March 2024 Pet Insight

Pet In sight

March 2024

IndustrySustainability suppliers and retailers are partnering to drive a more sustainable future for the industry

Inside

• Special Report: Woof Gang Bakery & Grooming 4 • Market

Focus: Florida 8 • Sustainability in Grooming 12 •

Sustainability in Hardlines 18 • Category Analysis: Chews 26

• Category Analysis: Dog Toys 32 • Category Analysis: Elevated

Containment Solutions 36 • Global Pet Expo Roundtable 40 • Q&A

Interview: Jim Lamancusa, PSC 52

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Special Report

Woof Gang

Bakery & Grooming

AN INDUSTRY LEADER IN CUSTOMER SERVICE AND DRIVING ENHANCED SHOPPER ENGAGEMENT

From its unassuming 2007 debut in Florida to now boasting more than 300 locations across North America, Woof Gang Bakery & Grooming’s corporate team and enterprising franchisees are ensuring that for pet owners, the signature pink paws that accent the brand’s store signage are now as recognizable as the Starbucks siren or the Apple apple logos and have come to represent a one-of-a-kind neighborhood pet store experience. While the pace of store openings for Woof Gang has progressed at a steady and measured clip since its founding, the company’s growth launched onto a new trajectory in 2022 when it was acquired by Garnett Station Partners, announcing developments in new markets in new states and in Canada and ending 2023 with a staggering 300-plus locations either open or under development. Having also nabbed a spot on Franchise Times 400 list for 2023, Woof Gang Bakery & Grooming is showing no signs of slowing down.

History

Paul and Cara Allen opened the first Woof Gang Bakery store in Jupiter, FL in 2007, constructing a novel solution for pet care that diverged from traditional big box pet stores and that could be scaled through a franchise model. Built on providing unparalleled customer service along with quality vetted products in a unique boutique-like setting, Woof Gang Bakery & Grooming grew steadily through the next 15 years or so to more than 200 locations throughout Florida and across 20 states including

Texas, New Jersey

and Nevada.

Paul Allen in 2021 credited the company’s eventual decision to focus on grooming for its long-term success. “The key factor driving our exponential growth was the decision to introduce professional pet grooming to our business model,” he said in media reports. “By listening and responding to market demand, we realized 10 years ago that this foundation of service would be a core element in storefront success.”

While some corporate-owned stores also opened under the Allens’ leadership, the company approached its franchising opportunities through the philosophy that the leading company should guide rather than dominate the franchise. Woof Gang prioritized giving franchisees opportunities to have a voice and participate in decision making, celebrating its most successful franchises with recognition such as its “Millionaire Club” for those with annual gross sales of $1 million or more.

In June 2022, Woof Gang Bakery & Grooming was acquired by Garnett Station Partners, a New York-based principal investment firm.

New Leadership

Franchising veteran Ricardo Azevedo has taken the Allens’ vision to greater heights after he assumed the role of CEO following the Garnett Station acquisition. In under two years, Woof Gang has expanded its footprint to close to 30 states plus Canada, representing more than 350 locations either open or under development as of February of

this year. “Woof Gang's growth strategy is centered around our mission to be the world’s largest network of neighborhood pet stores,” he told Pet Insight last fall. “To fulfill this purpose, our aim is to continue expanding our footprint and further elevating our grooming services and premium treats. Our focus remains the same: creating a welcoming space where each pet receives personalized care, and our bakery, filled with all-natural treats made with love, reflects our commitment to their well-being and happiness. Looking ahead to the new year, we have our sights set on new international markets, identifying regions where there is a growing demand for high-quality pet products and services. Community engagement will remain at the forefront for Woof Gang as well as our franchise network continues to support animal welfare organizations, host adoption events and participate in pet-related initiatives to strengthen our brand's connection with pet lovers locally.”

While Woof Gang represents Azevedo’s first foray into the pet industry, he came to the role with a robust resume of experience and insight in the world of franchising. “For 12 years of my career before here, I was in the franchising industry in RBI, the Restaurant Brand International that owns large brands like Burger King, Tim Horton’s and others,” he said. “I was already very involved in franchising—what I love—and I love the concept of entrepreneurship the

Special Report: Woof Gang Bakery & Grooming

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franchising business brings.”

Azevedo also characterizes the working relationship with Garnett Station as unique and ultimately very positive. “It is very different from traditional private equity. We are very close to the Garnett Station leadership. I worked with them when I was at Burger King. It’s a very close relationship; they are very involved with the plans and the strategy and also they have a big trust in believing in what we are building here,” he said. “It’s a very positive relationship overall. The board members we have in our company today—it’s amazing—it's a very experienced group of people that lead in the pet industry. The support and the help from the board is amazing. And Garnett Station has a lot of resources and learning they share from other businesses. It’s really a pleasure to be part of a group like that. It’s been an amazing partnership with them so far. They provide knowledge when we need it; there is always someone who knows someone who can help us. They add value but once we align with the plan, they fully trust and support the execution as well, that is very important.”

Azevedo’s team ensures a similarly supportive system to help cultivate Woof Gang’s growing team of franchisees as well. “It’s a whole cycle,” he said. “We’re very transparent with our franchisees when we talk to them about opening a Woof Gang—how the process is going to happen, how the cycle works and we work with them through the process. We have a lot of great tools to help them. Once they find the right

place, we are going to support them through building the store and to navigate all the permits and drawings. We support them throughout building their store and opening the store. They go to Orlando and spend a lot of time with our team there and all the other areas of the business where they are going to learn everything that they need in order

every single pet that comes into your store. That’s basically our mindset. That mindset is what makes the experience extremely different at Woof Gang.”

Woof Gang’s ability to provide a distinctive dual-concept business model encompassing grooming and retail is a point of pride, said Azevedo. “Our success story is deeply intertwined with

“Pet specialty is where change comes from in the first place, and all of those large and big box [stores] try to replicate down the road, but what we can provide in pet specialty is very hard for them to provide. On the service side, our brand today is the largest grooming concept in North America. The knowledge and the relationship between the groomers and the dog are extremely critical. It’s not just about coming in for grooming service. Rather, when a dog comes in for grooming, it’s something special, and that’s the mindset that we have and we train our franchisees to have. That’s what makes a big difference. It’s hard for a big box to replicate that.”

— Ricardo Azevedo, Woof Gang Bakery & Grooming

to manage a Woof Gang store. When it gets close to the opening, our team is there helping them open the store. There is a lot of work to be done, and we get better every day. It's [trust] is huge especially in the franchising industry. You can’t force trust. You gain trust by doing what is right and that I learned too. Trust will come as you do the right thing over and over. Then naturally people trust each other."

During training, franchisees are taught the Woof Gang Way of customer service. "How to make the customer feel like they’re home, how to understand their needs and calling their pet by name is a must," he said. "You need to know

the passion of our franchisees, who are not just entrepreneurs but also passionate dog lovers and active community members. Whether we're connecting with potential partners at tradeshows or engaging with the pet industry community at conferences, we're always on the lookout for individuals who share our enthusiasm and dedication. It's this collective passion for pets and our commitment to the communities we serve that have been fundamental drivers behind Woof Gang's remarkable growth over a relatively short period of time. Our franchisees don't just run businesses; they become integral parts of the neighborhoods they serve, embodying the very essence of our mission to spread love and joy, one groom and treat at a time.”

Market Spotlight

Florida

Florida’s favorable climate—both in the business and the meteorological sense—presents fertile ground for entrepreneurs who want to bring something special to the state’s pet-owning population. That’s not to say that owning and operating a small independent business these days is easy, especially with competition from larger retailers and e-commerce giants like Amazon and Chewy. However, the state’s diversity in demographics ensures that while many pet owners will be drawn to the convenience and often lower prices these larger operators can provide, a certain segment needs something more for themselves and their pets. This is where these small-scale retailers and groomers shine; their earnest desire to serve their fellow pet lovers, to provide the utmost quality foods and products and to nurture long-lasting connections make them the go-to resources for pet owners who need that personal touch in providing the best life for their pets.

Labors of Love

Small business endeavors are largely labors of love, and for pet specialty entrepreneurs, the drive is no different. Lashonda Geffrard is owner of The Paw Shop, a grooming salon in Ocoee, FL. “When I was a student at the Florida Institute of Animal Arts back in 2007, I knew I eventually would want to open my own grooming salon,” she said. “Back then when I was new to the industry, I was conflicted about the experience I wanted my clients to have while at my store. I wanted it to be a mixture of modern, urban, luxury. So, after graduation and working under the leadership of some amazing groomers for a couple of years, my then husband and I pulled The Paw Shop name from a hat and then I began the journey of bringing The Paw Shop concept to life. The Paw Shop opened in the summer of 2015. Now here after years of evolving the salon into what it is today, we provide premium full-service pet grooming services, doggy daycare for our grooming clients and quality grooming essentials our fur parents can use at home for their furbabies.”

Evolution is a natural process for many pet businesses. Debra Lynch, who

has a veterinary technical background, first started Pet Orlando in Orlando, FL, in 2001 after being burned out from putting down her favorite client animals, oftentimes because of sub-par nutrition, she said. Per her vision for Pet Orlando, “We are experts in raw feeding and proper nutritional supplementation. We got our start as primarily an internet business shipping our products nationwide and through the years we have evolved into a unique full service ‘health store for pets.’ Our core philosophy is that good pet health is based in good nutrition,” she said.

Jarbas Godoy opened his grooming business, The Dog From Ipanema in Coral Gables, FL, to share his expertise first cultivated in his home country of Brazil. “The name of our company was a creation of my past wife,” he said. “She reasoned that people in Miami were always asking me where I was from since my accent was not the usual Latin American accent so common in South Florida. The store opened in 1986, only four years after I moved to the US with the help of some of my clients. Since I was a show competitor and breeder in Brazil, I always was focused on making pets looking as close as possible to their fancier show counterparts. I never could see why pet dogs should not look like the standard breed. Education was always an important part for me in conducting the business—educating not only my teammates as well as educating our clients.”

Godoy’s investment in his team is clearly paying it forward to the benefit of local pet owners looking for expert grooming. “Since South Florida is in an eternal growth phase, having a pet business here is a very good thing. Of my former employees, I can say that at least eight have their own operations nowadays,” he said.

Further north, both Wagnolia’s in Stuart, FL, and Wholesome Hound in Naples, FL, are dedicated to serving local pet owners looking for trusted and locally made food and treat options. “We will celebrate our sixth year in April 2024,” said Wagnolia’s Owner Michelle Tucker. “We sell only all natural super premium brands of pet food including

all variations of preparations, frozen raw and gently cooked, freeze-dried, dehydrated, air dried, canned and dry. We also bake in-house fresh cookies, cakes and ‘pupcakes.’ We offer expertise in pet health and nutrition resulting from more than 30 years in the business and personnel with degrees and certifications in pet nutrition.”

Wholesome Hound Co-Owner Molly Havig shared, “Wholesome Hound is exactly as it sounds—a dream realized, where pooches and people alike can have access to the most holistic and healthy canine lifestyle possible.”

Havig, along with Stephanie Zaiser, wanted to provide their childhood community of Naples, FL, a comprehensive option for pet nutrition. “And so in 2014 Wholesome Hound was born, and our retail store opened in January 2015,” Havig said. “Wholesome Hound actively curates healthy, nutritious food, treat and supplement options, as well as safe, well-crafted accessories and toys for our canine customers and their pet parents. Wholesome Hound uses a knowledge-based, customer-service-focused approach to help pet parents maintain the health and longevity of their [pets] fur babies, while keeping them happy and engaged. Our staff is well-trained and actively participates in nutrition research and is constantly searching out unique products. Sourcing locally as much as possible is important to us. We carry everything from kibble to raw, treats of all kinds, supplements, grooming products, toys, dog walking necessities—basically everything you need to keep your dog happy and healthy.”

Meanwhile, John Olsen, CEO of Pawty Depot in Cape Coral, FL, saw a unique demand in his community involving pet parties and worked to meet it. “Pawty Depot was our pilot concept for a oneof-a-kind pet Pawty store,” he said. “We opened officially on October 31, 2019. We started the business after our American Staffordshire Terrier Samson got invited to a pet party. He had multiple allergies so we were already making treats and foods, so it was a no brainer in our opinion. We quickly discovered there was nowhere to get a wide vari-

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Market Spotlight: Florida

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ety of Pawty supplies locally so we set up the retail store for DIY clientele. As part of the Pawty experience we offered Pawty planning, custom Pawty menus and photography services as part of the package. Our original plan changed considerably due to the pandemic and we started doing rescue events to stay afloat. Somehow or another we started vending at dog shows and cooking fresh meats for some of the top dogs in the country. We currently travel the show circuit with Pawty supplies and a fresh made menu of our Showdog Chef creations. The business name Pawty Depot was chosen for our physical location and our mobile event side is Pawty Express. We tried to combine the concept of the Pawty with express delivery and my father’s love of trains.”

Opportunities and Challenges

Florida’s varied demographics and regions present different scenarios for business owners—both beneficial and those that require some creative thinking. Suzanne Grande, Owner of Grande Style Pet Grooming in Tampa, FL, said, “I have spent nearly every day for the past 57 years in a grooming salon in the Tampa Bay Area. I would have to say that the opportunities are endless. The pet industry has always thrived in this area. The biggest challenge is that the industry has had a hard time getting up to national averages in the prices charged for services. Fortunately, I do see a trend in bringing the Tampa Bay Area up to speed.”

Meanwhile, Nancy Okun, Owner of Cats n Dogs, a retail store in Port Charlotte, FL, contends with a unique demographic. “My area is predominantly retired seniors living on fixed incomes, pensions social security,” she said. “For instance, Port Charlotte, where Cats n Dogs is, is small town living with few opportunities for younger people. If you want to work with pets, it’s big box or vets. Independent stores like mine have no more than two people working.”

But if locals drive across the Peace River into Punta Gorda, they will find million-dollar homes, fine dining and groomers charging more than groomers in Port Charlotte, according to Okun. “[It’s] still the same county,” she said.

