April 2024 Pet Insight

Pet In sight

2024 Global Pet Expo: Innovation in Motion

Inside

• Special Report: Hollywood Feed 2

• Market Focus: Houston 8

• Global Pet Expo Takeaways 14

• Q&A Interview: Brannon Dixon, Feeders Supply Company / Chow Hound Supplies 38

Special Report

Hollywood Feed

More than two years after Hollywood Feed’s largest single acquisition of PetPeople in 2022, the Memphis, TN-based pet retailer is now the 12th largest North American pet retailer by number of locations, with 170 stores across 19 states. Since then, the pace of new store openings has advanced at a more organic clip, with significant resources dedicated to customer service and community outreach—specifically in the form of supporting homeless pets—and cultivating strong relationships with supplier partners. The company this spring also marked the milestone of reaching 100,000 5-star customer reviews. Internally, meanwhile, Hollywood Feed leaders remain vigilant for further growth opportunities big and small.

2024 Outlook

Hollywood Feed’s efficiency and internal infrastructure ensure the company wasted no time in moving ahead after the PetPeople acquisition. “The great thing about the Hollywood Feed tech stack is we were able to replace all PetPeople systems across all stores within 105 days of their acquisition,” said President Shawn McGhee.

In January, Hollywood Feed opened a new store in Cypress, TX, and more openings are expected. “Hollywood Feed is off to a strong start in Q1 and [we] expect April, May and June to be even stronger,” McGhee said. “Our real estate pipeline is always growing. This year we have already opened two new stores and expect another next month. In the future, I expect Hollywood Feed to continue to open 10 to 20 stores per year with larger acquisitions coming into the fold opportunistically.”

In Hollywood Feed’s year-end review of achievements for 2023, the company noted that patrons helped ensure that more than 300,000 pounds of food were donated to local animal rescues and shelters; more than $350,000 were donated to rescue partners; and Hollywood Feed stores collectively hosted more than 1,200 adoption events in

Tell us about a proud moment you had while working at Hollywood Feed.

“Though the acquisition of PetPeople is a proud moment for me, what makes me most proud is my wonderful team. We're happily productively disruptive. My team works hard daily to meet the needs of internal and external customers while also creating an enjoyable team environment

We have regular meetings where we discuss the latest and greatest in tech while also working through challenges in an open and collaborative environment. There's not much I love more than seeing my team succeed and thrive!”

— Evanthia Martin, VP of Technology and Strategy

“Reaching 100,000 5-star customer reviews recently was a proud moment! Several other of my proudest moments include seeing the growth of the company and employees at Hollywood Feed.”

— Meghan Verrell, Director of Merchandising

their stores last year. McGhee promises more to come in 2024.

“We have always committed a tremendous amount of our resources to the plight of homeless pets. In 2024 we expect to further our support to several hundred thousand dollars,” he said.

According to media reports, the 100,000 5-star reviews the company has collected were aggregated from several platforms including Google, Yelp and Birdeye.

“Friendly service, community support and a love of all pets have been at the heart of Hollywood Feed for more than 70 years,” McGhee said of the achievement. “Reaching a record 100,000 5-star reviews makes us incredibly grateful for our customers, team members and community partners who helped us achieve this. Our ‘Feed Team’ strives to create a customer experience

that leaves a lasting impact—and this milestone is evidence that it’s working.”

Mission and Values

The first Hollywood Feed store opened in Memphis in the 50s, serving primarily as a livestock feed supply store. The business evolved in the next few decades into a local pet resource with three locations before current owners Shawn and Jean McGhee purchased the trio of stores in 2006 and grew it into the pet specialty retailer that is today.

Through the decades, Hollywood Feed remains loyal to its local communities, prioritizing quality and domestically sourced and made products through its manufacturing programs including Mississippi Made, Pennsylvania Made and Georgia Made.

Mississippi Made, in fact, began as a furniture maker before it eventually came under the Hollywood Feed umbrella, McGhee explained.

“There were two young ladies that started that company originally,” he said. “When President Bush joined the World Trade Organization, the furniture industry was devastated, and Mississippi was a very strong manufacturing state in those days. So, you had huge unemployment within the furniture industry, and they really looked at it and said, ‘Well, a dog bed is nothing more than a really big sofa cushion.’ All the expertise was sitting there, all the raw materials were sitting there, and the manufacturing process was there, and they started pulling that business together. By pure happenstance I met them and at some point, the business got larger than they were comfortable with, and they came to me and asked me if I would buy the inventory because they were liquidating the business, and I decided to buy the entire business. And we have used our distribution to create jobs in an area that was devastated through no fault of their own. The involvement of

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Special Report: Hollywood Feed

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the World Trade Organization, no one in Mississippi ever advocated for it or did something wrong, they just woke up one day and they were unemployed.”

McGhee reflected, “At the end of the day, you can world source—and you almost have to world source at this stage in life—but to be able to go out and create things in our own backyards that create the jobs, that create the revenues for those subsequent businesses, it creates a virtuous circle that comes back into our front doors,” he said. “And if we can help those communities that have been hard hit because of some devastation, whether that devastation is trade agreements, or whether that devastation is a pandemic or whatever it happens to be, if we can go into those communities and we can do something unique, we create jobs. I think that endears us to those communities and makes us a better neighborhood leader.”

A Great Place to Work

McGhee’s foresight has been paying off. Hollywood Feed and its family of brands have also been included in Newsweek’s list of America’s Best Retailers for 2022 (ranking No. 1 in the pet care category), Newsweek's list of America's Best Customer Service for 2024, Best Pet Supply Stores by Dallas A-List, Best Pet Store by The Memphis Flyer, Best Self Atlanta Magazine's Best Pet Store, Best Pet Food and Supplies in the Best of Denton County Awards, and Best New Business by Cary Living Magazine in North Carolina.

Notably, the Memphis-based company is a Top Memphis metro area workplace, according to Top Workplaces. Employees like Evanthia Martin, Hollywood Feed’s VP of Technology and Strategy, and Meghan Verrell, Director of Merchandising, has attested to why that is.

“I love the culture here!” said Martin. “Working at Hollywood Feed feels like a scrappy, growth-focused startup. We have a small, but mighty team in our corporate office that collaborates daily to do what is right by our customers, employees and communities. Between

What has impressed you regarding how Hollywood Feed has navigated the changing pet specialty retailer landscape in the last few years?

“Hollywood Feed continues to adapt to the changing retail landscape. They invest in staff training and work hard to ensure that customers have a great shopping experience. They offer a variety of products and services in store, but customers can also get home delivery or order online.”

— Heather Hickey, VP Sales, ZIWI

“They have a comprehensive, well thought out business model and they stick to it. They don’t change it to fit new markets; they use it to find markets where they can be successful. When industry conditions change, as we saw happen in Covid, they are flexible enough to treat it as an opportunity to improve the model everywhere, with a robust curbside service program, rather than a problem that limits options. And of course, they are always looking to improve the model itself as the business grows, in both their retail space as well as their logistical operations.”

— Jayne Adamson, VP of Sales, NutriSource

the excitement around growth and the focus on the customer experience, every day is an adventure, and I live for that.”

Though she said she’s always loved her dogs, it actually wasn’t a passion for pets that led her to Hollywood Feed but rather an expertise in creating experiences for people.

“I started in the music industry building concerts and festivals. Then I moved to creating parades and shows at Walt Disney World; then I was picked up by American Girl where I opened more stores than I can count while also delighting little girls every day,” Martin said. “It truly feeds my soul to create a

certain warmth and experience that people will not forget. So, why Hollywood Feed? I was in my late 20s and was based in Chicago, but my husband and I wanted to move back to Memphis. My sisterin-law told me about a pet supply retailer she was working for that deeply valued employee education because it drove the customer experience. She told me they were heading into growth mode and recommended I meet Jean McGhee. All it took was that one conversation. Shortly after that conversation, we moved back to Memphis, and I have been focused on the mission of ‘doing what's right by the customer’ ever since.”

The mission is also what appealed to Verrell, who formerly worked in the medical profession.

“Hollywood Feed is a great fit for me because of our mission to improve the lives of pets and their pet parents,” she said. “I joined the Hollywood Feed Team back in 2017. I was working as a nurse when I met the McGhees and several team members at an event. I knew immediately I would be a great fit for the organization! I started with the company as a store manager soon after.”

Much like how the company continues to invest in local manufacturers whenever possible, it also invests in its employees. Martin and Verrell said Hollywood Feed has given them ample opportunities to build new skills and grow professionally within the organization.

“Throughout the past seven years, Hollywood Feed has provided me with a lot of skills to learn and develop,” Verrell said. “Leadership and management skills, merchandising skills and analytical skills are only a few of the many skills I have learned while at Hollywood Feed.”

“Hollywood Feed saw hidden potential in me and has taken the time to really develop me as a leader,” said Martin. “For that, I am extremely grateful. Shawn and Jean threw me into the deep

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Special Report: Hollywood Feed

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end with varying projects, departments and processes. That allowed me to learn the various pieces of this industry and our business at a rapid rate. The most pivotal skill has been learning to be nimble while simultaneously pushing for continuous improvement.”

A Great Partner

Hollywood Feed rounds out its trusted and curated store inventory with a range of pet food and supplies from long-standing partners that it can attest will help improve the lives of pets, and by extension, their owners. And central to its mission of supporting pet parents are its continuing education and product sampling programs for its employees. These ensure employees have the latest and most up-to-date information about pet nutrition and wellness that they can impart on customers. The company opened the education program up to the public in 2020 with the establishment of Hollywood Feed University in which pet owners can partake in free online classes on a variety of pet care topics.

Initiatives like these continue to impress Hollywood Feed’s many supplier partners.

“Hollywood Feed is an excellent partner,” said Heather Hickey, VP of Sales for ZIWI. “We work closely with their team to ensure they have the right product selection, impactful market initiatives and consumer officers that drive trial and growth.”

Jayne Adamson, VP of Sales for NutriSource Pet Foods said, “Partnership is the right word. NutriSource is one of a small number of brands committed exclusively to independent pet. To be successful, we need retailers who appreciate that commitment and support us. Hollywood [Feed] certainly does. That makes it easy for us to treat promotions as an investment rather than just another expense category to manage.”

“We treasure our relationship with Hollywood Feed,” said Dave Singer, Chief Customer Officer at Champion Petfoods. “There is a real collaborative spirit be-

What has impressed you regarding how Hollywood Feed has navigated the changing pet specialty retailer landscape in the last few years?

“Hollywood Feed’s focus on building a curated mix of products, including ORIJEN and ACANA pet food, and its commitment to product knowledge, is a significant point of differentiation and has been a key component to its success

Hollywood Feed’s associates are extremely well-versed in all the products they sell so they can provide elevated recommendations to pet lovers. Additionally, they have an educational resource, Hollywood Feed University, that connects associates and pet lovers with valuable pet wellness information from trusted experts like veterinarians, nutritionists, and certified trainers. The emphasis on education and expertise has culminated in a loyal customer base, which promotes word-of mouth recommendations in the communities Hollywood Feed proudly serves.”

