April 2023 Pet Insight

April 2023

Another successful show in the books

Exhibitors bring to light what they were excited to showcase in Orlando, and how retailers can stay on top of trends and innovation from the show.

Special Report

PetSmart

Operating approximately 1,660 pet stores in the United States, Canada and Puerto Rico, along with more than 200 in-store PetSmart PetsHotel dog and cat boarding facilities, PetSmart holds the mantle as the largest pet retailer—by store count—in the country. Company leaders have attributed its success and longevity to its focus on serving pet parents and solving their problems. In addition to carrying a wide range of pet food and assorted accessories, PetSmart’s problem-solving offerings include services like dog training, pet grooming, PetSmart Doggie Day Camp and pet adoption. In 2023, products and services continue to evolve as the company meticulously tracks what today’s pet parents need to best care for their pets, which include improvements in convenience, novel partnerships that support the humanization of pets and proprietary brand expansions.

“We remain focused on our key strategies which serve our customers and solve their problems to ensure continued success in this highly competitive market,” said Kristin Shane, Senior Vice President and Chief Merchandising Officer, earlier this year. “One key piece of our strategy is our focus on our proprietary brands, products that are only available in PetSmart stores or online. Our proprietary brands provide value for our customers and are one way we’re able to offer differentiation and fill gaps we see in the market. Proprietary brands give us ample room to innovate and play so we can best meet the needs and exceed the expectations of pet parents. With a mix of new and mature names in our collection of proprietary brands, we have 10 with more than $100 million in annualized revenue each and continue to grow additional brands.”

Proprietary Brands

Accordingly in March, PetSmart announced an expansion in its outdoor adventure brand, the Arcadia Trail collection, to feature new apparel items made from recycled materials along with a solution for mobility-challenged pets: the collapsible Pet Wagon dog carrier.

“Exploring the outdoors is an experience that brings pets and people closer

together,” said Shane. “Available only at PetSmart, our Arcadia Trail collection features gear and apparel to get you and your dog outside, so you can make lifelong memories together. And since many of our apparel items are made with 100 percent recycled material, you can explore the planet, while being kind to it, too.”

In addition to apparel like pet bandanas, dog t-shirts and hoodies and dog caps, the Arcadia Trail line also features assorted gear like harnesses and leashes, toys and travel accessories such as seat covers, booster seats and collapsible bowls.

Novel Partnerships

While Arcadia Trail is a PetSmart proprietary brand, the company has also embarked on several partnerships that keep its product offerings and services fresh and in the spotlight.

“We’ve challenged ourselves in the decor space through a partnership with nationally renowned designers Nate Berkus and Jeremiah Brent, who helped us develop a first of its kind collection for specialty pets that is both functional and aesthetically beautiful,” Shane said.

In January, PetSmart also announced a PetSmart Fisher-Price Pets toy collection. Beloved children’s toys like the Rock-a-Stack ring toy, Xylophone and Pull Along Rocket have been reworked to support puppy development.

“Pet parents will do anything for their pets, and we are increasingly providing them with more humanized products and services. This one-of-a-kind collection is giving them the chance to be the very best dog mom or dad,” said Shane. “This new and exciting partnership provides a nostalgic and fun way for pet parents to engage with their pets through toys reminiscent of the ones they grew up playing with and loving.”

Outside of products, PetSmart in Canada has also teamed up with Instacart to offer same-day delivery of pet food, toys, accessories and items across more than 150 PetSmart stores in Canada. The service also covers large items like dog crates, cat towers and aquariums as PetSmart is leveraging Instacart’s Big & Bulky fulfillment solution.

“Pet parents continue to seek conve-

nience and more digital shopping options, and we look to meet them with a seamless and enjoyable experience,” said Cherise Ordlock, Senior Vice President of Digital at PetSmart. “Our partnership with Instacart is a testament to our commitment to meeting our customers where they are and giving them more ways to shop with us.”

“As the pet industry continues to surge in growth, customers are increasingly seeking efficient and seamless solutions to meet their beloved pets’ needs,” said Blake Wallace, Senior Director of Retail Partnerships at Instacart. “That’s why we’re thrilled to partner with PetSmart and offer their vast selection of pet essentials for delivery across Canada. Their customers can now conveniently access the products they need to care for their pets, with just a few clicks, making pet companionship an even more rewarding experience.”

US PetSmart stores also offer a sameday delivery option which is supported by DoorDash in a partnership that was first forged in 2021.

Fostering Engagement

In 2022, noting the increasing strain on the veterinary care system, PetSmart launched PetSmart Veterinary Services (PVS), an independent business ownership model that allows veterinarians to open their own franchised practice inside a PetSmart store. Its first hospital opened in 2022 in Peoria, AZ.

“Since announcing PVS, we have received a tremendous response from veterinarians across the country expressing interest in becoming business owners and excitement for the opportunity to begin building their own practice,” said John Bork, Senior Vice President of Vet Health Services at PetSmart. “Opening this first hospital location brings great momentum to the future of PVS and the continued support of veterinarian professionals who we know will do anything for pets through their expertise and diligent care.”

Through PVS, veterinarians open their own franchised practice, making it possible to operate an independent business at the fraction of the cost of

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Special Report: PetSmart

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starting a new practice on their own. PVS performs the build-out for each of the hospitals and provides some of the cutting-edge veterinary equipment necessary for the operation of the hospital. In addition, each owner receives administrative support from PVS’s experienced team of dedicated industry experts. To ensure the highest standard of care, every PVS hospital also maintains American Animal Hospital Association (AAHA) accreditation, giving the hospitals a competitive edge and pet parents more confidence in the care provided to their beloved pet.

“PetSmart Veterinary Services is all about putting veterinary hospital ownership back in the hands of veterinarians,” said Dr. Jaime Klimsey Pickett, DVM and owner of the Peoria location. “Since I began practicing veterinary medicine, I have seen the difference in the care provided to pets and the happiness and fulfillment of the veterinarians themselves when they are in control of their own business. This independent ownership model empowers doctors to continue to do what they love while supporting their own career and personal development. It is a win-win for veterinarians across the country.”

PVS is a point of focus in PetSmart’s first corporate social responsibility (CSR) report, “A World Through Their Eyes,” released in March (PetSmartCorporate.com/CSR). Recognizing the opportunity to take a greater role in setting the standard around key issues, PetSmart formalized CSR as a cross-functional discipline to document the impactful work already happening, while identifying new opportunities to drive meaningful business and societal change.

“This report captures the important progress we’ve made and sets the foundation for continued industry leadership across our commitments to our people, the pets in our care, the planet and the communities we serve,” said J.K. Symancyk, President and CEO of PetSmart. “I’m proud that our priorities reflect the thoughts, beliefs and passions of our more than 50,000 associates who are at the heart of everything we do.”

The report focuses on three key pri-

ority areas: Healthy & Happy Pets, Empowered People and Responsible Stewards. Examples of initiatives outlined include investing 1.5 million hours of training for associates in pet care positions who are responsible for caring for 9.4 million pets across PetSmart’s stores, salons, Doggie Day Camps and PetsHotels; investing nearly $50 million in spending with diverse suppliers including minority and women-owned businesses; and consistently reducing energy use through the last five years, despite opening new stores, including four LEED certified PetSmart stores in the US and Canada.

“From my very first day, I’ve been struck by PetSmart’s unique culture of people who are passionately devoted to pets, deeply committed to operating responsibly, and innovating across a broad range of CSR areas,” said Joanne Dwyer, VP of Corporate Social Responsibility and Sustainability who joined PetSmart last year to guide the company’s CSR strategy. “Our daily work combines a deep love for pets and a desire to leave our world a better place. Our first CSR report establishes an important baseline to measure and report on our progress in the years to come.”

Meanwhile, PetSmart has been targeting its Happy & Healthy Pets priority with delightful initiatives such as its call-out in January for the first-ever dog and cat “Chief Toy Testers” ambassadors, funding their human companions with $10,000 each in compensation.

“We are recruiting two playful and eager team members to bring into our PetSmart pack as the first-ever Chief Toy Testers,” said Will Smith, Senior Vice President and Chief Marketing Officer at PetSmart. “The new Chief Toy Tester roles will help us better connect with and serve our four-legged (or less!) cat and dog customers in exciting ways. These c-suite pets will let pet parents know they are getting the best triedand-true products for their beloved furry family members.”

The Chief Toy Testers would participate in PetSmart product unboxings as well as appear at PetSmart events as a celebrity VIP throughout their one year in the role. As connoisseurs of the latest and greatest pet commodities, the cat and dog Chief Toy Testers will ensure

new toys and treats are assessed with the utmost consideration while also managing their pet parents as they post their pet’s official product findings to social media platforms.

The company promises to unveil its official testers by the end of April.

Rewarding Loyalty

Every day, PetSmart’s free Treats Rewards program allows customers to receive points for each dollar spent in store, online and on pet services that can be redeemed for discounts on any product or service. The program also offers exclusive, member-only deals and discounts, free shipping on select orders over $49 and more.

“We work hard to build connection and trust with our customers and these relationships are what keep pet parents with us, even as we all take on the macroeconomic challenges facing retail,” Shane said. “One great example of this is our Treats loyalty program. We continue to learn from our customer data and analytics to provide more personalized and targeted offerings to engage this active customer set and are seeing great results. The value of our program goes beyond sales incentives as Treats members truly get more. We are testing new ways to drive sales through early member access to new collections and products, as well as allowing members to donate their Treats points to PetSmart Charities to support pets in need.”

In celebration of the Treats Rewards program, PetSmart in April is hosting its first-ever Treats Members Month to reward loyal pets and pet parents. Every week, members receive new offers for their pets, be able to earn bonus points on dozens of items, have the opportunity to enter the Treats Super Giveaway for a chance to win 1 million Treats points along with other perks.

“Pet parents give so much to their pets, and we want to ensure Treats members feel the love, too,” said Smith. “All year we reward and engage our most loyal customers through early access to exciting launches, events and deals, but Treats Members Month is our biggest celebration of pets and pet parents ever. It’s an important moment for us to connect with and deliver value to pet parents, living up to our ‘Anything for Pets’ promise.”

Market Focus

San Diego

The enticing climate that allows for year-round enjoyment of scenic coastlines and nature trails, along with the relative wealth and education of San Diego area residents, creates a welcoming environment for pet lovers—and the pet retail industry by extension— to call the region home. This growing number of pet owners coupled with their desires for premium quality and ethically sourced and made pet foods and supplies fosters an appreciation for locally owned and operated pet retailers who strive to become one with their community through stellar and memorable customer service. While Petco does call San Diego home, there are 125 pet specialty store locations in the region representing 63 different company brands. The diversity in choice for local and visiting pet owners makes the San Diego metro area a stand-out marketplace for pet retail.

Key Retailers

phy which it launched in 2021 as a means to help guide the marketing of its many products and services, built on the tenets of physical, mental, social, home and accessible health. Petco’s charitable arm Petco Love (formerly the Petco Foundation) continues to partner with local animal welfare organizations and shelters to promote and support pet adoptions.

The company has also continued to diversify its product offerings with an eye toward sustainability and made a public commitment to increase its assortment of sustainable pet products by 50 percent by the end of 2025.

Kahoots Pet Store calls Ramona, CA—located southeast from the San Diego Zoo Safari Park—home, though its 21 locations (seven are designated as dual feed and pet stores) span a large swath of South-

Key San Diego Area Retailers Listed by Store Count

• Petco 1,500 locations

• Kahoots Pet Store

21 locations

• Dirty Dogs & Meow

5 locations

• IB Pet 3 locations

• Pet Luv Mart 1 location

• South Bark Dog Wash

1 location

imal care. Kahoots stores today remain focused on the needs of animals and their humans, providing high-quality products and supported by well-educated staff who offer a warm and open shopping experience. Various stores offer additional services like dog training, vaccines and teeth cleaning. The company also offers online shopping and delivery services.

In 2003, Kahoots launched its own premium dog food and has continued to manufacture food, supplies, toys, treats, wellness and care products for various animals. In 2017, Kahoots launched its own freeze-dried food and treats line for dogs.

Petco has grown to more than 1,500 locations in the US, Mexico and Puerto Rico since its founding in 1965 as a mail-order veterinary supplies business based in San Diego. The company remains headquartered here and continues to foster a growing network of in-store veterinary hospitals, complemented by its “Whole Health” philoso-

ern California. Presently, a 22nd location is under construction in San Tan Valley.

Kahoots was founded in the 80s by Mike Bittinger and Ethan Tunnell who first drove door-to-door selling only one product: hay. The partners opened their first storefront in 1990 that carried an assortment of products for an-

Dirty Dogs & Meow operates five locations in the San Diego metro area, providing healthy and nutritional foods, cage-free grooming, self-service washing facilities and accessory products, all supported by a knowledgeable staff readily available to help guide and advise consumers. Franchise opportunities are also available.

The company is a family-owned and operated business that started after the Btesh family’s youngest son, Joel, had trouble finding premium quality dog food and enjoyable dog washing facil-

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Market Focus: San Diego

ities for the family’s dogs. The family conceptualized the idea of Dirty Dogs & Meow as a place that provided premium services and foods as well as a place where people could educate themselves about their pets and have positive experiences with them.

Dirty Dogs & Meow’s pet grooming team consists of handpicked dog and cat stylists, each capable of giving quality pet haircuts while keeping the cage-free environment comfortable for the animals’ enjoyment. The retailer also provides a self-service dog wash U-Do-It Scrub for consumers looking to bathe their animals themselves.

There are three IB Pet locations in the San Diego metro area: Imperial Beach, Chula Vista and La Mesa. Supporting pet parents with the latest information on proper nutrition, care and maintaining an overall healthy lifestyle for their pets, IB Pet offers select canine, feline and small animal pet foods including a large selection of raw diets.

“We specialize in biologically appropriate diets for dogs and cats,” IB Pet Owner Lori Smith said on the company website. “If your pet has allergies or any type of special dietary need, we can help! Our knowledgeable staff and excellent resources will help you get your pet on the diet it needs to thrive!”