Okun credits her community for help-

ing to keep Cats n Dogs up and operational so that she can continue doing what she enjoys best. “The business is never the same,” she said. “Each day is different. Many times, customers come in with an issue and we are there to listen and try to help solve whatever the problem might be. Many of the pet parents hear about us by word of mouth. They’ve shopped at other stores. They find out that Cats n Dogs cares, and that’s why the store is the last true independent store in Port Charlotte. [We] survived the pandemic, got hit hard by Hurricane Ian, but because of our customers, we’re still open.”

Similarly for Pam Bilbruck, Owner of Mr. Mochas Pet Supplies in Belleview, FL, it’s about learning to work with fewer resources. “The margins are low, so maintaining quality and running on a skeleton staff is key,” she said. Yet there is much to enjoy about serving her customers. “We love the people and helping the animals. We are very much solutions-based,” she said.

While pet owners often expect to have to pay more at an independent pet store, Jennifer Ramirez, co-owner of Bonez & Pawz in Tampa, FL, said she enjoys defying such expectations. “Some of the challenges [include] educating customers that feeding healthier doesn’t mean that you have to spend more,” she said. “In many cases we can save a customer money.”

Paradise Poochie, a pet store in St. Augustine, FL, has been in operation for two decades, according to co-owner Tommy Brennan. Brennan took over in May 2021. “After many years of being in sales in the pet Industry, settling down here at Paradise Poochie, I most enjoy getting to lay on the floor and play with the [pet] customers,” he said. “The opportunities are enormous, especially with the influx of people coming to Florida; we are meeting new customers every day. That being said, there are thousands of products out there that people from every state are looking for once they arrive in Florida, so the challenge is finding the space to accommodate all the requests to keep our customers happy and healthy.”

By virtue of its niche products and services, Cindi’s Pet & Aquarium Center in Vero Beach, FL, experiences a dif-

ferent set of challenges as well as joys. Douglas Moore, who with his wife are the third owners of this business said, “The most enjoyable to me is seeing the kids as they ooh and aah over the animals in fascination and the excitement they express with each new discovery,” he said. Meanwhile, “The Florida market like most others is having to compete with the internet; it's difficult but doable. One of the big problems is the animal rights groups who keep trying to put us out of business. Most of the animals we sell are farmed rather than wild caught these days as it's cheaper to do so and quality is much better that way. But the animal rights groups keep trying to pass legislation that will restrict imports from farms all over the world or make it so onerous on small mom and pop pet shops to meet the requirements of new legislation that we will be forced from business. I could go on and on but they have the supposed moral high ground no matter what they do.”

Thriving Creativity

Laura Watts opened Plus Paws Pet Salon in Orlando, FL in 2010. Like for many of her pet industry peers, consumer demand helped dictate how her business has evolved through the years. “I started as just a grooming salon. After a few years of being open, I had such a huge demand for other things,” she said. “Clients were coming in and asking for food, treats, chews, toys and more! So, I saved every dollar I could and purchased my first building and expanded into a retail store and even have doggy daycare which all has been a huge hit amongst my customers.”

Watts’ return customers appreciate her dexterity and business acumen as well. “The average pet parent who visits my store seeks a unique experience with unique retail. We offer a wide range of toys and chews, our Bulk Raw Bar is very popular, some of the bones we carry are locally made and you cannot get anywhere else in Orlando. I have had many of the same clients for more than a decade, know their entire family, life stories; oftentimes, I know their pets from birth until they leave this earth and feel such a deep sense of integration into my community with owning a pet business in Central Florida.”

Sustainability in

Grooming

Key Takeaways

• Education and Advocacy for Sustainability

• Adoption of Sustainable Materials and Practices

• Emphasis on Ingredient Transparency and Ethical Sourcing

In their attempts to learn how to incorporate earth-friendly and reusable products in their pets’ lives, pet owners tend to be more critical and sensitive when it applies to products which come in direct contact with their pets’ skin and coat. Manufacturers are attuned to pet parents’ deepening concerns for their pets and have delivered products that meld soft side effects with practical application.

"Material and substance management is key to Best Shot’s ongoing success. We’ve been focusing on all our materials from production, non-production, to post-production," said David Campanella, Sales and Marketing Director for Best Shot. "There has been a concerted effort towards more uniform packaging across our brands; dimensional materials like packaging, bottles, labels and closures. This helps streamline production efficiencies and minimize waste. Sourcing non-dimensional materials like surfactant chemicals, botanicals and other fluid mixes are critical in maintaining continuous supply chains. We have expanded our vendor relationships to ensure our external stakeholders, distributors and customers’ demands are met uninterrupted. A large portion of our business caters to pet service professionals, so we seek to be the preeminent supplier they can always count on."

Best Shot recycles production-related corrugated packaging into non-production materials for bulk packaging and shipping. "Most of the bulk raw material containers we require from production are recycled and re-used by our suppliers. This has been a coordinated effort for more than two decades," he explained. "We strive for more sustainable quality ingredients sourced here in the US. We started offering non-aerosol spray alternatives that are safer for the environment. We are always looking for

more sustainable avenues that benefit the environment. However, we also must be weary of the greenwashing and many scams that turn out to be unrealistic in terms of people, plants and profits. Bottom line: sustainable must be attainable. Unfortunately, while this social movement is a noble cause, it’s typically plagued with hefty price tags consumers simply cannot afford."

"Pet King Brands views sustainability holistically, considering not only environmental, but social and economic sustainability," said Director of Marketing Debra Decker. "To achieve social sustainability, we are always focused on our mission in advocacy. Since our inception, our founder has been a major advocate for pet adoptions and the systemic reduction of homeless pets. She has made strides to improve the quality of life for animals in shelters across the nation by helming the Internal Cause Marketing program, providing donations to aid pets in foster care and animal shelters. Using the Pet King Brands name alone, she has ensured that over $300,000 of healthcare products have been donated to shelters across the nation. As far as economic sustainability, we create quality products recommended and utilized by veterinarians. The LP3 Enzyme System is a proven antibiotic alternative that has been shown to be effective against bacteria and fungus, saving money and excessive product waste in the long run by solving the problem at the source."

“Sustainability at Fresh Mink Pets is a commitment to environmental and ethical responsibility throughout our entire product lifecycle,” explained Founder Maria Lee-Driver. “This includes sourcing eco-friendly ingredients and minimizing our carbon footprint, just to name some of our commitments. We strive to create products that not only enhance the well-being of pets but also

contribute positively to the planet.”

“There are several key components to how Pure and Natural Pet approaches sustainability,” said President Brian Taus. “First and foremost is our ingredient sourcing; the Pure and Natural Pet brand is known for quality ingredients, specifically our USDA Certified Organic ingredients. We put our suppliers through a rigorous background check ensuring that they are using ethically sourced materials, avoiding deforestation and supporting the local farmer. Our packaging is eco-friendly, recyclable, biodegradable and made from green renewable resources. We have redesigned packaging of two of our most popular products (Ear Cleansing System and Flea & Tick Spray), and in each case we have substantially reduced the packaging footprint. Our Pet Wipes proudly display the Forest Stewardship Council logo; the FSC ensures responsible management of the world's forests. Our suppliers and manufacturing facilities all implement sustainable business practices, including reducing energy and water consumption. Community and social responsibility are essential elements of the Pure and Natural Pet brand; giving back and supporting pet centric organizations will always be part of our business model.”

According to Joel Weinstein, Director of Sales and Marketing for Bass Brushes, the company has prioritized sustainability throughout its 40-year history, “way before it was cool,” he said. “To unpack that a little bit, we are coming from what’s called the natural organic industry, and in the US and western Europe and Canada there is very much an industry that’s known as ‘natural organic,’ and you have to be established in that realm to be considered a natural brand—both anecdotally and by data. Bass Brushes is by far the No. 1 selling

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Keep Unwanted Pests Away

Sustainability in: Grooming

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natural brush maker in the country. That does include our people division and it includes our pet division.”

Bass Brushes’ sustainability story is rooted in its choice in material: bamboo. “We happen to be well-known for use of premium grade bamboo,” he said. “Bamboo is one of the most sustainable, natural resources on the planet. Bamboo is the fastest growing plant on the planet by a long shot. It grows in any environment on earth; in fact, it’s accurate to say you can’t stop it from growing. When it’s harvested, it doesn’t damage the top soil which a lot of other hard woods do, and it doesn’t need fertilizer. When the leaves fall to the ground and disintegrate and compost in a natural environment all of those nutrients provide the plant with what it needs. It’s extremely sustainable.”

While trendsetters often inspire copycats, Weinstein said in the case of bamboo, the more the merrier. “In the last five years, you’re seeing companies utilize bamboo much more prevalently. There are all kinds of bamboo products, and that’s a good trend. This is something that makes sense, and it’s a good thing that it goes mainstream. We’ve been doing this for decades, and we specialize in this premium bamboo. We use it for two reasons: It’s sustainable, and we happen to be fortunate that it’s so beautiful. It’s natural, it has a gorgeous tone, it has a distinctive grain pattern and it happens to be one of the most sustainable materials on the planet.”

As a growing number of companies adopt sustainable business practices and incorporate environmentally friendly materials into their product recipes, consumers have taken notice and go so far as to select products based on the company’s level of commitment to earth-friendly values. “Consumers today are increasingly conscious of the environmental impact of their purchases,” Lee-Driver said. “Demonstrating adherence to sustainability efforts builds trust and resonates with socially conscious pet owners. By showcasing our commitment to sustainability, we aim to empower consumers to make choices that align with their values, fostering a sense of responsibility towards the environment.”

Fresh Mink is drawing pet owners’ attention to the effect grooming products can have on the environment. Often underestimated, some grooming products contain harsh chemicals that leave a negative impact. “Consumers should be aware that grooming products can have a significant environmental impact,” Lee-Driver said. “Fresh Mink Pets emphasizes the use of biodegradable and responsibly sourced ingredients. We communicate our sustainability efforts transparently, detailing our eco-friendly packaging, cruelty-free practices and the reduction of harmful chemicals in our products.”

Younger generations of pet owners take caring about ingredients to a whole new level compared to their parents and older generations. Manufacturers like Pure and Natural Pet are happy to oblige and feed that curiosity by putting the ingredients the company uses in its formulations front and center. “Pet consumers are focused on transparency, specifically when it comes to the grooming products that are used on their pets,” Taus said. “This includes a deep understanding of the ingredients used, sourcing of those ingredients, the packaging materials and the overall environmental footprint of the brand. I love to visit the pet store and watch consumers shop the grooming section, and it's amazing how many people read each ingredient; it's not just a ‘grab-and-go’ environment. When a consumer sees the USDA Certified Logo on our products it provides a sense of confidence and reassurance that our ingredients are sourced under the strictest guidelines. Ingredients have health implications and all pet owners should have informed choices knowing exactly what they are purchasing. The organic certification is a great start.”

The higher frequency of conversations surrounding the environment and how individuals and companies can do their part to make significant and lasting positive impact on the future of the planet is promising to those who have been stoking the flames. While some companies tell a pleasing story about their efforts without actions backing them up, it’s becoming easier to identify the companies who are genuinely concerned with the condition of the earth.

“Fresh Mink Pets is dedicated to authenticity,” Lee-Driver said. “We actively engage with our customers, encouraging feedback and dialogue to demonstrate that our commitment to sustainability is an integral part of our company values, not just a marketing strategy.”

Fresh Mink Pets is launching a comprehensive sustainability campaign. “We will continue to innovate our product formulations, pushing the boundaries of sustainable grooming for pets,” Lee-Driver explained. “We annually [host] Fresh Mink Pet Expo and Fresh Mink Pets Education, 501(3) c to drive our efforts in the pet community.”

Pure and Natural Pet’s projects will lean into the company’s endeavors to adopt earth-friendly practices. “We operate under the principle of continuous improvement. We are continuously seeking ways to improve our stainability practices, whether through product innovation, packaging redesign or our partnership with environmental organizations,” Taus explained. “Whenever you see a ‘new and improved’ Pure and Natural Pet item, rest assured it has been through a thorough sustainability evaluation. We will continue to demonstrate a commitment to ongoing sustainability efforts to ensure Pure and Natural Pet remains a leader at the forefront of eco-friendly pet grooming.”

The Pet Sustainability Coalition (PSC) has been a driving force uniting companies with a shared drive to adopt sustainable practices, helping these companies establish a baseline and measuring their progress towards becoming more sustainable. “Fresh Mink Pets is proud to align with the PSC's mission,” Lee-Driver said. “We actively participate in PSC initiatives, adhering to their guidelines for sustainable practices."

Pet owners no longer want products with harsh chemicals used on their pets, and manufacturers of pet grooming products are encouraged by this shift to continue bringing innovations in eco-friendly formulas to professional and amateur groomers alike. Companies are investing in educating consumers not only about their own products but also how their purchasing decisions can support a greater environmental stewardship.

Sustainability in

Litter

Key Takeaways

• Education and Awareness about Environmental Impact

• Utilization of Sustainable Materials and Manufacturing Practices

The litter category has witnessed substantial growth within the eco-friendly space, specifically when it comes to manufacturers’ commitment to utilizing sustainable materials in the types of litter they offer. Pet owners continue to look for litter that is effective, safe and better for the environment coupled with easy to scoop and dispose of and not tracked through their home. Companies innovating and pushing the category forward continue to make strides within their sustainability practices and efforts to provide better quality products for pets and their owners.

“Next Gen works to provide sustainable litter by not only using renewable resources in our product but by making our litter from scrap wood or recycled materials,” said Director of Marketing Janice Yamamoto. “Choosing an eco-friendly sustainable litter doesn't mean you need to sacrifice quality. Next Gen Pet litter is lightweight, clumping and extremely effective at controlling odor. Next Gen Pet always has an eye out for new products that fit our business model: functional, earth-friendly pet products that make a difference for the world and your family.”

“For Boxie, sustainability means taking a responsible approach to manufacturing and promoting environmentally friendly practices,” said April Liu, Brand Marketing Manager with Boxiecat.

