very reliable supplier.

We have continued to supply all customers and will continue to supply at a very high rate. We also have found new and renewed our relationships with our current supply chain.”

In 2021, Portland Pet Food Company will continue to apply the prudent practices and habits that protect their employees and staff. “We will continue to practice social distancing and follow guidelines as set forth by the government for essential workers,” McCarron said. “All workers are and will continue to be involved in the development of policies to enhance the wellbeing of their work environment and their fellow workers.”

“The pandemic amplified the use of our existing policies and procedures,” said Wilson of FirstMate Pet Foods.

“Safety and quality assurance have been a habit within FirstMate Pet Foods for many years. All staff understood that any impending health crisis would require further protocols. Any new protocols did not become barriers but were embraced in the spirit of enhancing the safety of products and people. We will continue to add to our sales team to support the needs of our retailers.”

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First Take Live Foods

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ithin the live foods realm, suppliers and retailers alike realized last year that luck favors those who are prepared. Long before the tumult that disrupted the pet industry in 2020, leading live foods suppliers were used to planning ahead and operating efficiently. These suppliers were not hit nearly as hard as their competitors who hadn’t previously formed habits of being disciplined and forward thinking.

The retailers who had procedures in place for supply disruptions and delays fared stronger than the stores that had empty shelves. This year, live foods leaders are intent on expanding employee counts and facilities and keeping the momentum going of being a dependable partner for their retailers.

“We are extremely excited for 2021, and our main focus for this new year will be to continue serving all of our customers without interruption to the best of our ability,” said Brandon Armstrong of Armstrong’s Cricket Farm. “We have increased our production on all our products in order to meet unprecedented demand. We will also look to expand our operations this year with additional employees and building more facilities.”

If retailers were opening their stores today, Armstrong said it’s essential they share meaningful information about their reptile and amphibian pets’ diet with pet owners and emphasize the importance of a well-rounded diet to better care for their pets. “Retailers need to communicate to the consumers that a varied diet is important to their animals,” he said. “Giving different feeder insects and ensuring those feeder insects are of the highest quality helps to ensure the health of the customer’s pet.”

Even with the best efforts in place, there were noticeable repercussions unique to the category last year. Nimble and resourceful retailers were quick to take action to provide uninterrupted service while keeping live animals safe.

“The impact to live foods during this trying time has mostly been availability and getting them here in a timely manner,” said Tracy Snyder of Carson’s Critters last fall. Snyder’s store carries mice, rats, crickets, mealworms, waxworks, super worms and Dubia roaches, which

PG 3 8 / PE T I N S I G H T

are used to feed snakes, bearded dragons, geckos, chameleons, frogs, spiders, scorpions and some fish. “When the country shut down so did production of feeder insects, mice and rats. Thankfully I did have a supply and was able to get them back in again before the animals were affected too much. The delivery is still delayed so there were times when I received a box of deceased crickets or worms, but the companies sending the feeders are taking extra precautions so it’s getting better.”

Josh Willard of Josh’s Frogs anticipates the live foods space will move towards more pet owners feeding their pets a diet closer mimicking that of wild reptiles and amphibians. “We expect to see dynamic change towards a wider variety of feeders as customers strive to keep their animals in a fashion more closely resembling nature,” Willard said. “We’ve already seen a big upswing in bioactive and naturalistic vivarium keeping—and have grown our own line of products accordingly—and expect to see an increased dmand in related tank janitors such as springtails, isopods and other bugs that serve as feeders and a clean-up crew for a naturalistic enclosure. We expect Dubia roaches to continue to grow in popularity and firmly cement their position as a staple feeder.”

Josh’s Frogs stocks broad variety of live foods for all common species of reptile and amphibian pets. Currently, the retailer works with more than 20 different species of feeders, many of which are targeted as treats for consumers’ pets. “We find that maintaining both staple feeders—crickets, mealworms, waxworms, super worms and fruit flies—and less common or hard to find treat insects—butterworms, hornworms, springtails, isopods and blue bottle fly spikes—draws customers in and keeps them buying. It also allows us more options to offer customers if we do have shortages in supply,” he said.

At Over the Bridge Pet Supplies pet owners can find a supply of live foods, ranging from mice and rats for snakes and carnivorous reptiles; crickets, mealworms, superworms, hornworms, waxworms and Dubia roaches intended for reptiles and fish and goldfish and rosy

fish for fish and reptiles. “We stock all the above items and we make sure the likes of rodents are extremely well looked after with daily bedding change, fresh food and water,” said Owner Dawn Learn. “They are not overly caged or overly bred. In fact we have rest periods between breeding. We do not breed these ourselves and have to rely on suppliers for the quantity we can use. We make sure they have a good life even if they are food intended. We ship in weekly, so we have fresh supplies. The hardest part of supplying this year has been availability.”

It’s critical for retail partners to understand, “there are few products that drive sales as much as live foods,” Armstrong said. “It is one of the few items that the customer is most likely going to have to return to the store for on a weekly basis.”

“If a customer has to buy live foods for their pet, they are most likely going to be a return customer regularly. It’s really the perfect item for retailers,” he continued. “Armstrong’s Cricket Farm simply ensures that when those retail stores order we have the highest quality product available for them consistently without interruption.”

“If 2020 taught us anything is that safety, protocol, and the ability to adapt are paramount,” he said. “We were extremely lucky that our operation was not heavily impacted by the pandemic and we were able to continue serving customers the entire year without disruption. Safety, not only for our employees, but for the products that we produce has always been important to us.

Our unwillingness to sacrifice quality and not deviate from procedures allow us to be in the best position possible to serve our customers. There are cheaper ways to grow our products, but that is not something we are willing to attempt simply because it could put our entire operation at risk and would not produce the best product for our customers. We are constantly trying to improve our operation; by us not being stagnant it provides adaptability within our operation. We know what works and try to figure out everything that doesn’t. Luck favors the prepared.”

First Take

Health and Wellness

H

ealth and wellness has always been inform and inspire those who wish to mote Wellness and healing,” Goldstein important, but this past year has gain more control over their pets’ life- said. “Our main areas of focus continue brought to light the importance of pet long health.” to be the successful launch of Dr. Bob’s parent education and knowledge of Tilford expressed the importance of Wisdom dog food. We are extending preventative care and in general, the brick-and-mortar stores needs to be the line to include a cat food. Also, Wisvarious ways to maintain pets’ overall realized now more than ever. Online dom is geographically expanding to the health and well-being. shopping cannot substitute the experi- mid and west coast. It is our intention Greg Tilford 2021, to provide with Animal products which “Pet owners want to know the truths of what goes into commercial pet reduce our reEssentials ack n o w l e d g e d foods. They want to learn more about the natural and holistic needs of liance on meat. their companion animals, and they want to make informed decisions the changes Earth Animal’s that have taken from the knowledge they gain. As a result, they are more insistent upon No-Hide, the place within the alternative to credibility and transparency from the brands they support. This falls industry over firmly in line with what our intent has always been—to empower people rawhide, is soon the course of to be available with the education and insight they need to make safe, healthful 2020. The comin plant form.” decisions in care of their animals.” — Greg Tilford, Animal Essentials pany has a fresh “Elizabeth focus entering Wade, our Head the new year. “The Covid crisis and the ence of walking into a store to ask for of HR, mentioned that the main focus challenges it brings to society have cer- advice, share opinions and trade infor- as the pandemic hit and continues on tainly changed the pet industry land- mation, he said. “We need one another is to lead with empathy and flexibility,” scape, not just in terms of how products in real-time, not just to fully commu- Goldstein added. “We will continue to are marketed, but also with how they nicate our thoughts and wishes, but build our culture based on those core are selected and employed,” Tilford also to help heal each other,” Tilford principles. We quickly set everyone up said. “In many respects, the age of what explained. “We bring animals into our to work successfully from home, ofI call ‘surface level consumerism’ ap- lives to bring health, happiness and fered wellness and benefit programs to pears to be coming to a speedy close. sanity to our crazy human-centered support our team, and we experimentPet owners are spending much more world. The neighborhood pet store isn’t ed with a four-day work week to give time in front of their computers, look- just a place to buy kibble and collars, it people more flexibility to manage their ing beyond attractive labels, clever ads is a convergence between like minds, work/life ‘balance.’” As we move into and sponsored articles to understand hearts and other forms of life that we the new year, we are going to continue the science and philosophies behind dearly love and need, especially now. to offer flexible work schedules and we the products that interest them. They If you are planning to open a pet store, are going to increase our wellness iniwant to know the truths of what goes be creative at doing what Amazon can- tiatives to support our employees.” into commercial pet foods. They want not—bring people, pets and local comGoldstein continued, “The health and to learn more about the natural and ho- munities together. Don’t just sell pet wellness category drives incremenlistic needs of their companion animals, products—offer fun, educational op- tal growth to the industry through the and they want to make informed deci- portunities, pet contests, opportunities sales of wholesome premium high-end sions from the knowledge they gain. As to assist with animal rescues and veteri- foods and supplements. In our opina result, they are more insistent upon nary cost-sharing programs for families ion, the vitamin and mineral category credibility and transparency from the in need. Make your store into a shining is the sleeping giant in the industry. brands they support.” star of your neighborhood—one that Once it takes off, incremental sales will He added, “This falls firmly in line shares the love of animals, the wellness be through the roof. Success requires a with what our intent has always been— they bring and which serves the overall strong focus on education and consumto empower people with the education good of your community.” er benefit-oriented marketing. Repeat and insight they need to make safe, Dr. Bob and Susan Goldstein with sales are determined by the dog or cat’s healthful decisions in care of their an- Earth Animal have recognized the new positive healing experience. According imals. In turn, we are confident that year brings many opportunities. The to Stephanie Volo, our CMO, health and they will come to the expertise and ex- company plans to add product lines wellness products for pets are more perience of Animal Essentials, for the while continuing to maintain its core accessible than they ever have been. pet supplements and guidance they values. “The new year brings Earth That accessibility combined with the need and can trust. Therefore, in 2021 Animal an opportunity to renew and fact that pet parents today have become we will be increasing our educational strengthen its mission, which is to em- savvier, nutritionally focused, and sooutreach with more webinars, blog ar- power pet parents and retailers with r Cont'd on Pg. 42 ticles and podcasts that are intended to products, services and education to pro-

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First Take: Health and Wellness r From Pg. 40

they help the community. Pet stores are there for you, they can order things if cially conscious, sets up our industry for you need them and you can ask them prime growth. Another key opportunity questions—it doesn’t have to always be she notes is the importance of building online. If I can’t do shows, I am not out trusted relationships with consumers. there with the public telling them to go Statistics tell us that consumers will to their local pet stores.” spend more on a trusted brand. It is imGianforte continued, “So, for me, I portant to know like to engage the why each ingre“We believe it will take diligence on everyone’s part to ensure that public because I dient is chosen am a good speaker, and what the our policies work to protect our employees and their families, so we I can explain the benefit of that intend to continue with a prudent and cautious strategy for 2021. product and why ingredient is Diligence, customer service, support and education are our watch their animal needs to the animal. words for this coming year.” — Daniel Farrington, Homeopet it and then I can Providing this point them to their information to local pet store, but I pet parents will Archambault continued, “Food- can’t do that if there are no shows. So, help build that trust and deepen the Science has a long history of high-qual- right now, I am starting to get a little agrelationship so that they continue to ity manufacturing capabilities, since gravated because I was thinking things use you as a resource and spend money we also make supplements for people, were going to start to change and get with you.” which means we are an FDA registered some semblance of normal, but now The new year allows for companies facility and have passed numerous rig- that shows are being canceled again, like Homeopet to apply their findings orous human and animal product quali- how am I going to reach the public in and lessons from the previous year to ty audits. This puts us in a good position the same way? I don’t want to go online the future. The company has set goals during the pandemic to ensure a safe and have to reach people online. I want for 2021, and will ensure consumers and secure work environment, which them to visit their stores.” and their pets are taken care in months we will continue into 2021.”

