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Founded in 1938 by Joseph-Émilien Mondou, Mondou is a leader in the Canadian pet specialty channel, with more than 80 stores and a major distribution center. Employing more than 1,100, the company focuses primarily on companion animal, with stores heavily concentrated in Quebec. Mondou’s ties to the local community run deep, as the company and its subsequent acquirers are all locals to the region. Mondou has made a name for itself with knowledgeable associates, steady growth and a focus on giving back.
Joseph-Émilien Mondou was an entrepreneur who originally started the company under the name J.E. Mondou, which was located on Place Jacques-Cartier in Montreal. Mondou began as a grain and hay supplier for draught animals and straw for the raising of livestock. Since then, the company has maintained its presence as Canada’s leading pet retailer through expanding its product offerings of high-quality pet products and supplies.
In 1983, current owners the Legault Group acquired Mondou. Alongside this, the company opened a store close to the entrance of the Jean-Talon Market. According to the company, this was a ‘reboot’ of the original Mondou and proved to be successful as the change paved the way for the business to continue to grow.
In 1999, Mondou opened a 65,000 square foot distribution center and two years later, the company opened 18 new locations, making the company’s established store count 36. In 2004, Mondou settled on its official logo that is wellknown today. In 2018, the company celebrated its 80th year in the pet industry.
Today, the business has more than 80 years of experience learning about animal care and imparting that knowledge to its workers through education and training. The business urges its customers to offer pets a wide variety of wholesome, well-balanced food and product options. Today, the company continues to grow and dedicate itself to the communities each location serves.
Mondou has evolved into a prominent figure in the communities store locations serve. Mondou has participated in and hosted several initiatives, which demonstrate the company’s continuously loyal contributions to the neighborhoods and communities it serves.
Mondou created two fundraising initiatives intended to support animal welfare. The segments are known as Mondou Mondon for MIRA and Mondou Mondon for the Shelters, which are two fundraising campaigns meant to aid these groups and entice donations.
In November 2022, Mondou announced it raised $500,000 for the second year during the eighth edition of its Mondou Mondon campaign for the MIRA Foundation. The foundation is an organization that is devoted to supporting owners of guide and service dogs. “The organization contributes to the quality of life and well-being of thousands of individuals with visual or physical impairments or with autism spectrum disorders,” said Pierre Leblanc, CEO at the time. “This outpouring of generosity is all the more remarkable, considering that each and every one has to cope with an economic environment marked by inflation and the increasing cost of living. Since it was founded in 1938, Mondou has been committed to supporting a number of causes dedicated to animal welfare and to the community, such as the Mondou Mondon campaign for the MIRA foundation, which has become a yearly tradition.”
The campaign used the funds to train MIRA dogs, support their foster homes and owners, trainers and recipients. The company additionally provided the foundation with more than 110 tons of food each year in an effort to support and feed its service and guide dogs.
Mondou has established four Adoption Zones for cats from in-store shelters since 2019. The company firmly believes in responsible adoption, which is one of the many reasons the company does not sell animals in its stores. Mondou's passion to offer animals a second opportunity is reflected in this effort.
Along with this, Mondou has prioritized animal welfare. As a result, the company works hard to support and promote organizations that help animals, like the MIRA Foundation and the animal sanctuary run by the faculty of veterinary medicine at the University of Montréal. The business also holds events at a few of its stores to aid pet owners in their knowledge of animal care, giving owners the opportunity to ask professionals questions specifically regarding their animals’ individual needs.
In April 2023, Mondou launched its sixth annual Mondou Mondon for the Shelters, which is a fundraising campaign that specifically helps struggling shelters in the area. The province’s numerous shelters received all donations made through the drive and were used to upgrade the shelters, help with spaying and neutering, food supplies and medical costs. "More than ever, we feel it's important to continue Mondou Mondon for the Shelters. Animal welfare is important and having adequate facilities will allow Quebec shelters to carry out their mission. These support centers have been in dire need for a long time, and whether it's during moving season or after the holidays, they need help 365 days a year," said Marc-Antoine Legault, Director of Sustainable Development. "Mondou is proud to be able to support a large number of shelters across the province once again this year and to have donated nearly $1 million since the fundraising campaign's launch in 2018. We, of course, wouldn't be here without the generous support of our loyal customers, partners and employees. It's a group effort that we are committed to sustaining.”
In 2021, the Legault Group, a family business and parent company of Mondou, announced it acquired all the Ren’s Pets store locations, a pet specialty retailer with locations in Guelph, Ontario, Canada. The acquisition was the first time the company purchased outside of Quebec. "This transaction is part of
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Legault Group's growth plan, which is based on expanding our activities in Canada through acquisitions and partnerships focused on innovation," said Martin Deschênes, Chief Executive Officer of Legault Group at the time of the acquisition. "It will allow both companies to combine their strengths and accelerate their growth in Canada by opening new stores through an agile and flexible approach."
"It is very important for us to preserve the unique character of Ren's Pets and respect the original concept that has made the company's success and reputation for more than 40 years," Jules Legault, President and Co-Owner of Legault Group explained at the time. "This acquisition therefore represents collaboration and continuity for Ren's Pets, since the brand and all the personnel, including the current management team, will remain in place."
Due to the expanding popularity of the pet industry in Canada at the time of the acquisition, the Legault Group mentioned the alliance offered tremendous growth potential for both banners. According to the company, in order to continue serving its consumers’ shift-
ing demands, Mondou and Ren’s Pets would maintain their multi-channel distribution approach, which includes brick-and-mortar locations and its e-commerce platforms.
As part of the companies’ partnership and merger, in March 2023, Ren’s Pets donated more than 3,000 bags of Vetdiet dog food, which is Mondou’s private label brand. Mondou created Vetdiet more than 30 years ago and recently announced the production of the food will be produced solely in Quebec, keeping things close to home. Vetdiet is a high-quality natural good developed by the company’s Vetdiet Health and Nutrition Advisory Board, which is a board of experts devoted to creating beneficial and healthy ingredients for pet’s overall well-being. In 1993, the Legault family launched Vetdiet in an effort to bring premium-quality dog and cat food to the industry during a time when there were not very many quality pet food solutions.
According to Ren’s Pets, the donation was made possible by the Legault family, which is also the manufacturer of the food brand. “When Groupe Legault approached us with this amazing donation opportunity to distribute to res-
cue groups and humane societies who needed it, we were thrilled,” said Scott Arsenault, CEO at Ren’s Pets. “There are so many animal organizations out there in need right now, and Ren’s strives to improve the lives of all pets. It’s important to us that every pet lives a happy, healthy life, and we believe that is through a good diet.”
Keeping ties and partnerships close, in 2015, Vetdiet became the official dog food for all dogs from and associated with the MIRA Foundation, which has been in a partnership with the Legault family for more than 20 years. The partnership is founded on the idea that animals significantly contribute to human well-being, especially through assisting those who are physically or visually impaired.
In June 2022, Mondou officially opened its 79th location in Rivièredu-Loup, in the Bas-Saint-Laurent region. The new location features a 4,036-square-foot outlet that provides pet owners with services for their pets such as nail trimming, washing and weighing services and a drive-thru. “We are very pleased to open our first store
in Rivière-du-Loup, an essential location in our network expansion plan,” Leblanc said. “Located halfway between our stores in Lévis and Rimouski, this new point of sale will allow us to better serve our customers in eastern Quebec. Built in the heart of the city, this store will benefit from excellent visibility, in addition to being easily accessible for the population of Rivière-du-Loup and its surroundings, a sector that will continue to grow in the coming years. The establishment of this new store goes hand in hand with Mondou's objective of getting closer to its loyal customers in order to ensure the well-being of pets and their owners, who are growing in number!”
In May 2023, the Legault Group announced its partnership with Homes Alive Pets, which is a third-generation family business specializing in the sale of pet products and accessories. Home Alive Pets’ headquarters are located in Edmonton, Alberta, which in turn added to the Legault Group’s development in Western Canada. According to the company, this partnership also offered significant growth potential due to the rapid increase of pet ownership. "From the very first meetings, the trust and rapport between our two families have been natural. We share common values and a corporate culture with the Homes Alive Pets team, based on trust, respect, knowledge and commitment to
the community," said Nicolas Legault, Co-Owner and Vice President, Business Development, Legault Group. This partnership is part of our development plan characterized by acquisitions and partnerships. It aims to stimulate the growth of both companies by opening new stores through an agile and flexible approach."
The companies complement each other’s capabilities and advance its reputation within the industry and market—another reason Home Alive Pets joined forces with Legault Group.
The Legault family is proud of the history that the family’s great-grandfather left behind. Recently, the company has been focused on expanding its shopping experiences for its consumers, specifically online. Mondou launched its new omnichannel, Access Plus, which makes it easier for consumers to obtain products regardless of their location or where they live. Access Plus also does not limit where consumers are shopping so they have access to the flagship store, an original store or any new locations. In addition to renovating and relocating four existing Mondou locations, the firm built six new stores in new markets in 2022. Around the same time, the company announced that customers will have access to Access Plus, enhancing and expanding their shopping experiences.
During the opening of the company’s 80th location, CEO Leblanc told media
outlets in 2022, that the company has been pursuing consumer needs to create traffic in all of its locations not just for food but all products. The company maintains a relationship with vets and experts to ensure the products it is offering in store are premium, high-quality items. Leblanc also touched upon how the company has vets that are dedicated to enhancing pet’s lives and making sure all their products are "pet approved."
All shops offer a complete selection of wholesome, balanced foods as well as a large variety of specially created secure accessories. In order to promote employee education and development and deliver the best possible customer service, Mondou Academy was established in 2007.
In an effort to continue providing well-balanced, high-quality dog food, Legault Group and the Groupe Inovo united to create a plant in Drummondville that manufactures dry dog and cat food. The project was worth nearly $45 million and created 50 new jobs. The factory is 121,760 square-feet and create food developed by top nutritionists.
Whether it’s through community work and contributions, family welfare initiatives or expanding to an area in need of premium pet products from a company who puts owners and pets first, Mondou has maintained its values and upheld the company’s roots in every business endeavor.
The city of Nashville has been known to have a balance of toughness and compassion. It’s led by legislators with a soft spot for animals who are cracking down on negligent pet owners and holding them accountable. It’s also a prime destination for pet retail juggernauts to operate and create jobs thus bolstering the economy. The market is where a resolute force of independent pet specialty retailers are advocating for responsible pet ownership and equipping pet owners with the right foods and supplies to keep pets content and active. There are 30 different pet specialty companies in the Nashville market that operate in more than 60 store locations. When combined, the three largest retailers in the area,—PetSmart, Petco The Health + Wellness Co. and Nashville Pet Products—represent 36 percent of the pet specialty retailers; retailers which have more than one location but would be characterized as independent make up 40 percent of retailers, and single-store retailers make up 24 percent of pet retailers. These smaller retailers are faced with increasing competition in a dense pet market and convincing pet owners that visiting brick-and-mortar locations where bonding, socializing and enlightening takes place beats sitting alone while adding items to a virtual cart.
Even growing in terms of online supply chain, Nashville has caught the attention of online retailer Chewy in recent years as a prime location to streamline and cut costs in its network. Pet specialty retailers have been challenged saying it’s a combination of more stores for pet owners to choose from, consumers’ preference to shop online and their tendency to buy more when they shop online versus shopping the aisles of a brick-and-mortar store.
Animal welfare is a top priority in Nashville. Demonstrated through the passage of bills that prohibit people from chaining dogs outside in extreme temperatures to ironing out custody arrangements for pets when their owners get divorced, Nashville takes the responsibility of keeping pets safe, healthy and happy seriously.
In March, House Bill 0467 worked
its way through Tennessee’s legislature that addressed who gets to keep the pets in the face of pet owners getting divorced or annulling their marriage. Sponsored by Rep. Caleb Hemmer, D-Nashville, and Sen. Jeff Yarbro, D-Nashville, the bill would give courts the power to decide who gets to own the pet based on the pet’s contentment. The House Bill failed in the Children & Family Affairs Subcommittee. Keeping the pet’s happiness and safety in mind, courts could rule that the original pet owner won’t receive custody of their pet.
"It is, ‘You had this animal together and who would better take care of the animal? Who's in a better position to take care of the animal?’" Rob Turner, managing attorney of Nashville Law Offices PLLC said in media reports. “It shows that Tennessee is an animal-loving state. Because it's not who bought the piece of property? It's who loves the dog the most?"
