RETAILER REPORT More Money Is Being Spent on Products, but It’S Not Just Owners Making the Purchases

32 MANAGING INVENTORY 38 INTERNET RETAILING 54 FLEA AND TICK

Pet AgeJAN. 2013

RETAILER REPORT More money is being spent on products, but it’s not just owners making the purchases.

01-02_83-84_COVERs.indd 1 12/7/12 5:33 PM American Made Dog Gear

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54 JONNY MENDELSSON

6 Publisher’s Letter 38 Business Strategy 54 Trends & Products 8 Editor’s Letter By Ken Levy ❚ Dog: Evicting fleas and ticks There has been an explosion of becomes competitive 10 Storefront options for smaller businesses who ❚ Cat: Litter options are exploding ❚ Natural pet products see growth want to use Internet recommendation because of customer demand ❚ Movers and Shakers around the tools like larger retailers. ❚ Fish: Nano aquariums are industry becoming quite popular ❚ Good Deeds: Companies donate Features ❚ Reptile: Manufacturers flood the to Sandy victims market with superfoods 2012-2013 Pet Retailer Report ❚ ❚ Animal Supply acquires 40 The Pampered Pet Bird: Nutrition plays an important Lone Star Pet part when it comes to breeding By Jason Kamery ❚ New store openings ❚ Groom: Selecting the correct brush As pets become more a part of the ❚ New products can make all the difference family, the consumer whom retailers ❚ Pickup products ❚ Small Animal: Pet treats that mimic are selling products to is changing. human food are big sellers Rising through the Ranks ❚ Natural: Consumers look for 33 42 Back to the Basics products with less ingredients By Michelle Maskaly By Jon VanZile Learn how Brent Weinmann went from With so many options for the filling bird seed bags to the president consumer, strong customer service 78 Community ❚ and CEO of Vitakraft Sunseed, Inc. may be your greatest asset. Photos from Phillips New England Buying Show ❚ 36 Behind The Counter 46 Retail Stats Doug Poindexter, of WPA, talks By Dave Ratner about tradeshows By Jason Kamery Developing a relationship with a bank ❚ Advertisers Index We break down the retailer report into now is important for when you need ❚ President of Loving Pets talks informative charts and graphs. money in the future. about the pet industry

COVER ILLUSTRATION BY JONNY MENDELSSON

JANUARY 2013 Pet Age 3

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WEB EXTRAS Meet the Bloggers We’ve assembled a top-notch team of bloggers who will be sharing their knowledge with you on our website.

Behind the Counter: A successful retailer, Dave Ratner is owner of Dave’s Soda & Pet City, and a long-time Pet Age columnist. He also sits on the board of the Retail Adver- tising and Marketing Association, and the National Retail Federation.

Mark Your Territory: Kerry Sutherland is the principal of K. Sutherland PR, a boutique public relations, social media and branding agency specializing in the pet industry.

Market Like a Bulldog: John Cullen has over 10 years of pet product marketing and sales experience. He is the principal of Bull- dog Marketing & Sales, Inc., a dedicated pet product consultancy, with the mission of helping small to mid-sized manufacturers navigate the nuances of the pet industry.

Pet Age is available to you all day every day, on our website. Visit www.petage.com for daily news, as well as this month’s web extra stories and features. 2012 2013 PET AGE RETAILER REPORT

The Grooming Blues Editors’ Pawspective: Michelle Maskaly is the One of the surprising trends we found in the Pet Age Retailer Survey was in-store editor-in-chief of Pet Age, and Jason Kamery is grooming services have declined over the past few years. That alone was surprising, but the assistant editor. They will be talking about the bigger shock was that grooming was near the top of services owners wanted to add social media, giving you a behind the scenes in the future. To better understand the results, we talked with store owners and experts look at the magazine and sharing interesting in the eld to get to the bottom of the issue. business related stories they come across. Behind-the-Scenes Where to Find Us Online Pet Age recently spent a day in Cranberry, N.J. at Loving Pets to see what goes into making their products and getting a tour from President Eric Abbey. You’ll nd a short video of our trip on the Web Extra page of our website.

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04-05_24/7.indd 5 12/6/12 5:14 PM ❚ Publisher’s Letter Pet Age VICE PRESIDENT AND PUBLISHER Craig M. Rexford [email protected] 732-246-5709

ACCOUNT EXECUTIVE Ariyana Edmond [email protected] Full Circle 323-866-5038 EDITOR IN CHIEF With a new look, new products Michelle Maskaly [email protected] and new website, Pet Age 732-246-5722 is your new must-read ASSISTANT EDITOR Jason Kamery [email protected] t seems like yesterday that I was a not an automated service. I encourage you 732-246-5734 young salesman and my boss called to interact with them on a regular basis. CONTRIBUTING WRITERS me into his o ce to tell me I would At di erent points in the magazine, Dan Calabrese, Daryl Conner, Bill Kolbenschlag, Ken Levy, Dave Ratner, be selling space in a magazine called you will hear about a feature called Kristen Ryan, Stacy Mantle, Erik Martin, I Maggie Marton, Jon VanZile, Katie Voss Pet Age. A pet magazine?! Little did I “Web Extras.” ese are to inform you know then, that conversation would that you can nd additional informa- BLOGGERS: lead to a career in an industry that I have tion, tips or something extra relating to John Cullen, Dave Ratner, Kerry Sutherland called home for the past 30 years. this story on our website. ART DIRECTOR Now, as the vice president and publisher For example, you will nd it at the end Andrew Ogilvie of Pet Age, a division of Journal Multime- of this issue’s Back Story Q&A with Eric GRAPHIC DESIGNER dia, my career has made a full circle, giving Abbey, president of Loving Pets. You will Kamau DeSilva me the opportunity to build the magazine also see it at the end of the stories in our CONTRIBUTING DESIGNERS up to what I believe it can be, a must-read Retailer Report, as well as in Fish and Pond, Sara Siano, Kevin Paccione, Conni Wynn-Smith pet industry publication. just to name a few. WEB SERVICES To do this, we’ve redesigned the mag- Since September I have been traveling Barb Romito azine, launched a new website and added all over the country, working hard to in- more digital products, such as social me- troduce the industry to the new Pet Age. BUSINESS MANAGER AnnMarie Karczmit dia and an e-newsletter. We want to hu- I plan to continue to spread the word of manize Pet Age, and foster a community the new Pet Age as we continuously build ADMINISTRATIVE ASSISTANT Jessica Perry where people come together, and con- new relationships and strengthen the ones stantly interact with us, each other and we already have. is is the commitment PUBLISHED BY JOURNAL MULTIMEDIA David M. Schankweiler, CEO industry professionals. I have made to our readers, to produce a Lawrence M. Kluger, President We will keep you up-to-date on the product for the pet industry that you will latest pet industry, consumer and busi- want to read time and time again. HOW TO REACH US ness trends and products, through not So, after you’ve nished reading our MAILING ADDRESS PET AGE, 220 Davidson Ave., Suite 302 only our magazine every month, but also rst issue, visit our website, http://www. Somerset, NJ 08873 daily on our website and 24/7 on our so- petage.com, read the Web Extras and sign PHONE: 732-339-3700 cial media channels. For example, a smart up for our weekly newsletter to make FAX: 732-846-0421 EMAIL: [email protected] phone app called Tout will allow us to sure you know everything happening in TO SUBSCRIBE VISIT: http://www.petage.com capture short, 15 second videos and send the pet industry. en follow us on Face- For list rentals, call 732-339-3700 them immediately to social networks, like book, Twitter, Pinterest, Google+ and all Members of: PIJAC, PIDA, American Pet Products Twitter. is tool will especially come in our other social media channels to keep Association, World Pet Association, BPA handy at trade shows as a way to create up on all the latest pet news. PET AGE (ISSN 0098 5406) is published monthly by Journal Multimedia, 1500 Paxton St., Harrisburg, PA 17104 Phone: 717-236-2433 Fax: 717-236-6803 buzz and interest in products and events. I am excited for the challenge ahead Printed in U.S.A. Copyright © 2012 by Journal Multimedia No part of this When we post content online, especial- as we deliver the best content possible magazine may be reproduced in any form without prior written consent of the publisher. SUBSCRIPTIONS: PET AGE is mailed at no cost to qualified ly through our social media networks, it’s for you, not only in print, but also in all members of the pet industry. Non-qualified subscriptions: $95 per year in the U.S.; and $160 for air mail (U.S. funds) to all other countries. Back not static. Whether it’s a Sunday night or forms of digital media. issues are available; contact our business office for information. Periodicals a Wednesday morning, we’re responding, postage paid at Harrisburg, PA., and additional mailing offices. and interacting with our followers. It’s our Craig Rexford editors personally running those feeds, and Publisher

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06-07_PUB LTR.indd 6 12/6/12 5:15 PM GE Retail T A er PE Su 3 rv 1 e 0 y 2

TOP

see pp. 4–7

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#1 Pet Apparel 2006, 2007, 2008, 2009, 2010, 2011, 2012, 2013 #1 Dog Sanitation 2013 #1 Grooming Tools 2013 #2 Dog Toys 2006, 2007, 2008, 2009, 2010, 2011, 2012, 2013 #1 Cat Toys 2006, 2007, 2008, 2009, 2011, 2012, 2013 #2 Cat Housing/ Travel Products 2013

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06-07_PUB LTR.indd 7 12/6/12 5:15 PM ❚ Editor’s Letter

Business Focused Filled with topical articles, the latest trends and informative tips, Pet Age gives you an edge in the pet industry.

hether it was my aunt’s Our cover stories will be topical, horse Sundown, whom informative pieces, which provide in- I started riding when I sight into industry issues and trends. W was 12 months old, the Speaking of trends, I’m very excited to various hamsters, turtles, toads and birds introduce you to our Trends and Prod- I had, despite my Dad’s objections, or ucts section. Each companion animal my 5-year-old dog, Toby, animals have that we cover, plus grooming, now has always been a part of my life. In fact, be- its own, easy-to-nd section. fore I wanted to be a journalist, I wanted Toward the back of the magazine, to be a veterinarian. you will enter a section appropriately But, then a) at a very young age my titled, Community, because one of the vet showed me how to take blood from a things I learned pretty quickly that sep- dog, and I realized it was not something arates the pet industry from others, is Visit us I wanted to do on a daily basis, and b) I the sense of community it fosters. Here, at the got bit by the writing bug. you will nd photos from pet happen- Global Pet Pet Age is a long way away from the ings around the country, a calendar of Expo municipal government world I started my events, trade association news and a fea- TradeShowVisit us at the journalism career in 13 years ago, but it ture called the Back Story. GlobalBooth Pet combines my passion for writing and the e Back Story is one of my favorite 2091Expo pet industry, a business that I accidentally sections, because we get the rare oppor- TradeShow stepped into several years ago, but quickly tunity to sit down with industry leaders, fell in love with. and tell their personal story – the philos- Booth 2091 Our talented editors and designers ophy behind their company, how they A collection of the best toys for your pet worked tirelessly (including through a got started in the industry and the busi- hurricane) to create a magazine that is easy ness lessons they learned. for you, the reader, to follow and contains Last but not least, we have a page A collection of the tools to help you be successful in this in- about our website after the table of best toys for your pet dustry. More than 92 percent of Pet Age contents. ere, we will be sharing recipients represent retail outlets, and that many of the exciting things happening stat played a major in uenced in how we on the digital side of our publication, organized this publication. such as behind-the-scenes videos, blogs As you page through the rst issue pub- and our Web Extras. Keep your pet’s life exciting with products made from today’s newest fabrics, lished by Journal Multimedia, you will no- We love connecting with our readers, trendiest colors, and dazzling sounds. tice the Storefront section. Inside you will and hope you visit our website, follow us nd important news, the latest pet prod- on Twitter and like us on Facebook, where Keep your pet’s life exciting with products ucts, a dierent sampling of featured items we will be sharing daily industry news and Callmade us today, from or today’svisit us www.patchworkpet.com newest fabrics, t:951-273-3450 f:951-273-3451 every month, management articles, as well business tips. trendiest colors, and dazzling sounds. as various columns, facts and tips to help Michelle Maskaly © 2010 All Rights Reserved make your business dreams come true. Editor Call us today, or visit us www.patchworkpet.com t:951-273-3450 f:951-273-3451 8 Pet Age JANUARY 2013

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MOVERS & SHAKERS Herbsmith Hires New Sales Manager Sarah P. Grandinetti, joined Herbsmith as an equine sales manager. Grandinetti, who has been riding and working with horses since she was 13, spent 10 years within the equine industry working at tack stores, as an equine photographer, beginner riding instructor and stable manager. She said her goal is to increase sales, and public awareness of Herbsmith, Inc. while supporting the equestrian sport.

Planet Dog’s Top Dog, Gets Top Honor Steady Growth For Natural Pet Products More large pet companies are launching natural product lines. .S. retail sales of natural pet An August 2012 Pet Owners Survey products totaled $4.1 billion in by Packaged Facts, shows 63 percent of U 2012, according to a recent sur- pet owners are very concerned about the vey released by Packaged Facts, re ecting safety of the pet products they buy. a compound annual growth rate of 17 Manufacturers are well aware of the Planet Dog’s President Stephanie percent over the 2008-12 period. trend, and are responding to it with new Volo, was named to the 2012 Mainebiz Helping to keep the upward trend in product lines that they hope consumers Next List as one of Maine’s most inno- sales is the consumer demand for food will buy into. vative and inspiring business leaders. products that are grain-free and human According to Packages Facts, Hill’s is The annual recognition by Maine’s grade. When it comes to pet products, reformulating Science Diet with a natu- leading business publication identi- consumers are looking for items made by ral product line, Nestlé Purina is coming es 10 people shaping the future of companies who are increasing their com- on strong with Purina One Beyond and Maine’s economy. mitment to sustainable packaging and Walmart launched Pure Balance as its Continued on p.12 production processes. rst natural store brand.