According to Gianforte, the health and where there might be some uncertainJanis Gianforte with NUPRO men- wellness category is more prominent ty. “Given the uncertainty currently tioned the company is a little unsure now than ever. Gianforte emphasized facing the sector, we are looking at the about what the new year brings. NU- the need for pets and their parents to coming year in four specific quarters PRO heavily relies on face-to-face in- continue with preventative health care and aiming to be as flexible as possible teractions with retailers and consum- practices in midst of the pandemic and with respect to our customers’ needs,” ers, but with tradeshows canceled or new year. “Everybody needs to stay said Daniel Farrington with Homeopet. rescheduled, these direct interactions healthy, especially in this pandemic,” “After the lockdowns of 2020, we are are limited. “It’s tough because things she said. “Animals are always going to working to ensure we do everything are already being canceled. Here I am still have their own diseases and you we can to manage our supply chain to thinking new year, slow down on the still have to keep their immune syskeep product readily available for our pandemic and whatever is going on. But tem healthy. We have products that do customers.” now Global Pet Expo in Orlando was that. We have our regular NUPRO, our “We believe it will take diligence on canceled. I was supposed to do a show Life Spice, and people just have to stay everyone’s part to ensure that our poliin Maryland, but it was also canceled focused on health and wellness in gencies work to protect our employees and and put off until May. I wanted to get eral. Look what is happening—we are their families, so we intend to continue back to my roots—the dog show people. shutting the world down because of this with a prudent and cautious strategy Those are the people who started us out pandemic, so health and wellness has to for 2021,” Farrington continued. “Diland I haven’t been to a dog show in a be on the forefront of everybody’s brain igence, customer service, support and year. So, I mean I wanted to start with and that includes our animals. If they education are our watch words for this the dog shows because that’s where I are not healthy, and you can’t get them coming year.” drum up my excitement. That is my way to the vet or you can’t leave the house “FoodScience looks to 2021 as a year of getting out there and advertising to because of your health, how are you where we focus on partnering with the public. Even if I only see 50 to 100 going to help your animal? So, it is up retailers and distributors through edpeople, I am still handing out samples. to the pet parents now, we have to keep ucation and marketing,” said Derek I tell them, ‘Go to your local pet store our animals healthy, we have to make Archambault with FoodScience Corpoand pickup the NUPRO there, and just sure that they don’t have to go to the vet ration. “We have recently launched a support your local stores.’ I have been unless it’s an emergency and that we retailer education portal that features saying that for years—support your keep them healthy so that again, we are interactive training modules for store local pet stores because they are the not having to deal with added stress in staff to learn more about our Pet Natuones that keep your community going, an already stressful environment.”

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rals and VetriScience products. We will be adding content throughout the year and promoting it to retailers. In addition, we are continuing our marketing support through Promoboxx, which provides social media content to retailers free of charge, and improving our store locator on our websites.”

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First Take Dog Treats

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og treats serve multiple purposes of staff and employees in 2020 by mak- stores. And our best and most innovawhether it’s to reward positive be- ing adjustments to policies and facility tive line, Nature’s Logic Distinction, is haviors or a simple yet impactful way changes. We do plan on focusing back absolutely exclusive—as we have profor pet owners to connect with and on innovation in 2021.” moted (in writing), available at ‘Bricks. bond with their pets. Dog treat suppli“I believe we are the pioneer of the Only. Always.’ And for Nature’s Logic, ers are helping pet owners by taking category,” said Lance Yamazaki of Pacif- Distinction also says no to the two big the guess work box chains—forevout of deciding er.” which is the best “During the pan“Treats don’t have to be added calories with little to no nutritional treat for their demic, our indevalue. In fact, they can be both delicious and offer health benefits. pets. Suppliers pendent retailers Consumers who feed 100 percent natural food like Nature’s Logic also showed how critiare providing treats that are want 100 percent natural treats so offering both is beneficial. During cal they are to the responsibly a time when people are home, spending more time with their pets, pet industry,” Yasourced, made treating has the potential to increase. This is where people need to skulka said. “These from high qualifrontline heroes offer their pets healthy, 100 percent natural options.” ty ingredients so got creative and — David Yaskulka, Nature’s Logic that pet owners got to work: adcan enjoy purjusting quickly to chasing and giving treats without addi- ic 21 Mercantile Ltd., which produces the ever-changing needs of pet parents tional stress.

Snack 21 Pet Treats. “The inspiration amidst rapidly shifting safety guideGoing into 2021, Nature’s Logic is came from our family dog, Nikey (an lines. It was truly inspiring to watch. looking forward to focusing on its part- American Cocker Spaniel) having aller- We found ourselves also adapting to nerships with the Pet Sustainability gies from meats and my father owning a our retailers’ needs as they worked to Coalition and the American Sustain- seafood export business. We consulted meet their customers’ needs. It demonable Business Council where they can with our vet about the use of salmon strated just how closely our efforts for concentrate and work towards shared meat as a protein source and he thought pets are connected to each other. Pets goals. “Nature’s Logic’s mission is to we had a hit on our hands.” played a big part in the pandemic – they apply the logic of nature to everything “In the summer of 1996, we came up provided comfort, companionship and we touch, so we have exciting new 100 with our first package of salmon treats entertainment to their families and percent natural products with no syn- using only 100 percent wild Pacific also became important new additions thetic vitamins, and exciting new sus- salmon with nature’s simplest means of to families through an increase in fostainability initiatives in 2021 – many in preservation: drying,” Yamazaki added. tering and adoptions. For these reasons partnership with the Pet Sustainability “Thus, Snack 21 Pet Treats was created and more, Nature’s Logic is becoming a Coalition or the American Sustainable out of the concern and caring for our founding sponsor of The Independent Business Council,” said Nature’s Logic own pets, which we can now share with Neighborhood and Pet Specialty RetailCEO David Yaskulka. everyone else.” er Association.”

“Our award-winning Clean Food, This year, Nature’s Logic will carry “Loving Pets had a strong food safety Clean Energy program—we purchase on leading by example and encouraging program prior to the pandemic which 1 kWh of renewable energy for every partners to shop locally. “First and fore- utilizes a lot of PPE (personal protective pound of pet food we sell—is taking off,” most, we’re focused on inspiring con- equipment),” Abbey said. “We were in a Yaskulka added. “We’re excited to part- sumers to ‘Think Globally, and Shop Lo- good spot with the PPE needed to keep ner with some early adopter retailers cally’—especially millennial and LOHAS employees safe and we look to keep to power their stores with renewable (Lifestyles of Health and Sustainability) those programs in place for future years energy and work with their local envi- pet parents who fall in love with amaz- to come.” ronmental groups to spread the word.” ing pet specialty retailers once they fi“Our team has done a really great job “At Loving Pets, our mission and fo- nally discover them.” Yaskulka said. doing what we need to do to keep us cus for 2021 will remain the same as “And as we (hopefully soon) emerge fully operational during the pandemic,” it always has been: continue to supply from the pandemic, these millennial said Tedd Ellis, VP Marketing and Sales quality and affordable products for our and LOHAS shoppers are really feeling for Phelps Pet Products. “We’ll continue furry friends and help our retailers by how important their local Main Street to make sure we protect our team and offering incredible margins that drive stores are to them,” he continued. “Na- encourage them to act responsibly outtheir growing businesses,” said Eric ture’s Logic is inspiring those key tar- side of work. What we really want to do Abbey, President and Founder of Lov- get consumers—who admittedly, love is to build upon the team strength and ing Pets. “In addition, Loving Pets has to shop online—to shop locally. So our r Cont'd on Pg. 46 invested a lot of time ensuring safety promotions are specific to independent

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First Take: Dog Treats r From Pg. 44 the positive vibe that has come about as we have all pulled together to work together through the turmoil of 2020.”

“It’s amazing how the category has grown,” Yamazaki said. “I remember early on exhibiting at trade shows and getting consistently asked, ‘Fish for your dogs?’ then I would respond with the nutritional benefits of wild Pacific salmon and how it was a staple in the diet of sled dogs in Alaska.”

He went on to say, “Now, consumers are judging or asking more about the nutritional benefits. For example, the differences in omega-3 fatty acids. DHA and EPA are found in fish products.

While other than being used for energy, ALA is not biologically active in the body and needs to be turned into EPA and/or DHA to become active.”

In addition to ingredients and sourcing, pet owners scrutinize dog treats in search of companies and products that match these consumers’ interest in sustainability and environmentally friendly lifestyles. “For millennial and LOHAS customers, have some yummy, nutritious eco-impulse buys available.” Yaskulka said. “Customers are looking for products with more sustainable packaging so our new Biscuit Treats are bagged in 45 percent post-consumer recycled, and certified plastic neutral packaging.

And, like our kibble and bags, they are produced with 100 percent renewable electricity. Our eco-impulse treats are available in three recipes.”

“Consumers who feed 100 percent natural pet food also want 100 percent natural treats,” he continued. “It’s definitely not a place to overlook. All of our treats and chews are 100 percent natural with no synthetic ingredients so pet parents can feel confident without worrying about unhealthy or synthetic ingredients added. Nature’s Logic biscuits are protein-packed 100 percent natural for dogs, infused with bone broth for a boost of glucosamine and chondroitin for healthy joints. The treats also contain natural probiotics and whole grains, making these biscuits not only tasty but also healthy.”

“More than ever consumers are looking for an escape with their furry friends,” Abbey said. “Treats are a great PG 4 6 / PE T I N S I G H T

way to reward and engage with your pet to bring a smile back to everyone’s face.

Loving Pets has been producing educational videos stores can utilize as a selling tool to drive traffic on products. We have been making a big push with our marketing efforts to continue to grow the brand which means consumers are out there looking for the product.”

Nature’s Logic will further inform retailers and reverse the thinking that dog treats lack nutritional value and that subpar treats are the only options available to retailers and pet parents.

“Treats don’t have to be added calories with little to no nutritional value,” Yaskulka said. “In fact, they can be both delicious and offer health benefits. Consumers who feed 100 percent natural food like Nature’s Logic also want 100 percent natural treats so offering both is beneficial. During a time when people are home, spending more time with their pets, treating has the potential to increase. This is where people need to offer their pets healthy, 100 percent natural options.”

“There are a lot of treat options available that range widely in the quality of ingredients so consumers need to pay attention to ingredients, calories and more,” he continued. “Customers who feed Nature’s Logic 100 percent natural food are finding our 100 percent natural Biscuit Treats are a great addition to their pet’s diet.”

“During the pandemic pet ownership has been at an all time high,” Abbey said.

“People that never had a dog now have one and those consumers are going to be looking for treats in all aspects.

Training to help build chemistry and understanding. Dental for maintaining dental health.”

“Treats play an important role in overall care on a number of fronts— training, rewarding, and indulgence,” Ellis said. “But also for fun, exercise, occupying and providing health benefits. People need to not only think about just main diet but how they can select treats to help them work with the overall health of their pet.”

“The new normal for many means spending more time with your pets plus it means there are many that are new pet owners,” he continued. “The role of the pet has changed in a lot of cases

where what used to be parent and child is more peer-like or companion. Retailers need to approach treats as a part of an overall nutrition program that plays a role in all aspects of pet ownership: fun, health, stimulation and reward.”

