December 2023 Pet Insight

Pet Insight December 2023

The 2023 Category Captains Series

The end of the year presents a moment to shine a light on the noteworthy accomplishments of an elite class of suppliers Inside

Special Report: Pet Food Express 2 • Market Focus: Pacific Northwest 6 • Special Report: The Spot by NutriSource 10 • 2023 Category Captains 12 • Q&A Interview: Callie and Jos Zamzow, Zamzows 36

Special Report Pet Food Express Pet Food Express

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• Store Count: 66 • Leadership: • Denyelle Bruno, CEO • Michael Levy, President • Andrea Petrone, CMO • Bill Hoffman, VP Vendor Management • Market: California

alifornia born-and-bred Pet Food Express (PFE) aims to be much more than a pet store. Its 66 neighborhood locations embody the values of the state’s residents for optimum holistic pet wellness in the brands it carries and for community involvement in supporting local adoptions regularly. In recent years, the four decade-old company was looking toward its next steps for growth. Pet Food Express found a partner in that endeavor in 2022, after receiving an investment from Seattle-based private equity firm Rainier Partners to back its development and expansion.

History

The Pet Food Express story begins as a small dog training business known as Pro-Train. In 1980, founder Michael Levy opened the first store location in San Francisco, CA. The store focused on dog training and supplying pet products. Mark Witriol, the owner of the store next door, saw a need for self-service pet washing stations. In 1993, Witriol and Levy partnered and opened the second Pet Food Express in San Leandro across the bay, which focused on washing stations.

Pet Food Express in its current iteration focuses on offering premium, high-quality food solutions with an emphasis on all-natural and holistic food supplies and products. In addition to the large product range, Pet Food Express offers self-service pet wash stations, pet training and VIP PetCare vaccinations at most locations.

The company aims to be a force for good as the host of the Bay Area Pet Fair each September while also hosting numerous adoption events each year. Pet Food Express supports rescues through its 20/20 program in which the company distributes special coupons to be given out during a new adoption to participating shelters or groups, and when the coupon is redeemed, the pet parent enjoys a 20 percent discount on their purchase while the corresponding shelter receives a $20 donation.

In 2022, the 20/20 program donated more than $295,000 to rescues and shelters. The Pet Fair that year found new homes for more than 7,000 animals throughout California. And Pet Food Express donated $180,350 to participating shelter and rescue partners.

This past June, Pet Food Express celebrated the opening of two new locations in La Verne and Citrus Heights in Southern California.

Rainier Partners

According to PricewaterhouseCoopers Corporate Finance (PwC Corporate Finance), Pet Food Express leadership began seeking a growth partner in 2021. PwC Corporate Finance was selected as the exclusive sell-side advisor and identified Rainier Partners as a strong candidate for partnership, which was publicly announced in June 2022.

“For more than 30 years, my business partner Mark Witriol and I grew Pet Food Express without outside investment, so when it came time to choose a partner, we were very selective,” said Levy. “We wanted a partner that truly understood our mission and our work in the pet community. We were extremely fortunate to find a cultural match with the team at Rainier; we could not be more excited for what the company will accomplish with Rainier’s support.”

At a time when pet ownership has been at an all-time high, Rainier’s investment was expected to help accelerate the company’s e-commerce capabilities and expand PFE’s brick-and-mortar presence.

Rainier Co-Founder and Managing

Partner Alex Rolfe said, “Not only does PFE align with Rainier’s investment focus in the consumer services sector, but the company’s commitment to doing what’s best for pets and their potential for growth elevates this partnership into something truly exciting for everyone involved.”

Key Leaders

In December 2022, retail veteran executive Denyelle Bruno was appointed CEO of Pet Food Express. Industry media confirmed that Levy continues his leadership as company president.

While Bruno came to PFE with 25 years of experience with companies such as Apple, Peet’s Coffee & Tea, Tender Greens and Drybar—along with serving as a Board Director for the American Veterinarian Group—PFE marked her first official leadership position in the pet industry.

“I’ve been in a lot of consumer retail industries,” Bruno told Pet Insight. “The companies that I run or worked for have all been companies where I’ve been a customer or I personally really loved the product. I’m a big pet person and so I’ve always wanted to work in the pet industry, and I’ve also been a Pet Food Express customer for more than 20 years. When I got the phone call, I was like, ‘Yeah, that fits right in.’”

Bruno said what has driven her at each of her previous companies was the experience of the customer. “I’ve worked for companies where I personally would be a customer,” she said. “Products that I would buy, companies that I would support and so that has been a defining factor for me and the kind of place I would work. The experience at all of them have been very customer focused, they’re all very customer centric and hospitality driven businesses and that experience plays really well for an industry where the ultimate customer is actually the pet. Really being able to consider how a pet parent might feel about their animal and the products that we’re selling them is at the forefront of my mind all the time.”

Bruno’s work with The American r Cont'd on Pg. 4

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Special Report: Pet Food Express r From Pg. 2 Veterinarian Group further informs her leadership role at PFE, she said. “I definitely learned that from being on the Board of the American Veterinarian Group just being closer to understanding what veterinarians have to deal with.

They’re not getting the verbal information that a doctor gets. So being able to understand the needs, the anatomy, the reactions of pets well enough to make sure they are doing the right thing in addition to obviously the diagnostics.

It’s a hard thing when your pet can’t tell you what’s bothering them,” she said.

In August, PFE appointed another veteran with 20 years of retail experience: Hayden Tollas as Chief Financial Officer. According to the company announcement of the hire, Tollas previously served as chief financial officer and head of strategy for Old Navy. In his 18 years with the company, Tollas also focused on financial budgeting and forecasting for Gap Inc.’s portfolio of brands, as well as enterprise capital planning, inventory management, e-commerce, supply chain management and IT. “I firmly believe that a strong company mission contributes to an authentic corporate culture and allows the business to be a force for good,” said Tollas. “PFE’s mission-driven approach and my experience in multi-site retail a n d e-commerce align perfectly with this opportunity, and I am excited to work with the team to continue to scale and further enhance the business to better serve our customers.”

Community Leadership

Throughout its 40 years, PFE has continued to endear itself to the California communities it serves with regular month-long outreach initiatives with the ultimate goal of supporting anPG 4 / PE T I N S I G H T

imals a n d getting them homed.

This year its Pet Fair celebrated the company's 13th year of dedicating the month of September toward finding forever homes for more than 7,500 rescue animals in the state, through both virtual capabilities as well as in-person events.

Pet Food Express partnered with more than 145 rescues and shelters throughout the state, including Gelato Sundae with your Dog, Kitten Yoga and Kids Reading to Kittens. Educational seminars on topics such as Understanding Pet Product Labels, How to Decide Which Pet is Right for You and Sustainability in the Pet Industry were available 24/7 as pre-recorded videos throughout the month. There was also a Pet Fair Celebration Weekend in Pet Food Express’ stores with a special scavenger hunt contest and adoption events for pet lovers to meet animals needing homes, from rabbits and doves to dogs and lizards.

“This year, we’ve taken a new approach to help us surpass our goal of securing new homes for 7,500 rescued animals," said Bruno. "We’re partnering our product vendor sponsors with the more than 145 animal welfare organizations to amplify the exposure for the animals.”

Earlier in the summer, PFE also ran its fourth annual Fill the Food Bank campaign to assist California pet owners with free, high-quality pet food and supplies with partners NutriSource, Dr. Elsey’s and Vital Essentials. In July the company raised funds and donations

from all of its stores and online to purchase and distribute products chosen by 24 participating food bank partners. The company set a goal to raise $200,000 and would also match the first $20,000 in contributions. Its 2022 campaign paid for 113,920 pounds of pet food to be given to pet food banks.

Megan Kniepkamp, Community Outreach Manager at Pet Food Express, said, "This is the fourth year we've held the Fill the Food Bank food drive, and we've witnessed the need from the communi-

ty grow with each passing year. Fill the Food Bank is intended to collect and distribute free food; however, it's also meant to shine a light on the food banks as a resource. We want families in need to understand the help is available yearround with little to no qualifications needed. Whether you're contributing or receiving aid, together with our customers, we can support thousands of pets with essentials to remain happy, healthy and homed."

Each April, PFE’s Kitten Season awareness campaign tries to ease the influx of in-need kittens and related surge in demand for help for more than 100 participating rescues and shelters by promoting three actions: adopt, foster and give. The 2022 campaign collected more than $235,000 in product donations to distribute to local rescues and shelters. This year, PFE invited pet lovers to join its Rescue Reserves database of foster families to, again, get ahead of the fostering need with the new kittens.

Though the leadership form of Pet Food Express might be evolving with the changing business and technological landscape, its heart continues to beat purely with the health and wellbeing of California pets driving its philanthropic endeavors.

