February 2025 Pet Insight

Pet In sightFebruary 2025

Global Pet Expo PETS. Inside

• Retailer Focus: Chewy 2 • Market Focus: Denver 6

• Global Pet Expo Preview 10 • Q&A Interview with Pet Valu's Richard Maltsbarger 52

Retailer Focus

Chewy

Online retail powerhouse Chewy has grown to offer more than 3,500 brands of pet food and products since its initial launch in 2011. The company has more than 17,000 team members and 9 million square feet of fulfillment throughout its warehouses. Chewy also now works with veterinarians to fulfill prescriptions and offer various services through its pet pharmacy. Through its dedication of putting pets’ well-being first, Chewy has grown to become an extremely convenient service provider and online retailer for pet parents to put their pets first while maintaining their everyday lives and busy schedules.

History

Chewy was introduced by Michael Day and Ryan Cohen when the duo had the idea and goal of providing pet owners with high-quality pet supplies and products through online shopping and home delivery. The partners opted to fund their own dreams, which initially jumpstarted the company.

lion. This agreement was considered to be one of the biggest, if not the biggest e-commerce acquisition in pet history.

as CEO, Singh served in senior leadership positions at Amazon and Dell with more than 20 years of global leadership experience.

Cohen ventured out in search of investors for the company, but came up empty handed at first. Cohen left Silicon Valley when Larry Cheng with Volition Capital initially declined his pitch in 2012. Approximately six months later, Cheng reached out and made a $15-million investment after the company had truly started to take off.

“From that point on, the mission was larger,” Cohen said to Harvard Business Review in a 2020 interview. “I was even more committed to making Chewy an industry leader because it was no longer just our own money on the line. Larry had gone out on a limb for us. I felt that responsibility. I approached every subsequent round of financing including PetSmart’s acquisition in a similar way: by under promising and overdelivering on sales.”

Leadership and Acquisitions

In 2017, while in the midst of looking at an IPO, Chewy and PetSmart announced Chewy was expected to sell the company for approximately $3.35 bil-

Two years later, both companies announced their fall out and split into two independent entities. PetSmart claimed the decision to go separate ways stemmed from the company’s realization that it was a better option for the company itself.

As the acquisition was initially beneficial for both companies, it allowed little breathing room for smaller retailers as online sales were an unrivaled driving force for the industry, leaving little for brick-and-mortar retailers. In wake of the split, smaller mom-and-pop stores were able to drive traffic back to their shops with in-house services like veterinary and grooming services.

One of the key reasons Chewy was able to become such a powerhouse in the industry was due to its strong leadership.

Since March 2018, Sumit Singh has served as the CEO and on the board of directors for Chewy. The following year, Singh oversaw the company’s IPO. Under his leadership, Singh took the business to an international level in 2023. Chewy has gained international recognition and accolades under Singh’s leadership as CEO. Since 2018, Chewy has tripled in size and reached $11 billion in 2023. Before taking the position

Diving further into the company’s expansions, in 2018, Chewy Health was founded. Chewy Health includes the company’s pharmacy, advice and education from veterinary professionals, connecting pet owners with vets, CarePlus, insurance plans and telehealth.

“I was initially approached by Chewy to launch Pharmacy, and after carefully evaluating the risk of taking on something entirely new against the excitement of building something from the ground up, I joined Chewy in Jan 2018,” Chewy Health President, Mita Malhotra previously told Pet Insight. “There is an incredible amount of runway when it comes to pet health, and I was excited about the role that Chewy could play in this space. When I joined Chewy, our healthcare team consisted of four people. Half a decade later, we have a team of more than 250 people, and I am very proud of what we’ve built in large part by asking the right questions along the way. That sense of curiosity, customer obsession and ownership are what continues to propel us forward.”

Chewy Health celebrated its five-year anniversary in 2023.

“The anniversary of what has become America’s largest pet pharmacy,” said Malhorta. “It is both humbling and inspiring to reflect on how pet health

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really began at Chewy—with just pharmacy—and to celebrate how far it has come. At the beginning, our pharmacy was based out of one 5,000-square-foot facility in Kentucky with a team of less than 20 pharmacists and technicians. Today, we operate out of six facilities—and counting—that encompass up to 150,000 square feet and a team of more than 1,000 pharmacists and technicians. As our team has grown, so has the sophistication and depth of our services. In 2020, Chewy became one of the few large-scale pet pharmacies to deliver and operationalize a dedicated compounded medication offering, which continues to be one of our core differentiators. We then went on to reimagine medication fulfillment for our veterinary partners with the launch of Practice Hub, making veterinary professionals’ jobs easier and more efficient every day.”

Recent News

During the last handful of years, Chewy has continued to enter the veterinary space through telehealth and pharmacy options. The more recent ex-

pansion into pet healthcare includes the company’s first vet location.

In December 2024, Chewy opened its first veterinary practices through Chewy Vet Care. The facility is located in Florida and focused on wellness exams, urgent care and surgery services.

“We partnered with hundreds of veterinarians and customers to design an in-practice and post-visit experience which we believe will be unlike anything in the market, and appreciated by both communities,” explained Malhotra. “Our practices contain thoughtfully designed spaces for the comfort and privacy of our customers and care team. Chewy Vet Care will be powered by our proprietary, easy-to-use modern technology, to deliver a seamless and memorable experience, which we have delivered for over a decade in our core businesses. Expanding into veterinary care is the natural next step in Chewy’s evolution and we are excited to bring our customer-forward thinking to our veterinarians and practice team.”

“Chewy Vet Care is inspired and designed by a team of veterinary experts to combine personal, patient-centered

medicine with the latest technology in an environment where customers will love to take their pets, and care teams will love to practice," said Dr. Benjamin Carter, Chief Medical Officer, Chewy Vet Care. “We are confident we can drive positive change by addressing critical pain points straining the veterinary industry, such as burnout and lack of flexibility, while providing the convenient, transparent and trustworthy access to care that today’s discerning pet parents appreciate.”

In addition to its pet health initiatives, Chewy announced that it has reached an agreement to repurchase $500 million worth of BC Partners shares. Chewy stated the agreement represents an accretive use of capital and offers an effective way to repurchase shares at a discount to the current market price.

Chewy has expanded and grown to become one of the largest online pet retailers in the nation through the strong focus and work of its leadership team and its dedication to pets and their owners. Chewy has continued to push the envelope and meet customer requirements in previously unmet ways.

Photos courtesy of Chewy

THE ULTIMATE HIGH PROTEIN SUPERFOOD BOWL

OVEN BAKED KIBBLE AIR-DRIED PIECES

AIR-DRIED MORSELS

Market Focus

Denver

Due to its booming economy, diversified culture and easy access to outdoor activities with its close proximity to the Rocky Mountains, Denver has been recognized as one of the best cities in the United States to live. The ease of participating in outdoor activities bodes well with a recent study conducted by Rover.com, naming Denver as the No. 1 city with the most active dog owners.

According to Rover, the landscape has ample trails, places to hike and parks that are tailored to pets and their owners. Nearly 65 percent of households in Colorado own pets with Denver holding the majority of the pop ulation as the state’s capital.

Alongside this, the study also mentioned Denver is in the top 10 cities considered to be the most indulgent with their pets demonstrating their willingness to spend on and spoil their pets. Pet retailers in the area have become a great resource for pet owners looking to provide more than just the basics for their pets.

“I learned that Denver has more pets than children, which confirmed for me that this is the ideal market to start a pet supply business. Knowing this gave me confidence that Denver was the right place to open Super Pet Supply,” said Chang Yoo, Owner of Super Pet Supplies, a single-store pet specialty retailer located in Denver.

Thriving Retailers

Within the greater Denver area including Littleton, Aurora, Arvada and Boulder, there are 156 pet specialty store locations. With a collective of 78 different companies, there are four less store locations in total since 2023. Specifically looking only at Denver, there are 34 locations with 9,851 households per pet store and a population of 715,522.

The top three retailers within the market are PetSmart, Petco and Pet Supplies Plus, which make up 39.7 percent of the market with 41.7 percent of the market made up of single-store retailers and the other 21.2 percent is held by various pet retailers.

“I have lived in Denver for 30 years, and for 20 of those years, I have run var-

ious retail businesses. During that time, I consistently analyzed which products performed best in sales. While working with a range of items, I noticed that pet supplies always stood out as one of the top-selling categories. This realization made me see the strong demand and growth potential in the pet supply market, which is what led

we have more dogs than we do have children,” said Mandra Ryan, Owner of Three Dog Bakery in Denver. “So with that, it tells me that I think we have a lot of young couples maybe aren't ready to have families, and so they have dogs or a dog at least. And then we have other families that they've just committed to having a furry family and maybe little

“I learned that Denver has more pets than children, which confirmed for me that this is the ideal market to start a pet supply business. Knowing this gave me confidence that Denver was the right place to open Super Pet Supply. What I enjoy most about running this business is being able to directly help both customers and their pets. Unlike people, pets can’t communicate their needs or let us know when they’re in pain, so it’s important for us to be attentive and understand their needs. Another fascinating aspect is that pets, like humans, need vitamins. Just as we take vitamin A,B,C,D and E for our health, pets need similar nutrients for their joints, bones and overall well-being. When I help customers by recommending the right food, vitamins or even medication for their pets, and I see their pets thrive as a result, it gives me a great sense of accomplishment. These moments build trust with my customers and make running this business incredibly rewarding.”

— Chang Yoo, Owner, Super Pet Supplies

me to start this business,” said Yoo.

“What I enjoy most about running this business is being able to directly help both customers and their pets. Unlike people, pets can’t communicate their needs or let us know when they’re in pain, so it’s important for us to be attentive and understand their needs,” said Yoo. “Another fascinating aspect is that pets, like humans, need vitamins. Just as we take vitamin A,B,C,D and E for our health, pets need similar nutrients for their joints, bones and overall well-being. When I help customers by recommending the right food, vitamins or even medication for their pets, and I see their pets thrive as a result, it gives me a great sense of accomplishment. These moments build trust with my customers and make running this business incredibly rewarding.”

“I think one of my favorite statistics about the Denver specific market is that

ones aren't in their future. But I think the other thing is we have a really beautiful community with the mountains and open spaces. So, it lends itself very well to providing a really wonderful life for your little fur family.”

“ I have a corporate background,” Ryan continued. “I came from corporate America; my job was very challenging and I traveled all the time. So I lived in Denver; it was my base, but sometimes I was only here four days out of the month. Maybe a week. I really wanted to be a part of a community. I have always had extremely positive experiences when going into the dog and the pet community. My decision was I wanted to leave corporate America, I wanted to do something more positive, and I wanted to be a part of a positive community. So that led me to opening Three Dog Bak-

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Market Focus: Denver

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ery to be more a part of that loving pet community and getting to enjoy Denver for what it has.”

As a new pet location, Yoo emphasized the companies goals for the new year. “Super Pet Supply is still a very new, local pet store, having been open for just five months. In 2025, our primary focus will be on strengthening our operations and building a solid foundation for the future,” said Yoo. “However, we do have big goals ahead. By 2026, we plan to open an additional store to serve more local communities and provide even greater access to high-quality pet supplies. Our vision is to grow and create stronger connections with pet owners while continuing to meet the needs of their beloved pets.”

Three Dog Bakery highlighted the company’s priorities for the coming months. "We do so much at our tiny location,” said Ryan. “We just really focus on making sure what we do on site is quality. So, for example, we're always adding fun things to the mix. We make little meals for the dogs that you order in advance and then can take home,” said Ryan. “So, for example, for Valentine's Day, we make little 'yours truly' dinners that people can order in advance and take home. And this year, we haven't done it before, but a lot of our customers have been requesting to do something fun for Super Bowl.”

City and Community Involvement

It’s become well known that pet adoption has fluctuated over the last five years. Although the ups and downs of rescues have become more prominent, Denver retailers are recognizing a trend: the city’s population truly cares for pets more than ever.

“Denver is unique in that, following the Covid pandemic, the number of people adopting pets increased significantly. Many people sought companionship during the lockdowns, which naturally led to a surge in demand for pet supplies,” Yoo said.

Doggie Delights is also a single-store pet specialty retailer in Denver. “Denver is a dog town, partly because the people who live here love the outdoors. Many of my customers take their dogs hiking

in the mountains or paddle boarding etc. They love to take their dogs out and about. We have dog-friendly restaurants and bars, more dog parks than many cities. Our location was dictated by the fact that we own the building and have since 1983, so this is where Doggie Delights was born and has been since the day we opened in December of 2006,” said Owner Tom Rompies.

“ I still think

taken to help ensure pets’ well-being and care. One of the new laws requires boarding and care facilities to notify pet owners about disease and outbreaks, which unfortunately wasn’t already a common practice. Alongside this, the state revamped and firmed up its pet sterilization laws, specifically ensuring that rescues and shelters don’t neuter or spay too early or even too late, which puts the pet in harm's way. The third

“Denver is a dog town, partly because the people who live here love the outdoors. Many of my customers take their dogs hiking in the mountains or paddle boarding etc. They love to take their dogs out and about. We have dog-friendly restaurants and bars, more dog parks than many cities.”

— Tom Rompie, Owner, Doggie Delights

Denver is one of the best markets in the US for pets because we don't have quite the saturation that the West Coast has with independent shops, but there is a ton of active people here,” said Luke Johnson, Founder of Luke and Company. “I think we're No. 1 or No. 2 for most active people in the US. People love to go outdoors, and they love to do it with their dogs. Yes, cats are part of that too, but realistically, cats are not. You don't take your cat on a walk quite as much as you do a dog. We have a ton of highly educated people, which usually means they have expendable income. I think we're the top three or four of the most highly educated individuals in one state. Then we have a ton of young people. There’s a lot of cities like that, but people aren't having kids as much and they're having dogs and cats instead. So, I think you put all those things together, and you get a pretty unique place where it's good to be if you're a pet shop.”

