June 2022 Pet Insight

Pet Insight June 2022

The Future of the Pet Industry

Diving into the future of vital high-performing categories and how manufacturers have set the stage to continue on this bright trajectory Inside Special Report: Online Pet Retail 2 • Market Focus: Washington DC 6 • Special Report: Lemos Feed & Pet Supply’s 50th Anniversary 10 • The Future of Series by Category 16 • Interview: Nancy Guinn, Dog Krazy 44

Special Report Online Pet Retail

W

hile the pet industry has continued to grow and evolve, online pet retail has taken off with demands for convenience, delivery and pickup services, monthly subscriptions and more. Leaders of online pet retail such as Chewy, Amazon, PetSmart and Petco have paved the way for online services and its evolution, and continue to innovate in the category to ensure pet parents are receiving and able to shop for their favorite high-quality foods, treats and various pet products.

Chewy:

Chewy was founded by Ryan Cohen and Michael Day in June 2011. According to media reports, Cohen and Day used their own funds and various loans to start the company. Cohen had a dream of building the company to become a leading retailer within the pet industry. According to Cohen, he realized in order to make his vision happen, he would need investors and significant financial growth.

After flying to Silicon Valley and being turned down multiple times, Cohen and Day continued to build the company and invest their own money and time.

Ultimately, the hard work paid off when Larry Cheng with Volition Capital—who also initially turned the duo down— was happily surprised by the progress the partners had made and signed a $15 million investment on the company.

Today, Chewy has more than 20 million members, more than 9 million square-feet of fulfillment, more than 2,000 brands and 24 locations. According to officials, the company has remained dedicated to hiring former employees and executives from Amazon, PetSmart, Whole Foods Market and Wayfair.

Chewy has continuously expanded its e-commerce presence through telehealth developments, online pharmacy services, a unique shopping experience, consistently affordable prices and more. In recent news, Chewy launched an innovative marketplace service for veterinarians to grow clinic revenues, which according to the company, would in turn streamline consumers’ shopping experiences.

The platform is called Practice Hub, PG 2 / PE T I N S I G H T

which provides veterinarians a complete e-commerce solution for their clients as well as the benefits of the company’s quick delivery, customer service and auto-ship subscription services.

Veterinarians can set their own prices, create pre-approved prescriptions and earn income through orders placed in-clinic or purchases on Chewy.

Amazon:

Amazon was founded in July 1994 by Jeff Bezos as an online bookseller, and it quickly became a powerhouse in the omnichannel across multiple categories. The company has become one of the largest online retailers in the world with its headquarters in Seattle, WA. The company was able to ship books to all 50 states and 45 countries within one month of opening. By 1996, Amazon had made $15.7 million in revenues and Bezos went public with the company the following year. It wasn’t until 1998 that Amazon expanded its footprint to selling CDs and soon thereafter the company joined the toys, electronics and tools categories. Amazon continued to expand its reach into various categories including the pet industry.

In 2016 Amazon launched its own brand of pet products known as Wag. The company began offering consumers pet products based off of an expansion of its other private-label products such as batteries, baby products, clothing and household items. Wag started with a launch of dry dog food, but the company has since added treats and wet food to the label. Wag dry dog food is grainfree with no artificial ingredients or colors and the first ingredient is real meat and protein.

Petco Health and Wellness Company (Petco):

Starting as a mail-order veterinary supplies company, UPCO, Petco has become a leader in online pet retail. UPCO was founded in 1965, but in 1979, the company officially changed its name to Petco and opened its first location one year later. After eight years in the industry, Petco opened its 130th location.

With several years of successful brickand-mortar retailing, Petco launched its website featuring several products for

online shoppers to purchase in 2001.

The following year, the retailer became publicly traded and expanded to more than 600 stores. By 2006, the company had grown to 800 locations, and a year later introduced a new concept called Unleashed by Petco. Unleashed is a small format store with high-quality, niche products. Similar to Unleashed, Petco launched Reddy SoHo in 2018, a brand targeted to Millennial pet parents within New York City.

Today Petco’s footprint encompasses more than 1,500 locations across the US, Mexico and Puerto Rico. Throughout its history, Petco has remained ahead of trends and consumer demands through launching one of the first online retail stores within the pet industry and ensuring pet parents’ needs are taken care of by offering convenient and unique shopping experiences.

In 2017, Petco acquired PupBox, a monthly subscription service for dogs, and in 2021, Petco announced the expansion of PupBox with personalized boxes for all dog life stages: puppy, young dog, grown and senior. The box is tailored to each dog’s individual needs based on age, size, allergies, preferences and gender.

Throughout its growth within the industry, Petco has continued to build partnerships with various companies including a recent partnership with Lowe’s. Petco and Lowe’s announced a pilot in-store program to offer services, products and expertise of both home and pet in a convenient, one stop shop at select Lowe’s locations. The first location to include this concept in-store is Lowe’s Alamo Ranch, TX in February 2022. The companies initially planned to expand the idea to 14 other locations in Texas, North and South Carolina by the end of March this year.

“For many of our customers, their pets and their homes top the list of things that matter most, especially after two years spent mostly together within the same four walls,” said Bill Boltz, Lowe’s evp of merchandising. “This partnership enhances the total home solution we offer them by bringing r Cont'd on Pg. 4

Special Report: Online Pet Retail r From Pg. 2 home improvement and pet care products, services and expertise together under one roof.”

In a collaboration with Rover, Petco announced in early 2022 the companies will work together to offer pet owners sitting, boarding and dog walking services. The goal of the partnership is to make these services through Rover.com easily accessible for Petco customers through the company’s website. On top of these services, pet owners can also join Petco’s Vital Care, a program that provides owners with a wellness plan to make getting care easier and affordable.

“We are pleased to expand our relationship with Rover and make their leading pet boarding, sitting, walking and daycare services more accessible to pet parents through Petco’s integrated, multichannel ecosystem of solutions,” said Jenny Wolski, Petco SVP of omnichannel experience. “In turn, we’re excited for more pet parents to learn how Vital Care can make it easier for them to give their pets the comprehensive health and wellness care they need.”

PetSmart:

PetSmart was founded in 1987 by Jim and Janice Dougherty as Pacific Coast Distributing, and the duo renamed the company to PETsMART in 1989. In 1990, the company had 21 locations in three states, but it only took one year for the company to expand to 36 locations in nine states.

Over the course of the next several years, the company continued to expand and grow its footprint within the pet industry, PetSmart.com was launched in 2000.

In 2017, PetSmart announced its plan to acquire Chewy for $3.35 billion, which was expected to be the largest e-commerce acquisition to ever occur in the pet industry. By May 2017, PetSmart announced its completion of the acquisition.

“We are excited to team up with Chewy,” said Michael Massey, the President and CEO of PetSmart at the time.

“The addition of Chewy will help accelerate and drive the success of our digital strategy and the combination will provide customers the most convenient experience and the widest selection of PG 4 / PE T I N S I G H T

products and services available, both in-store and online. Ryan [Cohen] and his team bring extensive experience in providing customer-focused solutions for pet parents across digital channels, a key strategic focus for PetSmart. We look forward to developing new and innovative offerings and continuing to be the trusted partner to pet parents and pets.”

In October 2020, PetSmart announced that after acquiring Chewy, the company had planned to sell the e-commerce subsidiary, but unfortunately, due to a change of plans, the agreement was halted. According to media reports, PetSmart and Chewy ended up splitting due to the lack of integration and clashing brands of the two companies. David Lummis, a pet market analyst for Packaged Facts, speculated the acquisition was more of a financial plan rather than an omnichannel strategy. According to Lummis, PetSmart—shortly after the split—was expected to move forward and look toward offering more services through its partnership with Banfield.

Meanwhile Chewy was expected to continue as a leading online pet retailer— something the company has continued to succeed in year after year.

In an effort to better serve its consumers as a leading online pet retailer, specifically during the pandemic, PetSmart announced its partnership with DoorDash in September 2020. The partnership gives PetSmart the opportunity to provide on-demand, same-day delivery to its consumers through more than 1,400 locations. Pet parents can place orders on PetSmart’s website or through the companies’ mobile apps.

“We understand that our customers need many different shopping options during this time, so ensuring they can make those purchases however they need is important to us,” said Will Smith, SVP and Chief Marketing Officer of PetSmart. “We’re pleased to partner with DoorDash, together providing pet parents with even more accessible shopping experience.”

Independent Community Efforts:

Todd Dittman Executive Director at IndiePet said for IndiePet’s members, when it comes to in-store experience, there is “less emphasis on the actual transaction and more on driving traffic

back to the stores.”

“It’s about promoting the experience you have and the higher quality you can get by having those conversations with store associates,” Dittman said. “Independent retailers have the ability to have conversations and communicate with customers that Chewy and Amazon don’t have. The indies are really about the experience and not just for the customer but for the pet too.”

Dittman recently conducted an internal survey and polled IndiePet retailers: What level did they use the internet for their business? Nearly everyone, except for a couple of retailers, shared they have a website and they’re utilizing it to the best of their ability. “Everybody seems to understand that you have to have one today even if you’re not going to do transactions online,” he said.

“You need to have one for your branding, your connection to your customers, your marketing. It’s just the best way to drive traffic to your stores. That’s the table stakes for any retailer right now is to have something at that level.”

IndiePet is building a tool for its members that does three basic things.

Maximizes their listing on all of the website carriers like Google and Yahoo.

Allow retailers to monitor reviews of their store from people online. Retailers can see what people are saying about their store so they know which areas to work on and which to emphasize. Supply ready-to-post promotions from the brands allowing retailers to be more proactive in marketing and promoting.

“This is an all-in-one tool,” Dittman said. “The other thing this tool does is it allows people to select who else they want to attract. If you have a competitor down the street and you want to hear what people are saying about that store, this tool tracks that for you too. It really allows you to understand what the competition is doing as well. You’ve got a better handle on your business. This is an all-in-one package that we’re trying to make all of our smaller retailers more competitive, more savvy with web strategies and just more effective in driving traffic. They don’t have the luxury of having a dedicated team. They need all the help they can get and that’s why IndiePet is here.”

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Market Focus: Washington DC

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ndependent pet retailers are the cornerstone of the pet industry. Many leading retailers started with humble beginnings and have grown immensely each year. The Washington DC marketplace is home to pet retailers of all types, styles and sizes. The market has allowed for these independent pet retailers to grown and flourish through the vast opportunities presented.

to providing green space, parks and recreational areas for residents,” continued Farmer.

PetSmart

PetSmart has 32 locations in the Washington DC marketplace taking up 21.33 percent of the market. Since its inception, PetSmart has continued to put pets and its customers first by listening to consumer demands and staying ahead of trends.

PetSmart first entered the DC area in 1993, opening stores in Fairfax and Oxon Hill, and before long company leaders recognized an opportunity to expand.

“We saw great potential in the market to not only grow our brand but to address consumer needs in areas that were underserved at the time,” said Darin Farmer, PetSmart Vice President Retail Operations for the Mid-Atlantic Region. “Since then, we have grown to 24 store locations in the DC Metro/ Northern Virginia area.”

“PetSmart has always been committed to providing the products, solutions and services that pet parents want and need,” said Farmer. “Our services business—including boarding, daycare, grooming and veterinary care—has been critical to our success in the market as many in the DC area commute or travel frequently for work. We are able to support all of these needs conveniently in one location. In fact, our PetsHotels and Doggie Day Camps in the DC area are some of the busiest in the company, and the Reston store hotel location has some of the highest sales in the organization.”

“DC is also known for its commitment PG 6 / PE T I N S I G H T

“While those who live in the urban center reside predominantly in apartments or condos, the outdoor public areas have allowed the community to still enjoy dog companionship by providing easy access to exercise areas and space for pets to be active.”

“Additionally, DC is one of our strongest markets for aquatics and reptiles, offering all the joys of pet parenthood while requiring less space,” he added.

“These pets are a great fit for apartment living or for those who travel frequently and work long hours.”

During the past few years, PetSmart saw an increase in new pet parents and is committed to supporting consumers who are new to and experienced with pet ownership.

“Much of our support recently has focused on new pet preparation and the items people need when welcoming a furry, scaly or feathered friend into their lives,” he continued. “We’ve seen this drive interest in our aquarium

starter kits as well as our training services to address any problem behaviors and help to ensure the pet and pet parent can live happily and harmoniously together.”

Taking a look at opportunities presented in the market, Farmer mentioned the company has remained dedicated to supporting the communities it serves and looking for opportunities within them.

“We continue to evaluate the services and product assortments in each of our stores to ensure we are meeting the needs of the community,” Farmer said.

“From adding additional grooming stylists or trainers to our stores, to expanding certain brands or product lines that meet the needs of area residents, we will continue to enhance our offerings for our pet parents.”

“Pets make us better people and in areas with more pet families, like DC, make better communities,” said Farmer. “Pet parents get outdoors more, are more active, and reap the many benefits pets bring to our lives. Pets bring communities together in their love for their companions and are a catalyst for pride throughout the community.”

Independent Pet Partners

Independent Pet Partners (IPP) has 19 locations in the area, which occupies 12.67 percent of the market. IPP is comprised of four banners: Loyal Companion, Kriser’s, Natural Pawz and Chuck & Don’s. Each banner operates independently across the nation, but IPP has dedicated itself to ensure each company shares a common mission and vision. In Washington DC, the company is working to rebrand all stores to the Loyal Companion brand.

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Market Focus: Washington DC r From Pg. 6 pets live a long and healthy life. The five pillars include nourishment, play, comfort, companionship and purpose.

Pet Supplies Plus

Pet Supplies Plus has nine locations in Washington DC, holding 6 percent of the market. Pet Supplies Plus was founded in 1998 but became a franchise in 2005.

The company was bought by a private equity firm, Irving Place Capital (IPC) in 2010. According to media reports, after the acquisition, Pet Supplies Plus created a 90-plus store core of corporately owned and operated stores. Today, the company has a total of 627 locations and continues to grow and expand its footprint throughout the country.

