Honoring leaders in the pet industry who deliver cutting-edge and inventive solutions to market.
• Special Report: Concord Pet Foods & Supplies 4
• Market Focus: Philadelphia 8
• 2024 Vanguard Awards 12
• Q&A Interview: Larissa Wasyliw, Ren's Pets 56
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The humble origins of Concord Pet Foods & Supplies coincide with the company’s core values and mission to provide pets and their owners with an assortment of superior, high-grade food options and supplies that remain a commodity to the overall well-being and longevity of pets. Deepening the company’s commitment to providing these products and services, Concord Pet has continued to provide local outreach to all the communities it serves while adding more locations to its East Coast footprint.
History
Larry Mutschler founded Concord Pet in 1978 while operating Larry's Mobile out of a trailer. Stepping up to fill the demand of feeding local Delaware horses, Mutschler’s business started to take off, and in 1981, the first official Concord Pet location opened in Wilmington, DE. The business has remained family-owned and operated but started with Mutschler’s brother and friend. When the first location opened, there was only one employee, but the company steadily grew to nine locations by 1998.
Throughout the next several decades, Concord Pet continued to increase its store count. Currently, Larry remains the owner of the company and manages operations with the help of his daughter and CFO Lindsay Mutschler and son and COO Larry Jr.
Lindsay began working in stores at around 16 years old, and from there worked her way up the management ladder and was named Chief Financial Officer of the company. In 2019, the company had developed its own private label, Elm Pet Foods, which includes grain-free LID, dog and cat canned food options. Around this time, the company expanded its large body parts product line.
In 2020, the company expanded its operations to include a new distribution warehouse in Wilmington, DE. Concord Pet bought a
“I graduated college during the housing market collapse in 2009. I wanted to work in a museum, however during that time most museums had their funding cut and were not hiring. I bounced around from job to job and wound up taking a job at Concord Pet to just get through until a ‘better opportunity’ presented itself. I wound up finding out that the better opportunity was right in front of my face, and I’ve been with them ever since.”
— Sara Davidson, Manager of the Frazer, PA location
“What is impressive to me is the continued long-term vision the family has. The deep roots in the communities in which our locations are in really help navigate change and innovation. There is a vision and mission with clear purpose from the owners. In order to continue to be successful in the new and changing market they continued to listen to the customers to keep up with the evolving demands of the consumer without skipping a beat. Continuing to grow relationships with each of the brands that we carry and supporting the customers with more unique options, sales and/or programs to keep them involved and coming back to stores.”
— Eden Barton, Manager of the New London and Kennett Square, PA locations
23,000-square-foot warehouse facility with the goal to expand and grow its private label capabilities.
Today, Concord Pet has 33 locations across four states: Delaware, New Jersey, Pennsylvania and Maryland with headquarters located in Brandywine Hundred, a neighborhood in Wilmington.
Concord Pet takes pride in its community initiatives that help provide various services to its local area and neighborhoods. The company has been dedicated to supporting and hosting local fundraisers, nonprofit organizations and rescue shelters. Concord Pet and FM radio station WJBR partnered in 2021 and raised funds for Nemours Pet Therapy Program, and with the help of locals and patrons, the partners contributed $20,000 to the pet therapy program just within one year.
Concord Pet hosts Pets in the Park every year, which is a free event that encourages pets and their families to join the company and community at the park featuring entertainment, activities and product sampling.
“We have our big, company-wide event next weekend [end of April], which is a free community event at basically the biggest park in Delaware,” said Mutschler. “We have more than 50 vendors and manufacturers coming in; we have dog rescues and everything this year. We've kind of opened it up to some other local small business customers in Delaware to come and have a table and we have DockDogs and food trucks, and we are going to have a ball pit, so just tons of things for the community to do. It’s a two-day event: Friday and Saturday. A lot of our vendors will offer samples, but they’ll maybe do a sample for a dollar and that all gets donated to the rescues that are there. We end up donating hundreds of thousands of dollars to rescues just on that day alone just to help benefit them. I
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don’t know when it’s going to be happening, but the last few years we have done, again, this company wide roundup program for Nemours Children’s Health, which is a children's hospital throughout basically all of our states but is based out of Delaware. They've been able to get to service dogs with the proceeds that we've [donated] throughout the last few years. So, I think we’ve donated more than $150,000 to them with the help of our customers. We're planning to do that again in the coming months. They are in the process of putting in a little dog park inside of the hospital where the kids can come and hang out with the dogs, and we would be the sponsor of that, based on whatever we are able to get this year. Just a few months ago, we were honored with a Partners in Philanthropy at Philadelphia; we were one of the top 25 businesses, and we were honored for that. All of our stores also all have local rescues and stuff that they're continuously working with on their own store level. So, we kind of have our two big corporate things, and then all the stores are constantly having events and things going on to benefit things in their area.”
First Hand Glimpse Inside
Concord Pet has been able to share insider perspectives from the employees who are leading the way and play a key role in the uniqueness that is pet specialty. These managers outlined how they joined the Concord Pet family and what they are the most proud of being a part of the company.
“In 2020, when Pet Valu began the process of closing its doors in the US it led me to begin looking for employment,” said Eden Barton, Manager of the New London and Kennett Square, PA locations. “With that being said I knew I wanted to stay in the industry as I had grown to love it. After interviews and offers with other retailers, a representative from a local distributor stopped into my location. Thinking he was coming to look for fixtures, which he was, led
“Concord Pet is more than just a business, it’s a legacy of passion and commitment from its owners day in and day out. Having the opportunity to be a part of a company that genuinely cares for its customers and staff is inspiring.”
—Eden Barton,
Managerof the
New London and Kennett Square, PA locations
“My favorite part of working for Concord Pet is by far my customers and their pets. So many have become friends throughout the years. I've watched their kids grow and have been there through many ups and downs with their pets. The Mutschlers have always been there for me and let me try different things in my store. It's always fun to try new items and to do different events. What has impressed me the most is that they have stayed the course and remained steady. They have always been supportive and positive."
— Judy Piser, Manager of the Hockessin, DE location
to a conversation about the closure and ventures after. He said you know what I think—I have a place, send me your resume. Later that week I got a call from Concord Pet. Unsure if a family-owned business was the direction I should go, I was offered a position. After thought and consideration I accepted the offer and haven’t looked back since!”
“I was a customer for years and decided to ask if they needed any part time help, and they said they did! And, that was 20 years ago. I discovered that I loved sales and working with pets. After about a year I became the manager,” said Judy Piser, Manager of the Hockes-
sin, DE location.
“Commitment, loyalty and family values vs. corporate values creates a culture that I want to be a part of. The owners are very involved in all aspects and easy to access. Working for Concord, I truly feel as if our opinions are valued and taken into consideration. Utilizing the different strengths of each manager makes the company and each store unique. They make you feel like you are a part of their family!” said Barton.
"I love that it is family-owned and operated—and that the owners are accessible if needed. In the last 14 years I’ve worked for them I truly feel like I’ve become a part of their extended family. The Mutschlers do a wonderful job of listening to their management team and incorporating our ideas into their business model, and I think it shows by how varied our stores are in the selections they offer to their individual communities,” said Sara Davidson, Manager at the Frazer, PA location.
“Concord is a very good partner,” said Adrian Pettyan, CEO and Founder of Caru Pet Food. “They have always given suggestions, strategies and opportunities to grow our brand in their stores. Concord has always made their managers available for training and education which then the managers execute at the store level. As a small family-owned business, we appreciate their attention to us and their desire for their staff to learn about our brand.”
“Concord Pet is a valued partner and longtime supporter of our ORIJEN and ACANA brands,” said Kevin Steele, VP of Sales for ORIJEN and ACANA. “We collaborate well and we’ve been fortunate to drive category growth together to benefit pet lovers and their pets. Champion and Concord Pet share similar values and we believe that’s what makes our partnership so strong. We admire Concord Pet’s dedication to offering only the highest quality foods to pet parents, along with their commitment to supporting the local communities where they operate. This aligns well with similar commitments and passions we have at Champion.”
Philadelphia has been given a variety of nicknames in its storied history. From its quite literal translation from Greek origin, “The City of Brotherly Love,” to the industrially relevant “The Workshop of the World,” to the timeless representation as “The City of Neighborhoods,” Philadelphia—and surrounding areas in New Jersey and Delaware that make up the greater metro area—continue to embody these characteristics of community, creativity and fortitude, which makes for an intriguing place to run a pet business. Larger box stores and e-commerce might seem to have an advantage in the form of competitive pricing and convenience, but these local entrepreneurs are demonstrating there is still a need and preference for independent pet retail where neighborly goodwill drives business decisions and customer service remains unparalleled.
Bird’s Eye View
In the past five years, with the pandemic’s impact being unavoidable, the Philadelphia pet market collectively saw a shrinking of store counts, dipping from 221 stores in 2019 to a low of 158 stores in 2021. The marketplace has since rebounded to 176 pet specialty store locations representing 69 different companies, which ranks the marketplace at No. 8 of all major North American metro areas, based on 2023 data.
PetSmart and Petco represent the leading pet retailers in the market with 33 and 19 stores each, respectively. Wilmington, DE-based Concord Pet operates 15 locations in the marketplace, following closely by Michigan-based Pet Supplies Plus with 14 stores. Other multi-unit retailers include Doggie Style Pets, Dogs & Cats Rule and Ac’cent on Animals.
Meanwhile, almost 28 percent of the total pet store locations—49 to be exact—are single-store retailers. Pets and People First
Even prior to the dawn of the internet, these small businesses were already strategizing how to position themselves as the first resource for pet owners looking for products and advice for their pets, starting with their business names.
Take Bill’s Wonderland of Pets in
Magnolia, NJ, just east of the Delaware River. “The original little storefront was occupied by ‘Wonderland of Pets,’” said Owner Bill Chappell. “Back in the day, with no internet to let customers know how to reach a merchant, ad placement in the phone book Yellow Pages was all important. My name being Bill, ‘B’ at the start of the alphabet comes before ‘W,’ and the rest is history. Bill's Wonderland of Pets started a—to-date—56year journey, always growing, shifting focus as times dictated, but remaining true to the mission of providing the very best products and service.”
Animal House Pet Supplies in Williamstown, NJ took a similar tact. “The store has been open since 1983,” said current owner Chris Collins. “It was opened by my wife's parents as a feed store. As the town demographic changed from more of a farm area to residential, my father-in-law changed the merchandise over time to the pet supplies store that it is today. My father in-law named the store Animal House so it would be the first thing customers came to when they searched the Yellow Pages. My wife and I took over the business two years ago. We offer holistic pet food and supplies and also have grooming services on site.”
Two years in, Collins said a notable challenge to running the business has been “trying to be competitive with all of the options customers have both with
brick and mortar and online options to purchase their pets’ food and other needs,” he said.
Collins said he’s had to diversify its offerings to remain competitive. “We have a lot of crossover opportunities between the store and the grooming department,” he said.
However it’s a fulfilling kind of work that he continues to enjoy doing. “They are customers who want to feed their pets better quality food to hopefully extend the amount of time they have their pets around,” Collins described the pet owners who shop at his store. “They are all animal-loving, quality seeking people. They also come to us to get a better, more personal consultation for their needs. I enjoy the daily interaction with customers and providing them solutions for their pets’ needs.”
A similar love for community and a desire to serve fellow pet lovers was what inspired Chappell to open Bill’s Wonderland of Pets in 1968. Chappell’s dedication to his customers led to his being awarded the inaugural World Pet Association Pet Retailer Lifetime Achievement Award at SuperZoo in 2019. According to media reports, his sales representative for Pet Food Experts Jennifer Hamilton said during the ceremony, “The time within which Bill’s store has prospered has not been easy for small-business owners. Pressures
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from large-format retail, and now online commerce, have made it more difficult for the small-business owner to survive. However, it is within this climate that Bill has not only survived but has prospered and grown a successful brand that has adapted to the times.”
Chappell describes the business: “Customers are drawn to us by our presence and reputation in the area. Surrounded by big box stores as well a handful of small shops, we attract and maintain a loyal customer base due to our unmatched selection of products at all price points and our exciting livestock displays. Bill's has pet food and supplies for every pet and budget. In addition, we feature tropical fish and exotic pets—think reptiles, amphibians and insects! Our mission is to provide every customer with the very best available. Our service is personal and attentive. If we don't have what a customer wants, we will do anything possible to get it. Coming to the store is a very social experience. Customers frequently bring their pets, run into old friends, and of course spend time with us!”
As Hamilton noted, the challenges
have been many. “It is a competitive market with more than a dozen big box stores within easy driving distance,” said Chappell. “The box stores have a great deal of control over the foods and products offered. They control what is available for the independents to sell and the pricing. Of course, there are also many talented independents, and we are all vying for the same customers. The lagging economy has also had an effect. Inflation, Philadelphia wages, gas prices and tolls all impact customer buying power and their enthusiasm for driving across the bridge.”
Chappell sums up his perspective: “I have always loved any kind of animal, even as a youngster. The opportunity to use my business skills, make so many new friends with similar interests and actually make a living was a dream come true. In the last 56 years my customers have become like family, often with four generations having shopped at my store. And I can still make new friends every day! What could be better?!”
Back in the City Community has been driving Adina Silberstein since she first opened Queenie’s Pets in 2006 with the vision of “Making the Lives of Pets and Their Humans Better.” Remarkably, what started as a dog walking and pet sitting business grew and evolved into a multi-faceted enterprise that now also features a retail operation. Queenie’s Pets' services today run on a membership model in which employees first meet a prospective member and vet them before opening services to them. “Because our service side of the business runs on a membership-only model, everyone chooses to join a community of like-minded pet owners and we foster them knowing one another,” she said.
10,000 Small Businesses Program, our growth plan was to further legitimize a then-still-niche profession by opening offices and a community center for pet owners along a busy commercial corridor. For four years, we ran pet grief support groups, pet first aid classes, training seminars and had a ‘cozy area’ where folks could come and read resources from our lending library of force-free, fear-free pet husbandry literature. In 2019, we made the decision to begin slowly to sell pet food, litter and other consumables, with a delivery-only model.”
Queenie’s Pets was six months into this endeavor when Covid hit. “Suddenly, the whole world wanted everything delivered, wanted to support small business and everyone had a new pet,” Silberstein explained. “Our full-line retail store expanded to include an online store in 2020, and within our first year of Covid-lockdown retail, we had grown 3,400 percent. Today, our revenue lines are now 50 percent service and 50 percent retail.”
Silberstein sums up her business history: “In 2015, after completing the Goldman Sachs
Coming up on seven years in business this September, Ham + Bone first opened in 2017 and currently has two locations in Fishtown and Queen Village, said Owner Amy Ko. “We offer dog and cat food, treats, accessories as well as grooming services at both of our locations. We stock products that we would feed to our own pets, keeping their health and well-being at the top of our priority. Ham + Bone is a twist on a nickname that I have from my family. My Korean name is ‘hye-mi,’ and my cousins refer to me as ‘hammer,’ so I just thought of it one day and it worked!”