Market Diversity

Pet retailers in the San Diego area describe their clientele as generally more

affluent, but in fact, there is a wide range of household incomes in the metro area’s many towns and neighborhoods. As an example, both Carlsbad, CA and El Cajon, CA host just five pet stores each within city limits but the median household income in the former is greater than $119,000 while just over $58,000 in the latter.

Pet Luv Mart is a single store pet retailer located in National City, sandwiched between San Diego to the north and Chula Vista to the south. The median household income of residents in these two towns hovers around $90,000. Owner Cosette Oropeza said the area’s pet-friendly culture that values supporting local is just one of the

reasons that make the market a unique place to do business.

“This means that many businesses, including restaurants, hotels and parks, are welcoming to pets and their owners,” she said. “As a result, there is a high demand for pet services and products in the area. San Diegans are customers that know what they are doing in terms of food and quality. Another key aspect that I adore about this market is they like to buy locally. They support their local brands, families and products. They like to give the absolute best to their dogs. Usually, they don’t like fancy or [on the other end of the spectrum] inexpensive brands; they like their made-in-California or locally owned handmade brands. Usually, they look for fresh, quality, clean eating, and ancient grain food.”

Oropeza references an American Veterinary Medical Association estimate that 56 percent of households in the San Diego metropolitan area have a pet.

“This means that there is a significant customer base for pet service providers and retailers,” she said.

Higher income levels also create an environment where shoppers are more willing to pay for services.

“San Diego is a relatively affluent area, with a median household income of over $80,000,” Oropeza said. “This means that pet owners in the area have more disposable income to

spend on their pets, which can include services like grooming, boarding and training.”

Bonding with Pets

Locals’ affinity for the outdoors and for incorporating technology into all facets of their lifestyles similarly makes doing business in San Diego a positive experience, she said.

“San Diego’s warm climate and abundance of outdoor activities make it an ideal place for pet owners. Many people in the area enjoy taking their pets on hikes, to the beach and to local parks. As a result, there is a high demand for products and services that cater to this lifestyle, such as leashes, harnesses and outdoor gear.”

Market Focus: San Diego

to sunny weather that I think people think they will melt!”

Oropeza shared, “The flow of customers and inflation have hit San Diego very hard. Gas, electricity and rent are huge factors.”

While most pet owners don’t stop buying good quality food, Oropeza said she’s noted a decrease in spending. “Last year we [at] retail experienced a

South Bark’s efforts to become one with their community—something many pet retailers in the San Diego area strive to do.

“We offer great products, service and customer service,” Vella said. “I am also not afraid to pivot and try new services and products. I have been open 22 years and am proud of what we do for the San Diego pet community. Our clients’ pets are their children. They come to South Bark to be a part of a community. We have some clients and their companions that visit us every day.”

“Building community and love for each of our customers’ pets. Think ahead on what to bring for each client. We are their family. Our shop is an extension of their house and they found in us a family friend. We see their kids grow, get married, people dying, sick, dogs passing, etc. We are always there. We cry with them, and we laugh. Sometimes we are afraid of the market swings and the bad or good days. That is what set us apart. We provide services that help them solve a lot of the simple problems they have with their pets. Finally, we nurture their tummies and their souls. It is the best market. I have learned and educated myself to bring the best to the best. Makes us competitive, knowledgeable and conscious of our health and earth. Makes us better people and pet owners.”

Even in the busy city scape of downtown San Diego, parks are ample, according to Lisa Vella, Co-owner of South Bark Dog Wash located in the South Park neighborhood east of Balboa Park. “Dog parks are everywhere,” she said. “The great weather gets people and their pets outside more. A lot of companies allow staff to bring their dogs.”

With technology, said Oropeza, “San Diego has a highly educated and tech-savvy population, which means that many pet owners in the area are likely to be interested in using technology to manage their pets’ needs. This can include online ordering and scheduling, as well as mobile apps that allow pet owners to track their pets’ activity levels and health. Pet services providers and retailers that offer these types of services may have a competitive advantage in the San Diego market,” she said.

Operating in such a dynamic, in-demand area also brings about its share of challenges—sometimes because of the weather. “If the weather is not sunny and instead raining, people do not go out as much,” said Vella. “We are so used

— Cosette Oropeza, Pet Luv Mart

decrease in pet supplies [demand],” she said. “Our food is still in demand, we are essential! They also seek the best quality, so they are on the look [out] for the next trend: clean, sustainable, probiotics, prebiotics, vitamins and high levels of protein, they look for human-grade now.”

National City’s proximity to San Diego helps draw a fair share of tourists to Pet Luv Mart, and their preferences for pet food is noteworthy.

“Some visitors are not used to our brands and our natural treats,” Oropeza said. “Although we have visitors from all over the world, Canada and Europe usually look for similar food, although they prefer raw food. I love having small bags and travel-on-the-go bowls. Everything you need to travel abroad.”

For Vella, “South Bark is in a neighborhood,” she said. “We reach out to vacation rentals and long term rentals. We have many ‘vacation regulars.’ We also have a South Park Business Group that does marketing for all the businesses in the neighborhood.”

Locals and visitors respond well to

Similarly, Oropeza said top-notch customer service with a foundational objective of building community is what has helped Pet Luv Mart thrive.

“Building community and love for each of our customers’ pets,” she said. “Think ahead on what to bring for each client. We are their family. Our shop is an extension of their house and they found in us a family friend. We see their kids grow, get married, people dying, sick, dogs passing, etc. We are always there. We cry with them, and we laugh. Sometimes we are afraid of the market swings and the bad or good days. That is what set us apart. We provide services that help them solve a lot of the simple problems they have with their pets. Finally, we nurture their tummies and their souls.”

Operating in the San Diego metro area has also helped Oropeza become a better expert at helping her customers.

“It is the best market,” she said. “I have learned and educated myself to bring the best to the best. Makes us competitive, knowledgeable and conscious of our health and earth. Makes us better people and pet owners.”

Special Report

Convenience in Pet

As the last few years have shown, consumers love convenience. Countless meal delivery companies that have sprouted since the onset of the pandemic illustrate many people’s consent to paying more for a meal if we don’t have to leave our doors to enjoy it. That appreciation for convenience has also translated seamlessly into how consumers shop for their pets. While the focus on convenience in pet has centered around online functionality, industry leaders maintain there is still great value in supporting pet owners who choose to shop in their local brickand-mortar stores in helping them make their trips as efficient and fruitful as possible.

One way pet CBD and supplement brand Austin and Kat supports shoppers in considering their pets’ needs when they go to a pet store is by providing trial sizes of its more popular products, which also helps its retail partners bolster their incremental sales via impulse buys. “A lot of manufacturers have had to consider: how can you get right in front of the customer as they’re leaving the store or if they’re not familiar with a product,” said Founder Kat Donatello. “So, we developed, we call them travel packs, but it would be like a small sample-sized product that allows the consumer to not have to spend $45 or $60 on a product, and they can try it. A lot of times they’re eager to try CBD but maybe they’re not sure if their dog or cat is going to find the product palatable. So, we developed three of our top sellers into products that were under $10. It’s an opportunity to buy and try.”

In addition to encouraging trial and supporting return purchases, Austin and Kat has also been fastidious about ensuring its packaging information can not only grab attention in the aisles but can provide comprehensive information for the pet owner who these days may sometimes have trouble flagging down a sales associate at their local store. “That’s one of the messages we’ve always prided ourselves in because right now, stores are limited with the number of employees they’re able to get,” Donatello said. “A lot of times it’s owners running their stores by themselves, and

for us our packaging messaging needs to be very clear and very easy to read for consumers. Manufacturers really need to consider how their messaging reads on packaging so it is easy for the consumer, and you’re not solely relying on staff.”

Loving Pets has continued to understand the need for clear information. “Since the human pet parent is making the purchasing decision, retailers want to offer a variety of solutions that their customers can easily relate to and understand the ingredients and benefits,” said Founder Eric Abbey. “Eye catching packaging to clearly call out what’s ‘in’ and sometimes what’s ‘out’ is an education tool to not be forgotten. Loving Pets, for instance, uses easy to understand icons such as Grain-Free, Gluten-Free, etc. so pet parents can easily identify the benefits or confirmation of the absence of allergens they may be looking to avoid.”

Sometimes it’s all about an eye-catching display. “At Woof Gang, we pride ourselves on being the best place for treats and our customers love the convenience of finding their furry friend’s favorite treats in our stores,” said CEO Richard Acevedo. “We have such a diverse range of treats, between our proprietary Woof Gang treats and the highest quality treats and chews brands, our treats portfolio is unique and easily accessible to our customers. Our special Treats Table and pink buckets make shopping for treats an easy and exciting experience in our stores.”

Supplementing its partnerships with retailers, Austin and Kat also has provided a direct-to-consumer online shop. “There’s a lot of reasons why I have a direct-to-consumer website,” she said. “One of the main reasons is not everyone has access to an independent pet store to purchase products. Not every pet store in the US carries Austin and Kat. You may live in remote Montana and the closest store is two hours away, so you need to have the ease of being able to have the website. Another reason is there are consumers who are going to only purchase online. There is an entire generation who only use their computers to purchase things. That’s

how they research and learn and then it just becomes second nature to them.”

For shoppers like this who’ve become accustomed to ordering restaurant food for delivery from the convenience of their own homes, they can also now do so for their pets. Petco and Freshpet in March announced a new endeavor to provide customized fresh pet food delivered straight to pet parents’ doors. Called Freshpet Customer Meals, these meals are crafted for optimal nutrition by veterinary nutritionists for dogs and are the result of increasing consumer interest in direct-to-doorstep fresh, personalized pet meal plans. “This exclusive, customized home-delivered product is a breakthrough in the way pet parents can provide their pets with the very best nutrition,” said Amy College, Petco’s CMO. “We’re thrilled to partner with Freshpet, the leader in fresh pet food, to bring Freshpet Custom Meals to life through our differentiated, seamless omnichannel ecosystem, as part of our ongoing commitment to pets’ high-quality nutrition and complete health and wellness.”

After completing a short questionnaire on their dog’s attributes, sensitivities and health goals, pet parents will receive a personalized meal plan with specific feeding guidelines based on the pet’s breed, age, body type, activity level and more.

While Petco and Freshpet are able to embark on this first-of-its-kind endeavor, most independent pet retailers don’t have the resources to provide customizable fresh pet food for delivery. Still, Donatello suggests retailers look into adopting a subscription program for its loyal shoppers. “That would make things easier for their consumers too,” she said. “If they’re doing an online program and maybe they have Astro in store, maybe they have a promo where if a customer signs up for a subscription through purchasing through that store, they can get the same benefits they get through Astro with buy a certain amount of product and then they get X free. Retailers need to get creative now when more and more consumers are spending a lot of time shopping online.”

Global Pet Expo Takeaways

Thisyear’s Global Pet Expo did not disappoint. The newfound appreciation of reuniting the pet industry each spring and congregating in person, rather than via screens which is tedious at best, continues to pulse through the industry. Exhibitors appreciated how retailers approached the show prepared and focused on conducting business compared to past years when most retailers were seemingly distracted and rushed. Both sides of the aisle expressed gratitude to the American Pet Products Association (APPA) for making the showroom floor more organized and easier to navigate with wider aisles and deliberation of how booths were grouped. With seemingly fewer retailers in attendance than years past, exhibitors noticed the traffic was measured and allowed for more quality conversations. Having conversations where everyone was present and mindful proved to be more meaningful and appreciated than having twice as many scattered dialogues with flustered and overwhelmed retailers trying to make it to their next appointment.

Constant, Dependable Leadership

“Global is proud to showcase some of the latest products, investments and innovations within the pet space,” said APPA President and CEO Peter Scott. “The APPA aims for exhibitors and retailers to leave the annual event with all the tools they need for business success in the upcoming year and a newfound appreciation for connecting with other industry professionals in person. We are thrilled to report more than 16,000 attendees across all categories of the pet industry attended this year’s show. Aligning with the theme of this year’s show—‘Everything You Need’—we hope each attendee was able to glean key learnings and takeaways to drive their business forward. From networking events to education sessions to industry-leading data, Global is where pet industry professionals come to do business, and we are confident attendees walk away from our event with a clear ROI.”

Exhibitors and retailers are doing a number of things correctly before and during the show to get the most out of their experience at Global.

“To help exhibitors and retailers

make the most out of this year’s show, APPA offered several new and unique offerings, including an Exhibitor Success & ROI Center to provide proven-effective expert guidance and resources for exhibitors to achieve their business objectives and deliver measurable, financial value,” Scott said. “First- and second-time Global exhibitors had direct access to information and presentations provided by the nation’s leading agency that specializes in optimizing exhibitor success, from trade show planning and productivity tools, to budgeting, tips on measuring ROI and more. First-time buyers were also invited to hear tips and best practices to optimize their show experience during a new First Time Buyer Orientation. We saw an impressive turnout at this event and hope these resources helped exhibitors and retailers strategically prepare for and participate in the show. Another tremendous asset available to all show attendees is the Global Learning Series. The series delivered more than 40 hours of educational content developed for retailers, distributors, exhibitors and special interest groups in the pet care community.”

APPA leadership believes the pet industry is positioned for continued growth and opportunities.

“While economic uncertainty persists, the pet industry remains strong, with consumers nationwide prioritizing pet ownership and a commitment to their pets’ health and happiness,” Scott said. In APPA’s most recent State of the Industry report released during this year’s Global, data revealed pet industry spending increased by nearly 11 percent in 2022. With 66 percent of US households owning a pet, pet ownership shows no signs of slowing down. Overall, all signs point to a continually bright future for the pet industry!”

Retailers’ Impressions

“It was a great show with a good assortment of new products debuted,” said Adreanne Tesene from Two Bostons. “It was great to catch up with vendors and meet some new ones as well! There were several new treats (expanded lines as well as completely new lines) at Global this year. We ordered several new chews from Tuesday’s that we are excited to add to our Chew Bar.

We loved to see new bacon treats added to Wild Meadow Farms. We always do well with those. We significantly expanded our Momentum line up as well. The packaging is great, and the treats are even better. A new line we are excited about is Guinne’s line of fish treats. They will merchandise well, and we are excited to offer a few new options for our customers. West Paw’s new Funnl that holds Earth Animal’s No-Hides is fantastic. I always love a good option to make chews safer and easier for dogs to hold. Tall Tails has some fun new treat dispensing toys that we are excited to bring in. We can’t wait to order Fluff & Tuff’s Christmas line this year. Ellen has done an incredible job once again!”