“Consumer education is critical,” Yaskulka said. “There are so many options that it can be overwhelming for customers. That’s why we support independent retailers. They are the front lines for educating customers and helping them find the right food for their dog or cat. Nature’s Logic Distinction which includes grain-inclusive and grain-free options, is only available at local, independent retailers. We know these retailers are committed to providing the best information and education to the customers who walk in their door.”

“The dog treat category evolves on a regular basis and it’s also a category that is highly influenced with what is proven beneficial in health and wellness for people/humans,” Abbey said.

“New ingredients are regularly being added into treats that offer ‘treats plus’ with beneficial benefits that enhance the treat. Also new technology is constantly being introduced in formats or delivery systems (bars, chews, etc.) that allows treats to serve specific purposes more than just satisfying a desire for an off cycle snacking.”

“People need to stay up-to-date so they can make the right choice for their pet as the pet’s needs evolve and grow,” Ellis said. “Consumers need to take care not to overdo it, and contribute unintentionally to negative health issues.”

“As time continues to go on, consumers are looking for more out of their dog treats than just a normal snack,” Abbey said. “They look for higher quality ingredients, functional purposes, etc. They also look for ingredients and corresponding benefits for their pets that they seek out for themselves. This continues to drive growth in the category. With our investments in safety and great people, expanded manufacturing, stringent quality control practices, sourcing, anticipating trends, and state of the art production, Loving Pets is excited for the new year and offering incredible solutions to retailers and the pets and people that they serve.”

ECO-IMPULSE BUYERS? Here’s a treat for them.

The trade's very first Certified Plastic Neutral treat, baked with 100% renewable electricity. Best yet, you'll treat your eco-impulse buyers with a 100% natural biscuit packed with protein and infused with bone broth to support healthy joints.

natureslogic.com

First Take

Eye and Ear Care

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eaders in the eye and ear care catego- and usage of the product. In turn, that on supply chains and production schedry have continued to emphasize the helps build trust and loyalty between ules at the same time that demand for importance of pet parent education on the retailer and pet parent,” Decker said. many of our products was actually inpreventative and cleaning care of pets’ “Retailers creating a wellness and creasing dramatically so we did expeears and eyes. These companies have remedy section are experiencing con- rience some out of stock situations,” recognized the challenges and hard- sistent, robust sales because they are Gleason continued. “We’ve allowed for ships that have much more lead come with the time in our products “Eye and ear care drive significant growth to the industry because schedules to avoid past year, and there are still a lot of dog parents that don’t do any kind of regular these out of stocks have adapted their practices going forward. We ear care or eye care and that’s a huge upside. Many of them know for the new year that they ought to be doing this, and they just need a little push to get are also moving all to ensure pet started. Once we get a consumer in the habit of ear care, that means of our sampling efparents receive forts to single serve repeat purchases of the product and good turns on the shelf.” the same level packets. In the past,

— Doug Gleason, TrueBlue Pet Products of high-quality we would give a products their store an entire jar of pets deserve. offering solutions to problems pet own- ear wipes, which they would leave out Debra Decker with Pet King Brands ers deal with on a regular basis. Itchy al- on the counter for customers to try. Of said, “Since the Covid-19 pandemic, lergy skin, ear infections and oral health course, that is no longer acceptable, and there has been a rise in new pet owner- conditions are some of the top health so we will be doing individual trial size ship and many households have expand- needs of pets. packets of all our wipes.” ed their current families with new pets.

“Ear infections are so prevalent that Something that will continue to reUnfortunately, the pandemic had a hard they happen to be one of the health con- main a top priority for TrueBlue Pet impact on veterinary clinics—some ditions veterinarians see the most. Ear Products is preventative health and have closed, others are understaffed infections can be very painful, occur wellness products. “The ear and eye and others struggle to do curbside ser- frequently and can be costly. Building care categories are really part of the vice—and that means many pet parents out the remedy section with ZYMOX huge health and wellness trend in pet,” can’t get into the vet in a timely manner Ear and Skin products as the anchor has Gleason added. “The idea is that a little when their pet is experiencing painful shown to be good business for the re- bit of preventative health maintenance ear infections or itchy allergy skin for tailer,” Decker continued. can ward off some common problems. the first time. Because of that, many pet James Brandly with TropiClean Pet For example, the vets we work with parents are turning to retailers to help Products highlighted the company con- estimate that if you keep a dog’s ears them find a solution that they can use tinues to innovate new products to ad- clean, you can eliminate nine out of 10 while waiting to get into the clinic or dress the needs of pet parents. “This year ear infections. Dog parents are becomhopefully, help clear up their pet’s pain- we are introducing our new OxyMed ing much more aware that clean ears ful ear and skin conditions.”

Tear Stain Remover to our complete line are healthy ears. Our sampling program “In response to the increase in pet of effective soothing solutions. The new is a key part of educating consumers ownership, Pet King Brands will contin- tear stain is a gentle cleanser that is and we are showing them that ear and ue our focus on educating retailers and tough on tear stains and dirt. Formulat- eye care is easier than ever before. With helping them offer our American-made ed with moisturizing oatmeal, cleansing ear care, many pet parents have tried ZYMOX ear and skin products that are blueberries and enriched with vitamin ear cleaning liquids and powders, but proven effective in helping pets find E, OxyMed Tear Stain Remover is great found them very hard and messy to adrelief. We will continue to do what we for breeds with white coats, beards or minister. Our pre-moistened ear cleansdo best: providing naturally derived en- wrinkles,” he said. ing pads make it much easier for most zyme-based products, recommended Doug Gleason with TrueBlue Pet dog lovers to get the job done.” by veterinarians for the ears, skin, and Products highlighted how the compa“Covid made going to the vet much mouth for all animals of all ages,” Deck- ny has adapted to the changes the pan- more complicated, and I think the new er added. demic has brought by reconfiguring normal will include trying to make less Decker mentioned retailers can con- their way of sampling. “For 2021, our visits to the vet and going only when tinue to educate and connect with con- main areas of focus include working it is necessary,” he added. “So, pet parsumers to drive growth in various ways. even more closely with our amazing re- ents are going to be increasingly inter“The retailer is in a special position to tail partners by expanding our success- ested in all different kinds of wellness offer the products a pet owner needs ful sampling program and developing a and ways that they can keep their pets and provide information that will help number of new products,” said Gleason. healthy and avoid common problems.” the pet parent understand the benefits “The Covid pandemic wreaked havoc

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First Take Fish Oils

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here are many benefits to adding and launching Grizzly Algal Plus. These quality of the ingredients,” Bodkin confish oils to pets’ diets, but one of the products now provide pet stores with tinued. “This is the reason why Nordic most common benefits surrounds en- the most sustainable fish oil on the Naturals has spared no expense to prohancing animals’ skin and coats. Catego- market. We are proud members of the vide impassably fresh, exceptionally ry leaders and manufacturers like Griz- Pet Sustainability Coalition and are very pure, triglyceride-form omega-3 fish zly Pet Products and Nordic Naturals excited to spend the year talking to our oil for humans and pets. Only this stanrealize the level of care that comes with friends and partners about being sus- dard of fish oil can guarantee physiocreating and logically meaningful facilitating fish nutrition that cells “Like everyone else, Nordic Naturals is looking forward to putting can readily use. It’s oil products to 2020 in the rear-view mirror. But despite some significant consumers and essential that cusretailers alike. tomers know that challenges, it was not a bad year for our business, as customers Pet parents these details matter paid greater attention to their families’ health. We learned more are focused on about what matters to our customers, and how we can better meet when choosing a their pets’ overfish oil for their pet their supplement needs.” —Derek Bodkin, Nordic Naturals all well-being or themselves. It’s more now than so important to enever, and leaders in the sector will con- tainable and how we are responsibly sure that there’s nothing added to the tinue to produce the highest quality fish utilizing natural resources to make our fish oil (e.g. certain preservatives, etc.) oil products in 2021. products.” that could harm their pet. Nordic NatNordic Naturals, a leading manufac“Grizzly is fortunate in that even urals provides educational content to turer of fish oil supplements for humans though we have an enormous global in- our retail partners and their customers and pets since 1995, has continued to fluence in the pet industry, we operate to help develop awareness of these isset high standards in purity, freshness, with a small staff,” said Tillman. “Our sues.” taste and sustainability. Derek Bodkin product facility was easily modified to If retailers were opening their stores with Nordic Naturals highlighted the ensure social distancing and sanitizing today, Tillman with Grizzly feels its imvarious ways the company is moving capabilities while not slowing down portant retailers and consumers pay into the new year and putting the last production. Our sales staff has been attention to the profile of omegas in year behind them. “Like everyone else, working from home since April, and are the products. “The fish oil category gets Nordic Naturals is looking forward to continuing to support our brick-and- caught up on which species of fish is in putting 2020 in the rear-view mirror,” mortar partners with whatever they the product,” said Tillman. “Salmon vs. said Derek Bodkin. “But despite some need. We are able to operate in these pollock vs. sardines, etc. It’s not about significant challenges, it was not a bad new Covid conditions for the long-haul.” the species of fish that the oil is derived year for our business, as customers Similar to Grizzly, Nordic Naturals has from. What’s important is the omega paid greater attention to their families’ enacted safety protocols that will carry profile in the finished product. Consumhealth. We learned more about what on into the new year. The company has ers need an omega supplement that has matters to our customers, and how always had a strong focus on ensuring as many omega-3s as possible with as we can better meet their supplement employees are taken care of and prod- little omega-6s as possible. Whether needs. That goal will continue to be a fo- ucts remain high-quality. “Nordic Natu- that product is made from salmon, polcus in 2021. We’ll also aim to grow our rals has always been meticulous around lock or both, is irrelevant as long as the customer base, develop new products product and manufacturing safety, so omega profile is strong.” and get back to trade shows in 2021, implementing additional safety proto“We believe it’s impossible to overonce we can do so safely.” cols is in line with what we prioritize as state the importance of quality, regardChad Tillman with Grizzly Pet Prod- a business,” Bodkin added. “The policies less of whether we’re talking about ucts highlighted the ways the compa- and procedures put in place in response fish oil for humans or pets,” Bodkin ny is focused on sustainability and re- to the pandemic will continue for as concluded. “This view is reflected in sponsibility in 2021. The company has long as there is a heightened risk to our our standing as the maker of the No. 1 a strong focus on brick-and-mortar and staff, customers, retail partners and omega-3 fish oil in the US and in Nordespite the shutdowns, will continue to anyone with whom we do business. In dic Naturals’ leadership position within strengthen these partnerships. “Grizzly their regard, nothing is going to change the fish oil category at large. As far as a has always been focused on our brick- until we have clear direction from state ‘new normal’ is concerned, that’s realand-mortar pet specialty friends and and national health agencies that it is ly up to customers to decide. We hope partners and will continue to do so,” safe to return to pre-pandemic stan- they’ll find our omega-3 pet products said Tillman. “We are doubling down dards of safety.” beneficial for their dogs and cats, and on sustainability and responsible prac“Absolutely nothing is more import- then make them a routine investment in tices by updating Grizzly Salmon Plus ant for an effective fish oil than the their pets’ health.”