Woof Gang Bakery

Woof Gang Bakery has four locations taking up 2.67 percent of the market.

Woof Gang Bakery has more than 200 locations that provide high-quality products and grooming services. The retailer has become a successful franchise not only in the market but throughout the US. The company features a bakery, pet resort, self-service grooming, professional grooming, wellness services and doggy day care.

Pet Barn Annapolis

Kelly Ballentine with Pet Barn Annapolis opened her first store nearly 30 years ago in Burtonsville, MD, a suburb outside of Washington DC. “My passion for nutrition and animals led me to open stores that would specialize in holistic wellness for your pet, and I do believe we accomplished our goal,” explained Ballentine. “We aim to educate customers on the importance of natural ways to feed and care for their pets. Since we opened in 1994, the whole ‘doggie and kitty’ world has changed greatly. We change with the times and try to be a step ahead. My company thrives in the Washington area because of the level of interest and dedication of my customers to want their animals to maintain a holistic and health way of life.”

“My customers are extremely educated in natural nutrition and feeding,” she continued. “We engage with customers frequently about new products, supplements and foods that might be beneficial for the customer to use. Their top PG 8 / PE T I N S I G H T

concern is always the health and wellness of their particular pet. Whether a puppy or an aging dog who has cancer, we work with our customers to find the best path forward with food, supplements and herbs for their pet’s particular needs.”

Ballentine believes there are plenty of markets and products to explore in 2022. She personally prefers to order from small family-owned businesses that take pride in their products and are sustainably sourced, packaged and manufactured.

“We have concentrated in overall holistic health supplements from real foods as opposed to something found in a tablet form,” she said. “The industry has stepped up its thinking and products in the last year, from CBD supplements to goats’ milk. However, the key to selling these products is always employee knowledge and continued education with today’s products and finding tomorrow’s. This is where I believe my store has an edge, we have an extremely knowledgeable staff that can guide customers to the proper products for their particular situation.”

“Our customers are No. 1,” said Ballentine. “No doubt about it. We know our customers’ names and their animals. When you have eager customers who crave more information on how to care for their pet through a holistic approach, and knowledgeable caring staff, you can’t go wrong in business and this market. Combine that with the top-ofthe-line products that have been vetted and investigated and it is a winning combination. For years, we have guided and watched hundreds of animals for their puppy years and sadly those last days. We are also raw food advocates and have changed many animals lives for the better by switching them over to a real food diet.”

Big Bad Woof

“Washingtonians, whether local or transplants, love their animals, and in the last decade they have helped to establish dog parks, a kitty café, and a pet pantry for people who need help caring for their animals,” said Pennye Jones-Napier with Big Bad Woof. “These are also a number of venues where you can take your pups, and several topnotch daycares in the area.”

“We have a wide variety of customers from young to elderly who we serve, and they usually make a concerted effort to support local independent shops in the community or we are the closest store to them,” Jones-Napier said. “Many have been referred by other pet professionals and veterinarians for our help in nutrition and behavioral issues as we have been in business for 17 years and are well known in the community.”

Taking a look at pet owners’ top concerns within the market, “First is what foods are going to be best for their animals, as we specialize in raw and minimally processed foods. Many of our customers come to us with common health issues,” she explained. “We work with them to find a food that is going to be functionally better and address their health concerns at the same time. Many of our customers are also looking for safe toys that may not be found in a lot of other pet supply stores.”

“The rising trend is raw and minimally processed foods and supplements and Made in the US products,” said Jones-Napier. “The trend for online shopping is also continuing to increase and being able to offer good food at an affordable price with supply chain issues from Covid still affecting the marketplace.”

The Muddy Mutt

“The Muddy Mutt was created 12 years ago, and I believe the original owners were local to the area and found a need for dog grooming services in the metropolitan areas,” said The Muddy Mutt’s Amanda Lattanzio. “The biggest factor that helps The Muddy Mutt thrive is the dog park that is located right outside our front door. The most important factor is that of our customers. They truly love everything we do for them and their family members, their pups.”

“With the world opening back up again, we have decided to be part of some of the more popular events that promote a life with dogs,” said Lattanzio. “They are local to the Arlington area but have quite a reach into the DC and Maryland parts as well. Arlington does a great job of including our pups within the city. Just being able to tap into the market that Arlington provides us.”

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Special Report

Lemos Feed & Pet Supply 50th Anniversary

L

emos Feed & Pet Supply is celebrating 50 years in the pet industry.

Achieving this milestone is a feat in and of itself. Pet retailers like Lemos Feed & Pet Supply can attribute a number of factors to succeeding and thriving in this industry, but it would be remiss if it didn’t factor in supplier partnerships.

Developing and keeping a core group of loyal suppliers that align with the company’s values and goals has played an integral role in Lemos Feed & Pet Supply’s longevity within the industry and ability to thrive and serve well-intentioned pet owners who are trying to learn how to best care for their pets.

“Pet King Brands recognizes the significant milestone Lemos has achieved and congratulates them on their commitment to the communities they serve and putting pets at the center,” said Todd Shappart, Regional Sales Manager for Pet King Brands, Inc. “Pet King Brands is the maker of ZYMOX Enzymatic Ear and Skin products and Oratene Brushless Oral Care and we have enjoyed a strong partnership with the Lemos owners and management team’s focus on improving the lives and health of pets.”

“Lemos is a solid partner for Pet King Brands for many reasons,” Shappart continued. “The same principles they began with 50 years ago, have remained to this day. Their ownership and management teams exemplify the culture they seek to promote at the store level with a strong emphasis on service and customer education.”

“The partnership between Lemos Feed & Pet and Blackwood Pet Food is special because we’re both family-operated businesses with a long history in the pet industry,” said Lori Sawa, Independent Pet Sales Manager, Blackwood Pet Foods. “Mike Lemos started his business in 1952 and is celebrating the company’s 50th anniversary this year.

Forty years ago, the Golladays began the company that evolved into BrightPet Nutrition Group, Blackwood’s parent company. We’ve seen many industry changes during our relationship with Lemos, but it’s allowed us both valuable insight about how to best support each other’s goals and needs through mutual

PG 10 / PET I N S I G H T

transparency and collaboration.”

“The fact that the Lemos team is extremely well trained and product savvy means that Lemos’ customers—and ultimately HomeoPet’s—receive accurate, and sound advice about our products which in turn gives the customer confidence they are doing the right thing for their animal,” said Daniel Farrington, Managing Member with HomeoPet. “Secondly the layout and quality of goods within Lemos stores is second to none, thereby giving our products the best possible opportunity to shine. For that we would like to thank Mike Lemos, his family, the team and wish them all the very best for many generations to come.”

“Our partnership has been many years in the works and improves every year!” said Scott Knicos, Pet Specialty Sales Director. “The partnership between Ethical Pet Products and Lemos is built on trust, honesty and loyalty.”

Partnerships with Lemos Feed

Forming and supporting partnerships built on a sturdy foundation is key for retailers to compete and thrive. If it takes a village, then having the right lineup of manufacturers that share the same vision and goals can launch retailers and allow them to connect pet owners with the right products to suit their pets throughout all stages of their life.

“Our partnership with Lemos Feed & Pet Supply can be characterized as steadfast,” said Gretchen George, President of PetRageous Designs. “We started our business relationship with Lemos 12 years ago this month. Those 12 years have been wonderful and consistent. Lemos is a terrific partner, a truly loyal customer. We value that you will always find PetRageous Designs products in their stores. They operate a great business, and we are proud of our partnership.”

Forming alliances with other family-owned businesses strikes a chord with suppliers that are looking for partners with like-minded values.

“Lemos and Weruva share the same core values that come with being family-owned,” said Nancy Scibilia Kassam, Sales Team Leader with Weruva International. “That makes for a mutual easy

understanding of why we do what we do, as well as how we do what we do.

Sharing those principles helps us continue to grow our partnership with integrity and a genuine care for providing only the best for pets and their families.

Congratulations and happy 50th to all at Lemos and cheers for many more, from your friends at Weruva.”

“PureBites and Lemos are both family-owned and built companies,” said Andrea Bourne, Senior Marketing Specialist for PureBites. “We believe in slow and steady, sustained growth, and offering our customers quality products first and foremost. Our values are aligned, which is why we are such a great partnership.”

“Charlee Bear has a great relationship with Lemos,” said Lee Higgins, Strategic Key Accounts Manager, Gott Pet Products, parent company of Charlee Bear. “The fact that they are both family-owned companies certainly helps strengthen their connection. I’m also proud to say that my connection with the Lemos family is going on 10 years strong. I consider Mike Lemos a friend first and customer second. My relationship has also helped shape the partnership to what it is today.”

After being introduced to Mike Lemos by Jerry Wilson many years ago, Farrington with HomeoPet opened an account and “we have not looked back since,” he said. “Over the years both businesses have grown and evolved and what Mike has built is a credit to him and his team, in some small way we consider ourselves part of their support team.”

Tim Guest, Vetericyn Account Manager for California and Nevada has worked with Lemos Feeds’ James and Michelle Avelino and Paul Benedix for a little more than 10 years. The Lemos Feed & Pet Supply team has the right mix of tact and transparency. “They are some of the nicest people I work with and have and always will be, straight shooters. I am proud to know them and work with them. Covid was very trying for all of us, and they worked their best to be as accommodating as can be during some r Cont'd on Pg. 12

Special Report: Lemos Feed & Pet Supply r From Pg. 10 extremely trying times.”

Throughout the years, Lemos Feed & Pet Supply has taken a chance and betted on up-and-coming categories that currently are in high demand.

“I would consider our partnership to be strong,” said Jessica Aron, Director of Internal & Retail Sales Training for Primal Pet Foods. “Almost a decade ago, Primal was the exclusive frozen raw food that Lemos carried. We have grown our product assortment to support the needs of the Lemos community. We have always loved the ownership and leadership and both companies have grown this category in California.”

History

Lemos Feed & Pet Supply started simply. Founder Mike Lemos transported hay and other ranch products to his neighbors in 1972 using his old flat-bred truck. Lemos struck deals and agreements based on the merit of a handshake and while the company has expanded and modernized throughout five decades, those values and staying true to your word from the founding days of the company have not wavered.

Lemos has navigated a growing business with preserving time-honored beliefs and codes of conduct which the company was founded on.

These ideals, coupled with stellar customer service, have allowed for Lemos Feed & Pet Supply to forge its way in the ever-expanding, highly competitive pet industry. Store associates greet each pet parent with a smile and take care of pet owners by carrying heavy pet food bags to their cars and associates are continually trained on the products they stock in order to make recommendations that will help the pet.

“The team at Lemos works closely with us to make sure they are offering their customers the ideal assortment of products,” Bourne with PureBites said.

“We discuss market trends and customer feedback, to ensure our growth is strategic and effective.”

“Lemos places a great emphasis on providing phenomenal customer service and having friendly staff,” said Shappart with Pet King Brands. “They also create a great shopping environment with very clean stores and consisPG 12 / PET I N S I G H T

tently having products, such as ZYMOX, in stock. Lemos is also known for having a great buying and management team.”

Today the Lemos Feed & Pet Supply footprint encompasses 14 brick-andmortar locations in California from Paso Robles to Carpinteria.

“Lemos Feed & Pet is a retailer who is always willing to look at new innovation we bring to the table, and they make it easy to bring our products to market in the Central Coast area of California,” Knicos with Ethical Products said. “They completely understand the importance of their customer base and strive to educate the customers about our products.”

After a career spanning multiple decades in the industry, Lemos is still at the helm. He takes part in industry tradeshows to stay on top of trends and products—the latest and tried and true—to know what to stock on their shelves. Lemos and his associates continually seek out products that support pet parents who learn more so they can continually do more for their pets.

“Lemos has always supported many of the Primal programs,” Aron with Primal Pet said. “They have participated in our staff training programs as well as regular promotions. They have always shown brand loyalty and enthusiasm and it is a feeling of deep partnership; they value it, and we value it. Their concerns are our concerns, and we act according to that dictum.”

Lemos Feed as a Solid Partner

Suppliers across categories recognize Lemos as a solid partner for the team’s knowledge of products and for creating bonds with their shoppers.

“The Lemos buying team is knowledgeable about what products we offer and what will work in their stores,” PetRageous’ George said. “It’s clear every time we work with them how well they know their customers. It’s a pleasure to meet with their team at tradeshows and experience how they see our products through their customers’ eyes.”

“Lemos walks the line between large animal and pet products as good as anyone,” Guest said. “Pet has become a big share of their business, but they still have deep large animal roots that makes them supportive of Vetericyn in both arenas.”

“With more than 50 years of experience in the industry, Lemos has established a wonderful reputation, which makes them a solid partner for Charlee Bear,” Higgins said.

“We have a shared view that a commitment to quality, safety and top-notch service should always be the priority,” Sawa with Blackwood Pet Foods said.

“These shared core values make our partnership successful because we both understand each other’s expectations.

These shared values and expectations allow Blackwood to offer Lemos the very best for its customers.”

Differentiation

In addition to trustworthy and results-driven products, store locations offer services from teeth cleanings to vet care to self-serve dog washes, so that time-starved pet owners can have a one-stop shop experience to address all of their pets’ needs.

“Lemos is a 50-year-old family-owned company who believes in the proper treatment of their customers and their vendors; these are common values with Ethical Products as well,” Knicos said.

“As two-family owned companies, our values and way of doing business are completely aligned. We both strive to make the customer experience the best it can be.”

“Primal Pet and Lemos have so many of the same goals and values,” Aron said.

“We both value transparency, quality, and customer service. We also both value partnership. Our goals are to help pet parents gain access to foods and treats that will help their pets to really thrive.

Both companies use education as one of the main tools to do this for their customers. We speak the same language and most importantly, we share a company culture of shared values.”