Of those practices, there are four that are top of mind for Boxiecat: eco-friendly ingredients, responsible sourcing, packaging and promoting education and awareness, Liu explained. “Boxie is committed to incorporating environmentally friendly ingredients into their litter offerings. Our goal is to exclusively use natural and biodegradable materials, while avoiding the use of any harmful chemicals or additives. Boxie ensures responsible sourcing of materials by obtaining our clay from well-managed clay mines and our plant-based lit-

ter through the use of sustainable no-till farming methods. Boxie carefully evaluates packaging options that are environmentally friendly and reduce waste, all while providing a positive customer experience when using the litter. Boxie believes in educating consumers about the importance of sustainability and providing information on how to properly dispose of litter in an environmentally responsible manner. This helps raise awareness and encourages responsible litter disposal practices.”

“By incorporating these sustainability practices, Boxie aims to provide cat owners with a litter option that not only meets their needs but also aligns with their values of environmental responsibility,” she added.

“We take sustainability seriously. Whether it’s using sustainable materials in our products or using recyclable packaging, we take steps to perpetuate and evolve our sustainability program. It’s a constant balancing act between sustainability efforts and final cost to consumers,” said Mat Brost, Director of Marketing and Pet Food Formulation at Dr. Elsey’s. “For our organization, we do everything possible to produce environmentally friendly products and components. Almost all our packaging is recyclable. The only exception is our 35-lb. retail-only Ultra bag. Consumer feedback resulted in us weighing our options for customers that pick up Ultra litter from retail locations. Our 40-lb. recyclable packaging is difficult to load into shopping carts and vehicles. In order to maintain consistent pricing and provide a customer-friendly package, we use a bag with a handle that is not easily recyclable for that single litter product. In order to provide this product without a dramatic price increase, this was our only option.”

“Ultra Pet follows consumer trends and strives to develop products that make sense,” said Trent Bergren, Na-

tional Sales Manager. “We participate in the alternative litter category that provides many excellent substrate options. The most essential features cat owners want in their cats’ litter are odor control, cat acceptance, easy maintenance, low dust and economic sense. While sustainability is lower on their decision tree for most consumers, Ultra Pet’s most popular products are silica gel crystals made from sand, one of the most plentiful minerals on earth. Basically, it is earth-to-earth. Ultra Pet’s EcoKitty and ZenKitty lines of litter are made from vegetable components like bean fibers, millet fibers, etc. that may resonate more with some consumers. Our most sustainable products use bean fibers and other natural materials. We also have a line of disposable litter boxes made from recycled paper.”

There are several educational points leading companies want to stress to their consumers, which include the ingredients and materials used in products and the best practices for use. “The most important thing consumers should understand about the litter category is the impact the litter’s ingredients have on the environment and the home,” said Liu. “Traditional cat litter often contains non-biodegradable and chemical materials that can contribute to landfill waste.” Boxie litter is natural and sustainable, she said. “We are transparent about our sustainability efforts and communicate them clearly to consumers. We provide information on our website, product packaging and marketing materials about the eco-friendly aspects of our litter," said Liu.

Litter manufacturers tout their transparency in material usage and sourcing to appeal to the purchasing power of cat owners. Companies emphasize that renewable, eco-friendly materials can be just as effective as traditional claybased litters with the added benefit of having a minimal carbon footprint.

Sustainability in

Hardlines

Key Takeaways

• Focus on Durable, Reusable, and Eco-Friendly Products

• Comprehensive Sustainability Commitments Across the Product Lifecycle

For some companies, sustainability is a pledge to continually do better for the planet and future generations. For other companies it’s taking responsibility and accountability for actions across social, economic and environmental facets that make up the company.

“Sustainability done well leads a company into a futureproof organization that allows it to build strategic partnerships in order to remain relevant for its stakeholders,” said Moderna Sales Executive Rachel Skweres. “Moderna, being a global, leading manufacturer that totally resonates with innovation projects, builds on these principles to remain a valid partner in its value chain.”

“For Mammoth Pet Products, sustainability is a comprehensive commitment that spans environmental, social and economic responsibility across the entire product lifecycle,” said Founder Charles Byrne. “This commitment includes sourcing eco-friendly materials, minimizing the carbon footprint, ensuring ethical practices in manufacturing and leveraging North American ‘nearshoring’ capabilities for supply chain stability. Given the uncertainties posed by geopolitical events affecting offshore production, Mammoth's focus on ‘nearshoring’ is a strategic move to provide customers with a reliable and risk-mitigated supply chain.”

“In 2009, Earth Rated recognized a common issue faced by dog owners— the inconvenience of using large, flimsy, and wasteful grocery store bags to pick up after their dogs,” said Trade Marketing Manager, Kristina Simeone. “That’s when we set out to create affordable, leak-proof, and high-quality poop bags, along with a handy dispenser. Since then, we have continued to innovate and launch new products to make life with dogs simpler and better. Today, Earth Rated bags are used by over 4.5 million people daily and can be found in over 25,000 stores in 40+ countries. At

Earth Rated, three things have always been important to us. For starters, we’re always evolving to create thoughtfully designed products that surprise and delight our customers. The second is how we put our communities first by regularly supporting animal shelters and rescues with donations. Finally, we are B Corp certified, which means that we consider our social and environmental footprints in how we run our business to make sure we’re rooted in responsibility.”

At Molly Mutt, sustainability is organic to the product. “It’s part of what we do,” said Co-Founder Art Simon. “If we made something that was really sustainable but it didn’t look good, or it was really sustainable but it didn’t last or it was really sustainable but wouldn’t wash well, it really defeats the purpose. Sustainability is that core, it’s no big deal. In other words, it’s got to be sustainable for us and it’s got to be so in a way that enhances the performance of the product. Right now people think sustainability is optional. It’s not. It’s not that it’s some kind of benefit. It’s going to be required if we’re going to continue to have people buying and selling product. It’s just a core value for us, and it influences every decision that we make, but it’s part of the organic process by which we develop our products.”

“A sustainable hardline pet product needs to have extra, specific characteristics,” Skweres said of what consumers should realize about the hardlines category. “It needs to be a high-qualityproduct that lasts a long time (durable), is easy to recycle (mono material) and in an ideal world is made of recycled materials. At Moderna, we have a dedicated collection of products that match these specs. We have entered an era where there is less and less understanding of gadget-like products that are just a waste of resources.”

At Mammoth Pet, leaders are raising consumers’ awareness of what selecting sustainable hardline products entails. It’s not simply a product but something that is sturdy, reusable and was constructed with care using materials that can be recycled. “The hardlines category in the pet industry comprises durable products such as toys, bowls and accessories,” Byrne said. “It is crucial for consumers to recognize that Mammoth Pet Products is dedicated to producing durable, high-quality items with a minimal environmental impact. Our commitment is communicated through transparent labeling, emphasizing eco-friendly materials and sharing information about sustainable manufacturing processes. Moreover, Mammoth's messaging underscores the importance of making environmentally conscious choices within the hardlines category.”

“Using business as a force for good truly starts with caring about everyday things,” Simeone said. “By prioritizing innovation, we can collectively make a big difference in creating better products and promoting responsible dog ownership. While our Tug, Fetch, Treat and Chew toys are all made of responsibly sourced PEFC-certified natural rubber, a better toy is much more than what it’s made of. At Earth Rated, we strive to be better by: choosing the right colors and textures to enhance play; considering ergonomics for both humans and dogs; making products that are easy to clean; and auditing suppliers to ensure fair working conditions. Being a responsible company means choosing wisely to further our sustainability efforts while bringing value to our consumers through innovative products that address their concerns.”

Molly Mutt’s sustainability educational efforts include encouraging people to avoid buying disposable products and realizing disposable products can

Sustainability in: Hardlines

r From Pg. 18

end up costing a lot more money as a consumer. “In the course of the year, you’re going to spend a lot more money buying an inexpensive product that doesn’t last or doesn’t perform than you will buying something that’s durable and beautiful and sustainable,” Simon said. “Sustainability is a benefit for consumers. It’s not a guilt trip, it’s not some kind of magical potion, it’s not some crazy thing because we’re out in California, which a lot of customers tell us. No, it’s actually a benefit and it relates to the performance of product, it relates to how long we can continue to manufacture our products and what it does downstream as we focus on things that many people are focusing on; regenerative agriculture and all types of different ways that sustain ours.”

“This is our 15th year, which we’re really proud of,” he continued. “We know that in 15 years of selling our product, hundreds of thousands of consumers have made a choice to reuse something in their house that might have otherwise gone into the landfill. And by doing that small little thing which is optional which nobody sees it they just decide to do that, it makes a meaningful impact now 15 years down the road where people feel really good doing it. Consumers tell us simple little actions just feel so good to them, and we’re very proud that we’ve been able to enable that one little change. Are we a huge company? Are we making some kind of big, major impact? No. But the idea is how much can each one of us do, just [that] little something, and we love that that action consumers take when they buy our product is really beneficial. They feel good about it and those items around the home have the scent that dogs love too. It’s really a win-win thing that after 15 years of telling this story, people respond to better and better and it adds up to making a pretty measurable impact that we’re very proud of.”

Simon added, “We see national retailers really emphasizing health and wellness, we see pet food manufacturers really emphasizing natural ingredients, we see the consumer really responding particularly the Millennial who is really interested in the health and safety and ways to treat their pet right to make

them feel more comfortable. That’s built into Molly Mutt. That’s built into how we started the company and it’s not something that we have to add to what we’re doing. It’s just part of what we’re [already] doing and part of what consumers are able to do. The feedback that we get, which is so positive, people are thrilled by it. If there’s one thing we wish we could do a better job at, it’s letting stores know how much of a benefit that can be for them, in addition to all the great things they’re doing in their stores to provide products and to provide services that help folks get closer and keep a healthier, happier dog. Molly Mutt should be a key plank in that. It should be a part that they do that just comes along with selling our products.”

During the past few years, Moderna Products has invested in building strategy and in a new state-of-the-art production facility. “This enabled us to determine our new baseline that supports our continuous efforts on transitioning from virgin materials to using material from recycled content,” Skweres said. “We have our first Carbon Footprint Report coming up, as well as a full sustainability report. All this measuring confirmed we need to further invest into becoming a carbon neutral organization, so we can remain a relevant partner in our stakeholders value chain. The entire sustainability movement demands efforts from us all.”

“In 2024, Mammoth Pet Products will intensify efforts for continuous improvement in sustainability,” Byrne shared. “This includes exploring innovative materials, enhancing recycling programs and collaborating with partners who share similar environmental goals. One such project Mammoth likes is our annual use of over 1 million pounds of ‘upcycled’ premium quality yarns from the North American textile industry that is used in Mammoth’s Flossy Chew rope toy product line. Additionally, Mammoth’s TireBiter rubber chew toy line uses raw rubber from Mexican rubber plants. Sourcing raw materials and producing product in North America greatly reduces Mammoth’s carbon footprint.”

“In 2024, we anticipate significant shifts in the pet industry driven by evolving attitudes toward pet owner-

ship,” Simeone said. “More than ever, pet owners are considering their dogs as integral members of their families. This change in perspective is leading to a heightened consciousness about the products they select for their beloved pets. We recognize the evolving spending behavior within households, particularly in light of inflationary pressures. While there is a heightened focus on essential and affordable products, we’re dedicated to providing solutions that meet these needs without compromising on quality. When we first started in 2009, we set out to encourage responsible dog ownership by creating poop bags and a dispenser that made picking up after our pets less of a chore. Today, as a certified B Corp company, we try to take a more holistic approach to impact assessment, considering not only our business's bottom line but also its effects on workers, communities, suppliers, customers and the environment. This approach guides our decision-making and company policies as we continue to grow and evolve.”

A growing number of consumers are taking steps on a daily basis to leave resources and the environment in better shape than when they found them. Part of this duty to sustainability calls for aligning with companies whose messages and values support and further individual’s efforts to leave a light carbon footprint. “By focusing on aligning with ethical values, increasing brand loyalty and remaining transparent and authentic, we appeal to today’s consumers’ desire to minimize their environmental impact,” Skweres said. “These factors collectively contribute to consumers’ preferences for sustainable products for their pets and homes.”

While higher price tags are harder to rationalize for consumers on a tight budget, leaders in hardline pet goods emphasize the initial investment in a better quality product made with stronger and more durable materials ensures longevity of use and minimizes the need to make repeat purchases of substandard goods that then create more waste. Companies ensure a transparent production cycle such that consumers can feel confident they are supporting businesses that actively work to minimize their carbon footprints.

Sustainability in

Premium Foods

Key Takeaways

Leaders in the premium food category have been perfecting their sustainability practices while educating consumers about their food options, which are curated to meet individual pet needs. These practices and curated food solutions continue to redefine the category, taking it to new heights in an ever-evolving market.

“We’re committed to helping create a more sustainable future for our environment, our community and our business,” said Matt Pirz, President of Primal Pet Foods. “We want to take a holistic view of sustainability, considering environmental, social and economic factors as well as the sustainability of our people at Primal.”

“Sustainability is integral to everything we do at Petcurean—it is at the core of who we are as a company,” said Christine Mallier, Sustainability and Community Relations Manager. “Our passion for advancing sustainability in the pet food industry has allowed us to achieve significant milestones, both within our company and beyond. Recently, we released our third annual Sustainability Impact Report, which illustrates Petcurean’s ongoing journey to translate ambition into action as we seek to advance sustainability. Highlights from the report include exceeding our carbon footprint reduction goals, launching an eco-friendly insect protein recipe (Go! Solutions Sensitivities Limited Ingredient Grain-Free Insect recipe), calculating Scope three greenhouse gas emissions; donating more than 2.4 million meals to dogs and cats in North America, and more. We also recognize that advancing sustainability requires an ongoing commitment, and we will continue to set goals and make strides for the betterment of pets, people and our planet,” said Mallier.