The surge in pet ownership has directly affected not just pet owners and retailers but also the community and the market itself as Denver continues to support pets with and without homes in the area.

In April 2024, the city of Denver announced three new laws and initiatives relating to pets and vet care would be put into place. These measures were

measure requires veterinarians to expand their telehealth operations so existing patients can receive pet care over the phone or computer.

Between 2019 and 2023, there was an uptick of 20 percent in cat and dog intakes and 92 percent increase in owner surrenders. In 2022, 700 cats and dogs were euthanized and nearly 1,200 more the following year. As difficult as those numbers had become, in 2024, the state began to push regulations regarding the reduction of pets euthanized in shelters. The bill requires Colorado shelters or rescues to notify each animal shelter in the state about the animal’s condition and state before euthanizing the pet. The hope is that another shelter within the state will be able to take the animal in rather than opting for termination of the pets’ life. Indirectly related, this bill comes after the city of Denver’s influx of animals abandoned and euthanized from 2019 to 2023.

Retailers in the area have solidified their position in the market due to the increase of pet ownership, especially with the number of households that have more pets than kids. Pet specialty has thrived in the Denver marketplace also due in part to the landscape and ample outdoor activities owners and their pets can partake in daily.

Global Pet Expo Preview

Dog Chews

The dog chews category is brimming with creativity and ideas to keep dogs rewarded while addressing their dental hygiene and joint health. Global Pet Expo will set the tone for this year’s up-and-coming exhibitors who intend to help pet parents care for their dogs in ways that are convenient and easy to administer.

With an extensive background in the meat-cutting profession, the Jones family was well positioned for entering the pet industry to produce body part chews, according to Jones Natural Chews CEO Laura Jones. In the beginning, the Jones family cooked pig skins for the family’s dogs during the late 80s—essentially upcycling the less desirable cuts from the Jones family’s butchering business before the practice was trendy. An added plus was their first pet-owning customers were local and appreciated knowing where the meat used in their pets’ treats and chews was sourced from. “With our entire family work history stemming from the meat-cutting profession, body part chews make the most use of our skillset,” said Jones. “We began cooking pig skins for dogs in the late 80s and found success. It wasn’t labeled ‘upcycling’ then, but ultimately that is what we were doing. The butchering business meant that we had cuts and pieces that were not desirable for human consumption, but certainly made dogs happy. Our original customers were all very local, and they appreciated knowing where their dogs’ treats came from.”

Ethical Products is unveiling innovations in the dog chews category to meet the increasing demand for multifunctional products. Pet owners expect chews that provide more than rewards for appropriate behavior and are opting for nutrient-dense treats that offer functional health benefits or mental stimulation. “Ethical Products is gearing up to introduce some exciting innovations within the dog chews category,” said National Marketing Manager Susan McCann. “There is a growing demand for multifunctional products in the dog chew market. Pet owners are not only looking for a reward for their pets but a reward that serves a greater pur-

“Ethical Products is gearing up to introduce some exciting innovations within the dog chews category. There is a growing demand for multifunctional products in the dog chew market. Pet owners are not only looking for a reward for their pets but a reward that serves a greater purpose. Whether that be nutrient dense treats, treats with functional benefits or mind-stimulating chews, they are seeking products that meet many needs. For example, we just launched a Bambones natural line which is an entirely edible collagen-infused, sustainable version of our original Bambones. Now, not only will this injection molded chew keep your dog entertained and satisfy your dog’s natural urge to chew, but it will also provide them with the benefits of collagen.” — Susan McCann, National Marketing Manager, Ethical Products

pose. Whether that be nutrient dense treats, treats with functional benefits or mind-stimulating chews, they are seeking products that meet many needs. For example, we just launched a Bambones natural line, which is an entirely edible collagen-infused, sustainable version of our original Bambones. Now, not only will this injection molded chew keep your dog entertained and satisfy your dog’s natural urge to chew, but it will also provide them with the benefits of collagen.”

“This year, we are dedicated to enhancing our current offerings and optimizing the merchandising of our floor display, a staple for grab-and-go in pet specialty stores merchandising,” said Treat Planet’s VP of Sales Josh Meyer.

“Don’t miss the opportunity to see it and learn more about exciting new developments that we have, which will be unveiled at Global!”

CollaChews is excited to launch a product line that centers around activated collagen and will set a new standard in pet health care. “At CollaChews, we’re proud to lead the way in innovation,” said Zachary San Roman, Sales Manager for CollaChews’ parent company M Pet Group. “This year, we’re thrilled to unveil a groundbreaking new product line at Global, introducing activated collagen into an entirely new category. This cutting-edge development is designed to deliver unparalleled health benefits alongside irresistible flavors, setting a

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new standard in pet care. In addition to this exciting launch, we’re expanding our portfolio with a range of new forms and flavors, crafted to delight dogs of all breeds and sizes. Our goal is to ensure every dog has a healthy treat they’ll love, while continuing to deliver exceptional value. These innovative products are available at our most competitive retail prices ever, making premium quality accessible to more customers than ever before.”

“At NPIC, we're excited to showcase several new developments within the dog chews category,” said Sr. Marketing Manager Adeline Cruz-Phillips. “We are launching limited-edition ‘Taste of Texas’ flavors for our N-Bone Puppy Teething Rings. Inspired by the rich culinary traditions of Texas, these special flavors—Pulled Pork, Queso Con Carne, Burnt Ends and Chicken Fajitas—offer puppies delicious tastes while helping them through the teething process. The hand-twisted shape of the teething rings makes them easy to grip, and the pliable texture soothes teething puppies, providing a safe and satisfying chewing experience.”

Cruz-Phillips continued: “Looking ahead to 2025, we will continue to innovate with fresh offerings, including new flavors like Pumpkin and Peanut Butter for our N-Bone Flossta Dual-Action Dental Chews. After winning the ‘Dog Treat Innovation of the Year’ award in 2024, we are excited to expand our successful dental chew line, which helps reduce plaque and tartar while freshening breath. Supporting your dog’s dental health is easy when they chew N-Bone Flossta Dual-Action Dental Chews daily. Its unique floss-like design naturally reduces hard-to-reach plaque and tartar buildup, while natural herbs like parsley and fennel help freshen your dog's breath.”

Canophera is excited to announce the official launch of its CocoToys for Dogs, which was designed in response to a need within the dog chews category for a chew toy specifically crafted to hold up to tugging and shredding. CocoToys for Dogs achieve mental and physical stimulation, support dental hygiene and are made with eco-friendly

materials which align with pet parents’ preferences. “We realized that the natural dog chew category needed a chew toy that was designed to be tugged and shredded, promoting dental hygiene in a whole new way,” explained President and Managing Partner Rob Johnson. “Being a transparent company, we look for resources that we can upcycle creating new and innovative chew toys, keeping not only the pets in mind but also the planet.”

Ethical Products recently expanded its Nothin’ to Hide collagen-based line to extend the health benefits of collagen to cats. The expansion aligns with health-conscious pet parents who are seeking digestible treats made with minimal ingredients that provide added health benefits, specifically joint and skin health, to not just their dogs. “Pet parents continue to be very health conscious and seek products that contribute to the longevity of their pets,” McCann elaborated. “The focus is on long term health rather than short term health. We are always looking for ways to address the needs of pets and recently expanded our Nothin’ to Hide collagen-based line, to cat treats. Cats are the second most popular pets in the US and cat ownership continues to increase yearly. So, we decided to offer our irresistible, minimal ingredient chews with the additional benefits of collagen to cat friends as well.”

Treat Planet emphasized that this year's key trends for dog chews focus on refining existing product lines and enhancing merchandising, particularly in grab-and-go setups. Feedback from partners added pressure and emphasized this need, prompting Treat Planet to develop a strong solution to address it. “The key trends driving our dog chews this year revolve around perfecting existing product lineups,” Meyer said. “Our products continue to perform exceptionally well, and a major focus has emerged on the importance of merchandising in grab-and-go setups. During our fall show season, we heard this feedback loud and clear from customers, and we’ve taken it to heart. We believe we’ve developed an outstanding solution to meet their needs!”

“One of the most significant trends in the market is the growing demand for

collagen-supplemented products in human food and beverages,” said San Roman with CollaChews. “The US collagen market for human products is valued at $2.5 billion and is expected to grow at an impressive rate of 13 percent annually. As with many human health trends, this demand has started to extend into the pet industry. CollaChews was the first dog treat brand to harness the benefits of activated collagen, creating healthy, long-lasting and natural chews. This innovation has been a key driver of our explosive growth. In fact, I’m proud to share that CollaChews was the fastest-growing pet specialty dog treat brand last year.”

He continued, “Another key trend shaping the market is the emphasis on value. In today’s economic climate, consumers are more focused than ever on getting the most for their money. They’re seeking out brands and retailers that deliver exceptional quality at a competitive price. At CollaChews, we’re uniquely positioned to meet consumer demands, thanks to our vertically integrated production facilities in South America and Mexico. This strategic advantage sets us apart from the competition, enabling us to deliver superior value—both on a per-piece and per-ounce basis—while maintaining the highest quality standards. By owning and controlling our production processes, we ensure that our customers receive premium products without compromise, combining exceptional quality with unbeatable value.”

“At NPIC, we expect several key trends to continue driving growth in the dog chews category this year,” Cruz-Phillips said. “First, functional treats remain a dominant trend. Pet owners are increasingly seeking products that offer more than just entertainment. They want chews that deliver dental benefits, such as reducing plaque and tartar, while also supporting overall health, including freshening breath and promoting digestion and joint health. This trend aligns with the broader shift toward health-conscious pet care. Additionally, long-lasting chews, like The N-Bone Original Dental Bone, are becoming more popular for their ability to

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provide extended chewing time, which helps further reduce plaque and tartar buildup while supporting better oral hygiene.”

“Another growing trend is convenience. Pet owners are looking for products that integrate seamlessly into their pets' daily routines,” she continued. “Our N-Bone Puppy Teething Rings, designed to support puppies through the teething phase, provide a safe, soothing outlet for chewing while also meeting nutritional needs with DHA and calcium. Lastly, sustainability and clean ingredients are becoming increasingly important. As consumers become more discerning about the quality and sourcing of pet products, we predict a growing demand for chews made with natural, high-quality ingredients that are also environmentally friendly.”

She added, “These trends highlight how the dog chew category is evolving to meet the growing demand for functional, health-focused, long-lasting and convenient products that support pets' overall well-being.”

This year, Canophera predicts retailers will shift towards higher quality products as a result of them recognizing which dog chews manufacturers prioritize eco-friendliness and product quality and sussing out which manufacturers fall short. Canophera also expects retailers to explore options of expanding their own brands in light of growing demand for private label products driven by pet parents. “We expect to see a transition to higher quality products with retailers this year,” Johnson said. “Retailers are doing more research on products that exist in stores today and are realizing that many companies are not taking the time to produce products that are eco-friendly or high quality. We pride ourselves on high quality and pet safety when designing and producing chews. We have been experiencing a lot of retailers desiring private label for their business; from our wood chews to our antlers, our private label category is exploding!”

The Treat Planet team is approaching Global with well-defined goals and plans for 2025. Our team is thoroughly prepared with the essential materials,

strategies and talking points to facilitate meaningful discussions, Meyer said. “Our team approaches Global with clear 2025 goals and plans in mind,” he expanded. “We make sure that we are fully prepared with the necessary ma-

utilize event technology to schedule meetings, track leads and analyze our performance during the Expo. Postshow follow-up: We develop a robust follow-up strategy to nurture leads and build on the connections made during

“We prioritize our time at Global Pet Expo as a time to connect with our new and old customers, listen and digest their feedback and help find solutions. Treats and chews are a great way to keep customers returning to the store. Still, to cultivate repeat customers best, we focus on educating our retailers who, in turn, educate pet parents. During Global, we help to build awareness through a variety of selling tools that we offer as well as educate our distributors and retailers on the benefits.”

— Eric Abbey, President and Founder, Loving Pets

terials, strategies and talking points to engage in meaningful conversations. This preparation allows us to develop a solid roadmap not only for executing 2025 but also for 2026 planning.”

Cruz-Phillips said, “At NPIC Pet, we take a comprehensive approach to prepare for Global 2025, ensuring we maximize the opportunities this premier event offers. Strategic planning: We begin months in advance, setting clear objectives for product launches, partnership goals and brand visibility. Product showcase: We carefully curate our booth to highlight our latest innovations, including our N-Bone, Get Naked and new Crunchy Cat Treats. This year, we're particularly excited to showcase our new products in the New Products Showcase. Booth design: We invest in an engaging booth layout that reflects our brand identity and facilitates meaningful interactions with buyers and industry partners. Team training: Our staff undergoes thorough preparation to effectively communicate our product benefits and company values, and address visitor inquiries. Marketing materials: We develop comprehensive media kits and marketing collateral to distribute at the event, ensuring attendees have all the information they need about our products. Networking strategy: We plan our schedule to attend key networking events and educational sessions, maximizing our opportunities to connect with retailers, distributors and industry leaders. Technology integration: We

the event. By focusing on these key areas, we aim to fully leverage the unique platform Global provides, connecting with more than 6,000 qualified buyers and showcasing our commitment to innovation in the pet treat industry.”

The Canophera team prioritizes early planning in preparation for Global. “We plan early; our team starts to develop and plan throughout the year leading up to Global,” Johnson said. “We work closely with pet industry media outlets to help promote our products and the show to make it successful for all. We pride ourselves on relationships with our partners and independent retailers we work with directly. We take time to set up an atmosphere in our booth where we educate others on our all-natural chews. We also provide space and time to listen to our visitors; everyone has a voice and story—we want to provide and hear from the individuals on their needs and desires for success. We are in this together.”