“Two companies that stood out and showed us something great were Petcurean—we are excited to bring in a new line of dog food that retails for under $40, and Flea Destoryer—they were awesome, and I am really looking forward to bringing their products into our stores,” said Nancy Guinn from Dog Krazy.

Even though the show has grown throughout the years, this year’s Global “was a manageable size. Walkable and not too overwhelming,” said Justine Kayne from S&S Pet Supplies. “The flow was excellent, and it felt like the booths were laid out appropriately.” As for the exhibitors which caughter her attention, “Open Farm products seem to have the ‘sustainability’ program down,” Kayne said. “Sustainability is a big topic these days. It’s been mentioned in years past, but it hitting the pet industry harder this year.”

Nancy Okun of Cats n Dog has spent 14 years watching how Global has evolved.

“It’s changed over the years—for the good,” she said. One of the highlights for Okun of attending this year was, “Watching the companies that had one booth three or four years ago and have grown to now have four booths with 10plus products,” she said.

Sally Kluzner from Bradley Caldwell, Inc. considered this year’s show a success.

“Working a show as a buyer you usually consider it a win if you can come

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away with one or two new lines or opportunities. We came away with four or five so we are extremely happy with the show,” Kluzner said. Two exhibitors which stood out to Kluzner during the show were Cookie Pals, “human grade treats for your pets. Consumers these days are concerned about what is in their pets treats and foods. This line is spot on with today’s consumer,” she said. And as for Project Hive, “A line of innovative products with a mission namely to help save the bees. Consumers want to help our planet.” Exhibitors’ Mark

“Our hope is that retailers and attendees left our booth at Global feeling excited about these new formulas, and confident in our commitment to providing high-quality, natural products for pets,” said Kat Donatello, Founder of Austin and Kat.

Global Pet Expo Takeaways:

Plus, we also host educational Zoom trainings where you can learn more about the benefits of our products and how to properly promote and sell them.”

During Global, Hong Kong City Toy informed retailers about its Best Furry Friends products, a line of pet apparel and accessories, available for immediate shipment to pet retailers.

“A curated collection designed for

food that has functional benefits, both with physical health and mental performance benefits that are designed to help all pets’ overall health and vitality throughout the span of their lives.”

“For those who couldn’t make it to our booth, we are redesigning our website to promote our most recent innovation; they may check out www.carupetfood.com for the coming updates,” Pettyan continued.

“Global Pet Expo is proud to showcase some of the latest products, investments and innovations within the pet space. The American Pet Products Association (APPA) aims for exhibitors and retailers to leave the annual event with all the tools they need for business success in the upcoming year and a newfound appreciation for connecting with other industry professionals in person. We are thrilled to report more than 16,000 attendees across all categories of the pet industry attended this year’s show. Aligning with the theme of this year’s show—’Everything You Need’—we hope each attendee was able to glean key learnings and takeaways to drive their business forward. From networking events to education sessions to industry-leading data, Global Pet Expo is where pet industry professionals come to do business, and we are confident attendees walk away from our event with a clear ROI.” — Peter Scott, president and CEO, APPA

During Global, Austin and Kat spotlighted its recent reformulation launch featuring CBDA.

“CBDA, the cannabinoid found in the raw hemp plant which is 19 times more bioavailable than CBD, has allowed us to take our products to the next level, providing a powerful and effective ingredient for our pets,” Donatello said. “We strive to be the trusted hemp brand in the industry and look forward to continuing to innovate and improve the lives of pets everywhere.”

For the retailers who were unable to visit the Austin and Kat booth, the company offers a wholesale website and portal where store owners can catch up on all things Austin and Kat.

“You can browse our latest offerings, read about our mission, and even place an order right from the comfort of your store,” she explained. “Additionally, we send out a monthly newsletter that contains all of our latest news, updates, and promotions through our distributors.

fashion, fun and functionality, Best Furry Friends features collections of everyday items and seasonal specialty items,” said Julie Jurrjens, Design Manager for Hong Kong City Toy. “Best Furry Friends is a Citypets brand, a company with nearly 30 years of pet industry experience and presence in major retailers worldwide. Its vision is to deliver quality, value and performance for pets and their families.”

“I would like retailers to have taken away after their visit to our booth that Caru is an industry-leading innovative company focused on continuous nutritional improvements by providing natural, highly nutritious foods for pets that look, smell and taste just like homemade,” said Adrian Pettyan, CEO and Founder for Caru Pet Food. “Our first innovation was to put human-grade wet pet food in a Tetra Pak box in North America. And now our most recent innovation is that we are launching in 2023 Balanced Omega Blend stews for dogs and cats. This will provide pets with not only great tasting human-grade wet food but also a wet

“Specifically, we would like those pet owners to know that our balanced omega blend diet is for all pets’ overall health and vitality and that our nutritional approach and formulations can help support immune function, healthy joints, heart and kidney health, skin and coat health and cognition all of which are some of the increasingly common issues that pet parents look for solutions to in the food that they feed their pets.”

“Our goal is for our trade show booth to inspire attendees to see how we bring to life what premium quality, freshness, innovation, and Biologically Appropriate nutrition looks like at Champion Petfoods,” said Amanda Palm, Event Supervisor for Champion Petfoods. “This year we debuted a fresh ingredient display to highlight the WholePrey nature of each of our Orijen and Acana recipes. We also showcased new products, including: Acana Butcher’s Favorites (a premium kibble and jerky combination food for dogs), Orijen Guardian Senior cat food (a specially formulated diet for senior cats over the age of seven), and 5.5oz cans of Orijen and Acana Premium Pate wet cat food.”

Elanco Animal Health is excited to be in launch mode with two product offerings to include Advantage XD; a twomonth duration flea spot-on for cats and Bexacat; an RX product for feline diabetes.

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“Most importantly, if you missed us at Global Pet, reach out and we’d be happy to help you get up to speed,” said Blair Cornish, US Pet Health Vice President Retail. “Elanco is excited to be in launch mode with two product offerings to include Advantage XD, a two-month duration flea spoton for Cats and Bexacat, an RX product for feline diabetes. [It is] important to note that Elanco sees a continued shift of consumers wanting prescription products in the places they shop and when they want to shop. We’re partnering with multiple retailers to bring Animal Health prescription products to pharmacy, both brick-and-mortar and e-commerce. Seresto, the No. 1 leading over-the-counter flea and tick product in the market, continues to demonstrate significant growth and is off to a great start in 2023. Elanco Team was excited to discuss initiatives, both digital and brick-and-mortar, with our retailers to gain added opportunities to capitalize on growth. As the leading animal health manufacturer in retail, Elanco continues to expand within retail and had multiple conversations with new channels of distribution.”

Global Pet Expo Takeaways:

educate attendees to our new product offerings as well as refresh their knowledge of our existing product line. The show enforced our belief that as one of the foremost pioneers and experts on all things insect, we need to expand our commitment to bringing new innovative and sustainable insect driven consumable to all segments of the pet industry.”

“Other than lots of new and innovative products such as foods, treats, and supplements, the buzz around Earth Animal should be our scientific approach to natural based products. It is an ongoing objective of Earth Animal’s Veterinary Product team to tell an efficacy-based story on all products. I personally took away the strong sense that Earth Animal’s vision for helping animals, people, and the environment is truly noticed and shared by others in the industry. It was never more evident than the traffic in our booth and the generous amount of interest and time given to the Earth Animal team.” — Dr. Kris Hansen, Earth Animal

and are always working on expanding our product line. New NOW Pets products to look for this year are our UC-II Collagen for Dogs & Cats, along with a Cat Multi Vitamin and a Dog Multi Vitamin. With NOW’s extensive testing, product label transparency and high-quality standards, including our NASC certification, pet owners can rest assured knowing that their pets are receiving products of the highest quality when they choose NOW.”

“Franpos is a cloud-based point-ofsale and business management software that is designed to help pet retailers streamline their operations, manage inventory, process transactions, and grow their businesses,” said Founder and CEO Subodh Gupta. “Our platform offers a wide range of features, including advanced analytics and reporting, integration with Astro loyalty, employee management tools, payment processing and integration with accounting software.”

“Global 2023 was a great success,” said Sam Furby VP Sales of Fluker’s. “We always welcome the opportunity to personally connect with many of our customers that we don’t often see faceto-face. Our goal was to introduce and

“The best compliment we get at shows like Global and SuperZoo is: ‘We love Happy Howies!’ This year’s Global was no exception,” said President David Collado. “Happy Howie’s continues to be a small family-owned business committed to making delicious deli-style treats dogs go crazy for. It was a good show and we had a good location. It was great that the show ended at 3 p.m. on Friday which allowed exhibitors two extra hours to tear down the booth.”

For those who were unable to make it to Happy Howie’s booth, the company launched two videos to help customers get caught up on the company’s meat roll and dried treats.

“Global was a great show to help kick off Now’s 55th year in business and we appreciate everyone who took the time to stop by our booth to hear more about our pet line,” said Taylor Schimka, NOW Sales Representative. “As an industry leading manufacturer of more than 1,400 natural products we are committed to our mission to provide value in products and services that empower people (and their pets!) to lead healthier lives. Pet owners are passionate about the health and well-being of their animals and the demand for natural, quality pet products is on the rise. We continue to listen to consumer demand

“At Applaws, we believe and trust in the goodness of food that starts with the highest quality, natural ingredients,” said Trade Marketing Manager Diana Hernandez. “That’s why we are focused on delivering fresh and exciting innovation that will help your four-legged friend to thrive. We are introducing new products like hydrating bone broth and high quality, limited ingredient dry food- providing cats with a well-rounded diet that will encourage their curiosity and help them lead happy, healthy lives. As a proud B Corp, we are committed to using our business as a force for good; striving to create a better future for pets, people, and the planet.”

It’s key for attendees to notice Canada Pooch’s innovation is focused on problem-solving products. “We’ve leaned into the dog walking, paw protection and cooling categories with disruptive, best-in-class innovation,” said Founder and CEO Jacqueline Prehogan. “We were also excited to announce that Canada Pooch is entering the calming category, with a first-of-its kind line of weighted calming products for dogs, including our hero product: the Weighted Calm™ Vest. There was a huge amount of buzz and excitement around these products at the show. Our innovation in calming is specifically designed to address pet anxiety in a gentle and highly effective way.”

“Neater Pets is a manufacturer of in-

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Global Pet Expo Takeaways:

novative pet products, including our flagship product, the Neater Feeder,” said VP of Marketing Jackie Becattini. “We want retailers to see the innovation Neater Pets brings to the table year after year. From the first ever mess-proof feeder, the Neater Feeder, to Neater Scooper, a scoop-to-bag cat litter system, to our newest product line, the FurDozer X3 and X6 pet hair removers, we pride ourselves in creating products that make life with pets easier and cleaner. Neater Pets strives to make as many products in the USA as possible, eliminating many supply chain issues other manufacturers faced during the pandemic.”

Caitec would like for attendees to take notice that the company is continuing with its tradition of innovation.

“We not only product innovation in products, but also in branding, such as Nala cat toy line,” said Caitec President Terry Gao. “We are here for your customers as we have been for last 32 years despite the backdrop of macro economy.”

“Being 100 percent all-natural, Nature’s Logic offers a unique approach to nutrition which allows consumers and retailers to access dog and cat kibble, wet food and dog treats that are made with whole foods and no synthetic ingredients,” said Greg Cyr, CEO of Mid America Pet Food. “We are one of only a few brands offering a complete line of pet products that are committed to this approach to nutrition. Expanding on that offering, Global was an exciting opportunity for us to share our new treats, Biscuits with Benefits, with retailers. Unveiling this new product to our retail partners in-person was impactful as we could physically show them these three new treats and educate them on their benefits. Our team enjoys spending time with our retailers to help educate them on our nutrition and share insight into how we’ll be supporting the brand in new ways this year, designed to help drive consumer interest which we hope will increase store traffic for our partners. For those unable to stop by our booth, please reach out to your local sales rep to learn more about our new treats, or to get information on oth-

er questions you might have.”

“Noba Animal Co. is a constantly evolving company in the pet industry, mainly in the pet hygiene and well-being category,” said Business Development Manager Roxane Popoviciu. “Focusing on sustainable and local production attracted this year’s attendees’ eyes. We have endless ideas and production possibilities to enhance the unique relationship between our customers and their pets. This year, Noba Animal Co. launched lots of new products: litter, litter management systems, catnip as well as cats and dogs furniture. Our goal is to fulfill our customer’s needs and pets’ comfort in a practical and luxurious, yet affordable way. We offer high-end products made locally without compromises. Our goal is that every pet parent can enjoy having a Noba product in their home as we are convinced their pets’ will love them!”

“Green Juju has evolved from a whole food pet supplement company to a pet food company!” said Owner and Founder Kelley Marian. “On the first day of Global, we announced the release of our new limited-ingredient Freeze-Dried Raw Diets. Our recipes are offered in four proteins — grass-fed beef, grassfed bison, pasture-raised pork and humanely raised rabbit with duck liver. Our recipes are organ meat based with an organic dark leafy green, organic kelp and that’s it! They are the perfect base because pet parents can then add our whole food supplements like our frozen blends, bone broth, raw goat’s milk or fermented pastes. All of those items can be incorporated into any diet to provide a nutritional boost. The other thing that we really tried to communicate at Global is that we sourced extremely high-quality proteins and high organ meat content for our food. That means we do not need to use synthetic vitamins or fish oil.”

“Our entire team at A&E would like to thank all those who took the time to meet us at the Global 2023,” said Jamie Cecilia, Chief Operating Officer for A&E Cage Company. “We were overjoyed to have the opportunity to connect with such wonderful people in our industry. We’re beyond proud to announce our New Product Showcases won Best in Show—First Place—in both the Bird

and Small Animal product categories – two years in a row! We love putting in the hard work and thrive on paying close attention to details along with following trends to help ensure your confidence in our ability to remain the leaders within our categories. Again, to everyone who was able to stop at our booth, we hope that you found our products innovative, and we appreciated the opportunity to discuss potential collaborations and partnerships with you.”