Market Focus Pacific Northwest

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et specialty retailers that have set up shop in the Pacific Northwest are continuing to see growth. While the correlation between the volume of pet specialty storefronts to the number of pet-owning households is clear, these retailers have earned the credit for their success. These Idaho-, Oregon- and Washington-based companies recognize the value in family-owned, neighborhood retail and giving their communities a haven. Storefronts are carefully and meticulously designed and merchandised to become a welcoming hub for people to meet fellow pet lovers and better understand which specific foods and treats, beds, collars and leashes and toys are explicitly right for their pet. Just as vital—though not often acknowledged—is these retailers serve as a soft place to land for frazzled and overwhelmed pet parents looking for support while doing their best.

How the markets break down

Seattle is home to 189 pet specialty store locations represented by 70 separate companies. In Seattle proper, there are 41 pet stores; to the south in Tacoma there are 11 pet retailers; on the eastside Kirkland houses eight retailers, and polar opposites Bellevue and Kent each house seven retailers. In terms of store count, Mud Bay outpaces the competition with 35 store locations, followed by EarthWise Pet with 18 and All the Best Pet Care has 16 stores.

Even mass retail giants like Petco and PetSmart trail behind with 27 and 14 stores respectively.

Stores like The Soggy Doggy and Pet Supplies Plus each have a handful of store locations. Meanwhile, other multiunit and single store retailers have 16 and 51 storefronts respectively. The top three retailers—Mud Bay, Petco and EarthWise Pet—represent 42 percent of the market, multi-unit retailers embody 31 percent of the market, while single-store retailers encompass 27 percent of the pie.

Within its neighboring Portland market, 61 different companies form 127 pet specialty store locations. Inside the Portland market, the top three retailers—Petco Health and Wellness Com-

pany (19 stores), Mud Bay (16 stores) and PetSmart (13 stores)—make up 38 percent of the market share, followed closely by single-store operators at 35 percent (44 storefronts) and multi-unit retailers making up the remaining 27 percent (13 storefronts). Within Portland city limits, there are 45 retailers; nearby Vancouver, WA, has 18; Beaverton is home to eight stores, Hillsboro with seven, and Gresham has six stores.

What retailers have to say

Woodinville, WA-based EarthWise Pet has undergone a great deal of change in the last two years and currently operates 62 corporate stores and 148 franchised. In September, CEO Mike Seitz announced plans to open five more franchised units and five more corporate units that are being acquired.

“We see retail as much more experiential than traditional retail so even our retail side is a more experiential approach, but services is a major component to the model now,” Seitz explained.

EarthWise Pet operates a separate corporate store management team from a franchisee support team, both led under the direction of the C-suite.

“Our corporate store management team is regionally centralized, so our primary offices are in Woodinville, WA, but we also have satellite offices in Illinois and in the Northeast as well,” Seitz said.

“The corporate teams work, there’s a regional manager, regional leadership and it feeds up into our Seattle/Woodinville office. On the franchisor side, from a leadership perspective, we have much more franchisee support. The franchisee support side is a separate group completely.”

“Seattle is interesting because it’s where a lot of innovation starts in the industry, especially coming down from Vancouver BC,” he continued. “So, it’s strategically located there, plus we have a large corporate store presence here, but the main and the Illinois offices, they’re smaller teams. The team in Woodinville is a much bigger team than those are in terms of management structure. But we still think of our corporate stores as a fairly centralized man-

agement. Whereas on the franchisee support side, we’re very decentralized.

Staff can live anywhere. We have staff all over the country that are supporting franchisees but are working remotely.

It's different. The corporate stores need a lot of collaboration, they need a lot of joint decisions. The franchisee support is much more individualized.”

This year, Zamzows—headquartered in Nampa, ID—reached its 90th anniversary and is currently operated by the fourth generation of the Zamzow family. Co-CEO Callie Zamzow attributes Zamzows’ staying power to “innovation, observation and a willingness to change are at the core of our business.”

“This began when our great-grandparents and grandparents, who had been hand-mixing feed successfully using university formulas for years, began noticing that animal health was declining and new diseases were emerging,” said Zamzow, who operates the family business with her brother Jos. “They observed that farming techniques were changing, and chemical fertilizers were now being heavily applied to soils. Well, before the world at large finally deduced the nutritional depletion of soils and the subsequent effect on the people and animals eating the crops, Zamzows began adding nutrient supplements into our feeds. This story of innovation is woven into the fabric of our family business and has led to numerous advances over the decades.”

In Olympia, WA, siblings Lars and Marisa Wulff demonstrated their family loyalty decades ago when they left careers outside of the pet industry and swooped in to help their mom save her shop which would become Mud Bay. Together, they streamlined the hodgepodge of merchandise and made pet the focal point. Today, Mud Bay stores offer a remarkable assortment of consumables and supplies that are scrupulously vetted. “I think what has made Mud Bay successful over time is more than just specific business practices,” Co-CEO Al Puntillo previously shared with Pet Insight. “Mud Bay has definiter Cont'd on Pg. 8

Pet Insight (ISSN 2164-9294), a monthly magazine, is published by Executive Insight Properties. Subscription rates $75 per year in the US, $100 Canada, all other countries $150. © 2023 Pet Insight. All rights reserved. No item or portion may be reproduced without written permission from the Publisher.

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Market Focus: Pacific Northwest r From Pg. 6 ly benefitted from building an employee ownership culture, from open book management, and from its long-term partnerships with manufacturers and distributors. But what has made the real difference is Mud Bay’s willingness to constantly work to reinvent itself, always having one foot in the present and one foot in the future.”

The company’s leadership team along with clearly defined company values have been behind Mud Bay’s rise. It’s proof that knowing who you are and not trying to be everything to everyone is a simple yet effective formula. “Mud Bay’s values are simply a reflection of the values of two truly amazing human beings, Marisa Wulff and Lars Wulff,” Puntillo said. “Throughout the past 30 years they have worked tirelessly to make sure that our values show up every day in the work we do. Our core values are: 1. Accountability—we follow through. 2. Education—we empower with knowledge. 3. Integrity—we do the right thing. 4. Generosity—we help others succeed. 5. Responsibility—we use our best judgment. And 6. Fun—we create workplaces that are filled with laughter.”

Challenges are what shows people what you are made of. In recent years, the way these retailers overcame obstacles hurled at them without losing sight of their company’s identity or why they joined the industry and have stayed have defined their character. “In hindsight, the pandemic showcased our employees’ ability to steady down and focus on making things better for our customers,” said Zamzow. “As one of the few businesses that could remain open during that time, the 13 Zamzows locations offered a respite and a place that felt somewhat normal. That was 100 percent employee-managed and executed. It was awesome.”

While the pandemic impacted each region of the US, the Pacific Northwest seemingly took some of the hardest blows as people were held to higher safety protocols compared to neighboring regions.

Brick-and-mortar retailers are competing against pet owners’ expectation of speed and convenience. Regardless PG 8 / PE T I N S I G H T

“Seattle is interesting because it’s where a lot of innovation starts in the industry, especially coming down from Vancouver BC. So, it’s strategically located there, plus we have a large corporate store presence here, but the main and the Illinois offices, they’re smaller teams. The team in Woodinville is a much bigger team than those are in terms of management structure. But we still think of our corporate stores as a fairly centralized management.”

— Mike Seitz, Earthwise Pet of their generation, consumers are enamored by the luxury of quickly adding items to their online cart while they are in between errands or lounging on their sofa. More than ever the impression retailers leave on their customers has to not only be pleasant but also remind pet owners of all the perks online retail can’t replicate.

“At a time when self-service and online buying are on the rise, Zamzows places the customer experience at the forefront of our business,” explained Zamzow. “We invest in training, and we remind our team to consistently serve the customer beyond their expectations. This means that our teams need to be educated on products, able to connect with people in a meaningful way and willing to lend a hand with carry-outs or offer a treat to a visiting pet. We want our customers to leave Zamzows with proper solutions to their problems while feeling cared for during their short time with us.”

“People who shop at Zamzows are both practical and aware,” she added.

“It’s a good combination, actually. They care about providing food and toys that are healthy, but they also appreciate value. Our proprietary dog food lines help meet both of those requirements.”

Puntillo’s expertise was acquired in several roles: on the manufacturing side while working for a premium food

company, on the distribution side for a dominant pet supply company and now in retail. Having seen all three perspectives of these symbiotic partnerships, Puntillo approaches manufacturers and distributors with a deeper understanding and empathy. “The pet industry is still, at its core, a relationship business,” he said. “Mud Bay is always looking for the best possible products, but we are also looking for the best possible partners: people and companies that we enjoy working with and who are also looking to build long term mutually beneficial partnerships. Having worked in all three sectors it makes it easier for me to identify with the needs of our partners and help translate that to other teams at Mud Bay.” The Pacififc Northwest markets reflect the overall industry’s passion and commitment for helping pets live healthier and more comfortably. Food that addresses a dog’s protein allergies, treats and beds that combat arthritis in older pups’ achy joints or enrichment and soothing toys to either entertain sprightly pets or calm nervous pets are indicators of how attuned to pets’ needs retailers are. “The pet industry is dynamic and vibrant because of the pets themselves,” said Zamzow. “It has become very clear that the animals we choose to bring into our care make our lives better. People consider their pets family and just like you wouldn’t stop nurturing your own child, you are not going to stop nurturing your pets. We are willing to cut out other things before we would be willing to make changes to our beloved pets’ lives. In fact, when the going gets tough, we actually want to do more for our pets because we appreciate their steadfast presence and love.”

