February 2024 Pet Insight

Pet Insight February 2024

The 2024 Global Pet Expo Preview Edition Inside • Special Report: EarthWise Pet 4 • Market Focus: Chicago 8 • Global Pet Expo Preview 12 • Q&A Interview: Tim Batterson, Animal Supply Company 52

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Special Report EarthWise Pet

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iven the pace of growth, especially within the last year, EarthWise Pet leadership naturally anticipated some growing pains while fully integrating its new acquisitions into the mix. However, it has continued to abide by its longrange master plan in mitigating that growth with strategic hires at the corporate level, meaningful investments in elevating its franchisees and novel innovations to unite company players under the foundational goal of effectively supporting pet parents in caring for their pets.

While 2023 may have been a year of store count growth for EarthWise Pet, the company is starting 2024 off pioneering ways to use technology to help its self-described “coalition of holistic pet supply stores” operate at peak efficiency in both the products and services they provide. In January, EarthWise Pet brought its renowned in-store Certified Pet Dietitian program into the world of artificial intelligence by introducing “Ask Erika—Pet Dietitian,” an AI-powered pet nutrition advisor, powered by Open AI’s GPT technology. In this case, the “Ask Erika” GPT (generative pretrained transformer) was specifically trained and developed with insights and

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training programs from EarthWise Pet’s Certified Pet Dietitians, who are experts in holistic and natural pet nutrition.

EarthWise Pet’s Chief Marketing Officer Dianna Bailer explained, “Our technologically-forward corporate team is committed to pioneering the best approaches for the future of our franchisees and corporate stores. Leveraging and embracing AI is a must, and while we anticipate that other brands may eventually adopt similar trends, EarthWise Pet's focus remains on providing the most natural and safe dietary advice for pets. It's truly exciting to be one of the first to venture into this new realm and expand our commitment to innovation and the well-being of pets everywhere."

“Ask Erika" is intended to empower pet parents with information to make informed decisions regarding their pets' nutrition and overall health without bias toward specific brands. It also allows them to gain this information quickly and remotely. “Ask Erika” is available to OpenAI subscribers.

The Coalition

Presently, the EarthWise Pet family of brands includes: PetPros, PET DEPOT, Bentley's Pet Stuff, Dee-O-Gee, Nature's Pet, Bark Avenue, Loyal Biscuit, GROOMBAR, Wags to Whiskers, Furever Naturals, EarthWise Plus, EarthWise Vet and Reserve.

Between all the banners, the company totaled upwards of 70 corporate-owned r Cont'd on Pg. 6

Special Report: EarthWise Pet "Franchising is great because you have people that really want to be their own boss and do something good in the community and have a little bit more control over their futures, and you get to meet some super interesting people. One of the tough parts about franchising is that sometimes the best operators are also the most strong-willed operators because they’re willing to do anything it takes to be successful, and at the same time, that also means they’re willing to do anything it takes to be successful.”

— Mike Seitz, Chairman and CEO of EarthWise Pet r From Pg. 4 stores and nearly 150 franchised locations as of October 2023, according to Chairman and CEO Mike Seitz. It’s been a growth process that began in earnest in 2021 with a strategic partnership with Pet Stuff America—including Bentley’s Pet Stuff locations. EarthWise Pet also acquired Washington-state based Pet Pros that same year. In 2022, the company announced the acquisition of 42 franchise locations and independently branded stores. And in 2023 alone, the company stepped into the seismic changes that came with Independent Pet Partners’ (IPP) filing for Chapter 11 and acquired seven Kriser’s Natural Pet locations in Southern California, while also picking up four See Spot Shop locations in Arizona and California-based Pet Depot.

To illustrate the full extent of the company’s growth in recent years, media reports indicated at the time the strategic partnership with Pet Stuff America was announced, the combined store count in 2021 was 130 locations.

On the most recently acquired See Spot Shop and Pet Depot, Seitz explained each had a targeted place within the EarthWise Pet structure; See Spot Shop was a buy and rebrand situation for EarthWise Pet’s corporate store expansion plan, and Pet Depot’s California footprint gave the company a novel means to stay competitive with peer companies like Woof Gang Bakery and Pet Supplies Plus.

“The Pet Depot model is a 'Pet Supplies Plus'-type model except for [being] a little bit more service focused,” he said. “And so, for people that want the larger footprint, they want a much more hands off manager-operated play, we offer that. Or if they want three or four stores for the price of one, they can go with the EarthWise brand. It gives PG 6 / PE T I N S I G H T

potential franchisees a lot of opportunity to mitigate their risk by having different banners with different focuses in different sizes. We have franchisees that sign for multiple now. For example, existing EarthWise Pet franchisees that are opening a standalone GROOMBAR, it allows for some really nice cross over.

But the Pet Depot was the missing component to our offering.”

Seitz acknowledged the velocity of growth isn’t always seamless, but the caliber of expertise and experience that EarthWise Pet has accumulated through its M&A activity is complementing the company’s long-term strategic plan.

“Anytime you grow and you grow quickly, there’s challenges when it comes to infrastructure and integration,” he said. “Bringing multiple different, strong personalities together can always create friction and tension.

Growing at a rapid pace can always make people feel a little bit crazy. It’s just the reality of it. One of the things that we’ve been lucky on is, as we’ve been acquiring, we’ve been handpicking key personnel that fit into our management team and [with] some of these acquisitions that we’ve made, we bought for the personnel, not for the company.

This person has an extreme talent in this, they’re probably one of the best in the industry in this particular field; let’s pull the trigger on it because I want them on the team, and we will be better as a system because of it. So, we’ve made decisions often times [that were] personnel related, not just financial related. You bring those pieces in there and you need to front load it, and so we did. We front loaded our team in preparation for the growth.”

Among EarthWise Pet’s newer hires has been its Chief Marketing Officer Dianna Bailer.

“My career path has zig-zagged

through several industries, possibly making my résumé a scary read for prospective employers,” she said. “But, whether it was the entertainment, hospitality, automotive or digital marketing fields, each step provided me with unique skills. While working with a company specializing in franchise development and digital marketing, I connected with the executive team at EarthWise Pet. Since I've always had a passion for animals and originally planned to work in animal rescue, this was a dream come true. Although I realized I couldn't handle the emotional toll of daily rescue work, EarthWise Pet gave me the opportunity to contribute to bettering pets' lives in a more positive way. When the opportunity came up to work with them directly, I jumped.”

In addition to supporting the launch of “Ask Erika,” Bailer has been busy with an assortment of initiatives. Last summer, she reflected, “In my short time with EarthWise Pet, I've helped design or redesign all of our private label products, start the launch of our biggest products yet, head the visual design of our newest store concept, GROOMBAR, and created numerous support tools for our franchisees. I am dedicated to people learning about EarthWise Pet and our earned place as the nutrition authority for our [pets].”

In a modern business climate that has never been kind to independent momand-pop businesses, franchising has emerged as a viable avenue for pet store operators to continue serving their fellow pet parents. And amongst pet franchising opportunities, those offered by EarthWise Pet are proving to be some of the robust and well supported options, thanks to the company’s careful planning and long-term growth strategy involving measured acquisitions and meticulously researched hires.

Market Focus Chicago

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ithin the greater Chicago market, business owners from every corner of the pet industry are working towards similar goals. They are empowering pet owners with information and solutions to become more responsible and knowledgeable pet parents. Additionally, these businesses are advocating for pet parents with reliable guidance and offering an experience in their establishments that focus on improvement and authenticity while supporting pet parents who are trying to do better.

The Perks of Pet

“What I enjoy most about running a pet specialty business is helping customers with their pet needs and making suggestions that have positive outcomes for both the customer and the pet,” said Andy Arnold of Andy’s Pet Shop located in Peru, IL. “The best part of running a grooming business is the relationships we create with our clients,” said Angela Lullo, Owner of ALL4K9 based in Cary, IL. “Being a pet groomer gives us a unique experience to be involved with our client's health. We usually see pets on a 4-8 week schedule which is often enough that we often can catch issues such a skin issue, which the owners may not notice under the fur, or ear issues, which the owners may not notice if they aren't cleaning their pet's ears regularly. But it’s also long enough between appointments that we are more likely to notice subtle changes like fluctuations in weight or changes in the size of lumps and bumps, which owners don't always notice because they see their pets every day. Anytime we notice something during a grooming session we document it, notify the owner and recommend having their veterinarian follow up with an exam. We don't just bathe and cut hair, we are an integral part of our clients' lives and have literally saved clients' lives by telling a pet owner to get something checked that was serious and if left untreated could have become life threatening.”

“I enjoy working with clients including their humans,” said HollusGessler-Thomas, President of Wigglyville in Chicago. “I also love toys. Did I say I love dog toys? I love dog toys. I PG 8 / PE T I N S I G H T

have the best time trying to find the unique, the most durable and the outrageously fun spoof toys such as Chicago-based designer Haute Diggity Dog's parody toys. I also really enjoy utilizing my unique educational and professional background that allows me to discuss a variety of pet health issues. And let's face it, it's great to not have to wear more formal business attire since so many of our dogs tend to sometimes jump up with muddy paws.”

“What I enjoy the most about running a pet specialty business is first and foremost all the sweet cats and dogs that I get to meet on a daily basis,” said Sophie Phillips, Owner of Sprocket & Stone in Chicago. “Just looking at their excitement walking through the door puts a smile on my face. I also love the fact that my work is meaningful and helping our companion animals live a healthier life makes what I do even more rewarding.”

"I enjoy building relationships and being able to be part of the animal’s wellness journey," said Dorothy Vetrovec, Owner of Nature's Feed in Spring Grove, IL. "It’s nice to be a part of that and see animals transform into their best health, and of course, you have the pet parent who is ecstatic because you supported them in making those decisions. That’s the best part, is being able to do that. We are also heavily involved in our community, so that always makes it fun."

Opportunities are Abundant

“One challenge of operating in this market is having to juggle and manage multiple distributor orders,” Arnold said. “We can't just rely on one or two to get us the products we need. We have multiple dry goods distributors to give us a variety of dog and cat food. Small animal and bird supplies come from different distributors. And we have to use two different fish distributors to get better quality and to make sure we get the types of fish we need.”

“Being a groomer affords our employees the opportunity to create a career out of their passion,” Lullo said. “With the recent changes of state-mandated employee benefits such as IRA contributions, PTO requirements and employer provided insurance policies, I have

been able to create employment opportunities for a sustainable workforce.

While some business owners may view these mandates as a negative, I personally think they have set up wonderful tools for employers to [support] careers for a more stable work environment.

Groomers often have a reputation for being in a high turnover position, and I am happy to say most of my employees find working for ALL4K9 somewhere they want to spend the rest of their careers. One challenge we are currently facing is inflation. Just as everyone else is, we are seeing a large increase in prices of supplies, equipment and utilities, along with the rise of minimum wage. And even though my groomers are commission based, that commission still needs to reflect the changes being made in the hourly wages. It is crucial that the price of our services increase in order to compensate for the price of doing business, but at the same time we can't price ourselves out of work.

There is a fine balance between changing enough and overcharging which is a line I have to determine as a business owner. Another challenge prevalent in the grooming industry is the lack of a skilled workforce. Grooming is hard on the body, and most groomers retire relatively young due to back issues, carpal tunnel and other injuries caused by the overuse and wear and tear on the body that grooming causes. There are many young groomers who want to continue learning but are having a hard time finding ways to do so, or bathers or inexperienced groomers who can't find anyone to teach them how to groom.

We have actually taken this challenge and turned it into an opportunity for ALL4K9, and we created a groomer apprenticeship program. When our bathers want to take the next step in their career to become a groomer we pair them up with one of our senior groomers, and they work side by side to teach them the grooming skills they need to become a full time groomer.”

“I'll start with the opportunities—Although this market has become mature, it is not stagnant,” Gessler-Thomas said. r Cont'd on Pg. 10

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Market Focus: Chicago r From Pg. 8 “There is a great opportunity to connect with one's local community. We know alot of our customers on a first name basis which allows for more local, grassroots marketing. New innovations and products are constantly being developed, allowing us to continually showcase new items and services for clients.

The pandemic closed quite a few businesses, but Chicago has been one of the fastest cities to recover, according to some news outlets. This leaves room for more small businesses to open in the areas where others closed."

He continued, "I would say there are two significant challenges: e-commerce and skyrocketing business expenses.

Brick-and-mortar stores have a higher overhead. It's difficult to compete when we have clients say 'I'll just buy it on XYZ since it's a few dollars cheaper.' We also find that many e-commerce sites sell drastically under MAP pricing, making it difficult for us to compete on price, or the manufacturer sells direct at a lower margin which doesn't leave brick-andmortar businesses much wiggle room to pay for the extra overhead."

The other significant challenge is the price of business has drastically gone up. "Our minimum wage increased, service wages increased, vacation/sick day benefits are mandated, property taxes are skyrocketing which then gets passed on in the commercial rent hikes and our sales taxes are higher," he said.

"Whenever we bring an associate on board, I tell them: ‘We are here to provide solutions, empower pet parents and build relationships. We don’t actually sell products,’ and then they look at me funny," Vetrovec said. "We don’t; I sell a solution and part of that solution includes XYZ products, but we’re always educating pet parents, and it’s always from a place of I tell pet parents there’s no judgment or criticism when I’m educating them because most of the time if they’re new, and a lot of them are referred to us, they’re coming here not to be ridiculed for feeding [a subpar pet food]. They’re coming here to want to do better. It’s our job to grasp that opportunity, and I’m grateful they’ve chosen to come to me so I can empower them with information that we know PG 10 / PET I N S I G H T

about food, educate them so they feel empowered and they’re making a better decision for their animal. We’re very knowledgeable. I stress to my team about training, and when they are new, they are required to shadow somebody."