MidWest Homes for Pets had three main goals for Global.

“First, to communicate what we are doing to increase support of brick and mortar pet specialty stores,” said Tara Whitehead, Director of Marketing & Communications. “This includes a specific strategy which has evolved to offer 55 SKUs that are exclusive to the pet specialty channel. We have also developed store fixtures and displays to help retailers merchandise our products in a more effective and appealing way, which has proven to increase sales for our dealer partner as well. Second, we introduced new products to the market, and we shared how we continue to develop and introduce innovative and creative new products that fill a need in our industry. Finally, we continued to share with our customers the working relationship between MidWest, Ferplast, and Hydor, as MidWest is now the exclusive representation and distribution for all Ferplast and Hydor products in North America. This has become a great partnership that continues to grow with new products and sales.”

Show Takeaways for Exhibitors

“Austin and Kat’s deep understanding of the CBD space and commitment to quality makes our future incredibly bright,” Donatello said. “We have distinguished ourselves through our unwavering dedication to ingredient sourcing, innovation, and leadership in the industry. As we continue to grow, we remain focused on supplements, specifically CBD and CBDA and our ability to do it right. Unlike other brands that may try to launch CBD products among traditional foods and supplements, we know CBD better than anyone because r Cont'd on Pg. 21

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we have been in the space since 2014 and that’s all we do. Our proprietary facility, The Makery, is a testament to our unique expertise in CBD manufacturing, enabling us to control the entire production process and maintain an unparalleled level of quality. With our proven success and ongoing commitment to excellence, Austin and Kat is poised to become the go-to brand for those seeking the best in CBD products.”

One takeaway from the show that stood out to Caru Pet Food was the maturation and evolution of the foods and treats categories.

“We were once again impressed with the premiumization of pet foods and treats,” Pettyan said. “Indeed, our dogs and cats are being treated like the furry family members that they are. We will use these trends in the marketplace when considering new additions to our product line. After all, as our logo says, we want all pets to be ‘nourished with love.’ We believe we are on the right track and will continue to develop products for dogs and cats with this in mind.”

“We’re always so pleased with the positive energy attendees bring to Global,” Palm with Champion Petfoods said. “Our goal is to engage with retail, distribution and industry partners to share new product innovation, build relationships and identify opportunities. We received lots of positive feedback from attendees regarding our new booth design and excitement for new innovation we shared on-site. We look forward to building on that momentum.”

“The Elanco team enjoyed being out post-pandemic and reestablishing in-person connectivity with our industry friends and customers,” Cornish said. “Our team walked away with multiple additions to our business plans for expanded growth. Elanco had a great opportunity to preview new Seresto, Advantage and Advantix digital media content with customers and gained helpful feedback.”

Franpos collected feedback from a broad swath of attendees. The company plans to apply comments and observations from retailers to address blind spots and determine the trajectory of the company’s next steps.

Global Pet Expo Takeaways:

“We gathered some amazing feedback and insights from current and prospective retailers about their experiences using our platform and others,” Gupta said. “These feedbacks allow us to shape our roadmap to fill the gaps we have today and enhance the product for future opportunities of growth and innovation.”

“Treats continue to be a popular item,” Collado with Happy Howie’s said. “There were cool turkey tendons and a lot of collagen treats. I will take what I learned from the show and discuss it with my team.”

“One of the big takeaways from the show was that it is apparent that the pet industry continues to grow and expand and shows no signs of slowing down,” Schimka said. “The demand for natural pet products, specifically pet supplements and raw food diets, is on the rise as consumers continue to educate themselves on pet health and look for the highest quality options for their furry family members. Consumer demand drives innovation and NOW does a great job of listening to this demand and continuing to monitor market trends and gap opportunities in order to develop top-quality products that enhance the pet space and give exceptional benefits to our fur babies.”

“All pet owners want to feel good about what they are feeding their pets, and seeing so many functional treats reaffirms that we are headed in the right direction with our natural, limited ingredient food and treat options,” Hernandez said. “We will be introducing exciting innovations that will create some serious excitement at mealtimes! Applaws single ingredient freeze dried treats, hydrating bone broth, and limited ingredient dry food have been carefully crafted to provide your four-legged friend with the highest quality, ethically sourced food to help them thrive!”

“Our customer discussions at the show reinforced our function-first approach,” Hogan with Canada Pooch said. “Retailers are dedicated to providing problem-solving solutions to pet parents, especially in the current economic climate. It’s our job to deliver those solutions. We will continue to drive innovation in our key focus categories and bring best-in-class functional prod-

ucts to pet parents.”

Trade Shows are a “great resource” for Neater Pets in many ways.

“They allow us to connect with our current buyers and are a great opportunity to find new ones,” Becattini explained. “They’re a great place to interact with our suppliers in person, which has been hard to do for the past few years. And one of the best benefits of a trade show is the ability to interact with other manufacturers and business owners, bounce ideas off them, and get feedback.”

“Shows like Global are always a great opportunity to speak with retailers,” Cyr said. “They’re in regular communication with our consumers and they hold valuable insights into what pet parents are looking for. Having open communication and being able to provide information on our brand to them directly is a great opportunity for us to stay on the pulse of consumers while being a great resource for our retail partners. Our brand has exciting momentum and opportunity ahead and it’s always good to hear from retailers that are having a lot of success with Nature’s Logic in stores. And, of course, it’s fun to have pets stop by the booth who are thriving on our recipes!”

“The excitement over our new food was tangible,” Marian said. “Retailers are hungry for innovation and are excited to have new food options that cater to their sensitive dog customers while also providing optimal nutrition for all dogs. We got a lot of encouragement for continuing to stick to our company’s mission and principles with each product launch we do. So, we will continue to do so as we develop new products. Our goal is always to create cool, innovative products that we are excited to feed our own dogs—and share with yours!”

“Our takeaway from Global was that our distribution and retail partners are appreciative of and acting on the pet specialty items we have introduced to support them,” Whitehead with MidWest Homes for Pets said. “We walked away with a list of potential new customers, a list of current customers who have added new products to their everyday assortment, and with plans to help other current customers grow their MidWest business.”

Global Pet Expo Takeaways

Chews

Fewer people in attendance might have been a negative in years past; however at this year’s Global Pet Expo, dog chews exhibitors were thrilled with the attendance numbers and the resulting tempo of the daily foot traffic. Having fewer retailers in attendance, exhibitors had more time to listen to retailers’ perspectives and concerns and come up with solutions together. The experience solidified partnerships with retailers and allowed for chews exhibitors to share their stories about obtaining safety and quality certifications and refreshing their packaging to pop on shelves.

“Global Pet Expo was great this year,” said Rod Herrenbruck Vice President Sales and Innovation for Rush Direct. “The camaraderie in this industry is unparalleled. I’ve been in the industry for over 25 years and it’s like old home week to a degree. I’m getting toward the backend of it, but it’s exciting to see people and talk about concepts and what’s going on in the industry. It’s fun.”

In the early 2000s, Herrenbruck operated his own pet toy and treat company, giving him a level of understanding and empathy to green manufacturers. “I didn’t know what I was doing,” he quipped. “But by the end of it when I sold it, I was a well-oiled machine. I would say 95 percent of the people that are there are well oiled machines. They have it down; they’ve assigned people to be the coordinators for the show, and it’s really amazing the people hours that companies put in to putting their best foot forward at the show. It’s truly amazing; the booths and the coordination. I tip my hat to the exhibitors. Global Pet Expo is still a great experience. To me it’s a great learning curve, and I come back with different ideas every time I go, and I’ve been going since 1997. There’s a lot of time energy and money put in by the exhibitors and I don’t think people realize that.”

“The show lived up to our expectations,” said Rick Ruffolo, CEO and President of Phelps Pet Products. “We were able to meet with many of our top customers who were in attendance, as well as set up meetings with new customer prospects looking to bring trend-right

innovation to their dog treat assortment. Wednesday and Thursday were packed with meetings which then allowed us time to connect informally with many other customers and colleagues on Friday.”

Even though fewer people passed their booth, the Canine’s Choice team was satisfied with the quality of the conversations they had with the retailers who visited their booth. “We felt that the traffic was down at our booth, but we did make some new connections and left with new prospects,” said Bob Kramer with Canine’s Choice.

Similarly, Earth Animal noticed the drop in attendance levels but recognized the opportunity to spend more time with retailers. Rather than rushing to their next appointment, this year, retailers could slow down and have mindful conversations with exhibitors and offer their undivided attention. “Despite the smaller footprint and decrease in attendees, Global 2023 offered Earth Animal the ongoing opportunity to connect face-to-face and to communicate fully with key folks, who have a high level of interest in Earth Animal’s mission and product offerings,” said CCO Chris Moore.

A refresh and mindful improvements granted Earth Animal the impetus to share its story with retailers and draw their attention towards the results of Earth Animal’s dedication to pets’ safety, comfort and overall well-being. “Our larger imprint and new look gave us more of an opportunity to tell our stories with regards to No-Hide innovation, No-Hide Strips, Wisdom Original Dog Food relaunch, new Nature’s Protection Skin Defense Chews, protection against fleas and ticks as well as a skin remedy and detoxifier from chemicals,” explained CEO Stewart Shanley. “It was extremely gratifying to announce our B-Corp accreditation and the work Earth Animal is doing as a force for good, as well as profit.”

“The Global Pet Expo far exceeded our expectations,” said Nick Ebert, VP of Sales for Vital Essentials. “It was clear that the refresh of the Vital Essentials brand and story resonated exceptionally well with current and prospective

customers from across the globe. Our message of butcher cut quality protein, that provides the best nutrition for our pets, was received well. You could see the impact it had on pet owners particularly when it came to thinking what exactly is in the food they feed their pets. We anticipate this messaging will carry our brand forward.”

“Global Pet Expo 2023 far exceeded our expectations of building and cultivating new and existing relationships throughout the industry,” said Rob Johnson, President/Managing Partner for Canophera. “We unveiled a new booth design and exhibit space that displayed real coffee wood trunks, which was a tremendous draw for all those that passed by and gave us the platform to really highlight what we are about and what we are doing as far as sustainability.”

“It went better than my goals. We had a lot of big retailers come in and look at our products,” said Michael San Roman, CEO of M Pet Group. “[In person shows] give you the ability to meet face-to-face and explain as opposed to people just accepting what’s written or on a Zoom call. I would agree 100 percent—faceto-face in those shows and the people can understand the products much better, they can understand the manufacturer’s capabilities much better, they can see it so all of that plays out much better.”

“Conceptually the industry is going to continue to grow,” Herrenbruck said. “The main message from the retailers is innovation. People want things that are new and unique. We feel like we’ve got some of those items. We’re very excited about the future, and we’re also excited about our existing business brands and the new look and some things we’re going to do with that to help keep it modern and fresh and keep excitement in the double treat bone and some of the other chews.”

The majority of the retailers who visited the Phelps Pet Products booth identified innovation as their top goal for the year in the form of clean ingredient decks, protein variety in pets’ diets

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and food ingredients that are organic, have a health halo around them, are functional, plant-based and even are upcycled. “Everyone we met with had ‘innovation’ as their No. 1 growth objective for 2023-2024,” Ruffolo said. “It was clear that ‘innovation’ is alive and well in the pet category after so many retailers and brands found themselves stymied by the pandemic. More than 80 percent of the innovation requests focused on clean-label and protein diversity strategies including USDA certified organic, superfoods, functional ingredients, plant-based recipes and expansion into certified ‘upcycled’ ingredients – an area of expertise for Phelps being the first contract manufacturer certified by the Upcycled Food Association. There is no doubt that the Phelps team will be hard at work in our state-of-the-art ‘mini-kitchen’ developing real-time samples for customers looking to commercialize innovative new treats.”

In light of feedback gathered that competition from the online channel continues to loom over brick-and-mortar retailers, Canine’s Choice is doubling down on its endeavors to support and bolster the company’s retail partners and help them compete against juggernauts like Chewy and Amazon. “From our meetings it appears the online sellers are outpacing the brick-and-mortar stores,” Kramer said. “We still believe in the brick-and-mortar accounts and gear our marketing in this direction.”

From their experience at the show, “We took away the enormous sense of joy and satisfaction experienced by winning the third place award for Best in Show for Dr. Bob’s Wisdom Original Dog Food,” said Earth Animal’s Bob Goldstein. “It is an honor to be in the company of so many other renowned pet food companies at Global. The fact that we were the only dog food voted on is awesome.”

“I took away the strong sense that Earth Animal’s vision for helping animals, people, and the environment is truly noticed and shared by others in the industry,” said Dr. Kris Hansen, Head of Product Remedies and Supplements. “It was never more evident than the traffic in our booth and the generous

Global Pet Expo Takeaways: Chews

amount of interest and time given to the Earth Animal team.”

This year Rush Direct is celebrating its 20th anniversary. “For us, we’re moving forward; we’re getting a new look, we’re modernizing our packaging, we’re trying to emphasize our Ultra Chewy brand and our Ultra Chewy natural brand,” Herrenbruck said. “We’re going to innovate like we’ve never innovated before – we’ve got 10 to 20 concepts in the pipeline. I think what people are going to be surprised about is Rush is going to be your one-stop for innovation moving forward in treats and add-ons to your dog or cat’s diet. We think it will continue over the next three to four years. Our goal is to launch two to four significant game changer items in the category that will make us your one-stop shop for your treats. [At Global Pet Expo] You get to see what’s going on. I’ve always said, ‘While you’re thinking about it in this industry, somebody else is doing it.’ You have to stay ahead of the game. but it is great, as an example, our new look we can show that off at Global and get instant reaction from the retailers that stopped in. They have good ideas too and we take all of that into consideration and if there’s tweaks we need to make we’ll do it for the betterment of the brand.”

Canine’s Choice would like to personally meet with all new prospects and show them its line of products. “We can tailor a program to their needs,” Kramer said. “Canine’s Choice believes the personal touch is still a very important part of the B2B relationship. Canine’s Choice will be introducing rawhide alternatives in 2023. We also plan on upgrading all packaging.”

