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Snacks, Candy & Bread
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Snacks, Candy & Bread
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Accelerating into vibrant and significant categories and how suppliers and manufacturers have paved the way for a smooth journey
Independent Pet Partners’ (IPP) bankruptcy filing in February cast a pall of uncertainty and resignation over the pet retail landscape as developments over the fate of IPP’s four retail brands seemed to change daily. Texas pet owners soon found the silver lining in IPP’s financial action, however, when they learned their beloved Natural Pawz pet stores—the first store opened in 2005—were not closing and that original owners Nadine Joli-Coeur and Biff Picone had agreed to buy back not only their 24 Natural Pawz locations but also the Texas Kriser’s locations as well. Now firmly Texas-owned once again, Natural Pawz’s stakeholders—from business partners to store consumers to the pets themselves—can look forward to a clearer future with Joli-Coeur’s and Picone’s original vision guiding the way. History
Husband and wife team Picone and Joli-Coeur came around to the benefits of feeding their Chocolate Labrador Callie, which they adopted in 2001, a natural, minimally processed diet when they sought alternatives to dealing with Callie’s serious allergies. The dog was staring down a somewhat painful fate of receiving regular injections from the vet to alleviate her symptoms before Joli-Coeur found a community of pet owners also dealing with the same problems and finding a solution in switching to all-natural pet food.
The complete resolution of Callie’s allergies spurred Joli-Coeur to begin sourcing natural pet for her dog as a hobby, which evolved into a delivery business. The natural progression of this was to open their first retail location, which they did in 2005 in The Woodlands, TX.
The couple began building a network of trusted and reliable partners right away. “ASC [Animal Supply Company] and Natural Pawz has been business partners since the first day of business planning for the Natural Pawz first location,” said James Blevins, Regional Sales Manager South for ASC. “ASC (Lone Star Pet Supply) [Ed note: ASC acquired Lone Star Pet Supply in 2012] and Natural Pawz’s first original location account
was set up on Dec. 26, 2006. Biff and the LSPS rep at the time, Jim Swenson, met in the back office at a fold up table and chairs to fill out the original application. In fact, Biff still has the application and wanted to include it in the Natural Pawz 2.0 account application. Biff and Nadine grew the business from that single store to a multi-store chain that has come full circle back to them.”
Blevins said through the years, the partnership remains strong because of their similar values. “ASC and Natural Pawz share similar thoughts as to we both want a world where every pet is happy, healthy and safe,” he said. “We share the passion for animals through trusted partnerships that connect the brands and consumers we serve that love pets.”
From then until 2018, Natural Pawz grew to 24 store locations centered largely in Houston, Austin and San Antonio, TX. Natural Pawz stores served as natural pet food and supplies resources for pet owners seeking solutions to a variety of problems. Products were and are still today curated and vetted to ensure they represented “the very best solutions” available to loyal customers who came to rely on the store staff’s expertise and recommendations. The company’s website assures: “When you ask for help in a Natural Pawz store, you can trust that you’re getting an expert opinion. Our employees are extensively trained on all the products we offer, so they’re like walking encyclopedias of pet knowledge. As a company that’s Texas born and bred, y’all know y’all will get the friendliest customer service around. We’re not just committed to getting to know our customers and their pets, we’re committed to our community too. For us, it’s about the personal touch.”
By 2018, the loyal customer base Natural Pawz organically grew drew the attention of several industry players looking to buy the company, including IPP, which was in an accelerated growth mode at the time having acquired the 45-store Kriser’s chain in 2017.
Joli-Coeur and Picone were at a cross-
roads in deciding how to proceed. After considering the market at the time, their own skill sets and the growth potential for Natural Pawz, the couple opted to allow for the company to join the IPP family of companies, led by Jeff David, Mike Foss, Brad Kriser and Ted Root, all of whom have extensive experience in the pet industry.
“Any business has a certain capacity for growth, and we realized that ours was getting bigger than us, and the market was changing,” Joli-Coeur said in media reports at the time of the acquisition. “We looked at where the market was going and the skill set we would need in order to be successful in this new market. And while we knew we could continue to be successful, it wouldn’t be to the degree that we wanted. So it came down to the question of, were we the best [choice] for moving the business forward?”
At its peak store count, IPP operated 162 stores in 14 states across the Chuck & Don’s, Kriser’s, Loyal Companion and Natural Pawz brands. IPP was able to support its brands through unifying marketing strategies including a 5 Pillars of Pet Wellness philosophy developed with the University of Denver, and by implementing technologies that helped buoy the businesses through the worst impacts of the pandemic. In 2020, IPP launched a nationwide buy online, pick up in-store and curbside pickup option for customers along with auto shop subscription services.
In June 2022, IPP even embarked on an effort to better spotlight care and product options for cats and cat parents, a segment still underserved by the pet industry at large, with “Cat World Domination Day.”
The efforts were not enough to sustain the company. On Feb. 5, 2023, IPP announced it had filed for chapter 11 bankruptcy protection. The company attributed several factors to the action, including changing consumer behaviors, the pandemic and ongoing inflation.
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Public uncertainty followed with ‘store closing’ signs going up, but in the background, Joli-Coeur and Picone were making moves. IPP filed a motion on February 10 to approve the sale of 24 Natural Pawz and Kriser’s stores in Texas to the couple. It was approved by month’s end, which was in the nick of time as according to media reports, the stores were set to close March 1.
The updated Natural Pawz website explained: “Coming out of retirement was an easy decision for the couple when they thought of the Natural Pawz employees who could lose their jobs, customers who could no longer depend on the stores for service and products, and, of course, the pets. So, the couple bought back the Texas stores IPP planned to close and reinstated the Natural Pawz identity as a Texas-owned and Texas-run small business.”
The move is indicative of the values the couple harbor that stuck with them through retirement, said Blevins. “Biff and Nadine have a passion not only for the pet industry but for their employees and consumers who they have helped and served since 2006,” he said. “They want to continue the legacy of the name Natural Pawz and lead the brand for several more generations.”
Kiwi Kitchens, which has been selling products in the US for the past five years, has been working with Natural Pawz across both sets of owners. “Across all the stages of their ownership we have had a great working relationship with Natural Pawz and have supplied some of our products to them,” said Kiwi Kitchens VP North America Jim Castleberry. “We are now looking forward to expanding our range of Kiwi Kitchen products with them soon.”
Further, “We truly appreciate Nadine and Biff’s new and original commitment to making sure they provide a wonderful customer experience that includes a trained and knowledgeable staff. One that makes appropriate nutritional recommendations on a wide variety of superior quality / problem-solving products. They will certainly be making a big difference in the lives of pets in and around Houston. We are proud that Kiwi Kitchens is part of their range.
It’s a joy to work with people who are dedicated to only providing the best for their customers' pets—we share that philosophy at Kiwi Kitchens,” said Castleberry.
PetPlate is another Natural Pawz partner getting acquainted with the original owners and appreciating what they've seen. “We were introduced to Natural Pawz as part of our partnership with IPP, who really helped launch us in the independent space and who continues to be a great partner, so the journey with Biff and Nadine is new to us,” said National Sales Director Josh Patterson. “So far, we could not be more pleased that Biff and Nadine took the opportunity to reacquire the Natural Pawz stores. The reaction from the pet parents and store associates has been enthusiastic and we feel like we will be able to continue the momentum we built together over the last year and a half. We've been impressed by their leadership team hires including well respected industry veterans like Lorin Grow, and our interactions with Biff and Nadine have been nothing but positive. We're excited about the future of Natural Pawz and their ability to educate and serve pet parents in Houston and the Hill Country.”
A Welcome Re-Reception
Picone posted his first official announcement of their reacquisition on Natural Pawz’s Facebook page: “Nadine and I are excited to announce that the transaction with IPP has happened and Natural Pawz is Texas owned once again. We are working hard to restock our stores and serve our loyal customers and welcome new pet owners. Grooming is fully open, make your appointment today. Thanks to everyone for their support through this transition process.”
And feedback has been overwhelmingly positive. Facebook user Dorothy Parangao reacted to Picone’s announcement, “Glad to have you guys back! I had the privilege of meeting Nadine many years ago. She had wonderful advice about foods to try with my newly adopted rescue dogs.”
User Alayna DeSalvo-Leyndyke offered: “Happy for you! Happy for us as customers of Natural Pawz! Happy for the Houston community to keep these
stores open and employees keeping their jobs! Cheers to supporting healthy pups.”
And the original owners have not rested since taking back the reins. Natural Pawz has continued to host adoption events in support of local rescues and shelters including Cuz I Matter in Austin. By May, all stores in San Antonio and Austin were updated and remodeled emphasizing 100 percent Texas-owned.
In May, Natural Pawz also launched its Astro Loyalty app that provides a convenient way for customers to check on their frequent buyer cards and see updated offers and flash sales. Chatter on the company Facebook page also indicates that bringing back the online store for customers out-of-state is also underway.
Joli-Coeur and Picone clearly are ensuring they keep up with consumer demand for convenience via the use of technology. Blevins with ASC said despite concerns about the encroachment of e-commerce giants like Chewy and Amazon on the pet retail space, what the couple has built at Natural Pawz, grounded in excellent customer service and experience, will help them to remain competitive. “Obviously Chewy and Amazon are here to stay,” he said. “Natural Pawz’s and independent retailers’ key to success in the current business environment is the customer service they provide and hands-on experience. This is the difference maker and the key to success for independent pet retailers. The end consumer still likes to know who they are buying from. Biff and Nadine’s presence in the stores and the groundwork of the customer experience in person in each Natural Pawz location keeps the end consumer coming back to retail locations.”
This personal touch is what Kiwi Kitchens is banking on. “We want to make sure that as many pet parents as possible understand why our unique Kiwi Kitchens products are right for their pets and to do that it can’t just sit on a shelf, it must be talked about at the store level by a trained staff member,” said Castleberry. “With Biff and Nadine back in the driver’s seat, the pets of Houston will be happy having them back and of course access to a wider selection of Kiwi Kitchens products."
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The Houston marketplace is dynamic due to the city's fast-growing population and cultural diversity. This creates opportunities for pet-related businesses to flourish alongside a wide range of independent pet retailers serving different pet sectors. The presence of pet franchises and strong relationships with retailers in the region contribute to the ongoing success of the Animal Supply Company (ASC) in Houston.
The retailers in the Houston area are known for their focus on relationships, knowledge and a passion for pets. Challenges in this market include extreme weather conditions, competition from big box stores and the need to cater to diverse customer demands. Despite these challenges, pet businesses in Houston thrive by providing excellent customer service, offering unique product selections, utilizing digital marketing strategies and collaborating with other local businesses in the pet industry.
The adage "do what you love and you’ll never work a day in your life" rings true for pet retailers operating in the greater Houston market. “Houston is a city that values pet ownership with a significant number of households owning one or more pets,” said Christine Dawson, Owner, Paleo Pet Goods and Pet Sitting Services. “As a result, there is always a steady demand for pet-related products and services in the area, making it a viable and lucrative market for pet business owners. What I personally enjoy most is that I can work within my area of passion for pets and advocating for their ultimate health and wellness. Helping pet parents seeking the best nutrition for their pets gives me so much joy and fulfillment. I also love my team and that I can coach them to do the same for pet parents as well. I can't imagine doing anything else.”
The breadth of pet-related retailers in one area inspires collaboration amongst retailers who understand and empathize with the challenges other retailers address. Perhaps in other industries, proximity to competitors would breed contempt; however, in Houston, pet retailers view the strong showing of pet retailers as an opportu-
nity to help each other thrive. “One of the things I enjoy most about running Wishbone Pet Care in the Houston marketplace is the diversity of pet owners and their furry companions in Houston is remarkable,” said Tammi Bui, Owner of Wishbone Pet Care. “We can interact with a wide range of dog and cat breeds. It's heartwarming to witness the strong bond between pet owners and their animals and to be able to contribute to their happiness and health. Additionally, Houston's size and thriving economy provide numerous opportunities for growth and innovation in the pet industry. The city is home to a growing number of pet-related businesses, including pet boutiques, grooming salons, training centers and more. This fosters a collaborative atmosphere where we can learn from each other, share best practices and work together to elevate the standards of pet care in the area.”
For retailers like Vicky’s Pet Depot, the opportunity to work with pet owners and direct them towards solutions for problems ailing their pets gives them an unmatched sense of purpose. “Interacting with pets and helping pet parents solve day-to-day issues with pets is the most satisfying thing to do while running a pet store,” said Owner/ Manager Kamlesh Kanani. “Most pet parents have good awareness related to pet food and pet nutrition.”
“The best part about running a pet business in the Houston marketplace is definitely meeting and knowing a diverse clientele of pet owners,” said Sunaina Mathew who owns Suburban Mutt. “We get to know not just the wonderful 'locals' but pet parents from parts of the US and other countries who call Houston home now. It is great.”
Marcquis Davis with Big Tex Feed & Pet Supply appreciates how his career gives him the opportunity to help clients solve their pets’ needs. “Our motto is ‘we have the feed to fit your need,’ which means we try our best to personally meet each need based on complications or skin issues or behavioral problems,” Davis said. “And while we cater to grooming, food, training, etc., we really enjoy having satisfied customers with no buyer’s remorse and a complete
understanding of how certain problems can be fixed with diet and hygiene upkeep.”
Houston’s humid and sweltering summer months present obstacles for retailers that are unique to the Southwest region. Forward thinking retailers support pet owners during extreme heat and natural disasters by keeping pets safe, cool and hydrated and stocking up on supplies. “Weather can present some seasonal challenges with services,” Dawson with Paleo Pet Goods and Pet Sitting Services said. “The summers here are very hot and humid which can tend to keep pet parents from venturing out when temperatures are super-hot. This can affect their demand for services like dog walking, so we offer a safer option with potty breaks and indoor playtime mid-day or early morning and late evening walks to keep pets safe and healthy. We can also be affected by major storms, like tropical storms and hurricanes, which can disrupt business and the pet supply chain to the area temporarily. Planning and preparing customers to have the pet food and supplies to get them through disruptions like this is important to sustain the business by meeting the customer's needs before a weather situation affects the area.”
Competition in a saturated retail space is another challenge that pet store owners in Houston face. Rather than perceive competitors as adversaries, Dawson views them as allies. “Houston has a significant number of pet-related businesses, including pet stores, groomers and veterinarians,” she continued. “This competition can make it challenging for new businesses to gain a foothold in the market and attract customers. How I have overcome this is by being unique and specializing, or niching, to stand out from everyone else and attract the most ideal customers to my business. I also form collaborative relationships with other pet businesses to form a symbiotic support network.”
Another challenge for smaller pet retailers is technology and labor, Dawson said. “How I have overcome this is by
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choosing software that helps me serve customers much in the way that a large pet store would,” she explained. “We offer in-store options for walk-in customers and a web-based store for customers who need to special order products, either on a one-time or auto order basis. We offer delivery and curbside pickup options as well. Labor has been very challenging due to inflation and the job market, so I have overcome this by raising prices to increase margins. The prices on products are usually much higher than the MSRP, but our ideal clients do not mind paying a little more to support a business that is employing people who they love. Higher prices require A-players so that customers feel so well taken care of that they want to pay more than what is charged in the form of tips.”
Houston is notorious for its mosquito population which poses risks for pets who develop diseases from the exposure. Bui with Wishbone Pet Care is dedicated to educating pet owners about the perils brought on by mosquitoes and how to prevent pets from falling ill. “Running a pet business in the Houston marketplace presents its own set of challenges that may differ from those faced by retailers in other parts of the country,” she said. “One significant challenge is the extreme weather conditions that Houston experiences, particularly the hot and humid summers. Another challenge specific to the Houston market is the prevalence of certain environmental factors. Houston is known for its mosquito population and the risk of diseases they carry, such as heartworm. As a result, we place great emphasis on educating pet owners about preventative measures and offering services like regular heartworm testing and prevention treatments. This allows us to address the specific needs of pets in this region and keep them protected.”