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10-17_STOREFRONT.indd 10 12/7/12 4:17 PM Animal Supply Acquires Lone Star Pet ANIMAL SUPPLY COMPANY ac- have over 400 associates working every quired Schertz, Texas-based Lone Star day to achieve our mission of delivering Pet Supply. success to our partners.” Dennis Stahl, chairman and CEO “I’m looking forward to joining of Lone Star Pet, and Danny Selman, the Animal Supply board of directors president of Lone Star Pet, will be- and working on our shared strategic come equity investors in Animal Sup- vision of building out a truly excep- ply. Stahl will join Animal Supply’s tional pet distribution company, pro- board of directors and Selman will viding unique services in support of continue as Animal Supply’s regional our retailer and manufacturer part- president for the Southwest. ners across North America,” Dennis “We are very excited to welcome Stahl said. Dennis Stahl, Danny Selman and the e acquisition enables Animal rest of the Lone Star Pet team to Ani- Supply and Lone Star Pet to o er its mal Supply,” Je Sutherland, president customers and manufacturers an un- of Animal Supply, said. “ is acquisi- matched level of service, breadth of tion accelerates Animal Supply’s strate- products and geographic reach. e gy of o ering innovative solutions and combined business will now cover 20 world-class service to our manufacturer states, represent over 300 pet product and retail partners on a nationwide ba- manufacturers and delivers to more sis. Together with Lone Star Pet, we will than 4,000 pet retail stores.

Cat’s Pride Launches New Website OIL DRI CORPORATION of Askew in its movement, the irreverent America’s Cat’s Pride has designed a Cat’s Pride site allows users to discov- new, fun and interactive website, cre- er something new with each visit and ated by Doner. provides a seamless connection to the Cat’s Pride wanted to develop a Cat’s Pride Facebook page for con- site that was as engaging as its wild- sumers who are looking for more fun. ly popular Facebook page to expand “One thing we’ve learned about the Cat’s Pride community experi- our industry is that cat owners re- ence. is also comes as Cat’s Pride ally value the full experience of in- expands its distribution. teracting with their cats,” ierry e new site is playful in nature Jean, vice president, general man- and catlike in its movement and sense ager, consumer products at Oil- of discovery. e site surprises and Dry; Corporation of America, said. “reacts,” using a scratching post as the “ rough this new site, our custom- metaphorical guide to navigate the ers can explore a cat’s world while browser as a cat chases a toy mouse, gainfully learning more about what heralding new content along the way. Cat’s Pride has to o er.”

JANUARY 2013 Pet Age 11

10-17_STOREFRONT.indd 11 12/7/12 4:17 PM Storefront INDUSTRY NEWS

MOVERS & SHAKERS

Continued from p.10 Earthbath Names Eastern Territory Sales Manager Robert Nicastro was appointed eastern territory sales manager for Earthbath. Nicastro most recently held the position of national accounts manager for Lambert Kay. He brings over 20 years of marketing, sales and business experience to his new position. “We are very excited that Robert is joining our team here at Earthbath,” Paul Armstrong, CEO and founder of Earthbath, said. “He brings with him many years of experience in the pet care industry and we feel that he will be a real asset to our company.”

Exopack Executive Appointed to Board Kevin Constantine, president of Ex- opack’s performance paper division, was appointed to the Board of Direc- tors for the Paper Shipping Sack Man- ufacturer’s Association. Constantine’s Lambert Kay Gives Away appointment will allow the company to cultivate relationships with Exopack’s multiwall kraft paper and converting One Year Supply of Products equipment suppliers, as well as pro- The contest served as a new way to help support viding knowledge of next generation developments in paper and sack man- the grooming industry. ufacturing. ambert Kay gave away a year’s something new in my spas. We groom Nestlé Purina Joins worth of Fresh ‘n Clean products nearly 600 pets at each location and L to Tamara Muslin, owner of San groom many dogs with allergies. I’m cu- HABRI Steering Committee Clemente and Dana Point Grooming and rious to see how my sta and clients like John Saguto, vice president, Pet Spe- Pet Spas in California. Fresh ‘n Clean products.” cialty Group at Nestlé Purina PetCare, e contest was held at SuperZoo in Lambert Kay had a great deal of inter- is the newest addition to the Human September where Lambert Kay intro- est in its Fresh ‘n Clean contest, collect- Animal Bond Research Initiative Foun- duced some of its newest Fresh ‘n Clean ing around 60 entries. dation Steering Committee. He joins products to the grooming community. “ e contest was a new way for us to 13 others in support of achieving wide- To enter the contest, the Lambert Kay support the grooming community and spread awareness of the human-animal team scanned badges of grooming profes- continue to introduce groomers to some bond and the positive roles animals sionals interested in entering and select- of our newer products,” Alyssa Guertin, have on human health. ed the winner by random after returning communications manager for Animal from the show. Health Products at Lambert Kay, said. Have an item for possible inclusion in our Mov- “I have to admit, I was skeptical when “We look forward to hearing from Ta- ers & Shakers column? Email it to michellem@ I rst heard I’d won the contest,” Mus- mara and her team on what they think journalmultimedia.com with the subject line lin said. “I thought there was a catch, and how clients enjoy the long-lasting Movers and Shakers but there wasn’t. I’m really excited to try scent of Fresh ‘n Clean.”

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10-17_STOREFRONT.indd 12 12/7/12 4:17 PM Certi cation Program O ered In Lodging

OUTSTANDING Pet Care Universi- proper pet care training hardly gives ty, an online provider of education and pet owners the peace of mind they de- training, is o ering a certi cation pro- serve when traveling or working.” gram for pet lodging facilities and pet OPCU certi cation will help pet care professionals. owners indentify professionals who are Outstanding Pet Care Universi- quali ed to care for their dogs and cats. ty purchased the educational assets A national online directory will connect of the Pet Care Services Association, pet owners to lodging facilities and ani- previously the American Boarding mal caregivers in their own areas. Kennel Association, and has updated, OPCU is launching its curriculum revised and expanded the program to with a Level One certi cation that is provide education, training and sup- designed for all pet care technicians. port to the growing pet lodging and Advanced levels will become available pet care industry. in January 2013. Courses will include “We believe that pets are best cared canine and feline behavior, security of for in top-quality pet lodging facilities pets, immunizations, zoonotic diseas- that provide the expertise, quali ed es, nutrition and more. sta , services, resources and systems “Caring for pets is a privilege but to ensure their comfort and safety,” one that comes with great responsibil- Joanne Morris, executive director of ity,” Morris said. “We want to help pet OPCU and vice president of Morris lodging facilities and pet care profes- Animal Inn in New Jersey, said. “Leav- sionals provide the best care possible for ing a loved pet in the home of a strang- our furry best friends and peace of mind er or in the care of someone without for their owners.”

Dog Show Gets Best Ratings in 8 Years “THE NATIONAL DOG SHOW gramming for NBC Sports and Presented By Purina,” broadcasted NBC Sports Network, who created from noon to 2 p.m. on anksgiv- the show in 2002. “Let’s remem- ing Day received its highest rating in ber, more than 40 million American eight years, according to Nielsen. homes have dogs. Men, women and e rating is an 11 percent in- children salute their best friend.” crease over last year’s rating and the The special, hosted by televi- best since the broadcast did a 5.3 sion personality John O’Hurley national household rating in 2004. of “Seinfeld” fame and prominent e double-digit percentage increase canine expert David Frei, featured comes against competition from Best in Show competition among NFL football and other live and rst- 1,500 of America’s show dogs run programming on a clear weather along with features and vignettes day through most of the country. on interesting breeds and pet Among the top-rated markets health and wellness. were Knoxville (11.9), West Palm “ e National Dog Show Pre- Beach (10.7), Bu alo (10.1), and sented by Purina” is hosted by the Oklahoma City (10.0). In New Kennel Club of Philadelphia, which York City, America’s largest market, staged its rst show in 1876 and has the rating was 6.4. operated the Philadelphia shows “ ese great dogs were the big annually since 1933. It takes place stars this anksgiving weekend,” each November at the Greater Phil- said Jon Miller, president of pro- adelphia Expo Center.

JANUARY 2013 Pet Age 13

10-17_STOREFRONT.indd 13 12/7/12 4:18 PM Storefront INDUSTRY NEWS New Store Partners With Vet The partnership will give customers access to holistic veterinary care. iving Pawsitively, a new pet store in Lafayette, N.J., is partnering L with a local veterinarian to provide pets and their owners a holistic approach to veterinary care. Jan Hopper said her store o ers unique pet accessories that are made from organic materials and pet food items that are made with all-natural ingredients. e store’s “Barkery” o ers an assortment of homemade dog biscuits and treats that are prepared from all-natural components. ey also provide a variety of services, including training classes. “We are very glad to open Living Pawsi- tively to serve pet owners in New Jersey,” Hopper said. “e pet food that we sell and the treats that we o er are all-natural, meaning there is no soy, by-products or llers. We also work with local animal shelters to help those who are interested in adopting a pet.

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Pet Insurance Plan O ers ing eld, and Pets Best is proud to play a New Coverage for role in making advanced cancer treatments Cancer Treatments more a ordable for pet owners across the nation.” Pets Best Insurance launched a new, low- Pets Best Insurance has o ered compre- cost plan designed to help owners a ord hensive coverage since 2005 for pet acci- life-saving, though often expensive, cancer dents and illnesses, including cancer. They treatments for their pet. developed their new Cancer Only plan to The Cancer Only plan o ers coverage provide customers with budget-friendly for the diagnosis and treatment of malig- coverage options. nant cancers, including chemotherapy, MRIs, examinations, blood work, surgeries, medications and other cancer-related ex- Exopack Creates New penses. Manufacturing Center of Cancer is responsible for nearly half Excellence of deaths among pets older than 10, with dogs experiencing the disease at about Exopack established a new manufacturing the same rate as humans, according to the center of excellence for its pet food busi- American Veterinary Medical Association. ness in Spartanburg, S.C. Treatments can cost thousands of dollars, This move follows the completion of the and is considered one of the most expen- closure of Exopack’s Seymour, Ind., plant sive medical conditions among pets. and the consolidation of Seymour’s manu- “Our Cancer Only plan is especially facturing assets to Spartanburg and various valuable for people who have older pets other Exopack facilities. By balancing assets or breeds that are more susceptible to can- with current market conditions, Exopack cer,” said Dr. Jack Stephens, the founder and now has a di erentiated manufacturing president of Pets Best Insurance. “While pet platform, driven by continuous improve- cancer often went untreated years ago, the ment initiatives focused on operational and disease is no longer a death sentence for customer service excellence. animals. Veterinary oncology is an expand- Continued on p.17

Pet Supplies Plus Opens New Store

THE NORTHERN NEW JER SEY town of Fair Lawn is home to the newest Pet Supplies Plus store, o ering natural pet food, grooming services and equipment for a wide variety of animals. Customers at Pet Supplies Plus will nd a huge array of natural pet food that does not contain any chemically synthetic additives, ar- ti cial preservatives or any llers or animal byproducts often found in non-natural pet food. e store prides itself on having an expert sta , made-in-the-USA products and will feature regular public pet adoptions.

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❤ GOOD DEEDS

PrideBites Donates to spcaLA More than 150 dog toys were donated to the spcaLA as part of PrideBites’ “Buy a Toy, Help Save a Dog” campaign. PrideBite is currently looking for its next shelter to donate to. To nominate one, email Sean Knecht at [email protected]. For information about the give back program visit, www. pridebites.com

$25,000 in Pet Food Distributed to Sandy Victims

Stella & Chewy’s teamed up with Bide- WI RE

awee and The Mayor’s Alliance for NYC NESS

Animals to provide $25,000 worth of their BU SI dog and cat food products to those im- Animal Care & Control of NYC shelter dog Huey is treated to an early Christmas as pet charity Rock & pacted by Hurricane Sandy. Rawhide, in conjunction with Petco Foundation, releases over 10,000 tennis balls to shelter dogs. “This storm has caused a lot of distress in our community and taken so much away from so many,” said Marie Moody, Tennis Ball Campaign founder and president of Stella & Chewy’s, who began her business almost 10 years Bene ts Shelter Pets ago in her New York City kitchen. A portion of the donation also went to shelters World’s Best Cat Litter Helps who were impacted by Hurricane Sandy. Shelters During Hurricane Emergency n an e ort to generate pet adoption “We have been working with Rock awareness, the nonprot Rock & Raw- & Rawhide for almost six months,” Josh World’s Best Cat Litter donated 30,000 I hide released 10,000 tennis balls for Axelband, general manager of the Petco pounds of cat litter to those impacted by animals to play with during an event at in Union Square, “eir creative ability Hurricane Sandy through a special GiveLit- Animal Care & Control in New York City. to increase awareness of the need of adop- ter charity e ort. A portion of the tennis ball donation tions is something that I have seen rst- The Manhattan-based Animal Hav- were also distributed to other shelters in hand. It lines up with Petco and Petco en, and the Eatontown, N.J.-based Mon- the tri-state area that were impacted by Foundation’s mission to help local shel- mouth County SPCA, both received 15,000 Hurricane Sandy. ters and rescues with adoptions, especially pounds. Animal Haven was without power “We wanted to help our furrever with their limited resources after the im- for nearly a week after the hurricane, and friends by increasing awareness of the pact of Hurricane Sandy.” Monmouth County SPCA, was running on fact that anyone can go to these facilities In addition, Rock & Rawhide, along emergency generators. and adopt a loving dog or cat,” Sean-Pat- with organizations like the Petco Founda- While GiveLitter campaigns are usu- rick M. Hillman, president & co-found- tion and the Mayor’s Alliance for NYC’s ally scheduled in advance, the company er of, Rock & Rawhide said. “We are Animals, delivered over 75,000 pounds reached out to these two shelters to make hoping the pet food and supply deliver- of pet food and supplies to hurricane rav- sure this special donation of free litter was ies to storm-ravaged areas will help fami- aged areas in Staten Island, Long Island, delivered quickly to meet their dire need lies care for their pets so they won’t have Breezy Point and New Jersey. for supplies after the storm. to surrender them. “Rock & Rawhide has been a tre- e balls were the result of a program mendous supporter of AC&C, donat- Have an item for possible inclusion in our Good Deeds column? Email it to michellem@ at Petco in Union Square that in conjunc- ing nearly $50,000 worth of pet sup- journalmultimedia.com with the subject line tion with the Petco Foundation, set out plies,” Richard Gentles of Animal Care Good Deeds. to raise 3,000 tennis balls. & Control said.