In spite of a unique and memorable store name, Ko said standing out in the crowd remains a constant challenge. “There is quite a bit of competition, which keeps us on our toes,” she said. “We are always thinking of ways to set ourselves apart and keep people coming back to our stores."
Being attuned to the daily goings-on of their respective neighborhoods gives these business owners the ability to keep their fingers on the pulse of what is happening on the ground, and that is hard to replicate at a level beyond the local neighborhood pet store.
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Each year, Pet Insight recognizes trailblazers in various categories across the industry. Through their leadership, innovation and partnership, these category giants are providing a roadmap that peers and retailers alike can leverage at scale. These leaders are developing trustworthy solutions in their categories, backing up their innovations with more research and third-party certifications than ever.
As an example, New Zealand-born ZIWI was founded on the belief that there had to be a better way when it came to nutrition. “We saw too many other pet food companies blending top quality New Zealand raw ingredients with inexpensive fillers to create highly processed kibble with limited nutritional value,” said Senior Marketing Manager Jessica Krueger. “We knew our cats and dogs deserved better. Out of this love for pets came a big idea: combining the nutrition of a raw diet with the convenience of ready-to-serve dry food. After a two-year journey of trial and error, ZIWI Peak was born. And ever since, we’ve continued to innovate to bring only the best nutrition, free from unnecessary fillers and artificial binders to every pet’s bowl. That’s the ZIWI difference.
In addition to wholesale new item innovation, suppliers are iterating on existing categories, applying new technologies and making incremental opportunities to drive interest and growth.
PetSafe’s AccuGuard Technology in the form of its GPS + Tracking fence offers not only a GPS boundary but a precision of within four feet, whereas competitor brands hover around 15 feet that might still fail under cloud or tree cover, said VP of Marketing and Communications Janna Chollet.
“Evolution in technology and consumer feedback are the two biggest drivers in new innovations for PetSafe,” Chollet said. “New developments in technology like AI have enabled our containment solutions to move forward with distinction. Our GPS + Tracking fence learns how fast your dog moves towards boundaries to be able to better alert and correct them before they breach boundaries. We know consumers have been craving a fence solution they can take with them camping, to the lake house or to grandma’s house, and our GPS solutions offer that flexibility.”
Pet Insight congratulates and honors this year’s Vanguard Award recipients.
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Throughout the years, the functional chews category has evolved into a space that allows for pet owners to responsibly tend to their pets’ health issues—such as digestive, calming or weight loss—and prevent choking while still deriving satisfaction out of giving their pets a reward. Leaders like Loving Pets, NPIC and Yummy Combs are realistic about what pets can tolerate and the choking risk factors chews can present. Their products offer relevant solutions to common health concerns including obesity and stiff joints, and take a pragmatic approach to treating cats and dogs. For example, a pet owner is more likely to tend to their pets’ teeth and gums with a chew versus brushing their pet’s teeth—a win-win for the pet and the pet parent.
“Consumers are increasingly seeking treats that not only bring joy to their pets but also contribute to their health, and Loving Pets has responded to this demand by creating a range of functional treats, including ActivPetz and the Ora-Bone Daily Dental Treat,” said
Containment solutions have evolved from wire crates that dogs might not have comfortably stood or moved around in to virtual fences that give pets freedom to explore and roam within boundaries that also let pet parents worry less about losing their pets. MidWest Homes for Pets and PetSafe have been instrumental in striking a balance between offering pets freedom while protecting those cats and dogs from unexpected harm.
“PetSafe is on a mission to create fields of joy where pets are happy, healthy and safe whether that is in a backyard, a playing field or dog park,” explained VP of Marketing and Communications Janna Chollet. “Ensuring that pets and families are free to enjoy and run around a dedicated outdoor space is the inspiration for our containment solutions. While other brands and companies make containment solutions, none offer AccuGuard Technology like our GPS + Tracking fence that not only offers a GPS boundary but is the most precise in the world within four feet whereas other brands offer 15 feet and fail under cloud or tree cover.”
President and Founder Eric Abbey. “These treats are not only delicious but also contain vet-recommended levels of key supplements for bone and joint, skin and coat health. Our Totally Grainless treats are designed to promote clean teeth and gums, enhancing dental and oral health in a way that dogs love.”
“At NPIC, we don't just believe in the well-being of pets and their parents, we make it our mission,” said Senior Marketing Manager Kim McClure. “We craft our functional treats with the clear understanding that pet parents are searching for treats that cater to their pets' diverse health needs, treats that offer more than just empty calories. Pet parents are proactive about their pet's health, and they expect added benefits from the treats they offer. As pioneers in this field, we confidently launched Get Naked functional pet treats, which provide a selection of function-based formulas that deliver exactly that.”
“Yummy Combs are a product of my lifelong love for dogs and that focuses on love
“MidWest’s parent company was formed in 1921 and became a leader in wire formed prod-ucts, making such household items as canning racks, gathering baskets and rubbish burn-ers that became home essentials throughout the Great Depression and WWII,” said Director of Marketing and Communications Tara Whitehead. “In the late 50s we were introduced to the dog crate market when one of our products was being used for that purpose. That was the beginning of more than six decades of education, strategic partnerships, training, and research that allowed MidWest to become a leader in crate training, puppy training, and safe containment solutions that allow us to create safe boundaries for their pets at home and away from home. To this day, we remain a close-knit, family-owned business that values qual- ity assurance, superior customer ser- vice practices and continued innovation—values that have allowed us to sustain our business for more than 100 years.”
Advancements in technology allow for pet parents to bring their pets on trips and not
and doing what is best for the pet, hence the company name and mission are the same: Pet’s Best Life. Much of the fundamentals of Yummy Combs reflect lessons learned during a lifetime including with development and commercialization of Greenies and commercialization of Pill Pockets,” said Founder Joe Roetheli. “However, these functional products, addressing halitosis and pilling to improve the lives of pets was based on growing up loving dogs and feeding farm animals. Many dog owners do not know the technical difference between a treat and a chew. The Association of American Feed Control defines a chew as having no appreciable nutrition. My background in feeding farm animals has always had a nutrition bent, so that is where we focus. My educational background strongly suggest that claims need objective support such as patents, scientific input, validation of claims rather than just marketing words without documentation."
only keep track of them but also keep pets safe. GPS technology means pets can explore new and unfamiliar locations including relatives’ homes, wooded areas or lake or beach shorelines without the fear of losing them or harm befalling the pet.
“Evolution in technology and consumer feedback are the two biggest drivers in new innovations for PetSafe,” Chollet said. “New developments in technology like AI have enabled our containment solutions to move forward with distinction. Our GPS + Tracking fence learns how fast your dog moves towards boundaries to be able to better alert and correct them before they breach boundaries. We know consumers have been craving a fence solution they can take with them camping, to the lake house or to grandma’s house, and our GPS solutions offer that flexibility."
“MidWest maintains a collaborative relationship among our research and design department, quality assurance and testing lab, customer service team, shipping and receiving teams and production facilities,” Whitehead said.
The reasons for entering the limited ingredient wedge of the premium foods space vary and demonstrate each company’s passion for nutrition. Food manufacturers Champion Petfoods, Evanger's Dog & Cat Food Company and FirstMate Pet Foods are giving pets the diets to live longer lives. Previous generations of pets spent their senior years tolerating stiff joints, nagging stomach issues and low energy, but now dogs have ingredients to their lives.
“The limited ingredient diet category has seen steady growth over the past several years as more pet lovers favor its multipurpose functionality; it’s great for pets with ingredient sensitivities, pets that are picky eaters and pets that experience frequent flavor-fatigue,” said Ernie Ambrose, Vice President of Marketing for ORIJEN and ACANA pet foods. “Entering the category was a no brainer as it’s always been important to us that there’s an ACANA recipe for all dogs, including those with specific non-prescription dietary needs.
Thecompanies at the helm of the ID tags category are propelling the category with sleek designs that mirror pet owners’ tastes and the pets’ personalities. More recently companies like iMarc and MyFamily USA are enhancing the space with technology to give pet owners peace of mind knowing where their pets are and more confidence lost pets will return home.
“MyFamily originates from a lineage deeply rooted in the esteemed goldsmith tradition of Valenza, a prominent city in northern Italy,” said MyFamily USA spokeswoman Francesca Miniaci. “Through the fusion of this rich heritage with a visionary approach to crafting functional design objects, MyFamily swiftly emerged as a unique enterprise, possessing boundless potential for design innovation. This distinction was achieved at a time when such a pioneering concept had yet to materialize, further underscored by an entirely internalized modus operandi across both creative and production domains.”
Feeding a pet can be deeply personal and even stressful for many pet lovers, and ensuring there are options for all types of dogs is just one of the ways we bring our purpose to life.”
“Evanger's guiding philosophy is that when it comes to pet food, we want to provide the fresh-sourced USA proteins and nutrient-rich, limited ingredients diets to pets that today's pet parents want,” said Brett Sher, Head of Research and Development and Chief of Operations. “Today's consumer is more educated than ever before and does not want the same food packaged in different packaging. An educated consumer sees right through this, and they look to you/pet specialty retailers to offer this educa- tion and variety that pet parents are seeking for optimum USA nutrition for their pets like Evanger's."
“We have seen phenomenal success with our Against the Grain USA NOTHING ELSE single ingredient foods,” he added. “This one single-ingredient food line is tremendous for when a customer says they don’t want this or
Before stepping foot into the ID Tags category, iMARC Pet Tag Engravers recognized a need for a cost-effective and less complex solution to engraving pet ID tags, said Marketing Manager Mark de Guzman.
“This would allow pet-related businesses to easily offer ID tags to pet owners, ensuring their four-legged family members had a way to get home if lost. Compact in size the iMARC Pet Tag Engraving machine requires no training; just follow the instructions on its large full-color tilting display screen to engrave pet ID tags, equine plates, buckle collars, luggage tags and more. Our core mission and values inspire us to hold ourselves to a higher standard. We strive to offer a quality machine with advanced features, at best-in-class pricing and top-notch support. Our commitment to quality and customer service has propelled iMARC to the forefront, emerging as a leader in the pet tag industry.”
MyFamily continues to remind the industry that whether it’s a tried and true medallion
that ingredient—it makes it easy as it's only one ingredient. Nothing else! Great solution for dogs with sensitivities or allergies to ingredients. We are very proud of the continued innovation we bring to the pet food category, and of our family owned company based in America's heartland—Markham, IL.”
“At FirstMate Pet Foods, our vision has always been centered on the well-being of pets,” said spokesperson Matt Wilson. “We recognized a growing need in the market for high-quality, limited ingredient pet foods that catered to pets with sensitivities or dietary restrictions in the early 1990s, launching a single animal protein, single carbohydrate and grain free formula in 1995. Our mission to provide nutritious, premium-quality pet food remains the same today. From the outset, our core values of integrity, quality, innovation and commitment to our retailers, distributors and employees have been the driving force behind everything we do."
hanging from the pet’s collar or a more intricate solution that and involves phone apps, ID tags can be the fastest and most reliable way to reunite with pets.
“We place significant emphasis on the importance of the ID tag as it represents the most straightforward and expeditious method to facilitate the safe return of a lost pet,” Miniaci said. “While seemingly unintuitive, it holds paramount significance for the well-being of our beloved four-legged companions. Furthermore, we enhance its durability by using a 2mm thickness; doubling the standard thickness of common ID tags and utilizing diamond-tip engraving to ensure enduring legibility over time. In addition, we are dedicated to educating individuals about the meticulous processes involved in crafting a MyFamily product, thereby championing the excellence of the ‘Made in Italy’ ethos and its versatile, internationally appealing attributes.”
The own brand space has come a long way with even the most brand loyal shoppers realizing the value in what their own brands offer. These offerings include: fiercely competitive prices and the reassurance that if a retailer is willing to put their name on the label, then shoppers can rest assured the quality and safety measures are in place. Alphia reigns as a leader in the own brands space and continues to cultivate through strong partnerships and consistently exceeding retailers’ expectations of product and packaging.
“At Alphia, we are committed to nourishing and protecting pets by manufacturing the highest quality pet food,” said CEO and President Dave McLain. “We aim to revolutionize the industry with exceptional quality and innovation with our priority set on food safety. We saw an opportunity to set new standards, differentiate ourselves from our competitors and cater to the increasing demand for pet food offerings. We’ve earned the trust of our customers, built strong relationships and maintained a competitive edge in the market.
It is no secret pets are an essential part of the family and household, and with that, pet owners realize certain experiences and factors can cause pets stress and anxiety—insert CBD products. Manufacturers within the space such as Austin and Kat and Pet Releaf have continued to ensure that pets are able to live their best lives while upping their tolerance to the stressors of the world.
“Our journey into the CBD space began from a personal need to find supportive care for my dog, Brady. At that time, CBD for pets was emerging as a promising field, but I found that none of the available products met my high standards for quality and efficacy,” said Kat Donatello, Founder of Austin and Kat. “This led me to create my own formulations, which were initially successful with Brady and quickly gained popularity among neighbors and at the local farmers' market.”
“Today, we remain true to our roots. We continue to develop products with rigorous
At Alphia, food safety and quality permeate every aspect of our operations. Food safety is constantly evolving and Alphia is always looking at ways to improve. By staying aligned with these principles, we exceed the expectations of our customers while making a positive impact in the pet food industry.”
Alphia has secured its position as a category leader by never pulling back and always being a driving force in new ideas and superior products. “Alphia is committed to manufacturing high-quality products and focusing on understanding the evolving needs and preferences of our customers and their consumers,” McLain said. “We conduct thorough market research and foster a culture of creativity within our team. Alphia stays on top of the latest industry trends, emerging technologies and consumer insights to maintain its position as a leader in pet food manufacturing.”
“Alphia’s customers share a dedication to providing high-quality products for pets,” McLain said. “Our customers understand that it is about more than making kibble. We work to
standards in mind, always considering the health and well-being of our own pets. Each product line we create is designed based on the specific needs of dogs in our lives, who also happen to be our chief taste-testers. Operating our own MAKERY enables us to control every aspect of production, ensuring each product embodies superior functionality, ingredient quality and sourcing transparency.
Our dedication to these principles has clearly struck a chord with other pet parents who value thoughtful, high-quality products,” Donatello explained.
Pet Releaf has remained focused on clearing up any misconceptions surrounding the category. “There is still misinformation and misunderstanding surrounding CBD and its effects on pets,” said Chelsea Gennings with Pet Releaf. “We are committed to clarifying the benefits, safety and proper usage of CBD products through comprehensive education. Our outreach and educational
create lasting relationships with our customers and strive to deliver top experiences at every touchpoint. Our customers demonstrate a willingness to innovate and adapt to changing pet food trends and are proactive in exploring new opportunities for growth and improvement. Overall, our customers are reliable and transparent in their business practices and value integrity and honesty. This transparency helps to facilitate smooth collaboration and ensures mutual success in the industry.”