Additionally, the Nature's Feed team prioritizes community. "Ever since I opened my store, I have always felt that it should be 'help me help you,'" Vetrovec explained. "I open my doors to shelters and to rescues. We organize events to help the community, and we’ve developed close relationships with some of the nonprofit organizations. We have a loyalty program where people earn dollars, and those dollars can be used for their purchase but it can also be used to donate. Every couple of months we select a local charity that benefits from the donations. We’ve done giving trees around Christmas time where we have an ornament indicating which specific shelters need what if they need paper towels, if they need dog food, etc. It’s reciprocation; the more that we receive in terms of sales, the more I’m able to offer the community."

Businesses are Thriving

“Our store is about an hour and a half from Chicago so it allows us to watch the trends that are happening there,” Arnold said. “We can watch and adjust to products that are working well or things that are not going to do well in the industry and to avoid buying them if they do not sell.”

“People love their pets,” Lullo said.

“My husband is a car mechanic but also sometimes comes to the grooming salon to help me and he ’jokes’ that people will drive down the street dragging their car muffler and spend $100 to get their dog groomed but balk at spending $100 to get their muffler fixed. People say pets are the new children. Most people don't view their pets as possessions like they used to. Pets are integral parts of their family, and [people] want to provide the best care they can for them. Especially in the more urban area we are located in, dogs aren't working farm dogs, they are pampered pets. You can see this across the board as many businesses are including pets such as restaurants who offer ‘dine with your dog’ days and bars that allow you to bring your dog with you in the outdoor

beer gardens.”

Some of the factors that have allowed Wigglyville to thrive are, “flexibility, customer service and our commitment to our employees are key factors mixed with being very conscientious of our operating costs,” Gessler-Thomas said.

One factor which has allowed for Sprocket & Stone to flourish in Chicago is it’s a “very pet friendly city with a lot of green spaces and designated dog areas throughout,” Phillips explained.

“Though there are quite a few of us, the city is large enough that most shops do thrive and we are not overcrowded with competition at every corner. The challenges as always are to try to remain competitive against the larger and online retailers as a whole but a few added challenges with my location, in particular, is that first we are in a transient area; we do yearly lose and then gain customers. We are also on the south side of Chicago, which unfortunately is not necessarily an area Chicagoans visit frequently unless they have to, thus we rely mostly on our small neighborhood residents for business. We are doing extremely well but there is definitely less room for growth unless we would open a second location elsewhere.”

Differentiation Through Services

“Offering services such as doggie daycare, boarding, dog walking and pet sitting in addition to grooming has allowed us to deepen the relationships we have with our clients,” Lullo said. “They trust us to care for their pets when they are away so we become more than just the groomer to them—both the pet parent who knows we care deeply for their pets as well as the pet themselves. Most of the dogs who come into the salon drag their owners into the shop. They love coming to us because they receive our care and attention before, during and after the grooming process. We also have a retail store where we sell high quality food and treats; our clients trust us to provide the best nutrition for their pets. We are frequently recommending new diets or healthy chew options because the pet parents really want to provide the best care that they can. In addition to our client relationship the additional services we offer have really put us a step above our competition."

Global Pet Expo Preview Key Takeaways

• Suppliers across diverse categories at Global Pet Expo are united in their goal to partner with retailers, empower pet parents and offer products tailored to pets' needs and desires.

• These suppliers are addressing inflation by mitigating rising costs for pet owners and preventing pet surrenders through partnerships with retailers to educate owners on proper training and behavior reinforcement.

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cross diverse and unique categories suppliers are unified in their mission to forge partnerships with retailers, empower pet parents and propose items that echo what pets and their owners want and need. Suppliers representing their categories are addressing inflation by mitigating the impacts of the rising costs to conduct business on pet owners who are stretching their dollars. They are also preventing pets from being surrendered by teaming up with retailers to teach pet owners how to properly train pets to reinforce desired positive behaviors. Global Pet Expo is presenting the chance to engage in relevant and significant conversations with industry peers and partners who, when working towards the same goals, can make a lasting difference on the lives of pets and their owners.

At Global, Bright Planet Pet is launching its 1-oz. sample program and long-lasting chews. “Supporting our retailers with marketing materials and innovative products is the foundation of our customer service,” said Director of Sales Chris Gardner. “Our 1-oz. samples are a tremendous consumer marketing tool and our plant-based Better Bully sticks and Better Bac'n twists are exciting innovative products at a fantastic price! Offering highly palatable, allergen-free long lasting chews below $5 a piece will make our booth a must stop.”

"Our product sizing considers and caters to all sizes of animals and our buckles are specifically designed for pet comfort while wearing," said Coastal Pet Products President Kim Stout. "In 2024, we are celebrating 20 years of our Li’l Pals collection, which was specifically designed with petite dogs, puppies, and kittens in mind. The items in this collection are perfectly sized to cater to the unique needs and sizes of small pets and we are excited to showcase new additions to Li’l Pals at Global in honor of this monumental anniversary! Coastal provides educational content for consumers and retailers via our monthly

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blogs and our YouTube channel. Along with merchandising guidance, Coastal also offers retailers a ‘Selling Specialist’ education program so retailers can be knowledgeable about Coastal’s product offerings and guide consumers while they shop."

“We always aim to create a memorable, educational experience for everyone who visits our booth, including distributors, retailers and media,” said Kevin Steele, VP of Sales for Champion Petfoods. “Our team is ready to share the great innovation we’ve been working on, like ACANA Classics dog recipes, ACANA Indoor Cat recipes, and ORIJEN Freeze-Dried Epic Bites. Plus we’re entering into a new category that cat lovers will be thrilled about.”

“We love attending Global every year, and while each year may be a little different, our message remains the same: we are advocates for pet parents and want pet parents to help their pets live their best lives,” said PetIQ President and COO Michael Smith. “We know how important pets are to their families, and we want to continue removing the barriers that are impacting pet parents, whether they are costs, transportation or lack of veterinary resources. Every year, our goal is to continue challenging industry norms to deliver affordable, accessible solutions to our customers and pet parents across the country.”

Jones Natural Chews is debuting its new line of crumbles at this year’s Global. This innovative solution is ideal for reinforcing positive behaviors or sprinkling over dog bowls to enhance mealtime. Additionally, the crumbles allow for pet parents to reward and bond with their pet without worrying about possible risks of choking and splintering.

This year marks Bright Planet Pet’s third year as an exhibitor at Global, and the company takes preparations seriously whether it’s fine-tuning the company’s messaging or offering products with attributes which align with retailers and pet owners’ priorities and

values. "We are constantly refining our ability to communicate our mission to retailers and consumers,” Gardner said. “We offer practical, healthy consumables that help reduce our carbon pawprint. Tasty, affordable, plant-based treats and chews are not only good for your dog, but also the planet! Being able to offer power wings, shelf talkers, staff education one sheets and sample packs are just some of our tools to communicate our message.”

During Global, Champion Petfoods is hosting two training and breakfast events on March 20 and 21, which will afford the opportunity for Champion to engage with attendees and share what’s up and coming in 2024. “We’re looking forward to connecting with our retail partners,” Steele said. “We’ll be offering insights into the food philosophy behind our brands, cover off on some of the new product launches in 2024 and plan to share a first-look video that follows the quality craftmanship that goes into each ORIJEN and ACANA recipe. Retailers can RSVP through their respective Champion sales representative.”

“We’ll also have information on how to access additional resources from Champion Petfoods Academy, our exclusive retailer training platform,” he continued. “We want to make sure our retailers are well-educated about the quality of our pet foods, so that by extension, our customers can rest assured that when they pick up a bag of ORIJEN or ACANA , they’re choosing the best.”

Regardless of which category they are representing at Global, manufacturers similar goals of nurturing partnerships with retailers, supporting pet parents’ efforts to better care for their pets with harmless and effective solutions and sharing their latest products that prove they are listening to pet parents’ concerns. To further demonstrate how attuned exhibitors are to pet parents, they are eager to engage with peers in a dialogue about inflation and how to keep prices fair and competitive.

Global Pet Expo Preview Stain and Odor Solutions Key Takeaways

• Focus on Effectiveness and Safety: Exhibitors in the stain and odor solutions category emphasize the use of modern technology and safe ingredients to create effective products that remove stains and odors without leaving behind harmful residues.

• Expansion of Product Portfolios: Suppliers are expanding their product portfolios, aiming to provide comprehensive cleaning solutions while maintaining their commitment to clean ingredients and effectiveness.

• Resilience and Adaptability: Despite challenges like inflation and supply chain disruptions, exhibitors in this category have weathered hardships and emerged stronger, striving to meet the evolving needs of pet parents and retailers.

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xhibitors in the stain and odor solutions category understand that owning pets will inevitably lead to cleaning up accidents and messes. These companies are dedicated to helping pet owners remove tough stains and odors without leaving behind unsightly stains or lingering scents that can attract pets back to the same spot. Rather than using outdated old wives’ remedies that may involve products that are unsafe for pets, today’s pet owners benefit from the innovative products that stain and odor solution companies have brought forward, utilizing modern technology and ingredients that are safe for pets and effective to defeat the less desirable side of pet ownership.

“We hope visitors see the breadth of our offerings both in stain and odor which is really how the company got started but also in the grooming and training aids category we have added,” said Derek Nielsen, VP of Sales for Nilodor. “We have branded capabilities but also private label for customers that benefit from that. We’ll have a full sample of all of our branded products there but then also information on what our private label capabilities are, what are minimums are, which we think are really achievable and how that can benefit by either choosing a brand or a private label option to help their business.”

“We are launching an incredible, tough stain and odor remover,” said Melissa Gulbranson, CMO for Oxyfresh Worldwide. “It’s a perfect addition to our growing non-toxic pet cleaning line i.e., Cage Cleaner, Terrarium Cleaner and Pet Deodorizing spray that we launched last year. It works at the molecular level to remove even old stains from every surface, and we do it with safe, effective ingredients that pet parents can feel

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good about.”

“TropiClean’s sister brand in the stain and odor solution category is UrineOff, a full line of powerful, safe, no-hassle solutions for pet messes in the home,” said Bryan Williams, Sr. Channel Marketing Lead, Global Distribution and Chain for TropiClean’s parent company Cosmos Corporation. “The uniqueness of this product line comes from the formulation of bioenzymatic bacteria that activate and produce enzymes to eliminate the source of the stain and odor.”

"The core of our line is built on the proprietary BioKore cleaning and molecular deodorizing technologies," said Julie Christie Reva, Marketing, Social Media and Public Relations Manager at Skout's Honor. "We have leveraged those ingredients into an award-winning lineup of Stain and Odor products, including Advanced Stain and Odor Remover, Urine Destroyer, Odor Eliminator, Skunk Odor eliminator, Pet Laundry Additive, and a host of other professional-strength cleaning and odor-eliminating products. All of these products represent best-in-class solutions to everyday problems faced by pet owners. We make cleanup easy, so they can spend less time cleaning and more time loving their companion animals."

Following the success and reception of its dental products, Oxyfresh Worldwide has been focusing on expanding its portfolio to include stain and odor solutions that share similar attributes as the dental line: effectiveness, dependability and promoting clean and healthy pet-filled homes. “Our customers love our pet dental line so much that they asked us to create better cleaning formulas that are as effective as our other products and still maintain our stringent commitment to clean ingredients,”

Gulbranson said. “We will continue to expand our incredible line for every pet ooopsie so that pet parents have a solution that doesn’t mess with weird fragrances that try to hide odors or leave a messy residue behind.”

“Global is a wonderful way to kick off the year,” Nielsen with Nilodor said. “We do a lot of outreach, and then we work closely with our sales partners to meet current and potential customers during the show. The other thing we’ve been working dillegently on is identifying a few items to put into the New Product Showcase which always seems to be well received by the attendees."

"We’ve got wonderful capabilities with our branded products or our private label offerings to support their retail needs and really solve consumers’ problems," he added. "Like a lot of other pet manufacturers, we’ve weathered supply chain challenges and are in a good position from a lead time and ability to fill orders standpoint. Our core product offerings really are designed to solve pet parents’ problems. We love our pets, we don’t love their messes.

That’s what we can bring to the table is whether it’s a stain and odor problem, an itchy coat, dry paws or ‘please stop chewing on my favorite shoes,’ we’ve got products that can meet consumers’ needs. As always we’re excited to be at Global. It’s a great show and we’re looking forward to it."

Stain and odor solutions manufacturers are equipping pet owners with products that are tough on stains and odors left behind by pet accidents. Modern technology allows for effective and noticeable results that are pet-friendly and of void of dangerous chemicals and residue.

National or Private Branding

Odor Eliminating Technology provides the most advanced method to eliminate odors using a proprietary blend of essential oils.

1-800-443-4321 www.nilodorpets.com

Global Pet Expo Preview Chews

Key Takeaways

• Focus on Providing Solutions for Pet Owners' Concerns: Category leaders are addressing various concerns such as bored pets, dietary restrictions and the desire for alternatives to traditional chews.

• Emphasis on Innovation and Product Diversity: Exhibitors are focusing on innovation and diversification of their product portfolios. They are introducing new and innovative items. This emphasis on innovation reflects a desire to stay ahead of trends and offer exciting new products to consumers.

• Support for Retailers and Education: Companies are prioritizing education and support for retailers to ensure they are comfortable and confident in promoting their products.

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n light of several overarching themes presented throughout the pet industry, leaders in the chews category have remained strong in their efforts to provide safe, sustainable, highly digestible and long-lasting chews in the face of challenges, trends and consumer feedback. These themes include bored pets, pets who have dietary restrictions, pet parents who want alternatives to traditional chews such as rawhide, to name a few. Global Pet Expo offers exhibitors the opportunity to promote and demonstrate the benefits of chewing, specifically with chews that check the boxes of pet parents’ preference lists.