24 Pet Age JANUARY 2013

10-17_STOREFRONT.indd 24 12/7/12 4:20 PM ✦ NEWS BRIEFS

Continued from p.15 The change will give Katie’s Bumpers Kurgo Harness Passes Completion of this nearly $6.5 million the exibility and time to create more Crash Test project provides the Spartanburg facility products, while keeping their commitment with increased printing and converting ca- to excellent customer service. The Kurgo Enhanced Strength harness re- pacity and broadens its substrate diversity. It cently passed a crash-test performed by an complements Exopack’s recent investments accredited university test facility that simu- in pet food, including a Starlinger woven lated a 35-pound dog traveling in a car at a polypropylene converting cell and a Comexi PrideBites Announces rate of 30 mph. 10-color, gearless quick change press for the New Partnerships Upon impact, the harnessed crash-test Spartanburg plant and two Totani Flat Bot- dog remained strapped in the harness while PrideBites formed regional distributor part- the unrestrained crash-test dog launched tom Quad Seal converting lines and two B&B nerships with Companion Pet Products, into the front of the vehicle. To see the test Quad Seal converting lines in Tomah, Wisc. BERR Pet Supply and Waterloo Mills Com- video visit, http://tinyurl.com/bukem6a. pany that will help expand its line into the The harness features ve custom adjust- West Coast and Mid-West region. Katie’s Bumpers Partners ments, chest pads and seat belt hooks to pro- The company will also be partnering With Gralen Company vide proper control and safety for your pets. with 5 Star Marketing for sales represen- As Katie’s Bumpers celebrates 10 years of tation in the South. “Our Enhanced Strength harnesses are being in business and making products in PrideBites said they are looking to stra- engineered to safely restrain dogs in moving Colorado, they also announced a partner- tegically align its brand with some of the vehicles,” Gordie Spater, president of Kurgo, ship with the Gralen Company in California top and most reputable distributors and said. “This keeps driver distraction to a min- to be the master distributor for all of Katie’s sales representatives in the industry and imum with dogs properly restrained in the Bumpers toys. think these groups are a perfect t. event of a quick turn or accident.”

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JANUARY 2013 Pet Age 25

10-17_STOREFRONT.indd 25 12/7/12 4:20 PM Storefront NEW PRODUCTS

EDITORS’S PICK Off/On Squeaker from KONG The Off/On Squeaker is perfect for dogs who like playing with squeaker toys, and consumers who hate the sound. Equipped with an “off” button, it allows owners to turn the noise off when they’ve had enough, while still letting the pet play with the toy. Al- PooYah! though the Off/On Squeaker appears A formulation of all-natural in- to be made with a surface similar to gredients ground and blended a tennis ball, its rubber is thicker, and together, PooYah! will imme- covered with a non-abrasive felt ma- diately adhere to the exposed terial, making it ideal for all dogs, from surface of poop to form an puppies with super-sharp teeth, to outer, crusty barrier. It absorbs adult dogs with strong jaws. surface moisture immediately, ❚ Website as well as smell. PooYah! also http://www.kongcompany.com contains natural insecticides to ❚ Twitter stop flies. @KONGCompany ❚ Website http://www.pooyah.com Rascals Fleec-e-Friends from Coastal Pet Products Available in a squirrel, raccoon and owl, these toys are the perfect comforting canine companions. Wooly and whimsical, these toys are colorful with detailed facial expres- sions and tails plus a squeaker in the tummy. ❚ Website http://www.coastalpet.com

Resultix by Bayer HealthCare This simple spray-on formula that kills attached or crawling ticks is avail- Sport Balls by KONG able in 20 mL bottles. Two sprays of Resultix will dissolve the outer wax layer that covers the hard shell of the tick, resulting in uncontrollable water KONG’s Sport Ball is covered in rubber loss and death of the tick. The tick dies within three hours and may either and is bouncier than a tennis ball. It fall off the dog or cat, or be immobile when removed. comes in four styles, basketball, baseball, soccer ball and 8 ball. They are covered ❚ Website in a polyester felt-like material which is http://www.bayer-ah.com gentle on a dog’s teeth. It comes in three sizes. Green by Northmate from The Company of Animals Green is an innovative turf placemat that not only lets your animal ❚ Website have fun while they eat, but also slows down their eating habits. Af- http://www.kongcompany.com ter scattering a handful of two, of kibble across the deeply sculpted ❚ Twitter @KONGCompany surface, it forces the dog to search for the food and stops the dog from eating so fast which could lead to vomiting, choking, bloat and digestive issues. Green is also made of a durable plastic that’s phthalate-free and it’s 100 percent pet, and dishwasher safe. ❚ Website http://www.companyofanimals.us. ❚ Twitter @COAnimals_US

26 Pet Age JANUARY 2013

28-31_STOREFRONT New Products.indd 26 12/7/12 5:50 PM Designer Dog Beds From Duroque The West Hollywood, Calif. boutique, Duroque,’s new line of designer dog beds include 12 ready-to-purchase beds that can be customized with over 500 fabrics, a wide variety of nail heads, fasteners and Swarovski crystals. New Bowls ❚ Website from ModaPet http://www.duroque.com Adding three new colors to its expanding line of Italian de- New Dog Carriers by Pet Flys sign-inspired food and water The Bon Ami Tote comes in four designs that include air vents, bowls, Sapphire, Green with a side mesh window, two cargo pockets, a zipper compartment, Envy and Cool Azul, are BPA- a locking horseshoe window, paw print metal feet, pass-through free and feature non-slip bas- feature for telescoping luggage, a convertible mesh top, two es to help keep bowls in place mats and a blanket. The totes are airline approved and will ac- while pets eat. commodate pets up to 16 pounds. Dimensions are 16 inches in ❚ Website length, 11 inches in height and 8 inches in width. http://www.modapet.net ❚ Website http://www.petflys.com ❚ Twitter ❚ Twitter @petflys @modapet

Easy Out by PetGadgets AnimAlarm Easy Out allows owners to release their pet Primarily designed for from several floors, or up to 50 yards, away transporting dogs, it can using a small remote control. Owners can also be used for any pur- control when their pet is released, and in- pose where temperature stead of just door openings it works on needs to be measured. crates, pens, and most other latched enclo- If the temperature measures or containment areas. sures too high or too low, ❚ Website http://www.petgadgets.com AnimAlarm will instantly ❚ Twitter @petgadgets alert your cell phone via SMS message. ❚ Website http://www.animalarm.co.uk/ ❚ Twitter @animalarm_uk

Rascals Floppy Big Mouth Toys from Coastal Pet Products These toys are soft and colorful with red floppy tongues, plush paws and tails, and a squeaker. They are available in lion, monkey, hippo and alligator. ❚ Website http://www.coastalpet. com

JANUARY 2013 Pet Age 27

28-31_STOREFRONT New Products.indd 27 12/7/12 5:50 PM Storefront NEW PRODUCTS

T5 High Output 5.0 and 10.0 UVB Lamps by ReptiSun With stronger UVB and brighter light, these are Home Grooming Kits twice as strong as the for Dogs and Cats by standard T8 ReptiSun, Scaredy Cut making it a good choice Scaredy Cut has an eight-piece kit that for larger reptile habitats. makes in-home grooming for dogs and Made in Germany, these cats easy. Simple and silent, Scaredy lamps help prevent or Cut kits eliminate the anxiety and dis- reverse metabolic bone comfort caused by buzzing electric disease commonly seen in clippers. captive reptiles. ❚ Website ❚ Website http://www.scaredycut. com http://www.zoomed. com ❚ Twitter @zoomeds

Moonlight Reptile Exo Terra Turtle Filter Bulbs by Zoo Med FX-200 by Hagen These bulbs simulate night time The Exo Terra Turtle Filter FX-200 is “moonlight” allowing for good designed for the special filtration terrarium viewing and heating of needs of turtle terrariums, Hagen’s nocturnal animals, while not dis- Exo Terra Turtle Filter FX-200 provides turbing an animal’s sleeping pat- maximum ammonia absorption for tern. They are European quality for odor elimination and crystal clear a long burn life. . water. It also has a spray bar system ❚ Website that provides water aeration for bet- http://www.zoomed.com ter oxygenation and circulation. ❚ Twitter ❚ Website @zoomed http://www.hagen. com ❚ Twitter @rolfc_hagen_inc

Flavored Natural Rawhide Chase-It toy for Ring Refills for Busy Buddy Dogs by KONG from PetSafe KONG’s Chase-It toy is a 2-in-1 Peanut butter and sweet potato teaser wand toy made specifical- are the newest flavors of natural ly for dogs. It is designed to sat- rawhide treat ring refills for Busy isfy a dog’s natural instincts to- Buddy toys. Each package of wards prey. A minimally-stuffed treat ring refills includes 16 rings critter hangs from the end of for eight full playtime sessions. the cord suspended on a long, Treat rings are also available in flexible pole, allowing the dog natural rawhide and bacon fla- owners to simulate live prey that vored cornstarch options. moves. ❚ Website ❚ Website http://www.petsafe.net/ http://www.kongcompany. com ❚ Twitter ❚ Twitter @petsafe @KONGCompany

28 Pet Age JANUARY 2013

28-31_STOREFRONT New Products.indd 28 12/7/12 5:50 PM Comfort Soft Sport Wrap Harness by Coastal Pet Products With a sporty, yet cool, feel this new wrap has a stylish appeal, and is available in pink, blue, black and red. These harnesses feature a gray mesh overlay and the medium, as well as large, sizes are reinforced for extra strength. ❚ Website http://www.coastalpet.com

Simply Venison by Stella & Chewy’s A single-source protein formula, this dinner is offered Field & Stream Flea and in two sizes of freeze-dried and two sizes of frozen. It is made of 90 percent venison with organic fruits and veg- Tick products by Hartz etables, and enhanced with vitamins, minerals and pro- Designed with the rugged outdoor en- biotics. thusiast in mind, these products for dogs are made in the USA, and include topical ❚ Website treatments, collars, shampoos and a spray. http://www.stellaandchewys. com ❚ ❚ Twitter Website @stellachewys http://www.hartz.com ❚ Twitter Fluval Spec V @hartzpets Nano Aquarium by Hagen The larger, yet still compact 5.6-gallon aquarium has a slim profile, but is more horizontally elongated, allowing for twice as much water and 10” more aquarium space while still maintaining the ability to fit on a 12” wide shelf, or nar- row table ❚ Website http://www.hagen.com @rolfc_hagen_inc

SHOUT Branded Line of Cleaning Products by PetSmart Designed specifically for the needs of pet owners, this cleaning line provides pet owners with stain fighting power to battle messes on a variety of different surfaces. ❚ Website http://www.petsmart. com @PetSmart

Have a new product you would like considered for this section? Email a high resolution photo, short description, web address and twitter handle to [email protected] with subject line, “New Product.”

JANUARY 2013 Pet Age 29

28-31_STOREFRONT New Products.indd 29 12/7/12 5:50 PM Storefront PRODUCT FOCUS

PoopPac Auggiedog A tough, but lightweight case, the PoopPac Weighing 2.8 pounds, the Auggiedog can Dog Waste Bag Carrier and Pet Waste Bag be easily carried on a walk, and can be used Dispenser is designed to carry both used on grass, pavement and tile oors. To pick and unused dog waste bags. It includes up waste, lower the barrel opening over built in belt clip, removable wrist lanyard the poop, select the “collect and lift” switch, and optional removable shoulder strap. and push the “pickup/release” button. To ❚ Website dispose of waste, put it over a waste con- http://www.pooppac. com tainer or toilet, select “empty lower” switch ❚ Twitter @pooppac and push the “pickup/release” button. The product will rotate and eject the waste. ❚ Website http://www.auggiedog.com ❚ Twitter @auggiedogday

DoggieDooley The Doggie Dooley works like a miniature septic tank, using natural bacteria and enzyme cultures to reduce dog waste to a ground absorbed liquid. Shovel poop into the system, occasionally add water and the Digester Powder to create an environmentally friendly way to dispose of pet waste. Each unit comes with a starter 6 month supply of the powder. ❚ Website http://www.doggiedooley. com Flush Puppies Made from polyvinyl alcohol, a water soluble, Looper Scooper eco-friendly alternative The loop design, by Emanuele Bianchi to plastic, Flush Puppies Designs, insures waste bag dispensers doodie bags are 100 per- stay in place. Available in 12 colors of cent biodegradable and soft polyurethane. ushable. The bags are ❚ Website 8”x10”, which can typically http://www.petego.com accommodate a dog up to ❚ Twitter 75 pounds. They are safe @petegoEBdesign for both septic and sewer systems. ❚ Website http://www.flushpuppies. com ❚ Twitter @flushpuppies

30 Pet Age JANUARY 2013

28-31_STOREFRONT New Products.indd 30 12/7/12 5:50 PM Earth Rated The Shabby Dog’s Tote Bag PoopBags Part of the Sandradee Collection, these Earth Rated PoopBags genuine Italian black leather bags featur- are an environmentally ing Swarovski crystals, hand-painted edg- friendly way to pick up es and matching hand stitching makes dog waste. There are 120 picking up poop stylish. Available in blue, scented and sturdy biode- clear, pink or yellow, they are perfect for gradable bags on each roll. discreetly carrying poop bags. ❚ Website ❚ Website Petmate’s Clean Response http://earthrated. com http://www.theshabbydog. com Easy to use, simply add a liner to the buck- ❚ Twitter et, set the bucket next to the waste and use @greenpoopbags the rake to move it into the pan. The bag can then be removed and disposed of with AnimalsINK no mess. Bag Dispeners ❚ Website The bag dispensers are dog http://www.petmate. com shaped with clips to attach ❚ Twitter to your dog’s collar, leash or @PetmateProducts your belt loop.s. ❚ Website http://www.AnimalsINK. com

JNCPetAge0113_JNCPetAge1107 11/27/12 3:49 PM Page 1

Clean Go Pet The Poop Snoop II This lighted waste bag holder has a built-in Did the busy holiday season LED light that makes nighttime cleanup easy. One roll of 20 black waste bags are included. leave your shelves looking a ❚ Website little empty? Time to stock up http://www.petedge. com @petedge and save with Jones Natural Chews! 100% USA made dog treats Nandog Waste Bags The Nandog Pet Gear’s printed bags come and chews, and never any artificial in a variety of prints ingredients. and in packages of eight, 16, or 24 Contact your distributor for savings rolls per package. with our January specials. The soft, silky and smooth textured, See us at the Global Pet Show waste bags are Booth #3801 scented with Nan- dog Pet Gear’s fra- grance, and folded in bundles of 20 bags per roll and will t any standard dispenser. ❚ Website http://www.nandog. com Dogs Know The Difference ❚ Twitter www.jonesnaturalchews.com @nandogpetgear 877-481-2663