Pet owners who visit Vicky’s Pet Depot present an array of differing priorities and demands which creates challenges for retailers who are tasked with striking a balance of stocking a variety of brands without duplication or overwhelming consumers. “We have a very diverse market and every customer has different needs,” Kanani said. “So, it is
very hard to keep all products in stock.”
Furthermore, Houston is densely populated with big box pet stores, Kanani added. “Independent stores have fierce competition,” he said.
Suburban Mutt feels the pressure as well from all the options pet owners must choose from. One of the major challenges Suburban Mutt addresses is close competition from other pet retailers, Mathew said. “Whether it is the big box stores, franchise chains or individually owned pet shops, Houston and surrounding suburban areas have multiple pet retailers in most neighborhoods,” she said. “The pet owner has a lot of choices.”
“Our biggest challenge is the economy and how simple ingredients end up costing the most in purchasing pet supplies and simple health care cost families a lot of money,” explained Davis with Big Tex Feed. “We try to balance it out with education and trial and error methods to avoid costly vet bills.”
The reasons why Vicky’s Pet Depot excels in Houston have to do with how consumers are treated and the experience they have once they step foot inside. "It has to do with exceptional customer service, product quality and services, expertise and knowledge on items, personalized experience and special orders,” Kanani said.
“I believe our willingness to guide customers through this life with nonverbal pet needs is what keeps our customers coming back,” Marquis said. “Most clients don’t understand that pets are just like humans; they have allergies, they have anxiety, they feel pain but can’t say, they get bored, etc. so we try our best to humanize pets so our clients can have a little more empathy and compassion when picking out products to help make their home happy and easier for all.”
“We work hard to offer our customers unique product selection, value and an overall happy shopping experience every time they visit us,” Mathew with Suburban Mutt said. “Our top priority is to listen and take the time to understand their needs as a pet parent. Whether they are looking for a particular pet product or wanting a specific haircut for their pet at our pet salon, we
love going the extra mile to earn their trust, not just their business. Customer loyalty is the key.”
“Houston is one of the fastest growing cities in the US with an enormous amount of culture diversity, which has created opportunities for pet-related businesses in the market,” said James Blevins, Regional Sales Manager for ASC. “Houston proper is a leader for pet franchises that are being launched in the market. Houston has a large variety of independent pet retailers in the aquatic, bird, reptile, feed and natural dog pet sectors to meet the growth of the diverse pet parents’ needs.”
ASC partners with retailers in the Southwest region who share the same high level of passion for pet care. “We are dedicated to serving the needs of the pet retailers in the market,” Blevins said. “Our legacy footprints are embedded in the market, and we look forward to meeting the demands to serve our business partners with the best quality products and service. The retailers and our brand partners in the region have the same vision of, ‘A world where every pet is happy, healthy and safe.’ The retail partners in the region share our passion through trusted partnerships that connect brands and customers we serve to those that love pets. Relationships with the retailers in the region means everything. We have a legacy of serving the region for more than 50 years. Providing the best customer service, deliveries and products to the pet retailers in the Houston marketplace creates success.”
ASC collaborates with retailers in the Southwest who are like-minded in their approach to providing a hospitable and warm reception to pet owners when they shop in store. ASC is an active partner for retailers and prioritizes listening and acting on retailers' feedback. “The Houston based pet retailers are relationship-driven [and a] knowledgeable sales force with nutrition focus,” Blevins said. “ASC is transparent in communication and approachable. We are active listeners to pet retailers and apply those practices in our everyday work in the market. We value our business partners in the market and want to share in the success of their business."
Thepet industry is a diverse make up of categories, all populated by suppliers striving to improve pets' lives. Although each category is faced with unique obstacles, the products that represent the robust pet industry are there to keep pets safe, nourished and well cared for. Manufacturers realize they would not have achieved the career longevity and reputations they have earned without support from the retailers and distributors they have partnered with throughout the years. Forming and sustaining partnerships with retailers and distributors is key for manufacturers to lay the groundwork for a solid future.
“We have developed strong relationships with retailers of all sizes and try to help them succeed in ways unique to them,” said Up Country VP Donna Bodell. “We offer product displays, display packages, and [we] are working on planograms that will fit large and small spaces. Our Custom Products program has become increasingly popular throughout the past couple of years as retailers look for ways to make themselves stand out. With a small investment, a retailer can sell a completely unique product not found anywhere else. Our hope is that opening customers' eyes to style and variety will help keep the category fresh and exciting!”
“We rely on the feedback of our sales reps and retailers to find out where we need to make improvements and where there are opportunities,” said Auburn Leathercrafters President Anita Dungey. “We trust their expertise as they work hand in hand with their customers. We work hard to earn their trust so that they know that they can count on us to be a strong and supportive vendor, and as questions arise, that they might turn to us as a reliable source of knowledge and experience in our segment of the industry.”
“The retail and distribution network we’ve built has served as a critical component of our organization through the years in two main important ways,” Coastal Pet Products President Kim Stout said. “The first is as a sales partner. Having multiple points of distribution has always been a core go-to-market strategy for Coastal Pet Products.
Think of it as 'being wherever the customer is,' and by customer, we mean consumer. Our retail and distribution partners ensure that no matter where they choose to shop, consumers across the globe are being presented with the option to buy Coastal Pet Products. The second is as a conduit for feedback. Retailers in particular are often much closer to the consumer than a manufacturer is and they thus offer different insights and solutions we might never otherwise hear. One method we have used to try to standardize this communication flow is our Authorized Dealer Advisory Board, where we bring together trusted retailers from across the country to offer feedback and insight.”
“PAIKKA is always looking for longterm partnerships where both parties support each other and growth is done together,” said CEO Tea Kainu. “We are not just looking for resellers, we are looking for partnerships. We love to develop new products with our partners. Our product development team is willing to solve issues our resellers have with [the] best possible solutions.”
“We’ve worked hard during the last two decades to build a portfolio of quality products as well as a reliable track record for fulfillment and customer service, and this has led to loyal partnerships with our retailers and distributors,” Emily Benson, Starmark Pet Products Marketing Director said. “As such, this also tends to lead to eager responses to new product launches, and, we hope, lots of happy dogs as a result.”
“Mammoth has excellent customer partnerships whereby customers are enthusiastic about offering Mammoth’s new dog toys to their customer base,” Founder Charles Byrne said.
“These connections go beyond mere business transactions—they are the heartbeat of our company's growth,” said Jerry Moffett, VP of Sales and Marketing. “Ruff Dawg sees itself as a manufacturing company—not a marketing company, so we rely on these partnerships to gain invaluable insights into customer preferences, market trends and emerging demands. By working closely with our retail and distribution partners, we receive real-time feedback
and firsthand knowledge about the needs and desires of dog owners. This allows us to develop new products and improve existing ones that genuinely meet the expectations of our customers. Real world feedback is increasingly invaluable and can only improve the future of the dog toys category as a whole. We believe in the power of personal relationships with the people who interact directly with our products and our customers. These relationships enable us to continually innovate and deliver delightful experiences to the furry friends we serve.”
“We cannot hide how passionate we are about our products, and our retailers and distributors know this,” Multipet's evp Leslie Yellin said. “We also recognize that it is not just our products that continue our growth, but the relationships we have established with our retailers and distributors. We are honored by the continued loyalty to our brands. Our sales team has fostered relationships built on trust and optimal performance. When we launch new items or seasonal promotions, the name Multipet continues to resonate with consumers and is therefore a worthy investment for the retailer. We have built strong alliances working together."
"All businesses will have challenges and we recognize the importance of partnering collaboratively for mutual solutions," she continued. "While our primary focus is on innovation, we know that consumers are being more cautious with their spending which is in alignment with our values. What I mean by this is, when a pet parent is considering buying a Multipet toy we want them to see a great product, but we also want them to see the quality of the toy, the excellence of the materials and the pleasure of being able to bring home a toy that they didn’t think was within their budget. We always say that we ‘sell happiness,’ which is now supported by a study published in the Journal of Psychology, which proved that people get the highest level of happiness when they purchase something for their pet over a purchase for themselves.”
While pet parents continue to be concerned with what to feed and treat their pets with, category leaders realize the importance of educating consumers on their products to ensure pets get the most out of their treats and chews.
Andrea Blades, Chief Marketing and Growth Officer with Barkworthies acknowledged the company has seen a significant growth in the category due to the increase of pet ownership in the recent years.
“The dog treats and chews category continue to evolve and offers new ways to please both dogs and their dog parents,” said Blades. “Covid boosted dog ownership and brought dogs and their dog parents closer than ever. Consumers continue to view their dogs as members of their family and as such, look to provide the best food, treats and care as possible. Part of that comes to life in being increasingly interested in high-quality, natural, better-for-you treats and among those options, natural chews are a favorite for many. There’s never been more or better choices for pet parents and we’re especially proud of our offerings. Consumers are gravitating toward natural dog treats and chews with high-quality, wholesome ingredients that are free of artificial preservatives, colors and flavors."
"In addition, consumers are seeking treats made in the USA that offer functional benefits and feature limited and single ingredients that they can feel good about giving their pup," she continued. "Part of the benefit consumers experience with natural dog chews, aside from their dog loving them, is that they can help promote healthy teeth and gums and can help reduce stress and anxiety by providing a healthy outlet for dogs' natural chewing instincts.”
Meg Meyer, President and Co-Founder of The Bear & The Rat, characterized the current state of the category as ever evolving and growing and discussed where the company sees the category headed.
“We are always participating in events to drive awareness to not only our brand but to our retail partners.
And we try to do so with a fresh set of tools every year. For example, last July for National Ice Cream Day, we did a big LA event where we had an adorable ice cream truck for dogs selfie station and handed out our frozen yogurt so we got a lot of visibility not just at the event but also online,” Meyer said. “The Bear & The Rat is joining the thaw-and-serve topper category. Goat Milk Mighty Toppers and Bone Broth Mighty Toppers are a single serve food topper and offer a convenient way to hydrate and add real food, human-grade nutrition to a dog's bowl. Packed in a plant-based, biodegradable tray with six toppers individually vacuum sealed so the pet parent can take one out at a time and leave the remainders sealed and freezer-burn free.”
“The Bear & The Rat's thaw and serve food toppers have an innovative format that's convenient, unlike all of the other liquid thaw and serve food toppers that have to be thawed and then consumed within five or six days,” said Meyer. “Also, there is no measuring of our single serve food toppers. Our Mighty Toppers are truly innovative in delivering an easy-to-use product that adds real food nutrition and hydration."
Treat Planet has remained a trailblazer in the category through its dedication to listening to consumers’ needs and feedback alongside training and educating its retail partners.
“The current state of the dog chews and treats category is holding steady in most of our markets,” said Josh Meyer, VP of Sales at Treat Planet. “The demand for dog chews and treats is still there for us but reflecting on the ongoing inflation with price conscious consumers, there has always been a variety of offerings within the category. We find that consumers are still seeking the natural and organic options as well as treats tailored to their specific needs. Overall, the category is characterized by robust consumer demand, product diversification and increased focus on quality and value conscious options.”
“Moving our category forward for us means working closely with not only out retailers but also our consumers,”
Meyer said. “This means offering options that fit different pet parents’ needs and pets’ tastes for us to stay relevant and cater to different pet palates. We provide a variety of options like baked treats, crunchy treats, reward treats. So, with that expanse and an expansive range of treats for them to choose from, we also personalize recommendations based on pets’ needs and preferences or allergies to support our retailers and consumers.”
NPIC Pet noticed that pet owners are becoming more aware and mindful of what they are purchasing.
“The category is fast growing, and overall consumers are still looking for treats for their dogs and I think that is either a habit or a behavior that has been established over the past couple of years since pet owners have spent more time at home with their pets,” said Sam Chen, VP of Sales and Marketing with NPIC Pet. “So, that’s number one and I think number two is that it continues to turn out great innovation whether that’s more practical line extensions (flavor, pack sizes) to provide the best value for the pet owners or something that is entirely new. There is no shortage of new ideas and innovations in this category. Number three is that while the category overall has been growing, I think the pet owners have become more sensitive or more aware of what they put into buying dog treats and chew just because of the challenging economic situation, so I think from the household budget perspective, people are more mindful of how much they put into treating their dogs. So, what that means to us as a manufacturer, we need to really be able to show our value, whether that’s through the advocacy of the product of the functional benefits of the product or actually deliver something the dogs will like. The worst thing that can happen is the dog owners spend $10 to $15 on a bag of treats and eventually have to waste it because the dogs don’t like it. And on the same line, we as a brand need to look inward to make sure we can sustain the growth by not giving price increase to the business owner and the consumer.”
The dog toys category continues to evolve with functional toys that provide mental stimulation for pets, according to industry experts. Manufacturers are focusing on toys that keep dogs active and engaged, combating boredom and enhancing their well-being. While certain marketplaces may experience sales softness due to post-pandemic consumer spending constraints, overall dog toys sales remain solid. Pet owners are increasingly seeking toys with additional benefits such as durability, sustainability and sensory stimulation. To meet the growing demand, companies like Mammoth Pet Products, Smarter Paw, Ruff Dawg and Starmark Pet Products are introducing new products and expanding their assortments. Strong partnerships with retailers and distributors are essential for sustained growth in the dog toys industry.
“It’s exciting to see the dog toys category continue to foster mental stimulation by expanding further into functional toys that challenge our pets,” observed Emily Benson for Starmark Pet Products. “These toys help keep boredom at bay and create happier lives for our pets by keeping them active and engaged in play.”
“[The dog toys category is] seeing some sales softness in certain marketplaces most likely due to post-pandemic consumer discretionary spending tightening,” said Mammoth Pet Products' Charles Byrne. “Probably a result of inflationary pressures and consumer spending behavior changes. Overall dog toys sales are pretty solid all things considered.”
“We have definitely seen shifts occurring with pet parents' demands, and SmarterPaw is constantly evolving our assortment to meet the growing demand,” said Scott Ragan, Managing Partner and CEO for Smarter Paw LLC (Doggijuana and Meowijuana). “A growing number of pet parents seek toys that are ‘toy plus’ meaning toys and fun with extra benefits from durability, sustainability, scent/pheromones, challenges like puzzles, entertainment and motion and so much more. At SmarterPaw, we pride ourselves on our growing—and award-winning—line of Doggijuana
toys with Juananip (catnip) to encourage play but also help promote natural stress relief and calm after playtime is over too.”
“There's been some concern about the economy and how it will affect us, but the pet industry has shown enormous resilience in the past, with pet owners often prioritizing their pets' well-being, even during challenging economic times. In the pet toy category, quality, durability and safety will continue to play a significant role in their purchasing decisions,” said Jerry Moffett for Ruff Dawg. “Ruff Dawg is still experiencing continuing growth, and I believe it's because our toys provide those three important factors.”
Starmark Pet Products recently launched its new Snapper Trapper line of toys with the Tire and the Venus. “These treat dispensing toys feature interlocking teeth that trap food inside, and the dog must squeeze the toy to release the food,” Benson explained. “They’re made from our dog-tough material that floats in water and is freezer and dishwasher safe.”
“Through our Animal Behavior Center and School for Dog Trainers, we work closely with a variety of dogs daily,” she added. “We get to see in real time how dogs learn to use and interact with a new toy, as well as where improvements can be made. It’s these observations that continue to influence and guide our product development process.”
Mammoth plans to introduce several new products, namely Mammoth’s Flossy Chew Double Ropes and Peanut Butter scented ropes. “More new products to come this summer,” Byrne said.
