The SUPERZOO Issue: SUPERZOO is where concepts become reality.
Exhibitors note product launches and hint at what prepared and focused attendees can experience at one of the industry's dynamic and immersive tradeshows
• Special Report: Indepedendent Pet Partners 4
• Market Spotlight: Minneapolis 6
• SUPERZOO Preview: Roundtable 10
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Minnesota-based Independent Pet Partners (IPP) found itself under a harsh spotlight last year when it filed for bankruptcy in February 2023. The subsequent ripples were many and widespread, mostly found in subsequent news of further sales to and acquisitions by pet retail competitors. Although, coming into 2024, the restructured IPP team remains just as committed to supporting pets and pet parents through remaining brands Kriser’s and Chuck & Don’s, and the company is, according to CEO Julie Maday, once again in growth mode with a handful of store openings planned for the year.
History: IPP was created in 2017 by Jeff David, Mike Foss and Ted Root. Through much of its history leading up to 2023, it was comprised of four independent store brands spread across the country. Maday, in a recent presentation at the Lincoln International’s Private Capital Markets Conference, explained a total of 10 transactions resulted in 160 stores, which were consolidated under four banners: Kriser’s, Natural Pawz, Chuck & Don’s and Loyal Companion.
At its peak store count, IPP operated 162 stores in 14 states across those four brands. IPP supported its brands through unifying marketing strategies, including a 5 Pillars of Pet Wellness philosophy developed with the University of Denver, and by implementing technologies that helped buoy the businesses through the worst impacts of the pandemic. In 2020 IPP launched a nationwide buy online, pick up in-store and curbside pickup option for customers along with auto ship subscription services.
The efforts were not enough to sustain the company. On Feb. 5, 2023, IPP announced it had filed for Chapter 11 bankruptcy protection. During the investor conference, Maday reflected: “There was a point of inflection in late 2022 when our founders, our owners, actually chose to put the company up for sale. This was a very difficult time in the world and ultimately what ended up happening is in late 2023, the company was put into a restructuring process. I’m very proud to say that at that time, I was appointed CEO and was
able to navigate the team through some difficult times. We were able to exit that restructuring moment in court in less than two months. And really began the work of stabilizing who we were on the other side.”
Post-Restructuring: IPP’s bankruptcy news overshadowed the fact that the company, for several years, had been steadily building out its fulfillment options to be plentiful and dynamic, heeding the data it had collected reflecting the evolving shopping trends of today’s pet owners, who want a truly omnichannel experience.
But if the last few years were about fulfillment, IPP has made its first point of focus after the restructuring to be about messaging and content, she said. “We've recently launched both SMS and pet profile capabilities, and we're leveraging that information along with our broader, very personalized marketing strategy, to meet customers where they're at with the right message for their household,” she said.
In her investor conference presentation, Maday said the company has turned its focus inward, mindful and actively addressing why it exists and how it will continue to stand apart in the retail landscape.
To that end, IPP leadership identified five different customer ‘currencies’ along which to focus its outreach with pet owners: to inspire, to teach, to make it easier, to help them become better and to make the larger world better. “Tactics certainly evolved and some of our language certainly evolved,” Maday said. “We think of it just like the 5 Pillars; we think about how we engage with our pet parents. The 5 Pillars are really a wonderful way that that comes to life in our stores. As we think about moments to inspire, moments to educate, moments to help our pet parents to feel better and make better choices, those show up in a lot of different ways. Again, our tactics have certainly changed but the concepts have remained the same.”
Private Label: Those concepts also come to life in IPP’s continued efforts to offer thoughtful and truly beneficial products and education to its customers. Another facet that dates back to
pre-restructuring was IPP’s unveiling of its three private label brands: Roosevelt, which is centered around pet food and treats; Attachment Theory, which features toys and assorted hardgoods; and Wild Saint, covering health and wellness and grooming products.
Maday emphasized IPP’s private label endeavor was not a ‘me too’ initiative. “Especially pre-restructuring, we had a pretty significant internal creative team,” she said. “We still do, and we’ve spent a lot of time on branding and thinking about our ‘why’ for these private label brands. It’s not just hitting a price point; it’s not just having an ‘and’ in the store to have a margin play. We think there’s something unique about each of them, and Roosevelt in particular was the work of extensive collaboration between ourselves and some external educational resources to make sure the panel was not only great, but the branding was great, and it was going to speak to a niche of our pet parent population, which we believe it does.”
She continued, “We launched Attachment Theory because we wanted a toy brand that can extend across hardgoods as well. We did a lot of focus group type work and landed on the brand of Attachment Theory. We think there’s some fun play there, particularly if you think about the color of those toys because it’s a great opportunity for us to teach our pet parents about the light spectrum and how dogs view color.”
Clearly, while the industry media spotlight left IPP not long after its initial bankruptcy announcement, its team has not stopped working. “While it’s only been about 15 months since we exited our restructuring, it feels like a lifetime ago,” said Maday. “We are 66 stores strong with four on the way by the end of the year. We’re opening new stores as well as adding grooming to a number of existing stores this year, and we’re doing it by simply reinvesting in ourselves. Our team is more stable than it’s been in many years, and we’re having the right conversations with our vendor partners. I’m so proud of this team and how are far we’ve come. FY23 was a banner year for us, and FY24 is looking even brighter still,” she said.
With its affordable cost of living— Redfin reported Minneapolis’ median sale price at $338,300 last year, proximity to pristine natural landscapes and resources and a robust job market anchored by corporations like Target, UnitedHealth Group and Best Buy, the Twin Cities metro area presents an enticing place to live, work and raise a family. The region is also coming into its own as a prime area to operate a pet business, ranking No. 19 of the Top 25 Pet Marketplaces in the US in 2023. This comes as the local population of pet owners are embracing the humanization of pets and looking deeper into the nutrition panels of their favorite pet foods to ensure they’re doing the best by their animal companions.
By the Numbers
Notably, the top Minneapolis pet retailer by number of stores is not Petco or PetSmart but is instead its own local Chuck & Don’s Pet Food & Supplies with 30 locations across the greater Minneapolis metro area that also encompasses Blaine, St. Paul, Woodbury and Plymouth. Petco and PetSmart both clock in right behind that with 18 stores each; these top three retailers make up 54.1 percent of the total market share.
Detroit-based Pet Supplies Plus has 10 locations here, while Spikes & Houles and Pet Evolution both operate six stores each. Meanwhile, there are
18 single-store retailers that make up 14.8 per cent of the market share.
In the past five years, the number of stores in the Minneapolis metro area has held relatively steady. The region had 115 stores in 2019, and the total dipped to a low of 110 stores in 2020. Since then, it has been on an upward swing, increas ing each subsequent year and currently sitting at 122 stores representing 34 dif ferent companies in 2024.
The Apple Valley franchise of Three Dog Bakery and Fetched-Up in Ramsey, MN were two such businesses that came on the scene after the downturn of 2020.
Husband and wife team Blake and Tiffany Huebner opened Fetched-Up in April 2021; they also operate dog training facility AQK9 next door. “One year prior, our adjacent training facility opened, but this space wasn’t yet available,” recalled Blake Huebner. “We’ve always had some retail items within our training facilities and decided to establish a full store for canines and felines when the space became available. This was the second business we were opening during the pandemic and quite honestly were ‘fed up’ with the lockdown of some of our friends' businesses. Fetched-Up was born; it was a pet play on those words. Our logo is our Amstaff and our Bengal; we are very much a family business. We are big into raw feeding and training. Our customers trust our recommendations because we practice what we preach. We educate
and let them make informed decisions.”
Nicole Fandrich, Owner of the Apple Valley Three Dog Bakery, opened her store in January 2021. “We specialize in human-grade pastry treats and celebration cakes, baked in-house,” she said. “We are committed to pet nutrition and quality of life. To that end, we also carry a wide variety of healthy foods, along with interactive dog toys, chews, collars and leads, no-pull harnesses, grooming and health aids, bandanas, sweaters and celebration gear, home and gift products and full-spectrum CBD products. We are your local experts to help maximize dogs' quality of life with their families. Three Dog Bakery is a small franchise; we are the only bakery in Minnesota and Wisconsin.”
Fandrich said she enjoys helping pet owners cement the bonds they have with their pets. “Dogs provide unconditional love and are the best customers!” she said. “We have developed relationships with our furry customers and their owners—many dogs will lead their human to the bakery on foot, or know where they are when they pull into our parking lot. We celebrate spe-
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cial occasions, as well as celebrating the bonds we have with our dogs every day.”
For Huebner, the human connections are just as affirming. “Being able to assist our customers on proper nutrition and behavior and training issues to create a better life long bond with their pet,” he said. “In the world of big box and impersonal service, our regulars appreciate the sense of community.”
Huebner said his customers value his team’s expertise and honest service. “We only carry products that we can recommend,” he said. “We carry some products that you won’t find through the big distributors. We treat our customers like we want to be treated when making a purchase. Our store is very homey: wood floors, non-traditional shelving, real furniture, no gaudy advertising displays. We want our customers to be immediately comfortable when they walk through that door; that keeps them returning.”
Offering further specialization, Huebner said Fetched-Up recently introduced its own line of elk-based training treats in May. “Based off our 25 years of professional training, we wanted a treat that easily tears without leaving crumbs; we wanted a treat that has no chicken as that’s the biggest allergen for dogs. They are Made in the US and that definitely contributes to one of the selling points. The other is that elk is a very novel protein. We’ve only seen one other elk treat on the market and at a considerable higher price point per ounce. This is a high value treat for training when dogs have a tendency to work a little harder. They actually taste pretty good—yep, we’ve tried them.”
At Three Dog Bakery, customers are looking for items to meet an array of needs. “We have customers here with a variety of goals—from simple everyday celebration to sharing a special goodbye with an aging and ailing pet,” said Fandrich. “We do our best to learn about each individual dog and their preferences, so we may help enrich their lives and human relationships. We get a variety of questions: training, nutrition, separation anxiety, proper weight man-
agement, allergies and more. If we don't have helpful insight, we have a great network of experts that we can enlist to help ensure a dog's life is the best it can be. Seeing a happy, healthy dog with a loving owner is the best reward!”
“Minnesota has two seasons: winter and construction. Since we opened, road construction has affected our operations. We and the surrounding businesses didn’t fully anticipate how much effect it would have, coupled with the pandemic, and we haven't had a ‘regular’ year since we opened. However, we’ve just had to work a little harder to attract and retain customers. Keeps us on our toes, rather than being complacent. Like most businesses, we’ve had to compete with e-commerce. We try to carry Minnesota-made brands to drive traffic to our site.”
— Blake Huebner, Fetched-Up
Minnesota Made
Having their training facility right next to their retail business is beneficial, but Huebner points out life in Minnesota isn’t without some challenges. Still, the love for outdoor activity and sports makes for an interesting and engaging experience as a business owner, said Fandrich. “Minnesotans are an outdoorsy folk, and our dogs play a great part in activities throughout the seasons,” she said. “We have working dogs that serve their handlers, hunting dogs that thrive in their element and family companion pets that are truly part of our families. We draw a crowd from across the states; we have great ‘wordof-mouth’ advertising, but because we are a newer, smaller business, there are still many Minnesotans that are yet to meet Three Dog Bakery.”
The in-person pet store experience is centered on having meaningful conversation that hopefully leads to education and advice, and Julie Maday, CEO of Independent Pet Partners, which operates the Chuck & Don’s stores in the
Minnesota marketplace, said those conversations have become more and more nuanced as Midwest pet owners come around to embracing the humanization of pets, but Minnesota style.
“The pet parents here are very forward thinking in the way they bring their pets into their families,” she said. “Something that’s really wonderful about our pet parents is they love to have a conversation on what’s best for my pet. We are a very kibble-centric part of the world; that’s a very Midwest thing, but more and more we’re seeing conversations crop up where people want to know what’s the best kibble, what’s the right conversation, what’s the right nutrition, and we’re delving more and more into the freezer case.”
Minnesota may not be a trendsetter, but pet retailers here are seasoned pros at serving their local clientele, said Maday.
“We’re not California, and we’re not the East Coast; we’re not first movers, but we are very passionate about our pets here,” she said. “We have bigger pets here as well, lots of labs, lots of bigger dogs that it can be tricky to have some of those conversations, particularly as the cost of food can rise pretty quickly into the higher end foods and into the freezer case. But I’m continually amazed both in city stores and in more suburban and even rural stores, that the types of conversations that our pet parents are having. It’s not necessarily what you’d expect in the middle of the Midwest, but we evolve quickly into new things and the humanization of pets is just as real here as it is anywhere else. It’s fun.”
One might think the harsh winters are a deterrent from activity, but “We’re really active in the winter, too,” said Maday. “People are out snowshoeing and cross-country skiing with their dogs in the middle of January. We don’t slow down here. We’re pretty tough, at least we think we are.”
Year-round care for pets—especially larger working dogs—requires a unique set of skills, experience and education, and Minneapolis pet retailers are well suited to meet all of the local pet owners’ needs in providing the best care for their pets.
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• Companies highlight the importance of SUPERZOO for showcasing new products, engaging with customers and staying updated on industry trends.
• Companies are approaching SUPERZOO with a fresh mindset, aiming to maximize booth visits by setting clear objectives and respecting the time of partners and prospects.
Companies are eager to get back out on the show floor following, for some, a multi-year hiatus from exhibiting at shows. Whatever happened in the past, whether it was the crowds, the rushed meetings with distracted prospects or a less than ideal booth placement, exhibitors are approaching this year’s SUPERZOO with a clean slate and open mindset. Both exhibitors and attendees can do their part to make the most out of their booth visits by having a clear set of objectives and an understanding of what they expect to accomplish. They can go a step further and have a sense of how they will go about fulfilling their goals, all the while respecting their prospective and existing partners’ time.
SUPERZOO’s Mass Appeal
In 2009 Neater Pets launched and debuted its flagship product line, the Neater Feeder, as a contender in the New Product Showcase at SUPERZOO. “We were blown away when we won First Place Dog, First Place Cat and Best in Show,” said President and CEO Fernando Becattini. “I don't think we realized what an accomplishment that was at the time. We were in a 10 x 10-foot booth among all these much larger companies, and here we were winning all three top prizes. We did realize that day, the importance of entering products in the New Product Showcase. The exposure we got from that was something that would never have happened if we had not entered. We also always love seeing our customers and colleagues too. It's not only important to catch up on the industry trends, but it's great to spend time with people who have become really good friends. The industry has the nicest people.”