“The show is a time for us to renew partnerships and friendships with our current customer base,” said Canine’s Choice’s President Bob Kramer. “It is also a great opportunity for us to meet new prospective customers to build new partnerships with. We consider tradeshows as an opportunity for us to learn from our customers and for them to see and touch additional products that we offer.”

“We offer our customers many options with regard to pricing," Kramer continued. "We offer smaller pack sizes to the accounts with price concerns.

We also carry a value line of chews. Inflation is a problem for the pet owner without a doubt. Again we understand that consumers are struggling and their loving pet is also an expense to the household. We try to offer a great value. Our story never changes. Although we sell dog chews, we work on partnerships with our customers. We offer total programs for our accounts, from CO-OP advertising funds to in-store displays, shelf trays and clip-strips."

“Beefeaters Dog & Cat Treats brand has been around for more than 35 years.

During this time, we have evolved into

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a one-stop-shop for dog and cat food and treats. We want to be a solution for retailers to be able to source most of their products in one place. We offer both Beefeaters brand and private label capabilities too,” said Francisco Young, CEO of Beefeaters.

“We are introducing more than 100 new and innovative items that are instock and ready to ship that we want our customers to see. We have communicated this message in e-blasts, print advertising and via social media,” said Jonathan Zelinger, President of Ethical Pet Products. “Ethical has always believed in providing the consumer with exciting new items at value pricing and our new product offering for Global 2024 is consistent with that strategy.”

In preparation of this year’s Global, NPIC’s focal point is on innovation, namely the company’s N-Bone’s Flossta dental dog treat.

“Our focus is on innovation with new form factors like N-Bone’s Flossta dental dog treat that also features natural formulations with limited ingredients,” explained Senior Marketing Manager Kim McClure. “Booth guests will be able to touch and feel its distinct design and pliable texture that make it an exciting addition to the canine oral health category.”

“What we want every reseller, distributor or influencer to understand is the education of all our products,” said Rob Johnson, CEO of Canophera. “We want to give education based on how we do our quality controls and stuff like that, so they feel, first of all, extremely comfortable about our brand and our products, which is the first part we want them to talk about. Then we want to lead them and educate them about the different ways of merchandising. With pet stores these days having a very min-

imal number of employees, I think it’s the due diligence and responsibility of manufacturers to start helping out retailers with certain marketing plans.”

The pet industry is an ever-evolving market with trends and hot topics constantly circulating and perpetuating the trajectory of categories.

“Regarding the surrendering of pets, we view it as a call to action to address the well-being of animals,” said Danny Waite, evp of Rush Direct. “We channel this motivation into developing products that promote mental and physical stimulation, catering to the emotional needs of pets and potentially mitigating issues that lead to surrenders. In essence, at Rush Direct, we see current events as catalysts for positive change.

By staying attuned to industry trends and challenges, we not only adapt but proactively use them as inspiration to develop innovative, responsible and market-leading products in the dog chews category and beyond.”

“Pet surrender is unfortunately a result of tough economic times or destructive pet behavior. Our new Nothin To Hide collagen chews which are long lasting and priced way below competition will engage dogs for hours, curb destructive behavior while not emptying the consumer's wallet,” said Zelinger.

These leading exhibitors are striving to ensure that pets’ needs and owners’ preferences are met through their various chew options. Global provides a platform for these leaders to showcase and educate attendees on their product offerings. These chew options range from rawhide alternatives to highly digestible long-lasting chews, but all together provide owners with ample opportunities to curb boredom, keep pet preoccupied and give an outlet for pets’ instinctual act of chewing.

Global Pet Expo Preview Dental Care Key Takeaways

• Focus on Customer Relationships and Engagement: Companies in the dental care category prioritize building and strengthening relationships with their retail partners and customers. They aim to create meaningful and memorable experiences at events like Global Pet Expo, where they can connect with attendees, showcase their latest innovations and emphasize their commitment to customer satisfaction.

• Transparency and Education: There is a growing trend towards transparency and education when it comes to dental care, particularly concerning ingredient sourcing and product benefits. Suppliers emphasize the importance of providing clear information to consumers about their products' ingredients, benefits and effectiveness.

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he dental care category holds a wide range of products for pet owners to use in order to maintain a healthy dental regime for their pets. Companies offering high-quality, premium products within the space have focused on delivery methods, safety and effectiveness.

These companies have been gearing up for Global Pet Expo and preparing to exhibit their latest and greatest offerings.

“Our primary focus at Global is to ensure attendees visiting our booth genuinely understand and recognize our continued commitment to our customers, and also to use Global as a great opportunity to share new innovations each year in treats, bowls, chews and accessories,” said Loving Pets’ Eric Abbey. “This year at Global, Loving Pets will launch new products at the show, as well as continue to highlight all the investments we have made toward manufacturing innovation and capabilities that increase our efficiencies to support growth, which in turn help to combat rising costs seen throughout the industry. Global is one of our best opportunities to connect and further cultivate the relationships that we hold the most important.”

“The most important objective for us at Global is to connect with our retail partners in a meaningful and memorable way,” said Jenny Gilcrest for Skout’s Honor. “We always prioritize creating a well-rounded brand experience for new and existing customers, from various advertised locations throughout the show floor, to offering an opportunity to connect with our team at the booth.

Skout’s Honor is now known for its out-of-the-box approach to trade show marketing, and this year will be no different.”

“One of the most important things we

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want to convey to retailers about our brand is we are approachable, and we are here to help them and their retail stores and their customers by providing products that they can count on to work every time. They can count on us to be innovative, and their customers will love them,” said Melissa Gulbranson for Oxyfresh Worldwide.

“Our focus is always first and foremost on our customers and partners within the industry. We’ve recently made some pretty big changes to our booth to help facilitate meaningful visits with our customers and capture their attention while visiting us in our booth,” said Byran Williams with Tropiclean.

“One trend that we see continuing is the independent pet retailer and the pet consumer focus on ingredients,” said Beth Sommers of Pure and Natural Pet. “People want to know not only what ingredients they are using with their pet, but also what are the ingredient benefits. Consumers are reading the labels now more than ever; they research and ask questions. This is perfect for Pure and Natural Pet as the more someone learns about our company, the more they come to love us.”

As consumers become more educated on the best premium products for their pets and are willing to spend the money to obtain it, they are also looking for the best value and price points where possible. Loving Pets has noticed that it’s important to pet parents to know precisely what is inside the treats they give to their pets and where those ingredients are sourced from. “Retailers need high-quality treats and chews that offer value and good margins,” Abbey said. ”Loving Pets has always been founded on the belief that high quality does not

have to mean expensive, and it continues this mission by offering hundreds of treats and chews that are delicious and promote pet health from the inside out. At Global, we want to highlight all the investments we have made toward manufacturing innovation and capabilities that increase our efficiencies, which in turn help to combat rising costs seen throughout the industry. Prevention with dental solutions like our multiple dental health-focused treats and chews that fight plaque and tartar are always a strong seller and a way pet parents can help support dental health—and heart health—affordably and effectively.”

“Events like Global are key to our growth strategy. We love connecting with new partners and showing them what makes Oxyfresh so special. From our pet dental care line to our new pet messes line, we are committed to creating non-toxic solutions that pet parents can count on to be completely safe,” said Gulbranson. "Our team is an extension of their team. We understand that our role is to help our partners succeed and we take that very seriously. We offer training, education, deals, displays, etc.

We also have an amazing marketing team and we’ve created an incredible asset library for our partners to use across all social channels. We help drive brand awareness for them.”

Leaders in the category have transformed the dental care cateogry by focusing on safe and effective products that provide daily dental care, specifically looking at the best delivery methods. Many exhibitors at Global plan to highlight their extensive range of products that can meet the individual needs of pets and their owners while educating them on the correct way to use these products to achieve the best results.

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Global Pet Expo Preview Harnesses Key Takeaways

• Offering Product Options Across Budgets: Manufacturers recognize the importance of catering to pet owners' diverse budgets. They provide a range of product options, from good to better to best, ensuring that pet comfort and style remain affordable without compromising on quality. This approach helps build trust in the brand and encourages pet owners to develop a longer term relationship with brands.

• Emphasizing Transparency and Quality: Exhibitors are working to offer retail partners insight into their company's operations, showcasing the craftsmanship and durability of their products. By emphasizing the meticulous production processes and the superior quality of materials used, they aim to differentiate themselves in the market and build trust with retailers and consumers alike.

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n addition to displaying their latest product solutions, harness exhibitors are offering an escape from what they have described as a chaotic, busy space.

Their booths offer a tranquil, focused place to learn and conduct business—a reprieve from the bustling showroom floor. These exhibitors are going to great lengths to create an experience for retailers that is equal parts informative and incites measured enthusiasm about the harness category.

“At the Canada Pooch booth, we're not just there to sell you, we're offering an escape to the canine zen zone!” said VP of Sales Cody Rossi. “In the chaos of the showroom floor, we've decided to turn a portion of our booth into a Weighted Calming oasis. Based on our new line of Weighted Calming vests, toys and blankets, picture this: soft jazz serenading your ears, a hint of lavender wafting from our diffuser and plush chairs that make you question whether you're at a trade show or a spa day.”

“We want visitors to experience the full spectrum of tranquility in the midst of the mayhem,” he continued. “We want our partners to come, take a load off and let the Weighted Calming magic transport you to a world where deadlines and dog anxiety don’t exist. See you at our booth—the island of calm in this storm of barks and business!”

“We believe that even at this year's Global, our instant engraving machine, Techla, will take center stage at our booth,” said MyFamily USA spokeswoman Francesca Miniaci. “We want as many visitors as possible to understand the benefits it can bring to their shops.

Attendees will have the opportunity to experience its features live, and by simply looking around, they'll see the wide variety of 700-plus ID tag designs we

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offer.”

“Focusing on harnesses, the new Total Black version from the Hermitage collection will undoubtedly stand out,” she continued. “It's an example of great class, Italian excellence and attention to detail. Crafted from genuine leather, with stitching and hardware meticulously designed in tonal harmony, it's perfect for those who consider this collar a true lifestyle. The same H-shaped model will also be available in a sporty style with various color options from the memopet line. It's a unique accessory meant for everyday use, wherever you are. What sets it apart are the features we've designed: an NFC chip to connect to the dedicated app and the Pelostop padding system, ensuring the accessory doesn't trap the dog's fur and remains consistently clean.”

“Coastal Pet Products is preparing for Global with a focus on continuing to relationships within the industry,” said President Kim Stout. “We use feedback received by our sales team and customers to ensure those visiting our booth have a positive experience. showcasing newly launched and ready to launch items, it creates a buzz of excitement and demand for product with a ‘see it here first’ exclusivity. Our retailers will receive analytics that will support optimizing the performance of their sets in store. Overall, we are very much looking forward to another wonderful time at Global.”

"When designing our trade show booth, we try and stick to our monochromatic brand colours and keep the booth design as minimal as possible to show off our amazing lifestyle photography and bright and colourful products," said Jessica Knight, DOOG's Creative Director and Co-Founder. "White,

clutter-free walls really make our products ‘pop’ and stand out on a crowded show floor. We also use black and white category headers to create ‘sections’ of our booth to make it easier to spot items and categories that buyers are interested in and they stand out from a distance and good lighting is also vitally important. We like to think that visitors to our booth have space to roam freely and immerse themselves in our brand story which reflects living an active and healthy life with your dog enjoying the great outdoors though our beautiful product photography. " Pet parents are finding inventive ways to stretch their dollars, and manufacturers are addressing this challenge with good, better and best product options. Further, manufacturers are helping pet owners understand why products constructed with specific materials and in the US where safety standards are higher subsequently lead to higher price points. This is where having trust in a brand and their products comes into play and helps pet owners make purchases that are investments.

“We pride ourselves on being completely transparent with both retailers and end customers, offering a glimpse into the inner workings of our company, introducing the faces behind the ideation and creation of our products, and showcasing the production processes that lead to their creation,” Miniaci said.

Harness manufacturers are prepared to showcase their latest designs and solutions for pet and pet owners’ comfort and safety. Equally important to informing retailers about what product innovation is entering the harness category is exhibitors creating an experience at their booths that allows for retailers to feel centered and focused.

Global Pet Expo Preview Dog Toys Key Takeaways • Introduction of New Products: Leading dog toy companies are using Global Pet Expo as a platform to unveil their latest innovations and signature toys. Attendees can expect to see a wide range of options catering to different preferences and needs.

• Commitment to Quality and Value: Despite challenges presented by inflation, suppliers are committed to offering high-quality products at competitive price points. By focusing on durability, functionality, and multi-featured designs, they aim to provide added value to customers while ensuring affordability.

• Supporting Pet Owners: Recognizing the importance of affordability for pet owners, companies are actively working to prevent passing on operating and material price increases to their partners.

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lobal Pet Expo has become a gathering place for industry leaders to exhibit their tried-and-true products alongside their latest innovation. Looking further into this and at what attendees can expect to see at the show this year, leading dog toy companies have pulled out all the stops to bring their signature toys and new launches to light at the show while bringing the category to new heights. These products continue to meet consumer preferences and keep pets happy, which in turn, keeps owners happy while helping them forge a stronger and deeper animal-to-human bond.

“When visiting Global, PetShop by Fringe Studio wants our customers to have a fun and easy shopping experience. We’ll be introducing almost 40 new toys across our line of 200-plus already existing non-seasonal dog and cat toys. Our booth has been laid out for convenience so customers can shop by type of toy, collection or any upcoming holiday season,” said Jennifer Rosenberger for Fringe Studio.

“In addition to the newness, we’ll have sales team members available to help write orders and some of the product team to thoroughly explain details about our toys and why they’re so special. From design, to quality, and all the multi-functional details, we’ve really maximized the value our customers will receive for the sharp price points we offer. Stopping by our booth, at any tradeshow, is always fun. Anyone can come play our claw machine for a chance to win a prize, and we always have giveaways at every tradeshow, so make sure you stop by our booth first, before we run out of the fun freebies,” she added.