“We just launched the Doggijuana Tuffer Chewer Collection,” Ragan said. “Doggijuana has expanded their Refillable Toy line by adding a Tuffer Chewer Line for added play and durability. The Tuffer Chewer Line by Doggijuana offers multiple plush toys in adorable Pretzel and Eggs & Bacon, structured with a rope interior and tuffer fabric exterior with reinforced edges. All toys have a built-in Velcro pouch to incorporate Doggijuana’s proprietary Juananip to encourage play and help pets chill.”
“A growth and innovation driver for Doggijuana comes from pet parents continuing to look for natural products and solutions for their pets, as well as toys that are designed to meet the needs of the dogs who are tougher chewers are strong and growing demands,” he added. “As it relates to natural solutions, we hear many pet parents and retailers alike looking at solutions for the calming market, but may be less comfortable with supplements or CBD. Doggijuana offers fun toys to promote natural play and exercise with the added benefit of Juananip—natural, organic herbs that promote play engagement and calming.”
“Very soon we will be introducing another ultra-durable product in our Lifetime Guaranteed line of toys called the Dawg-Hart,” Ruff Dawg's Moffett said. “It is a solid rubber heart-shaped retrieving toy that bounces crazily and floats. The Dawg-Hart will be offered in two sizes and a variety of high-visibility colors. Our beta-tester dogs are already loving this toy!”
“Our product designers and engineers will continue to expand on our success with additional product innovations in design,” he continued. “Our toys are iconic and classic, so we operate in the space of figuring out ‘how to build a better ball!’ At the core of our business is the commitment to create toys that deliver the highest level of value and fun for dogs and for their humans. Ruff Dawg's mission is to make safe, ultra-durable toys that enrich playtime, float and are fully recyclable. We want to keep these toys in play—and out of landfills. We design them to bounce crazily, be highly visible for retrieving and become dogs' favorite toys. Our lifetime guarantee shows we mean business!”
“This year is like no other. We have partnered with Jimmy Buffet’s Margaritaville, Sega’s Sonic the Hedgehog, Paul Frank and his iconic Monkey, plus those hysterical Chickens from Chicken Run, just in time for their long awaited sequel debuting on Netflix later this year,” Multipet's evp Leslie Yellin said. “We are also expanding the continued success of our existing licensed products. With Popeye we will be adding Olive Oyl, Brutus, Wimpy and Swee’Pea."
Emotions run high when pets are missing, and pet owners unknowingly share too much information on posters that jeopardizes their privacy. At one time engraved tags and microchips were enough to help reunite pets with their families, but today engraved tags and microchips, coupled with technology, allow for pets and pet owners to be reunited faster when time is of the essence. After swiping the QR code on a pet’s tag, people can gain pertinient information about the pet from health issues—allergies or deafness—to a fear of fireworks and how to reach the pet owners or trustworthy friends and relatives in case the pet owners can’t be reached. Pet owners can share as much of their information as they want without unintentionally broadcasting to strangers where they live, and their home is empty while they’re out searching for their lost pet. Suppliers are using personal experiences to help pet owners find lost pets and prevent the sad outcomes that happen when pets don’t have updated identification and pet owners are unreachable.
“The ID tag category continues to be driven by pet specialty retailers who offer their customers instantly personalized options,” said Tom Glessner for MyFamily USA. “ While there is an endless number of tags offered online, programs like MyFamily’s provide retailers with state-of-the-art self-service engravers, more than 600 tag designs in a variety of finishes and award-winning displays that create an elevated shopping experience, so customers can create their very own tag while shopping for the rest of pets’ needs in their favorite store.”
“We are definitely seeing a lot more emerging brands in the identification space,” said PetHub's Lorien Clemens. “There are more QR code tags which we think is great because I remember when Tom and I officially started this in 2010, we literally had to explain what QR codes are. Everyone said this is never going to work. What we’re not seeing is consistency. We are seeing when you have new technology, there are a lot of reiterations trying to do it differently. We’re getting to that what’s that bar on that par level for digital identification
and what they should offer. One thing that is still desperately needed in the industry is connection. There’s a lack of connection to the data information so it puts the pets and the pet parents at a disadvantage. It’s one of the things that we are hoping to scratch the surface on solving. It’s baby steps compared to what we in the human space take for granted. It’s a combination of the part of the industry that really needs to change and adapt quickly for us to have this connectivity [in what] is probably the most overstressed, underpaid, understaffed industry—the veterinarian industry and the animal welfare industry. Help them rather than add one more thing to their plate. How do we solve your problems to make your lives easier, and create a program for you that will help solve problems for you.”
“Pet owners are getting much smarter,” said ZuluTails' Pamela Fusco. “The way that pets are being humanized much more than they ever were and are accepted into so many more places, we want to be able to—they’re not a piece of property—we want to humanize them as much as possible. We give them people names. It’s not just dogs. I can tell you from our experience with ZuluTails, 'pets' is a broad category—broader than it’s ever been which also heightens the sense of awareness on making sure that we get our pets back. Pets are such a huge part of our life that we’re hyper focused. Secondarily our traditional means of keeping track of our pets, making sure they get home, we all want to make sure people know who they are and if there are issues with them that they can identify quickly. It’s gone beyond ‘hey, my dog’s name is Snoopy and here’s my phone number.’ In today’s day and age, that’s shaky because that’s personal information you’re putting out there.”
“Time is of the essence,” Fusco continued. “And with that shift we need technology that can adapt to the way we live now. We’re all so remote. That and protecting your privacy are the shifts I see in the industry. You want to know your pets' location and whereabouts as soon as possible, no matter where you are. You want to get that communica-
tion worldwide. If you’re in Europe and you leave your pet home or at a pet care facility, you still want to know what’s going on.”
To further support pet owners', MyFamily launched more than 40 new tag designs in the past year. “MyFamily’s new Techla XL engraver with its unique modular display elevates the in-store presentation and improves the customer shopping experience, all of which leads to an increase in the number of tags sold and pets identified,” Glessner said.
Clemens has noticed there is still a significant amount of misinformation and misunderstanding about how identification inherently works. “I’m going to start with microchips: you should not rely solely on a microchip," Clemens said. "I would say maybe as much as 40 percent that I talk to on the streets, they say ‘she’s microchipped, she doesn’t need one.’ They are relying solely on a microchip and so many things have to go right in order for the microchip to get the pet home. We have all heard these stories: ‘Pet Reunited after Six Years.’ Are you kidding me? I don’t want to wait six hours—I’m beside myself."
PetHub participated in a national survey where pet parents and animal welfare organization members were asked the exact same questions but from their perspectives. "One of the perspectives we asked was: What was the most effective tools that you use to actually get your pet home?" Clemens said. "No. 1 across the board for pet parents was physical searching. No. 5 was all types of ID tags. But when you said your pet has a digital ID tag it was the second most effective way to get a pet home. Microchips was not in the top 5. We still have those gaps with the public about truly understanding what they need to do. We talk about pet identification as a stool. You wouldn’t sit on a one-legged stool, you wouldn’t sit on two-legged stool. You might sit on a three-legged or four-legged stool and still be secure but why would you only rely on a microchip and the phone number on your ID tag? That’s like sitting on a one-legged or two-legged stool.”
Sustainability is crucial for suppliers in the pet industry, and a key aspect is sourcing sustainable materials and high-quality ingredients, but also creating more sustainable partnerships. Communicating environmental values is vital, as consumers are committed to supporting sustainable products. Sustainability efforts must be integrated into the company's strategy, rather than limited to individual products. The pet industry leads in sustainability, and brands are backing up their promises with action.
Perhaps the most obvious marker of a company’s commitment to sustainability is found in product, sourcing quality ingredients in a sustainable way.
"The future of sustainability in the pet industry looks mandatory," said Art Simon, Molly Mutt Co-Founder. "What we’re calling sustainability and what we think of as some sort of a virtue, it’s going to become a requirement. Think of everyday things that we do without a second thought; we feed ourselves or whatever it is. We are going to have to adopt business practices all the way through the supply chain and all the way through our connections that fall under what we call today’s sustainability but are really going to be mandatory. You’re going to have to do it. I can’t stress enough that it’s going to become a requirement. We’re going to have to look at everything we do and ask ourselves how can we do it in a more sustainable way. That word has become an optional idea; ‘It’s OK, we don’t have to do that now, it still sells. It’s OK, we’ll get to that sometime down the road.’ But soon that timetable isn’t going to be hours to define. It’s going to be forced on us and required. The demands are going to be such that we’re going to have to change and that change is going to come from the consumer, come from the resources available to us, come from the partners we sell to or sell through. We’re all going to have to take a view as to what’s out there."
“At Kiwi Kitchens we believe that the most important and impactful aspect of sustainability is the sourcing of sustainable materials and high-quality ingredients,” said Founder and CEO Calvin
Smith. “We are lucky New Zealand has an abundance of grass-fed red meats and sustainable fisheries. We solely source free range grass-fed-for-life red meats.”
“A company cannot rest on its laurels on just one product or piece of packaging because that won’t move the needle very much, and it runs the risk of consumers viewing that as greenwashing,” said Melissa Rappaport Schifman, Co-Founder of Project Hive Pet Company.
While consumers see the end result of sustainable efforts in sourcing and the creation of a high quality product, communicating company values around environmental sustainability is extremely key. According to a 2020 McKinsey study, more than 60 percent of consumers said they’d pay more for sustainably sourced and packaged goods.
"From the very beginning of Molly Mutt it’s been a key value of ours. I don’t think we knew the word ‘sustainability’ when we started 14 years ago but we certainly know that for me, the child of parents who grew up in The Great Depression, I certainly grew up with values like hand me downs, repair and mending things, you don’t throw things away, you don’t replace things that can be fixed," Simon said. "Throughout the years our marketplace created this false image that you can just replace something. If you don’t like it, just throw it away and buy something new."
“Two important parts of Kiwi Kitchen's sustainability journey is using renewable energy and focusing on waste reduction,” Smith said. “In the South Island of New Zealand, we are lucky as we can only source electricity from renewable sources. We are laser focused on reducing packaging waste and improving recyclability. We believe that in the future innovative eco-packaging solutions, such as compostable or refillable packaging, will become more prevalent.”
“Pet parents have been a great inspiration and we’re seeing the same demands for nutrition, transparency, sustainability and animal welfare in pet food as we’re seeing in human food,” said Megan Tuttle, Director of Impact
for Open Farm. “Pet parents are demanding more data around what is in their pet’s food and how it was sourced. One way we’ve answered that call is by elevating our approach to transparency and launching our Know Your Footprint QR experience. By scanning the QR code on the pack, pet parents can not only learn about the location of the specific ingredients in their pet’s food, but also the carbon footprint, the nutritional content, the animal welfare certifications and how to recycle the bag.”
“We’re focusing on reducing our environmental footprint across our operations and the products we create,” said Greg Kean, Global VP of Advanced Innovation, R&D and Sustainability for Wellness Pet Company. “We’re driving lower environmental manufacturing impacts, reducing landfill waste caused by multi-laminate plastic packaging and lowering animal protein usage to minimize environmental and animal welfare impacts.”
Clearly, creating a better future for the planet and the industry are paramount, but there are clear benefits to companies in creating more sustainable operations, too.
A conversation with a retailer who smugly shared that price point dog beds were going from the store shelves to the garbage dump within three months was one of the motivators to found Molly Mutt. "It became a core value of ours; how do we stop that waste cycle?" Simon said. "How do we provide something that is good for the pet and lasts longer that is more durable? It’s baked into the core value of our company, and now our challenge is to continue to look at all other parts of how we’re doing our business and the products we are bringing to market and to see how we can improve on that as we go."
“The future looks bright for pet companies that are working towards more sustainable operations or have a purpose-driven mission related to sustainability,” Rappaport Schifman said. “But challenges still exist. Larger brands dominate the marketplace, while many smaller, more sustainable pet brands driving the change struggle to get noticed. So, distributors and retailers need
As reading labels and ingredient lists has continued to be a priority for pet parents, leaders in the premium food category have ensured that their food products are full of nutrition and quality ingredients. These leaders also realize that pet parents look at various ways to add different nutrients and proteins into their pets’ diets without causing GI upset as nutritional foods are the key to long and healthy lives.
Colin Redding, NutriSource Sales, mentioned that the category is growing, specifically due to the humanization of pets.
“With the humanization of pets more and more pet parents are wanting to create easy and nutritious meals for their pets. The easiest way to add some nutrition and fun to a bowl is what we like to call Full Circle feeding. Especially when looking at nutrition it’s important to think about adding different proteins and rotating in different toppers like our Comepoocha and PureVita functional treats. The concept is simple: you start with kibble and then you add some canned food, then some Comepoocha bone broth and then a touch of treats or freeze dried and you’ve come full circle for health!” Redding said.
“We’ve launched five grain-free canned dog formulas, and we’ve started using more sustainable and bioavailable ingredients like marine micro algae oil in some of our canned foods,” said Redding. “We also upgraded our Good4Life supplementation in all of our formulas by adding two strains of spore forming Bacillus probiotics to help even more with gut health and rotating foods. Along with upgrading and adding new formulas, we’ve focused on a marketing campaign launch to help educate pet parents about the importance of full circle feeding to empower animals to live long and healthy lives. Pet parents can safely and confidently top our kibble diets with fun and nutritious products because our foods create the ultimate foundation for gut health. If you’re going to rotate foods or feed full circle the safest way is to use our food as a base to avoid bloating, gas or runny stools.”
“It’s definitely been a challenge, but we feel our commitment to quality in-
gredients and solutions for pets has created a loyal following,” Redding said. “Quality and nutrition are paramount to us, and all our customers know that we’re not going to cheapen our products to hit a price point. We’ve always provided a value to our customers and we’ve doubled down on nutrition by improving products and not just raising prices. Our foods provide a nutrient dense option for customers where they can feed less than most other brands. Overall, you’ll see more pet parents focus on what’s in the bag and the nutrition that’s being delivered, not just some fancy marketing campaign.”
Portland Pet Food Founder Kate McCarron said the company has been focused on consumer and retailer education.
“We are working closely with our retailers to educate consumers about adding fresh premium to their pets’ diets, even adding a small amount will go a long way in providing added nutrition, digestibility, absorption, hydration and make meals palatable and a fun experience for both the owner and their pet,” said McCarron. “Our premium meal pouches used as a topper or mixer are a great addition to a kibble and provide value add to the basket for the retailer.”
Although many categories have been affected by inflation, McCarron mentioned that the premium foods category is still on track and growing.
“It seems that there has been minimal impact on the premium category,” she said. “We do know some consumers are cutting back on spending; however, spending on hard goods and treats has been more impacted than food.”
“We are continuing to focus on building partnerships with our retailers and customers to educate the consumer about the benefits of fresh wholesome human-grade ingredients,” said McCarron. “We are a leader in pet sustainability practices, and we have made packaging updates to reflect our use of upcycled ingredients. We expanded our bakery facility to meet the demands of a growing request for biscuits and offer more varieties. We are focusing on ingredient sourcing and working with vendors that have the same mission
to provide healthy, wholesome human grade ingredients through regenerative farming practices, sourcing responsibly and upcycling of ingredients that may have landed up in the landfill only because they did not have a partner to channel their ingredients that were perfectly edible but not part of their main business focus.”
“Alliances within the industry and strong partnerships help all of us in the industry to prosper and grow together. Working together on campaigns and promotions as well as educational opportunities for our distributors and retailers for their staff is a key focus for us. We are involved with IndiePet and our staff volunteer their time to help foster growth in pet specialty,” she concluded.
Leading companies have continued to listen to pet parents’ feedback when it comes to pets’ individual dietary needs and preferences.