— Dave Singer, Chief Customer Officer, Champion Petfoods

“Growing through acquisition, particularly with the purchase in 2022 of Pet People, was a good strategic move. Pet People was always a great Dr. Elsey partner, as is Hollywood Feed. Their focus on training with team members and tools such as Hollywood Feed University illustrate their passion and commitment to the pet industry.”

Bob Bushor, Regional Sales Manager, Precious Cat

tween our organizations, and we have been fortunate enough to help each other drive growth together that benefits the category, pet lovers and pets.”

Hollywood Feed has been a very strong, supportive partner with a large

selection of Dr. Elsey’s “Solutions Litter” line, said Bob Bushor, Regional Sales Manager for Precious Cat, makers of the Dr. Elsey’s line.

“Hollywood [Feed] shares the same values as Precious Cat with the vision of helping pets and people. We appreciate that they offer the number of our different formulas they do, which helps us to reach so many cat parents that may be having litter box issues.”

Singer with Champion Petfoods lauds the retailer for entrusting its employees to make choices right for each store rather than issuing blanket mandates.

“The complementary values shared between Champion Petfoods and Hollywood Feed is what makes our partnership so strong,” he said. “We admire how Hollywood Feed empowers its associates at all levels to make the right decisions for the business. This allows the business to be nimble, while keeping the pet at the heart of its decision-making.”

Adamson of NutriSource Pet Foods said she appreciates the direct nature in how Hollywood Feed communicates.

“Our owner, Charlie Nelson, expects the Tuffy’s sales team to ‘say what you mean, and mean what you say,’” she said. “Hollywood [Feed] has that same owner-driven ethos. They are direct but reasonable about expectations and needs, and they follow through on the commitments they make.”

Hickey with ZIWI concurs. “Their team is organized, and the store staff is highly trained. They have an amazing team that makes it easy for us to support their stores and ultimately the pets and pet parents,” she said.

While company leaders keep their eyes and ears peeled for further growth opportunities, they continue to invest in what made them the endearing and successful pet retailer they are today: impeccable customer service, giving back to their communities and a heart for elevating and cultivating the innate, natural talent often found right at their doorstep.

Market Focus

Houston

AHouston Chronicle online photo gallery from 2019 headlined “A drive across Houston could take you across these states, countries” which explained that the vast expanse of the metro area spans 52-miles across and “would take drivers clear across Puerto Rico, Cuba and other smaller Latin American countries. If you started in Cleveland, OH, a boat ride the distance of Houston would put you on the Canadian side of Lake Erie.”

Clearly, the Houston metro area is expansive, providing the open space for ideas and innovation to grow and thrive in both the metaphorical and literal sense. Along those same lines, independent and smaller-scale pet retailers have room to breathe and evolve. Often, they followed a passion in starting their businesses, but over time, their immediate communities helped them shape their place in the larger pet retail landscape, where many found their niche and have built a reputation as reliable partners for pet owners to lean on when traditional veterinary care alone isn’t quite cutting it.

In the realm of exotic pets, S&S Exotic Animals has been serving Houston pet owners since December of 1996. The name S&S comes from the owners’ last names Stidom and Shelton, said Owner Suzette Stidom. “Years ago, that seemed clever,” she said. “We have been raising animals for more than 40 years. We breed and sell a variety of reptiles, mammals and birds. We have formulated a lot of our own mammal foods for various exotic mammals.”

S&S Exotic Animals’ product assortment along with in-house expertise attracts a wide variety of pet parents, Stidom said. “They range in age from 16 to 80! We work with a lot of exotic veterinarians and have gained a lot of knowledge from them. We are still learning! It is a combination of experience, knowledge and our products that bring people to our store. We love all of the animals that we get to encounter and play with! We have also had the privilege of meeting a lot of great customers and some have become friends of ours as well. We have also got to meet a lot of actors and professional athletes.”

Marcquis Davis, Owner of Big Tex Feed, finds a similar array of pet parents frequenting her store. “We tend to deal with a variety of clients, mostly domestic pets and single-family homes, but we have grown to help nonprofit rescues, breeders and some exotic pet owners,” she said. “I believe they come back to us simply because we are down to earth, and people tend to gravitate towards businesses that have the personal touch and offer gems of information and care to our clients. We are not a corporation, and we don't operate like one. We tend to know clients by their first names and make our customers feel comfortable bringing their pet problems to us—we go above and beyond to help.”

Davis said she appreciates the opportunity to help her customers find value in coming to her store. “I enjoy helping and educating our customers with basic and vital information about nutrition, mental health and grooming, and I love seeing the fur babies and a sense of pride pours over when I know we've saved them money, and that I can help them be better pet parents. A simple bath with the right shampoo clears up most skin issues, and the right diet changes the dog's demeanor and bad behavior. Saving clients hundreds of dollars from expensive vet services such as preventative care is very important to me.”

According to Big Tex Feed’s Facebook account, the family business was first established in 2002 by Davis’ parents Edward Davis and Johnese Harper. Marcquis came to helm the company in 2019 following some significant personal challenges all the while heeding her parents’ call for help in managing the business; the responsibility gave her something to put her back up against as she sorted through personal turmoil that included a divorce and loss of her son. “Big Tex Feed started out as a way to support our family and we had animals, domestic and livestock, and we weren't treated with respect at the local feed store,” Marcquis said. “So, we opened our own. We started off as a feed store and through the course of 22 years, we have grown into a pet supply, grooming, boarding and vaccine

clinic and minor ER care. The business name came from another family-owned business, Big Tex Tire & Wheel which had been in business since the 80s. We thought that that family name and tradition would tie into the current business and any other businesses this family plans to build.”

A good name often sets the course and direction for a new business, and Sunaina Mathew, Owner of Suburban Mutt in Katy, TX, just west of Houston, made sure to start her business off on the right foot when she first opened in 2014. “The name 'Suburban Mutt' is our way of bringing attention to the humble mutt or mixed breed dog,” she said. “A mutt is often found homeless and hopeless in a shelter or a rescue until a kind family gives it a forever home. For us, a suburban mutt is celebrated every time they get a new home because of the generosity of good humans in our local community.”

Mathew’s decision to start her own business was a natural next step from an upbringing that always featured dogs in one way or another. “I have three Mini-Dachshunds of my own and have always had dogs,” she said. “I enjoy managing every aspect of the pet business from running the retail store to grooming salon—meeting customers, sharing stories about our pets and being a resource to the community. It is great interacting with pets daily in our 'beauty shop' and making sure that we provide them a relaxing and happy grooming experience.”

Suburban Mutt provides a variety of products and services. “We offer premium everyday dog essentials, dog food and treats. Our focus is US-made products and brands that are exclusive to smaller stores. Our salon and pet stylists offer amazing bath packages and custom haircuts to neighborhood pets. We consider ourselves very fortunate as a business to have amazing and loyal customers who love to support local businesses,” she said. “Our customers are very discerning and smart. They notice the attention we pay to the little details in their requests and questions and

Market Spotlight: Houston

how we seek to genuinely help them. Whether it is a product or a grooming service their pet needs, they know they can trust us when we offer our expertise. I believe that is what sets us apart from our competition: the simple fact that we seek to listen, understand and earn their trust first instead of vice-versa. We've operated on this simple principle for the last 10 years and have amazing customer loyalty.”

Angela Velasquez, Owner of The Kitty Bodega, laid out a comprehensive 5-year business plan for her feline-focused store which she opened after the onset of the pandemic, based on this very principle of earning trust with a combination of expert knowledge, above and beyond customer service and genuine care. Having done cat rescue for 18 years and with a professional background in sales and retail, Velasquez fashioned her business as a way to meld two of her interests and experiences. “It was a way to do it without it being a giant depressing project like a cat sanctuary, but rather be able to help cats by helping people give their cats better lives,” she explained. “That’s what I live for and I do it all the time. I know a lot about cats—sort of an obscene amount—about cats.”

Recalling a recent customer who came to her after her vet advised her to have her ailing cat put down, Velasquez said, “I thought that was really ridicu-

lous and uncalled for because you know your animal better than anybody else. You know when your animal is suffering versus when they have an ailment and you can’t figure out what’s going on. All it was was she throws up after she eats.”

After offering a series of suggestions and ways to rule out causes, Velasquez set her customer down a road to explore the possibility of dysbiosis, or an imbalance of the gut. While the problem solving was ongoing, Velasquez said the customer told her, “'Thank you for your help. You’ve given us more attention and concern than our vet and our dermatologist.’ That’s what I do it for, because I do care and vets are in one set of mind and I’m in a different set of mind. They’re medical professionals—that’s great and that’s what they should do— but there’s things that aren’t medical that can have an impact on an animals’ health and life and happiness, and vets aren’t trained for that. They’re too busy being doctors to have to do that, and I get that, so that’s where people like me come in, basically. We have an apothecary section behind the register that caters to cats and dogs because the products are good for both. The apothecary has things for pancreatitis, kidney disease, leaky gut, UTIs, joint health problems, basic flea and tick grooming, stuff like that. That’s also something other stores don’t have so it’s nice we’re sort of a specialty inside of a specialty.”

Outside of her passion for helping

cats, Velasquez’s decision to focus her store on felines was also an astute business decision. “[Cat owners] really are [underserved], and store owners probably think that there isn’t a big market for it, but what they don’t understand is you’re not making money from it because you’re not giving people things to buy, so people are having to buy cat stuff online,” she said. “But if you give them stuff to buy, you will find you actually can, in fact, add a significant revenue stream to your business, and I believe seeing a cat store might signal that to some people, or maybe not.”

Three Dog Bakery—baking fresh treats for their canine customers daily—has two locations in the Houston area, both co-owned by partners Sara Saber and Carin Giga. Saber said in brainstorming with Giga what business they wanted to pursue where they’d both be “willing to get our hands dirty all day, every day, this was definitely it,” she said. “Getting to see dogs and the people who love them, that’s what this business is all about, is connecting to people I would otherwise never come across, but the love of dogs is what brings us together.”

While Three Dog Bakery franchises have locations around the country and in Hong Kong, Saber said the business model appealed to them because of both the back-end support they get but also the freedom to tailor their stores

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Market Spotlight: Houston

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to the needs and whims of their local communities. Along with fresh-baked treats, “We’ve got toys, food, everything your dog can need except medical and grooming,” said Saber. “All the fun stuff, happy fun collars and accessories; we sell shampoo, but you’d bathe your own dog at home. We try to have a very educated staff so they can talk about dog food and nutrition and care as well.”

The happy, optimistic atmosphere that Saber and Giga strive to create in their stores attracts a combination of customer types, Saber said. About one-third of their customers come for treats about twice a year—birthdays and Christmas; one-third come in every three weeks or so to buy food, which presents an upselling opportunity to encourage adding a cookie or treat to that purchase; and one-third are incidental customers who happened to be passing by. “All three are equally important,” Saber said. “We need to have all three because you don’t want to be dependent on just one type of customer. We like diversity.”

Doing Business in Houston

In the short time that Velasquez has been in business, she developed a reputation as a worthwhile resource for cat owners in the Houston area and specifically in her The Heights neighborhood in central Houston. A historic and walkable area featuring assorted antique shops, knick knack shops and ice cream parlors, the neighborhood draws residents who typically feed their pets raw and organic, who take their dogs out to brew pubs and who have separate social media accounts for their pets. “It’s already a different mindset,” she said. "Regardless of Houston, it’s the area of Houston I’m in that worked out really well for me, more so than any other part of Houston where I might not have been as successful. Location is everything.”