Retailers in the Pacific Northwestmarkets are thriving due to a combination of infrastructure which supports pet ownership, caring pet parents and the hard work and dedication of each retailer. Retailers have experienced success due to never losing sight of why they are in the industry and who they are doing it for. Obstacles within the last few years crippled many businesses but also demonstrated the character and adaptability of those still standing.

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Special Report

The Spot by NutriSource

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n a timely and novel way to manifest its long-held values of giving back to its community members, NutriSource opened The Spot, a new service dog training facility in Greenfield, MN this fall, providing “Battle Buddies” to veterans and first responders recovering from the trauma they have experienced in their work. This is not the brand’s first endeavor to support those in need: NutriSource has also spearheaded dog companion programs at several medical facilities across the country. Pulling insights from those programs, especially the healing impact of animal companionship for those who are physically ailing, NutriSource’s vision for The Spot is, in part, to help remove the stigma of seeking support for mental health, especially for those who are serving and have served.

“KLN Family Brands has seen a need for a facility such as The Spot for a long time,” said Chris Heikkila, The Spot General Manager. “The idea of The Spot has been in the works for years and as the company grew, as did the desire to give back to the customer base and continue to give back to the community.

After launching the NutriSource Facility dog program at M Health Fairview children’s hospital, KLN Family Brands quickly saw the impact a dog can have on the emotional and mental health of so many which only fueled the desire even more for opening a service dog training facility. The idea of The Spot began to take shape when Soldier’s 6 was introduced to KLN. It was at this time that it was apparent that The Spot was going to be built, it was just a matter of how, when and where.”

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Heikkila, who is himself a veteran who received a service dog through Minnesota’s Soldier’s 6 program, outlined some of KLN Family Brands’ various outreach efforts, including the development of NutriSource SuperStars brand treats where 100 percent of the profits go to the SuperStars giving program.

“Much of the SuperStars giving program is driven by the power of the human animal bond the life changing effects it can have on human and pet. The development of our facility dog programs like the one at M Health Fairview University of MN Masonic Children’s Hospital now consisting of three dogs on staff as well as Boston Children Hospital Pawprints Program, which consists of 20 dogs owned by hospital volunteers.

These programs further amplified our understanding of truly how powerful that bond is and the power it has. This fueled our desire to provide support to Soldier’s 6, which is a big part of The Spot. Soldier’s 6 gives services dogs to qualified honorably discharged, currently serving military members and first responders. The training for the life of the service dog is free and costs to the recipient are minimal.”

The Spot is a 14,600-square-foot facility that features a large training room that can host multiple service dog teams plus a break room that simulates a home environment where veterans and first responders receive real-life training with their service dogs.

Training service dogs in public is an important piece in the overall training of the dogs with their humans, said The Spot Lead Trainer Mike Boehmer.

“The first few stages of training are

crucial. To offer a safe and secure place for a new team to work out the normal growth issues, going through the stress and coping with the anxiety of handling a trained animal is hard on the animal, handler and trainer,” said Boehmer.

“This process was typically handled in parks, parking lots, quiet and secluded areas of stores and it was difficult for everyone involved. For some new service dog teams, it was too much and it made them back out from training and no longer want a service dog because they felt that they were on a stage for the world to see.”

The Spot serves as a solution to that —for both new teams as well as those who could use some troubleshooting support. “The service dog teams have a place where they can feel safe no matter how emotional they might feel,” said Boehmer. “The Spot is their spot to go through the tough times knowing they are not on a stage for the world to watch.”

It might seem surprising, but those viewed by society as the strongest and most stalwart often have trouble asking for help, said Boehmer. “The weight of the badge and the uniform carry emotional and physical scars. It does not matter if the wounds are visible or invisible. They came at a cost to the individual and take a toll,” he said. “We are here to let them know that we appreciate the work they have done to keep us safe. We want them to know we are here for them. The stigma of mental health is starting to be in our rear view mirror.

It is time to hold our heads up high and walk with our heroes.”

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2023 Category Captains

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Collars: Coastal Pet Products

ven though Coastal Pet Products provides solutions in two complementary categories and their subcategories, collars are its flagship product.

Company leaders said Coastal Pet Products has, throughout 2023, pledged to continuously follow trends while driving innovation and navigating shifts in pet owners’ buying patterns.

“We were proud to offer our retail partners and consumers four new additions to product collections—Inspire Fashion, Pro Active, Safe Cat Heartbreaker and Li’l Pals Ombre—as well as updating the size or quantity of other product options like our smaller Turbo Bulk Catnip Resealable Pouch and Turbo Scratcher Replacement Ball 2-pack,” said President Kim Stout. “This ability to enhance our product offerings is a result of talented teams of employees who are dedicated to our mission of designing and delivering quality products people trust for the pets they love,” Stout said. “Our employees are a source of our strength and remain focused throughout the year, studying consumer data and industry trends to optimize our assortment of inventory and create new, exciting products for the market.”

Keeping things in-house and doing the work themselves, rather than relying on third-party outsiders, has been crucial in Coastal Pet Products’ ability to not only reach standards but surpass them.

“There are a few leadership qualities and strategies that have helped Coastal become the industry leader we are today,” Stout said. “Our utilization of proprietary in-house tests helps ensure our products not only meet industry

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standards but exceed them. Since our beginnings in 1968, we have developed, manufactured and implemented custom machinery to aid in production of our products. These factors have been the driving force behind our company and mission for more than 55 years and have helped us to become and maintain our status as an industry leader.”

For 55 years, Coastal has painstakingly paid attention to the details, from the workmanship to aesthetics, noticing the little things most people take for granted. This careful attention and scrutiny has translated into longevity in the industry and a following of retailers and consumers who know they can expect a lot from the brand.

“As the quality leader, the team at Coastal continues to invest in our business to gain efficiency and provide value and trust within the pet products market,” Stout said.

“Since the beginning, we have implemented testing standards that are unsurpassed and quality checks that exceed industry standards—and we continue to do so today. For example, our product buckles not only meet the weight requirements for pets, but exceed them. Our product buckles are strong enough to hold seven times the weight of the animal for plastic and 10 times the weight for tie out options.

Close attention to detail and workmanship means neat and smooth seams, no color fading or material fraying and no loose threads. Each product is carefully executed to ensure the hardware and other details will work best for its intended purpose.”

The company’s roots reach back to

1977 with a curved buckle design. Since then, company leaders have stayed the course by paying attention to enhancing and improving the look and function of its products’ hardware.

“As an industry leader focused on quality first, Coastal Pet Products has been setting the bar for decades with standards that remain unsurpassed today,” Stout said. “With 55 years of experience behind us, Coastal has always been on the forefront of innovation and design. Our Li’l Pals Adjustable Dog Collars feature a paw print-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 an E-Z Snap, a patented, one-handed snap for easy clipping onto a collar or harness.”

One decisive, standout trend that Coastal noted was the leashes and collars category enhancing the hardware and features on traditional and functional—yet basic—designs.

“The leashes and collars category is trending toward products with specialty functions that take things up a notch from standard leashes and collars,” Stout said in a separate interview. “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 K9 Explorer Reflective Adjustable Collars.”

2023 Category Captains

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Rawhide Alternatives: Earth Animal

n recent years, when a pet parent goes searching for rawhide alternative chews for their dogs, many tend to reach for the popular collagen chews. However, Earth Animal, among the pioneers of the rawhide alternatives category, emphasizes there is a clear line of demarcation between trendy collagen chews and its No-Hide line of chews and treats.

The company’s focus on providing a nutritious and satisfying chewing occasion is underscored by quality, enjoyment and safety. Through its offerings in the rawhide alternatives category as well as other pet nutrition categories in which it operates, Earth Animal is embodying the values that led to its recent B Corp certification, embarking on initiatives to grow the company’s product portfolio and influence and do overall good for the community at large.

“No-Hide has been in the market for almost a decade now, and as the company that invented the rawhide alternative category, we have sought this year to cement our positioning as the original and best through the lens of quality, enjoyment and safety,” said CEO Stewart Shanley. “This year was our first full year of being a certified B Corp. Technically this means we run our company for good as well as for profit, but it also means that for every product we bring to market, we take great care in the sustainability and integrity with which we source our six simple ingredients.”

No-Hide products are all made in the USA, right in Lancaster County, PA. “Our commitment to reducing our dependence on industrial agriculture

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also means that we have stayed away from the collagen-based chew market and its associated supply chain opacity and confusion over benefit claims,” said Shanley.

With its foundational supply chain logistics in place, Earth Animal has been on a product development trajectory this year. Ahead of this year’s Global Pet Expo, Founder Susan Goldstein said, “Earth Animal has received pressure from retailers to provide new No-Hide products in areas of different flavors and shapes. We have taken these requests seriously and have been launching new chews to satisfy our retailers.