“In the past few years, the premium pet food category has seen tremendous innovations in product offerings, including grain-free options, natural, regenerative and organic ingredients, limited ingredient diets and specialized formulas targeting specific health concerns or life stages,” said Jacopo D’Alessandris, Chief Commercial Officer with Canidae. “New technologies have been introduced that cater to specific dietary preferences such as raw, freezedried or human-grade ingredients. This growth had gone hand in hand with the evolution of pet owners, who are also becoming more discerning and are increasingly looking for transparency and sustainability in pet food ingredients, sourcing and manufacturing processes. They seek out brands that prioritize quality and have stringent quality control measures in place."
“In the past 12 months, however, in combination with the unprecedented rise of commodities and ‘petflation,’ we have seen a progressive slowdown in non-essential premium pet categories such as treats, toys and accessories. While consumers are still looking to feed their pets with the best quality foods, they are watching non-essential pet purchases more closely,” D’Alessandris continued.
*Chicken & Tuna Recipe Kitten
ACANA® Premium Pâté is crafted with protein-rich raw animal ingredients like chicken, lamb and salmon, plus delicious bone broth for added hydration and flavor cats will crave.
Pet suppliers of fish oil supplements continue to lean on trends in human consumption as it relates to health and wellness. Category leaders report there is still much room for growth on the human side to achieve more household penetration. Given that wellness trends in pet tend to follow those on the human side, this similar potential gives suppliers reason to be optimistic as they continue to bring the purest and most scientifically backed products to market, backing up their innovations with marketing and education programs to support the regular use of fish oil supplements for the whole family— pets included.
“Nordic Naturals has a long-standing belief in the science of omega-3s, and we channel that enthusiasm toward education about health,” said Ric Duncan, Senior Director of Sales, Professional and Animal Health. “As many people are new to fish oil supplements, whether for themselves or their family—including pets—they naturally have questions about the efficacy and benefits of fish oil. We continue to prioritize education about omega-3 fatty acids so that customers can feel confident that they are making a smart choice when they purchase our fish oils. This also helps retailers speak to the unique benefits of our supplements when they directly engage with customers.”
To that end, in April, Nordic Naturals announced it had partnered with Walmart to make its omega-3 formulas available in thousands of the retailer’s store locations, ahead of Walmart’s May Wellness Days.
Its pet industry outreach has been equally dynamic. Previewing the 2023 Global Pet Expo earlier this year, a company spokesman shared Nordic Naturals’ objectives for the event: “Nordic Naturals looks forward to interacting with show attendees to help educate them about our top-quality omega-3 formulas for pets. While many people are familiar with the benefits of omega-3 supplementation for humans, the importance of omega-3s for pet health is often overlooked, and we're eager to help correct this imbalance. This year, we're particularly excited to discuss our
plans to update packaging and explore innovative new products for pets. As a trusted company with a history of supporting optimal health for more than 25 years, we remain committed to delivering pure, fresh and safe omega-3 fish oil formulas specifically tested for dogs and cats to support the health and well-being of beloved animal companions,” he said.
Brilliant Salmon Oil is similarly engaged in an ongoing education campaign to promote the inclusion of fish oils in pets' health regimen. “The fish oil category for humans is massive but in comparison, the fish oil category for pets is very underdeveloped,” said Bill Lowe, President North America for Brilliant Pet Care by Hofseth BioCare. “This really holds true for all types of pet supplementation. We know that trends for pets closely follow those for humans, so we are very optimistic about the growth potential for the fish oil category and are thrilled to be a part of the evolution.”
It’s not enough for Brilliant Salmon Oil to just be included, however. “Brilliant Salmon Oil continues to be a leader in the category by bringing visibility to the health benefits of salmon oil via our packaging, social media and our website,” said Lowe. “Using these platforms to make consumers aware of the health benefits of our oil will not only increase awareness but compliance in the pet supplement market as a whole.”
Today's pet parents take an increasingly active role in the daily health decisions for their pet companions. “Consumers now understand that their pets not only love salmon oil but they also understand the health benefits of salmon oil as an integral part of their pet’s daily diet to fight inflammation, help promote appetite, help promote a healthy coat, skin and paws, promote heart health and so much more,” Lowe said previously. “Retailers are often the front lines to address questions and offer solutions for this growing demand. Clearly labeled transparent packaging, educating pet parents on ingredients, benefits and differentiators and single-ingredient 100 percent Norwegian salmon oil is what sets Brilliant Salmon Oil apart in this category.”
In the coming months, “Our focus is on investing back into advertising, consumer promotion and education to build the salmon oil category,” said Lowe.
Duncan with Nordic Naturals said the company is maintaining its focus on supporting the entire family unit. “We are always looking for better ways to meet our customers’ needs, primarily in terms of their family’s health and wellness but also in the values and priorities we share,” he said. “We recognize that people want to feel good about the companies they support alongside the value they get from the products they purchase. With this in mind, we are currently working on a range of initiatives, from packaging updates to new products, including for pets, that we plan to share in the coming months.”
Nordic Naturals is executing these initiatives despite the current inflationary pressures on the market. The company’s longevity helps it keeps a long-game perspective. “Throughout the nearly three decades now that Nordic Naturals has been in business, we’ve seen our fair share of economic volatility,” Duncan said. “It’s never easy to predict how these changes will affect the market for supplements, but because the fish oils category is not new, there’s likely more resilience to it than other categories that are less well established. We’re fortunate that we have enjoyed sustained growth even through difficult periods like the Great Recession and the Covid-19 pandemic.”
Lowe credits Brilliant Pet Care’s vertical integration for helping it weather the current economic storm. “Our brand as a whole is well positioned to keep costs down as we are the producer of our own raw materials,” he said.
This is good news for partners. “Brilliant has an excellent relationship with our retailers and our distributors,” Lowe said. “We have complete control across our entire supply chain allowing for traceability of all our products. As such, we are a premium brand for consumers and because of our positioning our customers and distributors can make a strong margin."
The finest omega-3 fish oil for pet health. Nordic Naturals makes the highest-quality fish oils on the planet to help support optimal health for dogs and cats. Beloved pets are part of the family, just like our Nordic Pet collection is an important part of our complete family of pure, fresh, and great-tasting omega-3 products. Give your customers and their cherished pets the finest omega-3 oils with Nordic Pet products.
When it comes to the staple products, pet owners look for a company and product they can remain loyal too, especially regarding their pets’ comfort. Litter producers strive to give pet owners what they are looking for, and there are several points on their checklists that they are dedicated to meeting such as more natural, sustainable and odor reducing products.
Andres Santos, Sales Director of Sustainably Yours expressed that the company has been able to help push the category forward through its various sustainable practices and business strategies. “Sustainability continues to push the category in the right direction, meaning more products coming out made from renewable sources as an alternative to clay and silica,” Santos said. “The consumer who is sensitive to environmental matters has more options but is also requiring outstanding performance when making the switch.”
“We’ve planned new opportunities to work with Jackson Galaxy, one of the company’s shareholders, using The Cat Daddy’s expertise in cat behavior to co-create educational and inspiring content for cat parents,” Santos continued.
As inflationary pressures have continued to plague the industry, Santos mentioned the company’s growth and innovation have not been affected. “The current economic inflation has not impacted our trajectory of growth nor our innovation efforts in R&D,” he said. “The reason is we anticipated setbacks and prepared ourselves for economic uncertainties since the beginning of the Covid pandemic by closely monitoring our production output, inventory safety stock and hedging our resources against price volatilities. Furthermore, in Q3 of 2022 we announced our first price increase since the launch of Sustainably Yours in 2018 to adjust for inflation, which was done so by strategically considering price elasticity to maintain our products' competitiveness in the natural litter category while sustaining our business model.”
As parents are looking to provide their pets comfortable and safe prod-
ucts, they are also hoping they can reduce their environmental footprint through supporting companies that have like-minded values.
"We have quite a lineup of innovative products in our portfolio. Our first major innovation as a company was to make a science out of 'paw-feel.' We did this to increase the likelihood that cats will instinctively want to use the litter box. We strive to mimic the feel of the Saharan desert sands where housecats originated in all of our cat litter products. Engineering natural litter for the density that feels best to cats also has the unintended side effect of supporting an awesome natural clumping ability. With 100 percent clump performance, most of the waste is removed from the litter box with every scoop—no more dumping the entire litter box or scraping and scrubbing required. Our most popular innovation to date has been to add a high level of probiotics to cat litter with our Boxie Pro line. Probiotics are naturally hungry and love to digest moisture laden, odor causing waste. This nature-based innovation supports cleanliness in the litterbox and on every surface in the home—from bed linen to countertops.”
— Ken Wilks, Boxiecat“Litter seems to be moving more and more towards sustainable, natural options. Even the big names in the category are diversifying by offering clay alternatives,” Janice Yamamoto said. “Next Gen is working to support retailers and consumers by continuing to invest in our supply chain. Being able to reliably provide stock is the best way to support our partners. The market is pushing Next Gen to be mindful about making the most of what we have. Every day provides a new opportunity for our team to take stock of what we have while we plan the best way to get what we need.”
“All of our creativity is being channeled towards creative supply chain solutions and our trade show calendar. [We are] looking forward to seeing people out in the wild,” said Yamamoto. “Next Gen has worked hard to find a strong network of retailers and distributors who care about educating their customer base. Our litters have a ton of benefits, but it takes a skilled salesperson to be able to hit on all of them in the small window when you have a customer’s attention.”
“The bulk of the $4.3 billion cat litter category sales in the US occur in large format store environments with bigname brands,” said Ken Wilks VP Sales and Marketing with Boxiecat. “The pet specialty channel only accounts for 4.2 percent of total US cat litter category sales. Today, an increasing number of natural, premium litters can be found in some pet specialty stores. The benefit of actively introducing big-name brand cat litter consumers to a more natural, high-performance product is just now beginning to be realized by premium pet stores.”
“We estimate that 1 out of every 3 premium dog food customers visiting pet specialty stores also buys cat litter,” Wilks said. “Usually this means that they’re purchasing a big-name brand cat litter elsewhere in a large format store. Our goal for the first half of this year is to help spread the word with retailers that premium cat litter offers better odor control, better clumping and is a better overall value for the dollar. With our focus on using only natural ingredients for dust control and clumping, we have no need to include artificial preservatives. For this reason, we believe that Boxie premium litters better support the overall health and wellness of our feline friends. To help demonstrate the natural litter difference, we’ve been offering 18 free bags of select Boxie litters to pet specialty retailers that are willing to expand their premium cat litter section. Many customers that are buying big-name litters think it is the cat’s fault when they have an occasional accident in the home.
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Pine is a sustainable litter option that is environmentally friendly with fast absorption for long-lasting odor control.
Ultra+ is our longest lasting litter with extended odor control and premium performance.
Homestyle Pouches are a first-to-market cat food option featuring an all-meat recipe with no added water or fillers.
We’d like to help change this perception by placing free bags of premium litter into cat guardian hands that may already be coming into the pet store for other reasons. Our best advertisement is to have cats and their guardians experience the Boxie difference firsthand.”
“People are choosing to share their lives with cats more than ever, and overall cat litter category revenue is projected to continue growing in coming years at a 5 percent compounded annual growth rate,” he said. “As premiumization occurs within the cat litter category, we’ll continue to see cost per pound go up in a manner very similar to what we’ve seen within the pet food category over the past several decades. When premiumization occurs, overall poundage tends to lag revenue growth. We’ve found that our higher cost, high-performance natural litters are generally consumed at about half the rate of the less expensive name brand litters that are found primarily in large format stores. During inflationary times, the message of quality can triumph over quantity if the overall consumer dollars spent net out to be somewhat similar. Supporting premium pet stores to educate consumers on the difference of value-added vs. price-focused cat litters is the centerpiece of our plan to hedge against inflation.”
Wilks mentioned the company has been investing in research and development. “Our most recent discovery is that cats see in the ultraviolet spectrum, and they respond to the visual UV markers that are associated with cat waste,” Wilks said. “Perhaps a better way to explain this is that cats can see waste from household accidents in the home in a similar way that we can see them by shining a black light on carpet or furniture. Our R&D team discovered that this visual cue invites cats to mark the spot again. This UV-response discovery was the inspiration for Glo Natural Attractions cat litter. With Glo, we combine ultraviolet visual cues with an outdoor olfactory attractant and our trademark 'paw-feel' attractant. Patent pending Glo will be launching at SuperZoo this
year in multiple substrates. We have quite a lineup of innovative products in our portfolio. Our first major innovation as a company was to make a science out of 'paw-feel.'. We did this to increase the likelihood that cats will instinctive-
“The current economic inflation has not impacted our trajectory of growth nor our innovation efforts in R&D. The reason is we anticipated setbacks and prepared ourselves for economic uncertainties since the beginning of the Covid pandemic by closely monitoring our production output, inventory safety stock and hedging our resources against price volatilities. Furthermore, in Q3 of 2022 we announced our first price increase since the launch of Sustainably Yours in 2018 to adjust for inflation, which was done so by strategically considering price elasticity to maintain our products' competitiveness in the natural litter category while sustaining our business model.”
— Andres Santos, Sustainably Yours
ly want to use the litter box. We strive to mimic the feel of the Saharan desert sands where housecats originated in all of our cat litter products. Engineering natural litter for the density that feels best to cats also has the unintended side effect of supporting an awesome natural clumping ability. With 100 percent clump performance, most of the waste is removed from the litter box with every scoop—no more dumping the entire litter box or scraping and scrubbing required. Our most popular innovation to date has been to add a high level of probiotics to cat litter with our Boxie Pro line. Probiotics are naturally hungry and love to digest moisture laden, odor causing waste. This nature-based innovation supports cleanliness in the litterbox and on every surface in the home—from bed linen to countertops.”
“We have extended our litter line to include the SmartCat Corn + Wheat All Natural Litter,” said Shannon Supanich, Marketing Director at Pioneer Pet Prod-
ucts. “We have also updated the look of our All Natural Grass Litter. We are working hard to grow our litter brand story and make it easy for consumers to choose the litter they like best! We have created an innovative litter that continues to become widely popular in the market. We are so blessed and thankful for our growth.”
“[We have] packaging refresh and the launch of Corn + Wheat Litter in more retail stores in the market. We are also offering our Lightweight clay litter in a bag instead of only the jug!” Supanich said.
Pioneer Pet Products has continued to offer all-natural products through the years. “Now you can choose between Corn + Wheat Litter and 100 percent Grass Litter and both are great, all natural products. We love working with all of our retailers, distributors and customers. We think communication and education are so important in relationships. We love our product, and we love sharing it with the cat loving community,” she said.
Even though all-natural litter is making headway through the category, Dr. Elsey’s has noticed that it isn’t always the safest and best option for cats. “Overall, the category is definitely evolving and changing,” said Mat Brost, Marketing Director with Dr. Elsey’s. “The all-natural segment is trending right now, and there are a lot of manufacturers jumping on the bandwagon to come up with the next all-natural variant. I will say that I don’t feel like it’s always the best to just go and manufacturer litter out of any products you can find. I know there is recycled paper litter and corn cob litter, and all these other things and we have done testing with all those types of litters, and we have always determined that it’s not the best option for cats. So many of them mold and create bacteria, and there are a lot of problems that can cause serious medical issues with cats. So, we stick to the clump and clay and crystal silica; those are safe for cats and great options as it gives a little bit of variety. We have launched a pine litter that is all-natural kiln dried pine, and it works well for absorbing odors. It’s a great addition to our line up as it doesn’t mold or grow bacteria."
Timber Fresh all natural cat litter provides excellent odor control while invoking a woodland feel with the power of Hinoki Cypress.