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First Take CBDs

P

layers in the CBDs category are look- novation remained top of mind for Ho- a great rate, despite the challenges we ing forward to the fresh start the listic Hound. faced.” new year provides. These companies “Holistic Hound has always been the In 2020 Holistic Hound stayed atare dialed into building on the momen- leader in innovation since we started tuned to its retail partners’ pain points tum generated in 2020. Companies took in 2015 and will continue to do so in and collaborated to address safety mealast year’s pressures and changes as an 2021 with new formulations and new sures and incentivize pet owners to conopportunity to operate more efficiently administration methods,” said Kristina tinue shopping but at a distance through and nimbly and strengthen relation- Aschemeyer, National Sales Manager. promotions and reliable delivery methships. ods. In light of the Even though surge in pet adop“There has been a considerable spike in CBD sales during the 2020 presented tions as a result of pandemic. Pets and their owners are finding relief with CBD and challenges and more people forced newfound disrup- CBG to help promote calmness and relaxation, and we’re expecting to stay indoors, Hotions to the over- those numbers to continue to rise in 2021. With new companies still listic Hound supall industry, CBD coming into the field, retailers are looking for brands with longevity, ported this trend suppliers such as of adopting pets, a transparency, and innovative products while also providing the Green Coast Pet sort of silver lining support they need during this time.” concentrated on in a turbulent time.

— Kristina Aschemeyer, Holistic Hound what they could “We understand control and subsehow difficult this quently continued to grow through it “We are very excited to share these new time is for our independent pet retail and made a strong push in Q4 to part- products with our distributors and in- partners so we’re offering custom Honer with more than 600 new stores. dependent pet retail partners this year.” listic Hound masks for their staff to “We’re actually less interested in a “For Pet Releaf, the New Year brings help keep everyone safe,” Aschemeyer fresh start and more excited to build a new chapter filled with many exciting said. “We are also offering more promooff of the 2020 momentum,” said Mike plans to improve the industry, provide tions through Astro Loyalty and have Bateman, President, COO and Co-Found- customers with top-tier offerings, and partnered with their new pet adoption er of Green Coast Pet. “For 2021, we will give back to the community and animals program ‘Sharing The Love’ to welcome continue to build on that new growth that are so dear to us,” said Chelsea Gen- pets to their new home. Holistic Hound and we are excited to launch new pro- nings, Co-Founder and evp at Pet Releaf. has also partnered with eTailpet to help grams and partnerships. First, we are “That means driving regulation to set retailers sell our products online for incredibly excited to launch with a new the bar on industry standards for safety curbside pickup, delivery and dropship. rep group in the west with Jerry Wilson and quality, rolling out education ini- Our social media bundle is available to Associates. This is an incredible team tiatives to combat confusion, launching all of our retail partners to help prothat has worked with and helped build new products while improving e-com- vide content for their social media platsome of the most influential brands in merce access to them, securing indus- forms, website banners, and more. We our industry. We are very lucky to be try third-party certifications to further are also increasing our ISO and GAP ISO able to partner with them. In addition prove our difference, and growing the percentage to help our new and existto this, Green Coast Pet is continuing Rescue Releaf program to provide sig- ing retailers offer their customers new our trend of being first in the CBD cat- nificant help for animals making the products at higher margins.” egory by becoming the first to offer a transition from rescue organizations to “On the back end, we have and will Preferred Retailer Program. This will be new homes.” always provide a safe work environour Canopy Program and include two “Through 2020, Green Coast Pet, ment for our team of farmers, bakers levels that will offer everyday discounts much like many other businesses were and staff,” Gennings said. “We have for retailers, free product on a month- forced to cut expenses, and through this nothing but gratitude for their partnerly basis for store associates, store swag we were really able to home in on what ship and commitment during the tough and more. In addition to all of this, we was necessary expenditures for us and pandemic times. For the customers we will be growing our treat line up with what was just nice to have, but didn’t serve, we’re improving the e-commerce our brand new Chicken Crisps and also necessarily add to revenue and brand experience so they can safely and betexpanding our CBD Oils line by being building,” Bateman said. “We will be tak- ter access the products from anywhere. the first brand to offer both a broad and ing this level of scrutiny over expenses We’ve been here when they needed us full spectrum line of oils. This will en- into 2021 to help us continue our profit- most, and we look forward to continuable retailers to offer both types of oils ability push. One of the most surprising ing our journey with them.” for whatever their customer’s needs events of 2020 for us was that when we If retailers were opening their stores and wants may be.” cut many of these expenses, we became r Cont'd on Pg. 54 Going into the new year, product in- profitable and still continued to grow at

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First Take: CBDs r From Pg. 52 today, Green Coast Pet would encourage retailers to reconsider their perception of costs. Additionally, the supplier would urge retailers to demand the NASC seal when mulling over which CBD brands to stock on their shelves as they weed through the options to get to responsible, trustworthy brands.

“The biggest piece of advice I would give is that CBD doesn’t cost as much as you think it does,” Bateman said. “We continue to see our competitors in this category charge astronomical prices for their products, even though we know exactly how much they are paying for CBD. Green Coast Pet will only ever charge fair market value for our products while offering retailers a higher margin than anyone in the category. Another important piece to look for is quality control through NASC. This is a very tough audit to not only complete but maintain. They are an industry standard for quality and Green Coast Pet was the first to obtain this level of quality in our category and still maintains it today.”

“Transparency and trust are key to Holistic Hound,” Aschemeyer said.

“We want our consumers and retailers to be able to offer the highest quality supplements for their pets available, which is why our products are unique, effective, and USDA certified organic.

Our third-party test results for potency, pesticides, residual solvents, terpenes, heavy metals, and microbial contaminants are available on our website. We are proud members of the NASC and expect to get their coveted seal of quality this year.”

“We’re really proud of our products and we want to share as much truth and knowledge as we can with our retailers and consumers,” she continued. “With 17 years of pet retail experience, we know that product education isn’t one size fits all. We offer extensive training videos and quizzes on ExpertVoice, live webinars for retailers and their customers, live online training, and recorded training videos for their staff.”

“While the CBD category is not quite the Wild-Wild-West that it once was, there is still a significant amount of uncertainty and a lack of regulation,” said Chad Tillman, National Sales Manager PG 5 4 / PE T I N S I G H T

for Grizzly Pet Products. “This is why it is absolutely imperative that you carry CBD products that are NASC Compliant and have the NASC Seal on the packaging. NASC Compliant products abide by the FDA Approved Health and Benefit Label Claims guidelines, which help provide a level of trust and help to maintain constant shelf presence in your store. The FDA has pulled many CBD products from pet stores because of inappropriate label claims. Sticking to NASC-compliant products helps to ensure those products remain on your shelf.”

“Transparency and education are so important when it comes to selling pet CBD products,” Gennings said. “When a customer feels that a retailer truly knows and stands behind the brands they sell, customers can feel confident purchasing and giving them to their beloved pets. We’re here for our retail partners on a broader level beyond our product offering to support them through these unprecedented times, as their success is our success. Whether it is a cheat sheet, training, our retail dashboard or a demo for the end user, we do our best to be a valuable resource.”

“It’s safe to say that CBD is here to stay,” Green Coast Pet’s Bateman said.

“It’s important for retail partners to be able to offer their customers a variety of quality products and that’s what Green Coast Pet continues to strive to offer by releasing our new full spectrum line of oils in addition to the broad spectrum line we have offered historically.”

During 2020, Holistic Hound observed a noticeable increase in sales for CBD at a time when pets and consumers alike needed solutions to address anxiety.

“There has been a considerable spike in CBD sales during the pandemic,” Aschemeyer said. “Pets and their owners are finding relief with CBD and CBG to help promote calmness and relaxation, and we’re expecting those numbers to continue to rise in 2021. With new companies still coming into the field, retailers are looking for brands with longevity, transparency, and innovative products that stand out from the rest while also providing the support they need during this time. Holistic Hound continues to check all the boxes

by providing unique supplements that are not available anywhere else, like our Full Spectrum CBG Oil and new innovative products to be released this year.”

“For our brick and mortar partners, the CBD sub-category can really help maintain sales in our ‘new-normal,’” Tillman said. “CBD products are still hard to come by online, especially on the big e-commerce sites, and therefore can be a great way to continue driving consumers to your stores, whether that’s in a safe physical way, or through In-store pickup, curbside or delivery. CBD products can still provide brick and mortar stores with a nice competitive edge.”

“Pet CBD is going to grow exponentially this year in terms of brands entering the category and customers seeking it out as a solution for their pets’ issues and ailments,” Gennings said. “With the increase in pet adoption and spending, pet parents are ready more than ever for it, but they need some guidance.

While regulation is on its way, it’s not here yet. You owe it to your customers to filter through the products you introduce to them to ensure they are safe and high quality, leading your customers to a trustworthy, positive experience.”

“Right back to how important NASC-compliant products are. Consumers who educate themselves on what are legitimate benefit claims that a CBD product can have on the label will help protect themselves from all the ‘fly-bynight’ CBD brands that are looking to just make a quick buck off the hype,” Tillman said. “If a certain CBD product looks too good to be true because it’s label claims are essentially a ‘cure-all’ then it is likely to good to be true.”

“While it depends on what channels of the industry you are evaluating, CBD products absolutely drive incremental growth,” Tillman added. “For example, at Grizzly we are focused on supporting our brick and mortar pet specialty partners, and they are most certainly benefiting from CBD sales, because true CBD products have a harder time existing online. Also, the CBD sub-category is still quite new, and thus experiencing early growth trajectories. It will need a little more time to mature and develop into a sub-category that maintains steady and incremental growth across the whole industry.”

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First Take Litter

O

ne bright spot in an otherwise tur- one, we are glad to move on and to see if their homes.” bulent year was the fact that more we can return to some level of ‘normalLast year’s challenges reminded households adopted cats and dogs. This cy’ in 2021,” said Trent Bergren, Nation- suppliers like Next Gen Pet how well was and continues to be a steadfast al Sales Manager for Ultra Pet. “We were they can perform under pressure. This trend which litter manufacturers are unable to capitalize on opportunities we year, the company hopes for things to well aware of. These category leaders had to expand assortment with some smooth over while continuing to mainare positioned to support retailers who of our retail partners due to planner tain that same level of energy and creare tasked with educating new cat par- changes, roll out postponements, etc. ativity when adapting to changes.“2020 ents. As pet parwas a bear but it “We believe since more people were spending time at home with also forced a lot of ents spent more family, including their pets in 2020, it may have actually helped time at home last creativity in a variyear, and near cat ety of places such Ultra Pet Litter Brand sales in e-commerce. With so many people litter boxes, this as virtual trade home with their cats throughout the day, they were likely to proved to test the shows and online discover that the litters they were using were not effective or efficiency and effievents,” Yamamounder-performing in controlling odors and many were searching to said. “While I cacy of the brands for a real solution, since there was no idea just how long people of litter they used would hope 2021 would be quarantined at home.” and spurred some will eventually alpet owners to find low for a return

— Trent Bergren, Ultra Pet a better solution. to some normalcy, In 2021, a main I would like Next area of focus for Next Gen Pet is commu- However, we believe since more peo- Gen Pet to maintain this creative, entrenication. During last year’s turmoil, the ple were spending time at home with preneurial spirit.” company looked to alternative channels family, including their pets in 2020, it “We have implemented a new trade to stay connected with retail partners may have actually helped Ultra Pet Lit- show/marketing room so we can do and its loyal following of pet parents. ter Brand sales in e-commerce. With more photos, video and virtual trade The coming year provides the opportu- so many people home with their cats shows,” Supanich said. “It’s something nity to continue the conversation while throughout the day, they were likely to we have wanted for some time, but this uncovering other ways to communicate. discover that the litters they were using pushed us to move forward.”