Vital Essentials would like for those who missed their booth to realize, “Vital Essentials is evolving our go to market strategy and approach as we deliver the best in quality freeze-dried and frozen food, treats and snacks for our pets,” Ebert said. “The evolution of the brand story is how all of this comes to life. We have always resembled a meat shop for pets and our new packaging and logo really bring this vision to life. Although we’re bringing in some fresh changes, what will remain constant is our ability to continue to deliver premium quality protein, along with our industry leading

fill rate of 99.5 percent. To put it bluntly, we have the capacity and quality to deliver premium butcher cut quality proteins for our cats and dogs. To learn more, please contact the Vital Essentials sales team or one of our distribution partners so that you too can provide the best to your pets.”

The Earth Animal team believes skipping the Global Pet Expo means missing out on opportunities and competitive advantages those who attended gain access to. “Folks who did not attend missed out on some lively chats concerning our upcoming innovations and new products, specifically No-Hide Strips, the new Wisdom Air Dried dog food, and Nature’s Protection Skin Defense Chew, the first of our newly branded Earth Animal Apothecary line,” Moore said. “People who did not attend can catch up by contacting their local sales rep, connecting online, or going direct to our new Product Information Platform.”

“People who did not attend missed out on robust conversations and trainings on our new remedies, which as a scientist, I consider to be a true breakthrough in flea and tick prevention,” said Steve Kushner, PHD Earth Animal’s Product Formulation Scientist. “Clinical studies have been part of the product teams work and they are so very useful when reviewing product. It’s a good idea to catch up on these products by contacting your salesperson or viewing us online.”

For retailers who missed the M Pet Group booth, they should plan to meet face-to-face, call or email. The company believes missing a show puts retailers at a disadvantage. “They need to have some show they can attend, something they can do that gets them some visibility,” San Roman said. “It’s like anything in life, if you go there with a plan of attack and you get to see what’s happening in the industry, you can cover it all in one or two days as opposed to having to set up a Zoom call. I would say attending trade shows is critical to me if you want to be a leader in pet. If you don’t care about leadership roles or being on trend, then you don’t have to attend. Instead, you can just follow what everybody else is doing.”

Global Pet Expo Takeaways

Dog Toys

Collectively, exhibitors felt Global was a huge success, and while that success can be attributed to the show organizers, the exhibiting manufacturers filled the expo with inspiring, innovative and punchy enthusiasm that made the show what it is. Leaders in the dog toys category were at the top of their game during this year’s show, and everything they were able to accomplish solidified all their hard work—making everything worth it.

today,” said Baker. “In addition to lick mats and slow feeder bowls, we have other enrichment solutions including our etrays and ecoins, as well as durable rubber treat dispensers.

“Global Pet Expo was a great show for Mammoth. Customers were excited to see Mammoth’s new ‘Peanut Butter Extra’ and ‘Double Tugs’ dog rope toys. Customers walked away knowing that Mammoth continues to be the rope toy category leader, offering the best-in-class rope quality, variety, value and purpose. The pet industry appears to be strong and vibrant especially with customers who have strong business models strategies.”

the show that there would be a strong international presence. This supports our increased focus on the international market. Based on our growth internationally we have added a designated International Sales Specialist as well as a second overseas distribution point in the Netherlands.”

Comparing the event with the company’s expectations, SodaPup felt the event paved the way for the company to accomplish all it had set out to achieve.

“This year’s Global Pet Expo exceeded my expectations for what I hoped to accomplish,” said Adam Baker with SodaPup. “Our business is at a tipping point, where a number of larger retailers and distributors are becoming interested in our products. The show gave us an easy venue to reach many of these potential new customers. As a result of this show, we will likely pick up new distribution on three continents.”

When it comes to those who were unable to make it to the expo or visit SodaPup’s booth, Baker mentioned a few things they should know. “What attendees need to know about SodaPup is that we are an innovation company that brings new products to market every three to four weeks,” said Baker. “Our goal is to continually introduce exciting new products so that retailers have the ability to refresh their assortments and differentiate themselves from other retailers they might compete with. They can use the broad SodaPup product offering to tailor their assortment to their specific clientele.”

“They also need to know that we have the broadest assortment of enrichment products of any brand in the market

— Charles Byrne, Mammoth Pet Products

Even our nylon chew toys have enriched functionality. Finally, we want retailers to know that all of our products are Made in the USA from FDA compliant materials that are safe for dogs.”

Mammoth Pet Products showcased its latest rope toys and solidified presence within the category that has helped set the company apart from competitors. “Global Pet Expo was a great show for Mammoth. Customers were excited to see Mammoth’s new ‘Peanut Butter Extra’ and ‘Double Tugs’ dog rope toys,” said Charles Byrne with Mammoth Pet Products. “Customers walked away knowing that Mammoth continues to be the rope toy category leader, offering the best-in-class rope quality, variety, value and purpose. The pet industry appears to be strong and vibrant especially with customers who have strong business models-strategies.”

Multipet International mentioned the company was grateful for the chance to receive feedback from attendees during the show. “Global is a great platform to get feedback and insights from new and existing customers,” said Leslie Yellin with Multipet International. “Because of the breadth of our product lines this is the perfect venue to showcase our existing items, new items and items we are considering. Global’s platform allows us to get feedback from our existing and new customers. We knew going into

“There is a lot of speculation as to the future state of the pet industry considering elevated inflation,” said Yellin. “While pet owners are cutting back on grooming, expensive diets, and monthly subscriptions, they still want to indulge their pet with the pleasure of a new toy. The sticker shock of a veterinarian or grooming bill does not apply to pet toys. To the consumer, they may be adjusting their dog’s diet to a more economic choice, but toys not only are a wallet friendly purchase, the pleasure pet parents get when giving a toy to their dog or cat justifies their spending decisions.”

Category leader West Paw expressed how sustainability has become a big part of the company’s mission. Furthermore, the company was able to highlight various product expansions and innovations at Global.

“At Global we introduced our first brand collab with Earth Animal with the Funnl enrichment toy launch,” said Spencer Williams, West Paw CEO. “Our team worked hand in hand with our friends at Earth Animal to bring Funnl to our retailers and we were thrilled about the feedback we received at the show. We’ve also added new and improved creamy treats to our assortment - human great nut butters that work perfectly with our line enrichment toys.

Looking for simple and pure ingredients we proudly introduced our first Montana sourced dog treat with our new Air-Dried Beef Lung. We will continue to bring new and innovative

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products to market this year. The best way to stay in touch with all the news at West Paw is to ensure our customers are subscribed to our email newsletters, connect with their sales reps and come see us at trade shows!”

“Our business is built on relationships, and this is the best opportunity to build relationships and connect with retailers,” Williams said. “Trade shows are a significant investment, so we try to get the most out of it. West Paw finds it extremely valuable to attend Global Pet Expo because it allows us to connect with our retail partners and gain critical feedback on how we can best support their businesses, what they are seeing as opportunities in their stores and how we can help address marketplace needs through our products and services. It is also a great way to see first-hand what’s happening in the market and how it evolves over time.”

“Tradeshows are a great way for our team to get a pulse on the marketplace, trends and new innovations and always have our eye to the competitive set and what great work is happening across categories,” he continued. “This informs our work in that we are able to see where there are white space opportunities for innovation. Wide adoption of sustainability both with the growing membership and accreditation of PSC member companies, as well as more brands getting a B Certification—10 years West Paw!”

Impressing and evoking a positive response from the pet owner is as important as stimulating the pet mentally and physically. “Pet owners are looking for plush toy designs that they identify with, and in turn, would love to share with their dogs!” said President Mike Dagne with Huxley & Kent. “If it’s a fun toy, style, theme or even treat they per-

Global Pet Expo Takeaways: Dog Toys

sonally enjoy, they’ll love sharing that fun with their pets!”

“At Huxley & Kent, we’ve seen a surge in popularity over recent years when it comes to Instagrammable and TikTok-worthy items such as

nip™ to encourage play and helps pets chill.”

“This year’s Global Pet Expo exceeded my expectations for what I hoped to accomplish. Our business is at a tipping point, where a number of larger retailers and distributors are becoming interested in our products. The show gave us an easy venue to reach many of these potential new customers. As a result of this show, we will likely pick up new distribution on three continents.”

— Adam Baker, SodaPup

our pet hats, bowties and plush toys that clearly celebrate an event or holiday. Our collection of birthday, Yappy Hour, Halloween, Christmas, Patriotic, Pride and more are always very popular and add some social media fun for our customers!” he continued.

“We’re always following current trends and prioritizing ideas and key product categories that offer opportunities to expand. We recently launched our ‘Tiny Tuff’ line of plush toys for dogs under 15 pounds. These are offered in the cute styles we’re known best for and built with a new ‘Diamond Mesh’ inner lining technology that can handle extended play. We’ve also expanded our selection of hats based on the overwhelming popularity and social media attention we’ve seen over the years!” Dagne added.

Doggijuana, brand to parent company SmarterPaw, highlighted everything the company was able to achieve at the expo and the various takeaways the company walked away with. “Global Pet Expo 2023 far exceeded all of our goals and expectations,” said Managing Partner and CEO Scott Ragan. “We were able to connect and grow our existing retailer relationships and partnerships as well gather important feedback and ideas from retailers and the industry as a whole. We also launched our new Doggijuana Tuffer Chewer line with reinforced plush with rope designs that still incorporate our proprietary Juana-

“Both SmarterPaw brands (Doggijuana & Meowijuana) are always very committed to retailer and pet-parent education,” said Ragan. “In today’s omnichannel (multiple sales channel) climate, education must be offered in many different ways - through video, photos, social media, engagement marketing, e-mail marketing, promotions, collateral, distributor/retail shows and demos. We strive to help retailers identify Doggijuana as a solution and CBD-alternative for pets, as well as something fresh and new in the “toy plus” category of toys with purpose and more benefits and we like to make that information. We launched our Doggijuana Tuffer Chewer line at GPE for retailers in Q3 2023 to promote more durable toys and toys that encourage play.”

As to be expected, there were several trends circulating the exhibit floor and companies like Doggijuana noticed how these trends play a part in the company’s growth. “A hot topic, trend and growth driver for Doggijuana comes from pet-parents continuing to look for natural products and solutions for their pets, as well as toys that are designed to meet the needs of the dogs who are tougher, chewers are strong and growing demands. As it relates to natural solutions, we hear many pet-parents and retailers alike looking at solutions for the calming market, but may be less comfortable with supplements or CBD. Doggijuana offers fun toys to promote natural play and exercise with the added benefit of Juananip—natural, organic herbs that promote play engagement and calming,” Ragan added.

“At Global this year we continued to deliver on that trend, but took it a step further with the sneak peak and tease of Q3 launch of our Tuffer Chewer line of Refillable Juananip Toys”

Global Pet Expo Takeaways

Pet Beds

All in all, dog bed exhibitors considered Global Pet Expo a success. Some exhibitors noticed how many retailers’ attitudes have shifted from centering around Covid to getting back to business. Dog beds suppliers are aware of the hardships retailers face and the intense pressure they are under on a daily basis. These companies are supporting burnt out retailers by swiftly shipping products to them and making good on promises to deliver products to continue serving pet owners.

“The show was a success especially since it was our first show back to Global Pet Expo since Covid,” said Tina Nguyen, Founder and CEO of Jax & Bones. “We encountered some independent stores that haven’t shopped at shows since before Covid, so it showed us many stores were still financially strong. Overall, we found many buyers motivated and there was great energy at the show to find new stuff and just reconnect with us.”

“We were very happy with the show,” said Brian O’Donnell, VP of Operations for Snoozer Pet Products. “We thought attendance was good and the buyers that were there were much higher quality than normal. It was a very active show. Every show has its slow times, but I thought the show was very busy. We were busy. We had six people in our booth and the first day, at least six hours of it, we needed every [one of our six people] person in there. I thought it was a pretty good show. We were happy.”

Measuring how successful a tradeshow ultimately was boils down to execution, Molly Mutt Co-Founder Art Simon said. “It’s all about execution; the customer doesn’t see it in the booth, the customer doesn’t see it in your mind. The customer only sees it when it’s on the sales floor,” he said. “You can’t really talk about a show until several months after the show. I was in retail for many years, and we would have these great shows and see so many great products and come back so excited, but I soon realized it was about execution. You may have seen the great things, but did you act on it? Did you get them into the store? Did you get them where the customer can see them? That’s what makes a great show. Having great meetings at

a show, that’s certainly great, and it’s wonderful to see everybody, but the number of times that you hear people say, ‘Oh I meant to order this last year.’ From our point of view, it’s that several months after the show that you really find out whether or not the show was a success.”

Jax & Bones quickly realized many retailers are interested in streamlining the number of brands they carry in stores and are leaning towards manufacturers that represent several categories. “We found that many clients were looking to consolidate their buying to our line since we were a one-stop shop carrying beds, toys, bowls and poop bag accessories,” Nguyen said.

Snoozer Pet has been reaching out to retailers through e-mail campaigns. “We’ve started an e-mail program that’s a lot more active than it has been in the past,” O’Donnell said. “Trying to target directly to the store owners. We don’t deal with distributors. We need to go directly to the stores. We’ve started that and hopefully that will be getting people started.”

Molly Mutt realizes most retailers lack bandwidth and resources and has set up channels to allow for retailers to communicate and connect with Molly Mutt around the retailer’s schedule. “We’re always happy to talk to our stores,” Simon said. “But we launched a new wholesale website last year for stores who want to engage with that. It’s going to have all the products, all the information. They could order right on it; if the item is orderable and it’s in stock. It makes it a very efficient way to engage with Molly Mutt, and we offer folks a free shipping option who do order that way. We’re also available on sites including Wholesale Pet. Becoming accessible where and how and when stores have the time to focus on Molly Mutt is what we want to do.”