Alphia aims to educate the industry about the exceptional quality and safety of the products it manufactures, McLain said. “We offer an extensive range of products across various pet food segments, showing our customers that pets can enjoy high-quality pet food at more affordable price points all while ensuring food safety and quality,” he said. “At Alphia, we value the importance of food safety and providing safe products so that families don’t have to sacrifice high-quality and safe pet food options because of what they can afford.”
efforts are designed to tackle the misconceptions head-on by explaining in detail the rigorous testing our products undergo, the high-quality sources of our ingredients and the research that informs our product formulations. We believe it is crucial to transparently share how our products are created—from seed to sale—so pet parents feel informed and confident in their choices. By providing clear, accessible information about the science and safety behind our CBD products, we aim to demystify CBD as a viable and beneficial option for pet health and wellness, establishing it as a trusted resource in pet care.”
“Our mission and core values are at the heart of everything we do. We are committed to transparency, quality, and sustainability,” said Gennings. “These principles have guided us from the beginning and continue to influence our operations and products.”
Stand out among the competition and build customer loyalty by creating, revising or expanding your store's pet food brand.
Alphia offers retailers the resources to innovate the right products and manufacture them safely at scale.
Leaders in the frozen raw diet foods category like Northwest Naturals, Primal Pet Foods and Green Juju remain committed to the belief that minimally processed foods are best for pets, but they also understand it’s not always the easiest or most cheapest way to feed. Consequently, these companies continue to explore innovative ways to make it easier and more economical to do so.
Primal Pet Foods Founder Matt Koss started the company more than two decades ago with the premise that fresh and minimally processed was best. At the time, “Frozen was the only thing you could execute,” said Primal Pet Foods President Matt Pirz. “We didn’t have the more advanced technology. It was an alignment of what is best and what is available and how to get it to market.”
Since its founding, Primal Pet has expanded products to include raw broth, raw goat milk, fresh toppers and more recently a new Kibble in the Raw line to introduce ways to start feeding raw. Pirz said collaborating with retailers
has been instrumental in growing the frozen raw pet foods category.
“We’ve been making less convenient, more expensive food, so it has to deliver on value,” he said. “We believe in the power of the products, and we educate the retailer who supports us on why it’s better.”
Northwest Naturals also strives to educate consumers on these nutritional points. Director of Sales and Marketing Amy Snell elaborates, “The importance of their pet’s food being more bioavailable to digest than commercially prepared food. Raw pet food also naturally contains active enzymes that help a dog breakdown and consume nutrients. The facts of a dog or cat living an average of three years longer and living a healthier lifestyle,” she said.
Northwest Naturals first launched its raw frozen nuggets 20 years ago.
“Northwest Naturals has continued to add to our line of raw frozen and freeze-dried food and treats, creating something for everyone,
with nine recipes for dogs and seven recipes for cats, 14 different freeze-dried treats, frozen bones and toppers all based the first days of nutritionally dense, high quality, high palatability pet food,” said Snell.
Kelly Marian, Owner and Founder of Green Juju, created her company because she couldn’t find the foods she felt where suitable for her dog Bailey who was diagnosed with cancer. “So I made it myself,” she said.
The healing power of whole foods has been the core principle for Green Juju since the beginning, she expressed.
“Our frozen raw diets are the dream food I always wanted for my dogs - nutrient dense organ meat, organic plants, no synthetic vitamins or minerals and no fish oil,” said Marian. “This is a food that a healthy dog can use and then layer our blends, bone broths, pastes or raw goat’s milk on top. Even by itself, it’s an amazing complete and balanced meal for a sensitive dog that would benefit from limited ingredients.”
As the awareness and education surrounding the benefits and necessity of chewing has grown, pet owners continue to look for the highest quality products that are safe, easily digestible and long-lasting. Natural chews and treats producers such as ValuePetSupplies, Natural Farm and Tuesday’s Natural Dog Company not only have a strong focus on providing premium chews and treats but also source responsibly and sustainably when possible.
“Natural Farm is passionate about pets, people and the planet,” said Brianna Schwartz, Marketing Manager. “In 2018, after years of searching for high-quality, natural dog treat products, we decided to bring them to the market ourselves. That’s how Natural Farm was born—we wanted to present the industry with what it lacked the most: all-natural dog chews, treats, bones and sustainably sourced produced in our own human-grade facilities, where every product is lab tested for contamination. Over time, we’ve continued to hone our knowledge and skills to become one of the
foremost producers of pet products within this category without compromising our core values. We consistently provide safe, healthy and innovative natural dog chew products and we partner with organizations focused on environmental preservation and social initiatives that benefit communities in need.”
“As an early market leader during the bully sticks boom, ValuePetSupplies has been selling natural chews and treats for nearly two decades,” said Nick Carter, Chief Revenue Officer with ValuePetSupplies. “VPS has since launched numerous single ingredient natural chews throughout the years such as collagen sticks, cow ears, lamb lung, beef trachea and about every body part and protein available. These products are superior because they are totally natural, safe and healthy, plus dogs love them. Dogs need to chew, so it’s far better to provide long-lasting natural chews rather than for them to devour the shoes and furniture of their doggie parents. VPS has evolved throughout the years to serve various markets. Over the past few years,
we launched and expanded VPS Wholesale, serving all types of resellers. We offer loose bulk Wholesale Packs and also popular Resale Packs which come in retail-friendly clear pouches ready to sell. Our most recent innovation is subscription ordering for wholesale. Busy resellers can now save time and get a 5 percent discount by subscribing for repeat orders.”
Speaking on education, “A lot of folks believe that natural chews are just a commodity but what we've seen in our business over the years is that when we take the time to ensure quality and consistency our customers really appreciate that and are willing to reward us with continued business,” said Dan Goodnow, with Tuesday’s Natural Dog Company. “We do not take our customers’ business for granted and feel that we need to earn it every day. In order to do that we need to deliver on the promise of a great chew that their customers will love every day.”
Cutting-edge manufacturers in the air-dried food category such as Earth Animal, Redbarn Pet Products and ZIWI have been laying the foundation for innovative, high-grade food options. These companies have continued to educate consumers on the benefits of airdried food, specifically regarding the high levels of nutrients the food has due to the lack of heat during production and processing. As some owners have continued to research the best food solutions, they have come to realize they would rather serve their pets high-quality, premium food that has high nutritional value allowing them to get their vitamins and minerals from food rather than a supplement or pill.
“ZIWI was born in beautiful Mount Maunganui, New Zealand, from a love of pets and a belief that when it came to their nutrition, there had to be a better way. We saw too many other pet food companies blending top quality New Zealand raw ingredients with inexpensive fillers to create highly processed
J
kibble with limited nutritional value,” said Senior Marketing Manager Jessica Krueger. “We knew our cats and dogs deserved better. Out of this love for pets came a big idea: combining the nutrition of a raw diet with the convenience of ready-to-serve dry food. After a twoyear journey of trial and error, ZIWI Peak was born. And ever since, we’ve continued to innovate to bring only the best nutrition, free from unnecessary fillers and artificial binders to every pet’s bowl. That’s the ZIWI difference.”
Redbarn Pet Products has been curating its product line to meet consumers’ demands and pets’ needs with the help of its retail partners and the feedback it has received.
“In our partnership with retailers, there’s a mutual ex- change of knowledge and feedback,” said Lindsey Tracey, VP of Business Development. “We work closely with them to educate consumers, ensuring they understand the benefits of our products and how they can enhance their pets’ lives. Additionally, we listen to the valuable feedback from
their customers, using it to guide our product development process.”
Earth Animal used its veterinary expertise to enter the category.
“The vision for air-dried [food] really came from Dr. Bob, my partner. He is in charge of veterinary product development. He is the co-founder of Earth Animal, and he is always looking for ways to provide the nutritional integrity of ingredients,” said Susan Goldstein, Co-Founder of Earth Animal. “We opened our own plant at Riverstone in Maryland; it’s an SQF plant, so it’s gone through the safe quality certification. We were chomping at the bit to do an air-dried food because of the integrity and to do it in a B Corp environment. We also just recently became B Corp. So, we have this vision of dogs experiencing food joy and thriving on air-dried as we believe that air drying is one of the best methods because of the preservation of the ingredients and because it also offers better taste and texture.”
ust because a pup can fit into an oversized handbag and arguably see more of the world doesn’t mean it doesn’t need the stimulation and bonding opportunities with its owner the way larger breed dogs do. Small breed dog toy makers SmarterPaw and Coastal Pet Products have these wee ones in mind with innovative products to promote play and overall safety.
“SmarterPaw’s mission is front and center in guiding the types of products we craft for pet parents,” said Managing Partner and CEO Scott Ragan. “All of our toys, each with our all-natural Juananip, are created to be fun for both pets and pet parents. Our No. 1 goal is always to stimulate engagement with our pets by promoting longer and more fulfilling playtime, which is not just play but the best form of natural wellness.”
Small breed dogs have been on Coastal Pet Products’ radar for a long time. “In 1975, we introduced double-ply nylon webbing that set the industry standard for pet restraints,” said President Kim Stout. “We cater to the unique needs of pets and the lifestyles of the pet and
the owner—which was a reason behind the creation of our Li’l Pals collection, offering perfectly sized products for petite dogs and puppies.”
In terms of variety, “We always listen to our customers and their feedback; for instance, our Doggijuana Tuffer Chewer Pretzel has been a huge hit, and pet parents loved the fun shape, tough, rugged designs and ability to play little tug-a-war with their dogs,” Ragan said. “The only constructive feedback we received was—it's just too big for my small breed dog. So, that inspired our work on our newest Doggijuana Tuffer Chewer now in Tuffer Chewer MINIs; those are hitting the shelves this spring for our smaller to medium sized furry friends.”
SmarterPaw, which also manufacturers the Meowijuana catnip line, operates in a unique niche with regards to toys. “Our integration of a broad assortment of natural herbs with a range of holistic benefits complements the fun toy designs, and we think this unique expertise and delivery enhances
the sensory elements of our toys. It’s a unique point of difference, and pet parents seem to agree,” he said.
Coastal Pet Products is driven by the need to solve problems in its innovation and design. “It started in 1977 with our curved buckle design and innovative hardware has continued to be a focus for Coastal,” said Stout. “For example, our Li’l Pals Adjustable Dog Collars feature a buckle that is curved for the dog’s comfort and features easy-to-open technology for owners’ convenience. Li’l Pals leashes also feature a E-Z Snap, a patented, one-handed snap for easy clipping on to a collar or harness. We pride ourselves on offering pet products featuring innovative solutions to benefit both pets and owners.”
Fundamentally, “The need for more healthy playtime—natural wellness—is common across breeds and sizes,” said Ragan.
“Fun toys stimulate play and calm and promote engagement, which benefit our pets' emotional health.”
For their heavy-chewing canines, pet owners are always looking for durable toys as the typical dog toy may not last as long as anticipated. Jolly Pets has established itself as a leader in the category as the company continues to provide owners with durable toys that enhance the human and animal bond as well as extend playtime.
“Our vision was rooted in a passion for providing pets and their families with durable, engaging toys that promote physical activity, mental stimulation and bonding,” said Louisa Casto, Marketing Director with Jolly Pets. “We recognized a gap in the market for toys that could withstand the enthusiasm and energy of playful pets. Jolly Pets’ mission has always been to enhance the lives of pets and their families through high-quality, innovative products. Our guiding principles of modeling excellence, creating customer value and commitment to pet well-being have guided every
Petowners who’ve ever received big, sad puppy eyes from their companions for eating ice cream in front of them can say goodbye to the guilt thanks to frozen treats leaders like The Bear & The Rat and Dog-O’s who’ve developed tasty and nutritionally beneficial products for canines.
The Bear & The Rat Founder and Owner Meg Meyer shares her husband’s experience with the family miniature poodle Babette, who loved going to get ice cream cones with the family every Sunday but never tolerated the treat well when they got home. “His dad would be cleaning it up and grumbling about giving her the ice cream, but they'd still get her a baby scoop every week,” she said. “So, he thought about that for many years and wondered why there wasn't an ice cream-like product designed for dogs that would be good for their digestive system. We looked at the competition and the products on the market from large ice cream corporations weren't good for dogs either, so it seemed like we had
step of our journey. They've shaped our dedication to crafting durable toys that not only entertain but also contribute to pets' overall health and happiness. Today, these principles continue to inspire us to push boundaries, innovate and maintain our position as leaders in the durable toys category.”
The company has remained committed to pets and their everyday lives while carefully selecting products that strengthen their position as a leader in the category.
“At Jolly Pets, we're committed to innovation that truly adds value to pets' lives. We understand that simply replicating existing products won't suffice. Instead, we focus on identifying unmet needs and developing solutions that address them in unique and effective ways. Continuous research, customer feedback and collaboration drive our innovation process,” said Casto.
PetShop by Fringe Studio described the re-
a real opportunity. At the core of The Bear & The Rat, we love and care about dogs. Dogs are family and should have products for their unique systems that enhance their lives; that's our guiding principle.”
Marcoot Jersey Creamery makes artisan and farmstead cheeses for human consumption, but Co-Owner Beth Marcoot said they just couldn’t ignore the demand for dog products any longer. “After the launch and success of our Dog-O's Cheesy Chompers and fresh cheese bites, we continued to receive more and more requests from buyers looking to fill their freezer spaces with healthy frozen treats for dogs,” she said. “Because our family-owned dairy farm was already making fresh ice creams and low-fat protein frozen snack products for humans, and because of the love we have for our dogs, this felt like the logical next step.”
Dog-O’s low in fat and high in protein Ice Ice Doggy was the solution.
"We take our whey from the cheese making
tailers the company partners with.
“The retailers who work with PetShop by Fringe Studio are amazing,” said Jennifer Kruegel, Director of Product ManagementPet. “We’re so grateful to have a dedicated group of retail partners who can be our boots on the ground and gather feedback for us on what is working, needs improvement or what categories we should be developing next. We enjoy the open lines of communication with our retail partners and always try to offer them more products to help them drive sales and keep dogs having fun. We believe most retailers already know but would like to remind everyone that plush toys are no longer just dog or cat toys. They can offer a range of physical, mental and emotional benefits. From bonding time with other pets or pet parents, exercise, mental stimulation and even comfort, pet toys are important to help foster play and keep pets happy and joyful.”
process, add whey concentrate and add simple crushed fruit (or, in the case of the Banana Peanut Butter Smash, fruit and peanut butter),” Marcoot explained. “Due to the healthy protein nature of this, Ice Ice Doggy can be a daily treat and a great solution for a dog recovering from surgery, active or high agility dogs, elderly dogs that have a hard time chewing and so much more. The Blueberry and Mixed Fruit are very low in fat, which can make this a great treat for dogs needing a low-fat diet. We make Ice Ice Doggy daily on our farm.” Meyer and her husband Matt have expanded their offerings to include a line of Mighty Toppers to add hydration and human-grade nutrition to a dog’s bowl. More than half or, “70 percent of a dog’s immune system lives in their digestive tract, and many dogs do not drink enough water,” she said. “Our frozen dog treats and toppers are great for digestive health and hydration, so those are our two focus areas.”