Conversely, the vastness of the Houston metro area, coupled with the local driving culture, poses a challenge in growing her outreach beyond her The Heights neighborhood. “Your community or your potential buyers are really spread out. Even within the neighborhood people come by and say ‘oh my god, I can’t believe I didn’t know you

were here.’ People get in the habit of driving down one road and one road only and they don’t come down yours. I had someone who drove down my road all the time but never looked up to see the giant pink and blue sign that said ‘The Kitty Bodega.’ Being that Houston is a super driving city and people are very habitual and pretty spread out, it does make it a little harder to tap my market but in time it’ll be fine.”

One of Three Dog Bakery’s locations is also in The Heights; the other is in Rice Village, and Saber said she and Giga opted to open their stores in these walkable neighborhoods—the only pedestrian commercial areas in the Houston metro area. Not to slight other suggested real estate, said Saber, which is to have Three Dog Bakery locations inside high-end grocery-anchored plazas like a Whole Foods or Sprout’s. “We really want the dogs to come in instead of staying in the car, so we were trying to find locations where people were walking by with their dogs. [Grocery-anchored plazas] are also a very viable business model.”

Mathew, of Suburban Mutt, embraces her role as a small business owner in her community, which includes the need to remain vigilant about the impact of her online competitors. “As a local pet business, we are in a unique position to give our neighborhood pet parents that one-on-one attention,” she said. “Sharing our knowledge and expertise every day and getting to know them and their pets on a personal level. Small stores managers and associates have this immense pool of opportunity to build a strong customer base by listening to pet owners when they visit or call. It is a partnership. It requires consistent teamwork to sustain that relation between us and the ever-growing number of new pet ownership. Amidst giant pet e-commerce shops and big box stores offering lower prices and higher discounts to shoppers, we do have to be on top of things to drive foot traffic into our store.”

Houston pet owners have not been immune to increased costs in recent years, and Davis with Big Tex Feed said it’s become an additional badge of honor to be able to help members of her community care for their pets with

limited means. “Pets are a luxury and an extra expense, and during national financial crises, pandemics or even major holidays, families have to choose between feeding themselves or their pets,” she said. “The added cost or expense during hard times definitely trickles down to us and we have to be creative and push through sometimes, which is why educating and keeping these families from spending so much at vets helps us retain clients; and they tend to come to us before they visit a traditional vet for services. I would love to take the educational portion into primary schools because it could help so many families by teaching children responsibilities and helping with mental health.”

For those who cater to exotic pet owners, “The opportunities are endless in Houston,” said Stidom with S&S Exotic Animals. “There are so many people that have never seen exotic animals up close, and it is nice to let them interact with them. We are fortunate that we are located in the middle of the city, so people drive from everywhere to come and see us. The only con is it is a big city and sometimes it can take an hour or more in traffic for customers to get here!”

As much as the expansive opportunities are proving to be an asset for business-minded entrepreneurs, it can also present the challenge of what Saber called ‘opportunity fatigue.’ “There are so many restaurants, so many events, so many festivals,” she said. “You almost can’t decide what to do. That’s our competition—how do we get people’s attention? Once you get them in the door, how do you wow them with superior customer service and something truly unique that they can’t get anywhere else? We want to keep them wanting to come here regularly.”

Frankly, in Houston, “If you’re bored, that’s your own fault because there’s so much to do here,” Saber said.

Houston’s vast size and expanse, along with its diverse population, presents an enticing market for someone looking to start a small pet business. This advantage presents a simultaneous challenge for growth, however, when visibility and accessibility are limited by a driving-dominant culture and oftentimes, too many options.

Global Pet Expo Takeaways

Roundtable

Key Takeaways

• Exhibitors showcased cutting-edge technology, emphasizing the latest advancements

• A significant emphasis was placed on sustainability and environmental consciousness.

• Global provided a platform for companies to explore opportunities for international expansion.

Inspired by this year’s theme, “Innovation in Motion,” exhibitors at Global Pet Expo fashioned their booths and assorted presentations to demonstrate how their products and services represent the latest in nutritional research and technological advancements while also supporting both the business interests of retailers as well as the health and well-being of pets. The New Products Showcase celebrated notable new entries across categories that undoubtedly got creative juices flowing in anticipation of next year. Sales data regarding the return on investment for participating in Global may still be months out, but exhibitors generally agree that for education and networking purposes, this year’s event was a resounding success.

“Caru measures a successful show not only by the sales that were received, but also by a number of other factors,” said Adrian Pettyan, CEO and Co-Founder of Caru Pet Food Company. “The most important measure is brand awareness, the excitement that was generated around the Caru brand and our products. We look at the number of booth visitors, the number of influencers and media and their reaction to the brand and our products, as well as any mentions of our brand in roundups and social media posts. Of course, we also measure show success by the number of leads and prospects that were generated during the show.”

Leads and prospects will require diligent follow-up; meanwhile, Pettyan said he hopes those who visited the Caru booth walked away with a better understanding of the strategies behind developing optimal nutrition for pets. “We hope that attendees who stopped by our booth recognize that great nutrition encompasses not only individual ingredients but also the balance achieved by combining all the ingredients togeth-

er,” he said. “We also hope they walked away with an understanding as to the vital role that balanced omega fatty acids play in the overall health and vitality of pets. Research has shown that an imbalanced intake of omega-6 and omega-3 fatty acids can contribute to various health issues in pets, including inflammation, skin problems and compromised immune function. Additionally, it’s associated with an increased risk of chronic diseases such as allergies, arthritis and cardiovascular conditions. After visiting our booth, we hope attendees appreciate that Caru’s balanced omega blends offer foundational elements for maintaining optimal health and well-being in pets.”

In the same realm of health and wellness, W. F. Young also made sure they demonstrated “Innovation in Motion.”

“Product innovation has always been a key focus for us throughout the 132 year history of W.F. Young, so this theme was a perfect match for us,” said Andy Leebrick, Chief Revenue Officers. “We look forward to introducing new products and advancements every year at Global. We launched our new brand, Honest to Goodness, starting with new Plant Snacks for dogs. ‘What’s new’ and ‘What’s different’ is always a big draw for the retailers, so a theme of ‘Innovation in Motion’ seemed to set the stage for their expectations. We had valuable customer conversations focused on our new product line, as well as our Silver Honey skin care brand line extensions.”

Gina Devaney, Head of Sales for PetAg, interpreted the theme, “As representatives of Pet-Ag, the meaning for us was the draw of new products, sustainable design, new concepts and new prospective customers,” she said. “New ideas to assist with marketing, enhanced social media opportunities and opening new markets based upon an expanded product selection. As spectators, we felt that

there were new concepts with sustainable emphasis, products on a new edge of development and innovative toy and accessory opportunities.”

Leebrick lauded his team for representing W. F. Young well, even with a noted reduction in attendance. “Our team did a terrific job of getting us ready for Global,” he said. “We added booth space, signage and lighting to showcase our new Honest to Goodness Plant Snacks line. The attendance felt a bit down from year’s past and we missed the attendance of some key retailers. Having better attendance from these retailers would be the biggest opportunity for improvement.”

Devaney noticed a more nuanced composition of attendees. “Pet-Ag is an in-demand product, and our international opportunities were outstanding with many countries excited to learn how they can tap into our products whether working directly with us or set up as a distributor partner,” she said. “Under the current course, Global will continue to morph into international-only with SuperZoo being the leading domestic event. If that is the direction, then more international focus and hospitality is where the show needs to go. We noted the domestic business seemed to be slower; however, it could be that we are leaders in the category domestically. Improvements could be in creating a greater awareness among domestic retailers with a greater emphasis on programs, educational seminars and social media presence.”

“All the attendees were very impressed by our new design," said Claus Frenken, Teamlead Sales for the US at Sera N.A. "We gave a first view on our rebranding, and all the business partners were excited to see the news and especially the new logo and new packaging design. Now, we hope that our

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Global Pet Expo Takeaways: Roundtable

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business partners share that news from their point of view with other customers, so that they are aware of this change, too.”

Quality discussions also marked a successful event for Brent Stern, Chief Commercial Officer for SynergyLabs, parent company of Veterinary Formula. “There’s all the usual KPIs. We collected data throughout the show that we’ll reengage with; traffic at our booth was up from last year,” he said. “We reaffirmed partnerships and were exposed to many new opportunities. What let us know that we’re headed to where we want to be? The many conversations that were complementary to the experience at the booth and how engaging and warm it was. That’s what we wanted!”

Canada Pooch took a similar strategy in maximizing their time at Global, prioritizing personal connections and relationship building. “I hope attendees left our booth with an appreciation for the Canada Pooch brand and a deeper understanding of our commitment to providing everyday functional solutions for pet parents across all occasions,” said VP of Marketing Tina Fawcett. “Our focus on function-first design and innovative solutions is evident, as our marketing and sales teams interacted with customers and buyers, sharing insights into our end-to-end product design process.”

Being an international company, Sera N.A. will next demonstrate its rebranding and offerings in May at Interzoo in Germany. “I really hope, within the next few months, we have enough opportunities to show the rebranding to all our partners,” Frenken said. “We really hope to meet as many people as possible from the USA at our booth at Interzoo.”

Also celebrating their international stature was Canada’s Noba Animal, Co. “The show was good, and it is definitely getting bigger on the exhibit part, which means less traffic and more availability from booth staff to discuss and present to buyers. We try and measure success on a dollar spent vs dollar earned basis, but since the results may be spread on

“We measure success at the show by the quality of relationships we have created and brand awareness. Trade shows allow us to give visitors to our booth a hands-on experience with the iMARC, allowing them to engrave pet tags, equine plates, luggage tags and more. This shows them how user-friendly the iMARC is, its tag engraving capabilities, as well as its ability to generate revenue for their business. Increasing awareness of the iMARC brand and the safety benefits of having a pet ID tag on our four-legged friends helps strengthen the industry and keeps pets safe.”

— Mark de Guzman, Marketing Manager, iMARC

multiple months, it is sometimes hard to confirm if a tradeshow was a good investment right after it is done,” said CEO Frederick Soares. In terms of Noba Animal’s strategy for the show, “We tried to be as ‘lean’ and simple as possible, showcasing our most recent products—the Noba Origin Mural—a mural cat tree, our litter box and hygiene accessories line as well as our Noba Origin cat furniture. Otherwise, we hope we were able to communicate that we are a Canadian manufacturer of high-end and value-added cat products.”

Scott Gorscak, General Sales Manager for Canine Caviar, reported building several overseas leads as well. “We feel the experience was very positive as we signed with numerous new retailers here in the US plus had many unexpected meetings with international distributors,” he said.

Antelope’s family of brands including Bocce’s Bakery, Super Snouts, Ark Naturals, Doggo and My Perfect Pet were all on display at the company booth. “I hope that attendees gained a deeper understanding of all five Antelope brands and Antelope’s company mission to elevate the standard of pet care,” said CEO and Founder Wendy Wen. “We are bringing

dependable pet care to more pet parents by bringing these brands together, and it was important to us that our booth at Global showcased that. Global was a great opportunity to introduce Antelope’s newest brand My Perfect Pet, as well as our new Ark Naturals Kiss Me-ow cat dental products, to our retail partners who weren’t already familiar.”