Simon’s experience on the retail side has allowed for Molly Mutt to offer a unique level of empathy for their retail partners. As such, the company advocates for its retailers by taking their responsibilities as a manufacturing partner seriously. “These days the pressure that’s on independent stores

is so intense,” Simon said. “It always has been. The challenges of finding people, the challenges of finding products, the challenges of being able to manage the whole enterprise—it’s a bear. From our point of view, we try to make it as easy as we can—shipping on time, shipping as full as we can possibly ship so people know if they order it, it’s going to get there and it’s going to get there quick. And again, it’s about execution because at this point, we’re 14 years in and we have so many great friends in the industry and it’s great to see them all, and nothing takes away from that, but we never lose sight of the fact that our responsibility is developing and delivering products so that stores can delight their customers.”

One major takeaway for Jax & Bones during the show was the ability to connect with retailers who share similar priorities and goals, namely practicing sustainability measures. “Sustainability has been a key mission for our company since 2006 and this year, we decided to use QRC codes to centralize our line sheets or catalogs,” Nguyen said. “We found that many visitors appreciated this and so we will be continuing this action.”

“People want to know when they walk into a store, that the personality of that store is there and either that store manager and their team or that owner has really put a point of view in front of that customer,” Simon said. “That’s what makes great retail and that’s what is going to encourage somebody to pass a national chain or to get off from their computer and go visit somewhere, when the payoff is when they walk into a store and they go, ‘Wow, this is a great selection of products.’ You could give five different store owners the same groups of products and maybe four of them are going to set them up similarly, but the one who really puts some energy behind it and presents it in a different way is the one who is most likely going to stand out. One of the great things about retail is it doesn’t matter how good the sales were or how great everybody was yesterday; you have to do it all over again every day, and you must approach it with that same kind of energy.”

Global Pet Expo Takeaways

Dog Treats

Dog treat leaders were in an agreement: Global Pet Expo surpassed all expectations. Companies showcasing within the category were able to connect with partners, scope out the latest trends and hot topics while enjoying their time within the community-oriented space that is the pet industry.

“We went to Global Pet Expo 2023 with the primary goals of launching new products, meeting new customers, garnering more exposure to our brand and connecting with our current customers to listen to feedback and also to help grow their offering and profitability with USA-made treats, chews and frozen section items like ice creams and protein packed frozen snacks,” said Amy Marcoot, Co-Owner of Dog-O’s. “This year, we far exceeded our goals and expectations. The new product showcase in particular really generated tons of interest with attendees about all the new products we launched at the show.”

Dog-O’s has continued to expand its product lines, and Global Pet Expo provided the perfect platform for the company to generate buzz surrounding these new treats. “Our product lines are expanding! Following the resounding success we had last year with our DogO’s Cheesy Chompers, we are now moving into the freezer section and have expanded our product line to include clean-label USA Dog-O’s ice creams we make fresh every day, which is available in four flavors. In addition, we added two new flavors of our fan favorite Cheesy Chompers line with Berries and Sweet Potato. It was also great to offer our retailers expanded distribution options for placing orders. With partnerships with both regional and national distributors, we want to continue to offer a great level of service and access for any retailer,” Marcoot said.

While many companies enjoy the opportunity to speak with current and potential customers, Preppy Puppy Bakery also appreciated the chance to not only showcase its latest products but also get customer feedback. “Our goal at tradeshows is always to connect with our customers one-on-one and to meet new customers,” said Preppy Puppy Bakery Vice President Sarah Cotter.

“We also love the opportunity to showcase our line in person and get customer feedback. We thought the attendance at Global this year was lighter than last year, but we do feel as though we were left with several new opportunities and new customers.”

“With several dog bakeries producing product outside of the US, it’s important to know all of our treats have ingredients sourced in America and produced in America—we are American to the bone! Our product offering is innovative and trendy,” she said. “Preppy Puppy released 24 new items with several new custom colors to add variety. We also released some new Spanish birthday items, our Feliz Cumpleaños bones and cakes are great for stores with a higher Spanish demographic.”

Project Hive Pet Company was excited to attend Global and show off its latest innovations and while the company was able to achieve this goal, it was also able to walk away with confirmation of the company’s mission. “The biggest takeaway for us was the validation of our brand and mission,” said Jim Schifman, Co-Founder of Project Hive Pet Company. “There was such enthusiasm for it, and many people wanted to partner with us! We found some exciting innovation within the pet category that aligns with our values, so we anticipate growth with like-minded partners.”

“Global Pet Expo exceeded our expectations!” Schifman continued. “We’ve been working hard to connect with retailers to carry our innovative USAmade dog toys and treats. Many of those accounts stopped by our booth, which allowed us to have really engaging conversations about our products. They were super enthusiastic about our brand and mission to save the bees, and we continue to connect with many accounts post-show. The New Item Showcase was also a highlight—it made it easier for people to check us out ahead of time and plan out their time at the show.”

Consumer trends have been known to drive categories forward within the pet industry, and Global Pet Expo gave retailers and exhibitors a chance to see these trends in action while com-

panies continue to listen to what consumers are demanding. “‘Sustainability’ was a hot topic,” Schifman said. “So many brands are making marketing claims about being sustainable, and people feel that they’re starting to see more and more greenwashing in the pet industry. In our booth, we talked a lot about the importance of authentic brands and transparency. People were impressed with our giveback to create habitat because it’s tangible and easy to understand. The habitat we’re helping to develop not only saves bees. It also provides habitat for other pollinators like birds, butterflies and wasps and it improves air, soil and water quality. And our recent B Corp certification adds credibility and authenticity. Giving buyers the opportunity to make a difference through their purchases seemed to resonate with people. And we don’t think this is just a trend; we think this is the future of business.”

The last three years have demonstrated the pet industry’s resilience, but with that, came some hardships. There was a time when Global Pet Expo was unable to meet in person and when companies finally could, the number of people had been smaller than expected or hoped for. Royal Animals noticed that this year, Global exceeded so many expectations and seems to be back to how it once was. “This year Global was full of life and excitement,” said Royal Animals President Susan Traub. “The buyers that were representing large and smaller stores were looking for newness and the exhibitors were happy to comply. The energy was high, and the room was packed. Global is back with a vengeance. This is exactly what I was looking for in essence. Global exceeded my expectations.”

“The attendees that did not visit my booth missed a great opportunity to learn about Royal Animals’ apparel and Sabrini’s Royal Treats,” Traub continued. “Sabrini’s are dehydrated and all natural with no fillers and nothing artificial and are sourced in Canada. Our treats are spot on as pet owners are recognizing the importance of our healthy treats.”

Designed with safety in mind, PawsibleTM chews are both long lasting and 100% digestible. Free from rawhide or animal products, these plant-based chews are infused with flavors your dog will love. Available in three shapes for di erently sized chewers!

Global Pet Expo Takeaways

Health and Wellness

The health and wellness category has been able to grow immensely in recent years due to pet parents wanting to get ahead of problems and avoid vet visits when possible. Companies leading the category have been meeting consumer needs through providing solution-based products that continue to aid in pets’ overall well-being. Leaders that exhibited at the expo were pleasantly pleased with the turn out of the show and are grateful for the opportunities Global Pet Expo provides.

“The Global Pet Expo was terrific. The buyer traffic was very strong,” said Julie Creed with Pure & Natural Pet. “We had great interest from foreign buyers as well as domestic buyers who were not ‘just looking’ but ready to buy and hoping to find the right partner to help them grow their business.”

works extremely well on your cat’s litterbox,” said Creed.

While preparing for the show, Nordic Naturals had taken note of the various trends that were leading the way in the health and wellness category.

“We’ve noticed that some fish oil

“I think what is important for people to know is that weren’t at the show, we are very committed like we always have been—for years decades even—to helping animals and animal nutrition. That our products, whether they are nutritional or supplements or grooming, we really take a lot of care— and they are scientifically formulated and tested—to make sure that we are getting the best product for the animal. We are very science backed and based. We have a lot of products that have been around for years, maybe that just haven’t gotten as much marketing love in the past, but they are still around. Whether that’s our grooming line for Fresh and Clean or some of our supplement products like our high calorie supplements, those products are still some of the best on the market and in high demand. I think if people want to find out more they should contact us, or one of our distributors!”

— Andrea Henderson, Pet-Ag

main a reliable partner for distributors and retailers. Also, we have spent many years cultivating our role as a leading manufacturer of nutritional supplements with a reputation for top-quality products. This credibility goes a long way in maintaining partnerships and growing our business, whatever the specific state of the market.”

“We had a newsletter drop shortly after the show with a lot of updates,” said Creed. “Our show specials continued to April 7 allowing retailers plenty of time to take advantage of added savings with our Pure and Natural Pet and Pro-Coat Grooming brands.”

“We had a large number of international distributors and retailers visit our both. We will continue efforts to greater support these channels globally,” she said.

“If you have a pet, you know ‘pet smells’ or stains can be problematic. Our new Stink & Stain Away Spray is an all-natural, plant-derived spray that quickly neutralizes foul smells. The spray is safe to use on hard surfaces, carpet, furniture, clothing, rugs, kennels and directly on your dog, especially around the anal gland area. It also

manufacturers have introduced pump applicators on pet omega-3 products,” said Brian Terry, VP Sales. As with any application method, it is important to keep air away from the oils as much as possible as exposure to oxygen can adversely affect the delicate omega-3 fats. It is equally important that the fish oil remains free of bacteria and other contaminants from the household environment. Nordic Naturals’ popular blue glass bottle with cap seals in freshness with no residual fish oil stuck inside a pump. It consistently protects the purity and integrity of our pet (and human) omega-3 products.”

“The past few years have presented unique challenges in terms of ingredient sourcing and supply chain continuity, but also opportunities to staff up in ways that were unimaginable prior to remote work,” said Terry. “Nordic Naturals has responded to these changes with a mix of improved forecasting and contingency planning so that we are able to meet our business goals and re-

“The pandemic heightened awareness around the need to prioritize the health of one’s family, and many people took a proactive approach by investing in good nutrition and supplementation to stay well. There’s probably been a slight dip in that awareness compared with a peak a few years ago, but the follow-on effects are still strong. And it’s not just a mindset like ‘I should probably start my family on supplements, just to be safe.’ It’s also a greater attention to differences between brands when it comes to things like ingredient quality and reputation, which remains a crucial growth driver for a legacy brand like Nordic Naturals. Customers who use our human products know that our pet omega-3 products contain the same high-grade fish oils that are trusted throughout the natural products industry,” Terry said.

In reference to how trends have been influencing retailer partners demands and requests, Terry mentioned that convenience and quality go hand in hand.

“Product convenience is important to customers, but it always must be compatible with quality, which equates to freshness and purity when it comes to omega-3 fish oil,” he said. “As we hear about customers’ preferences, whether it’s for a new application method or a new ingredient or product, we consider them in light of current nutritional science. Whenever Nordic Naturals can

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Global Pet Expo Takeaways: Health and Wellness

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meet our customers’ needs while maintaining our core commitment to product quality and brand excellence we consider it a success.”

As health and wellness has grown to include various subcategories, such as grooming and supplements— all of which can be considered preventative care as well— supplement producer Bimini Pet Health had many things it wanted retailers to see when stopping by the company’s booth this year.

supplements and treats within the pet health supplements market and that they would consider us for developing their lines for them or working with us on getting our Bimini’s Best line of supplements that is our own brand and either way for us that would be

“The Global Pet Expo was terrific. The buyer traffic was very strong. We had great interest from foreign buyers as well as domestic buyers who were not ‘just looking’ but ready to buy and hoping to find the right partner to help them grow their business. We had a large number of international distributors and retailers visit our both. We will continue efforts to greater support these channels globally. If you have a pet, you know ‘pet smells’ or stains can be problematic. Our new Stink & Stain Away Spray is an all-natural, plant-derived spray that quickly neutralizes foul smells. The spray is safe to use on hard surfaces, carpet, furniture, clothing, rugs, kennels and directly on your dog, especially around the anal gland area. It also works extremely well on your cat’s litterbox.”

— Julie Creed, Pure & Natural Pet

“We are reintroducing our brand in a new form,” said Owner Sam Murrani in a previous interview with Pet Insight. “So that’s kind of the major thing and obviously we’re also a contract manufacturer so the two things together are kind of maybe the focus for us this year. We have a target obviously to reach a certain number of representatives from companies that want to add a supplements line or a new treats line to their existing businesses. Our presence there is a targeted presence for that purpose.”

“This is the first time we as company have been at the show,” Murrani continue. “This is actually the inaugural visit for us. Now the reason why we chose Global No. 1 is obviously the size and it is a global expo whereby you get people coming from all over the world to attend it. It’s kind of, in our view, the premiere pet products show, and we felt that would be a good debut for us rather than choosing something else. Obviously being part of the APPA has its advantages.”

If attendees were left with one message upon leaving the company’s booth, Murrani hoped it would be, “That they would have met with a company that is serious about providing high quality

an important thing. Whether they don’t want their own brand and they just want to stock our brand or if they want to start their own brands, we can help them both ways,” he said.

Although Global has become a space for sharing the latest and greatest in the industry, Pet-Ag highlighted it is also a great place to show customers and partners that the ‘tried-and-true’ products still remain.

“It went really well for us,” said VP of Marketing Andrea Henderson. “It was an incredibly successful show for us in terms of the number of people that came by and the number of customers and potential customers that were excited about our new products and some of our tried-and-true products that have been around for a long time. They were excited to see them being featured again and knowing that we had commitment to those products that they trust in.”

“I think what is important for people that weren’t at the show to know is, we are very committed like we always have been—for years, decades even—to helping animals and animal nutrition,” she continued. “That our products, whether they are nutritional or supple-

ments or grooming, we really take a lot of care—and they are scientifically formulated and tested—to make sure that we are getting the best product for the animal. We are very science backed and based. We have a lot of products that have been around for years, maybe that just haven’t gotten as much marketing love in the past, but they are still around. Whether that’s our grooming line for Fresh and Clean or some of our supplement products like our high calorie supplements, those products are still some of the best on the market and in high demand. I think if people want to find out more they should contact us, or one of our distributors!”

Pet-Ag felt validated and solidified when seeing how many companies have been branching out into cat supplements, something the company is very familiar with. When looking at the bigger trends during Global, Henderson mentioned, “Within health and wellness, ‘condition specific’ was really big, and the ‘one a day vitamin’ for dogs and cats.”