In January, amidst frigid temperatures and people across the Eastern US without power or running water, pets left outside caught many residents’ attention.
"Our call volume hit a pretty high peak," Ashley Harrington, Director of the Metro Nashville Animal Shelter, said in a January news report.
Nashville is one of the few cities where it’s against the law for residents to leave their pets tied up outside during severe weather; this includes when temperatures soar above 95 degreees or plummet below 32 degrees. In fact, the law only applies within Nashville city limits as no other cities or counties in Tennessee have passed legislation to protect cats and dogs from being left outside during severe weather conditions.
In 2022, Tennessee state Sen. Jon Lundberg introduced Senate Bill 2243 which criminalizes leaving pets tethered outdoors during severe weather conditions or when a natural disaster is looming or occurring. The bill failed.
"We’d had severe floods, windstorms and tornadoes, and we noticed lots of people called and said, ‘You know we have dogs that were just abandoned and left by their owners while they got
in a safe spot,’" Lundberg said in media reports. "I get that we all certainly have that priority, but you can certainly at least take a dog off a leash or a chain and let them have a chance."
Lundberg is reportedly reintroducing the bill in 2023 to incentivize pet owners to treat their pets humanely. He proposes to penalize residents with a citation that is the equivalent of a speeding ticket. He noted that many voters are confusing domesticated animals with livestock.
"That’s what people are wrestling with, and frankly, it’s an education process to make certain other legislators are realizing we’re not talking about farmers," he said, "It’s not going to affect their beef stock. It’s about dogs and cats. It’s really that simple."
“Sixty six people are moving to Nashville everyday per the 2021 Census!” said Animal Supply Company’s Territory Sales Manager Stacey Fano. “It’s a vibrant city, and according to PR Newswire, there are more pets than children in the downtown Nashville area, and city government invests in its animals, as indicated by its nine dog parks. Investment in the area’s infrastructure and growth make it an ideal place to transport and do business in Nashville’s ‘satellite cities’ or segments.”
In 2016, Animal Supply Company extended into Nashville when the distributor acquired the assets of Holistic Pet Source which included inventory and customer and vendor contracts which were consolidated into Animal Supply Company’s east region. As a result of the acquisition, Animal Supply Company could provide independent pet store partners in the Southeastern US more than 17,000 pet specialty products.
“The acquisiton of Holistic Pet Source expanded our reach into more holistically minded pet stores and boutique retailers with the expansion of our portfolio with brands like Champion, still a top-performing brand for Animal Supply Company years later,” Fano said. “Champion has proven to be a strong partner to this day. Our strong perfor-
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mance with such brands attract newer brands that appeal to such pet parents who seek the best for their pets and have the ability to also spoil them with add-ons of toys and chews.”
Being close to other large, leading cities, even if they are in neighboring states, makes operating out of Nashville opportunistic for distributors. “The proximity to Atlanta makes it logistically attractive to service this market as does the long-standing relationships with our veteran customer service team,” lending itself to ASC’s ongoing success in the Nashville market, Fano said. “Our territory manager in the area strives to know her customers’ business and become a resource and business partner for Nashville-located retailers.”
In the summer of 2021, Chewy announced plans to open a fulfillment center in Wilson County, roughly 30 miles from Nashville. That summer the online retailer shared its plans to build a new regional fulfillment facility in Mt. Juliet, approximately 20 miles from Nashville. The center was expected to create roughly 1,200 new jobs in the area.
and Procurement at Chewy said at the time of the announcement. “We appreciate the partnership with the State of Tennessee, Wilson County and the Joint Economic and Community Board of Wilson County to launch this facility. We look forward to investing in the local community through the creation of 1,200 new jobs. This new location will also extend our fulfillment network in the southeast region, allowing us to provide even faster delivery to more than 19 million active customers around the country.”
“Chewy’s decision to locate its newest e-fulfillment operations in Tennessee underscores our state’s pro-business climate and skilled workforce," Tennessee Gov. Bill Lee said at the time of the announcement. "These 1,200 new jobs will have a significant impact on Wilson County, and I appreciate Chewy for choosing Tennessee.”
opened in 2023, which made the fourth center an addition to Chewy’s network and a sign of progress towards Chewy’s goal to cut down shipping distances and control costs.
Though Chewy’s decision to include the Nashville area to its supply chain network might have been a boon to Nashville’s economy, the presence of a looming online pet retailer made a different impression on independent brick-and-mortar pet specialty retailers in the area.
The Nashville market is not without challenges, recently, Allison Francy, Owner of The Cat Shoppe, located on Abbott Martin Road, made the decision to close her shop in June. She noted the in-flux of chains the larger stores into many Nashville neighborhoods in the past few years.
The flip side of this coin is that chains have provided a great deal of choice for Nashville pet parents, and even local chains, such as Nashville Pet Products have been able to add stores in recent years.
“We’re thrilled to open our newest fulfillment center here in Wilson County, Chewy’s first in the state and fourteenth in the country,” Pete Krillies, Vice
Presidentof Real Estate, Facilities
“Tennessee is primed for Chewy’s newest e-fulfillment center thanks to the combination of our ideal geographic location and strong transportation infrastructure,” Bob Rolfe, Commissioner of the TNECD said at the time of the announcement. “At 1,200 jobs, Chewy will become one of the top three largest employers in Wilson County. We congratulate Chewy on its success and welcome the company to Tennessee.”
The automated fulfillment center
On the whole, the city of Nashville is growing steadily and both local retailers and out of town stalwarts are evolving to meet the challenge of satisfying a growing base of pet owners. The market is also seeing growth as a supply chain hub for the pet industry.
Demand for veterinary and pet boarding services has grown along with the humanization of pets and the overall increase in pet ownership in recent years. A common denominator underlining how these two adjacent industries are responding to these higher levels of expectations for services is the growing frequency of consolidations of the companies offering them. As with most business transactions, these mergers and acquisitions often bring about advantages in the form of more consistent and higher standards of care for end consumers, plus innovative ways to keep pets healthy. At the same time, the decreasing amount of competition across the pet care landscape presents a disquieting question for pet owners to consider whether their pets’ health is ultimately the top priority for these amalgamated companies.
Whether multi-unit or independent, today’s boarders offer a variety of amenities like soft beds and guaranteed socialization and exercise time, with the ultimate goal of reassuring pet owners their pets will be OK in their absence.
The largest multi-unit boarding companies in the US, including Camp Bow Wow, Dogtopia and Pet Suites of America, have built on these basic expectations of pet care by ensuring there is more than one reason for pet parents to plan a visit, offering peripheral but equally enticing services like daycare, grooming and even training. The more time spent at a location even for daytime services, the more likely a pet parent is willing to consider boarding there as well, when necessary.
According to an analysis released by ResearchAndMarkets.com in January, the global pet boarding market is expected to reach $28.3 billion by 2028, rising at a 6.5 percent compound annual growth rate. Offering gateway services just makes sense. “For pets, who may require more exercise and socialization, daycare facilities with more cage-free time throughout the day are perfect,” according to the report summary. “By fostering social relationships, which is beneficial for their long-term wellbeing, a pet may also eventually benefit their
health. These experts take on the role of pet parents while their dog is being boarded, making sure they are taken care of until pet owners return to pick them up. This would involve giving the puppy enjoyment, exercise and activities, as well as food or medicine (if required), all according to the instructions and trying to make sure that the puppy feels at home. If everything the dog likes and needs is accessible, they will feel at ease while staying at the boarding facility.”
On top of services, it's become standard for many boarding facilities to offer amenities including live web cams to check in on pets directly from a computer or smartphone, spacious and abundant outdoor play areas, veterinary experts on staff, individualized attention for feeding and medications as necessary and even private suites with premium bedding.
This consolidation of boarding standards in the last few decades has come about along with the ownership changes of these boarding companies that all, at one point, started out as a single facility. For example, Dogtopia, which was founded in 2002, has grown to more than 230 locations nationwide and in Canada. Operating predominantly under a franchise model, the company’s growth has been buoyed by multiple infusions of private equity money ushering in its current leadership, including Chairman Chris Kempner who assumed his role in 2020 when New York-based Red Barn Equity Partners announced a “significant investment” in the company. Red Barn’s acquisition was the largest for Dogtopia until March 2022 when Jamie Weeks, a Dogtopia franchisee in Portland, OR, and Prospect Hill Growth Partners—a private equity firm based in Boston—partnered to form Legacy Franchise Concepts (LFC). LFC announced it would bring 60 new locations to cities across the US in the next several years. LFC’s portfolio also includes SweatHouz infrared sauna studios.
In 2000, Joe and Tracy Mason opened the first PetSuites in Erlanger, KY. Growth became possible with outside investments. Between then and 2015
when it was sold to National Veterinary Associates, Inc. (NVA), PetSuites had been a portfolio company of River Cities Capital Funds and First Avenue Partners. In 2019, NVA was acquired by JAB Investors, whose portfolio includes Panera Bread, Caribou Coffee Company and luxury goods company Bally.
Camp Bow Wow Founder Heidi Ganahl opened the first facility in December 2000 in Colorado. In August 2014, Camp Bow Wow was acquired by VCA, Inc. Currently, both VCA, Inc. and Camp Bow Wow are wholly owned subsidiaries of Mars, Inc., the same corporation that acquired Banfield Pet Hospital in 2007 and in the last decade also bought leading pet food brands including Iams, Eukanuba, Royal Canin and PEDIGREE.
Private Equity in Vet Care
Mars Petcare’s growing dominance over pet consumables, hardgoods and veterinary care presents a current analogy to the growing influence of outside money on the historically small-scale realm of local veterinary care.
Mars’ ownership of Banfield and VCA is but a small sampling of the swallowing up of small veterinary practices that’s been occurring in the past few years. Federal prosecutor Brendan Ballou who has served as special counsel for private equity at the Department of Justice, wrote in the April issue of The Nation a piercing review of private equity’s impact on veterinary services. Since 2017, according to Ballou private equity firms have spent $45 billion on the industry.
The infusion of outside financial support would seem to be a boon for veterinary practices that would like to either grow or be able to continue serving their patients, say, after a retirement. But the results have not been promising for neither consumers nor veterinarians, said Ballou.
Ballou explains the business model: “Most firms tend to hold the companies for only a few years, which encourages short-term profits over, say, investing in workers or sustaining a long-term customer base. Second, firms tend to load up their companies with debt and
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extract various transaction and management fees from them. This tends to force companies to cut costs solely to service their new owners. Finally, firms are tremendously successful at avoiding legal consequences for their actions, a problem compounded in the veterinary industry, where clients can recover little, if anything, for the death of their pets. This encourages a certain callousness toward workers and customers, as firms know little will happen to them if something goes wrong. Private equity firms can profit even when their companies decline, their customers suffer, and your pets die.”
As a legal expert, Ballou advocates expediency in reigning in the influence of private equity in not just pet but all other industries it has infiltrated— from nursing homes to insurance to water companies.
“Many states already have statutes that prohibit the corporate practice of veterinary medicine,” Ballou wrote. “These laws, however, appear to be easily circumvented and poorly enforced. They should be strengthened to more clearly prohibit private equity owners from making medical choices, and should empower employees, customers and competitors to bring suit under these laws.”
The silver lining of this influx of outside money into veterinary care, however, can be found in the proliferation and ready availability of pet wellness coverage options. The humanization of pets along with better science surrounding animal health has made purchasing pet wellness plans commonplace and convenient. While traditional pet insurance only covers accidents and injuries, pet retailers like Petco and PetSmart both now offer pet wellness packages that include pet preventative and routine care, as well as pet insurance. Standalone brands like Odie Pet Insurance are also all-encompassing, touting its ability to empower “conscientious pet parents through authentic inclusivity, simple customization, holistic care and community engagement.”