“We love showcasing our products and continuing to bring joy to all the pets

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and pet parents around the world and Global allows us to do this while visiting with new and current customers.”

“At any trade show, we have a short time to make a good impression!” said Huxley and Kent's Robin Kershner.

“When a customer walks into our booth we would like for them to see our line as a whole and who we are as a company.

We spend a lot of time thinking about how our products will look merchandised at retail, and this is a great way for our customers to see that too. Our line is brightly colored, consistent, cohesive and makes a great presentation. It is a great advantage to welcome customers to our booth where we have carefully curated and merchandised our products. We also want all our customers to see our new products. For Global we will be featuring our new cat wands and teasers, plus we have a display of our full line of new summer, fall, Halloween, Thanksgiving and Holiday and Hannukah for dogs and cats.”

“Mammoth is excited to present several new products at Global, namely Mammoth’s TireBiter Ball line with enrichment ‘Treat Stations,’ Flossy Chew EXTRA Twister and SnakeBiter EXTRA. Meeting with customers in person, where they may touch and feel new products, enables customers to see Mammoth’s quality, durability, key product features and value,” said Mammoth's Charles Byrne.

“Global is always an exciting show as it helps kick off the new year and is an excellent opportunity to present various innovations throughout our brands.

This year, Smarterpaw will expand its presence at Global with a new, larger booth and a growing team to support the continued growth of Meowijuana and Doggijuana,” said Scott Ragan for

SmarterPaw. Consumers have consistently been heard by these leaders when it comes to durability, sustainability, preferences and more, and these companies’ dedication to providing for their customers and consumers seeps into price points and offering high-quality toys. Alongside this, category leaders are also helping pets in need who have either been surrendered or are in need of a forever home.

“We are sensitive to how cost can affect purchasing decisions for pet owners, and so we actively work to prevent passing on operating and material price increases to our partners to help maintain a lower retail price point. Lower-cost entry-level toys, such as the Everlasting Donut, are also featured in our catalog to give price-conscious pet owners additional options. In an interest to help pet owners foster a healthy lifelong relationship with their pets, we offer a free online library of training guides and behavior solutions to common issues owners face with their pets, such as barking, destructive behaviors, separation anxiety and more,” said Emily Benson for Starmark Pet Products.

“PetShop by Fringe Studio understands customers are working to stretch their dollars with inflation on the rise.

However, we’re still continuing to offer exceptional quality products at competitive price points," Rosenberger said.

Maintaining pets’ attention and offering a fun and interactive experience is one of the main goals of dog toy manufacturers. While durability and sustainability circulate pet owners’ preferences, these manufacturers also focus on providing the best animal and human bonding experience while remaining innovative within the category.

Global Pet Expo Preview Dog Treats Key Takeaways • Focus on Product Innovation and Diversity: The category offers a wide range of treats, including jerkies, hybrids, body parts and rawhide-free options for dogs, as well as lickable treats for cats.

• Showcasing Commitment to Pet Well-being and Innovation: Treat manufacturers view Global Pet Expo as an opportunity to showcase their commitment to pet well-being and innovation. They aim to raise awareness of their diverse product offerings and emphasize the quality, variety and benefits of their products.

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n the weeks leading up to Global Pet Expo, manufacturers in the treats category eagerly anticipate spending time renewing existing partnerships and friendships. Several treat manufacturers are planning to demonstrate the versatility of their treats, doubling as a reward and a solution to address pets’ oral and dental hygiene. Manufacturers who are experienced with the workings of Global recognize the abundant opportunities the show presents to them, namely raising awareness about their existing and new product solutions in addition to having a stage to enlighten the industry on how and why their ideas benefit pets.

“Rush Direct is positioned as a leading case solution provider specializing in the pet category, with a specific emphasis on the dog chews and dog and cat treat segments,” said evp Danny Waite. “Through our strategic approach, we aim to streamline the supply chain by minimizing the number of manufacturers or vendors required. Our commitment to collaborative partnerships allows us to tailor solutions that precisely align with the unique retail needs of our customers. At Rush Direct, we pride ourselves on our ability to transform dreams into reality—if our customers can envision it, we possess the expertise to source it.”

"We want attendees to be able to see and talk to us," said Amy Marcoot, Co-Owner of Marcoot Jersey Creamery, home to Dog-O's. "We know it's hectic, but we love the opportunity to tell our story and discuss our products. To encourage visitors this year, we will be hosting an Ice Cream Social on the second day of Global, giving our customers a chance for a bit of fun and to explore our product lines."

For more than 35 years, Beefeaters' Dog & Cat Treats have evolved into a one-stop shop for dog and cat food

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and treats, and at Global, the company is looking forward to discussing with partners the company’s manufacturing capabilities under the Beefeaters brand, in addition to the company’s private label expertise.

“We offer all types of treats, including jerkies, hybrids, body parts and rawhide free treats for dogs," CEO Francisco Young elaborated. "We have also seen a huge demand increase in our cat lickable treats. At Beefeaters, you can expect a great variety of products always evolving development to keep up with market trends. We are focusing on providing high-quality products, while also providing competitive pricing. As pet parents, we are looking for products with functional claims and few ingredients. This trend is going to continue this year, and Beefeaters is committed to providing these items.”

“Rush Direct recognizes Global as a platform to showcase our commitment to pet well-being and innovation,” Waite said. “Our participation in this event serves as an opportunity to raise awareness of our diverse product offerings and their positive impact on pets. At Global, we aim to spotlight the unique features of our dog chews and treats category, emphasizing the quality, variety and benefits of our products and their potential to enhance the lives of pets. Furthermore, we seek to convey to our audience that our products transcend conventional commodities; they embody a steadfast commitment to the well-being and joy of pets."

"At Rush Direct, our team is fervently dedicated to cultivating collaborative relationships with retailers," he continued. "We provide holistic solutions across our national brands, control brands and private label offerings, ensuring that the inherent value of our products resonates seamlessly with discerning consumers. For consumers,

we want them to know that when they choose Rush Direct products, they are choosing excellence, innovation and a brand that prioritizes the well-being of their pets. Our presence at Global is not just about showcasing products; it's about sharing our vision for a healthier, happier pet experience. We invite retailers and consumers alike to explore our offerings, discover the difference in quality and innovation and join us in creating a positive impact on the lives of pets around the globe.”

“Global is the place to stay connected in the pet world,” Young said. “Thousands of industry leaders are gathered in one place, and this is a great opportunity to meet current and potential customers. It is also a big opportunity to learn about the industry and share with other peers. Beefeaters is committed to work with retailers to be able to continue to provide high quality products with few ingredients at a very competitive price. We know people are hurting because of the economy, but we also know we want our pets to have the best, and at Beefeaters we can provide both.”

"We keep up with the industry trends and are always evolving to cater the wants and needs of our customers," he added. "We keep developing new products in new and growing categories, taking into account the industry trends and also issues like inflation that is affecting everyone.”

Treats manufacturers are continually showing the industry that when it comes to treats, there is more than meets the eye. The treats category encompasses solutions ranging from jerkies to rawhide-free to body part options, ensuring that there is a treat that is safe and enjoyable for pets of all sizes.

Some companies are sharing their lines designed for often overlooked felines that share the same level of quality and safety as treats designed for dogs.

Global Pet Expo Preview Litter Boxes Key Takeaways

• Emphasis on Durability, Functionality and Design Aesthetic: Manufacturers are focusing on creating litter boxes that are durable, functional and aesthetically pleasing.

• Innovative Solutions to Address Pet Ownership Challenges: Manufacturers are developing innovative litter box solutions to address challenges faced by pet owners. By offering convenient and effective solutions, manufacturers are empowering pet owners to better care for their pets and maintain a harmonious relationship.

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at owners consider many options in their quest to find the ideal litter box to suit their respective living situations.

From size to color, to shape, to whether or not there’s a lid, the choices are broad and all-encompassing. Underscoring most consumers’ decision-making process, however, will likely be three compulsory features—durability, function and design aesthetic—and manufacturers are eager to demonstrate their mastery of these features in their product offerings at this year’s Global Pet Expo.

“When people come by our booth, they will get to touch and feel our products,” said Rachel Skweres, sales executive for Moderna Products. “See for themselves the premium plastic and quality products we offer. They will be able to interact with our products in real life and see just how thoughtful our designs are. We focus on design solutions that accentuate homes where pets are essential. Booth visitors will see how each detail was considered. Moderna Products offers multi-functional items that incorporate the needs of your pet, keeping pets happy and homes clean.”

Noba Animal, likewise, aims to showcase that which is pleasing to the eye as a way to introduce its well-designed litter box solutions. “In the midst of the bustling showroom, Noba Animal aims to captivate visitors with the stunning design and décor showcased in our new Origin lines of cat modular systems and posts,” said CEO Frederick Soares. “Our goal is to instill confidence in buyers, encouraging them to select these premium, high-quality products that will elevate their offerings and introduce chic and stylish design elements to their stores.”

Not leaving function and convenience by the wayside, PetSafe, a company that offers multiple solutions across categories in the world of pet care, last fall introduced its ScoopFree Clump-

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ing Self-Cleaning Litter Box, which is compatible with any clumping litter. “In 1998, we created the PetSafe brand based on a simple truth: safe and healthy pets make for happy pets and happy pet families,” said Karla Attanassio, global director of marketing. “Our newly designed booth at Global will showcase our broad product portfolio in an interactive way while letting visitors experience how the PetSafe brand brings a lifetime of joy to pets and the people who love them.”

Given the price tag for this new item hovers around $250, there is an understanding that not every household will need, or be able to afford it, especially in today’s economy as inflation continues to impact consumer spending. “Our first priority is to deliver products that unleash joy for families, keeping their pets happy, healthy and safe,” Attanassio said. “With an extensive product portfolio, we are uniquely positioned to offer products that span multiple price points within the categories that we compete.

We have more than 25 years’ experience creating solutions that work, providing the highest quality across good, better and best product options. Our newest product offerings embody the tech-forward, modern direction of the brand, addressing consumer needs in an innovative way at a superior value.”

Noba Animal also aims to meet consumers where they are in their spending power but also makes the case for why and when a high-priced item might lead to long-term savings. “As we navigate an economy marked by inflation, Noba Animal collaborates closely with retailers to provide a range of product options, categorized as better and best,” Soares said. “Simultaneously, we educate pet owners on the rationale behind the higher price point of exceptional quality, North American made goods.

While our products are Canadian made,

we avoid engaging in pricing wars with overseas alternatives. Instead, we emphasize the long-term value and satisfaction our durable products offer to both customers and their pets, making an investment in quality a wise choice.”

Durability cannot be underestimated as consumers grow increasingly protective of their pocketbooks. “We offer premium plastic products that last a long time,” Skweres said. “At Moderna, we understand the challenges consumers face in today's economy. We believe in providing value that extends beyond the initial purchase. When consumers invest in Moderna products, they are investing in longevity. Our premium plastic pet products are designed to last, reducing the frequency of replacements and ultimately saving pet owners money in the long run.”

Inflation would be one of several talking points that are expected to spur discussions during Global—another one being the rubber band effect of pet owners surrendering pets back to shelters following the deluge of pet adoptions that occurred in the early days of the Covid pandemic. Feline elimination problems have been cited as a reason that cats are surrendered, and manufacturers of adjacent categories are keeping these issues in mind during their product development and outreach initiatives.

“Our products help prevent the surrendering of pets by making pet ownership easier,” said Attanassio with PetSafe. “We empower pet parents with life-changing products, confidence-boosting education and inspiring experiences to keep their pets happy, safe and healthy."

This year’s Global promises to showcase an assortment of litter box options for cat owners with specialized features and price points to meet every imaginable need.

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Global Pet Expo Preview Premium Foods Key Takeaways • Emphasis on Quality and Nutritional Expertise: Leading premium food manufacturers are focusing on showcasing their commitment to quality nutrition for pets. They emphasize their expertise in pet nutrition, highlighting how their recipes are carefully crafted by expert pet nutritionists using high-quality ingredients.

• Diverse Product Offerings Across Price Points: Manufacturers recognize the importance of offering a variety of options to cater to different consumer preferences and budgets. They aim to provide solutions that meet the needs of price-conscious consumers without compromising on quality.

• Partnership Building and Education: Premium food manufacturers are leveraging the Global Pet Expo to build partnerships with retailers and educate them about their products. Manufacturers are focused on quality over quantity in their interactions with retailers, focusing on personalized support to optimize partnerships.

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eading premium food manufacturers are looking forward to the opportunities this year’s Global Pet Expo presents to showcase new product innovations and build up their partnership networks; they aim to emphasize how and why they make good partners for retailers to drive sales even as consumers are gripping their wallets tighter these days. Companies are adamant they are not skimping on quality in order to find a more palatable price point and are reinforcing their principles of supporting independent businesses, sustainability and most importantly, quality nutrition for pets.

“We have several exciting product launches planned for 2024 and are looking forward to sharing more details and showcasing our products to retailers at Global,” said Amy Turner, trade marketing manager at Petcurean. “One product that we’re particularly excited about is our new line of Go! Booster Recipes for dogs and cats, which are now available in stores. Retailers will have a chance to check out the range of recipes, in addition to learning more about our latest innovations. Ultimately, we hope that attendees appreciate our commitment to creating high-quality, nutrient-rich food for cats and dogs—a commitment that is built on 25 years of trusted, premium pet nutrition expertise.”

Open Farm will highlight its history as a longtime supporter of independent neighborhood pet stores, said CMO Mark Sapir. “We strive to help grow our retail partners’ businesses,” he said.