Alongside this, “The increase in seeing supplements that are cat friendly, there is not a huge market, but a lot of cat owners are buying supplements, and there is something there especially in the format because cats are a little bit more finicky. That was pretty interesting to us and a nice validation for what we have been doing for a while in the supplement spaces for cats.”

Global Pet Expo Takeaways

Litter

Leaders in the litter category have remained dedicated to providing their partners and consumers with everything they need to give pets a comfortable lifestyle. Many of the current trends that have been driving growth to the category include sustainability, natural products and odor control. And while many might think that is a feat companies may not be able to achieve, litter leaders have been able to tackle these trends and more.

as possible and educate anyone who is not familiar with our products. We like to take this in-person opportunity to demonstrate what makes our products

“Overall, the event was amazing and exceeded expectations. Our primary goal was to have in-person conversations with some of our key customers and partners. We were able to have a wide variety of interactions with new and existing connections. It was also great to walk the show floor and see some of the new products and emerging trends. We always want to be known for doing what is best for pets, no profits. We work extremely hard to provide high-quality products that help cats and their owners live happier, healthier lives. This is the foundation that we’ve built this business on, and we keep that goal front of mind everyday. We introduced three new products that align with this mission—two new litters, and one new assortment of cleanprotein food products.” — Mat Brost, Dr.

try and get a feel for how our customers are doing,” said Brian Wood President and CEO of FiberCore in regard to why the company has continued to attend at Global. “It’s those circuitous conversations which turn into great opportunities. You never know what can come of a visit to Global Pet.”

“Global was really lively! We were pleased to see so many people back at the show,” Janice Yamamoto, Director of Marketing with Next Gen International Corp. “Shows like Global are always a great way to catch up with old friends in our network and meet new people. We were also excited to see the new products in the marketplace.”

“It has been so interesting to see how quickly some product ideas have been absorbed into the market. Natural litter seemed to take longer to be adopted while products like single ingredient treats or CBD seems to be represented by brands across the board. I think littler might not be quite as fun or exciting as treats or food, but it’s a really important purchase that has the potential to make a big impact for your family,” Yamamoto said.

While getting ready for the show, Healthy Pet was focused on connecting with attendees and partners. “We always enjoy showing off our fantastic booth and products to retailers,” Leslie Ellis Consumer Communications and Promotions Manager of Healthy Pet said. “We work very hard each year to make sure everything is top notch and shows off our products to the fullest extent. Our main goal for this year’s show is to reconnect with as many retailers

Elsey’s

unique and a must have for retailers.”

“It’s such a great opportunity to talk to our retailers face-to-face and it is one of the few times our entire sales and marketing team are able to get together. It’s also a great time to see what other pet brands are doing both in our categories and others to meet the growing demand of today’s pet parents,” she continued. “Healthy Pet is fully vested in helping to support their business for our products, from store associate education to social media content and advertising. We are especially proud to participate in the Astro Loyalty Program to help support the smaller independent pet retailers.”

In a previous interview with Pet Insight, Healthy Pet further expressed how the company has become a category litter—many qualities the company showcased while at Global. “We have continually focused on providing a premium, natural cat litter that actually works, while meeting the current demands of cat parents who want a cleaner, healthier litter. Educating both pet parents and store associates about the numerous benefits of a natural litter as well as promoting trial of our okocat litter have also been keys to our success,” Ellis said.

“Returning to Global Pet Expo allows us to take the temperature of the indus-

“We want the retailers and distributors to see FiberCore’s ECO BEDDING product line as an economical, ecological and effective bedding which is able to compete against any other national brand,” Wood said. “We don’t consider ourselves litter as much as bedding for small animals – and birds and puppies. Our primary objective is increasing our distribution footprint to take advantage of our expanded production capacity. We are looking for a national footprint or a consortium of regional distributors who want to compete on product, not pricing.”

As connecting and communicating in person has become a key factor for attendees to remain loyal to Global Pet Expo, Dr. Elsey’s outlined the various achievements the company was able to accomplish. “Overall, the event was amazing and exceeded expectations,” said Mat Brost Marketing Director for Dr. Elsey’s. “Our primary goal was to have in-person conversations with some of our key customers and partners. We were able to have a wide variety of interactions with new and existing connections. It was also great to walk the show floor and see some of the new products and emerging trends.”

“We always want to be known for doing what is best for pets, no profits. We work extremely hard to provide high-quality products that help cats and their owners live happier, healthier lives. This is the foundation that we’ve built this business on, and we keep that goal front of mind every day. We intro-

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Global Pet Expo Takeaways: Litter

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duced three new products that align with this mission—two new litters, and one new assortment of cleanprotein food products,” Brost continued.

While further diving into everything that is considered postshow, the company was able to reflect on its takeaways from the expo as a whole. “My primary takeaways focused on product rollouts and industry innovations. Our team collected feedback on packaging and channel specific rollout considerations, and are currently evaluating that feedback and actively making some adjustments,” he continued.

fiscal year goals and beyond. Just need to get to the finish line.”

“We introduced a revolutionary concept by way of Litter Pearls Probiotics that was very well received!” Murbach said. “This product eliminates odors with any litter substrate! Our social

“We always enjoy showing off our fantastic booth and products to retailers. We work very hard each year to make sure everything is top notch and shows off our products to the fullest extent. Our main goal for this year’s show is to reconnect with as many retailers as possible and educate anyone who is not familiar with our products.”

said. “Global Pet Expo has provided us with exposure to retailers and potential partners. It’s great to see the pet industry come together all in one place. The connections we’ve been able to make in years past have been pivotal to our success and growth. We find value in being able to cultivate relationships and enjoy being exposed to other companies and individuals we can learn from.”

— Leslie Ellis, Healthy Pet

media accounts on both Instagram and TikTok share insightful and sometimes whimsical video, pictures and images keeping anyone interested in the feline world engaged.”

“In the litter category there are a lot of new product rollouts and innovations using silica. Silica is great because it is gentle on paws and tough on odors. This past year we launched a line of products that are formulated to help address specific issues such as stress, litter box aversion and senior cats. I also noted an increase in litters using non-traditional plant-based materials. We have investigated such products in the past, but determined they were not acceptable solutions for cats and owners. The primary performance downfalls we noted when compared to our lineup of litters are decreased odor control, and an increase in bacteria growth that can lead to infections in cats. Overall, there was a large focus on treats and innovative foods. Freeze dried treats and foods and nutritional supplements caught my attention. These appeared to be a popular choice for pet owners and a way for brands to provide high-quality nutrition in a smaller footprint,” Brost concluded.

Looking at the show overall, similar to many companies, Ultra Pet Company felt the show was a huge hit. “As expected, preliminary results suggest that Global Pet Expo was fantastic for us!” said Richard Murbach with Ultra Pet Company. “We have had initial introductions to both clients and partners that may indeed help us to achieve 2023

“Brand Strategy, Clear Communication, Proven Success were equally insightful and important in all of our vendor partner discussions,” he continued. “We’ll continue to deploy high professional morals and let our track record speak for itself while also embracing best practices learned along the way.”

“Same song, different band. What I mean by that, is outside of just a handful of really unique pioneering advancements (Litter Pearls Probiotics) in formulation or substrate, we saw a few refreshed packaging concepts and a handful of unique alternative substrates, but we didn’t really encounter anything completely unexpected,” Murbach said.

Global exhibitors spent months preparing for the expo, and the hard work has continued to pay off for many. Diving into the prep work, litter leaders like Eco-Shell previously told Pet Insight what they expect from the show this year.

“When retailers come by the Naturally Fresh booth, we want them to immediately see what sets us apart from the rest – our litter organically and effectively neutralizes odors better than clay and other alternative litters,” said Director of Marketing and Sales Helen Cantrell at Eco-Shell.

“This year, we’re diligently working on product innovation, as well as enhancements to our packaging,” Cantrell

If attendees were not able to visit Intersand’s booth at Global, the company would like them to know, “We launched OdorLock maxCare - the perfect solution for caring cat parents who wish to monitor their cat’s health and wellbeing closely,” said Isabelle Larin, Marketing Director with Intersand. “This ultra-premium clay litter contains granules that will turn blue when they come into contact with blood and/or glucose in the cat’s urine, which are excellent early indicators of urinary tract diseases and/ or diabetes. OdorLock maxCare makes monitoring cat health easy and offers pet parents peace of mind. This technology has been tested by Blücare Laboratories specialists, combined with years of experience from actual users all over the world. Intersand’s new OdorLock maxCare is made from the highest quality bentonite and uses innovative technology that guarantees 40 days without odor.”

“To get traction in the market you need to differentiate your product and have an edge that will catch attention of the consumers by responding to a new need that was existing, but not recognized,” Larin stated while speaking about how the company will be moving forward. “To do so, you need to be close to pet parent insights and market developments. At Intersand, we innovate to find the specific and distinguishing key elements that will contribute to the overall well-being, and a safe environment, for both the pet and pet parent. Our products respond to the needs of pet parents seeking the very best for their cats. We will continue to innovate and provide smart care for happy, healthy pets.”

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Global Pet Expo Takeaways

Premium Foods

Premium food manufacturers have been well aware that today’s pet parents are looking for reputable companies to support, spurring them to put much emphasis on transparency of ingredient sourcing as well as efforts to promote sustainability in their operations. This year’s Global Pet Expo reinforced that notion along with the fact that solutions-based items are in high demand. Companies had their hands full receiving partners and potential customers in their respective booths, showcasing their latest product innovations that meet those consumer desires for premium products that also feature functional ingredients. And perhaps more importantly, premium foods suppliers took the opportunity to reassure retailers that they will be reliable partners for them as pet stores are still wrestling with the fallout from inflation and ongoing supply hiccups.

Canine Caviar’s East Regional Sales Manager Scott Goriscak said that was one of his company’s goals for this year’s show. “We would like them [visitors] to see a company that is fully prepared for the year ahead,” he said before the show. “Canine Caviar will introduce them to our new soft treats and cat food line Feline Caviar (available in four protein varieties: venison, buffalo, chicken and herring). We are always looking to make new friends and grow our current relationships. Canine Caviar would also like to communicate the advantages of partnering with us not for only the benefits of feeding our products but how we support our retail family members. We as a company have not experienced supply chain shortages like many manufacturers during 2022.”

Touching in after the show, Goriscak noted the huge turnout along with the fact that the company’s new canned beaver canine food drew attention as “fresh and new.”

“The customers were present all day,” he said. “At times it was standing room only in our booth with every Canine Caviar team member engaged with clients. We were still doing business with retailers even as they were turning off the lights to signal the show was closing. What we took away was many new

clients, including three new countries, and many more prospects requesting follow-ups. Just with this we will be quite busy for the remainder of 2023. Jeff Baker, our founder, has not stopped in his future projects. He has developed some exciting new products that will launch later this year.”

SquarePet approached this year’s show with the goal of launching several new products as well. Partner, CSO and CMO Tyler Atkins said prior to the show, “We are still here, thriving and advancing the industry forward. SquarePet continues to provide unique high-quality products that continue to push the industry forward utilizing high-quality ingredients in unique solutions-based formulations. I want retailers to see and get excited about the launch of our solutions-based VFS canned wet food and the launch of our VFS PowerHound and PowerCat diets. The launch of our solutions-based VFS canned wet food diets mimic our highly successful dry product lineup of specialized formulas which feature hydrolyzed protein, guaranteed low fat levels, gentle formula for ideal digestion and guaranteed low phosphorus for dogs with special needs.”

Atkins reported an “extremely positive” reception to the new products. “Now we just have to make sure we get them to market,” he said. “So, we have basically our VFS canned products and then we have also PowerHound and PowerCat SKUs that’ll be coming to the market. Our hope is to have both of those hit the marketplace in June. We already have presales for all of them, and now we need to meet the demand.”

SquarePet was so swamped with meetings that Atkins lamented he didn’t have the opportunity to explore the show more fully. “The one thing that I did notice was the international contingent was back in full effect, from previous shows at least compared to pre-Covid shows. That was the one takeaway that I would have,” he said.

Atkins is optimistic the momentum built at Global will continue. “Hopefully some of the meetings that we have and some of the follow up that we do will lead to some better partnerships going forward in retail and distribution, and

there will be some exciting announcements to come in the future.”

Robert Downey, President and CEO of Annamaet Petfoods Inc., said the company is going to build on the networking it was able to conduct at Global to carry the business forward through the year. “It truly was a great event, I don’t think the overall footprint was as big as before the pandemic, but we had steady traffic all three days,” he said. “Over the last few years, we have found it helpful to set a meeting schedule each day with 30-minute appointments, which were pretty much filled up this year. We certainly met our goals of attracting new retailers and distributors into our booth. We left Global with new customers as well as new friendships. I always say, business is still all about one-onone relationships.”

Annamaet showcased several new innovations for the active canine this year. “Dog sports are rapidly growing worldwide and Annamaet has always been a leader in providing quality supplements for the active canine, given our background,” Downey said before the show. “We are proud to introduce Annamaet Recovery Chews, a canine post-exercise treat. These are the soft chew version of our Glycocharge supplement, proven to be the gold standard for post exercise glycogen replenishment since 1997. Annamaet Recovery Chews have been in development for more than six years and will be effective in the many canine sports and with a variety of working dogs but also for the pet parent that wants to give their dog a healthy treat after a walk or a run.”

Though this is a lot of information to impart, Downey reassured prospective partners that if they hadn’t been able to connect at Global Pet Expo, the company is still ready to support them. “We would like anyone who visits the Annamaet booth to leave with a feeling of trust,” he said. “We really stand by our ability to remain transparent and would like everyone to know that they can reach out to us anytime and get an honest and accurate response. With two nutritionists on staff, one should also know we have a great background in

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Global Pet Expo Takeaways: Premium Foods

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nutrition and science in addition to our lifelong involvement in dogs – adding to this trust factor. We would like everyone to realize the passion we have for providing quality products to maximize the health and well-being of our beloved pets.”