Howell ‘n Good Doggie Dentals offers teeth cleanings at Lemos locations throughout the Central Coast. Howell ‘n Good Doggie Dentals is run with Charmaine Howell at the helm, who with her team offers more than 60 years of experience. The company provides “an excellent and safe service at an affordable price to help both the pet and the pet parent,” according to company literature. Teeth cleaning is offered without r Cont'd on Pg. 14

Special Report: Lemos Feed & Pet Supply r From Pg. 12 anesthesia and/or with mild sedation if necessary, and for pet parents’ peace of mind, all treatments are veterinarian supervised.

At Lemos locations along the central coast, VIP Petcare is a trusted choice for veterinarian services. VIP Petcare offers high-value wellness and preventative veterinary care through community clinics hosted at these locations. All of the preventative pet care services administered are under the direct supervision of a licensed veterinarian. Veterinarian services include microchipping, vaccinations, prescription flea and tick control, heartworm prevention, testing and deworming and titer testing.

And finally, select Lemos locations supply self-serve dog washes. Participating locations provide pet owners with all of the supplies they will need to bath their dogs and move on with their busy routine, such as industrial tubs and sprayers, shampoos and towels.

Each station is sanitized after every use.

“They are a pleasure to do business with and like Homeopet, family run, so their values would be closely aligned to our own,” Farrington said. “They are constantly evolving and improving their services, they respect and understand solid business partnerships and I hope and trust we can maintain Lemos as one of our valued customers for many, many years to come.”

“Lemos Feed & Pet Supply carefully selects every product they offer in their stores—they make sure they’d be comfortable providing that product to their own four-legged family members,” Blackwood Pet Foods’ Sawa said.

“Lemos is known for its commitment to quality and first-class customer service, and Blackwood Pet Foods helps support those values through extensive product training for the Lemos staff . These sessions led by our R&D specialist address our slow-cooking, small-batch production methods and provide insights into raw material safety & handling, along with finished goods testing procedures.”

The circumstances of the last two years prompted most pet retailers to supply a shopping experience that reflected the restrictions pet owners were faced. Lemos Feed locations began ofPG 14 / PET I N S I G H T

fering curbside service to pet owners which is still available now that pet owners are allowed to shop in-stores again. Consumers could call in their order and it would be ready and delivered to their car once they arrived at store locations in the San Luis Obispo and Santa Barbara counties.

In Step with Lemos Feed

When forming partnerships with retailers, suppliers consider how each company’s goals and values align. The decision to form alliances with Lemos Feed came naturally for many suppliers who prioritize customer service and improving the quality of pets’ lives.

“Driven by customer feedback and underpinned by their experienced, well trained and valued people, the Lemos ethos is one absolutely aligned with what we here at HomeoPet endeavor to deliver,” Farrington said. “We would have to say that the Lemos ‘experience’ is the gold standard when it comes to animal welfare and customer service at a retail level. Both my sons are now in the business with me, and it is most encouraging to see a similar family tradition at Lemos.”

A shared value for Lemos and Vetericyn is customers and employees are first priority.

“Both Lemos and Vetericyn share very common goals for their perspective customer bases,” Guest said. “We both strive to be the best in our markets and are willing to try new avenues to get to our goals.”

“We are both interested in doing what’s right for our customers,” Bourne said. “At the end of the day, our loyal customers are the ones who keep us in business, so it’s important to listen to their feedback, which helps to shape decisions about our future.”

The retailer’s knowledge and experience is what makes them compatible with PetRageous. “They have been in the pet industry for a long time,” George said. “We have been a leader supplier in several categories over the course of our 17-plus years in the business.

We feel like the combined expertise is a winning formula. We recognize that they have a lot of insight to offer.”

A shared commitment to providing the best products for pets is how Charlee Bear decided to form a partnership

with Lemos Feed.

“In addition, much like Charlee Bear, Lemos strives for outstanding customer service, and it really shows,” Higgins said. “When it comes to taking care of their customers, they go above and beyond. Their staff is well-trained and always ready to help customers with their every need. They even help carry product to their customers’ cars.”

“Lemos places a high emphasis on assisting pet parents to provide the best care they can to help pets live healthy, happy lives,” Shappart said. “Pet King Brands shares the same values and goals and Lemos has proven to be a good partner in helping these parents to solve major ear infections and skin conditions that affect so many animals.”

Vendors Share Admiration

The advantages of partnering with a retailer like Lemos Feed include working with a retailer who is product savvy and offers superb customer service.

“Partnering with a retailer like Lemos provides a lot of credibility,” Charlee Bear’s Higgins said. “When you work with an amazing partner like them and you’re both successful, other retail groups begin to take notice.”

Vetericyn admires Lemos Feed associates for their willingness to experiment with fresh ways to connect with pet owners and attract their attention.

“Lemos has been open to promotions and events over the years,” Guest said.

“This willingness to try new approaches to retailing will always be successful and it makes other vendors and manufacturers want to work with them.”

Similarly, Ethical Products appreciates how Lemos associates are willing to “think outside the box.”

“They want to see their vendors succeed,” Knicos said. “It’s truly a partnership. Direct shipments to a single location supplying 14 stores. An opportunity to run promotions on our products regularly; both everyday items and overstock or opportunity buys.”

“Being a family-run business, you know you’re working with people who are dedicated to their jobs,” Bourne with PureBites said. “You know that the decisions being made are in the best interest of the Lemos chain and can trust that the communication is honest and direct.”

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The Future of Pet

S

uppliers across categories are looking forward to the future of the pet industry. In recent years, it was understandable when wary manufacturers gingerly looked forward. The challenges they have dealt with in the last two years further validated their abilities to acclimate and come up with creative solutions. When faced with obstacles, manufacturers continued to set goals, honor their partnerships with retailers and distributors who were counting on them and launch innovative products within their respective categories. Obstacles that barreled through the industry confirmed these companies are capable of competing and thriving during rough conditions and when placed under extreme pressures, these manufacturers can and did indeed shine.

“I hope our industry gets back to innovation,” said Darin Eisenbarth, President, Petsport USA. “Our industry spent two years surviving and trying to keep inventory flowing out of necessity.”

“With the popularity of home test kits, we are grateful to be a leader in the industry,” said Lisa Blaurock, Co-Founder and President, 5Strands Affordable Testing. “5Strands will continue to develop groundbreaking kits for people and pets.”

“For the rest of 2022 we foresee uncertainty and a continuation of cost increases which we expect to stabilize progressively,” said Anna Toniutti, Consumer Marketing Director for TOLSA’s Sanicat. “Based on recent cat ownership increase and more time shared at home between families and cats, we expect that cat litter will continue to grow, certainly affected by the impact of the category price increases affecting all industries. We also foresee an increase in demand from clumping and plantbased families and a further growth in the online channel, albeit at a slower pace than the last two years. Also, discounters will grow due to the uncertainty of the economic situation.”

The oral care category is strong, led by category leaders such as Pets Best Life which recently introduced its line of Yummy Combs. Nearly 80 percent of the consumers who responded to Pets Best Life’s most recent survey purchase dog treats to make their dog happy. “If the treat does not make the dog dance

PG 16 / PET I N S I G H T

for their next one, the treat is dead on arrival,” said Doug Pendley, evp At Pet’s Best Life.

The second reason those consumers buy treats for their dogs, at 72 percent of those surveyed, is dental care.

“These consumers are focused on dental health as they want the best life for their dog who has now become their family,” Pendley explained. “That being the case, the ingredients contained in functional treats such as dental treats must align with these health-conscious consumers’ desire to feed treats that are complete and balanced, full of high nutritional value proteins and not manufactured with sugars/starches which can lead to obesity.”

Pet’s Best Life leaders are educating pet owners on not only the importance of addressing their pet’s oral health, but also the dire consequences of neglecting their pet’s teeth and gums. “Dogs with ‘grains’ of calculus between their teeth and gums are suffering real pain as these grains are irritating the gums and roots of teeth just like a grain of sand between your sandal and toes; obese dogs also are suffering,” said CEO Dr. Joe Roetheli.

A dialogue about oral health care eventually leads to discussion of gum disease. Pet owners are often unaware of how serious the situation is because they don’t routinely lift their dog’s lip to inspect for bleeding or inflamed gums. It’s typically during a veterinarian appointment when pet owners are informed there is a problem, and by then, pets are in acute pain – much like humans are when their skin constantly rubs against something gritty like sand.

“Not that Yummy Combs cures gum disease,” Pendley points out. However Yummy Combs are a tool to address oral health care that realistically pet owners will give to their pets before routinely inspecting their pets’ gums. “The shape of the Yummy Combs treats makes the difference,” Pendley said.

“The unique, patented Yummy Combs design possesses the ability to actually floss 360° around a tooth to the gum line and scrub the surface of the teeth with over 150 cleaning surfaces,” Roetheli explained. “This is truly a revolutionary functional design.”

“That’s why the company name and

its mission are identical—we’re about pet’s best life,” he added.

“Yummy Combs contain a minimum of 44 percent protein, the highest in the dental treat category,” Pendley said. “Protein and starch are typically inversely related in dog treats; higher protein implies lower starch—starch encourages obesity. From a protein perspective, what’s more important to realize is that animal protein such as chicken, fish and even eggs have the highest net protein utilization value (NPU).

Wheat is the main ingredient in many treats with an NPU of only 40 and we know wheat contains gluten. Yummy Combs are made with real chicken, they are gluten-free and have an NPU value of 67 which means over 50 percent more protein is utilized by the dog’s body. Pea and potato protein – two major vegetable proteins in pet treats today – have only 47 and 30 NPU values respectively.

If you do the math, you must feed at the very least one and a half of the competitive treats to amount to one Yummy Combs to realize the same protein utilization value.”

The current state of the toys category is “getting considerably better,” Eisenbarth said. “Store shelves had lots of holes for the last year because of the shipping crisis. Containers are starting to arrive on a more consistent basis and shelves are now full. We took a different approach during this crisis and throttled back our shipments to keep our customers in stock at their historical purchasing levels. By taking this approach we were able to keep an 85-90 percent fill rate through the pandemic.

When we looked at other pandemics, we saw that they lasted for two to three years, so we took a long-term approach to manage our inventory.”

Blaurock with 5Strands Affordable Testing describes the current state of the health and wellness category as, “very optimistic!”

“Recent times have taught us to be proactive toward our health and of our pets health,” she said. “It is important to us that the retailer is the hero. Once a pet parent gets their test results back, the retailer can recommend food for a customized diet. When the pet heath improves, the retailer is the hero and will have a lifelong customer.”

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The Future of Sustainability in Pet

A

s more pet owners turn to sustainable practices through not wasting food or opting to walk instead of drive, they are applying these eco-friendly practices to their pets in the form of supporting sustainably certified manufacturers and opting for products made with recycled materials. Manufacturers across pet categories have outlined specific goals and actions to reduce their carbon footprint and change their way of life. Companies and pet owners who are coming around to sustainable practices are joining dedicated and conscientious ranks of people trying to leave the world in better shape than they found it.

“Sustainability is important because it is critical to Mother Earth,” said Tavor White, Chews Happiness CEO. “It really is as simple as that. Our business model has always been and will continue to be focused on providing products that are good for you, your pet, and the planet.

We all know that human civilization is stressing Mother Earth. That’s why Chews Happiness has always focused on eco-friendly, plastic-free packaging, operating as a zero-carbon business (Carbon Neutral Certified), supporting indigenous farmers and herders living traditional, low-carbon footprint lifestyles, and partnering with Bhutan, the only carbon negative country on the planet. We all need to consume smartly—more eco-consciously, more healthfully, more socially consciously—and consume less. That’s what we are all about. The fact that every survey of consumers indicates that eco-friendliness is becoming more and more top-ofmind is a great fringe benefit.”

“At Shameless Pets, our mission is to reduce food waste by transforming or upcycling misfit and surplus produce into high-quality pet treats,” said co-Founder Alex Waite. “Preventing food waste is one of the most impactful solutions to fighting climate change, and we are proud to report that so far, we have saved more than 715,588 pounds of food, with a goal of 3 million pounds saved by the end of 2025. We prioritize working with North American suppliers to find creative, sustainable solutions to build supply chains that repurpose food

PG 18 / PET I N S I G H T

that would otherwise go to a food waste destination, such as excess butternut squash after it’s been zoodled away.”

“Although upcycled, nutritious ingredients are our passion, and we take a holistic approach to sustainability,” Waite added. “All of our plastic packaging is made with 25 percent post-consumer recyclable plastic bottles and milk jugs, and 80 percent of our product line is made with solar energy.”

“Our company mission statement is ‘To improve quality of life for companion animals, their people and the communities they live in’; goals that can only be achieved by extending our efforts beyond sales and marketing to address sustainability issues within our company and the pet industry,” said Greg Tilford, President, Animal Essentials.

“With a global human population at 8 billion and growing, the simple practice of buying certified organic, domestically produced ingredients is no longer enough. Whether we like it or not, issues of social injustice, soil and microbiome depletion, over-harvest, climate change, animal welfare and industrial pollution can no longer be effectively mitigated through philanthropy and action taken at a local level alone. The global issues we all face require international cooperation. To illustrate just how big these issues are, consider the floating collection of waste plastic and other materials, called the ‘great Pacific garbage patch.’ The great Pacific garbage patch currently spans more than 1.7 million square kilometers in the North Pacific Ocean: an area twice the size of Texas.

This huge floating mess is comprised of waste originating from virtually every industry in every country on earth, and there’s not just one—at least four other huge ‘gyres’ of trash can be found in the Atlantic, Indian and Arctic Oceans as well. Of course, the ocean waste dilemma is only one of many issues that must be addressed cooperatively, at a global level, such as the pressures of a $100 billion pet industry that is adding to a strained global supply chain, and agricultural demands that are far out-pacing nature’s regenerative capacities.