In response, we recently launched BBQ No-Hide and two flavor offerings of Plant-Based No-Hide which includes Salmon & Beef. In addition, at Global, Earth Animal will launch a whole new category of No-Hide Strips which include Chicken, Beef, Pork, Venison, Peanut Butter and Salmon flavors.”

Even into the fall, Earth Animal has been letting its creative juices flow. “We should also not forget that chews are supposed to be fun, which is why this year we have been really active in new product development, from the launch of our BBQ range with real grill marks to a new, more affordable, form factor in No-Hide strips,” said Shanley. “We have just launched a new pumpkin spice flavor for the holidays and don’t be surprised to see No-Hide turn pink next year for Valentine’s Day in the spring of 2024.”

For all of its eye-catching novelty, Earth Animal isn’t sending pet parents

on their merry way home without some vital educational components to the NoHide products. “The third of our pillars for No-Hide is safety,” explained Shanley. “We take this responsibility very, very seriously, and as a result we give over more of our packaging real estate to safety-based education messaging than any of our competitors and we spend heavily off pack on ‘Chew School’ too.”

‘Chew School’ is a comprehensive set of three guidelines that Earth Animal has created to help pet owners match their pet’s size and chewing temperament with the products, shapes and sizes most suited for them. Point No. 3 in ‘Chew School’ is the importance of supervision in the chewing experience.

Shanley explained, “While digestibility is no doubt an important aspect, choosing size-appropriate chews, ensuring the chew process is a shared/ supervised experience as well as looking into the sharding properties of any product should all be carefully considered when deciding which brand to go with.”

Earth Animal’s attention to proper education also hasn’t stymied its work in other categories. Its No-Hide line was just one of several products the company was able to showcase at SuperZoo this summer. Dr. Bob’s Wisdom Original Dog Food also took home the 3rd place award for Best in Show. “It was extremely gratifying to announce our B-Corp accreditation and the work Earth Animal is doing as a force for good, as well as profit,” Shanley said after the show.

2023 Category Captains

Ear Care Systems: Pet King Brands

P

et owners have continued to inform themselves on the importance of regular hygiene maintenance for their pets, specifically ear care. Category leader Pet King Brands has been launching new products and ear care systems that help facilitate easier delivery methods to ensure pets are receiving the most out of its products.

“We have an exciting product announcement soon,” said Debra Decker, Director of Marketing at Pet King Brands. “We’re taking our renowned ZYMOX LP3 Enzyme System that you know and love from our current line of ear products and infusing it in our new daily-use product: Advanced Enzymatic Ear Wipes. We believe this will fall on trend with consumer demand for accessible and easy-to-use products.”

“When reflecting on 2023, we must give a hand to our veterinary care professionals. Studies have shown that with the recent pandemic, vet shortages and distress are more prevalent than ever. We are honored to aid in the overall pursuit of pet wellness in between vet visits with preventative care and to support vets in their care with our special veterinary line. PKB Animal Health, a division of Pet King Brands, has been helping veterinarians care for their patients for more than 20 years with the

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trusted ZYMOX Dermatology and Ear Care lines of products. Our ability to serve as an educational source that has certified us as vet recommended and vet used is a great tool in our success,” Decker said.

The company has been a vanguard in the category, all while staying true to their mission and values developed at the company’s inception.

“Our mission and heart lie in animal advocacy, which is the guiding force in our leadership efforts. Our innovation and growth stem mainly from our deep care for pets, which is evident in our charitable efforts and donations.

In 2023, we were able to provide over a million dollars in products and donations to shelters and rescues. This drive is what we believe sets us apart,” she continued. “As always, it is important to pay attention to the quality of products being produced as an industry. It seems to be a trending misconception that corners can be cut to lower costs.

We must stay focused on quality, studied and approved products. There can be no shortcomings when it comes to the healthcare of our best furry friends.”

“Since the beginning, our founder, Pamela Bosco, has been a major advocate for pet adoptions and the systemic reduction of homeless pets. She has made

strides to improve the quality of life for animals in shelters across the nation by helming the Internal Cause Marketing program, providing donations to aid pets in foster care and animal shelters.

Using the Pet King Brands name alone, she has ensured that over $300,000 of healthcare products have been donated to shelters across the nation. Through all business distractions, we are clear in our mission to make animals’ lives better,” Decker added.

The company is a leader in several categories such as ear care and oral care, and as the pet industry continues to grow, Pet King Brands strives to ensure pet parents aren’t overwhelmed with the ample products and choices.

“As more brands enter the market, consumers are faced with more choices that can be confusing and overwhelming. We’ve faced challenges when pet owners try a competitor’s product that, while it may have been cheaper, didn’t work well. It can damage the reputation of the product category, which is why we are very proactive in educating pet parents about the effectiveness and value of our products. They really work, and it’s worth the investment to solve your pet’s problem the first time,” Decker said.

2023 Category Captains f

Retractable Leashes: Flexi

lexi North America reigns as a leader in the retractable leashes category for taking quality and safety standards to higher levels. Where most companies would stop checking boxes to ensure their products are ready to hit shelves, flexi keeps going and scrutinizes every detail of its retractable leashes several times over before determining its products are ready for retail. For decades flexi has been committed to combining control, safety and freedom with its retractable leashes.

This year flexi celebrated 50 years in the pet industry.

Today, more than 350 employees work for the flexi brand and produce tens of thousands retractable dog leads a day, which are exported to more than 90 countries. Fifty years of flexi means inventive spirit and quality Made in Germany since 1973. For dogs, this means more freedom on the lead.

During Global Pet Expo, the company also launched the Xtreme leash, the best leash flexi ever produced, which features extremely bite resistant tape, extra strong materials to withstand intense usage, a robust braking system and an adjustable soft grip handle, which is ideal in households where par-

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ents and children can adjust the handle to the size of their hands.

The invention of the flexi leash has created an evolution in leashes for dog owners. The product has evolved throughout the years and flexi R&D has technically developed and designed to perfect the leash. It is an endless process to make the best even better. What distinguishes every flexi leash is the safety, ergonomics and comfort. Produced in Germany and distributed by flexi North America from our temperature-controlled warehouse in Charlotte NC. Flourishing in a thriving company with a global presence brought on some growing challenges in the form of companies copying flexi’s concept and design.

“However, what they cannot copy, is our Know How, German Engineering and high standards of German production,” said Managing Director of flexi North America Kurt Dekker.

Whether it’s the auto or merchandise industries, everything that is produced has to meet specific standards, Dekker said.

“You also have a well-known German standard,” he said. “The German stan-

dard is ‘Deutsche Industrie standards,’ which translates to German industry standards, and the German industry standard is the highest level. If you’re certified on that standard, it means you produce on the highest level, which is something none of the other manufacturers can say. We are the only producer from Germany and Europe using this certified high standard every year.

To further ensure superior quality and dependable products, the process is spot-checked regularly.

“For every batch we produce, day in day out, every batch that is produced, a certain number of random spots of that batch are taken out and sent to our R&D center,” Dekker explained. “Those are tested like we test new leashes. That also means we always know that the quality is exactly the same year in year out, day in day out."

Manfred Bogdahn, company founder is very clear in this, "For 50 years, flexi has been focusing on its core product.

This is the basis for our success. Quality, functionality, safety and design are the hallmarks of our products. We are the world market leader in a small niche, and we will make sure it stays that way."

MADE IN GERMANY

YEARS

Inventor* of the Retractable Leash since 1973

The Best flexi® Leash Ever

XTREME www.flexi-northamerica.com

*) The first usable and mass-produced retractable leash was invented and designed by Manfred Bogdahn in 1972.

One year later he founded the brand flexi® and shipped the flexi leash worldwide.

2023 Category Captains

Body Part Chews: Jones Natural Chews

Natural Chews’ unwavering ded- the chew.” dog’s behavior and mental stimulation.

Jones ication to using top-tier ingredients Jones Natural Chews forecasts de- Chews is one category that helps to in its products has been pivotal in the company rising to the top of the body part chews category and staying there.

“Remaining steadfast in our commitment to source the highest quality product has been a sound strategy for our team,” said Jones Natural Chews President Laura Jones. “Each bone, chew and treat recipe begins with USAraised meat, which ensures that we are offering a great product, helps us keep our carbon-footprint in check and allows us to feel some pride in supporting American farm families. More and more individuals are seeing the value in natural products for their pets and learning more about the benefits. Offering quality product is a great way to grow the category and no dog owner is going to be able to deny how enjoyable a natural chew is for their best friend.”

This year, Jones Natural Chews' Stuffed Product line continued to exceed expectations and align with pet owners' demands. "Enrichment feeding and treats have exploded in popularity, and our 2-in-1 stuffed bones, hooves and trachea fit the bill perfectly," Jones said. "Dogs love digging the filling out, so we began filling a 7-inch bone in addition to our classic 4-inch which is currently available hand-stuffed with our Peanut Butter flavor filling and our Cheezy Bacon flavor filling. Those are favorite flavors and paired with a classic bone, dogs have a great chewing experience that is as simple as unwrapping

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mand for the body parts chews category merging with the growing interest in rawhide alternatives. “Customers are starting to really embrace rawhide alternatives,” Jones said. “Consumers have turned to numerous other, more easily digested, natural parts and that is great. Natural parts offer dogs a great and varied chewing experience, while also providing extra protein for their diet. It is a win-win scenario, when pet parents discover their pets’ favorite new chew.”