Similarly this year was point of sales innovator FieldStack’s debut at Global. “It was important for us to use this experience as both a networking and educational opportunity,” said Caitlyn Andrews, Content Marketer. “Our top priority was sharing the benefits of unified commerce. We had valuable conversations with attendees and great engagement at our Fireside Chats. Fireside Chat attendees asked excellent questions that really showed how excited pet retailers are to profitably grow their businesses with unified commerce. We came away from Orlando with new connections, pet industry insights and we even got to see one of our clients win a Retailer Excellence Award while we were there. Overall, it was a successful show for us!”

Another newcomer was Sprankles for Pets. “As a first-time exhibitor, I would definitely say that Global was a huge success. Just being at the show, showcasing our unique freeze-dried raw products and packaging and seeing the interest from retailers and pet parents made it a success. The reception we received over our fun-loving name, Sprankles, was the icing on the cake,” said Chief Marketing Officer Albert Alchkifati. “The Natural Section was flowing with people and retailers looking for premium quality food and treats at affordable price points. Sprankles answers that call in a big way by launching our freeze-dried raw treats and toppers with a high margin, which are gaining traction. We are even seeing older pet parents who are used to traditional kibble and treats using a topper such as ours to start introducing healthy options by mixing them with traditional foods.”

Jon Wooner, Pet Products Director for

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Global Pet Expo Takeaways: Roundtable

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North Coast Seafoods, found the increasing awareness of raw material sourcing heartening in the interest of improving the integrity of pet food at large. “Increasingly, more buyers understand the importance of sourcing raw materials for pet food and treat products. Sustainability and certifications are becoming common questions and requirements for the end consumer,” he said. Consequently, “Higher-end brands will promote their sustainability commitments by placing logos on their packaging. For example, a few years ago, North Coast was one of the few companies promoting the Marine Stewardship Council on our packaging. Now, there are many, which is encouraging to see!”

Along these same lines, Bill Lowe, President North America for Brilliant Pet Care by Hofseth BioCare said Global was an opportune event to continue sharing the company’s point of differentiation. “With global salmon supplies shrinking, there is less availability of salmon oil for some of our competitors. This is not the case at Hofseth BioCare, the makers of Brilliant Salmon Oil. We are the largest producer of Norwegian salmon filets; therefore, we have direct access to the raw materials needed for salmon oil production too. We are proud to produce a premium quality product at an affordable price point for our retailers, distributors, and end consumers. We appreciate the partnership and support our brand receives from our customers and trading partners. Engagement and education are the best ways we can give back,” he said.

New Product Innovation

Conversations were paused briefly as show organizers announced the winners of the New Product Showcase, which were revealed during the ‘Best in Show’ Awards ceremony.

The Best in Show, second and third place honors were awarded across 13 product categories, including Aquatic, Bird, Cat, Dog Food/Treats, Dog Products, Farm and Feed, Modern Pet, Natural Pet, Pet Sustainability, Pet Tech Innovation, Point of Purchase, Reptile and

“We hoped attendees left our booth feeling inspired by our mission to further sustainability in pet care. As an emerging brand in the pet industry, we're not just here to provide litter solutions, we're here to redefine the way people think about cat care. We want them to remember us as a company that's passionate about sustainability, innovation and the well-being of our animals. We're here to serve our cat communities with quality and sustainable products. We're here to listen, learn and grow alongside our customers and partners. For us, a successful show is about the connections we make and the impact we leave. We value the quality of conversations we have and the relationships we build.”

— Marlene Ee, CEO, Dofu Cat

Small Animal.

P.L.A.Y. Pet Lifestyle and You’s Snuffle Mats which took second place in The Modern Pet category. Will Chen, CEO and Co-Founder teased some of the company highlights before the show, including an expanded Snuffle Mats line, which was first introduced last year. “We are also bringing new enrichment toys to our catalog as well,” he said. “Following the success of our seasonal Snuffle Mats introduced at SuperZoo last year, we are adding three new everyday Snuffle Mats—Coral Cove, Savory Sunrise and Celebration; all promise to engage pets in playful exploration.”

Lisa Hisamune, Director of Sales for P.L.A.Y. added, “We put a lot of thought and time into developing products that we love and most importantly we know our customers will love so we hope they see this in the details and quality craftsmanship in our products. Preparing for Global takes months of meetings

and collaborations on how to best present our products. We want our booth to feel inviting and have a nice flow so our customers can easily see all that we carry without being overwhelmed, and so new customers want to come in and see what P.L.A.Y. is all about. Giving enticing show specials to get orders is a plus to help cover expenses, but creating lasting relationships whether strengthening old ones or creating the grounds for new ones is what makes a successful show.”

And under the new Pet Sustainability category, Molly Mutt took Best in Show for its Organic Cotton Dog Beds, Blankets and Crate Covers; Open Farm took second place for its Canned Pate’s and Icelandic Toppers; and Earth Animal took third place for its Dr. Bob’s Wisdom Air-dried Dog Food From the Seed.

Speaking on sustainability earlier this year, Art Simon, Co-Founder of Molly Mutt said, “For us it’s [sustainability] just organic to the product. It’s part of what we do. If we made something that was really sustainable, but it didn’t look good, or it was really sustainable but it didn’t last or it was really sustainable but wouldn’t wash well, it really defeats the purpose.”

Along with its win, Open Farm Chief Sales Officer Amy Horton said the company made productive use of the opportunity that the Global platform provided. “We were thrilled to unveil exciting initiatives and products that showcase Open Farm's commitment to innovation and sustainability,” she said. “From our expanded line of wet cans and kibble options, including our new Goodbowl premium blend of kibble and freeze-dried raw topper, to our groundbreaking partnerships aimed at reducing our carbon footprint, we are constantly pushing the boundaries of what it means to be a responsible pet food company. Open Farm is more than a brand; we're a movement. We're leading the charge towards a more transparent, ethical and sustainable pet food industry, and we invite everyone to join us on this journey."

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Global Pet Expo Takeaways

Stain and Odor Solutions

Key Takeaways

• Exhibitors showcased how innovation plays a pivotal role in developing stain and odor solutions that effectively address common pet-related issues. This includes the use of advanced ingredients to eliminate stubborn stains and odors without leaving behind chemical smells.

During this year’s Global Pet Expo, players representing the stain and odor solutions space enlightened attendees on their family of brands and products which address several common pain points for consumers. The latest in stain and odor solutions are contrived with ingredients that oust stubborn stains and odors from pet accidents without leaving unpleasant chemical smells or causing pet owners to worry about chemicals harming their pets. Pet accidents happen, whether it’s training a puppy or a kitten or caring for elderly pets or more recently pets that have adjusted to their pet owners’ work schedules, and exhibitors prove there are easier and faster ways to expel stubborn pet stains and odors.

“I loved this show’s theme: ‘Innovation in Motion,’ and with pets increasingly being considered members of the family, there's a growing demand for products that mirror human trends and preferences,” said Melissa Gulbranson for Oxyfresh Worldwide. “Innovations such as gourmet pet food, smart pet devices and luxury accessories cater to this trend of humanization, driving growth in the pet product market. It’s important that our industry is meeting the ever-evolving pet parents’ needs. Pet parents are increasingly looking for products that cater to their pets' specific needs, preferences and health requirements. Innovations help meet these evolving demands by offering solutions that enhance the well-being, comfort and happiness of pets. Innovation drives the development of safer and healthier pet products. This includes advancements in pet food formulations, pet care technology and safety features in toys and accessories, all aimed at promoting the overall health and safety of pets. Innovation fuels our growth by introducing new product categories, expanding market segments and driving

consumer spending.”

“From a Nilodor perspective, innovation continues to be important for us. That’s something we’re working closely with our materials suppliers [concerning] everything from a product development standpoint to packaging, labelling, marketing and to how the booth works for just how we present Nilodor – our own brands as well as our private label capabilities,” said Nilodor's Derek Nielsen. “That innovation is nice to see because it helps move the industry forward, helps bring new things out to consumers and new solutions for their pets. So, that, from our perspective, is great to see. As a spectator, a lot of our focus was around what the competitive set looks like and where the grooming and stain and odor markets are going,” Nielsen continued. “We saw some neat innovation in packaging, and also there were some more unique innovations on the marketing front."

Across the categories it represents, Skout's Honor prides itself on challenging the industry’s mindset about product capabilities and accepting the status quo simply because that’s the way it’s always been done. “Skout's Honor is known for bringing products to market that change what people think is possible when it comes to performance, quality and most importantly, innovation,” said Skout's Honor's Jenny Gilcrest.

During Global, Oxyfresh Worldwide launched its Pet Stain & Odor Remover curated to address stubborn pet accidents in addition to a line of new dog dental toys designed to further publicize the necessity of tending to pets’ oral health. “We loved Global this year, where we showcased our innovative lineup of pet products!” Gulbranson said. “Our connection with our new and loyal partners is a true testament to our commitment to enhancing the lives of pets through cutting-edge solutions. We

are extremely proud of the partnerships we've forged, allowing us to bring the very best to the market. We're excited to introduce our revolutionary Pet Stain & Odor Remover, designed to tackle even the toughest messes with ease, leaving behind a fresh and clean environment for both pets and their families. We're honored to have had the opportunity to share our products with fellow industry leaders at Global.”

“Global for us is a critical event for the year. to use a sports analogy, it’s like Opening Day when you think about the show season and everything that goes on in the pet industry,” Nielsen said. “So, it’s important for Nilodor to be part of it, we’re happy to be part of it. It really felt like this year felt like for us was a good success. We measured that in a few different ways: were we able to meet with our partners at the show; having those relationships and reinforcing those relationships and meeting with our current customers is always important to help understand how the business is going, where they’re going and where we can support them in that growth. The second thing we look at from a success standpoint is, what was the dropin rate like? Unscheduled appointments and people that either were looking for a specific solution and knew of Nilodor for stain and odor or walked by and said tell us more about what you’re offering here. On both of those fronts, it was a good success for us."

Pet owners at their wits’ end in dealing with stubborn and recurring stains and odors, but who also don’t want to use harsh chemicals in their pets’ vicinities, now have more safe and effective solutions at their disposal than ever before. Companies innovating in this space continue to test and research advanced ingredients that are pushing boundaries of what was once thought possible in terms of performance and quality.

Global Pet Expo Takeaways

Chews

Key Takeaways

• Exhibitors recognized the influence of economic lifestyle changes on consumer behaviors.

• Functional innovations aim to address common concerns such as dental care and general well-being.

• Exhibitors highlighted their commitment to continuous improvement and expansion within the industry.

The anticipation of a tradeshow like Global Pet Expo creates a high energy, exciting atmosphere that vibrates throughout the exhibition halls. Global was another major success this year and leading exhibitors have been reflecting on the event since returning home. The expo yielded ample opportunities for connections, creations and growth.

As the theme of Global was “Innovation in Motion,” exhibitors acknowledged what this means for each respective company.