Now available in 3” and 4” sizes, these l le bas are big on fun. Made with the same top-notch quality as our best-seing 6” and 8” soccer bas,
they’re the ultimate alternative to boring old te is bas. Plus, here’s the kicker: they won’t deflate if punctured! Whether it’s a game of fetch at the park or a splash in the p l, these USA-made gems float for water-based adventures. get ready to score some tail-wa ing excitement! Introducing our new mini soccer bas™!
Litter manufacturers such as Ultra Pet and World’s Best Cat Litter are guiding the category towards a more sustainable future using natural products and relying less on drilling and mining. One thing that remains steady is the product’s ability to absorb liquids and odors and making scooping up and disposing of pet waste cleaner and easier.
Director of Marketing Jean Broders explained how World’s Best Cat Litter came to be after its parent company recognized a gaping white space in the category for an eco-friendly solution. “The family of companies within Kent Corporation have been providing products for a variety of species for almost 100 years—25 years ago, it was discovered that there was a miss in the litter category for a natural and sustainable product,” she said. “Most litters are made from clay; being a company that makes a variety of products from corn and knows how corn works—our team went to work to develop a litter that was pet, people and planet-friendly. Present day, we are the No. 1 natural and sustainable litter
Plush toys have been known to create a sense of calmness and playfulness for pets, and this can be true for their owners too as plush toys allow for more creative liberty and innovation for manufacturers such as PetShop by Fringe Studio, Fluff & Tuff Dog Toys and Huxley & Kent. These leaders have curated their product lines for pets but also for their owners by creating toys that resemble their favorite food, drinks, holidays and more.
“As PetShop by Fringe Studio was developing other functional pet products, we saw a hole in the market and thought we could give customers something unique in the plush toy category. Ever since our first launch with plush toys, we’ve had an excitement growing about our brand,” said Director of Product Management-Pet Jennifer Kruegel. “Plush toys are now our largest product category, and during the last couple of years, we’ve expanded our team to account for the demand for newness and innovation from our consumers. At the root of the company, we’re just a bunch of pet parents that want to bring joy to pets around the world and really enjoy what we do. We
in the category and our demand continues to be strong! Our goal is to produce higher-performing products that solve today's problems without compromising tomorrow. Our litter reaches pet owners around the world to strengthen their bond with their cats.”
“Ultra Pet’s vision to enter the litter category started, and maintained the same vision we embrace today is to introduce the most absorbent desiccants that will improve the lives of our customers and their pets,” said National Sales Manager Trent Bergren. “Being true to this value is paramount to our longevity—celebrating 25 years—and keeps our team focused on one goal.”
“Listening to our current and future customers and consumers is key to our innovation strategy,” Broders said. “Consumer research is core to our process of developing products to meet the ever changing consumer needs, including in-home testing and consumer interviews to truly hear their needs first-hand. As the category continues to grow year over year, our goal is to build safe and
pride ourselves on offering original designs created by our in-house illustration team and pairing these designs with multi-functional elements to help enhance and/or extend playtime while giving pet parents something unique and one-of-a-kind. With our handpicked team of artists and product managers, we’ve been able to take personnel from industries outside of pet and apply our backgrounds and past work experiences to offer things that are unexpected and fun.”
“Huxley & Kent's entry into the plush toys space wasn't just about introducing another line of toys; it was driven by a vision to redefine what plush toys could be for our animal companions,” said President Mike Dagne. “We recognized a need within the pet industry for plush toys that weren't just innovative and fun, but were also safe, durable and thoughtfully designed. From the embroidered details to the designs on both the front and back of our toys, our vision was to elevate the standard, offering products that not only entertained pets and their pet owners, but provided pet owners peace of mind as well. At
healthy options for consumers to bring into their homes. We’ve been able to produce high performance products, with the added benefit of being naturally safe, with no harmful chemicals or perfumes. These products support our goals of enabling the love of pets—we want consumers to have long, loving relationships with their cat—it really does start with the litter box. If consumers have a safe, high performing option, they can feel good about the choice they are making for their cat’s health and spend less time cleaning the litter box and more time loving their cat.”
“At Ultra Pet, we’re very careful to stay in the areas of our expertise: products in the ‘waste management’ space,” Bergren said. “We review new and traditional substrates within the litter category to determine best products and areas where innovation is needed. We have introduced products that enhance the pet owner’s experience in managing pet waste such as litter mats, scoops, disposable litter boxes, and probiotic sprays to stop odors related to pet ‘accidents.’”
Huxley & Kent, we believed in pushing boundaries in creativity and in delivering products of the highest quality. These principles have shaped every aspect of our journey in the plush toys category. We've meticulously crafted each toy with the utmost care and attention to detail, ensuring not only durability and safety but also imbuing them with personality, wit and charm.”
Fluff & Tuff Dog Toys joined the industry at the right time, according to Owner Ellen Lawson. “We’re still a very small company,” she said. “It was started by myself and my late husband, and now it’s just me, and it sounds sort of cliché, but we have four dogs and I thought there was room for a well-constructed, high-quality dog toy that had a different look at the time. Everything at that time was maybe a little bit cutesier and I think caricature. We got in at a good time, meaning that there was space for us and the quality of everything was starting to rise. We found a little niche and have grown with how the rest of the industry has grown in that way.”
The premium foods category has been able to grow and expand to new heights through the pioneering of leaders such as Nutrisource and Applaws Natural Pet Food. Through the dedication and commitment of listening to retailers' feedback and consumers' preferences and needs, these companies have been able to establish themselves as frontrunners in the category.
“For 18 years, Applaws has been the go-to choice for pet parents seeking natural, tasty and high protein responsibly sourced cat food and is now a £135m-plus brand sold in more than 40 countries including the US, UK and Australia in more than 130 retailers,” said Audrey Mulhall, Global Brand Director with Applaws Natural Pet Food. “Back in 2002, our co-founders founded the business because they didn’t want to feed their pets meat filled with additives and fillers. Their commitment to that simple principle is what’s made us who we are today. The transparency at the core of our product ranges and the
Animal continues to lead the rawhide alternatives space given the company’s dedication to pets’ dietary needs, ensuring they have access to optimal nutrition and can safely enjoy treats and chews.
Since 1979, Earth Animal a B-Corp company’s mission has been to protect Animals, People, and the Earth. It’s core philosophy has been to Cause No Harm, the veterinary oath, which company founders Dr. Bob and Susan took back in the 60s.
“The No-Hide project, believe to be the first alternative to rawhide aligned with our mission”, said Co-Founder Susan Goldstein. “NoHide offers the enjoyment of a chew in a safe more nutritious way. Like everything else, we do things in Another Way. No-Hide also has an opportunity to be more sustainable than rawhide by sourcing ingredients consciously. When we did our due diligence into the manufacturing, we saw a gentler, kinder, and less
very highest quality ingredients has seen us grow to sell our core brands: Applaws, Encore and Reveal [sold] in 49 markets worldwide. [Since] those brands have been built on trust, meeting an increasing demand for premium pet food that’s visibly better, we’ve grown too, building relationships with some of the largest and most successful pet retailers in the world. We’re proud to partner with some of the biggest names in global pet retailing, but whether they’re brick-and-mortar operators, pure-play internet retailers or small independent players in the market, they all share our passion for meeting the customer needs of pet parents today,” said Mulhall. “They, like us, know that today’s consumer treats their pets as a member of the family and that means feeding them the highest quality and natural ingredients that taste great. And we’re also proud that our commitment to independently assessed highest standards as demonstrated through our B Corp status, resonates with our retailer partners who value our commitment
toxic way of making treats.”
Earth Animal earned B-Corp certification over a year ago. “As a result our mission and values have only strengthened as B-Corp requires rigorous transparency.
“It is a way of keeping our feet to the fire, and I welcome it!” she said.
The Earth Animal Team makes an effort to fully listen to the needs and ideas of its retailers when it comes to product innovation. “Retailers, pet parents, and dogs can experience boredom,” Goldstein said. “We try to alleviate this syndrome with diversification, keeping in mind always our core values.”
Goldstein characterizes the retailers who are Earth Animal successful as healers, “who seek to make a difference in the lives of families with dogs and cats,” she said. “It is a like attracts like relationship between our company and it’s customers. This alignment makes our business partnership purposeful and
to transparency and responsibility.”
Strong retail partnerships is one of the many factors that have helped forge the company and establish it as a leader in the category. “Partnership is the right word,” said Adam Martodam, Director of Marketing with Nutrisource. “Nutrisource is one of a small number of brands committed exclusively to independent pet. To be successful, we need retailers who appreciate that commitment and support us. We are successful because of our trustbased relationships, and we support indie stores with a dedicated sales force of 40 reps to call on stores nationwide! The main role Indy plays in the market is that of innovation and trying new products. Innovation thrives in local stores who care and educate customers on better nutrition and health trends. Indy is the perfect grounds for new products and innovative ideas so if you’re looking for better nutrition and ways for your pet to live a happier life, shop local!”
a heck of a lot more fun. Retailers who take the role of being an animal’s life coach in the area of wellness and healing are the type of partners we are looking for. They recognize that every dog or cat is an individual and as such requires individual wellness and healing needs. This role is filled through dedicated efforts and product knowledge, the investment of time and passion!”
Earth Animal has been striving to educate pet parents on the safety aspects of No-Hide, as well as Earth Animal’s sustainability alliances with regards to Animals, People, and the Earth.
“We realize that the decision to purchase is about the dog first, but after that, the connection with a company’s purpose should have meaning,” Goldstein said.
“We hope that all of Earth Animal products foods, supplements and treats produce a good feeling.”
Whetherit’s for preventative care, aftercare or just the need for daily vitamins and nutrients, leaders in the supplements category like H&C Animal Health and Nutrisource and have remained consistent in their devotion to providing pets and their owners with supplements that meet their individual needs.
“Driven by a vision to make pet healthcare more affordable and accessible, industry veteran Chuck Latham founded H&C Animal Health in 2013,” said Michele Crowley, SVP of Marketing. “He recognized a specific need for veterinary-grade pet supplements to be available in everyday retail channels. This vision continues to guide H&C’s product development, as evidenced by the recent expansion of their Angels’ Eyes business. This expansion includes efficacious products in both the ear and eye care space.”
“As a brand that has always been a solutions provider through our nutritious foods, expanding Nutrisource into the supplements
Pet Products, Playology Pets
and Pet P.L.A.Y’s presence in the rope toys category has helped to enhance the bond between pet parents and their dogs and reinforce positive pet behaviors. Leaders like Mammoth are teaching pet owners that regular physical and mental exercise and enrichment coupled with owner-pet bonding are critical to the pet’s quality of life. Further, these manufacturers are teaching pet owners how to select the correct toy for their pet's play style and size while setting realistic expectations of how long a toy can withstand chewing and playing.
“The vision that led Mammoth to enter the rope toys category stemmed from a commitment to enhancing the bond between pets and their owners through innovative and durable pet products,” explained Founder Charles Byrne. “Our mission has always been to provide pet owners with high-quality, safe and engaging toys that not only entertain pets but also contribute to their overall well-being. Our core values of integrity, innovation and pet-centricity have guided us in every step of our journey, shaping our product development, manufac-
space was a no-brainer,” said Adam Martodam, Director of Marketing. “By adding supplements to our product offerings, we are able to round out the needs of our furry friends so that we can feed, top, treat and now amplify their meals with AmpliFull gummy and soft chew supplements. We are a self-manufacturer which gives us even more reason to want to be in this space. Whether it be through our soft-moist extrusion operation at Nutrisource or our starchless gummy dietary supplement line within our Kenny’s Candy business, we can offer a variety of product forms to suit all of our customers. The care and quality that we can provide seeing as how we do this day in, and day out adds to the overall benefit that we can provide to our customers."
"One of our core beliefs is built around quality/safety while another is about bold innovation," Martodam added. "Knowing that our customers both demand and deserve the best in both quality and safety, the fact that we are able to produce our own products under
turing processes and customer relationships. These values continue to influence us today by reinforcing our dedication to excellence and driving us to constantly evolve and improve.”
“Our core mission is ‘Making Pets’ Lives Better Through Meaningful Innovation,’ and we have been following this mission since 2017 when we introduced our first line of products that engaged dogs’ natural instincts through their powerful sense of smell,” said Christopher Brown, Chief Marketing Officer of Playology Pets. “Seven years later, this mission absolutely continues to shape and influence who we are today—a company leveraging science to create engaging toys for instinct-driven playtime. Last year, we launched our We’ve Got Happy Down to a Science campaign to exemplify this commitment to happy dogs and happy dog parents. With that context in mind, we entered the rope toys category with the vision of durable, engaging rope toys that last through long periods of play without being tossed aside, getting slobbery and slimy or being ripped to shreds. Beyond our dog-beloved scents, we pushed the limits of durability and engagement with these toys
the watchful eye of our production/quality experts should be quite reassuring that they are getting the best for their pups. Meanwhile we continue to invest in innovation which allows us to seek the best in equipment, ingredients and techniques. Our retailers can count on us to deliver new products which in turn attracts consumers into their stores.”
“At H&C Animal Health, we seek retail partners who share our commitment to providing pet owners with convenient access to high-quality products,” said Crowley. “We collaborate with large-scale retailers who offer seamless purchasing options for busy pet owners. This includes e-commerce platforms and fast delivery options, ensuring pet health solutions are readily available. Additionally, we partner with independent pet retailers who prioritize quality ingredients and effective products. These independent stores often possess a deep understanding of pet health.”
with dri-tech fibers and drool-wicking technology.”
“Rope toys are one of the first dog toys ever created, so they are always a good product to have,” said Lisa Hisamune, Director of Sales at P.L.A.Y. (Pet Lifestyle and You). “They are timeless and great for use as a tug toy, a flossing agent to keep teeth and gums healthy and a good option for heavy chewers, but without the mess that plush toys normally leave around. P.L.A.Y.’s mission and core values are always behind everything we do and create. Whether it’s collaborating with like-minded brands, creating scholarships for the youth of our future, or developing toys and products that we as pet parents would want, we always have pets, people and the planet in mind.”
As it relates to innovation and differentiation, Mammoth distinguishes itself in the rope toys category by prioritizing innovation and creativity, Byrne emphasized. “We understand that simply replicating existing products won't suffice; instead, we strive to introduce unique features, materials and designs that offer clear points of differentiation in the market,” he said.
Though interest in plant-based foods has risen into the pet world, leaders in the meat focused treats category like Phelps Pet and Hillside Farms continue to cater to pets’ more primal instincts, harkening back to their carnivorous ancestors while ensuring modern-day adherence to clean ingredients and safe manufacturing.
“From day one of our operations, we have always been dedicated to meat focused dog treats,” said Scott Wu, VP of Hillside Farms. “We felt like meat focused dog treats deliver the best nutrition for what a dog needs. Our mission as dog lovers has always been to provide to pet's the most nutritious treat possible. To this date, this still is a focus of ours.”
Through the course of its history, Phelps Pet has evolved its innovations and products in line with the increased focus of pet owners on both nutrition and what goes into food and treats for dogs and cats, CEO Rick Ruffolo highlighted.