In preparation for Global, dog chews manufacturers are primed to introduce their latest solutions that at their core reward dogs and strengthen the bond between pets and their owners, while addressing demands for functionality with chews that clean teeth and soothe achy joints. The vibrant Expo atmosphere is the ideal setting for these companies to network with retailers who value quality ingredients and the health benefits that chews can offer to dogs to improve their well-being.

Global Pet Expo Preview

Grooming

Grooming exhibitors are distinguishing themselves within the segment and on the tradeshow floor by catering to health-conscious and environmentally responsible pet parents. Today’s grooming products not only address hygiene and skin and coat care, but are formulated with plants and meet stringent benchmarks for pH balance and being cruelty-free. This progressive approach to pet grooming ensures pets’ well-being while also acknowledging sustainability and being mindful of the impact on the environment.

“The grooming category in 2025 promises substantial growth and exciting innovations,” said Pure and Natural Pet President Brian Taus. “Pure and Natural Pet will focus on forging stronger relationships with professional groomers by exploring co-branded and exclusive grooming products tailored to their needs. The category will experience a surge in 'wellness integration,' where grooming products double as wellness treatments. Think shampoos infused with calming essential oils, skin-conditioning treatments that nourish as they clean and multi-functional solutions that align with the broader pet wellness trend.”

Pet King Brands is preparing to launch a grooming product featuring its renown LP3 Enzyme system at Global, continuing to diversify the comapny's product line for all pet wellness needs.

"Much like our products, the Pet King Brands team works well under pressure," said Director of Marketing Debra Decker. "Tradeshows can be overwhelming, but we work year-round preparing for Global to ensure we get the most out of our time at the show!"

Decker continued, "We find purpose in returning year after year to emphasize and grow our relationships with retailers, groomers, distributors and passionate pet parents! These are invaluable connections we are able to create within the community presence at the show. Our driving mission lies in animal advocacy, so it is always inspiring to see the relating innovation of the industry year after year."

PetAg is dedicated to producing high-quality grooming products that

“We’re seeing a continuation of the desire for more natural products and products that are greener and more sustainable. We’re a leader in that space because it’s how we’ve done business for decades. Sourcing the right ingredients, using the right essential oils, working with our chemists on natural formulas that avoid fillers and salts. For us, it’s simply a matter of drawing attention to these natural ingredients on our labels the formulas have always been that way. We’re proud that, as Nilodor marks 70 years in business, we prove that an established company can be on the leading edge of the market.”

— Derek Nielsen, Vice President of Sales, Nilodor Pet Brands

emphasize pet health and environmental sustainability. The Fresh ‘n Clean product line features plant-based, pH-balanced and cruelty-free formulations, which appeals to ethically minded consumers. “PetAg will be showcasing our exceptional Fresh ‘n Clean product line—crafted with the highest quality plant-based ingredients to meet the needs of pet owners and grooming professionals alike,” said Kim Dorward, Senior Marketing Communications Manager. “Our grooming products are thoughtfully formulated to be pH-balanced, biodegradable and cruelty-free, utilizing human-grade ingredients never tested on animals. Featuring proprietary long-lasting fragrances, they provide a delightful and refreshing experience for pets.”

She added, “Our collection includes premier shampoos and conditioners, as well as our specialized Oatmeal ‘n Baking Soda line, designed to soothe sensitive skin and deeply moisturize with the benefits of vitamin E and aloe. For added convenience, our 2-N-1 line simplifies grooming by combining effective cleansing and conditioning into a single step. Discover the ultimate blend of performance and care with Fresh ‘n

Clean—where innovation meets compassion for pets and the planet.”

Nilodor is expanding its stain and odor and grooming lines with new additions the company is excited to draw focus to at Global. “On the stain and odor side, we’ll introduce a new product in our The Tough Stuff line with Oxi stain-fighting power,” said Derek Nielsen, Vice President of Sales, Nilodor Pet Brands. “It will offer improved stain-removing properties while retaining the same odor control for which The Tough Stuff line is known. On the grooming side, we’re adding several complementary products to the Bobbi Panter line, including ear cleaner, tear-stain remover, Furshield spray-on pet sunscreen and nose and paw balm, which features a roll-on applicator for easy application and less mess. We’re excited to expand the well-known and respected Bobbi Panter collection of shampoos and conditioners with these complementary products for complete pet grooming.”

“When we look at our portfolio, we have a wonderful brand in Bobbi Panter and work directly with her,” Nielsen added. “Her brand is solution-orient-

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Wipe Away Plaque, Tartar, and Bad Breath

Dental care made easy

Dental care is an important step in your dog’s grooming routine as it can have a significant impact on the overall health of a dog. Our easy-to-use finger dental wipes provide a safe and gentle way to clean your pet’s teeth while fighting plaque, tartar and odor causing bacteria. Using only the purest ingredients, these dental wipes improve dry mouth and gingivitis, while reducing inflammation, bad breath, and tooth decay.

Global Pet Expo Preview: Grooming

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ed to correct specific grooming issues. These new products are an extension of that brand and promise to provide solid and solution-based products for pet owners and salon owners.”

“We’re beyond excited to launch our new Paw Wash—a game-changer for pet parents!” said Carla Ng-Garrett, West Coast Sales Manager for earthbath. “Its foamy texture and soft silicone bristles provide a deep yet gentle clean, making paw care effortless. Infused with shea butter and organic aloe vera, it soothes and nourishes, perfect for irritated or dry paws. Plus, it’s sulfate-free, paraben-free, alcohol-free and Made in the US!”

This year, PetAg is celebrating a significant milestone: a decade of exhibiting at Global, which for PetAg represents a valuable platform for connecting with both domestic and international customers and prospects. Throughout the last 10 years these meaningful interactions have played a key role in the growth and success of the company. “This year marks a significant milestone as PetAg celebrates its 10th year participating in Global,” Dorward said. “Global continues to be an exceptional platform for building connections with both domestic and international customers and prospects. Throughout the past decade, these meaningful interactions have proven invaluable to the growth and success of our business.”

Global serves as an excellent kickoff to the year for Nilodor and sets the tone. “Global is a wonderful way to start our year and a great way to spend time with current customers—and meet some new ones,” Nielsen said. “The last two years of the Expo, we’ve had tremendous success in adding US and international customers, both for our own branded products and in new private label business, which is an important aspect of what we do.”

earthbath has been exhibiting at Global for more than 15 years, returning each year to showcase its innovations, connect with industry leaders and stay ahead of pet care trends. “Being an exhibitor provides key opportunities to share our commitment to premium, non-toxic, sustainable grooming prod-

“We are delighted to announce the debut of our brand-new, state-of-the-art booth—a game-changer, designed to revolutionize how we connect with our valued customers. This innovative space will provide enhanced opportunities for meaningful engagement, allowing us to showcase the full range of PetAg’ s premium products and solutions that set us apart in the pet industry. It is designed for visitors to experience the future of pet care firsthand, where excellence meets innovation, and discover why PetAg continues to lead the way in supporting healthier, happier lives for pets everywhere!” — Kim Dorward, Senior Marketing Communications Manager, PetAg

ucts,” Ng-Garrett said. “We're excited to ihighlight our unique offerings as demand for safe, sustainable and effective pet grooming solutions grows.”

“We are delighted to announce the debut of our brand-new, state-of-theart booth—a game-changer, designed to revolutionize how we connect with our valued customers,” Dorward said. “This innovative space will provide enhanced opportunities for meaningful engagement, allowing us to showcase the full range of PetAg’ s premium products and solutions that set us apart."

This year’s show is particularly meaningful to Nilodor. “At some level, we’re probably always preparing for a show like this one,” Nielsen said. “This year is an important year because of our updated, refreshed booth. We invested in our design, messaging for our brands and private label opportunities. We’re putting more emphasis on our global business this year. We’re prepared for discussions that are important to those markets about what makes us a great partner. The quality of our products and our flexibility to offer a breadth of formulations and solutions. We have chemists on-site who work with our private label customers to ensure formulations exceed expectations. The resources afforded to us by our parent

company, Tranzonic, include having two additional, US-based sister chemical divisions, affording us production capacity in the East, Midwest and West to assist with custom formulations and production.”

“To maximize our experience at Global, our team invests time in thorough planning, from pre-show marketing and engaging with potential partners to ensuring our booth is welcoming and showcases our latest innovations,” Ng-Garrett said. “We prioritize building meaningful relationships with retailers, distributors and industry leaders while actively participating in relevant discussions to stay ahead of trends. Our goal is to leverage every opportunity to expand our network, gain insights and reinforce earthbath’s commitment to quality, sustainability and innovation."

Grooming exhibitors are building relationships by targeting health-conscious and environmentally responsible pet owners and are attuned to the fact in demand and sought after grooming products prioritize hygiene, skin and coat care that are plant-based, pH-balanced and cruelty-free. Exhibitors are eager to address how this approach to pet grooming promotes pet well-being and emphasizes sustainability and environmental responsibility at the Expo.

Global Pet Expo Preview

Litter

The topic of conversation brewing amongst litter exhibitors at Global Pet Expo is expected to center around keeping cats comfortable, healthy and safely living in their homes. Litters with heavy fragrances in addition to candles and air fresheners in the home irritate cats eyes, noses and lungs and can deter them from using their box. As a result, cats are hastily surrendered to shelters when there were preventative steps pet parents should have taken. Even the type of materials used can harm cats and discourage litter box use with one manufacturer likening the sensation for cats stepping on certain types of litters to how humans feel when they step barefoot on Legos. Exhibitors will continue to teach pet owners they need to regularly clean litter boxes and keep a ratio of litter boxes to cats in the household to promote litter box use. Materials that are gentle on cats’ paws, with low to no dust and no fragrance, that absorb liquids and odors and are good for the environment, are the requirements pet owners are looking for.

Dr. Elsey's recent move to discontinue its Ultra Scented Litter is a significant step towards protecting cats’ health and well-being and setting a precedent that will guide the category in a more mindful direction. The decision demonstrates Dr. Elsey’s adaptability and commitment to education around feline health and safety. Removing fragrances from its litter is part of Dr. Elsey’s mission to educate pet owners on natural, holistic options that absorb odors and liquids without irritating cats’ lungs or paws. “While scented litter is a very popular option with cat owners, it is not the best for the cat and the household,” said Dr. Bruce Elsey, DVM, Owner and Founder of Dr. Elsey’s. “The choice for us is simple, we will only produce products that help improve the lives of cats.”

“When it comes to the best litter for cats, unscented 100 percent sodium bentonite is the clear leader for the wellbeing of the cat,” Elsey added.

World’s Best Cat Litter is expanding into litter additives which allow for pet owners to encourage litter box use without having to switch to a completely new and different litter. World's Best

“Boxie has exhibited at Global Pet Expo every year since 2015. Global is an incredible opportunity to connect with fellow industry leaders, showcase our latest innovations and engage directly with retailers and pet owners who are passionate about high-quality products. The event is a great platform to see the evolving trends in the pet care space, exchange insights and get valuable feedback on our products. It’s also a chance to highlight what sets us apart—our commitment to superior odor control, sustainability and overall cat care excellence. We love being part of the dynamic energy at Global, where we can not only present our brand, but also learn from the industry’s best, ensuring that we’re always ahead of the curve in meeting the needs of pet parents and their cats.” — Josh Wiesenfeld, Founder, Boxie

will showcase its new Boosters Litter Additive line of products at the upcoming Expo, which encompasses Boosters Litter Additives, Health Check-In Boosters litter additive, Poop Fighter Boosters litter additive and Good Habits Boosters litter additive. "World’s Best Cat Litter Boosters litter additives solve the litter box’s biggest problems with a simple sprinkle," explained Director of Marketing Jean Broders. "Instantly get a clear, unmistakable read on your cat’s health with each litter additive in the line. Put poop stink in its place and keep it there before it leaves the litter box. Break bad habits with a natural attractant designed to lure your kitty to their box so there are no more accidents. Free from harmful chemicals and naturally safe, meet the newest way to boost cat love."

Healthy Pet is emphasizing sustainability with features such as its ökocat

100 percent recyclable paper packaging. For decades, Healthy Pet has created and improved upon natural pet products from reclaimed materials and continuously sought out eco-friendly improvements for pets and the planet. “This year, we are highlighting our commitment to sustainability by focusing on features like ökocat’s 100 percent recyclable paper packaging, which is just one aspect of a broader effort to further prioritize environmental responsibility in our products and processes,” said Consumer Communications Manager Leslie Ellis. “For almost 40 years, we have been making natural pet products from reclaimed, renewable materials, and we are always looking for ways to improve. That’s why we are continually working to make our products—and their packaging—more eco-friendly for both pets and the planet.”

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naturally better, without fragrance

Many litters contain added fragrances, but what smells good to us can be harmful to your cat. That’s why we’ve decided to make a change. We’re committed to providing natural, unscented litters that block odor without the need for fragrances, ensuring a healthy feline environment. Dr. Elsey’s Ultra litter is the best alternative to scented litters. Ultra is our #1 selling litter and has superior odor control and is perfect for multi-cat families.

“While scented litter is a very popular option with cat owners, it is not the best for the cat and the household. The choice for us is simple, we will only produce products that help improve the lives of cats.”

— Dr. Bruce Elsey

Make the switch to Dr. Elsey’s Ultra litter today dresleys.com/unscented

Global Pet Expo Preview: Litter

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“This year we are continuing to work on, promote and grow our three substrates of litter: SmartCat 100 percent Grass All Natural Litter, SmartCat Corn + Wheat Litter and Smartcat Lightweight Litter. We have continued to grow in these categories and worked hard this past year to better production and become more efficient,” said Shannon Supanich, Director of Marketing for Pioneer Pet Products.