At the very least, every company must hold itself accountable for sustainabil-

ity challenges that they create. But at Animal Essentials, we don’t think that’s enough, and we have chosen to take leadership in a global role.”

“Our company uses large amounts of vegetable glycerin, which is derived from palm or coconut oil,” Tilford continued. “The world demand for palm oil in 2021/22 stands at about 74 million metric tons, requiring 44 million acres to produce, with a large percentage coming from unsustainable sources, namely, expansive palm plantations that are chiefly responsible for the deforestation of vast expanses of rainforest in Southeast Asia. Therefore, we have joined forces with the Roundtable for Sustainable Palm Oil (RSPO), a non-profit organization that is committed to minimizing the negative impact of palm oil cultivation on the environment and communities in palm oil-producing regions. To help address the plastic waste issue, we have partnered with rePurpose Global, a non-profit organization that creates hundreds of jobs in third world countries, to clean up and repurpose plastic waste. Through our work with rePurpose, we have become a ‘Certified Plastic Neutral Company’ that facilitates removal of as much plastic waste as we produce from the environment. We are also accredited members of the Pet Sustainability Coalition, an organization that facilitates active, inclusive collaboration with manufacturers, suppliers, distributors, brands and retailers that leverages existing sustainability knowledge and experience as well as innovating solutions for sustainability issues facing the pet industry.”

“As an increasing amount of focus is placed on the importance of responsible stewardship of our planet and its resources, we believe it is our duty to address opportunities to reduce our environmental impact where we can,” said Greg Cyr, CEO of Nature’s Logic parent company, Mid America Pet Food. “We strive to make changes in thoughtful but impactful ways that can make a difference both immediately and for generations to come. Our Mid America Pet r Cont'd on Pg. 20

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The Future of Sustainability r From Pg. 18 Food (MAPF) brands are working on areas in which we believe sustainability improvements should be top priority in our industry: proteins and plastics.”

“Nature’s Logic and fellow Mid America Pet Food brand VICTOR are two of very few super premium brands to offer a high-quality, nutrient-dense meat meal, such as beef meal, as the first ingredient,” Cyr continued. “This offers a large inclusion of a high-quality protein source to the pets we’re entrusted to feed, and allows us to have a smaller environmental impact than we would with alternative protein sources. Additionally, Nature’s Logic has introduced certified sustainable proteins from the Marine Stewardship Council in our most recent diet, Nature’s Logic Distinction Grain-Free, and we are exploring new ways to make our proteins more sustainable. For plastics, Nature’s Logic has been at the forefront of the pet industry with Certified Plastic Neutral bags and has added post-consumer recycled material to packaging in some products, with more to come.”

“We are also introducing our first 100 percent recyclable packaging in our cat litter bags and working on adding 100 percent recyclable packaging to additional products within our brand,” he added. “Additionally, we are working on ways to evaluate and lower the carbon footprint across all MAPF brands.”

Since 1979, Earth Animal has made sustainability a priority out of its mission to protect animals, people, and the environment. “Sustainability covers a broad territory of issues, which includes animal welfare at the top, as there is a profound connection between the enormous animal agricultural industry (factory farming) and the impact it has on the environment,” said Co-Founder Susan Goldstein. “Nearly 30 percent of industrial farmed animals in the US are slaughtered solely to feed dogs and cats, contributing to 25 percent of the greenhouse gases. Pet food is responsible for 25 percent of the global use of land, water, and fossil fuels. There is the moral and ethical factor based upon the needless suffering of billions of animals raised for meat in US factories. We should also be concerned about the karPG 20 / PET I N S I G H T

mic effect, which I believe we are seeing in climate change. Last but not least are the health implications of ingesting unhealthy meat on the part of humans, dogs, and cats.”

“We all know the clock is ticking with regards to global warming,” Goldstein continued. “Earth Animal along with our fellow industry companies must join forces to do all that we can to reduce our need for meat, as well as eliminating the consumption of all of the other depletion contributors such as plastics. Earth Animal recognizes the importance of delivering our sustainability goals and has invested in focused expertise, Stephanie Volo, Chief Marketing Officer, and affiliations with the Pet Sustainability Coalition to help us achieve them. Accomplishments include certification in rePurpose Global, membership in Public Benefit Corporation and the launch of Animal Welfare Framework, a first of its kind.”

“Earth Animal has made a commitment to reduce its need for meat in its products,” she added. “We are seriously committed to launching plant-based products throughout 2022 and ongoing.

Finally, there is a business opportunity for our industry. Distributors and retailers can greatly benefit from offering sustainable products. Market studies show that consumers are looking for products from companies with purpose. We can have a field day together doing good.”

In recent years the pet industry has made significant progress towards becoming more sustainable. Whether it’s reducing a company’s carbon footprint through changing its packaging materials, reducing food waste or earning Carbon Neutral certifications, companies have made great strides in talking the talk and walking the walk.

Despite the progress made, companies are not slowing down or resting in their sustainability efforts and have named specific areas to focus on that call for improvement.

“I see a lot of ‘greenwashing’ going on: products sold as eco-friendly but packaged in lots of plastic; products that espouse how they support traditional lifestyles, while misleading consumers on their labels; companies that are clearly putting profits before the

planet—and before pets for that matter,” White said. “Recently I was invited to take part in an Earth Day sampling box for buyers. I saw some of the other products and brands involved. Ostensibly, these brands were also invited due to their impressive eco-performance.

The vast majority of products were housed in lots of plastic. I didn’t see any Carbon Neutral Certifications. Taking a company in such directions is expensive. As I indicated: profits before the planet. There is some good work going on. For example, the Pet Sustainability Coalition has a recycling program they’ve been working on. However, why not solve the root-cause problem, which is too much plastic, than trying to place a bandage on the existing situation?”

“Our consumers are asking for more sustainable products across the board, which is driving the pet industry to become more sustainable,” Waite said. “At Shameless Pets, we are making treats that pets really seem to love, so in this way, we are giving pet parents a way to make more sustainable choices without sacrificing taste or nutrition.”

“The more progress we see in making sustainable products more affordable for consumers, the more progress we will see within the industry,” she added.

Chews Happiness continues to advocate for its retail partners through offering eco-friendly products and packaging. “Our ingredients are sustainably sourced, many from pristine locations,” White said. “By existing and providing such products we promote eco-consciousness.”

Shameless Pets is passionate about forming alliances with retailers and e-tailers in an effort to promote sustainability practices. “Whether it’s launching an exclusive treat with more sustainable packaging or collaborating on new product ideas, we are always looking for ways to come together to drive change,” Waite said. “With a complex issue like sustainability, it takes partnership and collaboration to achieve meaningful results.”

At Shameless Pets, in the coming months, “Expect to see fun new flavors, products with functional and fun benefits for furry friends, and of course some special seasonal treats to celebrate the holiday season,” Waite said.

The Future of Cat Behavior Aids

W

hile there are assorted reasons why felines are surrendered to shelters, a common one is unwanted behavior, whether it’s scratching, spraying or avoiding the litter box—or all three.

Against the backdrop of the increased pet adoptions in the last two years or so, suppliers across categories, from litter to supplementation, are working with retail partners to help address these behaviors. Their ultimate goal is to provide acceptable solutions and thus ensure the adoptive families can make long-lasting and loving homes for their cats in spite of the problematic tendencies.

“It’s about getting the right assortment for pet parents,” said H&C Animal Health Director of Marketing Agatha Ritter-Martin earlier this year regarding how retailers can best meet the increased demand for cat-oriented products. “Understanding what unmet needs a shopper has so that those needs can be met in-store and online is key. Namely, identifying the primary issues that pet parents face at home and providing the right solution, helps the retailer build trust and equity with the pet parent as a go-to expert on cats. As an example, many cat parents may blame their cat’s negative behaviors on it and assume it’s the cat’s personality. But cats are creatures of routine and even the slightest change may make it stressed, resulting in it hiding, scratching, fighting or spray. Through both employee guidance or research on a trusted retailer site, the shopper will be able to identify the cause of the problem and discover how bSerene can help.”

Dr. Elsey’s Cat Products has been at the forefront of addressing litter avoidance. “Dr Elsey’s has always been a solution-based company and we are the only feline veterinarian owned litter company whose products solve specific issues and behaviors through research by providing a unique set of specialized litter products,” said VP of Marketing Gina Zaro. “With more educated cat customers and the humanization trend, there have more solution-based products in the marketplace. Cat Attract is the original proven solution for cats with litter box issues. Nonuse of the litter box is

PG 22 / PET I N S I G H T

the No. 1 behavioral reason cats are surrendered to shelters, abused, and euthanized. Our litter products address a wide range of issues from litter box aversion to stress relief with our Touch of Outdoors and Stress Protection litter. Due to our 35-plus years in speaking for cats and their issues, and with Dr. Elsey’s expertise, we feel we have a good hold in the marketplace.”

Shannon Supanich, Marketing Director for Pioneer Pet Products, also sees a sustained demand for cat behavior aids.

“The current state is great for cat behavior aids, especially with more people adopting cats in the last few years,” she said. “The only downside is supply chain issues, which I know everyone is having right now. I’m not going to lie.

They have been tough. With higher demand and lag times in shipping, etc. we have had items that are hard to keep in stock. Our SmartCat Litter is all made here in Cedarburg, WI, so that has been a huge benefit for us. We continue to do our best and stay positive.”

While doing their due diligence in keeping supplies available for their retail partners, these category leaders are also ensuring sales associates have the best information available to them to support the frazzled cat owner. “We love visiting our retailers and helping to educate on our products,” Supanich said. “We also have catsinternational. org connected to the pioneerpet.com website and it has a ton of wonderful training materials for cat owners, retailers, etc.”

Social media and digital marketing are very important and effective for the Dr. Elsey’s brand, said Zaro. “We are always looking to drive brand awareness, but also use these platforms for education,” she said. “These platforms enable us to connect with retailers and our very best marketers, our customers, and their cats. Dr Elsey’s is choosing to highlight the benefits of feline companionship through a collection of illustrated stories based on customer-submitted stories in their first digital anthology entitled: The Pawsitive impacts of Pet Therapy.”

Given the increased amount of online shopping since the onset of the

pandemic, H&C Animal Health is approaching consumer education on multiple channels. “A lot more shopping is being done online than ever before so the digital shelf space can be limitless,” said Ritter-Martin. “However, this isn’t always a good thing as shoppers may get overwhelmed with too many unclear or unproven choices. H&C focuses on the consumer first and develops products that are truly beneficial to the cat and their human. With Angels’ Eyes Tear Stain Solutions, we bring experience of nearly 20 years in supporting eye health. CATWATER has been developed specifically to address the urinary health needs of cats, a top medical issue for cats. In a physical store, in addition to finding the right shelf location to place the right products for easy shopper access, we also educate retailer employees on our product benefits so that they can help address shopper questions. To help with findability and solution-based shopping, H&C’s bSerene Cat Calming brand creates eye catching shelf signage and calming solution centers to help drive education and awareness in aisle. Ultimately, it’s about having the right mix on shelf and online with readily available education to break through all the noise.”

Dr. Elsey’s is breaking through that noise now to share a new innovation.

“Our newest solution-based product is Stress Protection Crystal Cat Litter,” said Zaro. “Stress Protection is designed to help prevent stress that may lead to health issues and litter box aversion.

Stress can be a contributing factor in health issues, including feline idiopathic cystitis. Providing environmental enrichment and improved litter box logistics are important steps in helping to prevent stress. An unscented litter like Stress Protection with no perfumes or deodorants and a low dust formulation is essential for cats that experience signs of stress.”

And Pioneer Pet Products is preparing to unveil new items as well.

“This year we are focusing on expanding our litter and streamlining production,” said Supanich. “Keep an eye out for exciting new offerings at the middle to end of 2022.”

The Future of

Food Toppers and Functional Treats

F

ood toppers and functional treats meet a unique demand from consumers wanting to provide a comprehensive health regimen for their pets, often as an easier and more affordable alternative to supplements. Consequently, suppliers expect this category to continue to grow and for more players to enter with their own flavor profiles, formats and benefits. Packaging claims alone, however, no longer cut it for savvy shoppers who want to know everything about the integrity of ingredients used as well as scientific data showing the efficacy of the products.

“Food toppers and functional treats as categories within the pet industry continue to expand,” said Primal Pet Foods Veterinary Outreach Coordinator Emma Kumbier. “As more pet parents look for economical yet practical ways to elevate their pet’s health, reaching for options like toppers and treats is a suitable choice—likely due to the perceived cost and convenience. We know that completely changing a pet’s diet can be stressful and costly, so starting with toppers or functional treats seems ideal to many pet parents.”

Justin Boling, Director of Marketing for PetDine, a contract manufacturer of custom pet supplements, food and treats, said the category’s growth is spurred by pet parents seeking higher-quality nutritional products. “We are seeing this change as our clients are actively looking for ways to differentiate their brands with premium, clean-label liquid and powder supplements that serve an array of customer needs,” he said. “Pet parents are spending more on pet treats and food now than ever before, reaching $50 billion in annual sales. The market demand is increasing, and now is the time for brands to earn their slice of this high-selling segment.”

“One of the biggest opportunities, I feel, in the industry today is in this niche of functional treats and toppers and foods,” said Charlie Bachkora, CEO of JAC Pet Nutrition. While his company operates strictly with independent pet retail, the fact that representatives in the grocery channel are asking about functional treats signals this category’s growing popularity, he said.

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Bachkora said that while there were ‘functional’ treats on the market prior to his decision to enter the category, little was quantified. “Most people did a hip and joint or a skin and coat jerky treat, and they used glucosamine chondroitin,” he said. “They said they had it in there, and they did, but it really didn’t provide much function. There wasn’t enough in there to really relieve the pet of any functional issues or really build enough cartilage back using the glucosamine chondroitin in the product.”