“Our goal is to improve the well-being and joy of pets while offering pet

• Milestone Achievements

• Environmental Stewardship

• Holistic Sustainability Approach

parents dependable and reputable pet food options,” said CEO and President David McLain. “At Alphia, sustainability encompasses many aspects of our pet food manufacturing processes, and all ladder up to our No. 1 priority—food safety. Alphia utilizes operational discipline, rigorous quality control and ongoing R&D investments to make products that are both safe and high quality. Importantly, we are committed to combating food waste by ensuring efficiency throughout the manufacturing process, maximization of throughput and creation of products that meet precise specifications. We are dedicated to selecting quality-sourced ingredients and working with suppliers who share our environmental and ethical responsibility. This approach allows us to meet the needs of specific pet diets, whether there are allergen or digestibility concerns, or special requirements such as additives. This guarantees each meal we craft is not only delicious for pets but also promotes their overall health.”

“At Wellness Pet, we recognize that the mutual well-being of our pets and pet parents are clearly linked to environmental and social responsibility,” said Greg Kean, Global VP of Advanced Innovation, R&D and Sustainability. “This philosophy drives not only our product development, but our work with outside partners and other internal efforts. It’s crucial that our products not only offer high-quality nutrition for cats and dogs but also support the environment these pets and pet parents live in every day.”

“Applaws has always embraced a forward-thinking approach to pet nutrition, striving to create simply better pet food using natural, limited ingredients,” said Global CEO Julian Bambridge. “Our commitment to this vision entails not only delivering high-quality products but also ensuring sustainability across

our entire value chain. This can only be maintained and achieved by setting goals and targets for reducing environmental impact, investing in research and development for more sustainable packaging, ingredients or production methods or advocating for broader industry-wide sustainability standards. By integrating sustainability into every aspect of our business, from ingredient sourcing to product development and beyond, we remain steadfast in our mission to provide pets with simply better nutrition while safeguarding the planet for future generations.”

“Sustainability for Open Farm embodies a comprehensive approach to pet nutrition and environmental stewardship,” said Megan Tuttle, Senior Director of Impact. “It involves responsibly sourcing ingredients, prioritizing animal welfare, minimizing our carbon footprint and championing regenerative agriculture practices. Recognizing that pets contribute to a significant carbon paw print, especially with the increasing number of pet-owning households, we understand the urgency to reimagine every aspect of our operations, from supply chain management to packaging. Our core mission is simple: to do good for animals and the planet. We meticulously craft quality, wholesome, nutritious, sustainable and ethical pet food that consumers can trace from farm to bowl. Our aim is to foster a beneficial impact on the environment while delivering top-tier nutrition for pets.”

Companies lean on the reputation of premium foods as already featuring more whole and less processed meal options for pets. This segues easily to a branding objective that they are able to deliver a more holistic purchasing option where the product is not only better for pets but supporting the company behind the product is also better for the world at large.

Sustainability in

Small Animal Bedding

Key Takeaways

• Use materials efficiently

• Inspire Brand Loyalty with Eco-friendly Efforts

Small animal bedding suppliers are intent on keeping pets’ habitats clean and dry and subsequently leaving starter animals happy and healthy and pet owners pleased. In addition to providing pet owners with the resources to keep small animals' homes odorfree and clean, small animal suppliers are making moves towards increased sustainability. This comes in the form of internal business practices, being mindful of materials and offering products which allow for pet owners to promote sustainability in their homes.

"Sustainability means a lot of things and it depends on how deep you want to go into it," said FiberCore’s Brian Wood. "It could be as simple as using renewable raw materials to make your product to reusable power sources to certifying your suppliers, working with and even taking it further to the types of people you work with, in our case it happens to be adults with developmental disabilities, so you’re broadening the definition a little bit. On the most basic level, it means using materials that can be recycled, resourced or reused in some ways to measure."

"If sustainability means one thing to one company and something else to another company or individual, then what does the consumer see?" he continued. "There might be something totally different to them. The PSC has done some great stuff, and it’s trying to find some commonality in the terms that we use. That’s not just in the pet industry, it’s everything."

“Healthy Pet has been producing natural pet products from renewable and reclaimed materials for more than 35 years,” said Healthy Pet's Leslie Ellis. “The company continually pushes itself to improve and innovate in all aspects of sustainability and green living. From fiber suppliers and partners to workplace initiatives, Healthy Pet is committed to exceeding quality, safety

and sustainability standards. Its fiber supply is sourced solely through suppliers that comply with third-party regulators and sustainable policies, and it is dedicated to producing biodegradable, compostable, high-performance bedding and litter that ensures a cleaner, healthier home for pets, their families and homes.”

Wood said pet owners are loyal to brands that demonstrate their sustainability efforts, and this shared value is one of the factors that drives their purchases.

“Increasingly so,” he said. “Anecdotally, I was in a pet store, a mom and her 8-year-old daughter were buying pet bedding, and they picked up a big bag of pine shavings for their guinea pig. I asked: Why are you buying that? The mom said: I don’t know, I always buy it. And I said, have you ever checked out this stuff, and I pointed out our eco-bedding product. I said it’s dust-free, it’s great for the animals, it’s made from recycled paper stock so it’s environmentally friendly. And the 8-year-old girl starts tugging on her mom’s sleeve and says, 'It’s environmentally friendly, mom.' She’s obviously getting indoctrinated in school about the merits of sustainability. There are a ton of studies that show people are increasingly taking that into account. It’s increasingly important to the consumer."

Since 1993, Marshall Pet Products offers pet solutions not only for its flagship pet ferrets, but also for cats, dogs, birds, horses, rabbits, hamsters, rats, gerbils and guinea pigs.

"Our Earth’s Balance brand focuses on natural solutions for everyday pet problems such as itching, dander, cuts, hot spots, odors and even lawn care issues," according to the companny's website. "At Marshall, we are continually researching and developing new products in order to enhance the special bond that pet owners have with

their pets."

Healthy Pet has noticed the rise in pet owners actively seeking out companies that complement their efforts to live environmentally friendly.

“Sustainability and choosing products that are cleaner and healthier for pets, homes and the planet continue to be top considerations for pet owners when making purchasing decisions,” Ellis said. “Consumers are also savvier than ever and quick to call out companies and brands that don’t follow through on sustainability claims. It is more important than ever companies of all sizes demonstrate their commitment to sustainability, and follow through in regards to efforts to help decrease our combined carbon pawprint on the planet.”

“To demonstrate its commitment to green living, Healthy Pet develops pet bedding and litter made from sustainably sourced, responsibly rescued natural plant fiber because it is cleaner and healthier for the entire family, including pets,” she continued. “Consumers should not have to introduce harmful chemicals, artificial scents or stripmined clay into their homes when the natural power of plant fiber does the job of keeping pets happy and healthy.”

“The small animal segment continues to evolve as consumers place a larger emphasis on the importance of value and finding quality, long-lasting products that benefit the environment,” Ellis said. “Pet parents continue to turn to superior products like carefresh that are cleaner and healthier for their pets, families and homes."

Countering waste is a central tenet for manufacturers of small animal bedding as category leaders make sustainability a front and center priority by using renewable and reclaimed materials. Pet owners appreciate these efforts by continuing to patronize their favorite brands.

PREMIUM BEDDING AND ENRICHMENT

Category Analysis

Chews

Key Takeaways

• Focus on Education and Product Expansion

• Shift Away from Rawhide Chews to Healthier Alternatives

• Adapting to Changing Consumer Demographics and Preferences

Manufacturers within the chews category have shown up year after year through product expansions and educating consumers on which product is best for their pet while ensuring that pet parents are able to provide their pets with satisfying chew options.

“From 100 percent fulfillment in 2023 to launching several new product lines in 2024, this is already a very exciting year so far for CANOPHERA,” said Rob Johnson, President/Managing Partner. “Innovation-wise, we’re launching nine new SKUs this spring, and we cannot wait to have some fun with our retailers and distribution partners at Global Pet Expo 2024 in Orlando. We have added several new distributors to serve our retailer customer base better. We will also continue to grow support for the independent pet retail channel by hiring Packer Mellem sales in 2024. This plan helps us continue to educate retailers on Coffee Wood chews and other sustainably sourced new products to serve our independent pet retailers across the US.”

As pet parents continue to move away from rawhide chews, companies like NPIC continuously provide product options that pets can easily digest while staying preoccupied.

“Innovation is the cornerstone of NPIC’s history, built on the idea that we could create rawhide-free dog treats that were both safe to digest and effective for dogs, while alleviating pet parents’ stress,” said Kim McClure, Senior Marketing Manager with NPIC. “We carry that same thought process throughout our product development to ensure we can offer the most natural and functional products for dogs, cats and small animals. NPIC continues to pursue healthy, alternative plantbased ingredients that can enhance the current pet category offerings. We are looking forward to the future of our company and the various paths we can take with this technology. In February,

we released a new product called Flossta, made with a new form factor with a unique spiral design that has a floss-like structure perfect to help reduce dog’s plaque and tartar buildup. And Flossta is a dual-action dental chew made with natural herbal breath fresheners like parsley and fennel. Understanding that pet parents are paying more attention to condition-specific care for their dogs, like calming health, NPIC continues to add to our functional brand, Get Naked, with our Calming Health chew sticks made with a proprietary blend of lemon balm, lavender oil, chamomile, hops flower, and passionflower to help ease dog’s anxiety.”

Education has become a focal point for CANOPHERA, which is demonstrated through its leadership efforts and practices.

“We have created several educational pieces to help offer training about our growing product line to retailers and consumers,” said Johnson. “Having our own manufacturing facilities across the globe makes us different from others. Our company philosophy is a team effort. Every voice counts including our distributors, retailers, and other partners. You must listen to all points of view to be highly successful. When our retailers share that they need more bulk products to refresh their space, we deliver. When we hear that retailers want more POP displays, we deliver. When we hear our retailers need help with education, we deliver.”

“It is still a growing category and has room for further growth. As long as inventory levels are there for retailers to purchase and keep the bins filled, this category will always be a top add-on sale for all retailers. With the new SKUs launching this year, we'll be coming out with more affordable items that are completely 100 percent natural and digestible to satisfy the consumers’ needs plus strengthening the growth of retailer’s sales,” Johnson said.

“The coffee wood chews are a relatively new product that consumers still need to understand fully. We have implemented our FAQ videos in 2023 to help balance the education pieces for consumers and retailers. In 2024, we plan to do even better with education videos and blogs for retailers and consumers to clean up any potential misconceptions or concerns that they might have regarded CANOPHERA's entire product lines and offer a way for retailers to understand why CANOPHERA is simply better - better sourcing, better product quality, better value, better support and service,” he continued. “We have retailers that need help keeping our product on their shelves. Our great marketing and displays help retailers have a source to help educate their consumers. Due to our customer service relationships with our retailers and checking in on them monthly, they get more opportunities to ask questions and become more knowledgeable about our products.”

Rush Direct has been expanding within the chews category both through innovation and product launches. “Rush Direct anticipates robust expansion in 2024, propelled by innovation, the introduction of new brands, and strategic rebranding efforts,” said Danny Waite, evp of Rush Direct. “The company is dedicated to meeting retailer expectations across a spectrum of preferences, ranging from premium to high-quality value offerings. Recognizing the dynamic nature of consumer trends influenced by economic shifts, Rush Direct is well-prepared to adapt and fulfill evolving consumer needs.”

“Rush Direct specializes as a solutions provider in the pet industry, focusing on pet chews and treats. Retailers are increasingly seeking consolidation to offer a wider range of products, and Rush Direct is well positioned to meet

Category Analysis: Chews

The Natural Chews Viewpoint:

This year, Tuesday’s Natural Dog Company is prioritizing its retailer partners, ensuring they have the resources and support to grow at a rapid and sustainable clip. “We’re incredibly excited for 2024, and we’re off to a great start!” said Dan Goodnow, Founder and CEO of Tuesday's Natural Dog Company. “This year our focus is really on offering products and building solutions that help our customers grow reliably. After the craziness of Covid and all the changes that followed, we are really focused on ensuring our customers have great experiences to help their businesses thrive.”

Tuesday’s Natural has maintained its position at the forefront of the natural chews category by remaining grateful and never taking relationship with retailers for granted. To them, these partnerships are symbiotic and endure when each side helps the other to thrive. “We don’t take our business for granted,” Goodnow said. “Every customer we work with is a customer earned. As long as we are helping our customers succeed, we believe they will in turn reward us with their business.”

The natural chews category offers more than an opportunity to reward pets and reinforce positive behaviors. Within store aisles, retailers are enlightening pet owners to the fact natural chews are the answer to several prevalent issues pet owners are seeking answers for whether that’s keeping pets calm or comforted. “Natural chews are a category that is critical for independent pet stores and dogs alike,” Goodnow said. “Often when dog owners are coming into a store they are trying to solve a problem, but they don’t know how—finding dog chews as a solution helps their dogs release stress, alleviate boredom and improve their overall happiness. For stores, helping their customers find this solution helps solidify them as a trusted advisor and helpful resource to their customers then and in the future.”

Tuesday’s Natural is attempting to erase many pet owners’ notion and misbelief that natural chews are one and all the same. Instead, it’s valuable to enlighten pet owners and help them see that chews are unique in the benefits they can offer to address pets’ behavior and mental health. “We often see natural chews considered a commodity—one bull stick is the same as any other. However we have found when our customers experience consistency and quality from a brand that focuses on that, we see their customer happiness skyrocket,” he said.

This year, Tuesday’s Natural is attempting to erase many pet owners’ notion and misbelief that natural chews are one and all the same. “We often see natural chews considered a commodity—one bull stick is the same as any other. However we have found when our customers experience consistency and quality from a brand that focuses on that, we see their customer happiness skyrocket,” Goodnow said.

r From Pg. 26

this demand. Collaborating with global partners, the company delivers distinctive products, competitive pricing, and diverse package configurations tailored to both retailers and consumers. The leadership at Rush Direct emphasizes agility to effectively address the evolving needs of customers within the dynamic business landscape,” Waite said.

Looking at the current state of the category, Waite mentioned there has been another increase in pet owners adopting pets and looking for affordable chew options. “The surge in pet ownership spans various household demographics, necessitating diverse pricing op-

tions to cater to these expanding needs. Engaging pet chews and treats play a crucial role in fostering improved interactions between pet parents and their furry companions. A more gratifying experience increases the likelihood of a lasting bond, contributing to a reduction in the number of pets surrendered for adoption over the years,” Waite said.