“Next Gen’s focus for 2021 will be to were not effective or under-performAs a company, Ultra Pet altered very continue to develop socially distanced ing in controlling odors and many were few policies and procedures, the biggest methods of communicating with our searching for a real solution, since there change probably being an opportunity customer base,” said Janice Yamamo- was no idea just how long people would for some of its office personnel to work to, Director of Marketing. “In 2020, be quarantined at home. Litter Pearls from home, Bergren said. “As stated we started a blog that has served as a and Ultra Pearls were there to save their previously, cat litter, as a consumable nice long form conversation about our noses and save the day. The fact that ei- item, much like can food or kibble, was products and initiatives. We’d like to ther can be found at major e-commerce really a necessity for pet parents to get continue to develop new ways to com- sites made it easy for pet parents to get through this past year on a daily basis,” municate.” something with superior odor control he said. “Those successes working from “Our main areas of focus are litter quickly, delivered straight to their door. home likely created future opportuniand a few new item launches, as well One of our main focuses this year will ties to work from home. Reducing comas some updates on current items. Stay be to continue that momentum built mute time, savings on gas money, less tuned,” said Shannon Supanich, Market- with our e-commerce partners.” impact on the environment with fewer ing Director of Pioneer Pet Products.

“We continue to move forward with cars on the road—those types of things.

For Ultra Pet, a new year means find- a comprehensive advertising plan, pro- I already work from a home office. My ing opportunities to continue momen- viding support to our retailers and tri- biggest change was the lack of travel to tum generated last year. Even though al incentives for consumers,” said Jean see customers or to attend trade shows.” collaborative plans with retailers were Broders, Sr. Brand Manager for Kent Pet “Kent Pet Group historically has a sidelined last year, Ultra Pet recognized Group. “We feel it’s important to not let foundation of strong leadership, across the positive in having more pet owners up on our efforts. We’ll soon begin plan- all aspects of our business,” Broders at home spending time with their cats. ning for 2022, as well as continue to de- said. “With the world turned upside Spending more time around a litter box velop our innovation plans. Now more down from the pandemic, this strong quickly revealed to pet parents whether than ever, being the No. 1 natural litter foundation and discipline, helped us or not the litter they used is as effective in the category is our priority, continu- weather through the challenges, and as they thought it was. “A new year, a ing to be a brand consumer’s trust and r Cont'd on Pg. 58 new start. 2020 was unique, for every- look to, for a safe and healthy litter for

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First Take: Litter r From Pg. 56

“We have some exciting litter news coming out later this year,” Supanich there definitely were challenges. Flexisaid. “We are hopeful 2021 will be betbility, adaptability and patience have all ter for all of our friends, retailers, colbeen tested these last months. Teams leagues and friends.” were developed, contingency plans If Ultra Pet could educate all of its rewere made and business moved fortail partners on one overall aspect of the ward, all while protecting employees litter category it would be this: “At the and providing a safe, clean work enviend of the day we want not just ‘satisronment. Companies are being tested fied’ but more like —the saying goes ‘exceptionally hapthat how an empy’ customers, and “We are always pushing for a safer, more natural litter for our ployer treats their consumers. We want everyone to be safe and healthy. On a side we want our retail employees during partners to maxichallenging times note, we are always here for conversation or education from mize profitability,” is how they will retailers or customers alike.” — Janice Yamamoto, Next Gen Pet Bergren said. “Cusbe remembered. tomer conversion Kent Pet Group’s from low retail clay priorities over the last several months have the background and supporting litters to premium performance, prehas positioned us for growth in years literature to take to their stores to edu- mium price alternative silica and natto come, with a dedicated work force to cate staff. We also put a heavy focus on ural litters yields both of those results. help make it happen.” our packaging having clear and concise Customers will smell the difference, see “We’ve been hearing that consummessaging with features and benefits their cats more likely to use the box, less ables like treats, food and litter have that can quickly allow consumers to tar- tracking, lower dust and higher margin also been in high demand,” Yamamoto get their most desired litter attributes.” dollars with higher retail sales day over said. “My daily goal is to look for small “It’s never been a better time to be day.” ways to make my life easier and for selling a natural product, including cat “The new normal, in my opinion, will opportunities to celebrate small wins. litter,” Broders said. “With consumers be forever changing now,” he continued.

Areas like cat litter and pet treats may really taking note of their health, and “What’s normal today may not be so seem like a silly place to focus with evtheir pet’s health, natural litters are po- normal three to six months from now. erything else going on in the world but sitioned to offer consumers a product We all need to focus on how we were taking the time to treat my pets and that is safe and healthy for their cats. I all (manufacturers and retailers alike) ensuring their happiness and quality of anticipate consumers, now more than able to be so nimble and willing to try life has been super rewarding.” ever, will really educate themselves on new things to create success outside “We are always pushing for a safer, the products they choose. We know what had become our ‘normal’ day-tomore natural litter for our consumers,” consumers are focused on safe, effective day business. The litter category, or UlYamamoto said. “We want everyone cleaning products—it’s also import- tra Pet more specifically, found ways to to be safe and healthy. On a side note, ant to have a safe litter in your home. work quickly and efficiently to answer we are always here for conversation or We are fortune our supply chain and the new changing needs of our retail education from retailers or customers suppliers work collaboratively to make partners in 2020. We look forward to alike.” sure we have what we need, when we continuing our ‘flexibility’ in helping to Litter manufacturers want to emphaneed it, to produce and ship. Bottom find ways that our retail partners can size a few points with retailers about line, our consumers are our top priori- remain ahead of the ever changing ‘new the state of the category and make ty. We want to be the brand they trust, normal’.” some suggestions to optimize sales. through good times, as well as during “With the safety of our employees as “We would recommend that they have challenging times.” our top priority, Kent Pet Group contina competitive e-commerce presence “My work-from-home office being ued to ship World’s Best Cat Litter to offering either curbside pickup or local in close quarters with the litter box our customers, making sure cat owners delivery options,” Bergren said. “Next, has made me so grateful for the super were able buy, wherever they preferred customers like to have options, but if odor control power of Green Tea and to shop,” Broders said. “We were also you are a ‘pet specialty’ store, let’s cut Hinoki Cypress,” Yamamoto said. “As an able to keep on track our scheduled back on the grocery brands. Five or asthmatic cat owner, clay cat litter was launch of our new scented formula: 6 selections of each big-name brand always going to be a problem for our Purely Fresh Multiple Cat Lotus Blosshould be plenty. Diversify your assorthouse. Having the option of Next Gen’s som Scented. Like other CPG brands, ment. Pet parents are always looking wood-based cat litter is a huge help. Add our teams have adapted to the challengfor something better, something new. to that the benefit if being able to have ing situation and adjusted their work Alternative and natural litters are growmy litter delivered to my door makes styles to continue to charge forward.” ing in popularity and the formulations Next Gen Pet litters a real no brainer.”

PG 5 8 / PE T I N S I G H T

are often times far more effective than traditional or clumping clay litters.”

“Customer education is always the tough part,” he added. “We encourage and support ‘trickle down’ staff education. Personally I have been able to teach a ‘Litter 101’ course for a couple of pretty large retail partners. This allows directors and store managers to

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First Take

Training Treats

P

et adoptions reportedly soared during 2020 as a result of an unprecedented number of households forced to stay indoors. With more time on their hands, pet owners were able to commit the time and attention necessary to socialize and train their new family members. The training treats category proved essential during this time and aided pet owners who needed ways to reward good pet behavior. Going into the new year, the momentum and demand for training treats isn’t slowing down. Suppliers in this category are further proving to pet owners a tasty and nutritious reward can effectively encourage wanted behaviors in pets.

As the industry begins 2021, the Wellness Natural Pet Food team is focused on bringing innovation and advanced nutrition to its growing product portfolio. “We’re eager to build upon our robust offerings of healthy and delicious dog and cat treats, giving pet parents even more all-natural options that cater to their pet’s unique nutritional needs,” said Chanda Leary-Coutu, Director of Consumer Experience for Wellness Natural Pet Food. “When it comes to treats, we’re laser-focused on developing new ways to bring nutrition to snack time with simple, natural ingredients that fuel a healthy life,” Leary-Coutu added.

Even though the new year represents a fresh start for suppliers like Hillside Farms, the company’s vision from the beginning and its goals remain the same and its dedication is unmatched and unwavering. “We are always trying to understand our pet parents and what is important when it comes to the treats they feed their dogs,” said Scott Wu, Vice President Sales and Marketing for Hillside Farms. “In 2021, we would like to continue to provide dogs limited ingredient, meat-based (95 percent) dog treats that are not only tasty but more importantly healthy for your furry friends.”

One underserved area significantly impacted by last year’s tumult was animal shelters, to which Wellness Natural Pet Food took action and collaborated with partnering establishments to ensure pets had adequate nutrition.

“We understood that the start of the

PG 6 0 / PE T I N S I G H T

Covid-19 pandemic impacted animal shelters nationwide, leaving locations in desperate need of supplies and nutrition for pets,” Leary-Coutu said. “To help alleviate this issue within our community and beyond, we worked with our charitable partner Best Friends Animal Society and our local food bank, the Greater Boston Food Bank, to provide shelter animals with high-quality, natural nutrition. We donated 300,000 meals to at-risk animals across the nation—supporting the mission of our charitable arm, The Wellness Foundation, to ensure that every pet on the planet is born, bred and raised with love. We’ve always been a brand that believes in the power of giving back, and this will continue to be an area of focus in the new year.”

“Throughout the pandemic, we’ve also worked with our in-house veterinarian to share information about keeping pets healthy—both mentally and physically—amidst stay-at-home orders,” she added. “We’ve offered tips and tricks to prevent overtreating, keep pets active and reimagine playtime. Our relationships with pets grew stronger than ever during the pandemic, and in 2021 we’ll continue to help our customers navigate pet parenthood.”

One thing Wellness Natural Pet Food would like for retailers to understand is that pet parents now look at the training treats category through a health lens. “When it comes to treating, nutrition is becoming just as important as behavior, following the growing interest among pet parents to understand what goes into their pet’s treats,” Leary-Coutu said. “Consumers will be looking for products that prioritize healthy ingredients like high-quality proteins, fruits and vegetables, and avoiding products containing fillers.”

“At Wellness, we have a diverse array of treats for both cats and dogs that offer the highest quality ingredients,” she continued. “Wellness Kittles for cats are crunchy, grain-free treats that are packed with high-quality protein and natural antioxidants derived from cranberries. These thoughtfully crafted bites are just two calories per treat, with a texture and crunch that helps clean

cats’ teeth—a unique added benefit. For dogs, our Wellness CORE Pure Rewards are all-natural, grain-free jerky treats made with premium proteins like lamb, turkey, beef and venison.”

“We work hard to educate shoppers on the benefits of all-natural, premium treats though materials on our Live Well Blog and detailed packaging information,” Leary-Coutu said. “Our packaging helps retailers and consumers understand every key ingredient in our products along with why we thoughtfully chose to include them.”

In 2020, Hillside Farms launched its Farmland Traditions Tiny Loves dog treats which are all natural, limited ingredient with 95 percent meat or poultry in each bite. This was in response to the growing number of pet owners purchasing training treats to use as food toppers and incentives. “At Hillside Farms, we have identified that pet parents that purchase training treats sometimes buy these treats not only for training but also for toppers and more frequent rewards,” Wu said. “The best way to educate pet parents is with your packaging but doing so in a crafty manner where the message is not lost. Along with informative packaging, our sales team are always trying to be in store and educating the staff so they can pass the message along to pet parents.”