Lightweight
Multiple Sizes
Designed with a simple goal in mind, Next Gen Pet products provide functional and environmentally friendly products safe for pets made with natural ingredients.
www.nextgenpet.com
The leashes and collars category in the pet industry is experiencing steady growth. Customers are increasingly interested in purchasing products that reflect their pets' personality and style, resulting in a demand for accessories with unique features and designs. Specialty functions and innovative designs are gaining popularity, such as leashes with multiple functions and collars with moveable D-rings or separate ID loops.
“Collars and leashes are a category that keeps growing,” said Donna Bodell for Up Country. “We are happy to see a continued interest in customers wanting to purchase products with personality and style for their pets. And the best way to do that is through accessories that they need to use and wear every day: collars and leashes.”
"In many ways, I would characterize the current state of the leashes and collars category as ‘steady,’” said Anita Dungey for Auburn Leathercrafters. “The basics are much the same as they have always been; consumers want reliability, and retailers are looking for something new and innovative. There are some who want a basic, rugged, durable and safe product, and there are others who want a durable, fashionable and colorful collar that makes them smile and their pet look good.”
Pet owners are looking for more than a standard traditional leash and collar. “The leashes and collars category is trending toward products with specialty functions that take things up a notch from standard leashes and collars,” explained Kim Stout for Coastal Pet Products. “For example, leashes like Coastal’s Loops 2 Double Handle Leash and Padded Multi-Function Leash are becoming top sellers. The Padded Multi-Function Leash offers seven functions in one product which allows for owners to customize it for their needs and different uses. Collars are trending the same way. Pet owners are looking for collars with more features like a moveable D-ring or separate ID loop like Coastal’s K-9 Explorer Reflective Adjustable Collars.”
The current state of the leashes and collars category is “reflective of consumer demands and emerging trends,”
said EzyDog's Bryant Baxter. “[There are] more options than ever before in terms of unique functionality and styles.”
“This category has been stable for some time already but lately we have seen some changes,” said PAIKKA's Tea Kainu. “Pet owners seem to be more aware of what is best for their pet. Sales goes from collars to harnesses and especially good quality harnesses. Owners have learned what harness fits their dog and they are also looking for other additional functions and reflection.”
Up Country is introducing several new designs at SuperZoo for fall 2023. “These designs will coordinate with new apparel for a fully coordinated look,” Bodell said. “We have a few collaborations in the early stages, and we are excited to reach new customers that way. And we are working on planograms to help maximize various spaces for an easy buy option, featuring our best-selling designs.”
“At Up Country, we innovate in response to customer requests and trends in the market, while making them uniquely ours,” she added. “We are planning a few unique new offerings for our 40th anniversary next year!”
In the coming months, Auburn Leathercrafters will be introducing more accessory items, design improvements and newly designed and redesigned items to its existing product line, Dungey said. “One of the changes we have made is to switch to a more universal five-foot length for our Tuscan Italian Leather Leashes, saving retailers the investment of carrying both four-foot and six-foot lengths,” she said. “Additionally, we are continuing to focus on using minimal packaging for both its cost savings and its environmental consciousness. This is most obvious with our new Combination Harness Leash, where we include the instructions for use and a QR code that links to a how-to video, all on a conveniently sized product tag.”
“The remainder of 2023 and beyond is going to bring exciting new product launches for Coastal Pet,” Stout said. “We are looking forward to sharing new product collections with our retailers and consumers—including new collar
and leash options. Expansion of new collars and leashes is coming to our current Proline in August. Visit our website to sign up for our newsletter to be notified about new products and Coastal Pet-related information.”
“As an industry leader focused on quality first, Coastal Pet Products has been setting the bar for decades with standards that remain unsurpassed today,” she continued. “With 55 years of experience behind us, Coastal has always been on the forefront of innovation and design. It started in 1977 with our curved buckle design, and innovative hardware has continued to be a focus for Coastal. Our Li’l Pals Adjustable Dog Collars feature a pawprint-shaped buckle that is curved for the dog’s comfort and features easy-to-snap technology for owners’ convenience. Li’l Pals leashes also feature a E-Z Snap, a patented, one-handed snap for easy clipping on to a collar or harness.”
In the coming months EzyDog is focusing on fine-tuning up-and-coming products. “We have more new product concepts than ever before that we are currently reviewing and testing internally, some of which will definitely hit the market in the near future,” Baxter said. “EzyDog has always been known for doing things a little differently. We do that to provide the best specific solutions for each dog and the needs of their humans while still covering the essential functions of leashes and collars. We are not at liberty to disclose the information about our new product releases just yet but [customers can] expect information on some new and unique leashes and collars in the near future.”
PAIKKA will launch unique products for the leashes and collars category this fall, Kainu said. “These are again something never seen before and this is also the reason why we need to keep it still as secret,” she said. “But something that is safer, more durable and definitely unique. We have also been working on our productions and we have been able to cut production costs quite a bit due to new production techniques and haven´t have any price increases in this category. Actually we have been able to reduce the wholesale retail prices.”
Leaders in the canned foods category are proud to provide consumers with convenient, healthy and premium quality canned food options. The current state of the category continues to reflect these leaders' hard, diligent work to offer pets an excellent source of protein and nutrients.
Companion Animal Nutritionist Theresa Lantz said Petcurean continues to move the category forward through its sustainable packaging. “Four years ago, Petcurean made the transition from cans to Tetra Pak cartons for our Go! Solutions and Now Fresh wet food recipes as part of our efforts to be a leader in sustainability within the pet food industry,” said Lantz. “Not only are these cartons compact and easy-to-use, but they are also made from Forest Stewardship Council certified paperboard and 67 percent renewable materials and are BPA-free. Throughout the years, we’ve received excellent feedback from consumers and retailers who are wanting to support companies that use sustainable packaging, and we’re thrilled that more companies are following suit.”
“With the change to Tetra Paks in 2019, we relaunched our wet food collection with new recipes for dogs and cats in Tetra Paks—these pocket-sized packs of nutrition continue to be in high demand as they provide complete and balanced nutrition while also providing functional benefits to support pets’ unique dietary needs,” she said. “As part of the relaunch, we also introduced recipes featuring innovative textures, with shredded recipes for dogs and minced recipes for cats, in addition to classic stews and pâtés. Petcurean was the first brand to offer Tetra Pak recipes in such a diverse array of textures.”
Redbarn Pet Products consistently works toward keeping the category relevant to support retailers and consumers through its various partnerships. “Redbarn has seen consistent growth in our dog food business in partnership with our independent retailers,” said Kelly Walters, Brand Leader Pet Foods. “We launched an air-dried shipper in Q1 that has been a hit with stores for displaying secondary product or launching
the food. We launched trial size bags in air-dried at the beginning of the year that have been key in driving trial in the alternative feeding category, helping to convert new consumers in this category. We continue to work closely with our retailers to provide effective, enticing promotions that are helpful at driving on-shelf and in-store consumer engagement.”
“We continue to innovate within the category,” Walters said. “We have added trial size bags in air-dried, as mentioned above, that have been a huge hit. We have recently added larger size air-dried bags as well—these bags have also been an early favorite, as they provide a really great value for a premium product, which consumers continue to search out. We have a number of exciting launches planned for the rest of the year that align with what our customers and retailers have been asking for—we can’t wait to share details as we get closer to launching!”
Billy Frey, Director of Marketing for ORIJEN and ACANA Pet Foods acknowledges the growth the category has seen throughout the years. “The wet category has grown 11 percent throughout the past year,” Frey said. “We expect it to remain strong in the coming months, especially in the cat category where eight out of ten cat parents feed wet food either as a standalone meal or alongside kibble. A key reason for this is hydration. Cats do not naturally have a high thirst drive, so moisture from canned wet food can help keep felines hydrated. Champion Petfoods is renowned for the high quality of its foods. We produce the highest quality wet food with up to 95 percent animal ingredients including fresh and raw meat, poultry and fish. Additionally, where many brands add water, we use bone broth in ORIJEN and ACANA dog and cat wet foods.”
“We recently introduced larger cans of ORIJEN and ACANA wet cat food in a 5.5 oz size to meet the needs of two of our largest audiences: pet parents who feed multiple cats and pet parents who provide multiple feedings to a single cat. By expanding our offerings, we can better serve our retail partners and pet lovers,” he said.
“It's evolving from being perceived as a bottom shelf item to more of a premium pet food,” said Lonnie Schwimmer, Co-Founder of Nootie. “We continue to make problem solving pet food that helps consumers and pet stores. That is why people go to pet stores—for solutions. We have added new products that no one has. For example, in our Pure Shreds line for dogs and cats, we added a single protein, potato-free shredded duck and a single protein shredded beef. We are supporting retailers with special programs to increase their margins as well.”
“Pricing pressure has hurt every category in pet. It's still a growing category as more consumers become aware of the benefits of feeding wet food,” Schwimmer said. “We are constantly creating new problem-solving pet products. We are looking to expand our novel proteins in the cat category. Then we take that information and deliver what they want and need to be successful and solve their problems. The pet industry is a relationship business.”
Karlyn Kubin, Branding and Marketing Specialist with ZIWI expressed that the “Canned foods category is one of the fastest growing categories in pet, especially for cats. We have seen an increase in the popularity of cat cans as pet parents are becoming educated on the importance of high moisture and meat content in a cat’s diet. At their core, cats are obligate carnivores that require a diet high in moisture and meat protein, without the addition of grains and unnecessary fillers that are difficult for them to process. Historically, cat owners have trailed behind dog owners in purchasing premium foods but that trend is changing."
“The success of our company goes hand in hand with our continued efforts to innovate and provide a high-quality, biologically appropriate and alternative-to-raw option,” Kubin said. “We recently enhanced our packaging to better tell the story of our high-meat, high-quality recipes that are made and sourced in New Zealand. It is important to both our retailers and our customers that our packaging matches the quality of the premium goods found inside."
Give your dog the variety they are drooling for!
Grooming products have become extremely important to pet owners as they realize a trip to the groomer isn’t always feasible with busy schedules, tighter budgets or pets who are not interested in being groomed outside their homes. Manufacturers of grooming products have maintained consumer loyalty through their impeccable product lines that are tailored for each pet’s individual needs.
Julie Creed, VP of Sales and Marketing of Pure and Natural Pet, mentioned the category is headed toward a more natural avenue. “It is definitely growing,” Creed said. “We are seeing more natural options that are healthier for pets. We launched two products earlier this year, and we are always looking at processes and packaging improvements that aid in our sustainability efforts.”
“We have been updating our ingredients as well as our packaging to ensure that we are bringing new and consistently innovative pet products to the market,” Creed added. “From our Flairosol Bottle Flea and Tick Spray delivery system to our roll-on, no-mess paw and nose treatments, we are not only trying to innovate with new products but with how we can improve and simplify how pet parents can use them in a more practical and less invasive way.”
“We have continued to grow our business with distributors and affiliates that provide great service, value and also add to our international business,” she said. “We’re also the main brand for several of our key accounts to support their grooming and wellness business for their customers.”
As the humanizations of pets continues to grow with more pet owners adopting companion animals, companies like Wondercide are dedicated to catering to these pets and owners to ensure their needs are met. “It’s an exciting time in the pet grooming category,” said Tracey Brooks, Senior Director of Brand and Communications at Wondercide. “We’ve seen a continued increase in the humanization of pets and pets truly being part of the family. They deserve the best, and shoppers are looking for natural solutions that are both safe and effective.”
“Today’s ‘green’ shoppers want more from the brands they choose to trust with their pets,” Brooks said. “They’re looking for shared values, transparency and companies that help them keep their pets healthy as well as happy. The love for scented products continues. We’re starting to see more of that in the pet space and encourage people to look for products that are naturally scented, without artificial colors or dyes. That’s our approach at Wondercide. We use only natural essential oils and other plant-powered goodness in our products to achieve the wonderful scents.”
“We’ve recently expanded our Flea & Tick line for pets to include a peppermint-scented liquid shampoo that does double duty,” Brooks continued. “It kills fleas and ticks, then helps repel them. If pet parents are dealing with an active flea issue, it’s a must have. It’s also great after long walks or hikes to make sure your pup doesn’t bring the bugs back home. Customers rave about the fresh scent. Our liquid shampoo is safe for dogs and cats older than four months, so it’s one product that can protect the whole pack. Wondercide’s Flea & Tick Collar and Spot On were also recently launched. They both repel fleas, ticks, and mosquitoes and come in sizes for dogs and cats. Again, we hear customers loving the fresh scent, so they love snuggling with their dogs—without the doggy smells.”
“We also have four shampoo bars that meet the needs of pets and are perfect for bathtime: Exfoliating with neem bark, Hypoallergenic with aloe, Oatmeal & Honey with shea butter and Geranium with citronella,” Brooks said. “In addition to shampoo, our grooming line includes Skin Tonic spray and oil. Featuring cold-pressed neem and other wonderful oils, Skin Tonic is a multi-functional solution that provides soothing relief for dry, itchy, irritated skin, sun burns, hot spots and other skin issues. Wondercide’s Ear Wash and Ear Treatment round out our grooming and pet care line up. Together, these solutions keep ears clean and fresh, while treating a multitude of ear ailments. They’re powered by plants, as all our products are and great for pet parents
to keep on hand.”
Crystalyn Guzman, CEO of Aroma Paws, said the company believes the natural pet grooming category has seen growth as pet owners increasingly seek out healthier and more eco-friendly options for their pets. “In recent years, there has been a growing trend towards natural and organic products across various industries, including the pet care sector,” said Guzman. “This trend has also influenced the pet grooming category, with an increasing demand for natural pet grooming products and services. Pet owners are becoming more conscious about the ingredients used in grooming products and are seeking options that are free from harsh chemicals, artificial fragrances and potentially harmful additives. Aroma Paws has produced chemical-free grooming solutions since 2008.”
“As one of the more seasoned grooming product manufacturers, Aroma Paws has been consistent in providing a vibrant, wide range of solutions with a multitude of the finest essential oil blends to keep customers intrigued at the retail level,” said Guzman.
Best Shot Pet Products mentioned the category is “booming,” especially compared to 20 years ago.
“20, 30 years ago, you would walk into a pet store and not every location had a wash station or grooming department, and now it is part of their business model. And we can thank PetSmart, Petco and Petsense for driving that. Given that, we just came off the pandemic and there were a lot of people who got pets and there was a negative side to that, but overall, that was good. The pet industry is historically recession-proof and of course, we know dog food drives that, but grooming is becoming more and more important. So, grooming is booming. And a lot of companies are looking to educate and train their own groomers. And groomers are hard to find. All the indications show this is a strong segment and it’s going to be a strong segment with a lot of promise and as a result, the company, knowing what we know and what we have experienced over the last few decades, we are excited.”
As the pet food manufacturing process often depletes the nutrients that were deliberately included to elevate pets’ health, leading suppliers in the raw diet food space have made it a point to ensure production and shelf-life stability don’t create unwanted voids in the nutritional value of the product. Pet parents are becoming more knowledgeable about how the food they give their pets affects their skin and coat and gut health and can possibly extend their life. Raw diet foods continue to prove to consumers how clean ingredients and minimally processed foods elevate and potentially lengthen their pets’ life.
“The raw food segment is booming, to say the least,” said Basel Nassar, CEO of Boss Dog Brand. “Gone are the days of solely kibble and bits, and hello premium raw diets! Consumers are realizing the importance of feeding raw and are clearly understanding the benefits associated with a consistent raw diet. The segment has seen several new entrants, a large portion of the growth is driven by freeze-dried raw diets, recognized for both its functionality and convenience. Meal preparation continues to be an important role for the pet parent. Utilizing our raw frozen meals for dogs or cats serves as both a nutritional, functional and flavorful meal for your dog or cat. There is no end in sight to the growth of the raw diet segment, and at Boss Dog/Boss Cat we are positioned to offer quality products, service and consistent supply to meet the ever-growing demand.