JAC Pet Nutrition took its cues from the human side of nutrition and supplementation in incorporating superfoods like organic turmeric, quinoa and flaxseed along with fresh salmon, beef and chicken and whole blueberries and green beans. After consulting with animal experts regarding canine arthritis, Bachkora said the formula now supplies 260 mg per treat of omega-3 and omega-6 fatty acids. “According to the canine arthritis research education website, they came up with a number of omega-3 fatty acids that are recommended by the weight of the dog. So we came up with a 25-pound dog can eat four of our treats a day, according to their website.

It will meet the minimum requirement for arthritic dogs and the number of milligrams that they need per day.”

While reputable pet supplements are also able to provide these ingredients JAC Pet Nutrition aims to make the experience an enjoyable one, which led to its expansion into toppers. “Dogs love getting treats versus a supplement when you try to get them to take a pill or something like that to help reduce their arthritic pain,” Bachkora said.

“That’s where we came in and we said with that, there’s a need for food toppers. Not everybody treats. Our treats are crunchier, for now. We will have chewy treats sometime later this year.

The crunchy treats were for some dogs, it was too hard for them and especially for older dogs who had teeth issues or were losing their teeth and couldn’t bite down, we decided to make it into a topper format. We took our recipes, ground them up so you can sprinkle them on top, and then we added postbiotics to it, which is a digestive. It’s a combination

of prebiotics and probiotics.”

The next thing for JAC Pet Nutrition is in the feline segment. By early summer the company will have soft launched its Super Food Crumbles Cat Food Topper and Gravy Mix, for full unveiling at SuperZoo, said Bachkora. “This is a multifunctional nutritional boost for digestion and microbiome health,” he said. “We have cranberries to boost the urinary tract support. We feel that a lot of the focus has been on dogs, but cats have traditionally been undernourished, I feel, and we’re seeing that more premium cat products are selling, higher end raw food, freeze dried food and things like that.”

New items are also in store for Primal Pet Foods. “We have some exciting new products launching later this year,” said Kumbier. “As you’ve come to expect from Primal, the focus is on inclusivity and providing fresh, less processed options for the common pet. Something everyone will be excited about is a broad-scale overhaul of a line you already love from us: our treats. We’ve expanded our offerings by developing brand new options, keeping a few triedand-true varieties, as well as bringing back some old favorites.”

For PetDine, competition closing in has spurred new services. “It’s becoming increasingly difficult for existing brands to keep up with growing demands and newly established brands to earn their piece of the market as major players continue to dominate sales,” said Boling. “Continuing to deliver turn-key services, such as the product labeling service we recently launched in January, will help us better serve our current clients in their journey and open up new opportunities to help smaller brands that hope to enter the market cost-effectively.”

Specific to toppers and functional treats, however, Bolinger said consumers can expect to see better quality products as their purchasing habits become more discerning. “More, higher-quality products will emerge as pet owners become more strategic about the types of treats they purchase, favoring those promising better nutritional profiles and product integrity,” he said.

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The Future of Grooming

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rooming suppliers are confident the grooming industry will bounce back as people return to pre-pandemic practices. Amidst inflationary pressure, some grooming manufacturers are certain the past is a predictor of the future and believe pet owners won’t scrimp on spending on their pet when they are tightening their belts. Through education and creativity, suppliers have elevated the category and pet owners are demanding organic, non-toxic and eco-friendly products and have expanded the grooming discussion to include how to best address and care for pets’ teeth, ears, eyes and paws.

“We anticipate the grooming industry to continue to grow as the world continues to open and return to work,” said Michelle Eskowski, Andis Company, Manager Global Solutions – Animal Segment. “Despite some of the inflationary pressures that consumers are feeling now, we know that pet parents typically don’t reduce spending when it comes to their pets—we should continue to see growth in the new year. Andis is working hard developing new products and looks forward to a great 2023.”

“Due to uncertainty in the world at large and the uncertainty with supply lines, it is extremely difficult to predict anything anywhere,” said Mauro Spina, Spina Organics Founder. “We are all hoping that these problems will resolve over the next six to 12 months, which will allow the business overall to bring in new investment, new technologies, and new prosperity.”

Pure and Natural Pet expects grooming products to continue to be multi-functional and pet owners will still prioritize ease of use from grooming products. Staying ahead of these trends, “Pure and Natural Pet offers a wide variety of USDA-certified organic products, that address all grooming needs, from tip to tail,” said Julie Creed, VP of Sales and Marketing. “The pet grooming market is expected to show significant growth in 2023 and beyond,” Creed said. “Retailers are supporting customers with more natural and organic options in grooming for happier and healthier pets. Pet owners have become far more aware of ingredient

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panels and are opting to use non-toxic, eco-friendly, USA-made grooming products with improved sustainability.”

A considerable focus in grooming during the next couple of years will be a holistic approach to preventative maintenance, said Tommy Shankland, Director of PR for Skout’s Honor. “There are a lot of people who look to groomers and the grooming aisle for solutions to everyday pet skin conditions and we are fortunate to have technologies, like Skout’s Honor Topical Probiotics, available that can really help make life better for the pets and their parents,” Shankland said. “When used regularly, topical probiotics can play a big role in breaking the cycle of treat and repeat we see with a lot of the medicated solutions on the market.”

While there are a lot of things to look forward to in the near future, suppliers like earthbath are pragmatic about preparing for the coming months. “Supply chain issues will continue to nag the category for the next 12 to 18 months,” said Paul Armstrong with earthbath.

“This will continue the seesaw effect one sees on retail shelves with periodic out-of-stocks and brands swapping shelf space in and out.”

“Supply chain issues are rampant in the grooming category with challenges at all levels,” Armstrong continued.

“Raw materials for wipes are also used in PPE (masks, surgical gowns, etc.) so there are issues there, plastics prices have gone through the roof and supplies of bottles and caps can be difficult.”

“We are seeing established brands, and newer brands bringing innovative products to the category to answer the demand for more needs-based grooming solutions,” said Amy Johnson, Sales and Marketing Associate, earthbath.

“The trending ‘humanization’ of pets is driving this demand as more pet parents become aware of proper grooming routines and overall skin and coat health. We’re also seeing more brands making natural claims on formerly conventional products as they’re realizing that more and more consumers are interested in natural products. As a pioneer in the natural pet industry, we’re committed to constantly improving our

formulations, so they are as natural and effective as possible.”

Andis currently sees an increase in demand for grooming products despite an atypical cooler spring season which has delayed the start of the shedding and grooming season, Eskowski said.

“Families bond with their pets at home in between grooming appointments by caring for their coats at home,” she said. “As people return to work, and seasons shift, groomers are seeing an increase in appointments and are searching for the right tools for the increased workload.”

“I feel like the groomers and the public at large needs more education to understand what products they are purchasing and what they should look for in a quality product and a quality brand,” Spina said. “There are many erroneous claims across many brands, due to lack of regulation for marketing claims, which often leads to the client, the salesperson, or the groomer not achieving the desired results. Bottom line is that additional independent education is needed across the board.”

Pure and Natural Pets pointed out end users’ feeling of the grooming category has evolved from simply shampoo and conditioner to a well-rounded approach to include addressing pets’ teeth, ears, eyes and paws. Product education and manufacturers providing resources and choices that address pain points— whether it’s pets’ symptoms or bathing uncooperative pets at home—have led to more pets regularly receiving the attention and care they need.

“The pet grooming category has grown tremendously in the past few years and the growth is projected to continue,” Creed said. “Pet owners are spending more on the health and well-being of their pets as they consider them part of the family. Grooming, once thought of as only shampoo and conditioner, has expanded to teeth, ears, eyes and paws. Wipes and options in waterless grooming have also exploded due to ease of use and the ability to extend bath time freshness. Many of our products are USDA Certified Organic which has seen a heightened interest over the past few years.”

The Future of Litter Boxes

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itter boxes have evolved from something pet owners hid in their garage or laundry room to an item that matches the décor of their home and with high walls and covers, nobody has to see their cats’ business. Even with upgrades to the design and function, cleaning up after pets is still one of the worst household chores. Suppliers are addressing pain points with litter boxes that are easier to clean and prevent odors regardless of how many cats use the box. Attention to design and visual appeal is a priority for today’s consumers compared to older generations of pet owners. Suppliers are doing their part to make cleanup less cumbersome and time-consuming and helping pet owners spend more time enjoying pet ownership instead.

“With more pets in the home, we need to not only fit the cat’s needs, but also fit into the design and function of the home,” said Rachel Skweres, Sales Executive with Moderna Pet Products.

“An ongoing trend is to blend or hide the litter box into the design of the home.

We recently introduced our Lotus; an open litter pan with a sleek design that blends into any home décor. Another design that is coming this year yet is our Casetta Camelia. It’s a revolutionary litter box, combining style and function.

It offers high walls, convenient storage for your scoop, and easy cleaning. This unique design blends into the home and meets the hidden litter box trend. Check our site for more offerings including our Diamond, Handy and Handy Max Scoops, and Odyssey carriers.”

“This summer, we’re very excited to launch the PetSafe Multi-Cat Litter Box,” said Jessie Nixon, Marketing Manager for the PetSafe Brand. “Our customer-centered product design team has been hard at work testing and retesting concepts for this box and have landed on something special. The box is an all-in-one solution for multiple cat households and is large enough for cats to share. It includes two convenient, removable compartments: one is designed to house the large, metal scoop that’s included and the other features a rubber seal for waste bags and waste. As we move into 2023, PetSafe

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will continue to focus on providing for the needs of our customer through innovation and building awareness of our solutions-based products.”

“The litter boxes and accessories we manufacture are all made with customer in mind,” Roxane Popoviciu of Noba Animal Co.’s Canada Litter said last year.

“But did you know they are all made in Canada with high end quality and durable materials? The Cateco Litter Box for example, may be the only litter box you’ll ever buy. With its changeable dry-pads and aerator, the litter box never gets really dirty and can be easily washed every now and then with soapy water. It is worth the investment.”

Pet owners are demanding more from litter boxes. Not only is function a high priority, particularly in multi-cat households, but litter boxes also have to visually appeal to pet parents who want their litter box to fit into their homes compared to previous generations who stashed cat boxes in rooms houseguests never went into.

“The litter box category continues to demand function and innovation,” Skweres said. “With more pets in the home, we need to not only fit the cat’s needs, but also fit into the design and function of the home.”

The humanization of pets is evident within the litter boxes category. “In the last year there was 3 million pets added to families and then with the humanization—they are one of our children,” Skweres said. “That humanization, they’re part of the family, you’re spending extra money to make sure that whatever you get you’re going to get the quality, you’re not going to get something that is cheap. You want to take care of them and you want it to last a long time. I have noticed though that people get stuck on a certain design and love it. Instead of getting a new pan, they say, ‘I’ve had this for two years and it’s cracked,’ but they’re so in love with it because it has worked so well for them. Hopefully adding a new color, not steering away from the function they were so glued to it.”

With inflation, pet owners are tightening their belts and only buying the essentials which could have meant pet owners would scrimp on buying litter

boxes, but that hasn’t been the case.

“I’ve heard some people say a litter box is probably the last thing on their mind if they’re looking at gas prices going up but it’s interesting to watch the pet industry as a whole,” Skweres said.

“They’re still part of our family and we still want what’s best for our pets.

Litter pans do well. There’s a demand for them. One of our customers did a town hall the other day and it covered how people are shopping less often and they’re saving their gas trips, they’re not coming every single day and they’re not coming as frequently but their carts are fuller so they’re buying more at one time. I believe those things are changing. Hopefully we don’t see a change where people say, ‘I can’t have this.’

Hopefully we’re just being more efficient with our trips.”

The chore of cleaning cat litter boxes is typically the least desirable household task pet owners must complete.

However, manufacturers are designing their products to allow for pet owners to spend more time playing and bonding with their cats, rather than mired in chores. “More people than ever are finding the joy of having a pet in their lives, and it has really accelerated growth for litter boxes and pet products in general,” Nixon said. “We find that customers are looking to the litter box category for innovative solutions that give them time back in their day. Pet parents should be able to focus on the relationship they have with their pet, not the chores of clean-up.”

Moderna advocates for its retail partners by offering them contemporary and original solutions to drive growth and basket rings. “We keep the category moving forward by offering solutions for every cat and pet owner,” Skweres said. “It goes far beyond an open or covered pan. The size of the pan matters for the size and life stage of the cat. Many cat owners are looking for a multi-cat or multi-pet options and we help them solve those problems too.

We have several consumers calling that love the Moderna brand and quality. We continue to advocate our retail partners providing them with premium quality, non-toxic plastic for long-lasting use.”

Built for a safe trip everytime It’s all in the name, the Odyssey is the ideal carrier to take your four-legged companion on a long eventful journey!

Once inside, your pet will enjoy a safe and stress-free trip.

For your comfort, we have added an integrated soft-touch and foldaway handle. Last but not least Odyssey is made with premium quality, non-toxic plastic for long-lasting use.

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16 Commerce Drive Gaffney SC 29340 USA

Call +1 888 855 9587

The Future of Live Foods

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ive food suppliers are simultaneously promoting the live food category and advocating for responsible pet ownership. Pet ownership is on the rise particularly since 2020 when consumers were isolated from friends and family, and while cats and dogs have a place, reptile pets are gaining attention.

Suppliers and retailers have banded together to help new and practiced pet owners realize reptile pets are ideal for someone looking for a visually captivating pet that doesn’t require a lot of attention, or ideal for someone who isn’t keen on taking a pet for walks or cleaning up after them.

“Our main concern in recent years has been to ensure that we are able to serve our customers to the best of our ability,” said Brandon Armstrong, Operations Manager with Armstrong’s Cricket Farm. “Therefore we have not been working too much on innovations. The challenges with supply chain have been challenging enough without adding additional complications.”