“Innovation is vital for any brand to continue to offer pet parents new solutions for their ever-changing needs,” said Kim McClure, Senior Marketing Manager. “NPIC proudly debuted our innovative dog dental chew, Flossta, under the N-Bone brand name. Understanding that dental care for their canine family members is top-of-mind for dog parents, we wanted to have a unique form factor that would help get to the hard-to-reach areas of a dog’s teeth to help remove stubborn plaque and tartar. Flossta is made up of individual floss-like strings that, when combined into one chew, helps with that buildup that can impact a dog’s overall health and lead to issues down the line. After walking the show floor exhaustively, we could see that Flossta’s unique form factor really set NPIC apart in terms of innovation for dental care.”

“As a representative of Rush Direct and an observer at this year's show themed 'Innovation in Motion,' the concept held significant meaning for us,” said evp Danny Waite. “We understand that continual innovation and forward momentum are crucial in capturing heightened consumer interest in the pet category. At Rush Direct, we set forth challenges for our team to unveil innovative products at the Global. This involved enhancing formulas, introducing longer-lasting chews featuring proven and patented technologies, un-

veiling disruptive packaging designs to enhance visibility and appeal and introducing new sizes tailored to meet both retailer and consumer demands. Witnessing the array of innovation showcased across various pet categories was truly inspiring. It reinforced our commitment to lead the way in the chews and treats sector, driving us to maintain our position at the forefront of innovation.”

“Natural body parts may not jump to mind as the most innovative category, but we love seeing the new flavors, coatings, shapes and proteins available across the show floor,” said Laura Jones, President of Jones Natural Chews Co. “As animal lovers, we are always interested in seeing advancement across the industry, in addition to the creativity that is on full display.”

Leaders in the category also put emphasis on not only the successful parts of this year’s show, but also what could make next year’s event more successful.

“I would deem this year's Global a big success for NPIC with so much garnered interest in our new product, Flossta, and then lots of love shown for our best-selling products, as well as the opportunity to introduce people to our entire product offerings. As we continue to grow and innovate, we hope to convey the strength of the NPIC difference to our current customers and future ones, as well,” said McClure.

“Undoubtedly, Rush Direct's performance at this year's Global stands as one of our finest. Our emphasis was on catering to the diverse needs of all retail sectors,” said Waite. “We introduced a range of new products tailored specifically for e-commerce, club stores, independent pet specialty outlets and expanded offerings for food, drug and mass markets. Our focus was on delivering top-notch engagements translated into deeper connections with a broader spectrum of retailers,

rooted in our commitment to provide program solutions that foster category growth. Moving forward, we'll leverage insights gleaned from this expo and the invaluable feedback from our customers throughout the remainder of the year. This will enable us to continue delivering meaningful product offerings and innovative solutions. We remain committed to the pursuit of excellence, recognizing that opportunities for improvement are ever-present.”

“We were proud of our showing and especially excited to share our Smokey Crumbles,” said Jones. “We’re firmly entrenched in natural chews but feel confident entering the topper segment with our Smokey Crumbles, as it is an appropriate use of our internal resources and capabilities and a complement to our existing products. Our holiday product offerings were also well received; they are eye-catching and fun to show. There may be room to expand on that front.”

Looking at the prevailing discussions and trends pertaining to the chews category, these companies highlighted what caught their attention in the potential to move the category forward.

“Dental care is a trend that I do not see going away anytime soon since it continues to be a pain point for pet parents to help keep their pet's teeth clean and avoid costly vet bills. NPIC continues to look into innovating dental products for not only dogs, but cats as well, since feline parents also have that concern,” said McClure.

Pet owners have realized through research and experience that their pet’s need to chew is not only inherent but also can tackle some of the usual concerns related to boredom as well as teeth and gum care. Leading exhibitors showcased their latest innovative products alongside their tried-and-true, signature products that continue to shift and drive the chews category forward.

Global Pet Expo Takeaways

Litter

Key Takeaways

• Manufacturers showcased eco-friendly alternatives to traditional clay litter. These alternatives offer improved absorbency and odor control while being environmentally sustainable.

• There's a continued emphasis on offering natural and truly all-natural litter options in response to consumer demand for healthier products for their pets and homes.

Litter manufacturers utilized Global Pet Expo to teach the industry about all of the alternatives to traditional clay litter that are eco-friendly and have all of the absorbency and odor control of the litters previous generations trusted, if not better. The companies are taking their role as educators and influencers seriously and are enlightening the industry about the necessity of properly litter box training cats and small animals. Neglecting this crucial step of pet care has, at times, led to pets being hastily and unfairly surrendered, which could have been prevented had the pet owner known better.

During this year’s Global, American Wood Fibers (AWF) introduced its small pet bedding paper pellets, under the company’s PetsPick brand. The paper pellets are a type of litter that is naturally absorbent and produced from pre-consumer paper. Eco-friendly, the pellets offer a quick and easy cleanup, are lightweight and provide small animals dryness and comfort for up to 14 days of odor control in their litter box. “For more than 50 years American Wood Fibers has innovated in the large and small animal bedding markets,” said President and CEO Stephen Faehner. “In the 1980s we were first to package wood shavings as bedding in a compressed package for the small animal category. By 2010 we introduced our light and fluffy bedding from recycled papers giving our furry friends comfortable alternatives to the crumbled paper on the market. Recently we launched our PetsPick Paper Pellets with 14-day odor control, 99 percent dust-free, ultra-absorbent and lightweight. Throughout the years we’ve used the Global to showcase our new products and innovations. It has always been a great venue to introduce new items, share ideas with the industry and

explore innovations with buyers.”

“To me, the show’s theme [Innovation in Motion’] just means that new ideas are at the forefront of the show,” said Shannon Supanich, Marketing Director for Pioneer Pet Products. “For us at Pioneer Pet that is a focus on litter and our new Mini Vortex Fountain. The Mini Vortex is running in my office right now for my 22-pound dog. So, I can personally say, it's awesome.”

This year’s show theme, “Innovation in Motion,” aptly described the New Product Showcase where Kent Pet Group’s World’s Best Cat Litter brand introduced a new look. “One thing is for sure, the New Product Showcase is going to have a variety of ‘innovation!’ Some are me-too products and some are truly innovative,” said Director of Marketing Jean Broders. “I really liked how the Showcase was set up and took you on a ‘journey’ to discovery between the different categories. World’s Best Cat Litter launched a new visual identity at the show, so we used the Showcase as an extra tactic to hit new and existing customers. It was a way to get people into our booth to learn more and to speak to those who were involved with VisID project.”

“Next Gen Pet’s latest innovation is our reformulated Timber Fresh,” said Director of Marketing Janice Yamamoto. “Cat product innovation can be so tough—unless your cat is on board with change, new products can be a non-starter. During testing, new Timber Fresh formula had a 100 percent transition rate, even with cats used to clay. Trying to communicate this 'Innovation in Motion' to as many people as possible was our mission for this show.”

“There was an exciting atmosphere at this year's Expo,” said Mat Brost with Precious Cat. “It's always inspiring to see what others in our industry are

doing, and it motivates us to find new ways to make our products and company stand out as a leading innovator in the feline category. The theme for this year's event was 'Innovation in Motion,' and it certainly lived up to its name. Our goal is always to use innovation to improve the quality of life for cats and their owners. It’s always helpful to see what the latest trends are, and what is ultimately going to be advantageous for cat owners.”

“Global was a good experience for the AWF team this year, but attendance seemed softer than years past,” said Faehner. “We always set appointments with our existing customers as well as prospective ones to build relationships for future business. We can maximize our presence at the show, and [it] also allows us plenty of time to talk to pet industry veterans and professionals that we have not met with before.”

AWF’s representatives counted the contacts they made, building their relationships and promoting their complete pet product portfolio as wins. These benchmarks were indicators of a successful show experience. “Next year improvements: mix up the venue to attract different and potentially more prospects,” Faehner said. “Orlando is nice but maybe it’s tired as a venue. Attendance seemed a little down this year. Perhaps compared to last year being over-attended with people wanting to get out after being pent-up from Covid is not a good year-over-year comparison.”

This year’s Global exceeded the Pioneer Pet Products’ team’s expectations. “We loved the show this year,” Supanich said. “We got to visit with many current and potentially new clients. It's always great to have so many amazing pet lovers in one space. We felt the show was

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Global Pet Expo Takeaways: Litter

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beneficial to our business.”

“Anytime we have the opportunity to have face-to-face conversations with our customers, we measure that as success!” Broders explained. “Our customers have the opportunity to have conversations with sales, marketing, our executive team, as well as the owner of our company—Gage Kent. It’s all hands on [deck] for these events and we want to connect our customers with the team’s that help support and drive business for them.”

“This year’s show was interesting,” Yamamoto said. “We spoke with many fellow exhibitors and many people from Chewy, so I think as far as brand awareness goes we made strides.”

“We had an incredibly successful performance this year,” Brost said. “It was wonderful to connect with both new and old partners. We were able to uncover some new opportunities and we had some fantastic conversations with partners who can help us expand even further. We value all of our retail and e-commerce partners, vendors and supporters who have contributed to the growth of our brand. It’s always great to see them in person!”

Pioneer Pet Products appreciated how Global Pet Expo organizers seemed to update the New Product Showcase space. “It felt very organized, open and modern,” Supanich said. “So that was a nice touch. Just by continuing to draw all the great vendors and buyers/visitors will keep the show going great!”

“I love the fact that attendees are screened/profiled before allowing access to the show,” Broders said. “I also like how the show is understanding how business is evolving and changing and that allowing non-traditional attendees to the event makes sense. I had the opportunity to meet several influencers and have some great conversations about their goals and their ‘brand’. It’s a great way to start a conversation, understand synergies and pursue things further beyond the show.”

“Every time we attend Global, the aisles seem to be wider,” Yamamoto said. “I understand the show wanting to present an impressive footprint, but I sometimes wonder how overwhelming

the show is to buyers in this format—it might be easier to see more if the show is condensed slightly,” she offered.

“There are many excellent ways that [show organizers] currently acknowledge exhibitors, but it would be great to highlight those who contribute to the pet communities and/or support causes they care about,” Brost said. “At Dr. Elsey’s Precious Cat, we make a significant effort to give back to the feline community and other causes close to our hearts, and we know that many of our co-exhibitors do the same. Recognizing those who give back can inspire others to do the same.”

One key conversation that caught Faehner’s attention during the show was, “obviously sustainability continues to drive innovation, perhaps nowhere greater than in the cat litter category,” he said. “The continuing trend away from clay litters towards renewable options fits nicely with our abilities to provide wood-based litters with similar value and better performance,” he continued. “We sometimes forget that we’ve been environmentally-focused for more than 50 years! Ultimately the consumer votes with their dollars and their preferences. In every corner of the pet industry consumers are treating their pets more like people every day, so providing sustainable products at competitive values gives manufacturers plenty of opportunity for growth.”

An on-going dialogue for World’s Best Cat Litter is how consumers view their litter boxes and litter as something beyond waste management, Broders said. “They are using litter as a way to help monitor their cat’s health and as a tool for detecting when to seek advice from a vet,” she said. “Cats are a part of the family and if there are products to help extend a cat’s life, consumers are all in for it.”