Last December, Odie Pet Insurance announced the closing of a $3 million round of funding led by RedBird Capital
“Our quest is to improve the lives of dogs in boarding facilities to bring an elevated experience for both the pet, the pet parent and the pet hotel This is a socialization tool. You go to a hotel and they say they are pet-friendly. What does that mean? You just bring your pet? What are they providing to increase and elevate the experience? It’s the humanization of animals and the integration into your lifestyle. Now people are travelling with their dog, and they need facilities that are sensitive to a pet owner who travels with their dog. Thank you for having a water dish, but I don’t want my dog laying on a dirty concrete floor. Let’s elevate the experience. It’s about the next generation as the dog travels. K9 Resorts is sensitive to all of this, they understand it, and they’re doing something about it. They’re not talking about it, they’re doing something about it, and they’re investing. That’s what sets them apart in the industry."
dogs. Catering to pet owners’ desire to truly spoil their pets when they’re away, K9 Resorts partnered with Enchanted Home Pet about five years ago to deliver a luxury pet bed far beyond the typical cots found at boarding facilities, said Fred Silber with Enchanted Home Pet. They landed on the ProEdge Anxiety-Calming Orthopedic Sofa with memory foam.
“The market has been begging for an alternative to the raised cot and nobody has done it until now,” Silber said. “We were approached to upgrade the bedding which is now dominated by a raised cot style product which is simple but indestructible. Customers love their pets and they want to feel comfortable leaving their pets in a home environment which is what our product provides. Our product elevates the experience for the pet parent, the pet and the hotel.”
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Fred Silber, Enchanted Home PetPartners. Its insurance plans are underwritten by ClearBlue Insurance Group According to a breakdown of the best pet wellness plans for routine care by MarketWatch, preventative care packages range between $10 to $25 a month. Even Chewy partnered with Lemonade last year to provide its customers with coverage plans that include telehealth services and access to a pharmacy.
“Chewy launched CarePlus to help make pet healthcare more affordable and accessible. Finances are a main barrier when it comes to pet health, and we don’t want pet parents to choose between their pets’ health and their financial well-being,” said Mita Malhotra, Vice President and Head of Chewy Health.
Striving for Independence
Brothers and partners Steven and Jason Parker opened the first K9 Resorts location in Fairwood, NJ in 2005 with a vision of running a luxury hotel for
Through the course of fine-tuning the luxury experience and further expansion, the brothers entered into partnerships with SMB Franchise Advisors and received at least two private equity investments—once in 2016 with Navigator Partners and also in 2021 with a group of private investors in which the terms remained private.
K9 Resorts touts in its marketing materials that though Dogtopia and Camp Bow Wow are its biggest rivals in dog daycare franchise ownership, “We are the only one of the three that is still owner-operated, which means we have the company owners’ full attention to helping grow our business and train our franchisees.”
On the veterinary side, Forbes in September 2022 profiled Dr. Ivan Zak, a veterinarian who launched veterinary clinic startup, Galaxy Vets, with a goal to give the profession back to the professionals. The company appeals to veterinarian practices that might be looking to sell or otherwise partner with others strictly within the veterinarian network of resources.
“Around 25 percent of veterinary hospitals in the US are consolidated,” Zak told the publication. “According to some estimates, 1-in-3 dollars spent on pet care goes into a corporate pocket. There are approximately 50 consolidators shopping for practices."
TheSuperZoo Show presents ample opportunities for product exposure, networking with key decision-makers and taking stock of retailers’ feedback and reactions to new products and packaging. Manufacturers recognize retailers are on the front lines and know first-hand what issues pet owners are concerned with and the types of ingredients they try to avoid. Furthermore, retailers are influential and have sway over which brands and products pet owners end up buying. Industry tradeshows like SuperZoo allow for these retailers to have meaningful conversations that directly impact the future success of products across categories.
Guru Pet Company is debuting at this year’s SuperZoo. Founded by husband and wife JJ and Amy Stone, the two have a combined 30 years of experience in the pet industry designing, developing and licensing toys to large brand names. “This is very much what I would call a natural evolution for us to get into the toy category and throw our hat in the ring and do it on our own,” explained Amy Stone. “We want to go out and bring our very best products to market and have them available to be able to see our products. We want to build relationships for people to be able to come meet with us and get to know JJ and me as far as what we’re doing, our mission which is to keep dogs out of kennels and bring solution-based products to the marketplace.”
“We’re always keeping an eye on industry trend and looking for opportunities to better serve the cat community,” said Dr. Elsey's Mat Brost. “We have been working on new litter lines that further support the cat’s overall health and wellbeing. We’ve also been looking at some of trending materials being used in litter. Although many competitors are going with materials like paper, cob, tofu, etc., we’ve determined that outside of clumping clay and silica varieties, these other products simply are not good for the overall health of cats and their owners. There are too many factors like bacteria growth, odor control and ease of use that cause these materials to underperform compared to clumping clay and crystal silica varieties.”
Since the conclusion of Global Pet
Expo earlier this year, “Komodo has been focused on growing the line through reptile shows, partnering with local retailers, reptile nonprofit contributions and more,” said Komodo's Kayla Young. “We have also been working on product development and have many great, new, innovative products to showcase at SuperZoo this year. We are working on creating products that help solve problems that the everyday reptile/aquatics keeper has and designing décor that every reptile/aquatics keeper wants.”
Specifically, “Komodo will be showcasing our new magnetic ledges, naturalistic standing plants, bonsai tree hides and more. We will also have fun giveaway items for those that stop in!” said Young.
One of the Guru company mottos and reasons for being in the pet industry is: "we’re doing this all for the dogs," Stone explained. “We are huge dog lovers. We have six dogs and one cat and when we develop products, we develop solution-based toys that solve a problem. We like to say, ‘simple innovation for challenging play.’ We like to keep products simple, products that the dogs can figure out but that they have to challenge themselves to work to get treats out but are simple. Simple for the owners to understand and for the dogs and to get rewarded to keep them engaged and to keep them busy and content. Those are the products we are bringing in. One of the things we build our toys around is challenge, engage and inspire. You’re going to see this on our booth and what that represents is challenge their minds, engage their instinct and inspire their spirit. We believe for all the years we’ve been designing and developing toys and with our own dogs is that dogs are dogs and we can bring them into our homes and we want them to act a certain way and put their natural instincts to the side. But the reality is to have happy content dogs, we need to address those instincts and make sure they are satisfied. We need to be able to create great products that each consumer can say, ‘That toy is going to work for me and my dog.’ We create multiple different products that help owners solve problems in their own homes; then we know we can help dogs stay out
of kennels. One of the top reasons why dogs enter kennels is for behavioral issues. You’re going to see a lot of great products that challenge, engage and inspire our four-legged friends. We like to set the bar when it comes to dog toys as far as durable materials, strong innovation and just getting great products out to the marketplace.”
"Every dog is an individual," she continued. "What works great for one of my dogs doesn’t work for my other five and that’s their spirit. That’s their individual spirit and we really need to understand and pay attention to each individual dog so we can buy the right products that help their individual dog to make them feel good because at the end of the day, as we make dogs more a part of our family—they add so much value to our families—we need to make sure we are paying attention to that so we can address those behaviors like chewing, digging, barking, high energy; all things dogs just naturally have that are innate.”
Dr. Elsey’s will showcase two new litter varieties at the show, along with a new addition to the company’s cleanprotein lineup of cat food. “I’d encourage everybody to stop by our booth, see our new products and pick up some samples if they’ve never tried Dr. Elsey’s products,” Brost said. “We’ve invested a lot of time, effort and funding into product development since last year’s show. We’re excited to introduce these new products to attendees and visit with patrons about what we have planned for the future!”
"We have several new items this year across all segments," said Basel Nassar of Boss Dog Brand. "Look out for an array of new raw goat milk products, extensions on our popular Boss Dog frozen meals for dogs, and yes, new and unique innovation to our Boss Tactical line. The pet specialty industry, and pet in general, continues to show strong segment growth among our product portfolios. If you’re not innovating and pivoting in this industry, you might as well take a seat and watch the show. Getting the most out of tradeshows is what we strive to do. It’s more than making the sale, it’s about taking the time to work with our retailers to find ways to make both the retailer and our brands mutually successful."
Timber Fresh all natural cat litter provides excellent odor control while invoking a woodland feel with the power of Hinoki Cypress.
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In the continuing endeavor to keep "Fido" from chewing up everything in the house—and also to impart some tangential benefits while chewing— manufacturers of dog chews promise to showcase innovation and outside-thebox thinking at this year’s SuperZoo. From products that provide added nutrition, to those that seek to eliminate unpleasant odors associated with certain kinds of natural chews, to chews that upcycle natural woods and fibers which also impart dental benefits, the dog chews category is ripe with bold ideas and impressive execution.
“Since the Global Pet Expo show earlier this year, Barkworthies has been focused on introducing an exciting innovation in the dog chews category,” said Andrea Blades, CMO of TDBBS, makers of the Barkworthies brand. “Through extensive consumer research, we have identified a common concern among dog parents regarding the odor associated with single-ingredient natural chews like Bully Sticks or Pig Ears. Understanding the importance of providing a healthy and pleasant experience, Barkworthies has developed a solution to address this concern.”
Therefore, “Barkworthies is thrilled to announce our new line of Naturally Smoked Chews and Treats for Dogs,” Blades said. “These chews and treats have undergone a unique hickory cold smoking process, which imparts an irresistible smokey barbecue flavor without compromising the integrity of the chew or the brand's commitment to all-natural products. It's important to note that Barkworthies does not use smoke powder or liquid smoke in these chews—only real meat, smoke and love go into these creations. The introduction of Naturally Smoked Chews and Treats aims to provide dog parents with an exceptional experience while ensuring that their dogs receive a healthy and delicious chew option. By eliminating the unpleasant odor often associated with traditional single-ingredient chews, Barkworthies aims to prevent pet parents from resorting to unhealthy choices simply to avoid the smell. This innovation allows dog owners to provide their pets with a wholesome,
all-natural chew without compromising on their own preferences.”
After a full year of trade shows being back to normal, product development is once again at the front of Jones Natural Chews’ priorities as the company looks forward to showcasing what it has been working on, said Laura Jones, President of Jones Natural Chews. “We’re working on some exciting new innovative products with new ingredient inclusions,” she said. “We value the feedback from our customers at the show, and we are working on some new product requests from that as well.”
As an example, Jones will be showing an attention-grabbing item this year. “We are showing our Collagen Chew, which is 32 inches of meaty treat! It is available in beef or chicken and is a really fun item for stores,” Jones said. “It is eye-catching in any display and features real meat as the first ingredient. We also have added a bit to our stuffed bone line. We have a lamb flavor filling, and we are now offering our peanut butter flavor filling in a seven-inch bone. Our printed bag artwork also received a refresh, so those are a large portion of our display.”
Since Global Pet Expo, Bow Wow Labs has been working on the Epic Chew. “The Epic Chew is unlike anything currently on the market in that it is gluten-free, grain-free, high in protein and filled with real food nutrition,” said Johnna Devereaux, VP of Marketing and Chief Nutrition Officer. “This provides dogs with not only an amazing chewing experience, but also ingredients that are easy on the GI tract and support overall wellness. In addition, the Epic Chew complements our life-protecting Bow Wow Buddy, which is a veterinarian-vetted and dog-approved, patent pending device that provides peace of mind by tightly securing bully sticks, and other long-term chews, preventing dogs from choking on the tail-end of their treat and the potential for obstruction.”
Bow Wow Labs is launching the Epic Chew at SuperZoo. “In addition, we have taken our foundational safety device, the Bow Wow Buddy, and made it better than ever,” Devereaux said. “We
have redesigned the device allowing it to secure long-term chews beyond just bully sticks. Our new, improved Bow Wow Buddy can safely secure cheese sticks, antlers, the Epic Chew, collagen sticks, bully sticks and more—allowing safe snacking experiences for all dogs, regardless of their chew preference.”
Sustainability—more specifically, finding secondary uses for natural resources that might otherwise go to waste—has been the driving force behind Canophera’s success and impact in the category. Known for bringing to market “The Original” natural dog chews made of coffee wood, Canophera has been building out its product portfolio with further iterations of the coffee wood chews as well as exploring new materials. “We’ve been working on some more sustainable products [since Global],” said CEO Rob Johnson. “We’re coming out with our coffee wood sticks that’ll be short little buds of coffee wood, with a hole in it with a coconut fiber rope strung through. It allows us to reuse the pieces of chews that are just too short, that are just piling up in our warehouse. Additionally, two farms over, we have a coconut farm. The workers there said, ‘Hey we have all this stuff, you guys can use it.’ And it turns out, it’s a great source of rope for tug rope for a toy/chew for a dog. And as we found out from a couple of events now, this coconut fiber rope is highly digestible and is another source of cleaning dog’s teeth because it scrapes their teeth when they’re chewing on it. Coconut fiber is an amazing piece of product that would have just been thrown away, that we could finally reuse again for something else that has so many great benefits for your dog. We’re launching it in July, right before SuperZoo.”