Leaders in the pet safety items category like Bow Wow Labs and BAYDOG have noted the increasing humanization of pets and owners’ desire to treat their pets almost like their children. They are meeting the moment with solutions that ensure pets are safe in a variety of situations, from active play and outdoor recreation to simple eating and treating.
“The innovation behind the Bow Wow Buddy began with a loving dog dad whose dog choked on the last bit of a bully stick,” said Chief Nutrition Officer Johnna Devereaux. “Luckily, his dog survived the incident, but it identified the need for a way to allow dogs to enjoy all the benefits of chewing without risk of choking or intestinal obstruction. Bow Wow Labs’ mission is to help protect pets from preventable tragedies while providing products that promote overall wellness. This unwavering goal guides our product development process to ensure that our commitment to pet parents stays true.”
BAYDOG entered the pet safety category almost by accident, said CEO Barton O’Brien.
“It’s become clear the importance of protein and diversity of protein in the diet of the dog and pets in general,” Ruffolo said. “For us, it’s been the area where we felt needed the most innovation and had the opportunity for the most step up in quality. And so if you think about the certifications we have invested in, we invested in them because the market wants it. This is what consumers are looking for. They want to know you have a certified USDA organic product or they want you to have a sustainability area. We want to have certified upcycled ingredients or MSC certified salmon. Things like that where the customer knows the source of those ingredients, that they’re clean labels and good for you. Those are areas that we’ve invested in and it’s all been about protein diversity and ultimately the nutritional value for the dog.”
Hillside Farms similarly continues its focus on identifying ingredients and formulas that deliver the best benefits, said Wu. “Along with
“Our vision from the beginning was to make gear that we wanted for our own dogs, so we started with the basics—harnesses, leashes etc.,” he explained. “But pretty quickly we expanded beyond just going for walks, to taking our dogs on adventures, like camping and going out on the water. This led to the development of new products like backpacks and lifejackets, the latter being our first safety product: the Monterey Bay Lifejacket. BAYDOG is based in Annapolis, MD, the sailing capital of the US, and every boat in the harbor has a dog on it. We wanted to make something for them, so we spent a couple years getting the design right, and what we produced is the best dog lifejacket on the market.”
As BAYDOG wrestles with the challenge of keeping things fresh and innovative in this category, the driving ques- tion behind all of its ideas is, “What do we want for our dogs?” said O’Brien. “In the case of our newest offering, the Arctic Bay Cooling Collar, I simply wanted a way to help my chunky English Lab Walter beat the heat on those hot and
utilizing the best ingredients, we are constantly challenging our R&D team on how to utilize some foods or supplements that present challenges with our current process of dehydration,” he said. “These are just a couple of things that Hillside Farms does to create some differentiation.”
Ruffolo explained that thinking behind why Phelps Pets remains focused on the treats segment more so than other aspects of pet nutrition. “While we can do specialty foods and we can do some other items in our lineup, our main focus has always been on the treats segment,” he said. “It’s because that’s the most discretionary – it’s the one that people choose. Sometimes the food diet that you have is vet-driven, you don’t really choose it. But in the treats segment, it’s a choice. And you get to choose it anytime you want. It’s probably their favorite time of the day. It’s not only their favorite part of their day because they love the taste of the treat, but it’s interacting with you.”
humid Maryland summer afternoons. I looked around at what was available and I didn’t love any of the traditional cooling solutions. They mostly use evaporation as the cooling mechanism. You get the collar, vest or bandana wet, and as the water evaporates it’s supposed to cool your dog. I thought there had to be a more effective way, so we developed our new Cooling Collar to use internal cooling packs. They keep your dog cool for an hour, and you can buy an extra set of cooling packs to swap out for additional cooling time.”
While the Bow Wow Labs has branched off into supplements as part of its mission to promote wellness, it remains committed to protecting pets.
“Choking and intestinal obstructions are preventable tragedies. In fact, we championed National Pet Choking Prevention Day, acknowledged each year, to raise awareness about the fact that more than 200,000 pets visit emergency facilities or veterinary hospitals each year for choking in the US alone,” she said.
PetAg and The Honest Kitchen are turning the milk substitutes category into a destination and haven for animals to receive nutrients and give caregivers peace of mind the animals are being safely cared for. Maintaining a high bar of human-grade standards, the milk substitutes category is a trusted and reliable space thanks to the dedication and passion of leading companies.
“Pet Ag started as a subsidiary of the Borden Dairy company in 1930 when the need for an alternative to mother’s milk for puppies and kittens that were not able to nurse was first recognized by a small group of innovative pet lovers in the company,” explained Head of Sales Gina Devaney. “Since that time, Pet Ag has been a leader in advancing the science of animal nutrition. We have been nurturing pets at their most vulnerable stage of life for more than 90 years and that longevity has helped us build trust with experts and enthusiasts across the category including veterinarians, shelters, breeders, groomers around the world.”
Raw diet food leaders Green JuJu and Vital Essential have a simple message: pets need protein. The companies have continued to educate retailers and pet owners alike on the importance of providing pets with the right amount of protein for their individual needs.
“As one of the fastest growing brands in the raw diet foods category, Vital Essentials is dedicated to educating consumers about the significant health benefits associated with our Butcher Cut Protein, which replicates the carnivorous diet of dogs and cats,” said Chief Commercial Officer Nick Ebert. “We emphasize the importance of using whole, unprocessed ingredients to maintain the natural nutrients crucial for better pet benefits. Our educational efforts include the recent launch of Vital Essentials Butcher Cut University, which explains the advantages of our Butcher Cut Protein, such as healthier and shinier coats, less gross poops and oral health. Additionally, we provide a comprehensive look at
“Our vision is to provide the highest quality critical nutrition puppies and kittens need so they grow and thrive through all stages of life,” she continued. “We believe scientific nutrition leads to happier and healthier pets. We are a subsidiary of PBI Gordon Companies, an employee-owned company, focused on creating healthier solutions through trusted, dependable product solutions. Our values shape the passion we bring into our work every day: integrity, partnership and pride.”
“We've always strived to make healthy options for pets accessible,” said The Honest Kitchen CMO Miki Dosen. “Goat's milk is often recommended to aid in digestion, but the format typically available—bottled in the cold section—is costly and often inconvenient. Taking the same principles as our dehydrated food line, we aimed to create a shelf-stable, convenient option that allows more pet parents to opt-in to adding a natural probiotic into their pet's diet. This idea of providing more pets with access to healthy food to allow them to live their healthiest, happiest life is at
what makes Vital Essentials different, including a closer look at our sourcing and processing practices. Our ultimate goal is to empower our retail partners to educate consumers with the knowledge and tools they need to make informed decisions to give their pet the protein they deserve.”
The company entered the category with a goal of providing pets food solutions that are closer to their innate lifestyle. “Vital Essentials ventured into the raw diet foods category with a vision to offer pets a diet that mirrors the natural and ancestral eating habits of dogs and cats. This led to the creation of Vital Essentials Butcher Cut Protein, crafted from whole animal protein—meat, organs and bone—minimally processed and pre- served through freeze-drying or freezing to retain the natural nutrition. This approach aligns with our mission to improve pet health with nutritionally superior products that enhance vitality and longevity,” explained Ebert. “Our core values of integrity, transparency and quality
the center of our business and has a deep influence on our product strategy.”
“For Pet-Ag it all starts with the pet and pet owners’ needs and how we can help by providing the best formulations to enhance the pets lives,” Devaney said. “We are the No. 1 selling puppy and kitten milk replacer brand with our market leading products of kitten milk replacer for kittens and Esbilac for puppies. That’s because we carefully craft those products to be the next best option to mother’s milk for those puppies and kittens who don’t have access. At Pet-Ag, we encourage creativity and forward-thinking to deliver inspired innovations for healthier pets."
“We've always seen ourselves as a brand that raises the bar on what's expected of pet food,” Dosen said. “As we explore product opportunities, we continue to find the white space between what customers need and where the market is currently underserving to release innovative products that meet the highest standard around—our own.”
permeate every aspect of our operations, from careful ingredient selection to our innovative preservation methods. These principles have established Vital Essentials as a trusted leader in pet nutrition, advancing the raw food movement and positively impacting pet lives through science-backed nutritional practices. By steadfastly adhering to these values, we not only educate and empower pet owners but also ensure the safety and nutritional excellence of our products, reinforcing our commitment to pushing industry boundaries and improving pet health worldwide.”
With the vision to heal through food, Green JuJu has curated its product offerings to benefit pets’ overall well-being.
“The healing power of whole foods has been the core principle of Green Juju since the beginning. As we create more products, we’re still focused on food that allows people to bring the diet down to the most basic level in terms of ingredients," said Founder Kelley Marian.
Lickmats are a multi-faceted solution for pet parents who need to incentivize pets resisting bath time, bored dogs and cats that need mental enrichment particularly while pet parents work from home and pets that need a rewarding puzzle that prevents them from gulping down their food. Messy Mutts, Sodapup and West Paw have disrupted the category with stylish, dependable solutions that address obstacles by taking a pragmatic approach.
“Our vision statement has been to create a functional, solution-based product that has a bit of style and makes owning a pet a little less messy,” said Messy Mutts VP of Sales Taylor Simms-Brown. “So when we developed the brands that was kind of the pillar we were trying to build from when we designed products or expanded into various categories throughout the store. We cover a lot of areas of a retail store; we offer feeding systems, toys, food prep accessories, which six—eight years ago was a relatively new category. We’ve got interactive feeding and slow feeding and the list goes on and on. What we’ve been try-
Given the sheer quantity of pet food and supplies available and the limited space of a physical pet store, the feat of having something someone needs in stock is pretty astonishing, though most of what happens behind the scenes—the querying of warehouses, reordering of stock, and collecting and analyzing of data on consumer habits— is invisible to the average, unassuming pet owner. Leaders in the point of sale systems category like Franpos and Fieldstack want to help pet retailers keep that experience seamless and easy for pet owners and support the stores in the increasingly competitive battle with the unparalleled convenience of e-commerce.
“The vision that led Franpos to enter the POS Systems for pet was to become the operating system for growth by revolutionizing the way pet businesses operate,” said Founder and CEO Subodh Gupta. “Our goal is to provide comprehensive, user-friendly and innovative point-of-sale solutions. Our mission is to empower small and medi-
ing to do is to build an assortment that helps not only the customer complete the baskets for their pet but obviously helps the retailer complete the basket for their customer. When we brought lick mats to the category we wanted to elevate the products’ material. We introduced silicone to the category which is a very natural material."
“We take our goal of being 'Dog’s Best Friend' seriously, and are constantly focused on creating products dogs will love, and at West Paw, building enrichment and innovating opportunities for more meaningful, joyful connection between dogs and their parents is at the heart of our product development,” said CEO Spen- cer Williams. “Our successes and learnings through all of West Paw’s toy and treat development led to the creation of our new Feast Mat. The category is vital for exploratory feeding the way nature intended, allowing for healthy food exploration, anxiety reduction and a variety of other important benefits for our dogs. When we set out to develop the Feast Mat, we knew it had to be unique and created in a way that was au-
um-sized businesses (SMBs) with advanced technology previously only accessible to larger enterprises.”
Franpos is driven by the belief that technology should not be a barrier for small and medium-sized businesses to thrive in the competitive market, Gupta said.
“We want to streamline operations, enhance customer experiences and enable businesses to make data-driven decisions that would fuel growth. Innovation drives us to continuously improve and stay ahead of the curve in terms of technology and features. Customer-centricity ensures that our products are tailored to meet the needs of our pet clients. Integrity is the cornerstone of our relationships with customers, partners, and employees, fostering trust and transparency. Collaboration enables us to work closely with our clients and partners to deliver solutions that truly add value and help them grow their business. We continue to invest heavily to keep our pet clients ahead of online competition.”
thentic to our mission at West Paw. First, the unique, dual-purpose design—with one side serving as a slow feeder and the other serving as a lick mat—brings even more enrichment to a dog’s daily feeding routine. It’s beautiful in design with two fun shapes in the collection: Bubbles and Waves, and three colors available. It offers many opportunities for pet parents to treat and feed their dog in multiple, enriching ways.”
“The most important thing for us at Sodapup is to never stop pushing,” said Founder Adam Baker. “Consumers are fickle, and it is our job to continue capturing their imagination with new products. We have to continue pushing in new directions. We have to be willing to take risks on new concepts. One of the benefits of introducing a lot of new products is that we have a quick feedback loop. Some designs do great. Others are less successful. We are always learning more about what resonates with our consumers. This gives us deeper insights into our consumer and helps us better understand what she likes."
FieldStack was born of retail, said Content Marketer Caitlyn Andrews.
“Our founder, Brett Wickard, opened his first business—a record store company called Bull Moose—in 1989 while he was still in college,” she explained. “His first POS was a cash register on top of a cardboard box. He realized then that this set up wouldn’t last long and that he needed to understand his customers to grow the business. The retail industry was missing software that really understood forecasting or customer preferences, so he set out to fix that. It was more than knowing what was selling but more about the actual person that was buying the goods. That would determine what was most likely to sell. Insights like these were captured and automated in the software he wrote. We knew that our retail platform would work across retail verticals—so FieldStack was founded to help other retailers thrive.”
Hygiene regimens that incorporate daily dental care can be a hard task for owners with pets that are less inclined to allow their owners to clean their teeth. Leaders in the dental care category have not only tackled these problems but kept them at the forefront of their production and innovation to create the best delivery methods. Companies like Pet King Brands and NPIC have created products such as brushless oral gel or chews that helps pet parents overcome problems such as these.
“Pet King Brands entered the industry 25 years ago when a German Shepard named Elizabeth, who suffered from chronic ear conditions, inspired the innovation of ZYMOX Ear and Skin and Oratene Brushless Oral Care products. Thanks to Elizabeth and her owner, Pet King Brands’ President and Founder Pam Bosco, ZYMOX and Oratene have helped countless pets around the world have healthier ears, skin and mouths,” said Debra Decker, Director of Marketing with Pet King Brands. Retail partnerships have remained top of
Owners of pet birds—and the birds themselves—are served well by leaders in the avian merchandising category like Volkman Pet Products and Caitec, who have earned their customers’ trust with a history of quality products and integrity in working with retail partners.
David Block, Director of Sales and Marketing, Volkman Pet Products, credits company ownership with abiding by the importance of supplying quality mixes to support healthy pets.
“The leadership team from purchasing to production realizes that the pet parent grants us trust in feeding our mixes,” he said. “This trust is critical to current and future customers. We monitor and inspect every load of ingredients we receive at the plant to ensure the highest quality. If the incoming product does not meet our standards, we would rather be out of a product than settle for inferior ingredients.”
Caitec entered the avian merchandising cat-
mind for Pet King Brands as their partners have provided priceless feedback to help meet consumers where they are at. “Retailers that partner with Pet King Brands are truly interested in being an educational source for proper pet care. Our products harness the power of enzymes to reduce stress on our animals, a key priority for our team and our partners,” said Decker. “We remain focused on the health and wellness of animals of all ages and sizes by utilizing the power of the LP3 Enzyme System, an innovative and patented system based on more than 40 years of advanced technology. This allows us to lead the category in increased effectiveness without the adverse side effects.”