“Most of our customers from the retail store to the individual pet owner have been pretty understanding of difficulties we have faced,” Armstrong continued. “We, Armstrong’s Cricket Farm, have been able to consistently deal with any issues and have not had to leave customers without our products. While the pandemic has ended and life has for the most part returned to some state of normalcy the way the supply chains were impacted will most likely be felt for years.”

“Part of our focus is to educate the consumer on terrarium maintenance,” Richard Koliner, SVP, Komodo said previously. “We have several products that are geared towards keeping people and their pets healthy and clean.”

“At Armstrong’s Cricket Farm we try to educate our customers as much as possible about proper care of their animals,” Armstrong said earlier this year.

“We also refer them to different websites and videos that have proved invaluable in teaching people about their new companions. When used properly and gathering information from reliable sources, the internet has a wealth of knowledge for new pet owners.”

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As far as responsible pet ownership, Timberline Live Pet Foods is involved with PIJAC, which is “extremely active” in supporting the United States Association of Reptile and Amphibian Keepers (USARK), a legislative arm specifically focused on the reptile and amphibian category. In fact, Timberline owner Todd Goodman sits on the USARK board and is a leading sponsor of USARK and USARK Florida. “Whereas PIJAC is all pet types focused on legislation and lobbying, USARK is specifically, and laser focused on the reptile and amphibian hobby,” Andy Pettit with Timberline Live Pet Foods said in early 2022.

Pettit said USARK is comprised of two components: legislation and accountability. “The other part of it is holding people in our industry accountable to standards; health, caging, invasive species standards, all of those things while trying to balance to make sure our hobby is held to proper standards that are readily available to those who choose to engage in our category,” he said. “So that we can promote our hobby to the government instead of defending our hobby to the government because of a couple of bad actors. Don’t judge the rest of us based on the worst. We do that and it’s never been more important than now.”

Timberline Live Pet Foods company leaders recently met with US Rep. Mike Bost to talk about the negative impact the Lacey Act amendments to the America COMPETES Act would have on the specialty pet marketplace. The Lacey Act bans the import and shipment of listed living creatures and their eggs.

The Lacey Act amendments bill proposes to change the injurious wildlife provision of the Lacey Act. These amendments would: ban interstate shipments within the US; allow the Department of the Interior to block importing species if there’s an imminent threat to human beings, to the interests of agriculture, horticulture, forestry, or to wildlife, or to the wildlife resources of the US and ban importing nonnative species of wild mammal, wild bird, fish, amphibian or reptile, or the eggs of any of these species unless the Department of Interior decides the species does not

pose a threat of invasiveness.

“USARK and Timberline strongly recommend that all businesses, hobbyists, and others who love the specialty pet segment meet with their US Representative to discuss the harmful effects of the Lacey Act amendments found in the America COMPETES Act,” company leaders said in a statement.

“The bill would also create a ‘white list’ (a list of species which can be imported) that could affect millions of pet owners, as well as pet businesses,” according to the USARK website. “Could your pet or species of interest (not just reptiles) potentially survive in southern Florida or any other location in the US? Then it could be listed as injurious for just that reason! If this passes and your species of interest, even your pet, is listed as injurious, then it cannot be transported across state lines. That means you could not even take a pet with you if you moved to another state or needed veterinary care across a state border.

This does not just ban sales but prohibits all interstate transportation and importation into the US.” Retailers who supply reptiles and are knowledgeable about how to properly care for reptile pets are in an advantageous position to capitalize on the boon to reptile pet ownership and ensuing rise in demand for supplies.

First things first though, “Availability of the necessities is paramount,” Armstrong said. “Retail stores must have the food available for their customers.

This is where having a reliable supply chain becomes important. Armstrong’s Cricket Farm prides itself on being able to deliver all products 52 weeks a year.

Also, by having necessities in place retail stores are guaranteed return business on a weekly basis.”

“For starters a nice variety of reptile supplies is a must,” Koliner with Komodo said. “Set up the reptiles in the store with the supplies you recommend the consumer using. Hire an expert in the hobby, these employees will provide an experience reptile enthusiasts will appreciate. Have a wide variety of feeder insects and rodents, this will ensure your customers will visit your shop on a consistent basis.”

The Future of Catnip

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atnip manufacturers don’t see any slowing down in the category as the increased amount of time that pet owners have spent at home with their felines has only helped further grow the demand for cat-specific products like catnip. While the basic raw ingredients in a catnip blend might be finite, category leaders are proving that the formats for catnip as well as the targeted marketing to sometimes surprising end users remain ripe for innovation.

“The current climate definitely impacted sales, positively,” said Scott Ragan, Managing Partner and CEO of Meowijuana, a SmarterPaw brand.

“With the country spending more time at home and the increase in pet adoption, the pet parent is interacting and seeking companionship in their furry friends more than ever before. And as a result, pet parents are even more health minded and purchasing premium natural, wholesome, wellness products. We are honored with continued growth and honored that Meowijuana and Doggijuana both continue to win awards and be recognized for our innovation and commitment to pet health and wellness. We welcome the opportunity to continue to build strong partnerships of support with pet specialty retailers and distributors both in the US, Canada and around the world.”

Worldwise is seeing a similar growth trajectory. “The catnip market is booming,” said Lisa Davis, Director of Product Development. “The addition of more cats in American households has fueled this bump in interest by pet parents and retailers alike embracing the benefits of our favorite feline herb.”

Meeting the demand head on, “Towards the end of 2022, you will see a whole new collection come out in the pet special channel,” said Davis. “Lots of terrific products coming from Worldwise and our family of brands with our proprietary blend of catnip and silvervine. We’re excited for the unveiling.”

Meanwhile, SmarterPaw is headed into the latter half of the year not only building up its distribution worldwide but also devoting considerable resources to education. “We have discussed previously that it is estimated that about

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half of cat parents have not used catnip or do not understand when and how to use it,” said Ragan. “And probably a larger portion of dog parents do not know the benefits of catnip can have on their pups. We have taken advantage of this opportunity to engage and educate with our customers, which in turn has only helped us to innovate and expand our product lines.”

SmarterPaw’s newest release this quarter is Juananip, from Doggijuana, but it’s suitable for both dogs and cats, Ragan said. “Having a calming effect on dogs, Juananip relaxes them to a place of peace and tranquility they all crave.

Stuff a pinch into the pouch of a Doggijuana toy for a healthy play session that will leave your dog dog-tired and curb natural play instincts. Sprinkle on their food to help promote healthy digestion and ease your dog into doggi-vana,” said Ragan.

Explaining why catnip is not only appropriate but beneficial for canines, Ragan said, “Dogs have catnip receptors in their faces and stomachs, similar to cats. Nepetalactone, the essential oil in catnip, binds to the receptors and induces a response that is so relaxing, it’s drool worthy. Dogs don’t get ‘high’ from catnip like cats do. Instead, it is a calming agent when eaten and a great way to encourage your dog to play longer through smell.”

The company’s education initiatives are targeted to both retailer partners and customers, said Ragan. “We are available via YouTube, social media, websites, phone and email to assist in training your staff to help improve the customers’ experience with their customers. We all know associate education is key because your customers trust you and come to you seeking information and solutions for their beloved pets. Informing pet parents to have patience when it comes to your cats and calming them is very important. Sometimes it may take two or three exposures for a cat to respond to a calming aid. Keep trying and results will follow. Also please continue to promote engagement (mental and physical) with products that care for the 360-degree and unique needs of cats.”

Similarly, Davis with Worldwise said, “Worldwise and our award-winning cat product brands such as Petlinks, SmartyKat and more have always and will continue to educate the consumer on our packaging at the retail level. Our messaging follows the same logic, advocating through education to promote sell-through at all levels. We have built and maintained a loyal customer following and promote collaboration with each of our retail partners.”

The catnip category is not slowing down anytime soon. In fact, the whole category is projected to grow, continued Davis. “With more people staying at home with their pets, pet parents seek to provide entertainment, excitement, and joy for their feline friends,” she said.

While the heightened demand is welcome, catnip manufacturers are spurred to be even more vigilant over their supply side operations to ensure they can continue being a reliable partner for their retailers. “It’s no secret that during these past two years the global supply chain has been adversely affected,” Davis said. “Added to this was an overall shortage of catnip due to farms flooding and weather-related problems, staff shortages (not to mention a lost container or two to the ocean), a perfect storm for last year’s catnip supply. And demand still soared. Worldwise shored up our supply by diversifying our supply chain and moved our farms to higher ground. Through perseverance and sheer will, we were able to pivot during these turbulent catnip times to come out ahead and still provide for all our very loyal SmartyKat and Petlinks customers.”

SmarterPaw is also not deterred. “Our focus throughout 2022 and into 2023 will continue to be innovation and collaborating with selling partners to serve pet parents well,” said Ragan. “Our expanding line of catnip centric products and offerings for both dogs and cats will evolve and increase, and we are excited about placement of these items with our valued partners. We are a company whose purpose is to improve the lives of pets and their people. We are a leader in our space because of our talented team and their love for pets.”

The Future of Premium Foods

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et owners have remained steadfast Building strong retailer and manufac- sented in the past couple of years,” said in their dedication and willingness turer relationships has remained a pri- John Kampeter, Vice President of Sales to spend more to ensure their pets ority at Mid America Pet Foods. and Marketing at Diamond Pet Foods. receive high-quality food and treats.

“Being a good partner for our retail- “As pet parents are becoming more When it comes to the premium food cat- ers has always been critical for us, but aware of premium ingredients and foregory, leading manufacmulas, we feel the premium turers have paid attenfoods category will contin“Though the pandemic pushed consumers to start tion to consumer trends ue to grow. Our goal at Dibuying pet products online, the in-store experience and demands and met amond Pet Foods and Taste remains unmatched. At Portland Pet Food Company, we them full force by offerof the Wild is to continue ing those nutritious, pre- want to be available everywhere that our customers are, both to rise to that demand and online and in-store, and to do so, we must ensure integrity provide quality, nutritionmium food options.

Mid America Pet Foods with our pricing and availability. To be successful serving an al pet foods our customers has been emphasizing to omnichannel consumer, we maintain a strong MAP policy and and retailers need.” retailers and pet parents continue working alongside retail partners to get them the “At Diamond, we work that nutrition is the core resources needed to educate pet owners about our products with a network of vetted of pets’ well-being and authorized retailers who and their benefits and support promotions in store.” maintaining a healthy share our commitment to — Kate McCarron, Portland Pet Food Company life. providing quality nutrition “Over the years pets at a great value to pet ownhave become more integrated into the especially over the past couple years as ers, and we consider them part of the fabric of our families and today they we know the impact they’ve felt from Diamond family,” said Kampeter. “These are truly always by our side—whether the pandemic,” explained Cyr. “Educat- retailers belong to the same neighborwe’re working from home with them ing them about our product, our ingre- hoods and communities as their cusnext to us (as many of us did through- dients and the manufacturing process tomers, so we are committed to providout the pandemic) or outside hitting is important so they can feel confident ing them with information that helps the trails together,” said Greg Cyr, CEO in our products. It also allows them to educate their customers about our of Mid America Pet Foods. “To help confidently relay this information to the quality pet foods.” strengthen that bond, pet families today customer and field customer questions.

As the premium foods category conare looking for nutrition that delivers We’ve invested in updated training ma- tinues to grow, Diamond Pet Foods with end benefits they can see.” terials for our retailers and continue to expects higher demand for these prod“This means that today’s consum- offer them access to our team to help ucts. In response, the manufacturer is ers are taking a more comprehensive answer questions they may have.” expanding its manufacturing facilities look at the nutritional components of “Additionally, we continue to invest in and capabilities to meet that need. the food they feed their pets,” said Cyr. marketing that is designed to help drive “From our signature Diamond for“They want to understand what ingredi- store traffic,” he continued. “We use our mulas to our Taste of the Wild recipes, ents are included in their dog’s or cat’s store lists to be sure that the invest- we’re taking the steps needed to ensure food, and what nutritional benefit those ments we’re making digitally are stra- we can provide our retailers and cusingredients are delivering. They’re also tegically targeted to help our retailer tomers with the unique pet foods they looking at the quality of ingredients partners increase foot traffic into their expect and deserve at prices they can used, where they’re sourced, where the stores.” feel good about paying,” Kampeter said. food is made and what kind of safety “Finally, we’re very fortunate to be a “We expect pet parents to continue to programs a company follows. “ brand that manufactures our own food,” want specialized nutrition and premi“We know pet parents want to feel said Cyr. “This has been a critical piece um foods for their pets,” he continued. confident in the food they choose to in helping us be a good partner. During “This year as always, we’re staying fofeed and also with the brand they’re a time when many shelves were empty, cused on providing a variety of options doing business with,” he said. “We share we’ve been able to deliver and keep VIC- and ingredients in our Diamond and a lot of this information on our social TOR largely in stock.”

Taste the Wild formulas that includes channels on our website. We are proud Regardless of the challenges the in- superfoods, whole and ancient grains, to showcase details like our safety cer- dustry has faced, Diamond Pet Foods and K9 Strain and Viables Probiotics, tifications and quality testing practices, highlighted pet parents’ awareness and so that pet parents can count on us to how our food is Made in the USA with education of premium food continues to provide a quality diet for their pets at an a majority of ingredients coming from grow along with the category. adorable price.” within a day’s drive of our plant, and “The premium foods category continEarth Animal has continued to look how every ingredient we use serves a ues to influence the pet food industry r Cont'd on Pg. 36 nutritional purpose.” landscape despite the challenges pre-

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"We feel that to truly produce a superior product you must have control over the quality of your ingredients and manufacturing" - Mike Florian, Founder & President

CFIA, USDA, EU

APPROVED FACILITIES

The Future of Premium Foods r From Pg. 34

educate themselves on products and ingredient lists. ahead of the growing category for chanc“The premium foods category will es to produce even more high-quality continue to grow as consumers seek products that get better year after year. natural ingredients and transparency “We feel the premium foods category from pet food manufacturers,” McCacontinues to present opportunities for rron continued. “We are seeing more innovating higher quality and more susand more new premium tainable foods that exproducts in the pet food ceed the bare minimum “Over the years pets have become more integrated into the category, but we encourage expectations for nutrifabric of our families and today they are truly always by our customers to continue to tion,” said Tasha Valenside—whether we’re working from home with them next to look at the ingredient lists, tin-Jucius, Education Exus (as many of us did throughout the pandemic) or outside sourcing of ingredients, perience Specialist with hitting the trails together. To help strengthen that bond, pet and type of product before Earth Animal. “Our pets families today are looking for nutrition that delivers with end trusting high value mardeserve to thrive which keting words like ‘organic’, means focusing not only benefits they can see. This means that today’s consumers are ‘clean’, ‘limited’, as brands taking a more comprehensive look at the nutritional on high-quality and susenter products into the precomponents of the food they feed their pets.” tainably sourced ingremium category.”