“It’s important for retail partners and consumers alike to understand that a ‘new normal’ brings new treating habits,” Leary-Coutu said. “With pet parents spending much more time at home than before, they’ll likely be tempted to treat more often—this can lead to overtreating and pet obesity, along with other related health issues.”

“Retailers should understand that pet parents that buy training treats may not only buy for training purposes but also as a topper in dog food and sometimes just want to reward their dogs more frequently without exceeding the feeding recommendations,” Wu said. “With the ‘new normal,’ pet parents have much more time with their pets since most folks are at home. That said, pet parents like to appease their pets and providing more training treats throughout the day is a great way to do so.”

Special Coverage WPA365

Photos courtesy of the World Pet Association

R

etailers and suppliers across the pet industry can agree that one of the biggest disruptions and disappointments of 2020 was not being allowed to attend industry tradeshows. These annual shows present a hub where the industyr’s top innovators and decision-makers can come together and share insights and solutions. It’s a widely held opinion that nothing compares to meeting with industry peers face-toface and being surrounded by the energetic and fast-paced atmosphere of pet industry tradeshows.

The World Pet Association (WPA) launched WPA365 to provide pet professionals with a new, convenient way to stay on top of the latest trends and source the products their customers are looking for.

“All pet industry professionals are welcome to sign up for WPA365 membership, which grants them access to premium benefits,” explained Jessica Guzman, the WPA’s Director of Marketing. “For example, they can choose from a full catalog of courses through the FetchFind education platform, get personalized business coaching through Pet Boss Nation and take advantage of marketing services and industry re-

PG 6 2 / PE T I N S I G H T

ports from Nielsen. We also offer the OneBark Store Locator & Product Data Catalog, which provides free product data and images for retailers and distributors as well as a robust local search functionality, which drives consumers to brick and mortar retailers. We plan to constantly update and evolve WPA365, in order to ensure it’s a useful resource that promotes success for all pet professionals.”

The WPA has been laser-focused on educational efforts to ensure members are aware of this new virtual marketplace in addition to feeling comfortable navigating through the cutting-edge digital platform.

“WPA is providing educational videos and webinars that walk new members through the platform interface and show them how to navigate the different features,” Guzman said. “In addition, our staff is prepared and happy to answer questions. We’re also sending out continuous updates via e-mail and social media, which highlight new offerings.”

The WPA365 was curated and designed to allow for retailers and suppliers to stay connected despite travel and gathering restrictions and provides

the ability to make informed decisions about the latest, cutting-edge product launches, as an example of its digital capabilities.

“We designed WPA365 as an on-demand marketplace, where retailers can compare products and get the kind of insight they experience at live events all year long,” Guzman said. “It’s the online place to see the latest products, learn about emerging trends, access cutting-edge research and contact top suppliers and manufacturers. By providing an easy way for our users to get in touch with reps and suppliers who can offer the best deals on the products their customers are looking for, WPA365 becomes a hub for relationship building, commerce and valuable information.

We’re thrilled to offer a way for retailers, suppliers and the entire pet community to connect, especially in this time when many live events have been canceled.”

The virtual marketplace helps to move the industry forward into the digital age, said Guzman. “It became clear to us that, although this is the ‘digital age,’ retailers don’t have streamlined options r Cont'd on Pg. 64

Benefits to Build Your Business...

Successful, profitable, and well-stocked. These are the goals you have for your pet business, and WPA365 is here to support you every step of the way. With WPA365, you will learn, thrive and grow your career with unique educational opportunities that will encourage you to ask questions, trade stories and share strategies that helped you get to where you are today.

Sign up by visiting worldpetassociation.org/why-wpa365 or by scanning the QR code below

Special Coverage: WPA 365 r From Pg. 62 for purchasing products online like consumers do,” she said. “We wanted to remedy that—which is why we set out to create a comprehensive online marketplace that enables retailers to find the hottest items at the best prices for their pet businesses.

We believe that this digital format benefits pet industry professionals 365 days a year, by making it easier to discover and source new products anytime and continue to build their relationships with manufacturers off the SuperZoo show floor.”

These virtual tools are not a permanent solution, Guzman said. “First off, there’s no substitute for live events and we can’t wait to meet in-per-

son again at SuperZoo. With WPA365, we’re leveraging parts of SuperZoo that our community loves—the education, networking and robust product marketplace—and extending them, in a sense, all year long. That’s helpful because trends don’t just come around once a year.”

In essence, the WPA365 virtual marketplace creates a runway to the SuperZoo Show for retailers and suppliers.

“New products launch all the time and new generations of pet owners have different purchasing habits,” she continued. “WPA365 gives pet professionals a way to discover the latest products, connect with manufacturers and get what they need to grow their businesses, when they need it.”

PG 6 4 / PE T I N S I G H T

Once the SuperZoo Show comes back to the industry, suppliers and retailers will see how the WPA365 and the

in-person SuperZoo Show complement one another.

“There’s no real way to translate the

full SuperZoo experience online, and there’s also no real way to keep an event like SuperZoo going 24/7,” Guzman said.

“SuperZoo and WPA365 complement each other, providing our community with the best of both worlds—constant access to helpful resources and trusted partners, as well as an annual event where they can have fun, build relationships face to-face and get an incredible amount of business done in just a few days. Because the two offerings are so interconnected, we’ve been promoting SuperZoo on WPA365, and we plan to promote WPA365 at SuperZoo 2021.

Exhibitors and attendees can stop by our HUB to explore the platform, learn about the resources that are available to them and get their questions answered by experts. We’re very excited for our community to learn more about WPA365 and how it extends the SuperZoo experience.”

…All Year Long With so many ways to communicate with top suppliers, you’ll access expert insights, daily discounts and a first look at what’s new—in real time, any time. Whether you are an independent brick-and-mortar boutique or part of a national chain, WPA365 connects you with the education, products and networking you love about our events—and extends those experiences all year long.

Sign up by scanning the QR code below

IN CONVERSATION

Vic Mason, President, World Pet Association (WPA)

Professional History Tell us how you came to work in the pet industry.

I was given an opportunity to work in my uncle’s pet store while still in high school. I learned how retail works as well as the care of many types of animals. This included cleaning—I sometimes joke I know the pet business from the bottom up. I founded a distributing company in 1985 and also owned a retail pet store before moving to VSI in 1995. I was director of business development and key accounts at Veterinary Service Inc. (VSI), a large West Coast distributor servicing the animal health industry. I was instrumental in growing sales and the customer base during my 20-year tenure (1995 to 2015) serving as sales representative, purchasing manager and director of purchase before becoming the director of business development. Then I was CEO and co-founder of Replenish Pet, a company that makes superior-quality pet food.

What makes pet a fulfilling industry to be part of?

Emotion. In the business world everything is a widget, pets bring that emotional piece that most industries just can’t deliver. Also, longevity. I don’t know of any other industry that people choose to spend their entire careers.

Through my 40+ years in the industry I have built a lifetime of friends.

How does your experience on both the supplier and distributor sides of the industry equip you to lead and support the WPA’s goals and initiatives?

PG 6 6 / PE T I N S I G H T

“One of the biggest challenges of leading the WPA is bringing the different segments together for common goals. Understanding how each segment thinks and approaches business helps me build bridges to our goals and initiatives.”

— Vic Mason, President WPA One of the biggest challenges of leading the WPA is bringing the different segments together for common goals.

Understanding how each segment thinks and approaches business helps me build bridges to our goals and initiatives.

Joining the World Pet Association What encouraged you to join the WPA as a board member in 2010?

While serving on the board, what are some of the board’s accomplishments that you are most proud of?

I originally joined the WPA as a sense of loyalty to an industry that had been very good to me. I am proud of the fact that the Board took a regional show and made it the largest marketplace place in North America. I am proud of our good works and how we’ve supported our industry.

stay SuperZoo strong. Again, we see the whitespace that exists in the virtual realm. How do you take a physical show and make it work digitally. How do you aggregate community? How do we expand upon or mission of education and deliver that to people’s inboxes and through a variety of social channels?

How do we entertain, engage and excite our members? All of this is currently being decided upon at the moment.

Covid-19 has been a moment of profound disruption even for the essentially-deemed pet retail community. We’re going to help our members weather the storm. But we’re also not going to waste the opportunity to lean into that disruption to better understand, what is the future of these marketplaces? How can we combine the physical and virtual to make the experience something that is both sustainable and profitable for everyone involved.

What makes the WPA a good fit for you in terms of your professional goals and values?

What role does the WPA play in the pet industry, particularly for its members?

Who wouldn’t want to be the President of a pet association? I feel blessed with the opportunity and hope to contribute to the industry’s success and 70-year history of the WPA. I’ve worked in this industry my entire life so to have the chance to lead an association is a great honor.

What are your top 2-3 priorities or areas of focus in your role as President of the WPA?

Expanding some of our category shows and really connecting to consumers. Keep the association and our main-

Supporting pet businesses as they navigate this economy through education and change. Trying to help our members to really understand our members. Working to identify changes coming and how to help them move forward successfully. The WPA plans to do this by building a sophisticated, data-driven media ecosystem that’s sole purpose is to connect our thousands of members around the world to a central platform that delivers everything from insights to education. (This means vidr Cont'd on Pg. 68

All the Products You Need‌ From adapting to shifting consumer interests to supplying ever-changing trends, your success depends on well-stocked shelves and loyal customers. In WPA365’s vibrant marketplace, you’ll discover traditional favorites as well as sustainable and organic options, new supplements and wellness formulas, and smart technology all at price points with margins that support profitability.

Sign up by scanning the QR code below

Vic Mason, WPA r From Pg. 66 eos on everything from cutting edge grooming techniques to the latest in retail disinfection. A podcast that delivers those consumer insights from the frontlines of retail. And a virtual platform that allows for the taking and receiving of orders between retailers and manufacturers.) At the end of the day, we’re building a global pet community. The value for the WPA member will be profound.

2020 SuperZoo Show In regards to postponing the 2020 SuperZoo Show, what would you like for the industry to understand or realize about the factors which led to the WPA’s decision?

The real decision was based on giving value to our show participants and making sure that it would be a successful event for everyone that is up to our standards. We wanted to be respectful to the spend of those who were attending our show.

The pet industry has been impacted heavily by the global lockdowns and travel restrictions imposed due to the Covid-19 pandemic.

We understood that for many of our members, SuperZoo represented a beacon of hope for them in an otherwise dreary calendar that offered no real respite from the bad news. We so badly wanted to be able to be open for business and begin the long march back to normalcy. But this was not to be.

Thus, our decision not to hold SuperZoo was fourfold: • Our responsibility to our exhibitors to guarantee a maximum return on their investment by delivering a high quality, large scale hosted buyer program was no longer feasible with corporate travel bans still in place and uncertainty over continued global travel restrictions. That alone meant we could no longer guarantee to our exhibitors what we had for so long taken for granted.

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• As industry professionals, many people understand that SuperZoo isn’t built in a day.

Our industry supply chain and the investments our exhibitors make in the show start now, not six months from now. The timing with that alone is an insurmountable obstacle as well.

• SuperZoo is global in every meaning of the word. A large proportion of our 20,000 participants would be coming from outside North America. With travel restrictions still in place and the uncertainty around when they might be lifted made it impossible for key exhibitors, buyers and industry professionals to commit to attending.

• All of this, coupled with the fact that the health and safety of our members is at the forefront of our minds at all times meant that we couldn’t responsibly hold SuperZoo this year without exposing people not just to potential financial loss but also potential health issues.