“We did notice a couple vendors in the international group using words like 'maple' and 'tofu' to represent products made with pea or clay,” Yamamoto said. “I am sure this was an innocent translation mistake but it does seem to indicate that alternative litter ingredients are driving interest.”

“We continued to witness the evolution of solution based litters, and alternative substrates that provide cus-

tomers with a unique angle, such as lightweight or sustainable,” Brost said. “Our focus continues to remain on what is best for the cat, and what will drive litter box usage. Enabling cat owners to have a set of options is a long-term goal of ours; all cats are different and have unique preferences.”

“Natural has been the main focus for the last few years,” Supanich said. “However, some companies claim it's natural, when it's really not 100 percent the case. So for us, we continue to focus on making truly all natural litters. We always want to make products that are healthy for pets and pet owners' homes.”

Global Pet Expo allows for companies like Ultra Pet to jumpstart a new year by unveiling what the company is most excited about.

“The Ultra Pet family of brands: Litter Pearls, Ultra, NEON, EcoKITTY, Ultra Naturals and Zen Kitty have all seen innovation and growth throughout the years,” National Sales Manager Trent Bergren said before the show. “We’re excited to introduce at Global our most recent Litter Pearls and Ultra Probiotics advancements. The recent addition of Litter Pearls Probiotic and Ultra Probiotics give our partners in both pet specialty and grocery and mass new litter technology! The beta testing and consumer trials for both Ultra and Litter Pearls Probiotic Additives with early consumer testimonials are better than anything we’ve seen with product introductions in recent years. Our unique ability to produce a complete probiotics solution and a probiotics 500g additive under both crystal brands finally renders litter box odor a non-issue and will further strengthen the relationship people have with their cats. At the retailer level, we build yearlong marketing support plans centered around great products, education and offering discount promotions.”

The array of litter brands that feature natural ingredients like tofu and paper products are indicative of the continued popularity of eco-friendly substrates. Leading companies took advantage of the opportunity to demonstrate their products’ efficacy and show that all-natural litters can do the same job—sometimes better—than traditional clay.

Oil ELSEY'S ® we speal, for cats.

Pine is a sustainable litter option that is environmentally friendly with fast absorption for long-lasting odor control.

Ultra+ is our longest lasting litter with extended odor control and premium performance.

Homestyle Pouches are a first-to-market cat food option featuring an all-meat recipe with no added water or fillers.

DR.ELSEY'S. • cleanprotem'"

Dr.Elsey'scteanprotein™ isa highprole infoodthatnaturally optimize syourcarsappetite and bodyma ssthroughsimple,high qu ality ingred ients.

Global Pet Expo Takeaways

Dog Toys

Key Takeaways

• Exhibitors focused on addressing retailer needs and enhancing the customer experience.

• Partners showcased a range of innovative products, from durable rubber toys to eco-friendly options.

The Global Pet Expo affords dog toy manufacturers the ability to set up an inviting harbor at their booths for new and old industry acquaintances to learn about the company’s mission and how they are compatible with the retailers visiting their booths. Exhibitors have the chance to discuss issues that are specific to dog toys and the industry with people who share similar experiences and points of view. Some top issues are inflation and the surrendering of seemingly rambunctious pets. Conversations during the show sparked fair ways to keep prices reasonable for budget-conscious pet parents and teaching pet owners how the right toy, combined with behavioral training and playtime, make up the positive reinforcement that leads to well-behaved pets who aren’t surrendered.

“‘Innovation in Motion’ should be the theme every year,” said Huxley & Kent President Mike Dagne. “Innovation is the key to growth, and we are always looking for ways to improve what we do, and find new market openings to fill.”

“As a representative of PetSafe I was incredibly proud to be at Global Pet Expo introducing a tremendous amount of innovation,” said Senior Marketing Communications Manager Janna Chollet. “In fact, the morning of the show we announced that, as a company, we are changing our name from Radio Systems Corporation to PetSafe Brands to better reflect the era of innovation we are introducing now and our relentless commitment to pet parents and their families to provide products that keep their pets happy, healthy and safe. As the world leader in pet hardgoods it’s a commitment we take very seriously. Further, PetSafe Brands stands at the forefront of category innovation with groundbreaking advancements that redefine modern pet care. The integration of AI into forthcoming products

and innovations will usher in a new era of pet care and safety. Additionally, we revolutionized pet hydration with the invention of the first pumpless fountain, showcasing our commitment to convenience and efficiency. Furthermore, the development of a 100 percent all-natural, high-performance litter underscores dedication to people who want a sustainable cat litter and fewer chemicals in their homes. From the many product innovations of PetSafe Brands, some of the newer technologies include: the first pumpless fountain; a 100 percent all-natural, high-performance cat litter; the world's first e-collar with health alerts by SportDog; the world's smallest Bark Collar, and we introduced more cat households to the world’s most popular self-cleaning litter boxes through the ScoopFree line.”

“Mammoth’s TireBiter Ball with Treat Stations were introduced at Global Pet Expo with great interest,” said Charles Byrne, Founder of Mammoth Pet Products. “TireBiter Balls' unique combination of features supports the popular ‘enrichment and engagement’ dog toy trend in marketplace. TireBiter Balls are available solo and with rope. Great for tugging, chewing and providing pups with mentally stimulating treat disbursement. TireBiter Balls are made with extremely durable natural rubber and come at great prices offering consumers excellent value. Global Pet Expo attendees were very excited about the TireBiter Ball addition to Mammoth’s Tirebiter product line. Global Pet Expo attendees’ commented that many dog toys these days are very expensive and are amazed and pleased that Mammoth can offer such a quality product at a reasonable price.”

“The theme 'Innovation in Motion' really resonated with PetShop by Fringe Studio as we’re always working on newness and trying to find ways to innovate and push past boundaries to offer more

to our customers,” said Jennifer Kruegel, Director of Product Management—Pet. “This year we saw a lot of new emerging brands, brands offering new technology and even brands stepping into new product categories. Pet as an industry is growing at a rapid rate, and we’re excited to be a contributor to its progress. We’ll continue to push ourselves for our customers and are excited to launch a new home lifestyle collection at SuperZoo [in August].”

Executing a gathering place that was inviting for potential retail partners to learn what Huxley & Kent is about and for existing partners to visit and catch up is one of the telltale indicators of a successful show for the company. “As the show went on, it was apparent our booth became a gathering point for old friends and new acquaintances,” Dagne said. “The relaxed environment makes it easier to have open and honest conversations that lead to better decisions and stronger relationships. All of this reflects our team and brand and how we work with our customers.”

“Our performance this year at Global Pet Expo was a resounding success,” Chollet said. “From the many retail partners, influencers and media we met with, all provided such positive feedback on our product offerings that we are energized to see what next year’s show brings for us.”

“Even though show traffic felt a little light, our booth was busy the entire show,” Kruegel with PetShop by Fringe Studio said. “Whether customers were learning about our new products, writing orders or playing our claw machine, we enjoyed getting to touch base on business and had a great time while doing it. Global Pet Expo was a success for PetShop by Fringe Studio on many levels. We started with launching almost 40 new dog toys, we gained many new

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Global Pet Expo Takeaways: Dog Toys

Manufacturer Spotlight: Multipet

“Multipet is always trying to keep up with the current trends. In many cases, we combine tradition with innovation while holding true to our core values. Our culture at Multipet is to embrace change as an opportunity to redefine our excellence. Our team embodies the spirit of progress, ensuring that we remain not only the category captains but also visionary trailblazers. When we decided to revise our packaging, we realized that we needed to strike a balance between familiarity and evolution, assuring the continued trust of our loyal customers while enticing newcomers with a more modernized look. As innovation is the cornerstone to our identity, we updated our existing lines with more on trend/contemporary colors. The new colors infuse fresh vitality into our brand's aesthetics. Consumers collect these toys which is why this refresh will continue to increase sales and generate more traffic. Our toys foster nostalgic feelings with Millennials as many of our licensed product bring back childhood memories. At the show, we felt that the trend was for durable, interactive and sustainable products. Regarding Global, it would be advantageous if they had a food cart in the aisles and less overseas suppliers.”

— Mark Hirschberg, Multipet

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customers and continued relationships with our current customers that attended the show. There’s never a shortage of customer feedback and that’s one of the reasons we enjoy trade shows so much. After each show we’re invigorated by all the positive support and look to offer more to our customers so they can support pets and pet parents around the world.”

“Dog toys seemed to be a hot topic at Global Pet Expo,” she continued. “The new product showcase and show floor was filled with brands offering newness in rubber durable toys, earth-friendly toys, boredom buster puzzle toys, Made in the US toys and even plush toys. With all this attention on the dog toy category, it will help to push all our businesses to offer more new and exciting products at the best value possible.”

The Huxley & Kent team wouldn’t mind seeing upgrades in the venue’s lighting system and considered the higher volume of pets in attendance a major highlight of their show experience. “Better overhead lighting would be a plus. It was nice to see more pets on the show floor,” Dagne said.

“As a show that attracts manufacturers and buyers, Global Pet Expo does an excellent job,” Chollet with PetSafe said. “Influencers and trade media are attendees in equal balance but would like to see more earned media opportu-

nities.”

Exhibitors utilize Global Pet Expo to promote and draw attention towards their latest product offerings and packaging revamps. The show also presents for manufacturers the opportunity to show retailers how their products enhance pets’ well-being, which subsequently improves pet owners’ mindset and peace of mind, along with how a partnership can drive foot traffic to retailers’ physical and digital aisles.

“In large part, our brand refresh will speak for itself,” Jolly Pets Marketing Director Louisa Casto said before the show. “Our updated brand messaging focuses on building an emotional connection with pet owners, resonating with their love for their furry friends and reinforcing Jolly Pets as a trusted, caring and fun companion. Our new look will also translate to captivating packaging designs that will leap off store shelves. I’m confident our new designs will attract attention and drive impulse purchases, ultimately boosting sales and revenue for our retail partners.”

“At PetSafe, we are obsessed with pets and have a 25-year legacy in keeping them happy, safe and healthy, and Global Pet Expo provides the perfect platform for us to demonstrate how our products transform the lives of pet families, unleashing joy to pets and the people who love them,” Global Director of Marketing Karla Attanassio said while preparing for this year’s show. “This past year, we

partnered with retailers to execute a full rebrand of all consumer touchpoints to bring our new brand positioning to life. Our retailers have been instrumental in transitioning our product packaging on the physical and virtual shelf, launching our problem-solution-based innovations and determining the best way to present our products on the shelf to make it easy for consumers to find the right product to meet their needs. Our impact can be positively quantified by the countless four and five star reviews we’ve been given by consumers.”

Mammoth Pet Products employs Global Pet Expo to further educate retailers and pet owners on the necessity of playing with pets and how the company’s toys play vital role in helping pet owners to build a connection with their pets. “Mammoth encourages pet owners to engage in playtime with their pups to create important bonds,” Founder Charles Byrne said before the show. “Mammoth dog toys are great for play and enrichment activities that encourage independent play and mental stimulation.”

Exhibitors showcased a wide range of innovative products, from durable rubber toys to eco-friendly options, at this year’s Global, as innovation is the driver for continued growth in this category. Companies don’t work on new ideas in a silo, however; they rely on retailers to share the latest insights on what pet owners are seeking.