JANUARY 2013 Pet Age 31

28-31_STOREFRONT New Products.indd 31 12/7/12 5:50 PM Storefront STRATEGIES

at seems obvious enough, but many retailers have trouble managing through the process, especially when sales patterns change along with seasons. “ere are dierent cash ow cycles, so in July and August, when you’re purchasing all your fall and holiday goods, you’ve got cash that’s tied up in inventory,” Collum said. “Payroll and things like that become much more tricky. In January, you’ve gone through all this so hopefully you have cash on hand. But if it’s just sitting on your oor taking up time, energy and space, you can’t convert it to cash, and you need cash to run your business.” According to Ted Hurlbut, a retailer consultant, retailers often get tripped up over the fear that too little of an item in inventory will cost them sales. “ey’ve merchandised their stores,” Hurlbut said. “ey like the way the stores look, and they’re doing business but they’re chronically short on cash, or The Inventory to put it another way, they’re short on working capital. ey’ve got too much of Guessing Game what they don’t need and not enough of what they do.” Many pet retailers are animal lovers, causing But if inventory should be based on sales, how does a retailer just getting them to be susceptible to making inventory started know what sales will be? Hurl- choices based on heart, rather than data. but said there are ways of answering that question that are more sophisticated BY DAN CALABRESE than merely trying to guess. “It’s taking the knowledge you do or many pet retailers, decisions said. “And that they don’t have the right have and making estimates and estab- about inventory come down to a handle on what is the right amount of lishing benchmarks, then measuring how F matter of space. inventory they need to turn the sales you’re doing against those benchmarks,” You have a certain number of square so their oor and their back room isn’t feet in which you want to display chew over-inventoried.” Decisions about how toys. So you procure enough chew toys Decisions about how much of each item much of each item to to ll the space – and your retail oor to procure must be tied to sales gures. looks the way you want it to look. “Say dry pet food represents 15 percent procure must be tied But often, your cash ow doesn’t. of your sales, but it represents 45 percent to sales gures. at’s because every item in invento- of your inventory,” Collum said. “at ry represents cash that’s been convert- would indicate you need to cut back on Hurlbut said. “Before long, you’re evolved into non-cash, and is waiting to be the amount you buy. At the same time, ing from estimating to developing some converted back into cash. Experts in dog collars for whatever reason are doing really insightful forecasts.” retail inventory management say it’s a 10 percent of your sales volume but they’re e newly established pet retailer can common mistake of retailers to make only one percent of your inventory. You also gain insight by asking established inventory decisions by sight or by feel, need to go get more dog collars.” stores what how they seen in their own rather than by hard data. And the only A useful method might be to break sales patterns. Not that your competitor data that really matters, they say, is sales down inventory by classi cation – possi- up the street will necessarily share that data. bly pet food, accessories, clothing, treats, information with you, but you can prob- “What we typically see is that they’re etc. – and then analyze within each clas- ably nd someone, somewhere, perhaps over-inventoried,” Ani Collum, a part- si cation the percentage of inventory on in a dierent part of the country where ner with CITY-based Retail Concepts, hand, and its relation to sales. you wouldn’t have to worry about com- 32 Pet Age JANUARY 2013

32-35_STRATGEIES.indd 32 12/7/12 4:23 PM petitive considerations, who would. “Maybe you’ve been to some trade Business Visionaries shows and you’ve connected with some key vendors, and they can help you Vitakraft Sunseed, Inc. celebrates 175 years in based on their knowledge and contacts business with retailer sweepstakes. to develop a set of initial sales plans that you can work o ,” Hurlbut said. “But BY MICHELLE MASKALY it’s got to come from somewhere; oth- erwise you’re just throwing stu against the wall to see what sticks.” If struggles with inventory management are more prevalent than usual in the pet retailing industry, it may ironi- cally be a product to some degree of pet retailers’ passion for what they do. In a lot of industries, people with cold, hard prot-driven brains, get into the business solely because they see an opportunity and know how to convert it into cash. How many people do you see in the manhole cover industry who is really passionate about manholes? But many pet retailers are huge animal lovers, and that’s why they get Vitakraft Sunseed, Inc.’s headquarters in Bermen, Germany. into the business. Is there anything wrong with that? Not in and of itself, hen Brent Weinmann grad- explore other interests, would also be the but if their love of animals was the uated from Bowling Green business he would eventually go on to sole motivator for them to open a pet W State University in the mid- purchase, sell and grow into what is now retail operation – and didn’t come 1980s, he wasn’t ready to settle into a full- known as Vitakraft Sunseed, Inc. with a commensurate base of busi- time job, so he took a temporary position “In those days, the pet industry was ness knowledge – such people might lling bags with bird seed at a local com- growing like crazy,” Weinmann, who be susceptible to making inventory pany called Sunseed. serves as president and CEO of Vita- choices based on their heart rather Little did he know then, the company kraft Sunseed, Inc., who is celebrating than on data. that gave him the exibility at the time their 175th anniversary, said. “e bird at doesn’t mean passion for pets to earn some money, while being able to business was very strong. It was a combi- is all bad – not at all. It just means you still need to be able to make rational business decisions in the pursuit of your passion. “I have a client that is deeply passionate about y shing,” Hurlbut said. NEW! from earthbath “And the real business driver is that passion, because customers respond to that passion. But that doesn’t mean there’s a complete skill set in place. e challenge of these retailers is being able to Alcohol free develop the quantitative analysis to ap- Paraben free ply the concepts.” Totally natural

Dan Calabrese is a freelance journalist and syndicated columnist based in Wyoming, Mich. He covers a wide variety of industries, including pet retailing, trucking, logistics, railroading, construction and economics. Visit APPA Booth #727 his website at www.northstarwriters.com to MADE IN USA [email protected] • (415) 355-1166 • www.earthbath.com learn more about him.

JANUARY 2013 Pet Age 33

32-35_STRATGEIES.indd 33 12/7/12 4:23 PM Storefront STRATEGIES

gen gas, which displaced the oxygen and helped eliminate bug infestation, a technique that is com- monplace today. Gonda was also one of the rst people to utilize the concept of putting bird seed behind glass and instead of just dumping it into large garbage cans and letting people scoop it out from there. “I was fortunate that Les had big ideas and I enjoyed taking those ideas and making them commercially viable,” Weinmann said, who was quickly moved up to the front oce, and eventually became part of Gonda’s vision for the company. “As he grew older, he was looking for Vitakraft Sunseed, Inc.’s original o ces in Germany when they started. a retirement plan, but he wanted to keep the com- nation of good timing and good fortune e sweepstakes, which was open to pany with the people who grew it.” on my part.” only pet industry retailers, had prizes at same commitment to the busi- Weinmann eventually purchased Sun- that featured everything from full-store ness, and how the owner was very much seed in 2001, and then made the decision displays and t-shirts with the store’s still engaged and loved talking about to sell it in 2007 to Vitakraft – a family logo, to the grand prize, which was a product and innovation, was something owned business in Germany whose roots trip to Germany for the winners to visit he saw in Vitakraft’s leadership. go back ve generations. the parent company, where they would Sunseed was already doing private la- “at [it was a family owned business] meet with other European retailers to bel packaging for Vitakraft when they ap- was part of the appeal,” he explained. “At share ideas, best practices and see how proached Weinmann in late 2007 about rst, I wasn’t interested, but when I saw business is done there. selling the business, after realizing they what they could oer and felt where we “We are a manufacturer, and the retailers needed a bigger U.S. facility if they really could take both are our focus,” Wein- wanted to make a dent in the U.S. market. brands, I got ex- mann said, explaining “I went and saw their quality con- cited, and it’s “Let’s celebrate with why they decided to trol measures, and was impressed it been quite a good the people who have limit the contest to was family run even at 170 years into ride since.” those in the pet in- their business. e owner was a real Weinmann helped build our busi- dustry. “Let’s celebrate pet product guy, and I felt that I could shuns away from ness. We are nowhere with the people who work with them. I wasn’t looking to taking credit for have helped build our sell the business, but after seeing what having the vision without our distribu- business. We are no- they could bring in terms of ideas and to bring the com- tors and retailers.” where without our dis- resources, I made the decision.” pany to where it tributors and retailers.” Innovation and having a long-term is today. He says a Having a pet store vision has been critical to the success of major factor in what has helped make Vita- background himself, Les Gonda founded the company. kraft Sunseed, Inc. so successful is listening Sunseed in part to help solve a problem “In the ‘80s it was easy to grow by just to, and working with, the retailers -- which, retailers were dealing with for a very long being in business, but the competition he says, is why when they decided to mark time – bug infestation. He borrowed intensi es and you have to nd ways to their 175th anniversary with a year-long cel- technology from human food manufac- dierentiate yourself from the competi- ebration, they focused on the retailers. turing, and began safely injecting nitro- tion,” Weinmann said. “You can do that

34 Pet Age JANUARY 2013

32-35_STRATGEIES.indd 34 12/7/12 4:23 PM through innovation and product packaging, marketing strategy and guring out how to reach the consumer better by working with retailers to make it easier to sell to the consumer. It’s innovation that drives a business forward, and has been a driving factor behind our company.” So after 175 years in business, what’s next for Vitakraft Sunseed, Inc.? “ e consumer’s expectation level is increasing more and more,” he said. “Just the fact that they are more knowledgeable and are reading more about hamster nutrition is an example. And, there is a lot of information being shared among hamster parents. We need to be the ones that are leading that charge when it comes to things like nutritional development and making longer lasting bedding so it makes it easier for pet owners.”

Go to www.petage.com to read about Brent Weinmann’s advice to young pet industry professionals who are looking to move up in the Featured in next business, as well as his top ve business tips. BIO month’s issue: Brent Weinmann Product Focus: Feeding and water products for all pets President and CEO Vitakraft Sun- Dog: Dental seed Company Inc. Cat: Catnip products Age: 49 Fish/Pond: Frozen & live foods Education: Bowling Green State Bird: Advanced diets University , Finance Degree and Reptile: Debunking myths MBA Small Animal: Ferret products & food Years in the Pet Business: 27 Groom & Board: Tubs and bathing equipment Outside the Office: Loves to trav- Natural: Holistic remedies/treatments el for business and with his family. Plays disc golf. Fun Fact: After he graduated from For advertising college he backpacked through information please contact Europe for six months. [email protected] or call (732) 246-5709.

JANUARY 2013 Pet Age 35

32-35_STRATGEIES.indd 35 12/7/12 4:23 PM ❚ Behind The Counter

It’s All About the Numbers Keeping good records now will help in the future. BY DAVE RATNER

oy, have I had a busy couple of this article. I get so many emails and tant help you draw up cash flow pro- days. Today, I signed the lease for phone calls from folks thinking about jections and what you will need to get store number seven. is one was opening another store. going. In my experience, a bank will Bsupposed to be an 8,000-square- Here is some advice. make two loans if you can prove your foot store in a very busy shopping center If you have a business and don’t bor- endeavor makes sense. The first loan that is anchored by a grocery store. e row from a bank, start borrowing from will be for the fixed assets such as rack- space is 10,000-square-feet but the auto ing, point-of-sale system, store fixtures parts store on the left wanted an extra and signage and build out. 2,000-feet so the landlord was going to “I don’t have to tell you e second part is a loan for inven- demise the space and give me the 8,000. the worst mistake you tory and start-up costs like advertising, Last week I got a call from the land- promotions and some extra cash for the lord, “we have a deal for you.” OK, I said, can make is to be un- period it takes before the store’s “cash “whatya got?” dercapitalized. Always ows.” Most banks will loan you on a Well, the auto parts store was demand- percentage of the value of your inven- ing so much and cost of building the de- ask for more than you tory at cost. e bad news is, that gure mising wall was so much that the land- think you need.“ is about 50 to 65 percent of your cost. lord told me I could have the extra 2,000 So if you need $100,000 in inventory, feet…FREE! Great was my rst thought! chances are the bank will agree to loan Sure, I will take the space, thanks for a bank. You need to develop a relation- you about $60,000. See if your bank- thinking of me. en it hit me, my whole ship with them so if the time comes when er will let you borrow that money as a plan for the store changed. you need money, they know you and they credit line so you are never paying the Instead of just putting in racks and know you can run a successful business. principal, just interest. selling food and supplies with, are you Make sure you have financial num- I used to be guilty of being too shy ready, no sh, I was thrown right back bers for them. I promise, you will when I would go to the bank. I don’t have into opening a full line pet store (no never get a loan if you don’t have pro- to tell you the worst mistake you can puppies or kittens). And, instead of the fessional looking financial statements. make is to be undercapitalized. Always 8 percent payroll, I am back to a 10 or Have your accountant prepare your ask for more than you think you need. All 11 percent payroll. I felt like Al Pacino year-end statements. They will know they can say is no. I can also tell you from in the “Godfather III” complaining I what the bank looks for. Trust me, experience whatever you think it will cost want to get out and they keep pulling a banker does not want to hear you you add at least 30 percent to your bud- me back in. made a gazillion dollars but it was all get. Ever hear of Murphy’s Law? You will Well, then I had to meet with my cash. Bankers are under such scrutiny, if you don’t have enough money to ride banker to go over what it is going to they have just about no leeway -- it’s out the storm! cost to open the store. He has been all about the numbers and your repu- through this with me a bunch of times tation in the community. The banker A successful retailer, Dave Ratner is the owner of and I have a long and great relationship wants to feel assured they are going to Dave’s Soda & Pet City an award winning seven with him, so I was spared the questions get paid back. store mini-chain. Dave sits on the Board of the and projections and what ifs etc. While If you are thinking of expanding or Retail Advertising and Marketing Association, I was talking to him, I was thinking of opening a new store have your accoun- and the National Retail Federation.