While some parents can’t clean their pet’s teeth themselves, they tend to resort to other options such as dental chews that have cleaning properties and make daily hygiene maintenance a little easier. “At NPIC, we're committed to evolution and innovation,” said Kim McClure, Senior Marketing Manager. “We're
egory driven by a vision to offer innovative, high-quality products tailored to bird owners' needs, said President Terry Gao. “Recognizing a market gap, Caitec aimed to enhance the well-being of birds and their caregivers. This vision, rooted in understanding avian requirements, is guided by principles of quality, innovation and customer satisfaction.”
As is the case in business, the temptation to follow a new fad or trend is sometimes strong, but Volkman Pet is strategic in its assessment of how to diversify its offerings, Block said.
“It has been our experience that being out at retail, having conversation with our customers and their customers will family-owned a path that is based on need and value. New products drive the industry. However a new product must meet a need or solve a problem to be successful,” he said.
Caitec similarly focuses on product curation and differentiation. “Rather than simply releasing ‘me-too’ offerings, the company invests in research and development to create
enhancing our manufacturing and R&D capabilities and working closely with our customers to discover untapped needs. For instance, we regularly evaluate potential ingredients that provide functional benefits. One such ingredient is the green-lipped mussel, which is present in our recently launched Get Naked Senior Health Dog Dental Sticks and offers anti-inflammatory support. Likewise, our Get Naked Calming Health Dog Dental Sticks contain hops flower and passionflower, which help soothe nervous behavior. Our N-Bone and Get Naked product lines are renowned for their dental benefits, addressing a persistent concern for pet owners. We believe in promoting active, non-destructive chewing to keep pets and their owners satisfied.”
“Considering dental care is a top priority for pet parents, our dental chews are designed to not only remove plaque and tartar through chewing, but also freshen breath," she added.
unique and valuable products that stand out in the market,” said Gao. “This commitment to innovation allows Caitec to continuously refine its role as a leader and meet the evolving needs of its customers.”
Volkman further instills trust in its customers by giving them the educational support they need to understand and sell the products. “It is important to provide educational platforms on feeding and general care,” he said. “Registered retailers can peruse the resource center on the website finding tips, tricks and proven feeding and care instructions. Many species of birds can safely feed on a number of our mixes whether that be from our vitamized offerings in the FeatherGlow line, or our species-specific Avian Science line.”
Caitec strives to educate consumers on the benefits of its products and the broader category as a whole. “This includes providing information on product features and benefits, as well as offering tips and advice on bird care and enrichment,” said Gao.
Coastal Pet Products, Molly Mutt and Treat
Planet are examples of leaders in the impulse merchandising space who seem to understand consumers’ shopping habits and whims better than most. Not only are these companies capturing overwhelmed and overstimulated pet owners’ fleeting attention but also incentivizing them to make a purchase that doesn't require researching brands, prices or ingredients, which takes a certain admired level of skill. Impulse buys allow for pet owners to make snap decisions without buyer’s remorse or guilt for spending money and leaves them with a product that meets tough standards of quality and safety.
“Treat Planet’s goal is to be No. 1 in grab-and-go treats in the US,” said President Douglas Martin. “We saw a strong market opportunity for pet parents to grab an extra high-quality treat on their way out of the store. This pushes us to develop unique treats in a cost effective way to drive the incremental spend at retailers nationwide.”
“By strategically placing our products
Functionality and style are a few key components litter boxes leaders prioritize in their research, development and product innovation. Litter boxes have evolved to contain pet waste while dulling odors and shielding pet owners from unsightly messes. As one of the worst household chores, cleaning the litter box has become less tedious due to suppliers who understand what it’s like to properly care for felines and to incentivize them to use their litter box.
“We have had our litter boxes for many years,” said Shannon Supanich, Marketing Director for Pioneer Pet Products. “We created two boxes to solve two issues, one being the Ultimate Litter Box. Your cat will love this roomy litter box. Measuring 25 inches by 18.5 inches by 10.5 inches, the high sides help prevent litter kick-out. Easy to pick-up and clean, this sturdy and attractive litter box will suit your cat’s instinctual behaviors. We also created the Corner Litter Box because cat behavior
alongside complementary items throughout the store, we not only bolster the final moments of a customer's visit but also ensure that Coastal Pet Products provides what consumers need and remains top-of-mind long after they've left the premises. It's not just about building baskets; it's about nurturing a lasting connection,” said President Kim Stout.
“Our mission and values play an integral role day-in and day-out in all aspects of the operations at Coastal Pet Products,” she added. “We continue to fulfill our mission of designing and delivering quality products people trust for the pets they love while living our values: P.A.W.S.: Pawsitive Team Player; Accountability; Winning with a Can-Do Attitude; and Seeking Opportunity by Taking Initiative. Throughout the company, we strive to exceed customer expectations when it comes to creating new products and enhancing our existing offering.”
Throughout the last 16 years, Molly Mutt has experienced growing industry acceptance in its brand and product mix in addition to its
experts recommend a litter box for each cat in your house, plus one extra. The corner litter box, with its triangular shape, fits easily into unusable corner space. Extra boxes will help to eliminate odor problems inside your home by providing another place for your cats to relieve themselves.”
“Waste management is kind of boring — could be otherwise a stale category —it’s a necessity, you need a litter box,” Moderna spokeswoman Rachel Skweres conceded. “You need the basics. We’ve basically proved we’ve made that category, we brought innovation to that category. When we’re looking at retailers who want to work with us or who we want to work with, it’s usually the reason why they give us another chance or a chance to expand from the litter box category to the carrier side or feeding or whatever, is because they’ve experienced like ‘wow, I would never have thought that we could go this route with litter boxes.’ But the core of it is our approach.
position in the market. “Which is high quality really good looking but at a price that can be an impulse purchase and a product that’s going to last a long time and really does solve a problem,” said Co-Founder Art Simon. “What never goes out of fashion is the long-term value of the product that has quality behind it. it’s almost always going to cost less than a product that is going to fall apart in a short amount of time. We want to align our product with the idea that hey, you can trust it and spend the money and you’re going to get great performance and great long term value out of the product.”
He added, “We have stayed narrow in our focus, and we are encouraged by some of our retailers who are vocal about staying in your lane. We like to get in our lane and go as fast as we can and make sure people know we’re going to be focused right here, and there’s a tremendous need for this product. That can help save them a lot of money and help them enjoy their dogs more.”
Our focus and that’s just at the center is obviously a happy pet. We’re creating innovative products but the drive is because pet owners are constantly looking for new products. We’re able to basically come down to solving problems. I always focus on three sides; what does the pet need, what’s the problem and what can we help with? We’re going to make them feel more comfortable. And then solving the problem too for the owner because if the pet’s happy the owner should be happy. It’s in their home so keeping the home clean and keeping the litter where it needs to be, and the innovations and designs also appeal to the owner. Something attractive or appealing that makes them say ‘I want that in my house.’ Seeing something really appealing to them. As we solve problems, it’s the pet, the owner and then the retailer. That in itself, that approach, that’s what keeps us ahead. That’s what makes people want to work with us."
Interactive toys are fundamental in keeping pets entertained and enriched. Companies like Outward Hound, StarMark Pet Products and Tall Tails are leading efforts to hit these marks while offering toys that are safe and align with a variety of chewing and playing styles to ensure pets are enjoying their toys for as long as possible.
“As we were training dogs in the early days, we noticed that a lot of the behavior issues owners wanted corrected were not necessarily obedience-related; they were largely seated in boredom and inactivity,” Starmark Pet Products Marketing Director Emily Benson explained. “At that time, more than 20 years ago now, interactive toys were not common, and those that were available were fairly simple in design. We aimed to create something different that was durable and would also challenge dogs so they remained occupied for as long as possible to provide an outlet for their energies and possibly be a sort of pacifier for them. It remains our vision today when developing new products: is this concept going to challenge dogs and be fun for them to
figure out?”
Outward Hound is a platform company that buys and acquires other companies, brands and products, explained CEO Jared Mosher.
“The core of Outward Hound was interactive toys even before we started doing that,” he said. “We stepped into that in 2015 [when] we bought a company called Nina Ottoson and those are the dog puzzles. That was a small company and Nina is a world renowned pet behaviorist and her whole thing is 15 minutes of mental stimulation is the same as 30 to 45 minutes of physical stimulation. We spent a lot of time really thinking about how do we make this more open for more dogs and getting them used to it and then they can step up to a level 2, 3 or 4. That was a big piece of it, and that’s done incredibly well for us.”
Up until about 2014, the company now known as Tall Tails manufactured items to serve the baby industry like bedding, clothing, toys and nursery accessories, and the owner noted a lot of what drives the baby industry is similar to that of pet, said Director of Marketing George Barton. “A baby and a fur baby
are now kind of synonymous in the family these days,” he said. “Ten years ago we started Tall Tails and what makes us unique and what we still hold very true is we are one of the only brands that manufacture to child product safety standards. In the toy, bed, blanket and accessories space, there’s not much of a governing body or standardization in terms of testing protocols or quality control. What we have tried to do is we have tried to bring our baby heritage into the pet space. If you look at the interactive toy category and you look at our plush squeaker toys, we still utilize the same fabrics and the same factory that we were using to manufacture the baby plush toys. That high quality fabric, that really stringent factory standards, we use third party laboratories to test to those child product standards and so by the time it reaches the end consumer, everything is then stringently tested from a hazardous material content color fastness textile strength so we kind of go overboard for our pets but I think that’s what pet parents are looking for.” ®
chews and treats have become a common pet owner buy since some owners find it difficult to maintain their pets' teeth on a daily basis. Companies such as NPIC, PetIQ and Yummy Combs have curated their product lines to ensure pets' teeth are easily cleaned while they enjoy a tasty snack.
“PetIQ takes a lot of pride in bringing convenient access to affordable pet products,” said John Pearson, Executive Vice President, Services and Manufactured Products. “We worked closely with our retail partners to identify an area of opportunity to procure high-quality dental products that can freshen breath as well as remove tartar to help keep pets’ teeth clean. This brought to life the Minties Brand, which includes dental treats for both dogs and cats, and most recently expanded to offer a large dental treat for dogs above 50 pounds. Retailers and consumers alike have responded very positively to the brand, as shown by
outstanding year-over-year growth in the last several years.”
“Everything we do at PetIQ is centered around our mission, which is to deliver a smarter way for pet parents to help their pets live their best lives through convenient access to affordable veterinary products and services. Our mission is clearly reflected in our core values, which guide our team members to ensure that we remain customer-focused, results-oriented, innovative and hungry for continuous improvement. When we keep our mission and core values top of mind, we are able to grow, succeed and deliver the best products and services for our retail partners and pet par- ents across the country,” said Pearson.
Yummy Combs has taken steps to further the category since the beginning. “Yummy Combs are a product of my life-long love for dogs and that focuses on love and doing what
is best for the pet, hence the company name and mission are the same: Pet’s Best Life,” said CEO Joe Roetheli. “Much of the fundamentals of Yummy Combs reflect lessons learned over a lifetime including with development and commercialization of Greenies and commercialization of Pill Pockets. We focus on product differentiation that helps pets live healthier, happier, longer, safer lives rather than just rely in marketing claims.”
NPIC mentioned the steps the company has taken to strengthen its partnerships. “We put considerable effort into retailer engagement and training, and we value retailers who make an effort to educate customers about our high-quality N-Bone and Get Naked products,” said Kim McClure, Senior Marketing Manager. “These are produced in our SQF Level 3-certified facility in Plano, TX, and they offer tangible benefits for pets."
For decades, Coastal Pet Products and Flexi North America have been serving pet parents with leashes and collars that mix style, comfort and functionality in their offerings. These companies have given pet owners peace of mind knowing their pets are safely and comfortably restrained when necessary to avoid stressors such as pets wriggling out of their harnesses or collars or taking off after another animal or near busy streets.
“At Coastal Pet Products, we are proud to offer products for every pet need—whether it’s restraints, toys, grooming, or more,” said President Kim Stout. “In 1975, we introduced double-ply nylon webbing that set the industry standard for pet restraints. We cater to the unique needs of pets and the lifestyles of the pet and the owner—which was a reason behind the creation of our Li’l Pals collection, offering perfectly sized products for petite dogs and puppies. We understand the powerful dynamic impulse merchandising creates between convenience and temptation for
consumers. Overall, our breadth of product allows an opportunity to basket build while consumers shop.”
“Falling in love with a dog is easy. But it’s also a great responsibility,” said Kurt M. Dekker Managing Director for Flexi North America. “Dogs are by nature companions and cannot be ignored just because you’re busy or too tired. Feeding, socializing and exercising are important for a good life. That’s why Manfred Bogdahn invented retractable leashes in 1972. Faced with the dilemma of dog control or freedom of movement, he wanted to create something new so that you can have it both ways. More and more pet parents recognize the benefits of walking their dog with a quality retractable leash that can be relied upon. At Flexi we do consider the retractable leash as a safety bond between dog and dog parents. The leash is something used daily, making the need for a trusted and quality product that much greater. We will further drive sales and growth for our category into 2024 focusing on
newness and strong innovation that deliver sustainable and profitable growth.”
Coastal Pet Products stands out for providing pet owners with carefully thought out and implemented designs that address common issues pet owners face. “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. It started in 1977 with our curved buckle design and innovative hardware has continued to be a focus for Coastal. For example, our Li’l Pals Adjustable Dog Collars feature a buckle that is curved for the dog’s comfort and features easy-to-open technology for owners’ convenience. Li’l Pals leashes also feature a E-Z Snap, a patented, one-handed snap for easy clipping on to a collar or harness."
Pet owners are more easily able to express their values for transparent manufacturing and environmental stewardship thanks to companies like Petcurean, Open Farm and Portland Pet Food Company, which share those values. Not only can pet parents feel good about supporting these leaders in sustainable pet foods because of their respective missions to minimize their carbon footprints, but their commitment to raising and supporting fresh and wholesome ingredients means their pets are getting darned good food as well.
“At Petcurean, ingredient selection is a key part of our dedication to sustainability,” said Christine Mallier, Sustainability and Community Relations Manager. “We source our ingredients as close to our manufacturing plants as possible, as this reduces transportation emissions. We’ve also never used beef in any of our recipes, as beef has one of the highest carbon footprints of any protein used in pet food. We’re proud to have been ahead of the curve for sustainable pet foods when Petcure-
an started 25 years ago.”
Portland Pet Food Company believes great products should be made by businesses that do good business, said Peter Christiani, Director Sales Development. “For us, one element that is foundational to that is and has always been a commitment to sustainability,” he said. “Katie [McCarron] started the company by working on local and creative sourcing protocols to decrease the overall impact but has continued to emphasize sustainability as we've grown; one big undertaking for the company was the move to a shelf-stable pouch for our packaging, which helps us offset a significant amount of CO2 in the production process.”