Global Pet Expo Takeaways

Dental Care

Key Takeaways

• Pet parents are more aware of the environmental impact of products, leading to a preference for clean and biodegradable ingredients in oral care products.

• In the face of inflation, there is a growing demand for solutions that offer value and affordability.

Pet temperaments vary, but the task of wrangling an animal to thoroughly brush their teeth the recommended two times a day is generally an odious one that quickly falls to a lower priority in a busy household. While pet professionals have made strides in educating pet parents on the importance of proper and regular dental hygiene in avoiding potentially painful and debilitating conditions that stem from rampant oral bacteria growth, pet industry manufacturers also know there is a strong divide between what folks know they should do, and what they end up actually doing. To help bridge that gap, manufacturers have introduced novel, multi-functional oral hygiene products to pet retail, and many of the latest innovations were in the spotlight during Global Pet Expo.

Jenny Gilcrest, SVP Customer Development for Skout’s Honor, found great meaning in the theme of this year’s show “Innovation in Motion” in terms of what the company was prepared to share. “Skout's Honor is known for bringing products to market that change what people think is possible when it comes to performance, quality and most importantly, innovation,” she said. “This year we introduced our new Oral Care for Pets line—which features coactiv+, a clinically proven and VOHC-accepted technology that helps to break down and prevent the formation of tartar on teeth. Not only does it proactively support pets' dental health, it's also a convenient and easy to use set of solutions, including water additives, oral gel, dental drops and wipes, from a brand that pet parents seek out and trust.”

The show’s theme also resonated with Melissa Gulbranson, Chief Sales and Marketing Officer for Oxyfresh Worldwide. “This year, we're excited to introduce our revolutionary Pet Stain & Odor Remover, designed to tackle even the toughest messes with ease, leaving

behind a fresh and clean environment for both pets and their families. Additionally, we unveiled our latest creation: New Dog Dental Toys, specially crafted to promote dental health while keeping our furry friends entertained and happy. These launches mark significant milestones in our journey to redefine pet care, and we're honored to have had the opportunity to share them with fellow industry leaders at the Global.”

Value has become more pressing in recent years as consumers continue to wrestle with inflation. “Pet parents are doing their research and working on a budget, but they want to still help support their pets' health and wellness,” said Eric Abbey, President and Founder of Loving Pets. “Dental is a big one. Prevention with dental solutions like our multiple dental health-focused treats and chews that fight dangerous plaque and tartar are always a strong seller and a way pet parents can help support dental health and heart health affordably and effectively.”

This year’s show theme “Innovation in Motion” resonated with Abbey. “Not only were we able to showcase the investments we have made toward expanding our manufacturing capabilities that increase our efficiencies and increased production capacity, which help to combat rising costs seen throughout the industry, but we also debuted an innovative, sustainably sourced and upcycled line of bowls: the new Dolce Bamboo Collection,” he said.

There was much discussion in Loving Pets’ booth about convenience, effectiveness, added benefits, value and affordability, said Abbey, “which continue to be driving growth factors for the pet dental sector. Loving Pets has always been founded on the belief that high quality does not have to mean expensive. It continues this mission by offering hundreds of delicious treats and

chews, as well as bowls and gear that promote canine health from the inside out.”

Gulbranson was also impressed with the focus of discussions she was privy to. “One of the most notable trends is the increasing demand for eco-friendly and sustainable solutions within this category. Pet parents are becoming more conscious of the environmental impact of pet products, leading to a growing interest in clean and biodegradable ingredients in pet dental care,” she said. “This emphasis on sustainability aligns perfectly with our values as a company committed to both pet well-being and environmental responsibility. Additionally, discussions around the integration of advanced technology and microbiome-friendly ingredients, to effectively combat pet bad breath and promoting pet health were particularly exciting and is the exact reason we launched our new pet dental chew toys. These innovative approaches not only address the immediate need for easy ways for pet parents to add in pet dental routines but also contribute to long-term pet wellness. These hot topics and trends will continue to drive the industry.”

Gilcrest shared insights she gained regarding consumer behavior—particularly what brand loyalty might mean for pet retailers. “Pet specialty retailers will always look for products that are safe, effective and capable of solving pets' most serious oral care issues/ problems like tartar,” she said.”

Companies that innovate in the dental care space know that pet owners likely don’t have the time or inclination to brush their pets’ teeth regularly. Continuing to educate on the importance of dental hygiene to avoid sometimes debilitating diseases, category leaders are bringing an assortment of easy-to-use, functional solutions to pet owners that can fit many lifestyles and schedules.

Global Pet Expo Takeaways

Premium Foods

Key Takeaways

• Companies are prioritizing functional solutions in their product offerings.

• Retailers are seeking products with substantial brand loyalty, recognizing the importance of offering trusted brands that resonate with pet parents. This consumer-centric focus drives companies to prioritize product education, engagement with retailers, and efforts to meet evolving consumer needs.

Quality ingredients are just the tip of the iceberg in terms of talking points for premium food and treat manufacturers who attended Global Pet Expo. Leading companies took advantage of the face time with current and prospective partners to highlight their latest product innovations and formats that prioritize functional solutions like skin and coat, joint health and digestion, as well as convenience and ease of use. The event also afforded companies the opportunity to highlight their sustainability and charitable work for conscientious retailers and end consumers. Those in the trenches of developing new formulations, meanwhile, made sure to compare notes on the latest regulatory recommendations and news pertaining to pet nutrition.

Robert Downey, President of Annamaet Petfoods, was in his element engaging in such conversations. “As a nutritionist here at Annamaet Petfoods, I am keen on any discussion regarding nutritional concerns in our pets,” he said. “A hot topic from the nutrition side is the growing discussions about copper storage issues. High copper levels used to only be a concern in Bedlington Terriers; now it is a growing concern in West Highland Terriers, Wheaton Terriers as well as Labrador Retrievers and Dobermans. AAFCO is currently trying to establish a safe copper upper limit for dogs.”

As a pet nutrition leader, Annamaet Petfoods led two talks at the event. “With two nutritionists on staff and more than 100 publications in peer-reviewed journals, we will be sharing some of the science that backs Annamaet Petfoods,” Downey said prior to the event. The company also made a showing in the New Product Showcase this year with a new Small Breed Salmon and Lamb formula; they also debuted Annamaet Recovery Chews, an

ideal post-exercise functional treat for active dogs, Downey said.

ZIWI also took the spotlight by hosting a happy hour the first day of the event, said Senior Marketing Manager Jessica Krueger. “It was incredible to see so many new formats within the alternative-to-raw space,” she said. “We’re seeing a lot of brands come up with new and exciting innovations that provide even greater variety of formats for pet parents to choose from. We are proud to be among those with our newest innovation, ZIWI Peak Steam & Dried recipes for dogs and cats. These recipes create a wonderful first step into alternative-to-raw nutrition with a competitive cost to feed. After years of hard work creating our newest Z-MicroSteam technology, it was an honor to launch this creative solution at Global.”

Holly Sher, President and Owner of Evanger’s Dog and Cat Food Company, noted fewer attendees this year. “We would have liked to have seen more outreach and attendance from the small independent retailers. At Evanger's, the small independent retailer is our focus, and we would have liked to see more representation from indie pet retailers at this year's Global. We also understand it's hard for indie pet retailers to travel and incur expenses to attend Global, so if there is anything APPA can do to help make it easier or more affordable to get retailers to the show, we support this 100 percent.”

Networking and industry chatter are important incentives for companies who choose to attend Global, but not much can top the retailer presence and interactions. “The best conversations usually came from retailers stopping in saying that they have heard so much about Northwest Naturals,” said Amy Snell, Director of Sales and Marketing for Northwest Naturals (NWN). “Or, ‘I special order so much NWN it is time

for me to bring this in.’ This creates excitement that our name is getting out there and becoming one of the sought after raw foods.”

For Steve Hilker, Head of Marketing for MPM Products USA, which manufactures both the pet specialty focused brand Applaws and the omnichannel tailored brand Reveal, the show’s “Innovation in Motion” theme resonated deeply. “It signified our commitment to creating and sustaining trends in the cat food category,” he said. “At Global, we showcased Applaws’ new Puree treats as well as the brand’s new Mousse pouches, which fit in with tailwinds we’re seeing on cat treats and what we know of curious cats seeking a variety of tastes and textures. [We also showed our] New Senior Mousse with Flakes and Kitten complete and balanced dry food from our Reveal brand, both aligned with the life-stage trend that we also saw at the show. As a spectator and participant, it’s always thrilling to be at the heart of what’s happening in the industry.”

This year’s event also served as the platform for the global relaunch of the Applaws brand, said Hilker. “Our presence garnered significant attention, and the response was overwhelmingly positive. The expo served as a springboard for our brand, reaffirming its position as a leading global brand available in more than 40 countries.”

It was also a reintroduction to the Global audience for Alphia, according to Chief Commercial Officer Wade Nilson. “This show was a chance to demonstrate how Alphia is constantly evolving and striving to improve the lives of pets and their owners through Alphia's pet food safety standards,” he said. “Overall, we received positive feedback on our booth, which reaffirmed our mission

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Global Pet Expo Takeaways: Premium Foods

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as a trusted pet food manufacturing company committed to nourishing and protecting pets with food safety at the helm. We had engaging conversations across the board and were thrilled to attend our first Global since beginning our new journey with PAI Partners.”

Nilson elaborated on some of those conversations: “At the show, the most meaningful discussions I had were about Alphia’s future, and how at Alphia, it is about more than making kibble; we take pride in our high standards to ensure food safety and quality in every bowl. I also shared insights on the \ pet food and manufacturing trends that I’m currently seeing and how my team is working on capitalizing on them.”

Nulo attracted visitors to their booth with several creative experimental elements, including interactive product showcases. Lauren Gill-Wood, Senior Vice President of Sales at Nulo, said, “For attendees who visited our booth, we hope they walked away with a sense of excitement around the innovation Nulo is bringing to market and the support Nulo offers retail partners. Our Cold Pressed kibble alternative and Gently Cooked shelf-stable complete and balanced meals are extending Nulo’s premium nutrition platform into alternative feeding categories that meet the consumer need for convenient better-for-you offerings pets will love. Nulo has a proven track record of building strong partnerships and supporting retailers through robust nutritional training, local event support, geo-targeted ads and co-op marketing initiatives.”

Assessing the company’s showing at Global, Gill-Wood said, “Our experience has taught us that a successful tradeshow drives long term growth through increased brand awareness and enhanced relationships with retail partners. Of course, sales are part of the recipe for a successful show, but we also value the number of new connections that may grow into partnerships, the buzz created by introducing people to the brand, and the existing relationships that are deepened through the tradeshow experience.”

BrightPet Nutrition gauged its show outcome by similar metrics. “We’re

always thrilled to attend Global. It’s a great opportunity to meet face-to-face with our friends from every part of this industry,” said CEO David Kowal.

Kowal explained the company had several highlights it wanted to impart on visitors, including a new partnership with Zinpro on their ProPath line of performance minerals. “The newly enhanced formulas allow for additional retention of important nutrients in every bag of Blackwood dry dog kibble, aiding in everything from heart health, brain health, digestion, to skin, coat and joint health,” he said. “We took great pride in introducing visitors to just a few of the many new products and product extensions we plan to release throughout 2024. This includes, among others, our re-introduction/refresh of the Blackwood brand, including our new partnership with Zinpro, plus expanding the Stewart brand with a host of innovative products, including: Raw Coated Kibble; Raw Naturals; Raw Medley; and Functional Meal Toppers.”