What can we expect from the WPA in the near future?

The WPA is in the process of building out a bold new plan to deliver upon its mission using a variety of new media platforms.

Our goal is to engage our membership where they are and help them navigate not just the ongoing Covid crisis but also prepare and build for the future of pet retail.

In the later half of 2020 you could see the start of the fruits of those efforts which included a new WPA website along with reinvigorated social channels that deliver pertinent information and messaging to keep our members informed and connect them to a larger pet retail community.

More and more of what we do will be within this realm. Our thousands of independent retailers, groomers and manufacturers form the bedrock of the WPA and we want to be there for them.

…Anytime. Anywhere.

You dedicate yourself to developing authentic connections with your customers. WPA365 is where you’re able to experience that for yourself— from the comfort of your home or office. Enjoy exploring the “show floor”, where you can download product information in interactive exhibitor booths, watch demos, place orders and set up meetings with suppliers.

Sign up by scanning the QR code below

IN CONVERSATION

mental health at the end of the day. Call it the therapeutic nature they provide to somebody within their home.

What creates the differentiation that allows the pet industry to chug forward through all weather?

Why has this industry fared better during disruptive times compared to other industries?

Tim Batterson, President and CEO, Animal Supply Co.

People laud the pet industry as recession-proof, constantly growing etc. What do you think causes that perception and reputation?

Really good question. There’s a lot of studies that have been done to the humanization of pets that have really in the last decade or so shown where they’re becoming members of the family versus just pets. It is because of that, people during tough times will make sacrifices for the betterment of their family, but they still want their pets to consume and drink and have the same kind of toys they’ve had in good times versus bad. Obviously there is plenty of data as well showing the growth and the population of the millennials and how that group of people is waiting a little bit later in life to get married, and yet they are starting families ahead of time, and they’re starting their families with pets—in a lot of cases, multiple pets. Certainly, one of the very noticeable things that played out unfortunately during the time of a pandemic for the world was again, the continued humanization of pets when literally all of the animal shelters across the country were emptied out. People were able to find comfort by having pets at home.

That has been solidified primarily since the March time frame because there are more and more people working virtually and getting to enjoy their pets all day long and it’s continuing to solidify them as a member of the family. In a lot of cases, Covid created a lot of uncertainty and anxiety, and certainly unemployment spiked to an all-time high in the last several years, so there’s a lot about animals, plenty of studies out there about the emotional welfare and PG 7 0 / PE T I N S I G H T

Another great question. It really is the emotional attachment of a living being.

There’s plenty of things I’ll trade down during tough times. If I’m an avid Gatorade drinker, but if I can find a store brand and it’s 50 percent off during tough times, I’ll probably make the switch if I’m not super passionate about Gatorade. Animals are that emotional connection to people as their family member, and they’re going to continue to treat their family member well, and they’re going to take care of their fourlegged children just like they are their two-legged children. And that’s the reason why people classify pet as recession-proof but I’ll also tell you it’s because of the love of the pets and the fact that they’re living beings is the point of differentiation for some other industry that might just be showing food or beverages, and people then start to make active choices on cutting back on those items.

What are the top issues distributors are facing?

No. 1, first and foremost, is that there are still 100-plus distributors out there in the pet space, so there’s really too many. There’s really no barrier to entry. What that does is it creates a lot of unnecessary turn in the industry that keeps vendor partners and retail partners from harmonizing simple things such as POS systems and back office invoices, pricing methodology. Sometimes it’s hand-to-hand combat out there.

It just doesn’t need to be that volatile.

That’s probably No. 1, is just really the barrier to entry. Then it’s really some of the margin compression that happens.

Frankly, there’s a reason why Chewy and Amazon are so large today because they weren’t that large six years ago, and that share had to come from somewhere. A big chunk of that share likely came from independent pet and those same retailers have to provide for the

health and welfare of their family as well as their end consumers at the end of the day. They need to get margin back somehow but that creates some pressure because distributors are caught in the middle of those margin discussions. That certainly creates profit constraints from a distributor standpoint.

That would probably be No. 2. The third one is at some point there’s going to be just too many choices at the end of the day. There are so many SKUs, there are so many players. The great thing about being somewhat recession-proof is that everybody wants to play in that space.

There’s new products being manufactured all the time and I went through this in grocery 20 years ago, at some point there’s SKU proliferation that happens because the inside of the stores aren’t getting any bigger, which means in some cases, they’re actually shrinking because they’re putting in services such as grooming, doggie daycare and vet, and they can only operate 4,000 to 6,000 SKUs in a row. Also, when there’s several hundred thousand SKUs available to them, it is a huge problem.

How has Animal Supply Co.’s mobile app and Animal Supply Co. Connect helped the company demonstrate its commitment to supporting independent pet retailers?

First and foremost it was really built with the intention of providing a competitive weapon to the independent pet so that they could make sure that they had the latest and greatest technology within their means, either off of a laptop or off of their phone to go ahead and be able to compete with the larger dot-coms. It’s really the capability and ease-of-use that’s the focus or having it be a very similar shopping experience.

Like Amazon, it is very intuitive in nature, very convenient in nature, easy to follow, easy to do research on brands to get training and education material etc.

And then you put that into their hands, you launch some additional capabilities with that same handheld and now all of a sudden you can turn it into more efficiency for the stores with respect to their POS systems. When they have to go through inventory and they’ve got to go through a replenishment cycle, now r Cont'd on Pg. 72

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Tim Batterson, ASC Mike Florian, Founder FirstMate Pet Foods How would you characterize the partnership between FirstMate Pet Foods and ASC? FirstMate’s business habits are built on loyalty. Our business relationship with ASC Company is no different. As I read Tim Batterson’s comments in the Pet Insight article, it is a pleasure to read his take on the industry. His take is similar to that of FirstMate.

What makes ASC a solid, dependable partner for FirstMate Pet Foods?

Mr. Batterson talks of the growing humanization of pet food and pets in general. We have developed our pet food manufacturing processes along the same curve.

What specifically has impressed you in regards to how ASC has pivoted during the current tumult?

We agree with Mr. Batterson as to the direction of the industry. We look forward to continually working with ASC as we introduce FirstMate products across the country.

r From Pg. 70 you have given them scanning capability that exists with that connect. This allows them to much more efficiently go ahead and manage their orders that are getting pushed back out to Animal Supply Co. and do it in a very digitized way so that we can remove some of the older forms of faxes and phone calls to fill these orders that are still very manual in nature and frankly have some levels of error associated with them just because there’s so many multiple touchpoints.

This really puts it in their hands—how efficient do you really want to be as an independent retailer? And if you want to be at the highest level of efficiency to try and get the best margin and profit for your store, you’re going to take advantage of these digital capabilities.

With more consumers preferring to shop online, how has Animal Supply Co. pivoted to enhance their shopping experience?

Another great question. Again, spending the kind of time, attention and investment dollars certainly on our Connect capabilities and harmonizing all of our internal websites to a single storefront, are all things the end consumer needs. They’re looking for efficiency.

They’re looking for training and education, not just what’s low cost. They’re ingredient panel readers. You have to have the capability to manage all of that information and then certainly they’re looking for some sense of reviews which is: Are people buying this from Animal Supply Co.? What’s been their experience with Animal Supply Co.?

What’s been their experience with this brand? We’re trying to manage through PG 7 2 / PE T I N S I G H T

all of those different touchpoints so that we give that consumer the experience that is No. 1 , they both want and need but then lastly, keeps them coming back for more.

Earlier this year Animal Supply Co. and Phillips Pet Food and Supplies ended merger talks. Can you speak to that a little bit?

Without getting into a lot of confidential detail, from the two companies coming together, there was a number of assumptions that took place. Remember this was pre-Covid. Then there are variables that hit during a pandemic that put a lot of volatility in what those original assumptions were at the very front side because of a major, worldwide pandemic. We just decided that each of us were going to be in a better position to continue on managing our own respective businesses independently. But never say never. It doesn’t mean that there’s never going to be an opportunity down the road. It just means for right now know we’re still competitors at the end of the day, and we’re out there trying to run and manage each of our companies independently and certainly we’re excited to do that.

Tell us how you decided to join Animal Supply Co. in 2014. What makes Animal Supply Co. a good fit for you professionally?

Professionally, I’ll tell you what, I’ve always been in businesses that I love at the end of the day, that make great brands, that service people’s needs, so everything from food and beverages to sports nutrition and supplements. I’ve been in all of those things that real-

ly have a recognition for good for you, better for you and best for you. The pet industry is no different than that. All of those other industries I came from certainly had emotional components to them, but it was really more third party. There’s such an emotionally charged function change with pets. We are talking about somebody’s pet. You can see them light up like a Christmas tree because of the humanization aspect here and that’s what got me so excited about this industry. No. 1, I’m a pet lover—I’ve got my two and four-legged children right now running around in the dining room. I absolutely gravitate towards those things that I personally believe in and love, and the pet industry naturally was a great fit for me.

What do you like the most about working in the pet industry and in distribution?

In the pet industry, I’ve enjoyed so many nurturing relationships, from all the manufacturing partners to the actual retail partners and to hear their stories—what’s working well, what’s not.

How to potentially equip them with capabilities and/or services that will give them a competitive advantage—that’s what I love the most is really the people aspect of this and the relationship aspect of this. We have some amazing manufacturer partners, and we have some amazing retail partners that just live, breathe and bleed pets on a daily basis. It is just fantastic to witness that kind of dedication, and it really is what separates this industry from a lot of the other ones that I’ve worked in the past. r Cont'd on Pg. 74

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Tim Batterson, ASC

Laura Jones, COO Jones Naturals

How would you characterize the partnership between Jones Natural Chews Co. and Animal Supply Co. (ASC)?

Jones and ASC have a great partnership. It’s a partnership that dates back over many years with both ASC and the many independent distributors prior to their acquisition by ASC. One characteristic that defines a great partnership between our companies is common values. Both ASC and Jones Natural Chews have worked diligently together over the past year to right size our business, to ensure we have the right products in the right locations, and with the right support.

Steve Bachelor has been fantastic to work with and we at Jones are very excited about how we are poised for the future with ASC in 2021 and beyond.

What makes ASC a solid, dependable partner for Jones Natural Chews Co.?

ASC has been in the distribution business for decades. During this time they have grown their network to be a national distributor. We at Jones Natural Chews have also grown every year to also be national in distribution. We believe in specialty pet and in having a solid distributor that we can rely on to carry a wide array of our products to meet the demands of our local dealers from California to the east coast. ASC has been a dependable partner to help us achieve our goals.

What specifically has impressed you in regards to how ASC has pivoted during the current tumult?

If ever there was a distributor that didn’t flinch in the face of a pandemic—it was ASC. They didn’t skip a beat. Specialty pet was essential and they continued to order and we at Jones continued to supply them with our on time deliveries and exceptionally high (99%+) fill rates. They managed through this extremely well and supported their retail business partners beyond expectations. r From Pg. 72

What trait(s) in yourself do you attribute most to your success?

Probably the biggest trait most folks would tell you is I’m very high-energy and always positive and optimistic.

Those are probably the two primary ones. I believe that you have to approach each and every day and find the great things and then the good things that are working, and those should always offset any gaps or bad things. You’ve also got to focus in on what’s working well, far more than what you focus in on what’s not. I’ve always lived my life that way and because of that, you have an opportunity to connect with people at a far greater level because everyone likes a good pump-up story about what it is they’re doing well and how it is they’re creating value for the company as an individual and more importantly, how those relationships/traits rub off on their teammates.