“'Sustainable' means more than just a label—it's our Open Farm Promise,” said Open Farm Director, Brand Marketing Katie Rankin. “It's about taking tangible steps towards a healthier planet by using ingredients that are responsibly sourced and processed. This includes supporting farms and fisheries that prioritize animal welfare and environmental health, using practices
that reduce our carbon footprint, and continually striving to improve the way we package and deliver our products. Our definition of sustainability encompasses a commitment to transparency, allowing every pet owner to see where and how their pet’s food was sourced.”
Portland Pet Food makes sure to involve its own personnel in the effort as well, even outside of company walls. “We also want our commitment to sustainability to be something tangible that all employees can be part of,” said Christiani. “To bring that dream to life, we have a Green Team whose goal is to galvanize the members of the organization to make sustainable decisions by making small changes at work and at home.”
The movement toward sustainability may seem daunting, but Mallier said the important thing is just to start. “Sustainability doesn’t happen overnight, but by identifying areas where you can make changes—and with a steadfast commitment—you can stay the course towards a more sustainable future for the betterment of pets, people and our planet,” she said.
Pet parents have come a long way from only feeding pets kibble. Leaders like Jones Natural Chews Co., Open Farm and Vital Essentials all share the common goal of providing pet owners with a beneficial way to add extra nutrients, vitamins, minerals, taste and variety to pets’ everyday food.
“The category is broad, and our team felt there was room for a meaty entrant, plus our own dogs love it,” said Laura Jones, President of Jones Natural Chews Co. “Powders are great for adding supplements, and broth works well for adding moisture—our product is a little different. Our Smokey Crumbles are real meat, so they offer an amazing texture, extra protein, the signature flavor of our bones, without the bone, and as with all Jones products it is made and sourced in America and free from artificial ingredients. It is staying true to what we know best, while helping pet parents overcome feeding time challenges.”
“Reconfiguring is a commitment, so we are very thoughtful as we evaluate trends. Re-
search and development is done thoroughly; we never want to rush and then potentially execute poorly. We believe that simple and classic treats will always have a place on shelves, because dogs love them. There is certainly room for innovation and creativity, but we do know that as pet parents continue to look deeper and deeper into their dogs’ health—small and wholesome ingredient lists tend to win out,” said Jones.
“Open Farm’s mission to nourish pets, treat farm animals with respect and environmental sustainability continues to shape how we deliver more flavorful and health-boosting recipes. When approaching the toppers category, our goal is to deliver mealtime excitement for pets and create more options for pet parents to provide enriching meals and treats,” said CMO Mark Sapir.
“Our commitment to innovation ensures we’re leading by example, pushing the industry towards a standard of transparency and ethical practices. We focus on clean formula-
tions that address pet needs and preferences, constantly integrating advancements in nutrition and sustainability,” he added.
Vital Essentials has remained focused on its goal to provide pets with well-balanced meal solutions and toppers.
Vital Essentials entered the toppers category with a clear vision: to address nutritional gaps in pet diets with premium protein options that effortlessly adapt to various feeding diets,” said Nick Ebert, CCO of Vital Essentials. “The introduction of Vital Essentials Protein Mix-Ins, which include beef, chicken, turkey, duck, salmon, and rabbit, caters to this need by offering a variety of single-source proteins. These mix-ins are available in ground and mini-nibs forms, designed for easy integration into any diet—whether served dry or rehydrated according to a pet's preference. This expansion was motivated by the increasing demand for personalized, health-centric pet food solutions.”
Since entering the industry, top shampoo and conditioner manufacturers have prioritized the needs of pets such as skin and coat issues, allergies and more. With their commitment to pets and their general well-being, these leaders—Aroma Paws and Pure and Natural Pet—have established themselves in the category and industry.
“Aroma Paws entered the shampoos and conditioners category with a vision rooted in the desire to create healthy and beautifully fragranced grooming solutions for pets,” said Crystalyn Guzman, CEO of Aroma Paws. “Our mission revolves around harnessing the power of botanical herbs and extracts to enhance the quality of pets' lives while nurturing the bond between humans and animals. We have a commitment to using pure and therapeutic grade essential oils, botanical extracts and human-grade ingredients.”
“Our commitment to introduce healthy, natural and often USDA certified organic ingredients led us to the ear care and shampoo and conditioner categories because they are
the primary areas in grooming and health and wellness for pets. While our ultimate vision is to formulate products with exceptional ingredients to provide natural remedies for common healthcare and grooming needs, we believe it is equally important to inform and educate consumers about their benefits,” said
Brian Taus, President of Pure and Natural Pet. “Pure and Natural Pet’s mission and core values not only revolve around premium-quality natural ingredients, but we also prioritize sustainability and eco-friendliness in our packaging. We meticulously research all our suppliers to ensure they align with our commitment to quality and ingredient philosophy. Today, these fundamental principles continue to guide our decisions, product offerings and overall product innovation.”
Best Shot Pet Products’ mission and core values have shaped and influenced the company to become what it is today.
“Best Shot emerged from a long, genuine passion for animals and a commitment to make a notable difference in the pet groom-
ing industry,” said Dave Campanella, Sales & Marketing Director at Best Shot Pet Products. “We’re backed by decades of experience in human haircare, breeding show quality dogs and horses, grooming and boarding. Our company was launched in 1988 and incorporated in 1990. Best Shot’s renowned three-step approach to grooming produces remarkably healthy skin and coats without any buildup or oily residue. Professionals understand how Best Shot and its proven methods a godsend for mats, tangles and shedding are. Pet owners are simply amazed by the results and thrilled with how great their animals now look, feel and smell! We remain committed to producing the highest quality coat and skin care products for horses, dogs, and cats. Passion for what we do runs deep throughout the company. We use Best Shot on all our beloved four-legged family members and ourselves. We are so proud to offer our amazing products and expertise to you too!"
Cricketsmight be viewed by most as the commodity live food most easily raised and quickly shipped off to big chain pet stores. However, leaders in the category like Armstrong’s Cricket Farm have been raising and selling crickets and assorted live foods for more than 70 years and continue to be unrelenting in cultivating only the best quality and healthiest crickets possible for their customers and pet owners.
Armstrong’s Cricket Farm began by selling crickets as fish bait, according to Owner Brandon Armstrong. Through the decades, the popularity in exotic pet ownership grew and the company began to adapt to market demand and grow crickets as live food as well.
For both markets, their quality is seen in the cricket’s size and maturity.
“Our crickets are raised to an adult and every cricket is raised with the purpose of becoming a fishing cricket, so it’s meant to be
In line with the well documented humanization of pets, pet parents are becoming meticulous about ensuring they’re giving their pets the best and most well-rounded diets to promote their overall wellness. Category leaders like Life Line Pet Nutrition, Brilliant Pet Care by Hofseth BioCare and Alaska Naturals Pet Products are delivering the assurance that consumers are looking for that what they’re feeding their pets is truly top quality, sustainably sourced fish oil products.
“We started business in 2003; seeing a need for wild sourced fish oil, specifically from wild salmon,” said Life Line Pet Nutrition President Ted Hayes. “At the time the most dominant players in the industry were using net pen raised salmon from Norway to produce their oil. Net pen farming creates a huge ecological mess on many different levels. We wanted to utilize a sustainable Alaska fishery to extract minimally processed clean, fresh, healthy oil from fish caught hours—not days—earlier. We continue to provide the highest quality
raised to its final stage of becoming an adult and to procreate and make baby crickets,” he said.
Many competitors in the industry raise twoweek old crickets and ship them out quickly, he said, but it is important to Armstrong that the crickets they cultivate are raised to their maximum potential.
“We sell the smaller crickets as well, but our main goal is to make sure we have crickets for the fishing industry, and we’re raising the healthiest cricket possible,” he said. “We’ve taken that approach and we’ve applied it to any and all the insects that we raise on our facility. We want the healthiest best quality of the insects possible. We’re offering the highest quality product even if it costs us more so that we know that whenever we sell that cricket—whether for fish bait or pet industry or food stuff with pet food—they’re all raised the same to the absolute highest quality. Being
oils available today.”
Hofseth Biocare is a zero-waste, all-natural, carbon-neutral company formed to make useful products from the offcuts of our fresh salmon business in Norway, explained President North America Bill Lowe.
“So, pure salmon oil, calcium and protein are the natural ingredients produced from our proprietary hydrolysis process. Our goal is to develop the highest-quality marine ingredients in the world.”
Further, “When you are a small company with limited resources, you need to ensure that you don’t take on too much complexity and disappoint your customers and consumers,” said Lowe. “We have the goal of using our calcium and protein in other new products, but only after we have de- livered on the expectations of our cus- tomers and consumers. We have always had the highest quality salmon oil, but we did not deliver on customer expectations on our pump, bottle and labels. We want to ensure we have addressed
able to ship that adult cricket during the heat of the summer, it is not going to fare well unless it’s an actually healthy cricket, and we‘ve been working throughout the years making sure we have crickets that can be shipped and do well in the heat.”
Armstrong has, like its competitors, expanded its live foods offerings beyond crickets, but it is meticulous in its growth strategy to minimize risk of contamination and colony failure.
“We’re not willing to risk the insects we are raising in our facility. We’re not willing to bring in the latest and greatest of other species from an untrusted source. We are calculated, and we are diligent with our safety; it has served us well in the past, and we try to continue with and ensure we’re not jumping on the bandwagon of the next greatest thing. It has in the past bit people in the rear end," he said.
each of these before launching further new products.”
Alaska Naturals, a part of the Trident Seafoods family of brands, is similarly committed to upholding the values of quality, sustainability and innovation, said Analise Gonzales, Director Specialty Brands for Trident Seafoods.
“Being a family-owned company, we take pride in embracing our core principles and delivering Alaska's wild seafood to you and your [pets]. The vision that led Alaska Naturals to enter the fish oil category was driven by a commitment to promoting sustainable products for dogs and cats—not just their owners—and a dedication to maximizing the value of every fish caught.”
That means, “From catch to bottle, pet owners can rest easy knowing Alaska Naturals pet products set the standard for responsible sourcing,” Gonzales said. “Trident and its family of brands have a dedicated focus on quality manufacturing from sea to shelf.”
Leaders in the feeders and fountains category, like Moderna, PetSafe and Pioneer Pet Products, are driven by the need to solve problems for pet owners with thoughtful, tasteful and durable solutions to keep their pets well fed and hydrated.
Understanding that height plays a role in proper digestion, Moderna’s Skybar feeding solutions help ensure pets can eat in comfort without contorting into awkward positions. Sales Executive Rachel Skweres explained, “They’re not leaning over or blocking their air passageways and bending over to actually eat. That’s definitely the reason behind our Skybars, to meet them at their existing height.”
Further, Moderna’s Sensibowls are designed without corners for easy access to food.
“We’re basically updating our Smarty Bowl offerings with Sensibowls, and they’re angled in a way where it’s basically inclined and it’s meeting the pet where they’re at. Just like our Skybars and the old Smarty Bowls, they have the rubber feet or edges to help keep the bowl
Leaders in the ear care category like Pet King Brands, Vetericyn and Pure and Natural Pet have safe and effective solutions at the ready when an acute ear issue arises and time is of the essence, and a visit to the vet might not be convenient or even possible. Natural ingredients have taken the spotlight as consumers continue to hedge away from harsh pharmaceuticals for their beloved pets, and these companies have the third-party backing on their products to inspire trust and promote trial.
Pet King Brands has been in the industry for 25 years, starting from when Founder Pam Bosco sought solutions for her German Shepard that was suffering from chronic ear conditions, which resulted in the ZYMOX line of ear care products and also the Oratene line of oral care items, said Director of Marketing Debra Decker. “These core values remain in the development of new products such as the ZYMOX Advanced Enzymatic Ear Wipes, revolutionized with enzyme-based care that does
in place to keep from sliding across the room, but keeping the pet’s posture in mind, the Sensibowl has an angle," Skweres said.
PetSafe's entry into the feeders and fountains category was driven by a vision to enhance the well-being and quality of life of pets and their owners, said VP of Marketing and Communications Janna Chollet.
“Recognizing the importance of hydration and proper feeding for pets' health, PetSafe sought to provide innovative solutions that make these essential aspects of pet care easier and more convenient for pet owners.”
In designing functional products, sometimes there is also a need to educate pet owners on how to utilize the product.
“Our goal is to empower consumers with knowledge about how our innovations can enhance their lives, the health of their pets, whether it's through promoting pet hydration, providing convenience or consistency in feeding routines or offering solutions for various pet care needs,” said Chollet.
no harm,” said Decker.
With its history of helping pet owners find alternatives to antibiotics, which with overuse can have long-term effects, Pet King Brands is continuing to remain focused on utilizing enzymes, like its LP3 Enzyme System, to handle pet issues naturally. “This allows us to lead the category in increased effectiveness without the adverse side effects,” Decker said.
Safety was also driving Vetericyn’s efforts behind its Vetericyn Plus and its active ingredient hypochlorous [acid] (HOCl) on wound and skin care, said Director of Marketing Geoff Hamby. “The amazing thing about HOCl is it is also naturally produced by the body’s immune system,” he said. “We pride ourselves on making medical-grade products for the pet parent. Our products are produced in an FDA-regulated facility to strict quality guidelines. Vetericyn Plus Ear Rinse won’t sting or burn, won’t stain furniture or clothes and is safe if licked or ingested. There are not many competitor products that can make
Pioneer Pet Products’ fountains are designed with enrichment in mind. “We want to create a home where the pet and the pet owner are happy and healthy,” said Marketing Director Shannon Supanich. “We do this by creating products that act on the natural instinct of cats. For example, in the wild, animals are drawn to moving water because they are usually cleaner/safer to drink. Therefore, we created many varieties of fountains to encourage animals to drink more. In doing so this prevents dehydration and UTIs in our pets. As far as cat feeders go, our Tiger Diner acts on the natural instinct to hunt. These products help with the physical and mental health of our furry friends.”
Function is important, but so is aesthetic appeal. “We are not here to push out a bunch of low-quality products,” said Supanich. “We want our products to be durable, fashion forward and most importantly work to better the health of our furry friends!”
those same claims and back it up.”
Pure and Natural Pet ensures strict adherence to the use of all natural ingredients.
“By championing the use of natural and USDA Certified organic ingredients in our products, Pure and Natural Pet can educate pet owners on the benefits of avoiding harsh chemicals and synthetic additives,” said SVP of Sales Brian Taus. “We can illustrate how natural and organic ingredients can foster healthier skin, coat and overall well-being in pets.”
While the company’s vision is to formulate products with exceptional ingredients to provide natural remedies for common healthcare and grooming needs, “We also prioritize sustainability and eco-friendliness in our packaging. We meticulously research all our suppliers to ensure they align with our commitment to quality and ingredient philosophy. Today, these fundamental principles continue to guide our decisions, product offerings and overall product innovation,” said Taus.
Tell us how your career path led you to the industry and joining Ren’s Pets?
I’ve always worked in retail and loved the fast-paced nature of the business. I enjoyed a long tenure in marketing and e-commerce with TSC Stores (now called Peavey Mart). I started there fresh out of university, as a marketing coordinator and worked my way up to director throughout the years. Our retail categories catered to those who lived a country lifestyle, including pet, animal, birding, tools, workwear, lawn and garden, farm and more. I was extremely fortunate to learn all the ins and outs of retail from some of the best in the business and shaped a career focused on retail growth in both brick and mortar stores and online.