“We’ve been exhibiting at SUPERZOO for more than 10 years, and it’s one of our best shows every year,” said Geoff Hamby, Director of Marketing for
Vetericyn Animal Wellness. “Foot traffic is great and customers come ready to place their order and see if we have anything new.”
“In this day of focus on ROI and cutting expenses, Roam's continued participation in SUPERZOO makes a statement that this show in particular, is a show that always produces a high return for us. SUPERZOO draws guests from many different channels. This is unique and valuable as an exhibitor; to be able to have face-to-face discussions with pet shops, national pet retailers and others. In addition, it’s not only about the number of buyers, but the quality of buyer that attends. We have always seen the actual decision makers attend the show, this makes it much easier to reach a closing conversation.”
— Dean Triandafellos, Roam Pet Treats
For Timberwolf Pet Products, this year's SUPERZOO will be its 29th year in the industry and exhibiting at SUPERZOO. “Obviously, we have seen the industry change throughout this timeframe and have seen the composition of the show change with it,” said President Felix Ying. “The biggest change is the dramatically fewer number of distributors in the industry. So, SUPERZOO presents an invaluable opportunity for retailers to see the entire breadth and scope of products available to them.”
“We first exhibited at SUPERZOO in 2000 and have continued to return since then to engage with the great energy and steady traffic the show offers,”
said West Paw CEO and Owner Spencer Williams. “We also often get the chance to see a few more of our independent pet customers at the show!”
“This is the first year at SUPERZOO bringing the Antelope family of brands together into one booth,” said Wendy Wen, CEO and Founder of Antelope. “All of our great brands work hard to further our mission of elevating the lives of pets, and we’re excited to showcase that all in one booth this year. SUPERZOO is a unique opportunity to meet with our buyers, retailers and other partners all in one place where we can not only showcase the newest products from Antelope brands but also engage in dynamic conversations around collaboration and their goals. Our team also enjoys the opportunity to learn more about the latest innovations and findings in the industry during the education sessions.”
“My first SUPERZOO was in 2017, where I attended with big eyes, eager to learn and listen,” said Austin and Kat Founder Kat Donatello. “The next year, 2018, marked Austin and Kat’s first official exhibit. That first show was exhilarating! Although I had been crafting CBD formulas for five years at that point, the concept was still new to many, so we spent a lot of time educating attendees about the benefits of hemp and introducing the Austin and Kat ethos of thoughtful, intentional formulation.”
“Today, I’d humbly say we’ve grown as a trusted brand in the natural pet wellness space, and we’re still making everything in small batches with sustainably sourced, thoughtful formulas,” Donatello continued. “We continue to educate about how CBD, combined with botanicals, can provide incredible support for pets. SUPERZOO is one of our favorite shows because it offers a fan-
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tastic platform for introducing Austin and Kat to the world, discovering the latest trends and connecting with industry professionals who share our commitment to pet health and innovation.”
“We are celebrating our 20th year in business in 2024,” said Gretchen George, President of PetRageous Designs. “Throughout our two decades in the industry, we have been exhibiting at SUPERZOO. For PetRageous Designs, SUPERZOO occurs at a time of year when customers are gearing up for the fall and winter selling season. SUPERZOO is the launching pad for our fall clothing line. The timing is ideal for retailers to see, touch and feel all the new styles just weeks before the clothing season kicks off. Additionally, we hope and expect to educate all of our existing and potential new customers about all the great new products we have across all our product categories.”
TRIXIE Pet Products has been exhibiting at SUPERZOO since 2006. “We're excited for another year in 2024,” said Senior Sales Manager Joseph Aguirre. “This year TRIXIE celebrated its 50th anniversary and soon we'll celebrate 20 years in the US market. SUPERZOO has always been an amazing show, not just for speaking with US retailers and buyers, but it is a unique opportunity to speak directly with independent store owners and staff. It's amazing to hear the feedback about our products and how they have helped pet store owners develop relationships within their pet communities across the country.”
“We value the opportunity to network and further foster relationships with current and prospective customers, gain feedback on our current products and learn consumer trends,” Beth Marcoot, Co-Owner of Dog-O's by Marcoot Jersey Creamery, which is going on its third year exhibiting at SUPERZOO.
"As an East Coast company one of the main reasons we go to SUPERZOO is to have the opportunity to meet with our West Coast customers," said Barton O'Brien, BayDog CEO and Founder.
David Block, Director of Sales and Marketing for Volkman Pet said: "While
“Tucker’s was founded in the summer of 2009, and we’ve been attending SUPERZOO ever since then. SUPERZOO affords us the opportunity to meet face-to-face with our distributors and many of our retailers who are on the front lines every day. Independent pet retailers know our customers best and advocate passionately for our brand and our products. Our sales and marketing team is excited to be on site and engage our amazing retailers, sharing our knowledge and soliciting their valuable feedback.”
— Janet Johnson, Tucker's
it always comes with a cost, the return on investment is strong relative to reaching our customers and providing what they’re looking for which is, one of them, opportunities to have a better deal than normal. It’s been a very good experience for us. From our perspective, as a manufacturer–vendor it does vary by the company size and quite frankly the booth location in terms of foot traffic and whether you’re on an alley way or you’re stuck in a corner. So it means different things to different companies, and for us it’s been very positive. You’re always going to have someone who maybe isn’t 100 percent pleased with their booth location based on foot traffic, but I think the retailers do get excited about attending SUPERZOO based on the fact that No. 1 it’s a great industry event. It’s a great place to collaborate, to look at innovation and to really either maintain or increase or create new relationships whether it’s retailer to retailer, retailer to vendor— it all is very positive. I understand that there are times where a manufacturer may feel a little different based on the outcome, but I think it’s an investment that is very much well worth the time, and the effort and the dollars that go into it."
Block continued, "As a retailer, it is a strong recommendation to actually create a plan relative to your time while at SUPERZOO. I know a lot of people walk the floor, but because of the size and
the individual interests that retailers may have within the pet space specifically to dog or cat or wild bird or others, it is highly recommended that the retailer sit down prior, set appointments if at all possible and have a plan of Day One I’m looking at all new product innovation, Day Two I’m visiting my core manufacturers, my top performers and then you can manage your time effectively. I found that if you just walk the floor you can find that all of a sudden you’re hearing the bell ring at the end of the day and say, “Oh my gosh, I haven’t seen these folks yet!” So really going into it with a premeditated plan of who to visit, when to visit, how to visit, I think is very important. And we do the same with accounts that we know are going to be attending SUPERZOO and to set up appointment times, and I know those are very nebulous in some way; they can be changed and you have to remain flexible, but it does create a better experience for both the manufacturer as well as the retailer when you have a loosely set appointment for a particular day and particular time. Preparing for the show and then the execution post-show are both equally important."
"We are excited about it; right now what we’re seeing and what we’re doing gives us a lot of reasons for being there, having a presence and engaging with as many customers as we can," said Outward Hound CEO Jared Mosher. “This will be our first year going back and having a full exhibit in a number of years but we’re excited about it.”
Outward Hound encompasses several brands and competes across categories; something which leaders plan to enlighten visitors on at their booth. “What we’re doing as a company, we’re leaning into innovation, product development, newness across multiple brands and categories so it’s getting our products out there in front of, not just the big customers, but there are distributors and smaller pet specialty retailers that we see so much opportunity with,” Mosher said. “Anytime you can get facetime with customers and have real conversations with them, that’s the best outcome you
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can get.”
“This is our second time at Super Zoo, and we are more than excited to be a part of what we think is the best show for growing influence and meeting buyers where they are,” said Chisholm Weaver, BetterBone Co-Founder & Global CEO. “With a large international presence, we view SUPERZOO as a can't-miss opportunity to meet buyers and develop our brand awareness.”
Must-See Immersive Booths
“What we rely on most people to get out of our booth is the quality of our products,” said Remy’s Kitchen Founder, Lisa McMillan. “We are a small company so everything goes back into making our products, and we rely on the quality of the products and word of mouth to generate the majority of our interests. That being said, we do get a lot of feedback on our packaging. We open a lot of accounts with people with no intention of stopping by our booth, but they pause and then they look at our packaging and then they say, ‘Hmmm.’ We hear this at every show. Although we’re a small company, we don’t have the biggest booth, we don’t have a lot of people working it, but we do draw people in with our packaging. We have worked so hard to build our company; we are a small company that is competing against really big ones so it’s nice when people who are going to seemingly buzz by us stop and say, ‘Hold on, I need to check this out.’ I really thank our graphic designers for that.”
To fully understand and appreciate Neater Pet’s products, from its FurDozer hair remover, bowls and feeder and solutions for slower eating, experiencing them in-person at the booth is imperative. “At Neater Pets, we pride ourselves on our unique problem solution products that are Made in the US,” Becattini explained. “Almost all the products we invent need an explanation. We often are creating something that has never existed. In-booth demos are extremely important to show how to use the product properly. We also create fun educational videos starring our own rescue pets that explain the features and benefits of the product,
“From our humble beginnings at our first SUPERZOO in Long Beach, CA with only six colors and a handful of SKUs, we have developed into the dominant rope leash and collar manufacturer in the industry with nearly 3,000 SKUs, 19 colors and a product range that works seamlessly together. Our objective with attendees is to show them that our braided rope products are a more compelling product line when compared to webbing products that are ubiquitous throughout the industry.”
— Felix Ying, Timberwolf Pet Products
how the product works and how pets interact with our products. We show these videos on multiple TV screens in the booth.”
Earth Rated has been exhibiting at SUPERZOO since 2013, and it’s both the World Pet Association's efforts to prioritize and highlight the grooming segment, along with the accessibility to connect with retailers along the West Coast that have been a huge draw for the company, incentivizing Earth Rated to continue exhibiting, explained Kristina Simeone, Trade Marketing and Events Specialist.
Earth Rated anticipates its booth will prove visiting a booth in-person is ideal to smell intoxicating grooming products and experience first hand the latest advancements in the grooming arena. “We always have experiential moments at our booth to draw in exhibitors and give them a chance to sample or try out our products,” Simeone said. “This year, we'll be launching our new grooming collection, so we'll have a groomer chair, a scent-smelling station and other exciting additions to our booth.”
“Education and new products are what bring a lot of traffic to our booth,” Hamby said. “Many customers have heard of us or carry a few Vetericyn products. They often want to expand what they carry and ask a ton of questions about our technologies and how they can pass that knowledge on to their customers. They also stop by to
learn about line expansions or new categories we’re creating product for.”
For exhibitors like Timberwolf Pet Products, the same level of mindful decision-making and careful attention to detail that is given to products and packaging are applied to the design and features of its tradeshow booth. “We designed our booth to look as unique as our products and to accentuate the innovative characteristics of our product line,” Ying said. “It takes a lot of work to set up our booth— just like our products.”
“We will have a fun and refreshed booth layout and visuals to enhance shopability and traffic flow to coincide with lots of fun giveaways for booth visitors, new products and promotions for orders,” Williams with West Paw said.
“The Antelope booth will be a mustsee at the show this year,” Wen said. “We'll debut outstanding clinical test results on our Ark Naturals Protection+ dental treats at SUPERZOO with our Chief Veterinary Officer Dr. Lindsey Wendt on site to explain what we learned and what it means as far as a new standard of efficacy in dog dental care. Antelope’s treat brand, Bocce's, is known for giving consumers one-of-akind seasonal treats so the joy of treating stays fun and fresh year-round. Visitors who stop by our booth will be able to see and order our Bocce's assortment for Winter Holidays 2024 for both dogs and cats! Overall, anyone who comes by our booth can anticipate having meaningful and collaborative conversations with our team, leaving with comprehensive insights into our brands and products.”
Roam Pet Treats CEO Dean Triandafellos is a veteran SUPERZOO exhibitor, having attended 25 consecutive years with his previous company and then with Roam Pet Treats for the last eight years. Experience exhibiting at tradeshows has taught Roam Pet Treats which components will attract visitors to their booth, and it doesn’t necessarily have to do with blowing an exorbitant budget. “Roam has always included
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tech into the booths,” Triandafellos said. “During the last show, we set up seven hi-res LED screens displaying the journey of Roam. We have local video footage taken of the areas where we procure our proteins—South Africa, Australia and New Zealand. Roam's store is one of sustainability, free range and ethical sourcing. Our videos show the animals in their natural habitat not being fed or hydrated by humans. We also try to educate the attendees and the wonders of novel and exotic proteins and their health benefits. We found the expense of shooting and coding these videos is less than trying to custom design fixtures for the booth. In fact, most of our booth comes from Wayfair, Home Depot and West Elm. The digital graphics and educational quality of the booth is what helps to attract attendees to stop in. Spending tons of money on a booth doesn’t guarantee a compelling booth.”
“Come find us in the Natural and Health section! Our booth is easy to spot with our signature cartoon kitchen theme, inspired by my home kitchen where Austin and Kat began almost 10 years ago,” Donatello said. “We’re launching a duo of Omega oils in celebration of our 10th anniversary: Austin's Everything Oil, which delivers healthy fats in just the right ratios to support overall health. Made from sustainably caught wild sardine, anchovy, and mackerel, with organic hemp seed oil, this Omega 3/6/9 blend keeps your pet's skin radiant and their coat lustrous. And Blanca's Sea Greens, which are a vegan blend of Omega 3s offering a planet-friendly alternative to traditional fish oils. We use sustainably sourced marine microalgae with natural, nonGMO plant-based oils for an effective, environmentally friendly formula. Like all of our products, we developed these Omega blends ourselves, and they’re made in small batches at our Seattle ‘Makery,’ where we can ensure the highest quality and minimal environmental impact,” she continued. “Our team is also highly knowledgeable and educational. If you have questions about CBD
“It is our goal to create a fun and welcoming environment in our tradeshow booth to foster an exceptional retail experience. This allows us to build in-person connections with our retailers, understand their businesses and be a trusted partner in providing thoughtful recommendations through lasting connections. We hope attendees walk away with an enhanced knowledge of new and existing product lines through face-to-face conversation and inspiring displays. We work hard to merchandise new products and demonstrate promotions quickly to meet customer time constraints, but also love the opportunity to connect in the booth fully with our expert sales staff.” — Spencer Williams, West Paw
or supplements for your customers, we have awesome tidbits to share to help you educate your customers on keeping their pets healthy and happy.”