In the coming year, Jones Natural Chews leaders would like to engage retailers and pet owners on the pros of giving dogs traditional bones. “Regarding education, we are always working to help customers see the benefit of a classic bone,” Jones said. “They offer a great chewing experience and dogs love the flavor, but there is more to it than that. The gnawing action of chewing on a bone provides mental stimulation and keeps teeth and gums clean, plus the natural greases and fats are great for skin and coat health. Dogs should always be supervised while chewing and that is a part of the experience that is so important, from not only a safety standpoint, but because of the opportunity to further cement bonds between owners and their pet.”

Earlier this year, Jones Natural Chews addressed not only the taste appeal and flavors of its products, but also acknowledged the correlation between a

soothe and subdue wound up pets and prevents them from unwanted behavior such as barking, digging and chewing up pet owners’ belongings. “Our Stuffed product line has experienced notable growth in the last year,” Jones said. “We are attributing that growth to pet parents’ desire to keep their dogs from destructive chewing. A 2–in-1 chew provides much-needed mental stimulation and a great mix of textures, and it offers a really engaging chewing session. That has been a real priority for dog parents shifting back to their pre-pandemic schedules.”

Younger pet owners are certainly influencing trends and do their research before selecting products for their pets.

Add that their motivation to stretch their dollars and look for purchases that offer increased value over what they were expecting is helping to dull buyers’ remorse. “Millennials and Gen Z are very informed consumers,” Jones said. “They appreciate natural and upcycled products. They love the feeling of discovering multiple benefits ‘hidden’ in a seemingly simple, straight-forward product. Current news cycles and constant messaging regarding inflation has shoppers a little more price conscious, so understanding that purchasing a chew that contains naturally occurring glucosamine can help you save some money on supplements, appeals to any generational cohort, but especially Gen Z and Millennials.”

2023 Category Captains

Catnip: Meowijuana by SmarterPaw

C

atnip delivers a euphoric feeling that not only cats enjoy but their owners as well as the herb can keep cats busy for hours. According to studies, the herb mimics a pheromone most cats respond to positively. Catnip leader SmarterPaw reflected on the year surrounding the company’s leadership and achievements throughout 2023.

“We have a creative, hard-working team focused on serving pet parents through innovation,” said Scott Ragan, Managing Partner and CEO of SmarterPaw. “We also have great pet parents who have collaborated with us to bring new items, merchandising and promotions to life in 2023. That innovation and collaboration have been supported by a modestly better supply chain environment, making it a bit easier to be more responsive.”

Diving further into SmartPaw's leadership efforts within the catnip category with the well-known brand Meowijuana, the company prides itself on its ability to bring more to the category and fill any empty spaces or voids that might be present.

“We seek to focus on new opportunities and ‘white spaces’ in the category.

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We see those opportunities in usage occasions and day-part planning—helping create and support more opportunities to promote natural wellness and connection,” explained Ragan.

The catnip category as a whole holds several opportunities for SmarterPaw’s Meowijuana , but the company has been most interested in exploring the interactive nature of the category.

“We see the most exciting thing about the catnip category at present being the stimulation and interaction it incites with your pet - both dog and cat.

We only see that evolving into more exciting, fun and new catnip and cat toy forms that expand usage,” he said.

The well-known herb has become an established stimulating option for pet owners and seeing the opportunity to pair a toy with catnip, Meowijuana was able to create an interactive toy that creates long-lasting play time. Alongside this comes the importance of education, and the company has made it a point to ensure owners are well-versed and educated when it comes to catnip.

“Catnip is a natural herb that promotes play and natural wellness. Cats also enjoy many other herbs that have

similar natural wellness benefits. Our ever-changing cat blends are a testament to this. Education and innovation will create more opportunities for the category and pet parents,” he continued.

“Meowijuana's Catnip Blend Bottles are unique blends of catnip and silvervine, valerian root, passionflower, lavender, chamomile or dandelion ‘rolled’ into convenient bottles. Catnip Blend Bottles are pure enjoyment for all! These ‘dope’ combinations include: Meowi Waui, Purrple Passion, Kalico Kush, Whisker Tickler, Mice Dreams, Paw Natural OG and Feline Express.”

Recently the company announced its partnership with Mello Sales Group, which expanded its presence of Meowijuana and Doggijuana products throughout the US and Canada.

“We are excited to partner with Mello Sales Group,” said Ragan. “I’ve had the pleasure to work with Jim Mello, Kevin Mello and Julie Hutchings, and they are well known and respected in our industry. We are confident our collaboration will drive even greater results for the brands and our pet retailers in the US and Canada.”

2023 Category Captains T

ID Tags: MyFamily USA

he importance of keeping pets safe and identifiable has remained a top priority for pet parents. Alongside this, pet parents are also focused on companies that provide convenient, unique and durable ID tags to ensure their pets can be identified in most situations.

Category leader MyFamily has kept its commitment to consumers and pets at the center of every innovation, product launch and investment it makes.

“In 2023, our brand has made significant strides in establishing itself. Our unwavering focus on Italian craftsmanship has been instrumental in our success. By producing our high-end items exclusively in Italy, we have been able to leverage the expertise of skilled artisans who meticulously handcraft every detail. This approach allows us to introduce new products that cater to the evolving needs of customers in the market. Our commitment to excellence has not only earned consumer trust but also strengthened our relationship with them. As a result, MyFamily has emerged as a global industry leader, forging authentic connections with customers,” said Francesca Miniaci, Marketing Director of MyFamily.

“Our leadership is built upon three pillars: continuous innovation, investment in local artisans, and staying alongside industry trends. Our extensive range of over 700 themes for ID tags is unparalleled, showcasing our commitment to variety. Each tag begins

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as a concept in the minds of our designers and is brought to life through a meticulous process that includes hand casting and enameling. This level of craftsmanship sets our products apart as a truly unique commodity. We prioritize adapting to customer needs and upholding high-quality standards, which has played a pivotal role in our prominent position. Today's consumers are actively engaged and seek transparency, appreciating the behind-the-scenes efforts of our company. Furthermore, our Techla engraving system enables customers to personalize tags on-site quickly, enhancing their shopping experience,” she continued.

The company is looking to expand its personalization capabilities to enhance consumers' customization options even further.

“At present, there is a growing interest in personalization and technological integration, which is reflected in the pet industry. Our ability to offer personalized ID Tags that reflect the unique personality of each pet has become a central focus within MyFamily. We anticipate continued growth in these areas, with a rising demand for personalized options and technologically advanced solutions that enhance pet safety,” Miniaci said.

MyFamily is also focusing majority of its time on partnerships and education, with special interest in improving consumers' shopping experiences.

“It is crucial to prioritize collabora-

tion among suppliers, retailers and distributors to ensure uniform standards in the pet industry. Moreover, consumer education regarding new technologies is essential to promote awareness of pet identification and emerging trends in pet welfare. At MyFamily, our brand vision and design philosophy extend beyond technical functionalities. We value the aesthetic and symbolic aspects of our accessories, which inspire us to create a manifesto of pet lifestyle and become a reference point for pet lovers.

In this regard, the media plays a crucial role in guiding consumers. Additionally, our flagship stores are designed to immerse customers in the MyFamily universe. We have strategically located these stores in international hubs such as airports and major railway stations.

Our first flagship store opened at Milan Bergamo Airport, and we plan to open around 40 such stores worldwide by 2025,” she said.

“At MyFamily USA, we prioritize sustainability in our production processes. We are committed to exploring eco-friendly options that have a positive impact on the environment. For instance, we carefully select and tan genuine leather to minimize our ecological footprint. Furthermore, we recognize the significance of our workforce in shaping the brand's image. We believe that our employees play an essential role in influencing the choices made for brand accessories,” Miniaci concluded.

2023 Category Captains

Interactive Toys: Starmark Pet Products

S

tarmark’s dedication and compassion doesn’t end with its contributions to the toys category. The company is integrated into the community through training homeless dogs and then actively finding pet parents to adopt them. The company’s interactions with pets through behavioral training serves as inspiration for product development as leaders see first hand which products engage and stimulate pets’ minds, muscles and joints. The combination of training pets with the proper behavior coupled with giving them toys that defeat boredom and anxiety leads to happier dogs and pet owners who are not inclined to surrender seemingly unruly pets.

“Our core background is in dog training and behavior, and our overall philosophy remains: improving dogs’ lives through mental and physical stimulation with play and effective communication with training,” explained Marketing Director Emily Benson. “In more than 20 years, we’ve helped more than 10,000 pet parents achieve their training goals with their dogs at our Animal Behavior Center. More than 2,000 students from around the world have come to us to learn the science and art of dog training and graduated from our School for Professional Dog Trainers. As part of our commitment to bettering the lives of dogs, we have trained and adopted nearly 5,000 homeless dogs from the Central Texas area with the help of our amazing students and instructors and donated over $5 million in products and services to needy dogs throughout the US. This vast experience working with

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dogs of a variety of backgrounds influences our product development process every step of the way, from initial concept to testing to revamping. Our goal is to create products that are durable and safe, and that also challenge and engage dogs in activities they naturally enjoy.”