These coconut fiber rope toys with shorter pieces of coffee wood will be a point of focus at SuperZoo. “We had some fun with this one,” Johnson said. “We bought a laser machine, and we’re going to laser in on the wood portion of it, our logo, the little round with the tree in it, and ‘Canophera’ on it as well so it stands out, and it looks beautiful. We’re excited about that part of it."
Leading grooming tools and services partners showcasing their latest and greatest products, strategies and ideas for growth at SuperZoo remain dedicated to providing pet parents with their preferred products that have become a significant part of owning and maintaining a pet’s healthy lifestyle. Additionally, partners in the services segment of the grooming channel are providing retailers with an enhanced option for keeping shoppers coming into the store on a regular basis.
“We’ve been focusing on new products for our grooming community, as well as a value pack collection of grooming tool offerings to guide the pet parent into the essentials they would need for home grooming,” said Deirdre Heneghan, Assistant Marketing Manager of ConairProPet. “We have a great entertainment lineup and some exciting new pet categories to tease! A first for the CONAIRPROPET brand—an exciting collaboration with our sister brand, CUISINART. We’ll also have some great dog training and grooming demo sessions live at the show so feel free stop by to see the action! We want to make sure we get the word out early on about all the exciting presentations we’ll have with core categories for Q4—there are so many great vendors at SuperZoo, we want to let you know what we have to offer as you are planning your trip and booth visits. We aim to present our new categories at the show to tease the tools and get direct feedback from our valued customers.”
Oxyfresh Worldwide touched upon the company’s goals for the show as well as what attendees can expect to see from the company this year. “We’ve been focused on highlighting our hypoallergenic ear cleaner, a must-have for cleaning delicate dog and cat ears. Our gentle, hypoallergenic ear wash soothes itching and irritation without the burning effects of alcohol. And that stinky smelling brown stuff? It gets rid of that too. Sales have increased more than 200 percent since the beginning of the year. Retailers and their customers are really loving this product,” said Melissa Gulbranson, Chief Marketing and e-Commerce Officer, Oxyfresh Worldwide.
“We have a really cool new booth at SuperZoo this year. We have a great SuperZoo special of 70 percent off MSRP all products purchased at SuperZoo. Besides all of our incredible pet dental, grooming and cleaning products, we are launching a new pet toothpaste kit. We’ve been focused on our new booth, a larger space that will make it even easier to meet with retailers and help them launch the Oxyfresh brand inside their store. Our new design allows for more private meetings. SuperZoo is one of our favorite events and is a place where we get to connect with our groomers!”
Earthbath’s focus this year surrounds its commitment to upholding its reputation and perfecting its product offerings. “There is one milestone about which we are particularly proud and honored to have achieved: PetSmart chose earthbath as one of three brands to supply luxury level premium add-on grooming products for PetSmart’s grooming salons, nationwide. Additionally, having overcome major supply chain hurdles of the past several years, earthbath recommitted to innovative new product development and marketing to round out our needs-based offering of premium quality grooming products. We continue to focus on developing and refining our product range to be plantbased, cruelty-free, vegan, gluten-free, non-GMO and flea treatment compatible. We follow a ‘less is more’ strategic approach to formulation,” said Owner Paul Armstrong.
“We have launched three products containing fair trade, Nilotica shea butter that we buy direct from a women-owned cooperative in northern Uganda (and to which our CEO has visited in person): Hypoallergenic Moisture Repair & Dander Care Shampoo and a matching Hypoallergenic Moisture Repair & Dander Care Spray for use between baths. These products contain shea butter and avocado, so they are rich in antioxidants, emollients and moisturizers to help reduce dander and skin irritations and promote a healthy and hydrated coat in fast-acting formulas. We also launched a Treatment Balm with more than 35 percent Nilotica shea butter, plus aloe vera, for cracked paws
and noses, and to help relieve hot spots and dry skin in an instant," Armstrong said.
“The earthbath booth has been refreshed with handsome canine and feline mascots plus new displays, and with this many new products to introduce, we committed to the new product showcase of course,” he continued. “Pet parents are looking for clean, safe and sustainable grooming products to solve specific needs their pets have, and our retail partners have been working with us to help us drive innovation in the category. Recently, we have innovated shea butter-infused products and fully re-packaged our wipes into more sustainable packaging, plus converting to wood pulp FSC-certified wipes.”
As Bass Brushes moved into the pet segment years ago, the company was able to keep several values and product characteristics as human-grade products have moved into the pet industry. “Bass Brushes is not just a world class brush maker, but we are the No. 1 selling natural brush maker in the country,” Joel Weinstein, Director of Sales and Marketing for Bass Brushes. “In the US, we do have designations for brushes that are considered natural because they are heavily based and grew out of a natural, organic industry. Now, when you are talking about pet, among the fastest growing segments in the broader pet channel and in the broader grooming channel is the growth of natural pet. You are seeing it in retailers and you’re seeing it in other brands and other areas, and you are also seeing it in the more conventional and mass market brands that are increasingly declaring natural features. If I were to talk about food for example, or organic, non-GMO and even vegan and keto; so on the food side you are heavily seeing it, but that is moving over to accessories and grooming. Well, Bass Brushes has been a natural designated brush maker for more than 40 years, and it is our specialty, and we have that title as the No. 1 selling natural brush maker in the country. So, therefore, we are continuing to show the retailers and the groomers, the ben-
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efits of natural brushes and that has led to a lot of our success as the market has kind of caught up with our concept. We were ahead of the curve not just with natural but with quality as well.”
“When we entered the pet industry almost 20 years ago, we purposefully said, ‘Let’s give the pet parents and the groomers all of the same features and quality, luxury grade finishes and natural emphasis that we give to our people customers and just optimize our brushes for pet use,” Weinstein continued. “Meaning there are different functional qualities, and there is a lot of overlap believe it or not, but there are some different functional characteristics with pet grooming brushes than there are with people brushes. So, when we would go to the tradeshows 20 years ago, people would walk by our booth and they would do a double take, and say ‘Are these for me or for my dog?’ Well now, they are still impressed with our designs
and quality and our premium natural materials, but the double take doesn’t happen as much anymore because we have seen the whole industry grow up. Everything is human-grade, superior human-grade, and anything that is on the people side is on the pet side now as well: natural, organic, non-GMO, etc. The market in many ways has caught up with our concept and that is boosting a lot of our growth at this point. We are really focusing on the same things that have made Bass Brushes the No. 1 natural brush maker in the country.”
Maintaining a strong presence as an advisor for retailers regarding all things grooming, Paragon Pet Grooming has dedicated itself to helping and enhancing pet retailers grooming services. “We have been focusing on in the grooming category is continuing to enhance our groomer education and training platform, specifically to appeal to retailers who continue to struggle not only in providing grooming services but providing them consistently because of
staffing issues,” said Joe Zuccarello, President of Paragon Pet Grooming.
“We are absolutely going to be showing sort of an expanded resources library for the business owners of all types,” he said. “So, if the business owner is a multi-unit retailer, an independent retailer, a full-service pet care facility, we are making an effort to enhance our employer resources center to help employers position themselves to not only be strong employers but to provide career paths for people who are looking at professional pet grooming as a career option.”
“We will have our digital or webbased solution products in the product showcase this year, and that will be something new for us,” Zuccarello added. “Last year was our first year to be an exhibitor at SuperZoo, so this year will be our second year and we are putting our product in a new product showcase because there are still thousands of retailers that this will be their first introduction to it.”
"There are a variety of different ways that they can get started. The first thing they need to do is consider what grooming services they want to offer. Successful retailers have been known to offer nails and ear clinics— so just providing nail trim, nail file and ear cleaning services. Retailers have been successful offering self-wash or even assisted self-wash services for the pet parents. But most retailers are interested in offering a full-service grooming menu to include full-service baths, shed control and full-service haircuts. So, some things that they should consider is how will they staff their grooming services offering or how can they staff their grooming service offerings better? And one thing that Paragon does is we provide resources such as our Recruiting Future Groomers Guide. Most of these employers are not groomers, so what they can do to get familiar with the grooming industry is by learning as much as they can not only from paragonpetschool.com but maybe even attending a grooming services specific conference.”
• Groomer Education and Training: Paragon Pet Grooming is focusing on enhancing their groomer education and training platform.
• Expanded Resources Library: Paragon Pet Grooming is developing an expanded resources library for various types of business owners in the grooming industry.
• Digital and Web-Based Solutions: The company is introducing digital or web-based solution products, which will be showcased at SuperZoo.
• Support for Retailers Getting Started: Paragon Pet Grooming offers assistance and ideas for retailers who are new to the grooming category.
• Enhanced Partnerships for Those Already in Offering Services: The company provides several avenues for enhancing grooming services of pet retailers who already have established clientele and want to expand these amenities.
• Compensation Plans and Groom Techs: Paragon Pet Grooming recommends that retailers evaluate their service offerings and compensation plans for grooming personnel.
— Joe Zuccarello, Paragon Pet Grooming
Pet parents expect a lot out of dog toys. Some are enchanted by whimsy. Others want something durable that will hold their pup’s attention. Still, others seek engagement and stimulation. Knowing this, dog toy manufacturers have a wide field in which to innovate, and many of their latest offerings will be on display at this year’s SuperZoo.
Coastal Pet Products has been focused on enhancing its existing toy collections this year, post-Global.
“Since Global Pet Expo, Coastal Pet Products has been working on expanding our offering of Li’l Pals toys,” said CEO Kim Stout. “Our team is planning a collection of whimsical toys that are sized for smaller dogs with an anticipated launch in Q1 of 2024. Additionally, we are developing unique ideas to enhance our Rascals toys collection. Our product development team is exploring the utilization of different textures and materials that keep dogs engaged during playtime.”
The multi-faceted company is planning to use this year’s SuperZoo to showcase its new Pro Active dog collar and leash.
“This collection is launching in early August and is inspired by activewear and sneakers geared toward those with an active, sport lifestyle,” Stout said. “The collars and rope leashes are made of round comfortable woven material with reflective strips for added safety. There are six bright color swatches in the collection that coordinate with our existing collection of Inspire Harnesses.”
But understanding the need to make an impression, “We are excited to host author Jim Dougherty in our booth on Thursday,” said Stout. “He will be giving a presentation on his book, The Great Awakening and signing copies for interested visitors. Jim is a longtime friend of Coastal Pet Owner Jim Stout, and we are pleased to welcome him during the show.”
In general, Coastal Pet Products is preparing for SuperZoo with a focus on continuing to build relationships within the industry, said Stout.
We use feedback received by our sales
team and customers to ensure those visiting our booth have a positive experience. By 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. Inviting Jim Dougherty into our booth allows us the opportunity to highlight the importance of partnerships within the industry. Overall, we are very much looking forward to another wonderful time at SuperZoo 2023,” she said. West Paw debuted a novel partnership back during Global Pet Expo that made a strong impression.
“At Global Pet Expo, we were very excited to introduce our first brand collaboration with Earth Animal with the Funnl enrichment toy launch,” CEO Spencer Williams said recently. “Our team worked hand-in-hand with our friends at Earth Animal to bring Funnl to our retailers, and we were thrilled about the feedback we received at the show and how it’s been going so far. Looking ahead, we keep focused on our mission to innovate new products the right way. When we set out to design and develop new products, we not only want to ensure we’re designing products that live up to our values as a brand (sustainable, made in the USA, safe, durable, non-toxic and easy to clean, to name a few), but it’s also very important that we are offering unique and innovative solutions to dog parents. Our team is continuously working on developing new products across categories and have some new products to further build upon enrichment on the horizon that we are excited to bring to market later this year and into 2024.”
The partners that West Paw is sure to encounter at SuperZoo play a vital role in the company’s product development, said Williams.