“This year at SUPERZOO, we’ll be launching a new and innovative product called Boost Cubes, which are pureed organs, necks, bones and more, in peel and serve portions; making the functional components of a raw diet easy for the everyday feeder,” said Director of Marketing Janet Johnson. “We’ll have an entire freezer in our booth dedicated to Boost Cubes, showcasing all 12 formulas. We’ll have demonstrations and samples available, and retailers will have an opportunity to ‘play with their food’ and tryout our new product. Our knowledgeable team will be available to answer all their questions.”
“We bring our new products to the front displays and showcase them near the aisles so customers can see the updated colors, patterns, and shapes as they approach,” George with PetRageous Designs said. “We also display all of our new products in the new product showcase, which helps drive visitors to the booth.”
TRIXIE Pet Products is retailer-focused. “This year TRIXIE is showcasing our retail-only line of pet specialty, enrichment focused products with an
‘in-store’ setup,” Aguirre said. “All of our products are displayed on retail shelving so that everyone can see exactly what it could look like in their stores. We understand that we are asking to be welcomed into their stores and want to provide a genuine representation of how that would look. The products are a range of TRIXIE manufactured puzzle toys, slow feeders, interactive feeders, training tools and a line of greater than 96 percent recycled plush toys. We developed this line specifically for independent brick-and-mortar retail and have not made it available to online retailers.”
“We always have samples available and love seeing ‘real-time’ reactions and satisfaction from all our furry friends who visit,” Marcoot said. “We, the seventh generation Jersey Dairy Farm owners and proud makers of the product, are present and passionate about sharing our story and answering questions about our product in person! In addition, Amy Marcoot is honored to speak at the Women Leaders in the Industry panel while we are in Las Vegas.”
"As a small business with a very limited tradeshow budget we’re not able to anything crazy with our booth," O'Brien said. "Instead, we’re focused on the opportunity to personally interact with our customers and potential customers. BAYDOG is built on the back of mutually beneficial customer relationships, and SUPERZOO gives us the rare opportunity to do that with customers who live thousands of miles away."
“First and foremost, we are introducing our innovative material, the new standard in the dog chew market, along with 10 new SKUs created from this innovative material,” Weaver said. “We have plenty of samples to try with your pup and will be presenting new innovative flavors and shapes that we intend to introduce to the market in early 2025. We demonstrate our material and how it differs significantly from the standard plastic, rubber, and rawhide materials currently used in this market.”
Measuring Standards and Values
“Our goals and objectives for this
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year’s show is to of course meet as many new people as possible,” McMillan said. “We always love to engage with our current retailers and distributors. It’s nice when people come up and say, ‘Oh, I carry Remy's Kitchen.’ Of course we always want new retailers and new distributors, but it’s also great to engage with our current ones. For those who visit our booth this year, whether it’s existing customers or maybe people who have never heard of our brand, we would like for them to have a better understanding of how dedicated we are to making the best premium treats and meal mixers for pets.”
Neater Pets plans to launch at least two new product lines this year. “So you'll have to check out the new product showcase at SUPERZOO this year or come to our booth to so see what’s new at Neater,” teased Becattini. “Our goal is to have great new product launches that will excite buyers who now come to us regularly to see what's new at Neater.”
Earth Rated’s top goals at this year’s show include showcasing its brand new grooming collection, which includes coat-specific shampoos and versatile no-rinse options. “From the No. 1 poop bag brand, and the No. 1 grooming wipes brand, we're excited to showcase our new grooming collection,” Simeone said. “Stocking Earth Rated grooming products doesn't mean offering customers another pet care option; rather, it means presenting a line of premium, innovative grooming solutions designed with both pet and owner in mind. Our unique approach to product development, including specialized formulas for different coat types and waterless grooming options, sets us apart in the market. We want to help retailers elevate their grooming product range to provide customers with a brand that truly understands and meets the needs of today's pet owners.”
“It is our goal to create a fun and welcoming environment in our tradeshow booth to foster an exceptional retail experience,” said West Paw’s Williams. “This allows us to build in-person connections with our retailers, understand
“We have great relationships with many distributors and store owners so seeing them face-to-face and catching up is always great. For new customers, our main goal is demonstrating the value of the wound and skin and eye and ear categories to them. These can sometimes be overlooked, but the First Aid channel is growing at a fast rate as more and more pet parents become comfortable with at-home care.”
— Geoff Hamby, Vetericyn
their businesses and be a trusted partner in providing thoughtful recommendations through lasting connections. We hope attendees walk away with an enhanced knowledge of new and existing product lines through face-to-face conversation and inspiring displays. We work hard to merchandise news products and demonstrate promotions quickly to meet customer time constraints, but also love the opportunity to connect in the booth fully with our expert sales staff.”
“Our team is looking forward to the opportunity to expand and solidify our partnerships at SUPERZOO by showcasing our commitment to providing comprehensive support and resources to retailers, whether through marketing assistance, product education, or tailored solutions to meet the specific needs of retailers,” Wen with Antelope said. “We’ll ensure that our retail partners are educated about Antelope’s product offerings through meaningful conversations, empowering them to confidently meet the needs of their own customers and ensuring they trust in the quality and value of our products. Anyone who would like to stay up-todate on what is happening with Antelope can subscribe to our email newsletter, follow us on Instagram and reach out to us with questions.”
“One of our major objectives in each show is to help educate attendees on the benefits of novel and exotic proteins as it relates to pets health and environmental sustainability,” explained Triandafellos with Roam Pet Treats. “Even if there is not business closed, if we
are able to show buyers that there are these other healthier options available to pet parents, we have done part of our job. Of course, we always have plans to strategically secure new business with customers that share our philosophy and understand what Roam is trying to achieve in the treat and chew market. We would like the attendees to walk away feeling inspired, educated and excited to learn of a new category of chews and treats.”
“This year, we’re super excited to launch our new Liquid Omegas,” Donatello said. “We hope they’ll attract folks looking for more than just CBD products and introduce Austin and Kat to new faces at the show. We’re passionate about our philosophy of holistic, high-quality natural supplements, and we love sharing how we make everything ourselves in small batches with unique formulations crafted by us. We’re also really looking forward to catching up with our existing retail partners. It’s always great to hear firsthand what’s working for their customers and chat about their needs and ideas for natural pet supplements. We love these conversations—they help us stay connected and focus on how we can make the most impactful formulas for the market. So, stop by, say, 'hello,' and let’s talk about how we can keep our furry friends healthy and happy!”
“We hope retailers will walk away from our booth with a greater understanding of our company, philosophies, and our products, especially our new Boost Cubes,” Johnson with Tucker’s said. “We want to impress upon them our commitment to quality, freshness, and nutritional excellence. We want to provide them with the knowledge and tools they need to engage their customers and drive sales in their stores.”
Exhibitors’ strategy is to approach this year’s show with renewed focus and motivation to achieve their goals while being mindful of long-held and prospective partners’ time and resources. In preparation of SUPERZOO, exhibitors across categories are brainstorming how to present inviting and alluring booths that will show retailers and distributors why they ought to collaborate with these influential manufacturers.
Timber Fresh all natural cat litter provides excellent odor control while invoking a woodland feel with the power of Hinoki Cypress.
• Clumping
• Lightweight
• Multiple Sizes
Designed with a simple goal in mind, Next Gen Pet products provide functional and environmentally friendly products safe for pets made with natural ingredients.
• Suppliers are enhancing their presence at SUPERZOO with larger booths and vibrant displays to foster customer engagement and showcase products and innovations.
• The natural wellness benefits of catnip and other herbs are top of mind in advance of SUPERZOO.
Leading catnip producers have consistently provided more than just catnip: they focus on offering pet parents a safe, fun and effective way to entertain their pets and provide everyday, stimulating interactive toys. SUPERZOO has remained a highly anticipated event that has unique qualities and opportunities that bring these catnip suppliers back year after year.
“SUPERZOO is always an exciting show and is an excellent opportunity to present various innovations throughout our brands,” said SmarterPaw CEO and Managing Partner Scott Ragan.
“We have been exhibiting with SUPERZOO since 2006,” said Kris Kaiser, who oversees marketing for Yeowww! Catnip. “SUPERZOO offers the opportunity to talk with our existing customers face-to-face as well as make new connections.”
SmarterPaw plans to revamp and grow its SUPERZOO booth this year, which further pushes and showcases the company’s presence at the show. “SmarterPaw will expand its presence at SUPERZOO with a new, larger booth and growing team to support continued growth of Meowijuana and Doggijuana,” said Ragan.
Yeowww! Catnip has ensured the company's booth reflects their efforts and products within the space. “We love having a vibrant and fun booth experience to match what we sell,” said Kaiser. “Our sales rep, Dan, always says, ‘We sell fun!’ That’s extremely accurate since the end result is the lucky kitty recipients of Yeowww! Catnip toys having a catnip party when our products make their way into homes. But our favorite part of any show is when cats stop by our booth and help themselves to toys and catinip!”
These companies emphasized their goals for this year’s show, which further highlighted what these leaders hope attendees walk away with while visiting their booths. “We have a creative,
hard-working team focused on serving pet parents through innovation,” said Ragan. We are also very proud of the great pet parents who have collaborated with us to bring new items, merchandising and promotions to life. We look forward to furthering that collaboration and making new connections.”
“We have several new toys and displays to show this year at SUPERZOO as well as a few new displays,” said Kaiser. “We hope that our customers walk away with some ideas t o brighten and freshen up their cat section in-store.”
These companies bring what they have been working on all year with them as they gear up for this year’s show. In a previous interview with Pet Insight, Yeowww! Catnip outlined what the company was focusing on this year. “We remain focused on cats and helping our distribution and retail partners also have successful cat sections to offer their customers. As part of our sustainability efforts, we have always kept our packaging minimal without the use of backer cards and clamshells. When developing new packaging we look for packaging that is recyclable or that contains post-consumer recycled content whenever possible,” said Kaiser. “We continue to develop new toys and displays for our retail partners, but our focus will always remain on cats and our organically grown catnip. Our toys are made with cats in mind first and foremost and due to the quality of our US organically grown catnip and the toys themselves, we believe they will stand the test of time and will continue to outlive any industry trends.”
Similarly, “For 2024, we are looking to expand our operation and catnip growing volume, as our market keeps growing slowly but surely,” said Pascal Bedard, CEO with From the Field. “Our wholesale customer base is solid, and our sales are constantly expanding, so we are focused on making sure we have the correct amount of US, organical-
ly grown catnip for our market. Since Covid, we’ve seen a solid expansion of new cat pet parents, and now those cats are part of their family, and will always need catnip maintenance! We keep supplying free catnip samples with each order, for cats to try out our quality, they are so finicky! We keep working on offering more cat attractant variation, like adding Silver vine and/or Valerian roots to our catnip, giving a chance for more cats to experience bliss!”
Producers within the space have continuously put the benefits of catnip into the limelight as they continue to encourage trial in the category. Along with this, consumers have been looking for high-quality, Made in the US products.
“Our brands, Meowijuana and Doggijuana, are built around and include the natural benefits of catnip and other organic herbs that help promote natural wellness, play and for dogs, calming," Ragan said. "These natural benefits are increasingly significant in a post-Covid work environment with more and more pet parents returning to the office for the first time!”
“For catnip and cat toys, the trend is steady: good quality catnip and catnip filled cat toys made and grown in the US are expanding gradually, it’s a staple in our industry,” said Bedard. “There are a lot of great US-based manufacturers, and a ton of overseas manufacturers. For our hemp cat toys and catnip, more independent pet stores are moving toward US made toys, and bigger chains understandably are working with more overseas manufacturers, for large volume availability, price competition and streamlined delivery, sometimes at the cost of quality.”
Whether it’s to alleviate stress or burn up some energy while having fun, catnip can play an essential role in cats’ lives. These catnip suppliers are preparing to showcase the enhancing qualities of catnip alongside their interactive toys.
• Manufacturers are offering a wide range of toys designed to cater to different dog play styles, from chew and fetch toys to interactive and puzzle toys.
• Suppliers are focused on creating engaging and memorable booth experiences, showcasing their latest product innovations and designs and emphasizing connections with potential partners.
Although dog toys have historically served as a second thought, impulse buy in the check-out lane at the pet store, leading to the saturation of the category with low-quality, me-too items, the humanization of pets has ushered in a class of dog toy makers now that understand today’s consumer wants not only thoughtfully designed toys that promote stimulation and bonding, but also offer value in the form of durability and the use of premium and safe materials.
Huxley & Kent has earned a reputation as a solid provider of cute, whimsical and fun toys for dogs and their owners who appreciate a bit of nostalgia and humor.
“At Huxley & Kent, we are committed to making our booth an unforgettable experience for all attendees,” said President Michael Dagne. “This year, we are excited to feature new product launches that highlight our latest innovations and designs. As always, our booth will be adorned with fun lifestyle photography that captures the essence of our brand, along with creative visual merchandising ideas for retailers to draw inspiration from. Our goal is to create an engaging and welcoming environment that showcases our brand in a fun and memorable way.”
PetShop by Fringe Studio will be showcasing its new lifestyle collection of more than 100 new products including pet beds, ceramics, pet toys and our new walk sets that are designed into four merchandised collections, said Jennifer Kruegel, Director of Product Management – Pet.
“We will also be showcasing new every day and seasonal pet toys to give our retail partners more newness and innovation to keep their pet toy assortments looking fun and fresh,” she said. “Every SUPERZOO we do something a little different to shake up the show and bring the fun. This year we will have our
claw machine available for free play to get some PetShop swag and great show specials that offer discounts or even free freight.”