“It’s growing like crazy,” said Jeffrey Kalish, CEO, of Raw Basics’ Tucker’s Frozen & Freeze-Dried. “Consumers are becoming much more informed. Also, retail stores really understand that there’s still tremendous opportunities to create a culture in their store around raw frozen as it was to just selling bags of food and treats. Retailers we did business with five or six years ago may have had one or two freezers and now I would say most retailers have three to eight to 12 freezers in their stores, and it feels good to them because they see the results. Independent retail is always gaining trust in a culture is super important and when they can recommend
raw and pet owners see the results right in front of them, it’s really good for the category as a whole. I would say the raw food category is growing with a lot of runway to keep growing.”
Northwest Naturals is expanding on its current Functional Topper line which presents a smooth transition for pets who are new to a raw diet, said National Sales Manager Amy Snell. “This has been a great way to introduce some raw benefits to any diet,” she said. “We are also adding the category of a protein boost for dogs to our current frozen raw cat line. This gives kibble and canned feeders an opportunity to top of their pets bowl with some raw frozen nibbles.”
Boss Dog Brand ensures the raw diet food space remains fresh and vibrant by continually looking for ways to remain one of a kind and differentiated from other players in this category. “At Boss Dog and Boss Cat, we focus all of our consumable product innovations and extensions on several core principles,” Nassar. “By now, it’s safe to say that both consumers and pet retailers recognize both Boss Dog/Boss Cat as the leader in digestive health solutions for pets. All of our pet meals/treats are infused with heavy doses of probiotics that are designed to survive both the manufacturing process and the shelf life of the product. It’s important that the product you are buying can deliver on the value that it purports, if you want to truly experience the benefit for your pet. We are not a ‘me too’ company, instead, we prefer to raise the bar continually to add value and functionality to our portfolio.”
Northwest Naturals is driving the category in both innovation and incremental growth by informing the industry about the reasons pets should be introduced to raw diets. “Northwest Naturals continues to strive on raw pet food education, brand awareness through social media, tradeshows, consumer events, advertising and our own sales team,” Snell said.
In the coming months, Boss Dog Brand is revealing fresh sets on its Tactical line of collars leashes and harnesses as well as some new to market products and line extensions in its frozen
category, Nassar shared. “We will also be partnering with a group who focuses on retail staff education and are looking forward to supporting our retailers in that way,” he said. “On the digital side we do quite a bit of influencer work and will continue to push consumers to brick and mortar retail stores through this channel.”
“Boss Dog/Boss Cat delivers on innovation by maintaining its several core product principles,” he continued. “Our creative and regulatory teams work diligently to be sure that our innovation, line extensions and ‘incubation concepts’ maintain consistency within the portfolio, from a quality and creativity standpoint. Each product tells a story, starting with its origin, process steps, key ingredient profiles and more. How that story begins and ends, will always be extremely important to us.”
Tucker’s launched a 20-pound bulk bag about a year ago. “That has really launched way beyond our expectations,” Kalish said. “We are a little different than our competitors in that we vacuum seal every patty for freshness whether it’s a six-pound bag or our 20-pound box primarily we’ve always vacuum sealed. We are a USDA facility; we treat our raw foods the same as the foods we would make for people. The 20-pound bulk box is really going great. It makes things a little more affordable and easier for larger breeds and multiple dog households, and consumer and retailer feedback is because the patties are vacuum sealed, consumers can tuck them away in their freezers. For our sixpound bags, which is our No. 1 seller, we are going through a packaging redesign right now. Essentially we looked at the print of our bag and we’ll be using 32 percent less film on our bags. We realized that whether it’s for the customers or really for ourselves, it’s nice because we are a privately held family business. We’re family owned and operated, we have no private equity money in our company, and we don’t have a board of directors we report to. This gives us the ability to spend the extra money and tighten up our footprint on these bags and decrease our carbon footprint in the freezer and the pet space.”
Private label pet brands have been carving out a greater portion of store sales, driven by the continued inflationary environment that is spurring consumers to try and often decide to like store brands. Sales of store brand pet foods increased 16.8 percent in 2022 over 2021, amounting to a total of $1.3 billion. The category of dog & cat needs saw a 5.3 percent increase in the same time period, totaling $1.7 billion.
These figures came from the Private Label Manufacturers Association (PLMA) 2023 Private Label report which was released in February of this year. PLMA President Peggy Davies said of the report, which showed that general private brand sales hit a new record in 2022 jumping 11.3 percent to $228.6 billion in the US, “The store brands business is booming. Last year’s record sales and double-digit growth reflect the strong consumer demand for store brands. Shoppers are filling their baskets with great-tasting, innovative and high-quality store brand foods, beverages, nonfoods, household goods and many other categories.”
Consumers’ uneasiness with rising costs alone cannot sustain the popularity of store owned brands, however, even as shoppers have come around to the realization that such brands no longer mean cheaper and lesser quality. Leaders in private label manufacturing— and in pet private label manufacturing in particular—know long-term success for private label means they need to be just as current with trends and actively developing and bringing novel innovations to market to keep consumers coming back for repeat purchases.
Intersand, a long-time manufacturer of cat litter, continues to keep the cogs of creativity and technology turning across its 30-year history. “We constantly innovate,” said USA Sales Director Glenn Godley. “Most recently at Global Pet Expo, we introduced OdorLock maxCare, an ultra-premium clay litter that contains granules that will turn blue when put into contact with blood and/or glucose in the cat’s urine, which are excellent early indicators of urinary tract diseases and/or diabetes, respectively. This easy-to-use and
read process makes monitoring a cat’s on-going health and well-being simple for cat parents, plus it offers additional peace of mind. Made with the highest quality bentonite, this technology has also been tested by Blücare Laboratories specialists and guarantees 40 days of no odor. We will also be unveiling some very exciting innovation at SuperZoo that not only offers excellent odor control, clumping and absorption, but is made from renewable materials and repurposed waste.”
The company is passionate about bringing the very best, highly innovative and diversified solutions to market, Godley said. “For more than 30 years, this commitment has been at the heart of Intersand and our premium cat litter product offerings. We will always strive to best serve our private label customers, our retail partners and ultimately cats and their families everywhere. Our elevated product offerings, coupled with private label options that can be best leveraged for our retailers’ businesses, is why Intersand is known as the preferred, trusted partner in the industry,” he said.
Currently Intersand is manufacturing bentonite clay and vegetable alternative cat litter. “We can tailor cat litter products specifically to meet our clients' needs,” Godley said. “The features we offer vary significantly, whether it be on attributes such as odor control and dust level, which we can adapt based on the market we serve, but there are other features we can enhance depending on market requirements such as absorption capacity, clump strength and less tracking. We are also capable of adding a vast assortment of fragrances to our product. Finally, we can customize packaging, from bags, pails, boxes or even jugs to best meet our customers’ needs. We see ourselves as a growth partner for your company. We understand the market in litter and our customers' needs.”
Phelps Pet Products has earned its preferred status with retailers in part through its ability to customize to specific needs. “We work closely with each of our customers to help them achieve their strategic ‘own brand’ business ob-
jectives by developing exclusive innovation and by sharing the latest consumer trend insights,” said CEO and President Rick Ruffolo. “Everything we do is customized. We do not simply slap a label on a catalog of products. Sharing our proprietary trend insights truly helps fuel the growth of our customers—and that of ours, as well. Some more notable trends where we have been first-tomarket or helped innovate include 100 percent plant-based (meatless) jerky treats, the use of certified upcycled ingredients, the use of ‘functional’ ingredients and more recently, the explosion of ‘meal toppers,’ which is a must-have for any private label assortment. We also have helped our customers start to differentiate their assortment by expanding their cat treat assortment beyond simply carrying Temptations— which is readily available almost anywhere.”
Phelps has been investing in infrastructure as well to support its ability to serve its customers. “We recently opened up our new $20 million manufacturing facility and distribution center in January 2023,” Ruffolo said. “This facility ultimately will triple our production capacity and expand our capabilities into ‘shaped’ treats, such as chicken tenders and higher meat content treats and toppers, among other innovations. We also renewed our licensing partnership with Disney, and we are excited about celebrating Disney’s 100th anniversary this year with several new Disney dog and cat treat SKUs—including the uber-popular Star Wars Grogu (Baby Yoda), Minnie Mouse (cat treats), Winnie the Pooh (USDA Certified Organic Honey Turkey Dog treats) and the endearing Disney Christmas Bark collection featuring the Frozen princesses, Olaf the Snowman and of course, the mouse himself—Mickey Mouse.”
Ruffolo continued, “We often say that ‘Innovation is in our DNA at Phelps,’ and for good reason. We consistently are first-to-market or perfectly aligned with the latest consumer and nutrition trends—whether that was the 100 percent plant-based (meatless) jerky, being
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Stand out among the competition and build customer loyalty by creating, revising or expanding your store's pet food brand.
Alphia offers retailers the resources to innovate the right products and manufacture them safely at scale.
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the first dog treat manufacturer to be accepted into the Upcycled Food Association or refusing to jump on the CBD bandwagon in favor of focusing on natural ingredients that help provide functional benefits such as glucosamine, gingko biloba or chamomile. One of the keys to our innovation success is our ability to leverage our ‘mini-kitchen’ pilot plants—we have two—that can help us quickly develop new recipes and new products, get them into the hands of our customers and determine whether we have a winner. We have seen that most of our competitors have not invested in the ability nor the experience to deliver rapid prototyping, and as such, are much slower to market with their programs. They say a picture is worth a thousand words. Well, I often am quoted saying, ‘that may be true, but a sample or a prototype is worth a million.’”
Alphia continues to help retailers expand their product offerings and ensure private label food options include healthier ingredients, nutritional value and delicious taste for pets. “Private label of old was kind of ‘white bag, black letters dog food,’” Heather Govea Chief Commercial Officer said. “It was just the cheaper alternative, and you didn’t have a lot of assortments. There weren’t any brands that had a real position in market. And that has changed drastically between where we were even 10 years ago to where we are now. Now we have got brands with real nutritional philosophies that have a true identified brand position in market that really stand for something and offer some incredible value as a private label alternative. I hope people take away that this isn’t just a cheap knock off that is 10 or 15 percent the national brand equivalent. While people call it private label because it is a retailer owned brand, this really is the birth of a lot of new brands that you see across a lot of retailers that are offering solutions that you’ve never seen before.”
The company in 2022 implemented updated initiatives to improve its customer service. “What went well this year was us digging in and understanding supply chain better than we ever have as an organization; starting to put
some stricter processes and procedures in place that enable us to serve our customers better,” Govea said at the time. “And that is everything which includes working closer on understanding forecast and how they are looking at the business. We are also looking at how do we ensure that we are partnering to make sure they understand what is happening in the industry from an overall real point of view and how consumers are buying.”
Consumers are now looking at a private label as a standalone brand with its own brand equity and nutritional philosophies that make products competitive against national brands, said Govea, and Alphia is meeting the moment. “Private label is no longer just chicken and rice diets,” she said. “Alphia is helping retailers move to more solutions-based diets (sensitive stomach, sensitive skin), giving their products the same consumer appeal and solution-based stories as national brands. We’ve seen tremendous growth in these areas, and we’re seeing private labels offer up some tough competition. Private label has always been a fast follower but based on growth and consumer demand, we’re starting to see private label beginning to lead in these areas before the segments are fully established.”
On the production side, Alphia treats its private label customers no differently than it does a national brand, Govea said. “We help our private label customers articulate nutritional platforms, obtain and design quality packaging, meet strict label requirements and even help distinguish claims that appeal to today’s consumer.”
Fundamentally, “Alphia is built on a combined experience of more than 70 years. That foundation was built on trust, food safety and high-quality products. Bringing scale and the ability to reach consumers across the country, we work to ensure we leverage our ability to innovate and procure unique and differentiated ingredients,” she said.
Intersand’s operational foundation and its geography ensure it can continue to serve its customers even in today’s inflation-impacted economic climate, said Godley. “At Intersand, we have a legacy of more than 30 years of innovation in the premium cat litter
segment. We offer our retail partners a one-stop-solution for the highest-quality bentonite private cat litter product options that are unmatched in the pet industry. We’ve seen significant demand and an overall increased interest in our premium cat litter offerings for private label customers. Retailers and companies throughout North America in particular, who are looking to expand with a private label cat litter, most often choose Intersand because of our excellent reputation for quality, innovation and our depth of understanding when it comes to best meeting the needs of cats and their parents. We’re confident that we’ve positioned our company in the very best possible ways to consistently meet or exceed the needs of our customers. The geographic location alone of our state-of-the-art manufacturing facility in Colorado, adjacent to a key railway in the United States, with direct access to our product supply needs of bentonite clay in Wyoming, truly sets us apart from any competition.”
Ruffolo with Phelps counts adaptability and agility among the company’s assets in its long-term private label success. “98 percent of the customer relationships we have built have some foundation in a long-term ‘win-win’ proposition for all parties: customers, consumers and Phelps. Typically, if one of those three parties are not ‘winning,’ the programs tend to fail, get discontinued or never gain momentum. So, it is key to have open communication about expectations early in the relationship to ensure all parties are aware of the needs and requirements of the other parties. This open communication needs to continue throughout the relationship as new information, new strategies and new competitors and challenges arise. Many people believe that to ‘fail fast’ is the best way to innovate—which has some truth to it. We like to think they have forgotten the balance of that phrase which is, ‘fail fast, but fix it faster.’ Responsiveness is key to successful innovation, and being nimble requires open, honest and timely communication and decision-making so that issues can be identified and resolved quickly before they cause irreparable market damage.”
Brick-and-mortar pet specialty retailers have a stalwart ally in suppliers of live foods, a category that is thriving due to the continued popularity of reptile and aquatic pets. According to the 2023-24 APPA National Pet Owners Survey, an estimated 6 million households own at least one reptile, and 13.3 million own a combination of freshwater and/or saltwater fish. Presently, while dog and cat owners are increasingly looking to Amazon or Chewy to order their pet food and supplies, the reptiles and aquatics segment has become an anchor for independent pet stores to continue drawing in foot traffic due to the specialized nature of the food and supplies that reptile, fish and other aquatic pets require. Category leaders are not only ensuring a steady supply of common feeders like crickets and mealworms but also continue innovate ways to bring more value to not only to pet owners but to their retailer partners as well.
Timberline Live Pet Foods started the year with the opening of its Assurance Farm, conceived of to continue to maximize nutrition and research cost-effective production methods. “The Assurance Farm is our highly specialized farm that will serve as an insect backstop for our entire industry,” Sales Manager Andy Pettit explained earlier this year. “We will focus on research, husbandry, insect nutrition and ultra-efficient reproductive methods. Our process will generate cost-effective solutions for those looking for live feeder insects both in the pet hobby and beyond. Phase 1 of our construction focuses on mealworms, superworms and a new species to Timberline beginning the first quarter of 2023. Phase 2 will include crickets, calciworms, waxworms, hornworms and other species we may find to solve a need of our customers, our industry or new industries.”
Following trends in demand, Pettit said, “We believe that there is a constant need to deliver product to our customers and the end users in new, more convenient packaging that lends itself to higher quality feeders for longer periods of time. Quantities of insects per package are being evaluated as well
to deliver exactly what our customers want.”
Packaging is a significant point of focus in the live foods category and can play a role in whether a retailer opts to carry live food products, said Brandon Armstrong, Operations Manager with Armstrong’s Cricket Farm. “Most retailers that are reluctant to carry feeder insects worry about care and escape as being major concerns,” he said. “Armstrong’s Cricket Farm can solve both of those problems with our prepackaged crickets and worms. Store employees and customers do not have to touch the insects; they simply scan a cup of cups or worms, pay and go.”