36 Pet Age JANUARY 2013

36-37_Behind Counter.indd 36 12/6/12 4:48 PM 36-37_Behind Counter.indd 37 12/6/12 4:50 PM ❚ Business Strategies

Just Selling Online Is Not Enough Cross-selling and up-selling has the potential to make your pro ts jump. BY KEN LEVY

nyone who has spent more than tiply as your product line gets larger. provide a personalized shopping experi- 10 minutes shopping online Some of these issues include: ence, capable of supporting new prod- knows product recommenda- ❚ ey can be extremely time consum- ucts with appropriate recommendations A tions are gaining a major foot- ing to manage, since they require an em- the day they are introduced, they oer a hold in the world of online retailing. ployee to link and merchandise products. range of advantages: Amazon makes $19,000 every min- ❚ e addition of new products to ❚ Automating the process of cross- ute from cross-selling and up-selling your store requires you to change your selling and up-selling is proven to en- items that similar shoppers have liked, recommendations to keep up to date. If hance pro tability more than manual viewed or bought. Large retailers like you run out of the product, there’s no recommendations. REI and Nordstrom have been em- way to adjust for the change. ❚ ey’re dynamic – ey continu- ploying this highly lucrative form of ally change the product oerings based merchandising for years, but similar “There has been an on each click a shopper makes. options for smaller businesses have ❚ ey can be combined with business generally been limited. explosion of options rules to automatically create the recom- Recently, there has been an explosion for smaller businesses mendations that you want. For instance, of options for smaller businesses that they can allow exclusions so if a person is want to use the same recommendation that want to use the looking for products for a dog, automat- methods as national retailers to help same recommen- ed recommendations will only show dog drive conversion and pro tability. products rather than similar cat items. Here are a few key questions to ask dation methods as Whether you choose a free manual when considering implementing rec- national retailers to recommendation tool or feel it’s time ommendations: to move to the advantages of an au- Do you have at least 100 products? help drive conversion tomated recommendation solution, Do you introduce new products fre- and pro tability.” recommendations help your online quently? shoppers navigate through product Does your analytics indicate that ❚ ey’re static – they are the same categories while also allowing them to your site is getting trac that isn’t for every shopper and the same for every see what others searching for similar translating into sales? page view. products have bought. If you answered yes to any of the ❚ ese types of recommendations above questions, then it’s a good time to don’t show shoppers other products in Ken Levy, PhD, is CEO and co-founder of look into a recommendations solution. your catalog that they are likely to pur- 4-Tell, a technology company that increases Many retailers begin by using the chase and are limited in their ability to sales for online retailers with personalized manual recommendation tool that cross-sell or up-sell items. cross-sell and up-sell products. An acknowl- came with their shopping cart solu- Automated recommendations can edged thought leader, Ken is passionate tion. Manual recommendations meet provide higher conversion rates and save about helping merchants provide online a shopper’s expectations for a typical the time and expense of a dedicated shoppers the best experience possible. You online experience, but they have some employee, but they require an initial in- can reach him at [email protected] or by visit- inherent problems and these can mul- vestment in the technology. Designed to ing www.4-Tell.com.

38 Pet Age JANUARY 2013

38-39_Biz Strategy.indd 38 12/6/12 4:42 PM Interested in advertising?

Contact Craig Rexford at [email protected] or call (732) 246-5709 for more information.

38-39_Biz Strategy.indd 39 12/6/12 4:42 PM 20122013 RETAIL REPORT

JONNY MENDELSSON Spoiling Other People’s Pets As more people purchase pet products as gifts for their friends, your customer is no longer just pet owners. BY JASON KAMERY

hen it comes to deciding “People come in and say, ‘I don’t know during the latest report. what to stock, pet retail stores what to get them anymore, but they “In many cases, folks who still have W know dog food is going to be adore their pets, so I’m going to get them pets that have been with them during the one of, if not the number one, item that is something for their pet,’” Bowers said. “I dicult last few years are slowly becoming going to bring in the money. But, anoth- also get a lot of grandparents who come able to thank them for helping the owners er segment of the industry has started to in and say, ‘I don’t have a dog, but I have cope with the stress,” Bob Vetere, president carve a dent in that. a granddog, and I have to get my Christ- of the American Pet Products Association, e 2012-13 Pet Age Retailer Report mas shopping done for my granddog.’” said. “Since many of us have humanized shows dog supplies and accessories sur- is demographic has increased our pets, these ‘thank yous’ have to be passed dog food as the top gross income quite a bit since she started her business meaningful to us in human terms and not source among the retailers surveyed. eight years ago. just pet terms. at results in toys, gifts and Retailers attribute the rise in sales of “It’s way more than when I started,” accessories that cost more.” dog supplies and accessories partly to the Bowers said. “I would say about 25 per- But, that’s not to say dog food purchas- changing consumer. cent of the people who come into the store es are declining. In fact, one thing that Lesley Bowers, the owner of P.U.P.S. that talk to me about this are non-pet has helped to keep it at the top is the rise (Pawsitively Unique Pet Shop) in Lewes, owners. Eight years ago it was more like in popularity of natural pet foods, accord- Del. said she has seen an increase in cus- ve percent.” ing to Michael Dillon, the president and tomers who are not necessarily pet own- Combine that trend with the reces- founder of Dillon Media of San Francisco. ers, but are buying items for friends and sion, and pet industry experts are not “What I think that has continued to family who have pets. surprised dog supplies came out on top strengthen the sales for pet store owners are

40 Pet Age JANUARY 2013

40-53_Cover Story.indd 40 12/7/12 12:42 PM the pet food trends,” Dillon said. “Custom- naturalpetcare.com based in British Co- ers reading labels have hit the main stream, lumbia said, she has seen a dramatic in- TRENDS they are looking for it to say natural and crease in sales over the past year. e site have higher quality standards. We have also carries natural pet food ingredients and Responsibility seen high quality dog treats on the market supplements, homemade pet food bak- that are selling really well.” ing accessories, gifts, natural aquarium Equals More Sales David Lummis, the senior pet market supplies and natural sh food. AS DOGS BECOME more a part analyst of Packaged Facts in New Orleans, “We spend a lot of time researching to of the family, owners want to make has noticed that natural pet food has been provide detailed information from reliable Responsible Ownership sure they, and their pooch, are re- growing double digits for the past 5 to 10 sources,” McKinnon said. “ is results in Generates More Sales sponsible citizens of the community. years and sees it growing in the 15 to 20 shareable posts and discussion, while also “Growing up we never took the percent range annually. supporting more traditional marketing dogAs dogsto training. become We more just openeda “Natural is a big trend,” Lummis said. concepts of building trust, familiarity and the door and let our dog out,” ex- “It’s nothing new; the market has been demonstrating expertise. We cater to visual part of the family, owners plained Patti Colandrea, the owner shifting toward natural.” networks like Pinterest by designing brand- want to make sure they, and of Bark Bark Club in Chicago. “You Vetere added, the key predictor with the ed graphics to be shared.” their pooch, are responsible can’t do that in the city, so there is natural food industry, is to watch the hu- McKinnon embodies another trend thiscitizens need to of have the more community. training and man trends in the natural food area. seen in the Pet Age Retailers Report: So- more is responsible means buying pet owners. more ere “Since the same person is buying for pets cial media is becoming the preferred way is a lot more information out there as for the rest of the family,” Vatere said. to advertise. products that help make and people are realizing, ‘if I train “ e buying patterns are very similar.” “Blogging has been the best thing that owning a dog more my pet, it’s going to make for a So, if the person eats gluten free because ever happened to my small business and enjoyable, like training much easier life together.’” they feel it’s better for them, there is a good the businesses I work for,” McKinnon treats at, andin part, poop may bags. explain why she has seen an uptake in dog pick up “I would say about 25 percent of the people products.“Growing In fact, up wewhen never she opened took who come into the store that talk to me about herthe business dog to 11 training. years ago, We it wasn’t evenjust one opened of the itemsthe doorshe oered. and this is non-pet owners. ” “I don’t think companies were reallylet our pushing dog it,out,” but inexplained the last few yearsPatti everyone Colandrea, has to the carry owner them,” chance their dog will also be eating grain or said. “A combination of social media net- she said. “People want to be respon- gluten free, because they think, ‘It’s good for works, used primarily to promote blog of Bark Bark Club in sible and pick up their dog’s poop.” me, then it has to be good for my pet.’ content, has resulted in an increase of Chicago. “You can’t do that While using a plastic grocery Neither analyst was surprise that pet almost 30 percent in traceable sales over in the city, so there is this bag may have been acceptable in industry spending has pretty much stayed the past year alone. We have yet to buy theneed past, to haveconsumers more are training looking steady, despite concerns some shoppers advertising on these networks; the returns forand more more stylish responsible and eco-friendly pet might have about the economy. are solely from time investment.” items, some of which can range in “When the economy hits the gutter, Many business owners are following the owners. ere is a lot more price from $5 to $300. people spend more [on pets],” Dillon same strategy. information out there and Items like toys, collars and said. “When 9/11 happened, people In 2011, social media, email market- people are realizing, ‘if I leashes are still big sellers – and spent more on pets. Katrina happened, ing and website advertising produced the theytrain don’t my stop pet, at it’sjust going one. to pet services especially went up. e hous- best results for retail businesses with 29 make“People for buya much multiple easier things,” life ing crises happened; the industry once percent, according to the report. Behind says Lesley Bowers, owner of again had done great.” that was referrals and word of mouth together.’” P.U.P.S. in Lewes, Del. “ ey just Signs of economic recovery are there, with 26 percent. e next highest was don’t get one thing of treats. ey but it’s been slow. newspaper ads, shoppers and classied at, in part, explains why will walk the store and get a treat “Every year since 2009 we are going ads with 10 percent. andshe a hastoy andseen a newan uptake collar.” in to see this recovery slowly get better and Dollars spent on advertising has also dogMany pick store up owners products. also said In they it just really started to begin to kick in, dropped. Retailers spent $10,622 in 2010 have seen an increase in sales of treats in 2012,” Lummis said. “Not just the pet on it, but in 2011, it sank to $7,885. fact, when she opened her that also double as supplements, market was slow but all the markets in business 11 years ago, it in addition to a demand for more general. e reigns are beginning to loos- Visit PetAge.com for additional trends from the Re- wasn’t even one of the items eco-conscious products, like those en up and I think you will see a lot more tailers Survey, including the pros and cons of using madeshe oered.from bamboo, hemp and re- growth in the industry soon.” social media as a way to advertise, and how o er- cycled materials. - Michelle Maskaly For Melody McKinnon, founding ing grooming services has been a roller coaster of partner and marketing manager of all- a ride for business owners.

JANUARY 2013 Pet Age 41

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Andersen’s Pet Shop in Montrose, Calif., is as close to an institution as any pet shop could be. Back to the Basics With so many shopping options, retailers look to customer service, niche markets to build loyal customers. BY JON VANZILE

t’s no secret the last few years have So what’s a pet retailer to do? sen’s product lineup, it doesn’t do any ex- been challenging in the retail Sometimes the best strategy is also one tensive marketing or have a huge ad bud- I pet industry. of the oldest: Provide superior customer get, and its prices are competitive but it’s Even as the overall size of it has remained service and build your brand. At the same not a low-cost shop. fairly stable, the number of retail channels time, there is plenty of opportunity in niche “Everybody says this, but it’s really has multiplied almost exponentially. market segments, especially in holistic food about customer service,” Russell said. According to a study performed by and “alternative” pet health. “All of our employees are very involved, Packaged Facts in late 2011, almost half Andersen’s Pet Shop in Montrose, Calif., and my parents are very involved. Peo- (47 percent) of pet owners report shop- is as close to an institution as any pet shop ple come in here to see them and talk to ping around for pet products at a variety of could be. e store started as a feed and them. Our customers know us by name. outlets, including independent stores, big- seed shop in the 1940s, until it was taken So we have the same products as Petco or box pet retailers and online outlets. At the over by the Russell family in the 1960s and PetSmart basically, but our customer ser- same time, the number of “channel loyal” converted into a pet shop. Since then, the vice distinguishes us.” dog and cat owners fell to 41 percent in store has been in the same location, quietly e focus on fundamentals is more than 2011, a 12-point reduction from 2006, collecting awards from various Los Angeles a quaint business strategy, Russell said. It’s a according to Experian Simmons. media outlets as the best independent pet deliberate strategy to focus on what Ander- is multiplication of retail channels hit shop in the area. sen’s does well. As a result, while other pet at the worst time for many pet shops, right Yet, according to Rob Russell, a store retailers have moved aggressively into online when the recession of 2008 caused many manager and son of the owners, there’s sales, or even expanded locations, Russell pet owners to pull back on their spending. nothing particularly special about Ander- said his company has opted against it.

42 Pet Age JANUARY 2013

40-53_Cover Story.indd 42 12/7/12 12:43 PM PetAgeStewart-January2013.pdf 1 11/27/12 5:11 PM

Why Customers Why Retailers Choose Stewart® For Their Dogs Choose Stewart® For Their Customers

• Stronger Muscles & Heart • In Store Demonstration Support • Less Waste • Associate Education & Sampling Program • Cleaner Teeth • Coupon Promotions • Healthy Skin • Interactive Website with Store Locator • Digestive Health • Social Media

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JANUARY 2013 Pet Age 43

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Even niche stores—which operate don’t have to maintain attractive store- ier. Online marketing seems tailor-made in a slightly di erent retailing environ- fronts, pay a sta of hourly salespeople, or for most pet retailers. It’s targeted, can be ment—recognize the value of superior snag prime real estate for their shops. highly local, and is typically less expensive customer service. As a result, online retailers have been than print and broadcast marketing. Dig- Christine Mallar and her husband able to drive down the cost of basic pet sup- ital marketing includes email campaigns, own Green Dog Pet Supply in Portland, plies, including dog and cat food, while also content marketing such as writing articles Ore. Green Dog specializes in holistic and o ering very niche animals such as certain and blog entries, and a branded website. It natural pet food, pet supplements, and reptiles and even tropical or rare sh. can be as simple as registering your store “alternative” health products, especially e temptation might be to go into with Google so it shows up on Google for dogs and cats. It also o ers a full line online retailing, but pet shop owners who maps or as complicated as a full multiplat- of more traditional pet supplies, although have looked into it frequently shy away form social media campaign. Mallar promises that every product in her and counsel restraint. “Our marketing is 90 percent to exist- store meets certain criteria for nutrition “e barriers to enter online retailing ing customers,” Russell said. “Our market- and manufacturing. are so small that anyone can do it,” Russell ing dollars are better spent trying to keep Still, the secret to Green Dog’s success, said. “It’s tough to get a competitive edge. existing customers and get them coming Mallar said, “is entire- back. So we have an ly customer service and email program and a especially the quality of “Our marketing dollars are better spent rewards program. Get- advice we can give. e trying to keep existing customers and get ting new customers is better advice you can so cost-prohibitive in give, the bigger your cus- them coming back.” newspapers and TV.” tomer base.” By collecting email is means Mallar spends a signicant All the big boys have the warehousing, and addresses, Andersen’s has built up a data- amount of time reading about pet health we know we can’t compete.” base of about 5,000 customers. and nutrition, and works with customers At Green Dog, the situation is similar. “It’s so powerful,” Russell said. “We can to recommend the right foods and supple- Mallar knows there is a national market push out information right away.” ments for any particular health concern. for her products, but it doesn’t necessarily After trying several di erent styles, Green Dog has taken a slightly di erent approach to marketing. Instead of taking out ads in large newspapers or having a heavy online presence, Green Dog works hard to cultivate the local neighborhood through targeted branded micro-campaigns. If Mal- lar does advertise, it tends to be in local weeklies or newsletters, and she has formed relationships with several local holistic vets, who regularly send her referral customers. “We feel online pressure a little bit, but Portland is a very supporting community,” she said. “People here want to buy local and many of our customers want to support local shops like ours.” When the company was new, Mallar even went to local dog parks to hand out The owner of Green Dog Pet Supply in Portland, Ore. says one of the keys to their success is cards and coupons personally to dog own- the quality of advice they o er to the customer. ers. She also placed dog treats on counters She prints out articles and even refers cus- make sense for her company to jump into throughout shops and co eehouses in the tomers to other shops and holistic vets. online retailing. She would have to set up the area, each with a sign reading, “is was Customer service’s role in successful pet warehouse and shipping space, gure out the supplied by Green Dog Pet Supply” retailing has been reinforced by the single online shopping cart, tax and returns issues, e resulting word of mouth has built greatest change in all retailing in a genera- and expand her sta . Considering that her slowly into a steady customer stream on a tion: the rise of online retailers. As any pet shop is doing well, there is limited motiva- limited marketing budget. shop owner intimately knows, online re- tion to make those kinds of changes. tailers have a set of built-in advantages over If the Internet isn’t the answer for re- Read more about the 2012-2013 Retail Report on- their brick-and-mortar counterparts. ey tailing, it has made marketing much eas- line at www.petage.com