Boxie is dedicated to innovation in feline care, prioritizing convenience, sustainability and odor control to improve the pet ownership experience for both cats and their parents. Boxie is exploring product features such as biodegradable packaging, advanced clumping technology and smart litter box systems for tracking cat health. “At Boxie, we are always focused on innovating to enhance the cat care experience for both pets and pet parents,” said Founder Josh Wiesenfeld. “We are committed to leading the way in the litter category with solutions that prioritize convenience, sustainability and odor control. Boxie has revolutionized the litter category with its groundbreaking clumping formula, delivering an impressive 30-plus days of odor control and lasting freshness—setting a new standard that truly sets us apart from the competition. As we look ahead, we’re exploring new innovations in advanced odor-locking technologies and smarter ways to improve the overall litter experience. We’re constantly listening to customer feedback, conducting research and investing in R&D to ensure our products continue to set new standards in the industry. Ultimately, our goal is to create products that make cat ownership easier and more enjoyable while also being mindful of the environment.”

Next Gen Pet continues to attract new visitors and potential partners each year during Global, introducing many individuals to their innovative litter product solutions. The opportunity to share their offerings with new customers is always a rewarding experience for the Next Gen Pet team. “Next Gen doesn't have any new products but every show seems to bring new people to the booth who haven't heard of our

products before. Being able to share our innovative litters with new friends is always awesome!” said Director of Marketing Janice Yamamoto.

“Naturally Fresh is excited to unveil our improved Ultra Odor Control formula made with Fresh Shield Probiotic technology,” said Marketing Manager John Harrington. “Backed by rigorous testing at a major research and development lab, this improved formula harnesses the power of renewable ingredients to provide superior odor control. Within the all-natural formula, the Fresh Shield Probiotic, a patented enzyme, instantly surrounds and neutralizes bad bacteria—preventing odors from leaving the litter box. The dual-action probiotics work to neutralize both poop and ammonia bacteria on contact, controlling odors nearly 40 percent better than before and allowing users to scoop less often. The improved Ultra Odor Control is perfect for households that demand maximum odor control from their litter.”

Healthy Pet has been a proud exhibitor at Global for more than a decade. The mix of strong attendance numbers combined with high energy during the Expo helps build brand momentum for Healthy Pet, which sets a positive tone for the remainder of the year. “It continues to be an invaluable opportunity for team collaboration and industry networking,” Ellis explained. “The event allows us to reconnect with our customers and friends, while also building new relationships. With its strong attendance and high energy, it helps to build brand momentum and sets the tone for the rest of 2025. We keep returning to continue building connections, expanding our customer base and meeting global partners. We look forward to the returns it brings year after year.”

This year marks Pioneer Pet's 21st anniversary exhibiting at Global, and the team’s enthusiasm for attending this event remains strong. Exhibiting at a show with Global’s caliber presents an unmatched opportunity to connect with current clients, showcase both new and existing products and meet potential clients, while face-to-face networking with pet lovers makes the overall experience rewarding, Supanich said. “We love attending Global. It's a way to meet

with current clients, showcase new and current products as well as meet new potential clients,” she elaborated. “We enjoy talking to people in person and the efficiency that this show brings. It's so wonderful to have so many pet minded people in one location.”

With headquarters on the West Coast, Next Gen Pet views Global as a great chance to connect with several East Coast retailers and distributors faceto-face in one destination. “Next Gen Pet started attending Global a few years after it was started in 2005, and as a West Coast-based company, it's always a great opportunity for us to see retailers and customers from the East Coast,” Yamamoto said.

“Naturally Fresh has exhibited at Global for over eight years,” Harrington said. “We consistently return because it's an invaluable platform to connect with key retailers, distributors and industry influencers. The show provides us with a unique opportunity to showcase our latest innovations, gather valuable market insights and build strong relationships within the pet industry.”

For Healthy Pet, attending Global entails a significant amount of team effort and coordination. “It requires extensive planning and coordination across many members of our team,” Ellis said. “Everyone on the team plays a crucial role in ensuring a successful experience. The day before the event begins, we come together as a team to review our show objectives and outline what we hope to accomplish. This allows us to divide and conquer to make the most of our time and resources."

At Global, exhibitors will emphasize the urgency of keeping cats comfortable and healthy at home and in the litter box. Manufacturers are spreading the message to retailers and pet owners that litter materials significantly affect a cat’s litter box usage, from irritating fragrances to painful textures. The growing demand for litter that is gentle on paws, low in dust, fragrance-free, efficient at odor control and environmentally-friendly is challenging manufacturers to dramaticaly shift their priorities so that their products align with the needs of concerned pet owners.

Global Pet Expo Preview

Toys

With the toys category comes an overarching theme of versatility. Manufacturers within the space have tailored and created ample toy options for not just a variety of needs but a variety of pets as well. Exhibitors preparing for Global Pet Expo are looking forward to showcasing their latest innovations and product offerings as well as expansions on tried and true, signature lines.

“SodaPup has been going to Global since our inception in the fall of 2013,” said Adam Baker, Founder of SodaPup. “We started with a card table in the new vendor section and have grown each year since then. Because we introduce a lot of new products, Global is an ideal venue to get these new products in front of people. We usually have two to three displays in the New Product Showcase to highlight our new concepts. Additionally, our brand is very visual. Our designs and our color palette are very eye-catching. Exhibiting at Global allows us to showcase the visual power of our merchandising. Hopefully, retailers see it and feel it and try to emulate it to a degree in their own stores. Attending Global is also an immersion in customer feedback. We love hearing people’s reactions to our products, good and bad. It is an efficient way for us 'take the pulse' of our customers. We also have an opportunity to meet up with suppliers and distributors who come to the show.”

“Last year, we showed our fillable Cookie Cup Treats, and we’re excited to now launch the accompanying toy, the Cookie Cup Jar,” said Emily Benson, Marketing Manager of Starmark Pet Products. “The treats fit inside the toy and can then be filled with healthy snacks and frozen for a fun chewing challenge. The toy is made from our proprietary material that’s punctureand tear-resistant for superior durability. The treats and toy are made at Starmark in Texas.”

“Product value and longevity have been increasing priorities for pet owners. Toys with proven durability or with added functionality of dispensing food or treats, as well as those that engage pets for long periods, are expected to see heightened interest among show visitors,” she added.

"We believe the strategic initiatives we’re focusing on for 2025—innovation, durability, sustainability and enrichment options for dog toys—are what is going to push the dog toy category forward," said Jennifer Kruegel, Director of Product Management—Pet for

interest in smart toys that enhance interaction and keep pets engaged, particularly as pet parents seek solutions for separation anxiety in post-pandemic lifestyles. Finally, there’s an undeniable shift toward premiumization, where pet owners view toys as investments in

Attendee Viewpoint

“I am looking forward to seeing new treat and toy vendors. I hope to accomplish buying a lot of new and exciting products for our stores and finding new trends in the market. I am hoping to connect with vendors I don’t get to see very often, especially those who are on the West Coast. I am also hoping to find some great deals and potentially open some new treat vendors. This will be my third Global Pet Expo experience. It’s an easy way to see all of my pet vendors and meet new ones. The show keeps me up on the trends and products that are popular in the market. It keeps my floor looking fresh and exciting to our customer.”

— Julie Burke, Buyer, Gabe's

Fringe Studio. "Each new year presents its own challenges and 2025 is set to be a pivotal year for supply chain diversification for many companies. PetShop by Fringe Studio is doing everything they can to prepare for what may happen in 2025 and want our consumers to know that maintaining a safe, unique, high quality dog toy at a reasonable price is something we’re focusing on, regardless of any manufacturing challenges we may be up against."

“For 2025, we are gearing up to showcase new multipacks, everyday products and holiday products. These developments in the category are proven to be successful for our retailers as they refresh their assortments throughout the year,” said Leah Nagel, Marketing Manager with ZippyPaws. “A huge focus for us in the toy category is to continue the development of products that focus on enrichment. This focus is applied across the many facets of our catalog, including ZippyTuff and plush."

“The category is evolving with a strong focus on sustainability, customization and tech integration,” said Louisa Casto, Marketing Director of Jolly Pets. “Consumers increasingly prioritize eco-conscious products, and Jolly Pets is responding with biodegradable and recyclable toy options. We see rising

their pets’ happiness and health rather than simple commodities.”

“As a company specializing in licensed products for pets, we try to keep our eyes and ears on emerging trends not only in designer and specialty pet fashion and accessories, but also we find a strong correlation in youth products as well,” said Elan Ovadia, VP of Sales with All Star Dogs. “Many of the products that we design that have a base in sports or entertainment licenses incorporate designs or elements that our retailers have had strong sell through with on products for children. Many times, we'll use those as inspiration when designing new SKUs for a season. Currently one of our newest collections for 2025 is centered around our collegiate product line which includes more than 500 colleges and universities. We've developed a whole new category of toys, both chews and tugs, based on items that enhance or make up the college experience. After extensive research and testing we found that these items pulled more on the heartstrings of alumni and supporters than previous incarnations of similar pet toys.”

“Collaboration is a key component to our innovation,” said Mark Hirschberg,

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Global Pet Expo Preview: Toys

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President of Multipet. “This year, we are thrilled to highlight new collaborations with iconic brands, including Sonic the Hedgehog, Hungry Caterpillar, Minions, Carl Frank and our new Margaritaville pet bed line. These partnerships allow us to bring beloved characters to life in toys that delight pets and their families.”

As innovation continues to significantly drive growth in the category, manufacturers continue to recognize the importance for offering toys that provide mental stimulation and ample play time with or without owners.

“In this category, we will continue to showcase the benefits of enrichment products and how it can benefit the human-pet bond. We are excited to continue leading this conversation by driving home the importance of mental stimulation, problem solving skills, stress reduction and encouraging natural instincts,” said Nagel.

“Jolly Pets aims to spearhead discussions on sustainability in the pet industry, highlighting our journey toward eco-friendly manufacturing,” said Casto. “We're also keen to engage in conversations about innovation in pet enrichment, sharing insights from our research on toys that stimulate pets’ physical and mental well-being. We’ll collaborate with industry leaders to address shifting consumer preferences and explore ways the industry can collectively meet these demands.”

“While the last year posed some industry-wide challenges, Starmark is moving forward with future product development and process improvements to expand our catalog of pro-grade pet gear,” said Benson.

“This year is especially meaningful for us as we celebrate our 30th anniversary. Multipet International has exhibited at every Global since it began, and our commitment to the event remains unwavering. We return year after year because it’s the perfect platform to showcase our latest innovations and strengthen relationships with our partners. It also allows us to stay ahead of industry trends and continuously refine our approach to delivering high-quality, innovative products for pets and their families,” said Hirschberg.

While preparing for Global, companies look at what they have planned for the new year in an effort to showcase what they are fueling and focusing on for the rest of the year. “In 2025, we're excited to keep our focus on innovation!” said Scott Ragan, Managing Partner and CEO at SmarterPaw. “Our extensive research throughout 2024 led to tremendous growth and expansion across all our product lines. We’re passionate about our mission to create natural, healthy toys and treats that help foster engaging and fulfilling relationships with the pets we adore. We're dedicated to this goal and genuinely value our customers’ feedback—their input inspires us, and we’re committed to meeting their needs!”

“SmarterPaw looks to drive our energies and expansions to more natural calming and soothing products. So many families are heading back to work, or hybrid work arrangements and that is changing the daily pattern at home. That can be a stressful event for so many pups that have become accustomed to mom or dad being home all the time, maybe always for so many Covid time adoptions. Calming solutions and toys that help with rougher, tougher play and chewing—we see a myriad of opportunities moving forward for Doggijuana,” said Ragan.

Global has become a staple tradeshow in the industry, keeping exhibitors coming back year after year. “Since the inception of ZippyPaws in 2011, our team has made it a priority to attend Global year after year. The show is a powerful way to increase brand awareness, conduct market research, network with peers and maintain customer relationships,” said Nagel.

“Jolly Pets has proudly exhibited at Global for more than two decades. This long-standing tradition underscores our dedication to staying connected with our industry peers, retailers and distributors. We return year after year because the Expo provides a unique platform to showcase our innovations, gain valuable feedback and strengthen partnerships. It’s also an opportunity to stay ahead of emerging trends and ensure Jolly Pets remains a leader in the pet toy market,” said Casto.

“This marks Starmark’s 22nd year

exhibiting at Global, and we’ve seen a lot of changes and growth in the show during that time. The opportunity to meet with our current and new partners, as well as industry colleagues and display future innovations continues to bring us back,” said Benson.

“By attending the show every year, we are able to keep our ‘paws’ on the pulse of the pet industry, and we are able to adapt our strategies to best serve our customers. We try new things at every show, and as a team we decide what works and what doesn’t work for the next show. Planning, preparation and execution of the show are basically all year, but execution for these Global-related opportunities ramps up in Q4 of the year prior as well as Q1 of the show year. This tradeshow offers a plethora of opportunities for exhibitors to focus on their needs, for example lead generation through Xpress Lead Scanners and brand exposure through physical and digital sponsorships,” said Nagel.

“Preparation for an event like Global begins months in advance. Our team collaborates to develop a clear strategy, ensuring every aspect of our booth—from design to product displays—showcases our brand identity and innovations. We also coordinate pre-show outreach to engage key partners and maximize inbooth appointments. Onsite, we focus on creating memorable experiences for attendees through interactive demonstrations, promotional materials and personalized interactions. Post-show, we analyze feedback and follow up promptly to solidify relationships and capitalize on opportunities,” said Casto.

“Beyond the usual booth preparations, we time the launch of our new products around show dates to help increase exposure to retailers and partners. It’s sometimes challenging to align production schedules with show preparation deadlines, but we feel the show environment allows people a better opportunity to have a hands-on learning experience with the products,” said Benson.

Global exhibitors are bringing an array of toys to the Expo this year. These leaders are branches out to create versatility and drive growth to the category while meeting pets' needs based on size, age, breed and preference.

Global Pet Expo Preview

Premium Foods

Manufacturers in the premium foods category are gearing up to showcase their latest products and line expansions for Global Pet Expo. The category continues to thrive and fuel growth to the industry as pet owners inform themselves on the best quality food options for their pets, something these companies are continuing to meet head on while going above and beyond.