“We aim to demonstrate that support by displaying a selection of our product innovation that not only rounds out our portfolio but also fills gaps within the

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category, providing solutions to fit more pet parent needs. A great example of our new product innovation is Open Farm’s Rawmix, which already provides category growth, bringing in new customers to retail. We’re also launching Goodbowl, a nourishing oven-baked kibble made with wholesome ingredients that offers carefully crafted nutrition for dogs and cats. Our visitors will learn about our traffic-driving programs and experience some of our robust retail training materials. For anyone new to Open Farm, our dedicated sales team will share an overview of our Open Farm Promise. This is how we deliver on our mission to do some good for our animals and planet through the highest standards of nutrition, animal welfare, sustainability and transparency.”

The pressure is on for suppliers to make full use of the limited amount of time they have with visitors, but FirstMate Pet Foods will take a counter approach to how best to utilize their booth, according to Director of Sales and Marketing Matt Wilson. “Despite how busy the show floor can be during Global, we want to ensure retailers can take the time to have a quality conversation,” he said. “We prioritize quality over quantity, and our booth is set up to ensure retailers feel comfortable sitting and having those discussions. Our team works to plan ahead and schedule meetings, and we ensure the right number of staff at the booth to connect with new and existing partners.”

Evanger’s Dog and Cat Food Company and sister brand Against the Grain Pet Foods, likewise, are making the most of their limited exposure on the show floor, according to President and Owner

Holly Sher, characterized by meticulous pre-show preparation. “Because our booth location at this year's Global is a little bit off the main pathway, we are using this as an opportunity to run an unpublished special for all independent pet retail customers—new and existing.

We want to have fun with it and help our customers' dollars go farther with very aggressive discounts and savings. For all indie retailers that find our booth and come by and visit—or contact us before if they can't attend, we will extend the exclusive promotional offer of an extra 25 percent off our award-winning Evanger's Made in the US Hand Packed cans.

This is in addition to our regular Evanger's show specials. To take advantage of opportunities, customers must contact us ahead of the show and/or visit us in person at our Global booth and reference the promo.”

The deals and discounts are helpful for retailers, who are figuring out how to navigate an economy where consumers are increasingly seeking maximum value in their purchase decisions.

“Today's consumer has become very price-conscious with the change in the economy, and pet parents still need to offer healthy Made in the US foods but at a great value,” Sher said. “This is evident to us not so much in the quantity we are selling but in what we are selling. For instance, our Evanger's Classic Collection has become one of our most popular SKUs. This tells me pet parents are making budget decisions more than ever but still want quality and Made in the US. Since we are a cannery making our food from start to finish, we can make innovative solution-focused prer Cont'd on Pg. 32

Global Pet Expo Preview: Premium Foods r From Pg. 30 mium quality food using fresh, locally sourced and USA-made produce and meats while offering excellent prices and significant margins for retailers.”

FirstMate’s strict adherence to ingredient quality and transparent sourcing translates into generally higher price tags, and the company is embarking on other avenues to bring savings to pet owners. “FirstMate has always recognized the need for a diverse line that meets the different needs of our retailers and pet parents without sacrificing quality,” Wilson said. “Our product line has options that are less expensive but not ‘cheaper.’ Current economic headwinds have placed significant focus and growth on our Grain Friendly line coupled with our Feed Quality, Feed Less campaign.”

The benefits of quality food cannot be overemphasized, especially when considering price tag, according to Adam Martodam, Marketing Director for NutriSource Pet Foods. “I think we need to keep paying attention to companies trying to drive the lowest price and by doing so lose focus on what matters most—a pet’s health,” he said previously. “Everyone needs to pay attention to what’s in the ingredients and the misconception that a shorter ingredient list is cleaner or that fewer ingredients means better nutrition. When it comes to kibble you need to make sure dogs and cats are getting the supplements they need to deliver the most digestion and diversity to the microbiome. The great foods like NutriSource are loaded with pre, pro, postbiotics, minerals, vitamins, enzymes, plant extracts and more really drive short chain fatty acid production to help support immunity and longevity. Our NutriSource, PureVita and Element Series have a minimum of 11 gut-focused ingredients which makes for a longer ingredient deck, but it means comprehensive nutrition for better digestion and a long, happy life.”

Open Farm has been steadfast in supporting its retail partners and giving them the tools to educate pet parents about the importance of the premium food category and often, the explanation for the higher price, said Sapir.

“We strive to assist our retail partners through three key avenues: innovative PG 32 / PET I N S I G H T

"Today's consumer has become very price-conscious with the change in the economy, and pet parents still need to offer healthy Made in the US foods but at a great value. This is evident to us not so much in the quantity we are selling but in what we are selling. For instance, our Evanger's Classic Collection has become one of our most popular SKUs. This tells me pet parents are making budget decisions more than ever but still want quality and Made in the US. Since we are a cannery making our food from start to finish, we can make innovative solution-focused premium quality food using fresh, locally sourced and USA-made produce and meats.”

— Holly Sher, Evanger's product development, traffic-boosting initiatives and comprehensive retail training designed to enlighten pet owners about the significance of superior quality nutrition and value,” he said. “In our commitment to innovation, we not only address gaps in our own portfolio but also within the broader category.

Regardless of the innovation opportunity, we never compromise on our Open Farm Promise, which upholds the best in animal welfare, sustainability and 100 percent transparency. A prime illustration of this is evident in Open Farm's Rawmix, a product that not only contributed to category growth but also attracted new customers to retail outlets. Additionally, our tailored programming resonates with pet parents, effectively increasing in-store foot traffic.

Recognizing that retail partner employees serve as trusted and credible voices for pet parents, we acknowledge their pivotal role in imparting information.

To ensure our partners stay abreast of all things Open Farm, including our sustainability initiatives, we've developed virtual retail training modules. These modules serve as a valuable resource, keeping our partners well-informed and equipped to convey the unique Open Farm difference to pet parents.”

Petcurean can hang its hat on the brand reputation it has built in pet nutrition with 25 years of expertise. “Glob-

al represents an important opportunity for our team to educate retailers and engage with them about our new products and highlight how these innovations continue to demonstrate our expertise in pet nutrition.”

Open Farm looks forward to bringing a diverse range of formats and innovations to Global each year, said Sapir.

For 2024, “We now offer eight categories of dog and cat food options from treats and dry kibble food, to freezedried raw, gently cooked and bone broths. New to the Open Farm family this Global is Goodbowl! These recipes offer pet parents nutritious kibble made with meticulously sourced, simple ingredients, like wholesome grains to nourish pets, all adhering to the Open Farm Promise. Good Bowl is simplicity in a bowl, featuring brown rice, humanely raised proteins and pure ingredients, providing vital energy for every dog and cat's well-being.

We’re launching five new delicious recipes under the Goodbowl banner; three are oven-baked dog recipes and two for cat recipes. Each one upholds the Open Farm Promise: following ethical practices and sustainable sourcing from humanely raised chicken to Ocean Wise certified wild-caught salmon, ensuring a positive impact on pets and the planet,” he said.

NutriSource will be throwing a special spotlight on its endeavor to better serve cat parents. “When it comes down to it, historically we’ve been known as a dog food company but that’s all going to change as we move into 2024,” Martodam said previously. “I wanted to mention how much we’re working to expand and enhance our cat offerings both in Delano, MN in our small-batch cannery and treat facility and with our dry products up in Perham, MN. We’re working full speed on creating the most palatable wet and dry cat foods in the industry. We love all our companion animals equally cats and dogs!”

Premium foods are ‘premium’ for good reason, and leading manufacturers will continue to support retail partners in not only building an inventory that meets a wide variety of consumer needs but provide the educational talking points build understanding of what true quality pet food really means.

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Global Pet Expo Preview Potty Pads Key Takeaways

• Exhibitors in the potty pads category acknowledge the challenges of pet ownership, offering pragmatic solutions for accidents that happen despite training efforts, such as absorbent pads and indoor potty systems.

• Companies emphasize sustainability by providing washable and reusable options for pet owners.

• Category leaders are focused on helping pets to be welcome family members, aiming to foster healthier relationships between pets and owners while reducing surrender rates to shelters.

E

xhibitors in the potty pads category understand better than most the trials and challenges of pet ownership. Even though pet owners do their best to properly train their pets to do their business in designated areas, still, things happen—cats and dogs get anxious, grow older or can’t hold it when pet owners take too long to get home.

These companies take a pragmatic approach to animals: accidents happen. And their product solutions make cleaning up pet accidents less tedious.

Products are designed to absorb liquids and odors and provide a place for animals to do their business indoors when it’s too hot or cold to go outside, too perilous outside for smaller breeds or accidents happen.

“We at PoochPad Products want pet parents to come, touch and see the difference they can make by choosing our washable, reusable and sustainable potty solutions for stay-at-home pooches, puppy training and more,” said VP of Sales and Marketing Chad Tillman.

“Whether they need eco-FRIENDLY Turf Potty Systems, Potty Pads, Diapers or Male Wraps, PoochPad has them covered. Our partners and pet parents love that our proprietary products are made in the USA and contain unparalleled odor control and durability.”

PoochPad Products has been attending Global for almost 20 years and returns each year for good reason. “Many of our retail partners enjoy interacting with the demo products we set up in our booth so they can feel and see the difference they can make in their own businesses as well as their customers’ lives with their pets,” Tillman said. “We continue to strive to reach more pet parents and offer our full line of washable products—including Reusable Diapers/Male Wraps, Beds & Crate Pads as well as Potty Pads and Systems. It is important to show how easy our products

PG 34 / PET I N S I G H T

are to use and how they can positively impact the lives of pet parents and their pets from puppies to senior dogs.”

MidWest Homes for Pets is excited to debut a new booth at Global. “We believe our customers will feel the difference when they walk in,” said Director of Marketing and Communications Tara Whitehead. “We’ve set up a great space to talk about our solutions for pet parents—safe containment for home and travel, containment as a tool for training and lastly, containment for contentment. Our products keep pets safe whether at home, in the car, at the vet or on vacation. They are also effective tools for training. Crate training helps overcome behavioral problems at home, which is the leading cause of loving pets being surrendered to shelters. Our booth will be better equipped to tell that story, and we are excited have meaningful conversations with our retailer and distributor partners in how we can all help each other share and benefit from that story. We want to build relationships with our customers and help them achieve the best product assortment with MidWest’s commitment to quality, training, merchandising support and customer care.”

For more than 60 years, KOCHO Co. has been producing and selling pet product solutions including pet sheets—or puppy pads—and cat litter. “Since the beginning, we have focused on absorbent material and our know-how and experience is reflected in our products,” said President Naoshi Watanabe. KOCHO’s puppy pads are activated carbon, making them particularly absorbent of liquids and capable of eliminating odors. Recognized for its deodorizing capabilities, activated-carbon is the key to making KOCHO’s puppy pads an impactful tool in pet ownership and handling day-to-day stressors. “Peoples’ lifestyles have changed,” Watanabe said.

“Keeping this changing context in mind, it is important to provide a stress-free environment to ensure a pet’s health.

Focusing on pet’s health, we have been producing premium quality products in our own factory.”

Within industry dialogue, key topics including sustainability, proper house training and a positive overall pet ownership experience permeate amongst manufacturers and retailers. “With our partners, we at PoochPad Products focus on sustainability and reusability, and this is a key factor for saving pet parents money during these times where issues like inflation are limiting expendable incomes for most households,” Tillman said. “PoochPad provides a great cost savings alternative to disposables. We have been in business and talking about sustainability, for more than 25 years, even before it became such an important component of how we live our lives.

We aren’t going to stop talking about it either, because since the inception of PoochPad we have helped mitigate millions of pounds of plastic disposables from filling landfills or finding their way into oceans. As the pet industry continues to grow, it’s imperative we focus on how we can continue helping pet parents through sustainable methods as the volume of products, packaging and raw materials consumption also continues to increase.”

Potty pads manufacturers are realistic about pet ownership, which is evident in their solutions that allow for pets to do their business in designated areas. If the situation involves pets doing their business indoors, pet owners can control where it happens and can do a quick clean up. Or, if pets are being crate- or potty-trained, potty pads are a safety net that makes training less tedious. Manufacturers have elevated the category with environmentally friendly products with more absorbency.

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Global Pet Expo Preview Point-of-Sale Systems Key Takeaways

• Integration of Unified Commerce Solutions: POS system providers are showcasing unified commerce solutions at events like the Global Pet Expo. These solutions integrate various aspects of retail operations, including point of sale, e-commerce, loyalty programs and data analytics. By having all systems communicate with each other, retailers can streamline operations, improve efficiency and provide better service to customers.

• Focus on Omni-Channel Commerce: With the growing complexity of retail operations due to e-commerce and additional services like grooming, providers are emphasizing omni-channel commerce solutions. These solutions aim to provide a seamless shopping experience across various channels.

F

or a typical brick-and-mortar pet retail store, the work flow involved in keeping track of real-time inventory and reordering from distributor partners to remain stocked has grown exponentially more complicated now that e-commerce has entered the mix. Many retailers are also incorporating services like grooming and vet care in their stores, and the growing complexity of back-end management threatens to pull store associates away from their primary responsibilities of connecting with pet owners to help find solutions to a variety of needs. Knowing that, several leaders in point-of-sale (POS) systems are coming to them at Global Pet Expo and will be showcasing how their technologies can enhance store operations and put store employees back where they should be—front and center as the first point of contact for a frazzled pet owner in need of support.

FieldStack is currently helping to drive operations for pet retailers including Hollywood Feed and The Natural Dog. “We’re going to show what a unified commerce solution is; modern point of sale is everything talking to everything else,” explained FieldStack Founder and CEO Brett Wickard. “Let’s say if you’re tracking how much food a certain pet eats, you can predict ahead of time what should be in your store for the actual customers that are coming into your store, so you can become more efficient than other industries could. By doing that, not only do you give better service to your customers, but it’s better for you as an operation too because you’re able to do it more efficiently. At our booth, we’re demonstrating how that works and what that looks like.