The care suppliers put into packaging and shipping feeder insects to ensure their integrity upon arrival is instrumental in securing customer loyalty and repeat visits. “There are very few products in any retail environment that would almost guarantee repeat business on a weekly basis,” Armstrong said. “Feeder insects are one of those products. It is going to get foot traffic into retail stores, and those customers are more likely to purchase for their other pets in that same trip.”
Armstrong hesitates to prescribe a set frequency of store visits due to the varied needs of each pet and pet owner. “Depending on the customer and their needs and setup at home, Armstrong’s Cricket Farm would recommend that customers purchase their live foods on at least a weekly basis,” he said. “Each customer and their needs are unique, so a blanket suggestion isn’t possible. Customers with a more advanced setup at home for caring for their animals and live feeder insects might be able to buy in larger quantities and keep the live feeder insects for longer.”
The diversity of reptile and aquatics pet owners—first timers versus longterm enthusiasts – has only grown more apparent in the years following the pandemic, and suppliers are meeting them where they are in terms of learning how to care for their pets. “People were looking for something different, especially people who were cooped up in their houses for a while,” Pettit said previously. “They were looking for a
pet that could be kept inside and fairly low maintenance, and a reptile satisfied that. It fits the conditions nicely. They’re different. There’s a group of customers who are looking for a pet for their family that is pretty low impact. Not difficult to take care of, not something that has to go out in the snow seven times a day, that isn’t going to pee on the carpet, all those factors, takes up a very small space. The other group is ‘I just want something different. I want something cool, and I want to learn about something that’s not unlike the fish category.’ It’s not necessarily a set-it-and-forgetit, but it’s self-contained compared to a dog, it’s completely low maintenance, it’s neat and a little bit different.”
Visual appeal of pets outside of the canine and feline realm is also spurring the popularity of aquatic pets like fish. “Beta fish are a huge category, subcategory of fish, just like freshwater shrimp,” said Tim Hovanec, owner of Dr. Tim’s Aquatics. “They’re not hard to keep. They don’t take a lot of space or expense and they can be absolutely gorgeous.”
Fish owners are also frequent visitors to local stores to restock on foods like brine shrimp, worms and the like. “Fish people and reptile people, they want to see the new animal,” he said. “That’s part of why you go to the store, to see what’s new. Bearded dragons are popular. That’s what a youngster will start with. They’re relatively easy to keep. Supplies for bearded dragon—the food and the supplements, the lighting and heating for them, is a big draw. Get dog food, get crickets for the bearded dragon; it’s an add-on sale that people can do right there.”
While in-person visits are common for reptile and aquatic pet owners, the category is dabbling in e-commerce. “e-Commerce is great and it allows us to serve the customer directly which we love to do, but the direct-to-consumer orders we normally fill are larger quantities for consumers with several animals requiring feeder insects,” said Armstrong. “We are looking into offering smaller quantities directly to the consumer, but we need to work out logistics and marketing for those items.”
The vegan pet category is on the rise with pet parents increasingly choosing vegan diets for their pets to prioritize health and sustainability. Halo, Purely for Pets, Bright Planet Pet and Walk About Pet are prominent players in this trend. Halo offers a range of complete and balanced vegan foods, while Bright Planet Pet and Walk About Pet are expanding their product offerings. Retailers and distributors are recognizing the growing demand for vegan pet products and forming strategic partnerships. This upward trajectory indicates a promising future for the category, driven by consumer preferences for high-quality, plant-based pet nutrition.
“The current state of the vegan pet category can be characterized by a growing trend among pet parents to humanize the nutrition they provide for their pets,” said Ryan Wilson, VP Marketing for Halo, Purely for Pets. “Just as we observe significant growth in the realm of human plant-based foods, a similar trend is emerging within the pet industry. This is particularly evident in the super premium dog food segment.”
“Pet parents are increasingly opting for vegan diets for their dogs, driven by a desire to prioritize both the health of their pets and the well-being of the environment,” Wilson continued. “They perceive plant-based ingredients as a healthier option for their dogs and believe that such choices contribute to a more sustainable future.”
“At Halo, we provide healthy solutions for these pet parents by offering a range of complete and balanced vegan foods,” he added. “Our products provide dog owners with the assurance that they are making a responsible choice for their pets' well-being. By offering healthy and nourishing options like Plant-Based Super Foods and Plant-Based Sea Kelp, we empower pet parents to meet their dogs' dietary requirements while aligning with their values and preferences.”
Bright Planet Pet classifies the vegan pet food and treats as an “emerging”category. “The category has been historically viewed as a small segment, then it transformed into a trend and now it's officially an emerging category,” said Founder and CEO Katherine Ellison.
“Retailers are seeking out vegan products because they know they have customers in their stores looking for products like ours. They want to be able to capture that customer when they stop in to shop, rather than send them out of their store and directly to e-commerce. There is much more awareness of the benefits of vegan products for dogs with allergies or health issues, but more recently, we are seeing consumers seeking out these products because they feed themselves this way or are looking for more sustainable options. As we continue to understand the health benefits of vegan diets long-term, we will see this category grow and cement itself in the pet industry.”
Walk About Pet characterizes the state of the vegan pet category as “fast growing.”
“We have added new products and trying innovative ways to make more of our products vegan friendly,” said Sherry Padgett, Sales and Service Director regarding the company’s efforts to keep the category moving forward and relevant to pet owners.
In 2023, Halo, Purely for Pets revitalized its core Halo Holistic Plant-Based/ Vegan diets to advance the vegan pet category and better support consumers and retailers, Wilson said. “These renovations have resulted in higher levels of nutrition, including increased protein levels, a clinically proven probiotic and elevated nutrients for skin and coat health,” he said. “By delivering nutrient-dense, industry-leading vegan nutrition, Halo aims to provide superior choices for pet owners seeking optimal nutrition for their pets. These efforts ensure the vibrancy and relevance of the vegan pet category, meeting the growing demand for high-quality, plantbased diets.”
Last year Bright Planet Pet launched Better Bac'n training treats, and the company is experiencing the results. “This year we saw both established retail partners and new partners bring those to their shelves,” Ellison said. “The dogs have spoken and they love our Better Bac'n flavor! We have rolled out sampling programs in many of our pet specialty retail locations in addition to
offering shelf talkers with key call outs about our treats. We also have invested in training our distributor reps so that they are knowledgeable about our company, products and the vegan category.”
In the coming months, there are several exciting developments to anticipate from Halo, Purely for Pets, Wilson said. “As pioneers in the vegan pet food category, with more than a decade of history in vegan dog food, we have gained the trust and loyalty of vegan pet parents,” he said. “Responding to their requests, we are thrilled to announce that we have plans to expand our Halo Holistic Plant-Based lineup in 2024. These expansions will encompass both food and treats, offering a wider range of options to cater to the specific needs and preferences of vegan pet owners.”
Bright Planet Pet is launching two new biscuit products called Better Biscuits in Rotisserie Chick'n and Italian Me'atball flavors. “This opens up a new product vertical for us with biscuits and allows us to offer crunchy treats in addition to our original soft and chewy treats,” Ellison said. “You'll see our treats roll out into more than 2,400 new retail locations by September!”
“We are constantly thinking outside of the box to dream up new products that pet parents would love to see in a vegan option,” she continued. “One of our challenges is finding manufacturers that can meet our needs when we enter a new category. We're working on two new product lines to launch in 2024 that will bring Bright Planet into two new categories and further establish us as a multi-category vegan solution for both pet parents and retailers. One of the most important elements of a successful vegan product is palatability. We continue to innovate with fun, new flavors that delight both pet parents and their dogs.”
“We recently had a package refresh that looks amazing,” Padgett said. "Without giving away too much information, keep your eye on the brand for innovation that your pets will love using the same great principles we know best! Walk About Pet is delivering on our innovation by adding new products that take plants to the next level."
As many households have been adopting pets outside of the traditional dog and cat, the small animal category has grown and evolved through not just the increase in more pets being adopted but also the increase in pet owner awareness and education. Pet parents have outgrown the typical cage and bedding for small animals and transitioned into providing them top tier habitats to ensure they are thriving and living longer lives. Category leaders are providing pet owners with ample supplies to give these pets better and happier lives.
While the category has continued to grow due to the increase in pet parents adopting pets outside the typical dog and cat, leading manufacturer Greenfeather Bird Supply has noticed that some producers in the category use products that aren’t safe for pets.
“It has grown tremendously in a lot of ways in what is available, but it is still in some respect, I find it interesting that some of the noting competitors of mine are still using some of the parts that have been declared dangerous,” said Dena Tucker, Owner of Greenfeather Bird Supply.
Although some may use parts that are not deemed the safe and effective, Tucker has made it a point to source locally and only work with products that pose less of a threat to the animal.
“I am always looking for interesting parts to work with. Nothing is going to be 100 percent; there will always be an animal that could get itself in trouble, but I try to work with as much Made in the USA supplies as possible, and that is something I pride myself on. If I can source stuff that is done locally, then I try to do that too.”
“Most people see me as a bird toy company, and some of those stores that are full line are slowly integrating me with the small animals, and they are reordering because they are seeing their customers are liking and enjoying the products because they are that much different than the typical stuff they are finding on the shelf. And my products are still within their price point of what they are willing to pay for a toy. Stores are finding that those customers are
coming back for more.”
“At Healthy Pet, we are focused on our commitment to sustainability and improving communication around the very best care for small pets. Pet safety and happiness for a long healthy life are always top of mind in whatever we do, as we understand that pets are part of the family. We continue to emphasize the importance of a high-quality bedding like carefresh along with larger habitats which provide more space for pets to burrow, nest and play. Retailers and consumers continue to look for newness, so we work to provide it every year, whether it’s a new color, or a blend like our recent launch of Tutti Frutti and an upcoming holiday.”
— Leslie Ellis, Healthy Pet
Also deemed a leader in the category, Oxbow Animal Health, a provider of supplies, food and care for small animals, was recently acquired by Compana Pet Brands. The acquisition took place in January 2022 and was considered the largest acquisition by the company. Compana Pet Brands at the time was doing business as Manna Pro, but two months later rebranded itself as Compana to better represent all of its current banners.
Alongside this, Kaytee has been a leading small animal brand for more than 150 years. The company has continued to set itself apart from other leaders in the category through its dedication to convenience by partnering with various grocery chains to ensure pet parents have the convenience of purchasing products in a single shopping trip.
Healthy Pet has been committed to moving the small animal category forward, and the company’s efforts have built on its strong foundation that supports its retailers and consumers.
“At Healthy Pet, we are focused on our commitment to sustainability and improving communication around the very best care for small pets,” said Les-
lie Ellis, Consumer Communications and Promotions Manager. “Pet safety and happiness for a long healthy life are always top of mind in whatever we do, as we understand that pets are part of the family. We continue to emphasize the importance of a high-quality bedding like carefresh along with larger habitats which provide more space for pets to burrow, nest and play. Retailers and consumers continue to look for newness, so we work to provide it every year, whether it’s a new color, or a blend like our recent launch of Tutti Frutti and an upcoming holiday.”
“We have a very strong relationship with our consumers and will continue to seek insights from them and our retailer partnerships to deliver innovation, whether it be new blends or new to category innovation,” said Ellis. “We also continue to seek manufacturing innovation to fulfill demand and improve capacity like the packaging automation equipment we recently installed in our Ferndale, WA plant. Healthy Pet has always worked closely with retail and distributor partners to help identify consumer wants and needs and address them as best we can. We engage in joint business planning to establish shared strategies and goals, while sharing data and insights to ensure we meet them.”
Ware Pet Products mentioned while the company has noticed spending habits have slowed down in the category, many of its products remain popular.
“We continue to focus on health-minded treats and chews that support the bond and interaction between pet and pet parents,” said John Gerstenberger, VP Product Development and Sourcing. “Popular products like our Health-e Chew collections continue to do well. We also have our Health-e Small Animal Chew Collection. Popular styles include Health-e berry; Health-e nutz; Paisley chews; Fun kone & kup; Health-e blossom, an apple stick with timothy hay that makes the stalk/foliage and topped with a veggie floweret; and a variety 4pk that will be a foil 4pk containing a timothy hay, apple, timothy/carrot and carrot treat packed six to a box for a great point-of-sale item for stores.”
Convenience, versatility and flexibility are driving factors in spurring leading air-dried pet food makers toward continued innovation and category growth. While the term ‘air-dried’ might conjure thoughts of jerkies in the past, today’s category leaders know pet owners are not only looking for the most wholesome and comprehensive nutrition for their pets but also ways to give these foods to them that fit into their busy lifestyles. From varied packaging sizes to different formats, airdried pet foods suppliers are ensuring pet owners have options in whatever their nutritional goals are for their beloved pets.
“We want our customers to understand that it’s OK to demand convenience plus synthetic-free whole food that will make their pet look and feel so much healthier; that they don’t have to settle for one or the other,” said Maria Ringo, Vice President of Carna4 Handcrafted Pet Food. “Carna4 is the bridge toward a fully raw or home cooked diet, or it can be the convenient morning feed when it’s time to get the kids off to school and yourself to work, while leaving the raw meal to the quieter evening hours. Or maybe Carna4 is what you take on vacation or leave with the kennel when you’re away. We love it when our retailers realize that Carna4 offers this flexible lifestyle to those pet owners who want to feed the best possible diet but lack the time, education or funds to feed raw. And we never stop educating about the power of our organic super food sprouted seeds to make a huge difference in the health of an animal. Our Flora4 ground sprouted seeds topper is a low-cost solution to so many health problems! Once our retailers understand how much good they are doing by recommending Carna4 and Flora4, their sales shoot up.”
ZIWI similarly uses convenience as an entry point in introducing air-dried foods to retailers and pet owners. “As with any pet food, especially in the premium market, it is important to offer ease of use and tangible benefits to pet parents,” said Marketing Manager Jessica Krueger. “ZIWI is a ready-to-serve raw alternative that offers a convenient
way to feed raw nutrition to pets. We offer a versatile product to enhance pets’ health and happiness. Our low crumble air-dried pieces are complete and balanced, so our food can be utilized as a complete and balanced meal, nutrient dense topper or as a training treat to fit individual pet needs. Every recipe includes superfoods like green-lipped mussels, organic kelp and tripe along with our high inclusions of muscle and organ meat and are packed full of vitamins and minerals that offer support for common issues like mobility, heart, digestive and skin health.”
Pet owners who find the task of mixing and matching brands to deliver complete nutrition to their pets odious can find an ally in Redbarn Pet Products. “Redbarn is a one-stop-shop for dog food, treats and chews,” said Kelly Walters, Brand Leader Pet Foods. “We can provide a complete meal solution, with the variety and rotation that best supports a dogs’ need for nutrition and taste. We are heavily focused on quality assurance and efficacy of our products—with a testing record to prove our commitment. We carefully select the ingredients in all our products to support the overall health of each pup we serve. We have a full portfolio of treats and chews to serve any pup's needs; a destructive chewer all the way to a dainty chewer. We also have daily dental treats to deliver daily dental support.”
Redbarn’s leadership position in the category is reflected in its diverse array of products. “Redbarn has seen consistent growth in our dog food business, with great success coming out of our air-dried category,” Walters said. “We launched a shipper in Q1 that has been a hit with stores for displaying secondary product or launching the food. We’ve seen a number of stores that are consistently growing this air-dried category, with Redbarn as a key partner in this growth.”
The company was also expanding into a broader range of bag sizes to support growth and consumer demand, Walters said. “We work closely with our retail partners to educate consumers on the category and what might make it a good fit for their pets. We continue to
set ourselves apart within the category with our limited ingredient, high-meat recipes that are a premium product at a great value for the end-level consumer.”