Tall Tails, a manufacturer of dog toys, beds and assorted supplies, offers an assortment of toys that straddle multiple categories including tug toys, fetch toys, chew toys, sensory toys and reward toys. “For attendees who visit our booth, we aim to convey our passion for dogs and our commitment to meeting their unique needs and preferences in the dog toy category,” said Sales and Marketing Specialist Alexandra Barone. “Each dog has their own personality and play style, and at Tall Tails, we celebrate this diversity by offering a wide range of toys designed to cater to every tail. Whether they enjoy games of fetch, tug-of-war, snuggling with a cozy companion or the satisfying activity of chewing, we have a toy tailored to their preferences. One of our core missions is to provide Toys for Every Tail—ensuring that every dog finds joy during playtime with Tall Tails products. We hope visitors leave knowing that Tall Tails could be their one-stop-shop for every type of play to create a one-brand statement in-store.”
This is SmarterPaw’s objective as well as the company will continue to focus on sharing the latest innovations in interactive toys. “Our Doggijuana line continues to expand by adding MINI size to our popular assortment of Tuffer Chewer Toys,” said Managing Partner and CEO Scott Ragan. “Meowijuana will introduce or relaunch a new and improved line of its popular Crunchie Munchie Natural Cat Treats and some new treat-dispensing cat toys to complement treat time.”
Starmark Pet Products has a standout story in that the manufacturer has at its disposal the Starmark Animal Behavior Center where it can develop toys based on identified needs and test them on-
the-ground with the dogs at the facility. “Our focus at this show is presenting our new fillable treats, as well as a notbefore-seen toy that works with them as part of an interactive puzzle toy system that we’re very excited about. The dogs that we’ve been testing them on are very excited about them too,” said Marketing Director Emily Benson.
Meanwhile, “Project Hive Pet Company has all of the above: eye-catching samples of our line of compatible treats and toys and whiff-worthy scented dog toys—with aromas like vanilla and lavender—that dogs love almost as much as humans do!” said Co-Founder Melissa Rappaport Schifman. “But the biggest showstopper will be the launch of our new Hive Zoomer Collection! Project Hive is introducing a game-changing fetch toy that dogs and humans are already drooling over. We are planning on a super fun and engaging throwing zone in our booth, so folks can experience for themselves how easy it is to pick up, aim and accurately throw these fun new looped toys.”
Understanding pet parents are concerned about the safety of materials used, Petsport has, since its start in 1995 with the debut of its Tuff Balls, taken great care in ensuring quality toys at accessible price points. According to its marketing literature, “Petsport designs safe, durable, premium quality and environmentally friendly toys and accessories at affordable prices. Our toys are certified non-toxic by independent third-party laboratories, as well as play-tested to make sure that they are extra durable and safe.”
Premium, safe and durable toys are what consumers want for their beloved pets. Manufacturers are excited to showcase how their innovations will not only meet these expectations, but also enlighten retail partners on all the different play options that are possible to promote human-animal bonding.
• Brands are emphasizing the use of high-quality, durable and eco-friendly materials.
• Manufacturers are transforming pet containment by introducing stylish, functional and comfortable solutions that enhance home decor and meet the evolving needs of pet owners.
Creative and dedicated manufactur-
ers have turned the containment segment on its head. Once considered a time out space for unruly pups, or worse, a cramped and inhumane crate reminiscent of a jail for dogs in shelters and boarding facilities, those images are a thing of the past. Today’s elevated containment solutions have intertwined comfort, well-being and style into a soothing space pets actually want to rest in. At this year’s SUPERZOO, attendees will see and feel for themselves how functional and luxurious crates and carriers should have been all along.
When New Age Pet first started attending SUPERZOO back in 2007, the company immediately realized the opportunities and benefits the show could bring.
“New Age Pet uses the SUPERZOO tradeshow to introduce our new products and receive feedback from the industry,” explained SVP of Sales and Marketing Alex Canales. “We also use the show to explore trends as well as connect with industry peers and meet with key decision makers from various retailers. Another benefit that SUPERZOO provides is a broad and varied mix of attendees.”
To entice attendees to stop and visit at the booth, the New Age Pet team is leaning into attractive and tastefully designed signage and displays to catch attendees’ attention.
“We are using our booth to showcase our new items as well as utilizing eye catching signage in various areas of our booth,” Canales said. “Four large ‘banner flags’ strategically placed in the booth for maximum impact as well as a new circular hanging sign. We are also using automation for some of our items, such as the Litter Loo cat box cover, that demonstrates its functionality and movement.”
In terms of goals and objectives, the New Age Pet team has set for this year’s show, the team’s No. 1 priority is to
make connections with attendees and demonstrate the products New Age Pet has to offer. “New Age Pet aims to meet and connect with various key retailers so that we can showcase and demonstrate our new offerings,” Canales said. “We want to build excitement and show that consumers want and need functional and attractive solutions for their pets.”
For more than 30 years, Command Pet Products has unwaveringly upheld its decades-long tradition of designing chic and contemporary pet gates through its KidCo brand. A family-owned company, Command Pet Products takes its responsibility of offering superior craftsmanship that is durable and safe for pets to heart. The KidCo line of pet gates are idealized and constructed in the US and reflect pet parents’ shared pain points and concerns for their pets’ safety and well-being.
“We are dedicated to exceeding our customers’ expectations by offering quality products at an affordable price,” the company promises. “The entire Command organization understands the importance of keeping your fourlegged family members safe and secure.”
An employee-owned company, North States Industries challenges itself to create durable and reliable products through its pet-focused brands.
“Many of our offerings display the ‘Made In the USA’ logo, and our products are sold successfully worldwide because they deliver the quality, versatility and style that meet the needs of today’s consumer,” the company’s website explains. For more than 70 years, North States has been motivated to help families keep their homes safer and functional for children and pets. “Our innovative, superior-quality products are designed to achieve the highest standards in safety, durability and ease of use,” the company guarantees.
New Age Pet is intent on making sure
booth visitors come away with the realization New Age Pet has “taken items to the next level with unique innovation and design,” Canales said. “We want attendees to see that our designs are truly for a better experience for the pet and pet parent and that our items make life simpler while also being functional and attractive in their homes.”
Taking the elevated containment solutions category as a whole into consideration, “New Age Pet hopes to show that containment does not have to be only utilitarian,” Canales said. “We manufacture products that are functional while at the same time enhance a person’s home décor. We want consumers to rely on, and trust us to supply superior products that are ecologically conscious. We utilize recycled materials in our products, so consumers can feel good that they are also helping the environment. We use a proprietary material called ECOFLEX which is a wood and plastic composite material utilizing new and recycled plastic and reclaimed wood by-products.”
Given the merger of function and aesthetics within the elevated containment solutions and the variety of solutions-focused products that have been introduced to pet owners in recent years, “We believe advancements in technology, evolving consumer preferences and taste, providing increased safety and well-being for pets, and environmental impact of products will be high on the list of discussion topics,” Canales said.
A handful of exhibitors are ushering the design and concept of the elevated containment solutions category towards a space that prioritizes pets’ safety, comfort and well-being. Enhancements to the design and function of crates, carriers and gates have included raising the standards for quality and incorporating long-lasting and sustainable materials.
New Age Pet® is a pet and urban farming products company that has worked for over 20 years to perfect their unique ECOFLEX® based products. This highly durable material ensures that pets are happy, healthy and comfortable for years to come.
New Age Pet specializes in comfortable and attractive pet furniture that pets love and humans are proud to display. Designing modern, sleek and practical products for dogs, cats, chickens, reptiles and rabbits is their pride and joy. They carefully craft and inspect their high-quality products to bring elegance and style into pet-friendly homes around the world.
The company is headquartered in the San Francisco Bay Area in the US. Their factory is in Shantou, in the Guangdong province, on the eastern coast of China. It’s a vertically integrated company that covers the complete production process: from product ideation to manufacturing, through to sales.
New Age Pet has distribution channels worldwide, with customers in Japan, Australia, New Zealand, the UK, Europe, Canada, Mexico, Costa Rica and the US.
in temperature or humidity, as do many similar
The company started with a simple goal: to create durable, functional and ecofriendly pet products that complement consumers’ home décor. To be able to live up to this aspiration, they developed a proprietary composite blend of new and recycled polymers, and reclaimed wood fiber byproducts. This composite blend combines the benefits of wood and plastic into one material: ECOFLEX®. Different than any other material available on the market, ECOFLEX is durable, longlasting and non-toxic. It is also resistant to rot, mold and insects. It doesn’t expand and contract due to fluctuations products.
ECOFLEX products are designed to be especially quick and easy to assemble, with most products having an assembly time of only 20-30 minutes. The material is paintable, which means pet parents can paint products to their heart’s content to match their style and décor.
In the knowledge that their products are highly durable, New Age Pet offers an unrivaled warranty on all its ECOFLEX products.
• Suppliers are leveraging SUPERZOO to showcase new products, with special focus on engaging booth designs and unique promotional items.
• Companies value SUPERZOO for its networking opportunities, educational resources and the ability to reach retailers, aiming to enhance brand awareness, generate leads and foster industry relationships.
Similar to humans, pets need ample amounts of clean water throughout the day, and just like their owners, sometimes water isn’t enough to keep pets adequately hydrated. The pet hydration solutions category is chockfull of common-sense and therapeutic solutions that owners can trust and count on to replenish their pets’ system. During SUPERZOO, exhibitors are going to make retailers and pet owners aware of a necessity they should keep on hand before a medical emergency or unexpected circumstances strike that they might not have realized they needed.
This year marks DoggyRade Advanced Pet Nutrition’s third year exhibiting at SUPERZOO and in this short time, the company considers SUPERZOO as an “essential destination.” “Participating in SUPERZOO is highly worthwhile due to its extensive networking opportunities, educational resources and the chance to showcase and discover the latest products in the pet industry,” explained Lori Head, Director of US Operations. “The event’s dynamic environment fosters growth, learning and innovation, making it an essential destination for anyone involved in the pet business.”
Brutus Bone Broth started exhibiting at SUPERZOO six years ago; shortly after the company was founded. “For us, it’s a place where we are reaching potential retailers that we’d never be able to reach otherwise,” said Co-Founder Kim Hehir. “It’s all of these cool boutiques and groomers who carry products that we wouldn’t be able to reach them without being in a place like that because we just don’t have the bandwidth. There are so many people there that you couldn’t find otherwise.”
An 8-year veteran of exhibiting at SUPERZOO, Oxyfresh Worldwide is eager to reunite with its following. “SUPERZOO is also very pet friendly, and we get to connect with our pup and kitty-fluencers,” said COO Melissa Gulbranson.
“Overall, it a great event for our brand and we plan our year around it.”
“DoggyRade Advanced Nutrition’s will focus on creating an engaging and memorable experience for attendees,” Head said. “Leveraging eye-catching visuals, with bold and vibrant displays, we will highlight our products with a professional booth design and ensure it is modern and inviting.”
This year, Brutus Bone Broth is launching a line of products specifically curated for the pet specialty channel. “That’s something that we have never done before because we’ve always focused on mass so we’re excited about that,” Hehir explained. “We have some really cool new products that we’re launching. Also, we are going to be doing a free gift with every order. We launched a cookbook this last year and anyone who places an order gets five free cookbooks. They’re great especially for the boutiques to display, or they can sell them as well if they want. They’re really unique and look great with recipes, pictures and graphics inside. We try to make things more fun and think outside of the box a little bit.”
“Our goals and objectives are to increase brand awareness, generate leads and sales, strengthen industry relationships and showcase our new packaging and innovative new products,” Head with DoggyRade said.
Tying in with the debut of its pet specialty-focused line of products, Brutus Bone Broth is looking for the right distributors to partner with to see this line take flight. “It’s always good for us to attend the shows to see current partners and the people we work with but again, with this new pet specialty line launching, we are hoping we can partner with some of the pet specialty distributors because as of now we don’t have any, so that’s a real focus,” Hehir said. “We just hired a new person to focus specifically on that channel and he has deep rela-
tionships within the channel, so we are excited to venture into that world.”
“We hope that attendees walk away with a strong understanding and positive impression of our brand,” Head said. “Familiarity with our range of products, including their unique benefits and our mission to provide advanced pet nutrition solutions. We will educate them with the specific health benefits our product provide, such as improved hydration, better digestion and enhanced overall well-being. We will share the insight into the science and research behind our products, showcasing their efficacy and quality.”
Brutus Bone Broth has observed duplicate and me-too companies enter into the pet hydration and broth space without giving much thought to improving pets’ well-being. “We have seen so many companies that have entered into the toppers space, added a bone broth to their line just because they know it’s trending and they feel they have to have it,” Hehir said. “People know we are a company that cares; we’re real people, our bone broth is high quality, and we’re different from the rest because we infuse it with supplements; we fortify it with a therapeutic level of glucosamine and chondroitin. We are different because we infuse supplements into the broth. Everything we do has a functional benefit”
The pet hydration solutions category is gaining much-deserved traction and momentum through education and dispensing products that are effective and practical. Oftentimes manufacturers are tasked with showing pet owners what their pets need long before pet owners realize it. Pet hydration solutions suppliers take this role seriously and are mindfully enlightening pet owners on why pet hydration should never be neglected and how their products are laden with beneficial ingredients at therapeutic doses.
• Air dried pet foods are gaining popularity for their raw food benefits and ease of use.
• Companies aim to strengthen their market presence and distribution networks with their meetings.
Air dried pet foods often serve as a gateway food product to introduce pets and pet parents to the benefits of raw foods. The formats are often easier to store and feed than traditional raw foods without the loss of the meaningful nutrition. However, as the benefits of incorporating air dried foods into a pet’s diet become more understood, many pet food manufacturers are now putting the ‘air dried’ claim on their products. In fact, the term ‘air dried’ covers a wide swath of preparation techniques and processes, so leaders in this category are looking forward to this year’s SUPERZOO to not only showcase their latest innovations and initiatives but also to continue educating pet owners about what sets them apart in this category.
“We hope attendees do their due diligence in really paying attention to those first eight ingredients on the back of the pack and realize that not all air dried recipes are created equally,” said ZIWI Senior Marketing Manager Jessica Krueger. “With ZIWI’s world renowned and self-pioneered technology, we have set the stage for this segment to grow and haven’t steered away from the principles that have given way to the success and uniqueness of our product like our pure New Zealand origins, peak ingredients and peak processes. While many products entering this space claim to be air dried, we implore attendees to ask what air-drying means to them—you might be surprised about the variety you would find in the answers across brands!”