44 Pet Age JANUARY 2013

40-53_Cover Story.indd 44 12/7/12 12:43 PM Congratulations Winners! Vitakraft Sunseed caps off a memorable year of celebration and congratulates all 175 winners in our 175th Anniversary Sweepstakes! Grand Prize Winner

CRITTER SUPPLY CENTRAL Cedarburg, WI

Congratulations to our Grand Prize winners, Judy & Bill Mikkelson of Critter Supply Central, who won an all-expense paid trip to Germany! The Winning Doesn’t stop here! Pet store owners win big by signing up for Vitakraft Sunseed’s “Pet Store Post,” an informative e-newsletter designed to help drive customers, sales and profits to your store. Subscribe now and you’ll receive product specials, rebate offers, contests, Sign up today at retailer features and other tidbits designed to boost your store’s bottom line. www.vitakraftsunseed.com/PetStorePost View the winners list at www.vitakraftsunseed.com/sweepstakes VitakraftSunseedRetailers

40-53_Cover Story.indd 45 12/7/12 12:43 PM 20122013 RETAIL REPORT

Who Took the Survey Where Pet Stores 2012 2011 Make Their Money Independent pet store that sells companion animals and/or sh 29% 28% 2011 2010 Independent pet store that sells supplies only 27% 22% Dog supplies and accessories 27% 26% Franchise and/or chain pet store 2% 2% Dog food 25% 22% Franchise and/or chain pet store 12% 12% Service 16% 13% Pet Services facility 9% 12% Companion animals and sh 15% 14% Online-only pet store 12% 15% Gifts and novelty items 8% 10% Other 9% 10% Fish food and supplies 8% 9% Bird food and supplies 8% 7% Cat food 7% 6% Cat supplies 6% 6% Who You Are Reptile food and supplies 5% 4% Small-animal food and supplies 4% 4% 4% 1% 3% 1% 14% Pond supplies and accessories 1% 1% 7% 14% Other 8% 5%

Totals don’t add up to 100 percent because averages are 12% based on reports of each separate category. 40% 40% 31% Of the retailers surveyed, 15% 42% of store owners were male, 58% were female. 19%

Age Education ❚ ❚ 18-24 1% ❚ 40-44 12% Some high school or less ❚ ❚ Top Pet Categories 25-29 4% ❚ 45-49 15% Graduated from high school ❚ ❚ 30-34 3% ❚ 50-54 19% Some college % Stores Carrying Category ❚ ❚ 35-39 7% ❚ 55 older Graduated from college ❚ Postgraduate study or more 2011 2010 Freshwater sh and invertebrates 66% 69% Reptiles and Amphibians 57% 59% Dollar Volume & Pro ts Small animals 59% 58% Birds 55% 53% In 2011, 63 percent of retailers saw an increase in gross dollar volume, while 29 percent saw a decrease. In 2010, retailers saw a 59 percent increase overall and a 31 percent decrease. In Saltwater sh 43% 52% 2011, 57 percent of retailers saw an increase in net pro ts while 34 percent saw a decrease. In Registered puppies 21% 28% 2010, 56 percent saw an increase in net pro ts while 30 percent saw a decrease. Mixed-breed puppies 24% 26% Gross Dollar Volume Net Pro t 2011 2010 2011 2010 Totals don’t add up to 100 percent because averages are based on reports of each separate category. Up to 25 % or more 11% 16% 11% 14% Up 10-24 21% 16% 13% 14% Up 6-9 14% 14% 12% 10% Up 1-5 17% 13% 21% 18% $7,885 Unchanged 10% 11% 12% 17% The median amount Down 1-5, 12/14 12% 14% 12% 11% that pet stores spent on Down 6-9, 7/51 7% 5% 9% 4% advertising in 2011. Down 10-24, 7/8 7% 8% 8% 8% Down 25 or more, 2/3 3% 4% 5% 7%

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605-122640-53_Cover FlexRx Story.inddPet Age Magazine 47 ad (7.875 x 10.75).indd 1 12/3/201212/7/12 2:59:15 12:44 PM PM 20122013 RETAIL REPORT

Gross Dollar Volume Fastest Growing In 2011, 63 percent of retailers saw an increase in gross dollar volume, while 29 percent saw Categories a decrease. In 2010, retailers saw a 59 percent increase overall and a 31 percent decrease. In 2011 2011, 57 percent of retailers saw an increase in net pro ts while 34 percent saw a decrease. In 2010, 56 percent saw an increase in net pro ts while 30 percent saw a decrease. Dog food 13% 2011 2010 Grain-free dog and/or cat food 9% Treats 4% Average gross dollar volume $592,233 $421,966 Dog chews 4% Up to $99,999 29% 34% Aquarium products 3% $100,000 to $249,999 23% 20% $250,000 to $499,999 19% 20% 2010 $500,000 to $749,999 7% 11% Dog food 14% $750,00 to $999,999 6% 5% Food/Pet Food 11% $ 1 million or more 16% 9% Raw Food/ Diets 6% Treats 3% Net Pro t Collars/Leads/Harnesses 3% Companies that had a 6 to 9 percent increase in the year 2011, jumped 2 percent from 2010. As a whole, 57 percent of the companies saw an increase in net pro t. 2011 2010 Up to 25 percent or more 11% 14% Ancillary Services Up 10-24 13% 14% % Stores O ering Service Up 6-9 12% 10% 2011 2010 Up 1-5 21% 18% Grooming 45% 54% Unchanged 12% 17% Boarding exotic animals 21% 23% Down 1-5 12% 11% Delivery 20% 36% Down 6-9 9% 4% Aquarium/ pond installation/ 23% 21% Down 10-24 7% 7% maintenance Down 25 or more 3% 5% Boarding dogs and/or cats 14% 18% Pet sitting and/or dog walking 9% 17% Obedience and/or agility training 17% 16% The percentage of stores surveyed in 2011 that Day care 13% 12% did not carry any companion animals or sh. 51 Self-service dog wash 18% 8% Other 34% 38%

Average Customer Transactions While average customer transaction amounts went down as a whole from 2010, it increased for aquarium, bird and small-animal owners. Average Customer 2011 2010 Transactions All Transactions $36.33 $50.77 2011 2010 Dog Owners $39.85 $46.62 All Transactions $36.33 $50.77 Cat Owners $19.78 $22.98 Cat Owners $19.78 $22.98 Aquarium Owners $34.74 $26.43 Aquarium Owners $34.74 $26.43 Bird Owners $29.28 $22.98 Bird Owners $29.28 $22.98 Small-animal Owners $19.10 $17.77 Small-animal Owners $19.10 $17.77 Reptile Owners $21.29 $28.28 Reptile Owners $21.29 $28.28 Gift and Specialty $21.45 $34.71 Gift and Specialts $21.45 $34.71

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Market Leaders in Key Pet Supply Categories By percentage of stores citing company/brand as No. 1 seller*

Dog Products Apparel Feeders Decorations 1. PetEdge 29% 1. Doskocil 43% 1. Penn-Plax 40% 2. R.C. Pet Products 8% 2. PetRageous 18% 2. Blue Ribbon 38% Beds Flea/Tick Products Filtration Products 1. Midwest Homes for Pets 15 % 1. Merial 32% 1. UPG Aquatics 46% 2. West Paw 13 % 2. Central Life Sciences 23% 2. Central Aquatics 21% Collars & Leads Foods Foods 1. Coastal 24 % 1. Diamon 18% 1. UPG Aquatics 48% 2. Lupine 22 % 2. Hill’s 11% 2. OmegaSea 22% Feeders Furniture Health Aids 1. Doskocil 30 % 1. Ware Manufacturer 23% 1. Mars Fishcare 66% 2. PetRageous 15% 2. Custom/Local manufacturer 22% 2. Seachem Labs 14 % Flea/Tick Products Grooming Tools Heaters 1. Merial 28% 1. Coastal 24% 1. Rolf C. Hagen (USA) Corp. 37% 2. Central Life Sciences 24% 2. Furminator 19% 2. Central Aquatics 22% Foods Health & Hygiene Lighting 1. Diamond 16% 1. Central Garden & Pet 24% 1. Central Aquatics 59% 2. Champion Pet Foods 10% 2. Garmon Corp 22% 2. Rolf C. Hagen (USA) Corp. 14% Grooming Tools Housing & Travel Meters 1. PetEdge 21% 1. Doskocil 53% 1. UPG Aquatics 28% 2. Coastal 20% 2. PetEdge 14% 2. Milwaukee 24% Dog Health & Hygiene Litter Pond Products 1. Tropiclean 28% 1. World’s Best Cat Litter 41% 1. Rolf C. Hagen (USA) Corp. 30% 2. Bio-Groom 15% 2. Precious Cat 14% 2. Mars Fishcare 24% Dog Housing & Travel Litter Accessories Pumps 1. Doskocil 27% 1. Doskocil 49% 1. UPG Aquatics 43% 2. Midwest Homes 18% 2. Van Ness Plastics 37% 2. Rolf C. Hagen (USA) Corp. 28% Dog Sanitation Sanitation Products Test Kits 1. PetEdge 19% 1. UPG Companion Animals 33% 1. Mars Fishcare 58% 2. Central Garden & Pet 18% 2. Van Ness Plastics 16% 2. UPG Aquatics 25% Shampoos Shampoos Water Conditioners 1. TropiClean 23% 1. TropiClean 28% 1. Mars Fishcare 32% 2. Bio-Groom 17% 2. Bio-Groom 26% 2. Seachem Labs 27% Toys Toys 1. Kong 21% 1. PetEdge 21% Bird Products 2. PetEdge 15% 2. Ducky World Products 16% Bedding & Litter 1. Central Avian & Small Animal 28% Treats Treats 2. Vitakraft Sunseed 25% 1. A Guy & His Dog Zuke’s 14% 1. Nutro 30% 2. Red Barn Pet Products 9% 2. Zuke’s 18% Cages 1. Prevue 45% 2. Blue Ribbon 15% Cat Products Fish Products Beds Aquariums/Tanks Feeding Equipment 1. Precision Pet Products 22% 1. Central Aquatics 66% 1. Rolf C. Hagen (USA) Corp. 33% 2. Midwest Homes 17% 2. UPG Aquatics 21% 2. Prevue 24% Collars & Leads Cleaning Equipment Food 1. Coastal 29% 1. UPG Aquatics 24% 1. Central Avian & Small Animal 30% 2. Lupine 19% 2. Lee’s 22% 2. Vitakraft Sunseed 19%

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Health Aids Sanitation Products Lighting 1. UPG Companion Animals 33% 1. Central Avian & Small Animal 63% 1. Rolf C. Hagen (USA) Corp. 31% 2. Central Garden & Pet 26% 2. Penn-Plax 17% 2. Zoo Med 28% Sanitation Products Toys & Exercise Sanitation Products 1. UPG Companion Animals 37% 1. Central Avian & Small Animal 66% 1. Zoo Med 64% 2. Central Garden & Pet 28% 2. Penn-Plax 16% 2. Central Aquatics 33% Toys & Exercise Water Bottles Water Bottles & Accessories (tie) 1. JW Pet 25% 1. Central Avian & Small Animal 40% Rolf C. Hagen (USA) Corp. 46% 2. Rolf C. Hagen (USA) Corp. 23% 2. Lixit 31% Zoo Med 46% Water Bottles & Accessories 1. Lixit 35% Reptile Products Gift & Specialty Items 2. Rolf C. Hagen (USA) Corp. 26% Bedding & Litter Crab Products 1. Zoo Med 53% 1. Florida Marine Research 40% 2. Rolf C. Hagen (USA) Corp. 21% 2. Zoo Med 34% Small-Animal Products Bedding & Litter Feeding Equipment Cricket Products 1. Absorption 42% 1. Zoo Med 40% 1. Fluker Laboratories 60% 2. Central Avian & Small Animal 22% 2. Rolf C. Hagen (USA) Corp. 36% 2. The Bug Co. 24% Chew Items Foods Books 1. Central Avian & Small Animal 48% 1. Zoo Med 31% 1. Barron’s 37% 2. Vitakraft Sunseed 19% 2. Fluker Farms 22% 2. Central Garden & Pet 28% Feeding Equipment Health Aids Calendars 1. Central Avian & Small Animal 57% 1. Zoo Med 62% 1. Brown Trout Publishers 39% 2. Rolf C. Hagen (USA) Corp. 20% 2. Central Aquatics 21% 2. Custom and local manufacturer 33% Foods Heating Greeting Cards 1. Central Avian & Small Animal 29% 1. Zoo Med 34% 1. Avanti Press 37% 2. Vitakraft Sunseed 25% 2. Central Aquatics 31% 2. Leanin’ Tree 21% Health Aids (tie) Housing Ornaments and Figurines Central Garden-Central Life Sciences 28% 1. Central Aquatics 65% 1. Local and handmade 41% UPG Companion Animals 28% 2. Rolf C. Hagen (USA) Corp. 30% 2. E & S Imports 22% Housing Housing Décor & Accessories T-Shirts & Sweat Shirts 1. Central Avian & Small Animal 53% 1. Rolf C. Hagen (USA) Corp. 40% 1. Custom and homemade 54% 2. Ware Manufacturing 17% 2. Central Aquatics 31% 2. Dog Is Good 23%

* Rankings reect companies/brands that were cited most often by respondents as their best sellers. Neither rankings nor percentages represent market shares or sales percentages as respondents were not asked to provide actual sales gured or sales percentages by brands or information about other brands sold in their store.