“In response to the evolving retail landscape, our partners are actively searching for innovative and creative ideas to enhance relevance within their specific category,” Waite explained in regards to retailer’s influence in the category. “The goal is to amplify basket size through a comprehensive omni-channel

strategy. By focusing on initiatives that drive trial, encourage trade-up, foster loyalty, and boost usage or consumption, we aim to deliver the desired category growth that retailers are actively pursuing.”

The segment of rawhide alternative chews is in itself growing and diversifying as manufacturers seek ingredients that appeal to pet owners’ increasing demand for nutritious and functional chews that are also sustainable and easy on their household budgets. The range in options now makes education about these novel ingredients an imperative in promoting trial and repeat sales.

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Category Analysis

Dog Toys

Key Takeaways

• Educating Consumers on the Benefits of Dog Toys

• Expansion of Product Lines and Introduction of New Materials

• Innovative and Interactive Toys to Enhance Bonding and Enrichment

Manufacturers in the dog toys category have continued to innovate and create new ways to enhance the animal and human bond while also giving pet parents opportunities to occupy, engage and train their pets. Leaders within the dog space mention that the category has ample room to grow within 2024 and there are several trends and hot topics on the horizon.

Starmark Pet Products has always integrated interactive elements into its toys, which not only grab dogs’ attention but hold and keep it throughout the day.

“We have been working on a series of chew treats that feature an interactive component to them and can be eaten alone as a snack,” said Emily Benson, Marketing Director at Starmark Pet Products. “Later this year, we will be launching a toy that works specifically with these treats to engage dogs for even longer.”

“As toy sales have lulled slightly in recent months, retailers are looking more intently for cost-conscious innovation to spark customer purchases,” she continued. “This led us to release several lines of entry-level toys that are made with the same high-quality we are known for but have a lower retail price point.”

Jolly Pets has been focused on new product launches that meet consumers’ needs and demands while keeping pets’ health and enrichment at the center of everything the company provides and creates.

“In 2024, Jolly Pets is experiencing a positive trajectory with a focus on both innovation and incremental growth in the dog toys category,” said Louisa Casto, Marketing Director with Jolly Pet. “We are committed to staying ahead of industry trends by introducing new and exciting products that address the evolving needs and preferences of pet

owners. Our dedication to innovation includes the development of toys that not only entertain but also promote the overall well-being of dogs. Through strategic partnerships and a customer-centric approach, we aim to expand our market presence and enhance our product offerings to sustain steady growth throughout the year.”

“Jolly Pets maintains its position as a category captain through a combination of visionary leadership and a commitment to excellence. We prioritize anticipating market trends, leading with innovation and fostering strong relationships within the industry. Our success is attributed to qualities such as adaptability, a customer-focused mindset and a collaborative approach. By staying agile and responsive to market dynamics, we ensure that Jolly Pets remains a trusted leader in the dog toys category,” Casto continued.

“The dog toys category is thriving, with pet owners increasingly seeking toys that not only entertain but also provide mental and physical stimulation for their furry friends,” said Casto. “As we move through 2024, Jolly Pets is observing a growing trend toward interactive and durable toys. Retailers can capitalize on this by partnering with us to offer a diverse range of products that cater to these preferences. Additionally, sustainability and eco-friendly options are gaining traction, and Jolly Pets is committed to working with retailers to meet these consumer demands.

Following suit, with several product launches, SodaPup continues to push more dog toys out onto the market that provide durability to ensure pets get the most out of their products.

“SodaPup is off to a fast start in 2024,” said SodaPup Founder Adam Baker. “We had anticipated a quiet month of January, however, had anything but that as new retailers continued to discover our

brand and assort our products for the first time. We’re also seeing an acceleration of our business due to the addition of new distribution partners including AFCO and Animal Supply Company. SodaPup doesn’t have a sales force so having ‘boots on the ground’ through our distributor relationships is really starting to move the needle for us. Many retailers are being introduced to our products for the first time and as a result, our legacy rubber and nylon toys are accelerating as well as our newer, enriching products like lick mats and slow feeder bowls.”

“In terms of innovation, we recently developed a new synthetic rubber material that we call PUP-X,” Baker continued. “It approaches the durability of our natural rubber toys and has several advantages including that it is odor-free, it takes colors beautifully and it floats. We’ve introduced several new products in this material, most notably our Honey Pot treat dispenser which is one of our most popular designs. This was originally made from natural rubber, but we transitioned it to PUP-X and then added more colors because we had many consumers asking for more. In fact, we used social media to survey consumers on what colors we should add. We got more than 400 responses! We then ranked the responses and produced the top three colors. We also experimented with offering a limited-edition color. One of the things we’ve learned about SodaPup consumers is that many of them are ‘collectors.’ They buy nearly everything we make! So, we produced 5,000 units of limited edition purple Honey Pots. We are nearly sold out of them in two weeks! We are trying to reward our most loyal consumers by giving them a ‘collectible.’ We will never produce more Purple Honey Pots, so the 5,000 we produced are coveted.

Now available in 3” and 4” sizes, these l le bas are big on fun. Made with the same top-notch quality as our best-seing 6” and 8” soccer bas,

they’re the ultimate alternative to boring old te is bas. Plus, here’s the kicker: they won’t deflate if punctured! Whether it’s a game of fetch at the park or a splash in the p l, these USA-made gems float for water-based adventures. get ready to score some tail-wa ing excitement!

Category Analysis: Dog Toys

Manufacturer Spotlight: SmarterPaw

“SmarterPaw brands Doggijuana and Meowijuana are achieving new heights of success through our unwavering commitment to innovation, collaboration, and execution. Innovation leads, as we have recognized the void in the marketplace for fun, thoughtful toys and solutions that incentivize play and healthy engagement with pets and the people who love them, and we are proud of what we can deliver to our customers. Problem-solving and “white-space” planning certainly influenced our innovation processes with pets' ultimate health and well-being at the forefront. We are excited to launch new products for dogs and cats at Global Pet Expo 2024 and connect with current and new industry partners to celebrate a very bright future ahead.” — Scott Ragan, Managing Partner and Chief Executive Officer

We’ve made several other new designs out of the PUP-X material, all of which are perfect for the spring season. They include a golf ball treat dispenser, a garden gnome and an ice cream cone. Having designs like these allow retailers to flow seasonal toy assortments into their store so that their assortment is always fresh and relevant.”

Petshop by Fringe Studio has already had a fantastic year and the company’s momentum will continue for the year 2024. “We’re not even out of Q1 for 2024 and PetShop by Fringe Studio is so excited for all the newness we’re bringing to the dog toy market this year,” said Jennifer Kruegel, Director of Product Management-Pet with Fringe Studio. “We have almost 40 new non-seasonal toys in addition to more than 20 new seasonal styles we’ll be launching at Global Pet Expo. Within that mix of newness is a collection of floating dog toys. We can't wait to get into pools, lakes and oceans to keep dogs having fun and living their best lives.”

“Over the last couple of years, we’ve seen a lot of newness and excitement coming to the dog toy category,” said Kruegel. “Now, we’re even seeing pet companies launching dog toy lines when toys aren’t the focus of their company. We’re excited for the growth of dog toys within the pet market and happy to be a big part of it. As retailers are looking to build their assortments for 2024, they should consider PetShop by Fringe Studio for its breadth of assortment, uniqueness, quality and value. Our premium plush toys continue to drive our business, but we offer a broad

assortment of other dog toys at varying price points with multi-feature details so we can appeal to all different types of pets and pet parents. Our functional pet products range includes plush dog toys, durable rubber dog toys, latex dog toys, canvas dog toys, earth friendly dog toys and much more.”

“Dog toys are no longer just dog toys. They can offer a range of physical, mental and emotional benefits. From bonding time with other pets or pet parents, exercise, mental stimulation and even comfort, dog toys are important to help foster play and keep dogs happy,” said Kruegel. “PetShop by Fringe Studio is working to educate the consumer on all the benefits of our dog toys by offering retailers sales content that can be used on e-comm platforms to show customers all these benefits. We also call out many key features of our products on our packaging so customers can see firsthand the value in our products.”

SmartPaw, parent company of Doggijuana, has several plans to expand the company’s product offerings this year. “2023 was a meaningful and successful year for SmarterPaw and Doggijuana,” said Scott Ragan, Managing Partner and CEO. “In 2024, we look to continue to build on strategic and sales momentum with our pet specialty selling partners. 2024 will see the expansion of our successful Doggijuana toy line with a broader assortment of our Tuffer Chewer line as well as the introduction of our new Doggijuana Tuffer Chewer Minis. Retailer partners and pet parents are embracing the Tuffer Chewer line—fun, tougher, and helping pets chill!”

“SmarterPaw’s success has been driven by three key elements—innova-

tion, collaboration and execution. On the innovation front, our assortment of Tuffer Chewer toys, in themes and sizes, continues to grow, as well as the assortment of our Juananip that helps pets chill. We are grateful for the many selling partners who have embraced Doggijuana and continue collaborating with us in the final selection of fabrics, colors and fun merchandising solutions that drive results,” said Ragan.

“During our collaboration sessions with partners, we looked at and discussed trends at the brand and SKU levels. That problem-solving and 'white space' planning certainly influenced our innovation processes. We see a more significant opportunity to balance the Doggijuana assortment to ensure we are serving dogs of all sizes and making sure with the increase in smaller to mid-size dog households, we have solutions to help all dogs,” Ragan added.

While toys were once typically impulse buys made in the check-out line, everything from rubber chew toys to puzzle boxes to plushies have become more than just something to preoccupy pets; they have become an aid that facilitates and strengthens the animal and human bond while also enriching pets’ overall life. As pet owners have come to increasingly rely on durable and engaging toys to keep their pets entertained and occupied, manufacturers promise to bring continued innovation in materials and toy design to optimize enrichment and the human-animal bond. Companies also prioritize the additional value of utilizing quality materials to ensure longevity of use, minimizing waste and ensuring a small carbon footprint all around.

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Category Analysis

Elevated Containment Solutions

The containment solutions segment has been evolving from a quick and easy space to house unruly pets when they are home alone to a thoughtful, stylish and safe haven for pets to comfortably sit up, stand up and move around in regardless if they are home alone or opt to rest or seek comfort while pet parents are home. Leaders within the space continue to raise the stakes by introducing long-lasting products that keep pets safely contained without impeding on pets’ ability to naturally move and stretch within its walls. Containment solutions also offer a safe place for pets to rest in during fireworks, the addition of pets to the family or as they adjust to their pet owners’ schedules.

“New Age Pet has experienced a strong start to 2024 and we expect this trend to continue throughout the year,” said Alex Canales, Senior Vice President of Sales and Marketing. “New Age Pet has identified a need for enhanced designs that incorporate additional functionality which include ease of use and optimal sizing, as well as new materials and textures. This trend is consistent with our customers’ desire to develop fashion-forward furniture-like containment habitats that enhance their living spaces.”

One of the ways New Age Pet has maintained its position as a leader within the elevated pet containment solutions space is by conscientiously deciding upon the materials the company uses in its designs and offering pet owners an assurance when life and circumstances happen. “New Age Pet continues to innovate by leveraging our proprietary ECOFLEX technology to reduce our carbon footprint and increase our utilization of recycled and repurposed materials,” Canales explained. “New Age Pet offers an unrivaled 10year warranty on all ECOFLEX products, which sets us apart from our competitors.”

Cardinal Gates ensures safety and dependability with its portfolio of aluminum pet gates. Whether freestanding, hardware or pressure mounted, used indoors or outdoors or in the form of a pen, Cardinal Gates pair easy instal-

lation with durability and gives pet owners peace of mind knowing their pet is roaming and exploring the rooms of their home and areas of their backyard they’re allowed to be in. “Over the years, the company has expanded from the original Hearth Guard to a full line of safety gates for children and pets. We strongly believe our gates are the best on the market in terms of safety, ease of installation, attractiveness and durability,” according to its website.

Throughout the years and the course of the elevated containment solutions category’s progression, New Age Pet has noted that the space continues to flourish into a tasteful and comfortable solution for pets while integrating the pet’s safety, a dependable structure and a long-lasting investment. “We have seen an increased migration from traditional containment solutions to stylish, furniture-like products,” observed Canales. “This trend is consistent with shifts seen in the dog bed, crate and cat play structure categories among others. Our continued effort to improve our carbon footprint, coupled with our eco-friendly products, unrivaled warranty and outstanding customer service are unique value propositions that retailers can capitalize on while seeking a partnership with New Age Pet.”

Cosmic Pet’s PetFusion is attuned to pet owners’ preference for and expectation of products that pair functionality with aesthetics. The line promises: “High quality, functional and affordable pet products that seamlessly blend in the home." PetFusion’s line of dog beds—which are one of five categories the company offers common sense solutions in—are water resistant and are made with a machine washable cover, memory foam and non-skid bottom attributes which align with pet own-

ers’ demands for quick and convenient clean up and ensures pets’ safety and comfort. “PetFusion’s goal is to provide the missing aspects from pet owners’ lives. It starts with the designs that seamlessly blend into the home, yet are uncompromising in their functionality. Then comes an exceptional level of quality in both product materials and construction. Lastly, we offer all of the above at an affordable price,” according to the company.

Retailers are letting manufacturers know what they are hearing on the front lines and in the case of this category, pet owners are demanding solutions that are size appropriate for the breed of their pet, reassurance their pet will be constrained if they are home alone or in the car and that the product is comfortable enough that pets will voluntarily enter the crate or pen or carrier and feel comforted. “Feedback from our retail partners has always been front and center when considering product ideas and development,” Canales said. “As the human-pet bond continues to strengthen, consumers are demanding size appropriate and feature rich containment solutions. The consumers’ desire for well thought out, fashion-forward products which incorporate durability, ease of assembly and maintenance is consistent with feedback from our retail partners.”