“Our retailers inspire us every day, they drive our economic engine and give us important insight into the marketplace. We work with them when we are designing new products and programs, their valuable insights help us serve
them better. Our goal is to make unique, thoughtfully designed and innovative products that their customers want and supports their business success. We want to be that trusted partner that provides first class service, thoughtful recommendations and useful tools, education and products that adds value to their assortment. Ultimately creating joyful connections with pets and their people – it’s what it’s all about,” he said.
Caitec, which manufactures items for a variety of pets, is focusing on durability in its product offerings this year.
“Dog, cat and bird have always been our focus,” said President Terry Gao. “Caitec has been carrying its tradition of innovation for better way of life to elevate pets’ health. We are launching a few new products by returning to the basics to address durability of dog toys while promoting dogs’ health.”
Durability had also been a focus for Huxley & Kent this year.
“Our Q1 was driven by new product introductions, and our in-stock position of 99 percent on our existing SKUs,” President Mike Dagne said in May. “We're experiencing a successful introduction of our new ‘Tiny Tuff’ line. These are 2-packs of tiny toys specifically designed for extra small dogs (under 15lbs). Our construction includes our new ‘diamond mesh’ inner lining that is fused to the outer plush shell. This makes these toys extremely difficult to tear open. New toy categories are in the works now for future launches.”
Dagne said this strong construction is a talking point the company continues to make with partners.
“Strong construction that adds value to a consumer purchase like our mesh fused lining and seam tape that adds to this important strength,” he said. “We also pay attention to details, especially on our design standards. We include humorous design details and names that make our toys much more fun to buy and share with their dogs. We are planning to launch dozens of new products for Fall, Halloween, Christmas, Hanukkah and Valentine's Day.”
Treating pets has always been a way for pet parents and their dogs to connect. Whether it’s for training, sneaking in medicine or nutrition into a dog’s diet or just for a fun and tasty snack, pet parents are not willing to skimp on treats. Category leaders are excited to showcase their latest treats that are tailored to consumers' preferences and needs as pet owners and their pets remain top priority year after year.
“The concern for a healthy canine lifestyle including an increase in exercise and canine sports will likely lead to an upsurge in demand for functional treats to support them,” said Sarah Lowe with Annamaet Petfoods. “Annamaet Petfoods having been a leader in feeding and supplementing the sporting dogs for more than 35 years, saw the need for a post-exercise functional treat and released our very exciting Annamaet Recovery Chews. Six years in development, these functional treats aid in the recovery process to replenish muscle glycogen stores following exercise. Recovery Chews are the soft chew version of Annamaet’s Glycocharge supplement which has proven to be the gold standard for post exercise glycogen replenishment since 1997.”
Green Coast Pet has been focused on expanding its best-selling Pawnut Butter product line. “You’ll be able to see the beginnings of that at SuperZoo. We will be launching some new flavors and dispensing options,” said Mike Bateman, President, COO and Co-Founder of Green Coast Pet. “When we launched our Pawnut Butter with Honey we saw a huge jump in overall Pawnut Butter sales and it showed us that there is a demand for other additives in our Pawnut Butters. We are so excited to continue to be the driver of this category that we have been pioneering for six years now.”
“We will be launching some new flavors and dispensing options. When we launched our Pawnut Butter with Honey we saw a huge jump in overall Pawnut Butter sales, and it showed us that there is a demand for other additives in our Pawnut Butters. We are so excited to continue to be the driver of this category that we have been pio-
“One of our main focuses at SuperZoo is to make sure that attendees visiting our booth truly understand and recognize our continued commitment to our customers. We are excited 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, as well as launching some exciting new treat and bowl lines. But at the end of the day, it is the opportunity to connect and further cultivate our relationships that we hold the most important."
ognize our continued commitment to our customers,” Abbey continued. “We are excited 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, as well as launching some exciting new treat and bowl lines. But at the end of the day, it is the opportunity to connect and further cultivate our relationships that we hold the most important."
neering for six years now. Additionally, we are showcasing our brand-new Pill a Pet flavors! Pill a Pet has been growing like crazy as it is the perfect alternative to mass market pill wraps and our new flavors boast a chicken-free recipe!”
Loving Pets’ President and Founder, Eric Abbey, expressed how human trends have continued to seep into pet trends, and how the company has capitalized on this through recent innovations. “Since Global Pet Expo, Loving Pets continues to closely watch and follow human trends, as retail partners are looking for treats that have limited ingredients but also treats that showcase where the ingredients are made and sourced. Because today's pet parent wants to know exactly what is inside, and where it's from—very important,” said Abbey. “Loving Pets has always been founded on the belief that high quality does not have to mean expensive, so therefore we have put much research and resources into our manufacturing facilities so we can continue to deliver premium made in the US treats at affordable price points.”
“One of our main focuses at SuperZoo is to make sure that attendees visiting our booth truly understand and rec-
While SuperZoo provides opportunities for companies to network and connect, their hard work isn’t solely done in preparation for the show—it’s a year-round commitment. In a previous conversation with Pet Insight, PureBites mentioned what the company had been working on as of late, and how dog ownership and treating animals has transitioned and expanded over the years. “Pet parents are becoming more aware of the impact diet has on their pets' health and are seeking to provide them with healthier, more nutritious options,” said Stuart Menten, Director of Marketing and e-Commerce with PureBites. “This trend towards natural, whole-food diets for pets is not limited to their meals but also extends to treats and toppers. By choosing treats with fewer ingredients, pet parents can feel more confident that they are giving their pets safe and healthy options.”
“We’re always working to grow the treat category to the mutual benefit of our retailers and pet parents. We prefer to take a holistic approach to this which includes bringing innovation to the category and providing information and support to help pet parents shop the category and allows our retail partners to grow their business with a cart-building purchase such as treats. Our 2023 innovation is bringing incredible freeze-dried functional treats to the space and during the past few years we’ve been investing in digital content for our partners as well as transitioning to cleaner messaging on our bags along with moving to recyclable bags to do our part and help reduce waste in our lives,” said Menten.
— Eric Abbey, Loving Pets
Companies in the health and wellness segment exhibiting at SuperZoo provide a wide range of options for retailers and consumers as the health and wellness segment has a unique ability to encompass several categories under one umbrella. Pet parents have been able to educate themselves on the importance of the health and wellness category, which includes oral care, ear care, grooming, preventative care, skin and coat maintenance and more.
“Since Global Pet Expo, where we witnessed trends in new and unique formats, CBD and sustainability practices really taking off, Zesty Paws and Solid Gold have been hard at work on bringing new products to market for pets and pet parents. Both brands also renewed partnership with the Pet Sustainability Coalition to better incorporate sustainable practices into our processes and procedures, as well as began ideating on amazing innovation that we can bring to the pet community in the coming years,” said Yvethe Tyszka, VP of Marketing at Zesty Paws and Solid Gold. “Additionally, we’ve continued to invest in our commitment to helping animals in need with record-breaking in-kind product donations to shelters and rescues across the country.”
In an effort to make the most of their investment of participating in SuperZoo, Tyszka mentioned the company will be showcasing some of the recent endeavors the companies have been part of, specifically the products launched in various retail locations. “Zesty Paws also launched products in new retailers like CVS Pharmacy, Tractor Supply Company, Theisen’s, C-A-L Ranch Stores, and Pets Plus Natural, as well as added five additional products in Walmart stores in Canada after seeing the success in the US retail stores,” said Tyszka. “Solid Gold has been laser focused on launching the complete line of nutrientboost for dogs. Solid Gold's premium pet food line is now powered by nutrientboost, a unique and proprietary blend of superfoods, antioxidants, and clean plasma to provide craveable nourishment to help pets thrive. The boosted recipes are proven to help sup-
port nutrient absorption, gut health, and overall immunity in pets and includes the Kibble Line, Shaker, and Hund-N-Flocken Wet Dog Food.”
“One of the key values of Healers and what has kept our customers coming back for years is that we always put our customers first. They know through our actions that we really care about them and their pets. I get calls from a pet owner whose senior pet no longer grip slippery surfaces or they start dragging their feet. Their veterinarian will refer them to us. We take the time to listen and work with them to insure they get the right fitted boot, even customize one if needed, and we won’t stop until we help solve the problem. People love that level of service. They love that they can talk to a real person. They know we are honest in our approach and we truly care. We are here to serve them and to provide the very best in service and products. They appreciate us and who we are as a company."
energizing and fun-filled atmosphere,” Tyszka continued. “We are planning for some fun, educational and interactive moments at our co-branded booth. After all, BlogPaws Media honored Zesty Paws and Solid Gold with the ‘Most Engaging Booth’ award at Global Pet Expo, so we have much to live up to at SuperZoo! Be sure to stop by to experience the amazing new products we’re debuting.”
Skout’s Honor maintains a strong presence in the grooming sector and has been able to expand its lines to include a probiotic cat grooming line.
SuperZoo has always been a fun and exciting place for companies to launch their new products, and Solid Gold and Zesty Paws have plans to showcase their latest innovations. “Both Solid Gold and Zesty Paws are launching some incredible, game-changing new products this year, and SuperZoo is a great opportunity to share even more with the pet community. Zesty Paws will be showcasing the new Healthy Aging supplements in the cellular health category, and Solid Gold is featuring the complete nutrientboost line, a significant breakthrough in pet food innovation, aimed at delivering optimal nutrition for dogs,” Tyszka said.
“SuperZoo is one of the most-attended pet industry trade shows in North America, with many great opportunities to meet and greet with buyers on the show floor, and the show has such an
“We've continued to focus on educating our retail partners with our training program and support them with an array of new marketing tools—to help solidify the truly unique aspects of our brand and the topical probiotic technology in our wellness products,” said Jenny Gilcrest, VP of Marketing at Skout’s Honor. “Skout's Honor always has fun making a statement with our marketing campaigns at SuperZoo— we're excited for our retailers to see what we have in store this year. In addition to connecting with our current customers and introducing the brand to new audiences—we'll also be showcasing our newest product lines including our pet grooming wipes and probiotic cat grooming line. We do a good job of staying connected with our customers all year round, but SuperZoo is an excellent opportunity to build on those relationships in a fun and memorable atmosphere. In addition to our show sponsorships, booth, and marketing campaign plans, our team is amped up and ready to have a great show!”
While these leaders have several plans and expectations for the show, their preparations and hard work happen year-round. Yummy Combs has been dedicated to ensuring pet parents are able to heal their pets from within, which for the company starts with oral health. “We continue to message about our revolutionary shape that makes the difference. Yummy Combs innovation at a high level,” said CEO Joe Roetheli. “The dental care and safety are state-ofthe-art, and Yummy Combs are packed with great nutrition and taste."
— Terri Entler, Healers Petcare
Keeping pets engaged and stimulated is the name of the game when it comes to the interactive toys category. Manufacturers are preparing for SuperZoo with an assortment of thoughtful innovations that promote active play, help turn treat occasions into meaningful problem-solving challenges and ultimately support a well-adjusted pet in their home environment. Toy makers rely on events like SuperZoo for immediate feedback from retailers and attendees alike to continue tailoring their offerings to what consumers are asking for in stores and online.
“We launched several new treat dispensing toys at Global Pet Expo, and one of them in particular has taken off,” said Adam Baker, President of Soda Pup. “It is called the Flower Pot, and we have been scrambling to keep up with demand. What makes this product unique is that it is an open-topped treat dispenser, meaning it has a wide opening at the top, making it ideal for feeding wet foods like raw diets and a wide range of other moist ingredients. Based on the response to this product, we will be adding more colors and sizes. Since Global, we have also launched three enrichment products. The first was a new ‘emat’ lickmat with suction cups called the Tree of Life. This design has a moderate level of difficulty. We also launched a new ‘etray’ shallow feeding tray called Waiting Dogs which features segmentation where you can put different types of food, and finally, we launched a new ‘ebowl’ deep slow feeder bowl called the Great Outdoors bowl. All three of these new products are good examples of our design ethos at SodaPup where we try to elevate design to create consumer connections with our products.”
This trio will make an appearance as SuperZoo as well, said Baker. “We will have lots of new enrichment products to show retailers including the Tree of Life emat, the Waiting Dogs etray and the Great Outdoors ebowl. In addition to these items, we will be launching three more emat lickmats which are called Surf's Up, Love and Autumn. You will have to use your imagination with these new designs until we roll them
out at the show.”