✦ ABOUT THE SURVEY

tatistical data for the 2012-2013 the internet or preferred not to com- ed, and not all respondents answered Pet Age Retailer Report was plete the survey online received printed all questions. S compiled using SurveyMonkey, versions of the questionnaire. The 2012-2013 Pet Age Retailer Sur- a web-based survey tool. The 2012-2013 Pet Age Retailer Sur- vey, performed by H.H. Backer, was Pet Age sent emails June 1, July 1, and vey drew 469 valid responses with the sponsored by Coastal Pet Products Inc. July 21, inviting more than 4,600 retail margin of error at 4.5 percent, with a (Alliance, Ohio), Fromm Family Foods owners/managers from the Pet Age sub- con dence level of 95 percent, accord- Inc.(Mequon, Wis.), Marchioro (Isola scriber list to complete our internet-based ing to the random sample calculator by Vicentina, Italy), MiracleCorp Products questionnaire. Additionally, we publicized Custom Insight, an online survey rm (Dayton, Ohio), PetEdge Dealer Services the questionnaire’s availability via the “Ed- not aliated with Pet Age. (Beverly, Mass.), ProLabs (St. Joseph, itor’s Note” and advertisements in Pet Age. Percentages will not always total 100 Mo.), Vitakraft Sunseed Inc. (Bowling Retailers who didn’t have access to because many responses were round- Green, Ohio).

52 Pet Age JANUARY 2013

40-53_Cover Story.indd 52 12/7/12 12:49 PM JANUARY 2013 Pet Age 53

40-53_Cover Story.indd 53 12/7/12 12:44 PM ❚ DOGS

by FidoPharm, a companion pet health product company. According to Alex Kaufman, president and CEO of Fido- Pharm, PetArmor lled a consumer need by providing ea and tick protection that is both accessible and aordable. “What makes PetArmor unique is that we brought a vet-quality ea and tick product to the pet retailer, which traditionally has oered older technolo- gies, many having lower eectiveness and a poorer safety pro le,” Kaufman said. “is is made possible since many manufacturers of the best ea and tick products have chosen a commercialization strategy to sell their products only through veterinarians. e introduction of PetArmor has caused disruption in the marketplace as we have focused on pets and pet parents and oering the most recommended ea and tick active ingredient.” Another generic pronil product is Sentry’s Fiproguard line of products. Like PetArmor, Fiproguard is available at a lower cost than Frontline Top Spot since it is the generic equivalent. Fiproguard is available to be carried by specialty pet stores, farm and garden supply stores and through online retailers. Evicting Fleas Now that these products are available widely, innovations are coming from other A ordability, natural options drive ea areas like formulation and delivery method. and tick product sales. For instance, Merck recently intro- BY MAGGIE MARTON duced new products, Activyl and Activyl Tick Plus, which contains a chemical that is turned on by an enzyme in the lea and tick medicine is big busi- which is being driven by a desire for ea’s gut. Unlike other similar medica- ness, because it meets a consum- eco-friendly ingredients. tions, Merck decided to oer these prod- F er need – eliminating pests from When the patent for pronil, one of ucts exclusively through veterinarians. their pet and home. In fact, 64 percent the leading ingredients in Frontline Plus, Retail pet store owners say they see of dog owners purchase it for their pet, expired in 2010, the market changed dra- more customers asking about organic, according to the American Pet Prod- matically. It allowed for generic equiva- or natural ea and tick control. One in- ucts Association. lences to be manufactured and sold, at gredient gaining in popularity, especially There are two major factors affect- lower price points, opening the category among the consumers, they say, is neem, ing the segment: Affordability, which up to more competition. a tree that has been used for medicinal is being driven by generic and gro- One of the products that entered the purposes for thousands of years. It is cery store brands, and natural care, market was PetArmor, which is made billed to be an eective pesticide.

54 Pet Age JANUARY 2013

54-60_T&P(aDog).indd 54 12/6/12 5:44 PM JANUARY 2013 Pet Age 55

54-60_T&P(aDog).indd 55 12/6/12 5:44 PM Trends & Products DOGS

Trinity Ava, the herbalist for Orga- However, neem can cause some con- – can’t claim to repel eas and ticks, even nix-South, a natural products division fusion for consumers, retail owners and if their studies and research show it does. of Nutraceutical Corporation, says neem product developers because it is not an “We denitely wanted to have a prod- is e ective against over 200 types of EPA-registered ingredient. uct in the ea and tick category because insects. Products like Organix-South’s Susan Weiss, president of Ark Nat- it is a gigantic category,” Weiss said. eraNeem Herbal Outdoor Spray for urals, explained her company came out “Humans do not like bugs.” Pets contains both the neem leaf and with two neem-based products early on, As a result, the company o ers a bo- neem oil to provide dogs with natural but because of the lack of EPA approval, tanical product called “Flea Flicker! Tick protection against insects. they – along with any other neem product Kicker!” which has performed well for Ark Naturals, in part because the name appeals to consumers. Like Ark Naturals, companies o ering ea and tick alternatives, are adding creative marketing to their business plans. Healthy Dogma, a family-owned business that sells natural and organic products for pets, o ers a ea product “Retail pet store Ask the Experts owners say they see more customers asking about organic, or natural ea and tick control.” that is not topical, unlike many other options on the market. Instead, they o er a supplement called “Flee Flea Flee!” that is added to the dog’s food. e ingredients are kelp, ax meal, garlic and yeast. “It’s a ea and tick deterrent,” Darby Peters, from Healthy Dogma, said. “It’s Andrea Q: I have a customer who says your Pet Botanics a natural way to ward o the eas if a Rebecca Healthy Omega salmon treats have cleared up her customer is looking for something that Venessa Westie’s skin problem. She wants to know if you have dog food? isn’t quite as intense as the squeeze on the Cardinal Pet Care back of their neck type of product.” Customer Service Specialists A: Yes, our Pet Botanics Grain-Free Salmon dry dog food One of the ways that Healthy Dogma 710 S. Ayon Avenue is also an Omega-Rich Formula carried by your store. It’s has helped consumers familiarize them- Azusa, CA 91702 probably a couple aisles over from the treats. Look for the selves with the product is through inno- PHONE: 800-433-7387 new green bag with the Pet Botanics logo at the top. vative packaging. EMAIL: [email protected] You can also tell your customer if they have questions, the e packaging helps customers make www.cardinalpet.com QR codes on our packages will get them the information an informed decision. quickly. Also direct them to www.cardinalpet.com, where “Our packaging is a little bit they will nd links to all our brands, as well as more infor- unique,” Peters said. “Even if someone mation about our products and links to our social media wasn’t right there to explain it, through sites like Facebook and Twitter. the name of it and the photo on the side, If you want to keep up-to-date on our products, make it clearly explains what the supplement sure you sign up for our Retail Newsletter. is going to do.” All our Cardinal C.S. representatives are quali ed to nd the answer to any questions you may have. You can always email them, too. Maggie Marton is a freelance writer who covers

is general information is not intended to provide individual advice. PAID CONTENT pets, the pet industry and lifestyle topics. She lives in Indiana.

56 Pet Age JANUARY 2013

54-60_T&P(aDog).indd 56 12/7/12 11:44 AM SPOTLIGHT Couch Potato or Olympic Toy Chaser? New feature can track how much activity an animal has had during the day.

he pet GPS tracking device is detected by the tracker, and points are Tagg – e Pet Tracker now assigned based on the intensity and dura- T allows owners to not only tion of the activity. track where their pet is, but what Tagg Points are accumulated and they are doing, in an e ort to better charted each day, providing the user monitor an animal’s health when it with easy-to-read data that will help comes to daily exercise. them know how much more, or less, e new activity tracking function activity their animal needs. – available at no additional cost to Tagg Fresh customers – provides the user with daily ❚ Website Tagg Points, an at-a-glance http://www.pettracker.com/ snapshot of ❚ Facebook a pet’s activ- https://www.facebook.com/ is ity in a 24- taggthepettracker hour period. ❚ Twitter Movement https://twitter.com/taggtracker better THE EDGE If not stored properly, What Customers Are Buying pet food gets stale and loses nutrition. Keep it According to the 2012-2013 Pet Age by grain-free dog and/or cat food. In Retailer Survey, dog food was the 2010 dog food was also the fastest fresh with a Vittles fastest growing product category growing product with a 14 percent Vault! Your pet will for store owners quickly followed response rate. thank you. Fastest growing product category for store owners in 2011 Dog food 13% Grain-free dog and/or cat food 9% Food/pet food (not include bird food or sh food) 6% Treats 4% Dog chews 3% Aquarium products/supplies 3% Dog toys 3% Dog accessories 3% L i v e s h 3% Raw diets 3% Services 3% See the green G2-men at SOURCE: 20122013 PET AGE RETAIL REPORT Global Pet Expo booth #1567!

JANUARY 2013 Pet Age 57

54-60_T&P(aDog).indd 57 12/6/12 5:44 PM BREAK RULES

GET READY FOR ZEE.DOG (WE’RE SHAKING THINGS UP)

VISIT US AT GLOBAL PET EXPO BOOTH #3267

Curious? [email protected] www.zee-dog.com

54-60_T&P(aDog).indd 58 12/6/12 5:45 PM Food Trucks Go to the Dogs Pet food companies bring popular consumer trend to the pet world.

ood trucks have been a consumer provided food for dogs if there was one trend for several years, and now, in their neighborhood. F some dog food companies are hop- “Food trucks aren’t just for peo- ing it will be just as ple, and we hope popular with pets. this sweepstakes Chef Michael’s will help as many recently hosted a na- dogs as possible en- tional sweepstakes joy the food truck to help 25 food experience with trucks make special their owners,” Sarah improvements just BonDurant, a brand 2 for dogs, after an representative from Gamma online survey they Chef Michael’s, said. conducted showed e 25 winners nearly six in 10 dog CHEF MICHAEL’S received a $1,000 owners have gone Owners and their dogs line up at the Chef cash prize to help Michael’s Food Truck for dogs. keeps to a food truck, and make dog-friendly 48 percent would likely take their dog improvements to their trucks, Chef to lunch or dinner at a food truck that Michael’s food dispensers that will food fresh! • Food-grade storage • BPA-free • Wide selection of size, Visit shape and ﬁll capacity petage.com • Made in USA for the latest pet news!

See the green G2-men at Global Pet Expo booth #1567!

JANUARY 2013 Pet Age 59

54-60_T&P(aDog).indd 59 12/6/12 5:45 PM Trends & Products DOGS

o er dogs their own food truck dining Maryland, was part of a marketing experience and a one year supply of Chef campaign for the company’s Ideal Bal- Michael’s products. ance line of products that include 100 Joining Hill’s Pet Nutrition also took a gam- percent all-natural ingredients, and ble on the food truck craze last year, contain no articial avors, color or Forces by introducing the Science Diet Ideal preservatives. Balance Pet Café Truck. While touring the country they gave for Health e national tour that hit cities away free samples of both their Ideal Pet, human health across the country from California to Balance dog and cat foods. advocacy groups work together to nd cures.

he Coalition for Pulmonary Fibrosis and e Westie TFoundation of American are joining forces to ght a deadly lung disease that claims as many human lives as breast cancer each year, as well as a similar percentage of West Highland Terriers. Both organizations fund research into Pulmonary Fibrosis, and act as advocates for their pa- tients and members. “It is our hope that through our combined e orts, much will be learned about Pulmonary Fibrosis through these precious dogs who are also su ering greatly,” said Mishka Michon, chief executive ocer of the Coalition for Pulmonary Fibrosis. e two organizations rst met at a human/canine research meeting that was held on the subject. In the U.S., 120,000 people are known to be a ected by Pulmonary Fibrosis and are likely higher due to misdiagnosed and undiagnosed cases. e disease causes progressive scarring in the lungs that eventually su ocates the dog or human. “e Westie Foundation is hon- ored to work with the Coalition for Pulmonary Fibrosis to support ef- forts to identify commonalities and di erences between the human and canine form of the disease,” Bebe Pinter, president of the Westie Foundation of America, said. “It is through this type of collaboration that we can gain important answers to this deadly disease.”