“Applaws, known for high-quality, 100 percent natural cat food and treats that spark curious cats’ taste for adventure, is launching a new range of wet cat food enhanced with vitamins and minerals,” said Alayna Vicario, Senior Brand Manager for Applaws. “Our new Applaws Vitality range is boosted with added vitamins and minerals, made with high-quality protein and no grain. That’s why nine out of 10 cats choose the tasty goodness of Applaws Vitality. Available in pate and shreds/flakes in broth format and in two sizes, they’re sure to fuel your cat’s taste for adventure and give them the natural nutrition they deserve.”

“Another exciting addition to our line of Beary Tasty Treats is our Nuggets,” said Rob Cadenhead, General Manager, Gott Pet Products, parent company of Charlee Bear. “Also grain-free, Nuggets have a crunchy outside and soft inside that’s packed with flavor. Each recipe is crafted with wholesome ingredients— including protein-rich chickpeas as the first ingredient—to provide the healthy support dogs need to thrive. These scrumptious treats are offered in five ‘beary’ irresistible flavors.”

“We are excited to kick off another year of industry-leading innovations from Evanger’s that do not disappoint,” said Holly Sher, President of Evanger’s Cat and Dog Food Company. “We started 2025 with the launch of the Made in the USA The Good Egg line from Evanger’s, which features two whole eggs handpacked in every can. Eggs are known as nature's multivitamin, making this food both nutritious and visually appealing due to being hand-packed.”

“Northwest Naturals has transitioned from our proteinate vitamin blend to using only whole food ingredients, responding to the feedback and requests

from our consumers,” said Amy Snell, Director of Sales and Marketing of Northwest Naturals. “We're excited to share this change! Additionally, a new functional topper may be on the way.”

SquarePet is gearing up to showcase several groundbreaking developments in the premium foods category. One of the most notable is the recent launch of

launched Now Fresh Good Gravy, a bone broth coated kibble for all breed and small breed adult dogs that can be served dry or mixed with water for a hydrating bone broth gravy. This is truly a unique recipe and we’re looking forward to introducing it to even greater audiences. We also have some additional Now Fresh innovations coming

Attendee Viewpoint

“What we are looking forward to at Global Pet Expo is seeing and talking to all of our friends in the industry. We want to find out what is going on in ‘Pet Politics.’ Who is still standing from a distribution and even manufacturing point of view. We have been going to Global Pet Expo since before it was ‘Global Pet Expo.’ For us, it is the convenience of being able to travel by vehicle as opposed to airplane and the fact that there are reps there that are familiar with our store and distributors with sale sheets made for our region.”

— Bill Trufant, Owner, B&B Pet Stop

the Veterinary “Formulated Solutions (VFS) Canned Diets, which debuted to enthusiastic reception at SUPERZOO,” said Tyler Atkins, Partner, CSO and CMO with SquarePet. “These diets build upon our commitment to functional nutrition tailored for specific pet health needs, providing a unique combination of veterinary expertise and premium ingredients. Additionally, SquarePet is excited to unveil its upcoming treat line, which will emphasize functionality and high-quality, responsibly sourced ingredients to address specific dietary and health concerns for pets. SquarePet currently has numerous projects running concurrently, with some potentially ready for the upcoming Global and others set to debut in later in 2025 and into 2026. Our overarching goal is to expand our product lines with unique offerings that address the needs of both retailers and pet parents. Unlike ‘me too’ products that merely occupy shelf space, SquarePet focuses on developing solutions that deliver genuine benefits to pets, enhancing their health and quality of life.”

“We are really excited to showcase some of our latest innovations at Global,” said Theresa Lantz, MSc, Nutrition Manager at Percurean. “This really is the year of Now Fresh! Recently, we

this year, and can’t wait to share more details soon.”

“This year at Global, our new products area will display some exciting, new products that complete our rebrand of the Earthborn Holistic pet food line. This area will also include a first look at our new Ultimates cat recipes that are perfect additions to the brand. Don’t forget to grab a free tote bag, too!” said Kramer.

“We are proud to expand our airdried product collection, designed to cater to puppies, small breeds and larger dogs,” said Rashell Cooper, VP Brand Marketing with Redbarn Pet Products. “This high-protein, limited-ingredient offering provides a shelf-stable, easyto-feed solution that resonates with pet parents seeking convenience without compromising quality. The slow cooking process eliminates pathogens while preserving nutrients, ensuring a safe and nutrient-dense product.”

While new product launches remain a main event of the tradeshow, leaders are also recognizing the importance of notable trends and topics circulating the Expo.

“Natural nutrition remains a top priority for many pet parents—particular-

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Global Pet Expo Preview: Premium Foods

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ly the younger generations who tend to shop at pet specialty stores at a higher rate than others, spending more than 50 percent more at PetSmart and Petco than other retailers, according to a recent Numerator Study. They do this to learn more, explore new products and make sure they’re feeding the best to their furry family members,” Vicario explained.

“As sustainability becomes more of a priority for many shoppers, eco-conscious pet owners will seek biodegradable, recyclable or sustainably sourced products,” said Cadenhead. “Brands that prioritize environmental impact will have a competitive edge. Now more than ever, tech-savvy pet owners are embracing devices designed to improve pet care and make their lives easier. Smart technology is becoming a staple for tracking health, activity and even pet safety. Additionally, consumers increasingly view their pets as family members, driving demand for products that promote long-term health, like supplements, functional treats and natural remedies. Products targeting specific health concerns — such as joint support, digestive health and anxiety relief — will remain popular. We plan to actively engage in meaningful conversations with our partners and booth visitors, focusing on ingredient transparency, innovation in premium treats, pet wellness trends and consumer education. These topics are among the industry's hottest trends, and we are dedicated to driving progress in these areas.”

“We are observing more brands imitating our products with increasingly specific solution-based items and incorporating more ‘better-for-you’ ingredients,” Sher said. “However, the question remains about guaranteed inclusion, as price still appears to be a significant factor for buyers. We also notice a trend toward human-grade meats and ethically sourced, sustainable ingredients. A major concern stemming from bird flu is food safety, which must remain a priority for any brand. Customers seek the best options and choose what aligns with their values. As a leader in the wet pet food category for 90 years, we take

great pride in sharing our expertise with customers to educate them and answer questions that may have gone unanswered elsewhere. Our passion and knowledge enable us to connect with stores, where customers can observe the food being made as we explain every detail process.”

“Pet parents are increasingly mirroring human food trends, becoming more selective about ingredient quality,

tritious, high-quality ingredients. We see innovation as a way to extend our Open Farm Promise to new pet parents. For instance, we debuted our first product innovation of the calendar year in January, with the launch of Open Farm’s Functional Kibble for Dogs. This line is veterinarian formulated with additional benefits to target specific elevated needs, including Digestive Health, Healthy Weight, and Skin and Coat

Attendee Viewpoint

“We come back to Global Pet Expo year after year because it’s such a valuable experience. There’s no better way to stay on top of what’s new in the pet industry and build relationships with vendors and other business owners. The energy at the show is contagious, and it always reignites our passion for what we do. Every year, I leave with new ideas and a renewed sense of purpose for the business. Seeing products in person and talking directly with vendors helps us make thoughtful decisions about what to bring into our stores. We’re always looking for items that are not only high-quality but also solve problems or add value for pet owners. It also sparks ideas for how to present these products in a way that excites our customers and keeps them coming back to see what’s new.” — Nancy Guinn, Owner, Dog Krazy

brand values and safety standards. They seek transparent brands that prioritize trusted sourcing, rigorous quality procedures, and holistic product benefits,” said Cooper. “This shift has transformed the pet food and treats categories, driving demand for clean labels, functional ingredients and premium formulations.”

“At Open Farm, innovation is at the core of everything we do; it’s how we continue to deliver on our Open Farm Promise, and it’s one of the most exciting aspects of Global for our brand,” said Mark Sapir, CMO of Open Farm. “It’s a unique opportunity to see how we, and the rest of the industry, are collectively working to better the lives of pets. As one of the winners of last year’s New Products Showcase Awards, we are excited to return for another year and feature new innovations that reflect our commitment to high-quality nutrition, animal welfare, sustainability and transparency. Our innovation team is dedicated to continuously refining and developing new recipes with what pet parents are increasingly seeking—nu-

Health. At Global, we will feature the Functional Kibble line and unveil several exciting innovations for both dogs and cats that will launch in neighborhood pet retailers and online at OpenFarmPet.com this spring.”

Many exhibitors have remained loyal to the tradeshow due to the many opportunities presented at the Expo.

“Applaws has been exhibiting at Global for at least 10 years! As a global brand with a high-growth North American business, Global is a great way to connect with retailers, vendors and other industry leaders among all the players in our categories and adjacencies. This year we’re excited to bring our new innovations to market and showcase all the great new products and brand updates the team has been working on,” said Vicario.

“Redbarn has been exhibiting at Global since 1995,” said Cooper. “We have returned every year for the opportunity to engage with our customers and drive connection within the industry. As we

Global Pet Expo Preview: Premium Foods

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strive to continue to lead with innovation, connecting with our customers at every level of our business is important to make sure we are delivering products that will resonate with retailers and customers alike. Global provides an excellent opportunity to connect with customers that are purchasing our products, as well as those that are not currently carrying our products, understanding any gaps in our product offerings, and how we can continue to lead with innovation that is important to people.”

“Charlee Bear has been exhibiting at Global for more than 10 years,” said Cadenhead. “The show presents an excellent opportunity to increase brand visibility and introduce new products to a wide range of industry professionals, making it a key reason Charlee Bear returns each year. It also provides valuable networking opportunities, allowing our brand to strengthen relationships with retailers, distributors and other industry partners. Global also keeps Charlee Bear aligned with industry trends and consumer demands, while offering a chance to engage directly with customers for feedback and connection. Additionally, attending reinforces Charlee Bear's reputation as a trusted, innovative brand and allows our team to gather inspiration and learn from other industry leaders. Our team begins planning for Global months in advance, as there are many moving parts that need to align for a successful show. We work together to create a clear strategy, set goals and ensure every aspect of our booth, from its design to product displays, effectively communicates our brand identity, messaging and the new products we're showcasing. Additionally, we have a dedicated team that prepares all press materials ahead of time and organizes media tours, providing another valuable opportunity to engage face-to-face with attendees.”

“Evangers has exhibited at Global for more than 20 years. It's always nice to be in a single location where many of our customers can come together to say hi, introduce new innovations and provide insight to our peers. These are just a few of the many reasons why we and

other brands return year after year,” said Sher. “We intentionally keep a small booth to ensure that our customers can interact with the entire Evanger family face-to-face. The human connection and networking opportunities are always the highlight of the show. Our goal is to continue to innovate and invest in both

“To maximize the opportunities presented by Global, SquarePet takes a highly strategic approach to preparation,” Atkins with SquarePet said. “As a young, self-funded company, the majority of our financial resources are directed toward product development, which means we do not have an extremely

Attendee Viewpoint

“We continue to go to Global Pet Expo yearly and have done so for many years. In the beginning, we always attended Global to seek out new product and industry innovation and today that still remains to be a primary goal. However, in these past couple years, Global has surprisingly become an effective buying show from a retailer’s view. Being a multi store chain, we have recently been able to secure better deals and discounted purchases to supply our stores—deals that used to only be secured at local distributor tradeshows and with working with sales reps one-on-one. In 2024, our best purchases were made at both Global and SUPERZOO. So, now we approach Global not only with the goal of bringing home new items for our customers, but also the best discounts to pass along.”

—

Karen Smith, Director of Purchasing, Speck's Pet Supply

the quality of our foods and our industry relationships.”

“To prepare for a tradeshow of this scale, our team focuses on thorough planning and strategic coordination,” she continued. “First, we ensure our product offerings and displays are aligned with current trends and consumer interests, so we can showcase our innovations effectively. We also train our staff to be knowledgeable, approachable and ready to engage with a variety of audiences, from retailers to media representatives. In the weeks leading up to the event, we reach out to existing partners and potential new customers to schedule meetings and make the most of our time at the show. We also carefully map out our booth’s layout and ensure we have all the materials, product samples and demonstrations needed to create a memorable experience. During the event, we prioritize active networking, attending relevant seminars and participating in industry discussions to stay informed on trends and best practices. After the show, we follow up promptly with leads and contacts to turn those connections into long-term business relationships, ensuring we leverage the full potential of the opportunities Global offers.”

large booth. Instead, our booth is intentionally designed to be an open and inviting space where meaningful interactions can take place with customers. It reflects our brand values of integrity, quality and innovation while emphasizing a welcoming and approachable atmosphere. The team invests significant time in pre-event planning, including product training, developing targeted marketing materials and coordinating with key accounts to schedule in-depth meetings. By focusing on fostering strong relationships and highlighting our unique product offerings, SquarePet ensures that we make the most of the opportunities the Expo provides. Additionally, we leverage digital outreach to inform attendees about our presence and post-event follow-ups to build on the momentum generated during the show.”

Producers of high-quality, premium pet food are preparing to show off and highlight their latest offerings at this year’s Global. Whether its dry, wet, freeze-dried or raw food options, the category continues to prosper through these companies fueling growth to the industry by providing pet owners with education and advice.

Global Pet Expo Preview

Reptile and Aquatic

Within the world of reptile and aquatics merchandising spans an array of hard goods and consumables. In the former segment, manufacturers are promising to deliver innovations that are aesthetically pleasing, easy to maintain, functional and encourage the health and enrichment of the exotic pets and fish in captivity. And while there’s only so much that can be improved on a naturally complete food source like live crickets, leaders in the live foods category continue to emphasize the importance of quality and consistency, and they aim to demonstrate their capabilities at this year’s Global Pet Expo.