Supplementing its toy portfolio, “We are also launching an exciting treat product called jelly shots,” Baker said. “These are healthy gelatin mixes that you can use as treats, training aids or toppers on your dog's meals. Gelatin has several health benefits for dogs and jelly shots will add a bit of creativity to your daily canine enrichment. We will also be selling jelly molds to pour the Jelly Shot mix into.”
Starmark Pet Products, which regularly utilizes its in-house Animal Behavior Center and School for Dog Trainers to test how canines interact with new toys and prototypes, has likewise been busy with new designs since the conclusion of Global earlier this year. “Our focus this spring has been on finalizing design specifications and mass production efficiencies of our new products in preparation for distribution to retailers and customers,” said Emily Benson, Marketing Director. “We’re excited to get these offerings out to consumers and into the paws of pets this summer.”
Specifically, “We will be showing our new line of Snapper Trapper toys, and they are available in two versions: the Tire and the Venus,” she said. “Both are made from our durable proprietary material that’s soft and safe for teeth and gums. The interlocking teeth hold food inside the toy, and the dog must then chew or squeeze the toy to extract the food. Pet owners can increase the challenge for their dogs by stuffing the toys and then freezing them. We’re also showing our new GripCord Balls. These are our Chew Balls or DuraFoam Balls with either a long cord or a loop strung through the balls. Both balls are virtually indestructible, soft and safe for teeth and float in water. The durable cord is double stitched and has rubberized threading for an easy grip for retrieval or tug play.”
Helping feline pet owners out with more engagement options, Meowijuana's Jump 'N Jamb collection continues to be very successful and well received for specialty retailers, explained Scott Ragan, Managing Partner and CEO of Smarter Paw, makers of Meowijuana and Doggijuana products. “We will be
extending that line into 2023 and have plans for 2024 as well. In addition and in complement is our Refillable Catnip Wand Collection, which allows pet parents to interact and exercise their cats.”
Smarter Paw also offers an assortment of canine interactive toys. “Alongside—and with the same enthusiasm— our Doggijuana brand continues to evolve in the interactive toy category with the launch of our Tuffer Chewer Refillable Juananip Toys. Tuffer Chewer Refillable Juananip Toys by Doggijuana are adorable plush toys structured with a rope interior and ‘tuff’er fabric exterior with reinforced edges. All toys have a built-in Velcro pouch to incorporate Doggijuana’s proprietary Juananip to encourage play and help pets chill. Doggijuana perfected a great delivery system for our Juananip with our refillable, fun toys. Stuff a pinch into the pouch for a healthy play session that will curb natural play instincts easing your dog into doggi-vana [sic],” said Ragan.
Looking ahead to SuperZoo, the company is preparing its educational strategy. “Both SmarterPaw brands are always very committed to retailer and pet parent education,” Ragan said. “In today's digital climate, education must be offered in many ways—through video, photos, social media, engagement marketing, email marketing, promotions and demos. We are looking forward to connecting and growing our existing relationships and partnerships at SuperZoo, as well gather important feedback and ideas from retailers and the industry.”
At this point in Starmark Pet Products’ show preparation, “Our booth preparations are squared away, so this is leaving us ample time to plan for distributor and retailer meetings, as well as in-booth training sessions during the show,” Benson said.
Soda Pup's Baker is further looking forward to seeing what everyone else has been up to, along with showing off Soda Pup’s latest offerings. “We love the New Product Showcase because we think many, if not most, retailers walk through the showcase to get a quick glimpse of exciting products,” he said.
Exhibitors in the litter space are showing retailers fresh and innovative ideas including new features, benefits and materials that appeal to consumer demands for sustainability. Regardless of the materials used in the litter, suppliers are showing their dependable solutions for clumping to make for easier cleanup and odor control for a harmonious living situation between cats and pet owners. Some suppliers are incorporating technology into their litter, which further incentivizes cats to use the litter box. This practice helps to ensure cats aren’t surrendered to shelters due to a disconnect between pet owners properly litter box training their pets and the cat’s ability to use the litter box.
Since Global Pet Expo earlier this year, Pioneer Pet Products has come out with a new Corn + Wheat All-Natural Litter to add to its line of litters, just in time to highlight at SuperZoo next month. “We are very excited to showcase it at SuperZoo,” said Marketing Director Shannon Supanich. “We are also going to offer our SmartCat Clay Clumping Lightweight Litter in a bag. So two exciting new things are happening in litter for us.”
Since March, Boxiecat has been hard at work on the upcoming launch of its newest litter innovation, Glo Natural Attractions Cat Litter. “For the very first time, Glo combines a powerful visual attractant with an olfactory attractant and our trademark paw-feel attractant,” said Ken Wilks, VP Sales and Marketing. “Nearly everyone understands that the protein in urine fluoresces in the presence of a black light. Cats see this ultraviolet effect without the black light. We spent several years testing and refining this product to mimic the visual cues that urine makes in the litter box. We initially developed Glo to help prevent millions of cats from being surrendered to shelters due to litter box behavioral issues. We learned that every cat can potentially benefit from the positive litter box reinforcement that Glo offers.”
For the last three months, Next Gen Pet has been hyper focused on strengthening its inventory so that pet owners can have an uninterrupted supply of the
company’s litter and receive it in a timely manner. “Supply chain management and recovery is still our primary focus,” said Marketing Director Janice Yamamoto. “We are still working to build up our domestic inventory to make sure everyone who wants litter can order quickly.”
Catalyst Pet continues to provide upcycled natural clumping litter to consumers via in-store at both mass and independent retail, through Etail and DTC channels. “We’ve been working on communicating the efficiency of the product to both consumers and retailers,” said Category Manager Jonah Levine. “Specifically how one pound of Catalyst does the work of four pounds of clay while still being natural and high performing. That means for a consumer they can use one 10-lb bag per month per cat. Similarly, we’ve been working on educating consumers that using a natural alternative to clay doesn’t need to be expensive. That bag has a retail price of $15, a great value against a standard $22 pound bucket of non-sustainable clay litter. Since last year, we also launched a premium, non-plastic scoop specifically designed to be used with Catalyst Pet. This premium scoop is a high quality, durable scoop with a wider frame to allow for easier sifting. The wooden handle and steel frame design will stand up to regular usage. Finally, we’ve been working on a high-performance tracking mat. The mat will be offered in two sizes. It’s in consumer testing and will be rolled out hopefully this summer.”
“Ultra Pet’s focus continues to be category innovation and customer growth,” said Richard Murbach, President and CEO. “Following our successful Global Pet Expo and ZooMark launch of Litter Pearls brand with Probiotics, we are focused and looking forward to seeing additional customers at SuperZoo.”
Within the last few months, Dofu Cat has been considering the feedback the company is receiving about adding another line of natural litter to its product portfolio. “We’ve been getting real customers to test the litter options to determine what we would like to add to our offering,” said Founder Marlene Ee. “Since joining SuperZoo and work-
ing with distribution partners, Dofu Cat is now reaching more customers across Canada and the US. We are also venturing outside of North America.”
In addition to its litter lines, retailers will also learn more about Pioneer Pet’s new pet drinking fountain at its booth. “We will be focusing on our litter lines as well as our new Mini Vortex Pet Drinking Fountain. Please stop by our booth to check out what's new!” Supanich said.
“In addition to Glo Natural Attractions Cat Litter, we will be introducing new substrates to our best-selling Pro Deep Clean Probiotic Cat Litters,” Wilks said. “We’ll be accepting orders for three different substrates each within the Pro and Glo brand families at SuperZoo.”
Product launches that occurred within the last three years were understandably overshadowed by the pandemic. Companies like Next Gen Pet are taking another pass at drawing attention to recent innovation when pet owners are more attentive and less distracted. “Even though we released our new Timber Fresh formula a few years ago, pandemic years were a little funky, and we're not confident everyone knows why the new formula is so exciting,” Yamamoto explained. “Timber Fresh is now a hybrid cat litter formula offering a more sustainable litter for cats who really like clay.”
During SuperZoo, Catalyst Pet is showcasing its litters as well a premium scoop and tracking mat that will be offered in two sizes and is complementary in shape, size and style to litter boxes. “Catalyst will release a Dealer Direct Portal which will enable independent retailers to quickly and easily place orders that fit their natural litter offering needs,” Levine said. “They will be able to stock Catalyst Pet in just in time quantities, offering consumers Catalyst without the need for large stock ups.”
“We intend to showcase a new offering: a multi-cat tofu litter that has our new and improved formula that hits all the marks and is economical for a bigger cat household,” Ee said. “We are excited about a new natural litter we will be launching at SuperZoo.”
For years, pet parents have used black lights to discover where their furry family members may have accidentally eliminated waste in the home. After several years of research and testing, Boxie® Innovation Lab confirmed cats respond to these visual cues without the aid of black lights.
Patent Pending Glo™ cat litter offers an ultraviolet visual stimulant for cats to eliminate waste in the litter box for the first time. When combined with an Outdoor Attractant™ and Boxie’s trademark Paw Feel Attractant™, your cat will know better than ever that Glo™ is the only place to go.
Premium food has risen to new heights in the industry as pet parents continue to look for the best food solutions for their pets. As pets have preferences and dietary restrictions, category leaders have plans to showcase their expanded offerings at SuperZoo to ensure pets' individual needs are met and retailers' options are expanded.
Champion Petfoods emphasized the company’s excitement to launch new products and showcase its offerings to its retailer partners.
“We are excited to share several new products, terrific offers with our retail partners that are only available at the show and feature Champion Petfoods materials to our retailers and their associates,” Stacey Osborn, President at Champion Petfoods said. “As the new President of Champion Petfoods, I look forward to meeting our retail partners and hope our presence at SuperZoo demonstrates our unwavering commitment to pet specialty stores. I’ve spent the past 13 years in the pet industry focused on the health and well-being of dogs and cats. I’m excited to continue this journey at Champion.”
“We are excited to share new innovation with our retail partners, including ACANA Chewy Tenders, our new jerky treats that offer functional health benefits like skin and coat support, ACANA Butcher’s Favorites, a satisfying combination diet of crunchy kibble and tender pieces of protein-rich jerky and new 5.5-ounce cans of ORIJEN and ACANA wet cat food,” she continued. “Our premium coffee bar is back by popular demand, which is a part of our newly designed booth. We hope attendees stop by for a special paw print latte.”
The pandemic changed the course of preventative care for not only humans but their pets as well.
Annamaet has focused on the growing trend towards a healthier lifestyle for both humans and our pets,” said Sarah Lowe, Annamaet Petfoods, Director of Marketing. “More than 70 percent of Americans are now claiming to be more health-conscious post-pandemic. Many now realize that a healthy diet and life-
style can better protect their long-term health. A major contributor to a healthy lifestyle is exercise. Couple this with the growing trend toward the humanization of pets, and pet parents are certainly more conscious of how their pets eat and how much exercise they get. This has led to a rapid growth in canine sports. Most weekends you can find more than 15 different canine sports to compete in. The competition level goes from purely recreational to very competitive where your dog maybe competing for titles and prize money.”
Petcurean has planned to exhibit its latest product developments and innovations, which include the company’s new online platform for education.
“This has been a huge year for Petcurean with a lot of major product announcements and innovations, several of which we announced at the Global Pet Expo, including Go! Solutions Sensitivities Limited Ingredient Grain-Free Insect Recipe for Dogs, Go! Solutions Skin + Coat Care Large Breed Puppy and Adult Salmon Recipes with Grains for Dogs, and new recipes for dogs and cats as part of our refreshed Summit brand,” said Anabel Immega, Marketing Manager of Petcurean. “Following Global, we’ve been working closely with our retail partners to ensure a seamless roll-out of these new recipes. We’re also busy building out our solutions-based Go! Solutions collection and look forward to sharing more details about another exciting product soon.”
FirstMate has also jumped on the education bandwagon as pet retailers and owners have made research and educating themselves a top priority in order to give pets their best lives.
“Our research and nutrition team has been working hard to prepare us for the launch of a new dry protein in mid-July,” said Matt Wilson, FirstMate. “There is a lot of excitement within our team and amongst our partners around the launch of our Limited Ingredient New Zealand Beef and Grain Friendly New Zealand Beef and Oats formulas. Adding New Zealand Beef to our line means that pet parents have five single animal-protein options to choose from or rotate
throughout. We are confident that this expanded range of options will enhance the dining experience for pets and cater to their diverse dietary needs.”