The first part of 2023 has seen growth for ZIWI in many aspects of the business, according to Krueger. “This included investing in a booth expansion for our presence at Global Pet Expo and welcoming new team members to our ZIWI offices and kitchens. Among these new personnel additions, we were fortunate to hire a Canadian national sales manager as we look to grow our presence in North America. Many of these changes were made possible by the opening of our brand-new kitchen facility in Napier, New Zealand. This new facility gives us the capacity we need to keep pace with both our incremental growth and new innovations that are on the horizon.”
ZIWI has enjoyed a world-wide reputation of being the pioneer and leader of the air-dried category and its production still reflects fastidious care in following sustainable practices—something consumers are increasingly looking for in their purchase decisions. “We are the only air-dried pet food company with our own manufacturing facilities in New Zealand,” Krueger said. “Since we craft all our ZIWI recipes in New Zealand, we partner with farmers that we know and trust. Every batch of ZIWI can be traced back to the farm where the meat originated. New Zealand’s temperate climate allows for open pasture grazing year-round. This means that we can source meat that is always grass-fed and grass finished, GMO-free and free of added growth hormones and antibiotics, providing more nutritional benefits.”
Carna4 focuses on ensuring its products can deliver complete nutrition with minimal processing as well. “We believe Carna4 responds to consumers’ needs for better nutritional value for their pets while keeping it convenient to feed,” Ringo said. “As one of the first pet food companies to include superfood ingredients, Carna4 is leading the category toward greater innovation and consumer comfort with the concept of non-standard pet food.”
ZIWI is the global leader and innovator of air-dried nutrition. Ethically and sustainably sourced in New Zealand, we combine the nutrition found in raw diets with the safe convenience of dry foods through our Z-TWINTECH® air-drying process.
Complete and balanced for all life stages
Convenient ready-to-serve raw alternative
Free from bacteria like E-coli, salmonella and listeria
96% meat, organs, bones and New Zealand green mussels
Nutrient dense recipes crafted in biologically authentic ratios
You had a storied career in law enforcement before switching to the pet industry. What prompted you to make that career leap?
I was a welder for probably a decade and I got tired of getting laid off for whatever reason—industry ups and downs—and I thought one day I’d do something clean and not be sweating to death in the summer and freezing in the winter, so I thought car salesman, and I as I was going down the want ads “California Highway Patrolman” came up before “Car Salesman.” So that’s how that happened.
I ended up getting into drug intervention and then being afforded the opportunity to become a K-9 and initially I thought I was going to be getting a cross trained dog, a Malinois or similar, and it ends up that my chief at the time was afraid of someone getting bit so I ended up with a Labrador—the first Labrador drug dog in the state of California as far as Highway Patrol goes. So I was a little disappointed. Anyhow, I got Ben, and I took lemons and made lemonade and he was the 1999 Western States Police Canine Champion for Narcotics. That’s why we named the store after him. He found $28 million in dope and three quarters of a million in cash in his career. 2005 is when we opened the first store. I had walked into a little store in Truckee, CA and thought it was cute and thought my wife would be good at this. It was kind of a boutique-y dog food store. That’s how we started and then eventually when we opened, Christy Love, the founder of Super Snouts, it was her store so I blame her for all of this. {laughed}
It was 2005 and I didn’t retire [from the police force] until 2010 so my wife
started off and we were in a small space and one day this guy walked in and asked, “Do you have any raw foods?” and I looked at him cross eyed and asked, “What are you talking about, dude?” There was raw food company at the time and they did five pound chubs. They were out of Canada, so we ended up getting a Frigidaire freezer and stocked their product for a while and then a young man walked in one day, walked around the store looking at things and said, “I’m with Stella & Chewy’s.” And I said, “What’s that?” Now he’s the sales manager for the country, Darrell. So we started adding freezers.
Then 2008 came along and things all went to heck in a handbasket, and we scratched our heads and thought, "Should we continue on at the end of our lease in 2010?" And we did and we moved from Lincoln, CA to Roseville, CA, and opened there. I retired and three months later, after we opened, my canine Nikki was diagnosed with hemangiosarcoma. That was devastating. I literally dropped to my knees and started crying because she saved my life three times. The vet at the time was very, no bedside manner. “You’ve got about six weeks—six to eight weeks she’ll be gone. Just love her up.” And I’m like, no, I’m not satisfied with that.
We ended up learning a lot about cancer: the causes of cancer, how it gets there, how to prevent it and how to treat it. We ended up doing Vitamin C IVs on Nikki, my retired canine after Ben. I would drive 40 miles to put her in an IV once a week and sat with her for four hours and she lived an incredible 10 months. We started dealing a lot with cancer. 1.65 out of 2 dogs will die from cancer in this country. A couple of years later we had another little guy, a red MinPin and he had chronic lymphoid leukemia—a terrible diagnosis —and we did the same thing with him except for twice per week and he lived 10 months.
We got into the raw diet area as a result of all of that. People come to us a lot rather than their veterinarian because they trust what we say. Not that we’re veterinarians but like any other $100 million industry, there’s corruption and unfortunately, it’s all about the dollar bill. We’re not a bottom line store. We
just, whether you have a Chihuahua or a St. Bernard, I’m going to give you the same information. I tell people all the time I’m the guy that pulls back the curtain on the wizard in the white coat. What aspect or aspects of your personal work ethic have helped you most to become successful, both in your police work and now in supporting pet parents?
[At] the [police] academy, the statement was: A CHP cadet doesn’t lie, cheat or steal. That’s pretty much what we are now. My wife is retired CHP dispatch and she worked for California DOJ and retired out of there and so we kind of cut through the BS and educate people really about what they are feeding and we break down the elements of the ingredient panel for them to understand what they truly are feeding. The most wildly—I’ve got to watch where I go here, what’s the right word here—I’ll say “corrupt” but that’s probably too strong, is the prescription food industry. It’s blatantly poor quality, and it’s something that I show people when they come in. "Do you carry this?" "No, and here’s why." And they’re like, “Why am I paying $100 a bag for this farming waste?” And we show them results. We show them testimonial videos from our customers. We show them what can happen. The No. 1 complaint to the veterinarian is the scratching and licking dog, and that comes 99 percent of the time from what’s going in their mouth. How would you describe the current state of the pet industry compared to when you first started Ben’s Barketplace?
We’ve just surpassed $100 billion in the pet industry. I think when we started it was $40 billion. Going through Covid was a rocket ship for all of our stores. We went up dramatically. The online sales and local delivery and instore pickup, it was crisis mode there for a little bit in the beginning. Everybody thought everything was going to collapse. We’re the anomaly because we do so much raw. I’ve been told we sell more raw [food] than anybody in the state of California. I’m looking at right now 14 double door glass-front freezers and an 8 x 10 walk-in in the back. We
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sell quite a bit. A majority of it is bulk. When you’re paying $100 for a bag of nothing or a $100 for high quality meat that is going to make your dog healthier, people get it now. Before they would look at you and think you were out of your mind. These folks just love their dogs. And with the state of the economy right now we’re really going through a test. If Covid taught us anything, it’s how much folks love their animals. I really believe that, well I know that, raw is the game-changer and it’s the fastest-growing portion of the industry, and if people don’t get onboard, they’re going to be left behind. The lightly cooked small batch really was on target with that early on because that’s what we do for cancer dogs, is lightly cooked, because their pancreas isn’t capable of digesting. The pet industry has been considered recession-proof and most recently maneuvered through a years-long global pandemic. What is it about the pet industry that not only allows it to thrive under intense pressure, but also bring out the best in your peers’ character?
The dog—I don’t know about the cat —the dog loves you more than the kids do. {laughed} I think it’s just the love of animals. They can’t express discomfort or there’s no complaints. At the end of a long day, people come home from work and that wagging tail and the excitement, it’s such a stress relief for everybody. I’m in my 60s and when I was a kid you just fed a dog a can of Alpo and if you went to the vet it’s because he got hurt. And they were all outside for the most part. But now, they’re sleeping in our beds, and we’re very concerned about their health, doggie insurance even, people are very concerned about their pets and their well-being. And when they learn that all of these industries, the medical and the food, it’s as bad as it is for humans, except the end consumer can’t complain. They have to eat what’s put in front of them. So we fill that void and give them an avenue to do more research. I give stuff away all day long. I tell people go home and do your research. Here’s a sample. See how it goes. I’m confident in what we do. I’ll
What aspect or aspects of your personal work ethic have helped you most to become successful, both in your police work and now in supporting pet parents?
At the police academy, the statement was: A CHP cadet doesn’t lie, cheat or steal. That’s pretty much what we are now. My wife is retired CHP dispatch and she worked for California DOJ and retired out of there and so we kind of cut through the BS and educate people really about what they are feeding and we break down the elements of the ingredient panel for them to understand what they truly are feeding. Pet owners come in and ask, 'Why am I paying $100 a bag for this farming waste?' And we show them results. We show them testimonial videos from our customers. We show them what can happen. The No. 1 complaint to the veterinarian is the scratching and licking dog, and that comes 99 percent of the time from what’s going in their mouth. It's pretty easy to throw darts at the industry and hit the right target but we have other arrows in our quiver to help us learn what’s really going on.
— Brad Romero, Ben's Barketplacetell you exactly what I know, go do the research. “Well my vet said…” And I say, “Well your vet is not a board certified nutritionist. Neither am I, but I think I’ve got a little bit more experience in nutrition than your vet does. I know that’s hard to understand but your vet was taught by a corrupt industry as far as nutrition goes.”
I’ve got eight stores, and I’m working one right now. I’m not here for the money. {laughed} I’ve got a great retirement; I could be on a beach somewhere, but we just really enjoy what we do to
a fault. We don’t have any time off. We are either working in our stores or are building others.
What is the role of pet specialty retailers in the pet industry?
I cut to the chase and tell them [what they should know]. I don’t say you have to do this, but I’ve got people all over the country that text me and e-mail me [asking me] “What do I do? What do I do?” And it’s pretty simple. It’s almost a rubber stamp because I know what the vets are going to be telling them. What I tell people is we cut through the BS and give them the correct information of what nutrition their animal should have rather than what somebody else recommended or forced them onto. As a participant in this industry, it’s critical to be honest and caring for especially somebody who just got this terrible diagnosis for their loved family member. And I tell them, “If this was my dog, and I’ve been there and I’ve done that, this is exactly what I would do. And I wouldn’t deviate from that at all.”
Tell us about Ben and the special place he holds in your heart. Why did you ultimately decide to name your business venture after him?
It was really because he was a champion. I thought it would bring recognition. It was a hard fought thing. It wasn’t something that happened easily. We went to nine different competitions. The first one we went to was shortly after I got him and a friend of mine at another agency said you need to go to one of these K-9 trials. I said, "No, I’m brand new, I don’t know anything about dogs to begin with," and he said, "Well, you need to go [because] your dog is good." I said, "Alright." We went up against 20-plus drug sniffing canines, and we got second place. I thought that’s pretty cool so that’s when we continued on. Through the course of the year, there were nine other competitions and he won. That’s when I thought this is pretty cool, and I went on to learn as much as I could about dog training. I think I’m still currently the only expert witness on a dog’s alert currently in Sacramento County. I learned as much as I could about dogs and their ability to detect narcotics, bombs and cell
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your best friend to the Alaska
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phones. When I got Ben, these vendors that provide the dogs, it’s just a dog to them, they don’t care. He came to us eating [a subpar brand of dog food]. That’s not great food. I want him to live a long time. I’m working hard with him. Even in the K-9 world, it’s worse than you could imagine because these K-9 trainers are all, “This is the greatest food on the Earth.” And they’re feeding a lot of crap. Just bad stuff. And here for a dog in my department to get on the road is a $100,000 investment and then they feed crap and wonder why the dogs don’t work past eight years old. My last Malinois lived to be 16, and there’s a reason for that. When you’re as close with your K-9 partner as everybody should be, you can read them. They talk to you but not verbally. That’s how we ended up naming the store. The store’s original name was something different. It was still Ben’s, but when we started franchising we had to come up with a trademarkable name and in 10 minutes I came up with “Barketplace.” You have mentioned that Ben’s Barketplace stores have been described as anomalies in that more than 60 percent of your business is raw foods and you have made investments in freezers for almost all your locations. What drove you to develop your business vision this way, focusing on raw foods over other pet food format options?
It’s not hard to figure out. A cat is supposed to eat a mouse and a dog is supposed to eat a rabbit or similar. When you break it down into what the species requires and why, it’s not a hard sell. The only barrier there is price point. If folks can get past that, I just tell them it’s 28 days for the whole cell structure of the dog to change, buy a couple of bags of these, see how he is in a month, and then they’re hooked for life. I tell people when you’re in line at the Starbucks to get your mocha-frapp-whatever-it-is think about buying one for your dog. That’s all it costs to feed them correctly. If you can go through there and get a hot coffee this morning and a cold coffee this afternoon, you’ve got enough money to feed your dog right.
Professionally, what makes the pet industry a good fit for you? What do you enjoy the most about working in this industry?
We’ve morphed into it and we like to provide information. The industry as a whole is against the end consumer. Without guidance folks look for the cute dog on the bag and call it good dog food. We provide an education for our customers and let them make the choice. Not everybody is going to feed raw; not everybody is our customer. I understand that, and we’ve known that for a long time. It’s an informational place and what we tell people is we’re a nutritional consultation service that happens to be surrounded by the best dog and cat food in North America. — Brad Romero, Ben's Barketplace
Describe the typical Ben’s Barketplace pet parent?
70 percent of our customers are women. They take care of the household, they take care of the kids, they take care of the dog. Husbands come in with a picture of the food they’re supposed to get. {laughed} They make the spending decisions for the most part for the family and they’ll go the extra mile. It’s the middle to upper middle class folks that have done their research. Google is a good and a bad thing; it’s a double edged sword. When people start researching and you’ve got all of these social media platforms where they look for local dog food stores or local vet or whatever they need and then our customers respond, “Well you need to go talk to Ben’s—go see Ben’s.” That’s the best advertisement we could possibly get. That middle class, middle-aged mom getting the kids to soccer and baseball and school is probably 70-plus percent of our customer base. They’ve
got it down. They’ve done the research. They don’t want vet bills. A vast majority of people are calling it what it is: The only thing my vet seems to appreciate is my credit card. You can see that in publications across the country. People are getting the same treatment throughout the country by these veterinarians. There’s only a handful that are openly honest about really what should happen rather than what they’ve been taught what they have to do because if you want a job here you have to do this, towing the corporate line so to speak. What led to the decision to open Ben’s Barketplace to franchising opportunities?
Just to duplicate ourselves. That’s what franchising is, it’s duplicating our knowledge base to introduce us to our franchisees to get them as educated as we can possibly get them and have them reflect exactly what we do with our very first store. Everybody uses McDonald’s as a franchise example; do you want to get the same fries every time? You don’t want Burger King fries at McDonald’s. Our biggest challenge is to make sure they carry everything we carry. They can’t bring in anything we don’t approve of. And to get them up on the knowledge base of nutrition and supplements and what to do in this case with this dog. Franchising has been really good as far as the growth of the new franchisees. What else would you like our readers to know about Ben’s Barketplace?
We teach you to be your pet’s advocate. Don’t be led astray by anyone simply because they might have a white coat, or might be on Google or they might be the best trainer in the world. In dog training, I always learned the person that is teaching you is the best trainer in the world—just ask them. {laughed} My position on that was, I saw some things and asked why would you ever do that? And oh, that’s pretty cool. So, I always tried to take a little bit from everybody. Some were really good; some were really bad. We polish everything that we can nutritionally for our customers and in doing that, it resulted in a healthier more vibrant longer living animal, which is what the goal is.
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We hope you had an exciting and productive time at SuperZoo catching up with your fellow pet professionals, making connections with suppliers, sampling a host of new products and discovering strategies to drive success for your business. We don’t know about you, but we’re already hyped to see what next year’s SuperZoo will have in store – catch you there!