Brandon Armstrong is the owner of Armstrong’s Cricket Farm, which has been and continues to be a family business for almost 80 years. The company isn’t planning to diverge too much from what’s it’s been showcasing at recent Global shows.

“The main reason why we go to Global is to see the customers,” he said. “There’s nothing really better than faceto-face feedback, finding out what we’re doing good, what we’re doing bad, so we know where we can improve. Basic things like that. There are no real big changes for Armstrong’s Cricket Farm as far as anything that we have in Louisiana going on, as far as the different species we’re offering or anything like that. It’s business as usual as far as our offerings. We’ve updated some things for retail; when I say retail it’s us selling directly to the customer. We’ve made some changes there, but for the most part, it’s business as usual as far as us serving the pet industry and to the retail stores themselves.”

But that doesn’t mean Armstrong’s has nothing to show. In those conversations, the company will be emphasizing why they continue to be in business across so many decades.

“People are more worried about value rather than the actual price,” he said. “They want to know they’re getting a good product for the price they’re paying. A lot of other farms, there’s been a lot of cost cutting, which has caused different diseases throughout the years, as far as all the different feeder insects. And people want more than anything

they can rely on you. That is a part of the quality or the value here is ‘hey, I’m willing to pay an additional cost to ensure I have a reliable source so I can conduct business as I need to.’ The last thing a retail store needs is to scramble every week. ‘Hey, where am I gonna get my bugs from?’ It should be a set and forget situation. That’s something Armstrong’s has been very good at, through the past decades, is we’ve never had to tell our customer we don’t have the inventory. We ensure that we have what we need for our customers especially in the pet industry.”

Penn-Plax, meanwhile, is preparing to showcase Aqua-Floras under its newly launched Tide & Treasure Décor brand, said Director of Marketing Andrew Tocci.

“Aqua-Floras are a unique line of aquarium plant ornaments designed to provide natural-looking, easy-to-carefor additions to any aquatic setup.”

Tocci explained, “The Tide & Treasure Decor brand brings a fresh perspective to aquarium decor, blending functionality with aesthetic appeal. Aqua-Floras will be a standout feature, offering a variety of styles that enhance the beauty of aquariums while also supporting healthy environments for fish. This development reflects our commitment to creating innovative products that cater to the evolving needs of aquarium enthusiasts, providing them with attractive, hassle-free solutions for their aquatic habitats.”

Komodo, a branch of Multipet, has several new items to showcase as well. “At this year’s Global, Komodo is introducing several exciting new products, including innovative wood terrariums, moss substrates, dried flower supplements and protein jelly pots,” said Kayla Lang, Komodo Sales Manager and Multipet Midwest Account Manager. “These additions reflect our commitment to providing high-quality, functional products that enhance reptile care while aligning with evolving consumer preferences for natural and sustainable solutions.”

Global also presents opportunities to see what else is starting conversations, and Lang identified a few goals the

company has for the show. “One of the biggest trends we’re seeing in the reptile and aquatic category is the growing demand for bioactive habitats and naturalistic enclosures. Pet owners are looking for ways to replicate their pets’ natural environments more authentically, and Komodo is committed to supporting this movement with products that promote a healthier and more enriching habitat,” she said. “At this year’s Global, we look forward to discussing responsible reptile ownership, the importance of enrichment in captive habitats and how the industry can continue evolving to support both animals and hobbyists.”

Tocci said trends he’s following include the rise of smart technology in both reptile and aquatic care. “Advanced filtration systems, like those in our Cascade line, are incorporating more efficient, user-friendly technology, making it easier for hobbyists to maintain healthy environments for their pets with less effort,” he said. “We also anticipate naturalistic and habitat-focused products continuing to be a priority, particularly with Reptology. Reptile enthusiasts are increasingly looking for ways to create more authentic, enriching habitats for their pets. Finally, the entry-level aquarium market is expanding. This has led to a surge in demand for affordable, easy-to-use products, especially in our Shorefins line, which offers beginner-friendly solutions for those just starting out in the aquatic space. These trends reflect the evolving needs of both experienced and new pet owners, and Penn-Plax is excited to continue innovating to meet these demands.”

Just as the humanization of pets phenomenon has impacted how people shop and care for cats and dogs, so has it led exotic pet owners to also want to give their beloved pets the best chance at a healthy life. Manufacturers in the reptile and aquatic merchandising segment indeed have a wide variety of products and innovations for pet retailers looking to bulk up their fish and exotic pet inventory to support those pet owners.

Global Pet Expo Preview

Treats

Leaders in the treat category shared a wide range of goals for this year’s Global Pet Expo. With topics and trends surrounding consumer demands for limited ingredient treat options with less fillers, these exhibitors are planning on delivering more than just the average baked biscuit treats.

“We will be showcasing our ‘barkcuterie’ of product shapes, styles and recipes. The creative merchandising approach enables everyone at the show to see, touch and smell a diverse variety of the treats that we offer,” said Rick Ruffolo, President and CEO of Phelps Pet Products. “Phelps offers the widest assortment of proteins in the industry such as farm-raised beef, chicken and turkey, wild-caught salmon, game meats including wild boar, elk, bison, duck, rabbit and venison, and alternative proteins featuring 100 percent plant-based, insect protein and invasive species-based treats, among others. Our diverse portfolio provides our customers with multiple options to expand their line and attract new shoppers.”

“PureBites is committed to investing significantly in innovative new products that encourage pet parents to focus on our simple, high-quality ingredients,” said Stuart Menten, Marketing Director for PureBites. “This year, we will be showcasing an expansion of new treats and toppers, including adding PureBites Pumpkin and water Pâté, to our successful one to two ingredient pure pâté lineup. Additionally, we will be introducing air dried chicken, tuna and duck sprinkles as yet another way to enhance your dog’s mealtime.”

Global is a hotbed for topics and trends that continue to grow the category and industry, giving manufacturers a better idea of what is on the horizon and which discussions and conversations they want to be part of.

“One of the biggest trends has been the continued growth of sustainability initiatives—which has become a bigger and bigger priority for many brands and retailers. In fact—this is the first year there will be a distinct section of the Global dedicated to those companies who are accredited by the Pet Sustainability Coalition. Phelps is proud to

be a leader in key sustainability initiatives including offering USDA Certified Organic dog treats, being the first dog treat manufacturer to be certified by the Upcycled Food Association and being able to source eco-friendly packaging for our customers,” said Ruffolo.

“Lord Jameson is gearing up for a great show,” said Founder Sarah Goldberger. “2025 for us is really about solving voids and needs in the market as it

plant based formula.”

“Making healthy nutritional decisions for our furry family members should not be a difficult process,” said Menten. “PureBites believes in keeping the ingredients simple but also making the feeding process enriching and convenient. Mealtime for so many cats and dogs has become boring and monotonous with the same bland kibble; it’s high time we start seeing the flavor and joy be added

Attendee Viewpoint

“As always, we are looking forward to catching up with our vendors and building those important relationships. We are also looking forward to learning about new innovations and brainstorming ways to introduce those to our customers. It's always important to keep your finger on the pulse of the industry. Attending tradeshows gives you so many more opportunities to stay relevant to your vendors, team and communities.”

— AdreAnne Tesene, Co-Owner, Two Bostons

relates to convenience and wellness. Wellness is at the heart of everything we do. One product line that's going to be brand new is a snack pack concept. With more people on the move and traveling, hospitality rates are skyrocketing. Everyone's taking their dogs with them. The concept of a grab and go healthy snack pack, whether it's bringing it to doggy daycare, bringing it to your office, taking a hike, snacking at home or obviously on the move with travel is a big innovative product line that we're launching. Then following some of the tail end of last year, we are really working to solve a need in the market for an all-natural, organic and allergy friendly pill hider. So, we are going to be innovating on that product line as well. Majority of pet parents that have a dog at home that's ill or not well, the number one complaint is that their dog eats the treat and spits the pill out. So, we created the first ever chunky pill hider to confuse the dog's palate. The other void in that was an allergy friendly pill hider because so many dogs have different sensitivities now to various animal proteins. There was really no clean, non-processed, no toxins, no preservative pill hider on the market that used a

back into it. We’re seeing many retailers add dedicated sections between food and treats specific to meal enhancing or topping. We’re excited to already offer many products that can fill this role like our pure pâtés or broths but also expand it with our new air-dried sprinkles later this year. There’s never been a better time to add the joy back into your furry loved one’s meals.”

“One of the areas where Phelps has helped leading brands and retailers innovate is a new product segment known as ‘air-dried’ or ‘gently-cooked’ dog treats and food,” said Ruffolo. “There are many brands exploring the nutrient-integrity benefits of this processing approach with the hope that it will be a safer, better-tasting and less expensive alternative to raw or homecooked foods. We also are interested in learning more about what safeguards the brands and companies in the ‘raw’ meat segment will be taking to reduce the number of salmonella, listeria and related product recalls in the future. We have an obligation as an industry to adopt safe quality food standards, and it seems the raw segment is in need of

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Global Pet Expo Preview: Treats

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some reform.”

“PureBites encourages pet parents to turn the bag around and look at our natural and pure ingredients. We are dedicated to innovation that meets the needs of pet parents seeking treats, food and toppers made with simple, high-quality ingredients they can read, pronounce and trust. As pet parents become more aware of how diet affects their pets' health, they are increasingly looking for healthier, more nutritious options. The trend towards natural, whole-food diets for pets extends beyond meals to include treats as well. By choosing treats with fewer ingredients, pet parents can feel more confident that they are providing their pets with safe and healthy options. PureBites’ is committed to always scrutinizing every single ingredient in all our treats, food and toppers. If it’s unnecessary, we leave it out,” said Menten.

Although obstacles have gotten in the way of participating or attendance, manufacturers continue to put Global on their calendars every year.

“Phelps has been a regular attendee and exhibitor at Global prior to and since Covid canceled the show in 2021 and reduced its impact in both 2020 and 2022. Despite the interruptions, Global remains a place where retailers, brands, manufacturers and other key

ThoughSpunky Pup has been attending the Global Pet Expo for a decade, the manufacturer keeps things fresh each year, innovating thoughtful products to delight retailers and pet owners like.

Owner and President Ward Myers notes the continued tendency for pet owners to treat their pets like children. “Spunky Pup has been a leader in novelty and humanizing treats and toys,” he said. “We will be introducing a line of frosted cookies for both holiday and every day, as well as a Chew-Cuterie board for dogs. People love to treat their dogs like kids, and we have the line-up

industry partners can come together to discuss key issues, collaborate on new projects and find new and better ways to serve the pet households here in the US and abroad. We are looking forward to spending time with our current partners and meeting many new customer prospects at the show, again, this year!” said Ruffolo.

“PureBites has been participating in Global since 2008, and it has consistently been an excellent in-person tradeshow that offers numerous opportunities to connect with potential customer partners,” said Menten. “We will showcase our latest treats, food and toppers to all attendees, and we anticipate enthusiastic reactions as we introduce innovative new products that are expected to drive significant sales growth. Being able to see, touch and even taste our treats, food and toppers—or our furry attendees—creates a much greater impact than simply viewing images and videos.”

“It definitely is a company-wide team effort. Everyone pitches in to make sure we are prepared to have productive meetings with current customers and new prospects. It is a big investment in time and money, but we have been fortunate to see great results year after year,” said Ruffolo.

“The PureBites team approaches Global with a strategic and well-coordi-

Novelty Treats

SpunkyPup's Ward Myers

nated plan to maximize every opportunity the show offers. Preparation begins months in advance, focusing on several key areas like setting clear goals. We define specific objectives, whether it is expanding our distributor and retail partnerships, launching new products or strengthening relationships with existing customers,” said Menten. “Having clear goals allows us to measure success and maintain focus: Engaging Booth Experience: Our PureBites booth is designed to reflect our brand’s core values and to create an inviting space that fosters meaningful conversations. We invest in eye-catching displays to highlight our unique value proposition. Product Readiness and Innovation Showcasing: Ahead of the show, our R&D and Marketing teams collaborate to ensure we are showing our latest PureBites innovations. Pre-Show Outreach: We reach out to distributors and retailers before the event to encourage our key partners to visit us at our booth," said Menten.

Cleaner ingredients and labels have remained a top trend and demand within the category as pet owners strive to give pets longer and healthier lives. Treat producers are expected to launch their latest offerings at this year's Global as well as push conversations surrounding the benefits of healthier treat options.

to pamper our four-legged kids.”

Undaunted that it is no longer the ‘new kid on the block,’ Spunky Pup aims to continue to lead in the novelty treats category. “We use the show for new product introductions, meeting with our customers and exposure in general within the pet industry,” he said. “Our conversation will be to be a leader in novelty with our current line as well as new introductions over the next year.”

Equipped with experience and keen instincts of what pet owners are looking for, Spunky Pup is positioned to spur category growth and create partnerships.

Global Pet Expo Preview

Hardlines

Hardline category leaders provide a variety of premium goods and products for pet parents to offer their pets the best of toys, accessories, supplies and more. With Global Pet Expo around the corner, these companies are using their accomplishments from last year and goals for this year to drive their focus and conversations.

Enrichment Toys

“For Spring 2025 we have focused our new product development on three separate areas: first, we will be launching an all-new interactive enrichment toy called a 'Lick Stick,'” said Adam Baker, Founder of SodaPup. “Historically, enrichment products have been for solitary activity—give the bowl, lick mat or treat dispenser to your dog and let them use the product on their own. A 'Lick Stick' is different in that you present it to your dog and hold it while your dog licks the food from it. The Lick Stick is perfect for small rewards and is designed to be interactive to help you build a bond with your dogs. We are currently planning 3 Lick Stick designs to launch at Global. Second, we will be launching two new shallow slow feeder bowls—one called Garden and the other called Sunflower—as well as two new lick mats—one called Tulips and the other called Citrus. These products augment our growing collection of enrichment feeding products. We continue to give retailers new options that they can 'flow' through their assortments to keep consumers excited about their changing options. Finally, we will be launching a group of new nylon chew toys for power chewers. As with our other nylon designs, our heavy-duty chew toys feature some sort of enrichment capability so that you can use them in conjunction with soft foods. This enhances the desirability for dogs and gives them a new type of enrichment challenge which to date has not been widely available. Our new designs include XL Honey Bone, XL Honey Bone Antler, XL Honey Bone Dental Tower, XL Honey Bone Flower Tower and Honey Bone Star.”