This year Starmark Pet Products has been focused on several new product launches within the company’s stimulation and interactive play categories, most notably with its Snapper Trapper line and the Everlasting Donut, as well as its GripCord Balls in the company’s interactive play category of toys. Outside of product innovation, Starmark made progress with expansion plans for its manufacturing capabilities in Hutto, TX. “This has allowed us to transfer production of most of our core products to the US, as well as ensure higher in-stock rates for our distribution and retail partners,” explained Benson.

The interactive toys category has received increased appreciation in conjunction with pet parents witnessing the benefits of bored or scared pets reaching a healthy weight through playing fetch and keeping their minds sharp with puzzles and toys that challenge them to release food and treats. As pet owners gain a deeper understanding of why their pets require brain teasers and mental challenges, pets that were mistaken for being rambunctious and out of control are now understood. Pet owners realize their animals require toys that they have to work for the reward to keep them calm and collected. “The creativity and innovation in the interactive toys category in the last several years is

really very exciting to see,” Benson said.

“Where there used to be only a few good but basic interactive toy options on store shelves, there are now sometimes entire aisles full of simple to complex toys to suit the needs of different dogs.

I’m hopeful that the increased variety on store shelves directly correlates to a raised demand by pet owners so that more dogs can benefit from using these types of products. With a continued increase in consumer demand will come further manufacturer innovation that will enrich the lives of more dogs.”

Too many pet owners have not realized the correlation between a seemingly rebellious dog and their responsibility to correctly train their dogs to learn positive behaviors. With that in mind, owners also haven’t realized the necessity of offering dogs toys that are intended to prevent boredom and anxiety. “The American Society for the Prevention of Cruelty to Animals reports that problematic behavior accounts for the primary reason pet owners relinquish their dogs to shelters every year,” Benson said. “Many of these behaviors, including chewing, barking and digging, are normal responses to a lack of stimulation, or simply put, boredom. These dogs are finding ways to burn off energy or entertain themselves in ways that are natural to them, and too often, they haven’t been given another appropriate outlet. While interactive toys are a means to both physically and mentally stimulate a bored dog, it’s important to remember that they aren’t a replacement for training, exercise and socialization.”

®

Trainer Developed. Dog Tested and Approved.

MENTAL STIMULATION

TREATS & REWARDS

INTERACTIVE PLAY

starmarkacademy.com

TRAINING TOOLS

2023 Category Captains L

Oral Care: TropiClean

ong time oral care leader TropiClean Pet Products took time to reflect on what worked well during 2023 as well as what they are looking forward to in 2024. For TropiClean, the oral care category was filled with growth, success and change.

“This year proved to be a big year for TropiClean,” said Joshua Swindle, Senior Sales Lead with TropiClean Pet Products, whose parent company is Cosmos Corporation. “We made some big changes that resulted in a laser-focused channel strategy, allowing us to better serve our customers and respond to the marketplace with precision and speed. We dug in deep with core customers and took a strategic look at how we could improve every category we play in. Through consumer insights and marketplace data, we uncovered the value of non-brushing dental solutions.

This data helped us identify where we needed to invest. For us, that meant leaning into our best-selling SKU, our Fresh Breath Dental Health Solution.

We provided our distributor and retail partners with data-backed consultancy and brought fresh, new planograms and promotions to pet parents that better suited their buying behaviors.”

There are several leadership qualities the company attributes to its successes throughout 2023.

“As category captains with 58 percent

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of the market share for non-brushing dental solutions, we feel it's TropiClean’s responsibility to lead the charge for greater awareness and education around dental. Through several consumer insight studies, POS data and AI software, we’ve been able to better analyze the category and identify its opportunities and threats. Instead of just looking at the dental sets of each individual customer, we approached the category as a whole and sought to better understand the buying behaviors that drive purchase decisions. Dental has so commonly been associated with toothbrush kits, but we found that consumers are much less likely to continue daily use of kits in a way they would with a water additive. While we still believe it’s important to brush your dog’s teeth and carry kits in every dental set, we think the focus needs to be on introducing consumers to dental through water additives. Educating our buyers on the importance of non-brushing solutions and having the right products with the right ingredients in their planograms has built trust among our partners and strengthened our role as category captains,” Swindle said.

Looking forward to 2024, “We see big opportunities in the water additive category. It has the potential to become its own sub-category within dental,” Swindle continued. “But with great op-

portunity comes great responsibility, so it’s important that we continue to educate the industry about the importance of stocking the right products with the safest ingredients for pets. TropiClean Fresh Breath products are not just vet-recommended but have also been recognized by the VOHC as providing true plaque reduction. We use naturally derived ingredients that are safe for pets and do not cause any gastrointestinal irritation.”

“Since the pet industry is booming, we’ve seen a lot of reckless entrants into the dental category. Retailers and distributors need to be keenly aware of products that could harm the category with unsafe ingredients and ineffective results,” he cautioned. “Every new product should be scrutinized and assessed for safety and efficacy purposes. When a consumer purchases a product that contains unsafe ingredients, there is the potential for a negative experience for the pet and that consumer is more likely to become a dental defector. Defectors try out a dental product, don’t see results and then never return to the category again. That’s why it's so important that the industry is educated on ingredients and efficacy claims and what they mean to the overall health and well-being of pets.”

HOW TO

SELL MORE DENTAL

1

Awareness is increased by having better in-store placement for your dental set and by educating customers via signage and knowledgeable store staff.

Increase INCREASE Carry Awareness AWARENESS the right products

2 3

CARRY THE RIGHT PRODUCTS

Pairing is Caring 74% OF CONSUMERS ARE UNAWARE OF WATER ADDITIVES*

INGREDIENTS 1 in 3 purchasers of TO AVOID toothpaste, gels, and water additives defect EDTA can cause abdominal pain & vomiting from the dental category.* SORBITOL This can be caused by can cause an upset stomach consumers trying METHYL SALICYLATE can cause enlarged livers & extreme weight loss products with HONEYSUCKLE EXTRACT harmful ingredients. can cause GI & heart issues

PAIRING IS CARING

Pairing a high-margin item like Fresh Breath Dental Health Solution with a lower-margin trip driver, such as food, is the perfect way to round out the basket.

+ *Source: Consumer Insights Dog Dental Products Market Study

TROPICLEAN.COM

@TROPICLEANPET

2023 Category Captains T

Kennels: Petmate

he creator of the original wood kennel used for airlines, which debuted in 1959, knows a thing or two about pet containment. Through the decades, Petmate has kept its finger on the pulse of the pet travel segment, refining and customizing its product assortment to meet the needs of pet owners who are increasingly opting to take their pets with them on trips rather than leaving them at home or with a boarder. Driven by three principles it has identified as paramount in its production innovation – comfort, safety and security – Petmate continues to position itself as not only a leading kennel manufacturer but also a vital resource for its retail partners.

“Our team has continued to focus on successfully launching innovative new products,” said John Rodriguez, Sr. Director Brand Marketing and Product Development, Home Solutions. “In fact, 2023 is our third year of introducing product innovation to the kennel market driven by consumer insights.”

The company’s latest offering is the Get-a-Round Pet Carrier, an expansion in Petmate’s small kennel line. “It is the first and only plastic kennel on the market that is round, further enhancing cat comfort by allowing a curled up sleeping position cats when traveling, while maintaining the top entry design that cat owners prefer,” he said. “Before that we introduced our Top Load Cat Kennel.

Another first, this time being the first single door top entry kennel, providing the premium top entry feature at a more entry level price point. This top entry design reduces the stress cats and cat parents experience when loading

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and unloading into a kennel. Our retailers quickly realized how this kennel could help them address an additional consumer segment and have experience fantastic POS and UPSW sales velocities.”

Petmate’s newest cat offering is a direct result of the company’s paying attention to an unmet need. “Specific to kennels, we have seen an increase in cat ownership,” said Rodriguez. “We quickly recognized there had been a market gap on kennels designed for cats and cat parents, so, we designed a line of kennels specifically with cats in mind. Our 19-inch top-load cat kennel has been widely accepted by retailers and cat parents, and we see that trend continuing for the foreseeable future.”

Forbes’ recently named Petmate’s Vari Dog Kennel as the “Best Plastic Dog Crate,” lauding the kennel as an excellent choice especially for plane travel: “There are a few notable benefits of plastic dogs crates, including that they’re lighter and often meet the International Air Transport Association’s requirements for traveling. Thanks to its heavy-duty construction and good ventilation, the Petmate Vari Dog Kennel is a popular plastic crate (it has a solid 4-star average rating from customers).

It comes in five sizes, ranging from extra-small, which is 19-inches-long, to extra-large, which is 40-inches-long.

The container can easily be disassembled without tools needed.”