People are going to see everything from the point of sale to the e-commerce to the loyalty system to data analytics and

PG 36 / PET I N S I G H T

business intelligence all right there.”

Essentially, data is instrumental in running a fluid business, but “in retail, it has to be actionable,” Wickard said.

“We drive fulfillment up and down the supply chain. If an item is having trouble getting in stock at a certain location, if you’re a multi-store retailer, it will try to automatically pull it from your other stores, if you’re able to do that. Or it will try to pull additional or from secondary vendors and try to get in front of it.

That happens automatically and that’s the best kind of use of data. It’s literally invisible; it just works. When technology works right, it frees our retail teams up to do what they do best and that is to make authentic genuine connections with customers. The technology is handling all the arduous tasks for you.

You’re not off the floor trying to reorder the item because the fulfillment chain is smooth and FieldStack has got it. You can handle those authentic interactions and that’s when retail is crushing it.”

Franpos is a franchise POS system that provides cloud-based technology solutions to pet retailers, which currently include Pet Planet and Woof Gang Bakery & Grooming. Its features include a cloud-based point-of-sale system, an e-commerce platform, an online booking system, an Astro loyalty integration and a consumer app. “Franpos is an omni-channel commerce platform for pet retailers of all sizes,” said Founder and CEO Subodh Gupta. “Our main goal at the show is to give our prospective customers a demo of our solution. We will have an interactive product demo to allow customers to experience the POS system's capabilities firsthand.

This hands-on experience can help customers understand the system's user-friendliness and efficiency.”

The needs of a pet franchise owner

has broadened in complexity as many pet owners have gotten used to the convenience of Amazon and Chewy. Gupta said Franpos has identified points of focus to optimize the shopping experience for pet owners. “The biggest disconnect between retailers and pet owners today is lack of visibility of inventory and ability to book grooming appointments,” he said. “Franpos provides an omnichannel solution that provides cloud POS, e-commerce, mobile POS for events, [and a] consumer app that connects the retailer and consumers.”

The improved efficiencies will have a noticeable effect on how inflation is impacting small businesses. Gupta said inflation has reduced retail sales by 12 percent on average. Again, in the interest of maximizing efficiencies, Franpos can help cut down on costs and pass along lower prices to consumers, he said. “One thing Franpos is doing is providing a free marketplace that will connect manufacturers and distributors directly with retailers,” he said.

Wickard with FieldStack elaborated, “Inflation is an all-of-us problem. It’s not us versus them. The reason we’re, as retailers, we have inflation upstream from us is [manufacturer and supplier] costs are rising too, so everything we can do to make that more efficient, helps stave off some of that inflation. What we all fight with as retailers is complexity, and one of FieldStack’s jobs is to make all those things less complex.”

As the infrastructure needed to build and support a thriving pet business has grown infinitely more complex, POS systems have emerged as an attractive solution to help business owners achieve maximum efficiency on the back end such that their greatest assets —store associates—can do their job of supporting pet parents at front of store.

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Global Pet Expo Preview Litter

Key Takeaways • Focus on Product Experience and Education: Litter exhibitors at the Global Pet Expo are emphasizing the importance of in-person product experiences and education. Manufacturers recognize certain aspects of pet care, such as litter selection, are better understood through direct experience rather than online research.

• Innovations Addressing Pet Owner Concerns: Manufacturers are developing products and innovations to address common concerns among pet owners, such as litter box odor control and use encouragement.

• Offering Product Options Across Price Points: With pet owners seeking ways to stretch their budgets while still providing high-quality care for their pets, manufacturers are committed to offering product options across a range of price points. By providing good, better and best options, manufacturers cater to diverse consumer preferences and budgets.

E

xhibitors are attentively designing their booths to stand out and offer clarity to prevent attendees from feeling overwhelmed and wandering aimlessly amidst the showroom floor. Companies continue to prove to attendees that litter is a category better experienced in person versus reading about it online in order to witness firsthand how well litters clump and eliminate odors without aggravating perfumes that temporarily cover smells. Meeting face-to-face allows for conversations that enlighten attendees and cuts through pages of over-the-top and improbable product claims.

Pet owners are looking for creative ways to stretch their dollars, and manufacturers remain committed to providing good, better and best options to meet varying price points consumers are comfortable with. This presents an opportunity for retailers to help pet owners understand why dependable materials, scrupulous quality and safety standards and the price to conduct business in the US might cost more upfront, but in the long-run their pets are safer and are benefiting from higher quality.

“Next Gen Pet is really proud of our natural cat litters,” said Director of Marketing Janice Yamamoto. “Our outdoorsy booth design and creative litter demo are both constructed to pique curiosity and invite people over to ask questions.”

“We love when people come to our booth,” said Pioneer Pet Products Marketing Director Shannon Supanich. “We always try to make it a relaxing and enjoyable experience for all of our buyers and clients. We make sure our booth is well staffed so that we can attend to

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each client. We love going to Global!”

Kent Pet Group, which manufactures the World’s Best Cat Litter brand, has been listening to pet owners’ assessments of what they expect from litters.

This collection of reactions is the focal point at this company’s booth. “We are sharing some game-changing updates for our brand at the show, as well as our latest innovation—which is unlike anything else in the category,” said Jean Broders, Director of Marketing. “We gathered valuable insights from consumers and are bringing these insights to market! Our booth aesthetic will reflect our commitment to this update and new innovation.”

“Ultra Pet has a long-standing reputation of innovating the litter space, and we’ve done it again,” said National Sales Manager Trent Bergren. “Our booth design, layout and color selection is bound to cut through the chaos of the show floor and entice our visitors to stay and learn about our most recent additions to the lineup including Litter Pearls Probiotics. Whether it’s a quick stop or an indepth conversation, we’ll help retailers and industry partners understand how Ultra Pet products can elevate sales.”

“To help attendees cut through the clutter of thousands of messages and claims at the show, we’re offering to send a free bag of Boxie Pro probiotic cat litter to people visiting our booth,” said Ken Wilks, VP Sales and Marketing for Boxiecat. “Our goal is to demonstrate that Boxie Pro naturally eliminates odor without chemical additives or heavy perfumes. Boxie Pro really needs to be experienced to be believed. Our special blend of probiotics work to digest odor causing waste and suppress ammonia

formation in the cat box.”

Dr. Elsey’s product development is guided by their drive to improve the cat ownership experience. Often overlooked and underestimated aspects of cat ownership—namely proper litter box usage and scoopable litters that make cleanup more time-saving and reduce the ick factor—are at the forefront of Dr. Elsey’s’ product innovation and mission. “If I could ensure that attendees left Dr. Elsey’s booth with one takeaway, I hope that they see that Dr. Elsey’s primary focus is on the animal and owner,” said Marketing Director Mat Brost. “We truly are focused on pets, not profits. High-quality products that help cats and their owners live happier, healthier lives is the foundation that we’ve built this business on, and we keep that goal front of mind every day, in everything we do.”

“We want visitors to realize that Naturally Fresh Cat Litter is not only an eco-friendlier and more sustainable product than traditional clay litter, but also more effective at odor control as well,” said Helen Cantrell, Director of Sales and Marketing. "We’ll have information at the booth relating to the upcycled walnut shells and solar power we use in the production of our litter.

The booth will also be interactive, as we will conduct the Drager Test right in front of visitors to prove its effectiveness in eliminating odor.” Two topics that have been circulating throughout the litter category pertain to pet owners responding to rising costs of household staples and the correlation between cats that have not been properly litter box trained and ones that are being surr Cont'd on Pg. 40

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Global Pet Expo Preview: Litter r From Pg. 38 rendered to shelters. Manufacturers are engaging in these crucial dialogues and using their abilities to inform retailers and pet owners across media channels, touting their product capabilities and features as solutions to pet owners’ stressors. “Inflation and increased pet surrenders make for a complex reality in the pet industry today,” Yamamoto said. “Fortunately Next Gen Pet's litters are super absorbent and clump using less litter. This means our small bags will last a cat 4 to 6 weeks meaning clay equivalents are actually twice as costly.”

At Pioneer Pet Products, the comapny's capabilities continue to grow at an appropriate and sustainable pace. “We make sure to evaluate areas where production can become more efficient to save on cost,” Supanich said. “We also care about our community and donate to many non-profit animal charities.

We love to hear from animal lovers and what we can do to continue to do better.

All of the above are constant conversations our teams have."

“We’re continuously expanding our retail footprint, and Global is a great place to shine a spotlight on that expansion,” Brost with Dr. Elsey’s said. “Our products are available to more pet parents every day, and Global is the perfect place to let customers know that our solutions are available no matter where you’re located. We do everything to prevent price increases. Although there comes a point when there’s no other option, we want to ensure that our solutions are available to as many cats as possible. When you compare litter prices, we feel we’re positioned well in the category. Our lineup of litter remains a low-cost option that performs at a premium level. I encourage customers to see for themselves. Check the price per pound on their favorite brand and compare that cost to our Ultra Litter’s price per pound.”

Litter manufacturers are taking their leadership and influential role seriously to decrease the likelihood of cats being surrendered for not using their litter box. World’s Best Cat Litter launched a program intended to prevent this from happening. “Our GiveLitter program is a one-of-a-kind program in the categoPG 40 / PET I N S I G H T

ry,” Broders said. “The entire purpose of our program is to Enable the Love of Pets and reduce the surrendering of cats to shelters. Our retailers support our program and understand the value it brings to drive new cat owners into their stores to purchase our No. 1 Natural and Sustainable litter.”

By focusing on what the company can control, Ultra Pet is increasing the chances of pets staying in their homes.

“As a whole, Ultra Pet always looks to best control the things that we can and try to adapt quickly to things that we can’t,” Bergren said. “Inflation, for example, reaches far beyond simply litter, pet or other pet products and is affecting us all at the gas stations, home utility bills and when trying to put food on the table. Regarding pet surrender, it’s always a little bit of a ‘gut check’ knowing how many animals are in shelters across the country. Cats specifically are surrendered most commonly for litter box issues. We know that by creating soft on paws, hypoallergenic, low dust products that are superior at odor control in the home, we give those animals the best possible chance to find and stay in forever homes.”

Boxiecat’s research validates their concerns about pets being surrendered for eliminating waste outside the litter box and is further motivating the company to help pet owners teach the correct behavior with products that incentivize cats to use the litter box.

“When reviewing cat shelter data several years ago, we noticed that more than 1 million cats per year are surrendered annually due to litter box behavioral issues,” Wilks with Boxiecat said. “After extensive research to solve this sad situation, we’re thrilled to be launching Glo Natural Attractions Cat Litter. Glo uses several methods to attract cats to the litter box, including the addition of an industry-first elimination cue of ultraviolet ink in the litter. Cats see this marker and it stimulates them to understand ‘this is the place to go.’”

“Naturally Fresh’s newest product, Harmony Lavender and Bamboo Clumping Litter, falls under our Health and Wellness Platform—Harmony,” Cantrell said. “Harmony is a consumer driven platform that promotes innovation and supports both pets and pet parents’

health and wellness. On another front, technology is changing consumer behavior, so we are focused on leveraging technology to enhance promotions and the overall shopping experience for our customers.”

Pioneer Pet is utilizing Global to showcase its new Mini Vortex fountain and its bag offering of the SmartCat Lightweight Litter in addition to taking advantage of the opportunities to connect with retail partners. “We will also use our booth at Global to meet with new and existing customers,” Supanich said. “We are always so excited to maintain relationships as well as make new ones. We are still a family owned company and truly view all of our clients as part of our family!“ "Global always presents the first time in the new year to unveil what we’re most excited about,” Bergren said. “The Ultra Pet family of brands: Litter Pearls, Ultra, NEON, EcoKITTY, Ultra Naturals and Zen Kitty have all seen innovation and growth over the years. We’re very 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.”

Litter manufacturers believe in-person interaction is best when explaining to retailers the advantages and benefits their litter provides to pets and pet parents who have to clean up waste and maintain the litter box. At Global, litter companies are mindfully designing their booths to inform industry peers about what makes their company and products unique and to use their influence to initiate a dialogue about proper litter training to prevent cats from being unfairly and prematurely surrendered by flummoxed pet parents.

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Global Pet Expo Preview Rawhide Alternatives Key Takeaways

• Innovative Product Offerings in Rawhide Alternatives: Rawhide alternatives not only provide pets with a stimulating chewing experience but also offer additional nutritional benefits. Companies are leveraging their capabilities in product development and manufacturing to introduce new flavors, forms and ingredients to attract consumers seeking value-added pet products.

• Private Label and Wholesale Opportunities: Vendors are capitalizing on the growing demand for collagen dog chews by offering private label and wholesale opportunities. By providing collagen chews in various sizes and packaging options, these companies aim to cater to different customer segments, including resellers looking to build their brands.

T

he rawhide alternatives category represents fertile ground for manufacturers to get creative with ingredients and forms while giving pet owners an avenue to find more value for their money. It’s rarely ever just about the chewing experience, though that is important. Rather, pet owners approach rawhide alternatives with a desire for multiple benefits, including providing their pets an engaging and stimulating chewing experience, while also ensuring they are getting additional nutrients in the process. These are facets that manufacturers will be highlighting at next month’s Global Pet Expo, while also spotlighting their individual capabilities in supporting retailers to build solid programs in their places of business that will generate foot traffic and more importantly, repeat sales.

“As always, our objectives at the show are to introduce ourselves to other retailers out there and let them get to know about M Pet and the products we produce in the rawhide alternatives market,” said Sales Manager Zachary San Roman. “M Pet is a third-generation, family-owned business. We are vertically integrated, and we own our factories in Latin America. Our big thing that we try to get out there is you’re working with the real manufacturers, not co-packers, and we’re going to bring to the market, very innovative, cool new products that consumers are looking for. Our elevator pitch is focused around our capabilities and our super cool products.”

CollaChews is M Pet Group’s pet specialty brand, San Roman explained.