To that end, ZIWI is preparing to spotlight several things.
“We are looking to streamline our booth and touch points this year to really give way to highlighting ZIWI’s shining stars: our products!” said Krueger. “Our booth features an upstairs meeting space for tucked away conversations, as well as an open floor plan that highlights our range so buyers and partners alike can come and explore, see and feel the difference that our recipes provide. You
can also find our newest product, Steam & Dried, at the new product showcase.”
Carna4’s air-drying process makes it a standout as well.
“There is a big difference between Carna4 and any other food in this category!” said Co-Owner and Co-Founder Maria Ringo. “Carna4 is quick-baked for four minutes at just enough heat to kill the pathogens, then long cool air dried. In addition to being 100 percent synthetic-free, it is the least processed of any dry dog food commercially available.”
To help convey Carna4’s unique place in the category, Ringo and her husband and company President Dave Stauble are planning an inviting booth complete with refreshments to help get conversations going.
“We are known for making the best smoothies at the show, and we make them fresh all day with our Flora4 ground sprouted seeds meal topper,” she said. “It’s 100 percent human grade organic, so not only is it great for your dog or cat, there is no reason not to enjoy it in a fruit smoothie yourself. Dave and I have it every day with our breakfast. I make my espresso and chocolate ones before noon to wake us all up; then I make the fruit ones for the rest of the show, to help us all digest lunch. I love to feed people, I’m Italian and Polish, so it's in my genes to offer nourishing food to our booth visitors.”
But beyond the drinks and conversations, Carna4 has targeted goals as well.
“We have our eye on another one or two local distribution groups, and we’d love to talk to some representatives in those areas in the southwest US,” said Ringo. “We’d also like to increase our offshore distribution to more of the EU.”
ZIWI’s goal this year is to reaffirm for its partners its air dried leadership, showcasing how it is the pioneer and innovator of the rapidly growing air dried segment, said Krueger.
“We will continue to show what sets our product apart and also get to chat
about our newest recently launched innovation, as well as about big plans we have within the pipeline in both dry and wet formats!” said Krueger. “The best part of the show for us is always getting to reconnect with our partners in person and celebrate the success that we can help bring to our retailers.”
Krueger said that outside of representing ZIWI, the team anticipates conversations about the continuing trends of humanization, functional ingredients, what constitutes as superfoods and how air dried plays a part in bowl building behavior. The company knows its way around the event.
“ZIWI has been attending SUPERZOO nearly as long as we have had a North American presence—since 2008!” she said. “SUPERZOO is loved by brands and industry professionals alike for its unique networking opportunities, ease of access being conveniently located in Las Vegas and the countless sponsorship opportunities available to highlight new products, connecting with partners and highlighting your brand! It has a great way of bringing together decision makers into one central place year after year.”
Similarly for Carna4, “Our team always has a great show at SUPERZOO,” said Ringo. “Such a wide variety of buyers come from all over the world to whom we get to introduce our product line, and everyone loves Vegas, so we get to see all our dealers, distributors and partners in one week. As a small business owner I really appreciate the economy of that! SUPERZOO brings everyone together in a joyful spirit, making it easy to enjoy the hard work of selling. We wouldn’t miss it.”
Leading manufacturers are looking forward to the educational opportunities available during SUPERZOO to demonstrate that the term ‘air dried’ no longer on its own reflects quality nutrition, but rather pet owners must dig deeper to understand how their processes turn out a truly quality product.
• Companies are creating engaging, informative booths to showcase their grooming solutions, focusing on innovation, quality and the use of natural ingredients to attract pet retailers and highlight the benefits of their products.
While dog grooming is often thought of as largely aesthetic in nature with shampooing and haircuts, the segment has evolved to become so much more than that, encompassing categories that cater to both outer beauty and inner hygiene including oral, ear and eye care. SUPERZOO’s popular grooming contests undoubtedly draw a crowd, and manufacturers that operate in these relevant categories are at the ready with eye-catching booths and innovations to help pet retailers think through solutions for their stores that will take advantage of the increasing priorities pet owners have put on their pets looking and feeling good, inside and out.
Looking Good
Earthbath has a solid plan for its booth this year. Founder Paul Armstrong shared, “Our booth isn't just a display—it's an invitation to discover the innovation, quality and sustainability that define earthbath's needs-based grooming solutions. We hope our attendees leave our booth informed, inspired and eager to incorporate earthbath products on their retail shelves, in their grooming departments or on their websites!”
Aroma Paws will mark its 16th year at SUPERZOO this year.
“Our booth features vibrant, engaging displays that highlight our products' natural ingredients and benefits, drawing attendees' attention,” said President Crystalyn Guzman. “Our booth is designed to be an aromatic oasis, allowing visitors to enjoy the beautiful fragrances of our essential oil blends, and all of our grooming solutions are available to see, touch and read through.”
Feeling Great
Skout’s Honor will mark its eighth year at SUPERZOO this year, and the grooming category leader that pioneered its topical probiotic solutions will be shining the spotlight on its oral
care line this year, said SVP Jenny Gilcrest. “Our biggest ‘wow’ factor at the show will be demonstrating and sharing more details about our oral care line—which has proven to already be a successful and favorite line among our retail partners,” she said. “For a long time, customers have known us as either a ‘cleaning’ brand or a ‘grooming’ brand, but the fact is that we are a company and brand that offers life-changing products in many categories—that far surpass the expectations of our retailers and our pet parent customers.”
Pet King Brands has an expanded presence this year.
“Our goal for this year’s show is to create valuable connections with groomers, retailers and distributors and serve as an educational source for all things pet care, which is why we sponsor the Grooming Contest each year!” said VP of Marketing Deb Decker. “We are ready to meet consumers with innovative information about pet health and best practices when using our enzyme-based health products.”
The TEEF brand has a new innovation in the world of oral care.
“Our goal is to gain excitement around our new functional freeze-dried treats for dental health,” said Lindsay Campbell, Co-Founder and Chief Commercial Officer for Primal Health, makers of TEEF. “In the saturated dental market, we have distinguished ourselves as unique regarding our microbiome-based science, and now we have a product that incorporates the science into what pet parents are already doing day to day: making daily dental care more enjoyable and beneficial for both pet parents and pets. We will be sampling these treats at our booth and in the New Product Showcase— both in the cat and dog sections. Also, our co-founder and inventor, Dr. Emily Stein, will be giving a lecture on The Bitchin' World of Biotics on Friday at 10 a.m. with a ‘meet the geek’ happy hour
on Thursday evening.”
Given SUPERZOO’s spotlight on grooming and celebrating top groomers via its contests program, Paragon School of Pet Grooming is hoping to provide novel insights on grooming services that pet retailers may not be aware of or fully understand.
President Joe Zuccarello explained Paragon doesn’t manufacture grooming products but supports the education of individuals who would like to become pet groomers, and down the line, can also offer programs for retailers who are looking to either start or bolster their in-store grooming services.
Zuccarello clarifies these services don’t necessarily have to be all-encompassing, depending on a retailer’s need and also their usable space.
“It’s easy to think of grooming as, when I say grooming, most of the time we think of haircuts, but there are other grooming services,” he said. “If a retailer doesn’t have enough space for haircuts, what Paragon teaches, we have an ears and nails technicians program, which is a course that’s offered to teach people how to perform nail trims, nail files, ear cleaning—the more hygiene tasks of grooming, that can accompany if the retailer has a self-wash business. We can train just store staff to perform these enhanced or expanded services if they have only a self-wash business. Any grooming services, whether hygiene or maintenance services, it could be full-service baths, shed control treatments, or it could be full-service haircuts we think about when we hear the word ‘grooming.’”
SUPERZOO’s generous platform for grooming category leaders, in part via its grooming competition, presents an enticing opportunity for manufacturers to showcase what their innovations are capable to help pets both look and feel good.
• Manufacturers are focusing on creating innovative and sustainable products using materials like newspaper, pine, crystals and tofu, providing alternatives to traditional clay and addressing feline owner concerns about odor control and ease of scooping.
Litter manufacturers have been doing their due diligence to make the least pleasant household chore tolerable. A this year’s SUPERZOO, litter exhibitors are looking to showcase their solutions and enlighten retailers on the importance of proper litter box training. Whether it’s fine-tuning the composition to fight odors or ensuring tight clumps for easier scooping, litter suppliers understand and know what feline owners contend with and are making it easier to properly care for their cats. In recent years, the wave of sustainable and eco-friendly materials—newspaper, pine, crystals and even tofu—are providing options outside of traditional clay and ensuring pets are matched with the type of material they will use. In addition to product innovation and captivating packaging, litter suppliers are using their platform to educate pet owners on the importance of proper litter box training. With resources and knowledge, pet owners and shelters are empowered to properly litter box train cats to prevent them from being hastily and unfairly punished and surrendered.
“The first SUPERZOO for us was in 2006,” said Pioneer Pet’s Marketing Director Shannon Supanich. “We love attending SUPERZOO. It's a great place to meet with buyers, suppliers and gain new customers and business partnerships. SUPERZOO always has a positive vibe, and we enjoy attending.”
Intersand has been exhibiting at SUPERZOO for more than five years. The combination of promoting brand awareness, coupled with fostering relationships with retailers and distributors presents a huge draw for Intersand to come back each year. “Each year, we are thrilled to return because SUPERZOO allows us to make long-lasting connections with retailers and get new insights among the industry,” said Marketing Director, Isabelle Larin. “Having the opportunity to showcase new products, boost national brand awareness
and generate sales all while creating new relationships is what keeps us coming back year after year.”
“Healthy Pet has exhibited at SUPERZOO many times throughout our 39-year history, and we look forward to attending SUPERZOO in 2024,” said Consumer Communications Manager Leslie Ellis. “It is a great platform for industry professionals to network with others in the field, which often results in new partnerships, collaborations and business opportunities. SUPERZOO also provides an opportune moment to launch new products, gather valuable feedback and earn brand coverage by leveraging key industry insiders and media being in attendance in one place.”
“It's an exciting three days of meeting retailers, buyers and brands,” said Dofu Founder Marlene Ee, who is preparing to exhibit for the third consecutive year. “We have been able to meet and forge new business partnerships with our participation at SUPERZOO. We have been able to debut our new products and get an understanding of their place in the market.”
This year, World’s Best Cat Litter is celebrating its 25th anniversary in the industry.
“We have attended the show over all of these years!” said Director of Marketing Jean Broders. “It’s a great way to establish ourselves as a leader in the industry, collaborate with industry professionals, as well as speak to our customers and give them exposure to a breadth of employees across many different disciplines of Kent Pet Group.”
“Next Gen has been exhibiting for more than a decade,” said Director of Marketing Janice Yamamoto. “SUPERZOO offers an excellent opportunity to connect with retailers closer to our headquarters in Southern California.”
“Ultra Pet has been attending SUPERZOO for more than 20 years, making it a staple in our annual calendar,” said National Sales Manager Trent Bergren.
“This year, we're excited to communicate our booth will feature both OilDri’s Cat’s Pride and Ultra Pet, together for the first time! Cat’s Pride acquired Ultra Pet in May. Cat’s Pride and Ultra Pet are thrilled to be in partnership showcasing our combined innovations. Together we offer a comprehensive line of cat litters. SUPERZOO offers a unique opportunity for North American, international distributors and retailers alike to have in-depth and focused conversations. I am confident they will be excited about the cat litter innovations they will discover at our booth.”
Pioneer Pet is celebrating a decade in the litter category and is commemorating this milestone during SUPERZOO.
“We are very excited, and it will reflect in our booth,” Supanich said. “We of course will have our litter bar, where we will demonstrate our litter line for current and future customers. Lastly the booth is a place to present some of our hardgood lines.”
“This year, Intersand is presenting a unique demo tour experience where visitors can learn all about the benefits of OdorLock from one station to another,” Larin said. “Visitors will have a chance to win a $500 value of OdorLock product and our best-in-class specialists will be there to give advice on exactly what makes high-quality cat litter. Additionally, Intersand’s booth will be easier to find with our new hanging sign!”
Retailers should stop at the Healthy Pet booth to take advantage of having face-time with the company’s sales team to become familiar with Healthy Pet’s ökocat and carefresh product lines and how they can drive a constant flow of in-store traffic.
“We aim to exemplify our ‘Best in Home’ approach through eye-catching displays and hands-on opportunities to engage with our products firsthand,” Ellis said. “Our knowledgeable sales team
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is available to answer questions and provide valuable insights on our ökocat superior natural cat litter and carefresh made-from-scratch small animal bedding.”
Dofu is preparing to launch a product at SUPERZOO.
“We try to have awesome graphics for our booth to attract people's attention,” Ee explained. “We are planning to bring a new product to SUPERZOO as well.”
World’s Best Cat Litter is setting the stage to showcase its new formula designed to control odors.
“We have so much activity and momentum going on right now—leading the way is our new visual identity, led by our new look packaging,” Broders said. “It really embraces how the brand has evolved throughout the years, focusing on what’s most important to consumers. We also have exciting innovation in both odor control and attractant litters. We are showcasing our newest formula with some really unique technology that controls odors in the box, even when the cats don’t bury. We also have products that stretch our brand beyond litter. Our booth is a must-visit destination this year!”
Giveaways and in-person demonstrations are setting Next Gen Pet’s booth up to entice SUPERZOO attendees to drop by and engage with the company’s team.
“Our booth design is really unique with high quality graphics and an interactive litter demonstration,” Yamamoto said. “Plus we have some cool wooden stickers as giveaways!”
“We’ll have Anthony and his Bengal cats again this year,” said Mat Brost, Marketing Director for Dr. Elsey's. “We also plan to have samples of our new cat foods and treats available for attendees to take home and try with their cats.”
“The biggest news from the Oil-Dri, Cat’s Pride and Ultra Pet brand’s booth this year will be the introduction of our new ownership by Oil-Dri Corporation of America,” Bergren said. “We have some fascinating new products to share and, as always, a few secrets that can only be learned by visiting the booth directly. We’ll feature eye-catching visuals, compelling product samples and
interactive demonstrations that highlight the benefits and innovations of our entire, expanded, litter portfolio.”