SodaPup outlined what the company expects to see at Global, and what it will be bringing to the table.

“I think you will continue to see a

proliferation of enrichment related toys and tools. As consumers gain a better understanding of the benefits of enrichment for dogs, they will gravitate toward new innovations that help them do more types of enrichment with their dogs,” said Baker. “For instance, the Lick Sticks that we are introducing

capture auto and active travel solutions. With this new line up, Sherpa continues to meet the evolving needs of pet parents who seek both convenience and safety when traveling with their pets.”

“PetWise fosters innovation by creating space for collaboration across teams and encouraging feedback from both in-

Attendee Viewpoint

“I’m really looking forward to bringing our new franchisees to the show for the first time—it’s such a big moment for them and for us. They were long time managers of our stores and this year they became owners of the stores they managed. Watching them take it all in, meet vendors and see how many opportunities are out there is so exciting. Personally, I love discovering new, innovative products that our customers will love and that fit our ‘pets over profit’ philosophy.”

— Nancy Guinn,

Owner, Dog Krazy

will be a new way for people to interact with their dogs. I also think that companies will try to draft on the success of products like the Woof Pupsicle that combine a toy with a specific treat that fits the toy. Competitors will develop proprietary systems so that they can sell more treats that fit only into their system.”

Containment

and Travel

In a previous interview with Pet Insight, Moderna Pet Products mentioned what the company has planned for the new year. “We plan to continue to deliver quality product on time and in full. We plan to expand our offerings and reach through new and existing partnerships,” said Rachel Skweres, Sales Executive with Moderna Pet Products. “Pet specialty plays an important role in the pet industry. They are the go to for all things pet. They give customers an opportunity to go deep within their selection to find their exact fit for products. Not just the essential, but the best fit. Pet specialty is there for guidance, knowledge and availability”

Similarly, “In 2025, PetWise will focus on maximizing the potential of our premium travel brand, Sherpa, with its recently expanded product line,” said Laura Noguerio, Senior Product Manager, Travel and Dog Toys with PetWise. “The assortment has broadened from primarily in-air travel essentials to also

ternal and external stakeholders. As we enter 2025, we’re leveraging insights from our successes and challenges from 2024. Category trend analysis, and open dialogues with partners ensure that we remain forward-thinking and adaptable in meeting consumer needs,” said Noguerio. “We’re observing a continued growing trend toward the humanization of pets, where pet parents increasingly treat their animals as members of the family. This is driving demand for products that combine functionality, comfort, and style, mirroring trends in human travel gear. As this population grows, we anticipate heightened interest in premium, thoughtfully-designed travel solutions.”

“Jolly Pets is thrilled to announce the launch of an innovative pet travel and grooming line in 2025,” said Louisa Casto, Marketing Director of Jolly Pets. “This collection is designed to make traveling and grooming with pets easier, more comfortable and stylish. It includes practical solutions like car booster seats, bench hammocks and folding travel bowls, ensuring pet safety and convenience on the go. Additionally, our new paw cleaners and microfiber glove towels simplify grooming, whether at home or on the move. For outdoor enthusiasts, items like the basket bike seat

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Global Pet Expo Preview: Hardlines

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and water bottle bowl are perfect for active pet parents. These products reflect Jolly Pets' commitment to enhancing the bond between pets and their owners through functional, thoughtfully designed solutions.”

“PetSafe is on a mission to create fields of joy where pets are happy, healthy and safe whether that is in a backyard, a playing field or dog park,”Janna Chollet, Head of Marketing Communications and social Media with PetSafe said. “Ensuring that pets and families are free to enjoy and run around a dedicated outdoor space is the inspiration for our containment solutions. While other brands and companies make containment solutions, none offer AccuGuard™ Technology like our GPS + Tracking fence that not only offers a GPS boundary but is the most precise in the world within four feet whereas other brands offer 15 feet and fail under cloud or tree cover.”

“For 25 years, PetSafe has been transforming the lives of pet families, bringing joy to pets and the people who love them. We are obsessed with pets and believe there is nothing more powerful than the unbreakable bond that pets share with their families which is why we are relentlessly committed to offering a wide range of products, from toys to fences, for every family, and however they choose to train, play, and keep their pets safe,” Chollet added. Leashes, Collars and Harnesses

Global allows attendees to get a better understanding of these companies have planned for the future. “We continue to see a reduction in the interest for pet apparel year over year,” said Elan Ovadia, Vice President of Sales at All Star Dogs. “This trend has continued for the last decade and we've made the appropriate adjustments to our product line to align with consumers interest. While we still maintain a robust selection of pet apparel items, we spend the bulk of our time developing exciting new offerings mainly now in accessories and small hard goods. These items are typically less expensive, have less sizes and they're easier to merchandise for our retail partners.”

“We've exhibited at the show for

more than 20 years. We find that Global has made some very positive changes over the last few years. We find that many of our buyers are making the difficult decision to attend only one trade show a year now and their preference is Orlando over Las Vegas. They find the timing of the Orlando show more convenient and the joy of escaping from the cold winter months to sunny Florida to be a positive experience,” said Ovadia.

durability, sustainability and enrichment options for dog toys as we move into 2025. "Our focus for newness may be on the above categories, but we’ll also continue to build on our current offerings to ensure retailers, consumers and pets are getting the diverse range of products they expect from PetShop by Fringe Studio. We’re excited about the new dog toys we’re working on for 2025 and can’t wait to share them once

Attendee Viewpoint

“As always, the goal is to find the latest, greatest and most innovative products available to bring into our stores. In addition, there are always great opportunities to gain margin through exclusive deals only offered to those who attend. I attend each year as I find this is a great opportunity to get in front of executives that we don't see on a regular basis and to fortify the current relationships we have in order to maintain a camaraderie with brands we've been doing business with for several years. Variety is the spice of life so the more unique options we can find to offer our customers, the better. We often feature new items that we find at Global Pet Expo on end caps and creative displays we create.”

— Michael Palmer, Co-Owner, Premier Pet Supply

“We've been doing this for so long that it all comes easy at this point. We have the dates for events like this very far in advance so it makes planning the logistics and travel aspects very simple. But as far as preparing our marketing strategy, that we usually save until as close before the event as possible. This allows us to include in our mailings and our social and digital marketing all of our new products and lines that will be offering as well as discount and savings opportunities.”

Toys

Petshop by Fringe Studio mentioned the company started planning for 2025 well before the beginning of the year. "We’ve been focusing on building our internal team to ensure we can meet demands for the new goals we’re setting for 2025. Additionally, our design and development team have been hard at work for months focusing on innovation and we’re excited to bring all of it to our consumers in 2025,” said Jennifer Kruegel, Director of Product Management-Pet. “Considering retailer and consumer feedback, sales data and additional research, PetShop by Fringe Studio will be focusing on innovation,

they’re available.”

SodaPup has been focused on expanding its educational outreach over the last year. “This past fall, SodaPup launched the 'SodaPup Enrichment Lab' podcast. We invite a wide range of enrichment experts and practitioners to join us for a 30-minute discussion about enrichment and the enrichment tools they use with their dogs, including toys. We believe3 that, collectively, there is an immense amount of expertise around food-based enrichment. The objective is to share that expertise with the world and to create a visual and audio 'library' that people can access to learn more about enrichment,” Baker added.

The hardlines category includes a wide range of high-end goods and products that ensure pet parents can provide for their pets. As Global draws near, these companies are focused on showcasing their tried and true, signature products along with new product launches and expansions that continue to drive the category forward. These leaders are anticipating their products will draw forth the attention and focus of attendees while leading discussions surrounding hot topics and trends.

Moderna Products offers a wide range of high-quality plastic pet products, designed to enhance the lives of pets and their owners. Our extensive assortment includes innovative feeding solutions, litter boxes, carriers, and more! All crafted with durability and style in mind. Beyond our own Moderna brand, we provide businesses with the opportunity to develop their own private-label products. Our expertise in customization allows partners to create unique solutions that align with their brand identity.

Global Pet Expo Preview

Freeze Dried Merchandising

Freeze-dried pet food has been impacting the pet food industry due to its added nutritional benefits and limited ingredient labels. Leaders in the category are planning on combining new product innovations and launches with educational promotions at Global Pet Expo this year.

“Northwest Naturals plans to lead and participate in conversations within the premium foods category focused on transparency, sustainability and the importance of whole food ingredients,” said Amy Snell, Director of Sales and Marketing with Northwest Naturals. “We are committed to educating consumers about the benefits of using frozen or freeze-dried pet food. Our focus will be on promoting the nutritional advantages of raw foods, the importance of ethical sourcing and our efforts to continuously innovate for the health and well-being of pets. Additionally, we aim to engage in discussions about the future of pet food, specifically regarding trends in functional nutrition and the growing demand for convenient yet wholesome options for pet owners.”

“Pet food trends often mirror human food trends, and right now that focus is on health and convenience. The freeze-dried category has seen tremendous growth throughout the past few years, and I don’t anticipate that slowing down. Freeze-dried foods maintain their nutritional integrity, are incredibly easy to use for daily meals and perfect for training since they can be easily broken into smaller pieces. Plus, there’s no need to worry about refrigeration— freeze-dried food can even fit in your pocket for a quick snack during a hike for your pet,” said Snell.

“Midwestern Pet Foods is aware that the economy still presents challenges in the pet industry. Our sales representatives anticipate having conversations with retailers about general business in today’s economy, foot traffic in stores, changes in consumer shopping carts and more,” said Marketing Coordinator Brandi Kramer.

“In 2025, we are getting real about the benefits of raw and how pet parents can make a difference without feeding full raw diets,” said Heather Govea,

CEO of Carnivore Meat Company, parent company to Vital Essentials. “We’re encouraging pet parents to incorporate even just 20 percent raw protein to their pets’ bowl. Studies show starting at 20 percent of the diet pet parents can expect to see health benefits like more energy, healthier skin and coat, improved digestion, and overall vitality.

Govea emphasized how the company preps for the expo and what attendees can expect to see. “We prepare by ensuring we have a well-coordinated strategy to ensure we make the most of the event. A key part of our preparation is highlighting our core brand identity centered around raw Butcher Cut Protein, which represents our commitment to high-quality, minimally processed pet food. For this year’s Global Pet Expo, we’re planning engaging booth activities that reinforce our 20 percent raw feeding message, offering attendees a hands-on opportunity to craft and photograph custom pet food bowls that demonstrate how easy it is to incorporate raw feeding options into a pet’s diet,” said Govea.

McLovin’s Pet noted the company’s plans for 2025 as well as how the company entered the category and what it expects to drive the category forward this year and beyond. “McLovin’s Pet began with a simple but powerful vision: to revolutionize pet nutrition by offering premium, freeze-dried products that combine exceptional quality with affordability. Our journey has been marked by milestones that reflect our commitment to this vision,” said President Danny Waite. “From launching our first freeze-dried product line to expanding into key markets, each step has been guided by our dedication to meeting the needs of pets and their families. A pivotal moment in our growth was establishing partnerships with retailers and distributors as this has been instrumental in making McLovin’s a trusted name in pet care. These milestones underscore our commitment to innovation, sustainability, and collaboration, which continue to propel us forward as we strive to set new benchmarks in the pet nutrition industry.”

Open Farm expects the Expo to be a

hub of conversations and discussions surrounding trends and hot topics circulating the industry. “Each year, Global is a fantastic opportunity to witness how the pet food industry is evolving. As leaders in the premium pet food space, we’re excited to share how Open Farm is pushing boundaries and setting trends. It’s an invaluable space to connect with others who are as passionate as we are about advancing the wellbeing of pets,” said CMO Mark Sapir. “Last year we saw a significant shift towards ethically and sustainably sourced ingredients. While this has always been integral to our recipes, it’s encouraging to see this practice gaining traction across the industry. We are also noticing a growing interest in variety, particularly with meal toppers, as pet parents seek more options to enhance their pet’s bowls and keep mealtimes interesting. Another key trend that is gaining significant momentum is the demand for sustainability and transparency. Pet parents are becoming more conscious of how brands are addressing environmental concerns, and they want to align with companies that reflect their values. While these are trends for many, they are the values Open Farm was built upon, and we are eager to continue leading the charge in pet food innovation.”

“At Global, our team always looks forward to taking an active role in leading and participating in discussions that help shape the future of the premium pet food industry. It’s not only about showcasing products, but also about sharing insights, fostering conversations, and exchanging ideas that advance the entire industry. Within the product innovation space, we are particularly excited to discuss the fresh food category. As this category continues to grow and attract attention from direct-to-consumer brands, we see a unique opportunity to collaborate with neighborhood pet retailers and expand the reach of high-quality fresh food options. We’re eager to engage in discussions that revolve around how we can grow together with our neighborhood pet retail partners and elevate the category as a whole,” Sapir concluded.

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Global Pet Expo Preview

Containment

Manufacturers in the containment category are positioned to offer product solutions that combine functionality and creativity. By tackling comfortability and adhering to rigid safety standards, suppliers have made it easier for pet parents to feel relaxed and reassured when they bring their pets by car or plane. Manufacturers have identified several areas of interest they are planning to focus on during the upcoming Global Pet Expo and in interactions throughout the year.

“New Age Pet has identified a need for enhanced designs that incorporate additional functionality which include ease of use and optimal sizing, as well as new materials and textures,” said VP of Sales and Marketing, Alex Canales. “This trend is consistent with our customers’ desire to develop fashion-forward furniture-like containment habitats that enhance their living spaces.”