“We always participate in the New Product Showcase. This year we’re

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going to be launching some new flavors and some new forms out there so there’s a lot of fun innovative stuff that we’re doing. Because we own our plants, we have the ability to get very creative in launching different forms and flavors and sourcing in all those fun ways,” he said.

Value Pet Supplies has seen its collagen dog chews business grow exceedingly well in recent years, and most of its burgeoning private label business is around collagen as well, said Chief Revenue Officer Nick Carter.

“We’ll be featuring collagen dog chews in wholesale, resale and private label offerings at Global this year,” he said. “Wholesale and Resale Packs are readily available on our website for immediate purchase. Wholesale Packs are loose bulk packaged and Resale Packs are bagged in clear pouches that can be sold as-is, or custom labeled for resellers who are building their brand.

For higher volume partners, we also offer a private label tier of service where we affix custom labels or even provide custom printed bags. We even offer FBA [Fulfillment by Amazon] support for shipping directly to Amazon with all the required packaging and labeling.”

On the product front, Value Pet Supplies will be showcasing its Jumbo and Super Jumbo collagen sticks.

“There’s demand for jumbo bully sticks and whenever we get them in, they sell out really quickly,” he said.

Given the nature of bully sticks, “It’s a bell curve,” Carter explained. “Most bully sticks are in the medium range and only some of them are in the jumbo range. People with larger, more aggressive breeds of dogs are like ‘yes, that’s

what I need to protect my house.’ But there’s a scarcity problem with those products. We get them when we get them and sell them when we have them and then they’re gone. But with the collagen, because it’s essentially rolled into its shape, we can make them to any size.

So, we have 6-inch and 12-inch Jumbo and Super Jumbo collagen sticks in higher availability of product to better serve that market of the bigger, larger breed dogs that need the thicker products. It should serve the market really well.”

Earth Animal’s No-Hide line of rawhide alternatives will be just one of many categories the company will highlight its work in at Global.

“The main event at Global is our new product innovation,” said Co-Founder Susan Goldstein. “We are responding to retailers who have an interest in all pet product categories foods, supplements and snacks. Dr. Bob’s Wisdom dog food is celebrating From the Seed plant-based food, which has been in R&D for years.

From the Seed has a multi-purpose impact of health, animal welfare and environmental benefits. Dr. Bob’s Wisdom dog food has extended its protein line to include beef and buffalo named From the Land. No-Hide, the company’s number one seller and leader in alternative rawhide offers Strawberries & Cream Strips, Grilled Cheese No-Hides, Holiday Feast Strips and Pumpkin Spice Strips.”

Rawhide alternatives remains a category ripe for innovation as suppliers continue to explore novel ingredients and forms, all the while pet owners are increasingly look for multifunctional solutions to support their pets’ overall health and wellbeing.

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Global Pet Expo Preview

Superfood Enhanced Premium Foods Key Takeaways

• Focus on Superfood Enhanced Premium Foods: As pet parents increasingly prioritize premium foods for their pets, there is a growing interest in superfood-enhanced options that offer additional nutritional benefits.

• Innovation in Pet Nutrition: With a focus on providing balanced and biologically appropriate diets, companies are continuously innovating to meet the evolving needs of pet parents and fill gaps within the market.

By offering a variety of options, including freeze-dried feeds, postbiotic toppers and stew formulas, they aim to empower pet owners to make informed choices about their pets' diets and overall health.

• Differentiation of Pet Specialty Stores: Pet specialty stores are positioned as key players in the pet industry, offering unique value propositions that set them apart from mass retailers. These stores prioritize innovation, education and personalized customer service, catering to pet parents who prioritize their pets' long-term health and happiness.

A

s premium foods have become a more common and go-to option for pet parents, many owners are diving further into the category and looking at what else they can do to not only enhance their pet’s food but also their quality of life. Leaders in the superfood enhanced premium food category plan to gather for this year’s Global Pet Expo to push these types of conversations that showcase the benefits of superfoods and how it can better the overall industry alongside pets.

ZIWI has strived to ensure those who visit the company’s booth already have an idea of what the company is about before even learning about what it offers. After a refresh in 2022, ZIWI’s booth now focuses on the company’s story-telling capabilities along with symbolism that further explains what makes the company unique. “Guests of the booth since have enjoyed the story telling we have encompassed throughout, whether it be the waterfall up front that reflects our pure New Zealand waters, the movement of air symbolizing our slow and gentle air-drying process or the large hero graphics that showcase our local and ethical farmers and lush New Zealand land where we source all of our animal ingredients,” said ZIWI's Jessica Krueger. “Our double decker meeting space allows our guests to journey to the peak of pet nutrition where we have a tucked away space to chat and plan with our business partners. Global this year is set to be a monumental show for ZIWI. We will finally be able to unveil a brand-new alternative-to-raw product that we have been hard at work on developing over the past few years, and we know that

PG 44 / PET I N S I G H T

our partners will be extremely excited to see an entry-level raw alternative balanced base for cats and dogs that is unlike anything else on the market!

This year we have also invested in show sponsorship opportunities and New Product Showcase submissions to better inform the market about what we are debuting at this show—you won't want to miss it!”

“We are constantly at work with our R&D teams and staying up to date on consumer trends and insights to best forecast where there are opportunities to better serve not only our pet parents, but fill gaps within our retail partners.

What we know is that the super premium pet industry consists of dedicated pet parents that would rather make sacrifices in their own lives than in their pets' nutrition, as they are educated that peak health and vitality starts from within. This is why we will continue to innovate in this space and continue to deliver and create products that pet parents and retailers can trust whether it be for ethical sourcing, health benefits, ingredients and recipes, or for peace of mind that we are delivering biologically appropriate nutritional solutions for cats and dogs,” said Krueger.

“We’re incredibly excited for the Global Pet Expo in March. In addition to longstanding products like our frozen blends, hydrating bone broths, fermented vegetable pastes, freeze-dried whole food bites, single-ingredient protein trainers and raw goat’s milk, we’ll be showing off our complete-and-balanced, limited-ingredient, freeze-dried raw diet recipes that we introduced last year,” said Kelley Marian of Green JuJu. “The most exciting part is that we’ll use

Global to launch the limited-ingredient, protein-packed recipes as convenient and more affordable frozen raw food, featuring beef, goat, lamb, pork and rabbit with duck liver! Every recipe includes 92 percent proteins and 8 percent plant ingredients.”

NutriSource outlined the various reasons the company launched its Full Circle line. “Enhancing nutrition for your pet is the exact reason we launched our Full Circle Feeding campaign. When the base of your pet’s food bowl is NutriSource, you can trust that you’re building the ultimate foundation for your pet's health and happiness! Whether it means incorporating our new Elements Freeze dried full feed and topper, our postbiotic topper ‘Come-pooch-a,’ or an amazing Tetra Pak stew, there are so many meat based treats to optimize their bowl and health! Full circle means you’re empowering your animal to be its best every day,” said Marketing Director Adam Martodam.

Conversations surrounding current events in pet have industry leaders weighing in on why pet specialty is unique and what separates it from other channels. As premium food has become a more common, go-to option for pet owners, they are also looking for various ways to add to their pet’s food to ensure longevity and a healthy lifestyle. Superfood enhanced premium food manufacturers found a niche section within the industry as a continually growing category. Global provides the chance to inform attendees on the benefits of stepping into this category and showing how enhancing pets’ daily food can have several health benefits even outside of a longer, happier existence.

Big news... deserves a big reveal Join us at Global Pet Expo Booth #254 us.ziwipets.com | Contact ZIWI for more information and for sales +1-877-464-9494

Global Pet Expo Preview Training Toys Key Takeaways • Focus on Engagement and Enrichment: Companies are prioritizing the development of training toys that provide engagement, enrichment and mental stimulation for pets. These toys are designed to keep pets mentally and physically stimulated, preventing destructive boredom behaviors and fostering effective communication between pets and their owners.

• Interactive and Durable Toys: Pet owners are increasingly opting for toys that are simultaneously engaging, interactive, durable and fun for both pets and owners.

W

hen it comes to training toys, there are quite a few toys that pet owners tend to gravitate toward in an effort to grab and keep their pet’s attention while working on training, listening skills and executing commands.

Companies in the sector have created toys that meet these expectations while maintaining a wide selection of options to ensure there is a training toy for every pet. The training toys category has become a niche section of the dog toys category and these leading companies have planned to demonstrate its importance at Global Pet Expo.

“Our primary goal is to create products that will keep pets happy in their homes, and by extension, out of shelters. What this means to us is developing products that help prevent destructive boredom behaviors by mentally and physically stimulating pets, as well as training products that help pet owners foster an effective means of communication with their pets,” said Emily Benson, Starmark Pet Products Marketing Director.

“We’re looking at ways we can expand our innovation of new products,” said Benson. “The way we look at it is watching how dogs interact with the environment and objects around them, including toys, and is there a way we can improve upon that? A lot of that is watching what dogs enjoy doing. How can we make something that is challenging that lasts longer, but is still fun for them? How are they figuring things out and solving that puzzle? What steps are they going through, and how can we outsmart them without frustrating them? It's a fine line sometimes. You don’t want something so difficult that makes them give up. There are some dogs for whom you can’t make a toy that’s too challenging, just like there

PG 46 / PET I N S I G H T

are some dogs who can chew through any tough toy. For most dogs, you don’t want a toy to be so challenging that they give up because there’s no reward in it for them. You want them to be rewarded enough that they remain interested and engaged. They’ll want to keep playing to be rewarded again, and it’s still fun for them too.”

“At PetSafe, we are obsessed with pets and have a 25-year legacy in keeping them happy, safe, and healthy,” said Karla Attanassio, Global Director of Marketing. “Global 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,” said Attanassio. “This past year, we partnered with retailers to execute a full rebrand of all consumer touchpoints to bring our new brand positioning to life—unleashing a lifetime of joy for pets and their families.

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.”

Pet owners are opting to purchase toys that check certain boxes: engaging, interactive, durable and fun. Mammoth Pet Products has been focused on meeting these expectations and preferences to enhance the training experience for both the pet and pet owner.

“Mammoth's 2024 goal is to bring new products to market and continue to reinforce existing customer relationships and expand distribution into new market channels. Mammoth has

increased product development, and we are very excited to introduce several new items in 2024,” said Founder Charles Byrne.

“Popular trends driving growth are dog toys that provide engagement, enrichment, dental hygiene while challenging [and] stimulating our dog companions to keep them active and excited.

While passive licking and chewing dog toys are nice, the real fun starts when pet parents and dogs play together with engaging products. We like Mammoth products that are scented, enrichable, and our Mammoth toys are made with natural materials. Flossy Chew rope toys are great for engagement and dental hygiene and are made with premium quality natural cotton-poly yarns. TireBiters are also great for engagement and are enrichable and are made from natural rubber. Both Flossy Chews and TireBiters have a natural material scent that pups are attracted to."

In 2023 Mammoth introduced Flossy Chew Peanut butter scented rope toys to increase dog attraction and interest.

TireBiters have always had the natural rubber scent that dogs love. In 2024 Mammoth is introducing several new Flossy Chew and TireBiter items that build upon these popular trends so stay tuned,” said Byrne.

The creation of training toys that are durable and hold pets’ attention thoroughly enhances the training possibilities and process for pet owners. Manufacturers in the section are dedicated to providing owners with options that engage pets and help them execute commands. While some training techniques have emphasized the benefits of providing pets with exercise first and then discipline, training toys allows for both to coincide with one another, creating a well-rounded experience.

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Global Pet Expo Preview Fish Oils

Key Takeaways

• Focus on Pet Health and Well-being: Manufacturers in the fish oil category are educating pet owners on how fish oil supplements can enhance the quality of pets' lives by promoting heart health, skin and coat health, joint health and overall well-being.

• Exploration and Development of the Category: Despite the growth of the fish oil category for pets, there is still room for exploration and development. Suppliers are leveraging various platforms such as packaging, social media and websites to raise awareness among pet owners and increase compliance in the pet supplement market. By aligning with trends in human supplementation, manufacturers are optimistic about the growth potential of the fish oil category for pets and are committed to driving its evolution.

G

lobal Pet Expo presents ample opportunities for leading exhibitors, but one opportunity that stands out the most is the chance for companies to showcase what they have been working on year-round, especially since the previous year's Global. Manufacturers in the fish oil category have continued to educate pet owners on the benefits of adding fish oil to pets’ daily meals as it has been proven to enhance the quality of their lives. Looking at what leaders in the sector have been working on as of late, attendees can gain a better understanding of what they can expect to see from these companies at Global.

Looking at the market, Founder Joar Opheim of Nordic Naturals, saw a white space for higher-concentration, better tasting fish oil products that consumers and their pets will actually enjoy and benefit from. At Global, the company is showcasing their dedication to pets and their owners by providing omega-3s to pets that promote heart, skin and coat and joints health, to name a few of the benefits. “Our partners are absolutely essential to our ability to provide top-quality pet nutrition, and we want visitors to feel that when they come to our booth,” said Ric Duncan, Director Animal Health. “We have a program to encourage attendees of Global to set aside time to meet with us to discuss omega-3s, which are our core focus.

Ultimately, we want our partners to be part of our vision to lead omega-3 education, drive innovation and develop market expansion.”

“Global is a great place to connect with retailers and industry partners to showcase our omega-3 products, new product innovations, marketing plans

PG 48 / PET I N S I G H T

and retailer support,” Duncan continued. “This year, we are making strides with distributors, educators and retailers to bring our omega-3s to the market. Our retail team is focused on making an impact in the marketplace when it comes to product selection, market expertise, product availability and promotional support.”