Daniel Jaffee, Oil-Dri’s President and CEO, said, “We are thrilled to welcome Ultra Pet to the Oil-Dri family. The completion of this acquisition is a testament to the hard work and dedication of our teams, and it opens up a wealth of opportunities for growth and product innovation. As we become a key player in the crystal cat litter segment, our dedication to delivering superior quality products and services will continue to distinguish us as an industry leader. Furthermore, the cultures of both companies are well-aligned, as we share similar core values and a commitment to excellence. Together, we are poised to build on the success that Ultra Pet has achieved in growing their crystals cat litter business by expanding our combined customer base with this broader range of product offerings.”
Richard Murbach, Ultra Pet’s CEO, added, “The Ultra Pet team is excited to become a part of Oil-Dri. The closing of this acquisition marks a pivotal moment towards the expansion of our crystal cat litter business. We look forward to combining our strengths and leveraging relationships and resources to enhance our product offerings and more effectively meet the needs of customers and consumers.”
Litter exhibitors’ goals and objectives for SUPERZOO are centered around fostering budding and enduring partnerships with retailers while enlightening visitors on how their products can grab pet owners’ attention from the shelf. Sustainable litters and litters made with out-of-the-box materials are steering conversations between manufacturers and retailers and reflect what pet owners are demanding from the litters they depend on to trap odors and keep felines healthy and clean.
“Our goal is to continue to meet with current customers as well as gain new ones,” Pioneer Pet’s Supanich said. “We are passionate about our products and love getting to talk and present them to the pet community.”
“One of our main goals is to continue to educate,” Intersand's Larin said. “We aim to give attendees a better understanding of Intersand’s unique
value proposition and a better understanding of how to sell our products to their in-store customers. We also want to nourish retailers’ awareness of our OdorLock brands, ensuring they have success with our products. Finally, we want our booth visitors to learn all about our OdorLock ultra-premium cat litter and really understand the added value it brings for their customers.”
“At this year’s show, we aim to emphasize our commitment to sustainability and clean living by showcasing our quality products, which are the ideal choice for pet owners looking to positively impact the environment while simultaneously caring for their pets,” Ellis said. “We are excited to spotlight ökocat’s new 100 percent recyclable paper packaging. Ultimately, we want to increase awareness of Healthy Pet as a leader in the pet products industry and position our ökocat and carefresh brands as leading authorities in the natural litter and bedding categories, respectively. We also hope to foster new relationships with potential customers, partners and industry stakeholders to forge future collaborations and business opportunities for the company.”
“We hope attendees will come to expect really good-quality, natural products that make pet care easier and to expect to see something new from Dofu Cat at every SUPERZOO,” Ee said.
“We are the No. 1 natural and sustainable cat litter,” Broders said. “We have category leading loyalty and retention of our consumers. If our consumers can’t find a World’s Best Cat Litter formula in a particular store, they will leave the store to find it versus switching to another brand. Retailers need to carry World’s Best Cat Litter's variety of formulas and innovation in their stores. Our consumers are attractive to retailers and we offer a variety of formulas and solutions to meet those consumer needs.”
From newspapers to tofu, exibitors are thinking outside of the box and integrating sustainable and eco-friendly materials into their litter lines. While moving away from traditional clay litters can make some pet owners uneasy, manufacturers are proving time and again, their materials absorb and expel odors.
Glo™ cat li ers contain UV sparkles that naturally a ract cats to the li er box—so they know where to go™
Glo™ cat li er uses sight, smell, and touch to make using the box easier and more comfortable for cats
Reducing stress in the li er box may help with house-soiling and FLUTD
When used as directed, Glo™ supports a lifetime of consistent li er box use
• Companies are emphasizing high-quality ingredients, sustainability and innovation in their offerings to cater to consumer demands for healthier and more nutritious pet food options.
• Exhibitors plan interactive and visually appealing booth experiences to engage attendees, showcase products, strengthen relationships and educate about their brands' values and commitments.
Premium foods have been a huge indicator of how much the pet industry has grown as well as pet owners' motivation to provide pets with high-quality care that includes food and treats that generate longevity and healthy lifestyles. Companies within the category have reflected on how long they have been exhibiting at SUPERZOO along with what unique qualities and opportunities SUPERZOO presents.
“SUPERZOO brings together a diverse group of people in the pet industry from around the globe,” said Dave Kowal, CEO of BrightPet. “You see everything from early-stage startups to big established brands, and everything in between. At BrightPet we strive to inspire and be inspired, and we always come away from the show energized about the innovation we see and the future of the pet industry. And of course, we enjoy the pet grooming and training section with all the animals—it really adds some fun to the atmosphere.”
“Our SUPERZOO booth has greeted attendees since 2015. What we value about this show is the constructive feedback of all the retailers and buyers that we meet, and the relationships that are rekindled every year,” said Rob Cadenhead, General Manager, Gott Pet Products, parent company of Charlee Bear.
“Wellness Pet Company has been a proud exhibitor at SUPERZOO for more than two decades,” said Chanda Leary-Coutu, Senior Director, Consumer Experience, Marketing with Wellness Pet Company. “The conference always brings together a diverse group of pet industry professionals, offering great networking opportunities and a look at where the pet industry is heading. The show is an ideal platform for Wellness Pet to unveil our latest innovations, foster relationships with current and prospective customers and stay abreast of the latest industry trends. The empha-
sis on education and engagement with retailers, distributors and pet enthusiasts make SUPERZOO an event we look forward to each year.”
“For 10 years, Open Farm has found a second home at SUPERZOO, a spectacular event that transcends the label of an industry conference,” said Amy Horton, Chief Sales Officer with Open Farm. “This annual gathering stands as a testament to the vibrancy of the international pet community, where industry leaders from around the world convene to collectively shape the future of our beloved industry. At Open Farm, attending SUPERZOO isn’t just a tradition; it’s an integral part of our commitment to the well-being of animals, sustainability and innovation. We get so much inspiration and insight from this conference too. It’s one of the most efficient ways to get a bird’s eye view of the pet industry landscape.”
Evanger’s Dog and Cat Food Company has been exhibiting at SUPERZOO for more than 20 years.
“The show brings the industry together, including stores, distributors and exhibitors and most importantly, it is fun,” said President and Owner Holly Sher. “It’s efficient and effective to have everyone come together in one place. We greatly value the opportunity to meet and greet, build deeper relationships with distributors and retailers, answer questions, put faces to names, see old friends, meet new friends and show off what is new and exciting.”
“Applaws has been exhibiting at SUPERZOO for as long as we can remember—10 plus years,” said Steve Hilker, Head of Marketing, US for Applaws Natural Pet Foods. “The show provides a valuable opportunity for industry professionals to connect with vendors, retailers and other partners as well as amongst ourselves as a team among such vivid displays of the category. SUPERZOO stands out due to its fo-
cused presence of pet specialty chains, independent retailers and emerging brands.”
Midwestern Pet Foods has been exhibiting at SUPERZOO for more than 20 years.
“The great thing about SUPERZOO is being able to connect with our retailers face-to-face and catch up on those relationships in person,” said Brandi Kramer, Marketing Coordinator with Midwestern Pet Foods. “It is a great time to show our customers what new, exciting products have to offer them in the future. Show attendees also receive our show deals pricing, making it the perfect time to stock up!”
As these companies continue to prepare for the show, they outlined what their plans are for individualizing their booths.
“There are exciting stories across all aspects of our business in 2024, including capability and line extensions across brands like Stewart, Blackwood, Miracle Care and Hamilton,” said Kowal. “We’re excited to debut a dramatically expanded product assortment of our Stewart brand for the first time at SUPERZOO. We’ll be showcasing Stewart’s ‘Full Bowl’ capabilities with real product and packaging—you definitely won't want to miss it.”
“Charlee Bear’s booth is designed to reflect the essence of our brand, which is fun with bright, colorful packaging, meant to stand out to attendees. Our booth can be accessed from all sides, making it welcoming to those passing by. In addition to presenting our perennially captivating on-shelf and free-standing package displays, we’re planning on pulling out all the stops for this year’s show. Attendees won’t be disappointed when they visit us this year as we’ll be launching something new as well!” said Cadenhead.
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“At this year's show, our team is pulling out all the stops to make our booth a must-see destination. Our booth features vibrant, eye-catching visuals that highlight our latest product offerings and brand story. Pet visitors can enjoy samples of our premium foods and treats, allowing them to experience firsthand the quality and care that goes into every product. Additionally, our global veterinarian, Dr. Danielle Bernal, will be live on-site to conduct product demonstrations and chat about all things pet nutrition and well-being. We’ll also have reps from Pet Partners, the national leader in demonstrating and promoting the health and well-being benefits of animal-assisted therapy, activities, and education. Pet Partners will have volunteer therapy animal handlers along with their registered therapy animals on-site at the Wellness Pet Company booth on Wednesday and Thursday,” said Leary-Coutu.
“We have a phenomenal booth experience planned for SUPERZOO with innovation taking center-stage,” said Kevin Steele, VP of Sales for Champion Petfoods. “We are featuring new ACANA Lickables cat treats, our first foray into the category, and new ORIJEN AMAZING GRAINS Fit & Trim and Small Breed diets, welcome additions to our existing grain-inclusive line of dog food. We will also display the real ingredients found in ORIJEN and ACANA, so visitors can see the premium quality of our recipes. Our complimentary coffee bar and exclusive show offers will be available and we are hosting an in-depth training session for retailers featuring our in-house pet nutrition experts speaking about our unique food philosophy, which guides all of our recipe development.”
“Open Farm showcases our entire brand and brand story at our booth through both products and QR code experiences. This year, we will be launching extensions to our popular RawMix line and new treats, just in time for the fourth quarter. All of these products will be available to view and our sales team on hand to answer questions and talk all things Open Farm,” said Mark Sapir, CMO. “Even more exciting, Open Farm will be taking the show opportu-
nity to talk about our newly awarded B Corp certification and industry leading score. To become a B Corp, a company needs to score at least 80 points. Open Farm scored 102.8, making it the highest-scoring dog and cat food brand sold coast to coast in North America. This verified certification is a nod to how Open Farm demonstrates excellence in various facets of our operations, including supply chain management, employee welfare, community engagement and environmental stewardship. It’s something we have worked hard to secure and we could not be more proud! A QR code experience at our booth will allow anyone who stops by to download and read our 2023 Impact Report and all of the details surrounding this exciting achievement!”
“Evanger's has a newly designed custom booth that closely follows our company's theme and branding. Our colorful light display with Evanger's name has each letter as a table where we display our innovative products, which are visually appealing for the pet parents and can see what the food looks like. In addition, we look forward to introducing three new SKUs at SUPERZOO as well,” said Sher.
“This year, as we’ve relaunched the Applaws brand, we find SUPERZOO to be an opportunity to really showcase the new look, reintroduce the brand to long-time partners and introduce Applaws to new partners we’ve yet to work with. We aim to bring the brand personality to life, showcase the quality of our products, and make our booth a must-see stop for visitors,” said Hilker.
“Our refreshed booth space encompasses all of Midwestern Pet Foods’ core values. We are proud to display our family of brands through a complete facelift of graphics and messaging within the booth. The towering, iconic archways are such a captivating and welcoming entrance into our booth,” said Kramer.
Premium food producers plan to reap the benefits of SUPERZOO with a focus on networking and raising product awareness.
“SUPERZOO is always a great time to showcase our existing products to our current and prospective partners and get them excited about what’s to come. We want anyone who stops by
our booth to know that we are investing in their future along with ours. With unmatched quality and innovative products, and enhanced owned capabilities, BrightPet is committed to building a brighter future for pets and pet parents,” said Kowal.
“We want to continue spreading the word to the trade community about all the profitable reasons to stock and sell Charlee Bear dog treats,” said Cadenhead. “As more than three decades of happy customers from coast to coast will agree, there’s simply no disputing the popularity of these treats. We also look forward to strengthening relationships with our existing partners and establishing new customers and relationships with industry influencers.”
“Our goals for this year’s SUPERZOO are to strengthen our relationships with current partners, showcase our latest product innovations and educate pet parents—new and old. We will highlight our commitment to pet health and well-being through our booth and informative sessions. After visiting our booth, we hope attendees walk away with a deeper understanding of our brand values, the top-notch quality of our products, and our dedication to advancing pet nutrition. Overall, we want pet parents to feel inspired and confident in our offerings, ready to bring the best in pet care to their furry loved ones,” said Leary-Coutu.
“With our new products and impact news, we hope that attendees walk away from the Open Farm booth with a continued feeling that Open Farm is doing some good for both pets and planet and that we continue to raise the bar on what one should expect from any company, not just a pet food company, when it comes to products and impact. Our goal will be to speak with and educate as many attendees as possible on the Open Farm brand and products,” said Horton.
“We are focused on providing a firstclass experience. In particular, our sales team is excited to share details about our new products, present several great offers and we hope attendees leave our booth and retailer training, with an understanding of our food philosophy and
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get to experience our passion for helping pets thrive,” said Steele with Champion Petfoods.
“The goal is always to educate attendees about our brand, why it is superior and why it is a good business decision to partner with us so they can walk away feeling good about our products. Made in the US is a priority for not only today's consumer but the industry as a whole, which allows Evanger's to be leaders in the category and proudly pass savings onto our customers,” said Sher.
In an effort to take advantage of the unique opportunities presented at SUPERZOO, these producers outlined what they hope attendees recognize and walk away with after visiting their booths.
“Premium has to stand for more than just choice proteins and high prices. At BrightPet, premium also means value, variety and food safety. We work hard every day to deliver on all three to our customers and pet parents. For example, we’re reformulating our Blackwood dog kibble line to include ZinPro ProPath minerals to add more nutritional benefits. This gives our customers an incredibly delicious option for their pet at an approachable price point. And with the upcoming launch of food in the Stewart brand, we're bringing three new options to pet parents, ranging from Raw Coated Kibble to fully freeze-dried raw meals and toppers. This variety gives pet parents the power to choose when, where and how they want to feed, and our retail partners will appreciate this. Most importantly, we run our business like a food company, so that no pet or human will ever be harmed using our products,” said Kowal.