While utilitarian-looking crates serve a clear purpose in pet care, today’s containment solutions have advanced significantly with pet owners’ style preferences in mind. Manufacturers also give equal weight to pet wellness — ensuring comfort and ease of movement — and creating long-lasting solutions for households utilizing recycled and repurposed materials to create an overall minimal carbon footprint.

Thought Leadership in

Leashes

Key Takeaways

• Innovate with Desired Consumer Functionality in Mind

• Nurture Partnerships to Keep Communications Open and Fruitful

Along-standing history in the leashes category doesn’t mean companies can rest. Instead, influential leashes manufacturers endlessly look for ways to improve upon their existing product lines and find ways to incorporate consumers’ preferences into their lines. Rising to the top of the category hasn’t made the dependable companies cavalier, rather, they are doubling down to remain a trusted source of high quality, indelible goods.

“The biggest challenge for Flexi is to stay ahead of the market by always improving the leashes,” said Flexi North America Managing Director Kurt Dekker. “Dog owners appreciate it and demand our products. We always strive to cover the demand of the Flexi leashes. Reflecting on the start to 2024, we are proud to confirm that we efficiently manage our supply chain to make sure that we do deliver on time and in full to our customers week for week so that pet parents can be delivered [have choices] each and every day. We will continue to set standards on quality, safety, comfort and design for all our products. We will do our best to continue to make walking our dog on a Flexi leash an unforgettable one.”

One of the reasons why Flexi has remained a force within the leashes category is because the company hasn’t veered away from its founding vision.

“Manfred Bogdahn, company founder is very clear in his vision: ‘for 50 years, Flexi has been focusing on its core product. This is the basis for our success. Quality, functionality, safety and design are the hallmarks of our products. We are the world market leader in a small niche, and we will make sure it stays that way,’” Dekker explained. “The invention of the Flexi leash has created an evolution in leashes for dog owners. The product has evolved over the years and Flexi R&D has technically developed and designed to perfect the leash.

It is an endless process to make the best even better.”

Durability and consumer satisfaction are a key point of retailer interest when it comes to retractable leashes, and Flexi continually balances the task of delivering innovation to the category without compromising on durability which the company is known for.

“Throughout the 50 years, Flexi has been focusing on quality and innovation,” Dekker said. “Flexi has extended its sales program to several hundreds of models covering evolving customer needs in innovative designs, new materials, higher comfort and safety features, and so Flexi resonates with pet owners looking for something new and reliable. We are launching the Xtreme leash, the best leash Flexi ever produced, which features extremely bite resistant tape, extra strong materials to withstand intense usage and a robust braking system. Exciting newness will be introduced at the Interzoo show in Nuremberg, Germany in May.”

Leash manufacturers are strong on their own but like other category leaders realize that when paired with the right retailers who share common goals and drive, the momentum is seemingly unstoppable. At Auburn Leathercrafters, solid retail partnerships include being able to trust and rely on the information relayed to them so they can fine tune their products’ attributes and features.

“We rely on the feedback of our sales reps and retailers to find out where we need to make improvements and where there are opportunities,” Anita Dungey of Auburn Leathercrafters previously said. “We trust their expertise as they work hand in hand with their customers. We work hard to earn their trust, so that they know that they can count on us to be a strong and supportive vendor, and, as questions arise, that they might turn to us as a reliable source of knowl-

edge and experience in our segment of the industry.”

“The retail and distribution network we’ve built has served as a critical component of our organization over the years, in two main important ways,” Kim Stout, President of Coastal Pet Products said. “The first is as a sales partner. Having multiple points of distribution has always been a core go-to-market strategy for Coastal Pet Products—think of it as ‘being wherever the customer is,’ and by customer, we mean consumer. Our retail and distribution partners ensure that no matter where they choose to shop, consumers across the globe are being presented with the option to buy Coastal Pet Products. The second is as a conduit for feedback. Retailers in particular are often much closer to the consumer than a manufacturer is and they offer different insights and solutions we might never otherwise hear. One historical method we have used to try to standardize this communication flow is our Authorized Dealer Advisory Board, where we bring together trusted retailers from across the country to offer feedback and insight.”

EzyDog’s commitment to high-quality has made them a recognized ally for retailers.

“We’ve always set a high standard for durability and reliability within our products,” Bryant Baxter, Marketing Sales Coordinator at EzyDog said. “They look good in pictures, but retailers are even more impressed once they have our products in hand, and that value is also generally understood by customers as they visit the retail space.”

Leading leash makers know pet owners value quality and craftsmanship in their product offerings that ultimately mean longer durability and long-term savings. They continue to rely on partners to share the latest consumer demands and trends in terms of design and functionality.

Global Pet Expo

Roundtable

“I'm looking forward to: connecting with current vendors face-to-face to discuss business and finalize strategies for the coming year; finding that new, innovative vendor to add excitement and growth for our stores and finding new products to fill needs in my categories of treats and consumables. I'm interested in exploring categories that are trending, such as consumable items, like collagen, and sustainable and plant-based treats that our consumers are looking for. We are looking for ways to the carbon footprint and like to partner with suppliers that can help us do that.” — Valerie Rezente, Pet Food Express

Pet industry suppliers and manufacturers across multiple categories are looking forward to communing with peers, partners and competitors alike later this month at the Global Pet Expo in Orlando, FL. The much-anticipated gathering, themed “Innovation in Motion,” is expected to draw more than 1,000 exhibitors to showcase various products, services and offerings as participants strategize how to continue to move the $136+ billion pet industry forward. Companies have various objectives for their exhibitor booths and are looking forward to engaging in conversations on current events and their impact on business. They agree that while immediate sales are nice, the greater impact of such a gathering comes in the form of advancing ideas and education not just for their own businesses but in the interest of the greater pet-loving community at large.

Company Representation

Announcing new and updated product and service offerings is a top priority for many companies.

Claus Frenken, Team Lead Sales Sera N.A., said Global is a jumping off point to tease and preview what the company has in store for Interzoo in May, including a new brand logo and new packaging design for its koi and pond foods. “Another interesting thing we like to show during Global is our new e-learning platform, called sera Academy,” he said. “The sera Academy is free for each store employee, and it gives detailed information in the field of aquatics, reptile and garden ponds. You can even conduct exams, and if you pass, you will receive an official certificate that you can display in the store, for example.”

FieldStack will be among several point-of-sale (POS) system manufacturers sharing how they can help retailers

improve logistics and customer experience. “Attendees will see our POS and unified commerce platform in action,” said Caitlyn Andrews, Content Marketer for FieldStack. “They’ll get a hands-on demo to see for themselves how POS, e-commerce, loyalty, order management, inventory, supply chain and more are all connected by a single source of truth through FieldStack – and how that data and a unified view helps provide great customer experiences and empower their associates. We’ll even have a sneak preview of our new POS interface that will be rolled out publicly soon after the show.”

In the realm of play and entertainment, P.L.A.Y. (Pet Lifestyle and You), has new innovations to share including enrichment toys, new styles of its top-selling lounge beds and a new collection of reversible, two-in-one bandanas. CEO and Co-Founder Will Chen, said, “Among the highlights are our highly anticipated plush toy collections, which have become a staple for both our devoted fans and valued retail partners. This year, we're proud to introduce the Big Five of Africa Collection, featuring exotic and endangered animals like the rhino and leopard, alongside the charming Forest Friends Collection, which includes beloved creatures like hedgehogs and chipmunks. Our reimagining of these animals reflects the dedication and creativity we've poured into making those toys unique from what you see in the market today. Additionally, the Forest Friends series extends its charm with a corresponding collection tailored specifically for feline companions.”

Suppliers in utility categories like harnesses and apparel will be showcasing safety and functionality.

Sam Pezeshki, Owner of Joyride Harnesses, said, “This year, Joyride Harness

is thrilled to showcase an array of innovative products designed to enhance the walking and safety experience for dogs and their owners. Alongside our renowned harnesses, we are introducing our latest line of summer harnesses tailored for warmer weather, featuring breathable materials to keep dogs comfortable even in higher temperatures. We're also excited to unveil our new LED light-up harnesses, which improve visibility and safety during nighttime walks. Complementing our harness range, we will present our eco-friendly cornstarch poo bags, emphasizing our commitment to sustainability and environmental responsibility. These bags are designed to be both durable and biodegradable, offering a practical solution for pet waste management.”

Jacqueline Prehogan, Founder and CEO of Canada Pooch, shared, “At this year's Global, our focus is on presenting a range of functional products that cater to the diverse needs of pet parents in their everyday lives. Our commitment to innovation and addressing real challenges faced by owners and their dogs has driven development in key categories. A standout feature of our showcase will be our Rainwear collection. We understand that pet parents want to minimize the post-walk mess and simplify the pre-walk routine, so we have designed new patent pending Rainwear options to address these practical concerns and meet evolving needs. We are also thrilled to spotlight our calming category tailored specifically for anxious dogs. The success of last year's launch and our commitment to addressing the emotional well-being of pets, has been a driving force behind the expansion of this line. We continue

Global Pet Expo: Roundtable

“This will be my first year attending Global, and I'm looking forward to seeing what the Expo has to offer and how I can utilize the education and insights in my business. I am not looking for anything specific at the Expo, but rather keeping an open mind to what the Expo has to offer. I would like to see what new and innovative items and trends there are out there. I am also looking to connecting with other retailers and vendors and learning best practices and tips and tricks they find useful.”

— Katie Ballman, Shipton's Big R

r From Pg. 40

to collaborate with Dr. Colleen Wilson, a veterinarian and veterinary behaviorist —one of only eight in Canada and 75 in the US with this certification. Our case studies and close partnership with Dr. Wilson validate and ensure the efficacy of our innovation, setting new standards in pet well-being.”

Innovations in cat litter continue to center on sustainability. Marlene Ee, CEO of Dofu Cat said, “We launched two new natural and sustainable litters (Coffee and Bean litter and Cereal Litter) in December 2023 and are excited to showcase them at Global. Recent data showed that while pet care retail sales were down in the last quarter of 2023, sustainable products saw a climb in unit sales. There's a demand for renewable and sustainable litter, and we're thrilled to be able to bring two more resource-efficient products.”

Meanwhile, Intersand is preparing to demonstrate why it continues to be a valuable partner. “Our priority at Global will be to highlight our uniqueness and innovation in the cat litter category,” said Mark Clement, Senior Sales Director. “We have different product stations featured in our booth layout with various opportunities for brief product demos and in-depth conversations with retailers and distributors. We hope everyone who visits our booth walks away understanding the premium quality we offer, and innovation overall. Available QR codes also make it easy to quickly download and save key product information.”

The health and wellness category promises continued innovation, value and functionality as well.

“At this year's expo, we will showcase our brand new Tickless Home products, which have undergone a significant transformation in the previous year,”

said CEO Daniel Kiss. “Its clean design and light form make it suitable for use in any apartment, and it effectively addresses tick, flea and dust mite problems. It also has a soft night light that can be adjusted in three levels and turned off. Visitors can also see the wonderful new colors of the Tickless Mini and learn more about our ECO products and how the Tickless brand became certified plastic-neutral for 2024.”

Similarly, earthbath has a new solution-based line extension featuring a shea butter shampoo and spray and a bilberry and blueberry foaming facial wash, according to Carla M. Ng-Garrett, Western Territory Sales Manager. “We look forward to strengthening partnerships between our distributors and retailers at Global as they are the main reason for our continued success and longevity in the industry for almost 30 years,” she said.

Pet King Brands’ new innovation promises safety and convenience. “We are excited to be presenting our new ZYMOX Advanced Enzymatic Ear Wipes alongside our existing line of innovative, enzyme-based products!” said Director of Marketing Debra Decker. “Each jar contains 100 premium strength textured wipes that naturally cleanse dirty, waxy ears to calm and soothe irritation, alleviate temporary redness and reduce ear odor.”

Terri Entler, President and CEO of Healers Petcare previewed, “Healers will be showcasing their updated packaging designs that provide a cohesive design across the line and helps product stand out on shelf. The new packaging also quickly communicates each product’s purpose. We will also be launching new sizes of our medical dog boots with gauze inserts to enable a better fit across multiple breeds. Our medical dog boots with gauze inserts are the perfect method of bandaging a pet’s paw with-

out the use of vet wrap and rolled gauze. The medical boots are particularly helpful when taking a healing pet for a walk. Typical methods like baggies and Ziplocs don’t protect the wound long term. The boots are a sustainable solution that is washable and reusable which significantly reduces waste. It also helps reduce the need for a cone.”

Brent Stern, Chief Commercial Officer, SynergyLabs, parent company of Veterinary Formula, said, “This year we are ready to immerse the attendees in the Veterinary Formula world and present our newest formulations, all launching early this year. We’ll be presenting our newest ear health product, ear wipes and our veterinarian-formulated supplements. Really excited to introduce the supplements. We have been working to get them just right with amazing, high-quality ingredients that work, but keeping them at a price point that is accessible to pet parents.”

W. F. Young has new treats and topical solutions ready to share. “We are excited to launch our new Honest to Goodness treats at Global this year, starting with six delicious flavors of plant-based functional treats for dogs,” said Andy Leebrick, Chief Revenue Officer. “The plant snacks harness the natural power of wholesome fruits and vegetables, plus advanced nutrients to deliver the healthy support pets need to thrive, like mobility, digestive and immune system support. With this introduction, we are offering great show specials and POP offerings to retailers, along with a chance to enter to win a free case of each of six SKUs. At the W.F. Young booth, we will also continue to showcase our Silver Honey line of wound and skin care products, including our new Ear Care and Medicated Shampoo – all harnessing the power of manuka honey and Mi-

r Cont'd on Pg. 44

They’re part of the family.

The finest omega-3 fish oil for pet health. Nordic Naturals makes the highest-quality fish oils on the planet to help support optimal health for dogs and cats. Beloved pets are part of the family, just like our Nordic Pet collection is an important part of our complete family of pure, fresh, and great-tasting omega-3 products. Give your customers and their cherished pets the finest omega-3 oils with Nordic Pet products.