Meanwhile, it was heartening to see so many international companies back at Global, he said. “We had many of our export distributors set up meetings and it was great to see them again. Some we haven’t seen since the pandemic started. We also had several new export distributors come by to learn about Annamaet as a company and the products we provide. We had meaningful conversations with people from 10 different countries, numbers we haven’t been seen since before the pandemic.”

back about the relaunch of our SUMMIT product line as it appeals to both pre-existing and new consumers who are looking for premium quality nutrition at an accessible price point. We will use this feedback as we identify future opportunities to highlight the full Summit line-up and the differentiators of each recipe,” she said.

body health for our pets.”

If the company’s messages had to be further distilled, however, Hagan said she hoped visitors would walk away with the message that, “We understand the importance of solution-based products, so we focus on providing solutions to the most common sensitivities for pets, like itchy bellies or sensitive tummies, which can benefit from a simple and nutritious diet. Whatever needs pets may have, Natural Balance provides recipes to help,” she said.

Reflecting on what was trending in the category, Hagan shared, “It is safe to say that sustainability has continued to evolve in the pet industry,” she said.

Representatives with Petcurean likewise took full advantage of the face-toface networking and education opportunities at Global to showcase what the company has been working on in the last year. “We were excited to attend Global Pet Expo and to educate retailers on our new innovations as well as provide them with proactive training and tools, all with a focus on pet nutrition and wellness,” said Natalie Asaro, Nutrition Manager. “Our goal was to help retailers understand the nutritional philosophies behind our new products: Go! Solutions Sensitivities Limited Ingredient Grain-Free Insect Recipe for Dogs and Go! Solutions

Global Pet Expo provided an opportune environment to connect with retailers and hear their feedback, said Theresa Lantz, Companion Animal Nutritionist. “We always view these as opportunities to source important insights that help influence our future innovations,” she said. “At Petcurean, we continue to be committed to offering expert solutions for the dietary needs of our four-legged friends, and this includes looking for ways to innovate with new recipe formulations to best serve the needs of our valued pets and pet parents.”

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Large Breed Puppy + Adult Salmon Recipes with Grains for Dogs. In doing so, we offered two in-booth seminars—one that explored alternative / novel proteins and one focused on large breed dog nutrition. We were also thrilled to introduce our new University of Petcurean online platform and to relaunch our SUMMIT brand with new and improved recipes. We are so happy that we were able to come together again at Global. Overall, we had excellent engagement and interest in our new products, and we enjoyed great interaction at our in-booth seminars.”

Reception of the Summit brand has been very positive, said Victoria Byrne, Assistant Trade Marketing Manager. “We’re thrilled to have received a lot of retailer interest and positive feed-

That focus on dietary needs spurred Natural Balance Pet Foods to place their booth within the Natural Pet section of the show. “This year, the location of the Natural Balance booth was critical at Global,” said VP of Sales Darcy Hagan. “We chose to show in the Natural Pet section which best represents our company and our values. We had a lot to talk about during this year’s expo, including debuting our limited ingredient products and rebranded Original Ultra line. We were pleased to be kept busy meeting with valued customers and receiving positive feedback.”

Hagan said Natural Balance sought to emphasize a few simple messages for its booth visitors: “1) Our Limited Ingredient product line focuses on pets with food sensitivities, itchy skin, or sensitive stomachs. We’re excited to launch Natural Balance’s first-ever Limited Ingredient stews for dogs (coming soon) to further our leadership in this category. 2) In Fall/Winter 2023, our relaunched Original Ultra product line will hit shelves with delicious broth coating that makes these recipes an ideal choice for picky eaters. 3) Natural Balance remains independently owned and committed to serving the pet specialty channel with innovations that are solutions-focused and offer a balanced approach to nutrition to support whole-

This is an area where Open Farm shines. “Pet parents are looking for options that are not only best for their pets, but also kind to the planet,” said Open Farm Chief Marketing Officer Mark Sapir, prior to the show. “We are seeing this intersection work very well. It resonates with a growing audience, and we’re happy to see the overall category recognize it’s not enough to just deliver great nutrition, but we need to also be mindful of that path-to-market.”

Sapir lauded this year’s Global as a great show. “[It was] great to see our retail partners again and to share our progress together. Great to share our upcoming innovation and our continued plans to support neighborhood pet as well partner together on how we build our shared business moving forward,” he said. “Our retail partners continue to be interested in learning about our mission and together, excited to continue to find paths to make great nutrition to nourish pets and planet. We continue to be excited about our journey and appreciative of retailers that support us.”

Because Open Farm embodies a value that is increasingly dominant in the pet industry. “Pet parents overwhelmingly want nutrition they can trust, nutrition that will perform well, but also want in tandem with brands that are increasingly aware of impact their brand has on the planet,” Sapir said. “It is becoming more and more apparent that being kind to planet is not only possible, but in many ways can support and unlock great nutrition.”

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Global Pet Expo Takeaways

Private Label

The private label segment has always played a significant role in building consumers’ trust in retailers and appealed to those who value competitive prices. During this year’s Global Pet Expo private label manufacturers showed retailers they are here to help them navigate through establishing a proprietary brand and how to maintain demand with ease and confidence. One topic during the show was how retailers are making tough decisions about which national brands to continue carrying in their stores while exploring how their own label can complement their offering.

“It was a huge success,” said Nick Carter, Chief Revenue Officer for Value Pet Supplies. “We went in with the whole booth themed around the whole DIY clear packaging for resale. Collagen sticks were the focus and we had a couple hundred bags we were handing out to people, getting feedback and talking to folks. People were ridiculously excited about it. Someone said, ‘This was genius,’ which makes me laugh because it’s a clear bag of treats. It was one of those kinds of a-ha type of deals where people said ‘yes, this makes sense for my business, I want this.’ I feel like we exceeded our goals in terms of the responses we got for the DIY program and so that was very exciting.”

“At Global, we were excited to continue to build on enhanced private label solutions—private label is no longer just chicken and rice diets,” said Alphia Chief Commercial Officer Heather Govea. “Alphia is helping retailers move to more solutions-based diets, giving their products the same consumer appeal and solution-based stories as national brands. Alphia is built on a combined experience of more than 70 years. That foundation was built on trust, food safety and high-quality products. We pride ourselves on bringing scale and the ability to reach consumers across the country. We work to ensure we leverage our ability to innovate and procure unique and differentiated ingredients. We’re excited about expanding our ability to help our retailers fill more shelves and reach more pet parents.”

Whether or not they visited the

Phelps Pet Products booth during Global Pet Expo, the company is hopeful retailers realize, “First and foremost, they should know that Phelps Pet Products is the leading innovator of certified clean-label smokehouse style jerky dog treats,” said Rick Ruffolo, CEO and President. “We offer private label, contract manufacturing, and even three national brands where we put our expertise to the test. The best first step for a new customer often is to come to our website to explore. If, for example, they are interested in carrying our brands such as the Disney Table Scraps line, there is a tab where they can order right online —or get redirected to one of our distribution partners. Our website also has a ‘Contact Us’ option that sends an e-mail directly to me if someone has questions or would like a follow-up meeting.”

Based on the feedback from the show, the Value Pet Supplies team plans to add more of the DIY offerings, specifically in smaller pack sizes. “We launched with 25-count collagen and one-pound yak cheese as an example which are roughly $40 at MSRP items, and the feedback we got was, ‘Geez, if this was more like a $20 type item I would be all over it,’” Carter said. “In April we’re going to launch 10-pack and 5-pack collagen so more like the $10-20 MSRP packs, and we’re going to also launch 8-oz yak cheese so that will be more like a $20 MSRP item. We’re also going to be introducing additional products. We’re seeing a lot of success right now in the supply chain is starting to work in our favor so there’s more products we’re going to be able to be launching this year as well. We also have a bulk program which is treats in a box—package them however you want. That’s been successful surprisingly so since we launched it about a month ago.”

“We were thrilled to see so many of our innovations that we have been collaborating on ‘behind-the-scenes’ with different brands were being highlighted in several different booths, as well as in the New Products Showcase,” Ruffolo said. “Of course, I cannot share specifics, but it was gratifying for our team to see the results of many months of product development, sourcing, and production

activities. Some of these initiatives went from concept-to-market in less than six months. One of my all-time favorite TV show lines was from the A-Team in the 80s when Colonel John ‘Hannibal’ Smith would say, ‘I love it when a plan comes together.’ While our plans might be a bit different than what Colonel Smith’s team had in mind, we all are humbled, excited, and appreciative to see that Phelps has become the ‘A-Team’ partner of choice for brands interested in innovating their dog treat, cat treat, and topper business.”

“The unsolicited feedback we got from showing people the DIY product was, ‘Oh this is great because we can’t make any money on national brands anymore,’” Carter said. “We used to carry more than 100 national brands five years ago, and we’ve systematically had to get out of that business and build up our house brand business because we saw the writing was on the wall. The nationally branded products that are going out through the discount outlets, a lot of times they can be purchased for cheaper than what’s on the price sheet. It makes it awfully hard to make money, so selling your own brand gives you an opportunity to put margin back into your business. That was the core of the excitement around the program.”

“That was definitely the biggest thing —their response to this idea was, ‘Wow, people love my brand, but I don’t have the means to purchase the materials, sort them, package them, but I can put a sticker on, and I know that people will buy them, and they trust my store,’” said Laurie Paszkiewicz, Value Pet Supplies President. “Their margins are shrinking on other brands so they’re looking for a way to continue to be able to make money but also grow their name and their customer base. All in all, everyone was very excited about this. The biggest reaction was: ‘All I have to do is put a label on it?’ That’s all you have to do; you don’t have to spend a ton of money, there’s no order minimums, it’s always free freight, you can buy as little or as much as you want as frequently as suits your needs. They were like, ‘Oh gosh, that’s easy and user friendly’ and everyone was excited.”

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Live Foods

As the live food category has been growing in recent years due to pet owners looking to branch out from the typical dog or cat companion, leading companies within the reptile and live foods categories have been able to lean on each other to ensure pets receive quality food and care. Companies within the live foods category are working year-round to ensure pet parents have access to everything their pets’ need.

will serve as an insect backstop for our entire industry. We will focus on research, husbandry, insect nutrition and ultra-efficient reproductive

“We believe that there is a constant need to deliver product to our customers and the end users in new, more convenient packaging that lends itself to higher quality feeders for longer periods of time. Quantities of insects per package are being evaluated as well to deliver exactly what our customers want.

Compared to the last two years, the supply chain for raw materials is dramatically better. Although the prices of materials are still inflated, immediate availability isn’t under the same stress it was. We are hoping that supply of raw materials continues to improve into the future.” —

Andy Pettit, Timberline Live Pet Foods

“At Armstrong’s Cricket Farm we plan to continue serving all of our customers to the best of our ability,” said Operations Manager Brandon Armstrong with Armstrong’s Cricket Farm. “We streamlined a lot of our logistic processes in 2022 and made necessary improvements where deficiencies were identified. While the growth we were seeing in the past couple of years has somewhat stalled throughout the industry some of the larger retail stores still have growth plans that Armstrong’s Cricket Farm looks forward to serving. As demand has leveled off the availability or feeder insects has become less of an issue. Dependability, quality and service are traits that will be more important moving forward.”

In a previous interview, Armstrong mentioned, “Armstrong’s Cricket Farm is uncharacteristically planning on offering a new product in the coming year; we are offering a different prepackaged service that we will be utilizing to capitalize on our partnership with some larger retail pet chains and their retail partners.”

Timberline Live Pet Foods told Pet Insight the company was not only looking forward to the new year but was also looking further ahead at what the year as a whole had to offer. “2023 will be a big year for Timberline with the opening of our Assurance Farm,” said Sales Manager Andy Pettit. “The Assurance Farm is our highly specialized farm that

methods. Our process will generate cost effective solutions for those looking for live feeder insects both in the pet hobby and beyond. Phase 1 of our construction focuses on mealworms, superworms, and a new species to Timberline beginning the first quarter of 2023. Phase 2 will include crickets, calciworms, waxworms, hornworms and other species we may find to solve a need.”

“We believe that there is a constant need to deliver product to our customers and the end users in new, more convenient packaging that lends itself to higher quality feeders for longer periods of time. Quantities of insects per package are being evaluated as well to deliver exactly what our customers want,” Pettit said. “Compared to the last two years, the supply chain for raw materials is dramatically better. Although the prices of materials are still inflated, immediate availability isn’t under the same stress it was. We are hoping that supply of raw materials continues to improve into the future.”

While it is important to provide high-quality, natural food options for pets, companies within the reptile space partner with live food producers to enhance the quality of life of reptiles collectively. “When it comes to designing product, we always have the mom in mind. Reptiles are vastly becoming popular starter pets,” said Richard Koliner, SVP for Multipet International & Komodo Reptile. “In these cases, the mom (or

dad) has to assist in feeding and maintaining the habitat. Many products are marketed for the reptile enthusiast. We are trying to take a simpler approach. One of our newest launches our, Coco bricks, does this by taking the guess work out of how much bedding will cover your terrarium. Each brick covers 10 gallons. If you have a 30-gallon tank you would need three bricks, things like that. We try to stay one step ahead by constantly designing new products. Natural looking environments are a big focus for the reptile parent. We will continue to design product that will make the terrarium have a more natural look and feel.”

When an animal such as a reptile is kept as a companion animal, it’s important that they feel comfortable and safe in their environment as if it were its natural habitat. Companies within the reptile and live foods category work together to provide those natural environment and food options that mimic and reflect what these animals would find in the wild. “Natural enclosures are very much on the rise right now,” Koliner said. “People want to keep their pet’s environment as close to their natural environment. Products that are unique while still looking natural and are made of high-quality materials seem to be thriving in the décor space for Reptile and Aquatics. As for food, supplements, and bedding in the Reptile and Aquatics category, easy-to-use, time saving products are trending. At Komodo, we are dedicated to providing reptile keepers with innovative and unique products that are useful, high-quality and very much on-trend. We have an abundance of natural looking décor, easy-to-use supplements for reptiles and feeders, and eco-friendly bedding products. Komodo listens to the retailer and consumer’s needs when we are developing products which has attributed greatly to our success.”

We hope you had an exciting and productive time at SuperZoo catching up with your fellow pet professionals, making connections with suppliers, sampling a host of new products and discovering strategies to drive success for your business. We don’t know about you, but we’re already hyped to see what next year’s SuperZoo will have in store – catch you there!