Who do you consider to be your mentor?

I’ve had a couple of really strong COO and CEO resources from my life, and we’re talking across 30 years, I still have the ability to connect with and keep in contact with, and they’re just fantastic folks that you use as a sounding board at the end of the day. It would be unfair for me to give a name because their disciplines are so different. I might go to PG 7 4 / PE T I N S I G H T

someone who has got financial acumen and experience and has gone through certain things that I would lean on heavily. I may go to someone who has amazing logistics and go to somebody who has amazing logistics and distribution capabilities of bringing mergers and acquisitions together and can do that literally in their sleep. It’s been really, really fun for me to tap into all of those different areas. I’m a big people-culture person, so I still tap into members 20 years ago from my human resources days and get some insight because we experience a lot of things, even 20 years ago, that are very, while in different industries, are very similar to the challenges that we’re facing today.

What are 1-2 key lessons you learned from Don McIntyre?

From Don, I would tell you first and foremost, is resiliency. Distribution is a game where there’s going to be ups and downs, there’s going to be ebbs and flows. There’s going to be major, major events that happen that change the landscape. Just think about the last short couple of years. We thought we were all shell-shocked still from DCM impact on the industry. If that seems like it’s in the rearview mirror with respect to our new crisis of the Covid pandemic, it’s still not forgotten by any means. But each and every one of

those presents different challenges, so resiliency, first and foremost, from Don. And then on the challenge side, how do you allow it not to become overwhelming or debilitating? How do you turn it into something that is positive and actionable so that you can get your people to rally around? DCM certainly took a big bite, not only out of the industry, but also our company personally, but here is what we’re going to do about it.

Each and every one-off has to go swing away at these actionable items so that we find ourself on the other side getting back to winning wins. The same thing with Covid. It’s not just about the health and safety aspect of it. You’ve got to get it down to the individual level and it comes from an actionable plan of where you’re absolutely dramatically changing your internal processes and procedures of how you get work done.

Yes, it is, with the intent to keep No. 1, keep your people safe; No. 2, make sure that safety gets replicated and we keep our customers safe and/or our vendor partners safe. It’s a roadmap to success and did it feel like success in late March?

No, it didn’t feel like success. But looking back, we made all of the right moves.

We realized a plan is never static in nature, it’s always dynamic and fluid. I’ve always used a quote and I’ve used it r Cont'd on Pg. 74

Tim Batterson, ASC Mike Bateman, President, COO and Co-Founder Green Coast Pet How would you characterize the partnership between Green Coast Pet and Animal Supply Co. (ASC)?

ASC is a genuine partner with Green Coast Pet. They have continually been instrumental in helping us build our brand nationally. When Green Coast Pet was an idea in a slide show, ASC agreed to take a chance on us based on an idea of making quality CBD products affordable and available nationally. Their entire team from territory managers all the way to senior leadership has been committed to helping us grow every year and has treated us as if we were making them tens of millions of dollars per year. In a world where business is so often cut throat and “what have you done for me lately”, ASC has taken a different approach with us and treats us as a member of their organization, and we offer the same partnership back to them.

What makes ASC a solid, dependable partner?

ASC is committed to helping build the brands they carry in order to be considered an invaluable partner to both their retail customers and their brands. Since ASC has their goals set high, they are determined to bring everyone with them on their journey and expect us, as a leading brand in the industry, to help them as well. The great thing about partnerships is that they require everyone to be on the same page and working together for both of their future success. In ASC, Green Coast Pet has a partner that is interested in seeing us succeed along with them.

What has impressed you in regards to how ASC has pivoted during the current tumult?

The last nine months have been challenging for everyone and it’s been of utmost importance to make sure everyone’s health is put on top of anything. With that being said, ASC has been particularly impressive for us through this time. They have included us in pilot programs, made us a focus brand as reps reach out to stores in any safe way possible, and have worked with us as we continued to try to have a successful 2020, and we did. ASC has given their reps the authority on how to safely handle their business and the reps that feel their area is safe have been out and pushing Green Coast Pet and including us on calls, ride alongs, and anything they could figure out that at the same time keeps everyone comfortable.

Through all of this, Green Coast Pet had an incredibly successful 2020 with ASC and had significant year-over-year growth. r From Pg. 74 along the way to the team as well: We reserve the right to get smarter. One of the things that Don embraces is, we reserve the right to get smarter. Just because I said something back in March, doesn’t mean there isn’t going to be new learnings coming our way that we need to add, modify, delete our internal policies and procedures.

How have your previous leaders and experience influenced your leadership style?

Great question again. I talked about all of those mentors that gave me bits and pieces of attributes and a lot of it is what I chock up to critical experiences.

There are so many critical experiences you can pickup in your life whether it’s merger and acquisitions that go well, DCM that hits you hard, the rise of Chewy and Amazon putting pressure on the pet industry or a worldwide pandemic. I took bits and pieces along the way from a lot of years, 30 of them in total, and have just tried to continue to add, modify and delete my roadmap as a leader to make sure I can draw from experiences from the past that makes PG 7 6 / PE T I N S I G H T

sense today to be smart enough. Have you ever read “Who Moved My Cheese?”

I have a tendency of being Sniff. And that is going out and trying to find things that could be problematic in nature before they actually are and doing some preventative work to ensure you avoid some of that major volatility.

In your time at Animal Supply Co. you’ve seen a great deal of consolidation. What do you see as the future of the distribution segment of pet?

It kind of goes back a little bit of talk about what are the top two to three issues distributors are facing in the industry, and one of them is there’s frankly too many of them. I definitely think there’s going to be continued opportunities for consolidations, whether it’s acquisition-based or whether it’s other private equity or publicly traded, wanting to come into this space to play in pet and try to scale up of course. There’s plenty of opportunities going forward in the future to do just that. Frankly, it’s needed, it’s part of that health and welfare. I call it the pet ecosystem in distribution where the same thing is likely

to play out at some point. There will be too many SKUs of pet products and consumers that won’t drive the needle anymore, so then you’ll have to try and scale that back as well. The efficiencies are not just on my end—it’s got to be tough when a pet retail store has seven different distributors to manage all of the different invoices for their financial book of record and different ways to order, who to contact, etc. It’s problematic end-to-end, not just on the distributor side, but it’s got to be somewhat frustrating to even on the manufacturers side that there’s simply too many. There is an absolute opportunity of driving a better, user-friendly experience to the retailers that will yield efficiency and help them run their businesses more profitably. While we want to be a national player, trust me, we want to feel like we’re local. We want to feel like we’re local in that geography. Our men and women are out there in drivers and sales rep roles working that local geography because they love it—that’s where they live. And we want to come across as being, ‘Yeah, we’re a big playr Cont'd on Pg. 78

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Tim Batterson, ASC r From Pg. 76 er. We’ve got a number of sites across the country, but man, we’re here to do the best for you within your local geography.’ If that’s in Orlando, FL, then we only think of the world as Orlando, FL when we’re down there working with our retailers at the end of the day.

What are your top three goals, or areas of focus, in your new role as President & CEO?

Certainly in no order, but first what’s paramount to me is to keep our people happy, healthy and safe. Safety is paramount and we’re not out of Covid by any means. We’re still going to continue to have the rigor and discipline and ensure our men and women are keeping themselves safe which means hopefully they’re keeping their family and friends safe and the teammates they work with at Animal Supply Co. safe. Ultimately that translates into the safety of the retailers we serve and the vendor partners we work with. Beyond that, I really think for Animal Supply Co., it’s doing the basics exceptionally well and offering points of differentiation to the retailers of efficiency, that we’re back to winning ways, and if we ever faltered on the confidence side of the equation, we’re going to do whatever we have to do to regain your confidence. But if we say we’re going to do it, we’ll walk the talk which means we’ll do it. That’s what’s expected of us and we’ll have the right accountability measures in place to reinforce that because we’ll make it visual of what success looks like for those retailers and then hold ourselves accountable to demonstrate against those items. That’s the winning way.

How do partnerships with distributors enable brands’ and retailers’ abilities to operate efficiently and compete across retail channels?

There are a lot of different ways of doing that. No. 1 is to make sure that you’re not just a distributor at the end of the day that is just moving goods around.

You’ve got to have a menu of services and capabilities that you’re bringing to bear, and it could be anything from taking deep dives into vendor reports that are needed at a certain frequency for them to see the overall health and PG 7 8 / PE T I N S I G H T

welfare of their SKUs moving across the asset base. It could be things like partnering up with SPIN to get industry data that you can put in the hands of the retailers and the vendor partners so that they can start to see all aspects of pet, whether it’s their product or not. That will get more robust as we go on and it will start to get down into product categories. Really it’s what kind of digital capabilities can you provide to continue to insulate the retailers against the warfare going on with the Amazons and the Chewys to ensure that they can hold their own. They can leverage unfortunate times with respect to Covid but are also fortunate with respect to people’s appetite and willingness to do things more digitally. You’ve got to leverage this as an opportunity to drive pretty hard with respect to that. A lot of folks have fantastic results in scaling quickly with everything from curbside delivery to D2C capabilities out of their stores to their homes and then propping up their own store fronts, leveraging Animal Supply Co.’s capabilities to use our Animal Supply Co. Connect etc. just to streamline our operations.

How has Animal Supply Co. adapted to support retailer and brand partners and to ensure pet owners had uninterrupted access to pet supplies?

No. 1 it’s adapting to the new normal of DCM and working with both brand partners and retailers to get a tremendous amount of not only reformulation work but new SKUs to independent pet that were grain-in versus completely grain-free. Getting through all of the training and education of that was certainly paramount here at the front side of 2020 and then we hit Covid. It really was problematic across multiple fronts.

Manufacturers that frankly enjoyed the spike of the pantry load in March that had capacity problems of keeping up after that because their inventory ran dry and then people weren’t buying as much. There’s inefficiencies associated with that. Then you have a whole bunch of manufacturers that import goods and services from overseas and this was not just a pandemic to the US, it’s worldwide. So, everything from normal shipping times from Asia to Germa-

ny to you name it, and getting through customs and having the right type of Covid protocol dramatically increased lead times. And because of that, it’s put a lot of pressure and squeeze on the availability of these line items that the independent pet retail stores need to be successful. You work in the middle of that and in some cases where situations become really dire and things aren’t going to be available for some period of time, you find alternative solutions or substitutions for those retail partners where they can keep a profit moving in their area but it could very well mean they had to switch a brand or they had to switch a certain part of the brand to get something they weren’t receiving.

What are Animal Supply Co.’s priorities for 2021?

It goes back to what my top three goals are or areas of focus and it really is first and foremost it’s keep our people happy, healthy and safe during these trying times. There isn’t a new normal yet. Again, new things come up on a day to day, week to week basis, but certainly Covid is not going away by any means, and we need to be prepared and act like it won’t anytime soon unless we’re all very, very disciplined to go ahead and keep our people safe. It’s really continuing to work those relationships with our retail partners and our vendor partners that shows we’re walking the talk, that we’re demonstrating what success looks like and we’re simply just getting the basics done exceptionally well and that equals winning ways. We want to grow their retail business, we want to grow the brand business and we’re responsible for doing both. Those are two important pieces of the formula and the most critical parts of the formula but at the end of the day Animal Supply Co. has to be successful too. It’s a threeway winning relationship, and we’re excited about where it is we’re headed, how we’re going to get there and firmly believe the alignment of our people i.e. their engagement level in knowing and understanding what our critical priorities are for the balance of the year and then the next year and staying safe at every available opportunity is what will cause us to successful moving forward.

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