Global Pet Expo: Roundtable

“I'm always looking forward to seeing familiar faces, but I also love to see current industry trends and emerging brands. Our team always likes to see when the brands we love take a sustainability approach to the goods they manufacture. There is an increase in awareness around environmental issues that is seemingly growing, so new takes on some of our favorite—less-sustainably minded—products and brands is always fun!” — Nicole Neal, EarthWise Pet

r From Pg. 42

croSilver BG for natural healing without antibiotics. Also included will be The Missing Link family of products, featuring long trusted and effective superfood powder supplements.”

Deeper Dive into Consumables Companies that straddle several categories are preparing several spotlights as well.

Claire Hamblion, Marketing Director for Supreme Petfoods, said, “Supreme will be showcasing some recent additions to both our Science Selective and Tiny Friends Farm ranges, two of the strongest performing small pet food brands in the category. Science Selective Bathing Sand adds to the Science Selective product range. It’s designed to be kind to the skin and paws and is ideal for keeping furry coats clean, healthy and in great condition. It’s suitable for chinchillas, hamsters, gerbils and degus and as well as supporting skin and coat condition, provides a great opportunity for environmental enrichment. Tiny Friends Farm has grown with the addition of Harry Hamster Fruity Nutty Mix, an exciting new flavor variant suitable for all hamsters, including dwarf breeds. We’ve also expanded the treat range with TFF Russel Rabbit Twiggies with carrot and mint, and TFF Russel Rabbit Loopies with apple and blackberry. With tasty natural ingredients, the new treats are perfect for hand feeding and are suitable for rabbits and other small pets.”

Kat Donatello, CEO and Founder of Austin and Kat, said the company is bringing its entire range of CBD oils and chews featuring its recently updated BLEND #4 CBD + CBDA hemp extract.

“We're also excited to share new CBDfree formulas, in a brand-new format for us, to complement our existing line of supplement powder products,” she said. “Our incredible sales team will be available to discuss these developments

and provide insight into the best in holistic pet wellness—and what to look for in brands, like us, who are committed to leading the industry in quality, transparency, and sustainability. Everything we create is crafted with care in our own ‘Makery,’ ensuring the highest standards for your beloved pets. We're looking forward to connecting with both new and existing retailers to explore how we can partner together for the betterment of pets everywhere.”

“This year, Antelope is excited to present our entire family of brands, including Ark Naturals, Bocce’s Bakery, Super Snouts and My Perfect Pet,” Wendy Wen, Founder and CEO at Antelope, said. “We are set to unveil a dynamic lineup of brand-new recipes and innovation, while also spotlighting some of our top-selling products. Among our exciting new offerings are Ark Naturals Kiss Me-Ow Cleaning Dental Chews and Strengthening Dental Chews, Ark Naturals Kiss Me-Ow Dental Lickables, Ark Naturals Brushless Toothpaste Play, and Bocce’s Bakery Crunchy Cat Treats. Visitors to our booth can anticipate having meaningful conversations with our team, leaving with comprehensive insights into our brands and products.”

Last but not least, pet food manufacturers are excited to share their updated and new formats and formulas.

Adrian Pettyan, CEO and Co-Founder Caru Pet Food Company, said, “We’re eagerly looking forward to introducing this year’s attendees to our reformulated stews and broths, which are now infused with Marine Microalgae Oil. Now, as the original diets with Balanced Omega Blend, our entire line of human-grade Classics Stews, Daily Dish Stews and Classics Bone Broths have an optimal ratio of omega 6 to 3 guaranteed, which means they provide a great foundation for longevity, happiness and health.”

“Portland Pet Food Company will be

exhibiting our line of dog and cat meals and dog treats made with only human grade ingredients sourced in the USA,” said President Kate McCarron. “Our meals are available in a convenient shelf stable pouch and highly palatable. Our treats are available in two varieties; grain and gluten free or brew biscuits made with up cycled spent grains.”

Heather Mendoza, Nulo’s Director of Research and Development, teased several new products including Nulo’s Cold Pressed Food for dogs and Gently Cooked Meals. “As consumers gravitate toward better-for-you products for their pets, they are looking for products that are minimally processed and offer advanced wellness benefits such as higher protein bioavailability, and functional ingredients to support gut health, healthy aging, and much more. We’re proud to announce the launch of several new products this year for dogs and cats,” she said.

Robert Downey, President of Annamaet Pet Foods, said it has something in store for the New Product Showcase. “We will be featuring a new Small Breed Salmon and Lamb formula that is a lower calorie alternative to our other Small Breed Chicken formula,” he said. “We will be also debuting Annamaet Recovery Chews, the ideal post-exercise functional treat for active or athletic dogs of varying degrees. Annamaet Recovery Chews are the soft chew version of our Glycocharge powder supplement, proven to be the gold standard for post-exercise glycogen replenishment since 1997. We are excited to be giving two talks at Global as well. With two nutritionists on staff and more than 100 publications in peer reviewed journals, we will be sharing some of the real science that backs Annamaet Petfoods. The first talk will be for new retailers who might not be as familiar with Annamaet Petfoods and will focus on the

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Global Pet Expo: Roundtable

“This will be my first time attending Global Pet Expo, and I'm excited about seeing the latest technology in smart gadgets, grooming, supplements and pet food. During Global, I'm particularly interested in understanding the pet food label-Label analysis, such as the 80-20 rule dog food. 90 10 rule, etc.”

— Denise Pearson, Coast Guard Exchange

r From Pg. 44

background of the company and our extensive product lines. The second talk is geared towards retailers more familiar with Annamaet and will look at the ever-changing landscape of pet nutrition, providing insight into the current nutrition related trends.”

SquarePet will be reaffirming its VFS (Veterinarian Formulated Solutions) line as the premium OTC alternative to therapeutic veterinary diets, said CSO and CMO Tyler Atkins. “SquarePet is gearing up to showcase several innovative products, tools and resources that are set to revolutionize the pet nutrition industry,” he said. “One of the key highlights will be our PowerHound and PowerCat lines, which boast the highest protein and lowest carbohydrate nutrition available in the market. These products are meticulously crafted to provide optimal nutrition for dogs and cats, ensuring they receive the essential nutrients they need for a healthy and highly active lifestyle. With PowerHound and PowerCat, pet owners can trust that they are feeding their active companions top-quality food that supports their overall well-being.”

Janet Scott, Owner of RAWZ, said the company has several new recipes to introduce including a LID dry recipe in rabbit and several other wet cat and dog recipes and stews. “We are looking forward to meeting with our great customers and distributors, as well as meeting with potential new customers. We have lots of new products that we’ll be launching and are excited to show them to all,” she said.

“Canine Caviar will be unveiling some new product surprises in 2024, a new tradeshow booth in August, and we have redesigned our product lines for 2024,” said Scott Goriscak, General Sales Manager. Goriscak reassured retailers and distributors this does not mean changing bag sizes or SKUs. “We

love the opportunity that Global affords us every year to meet with future partners and visit with old friends. The team enjoys meetings at Global. It is the perfect environment where retailers and distributors can sit down and talk without interruption or distractions of running their business at the same time,” he said.

Spectator Expectations

Though they are prioritizing representing their companies at Global, these leaders are also looking forward to enjoying the event as spectators as well, but always taking advantage of opportunities to solicit feedback and learn more about latest innovations from partners and competitors alike.

Global is an ideal venue to showcase the iMARC Pet Tag Engraving Machine and its capabilities, said Mark de Guzman, Marketing Manager. “We are also looking forward to talking with current customers to hear their success stories and how iMARC has helped them generate extra revenue for their business. We look forward to experiencing all of what the Global Pet Expo has to offer,” he said.

“We would like to understand if there are any new technologies in pet health care and wellness, and also to see in which direction the market goes these days,” said Kiss with Tickless.

Pezeshki with Joyride Harnesses said, “At Global, we're most looking forward to engaging directly with our current and potential retail partners. It's a fantastic opportunity to receive firsthand feedback on our products and to demonstrate how our harnesses stand out in terms of quality and functionality. We're also excited to explore new trends within the pet industry, gain insights from other industry professionals and learn about new advancements in pet safety and comfort.”

The anticipation of getting to connect with partners is equally palpable on the retailer side. “I am most looking forward to seeing new products, new cate-

gories and seeing vendors face-to-face,” said Tabitha McKinney with Feeders Supply. “I am interested in seeing what the ever crowded freeze-dried and gently cooked categories have to offer in the way of new formats and proteins, in addition to seeing what human trends are crossing over to pet.”

Learning from other perspectives is important for Entler at Healers Petcare. She looks forward to “the opportunity to meet and interact with retailers of all sizes and learn their pain points so we can help provide solutions. With the severe shortage of veterinarians creating high demand within the OTC pet health category, I hope to learn how pet retailers are addressing the need of their customers for high quality, effective, over-the-counter solutions that enable pet owners to address basic health concerns. How are they educating themselves on OTC lines that can assist in home care so they can provide support to their customer base?”

For Chen with P.L.A.Y., “Tradeshows like Global serve as more than just a venue for product launches; they're dynamic forums for collaboration, networking and knowledge-sharing.”

Donatello with Austin and Kat said, “I'm excited to see what our fellow exhibitors are doing in the natural pet wellness space, and how we can all work together to make a positive impact. Connecting with fellow pet industry experts and exploring potential collaborations with like-minded brands is something I'm really looking forward to. This opportunity will also allow us to see what retailers specifically want in terms of sustainability initiatives.”

“The invaluable opportunity for face-to-face interactions with both our key accounts and potential partners at Global provides the perfect platform for building these relationships,” said Prehogan with Canada Pooch. “We’re also

Global Pet Expo: Roundtable

“We are looking most forward to seeing what new trending items are and gain further insight in pet essential items that we don’t already carry.”

— Cara Clingerman, Aldi

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always looking forward to exploring the latest innovations within the pet industry. It’s exciting to witness the rapid growth and advancements within the industry year over year.”

Leebrick with W.F. Young said, “Global gives us the unique opportunity to connect in person with our industry friends, which includes a wide variety of retailers and distribution partners, to not only discuss new product innovations, but have thoughtful discussions on how we can best support their sales efforts, talk about challenges and opportunities, and trends they are seeing in the industry.”

Global serves many practical purposes for Stern with Veterinary Formula. “Global is the place where we see what the year ahead is going to look like and what innovations will be making their way to the pet industry, and that’s always exciting,” he said. “But it’s also just a great place to have meaningful conversations with people that actually use our products, or to introduce them to someone for the first time. That can’t be undersold.”

Nancy Guinn, owner of Dog Krazy, has insights to share with her supplier partners. “Attending trade shows like Global is incredibly valuable for me. Not only do I get to connect with my industry peers, but I also enjoy the freedom of exploring each booth that catches my interest. With eight locations, I take pride in still personally selecting every item we introduce in our stores. Being at Global gives me the rare opportunity to meet with brands face-to-face, an aspect that's become even more crucial now that my role has shifted from working in my businesses to working on them. This hands-on approach keeps me connected with market trends and customer preferences, vital for the growth and success of my business.”

Hamblion with Supreme Petfoods, shared, “We are truly excited about the opportunity to immerse ourselves in

the atmosphere of innovation and collaboration that the event offers. The global pet industry has grown phenomenally in recent years and the event offers a fantastic opportunity to connect and network with so many industry experts under one roof.”

Hot Topics

From industry innovations to sustainability, bringing value to consumers to supporting independent pet specialty, business leaders anticipate the wide-ranging conversations at Global will be engaging and thought-provoking.

Scott with RAWZ expects there will be buzz around “the challenge of getting more customers to come into retailers and the terrible impact of Chewy on independents.”

General news about regulations and formulations will also be a dominant topic, said Downey with Annamaet Pet Foods. “No doubt one big topic of conversation on the floor will be the recent $2 billion lawsuit filed against Science Diet and several nutritionists for falsely promoting the DCM controversy. Another hot topic will be copper storage issues and copper levels in dog foods. Increased sustainability interest and new novel protein sources will be generating interest,” he said.

Pettyan with Caru shared, “We believe there will be lively conversations about sustainable sourcing, alternative proteins, functional ingredients, new product formats and the impact of new AAFCO label regulations on diet and treat brands.”

“There are a few topics that we believe are at the top of people’s minds: industry acquisitions, personnel changes, changing market dynamics and the growth of e-commerce,” said Leebrick with W. F. Young. “We really look forward to hearing from industry friends to get a pulse on trends and changes they are experiencing and what concerns them.”

In the realm of business efficiencies, “Unified commerce is a big topic trend-

ing in the retail world right now,” said Andrews with FieldStack. “There was a ton of buzz surrounding unified technology coming out of NRF’24 Retail’s Big Show in January. And that's such an incredible thing to see. We've been talking about the benefits of a unified approach since we started FieldStack over a decade ago – the only unified commerce platform built on Lean Retail principles. It’s great to see more retailers ditching their cobbled tech stacks and seeking the advantages of a fully unified operation. It really does give retailers a competitive advantage – especially for those in highly competitive verticals like pet specialty.”

Meanwhile, “Sustainability, climate change and the environmental impact of our choices are conversations that are set to feature prominently in 2024, both at industry and consumer level,” said Hamblion with Supreme Petfoods. “The pet category is no exception –there is an ever-increasing demand for natural sustainable options as owners prioritize eco-friendly options.”

Stern with Veterinary Formula, said, “We're excited to see what new products will be leading the conversations at this year's show and to get a sneak peek at the year's upcoming trends. We expect there to be a lot of discussion around sustainability, including eco-friendly pet products, sustainable packaging, and environmentally responsible practices in pet care, as well as conversations with a focus on health and wellness products, including holistic and natural pet care, supplements and more.”

Underlying these hot topics is the issue of affordability and access for consumers still contending with inflation. Mendoza with Nulo, said, “In the current economic climate with inflation and price increases affecting multiple segments of the industry, there’s a sense that consumers are looking for a better value without sacrificing the

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Global Pet Expo: Roundtable

“I manage litter accessories and would love to learn more about: best litter boxes to use and why— material, size, shape; replacement cycles vs. customer behavior; cat preferences and behavior, and through life stages; litter box accessories that make waste disposal easier and innovative technologies in the space.” — Han Le, Chewy

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benefits they’ve come to know and expect in their premium products. Now, perhaps more than ever, it’s important for brands to articulate the health proposition for consumers. Supply chain disruptions over the past two years have also fostered concerns over inventory management. At Nulo, are focusing on enhanced operational forecasting and supply chain capabilities to bring products to market faster and keep fill rates maximized for our customers.”