“It should be apparent to every retailer and buyer by now that it pays to cater to people who are searching for something better for their pet than marginally nutritious food or treats. Charlee Bear is well-positioned to help them address their customers’ quest for a high-quality, natural and delectable treat because we offer four super premium lines of ‘beary tasty treats,’” said Cadenhead.
“We hope attendees learn that the premium pet foods category is defined by its commitment to high-quality, nu-
tritious ingredients that cater to the health and well-being of pets. At Wellness Pet, we pride ourselves on being a leader in this category by consistently delivering science-backed products that exceed industry standards. Attendees can learn more about our rigorous quality control processes, use of wholesome and natural ingredients and innovative approach to pet nutrition. Additionally, attendees will learn more about our unique approach that considers the overall well-being of pets, encompassing physical health, mental stimulation and emotional well-being,” said Leary-Coutu.
“Purchasing premium pet food products is attainable for consumers with any budget. At Champion, we are steadfast in our commitment to using only quality ingredients in ORIJEN and ACANA dog and cat foods, which results in exceptionally nutrient-dense options. This can often mean pet parents feed less food than they would if they were feeding a lower-quality product, ultimately meaning it costs less per day. A quality diet can significantly impact pet health and we want attendees to know ORIJEN and ACANA pet foods are accessible to all pet lovers,” said Steele.
“This year at SUPERZOO, our New Products area will display some new, ‘coming soon’ products that will complete our rebrand of the Earthborn Holistic pet food line. This area will also include new Wholesomes & Sportmix recipes that are perfect additions to those brands. Don’t forget to grab a free tote bag too!” said Kramer with Midwestern Pet Foods. “If you are looking for high-end, quality diets, more conventional diets or something in between for your store, we offer a variety of brands that fit these needs. Visit our booth for more information!”
“Our objectives for this year’s SUPERZOO include introducing our brands to new buyers, highlighting what’s new from Applaws and Reveal to existing partners, and engaging with the industry as a whole. Additionally, SUPERZOO provides a unique opportunity for our team to come together from across the nation and our global headquarters, in the UK. SUPERZOO has always been a fun, engaging, insightful show and we’re very much looking forward to another
great event!” said Hilker.
“The goal is always to educate attendees about our brand, why it is superior, and why it is a good business decision to partner with us so they can walk away feeling good about our products. Made in the US is a priority for not only today's consumer but the industry as a whole, which allows Evanger's to be leaders in the category and proudly pass savings onto our customers,” said Sher. “We look forward to further solidifying that Evanger's is the true leader in the category through our innovation, value, palatability and longevity. Evanger's uniqueness as a cannery makes us the idea lab of industry. We look forward to collaborating and conceptualizing with our retailers and distributors to develop solutions for our customers.”
“The pet food space and premium food category continue to be an exciting place to be where we are continuing to see growth and a lean in from consumers on wanting to do better for their pets,” said Horton with Open Farm. “We hope that attendees can see how having a premium pet food like Open Farm in their stores will help them to have products that consumers are demanding and a brand that is working hard to help make those pet parents aware of the benefits of feeding a food like Open Farm.”
“The premium food category is continuing to grow; however, people are looking for better-for-you products at better prices. In addition, we anticipate discussing ways to better support retailers in keeping their doors open and turning a high profit in the face of economic uncertainty,” said Sher.
“Midwestern Pet Foods is aware that the economy still presents challenges in the pet industry. Our sales representatives anticipate having conversations with retailers about general business in today’s economy, foot traffic in-stores, changes in consumer shopping carts, and more,” said Kramer.
Although they are utilizing attention-grabbing booths to draw attendees in, premium foods exhibitors are keeping visitors at their booths through educating them on their product offerings. Alongside highlighting the importance of high-quality ingredient lists and sustainable practices.
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• The litter box industry is evolving with a focus on integrating products seamlessly into homes while catering to multi-pet households.
• Manufacturers are responding to consumer needs by offering a range of litter boxes that balance affordability with added features like self-cleaning mechanisms.
Cat owners have found various ways to easily integrate litter boxes into their household with the help of leading manufacturers' seamless designs and features. These litter box category leaders have been able to create and offer products that don’t stick out, are appealing to cats and their owners while ensuring odors are reduced and cleaning is as easy as it can get.
Litter box manufactures highlighted the positives while giving insight into how the year has been going thus far. “2024 has been going fast!” said Rachel Skweres, Sales Executive with Moderna Products. “We continue to make something fresh out of an otherwise dull category. We make hardlines fun and add personality to the essentials.”
“2024 has gone well,” said Terry Hannaford, CEO of Omega Paw. “Although it has been different; we have had to navigate even after the last few years of coming out of the pandemic. The litter boxes category, like many categories, had a huge spike and we are sort of returning to the pre-pandemic levels, but sales are still good, sales are still strong. There were those pandemic buys that really did increase sales the last few years and we need to adjust to that and be ready for that and we need to bring newness and innovation so that consumers keep coming back and keep looking for our products.”
Consumers have been looking for products that are easy to use and welcoming to cats that also provide reliable and smooth cleaning solutions while keeping cats’ areas less messy when plausible. Skweres mentioned, “Consumers are still looking for solutions that meet challenges like limited space and multi-pet needs. Pet owners continue to look for ways to incorporate their cat’s litter box into the home. At Moderna, we offer hidden litter boxes like our Diamond and Hidden planter with design elements that blend into the home.
We offer multiple size litter boxes to fit every space. With more paws comes a need for more litter boxes. In multi-pet homes, people not only want litter boxes to blend, but they also need more. Pet owners with multiple cats gravitate toward litter boxes that have filters to help fight odors. We have several customers that line up two to three Smart Cat covered litter boxes with filters in their laundry room. Consumers often buy multiples of the same litter box and product family to meet the additional needs that come with having multiple cats.”
In reference to what consumers are looking for, “I look at it from a unique perspective,” said Hannaford. “Our litter box is what I would call niche in the market; at a less expensive level, you’ve got open pans, you’ve got cover pans, and then at a more expensive level, you’ve got electronic models of self-cleaning litter boxes. What consumers are gravitating toward in the current economy is really wonderful for us because what a lot of consumers want is more than the basics, they want more than the open pan, they want more than just the basic covered litter box. They want some sort of features or self-cleaning features, and they want value. They don’t want to necessarily be spending hundreds of dollars on super expensive litter boxes, which is where we fit into that. We are more expensive than the open pan, but we are not nearly as expensive as the electronic models. So, they are looking for value; they do want the features, but they don’t want to pay a steep price. Our product is a perfect match for that, which is why we still do very well.”
As consumers continue to gravitate toward specific features and offerings, companies like Pioneer Pet also focus on the educational conversations and points surrounding the category. “Extra boxes will help to eliminate odor problems inside your home by pro-
viding another place for your cats to relieve themselves,” said Marketing Director Shannon Supanich. “So, we need to find ways to fit litter boxes into the home. That is what we are doing with the Corner Litter Box and the Ultimate Litter Box, which is measuring 25 x 18.5 x 10.5; the high sides help prevent litter kick-out. Easy to pick up and clean, this sturdy and attractive litter box suits cat’s instinctual behaviors. We also created the Corner Litter Box because cat behavior experts recommend a litter box for each cat in your house, plus one extra. The corner litter box, with its triangular shape, fits easily into unusable corner space.”
Omega Paw emphasized there is something reassuring about knowing its signature and well-known litter box has continued to be a huge seller and hit among consumers. “For a number of years, we created the Roll’ N Clean, Self-Cleaning Litter Box and we found it was the most wonderful thing," Hannaford said. "We would have buyers come to us and say ‘we want more models; we want to put more models on our shelves.’”
“We continue to work with our partners designing innovative litter boxes for both cats, dogs and small pets,” said Skweres. “One of the newest litter boxes that we’re offering is our Mega Deluxe. It’s the alternative to the retired Mega Comfy. This was a well-loved solution, and we are happy to now share our new Mega Deluxe hooded litter box—a full option litter box perfectly suited to larger cats and multi-cat households.”
Litter box suppliers are invested in providing consumers with what they have continued to gravitate toward such as easy to use litter boxes that are appealing to pets and help with easy clean up. Leaders are offering these products with emphasis on the importance of innovation and aesthetically pleasing functionality and features.
1 Trendy Runners – Stylish and practical for short trips, with fun IML designs. 2 Road Runner – Classic and available in various sizes for everyday use.
3 Hipster – Specially designed for small rodents, available in 2 sizes.
4 Top Runner – Ultimate comfort for your small friend, available in 2 sizes.
5
6 Gateway – Our IATA compliant transport cage comes in 3 sizes, ideal for air travel with your pet.
• Exhibitors highlight the show's importance for engaging with existing and potential customers, discussing new trends, ingredients and receiving direct feedback.
• Companies aim to position themselves as supportive partners in selling and communicating the benefits of their products, fostering a collaborative approach with retailers.
The supplements category has generated consumer loyalty based off of the education and heightened awareness leading companies have put forth in an effort to provide pets with the best quality of life. For this year’s SUPERZOO, exhibitors within the space are planning to showcase their latest product developments as well as keep an eye out for what is on the horizon for the category.
“This year will be NOW Pets’ eighth consecutive year exhibiting at SUPERZOO,” said Joseph Cool, NOW Pets. “This show gives us a great opportunity to have exposure for our high-quality, veterinarian formulated NOW Pets supplements across the omni-channel customers. It allows for conversations about attendees’ potential interest in our NOW Pets branded supplements, as well as our private label options. It also allows the opportunity for us to see what’s new in the industry for product launches, new ingredients and new trends while receiving direct feedback and questions from both existing and potential new customers along with industry experts.”
“This is my 10th year at SUPERZOO,” said Mika Wheelwright, Owner and Founder of Fidobiotics. “SUPERZOO is really unique and awesome because there is a lot of energy at the show. You get a lot of people that want to come, and they’re determined and want to see what the exhibitors have to offer. As well as the destination aspect of it; it’s convenient, it’s easy to fly in, to fly out, hotels, food, all that. You have a lot of vendors that come, but also I’m hoping there’s a lot of buyers this year.”
Looking at the growth of the category as a whole, pet owners have continued to recognize the importance of maintaining pets’ health year-round as part of preventative care and ensuring longevity.
"As a brand that has always been a
solutions provider through our nutritious foods, expanding NutriSource into the supplements space was a no-brainer,” said Adam Martodam, Director of Marketing with NutriSource. “By adding supplements to our product offerings, we can round out the needs of our furry friends so that we can feed, top, treat and now amplify their meals with AmpliFull gummy and soft chew supplements. We are a self-manufacturer which gives us even more reason to want to be in this space. Whether it be through our soft-moist extrusion operation at Tuffy’s Treats Company or our starchless gummy dietary supplement line within our Kenny’s Candy business, we can offer a variety of product forms to suit all our customers. The care and quality that we can provide seeing as how we do this day in, and day out adds to the overall benefit that we can provide to our customers."
"One of our core beliefs is built around quality and safety while another is about bold innovation," he continued. "Knowing that our customers both demand and deserve the best in both quality and safety, the fact that we can produce our own products under the watchful eye of our production and quality experts should be quite reassuring that they are getting the best for their pups. Meanwhile, we continue to invest in innovation, which allows us to seek the best in equipment, ingredients and techniques. Our retailers can count on us to deliver new products and create new news which in turn attracts consumers into their stores.”
These exhibitors outlined what attendees can expect to see from these leaders’ booths at the show this year.
“Our NOW Pets supplements booth for this year has an eye-catching backdrop, product displays of our NOW Pets supplements, and educational information available,” said Cool. “Additionally, we will have some NOW Pets sample
products and other giveaways. We also display key NOW branded human supplements that many pet parents and retailers also utilize for their pet family members. We are eager to answer questions at the booth and provide timely follow-up with any next steps from conversations and interest.”
“The goal and objective is obviously to bring brand awareness and to educate,” said Wheelwright. “There’s been a lot going on this year with inflation, and that everyone is really seeing it in our industry in some way or another. I want to keep the vibe up along with positivity and motivation up. Probiotics are not a new trend, but they are still trending and so, I would like to bring education even more so and make it so that it’s fun and not intimidating and have people walking away knowing that Fidobiotics is supportive. We want to be kind of their cheerleader if you will of how to talk about it, how to communicate, how to sell it, but make them know that we are a partner with them, and they can lean on us, and it doesn’t have to be intimidating.”
“We want to inform attendees about what makes NOW Pets unique in the marketplace,” said Cool. “The NOW Pets line of quality supplements was developed in partnership with Dr. Barbara Royal, a renowned veterinarian and pioneering expert in holistic animal care, offers products specifically tailored to address today’s most common pet health concerns from head to tail.”
Supplement producers have been looking forward to showcasing their products at SUPERZOOO this year as the category has continued to grow and drive growth to the industry year after year. Pet owners continue to look forward ways to add extra nutrients in their pets’ diets and these leaders are providing supplements that can be easily added to a pet's everyday meal plan.
• SUPERZOO serves as a pivotal platform for these companies to showcase their latest products and innovations.
• Companies are launching new products and expanding their offerings, catering to consumer trends such as plant-based nutrition, high protein content and limited ingredient lists.
Manufacturers within the treats category continue to recognize how far treats have come from the traditional milk bone that many owners now shy away from and gravitate toward more natural ingredients as well as fewer overall ingredients. Companies within the space have continued to utilize the opportunities and platform SUPERZOO brings as they remain loyal to SUPERZOO and continue to bring more to the table year after year.
“This will be Dog Treat Naturals’ fourth year exhibiting at SUPERZOO. This was the first pet show we ever attended as a company in 2021. SUPERZOO allows us to get in front of some of the largest retailers in the world to display our unique and functional products,” said COO Trevor Cronin.
“We have been exhibiting at SUPERZOO with our variety of pet health and wellness products for eight years. We look forward to attending each year as it helps us reach retailers and distributors in the western US that attend based on the show’s location,” said Andy Leebrick, Chief Revenue Officer, W.F. Young. “An additional benefit is the grooming activities and being able to interact with professionals from that area of the industry who don’t attend Global Expo; many of our products are beneficial and of interest to those attendees as well.”