Boss Dog and Boss Cat have been able to uphold the brands’ reputation of high-quality, infused food products through supporting its retailers to ensure consumers are remaining educated on the benefits of its premium food.
“Both Boss Dog and Boss Cat brands continue to focus on empowering both retailers and consumers as to the benefits of our pet food, infused with healthy doses of probiotics and more,” said Basel Nasser, Founder and CEO Boss Dog Brand. “Regular remote and in-store training, coupled with strong POS have become a big part of our ‘Boss, at your service’ support offerings. We are always innovating, looking to raise the bar for our brands each and every day.”
BrightPet highlighted that while there have been significant economic challenges sweeping the nation, the category continues to thrive as pet parents remained dedicated to providing the best for their pets.
“Despite evolving economic factors, the premium foods category continues to perform and lead the way in innovation,” said a BrightPet spokesperson. "BrightPet prides itself on using the highest quality ingredients and bestin-class manufacturing processes to deliver maximum nutrition and flavor, but we also recognize premium can mean different things to different people. Across our business we have been focused on delivering great value for our customers and consumers. That has come to life through new product offerings with differentiated value propositions and partnering with customers to optimize their go-to-market programs to deliver great efficiencies. With offerings across food, treats and toppers—plus techniques ranging from freeze-dried and slow-cooked to frozen raw—we have been investing in our capabilities to be the organization that can truly do it all. Pet parents expect it, and customers benefit from it.”
Suppliers in the ID Tags category are showing retailers how technology has elevated the category from traditional tags to a fast-moving network which increases the likelihood of pet owners being reunited with lost pets. There is still a role and place for engraved tags for pets to sport on their collars. At the same time, there is an array of solutions people can access to complement engraved tags. This includes microchips embedded in the pet’s collar, harness or leash and tags with QR codes that direct a good Samaritan to a website displaying the pet’s health information and personality quirks, so that with their phones, pet owners can share as much information about their pet as they would like and how to contact them without sacrificing their own privacy or safety.
MyFamily’s primary focus since Global has been the introduction and placement of its new award-winning Techla XL engraver and modular display. “The XL is a significant upgrade to our incredibly successful Techla machine that includes a super sleek design and 18.5 inch touchscreen,” said Tom Glessner, CCO, MyFamily US. “When placed with the modular display, that can merchandise both ID tags as well as complementary products like our collars and leads, it truly creates an eye-catching show piece in stores and an elevated shopping experience for customers.”
“MyFamily’s retail partners have come to expect the highest quality products and innovative Italian design, which will be on full display at SuperZoo in various formats that will allow retailers to visualize what is possible in their own stores,” Glessner said. “Our modular display concept provides infinite possibilities to showcase ID tags and premier quality collars and leashes which allow independent pet specialty stores to set themselves apart from big box competition. We will also be showcasing new collars for cats in our memopet and Fiernza collections that are truly something different than what is being offered at retail today.”
“Since SuperZoo is one of our most important events of the year we have already begun preparations for the show,
ensuring our existing as well as potential customers know we are going to be there with invites and e-mail notifications,” Glessner explained. “There really is nothing like an in-person trade show for interactive products like our Techla and XL self-service ID tag engraving programs, as well as giving people a chance to touch and feel premier quality 100 percent Italian leather collars, leashes and harnesses, all being available with deals and specials only available at the show.”
Pet owners are much wiser and aware of the options available to them to reunite with their pets without compromising their own safety or privacy, said ZuluTails Founder Pamela Fusco. “That’s because of the way that pets are being humanized much more than they ever were and are accepted into so many more places, and a part of your family we want to be able to—they’re not a piece of property—we want to humanize them as much as possible,” Fusco said. “We give them people names sometimes—Joey, Mikey, Sally. So right there that’s the first indication. It’s not just dogs. I can tell you from our experience with ZuluTails, it’s goats too. Pets really is a broad category—broader than it’s ever been, which also heightens the sense of awareness on making sure we get our pets back. So really it’s much broader. From that perspective and because it is so much broader and pets are such a huge part of our life we’re hyper focused.”
“Secondarily our traditional means of keeping track of our pets or making sure they get home, or if they’re in a pet daycare center we all want to make sure people know who they are and if there are issues with them that they can identify it quickly,” she continued. “It’s gone beyond, 'Hey, my dog’s name is Snoopy and here’s my phone number,' which in today’s day and age is very shaky because that’s personal information you’re putting out there. You’re going to get calls from a million different people that you don’t even know. And then it’s gone from that to, 'hey if my pet gets lost, I want you to contact me directly. I don’t want to go through a call center, I don’t want to waste time or I may not
even be home—I may be on vacation.' We want to be able to be in touch with them anytime and get in contact with them if something happens at any point in time almost immediately and that’s how it’s shifted. We wanted to do that with technology instead of the old fashioned way—call me 50 times or put fliers out there. Time is of the essence. That really has shifted and with that shift we need technology that can adapt to the way we live now because we’re all so remote. That is where I see the shift in the industry is and also our privacy —that’s the second part. [If something is wrong] you want to know and you want to know as soon as possible no matter where you are. At ZuluTails, we do it differently, you want to get that communication and know where your pet is worldwide. If you’re on vacation in Europe for the summer and you leave your dog or your cat or your horse your goat home and the neighbor or pet sitter is watching it or at a pet care facility, you still want to know what’s going on.”
“The ID tag category continues to be driven by pet specialty retailers who offer their customers instantly personalized options,” Glessner said. “While there is an endless number of tags offered online, programs like MyFamily’s provide retailers with state-of-the-art engraver self-service engravers, more than 600 tag designs in a variety of finishes and award-winning displays that create an elevated shopping experience, so customers can create their very own tag while shopping for the rest of their pet’s needs in their favorite store.”
“MyFamily is known for continuous innovation and in time for SuperZoo, there will of course be new products for retailers to see, including ID tag designs along with our continuously increasing collections of unique Italian made collars, leashes and harnesses,” Glessner said last month. “Also, a new and improved app for our innovative ‘memopet’ collection will coincide with new H style harnesses. The new ‘memopet’ app makes it easier for pet parents to store and share information about their pet’s health and wellness, which is stored on their Smartphone and accessed by NFC chips located in each product.”
Fish oil is a mainstay within the pet industry and line pet retail shelves. However, in comparison to the exposure and level of demand for fish oil for humans, suppliers believe there is some catching up to do on the pet side. Suppliers are dedicated to informing retailers and pet owners of all the reasons to administer fish oil to pets 12 months out of the year. These conversations are not constrained by tradeshow schedules, although shows like SuperZoo provide an ideal backdrop for educational conversations and the venue allows for people who are unfamiliar with or new to the fish oil category to be enlightened.
"Our focus since Global Pet Expo has been investing back into advertising, consumer promotion, and education to build the salmon oil category," said Bill Lowe, President North America for Brilliant Pet Care by Hofseth BioCare. "Education is key in our business model and we look forward to sharing, especially given the rapid growth Brilliant Salmon Oil is seeing in the United States. Also we have an expanded production to serve customers of any size as well as invested in marketing and customer service to serve our customers with exceptional service."
Brilliant is preparing for SuperZoo to ensure the team makes the most of its investment in this impactful networking opportunity. "We are preparing for SuperZoo by ensuring we have ample inventory and we are looking forward to meeting with our partners, both new and old, to build out plans to grow the business even faster," Lowe said. "Brilliant has an excellent relationship with our retailers and our distributors. We have complete control over our entire supply chain allowing for traceability of all of our products. We are a premium brand for consumers and because of our positioning our customers and distributors are able to make a strong margin."
“We are always looking for better ways to meet our customers’ needs, primarily in terms of their family’s health and wellness, but also in the values and priorities we share,” Ric Duncan, Sr. Director of Sales, Professional and Animal
Health for Nordic Naturals previously said. “We recognize that people want to feel good about the companies they support alongside the value they get from the products they purchase. With this in mind, we are currently working on a range of initiatives, from packaging updates to new products (including for pets) that we plan to share in the coming months.”
Nordic Naturals has spent decades building its unshakable reputation for supplying top-quality fish oil with dependable alliances with retailers and distributors. “For nearly 30 years, Nordic Naturals has built a solid reputation for offering top-quality fish oil through trusted partnerships with retailers and distributors,” Duncan said.
“This didn’t happen overnight. It has taken continued investment and close attention to the direction of the market in order to establish and maintain these relationships,” Duncan said. “We are proud of this long history of successful partnerships and believe that it represents the stability and continued trajectory of the omega-3 fish oil category.”
Lowe characterizes Brilliant Salmon Oil’s relationships with retailers and distributors as "excellent" partnerships. These stellar alliances are propelled by authenticity and transparency. “Brilliant has an excellent relationship with our retailers and our distributors,” Lowe previously said. “We have complete control over our entire supply chain allowing for traceability of all our products. As such, we are a premium brand for consumers and because of our positioning our customers and distributors are able to make a strong margin.”
Even though Duncan characterizes the fish oil category is solid, there is room for improvement and for further educating pet owners on the merits behind fish oil.
“The fish oil category is well established, but there is still a huge number of US households who do not yet purchase fish oil supplements, so in that regard there’s still plenty of room for growth,” Duncan said. “In terms of supplement companies, there are always newcomers to the category, but few legacy brands like Nordic Naturals.”
Brilliant Salmon Oil believes the fish oil category within the pet sector has room to grow compared to the scope and level of demand for fish oil on the human side.
“The fish oil category for humans is massive,” Lowe said. “But in comparison, the fish oil category for pets is very underdeveloped. This really holds true for all types of pet supplementation. We know that trends for pets closely follow those for humans, so we are very optimistic about the growth potential for the fish oil category and are thrilled to be a part of the evolution.”
As category leaders, these suppliers are committed to advancing the fish oil category. To fully understand the scope of what fish oil can do to improve pets’ health, category growth and demand lends itself to dialogue and conversations in-store with reputable and informed store associates.
“Nordic Naturals has a long-standing belief in the science of omega-3s, and we channel that enthusiasm toward education about health,” Duncan said. “As many people are new to fish oil supplements, whether for themselves or their family (including pets), they naturally have questions about the efficacy and benefits of fish oil. We continue to prioritize education about omega-3 fatty acids so that customers can feel confident that they are making a smart choice when they purchase our fish oil. This also helps retailers speak to the unique benefits of our supplements when they directly engage with customers.”
Nordic Naturals believes the fish oil category has more resiliency compared to newly established categories. This longevity in the industry has helped bolster the fish oil category amidst turbulent economic conditions.
“We’ve seen our fair share of economic volatility,” Duncan said. “It’s never easy to predict how these changes will affect the market for supplements, but because the fish oil category is not new there’s likely more resilience to it than other categories that are less well established. We’re fortunate that we have enjoyed sustained growth even through difficult periods like the Great Recession and the pandemic.”
Themeat treats category never stands still. For this year’s SuperZoo meat treats suppliers are eager to share the product lines that have stemmed from partnerships with iconic companies and reinvigorating existing, trustworthy lines. During the show, are excited to discuss new proteins, creative new formats and merchandising ideas to keep consumers engaged.
“With the opening of our new 178,000-square-feet facility in Janesville, WI this past January, our main focus has been launching and/or expanding the assortments of our customers utilizing our new innovative recipe and ‘shape’ capabilities,” said Rick Ruffolo, CEO and President of Phelps Pet Products. “We now have the ability to offer the industry’s highest meat content levels, in addition to offering a variety of treat shapes and sizes including several different ‘tender’ shapes (which mimic the look of chicken wings, chicken tenders, etc.), ‘Woofles’ (waffle-shaped treats), and ‘fun-size’ bars, among many others.”
“Since the Global Pet Expo show earlier this year, Treat Planet has been primarily focused on the rabbit treats category,” said Josh Meyer, VP of Sales— Pet Specialty for Treat Planet. “One significant development we were thrilled to share with our loyal customers was the return of our rabbit treat line, Hare of The Dog. We have dedicated our efforts to highlighting rabbit as a novelty protein source, which is not commonly found in traditional dog treats. These treats can serve as an excellent choice for dogs with known protein allergies or sensitivities. Our emphasis has remained on rabbit both before and after the Global Pet Expo.”