Alongside connecting with existing and potential partners, Nordic Naturals has always maintained its dedication to quality, and Global provides the opportunity to emphasize this commitment. “We know that our customers value quality,” said Jordan Morris, Animal Health BDM. “We manufacture our products in the US, and all of our omega-3s are made to human-grade standards. Because our oils are extremely efficacious and high quality, pet parents can be assured that their pets are getting exactly what is on the label. Sustainable fishing and transparency are also very important to us. As members of Friend of the Sea, a World Sustainability Organization Project, we’re proud to help maintain marine conservation. Every batch of Omega-3 Pet and Pet Cod Liver Oil is third-party tested and comes with an accompanying Certificate of Authenticity that is available on our website.”

Alaska Naturals Pet Products, one of parent company Trident Seafoods’ brands, highlighted what the company is working on this year. “We are excited to enter 2024 with great enthusiasm,” said Analise Gonzales, Director of Brand Marketing. “As a proud member of the Trident Seafoods family of brands, we are deeply committed to upholding the values of quality, sustainability and innovation. Being a family-owned compa-

ny, we take pride in embracing our core principles and delivering Alaska's wild essence to your beloved furry companions. We recognize the growing trend of humanization in the pet industry, where pets are increasingly considered integral members of the family. In line with this, our focus remains on providing sustainable products that cater to the needs of the entire family. We are dedicated to ensuring that our offerings align with the evolving demands of pet owners who prioritize the well-being and happiness of their pets.”

“In a dynamic and expanding industry, it is typical to witness the emergence of new developments and trends,” Gonzales continued. “At Alaska Naturals, we anticipate a continued emphasis on promoting sustainable wellness for our beloved furry family members. We believe there will be a stable demand for high-quality products that are proudly Made in the US. We take pride in our commitment to maximizing the value of every fish we catch, ensuring that our products are of the highest standard. Alaska Naturals is part of the Trident Seafoods family of brands. Family-owned since 1973, quality manufacturing is at the forefront of all Trident does. Trident holds itself to the same high standard as they hold their product–from the icy waters in Alaska to the packaging of the final treats and oils.”

As fish oils have become a staple in the pet industry, these leading companies are still innovating within the space to provide the safest, most effective fish oils and delivery methods that pets will love. Global has provided the platform for these leaders to continue to explore and educate within the space.

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Quality manufacturing is our priority from sea to shelf. Alaska Naturals is part of the Trident Seafoods family of brands.

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INDUSTRY CALENDAR Upcoming Pet Industry Events

1. GROOM’D

March 8-10, 2024 Georgia International Convention Center College Park, GA www.atlantapetfair.org

2. Natural Products Expo West March 12-16, 2024 Anaheim Convention Center Anaheim, CA www.expowest.com

3. The Inspired Home Show

March 17-19, 2024 McCormick Place Chicago, IL www.theinspiredhomeshow.com

4. Global Pet Expo

March 20-22, 2024 Orange County Convention Center Orlando, FL www.globalpetexpo.org

5. National Hardware Show

2

7 5

March 26-28, 2024 Las Vegas Convention Center Las Vegas, NV www.nationalhardwareshow.com

3

1

6. Newtopia Now (formerly Natural Products Expo East) 6 4

Aug. 6-8, 2024 Savannah Convention Center Savannah, GA www.newhope.com

7. SuperZoo

Aug. 14-16, 2024 Mandalay Bay Las Vegas, NV www.superzoo.org

P.O. Box 2067 • Issaquah, WA 98027 • 425-497-0950 Vol. 13, No. 2 Publisher/Editorial Director Davis Johnson

djohnson@executiveinsightproperties.com

Editor Katie Murdoch

kmurdoch@executiveinsightproperties.com

Circulation Director James Anderson

janderson@executiveinsightproperties.com

Pet Insight (ISSN 2164-9294), a monthly magazine, is published by Executive Insight Properties. Subscription rates $75 per year in the US, $100 Canada, all other countries $150. © 2024 Pet Insight. All rights reserved. No item or portion may be reproduced without written permission from the Publisher. Postmaster: Send address changes to: Pet Insight, P.O. Box 2067, Issaquah, WA 98027.

PG 5 0 / PE T I N S I G H T

PET SPECIALTY

SUPPLIER PERSPECTIVES

The many impressive numbers behind Purina ONE

Adding up the ways this cornerstone of the super premium category has spent a decade showing the power of science-backed nutrition on pet health.

By Joe Toscano, Vice President, Trade & Industry Development at Purina They say numbers and data tell a story. So I’ll start with a noteworthy statistic. Roughly 40 percent of pet owners say they are willing to pay more for a pet food tailored to their pet’s needs.

At this higher price point, pet owners want a food that does it all – a bowl that creates excitement at mealtime, not compromising on taste, but also has a positive impact on their pet’s health. That’s exactly why such outcome-based brands, like Purina ONE®, the largest pet food brand in the aisle, continue to drive tremendous growth in the super premium category.

A Difference From Day ONE

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For a brand that has become so synonymous with just a single number, Purina ONE has many digits worth celebrating, especially this year: 28. Making a pet food selection, especially a change, can be a stressful decision for any pet owner. That’s why Purina ONE has championed the 28-Day Challenge: just 28 days to see a difference in your pet. From a shiny coat to bright eyes and strong muscles, including a healthy heart, this time frame is all it takes for dog and cat owners to see the impact a science-backed nutrition formula can have on the life of their pet.

10. It’s been an incredible decade – 10 years – since the 28-Day Challenge was first introduced to consumers in 2014. And for this super premium brand, created around powerful ingredients found in nature, the results have been a consistent proof point of what you can achieve when you bring nature and research together.

61. To ensure the positive difference that begins on day one continues for a lifetime, there are 61 different formulas of ONE available for dog and cat owners, allowing a diet to be customized for the unique needs of each pet as they grow.

500. At Purina, we proudly have more than 500 scientists, veterinarians and nutritionists on staff, who work tirelessly to uncover breakthrough nutrition, like Purina ONE, that helps dogs and cats live longer, healthier lives.

These experts fuel the innovation we believe should be pursued relentlessly, always focusing on the pet’s nutritional needs, safety and well-being. We apply our unrivaled scientific experience in pet nutrition, physiology and

behavior to make new discoveries and push boundaries, creating real nutritional solutions for your shelves that can make a profound difference in the lives of pets.

2 million. Yes, million! Since its inception, nearly two million dog and cat consumers have registered to take the Purina ONE 28-Day Challenge. We never tire of hearing the success stories of families who signed up and became loyal customers after seeing the positive, visible differences in their beloved family pets. In fact, many of these stories come from our retailer partners like you, and we love when you share them with your Purina sales representatives.

Zero. The number of ingredients in Purina ONE – and in any of our pet food brands – without a purpose. At Purina, we believe nutrition starts with understanding nutrients, not just ingredients. The best ingredients are the ones that work together to enhance one another’s performance. A smarter nutrient blend is more digestible and effective for a pet than a single ingredient. That’s why we don’t formulate our pet food on an ingredient basis but instead measure how different formulations affect a pet’s overall health. Every ingredient in every

Purina dog and cat food recipe was selected for a specific purpose, and with your pet’s health in mind. (You can visit purina.com/ ingredients to see pictures and read ingredient descriptions and benefits of every ingredient in every Purina food.)

All these numbers are important, but at the end of the day (or at least at the end of this page), we know the most important numbers to you are how many consumers are returning to your store for their pet needs. Ensuring the right mix of science-backed, proven formulas on your shelves converts shoppers to loyal customers.

Your Purina sales rep can provide you with additional information on the many formulas available that are tailored for the specific needs of your customers’ pets, including the exciting expansions coming to our Purina ONE line this year.

Purina trademarks are owned by Société des Produits Nestlé S.A.

INTERVIEW

Tim Batterson, President and CEO, Animal Supply Company Editor's Note: These questions were answered between December 2023 to January 2024.

What are the top concerns and issues distributors faced in 2023?

Inflationary pressures continue to be a top concern for distributors, which is driving consumers to become more value driven. In addition to the increased cost of goods and services, consumer foot traffic is changing to include other channels. These changes are causing distributors to enhance their resilience and flexibility in their go-to-market strategies.

How do strong ties with distributors allow for brands and retailers to compete and serve pet owners?

Distributors play a pivotal role in fostering strong partnerships with brands and retailers, building relationships beyond the transaction. Due to their expertise, Animal Supply Company teammates become subject matter experts making them a trusted resource in the industry, which can be leveraged by our brand and retailer partners. This partnership is a competitive advantage that ensures mutual success.

Since the last time we talked in 2020, how has the distribution side of the pet industry evolved?

Distributors are becoming increasingly savvy in data analytics to gain insights into various market and industry trends. Having a data-driven approach not only strengthens decision-making, it allows our team to be more empowered and consultative in their approach PG 52 / PET I N S I G H T

"Animal Supply Company remains committed to being the partner that consistently introduces fresh and innovative solutions to our partners. Our transparency and dedication extends across the entire value chain, emphasizing the importance of being a trusted ally at every stage of our partnerships. In facing challenges, Animal Supply Company is clear: don't make excuses; find solutions. We believe in resilience and maintaining unwavering faith in overcoming obstacles.While expanding our network is important, our primary focus remains on strengthening our existing partnerships with brands and retailers. The outcome of these strategic partnerships will continue to support our overarching objectives of improved customer experience, sustained growth and enhanced profitability." — President and CEO, Tim Batterson with retailers and brand partners, thus elevating the relationship.

Where do you see the distribution segment headed in the coming years?

A general theme you see in the pet industry is that retailers and brand partners are becoming larger through acquisitions. Distributors are essential partners to both brands and retailers and distributors will need to apply the same thought process to identify opportunities as the industry evolves.

What makes Animal Supply Company a revered leader in the industry?

I'm proud of our Animal Supply Company teammates. They consistently make a difference each and every day.

Their dedication and hard work shape the outcomes we achieve as a team. Our team's collective strength continues to propel us forward, which makes us a true leader in the industry.

What are the traits that make Animal Supply Company a dependable partner for manufacturers and retailers?

The competitive landscape demands unwavering determination and the ability to navigate challenges. Animal Supply Company’s ‘make it happen’ attitude and strong resilience makes us a dependable partner. Each and every day we adapt to keep growing the business.

Let’s talk about the team you have

built since being appointed President and CEO. What goes into finding harmony in differences and building a cohesive team?

A cohesive team is strongly aligned.

It’s about working towards shared goals and not getting caught up in who’s right, but rather focusing on what’s right for the business, our partners and our people. The Animal Supply Company team is united and diverse, and we value the differences and the unique experiences we each bring to the table.

What are your team’s top 2-3 strengths? Reflecting on 2023, when were moments or instances when your team exceptionally thrived?

The Animal Supply Company team’s strengths are willingness to make things happen, resilience and not making excuses.

Numerous instances of overcoming industry challenges, both on an individual and team level, fill me with immense pride. The overwhelming number of success stories at Animal Supply Company is a testament to our dedication, creativity and determination to achieve success in the face of challenges.

This year [2023] was the first annual meeting for Animal Supply Company’s sales force in several years. What was it like to have your sales force reunite and share ideas

r Cont'd on Pg. 54

Interview: Tim Batterson, Animal Supply Company

r From Pg. 52

in one place? What are some of the outcomes from the meeting you can share with our readers?

There is nothing better than to get your sales team members all in one spot to celebrate success, but to also leverage action plans on things that didn’t go well. The combination of celebration and strategic planning, in person, was an engaging experience for the team, which helps ensure the lessons learned become integral to the team's growth and success in the future.

It was excellent to bring our sales team and brand partners together.

Their active participation and commitment to training and planning for 2024 was time well spent, as it will pave the way for innovative strategies and improvements aimed at elevating the customer’s experience.

Tell us about the West Coast Buying Show held in January. How should vendors and retailers have prepared for the show in order to take advantage of the resources and experience the West Coast Buying Show offered? What would you have liked for vendors and retailers to get out of the show?

Retailers and brand partners should be prepared to exchange insights at the PG 54 / PET I N S I G H T

show, which will help strengthen partnerships. We want to foster a deeper understanding of market dynamics and consumer behavior by bringing everyone to the table. This informed approach allows us to harness emerging trends and capitalize on innovative possibilities collectively.

Our focus is to forge stronger ties with our existing relationships while building new connections between our retailers and brand partners.

Switching coasts; two years ago Animal Supply Company expanded its footprint in the Northeast with the expansion of your Monroe, NJ distribution center. How has this endeavor been strategic in the company’s overall growth plan?

Expansion into the Northeast has been a strong initiative for Animal Supply Company, driven by the desire to cultivate more robust partnerships with brand partners and retailers.

What are the top issues and challenges Animal Supply Company’s vendor partners are faced with?

One of the top issues is the prevalence of price-sensitive consumers actively shifting their foot traffic to alternative channels. Animal Supply Company recognizes the importance of ensuring that

brand partners have diverse product offerings and adaptable go-to-market strategies that resonate across various channels.

How does your team continue to remain transparent and temper expectations with the companies ASC partners with?

Animal Supply Company remains committed to being the partner that consistently introduces fresh and innovative solutions to our partners. Our transparency and dedication extends across the entire value chain, emphasizing the importance of being a trusted ally at every stage of our partnerships.

How does your team respond when faced with hurdles and challenges?

In facing challenges, Animal Supply Company is clear: don't make excuses; find solutions. We believe in resilience and maintaining unwavering faith in overcoming obstacles.

What are Animal Supply Company’s goals and priorities for 2024?

While expanding our network is important, our primary focus remains on strengthening our existing partnerships with brands and retailers. The outcome of these strategic partnerships will continue to support our overarching objectives of improved customer experience, sustained growth and enhanced profitability.

SAVE DATE THE

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

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

We look forward to seeing you in 2024!

August 14-16, 2024

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

20,000+

Pet professionals participate, including: Largest Industry Show Floor

10,000

buyers—the most in North America

1,100+ exhibitors

3,300+

buying companies

300,000 square footage

Source: 2021 SuperZoo attendee surveys