Right before the pandemic, I decided it was a good time for a change and saw the Ren’s Pets position on LinkedIn. I knew I wanted to stay in retail and from experience I knew how much growth potential the pet category had. And funny enough, Ren’s started just like TSC—as a single Canadian farm and feed store. When interviewing, what sold me on the company was that they were in the midst of a big growth plan for their stores but had an entrepreneurial spirit to invest in online as well. Ren’s core values also centered around the well-being of their people and the premise that every pet should live a happy, healthy life. I’ve now been with the company for three and a half years overseeing marketing, e-commerce and
“The industry is a really good fit for my personality. If you know me, I have boundless energy, enthusiasm, positivity and optimism. I find pet customers are often the same so I connect with the customer segments really well. Everyone loves their pets, and that joy translates into what a pet customer wants from their experience with a retailer—the marketing strategies, in-store experience, online customer journey and more. The industry is also very current and innovative, whether it be in product technology, the formulas in food or how customers want to be marketed to. Take a walk down the aisles in our stores; the vibrant, clever pet food packaging speaks to how advanced the pet category is. I consider myself very forward-thinking and like to be industry-leading, which the pet category supports well. And of course, one of the things I enjoy most about working in pet is seeing all of the pictures of cute dogs and cats people show me when they learn I work for Ren’s!”
— Larissa Wasyliw, VP of e-Commerce and Marketing, Ren's Pets
customer and loyalty. Professionally, what makes the industry a good fit for you? What do you enjoy the most about working in pet?
The industry is a really good fit for my personality. If you know me, I have boundless energy, enthusiasm, positivity and optimism. I find pet customers are often the same so I connect with the customer segments really well. Everyone loves their pets and that joy translates into what a pet customer wants from their experience with a retailer— the marketing strategies, in-store experience, online customer journey and more.
The industry is also very current and innovative, whether it be in product technology, the formulas in food, or how customers want to be marketed to. Take a walk down the aisles in our stores—the vibrant, clever pet food packaging speaks to how advanced the pet industry is. I consider myself very forward-thinking and like to be industry-leading, which the pet category supports well.
And of course, one of the things I enjoy most about working in pet is seeing all of the pictures of cute dogs and cats people show me when they learn I work for Ren’s!
At this point in your career, what
are your professional goals and what opportunities are there in the industry to help you achieve them?
At this stage of my career, my professional goals are centered around two things: being a strong impactful leader and being able to innovate. A big difference I’ve found in the industry is that it is extremely favorable to the career success of women. It empowers women. At Ren’s, the majority of our organization is female. This allows for driven, passionate, retail professionals that have a desire to lead to pursue top positions in our field. I’m really excited to continue to grow in the industry as a leader, developing strategy and being able to make a strong impact on the organization along with my areas of expertise. Secondly, being able to innovate is important to me professionally. I like to create, build and grow initiatives and businesses. Pet has an extremely strong brick and mortar history but still has a lot of runway with digital. I’d say it’s still at the beginning of its journey. How do you take a customer that loves shopping in store with their pets and recreate the same magical, bonding experience online? There is so much promise in the evolution of pet in e-commerce and the digital space. That challenge excites me as well.
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During your career, what accomplishments have you been most proud of?
Anything that I’ve started from scratch! Back at TSC Stores/Peavey Mart, this included building the e-commerce business, national flyer program and loyalty club from the ground up. Here at Ren’s, that includes opening 30 stores, implementing our new loyalty platform, introducing digital advertising, significantly strengthening the online business and starting the Pet Approved program—where we give pet parents products to test with their pets and collect reviews. I love starting with an idea, strategizing, creating and then executing an initiative into a successful retail program!
How does pet differentiate from the other industries you’ve worked in?
Pet truly is a special, unique business because of the value of pets to people. They are part of the family and are treated that way. Pet owners want only the best for their furry friends, from the food and treats they eat to the toys they play with, or the apparel they wear. I find this differentiates the industry from other categories of retail, because these pet customers are even more concerned with quality and giving their pets the best. This is also an industry where customers like the human connection, of being able to come into a store and chat with team members about what they are going to buy. What is the role of the pet specialty channel in supporting the growth and evolution of the industry?
I view pet specialty as leading the way for premium brands to shine. It is the channel for the top food brands to place their products, given the high-quality ingredients and attention to nutrition. It’s where new, innovative product categories can be introduced and successfully grow, like gently cooked or raw frozen food. It’s also where customers know they can go to get the best of the best for their pet. Pet specialty will continue to play a key role in the evolution of the industry, as pets continue to be humanized and brands introduce premium products.
Given the highly competitive nature
of the pet retail channel, what is Ren’s Pets’ strategy to stand out from the crowd?
Everything we do at Ren’s, centers around ‘for your Pet’s Best Life.’ We have the widest assortment of premium brands in pet retail. When you shop with us, you can be confident that you are buying only top quality pet food, treats and toys.
We also listen to our customers. Surveying is one of my favorite tactics, to get feedback direct from the people shopping in our stores or online. It’s a great way to find out what customers like, don’t like and would support in the future. I love reading through answers when we ask, ‘Is there anything we could do to make you happier?” and seeing what our customers say. What are the top challenges pet owners are facing and how are retailers like Ren’s Pets supporting these pet owners?
There are two top challenges I see that pet owners seem to be facing right now. The first is no surprise; it’s the economy in general. Everyone is watching their pocketbooks and what they are spending. All shoppers are being a little bit more discerning than usual with their purchases but pet owners are still committed to giving their pets the best. We have a price match guarantee on the products we sell, so we are able to ensure our customers are getting fair pricing on pet food, treats, toys and supplies they buy from Ren’s.
Secondly, as we transition out of the pandemic era, a lot of pet owners have a new schedule that they and their pets need to adjust to. So pet owners need to find ways to occupy their pets when they aren’t home, with stimulating toys or technology. They also are taking their pets out with them more, so carriers, vehicle barriers and apparel are more important to keep pets safe. By having the right premium products in our stores, Ren’s is able to cater to the needs of pet owners in these situations. How would you describe the current state of the industry? What are the top two to three challenges and/or opportunities retailers are currently facing?
The industry is in a good place right
now. It’s a stable, non-seasonable category that has innovation and growth. I’m continually amazed about how pet food companies are transforming their product lines, continuing to improve the health and nutrition in their food. The rise of raw frozen, gently cooked and dehydrated is strong. We also have exclusive brands like Canadian-made Vetdiet that customers are gravitating towards due to the super premium ingredients.
The biggest challenge that pet retailers have right now is competition for customers. The marketplace truly is global. A lot of retailers have seen the success of pet and have added it to their categories to sell. This includes grocery stores, along with online mass retailers. With high availability for pet supplies, it makes it even more important for pet retailers to ensure their product selections cater to what their customers are looking for.
When I think about opportunities that pet retailers have, it’s all about the pets. Pet ownership has never been higher and pets never more valued. We need to stay pet obsessed and continue to focus in on what pets need to thrive. What are some of frequent questions or topics of conversation Ren’s Pets associates are fielding from pet owners in-store this year? How do store associates then devise a strategy to help them become more responsible and knowledgeable pet owners?
There are two main topics of conversation our Ren’s team members are having with customers. A lot of customers come into our stores and describe their pets, hoping we can help them find the right food for them. Pet owners often notice the pet has particular tastes, has ailments that they want to address, or they just want to feed their pets as well as they eat. They look to our knowledgeable Ren’s team members to provide advice. We’re happy to provide our customers with top premium options to feed their pets. Pet owners are really invested in the ingredients in their pet food, where it was made and if there are formulas to support their pet over its lifecycle.
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From Icelandic sh toppers to silky smooth pâtés, speak to your Open Farm Sales Representative to learn more about our wet food!
“Right before the pandemic, I decided it was a good time for a change and saw the Ren’s Pets position on LinkedIn. I wanted to stay in retail, and from experience I knew how much growth potential the pet category had. And funny enough, Ren’s started just like TSC as a single Canadian farm and feed store. When interviewing, what sold me on the company was that they were in the midst of a big growth plan for their stores but had an entrepreneurial spirit to invest in online as well. Ren’s core values also centered around the well-being of their people and the premise that every pet should live a happy, healthy life.”
— Larissa Wasyliw, VP of e-Commerce and Marketing, Ren's Pets
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Secondly, we are still getting a lot of first-time pet owners in our stores, or people who are getting a puppy or kitten for the first time. They need help with everything from food to training to containment and more. Our vendor partners do an excellent job providing our team members with product in-
“There are two key things I think we do at Ren’s really well. First, we stay true to our brand. We are all about dog and cat and having a wide selection of only the best pet food, treats and toys. We celebrate being Canadian. We love and participate in the communities where are stores are located. Secondly, we continue to innovate and grow. We know it’s important to continue to look at locations for new stores, expand our website offerings, offer more channel options, grow assortment and listen to our customers for what they need.”
— Larissa Wasyliw, VP of e-Commerce and Marketing, Ren's Pets
formation and we have Ren’s University where team members can review specific information as well. What are some of the initiatives Ren’s Pets has been working on to support pet owners, whether it’s keeping shelves consistently stocked or incorporating apps and e-commerce into their shopping experience?
Ren’s has really solidified our position as an omnichannel retailer. We’re highly invested in ensuring our cus-
tomers can shop the way they want to shop. Traditionally, a pet owner prefers to come in store with their pet and let them choose a new treat or toy while picking up some pet food. Especially through the pandemic, we wanted to be able to support pet owners. At Ren’s, our customers have the option to shop in store, order online for pick up in store, ship to home from our website and also use same day delivery to home powered by DoorDash. We have a really popular autoship program that provides conve-
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To see the power of people and dogs together, just look to Dog Chow ® Service Dog Salute
The causal initiative connects to Purina’s past, as well as its mission today.By Joe Toscano, Vice President, Trade & Industry Development at Purina
Pets and people are better together. That truth is our north star here at Purina. And that star has provided a simple but bright and clear guide as we’ve embraced and championed causes that are true to our mission. That includes the Dog Chow Service Dog Salute Program – where these remarkable dogs are more than pets, but heroes themselves.
Supporting U.S. troops isn’t new to Dog Chow. In fact, it goes back to Dog Chow’s creation, as a nod to the “chow lines” that sustained American service members during World War I. But what was once a part of our heritage became part of our mission in 2018. The power of animals is rarely more apparent than when you see the profound impact of a service dog on a person in need. And there are approximately 3.6 million military veterans in need suffering from post-traumatic stress disorder (PTSD) that may benefit from the lifesaving impacts of a service dog. Yes, lifesaving. PTSD service dogs have demonstrated the ability to reduce the severity of PTSD symptoms and suicidal behaviors. That is why it is particularly heartbreaking to learn that just 1% of those in need who seek a service dog receive one each year. The cost and time it takes to train each service dog –approximately two years and $20,000$50,000 – has put many of them out of reach to veterans in need.
We want to change that. Dog Chow has donated more than $1.2 million to service dog organizations since the inception of Service Dog Salute. These dollars support the very specialized training required for PTSD service dogs.
From recognizing and performing up to 20 tasks that range from reducing panic attacks to alerting veterans of potential triggers, and so much more, these service dogs have very important differences from emotional support, therapy or companion animals.
PTSD service dogs are remarkable and rare. And our sincere hope is to increase awareness of the need while also celebrating the tremendous impact these service dogs and their veterans make. As a retailer, you can help us do that. Service Dog Salute is highlighted on every bag of Dog Chow Complete that arrives to retail stores, but you can also contact your Purina sales rep to learn more about special Service Dog Salute in-store signage, social and digital assets, additional merchandise and more to drive attention for the program.
And at Purina, we want to extend awareness beyond the shelves. Even into the theater! This year, Dog Chow is introducing an all-new Service Dog Salute category in the New York Dog Film Festival which invites filmmakers to explore the unique ways PTSD service dogs transform the lives of the military veterans they serve. If you or someone you know is a visual storyteller, visit www.DogChow.com/ filmfestival to learn more. And if you are simply just a fan, stay tuned to that same website this fall to find out how you can see and share the winning film. There are multiple ways to get involved. Our hope is that you find at least one. Because it is with your support that we can advance our mission and bring more veterans and PTSD service dogs together.
nience for busy pet owners as well.
We also work hard to build a good loyalty program for our customers. Ren’s Rewards continues to be a favorite for our shoppers, as they can earn points on every purchase plus get a free treat for their pet on their birthday. We also introduced a VIP tier, where customers who spend $1,000 with us in a year receive extra benefits like points events. This brings great value to our customers as they shop with us. How important is it now for a pet retail store to offer services like grooming, boarding and veterinary?
Ren’s takes an approach that our groomers, boarders, vets and other pet professionals are our partners. We sell top quality products that they can use in their businesses [while] caring for pets, instead of competing with them for ser-
“I view pet specialty as leading the way for premium brands to shine. It is the channel for the top food brands to place their products, given the high-quality ingredients and attention to nutrition. It’s where new, innovative product categories can be introduced and successfully grow, like gently cooked or raw frozen food. It’s also where customers know they can go to get the best of the best for their pet. Pet specialty will continue to play a key role in the evolution of the industry, as pets continue to be humanized and brands introduce premium products.” — Larissa Wasyliw, VP of e-Commerce and Marketing, Ren's Pets
vices. We find this is a great way to build a community of businesses that have a common goal of serving pets and we often refer customers to one another. As a retailer, what would you like for pet owners and supplier partners to better understand about the hurdles retailers have been and are currently addressing?
At the end of the day, pet retailers, supplier partners and pet owners all want the same thing: what’s best for our pets. It seems we’ve gotten through the inventory issues some supplier partners were having that impacted the choices pet owners had with their pets, in particular food. Now I think it’s important we all start to align on cost and pricing.
What do you attribute to Ren’s Pets’ continued success? What are some key values and features of Ren’s Pets that make you a leader in the pet specialty space?
There are two key things I think we do at Ren’s really well. First, we stay true to our brand. We are all about dog and cat and having a wide selection of only the best pet food, treats and toys. We celebrate being Canadian. We love and participate in the communities where are stores are located. Secondly, we continue to innovate and grow. We know it’s important to continue to look at locations for new stores, expand our website offerings, offer more channel options, grow assortment and listen to our customers for what they need. What are your goals and priorities for Ren’s Pets during 2024? Our goal this year is simple: to be there for your Pet’s Best Life. We want to support our customers with only the best pet food, treats and toys so their pets live happy, healthy lives.
DR.ELSEY'S. • cleanprotem'"
Pine is a sustainable litter option that is environmentally friendly with fast absorption for long-lasting odor control.
Ultra+ is our longest lasting litter with extended odor control and premium performance.
Homestyle Pouches are a first-to-market cat food option featuring an all-meat recipe with no added water or fillers.
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: 3,300+ buying companies 1,100+ exhibitors
10,000 buyers—the most in
Largest Industry Show Floor
300,000 square footage