Since Global Pet Expo, Hillside Farms has been focusing on entering the dog food category with its own line of airdried dog food. “It’s all dehydrated meats and sharing that we have enough vitamins and minerals to adhere to AAFCO’s compliance for dog food,” said Scott Wu, Vice President of Hillside Farms. “But air-dried dog food has become rather popular over the last two to three years. Popular because it’s just like our jerky treats, they’re slow dried
which helps keep all the nutrients in versus oven baked or high pressure, high heat process. It’s been trending in the right direction and that’s what we do best, is we make jerky treats and why not go into the dog food arena? For 20 years we’ve been doing only dog treats just because we live in our own manufacturing world. Now that we’ve learned we can do air-dried dog food, we’re all about it and wanted to expand the product offerings into food for our loyal customers so far. Probably the main reason why we started doing it is because we have the capability of doing it now in-house.”
Phelps Pet is pleased to showcase its latest products in addition to the company’s partnership with Disney. “We have a record amount of innovation that we will be bringing to SuperZoo this year starting, of course, with the once-in-a-lifetime opportunity to celebrate the 100th Anniversary of Disney with the world’s best collection of dog treats marketed under the Table Scraps Disney banner,” Ruffolo said. “This line has won industry awards the past two years and also received the prestigious Pet Innovation ‘Upcycled Dog Treat of the Year’ award earlier in June. Beyond the core assortment, retailers will be able to sample: 1) our new ‘Grogu’ (Baby Yoda/Star Wars) Chicken Bone Broth flavored dog treats, 2) our new Christmas Bark dog treats trio featuring Mickey Mouse, Olaf the Snowman and the Frozen Princesses, and 3) our new Disney Cat Treats featuring Minnie Mouse and the Cheshire Cat from Alice in Wonderland. Retailers big and small will be able to order in these items for immediate delivery so their shoppers will be able to join in on this unprecedented moment where the world will come together to celebrate 100 Years of Disney magic!”
As Meyer noted, Treat Planet is focused on its Hare of the Dog treat line during SuperZoo, but the company has more to share across the entire assortment. “But that's not all—we have some thrilling news to share!” Meyer said. “For the first time in more than seven years, Etta Says, our esteemed brand, is launching an entirely new line of chews.
This milestone solidifies our position as pioneers and leaders in the dog chew category. We are dedicated to continuous innovation and providing top-quality products for our cherished furry companions. That's not the end of the excitement! We are delighted to introduce an extension to our highly regarded YUMM Sticks range. And the best part? At SuperZoo, we will be showcasing our latest creation—the BIG YUMM Sticks. These impressive treats were initially unveiled as a prototype at the Global Show earlier this year, and now they are ready for ordering at SuperZoo. We invite and encourage everyone attending the show this year to our booth and explore our renowned Hare of the Dog product line, witness the launch of Etta Says' brand-new chew line and get a firsthand experience with the remarkable BIG YUMM Sticks.”
Along with the air-dried dog food line, Hillside Farms are launching seven new SKUs of dog treats. “One of them is a chicken waffle; we use a natural ingredient in there and it provides a maple smoked flavor,” Wu said. “It’s a chicken and waffle product that comes out of our processing lines. Along with that, we’re coming out with an extension of our Dogs Love line called Dogs Love Sweet Potatoes and we’re doing a single ingredient sweet potato jumbo sized. We are positioning it as a long-lasting treat for dogs. Obviously sweet potatoes have all the good nutrients behind it and it’s been a popular treat out there. Now we’re introducing it into our own brand. We are also coming out with a beef recipe jerky stick, we’re also coming out with a chicken recipe chicken jerky tender. And then also a couple of functional items such as a skin and coat chicken jerky and a hip and joint support duck recipe jerky. Those are the new things that we are showing at SuperZoo this year.”
In preparation for SuperZoo, Phelps Pet is focused on designing an aesthetically pleasing booth that draws people in to learn more about the company and its solutions. “We have invested in creating an eye-catching and engaging booth for retailers to come see all of our new innovations,” Ruffolo said.
Our mission at Compana Pet Brands is to ‘Nurture What You Love.’ For us, that starts with producing and delivering safe, high-quality products every day. It also involves continuing to innovate in areas that can improve the well-being of pets. From our outstanding oral care products for dogs and cats to some of the best treats for your chickens and horses, we have continued to introduce products that are pushing these categories forward.
our strong customer relationships. What are your goals for Compana Pet Brands for 2023?
This interview was conducted in April 2023, shortly after Greg Pearson was named CEO. Greg Pearson joined Compana Pet Brands in January 2023. You have extensive experience in both the pet and grocery industries. Tell us how your career path led you back to the pet industry and to Compana Pet Brands.
I joined Compana as CEO in January 2023 and could not be more excited about the potential of the company. Compana has an incredible track record of growth. Revenue has grown eightfold in the last 15 years. I see significant opportunities to continue that momentum and fuel the next chapter of growth by expanding our retail footprint, acquiring new brands and strengthening our value proposition for partners and employees. I was drawn to the transparent and collaborative culture, which matches my own style. I look forward to working closely with the Carlyle Board and our talented teams at Compana to scale the business and make a real difference in the lives of pets and pet parents.
What have the first few months in your new role been like? What have been some of the highlights so far?
It’s been a great first few months at Compana. We just launched our new Technical Center of Excellence, which will allow us to accelerate our innovation capabilities, bringing new products to market more quickly. We have made moves to simplify our organizational structure and get focused on the biggest growth opportunities. Additionally, we just finished an outstanding Global Pet Expo where we got the opportunity to showcase our brands and build upon
One of our big goals is to leverage innovation to drive category growth. We are very excited about some of the innovations launching—from new premium Timothy hay under our Oxbow brand to exciting new treats from our Fruitables brand. We are also leveraging some of our new technical resources to build out an even more robust innovation pipeline. In addition, we are looking forward to a more stable year across our supply chain, which will allow us to provide more effective and efficient service to our customers. Instead of spending time 'fighting fires,' we will be able to spend more time reducing complexity and cost within our supply chain. How will you apply what you gained from your experience at Chewy to Compana Pet Brands?
Chewy has been on the leading edge of building relationships with pet parents since its founding and I learned a lot during my time there. It gave me deep experience working across every segment of the pet category, including building outstanding teams and learning how to scale fast-growing enterprises. Additionally, my experience developing digital marketing programs and serving customers in the DTC channel will enhance Compana’s existing strengths in these areas.
What makes the pet industry a good fit for you? What do you enjoy the most about working in pet?
The pet industry is one of the most innovative industries in the consumer goods space and I love being immersed in that innovation spirit. As the pet parent population continues to grow and learn more about how to better take care of their furry and feathered com-
panions, they are looking for higher quality products, like those in the Compana portfolio. On a personal level, I feel connected to the industry as a pet parent myself since childhood, currently with a mini Goldendoodle and hamster. What is your leadership philosophy? Who inspires you professionally, and why?
I am an even-keeled leader who is laser-focused on delivering results. When we face challenges, I am always working with my team to quickly focus our efforts on how to solve the challenge at hand, while staying on top of our strategic priorities. My style is collaborative, transparent and results-oriented. I had the privilege to learn from a great professor in business school, Bill George, who formerly was CEO of Medtronic. His book, True North, emphasizes the power of bringing your authentic self to work, instead of trying to 'fake it till you make it.' His class, book and leadership example are all very inspiring to me. At this point in your career, what are your professional goals?
I enjoy helping accelerate and transform high growth organizations. Compana has been on a rapid growth trajectory over the last decade, and I look forward to keeping up our momentum. I could not imagine a better industry to work in or a better company than Compana, given the level of growth and innovation across both. I see specific opportunities around pet nutrition and marrying our technical expertise with best-in-class formulations to bring breakthrough opportunities to the market.
What are the top issues pet manufacturers are currently facing?
We continue to see the effects of in-
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flation across almost every part of our supply chain. We have been actively working on productivity initiatives and partnering with our suppliers on ways to operate more efficiently and reduce costs. We are also continuing to see extended lead times from suppliers. To combat this, we are working with suppliers and retail customers to improve our forecasting and ordering process to more efficiently order products to reduce inventories across all our supply chains.
What is the role of manufacturers in the pet industry?
Manufacturers need to continue to push the industry forward with leading innovation. It’s critical we continue to invest in capacity expansions to meet demand created by the increase in households owning pets and the increase in the number of pets within households.
What do you attribute to Compana Pet Brands’ continued success?
What are some key values and features of Compana Pet Brands that make you an industry leader?
No other pet company serves the broad spectrum of pets the way Compana does. We have a diverse portfolio of unique brands consumers love and trust, and our ability to provide distinct care and wellness experiences for pets from barnyard to backyard (furry and feathered) throughout their lifespans is unique in the industry. Our rate of acquisitions also sets us apart. We’ve successfully integrated brands and talent into our portfolio with 15 acquisitions in the last 10 years. This has been a huge growth driver for us but wouldn’t have been possible if not for the talented people we’ve hired and acquired to support this growth. Finally, our mission to ‘Nurture What You Love’ extends to community and environment through responsible sourcing, healthy and nutritious products, eco-friendly and recyclable packaging, greener operations and community outreach.
Compana Pet Brands recently launched a Technical Center of Excellence. What can you tell us about this endeavor?
I am very excited about this new en-
deavor at Compana. As we look to refocus our business on becoming a global leader in pet care and nutrition, it is important that we integrate technical expertise into all facets of our business. Our technical team will expand our research program to ensure that we are formulating and developing products using the best ingredients to strengthen the nutritional health and well-being of our pets.
In addition to the scientific research, which involves identifying, vetting and communicating novel ingredients, applications and technologies, the team will accelerate innovation, which is a cornerstone of the company’s growth plan. Innovation is a major growth engine for our company and we must continue to focus our vast and global expertise and resources to attain and sustain best-in-class products for pets and their families.
Where are opportunities for manufacturers to form partnerships within the veterinarian community? What makes them a strong ally?
We are very proud of the partnerships we have built with the veterinary community and look forward to strengthening these relationships. Our technical team is led by our new Chief Veterinary Officer, Dr. Micah Kohles, who is also responsible for our outreach to veterinarians. He is a practicing veterinarian, so he understands the perspectives of others in his field. Veterinarians are committed to the health and wellness of their patients, which aligns with the mission of Compana. How does Compana Pet Brands demonstrate its commitment to supporting its retail and distributor partners? At a time when pet owners are looking to stretch their dollars, how will Compana Pet Brands work with its retail and distributor partners to mitigate the impacts of supply chain delays and the rising costs of conducting business?
We work very closely with our retail partners to serve pet parents. One aspect of our partnership has been actively working together to remove costs from our respective supply chains,
which has allowed us to partially mitigate some of the rising costs we have seen in the industry. By changing order patterns or how we deliver products, we are able to make each other more efficient. We are also actively working with retailers to provide different pack sizes and brands that meet the needs of pet parents at varying price points. You have extensive experience in private label. Where do you see opportunities at Compana Pet Brands and its retail partners?
We work closely with our retail partners to build engaging programs that help drive demand. From promotions to collaborative joint business planning, we are immensely proud of the partnerships we have built that allow us to drive category growth. Looking at your vast portfolio of brands, what is the common denominator that makes each brand a good fit under the Compana Pet Brands umbrella? Conversely, how are the brands distinct from one another?
We have a diverse portfolio of brands that serve a broad spectrum of companion pets. At their core, they all advance our mission of ‘Nurturing What You Love.’ They do so, however, in many different ways. Whether it’s a great treat for your dog from our Fruitables brand, a wellness supplement from Nutri-Vet, or Timothy hay for your small animal from Oxbow, we have a unique brand and product for your pets. The diversity of our brands allows us to effectively serve pet parents across channels, price points and pet categories. How has Compana Pet Brands continued to earn and sustain pet owners’ trust and loyalty in its brands?
Our mission at Compana Pet Brands is to ‘Nurture What You Love.’ For us, that starts with producing and delivering safe, high-quality products every day. It also involves continuing to innovate in areas that can improve the well-being of pets. From our outstanding oral care products for dogs and cats to some of the best treats for your chickens and horses, we have continued to introduce products that are pushing these categories forward.
We hope you had an exciting and productive time at SuperZoo catching up with your fellow pet professionals, making connections with suppliers, sampling a host of new products and discovering strategies to drive success for your business. We don’t know about you, but we’re already hyped to see what next year’s SuperZoo will have in store – catch you there!