— Greg Cyr, Mid America Pet Foods dients, but also ensuring While manufacturers and every ingredient in the retailers continue to work bag is highly bioavailable together to help educate pet and nutrient dense. Our focus is on edwith a mission to provide pets with parents on the benefits of high-quality ucating pet parents on why these attrithe highest quality products that we food options, retailers have an up-close butes are critical to their pet’s optimal can, we will always hold ourselves and look at the key factors driving growth to nutrition by providing them with these our suppliers to a very high standard,” the category. solutions in ways that continue to reinsaid Kate McCarron Portland Pet Food “I believe that education of consumforce our company mission and values.”

Founder. “As the category is growing, we ers is what drives the pet industry,” “There are many in which Earth Anstay committed to our mission. Custom- said Robyn Harvey with Harvey’s Feed imal is activating on our Indie’s Strong ers are starting to see more and more & Supply. “Consumers are becoming promise,” said Valentin-Jucius. “We options available to them from larger more and more aware that the ‘pretty recently launched an exclusive and dybrands. We continue to grow in our dig- pictures’ and even the push from veternamic training site for indie retailers. ital, retail, and international markets. inarians are not the things that should EarthAnimalAcademy.com is a place As interest from customers grows, we sway them one way or another. When where indie retailers can gain experhope to continue to be a brand that is we choose pet foods to carry in our tise in pet health, wellness and Earth recognized as committed to bettering store, the first concern is where do the Animal products. We believe science the lives of pet owners, by offering un- ingredients come from. We believe in a plus smarts equals sales and would like wavering quality in easy to use, earth natural based, made and raised in the to empower retailers with accessible friendly packaging.”

USA, identifiable protein with a good knowledge to grow their business and “Though the pandemic pushed con- balance of fruit and vegetables for vitaset them apart. Through Earth Anisumers to start buying pet products min, mineral, antioxidant and probiotic mal Academy, retailers can also access online, the in-store experience remains content. When grains are offered, I try to our Product Information Management unmatched,” McCarron said. “At Port- stick to companies that use non-GMO.” (PIM) to download e-commerce and land Pet Food Company, we want to be “Raw food (both frozen and freezesocial media assets, talking points, sell available everywhere that our custom- dried) is our biggest growth line, folsheets, training decks, view displays, ers are, both online and in-store, and to lowed by wet food,” said Carol Will with and more. We have also welcomed a do so, we must ensure integrity with our Lola & Penelope’s. “Freeze-dried and team of Brand Ambassadors who will pricing and availability. To be successful wet food toppers for the mainstay kibbe traveling to stores to educate cusserving an omnichannel consumer, we ble feeders is a large growth segment tomers on the joy of No-Hides and our maintain a strong MAP policy and con- too. The food companies core values other product lines. They are in select tinue working alongside retail partners followed by transparency in ingredient regions and will continue to expand to get them the resources needed to sourcing are dictating factors. If a comtheir reach by the end of the year. In educate pet owners about our products pany rates highly in both, they are ususupport of Independent Retailer month, and their benefits and support promo- ally a winner. Independent ownership Earth Animal is also encouraging all of tions in store.” is a big plus—it gets complicated once a our IPS retailers to join Indiepet.org McCarron has acknowledged the cat- company is bought or has non-pet relatand take advantage of some of the acegory will continue grow each year, but ed majority investor.” tionable resources being built to supthe company encourages consumers to PG 36 / PET I N S I G H T

port independent retailers of all sizes.”

While the category continues to grow, Portland Pet Food has remained dedicated to its mission of supplying pet parents with high-quality pet food and products.

“As a premium pet food company

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The Future of Pet Travel Gear

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ith the humanization of pets— take feedback from our customers very features to our products, we hope that sleeping on beds and being treat- seriously, and the first part that hit the really justifies the pricing we have to ed like family—many pet owners have market and is out there now within the have for the product.” also integrated traveling with their pets pet travel category is our new car seat Retailers within the category have into their daily and weekly lives. Cate- covers that have a significant upgrade noticed more and more pet parents gory leader Molly Mutt each year looking for travhas continued to drive el gear for their animals.

“In some regards, it’s really not anything we want our growth to the pet travel When it comes to choosing retailers or pet owners to have to concern themselves with. which travel gear to carry gear category by proThat’s our issue. I would just say that we work hard to viding pet owners with in-store, there are several mitigate the impact of that to our retailers and consumers. deciding factors. products they can trust We are doing all that we can to minimize those issues from and count on.

“The travel category has impacting our customers.” — Art Simon, Molly Mutt Art Simon, Co-Foundgrown, so it’s always a baler of Molly Mutt, outance in what products we lined what the company should carry in the catehas planned for the rest of 2022 and on how they attach, how they go on and gory given our space constraints in the what the future of the category is ex- off, combined with the strength of the shops,” said Jeff Jensen with Four Mudpected to look like. product, how well it washes, how du- dy Paws. “We look at the most popular “I believe it has a lot of innovation and rable it is and how beautiful it is, really categories for our customers that offer a lot of energy behind it, there are a lot make it a one of a kind product within a good value and convenience. We keep of good products out there,” Simon said. the category. For the rest of 2022, we the colors limited to black, gray and tan “Our efforts are always based on pro- are going to be introducing other up- neutral colors. We prefer to carry prodviding our retail partners with the best grades and innovations within our oth- ucts we can get easier with our weekly designs and the newest trend products er product categories as well.” distributor orders rather than ordering for the season. Making sure we got our Molly Mutt has kept its consumers direct from a manufacturer so that we inventory and making sure we can sup- and retailers top of mind while dealing have a better weekly in-stock position.” ply our retailers and then continue to with supply chain issues and is happy to “Safety is always a key concern,” Jeninnovate within our products. That’s be the gateway between them. sen continued. “So, we look for seat-belt really what we focus on.”

“In some regards, it’s really not any- harnesses that are crash-tested and “I am not sure about the whole cate- thing we want our retailers or pet own- certified safe for our dogs as well as airgory itself, but products that allow pets ers to have to concern themselves with. line-certified carriers. We focus on the to travel with their owners are a big That’s our issue,” said Simon. “I would practical items customers are looking part of what is going on in the world,” just say that we work hard to mitigate for that offer a good value, safety and Simon continued. “For us, we have a the impact of that to our retailers and look good but we’re not into high fashhighly successful car seat cover busi- consumers. We are doing all that we ion and luxury travel gear. We merchanness that we have had for several years, can to minimize those issues from im- dise our travel section in one location so where we brought the Molly Mutt de- pacting our customers. So, whether that it’s easy for the customer to see what we sign, natural materials and durability is a lead time in shipping or whether offer and for our team to talk about the into the car seat category, and we are that’s how much on hand inventory different products we carry. Our crates implementing some upgrades to our car we have, those are all these we try to are merchandised in a different section, seat covers this year to make them even not let impact the consumer or retail- but it’s easy for our team to show our more durable and more useful. So, that er. When it gets to pricing that we are customers the assortment when they is what we are focused on for the rest of all paying, we are all living in the same ask for crates and kennels. We ask a lot 2022 and 2023—these features within world, there are increases that just have of questions and talk with the customer our car seat covers.” to be borne by everybody and we are about how they’re traveling, how long Pet owners’ desires to travel with trying to marry those increases with they’re traveling, the size of the dog, the their pets have paved the way for Molly innovations within the products so it’s size of the car, and how the animal likes Mutt to continue its innovation with- not just a straight increase, but there to travel, and show them the different in the industry and bring many of the are also benefit to the product; either a options we have. The travel category attributes from its successful products feature or some usability factor that can is more of accommodation for our cusinto play within the pet travel gear cat- also justify the cost. So, it’s not strictly tomers rather than a key growth cateegory. based on this particular time when pan- gory for our independent pet shops. We “In the second half of 2022, you are demic-related inflation and cost just are do see growth happening in the hiking going to see a lot of product introduc- railing everything. So, we are working and backpack category for both dogs tions from Molly Mutt,” Simon contin- hard to mitigate that impact to our cus- and cats.” ued. “We have been working on—we tomers and by adding some innovative

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The Future of

Recycled Dog Toys

M

anufacturers of recycled dog toys have not been deterred from their missions and visions to make innovative, appealing and durable products for dogs’ amusement and enrichment, despite the ongoing high costs of production. As consumers become more aware of their own carbon footprints and their pets’ corresponding paw prints, their appetite for sustainable options at the pet store has only grown. To continue meeting demand, some suppliers are also entering into strategic partnerships with like-minded organizations to help fulfill their respective sustainability initiatives.

“West Paw is continuously innovating and expanding our offerings across all categories,” said Spencer Williams, President and CEO, earlier this spring.

“Our customers crave innovation as well as want to support companies who take the issues of sustainability seriously. We are fortunate to have set ourselves up from the beginning to be a combination of the two.”

In 2022, “West Paw continues to push this category forward by combining great design with sustainable materials,” said Williams. “This marriage of values is most recently evident in our latest collection of dog toys and feeding accessories, Seaflex. To create these products, we partnered with Oceanworks, a credible source for obtaining ocean-bound plastics, and combined that material with our zero-waste Zogoflex material. Our values really showed up in this innovative product line and has contributed to our growth.”

Spunky Pup has seen a similar rise in popularity specifically because the company is driven by eco-friendly business practices and production. Spunky Pup Owner and President Ward Myers said he expects to see “huge growth” specifically in the recycled dog toys category. “We’re adding new customers every week,” he said. “The proof is in the sales. We have pulled close to 76 million bottles from the ocean and landfills.”

The bottle clean-up story is integral to the success of Spunky Pup’s Clean Earth line. “From the beginning, we have introduced a product line Clean Earth which comes in bottle-shaped

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packaging, letting both the retailer and customer know how many bottles are being pulled from the environment,” Myers said. “At first glance, our product tells the story.”

Susan Calles, National Marketing Manager for Ethical Products, Inc., said in late 2021 that it’s imperative for companies to provide pet products that fit into the growing consciousness of consumers that their actions today impact the future. “Protecting our planet while still providing our pets enjoyment is very important to us as pet parents,” she said. “Consumers are smart shoppers and want to know that their purchases aren’t negatively impacting the planet. They feel good about purchasing products that are made from recycled materials and that the purchase is going toward a positive change.”

To that end, Ethical Products embarked on 2022 focused on minimizing its carbon footprint, Calles said. “In 2022 we are introducing a complete line of dog and cat toys made from recycled materials and are certified as sustainable,” she said. “We are also launching a new cat litter which is made from a single ingredient, the renewable Yucca plant.”

For West Paw, the year has allowed for the company to grow out and diversify its Seaflex line. “West Paw is committed to being eco-friendly in all areas of our business,” said Williams. “Whenever we work on a new product or collection, we ensure there is an eco-friendly component whenever possible. In 2021 we introduced Seaflex, our first ever collection of dog toys and feeding accessories, made partially from ocean-bound plastic and our proprietary, zero waste Zogoflex. West Paw recently added two new colors of Seaflex no-slip bowls and doggy placemats. These bowls and mats are made partly of recycled content as well as being 100 percent recyclable through West Paw’s Join the Loop infinite recycling program. We did this in part because we are able to use more Seaflex material as well as introduce more home decor friendly colors.”

And the work continues. “We are currently in development stage of expanding our Seaflex collection and continu-

ously working on ways to increase our usage of recycled content in all of our products,” said Williams.

Spunky Pup is on a similar trajectory driven by innovation. “We are expanding our dog treat offerings, adding horns and bully sticks and will be introducing Clean Earth Cat—toys that are 100 percent recycled—along with Made in Mexico plush toys and expanding our Made in USA line as well,” Myers said.

“Spunky Pup’s Clean Earth uses all certified recycled materials, are durable, cute and don’t cost a premium.”

These standards help set Spunky Pup apart from some competitors looking to enter this specific category, he said.

“I see a lot of companies adding recycled toys,” he said. “However, many only have a small percentage of the toy that is from recycled materials. For Spunky Pup, the category is growing. We are expanding the line into many different categories.”

West Paw operates at a similar clip.

“Since our beginnings in 1996, West Paw has prioritized the use of earth-friendly materials,” said Williams. “Consumer demand for dog toys has grown tremendously over the past two years. In 2020 alone our treat toys saw a 125 percent growth in sales over 2019. We have a patented zero-waste thermoplastic material (Zogoflex), a proprietary recycled plastic fill and batting (IntelliLoft), used in our dog beds and plush toys, and we use recycled polyester used in our leashes and collars. We continue to increase our investment in eco-friendly materials because it not only is the right thing to do but the conscious consumer demands it. It’s rare nowadays that you don’t buy a t-shirt, a cosmetic product, or a bottle of cleaning supplies without their being at least recycled content or component.”

West Paw became a Certified B Corp in 2013, Williams said, not so much to tick off a check mark but to become a part of a movement. “The same is true regarding our decision to become a founding member of the Pet Sustainability Coalition,” he said. “We wanted to join a coalition of like-minded brands who are dedicated to creating a more sustainable pet industry.”