These user-friendly features are a hallmark of Petmate’s approach to not only supporting the pet’s comfort, safety and security, but also the accessibil-

ity for the pet owner. Moreover, as the larger pet industry is catching up to pet owners’ increasing desire for sustainable pet care solutions, Petmate is already there, he said. “We continue to see an increase focus on more sustainable products that are Made in the USA. In both cases, we’ve been ahead of the curve. Virtually all our plastic kennels are made in our manufacturing facility in Arlington, TX with our proprietary EcoTEC Plastic, which is made of a minimum of 90 percent pre-consumer recycled content. We’ve been at the forefront of sustainable USA manufacturing, with our efforts keeping 55 million pounds of waste from reaching the landfills every year,” he said.

The insights and experiences that Petmate has accumulated in the last 60 years makes the company a seasoned leader in the kennels category. “As the creator of the original wood kennel for the airlines, and the original plastic kennel in 1973, it’s in our DNA to ensure that we’re always providing the best containment solutions for pets and their owners. Our team obsesses over three key principles: comfort, safety and security. These pillars drive the innovation in our products and our messaging to the consumer,” said Rodriguez.

For its partners, Petmate continues to serve as a resource, too. “Whether it is more tactical, like optimizing the right assortment for store shelf space, or providing insight on how to drive incremental sales through fashion[able] colors or assembling kennels in-store, we are the partner to rely on for all things within the category,” he said.

FY, SAFE & SECUR M O E C

NOT JUST A KENNEL, A HOME.

Premium plastic kennels from Petmate are designed for comfort. Welcome Home.

Simply the Safest Kennel You Can Buy Learn more at petmate.com/welcomehome A message from the Petmate Plastic Kennel Consortium

2023 Category Captains W

Air-Dried Foods: ZIWI

hile many may consider air-dried food to be synonymous with dehydrated food, ZIWI is demonstrating that the science and innovation behind its air-drying process is truly unique in its ability to retain nutrition and flavor for maximum pet appeal. While the company has grown and has had to scale to support its success, it hasn’t veered far from its original recipe. Rather, ZIWI has invested resources into sustainable growth, supported in part by its successes in other pet food categories to continue leading the way for the air-dried food category at large.

“In 2023, ZIWI did a great job at reaffirming our air-dried leadership and status as the global leader and innovator within the space,” said ZIWI Senior Marketing Manager Jessica Krueger.

“In such a growing segment of alternative-to-raw nutrition, we’ve seen many competitors enter this space which is a testament to our ZIWI Peak Original Series’ reputation. This year we also were able to improve the capacity of the production of that line at our new super-kitchen in New Zealand and re-saturate the market with our ZIWI Peak canned wet recipes for dogs and cats.

This has allowed us to grow our stake in claiming a greater share of pets’ bowls, as we provide highly nutritious and palatable options for pet parents, allowing them to introduce new textures and recipes to their pets’ diet.”

Earlier this fall, Krueger shared the company has experienced some growing pains due to its success but has stayed in front of its anticipated operational need. “We’ve certainly seen

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an uptick in new-to-brand consumers shopping with ZIWI which has created the need for manufacturing in larger volumes,” she said. “This year, we have made investments into our New Zealand kitchens and canneries to ensure we can meet our new level of demand more swiftly, and create a seamless farm, to kitchen, to bowl sequence in a more efficient manner. We have placed great emphasis on not cutting any corners when it comes to our peak ingredients, processes and recipes, which is a testament to how great things take time, and soon we will be running again at full speed with plenty of inventory to go around.”

Because the term ‘air-dried’ is deceptively simplistic. “ZIWI’s Z-TWINTECH technology is proprietary and unique to our brand, which is what gives our airdried its unique look and texture,” she said. “That’s why it won’t look like other dehydrated, baked or overly processed formats that might market their products as otherwise. The industry needs to pay special attention to what air-drying means. While many claim air-drying to be a part of their process, it often is glorified baking or dehydrating.”

Sticking to the standards set forth in the creation of its original recipe, “ZIWI has been resilient with pushing boundaries behind the scenes, finding creative solutions and innovations that we will be able to share more about very soon,” Krueger said. “Our original air-dried series was created unlike any other and has remained vastly similar to its very original recipe, which is a testament to our dedication to getting things right

and upholding the strictest quality standards. This is a quality that is embedded within everything we do and will continue to do in the future as we innovate into new formats.”

The air-dried pet food category is certainly in the spotlight these days, said Krueger. “Consumers are realizing more than ever just how convenient the scoop and serve air-dried format is and appreciate the gentle process which helps maintain the nutritional integrity of its raw ingredients,” she said. “We expect to see even more manufacturers and brands entering this space, as there have been consistently more and more entrants to this space over the past several years.”

And ZIWI will be there at the forefront working with its retail partners to share how to make the most out of air-dried food as part of a pet’s diet.

“We’ve been hard at work on educating retailers and consumers about not only the nutritional benefits of feeding airdried, but also the functional benefits,” Krueger said previously. “Many pet parents aren’t quite sure how to enter the alternative-to-raw world, and products like ZIWI Peak provide the perfect solution. Our air-dried recipes are designed to work as a treat, topper or complete and balanced meal, so pet parents can take a phased approach into leveling up their pets’ bowl. This then provides a wider window of opportunity for retailers to recruit new consumers to the alternative-to-raw space, helping increase that basket value over time and in a paced manner for the consumer.”

Peak nutrition starts with ZIWI us.ziwipets.com Contact ZIWI for more information and for sales: +1-877-464-9494

2023 Category Captains A

Premium Foods: NutriSource

s premium foods have grown to become pet parents’ go-to when feeding their pets, NutriSource has been a trailblazer in the category for several reasons. The company was able to look back on what it accomplished through its reliable leadership qualities.

“First feeling that comes to mind is being grateful!” said Colin Redding, Sales Manager of NutriSource Pet Foods. “2023 was a big year for us at KLN and all of our brands. The root of our success boils down to intention. Intentionality is when you do something thoughtfully with purpose and focus for a desired result. Within our organization every single decision –be it mundane or the one with the most significant impact—is rooted in our intention to consider people first. We’ve never been a more driven and focused group as we are now and that’s due to all our efforts cultivating an atmosphere of openness and caring for others. We are a people first company, and that ethos is the basis of every decision we make including our latest expansion in opening The Spot training facility in Greenfield, MN. The Spot directly speaks to KLN’s vision as it will better the world by caring for others. The goal is to support veterans and first responders as they bravely embark on a path toward healing with their ‘Battle Buddy.’ The Spot

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will work closely with Soldier’s 6, a Minnesota-based non-profit that provides active-duty military members, honorably discharged veterans, and first responders with specially trained K9s.

I like to tell pet parents we’re feeding pets and fueling hope. We’re so grateful for the opportunity to help others and we couldn’t be more excited for what 2024 brings!”

“I believe the largest and most underrated leadership quality is consistency,” Redding said. “There’s no doubt our consistent focus on people has fueled our growth and ultimately our connection to pet parents who want a long, happy life for their pets. Our mission starts with people and that means listening to everyone. We go the extra step to consider every voice and leave no stone unturned. Our leadership is investing in the people that are advocating and innovating for the health of animals that bring so much joy and happiness to families. I also think one of the most admirable qualities in our leadership team is tenacity and not being discouraged by setbacks. In fact, we’d rather identify them quickly to understand what we did wrong and improve moving forward. I’m always surprised when something doesn’t work out, how positive and steadfast we remain towards learning and becoming better as

a company. We’re all going to stumble and fall from time to time but it’s how we get back up and move forward that defines us; we’re as resilient as we’ve ever been.”

Looking at where the category is headed, “We believe the most exciting thing about the category is continued new feeding options for healthy animals. Innovation starts in neighborhood pet, and it’s a really great time to be a cat or a dog because the foods are delivering more and more nutrition. As the industry as a whole learns more about digestion and the role the microbiome plays in immunity and longevity, companies are making shifts to make their foods better. We’ve taken advantage of our close partnerships with the world’s best animal nutrition specialists to create new supplements that focus on helping animals digest more of the good stuff from their foods. We’ve attacked this head on in 2023 by developing supplements that have doubled our probiotic strains, added digestive enzymes, organic trace minerals, plant extracts and more. For example, our NutriSource Chicken and Rice formula now has 11 ingredients that are geared towards supporting digestion and the microbiome—this increases the probability of having a long, happy life,” he said.

INTERVIEW Zamzows is celebrating its 90th anniversary. What would you like for our readers to know about your longevity, success and evolution that now includes specialty pet?

Callie: Our 90-year-old business humbly began with the hand-mixing, bagging, and sale of feeds for animals.

Properly nourishing and caring for animals is at the core of our family values and has been carried on for 4 generations. This shared value and the desire to improve lives have led to many innovations over the years and we’re proud to have been an industry leader in many areas.

Jos: In regards to the things that make us who we are, to me it boils down to first really listening to customers and being willing to lean in and ask the questions, and then look around and really decide are we solving those problems or are we trying to find a solution out of something that already exists?