RAWZ Natural Pet Food debuted several new recipes this year including a LID dry recipe in rabbit, wet cat and dog recipes, wet dog stews and wet gravy cat recipe, Owner Janet Scott said. “We hope that attendees who visited our booth walked away recognizing our commitment to using high meat content in all our foods, and that our recipes are minimally processed without the use of rendered meals and fats,” she said. “Additionally, we take pride in the fact that RAWZ donates 100 percent of its profits to providing service animals, as well as supporting cat rescues, traumatic brain injury and spinal cord causes.”

Reflecting on the show, “Measuring the success of the show involves assessing various aspects of our participation, as well as the outcomes achieved,” said Scott. “We feel this was a great show for RAWZ. We had meaningful meetings with our distributor and retailer partners to discuss how we can help them increase their sales. We also thanked them all for their support and enabling us to donate $3.2 million to date to the charities that we support. Additionally, we had several meetings with new retailers to introduce them to RAWZ and our entire line of products.”

Peter Christiani, Director Sales Devel-

opment for Portland Pet Food Company, explained product education was a key goal this year, “Our products are unique —as we offer fresh, human-grade meals served in a shelf-stable pouch—so it is important to ensure stores understand how to sell them and who they should be targeting. We feel our emphasis on education and in store selling materials really resonated with people learning about our products for the first time and customers who have been selling us since we started! Secondly, we continue to emphasize our efforts within sustainability. Our Pet Sustainability Coalition decal was proudly brandished at the booth, and we were able to tell our sustainability story to visitors who continue to seek our products that meet their shoppers' needs.”

From her vantage point, Sher with Evanger’s said she felt most conversations this year revolved around value, solutions and brand resiliency more than innovation. “Consumers are looking for the very best food at the very best price, and here at Evanger's, we feel very fortunate to be able to deliver that and check all boxes.”

Sher explained, “We recently released the Made in the USA Evanger's EVx solution-focused line of canned dog and cat foods based on real functional needs. All EVx foods contain pre- and post-biotics. We are the first and only canned food that includes postbiotics, which brings our canned foods' nutritional levels the highest in the industry and on par with raw foods.”

For Portland Pet Food, their measure of success similarly encompasses multiple factors. “We measure success in both a quantitative and qualitative manner. We of course track customer data— including orders, new customers, and overall number of prospects that came to the booth,” said Christiani.

While premium foods and treats makers know their target consumers want clean, quality ingredients to feed their pets, they made sure to educate attendees on how their specific products have functional benefits that cover a range of needs and are easy to feed and convenient. Nutritionists are also heeding the latest news coming from regulatory agencies on what potential ingredients to be wary of with future innovation.

An affordable first step into alternative-to-raw nutrition

INTERVIEW

Feeders/Chow Hound is starting 2024 strong with a 68-store footprint. Last fall, Feeders/Chow Hound had 66 open stores with two under construction: one in Delaware, OH and another in East Lansing, MI that was part of the Soldan’s acquisition. CEO Brannon Dixon shared in late 2023 what the company has in store and the factors taken into consideration before making strategic acquisitions.

Feeders/Chow Hound has experienced significant changes. How many Soldan’s Pet Supplies locations did Feeders/Chow Hound acquire?

We acquired Phydeaux's stores March 1 in North Carolina with locations in Chapel Hill, Cary and Raleigh. These will be rebranded over the next few months into Feeders stores. We’ve been transitioning them and working through the SKU commonality among the Feeders and Phydeaux assortment.

One month later, we were purchased by Houchens Industries, a deal that had been almost a year in the making.

Soldan’s Pet Supplies was acquired September 1 including eight stores that are currently open. A ninth store is currently under construction with plans to open in January 2024. Plans for rebranding existing stores to Feeders Pet Supply should begin around the end of the first quarter, beginning of the second quarter [of 2024]. We are currently moving our private label product into the new stores and working through SKU commonality at the Soldan’s stores as well. Additionally, on September 1, we also acquired Ashland Pet Supply store in Ashland, OH.

We’ve completed those three acqui-

sitions this year [in 2023] along with opening a store in Nashville, TN. We have a store opening in Delaware, OH later this month as well. With these acquisitions, we have been able to expand further into Michigan, as well as enter new markets in both North Carolina and Tennessee. Our immediate plans for the future include expanding further into the Tennessee market.

What will happen with the Feeders/ Chow Hound locations that were acquired by Houchens?

Houchens is one of the largest and the most diversified 100 percent employee-owned company in the US and currently owns numerous operating companies in several industries, including retail, manufacturing and distribution, construction, consumer products and insurance.

We were previously owned by a private equity group which usually has a three-to-five year investment horizon. The great thing about Houchens is that they have historically been a buy-it-andkeep-it company, so we no longer focused on the next transaction. The other thing that’s beneficial for everyone in the company is the ESOP. The ESOP is a retirement plan run by Houchens that puts an above market percentage of your salary into a retirement plan for you that is invested in Houchens. This means that everyone who works for Feeders and Chow Hound is now a participant in the Houchens ESOP. It was a fantastic acquisition for us to move into the Houchens portfolio, but also an incredible deal for every one of our associates.

Tell us about the decision-making process to acquire Soldan’s Pet?

Culturally, they were a good fit. Nikki and Howard Soldan have done a great job with their company. It was a unique company that ran smoothly with a lean corporate staff. We are adding a lot of support on the corporate level, but they did a fantastic job running the company overall. They were friendly with the Keanes who owned Chow Hound previously and they were part of the Spader group back in the day that Feeders and Chow Hound were part of as well. After meeting with the corporate team and store managers, we knew they would

nicely fit into our culture. They also were a fantastic geographical fit, as this addition allowed us to expand further into the Michigan market, now covering Grand Rapids, Kalamazoo, Portage and Lansing.

Another aspect that is a great fit is the incorporation of our warehouse strategy. We’ve got a couple of million dollars being put into our primary warehouse next year and it is a huge project. We’ll gain about 60 percent more capacity and 45 percent more efficiency out of our DC [distribution center] by being able to double or triple the store count out of our DC in Louisville. Part of that strategy is coming up with smaller DCs in the eastern markets similar to the one we have in Grand Rapids already. What we will do is we put the highest volume items in those DCs and then we run trucks from here in Louisville up to Grand Rapids every week. We also run one truck down to North Carolina every week, and we’ll be running one up to Soldan’s as well. From there, we have distributors finish out the rest. That way, we have almost complete control of our supply chain, roughly 70 to 80 percent. I didn’t want to be beholden to certain distributors or individuals; [rather] I wanted to try to control as much as we can and work directly with the manufacturers and the brands to bring it in. That way we get better costs and efficiency resulting in a better supply chain model.

How will Feeders/Chow Hound manage the additional store count and infrastructure demands?

We’re staying ahead of it. Part of the warehouse project next year is to stay ahead of our future growth. We can manage expected growth and projects with current processes, but we want to be prepared to facilitate future growth without concern that our current processes are able to support that expanded growth.

We’ve added ADI and ASN through our system so we can make things more efficient in the stores in conjunction with our buying and accounts payable groups. That’s part of the infrastructure. We’ve added some infrastructure to our finance group to help with the

Brannon Dixon, CEO, Feeders Supply Company/Chow Hound Supplies

Interview: Brannon Dixon

Chow Hound Pet Supplies

• Headquarters:

Grand Rapids, MI

• Store Count: 16

*Source: company website

Feeders Pet Supply

• Headquarters: Louisville, KY

• Store Count: 49

*Source: company website

Soldan's Pet Supplies

• Headquarters: Lansing, MI

• Store Count: 9

*Source: company website

Phydeaux

Houchens Industries

• Headquarters: Bowling Green, KY

• Store Count: 3

*Source: company website

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reporting, tracking and functionality of everything we have going on. We have been building the infrastructure before we have the demand for it in attempts to stay ahead. We have seen situations where many companies hit a sudden stopping point because they do not have the infrastructure in place to facilitate growth. I never want us to get to that point and I want to continue to make sure our infrastructure is always ahead of growth, not behind it.

From day one, our focus has been: “How do we make sure we have a scalable structure to where we don’t have to slow down? Can we continue to grow but keep our infrastructure scalable?” Our goal is to be a high-growth, leading omnichannel retailer. We are making big strides toward this goal by implementing the website three years ago and continuing to make improvements and expansions in our e-commerce operations. We are continuing to facilitate growth and get the leverage and heft to really be a top company who has influence within the industry.

Tell us about the decision-making process to align with Houchens?

My CFO and I were the ones involved in the transaction process between

Houchens on the due diligence piece. The biggest factor in the decision-making process for us was how the operations would continue after the takeover. We liked that Houchens operates in such a way where they buy the company, and they buy it for the talent in the company instead of just for the company itself. They give you the ability to continue to operate and not be held up with bureaucracy. There are of course additions such as weekly reporting, a monthly performance report and a quarterly board meeting, but other than that, they’re open to letting us run how we best see fit. They’ve been great partners and they also understand they have the people they can trust. It’s been a great partnership and a great acquisition for us.

How do these latest decisions further your overarching goals?

One thing I love about independent pet/pet specialty is you’re not one of the big, huge retailers. However, you’re still in the independent pet space so it gives you the ability to continue to grow and continue to serve your loyal customers even more. Of the many projects we’ve done throughout 2023, one included opening a boarding facility in one of our stores early this year. It is a test concept that combines a boarding and daycare

facility. We’ve been figuring out what the seasonality is, how we staff it, how to best market it, etc. Once that has been solidified, we’ll look at how to best expand it into other stores as we grow.

We launched online pet insurance last month partnering with MetLife.

We also launched pet prescriptions with VetSource online. We’ve got food, we’ve got grooming salons and dog washes; with these additions we’re becoming more of a full-fledged offering of everything you need as a pet parent, rather than just a products company. That’s been our goal.

Additionally, Phydeaux and Soldan’s offer their own loyalty programs. Following the acquisitions, we will roll their loyalty customers into our loyalty program. We took all of their previous purchases, and we dumped in over $100,000 worth of coupons into the Soldan’s loyalty program. We gave customers the coupons they earned based on their previous loyalty program usage. This wasn’t the most profitable decision in the short-term, but we’re making a lot of people happy and we’re doing the right thing with these acquisitions. Our goal is to become a full-service pet company for everything customers need and being able to continue with future acquisitions.

SAVE DATE THE

You came (to North America’s largest pet retail event). You saw (the latest, greatest pet products). You conquered (your business challenges). And we can’t wait for you to keep that momentum going next year! Thank you for helping to make SuperZoo the incredible, fun-filled event that it is. We look forward to seeing you in 2024!

August 14-16, 2024

Education: August 13-14, 2024

Mandalay Bay, Las Vegas, NV

20,000+ Pet professionals participate, including:

10,000 buyers—the most in North America

1,100+ exhibitors

3,300+ buying companies

300,000 square footage

Source: 2021 SuperZoo attendee surveys