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INTERVIEW

said, “If you can do it, I highly recommend it. You are great with people, you are great with dogs, you are not great at training.” She’s like, “I didn’t know how to break your heart, but you do not have the alpha personality.” My dog Piglet would do something bad, and I would laugh. If she was bad, I didn’t correct her. At Dog Krazy, I got to spend every day with her for 10 years.

It was wonderful.

Nancy Guinn, Owner, Dog Krazy

Tell us how your career path led you to the pet industry. How did you decide to establish Dog Krazy after the closure of the pet store previously at the same location, Dog Dayz?

I was in school to be a dog trainer. I was working as a manager in a dental office and my bulldog, Piglet, was able to come to work with me. My boss told me she was getting too big and that she could no longer come with me. I had $8,000 in savings and thought I was rich so I gave my notice. On my way to school that night the local dog store put a ‘store closing’ sign up in their window.

After talking to my training instructor I realized that opening a store would be a better path for me than training. The next week I signed the lease.

Everything happens for a reason. I tell everybody that. I didn’t believe that when I was younger, but now I’ve lived to tell that it really does. On my way to dog training class, we literally pulled up right in front of the pet store because it’s all parallel parking downtown. I got a space right in front of the store and as soon as I pulled into that space, I looked at that sign and I walked inside and said to the owner, “Cathy, you can’t close your store.” And she said, “I’m done, Nancy, I’m moving to Florida. If you want a dog store, here, open one.” That night at school, I talked to my teacher, Paula, and I said I have the opportunity to open a pet store. I said, “Cathy is closing Dog Dayz and I told her she can’t close, and she said I should open a store.” And Paula said, “Well do you have the money for that?” I said “Yeah, I do have a little bit of a savings account,” and I said I love shopping and I love doing that kind of stuff and she PG 42 / PET I N S I G H T

What is your advice for retailers who are beginning their careers in the pet industry? What would you have liked for someone to have told you when you started?

Don’t take everything personally. Every day is going to be an adventure but if you truly love animals, it is extremely rewarding. You are going to have bad days, you are going to lose touch with family and friends, but in my opinion, it is 100 percent worth it. We are changing the lives of people and their pets.

Honestly, I see so many people join the industry, and it’s people who don’t even have a dog—they see that the pet industry is growing. If you don’t love it, don’t do it. I know there are people out there who are only after the money. I just don’t understand that. I come to work every day and I want to enjoy what I do and I want to see happy faces of customers. If you want to be in the pet industry, make sure you’re doing it for the right reason, that it’s for the health of the animal. Not just to make a quick buck. I’ve spoken on some panels with some other store owners and I’m like “What?” I get it, you’re making money, but you don’t love this. I don’t understand somebody who sees a dog and doesn’t immediately drop to their knees to hug it. I don’t understand that.

That does not make sense in my mind.

During your career, what accomplishments are you proud of?

There are a few. The moment my husband could quit his full-time job and join me full time in the store. The look on my employees’ faces when they hear that a suggestion they made helped a dog or cat. Seeing my Bulldog’s face on the back of the Super Snouts Pumpkin Latte package. Giving one of our longtime managers her childhood dream of owning her own location. There are a

lot of proud moments in my career.

The one that always comes to the forefront of my mind is when my husband was able to join me full time. To be able to have built my business to the point where my husband could actually quit his job and come on full time with us, and we could afford insurance for ourselves.

Honestly, another one would be when we were able to give our employees insurance. That was a huge one for us.

Just to be able to do that, insurance and 401k, I didn’t realize how much that meant to some of them. I’ve quickly realized that not many small businesses do that. Now we’re looking at pet insurance. We want to provide pet insurance for all of our employees.

Giving a store to Cindy, one of our long-time employees. That was one that I’ll never forget about. And then honestly every day when I see one of my employees learn something and then I see them take that and tell a customer about it and then you see a customer come back and say this employee helped my dog. And you just see that look on their face that they’re not just working at a pet store, they’re actually changing dogs’ lives. And that means more to me than anything.

Even employees who left on bad terms—we’ve had employees who have been let go or whatever, I’ll hear from them again in the future and they’ll always say, “It was tough to work for you,” because I’m hard, I’m very hard to work for, “but I learned so much from you and my dogs have better lives because of it.”

They will say, “This is my boss,” and I say, “No, my name is Nancy, call me Nancy. We work together. You don’t work for me, we work together. We are co-workers. I will do anything to save you, except for making grooming appointments.” I refuse to learn how to do that because I hate technology.

I have my dogs groomed by our groomers. And they get very upset because I go to the front register and I pay and they’re like, “What are you doing?”

And I say, “I’m paying for my service.”

And they’re like, “But you’re the owner.” And I tell them, “You’re not going to bathe my dogs for free. I’m going to pay r Cont'd on Pg. 44

Interview: Nancy Guinn, Dog Krazy r From Pg. 42 you for it and I’m going to tip you.” I do everything by the book.

Professionally, what makes the pet industry a good fit for you? What do you enjoy the most about working in pet?

I love dogs! I love all animals really.

To be able to spend my life doing what I truly love is a blessing. And I get to do it with my best friend. I’m really lucky. I remember growing up, my sister wanted to be a writer, my other sister wanted to be a model. I just wanted to do something with dogs. To be able to spend my life doing exactly what I love is just like I tell my husband, “I fall in love with somebody every single day,” because every time I go to the store I meet a new dog and I fall in love with it. It’s like I’m a broken record. I say over and over, “We just met, but I already love you.”

As Owner & President of Dog Krazy, what are your goals and priorities for 2022?

Selling inventory. We are focusing on reducing the number of SKUs we sell and increase the amount of inventory on our best sellers. We are very focused on training our employees on creating the perfect purchase for every customer that walks in the store.

Right now, education and sales—with all of the costs of everything rising right now, we are downsizing how much we carry and we’re focusing on what we are selling. As much as I love having a hodgepodge of everything, I just see the changes in people coming in. They are not shopping for things they want anymore, it’s things they need. And the price of food is going up so much we’re looking for less expensive alternatives.

With that, we’re training too. We’ve always done really good training with our employees but we’re really amping that up as well. Everyone learns differently. It’s nice that we have a huge leadership team. Our management staff is quite large, and they all know everyone learns differently and we have to be able to teach in different ways as well.

“Help me understand” is the phrase I say the most. Help me understand why you do it this way because then maybe I’ll understand you a little bit better.

Maybe your way is better than my way.

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What do you attribute to Dog Krazy’s success in the business?

What are some key values and features of Dog Krazy that make you an industry leader?

We stick to our morals. We treat our customers like we want to be treated when we walk into a store. When I say, “I will only carry what I would give to my own pets”, I mean it. I want to go to bed every night knowing I did the right thing each day. I have never strayed from what my gut tells me to do no matter how much money we lose. The right thing is more important than money.

I’m quoting one of my business idols here, “Do what is right, not what is easy.”

How does Dog Krazy ensure its staff is equipped to improve pet owners’ retail experience both in-store and online? What are some of your key priorities to create a positive, lasting impression on pet parents in-store?

Training. Lots and lots of training.

We have two training managers whose main job is educating our employees.

They send their training plans to me and I add any missing bits and pieces and we do classes twice per month with our trainers. For example, last month was flea and tick and yeast. We teach them the ins and outs of all ailments and what to do in each situation. We also have a training module on customer service and I make weekly videos for our employees about different topics.

They are all saved in our communication boards so they can go back at any time and view.

What do you view as the ideal mix of products and services to achieve the ideal pet store?

Food is a staple. It’s what brings customers in. A great store to me is a great mix of anything and everything your pet may need. If we don’t carry it in store, we carry it online and can deliver next day to our customers so we aren’t taking up retail space in our stores with crates and larger items. For the longest time I’ve had everything and anything in my stores and now I’m changing things. So now I’ve brought in a ton of gift items. We found more and more people are coming in asking for those gifty items. They want leggings and

things with their dogs’ faces on them, which in the past I took out of my store, but now we’ve brought that back. Right now honestly, a little bit of everything, but not too much.

One of my friends has a store and she has over 100 types of CBD—that’s just insane to me. I carry four types of CBD and each one has a rhyme and a reason as to why I carry it. You should have a little bit of everything but not so much of one thing. Give people choices but not so many choices that they can’t make a decision. I love when I go to a restaurant and there are only seven different things to pick from. That makes my life so much easier. I don’t want to read the the Cheesecake Factory menu. Simple is sometimes better.

As a pet specialty retailer, what would you like for pet owners and supplier partners to better understand about the hurdles pet specialty retailers have been and are currently addressing?

Supply is an issue right now. At least once a week I get calls saying we are not getting items we have ordered and paid for. It’s really frustrating. I am actively looking for replacement items for our out of stocks. We actually get overlooked more than someone with one location because many of our vendors fill orders for one location and make us wait because they run out stocking all our locations. I am guessing they would rather have us on backorder rather than seven single stores.

We are different from most of the stores. Most pet stores owners have one store, some of them have a couple more.

I only have two friends who have multiple stores like me. The biggest challenge we have is I go to a show, I find a product I love and I want to order 100 of these and I’ll put my orders in and they’ll give them to my distributor and then I see a store up the street, an owner who has one store, that has the product in their store. I call and ask, “Hey I ordered that product three months ago, why don’t I have it and why do they?” They say, “Oh sorry, you ordered so many that we couldn’t fill your order. We had to fill the smaller guys first then we’ll do a special order for yours.” I’m like, “I litr Cont'd on Pg. 46

Interview: Nancy Guinn, Dog Krazy r From Pg. 44 erally ordered three months ago, what do you mean?” So because we order in larger quantities, we get pushed to the back yet PetSmart and Petco, they don’t, they get everything up front. The midsize chains like myself are like the middle child—we get forgotten. It’s really frustrating.

How would you characterize your manufacturer and distributor partnerships, and how could they be further improved?

Fill my orders and stop pushing us to the side because we order too much.

Plan ahead and listen to my sales reps when I say I am ordering 100 of something, stock enough for me and other stores. We had a manufacturer tell one of my distributors that I wanted a pallet of cans and the distributor didn’t believe them and order enough. So frustrating.

My actual distributors that I meet with, the actual reps for the company, like my Earthborn rep and my Zignature rep, the relationships I have with them are absolutely phenomenal. They know they’re welcome at my house. I have a great relationship with them. When we go to Global Pet Expo, the first thing I do is I put together goodie bags to hand out when we’re walking the booths, I do Global Pet Expo survivor kits to hand out to them with just a little note saying how much I appreciate what they do. They bust their butts for us.

They’re calling these people and asking why can’t Nancy get her stuff. Honestly there’s really nothing they can do better.

They do a great job as is. I don’t want to be the red-headed stepchild and not get

my things. Honesty would be the best thing. If you truly can’t fill my order, then tell me before you tell me I’m going to get it on a certain date. I respect honesty more than anything. If they’re just honest from the get-go where they say, “Hey Nancy, I can get you half of that,” I’m like, “Cool, what can we do for the other half? Let’s figure something out so I can make sure I have products.”

What are you most proud of when you look back at Dog Krazy’s response to the pet industry climate during the last two years?

That we not only survived, we grew and we gave. We were able to move into a larger location, open a daycare and boarding facility, open two new locations and give one of our locations to a long-time employee who dreamed of owning her own pet store. It’s been one heck of a ride. The fact that we made it. It was rough for a little bit there. We didn’t take Covid really seriously. We were at Global Pet Expo when it actually became a thing. We were walking Global and I remember people had masks on and we asked is this real? Then we got home, and I realized they basically shut everything down. I thought this is actually a thing. And then our sales dropped and I panicked because we have always overstaffed. We always had more employees than we need to have. Our payroll is 10 or 11 percent higher than the industry norm because we always have more people than we should. My husband and I sat down, and we figured out which of our two stores we could close. We had just signed a lease on a new store the week before all of it happened, so we were in panic mode about that. We ended up laying off 20 percent

of our company. Some of our employees in management positions dropped down to sales associates so that they could take a pay cut and be able to stay on staff. Luckily our online sales picked up. We turned one of our stores into a warehouse. We bought a delivery van, and we started delivering. In about two weeks it grew so much that we ended up having to get a warehouse because we were operating out of one of our stores and we couldn’t stock enough to operate out of it because people were buying food for a year. We were able to hire back all but two of our employees, they were groomers who were uncomfortable grooming. Altogether it took about a month to get everybody back in and to get business back to where it should be and we didn’t have to close any of our locations. We were able to grow open new locations and do all of that at a time when so many businesses were closing.

What are the top challenges and opportunities pet specialty retailers are facing?

Staffing and supply. Everybody is going through that. We always hire. Even if we’re not hiring we have ads out 24/7.

I’ve always said if we find a good person, we’ll make a position for them because you never know when we’ll need them.

That’s the biggest challenge people have right now but people wait until the last minute when they absolutely need somebody. Look all the time. I keep cards on me. If I go to a restaurant and somebody gives me exceptional service, I always say I really hope you’re happy in your job here, but if you’re ever not and you really love dogs, I’d love to have you on my team.

P.O. Box 2067 • Issaquah, WA 98027 • 425-497-0950 Vol. 10, No. 6 Publisher/Editorial Director Davis Johnson

djohnson@executiveinsightproperties.com

Editor Katie Murdoch

kmurdoch@executiveinsightproperties.com

Circulation Director James Anderson

janderson@executiveinsightproperties.com

Pet Insight (ISSN 2164-9294), a monthly magazine, is published by Executive Insight Properties. Subscription rates $75 per year in the US, $100 Canada, all other countries $150. © 2022 Pet Insight. All rights reserved. No item or portion may be reproduced without written permission from the Publisher. Postmaster: Send address changes to: Pet Insight, P.O. Box 2067, Issaquah, WA 98027.

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