That ability to innovate instead of just to say, “Well, there’s nothing to solve your problem currently.” And there’s a million examples over the years, but even starting back with my grandfather, when customers in our feed business were asking about white muscle disease in sheep, and there were no solutions for white muscle disease in sheep in the early 50s. With his research he realized that selenium was a solution and was told by all the major feed manufacturers that selenium was poisonous. That it was more poison pound for pound than arsenic. All of that was true but when there wasn’t enough selenium animals had a lot of problems. By being willing to investigate and not take what the current environment was, he actually helped a lot of people. Now almost all feed supplements and salt blocks in our area contain selenium. But at that time it was heresy. But he wasn’t willing to just tell the customers, “Well that’s just the way it is—there’s no solution.”

He was leaning in and even when he got pushback from what the industry said, he still leaned in and still tried to find solutions. We’ve built our business on that. Thing change and more information becomes available. The customer who is desperate, who has sheep that are dying, they are desperate for a solution, and to be able to lean in and to rePG 36 / PET I N S I G H T

Callie and Jos Zamzow, Co-Ceos, Zamzows ally listen and then to try to solve problems for people, that’s what got us here.

What does Zamzows have planned to commemorate this milestone?

Jos: For us, 90 feels like a mile mark but to me 89 was just as significant. 90 is a just a little bit more significant and 91 will be just a little bit more significant.

It’s about the longevity that’s there. The 90 it feels like a really important mile mark, but for what we do it’s not all that much different from 89.

What do you attribute to Zamzows’ staying power?

Callie: Innovation, observation and a willingness to change are at the core of our business. This began when our great-grandparents and grandparents, who had been hand-mixing feed successfully using university formulas for years, began noticing that animal health was declining and new diseases were emerging. They observed that farming techniques were changing, and chemical fertilizers were now being heavily applied to soils. Well before the world at large finally deduced the nutritional depletion of soils and the subsequent effect on the people and animals eating the crops, Zamzows began adding nutrient supplements into our feeds. This story of innovation is woven into the fabric of our family business and has led to numerous advances.

Jos: We are and always have been servant leaders. We don’t have a C-suite of people that aren’t out in the stores.

There’s times of the year when it’s all hands on deck, and even people from the home office are at stores building displays or helping move things around.

We really value that servant leadership.

That nobody in the stores, they see us getting there first and staying late and putting in the time. They can tell we care

as much as they do. That’s one of those things that is slowly creeping away; the C-suite is less and less involved in dayto-day stuff, and there is some value in C-suite taking a step back, but I also think that our superpower is being connected with the stores still helping customers, still hearing those questions, still recognizing when we don’t have a solution and you have enough customers asking, we see those as opportunities in our company to innovate or to find a solution.

[You’re there to support each other and help] and to listen. It is one of my favorite things to be in stores with some of our staff even if they’re totally into something I’m not into, to hear their enthusiasm and ask the question: "What could we be doing better? What is missing?" When we go to tradeshows, we try to take staff to tradeshows that are going to have a different perspective, and they’re going to see it differently. I just love that because you can’t know everything.

I try to attend most of the major tradeshows, but I come with a totally different perspective than the rest of our team. I spend more time with the person sitting there by themselves with a tri-fold brochure they made on their printer whose display products didn’t make it, who don’t have distribution yet. To me, those are the opportunities that are the ones that could be the best for us. Where we could have a great product that nobody else knows about yet, train our staff and really help people solve some problems. It seems to me like so many buyers at shows, they go to the biggest, fanciest booths, and those products are already arrived. They’ve already been here for years, and they’re r Cont'd on Pg. 38

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Interview: Callie and Jos Zamzow, Zamzows r From Pg. 36 already at every store. The one that nobody knows about or doesn’t quite have it all together yet, those are the most rich opportunities.

What is the impression that Zamzows would like for in-store staff to leave on pet owners?

Callie: At a time when self-service and online buying are on the rise, Zamzows places the customer experience at the forefront of our business. We invest in training and we remind our team to consistently serve the customer beyond their expectations. This means that our teams need to be educated on products, able to connect with people in a meaningful way, and willing to lend a hand with carry-outs or offer a treat to a visiting pet. We want our customers to leave Zamzows with proper solutions to their problems while feeling cared for during their short time with us.

Jos: Training is the thing we were talking about. The reality is you can’t always have everyone trained to the fullest extent. It would be impossible on day one for everyone to know everything about everything in our stores.

But what I want is for people to engage.

We spend an awful lot of time teaching people that if you lean in and you know that their Golden Retriever’s name is Scout, and that he’s got itchy skin, even if your response is, “Follow me, I’m brand new, and I don’t know anything about dog allergies, but here is Jos, and he does. And this is Scout, Jos, and he has itchy skin.” That’s personal skills that I love teaching because no matter if they stay at Zamzows or not, those are things that are going to make them better at their relationships and whatever job they take. Those interpersonal skills of just engaging with people and being frank and saying, “Hey, I’m not an expert on flea and tick but, follow me, and let me find somebody who knows the answer,” instead of guessing or telling them, “The flea and tick aisle is over there,” and turning away. If we can engage, that’s what I want people to say they are very friendly, and they all care.

That to me is more important than they all know. If they all care, then at least I can trust that you’re going to help me the best that you can. And there’s a fair amount of times we say, “I can’t help PG 38 / PET I N S I G H T

you yet.” There’s nothing more powerful than let’s start off with: “What is this dog’s name?”

What is it about the industry that allows it to thrive under pressure?

Callie: People consider their pets family and just like you wouldn’t stop nurturing your own child, you are not going to stop nurturing your pets. We are willing to cut out other things before we would be willing to make changes to our beloved pets’ lives. In fact, when the going gets tough, we actually want to do more for our pets because we appreciate their steadfast presence and love.

Jos: That personal connection that independent pet retailers especially seem to have that with their customers, it makes you immune. If people are starting to struggle with budget considerations, they come in and say I’m looking for a food that’s a little bit more budget-friendly, what would you recommend? They’re still getting to keep the business even if the flex is up and down. If you are that place that they go they because they have a friend there that they can trust, that insulates you.

What do you enjoy the most about working in pet?

Callie: There is so much room for innovation in the pet industry! We haven’t even scratched the surface of healthy ingredient discoveries, stimulating toy inventions and ways to show our beloved pets how much we love them.

The sky is the limit right now and that’s pretty exciting!

Jos: I enjoy helping people. I’m a storyteller. I love teaching. For me, the opportunity to teach staff or share knowledge with a customer, that’s my passion. That’s what I love to do. I like a challenge, but I’m way less motivated by dollars than how many people we help. We did a campaign where we were able to create tremendous value for local shelters through a campaign that we created. It was one of those things where I have a hunch this could work and to put it into place and see it come together, and help a lot of animals, that part of it was fun. It’s fun to be on a winning team. It’s also fun to step outside the box and come up with fresh ideas and have them work. It’s fun. There’s really not any way to describe. It’s not so much lucrative as it is really engaging.

How has your work ethic helped you to become successful?

Callie: As I look back on my career, my willingness to get the work done has definitely been valuable. But I’ve learned through the years that doing everything yourself is not viable. In fact, things became more efficient, better planned and way better executed when I began leaning on the intelligent and capable people on my team. I feel indebted to my teammates and I appreciate them very much!

Jos: As far as my work ethic goes, it feels old-fashioned but the further along I get there’s something about being in the building. Being at work in the building and interacting with people.

There’s something about other people knowing that their tasks are not below me. Their job is not demeaning. It’s not below anyone else. That we have changing priorities, and I can’t stack dog food anymore. Now it’s my job to come up with the ad campaign or to find the right product at a tradeshow or negotiate the best price on a new piece of land.

It doesn’t mean that it’s more important; it’s just different.

Which career accomplishments are you the proudest of?

Callie: People who work in family businesses will understand that my biggest accomplishments have been finding my own voice, gaining confidence in my own talents and bringing value to the company. We all know that it is an uphill battle to have your relatives see you as more than a child. But when you add in the family business dynamic, being seen as a kid can stretch out much longer. It was a huge accomplishment when I knew I was finally being seen as a grown-up and I could officially carve out an important place in the business.

Jos: My sister and I took this thing on together, and I’m most proud we went back to the values that were Zamzow family values, and it worked. We navigated through some of the hardest time to do business in the last 50 years, and we thrived through it.

It’s one of those things, as you’re growing up in your career, you want the boss—who was our dad—to know that my kids can take this thing and run with it, and we did and I’m really proud of that.

They’re part of the family.

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SAVE DATE THE

You came (to North America’s largest pet retail event). You saw (the latest, greatest pet products).

You conquered (your business challenges). And we can’t wait for you to keep that momentum going next year! Thank you for helping to make SuperZoo the incredible, fun-filled event that it is.

We look forward to seeing you in 2024!

August 14-16, 2024

Education: August 13-14, 2024 Mandalay Bay, Las Vegas, NV

20,000+

Pet professionals participate, including: Largest Industry Show Floor

10,000

buyers—the most in North America

1,100+ exhibitors

3,300+

buying companies

300,000 square footage

Source: 2021 SuperZoo attendee surveys