MidWest Homes for Pets has been with Global from the very beginning.

“Jim Wingate, who helped found our pet division and is now retired, served on the APPMA board for many years, and we’ve seen the evolution of this trade show from the beginning and are always excited to be a part of it,” said Director of Marketing and Communications Tara Whitehead.

During this year’s Global, MidWest will showcase a new distribution partnership for travel and containment accessories.

“As well as its sales and distribution programs that will assist retailers in creating the best containment assortment in stores,” said Whitehead.

MidWest Homes for Pets anticipates one important topic of conversation that will permeate the show room floor, “will be the current global environment and what we are doing to overcome the manufacturing, distribution, and trade challenges and uncertainties that we will all face for the foreseeable future,” Whitehead said.

“To that end, MidWest will lead the conversation where we ensure design quality and safety are not compromised in this changing environment,” she continued. “When it comes to pet containment in the forms of wire crates, gates,

pens, kennels, carriers, and small animal cages, MidWest, and the industry collectively, cannot sacrifice quality and pet safety. Quality assurance and customer service support are core values that MidWest is not willing to sacrifice.”

Outside of goals and objectives for Global, manufacturers are making progress towards priorities they have set

transportation needs to and from the vet, but also bringing pets along with our family travel. Moderna continues to increase its offerings within pet transportation.”

Moderna holds itself to high standards of consistently offering top quality products on time. Through new and existing partnerships, Moderna is un-

Attendee Viewpoint

“It's always fun to see the different displays and figure out how to bring that to life back at your own stores. We start each tradeshow with a list of product categories we need to strengthen at our stores and are on the lookout for products to fill those voids. We like to look at almost every booth to find those hidden gems that might not jump out at a glance. This is what makes attending tradeshows so powerful.”

— AdreAnne Tesene, Co-Owner, Two Bostons

for the year. In 2025, PetWise will focus on maximizing the potential of its premium travel brand, Sherpa, with its recently expanded product line.

“The assortment has broadened from primarily in-air travel essentials to also capture auto and active travel solutions,” said Senior Product Manager Laura Nogueiro. “With this new line up, Sherpa continues to meet the evolving needs of pet parents who seek both convenience and safety when traveling with their pets.”

Moderna is entering the year intent on expanding its product offerings while holding itself to its high standards of quality and customer service. Moderna Products is dedicated to expanding its offering of kennels and carriers and reflecting pet owners’ perception of their pets as family members by designing products that allow for pets to safely and comfortably travel with their pet parents. The company has struck a balance between offering tried and true dependable products and looking for new and creative ways to keep the travel category enticing and fresh.

“You’ll see our offerings grow within the kennel and carriers as we invest our time and energy into bringing fresh innovation to this category,” said Rachel Skweres, Sales Executive. “Pets are family so you see not only the day to day

covering new ways to improve and finetune its existing travel and containment solutions. One key goal for this year is to continue offering dependable products while staying open to new growth opportunities.

“One of Moderna’s goals is to continue to deliver quality product on time and in full,” Skweres said. “We plan to expand our offerings and reach through new and existing partnerships. You’ll see our offerings grow within the kennel and carriers as we invest our time and energy into bringing fresh innovation to this category. Our goal for 2025 is to continue to deliver quality products on time and in full. We plan to expand our offerings and reach through new and existing partnerships.”

Containment companies are developing innovative, functional products designed to improve the experience for pet owners and ensure pet safety and comfort. They are individually elevating the sector by complying to strict safety standards and prioritizing comfort in a collective effort to relieve pet parents when spending time with their pets. As they gear up for the Global and other industry events, containment manufacturers are focusing on key areas to enhance their product offerings.

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Upcoming Pet Industry Events

Publisher/Editorial Director

1. The Inspired Home Show

March 2-4, 2025 McCormick Place Chicago, IL www.theinspiredhomeshow.com

2. Natural Products Expo West March 4-7, 2025 Anaheim Convention Center Anaheim, CA www.expowest.com

3. GROOM'D

March 7-9, 2025

Georgia International Convention Center College Park, GA www.groomd.org

4. Global Pet Expo March 26-28, 2025 Orange County Convention Center Orlando, FL www.globalpetexpo.org

5. SUPERZOO

August 13-15, 2025 Mandalay Bay Las Vegas, NV www.superzoo.org

6. National Reptile Breeder’s Expo August 16-17, 2025 Ocean Center Daytona, FL www.reptilebreedersexpo.com

7. PLMA's 2025 Private Label Trade Show

November 16-18, 2025

Donald E. Stephens Convention Center Chicago, IL www.plma.com

INTERVIEW

Richard Maltsbarger, CEO, Pet Valu

What do you feel is the role of the pet specialty channel in supporting the growth and evolution of the pet industry?

The industry is broader, so I am thinking about the global pet industry before I come into Canada. Across the global pet industry I think we play three or four very critical roles. One, the pet specialty channels provide a heightened level of expertise especially around innovative products and things that are new to market and maybe new to devoted pet lovers and they want to understand what the benefit is. You don’t generally see the same level of product innovation and the expertise matched with that within the mass channel.

Also, they play a key role in innovation and sustainability. A lot of those new products are actually us, the pet specialty channel, working with our vendors to identify what are other ways we can leverage output to the human food supply chain to be able to create value added products which both help to improve innovation in our market but also help do good for the world by being able to be an additional sustainable part of the global food supply chain.

When I narrow it into Canada, we have a bit more of a pet specialty impact where a little over 50 percent of the total market shopping in Canada goes to pet specialty versus in the US for example where it’s 25 percent, and in a few European countries it’s even less than that. I think it’s important that not only do we play a broad role as an industry, but even in Canada we play an even greater role as Canadians lean heavily into new product innovation and a dis-

proportionate number still enjoy omnichannel shopping.

Given the highly competitive nature of the pet retail channel, what is Pet Valu’s strategy to stand out from your peers?

First and foremost, always and upfront, is our people. We have tenured franchisees; 72 percent of our stores are local operator owners and even within that, 85 percent of those owners only have one or two stores. These truly are local small business operator owners with less than 2 percent turnover per year.

And then on our corporate side we have 225 corporate stores. It’s been a pretty consistent number since 2016 and our average store managers within our corporate stores have even more than a four-year tenure.

So, absolutely, it’s first and foremost the people, and then the people that our franchisees and our store managers lead. We double down on our investment in expertise. It’s 30 hours to get to Enthusiast level. It’s another 30 hours of training to get to Expert level. And then we even back that expertise up with incremental pay just to really double down on making sure that our people have that expertise.

The second part of our formula is convenient omnichannel shopping across Canada, and I truly mean omnichannel. For example we don’t do online only coupons because I don’t think that makes sense to the customer. We only do full system omnichannel offerings to our customers so whether it’s online or in store, we’ve got the largest store network in the country, with over 800 stores putting us within 5 kilometers of more than 75 percent of Canadians and a full e-commerce suite including direct to customer, click and collect and autoship.

And then the third thing that really has become one of our core abilities to stand out is we have and are continuing to build the most capable pet specialty retail supply chain in all of Canada. We have consolidated our entire greater Toronto area operations from five buildings to one 670,000- square- foot facility partially automated with goods to pick robotic automation for over 9,000 SKUs in Toronto. We opened up

our new world class Surrey—the greater the metro Vancouver region—distribution center, and next year we upgrade our Calgary facility to twice the size of our current facility. Within three years we will have gone from nine different primarily manual buildings to three world class partially automated operations that puts us with the best pet specialty supply chain in all of Canada. I love it because in 2021 this was just a five year vision of what our supply chain could be and now we’re almost 80 percent complete.

How would you describe the state of the pet industry?

Underlying everything else going on, and I’ll come to that in a bit with the economy, the secular tailwinds of humanization and premiumization continue to drive the industry. Even with what we’re seeing right now with the normalization of adoption and surrender rates across Canada, we still see an expanding pet population, albeit slower than the rapid rise that we saw during the pandemic. We do see a bit of more value seeking behavior especially on consumer discretionary, so think crates, bedding, apparel and toys—purchases that you could potentially delay and/ or substitute—but we still see very strong growth in consumable products—so food, treats and litter—and most especially premium. Humanization and premiumization are absolutely still happening. Our fastest growing category is culinary, so frozen, raw and gently cooked and our second fastest growing is premium holistic kibble. And at the same time we focus on ensuring we have got those quality solutions for all aspects of socioeconomic status because for us it’s about the best you can do for your pet within your situation. So, for example, we provide a proprietary brand product at all five price tiers—opening price point, premium grocery price point, scientific, holistic and culinary—and generally our brand is at about a 5 to 20 percent per pound reduction in price. People can still access that quality tier but with a greater level of value.

Why does the franchise model continue to work for Pet Valu? How do

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Elevate the moment with Zuke’s Dog Treats.

Interview: Richard Maltsbarger, Pet Valu

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you work with franchisees?

It’s a core element of our success, and I think the most important phrase to take away with our franchisees is operator owners. We have a very specific, very stringent process. We’ll get on average more than 1,500 inquiries to become franchisees with us per year and generally we accept less than 2 percent per year. The reason being is we have a lot of interest because we have very healthy unit level economics. With us as a primary distributor, you get access to both the franchise model and a primary competitively priced place to source your goods from, so we get lots of inquiries but then we have a very specific operator owner model meaning you sign a contract committing that someone on the ownership is going to operate the store full time every week, and that’s why 61 percent of our owners have a single store; another 23 percent have two stores. Nobody has more than seven stores and we have very few that have four, five, six or seven. And the reason being is we want that local community connection. We want that robust engagement with the community, with the volunteering, with the connection to the rescues, with the connection to the customers. Oftentimes, we will have multiple pet life cycles with our devoted pet lovers and they love having the same core nucleus of ownership and management in the store. In terms of the success for us with the program, it’s all about transparency and clear communication that helps to instill trust and partnership in good times and in more difficult times.

There really isn’t a magic to it other than most of our owners that have four or five or more are multi family member ownership groups. So, they’re really splitting their time across one or two stores. It’s just because you have multiple generations together operating a unit, they can handle a bit more in terms of number of stores. All of our most successful ownership groups are family invested businesses. Somebody is in the business full time and generally what we see is over time they add a store or two and everybody in their family becomes part of the business.

And the great news for us is with less than 2 percent turnover franchisees every year it’s almost entirely multi-generational retirement now. We’ve been franchising since the early 80s so we have some franchisees that are well into 30-plus tenures with us who are beginning to step aside for some very well earned retirements.

It resonates. I know them. I know the parents, I know the kids, I know the cousins. I have the great opportunity I’ve met all of our franchise owners and I still meet every new franchisee before they sign their contract.

How does Pet Valu support its franchisees—from training to opening their first location to sustaining their community presence?

Every new franchisee gets 10 days of in-store pre-ownership training with an existing franchisee. We have an entire network of our existing long-term owners—some of our very best who take an extra burden on of a 10-day training inside of their own store and then they go train for a week with the new franchisee in the new franchisee’s store to be able to help them understand. It’s almost an inborn support network. We then back that up with two days of training with our head office staff for critical things around legal compliance systems training and, of course, once they open the store, our 22 regionally assigned franchise business consultants that live locally help them through their firsts— the first opening the store, the first time closing the store, the first time placing and receiving an order, first time having a not so excited customer. These are all things that we do to make sure that they have a life line—they’re not alone. That’s one of the benefits of joining a franchised network is you can operate a pet specialty store, you can be an independent operator owner and have the backup support of an 800-plus store chain.

We pride ourselves with the fact that in the almost six years I’ve been here, we’ve had less than 0.5 percent of all of the new franchised stores we’ve opened actually not succeed. And in all of those cases, we—the company—bought the store back rather than leaving the franchisee to struggle financially through restitution. We will buy the store back

in most cases and then we’ll put our own time into turning the store around and getting it prepared to be successful for a franchisee again.

What do you attribute to Pet Valu’s continued success? What are some key values and features of Pet Valu that make you a leader in the pet specialty space?

At its core the very first one always is our people. It’s our people following safety, compassion, expertise and efficiency. From that, we create exceptional, consistent retail experiences. Again, we constantly reinvest in our older stores to ensure that when you walk in you can’t guess how long this store has been operating. There’s no sign to say this is a store that’s been open 30 years or three months. And it’s really critical; many retailers unfortunately don’t make enough investment in their older stores to ensure that you have that consistency. It’s a critical part of our culture.

And then there are the deep and lasting community connections. Whether it’s through local rescues, our local pet adoptions, all the way up through and including our national partnerships through our Companions for Change Program where we sponsor provincial-wide spay and neuter trucks or animal transfer trucks or even building investments like what we did with North Bay SPCA in Ontario; and then our national partnership with Lions Foundation of Canada Dog Guides Program where we have sponsored more than 200 trained dog guides over the past 12-plus years and do an annual walk for their benefit every spring generally raising more than $1 million per year to help support dog guide development across Canada. So, when you have great people, focus on great experiences, focus on community connections, you then can lean into the hard assets. So our hybrid franchise corporate model, it gives us the consistency of a corporate system with the localization of franchising, and then you layer on top of that the most robust and capable pet supply chain in all of Canada. And we get the efficiency that helps our franchisees and our overall company be successful.

You came (to North America’s most comprehensive pet product marketplace). You saw (the latest, greatest pet products). You conquered (your business challenges). And we can’t wait for you to keep that momentum going next year! Thank you for helping to make SUPERZOO the incredible, fun-filled event that it is. We look forward to seeing you in 2025!

August 13-15, 2025

Education: August 12-13, 2025

Mandalay Bay, Las Vegas, NV

18,000+

Pet professionals participate, including:

10,000 buyers—the most in

3,300+ buying companies 1,000+ exhibitors

Largest Industry Show Floor

330,000 square footage