Clement with Intersand said, “We are having lots of conversations on the overall economy and what the consumer is looking for in 2024 from a premium litter. The opportunity to focus on innovation now is more important than ever. The consumer is looking for solutions to make every day better with their pets and while spending on big purchases, travel etc. may be declining in 2024 the focus on their home and family (including their pets) has never been stronger.”

“With lingering issues post-Covid, there is still concern over inflation and inventory shortages due to supply chain disruption,” said Ng-Garrett with earthbath. “Partners want to be sure that inventory is stable, and manufacturers are being price-sensitive to consumer needs, especially during the current economic climate.”

Optimizing a Successful Show

Though immediate sales are nice, Global participants say meaningful conversations and takeaways actually are a better gauge for a successful event.

Frenken with Sera N.A., said, “Sales is not all that matters to me at a show. I am also looking forward to some good discussions, learning more about our industry and after that think about new strategies in the future. Of course, building new relationships and also having some confirmed sales is important as well. Actually, building new relationships and strengthen existing partner-

ships is the most important.”

“A successful show would include that we show off our updated booth and show earthbath’s continued presence at Global; speaking with all our valued partners in distribution, retail, warehousing, shipping, etc.; and to get lots of eyeballs onto our new product offerings,” said Ng-Garrett with earthbath.

Andrews with FieldStack said, “One thing that’s important to us is being the right fit for our client, and vice versa. This has helped us maintain a 100 percent client retention rate. We are a great fit for growth-minded pet retailers who want to be leaders in this competitive vertical. So, the ideal conversation with these retailers at the show is getting to know more about their business, showing them how our unified platform works, and helping them envision the ways it will transform their business. Meeting at Global is really the first step of what we hope will be an ongoing collaborative partnership with the right clients. From there, we’ll continue to work with them through our Shared Success Partnership Model, helping them leverage our unified technology platform to drive profitable growth. “

“Like any in-person event, making a connection would feel like a success,” said Stern with Veterinary Formula. “If someone comes away knowing our brand and having a positive feeling towards it, we won. Of course, all of the small details, samples and the in-booth experience all contribute to that.”

Leebrick with W. F. Young joked an easy gauge of success is if the company doesn’t go home with any of the samples it brought to the show. “Our key focus is on deepening our current relationships and having the opportunity to develop new ones. This is really a two-part process. First, we catch up in person with existing friends or introduce ourselves to new contacts and have the fun and excitement of presenting new products and providing them with samples

for trial. Then the ideal conversation moves into the second step, which is gaining purchase commitments and setting up follow up discussions and meetings to collaborate on how we can best support their sales activities and drive customers to their aisles. True success will include customer commitments to bring in our products and having great conversations to gain helpful feedback for future product innovations.”

For Caru, there is strategy in the conversations the company prepares for. Pettyan said, “We plan to spend half our time doing business with current customers and the other half cultivating new relationships. We’re planning to educate every retailer on the importance of balanced omega-6s and -3s for canine and feline health. Thanks to their perfect ratio of omega-6 to -3 fatty acids, Caru human-grade Classics Stews, Classics Bone Broths and Daily Dish Stews can be characterized as truly functional foods.”

McCarron with Portland Pet Food Company said, “Sales is not our top priority but certainly an added bonus. We know this takes a big commitment from retailers to attend these tradeshows, especially during a work week. Thus, we want this to be a valuable time for them and help answer any questions about how our products may help their customers. Networking with other manufacturers, distributors and vendors is an important component of the show. It’s always fun to catch up with others in the pet industry.”

Scott with RAWZ said connecting with customers, providing solutions and affirming commitment to the indie space will be priorities for the limited amount of time of the show. “Our hope is to have thoughtful conversations with our customers in which we understand their needs and discuss ways in which we can provide solutions to better support them,” she said.

HOW TO SELL MORE DENTAL

Increase Awareness

1 INCREASE AWARENESS

Carry the right products

Awareness is increased by having better in-store placement for your dental set and by educating customers via signage and knowledgeable store staff.

Pairing is Caring

74% OF CONSUMERS ARE UNAWARE OF WATER ADDITIVES*

1 in 3 purchasers of toothpaste, gels, and water additives defect from the dental category.* This can be caused by consumers trying products with harmful ingredients. 2

INGREDIENTS TO AVOID

CARRY THE RIGHT PRODUCTS

3 PAIRING IS CARING

Pairing a high-margin item like Fresh Breath Dental Health Solution with a lower-margin trip driver, such as food, is the perfect way to round out the basket.

EDTA can cause abdominal pain & vomiting SORBITOL can cause an upset stomach METHYL SALICYLATE can cause enlarged livers & extreme weight loss HONEYSUCKLE EXTRACT can cause GI & heart issues

INTERVIEW

How did you decide to join the Pet Sustainability Coalition?

I want to be in sustainability and give back to the planet. Every place that I was interviewing for all of them were non-profits dealing with climate change in one way or another. I never really considered the pet industry. It’s one of those industries that if you’re not in it, you don’t really think about it. But if you look at the numbers it’s a massive industry—$380 billion worldwide. There was a recruiter who contacted me and said we have a position in Boulder, CO. We think your experience would line up really well with. The more I heard about it and what they need it was perfect—I come from a heavy CPG background; so I know what it’s like to be a manufacturer, I know what it’s like to work with retailers. From a personal volunteer side I help run a meditation center in Denver as a volunteer. I’m the executive director there and it’s been running for 12 years; we have 500 members. It’s something that I do on nights and weekends as a give back thing. But I know what it’s like to run a nonprofit as well. So, those two things together made me a good fit as the new executive director of the Pet Sustainability Coalition. How will your experience working for Eco-Products and founding Cusa Tea and Coffee assist you in transitioning into your role as Executive Director of the Pet Sustainability Coalition?

One of my goals for the first 60 days is to meet with our 10-member board and meeting with as many members as possible. I’ve had probably 40 calls at this point out of our 200 members and what I’ve been hearing from them is that they are excited for somebody to be in this

role that understands what it’s like to be an operator and sitting on their side because everybody loves the concept of sustainability and would do everything they can to protect the planet. But, when it comes down to it, they have to run a business. If you go out of business, you can’t do anything for the planet. Having that mindset, I know what it’s like to be on their side of the table, I want to find solutions that make it profitable for them or at least break even for them and beneficial for the planet. And for those brands that have a little extra cash, they are doing well and they want to give back and it doesn’t necessarily have to be profitable, then fantastic, we can work on some of the bigger problems, further vision projects. But for a lot of brands, most businesses are struggling to make it. We want to find winwins where we can create, we can help them become more sustainable which means that the consumer who is looking for sustainable products can make a connection that the brand is more sustainable, and it’s what the consumer is looking for. In theory it should increase their revenue which then makes them want to do more sustainability efforts and that’s the kind of win-win I want to continue to grow with Pet Sustainability Coalition.

Younger consumers vote with their dollars more than any other generation. The Millennials and Gen Z are the largest pet owner generation in history. Professionally, what makes the pet industry a good fit for you? What do you enjoy the most about working in pet?

It brings together so much of my experience, previously. When you look at it, CPG it is not that different; there’s no difference between selling grocery items, selling outdoor products or selling pet products. The distributors and the retailers have a different name, but the approach to getting your products into market, as well as the whole direct-to-consumer side [is similar]. A lot of our members are really focused on the direct-to-consumer. Cusa Tea and Coffee, we were in 2,500 retailers but about 90 percent of our business was direct-to-consumer. I really know the different areas of the industry from ingredient suppliers packaging suppli-

ers to distributors to retailers to brand owners and so it’s all come together. Professionally I’ve been in sustainability with Eco-Products and then I really like infused sustainability as the story for Cusa Tea and Coffee. All those things come together for me to be a good fit to our members as well as the employees of Pet Sustainability Coalition who are super passionate about sustainability. I’m training them on what it’s like; a lot of them are coming from MBAs in sustainability and social work, and they haven’t worked on the brand side or the distributor side and so sometimes they don’t understand why somebody would say no and I’m trying to help them understand the business case for it. And the more that we can connect the business case and the environmental case, the more impact we’ll be able to have.

It's amazing; this is the kindest industry I’ve ever seen so far. You would think that natural products maybe the most kind industry because it’s a bunch of yogis and granola people but it can be pretty cutthroat—more than I would anticipate. I’m only six weeks in but I went to the Pet Industry Leadership Summit in San Diego and these are all the C levels of the pet industry and everyone is just so down to earth. Very few egos so far which is amazing. What aspect or aspects of your personal work ethic have helped you most to become successful?

The thing that has impacted my work ethic and success the most is my meditation practice. I work really hard and I work really efficiently but my approach is to relax in the face of challenges, knowing there is an opportunity for solutions. Take a deep breath and look for the solution versus freaking out or blaming and pointing fingers. All the employees who have worked for me have said I’m the most calm, cool, collected, engaging boss that they’ve ever worked for. That comes from many hours on the meditation cushion continually bringing my mind back to the present moment as opposed to letting emotions rule.

One of the things that I try to instill in my employees is a solutions mindset. Don’t just come to me with a problem.

Jim Lamancusa, Executive Director, Pet Sustainability Coalition

Interview: Jim Lamancusa, Pet Sustainability Coalition

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Come to me with a potential solution to the problem as well. Even though the solution might not be the one we end up going with, I want to know that people took time to step back from the problem and think about what would solve it. That’s how we build the next generation of good solutions minded leaders. I’ve had some really good bosses and some really challenging ones and part of that helps you decide what kind of leader you want to be.

Describe your leadership style.

I roll up my sleeves and make sure my employees know that I’m willing to do anything that I’m asking them to do. I’m not above doing anything. At Cusa Tea and Coffee, I was the first employee. I was shipping boxes, I was doing demos at grocery stores which is a pretty brutal thing to do. When I would hire new employees, I would always do the things with them so they would see I’m willing to do it too. When we have a big shipping day, I’m going out to the warehouse to ship with the team. I’m setting up the tradeshow booth and breaking it down versus a lot of CEOs who have their team do that. I try to lead by example, that we’re all in this together.

[When you work side by side by your employees] Then you know where the holes are. You don’t really know where the problems are if you’re sitting up in your ivory tower and you’re relying on your leadership team and managers and directors to tell you what’s going on in their department; then you’re three steps away from the true problem. I’m a solutions-oriented leader, that if I’m doing it with them, the problems become pretty apparent quickly as well as the solutions.

At this point in your career, what are your professional goals, and what opportunities are there in the pet industry to help you achieve them?

The No. 1 thing is I wanted to make a difference in the world. With my background, I could have gone to another CPG company selling more stuff. There’s nothing wrong with selling stuff, but I feel like I wanted to make a much bigger difference in the world. I came here because I’m truly impact driven. I want

to leave the world better for the next generation and I truly think we need it. The science is all there that we’re in a bit of trouble but there’s also some really clear solutions to get to a better place. I would say professionally, it’s to grow the Pet Sustainability Coalition. They told me their 5-year vision is to have 50 percent of the market share of the pet industry engaged in meaningful work with Pet Sustainability Coalition. That’s the organizational goal, which has now become my personal professional goal. And what that means is we need to increase our services, we need to engage more members and then bring the members we already have into more engaging projects for sustainability. What does sustainability mean to you?

It means mitigating climate change. Sustainability can take a lot of different forms. In the pet industry, the two main things are ingredient sourcing and packaging. Pets consume 25 percent of the proteins in America, so moving to different protein sources or alternatives or reducing even 1 percent the amount of protein in it and putting in other nutritious ingredients for our pets can make a really big impact on the environment. As for packaging, 300 million pounds of plastic waste goes into a landfill every year. We talk about what we can do as a coalition versus individual, so we did a pilot program, Flex Forward; the name is changing to Return to Retail. We did the pilot program in the Northwest where we provided return locations at retail stores so people can bring back their packaging. It was so successful that the biggest issue with the program was the retailers were upset when we took it away because it was a pilot. Consumers were upset and asked why did this go away? We are now building a coalition nationwide to launch this program at the end of 2024 or beginning of 2025 where it will be ubiquitous and people can bring back their used packaging. We can bring retailers and brands together and do it as a coalition.

What are some of your short-term goals and areas of focus for the Pet Sustainability Coalition in 2024?

What’s interesting is that I think the

organization is moving into our teenaged years. There’s a lot of foundational work from systems integration but it needs to get done so we can better serve our members. We are in the process of upgrading our systems and our CRM software, our accounting software, upgrading our programs menu and our accreditation process so we can better serve our community. We are working inward to build a foundation so then we can start building the house on top of it. I’ve been through a bunch of fast growing businesses and if you don’t have the foundation, then the house crumbles. We can’t have new members without having our existing foundation stable. The new members that come in won’t see as much of a benefit as they could because we are overwhelmed and don’t have the systems to support them.

This year, how will the Pet Sustainability Coalition continue to serve its 200-member companies?

The current programs we have are deep and wide. This year we have a strategy of simplifying and strengthening, so looking at the programs and services our members are using and strengthening those programs. What is the role of industry associations such as the Pet Sustainability Coalition?

It's doing things together that people can’t do individually. Beyond these bigger projects, we have an entire thought leadership department within Pet Sustainability Coalition and we are looking at not only what is important and applicable and hopefully profitable for our members now but also what’s coming.

One of our values is inclusivity. We meet every business where they are even if they’re using 100 percent virgin plastic and monocrop ingredients. We’re going to meet you where you are. We’re going to find out what are the low hanging fruit from a sustainability aspect that we can implement quickly and show some profitability and increase revenue for you and then we provide a roadmap towards what are other sustainable initiatives that might be more costly and have a bigger impact in the future.

The convenience of kibble with the optimal nutrition and digestibility of a raw food diet.

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+

300,000