“PureBites has been participating in SUPERZOO since 2008 and it has always been a fantastic in-person tradeshow providing numerous opportunities to meet new customer partners and introduce our new treats, food and toppers to all the attendees,” said Stuart Menten, Director of Marketing. “We are expecting great reactions this year as we have many new products that are truly innovative and will drive substantial sales growth. Being able to physically see and touch our treats, food and toppers (or taste for our furry attendees) is much more impactful than just looking at im-
ages and videos.”
“Phelps has had a regular presence at both SUPERZOO and Global Pet Expo for several consecutive years—only interrupted by the pandemic,” said Rick Ruffolo, CEO of Phelps Pet. “Each show does a remarkable job of bringing the industry together to identify emerging trends, showcase new innovations, meet face-to-face with current customers and take the time to build new customer and vendor relationships. It is a great use of time for retailers, vendors, brands, manufacturers and anyone else who cares about the pet industry.”
“Loving Pets has been exhibiting at SUPERZOO for about 16 years,” said Dan Nagy, Sales Manager. “With SUPERZOO taking place on the West Coast, it naturally attracts many Central and West Coast-based companies, and we value the opportunity to network with these audiences. We often see many companies that only attend SUPERZOO and not other tradeshows, and we value the opportunities to connect with them.”
There are several reasons these companies’ booths and products are a mustsee attraction at SUPERZOO this year as these treat exhibitors have been preparing to showcase their latest products and innovations in an eye-catching way.
“Our products are extremely unique due to their functional properties without the price tag of a ‘supplement.’ Our Superfood Sticks have gained rapid distribution in the US and Canada because their functional treats that serve a purpose and are not just another ‘filler’ snack. Additionally, our items are sustainably produced in a solar-powered facility, packaged into a 100 percent recyclable package and offered at an easily accessible price point for consumers. Our booth is also aesthetically appealing and eye-catching to anyone who walks by,” said Cronin.
“We have invested in all new signage and messaging in our booth this year, in-
cluding a bright lightbox banner display that is drawing attention to our new brand of pet treats, Honest to Goodness,” said Leebrick. “We have added columns towards the front of the booth and have merchandised each of our product lines on bright clean shelving, woven into our overall W.F. Young company brand look. We have an eye-catching display presence in the New Product Showcase that encourages folks to come by and learn more. Throughout the year, we’ve had a lot of trade awareness marketing to help launch our new brand and we reach out via e-mail blasts to our customers inviting them to stop by and visit with us. We’ll be offering special show deal discounts and will have engaging swag bags to give out.”
“Our booth is truly a unique experience for pet shows because it’s reflection of the Full Moon brand, focusing on showcasing our ingredients and farm to bowl sourcing,” said Nicole Ryan, Marketing Manager with Full Moon. “Not only do we proudly display all of our products with an opportunity for dogs to sample every type of treat, but we host our Corporate Chef in our booth, preparing culinary creations, inspired by the recipes and ingredients we use in our treats and food. This experience continues to be something that not only draws a crowd to our booth, especially at lunchtime when attendees need a pick-me-up, but helps to make the connection to our human grade quality. We are alone in offering treats for both pets and people alike!”
“As a leading brand in our category, our booth is a must-visit for all attendees. We will be launching new, innovative products that pet parents are eagerly seeking, that are healthy and made with limited ingredients. Our customer partners want to ensure they are on the forefront of what’s new in the
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category to meet this demand. A visit to our booth will not disappoint,” said Menten.
“We would like to think that simply meeting with our key team members is the biggest draw for people coming to the Phelps Pet Products booth! Beyond that, we have designed the booth to be engaging both for people strolling by, as well as for those who have scheduled appointments in our private conference room. We will have samples of our entire portfolio of dog and cat treats that are made in our facilities in Rockford, IL and Janesville, WI. We merchandise the product samples in what we call a ‘bark-cuterie’ style for people to easily evaluate all of the many shapes, sizes and protein varieties—as well as the innovative recipes and marketing claims (e.g., USDA Certified Organic, Upcycled Certified, Marine Stewardship Council Certified, et. al),” said Ruffolo.
“Loving Pets always has innovative new product offerings that target current or projected future trends within the industry,” said Nagy. “At the booth, we will proudly display those samples for people to not only see and feel, but also for us to receive feedback and reception.”
Dog Treat Naturals’ goals and objectives for this year’s show are to continue growing its distribution throughout the world and increasing brand awareness.
“We have seen how well the products have resonated with consumers and how loyal our customer base is. This, coupled with our rapidly growing distribution, is a true testament to the quality of our products and our brand’s purpose of caring for the planet and pets,” said Cronin.
“Our primary objective this year is to introduce our new products with the launch of our new brand, Honest to Goodness, starting with Plant Snack dog treats. We have new innovations to show within our Silver Honey skin and wound care product line as well. We are focused on educating our customers on the unique benefits of our product lines, handing out samples for trial and generating new business opportunities,” said Leebrick.
PureBites’ goals for the show sur-
round new launches that demonstrate the company’s dedication to pets and their owners since its inception.
“We want pet parents and our customer partners to join us as we unveil our latest PureBites innovations at the show. We’re excited to show that you can still pamper your furry companion while still prioritizing their health. Even pets with allergies, dietary restrictions, or health concerns can indulge in our range of specially crafted exotic proteins,” said Menten.
“We hope that attendees get a better understanding of the roots of our brand and how to make the connection to our parent company, Perdue Foods. We will be presenting our Artisanal Sausages in the New Item Showcase that have launched with significant momentum in retail, and most recently won Pet Innovation’s Best Dog Treat Product of the Year. We’re very excited to bring these deli-inspired snacks to the show and will be offering samples at the booth for attendees to get the full experience,” said Ryan with Full Moon.
Phelps has goals for growth this year, “Of course, the primary goal for any exhibitor is to grow the business. We would like to achieve growth through pre-scheduled meetings with current customers, as well as via impromptu meetings with new customer prospects focused on how we can help them innovate and grow their businesses. Ideally, we would like to have every customer learn that Phelps Pet Products has been a leading innovator, trusted manufacturing partner and best-in-class ‘behind-the-scenes’ collaborator to many of the biggest and most influential pet brands and retailers for nearly 60 years!” said Ruffolo.
“We want buyers and retailers to walk away from our booth with a firm knowledge of who we are and what we do. In the early years of Loving Pets, we were primarily a bowl company and importer. Since then, we have grown and expanded extensively and have gone from being an importer to being seen as an influential and innovative manufacturer in the pet industry,” said Nagy.
As a pioneer in the category, Full Moon anticipates trends surrounding consumers’ growing inclination of offering their pets the highest quality
treats they can.
“We believe that the consumer is hard at work prioritizing the health and well-being of their pets,” said Ryan. “Pet parents are looking for nutritious treats that are protein first with limited ingredients, a better for you option. They want to know that the products they choose to feed their loved ones, are from a trusted source and will seek credibility through authority marks like human grade, antibiotic free meat, etc. We’ll likely see an emphasis on high protein, minimally processed, and whole and natural ingredients.”
“I hope that attendees take the time to educate themselves on the products out there in the market today. Consumers are much more educated on ingredients now than they were five to 10 years ago which has really created a strong trend towards healthy and holistic treats. Once someone picks up a bag of Dog Treat Naturals Superfood Sticks, they will understand why we are different in the treat category and resonate with the story behind why we started the company out of necessity for our own lab, Ruby. We are real humans that faced a real issue many pet parents do and were able to remedy those issues with the formulations in our treat line,” said Cronin.
“We’d like attendees to learn and understand how W.F. Young has a long legacy (more than 130 years!) of product innovation and a passion for helping animals live their best lives," said Leebrick. "Now, we are bringing our global reputation for quality and creativity to the treat aisle, starting with plant-based dog treats. This is a growing category for consumers who are focused on the benefits of plant-based nutrition for themselves and their pets. Pet parents continue to look for treats that are made with recognizable natural ingredients that provide a level of health support."
The treat category has continued to be enhanced through suppliers’ dedication to limiting ingredient lists and offering high-quality, premium treats that pet parents can feel good about feeding their animals. Alongside showcasing new items and products, these producers are also planning on staying true to their signature treats that have helped establish these companies.
• Long-standing exhibitors at SUPERZOO highlight the show's diverse retailer base and networking opportunities, underscoring its value in expanding market reach.
• Exhibitors are focused on customer engagement, product innovation and strengthening industry relationships through impactful presentations and interactive displays.
Taking pet owners preferences, feedback and demands into consideration, leading dog chews companies have continued to tailor their product lines to meet consumers’ requirements and pets’ needs. Looking toward this year’s SUPERZOO show, these companies reflected on the benefits presented from the show, how long they have been part of this tradeshow and the various reasons they continue to return.
“This will be our 10th year exhibiting at SUPERZOO!” said Dan Goodnow, Owner and CEO of Tuesday’s Natural Dog Company. “Throughout the year, our sales team communicates with all of our customers through phone calls and e-mails, because it’s really important to get to know each of our retailers as individuals and the unique things their business needs in order to succeed in such a competitive market. The most valuable part of exhibiting at SUPERZOO is being able to meet our customers face-to-face, understand their unique needs and continue to build on that relationship. So many of our retailers attend SUPERZOO and being able to connect with all of them in person in such a short amount of time is incredible.”
“This will be CANOPHERA's fourth year as an exhibitor at SUPERZOO,” said Rob Johnson, President and Managing Partner. "SUPERZOO provides a much greater spectrum of retailers than other shows, and we greatly value the opportunities and networking inroads it provides. Prime examples: grooming competition allows groomers and boutique shops to explore unique products they have never seen, such as CANOPHERA. Another opportunity is SUPERZOO caters to the Midwest and West Coast retailers, plus Las Vegas provides an attraction for all different people to have a mini vacation plus a work event."
Exhibitors outlined what their company’s goals and objectives are for this year’s show. “Engaging with our cus-
tomers, in-person, is one huge benefit of attending tradeshows. Hearing their concerns, ideas and interests is important to Jones Natural Chews,” said President Laura Jones. “Certainly, we hope that current customers feel heard and valued when they visit and that prospective customers feel that Jones can be a trusted supplier for their store. We are in the treat business, so we also hope they gain some sense of excitement and fun after they see us. My personal favorite type of interaction is when a store owner finds a new item for their chew bar, and they know exactly which customers’ dogs will benefit from it. I love hearing about the dogs that visit their shops! Our store owners are our bridge to end consumers, and their feedback is important to us.”
Jones continued, “Safety is very important to us, our products are intended to be used for rewarding so as much as we want all fun and games, we know it is important that store employees feel confident when recommending natural chews. We want attendees to walk away from the Jones Natural Chews booth knowing that they have a trusted supplier for meat, natural, American-made dog treats.”
“Our primary goals for this year’s SUPERZOO are to: 1) Showcase New: Introduce our latest innovations and merchandisers to the market. 2) Strengthen Relationships: Build and strengthen relationships with retailers, distributors and other industry partners. 3) Educate and Engage: Educate attendees about the benefits of our products and our commitment to pets. We hope attendees will walk away with a clear understanding of what makes Treat Planet unique and get excited about carrying our products in their stores,” said VP of Sales Josh Meyer.
Whether it’s striking displays or captivating demonstrations, these companies are gearing up to provide attendees
with a memorable visit. “Part of having a profitable chew bar involves merchandising it in a way that’s attractive and really appealing to your customers and their dogs. When you visit Tuesday’s Natural Dog Company’s booth, you’ll get tons of ideas to make your chew bar pop. We’re bringing a dedicated team of dog treat experts with us to the show and they can answer any questions you have about how the chews are made, their nutritional benefits, enrichment ideas and so on. At Tuesday’s, we have more than 300 natural chews available. Our team will be there to get to know retailers and their store,” said Goodnow.
“Nylabone, a brand proudly in the Central Garden and Pet portfolio, is set to bring unparalleled excitement to this year's SUPERZOO with the launch of our innovative new lines in hew toys, rubber toys and treat toys,” said Kim Cassar, SVP Dog and Cat Marketing with Nylabone. “Gearing up for our 70th birthday in 2025, we are launching extensions to our fun Novelty and Gourmet Style chew toy lines with new and unique shapes and flavors. We are also enhancing our enrichment toys with new, durable rubber toy designs. For 69 years, Nylabone has been a leader in bringing important chewing solutions to dogs of every shape and size. Attendees can look forward to discovering cutting-edge designs and features that promise to enhance the joy and well-being of pets everywhere. We will also ‘bring the flavor’ with our wildly popular Nylabone Natural Nubz chew treats. This line of long-lasting chews delivers all the flavor, fun and function!”
Leading dog chew exhibitors understand that chewing is a vital and essential activity in a dog's everyday life. Suppliers plan to exhibit their latest dog chew products while also demonstrating the significance of only using high-quality, easily digestible and tasty ingredients.
Publisher/Editorial
1. Newtopia Now (formerly Natural Products Expo East)
Aug. 25-28, 2024
Colorado Convention Center Denver, CO www.newtopianow.com
2. SUPERZOO Aug. 14-16, 2024 Mandalay Bay Las Vegas, NV www.superzoo.org
3. PLMA's The Phenomenon 2024 Nov. 17-19, 2024
Donald E. Stephens Convention Center Chicago, IL www.plma.com
4. The Inspired Home Show March 2-4, 2025 McCormick Place Chicago, IL www.theinspiredhomeshow.com
5. Natural Products Expo West March 4-7, 2025 Anaheim Convention Center Anaheim, CA www.expowest.com
6. Global Pet Expo March 26-28, 2025 Orange County Convention Center Orlando, FL www.globalpetexpo.org
Give your pet fresh and pure omega-3s.
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You came (to North America’s largest pet retail event). You saw (the latest, greatest pet products). You conquered (your business challenges). And we can’t wait for you to keep that momentum going next year! Thank you for helping to make SuperZoo the incredible, fun-filled event that it is. We look forward to seeing you in 2024!
August 14-16, 2024
Education: August 13-14, 2024
Mandalay Bay, Las Vegas, NV
20,000+
Pet professionals participate, including: 3,300+ buying companies 1,100+ exhibitors
10,000 buyers—the most in
Largest Industry Show Floor
300,000 square footage