60 Pet Age JANUARY 2013

54-60_T&P(aDog).indd 60 12/6/12 5:45 PM Trends & Products CATS The most complete assortment

good

better

Not Your Same Old Litter Ever-evolving consumer demand drives cat litter innovation. best BY KATIE A. VOSS

arrying cat litter in your store is shelf for cat owners. Some consumers a no-brainer. will purchase cat litter based on odor C “It’s basically toilet paper control, but some will prefer to pur- for cats,” Tobi Skovron, CEO chase an eco-friendly litter that is not and founder of Pup-Pee Solutions in strip-mined or contributing to land- Los Angeles, said. ll problems. Other consumers will But, Skovron cautions, just be- purchase based on their cat’s imme- cause litter is a necessity it doesn’t diate needs, such as health issues and mean retailers should settle for selling post-surgical procedures.” the same-old same-old. As a result, manufactures are always “My perspective is that you want bringing to market new products that an- products in your stores that are going swer the ever-evolving consumer demands. to attract customers and bring them “The cat litter category has been back on a regular basis,” Skovron said. evolving in recent years with the in- And, anyone will tell you, giving troduction of more natural litters consumers a variety of litter types and made of everything from wood, corn, brands to choose from is important. soy beans, and yes, even green tea,” “ ere are new cat owners ev- Stan Yamamoto, president of Next eryday and what works for one cat Gen Pet Products Inc. in Laguna might not work for anther cat,” Linda Niguel, Calif., said. “It is important Cope, new media marketing manag- to offer customers natural alterna- er for Marshall Pet Products in Wol- tives that are as effective and func- cott, N.Y., said. “It’s important to tional as the traditional clay litters. have a variety of litters on the store Continued on page 63

JANUARY 2013 Pet Age 61

61-64_T&P(bCat).indd 61 12/7/12 12:45 PM Trends & Products CATS

Saving a Life SPOTLIGHT Purina recognizes cat’s lifesaving e orts.

shelter cat named Pudding, who depended on this animal and without him saved the life of his owner from I would die,” Jung said. “After minutes of A a diabetic seizure was named the feeling alarmed and helpless, the next noise grand prize winner in the Purina Pro I heard was the sound of my son’s feet hit- Plan Rally to Rescue “Tales of Greatness” ting the oor and I immediately felt a wave story contest. of relief and realized that this cat had just Pudding was returned twice to the saved my life.” Door County Humane Society in Stur- After Jung recovered from the sei- geon Bay, Wis. before zure, she called Amy Jung and her “Jung, a diabetic since the shelter to in- son, Ethan, who were quire if Pudding volunteering at the the age of four, had had any rescue shelter, decided he come out of a seizure experience. Af- should become a part ter learning that of their family. from what her doctor there was no re- Jung wasn’t plan- described as an cord that the cat ning on adopting, had such train- but changed her adrenalin rush caused ing, Jung regis- mind after forming by the cat pouncing tered Pudding an instant connec- as a service ani- No More Pee-Eww tion to the green- on her chest.” mal. Now, Pud- eyed cat. And, it’s a ding can tell Non-toxic and biodegradable, Zero good thing she did, because he ended when Jung’s blood sugar drops two Odor Litter Spray eliminates the smell up saving her life. points below normal and alerts Jung of soiled cat litter, while leaving no Just hours after falling asleep, Jung when something is wrong through me- scent of its own. woke up to nd, Pudding, sitting on her ows and nibbles. e patented formula stops odor at chest. Jung, a diabetic since the age of “Pudding’s story serves as a reminder the molecular level, so the odor isn’t just four, had come out of a seizure from what that all animals, rescue or purebred, have masked, but is completely removed. her doctor described as an adrenalin rush something innately great inside them caused by the cat pouncing on her chest. and with the help of small pet rescue ❚ Website “When Pudding jumped o of my organizations can truly make a positive http://www.zeroodorpet.com/ chest and ran out of the room I instantly di erence” Mike Chirco, of the Purina ❚ Twitter felt a sense of panic thinking that my life Pro Plan marketing team, said. https://twitter.com/ZeroOdor

THE EDGE Number of Cat 80 Mil Owners 70 Mil 60 Mil Number of U.S. households that own a pet versus the number of U.S. 50 Mil households that own a cat (in the millions) 40 Mil

30 Mil 2000 2002 2004 2006 2008 2010

SOURCE: APPA NATIONAL PET OWNERS SURVEY Cats All Pets

62 Pet Age JANUARY 2013

61-64_T&P(bCat).indd 62 12/6/12 4:43 PM Continued from page 61 uct comes from 100 pecent all-natural resistant to the growth of odor-causing If the customer is aware of alterna- lavender oil. mold and bacteria. tives that clump, flush, [and] control Next Gen Pet Products Inc. uses Gentle Touch Pet Products in Gret- odors like clay litters but are also com- materials like wood and green tea in or- na, Neb., has a patent-pending aspen postable, lightweight, long lasting and der to deodorize naturally by suppress- wood pellet cat litter. natural, then they can see the benefits ing the growth of bacteria in the litter “The litter is similar to the pine of being environmentally conscious.” box. e company’s newest litter, Forest litters out there but has a couple ad- Marshall Pet Products’ Good Mews Fresh, is derived from a special type of vantages,” Brent Karstens, the compa- is one of those eco-friendly options. cypress wood called hinoki, which is ny’s president, said. “First, the aspen e premium litter is made from 100 percent recycled paper ber that is shaped into highly-absorbent pellets. e pel- By Pet Loo lets absorb odor-causing moisture. Cope points out that the recycled pellets aren’t just good for the environment, but are also dust-free and made without additives or chemicals so the litter won’t irritate sensitive or post-surgical cats. “The cat litter category has been evolving in recent years with the introduction of more natural litters made from everything of wood, corn, soy beans, and yes, even green tea”

In 1994, Pet Care Systems in Detroit Lakes, Minn., was founded in an e ort to create a quality alternative to clumping litters. Mark B. Hughes, co-founder and national director of sales and marketing, and his partner, discovered wheat ActivatedActi Carbon Pad forfor immediateimmedi Odor to be a successful alternative, and Swheat NO CLUMPING! EliminationElimin Scoop litter was born. eir newest of- A scientiﬁc breakthroughb fering, Lightly Scented Swheat Scoop, is in Odor Elimination made from aspen wood, something that TechnologyTechnology Patented Odor through research, they discovered was Removalal System very absorbent. Many manufacturers are also o ering a way to control odor naturally for FreshAir Cat Litter, the only cat litter in the world that destroys bacteria and those consumers who want the litter transforms your cats urine, so there is no urine left in the litter box. they use to have a sent. According to Jean Broders, brand manager for Kent Nutrition Group Inc. in Muscatine, Iowa, the scent in their new World’s Best Cat Litter prod-

JANUARY 2013 Pet Age 63

61-64_T&P(bCat).indd 63 12/6/12 4:43 PM Trends & Products CATS

pellet is extremely safe on the animal’s Along with all-natural ingredients, and the bacteria is killed, the urine is respiratory system compared to pine, Pup-Pee Solutions uses science and ultimately not urine anymore,” Skov- because there are no phenols found in innovation in order to keep litter box- ron, CEO and founder, said. “It be- aspen like there are in pine. Second, es odorless and fresh. e company’s comes nitrogen and nitrogen is a gas there is not much of a smell to the as- Fresh Air Litter features a patented that lifts up from the box without any pen pellet, but it absorbs the ammonia odor-eliminating carbon pad that takes odor. All of this is done without using smell second to none. So you do not the ammonia present in feline urine and any chemicals whatsoever.” have to have your house smell like a converts it to nitrogen. e litter itself oers extra odor Christmas tree 365 days of the year.” “Once the urine hits the carbon pad control. Made from zeolite, a volcanic rock, the litter absorbs ammonia. Addi- tionally, proprietary syrup coats the litter to minimize dust, keeping cats from upper respiratory irritation. Precious Cat Inc. in Englewood, Colo., uses all-natural ingredients and addresses feline behavioral and health concerns. Nearly 10 years ago, feline-only veterinarian Dr. Bruce Elsey created Cat Attract to help cats with litter box aversion. ey have branched out creating dierent formulas, such as Kitten At- tract, which helps train kittens to use the litter box, and Long Haired Litter, which won’t stick to long-haired cats’ fur. e company’s most recent addition, Respiratory Relief, is a low-dust litter specically designed for cats with allergies or asthma, said marketing director Gina Zaro. The litter comes in clumping clay or a silica gel formula and does not contain any plant-based material. Just like humans, cats’ allergies or asthma can be exacerbated by things made with a plant-based material because they often create mold. Moving cat litter off the shelf might not be as difficult as some other products, but manufacturers stress that retailers need to know what’s available on the market. “When people come in and say, ‘My cat’s not using the litter box,’ or ‘My cat’s sneezing a lot,’ it’s really important that retailers are up to date on what’s going on so they can direct people to new products,” Zaro said. Plus, Zaro points out, staying ed- ucated gives retailers more credibility, thus instilling trust. And, trust is huge in creating return customers.

Katie H. Voss is a Chicago-based writer who has covered the pet industry for more than 5 years.

64 Pet Age JANUARY 2013

61-64_T&P(bCat).indd 64 12/6/12 4:43 PM Trends & Products FISH Nano Tanks Make a Big Splash in Small Spaces These small wonders can really brighten up someone’s desk, o ce or home. BY BILL KOLBENSCHLAG

he saying “good things come in companies constantly try to keep these small packages” certainly rings products evolving, dishing out new mod- true in the sh keeping world els to sell on a regular basis. T JBJ AQUARIUMS with nano tanks and aquariums. JBJ redesigned the Nano-Cube and If you have customers who want to now o ers it in a deluxe version to meet nozzle for directional ow output. e own a sh tank but don’t have much the needs of the serious reef enthusiast. cube is available in 6 gallons, 8 gallons, 12 space, it’s now possible to provide them e New Nano Cube Deluxe o ers dou- gallons, 24 gallons and 28 gallons. with a solution. ble the light output of the original model, Damian Hall, marketing and events Experts seem to have varying de ni- providing corals and invertebrates 48 total manager for Rolf C. Hagen Corp., also tions of what exactly a nano tank entails. watts of compact uorescent illumination. says that nanos continue to evolve in the Some feel that a nano tank has to contain All models come standard with two built- aquarium industry, with companies put- saltwater sh or reef; others include fresh- in cooling fans to dissipate excess heat, ting more attention to detail into their water tanks in the category of nanos. Ei- a new highly e cient remote electronic creation so that they can stand out from ther way, most seem to agree that nanos ballast with disconnect cable and return the competition. are small in size, often all-in-one (meaning they contain a built-in lter and light), and do not require a stand. ® ese mini tanks have become quite popular in the aquarium industry over Poseidon Aquatics the last 10 years. e niche started in Tropical Fish - Wholesale late 2003 around the time when JBJ Aquariums launched its Nano-Cube, a product geared toward the reef aquarium hobbyist, Adam Jackson, spokes- man for JBJ, said. Released in late 2003 and early 2004 JBJ’s original Nano-Cube was not ea- gerly adapted initially as it was seen Wholesale to the trade only as a gimmick or a fad, but sales were Freshwater Fish strong and this small all-in-one aquar- Saltwater Fish ium quickly became one of JBJ’s corner- Established in 1980 stones, according to Jackson. Inverts Poseidon Aquatics has e original 12-gallon nano cube Reptiles was simple, with built in rear ltration, grown by listening to a return pump that served to circulate Live Feeders and meeting the needs water, and slip-top canopy that housed Small Animals of our customers. a single 24 watt 50/50 power compact uorescent light. Frozen food “ e original Nano-Cube not only 140 W. Gardena Blvd changed the direction of our company, Gardena, CA 90248 becoming a more inclusive brand selling Tel. (310) 532-3513 a full line of aquarium products versus Toll Free (877) 279-FISH Fax. (310) 532-2434 the lighting systems we were known for, www.poseidonaquatics.com but it also changed the industry.” he said, www.poseidonaquatics.com adding that with their huge popularity, www.facebook.com/poseidonaquaticsinc

JANUARY 2013 Pet Age 65

65-67_T&P(cFish).indd 65 12/6/12 5:30 PM Trends & Products FISH

“Over the past couple of years we have a large three-stage ltration system that e calming aquatic setting cre- seen rapid growth in nano segment,” he provides more than enough ltration for ates a profound sensory and spiritual said. “ ese aquariums appeal to rst ultra clean and clear water. experience by combining the soothing time buyers who see them as a less intimi- It also comes with all the necessary sound and motion of bubbling water dating rst tank as well as expert aquarists lter media: A porous foam block with with ambient illumination. who want to try something new.” convenient handle, activated carbon, and It is available in 5 gallons and 6.6 One of Rolf C. Hagen Corp.’s most BioMax bio rings for eective and thor- gallons. e 5-gallon model includes an popular models on the market today are ough mechanical, chemical and biological ecient lter and lighting system, an in- the Fluval Spec, which is known for its ltration. e pump and ltration sys- tank plant basket and pebble tray, natural sleek contemporary look that makes for a tem are conveniently located in a separate pebbles, Nutran Aqua Plus Water condi- tioner, Nutran Cycle Biological Aquari- um, and lter media. JBJ’s presence in the nano industry hasn’t slowed down. One of their current premiere products, the Rimless RL-30, highlights how nano aquariums are part of the main- stream and modern hobbyist crowd, ri- valing tanks 10 to 20 times its size. e 30-gallon rimless model departs from the classic look of the nano cube in favor of a more modern open-top look. e tank oers a panoramic view of the aquarium and includes 8mm bent glass; tempered glass lid and clips; acrylic lter wall with dual overows; three-stage lter media basket; mechanical sponges; activated carbon sponges; biological ceramic rings;

MARINE DEPOT dual return nozzles; designated heater column; and designated refugium column. good centerpiece on a desktop or counter- chamber at one end of the aquarium to top. e aquarium has etched glass with simplify maintenance. Bill Kolbenschlag is a freelance writer and chief aluminum trim. Included with the tank is Taking advantage of the calm- communications specialist at Radiant Tribes In- an overhanging lighting system, consist- ing effect aquariums can have, Rolf ternet Marketing Company. He has been keeping of 31 powerful LED lamps, that arch C. Hagen Corp. has also created the ing sh for more than 10 years. Follow him on above the aquarium to provide brilliant Fluval Chi series. The design of these Twitter @tribes_bill. illumination for plants and décor. aims to create a perfect balance of Also included is a powerful circulation sight and sound. It helps inspire posi- Go to www.petage.com for a list of tips to share pump with adjustable output nozzle and tive life flow energy or Feng Shui. with customers about keeping nano aquariums.

THE EDGE Top Customer Bene ts and Drawbacks of Owning Fish

Why customers buy sh...... and why they don’t Fun to watch, have in household 84% Cleaning/gravel cleaning 60% Appearance 74% Algae 42% Relaxation/relieves stress 67% Keep water clean/clear 39% Quiet 49% Cost for equipment 24% Conversation piece 45% Fish die too easily 20%

SOURCE: APPA NATIONAL PET OWNERS SURVEY 2011 2012

66 Pet Age JANUARY 2013

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65-67_T&P(cFish).indd 67 12/6/12 5:31 PM Trends & Products REPTILE

supplement for anoles, skinks, chame- leons and iguanids. Eric Haug, owner of Pets-A-Plenty: e Ultimate Reptile Shop in Hockley, Texas, a retailer that specializes in reptiles and amphibians, continues to recommend meal replacement formula products by Repashy and others to his customers. “We can sell our customers a tortoise that eats vegetation and then give them a list of 12 di erent grasses, veg- gies, leafy greens and other things they should get. But the truth is that not a lot of people will go out and purchase that many di erent foods for the animal,” Haug said. “ese superfood supplements help ll in the gaps.” Supplements to the Rescue Two other big movers for Haug are Herptivite and calcium with or without vi- Manufacturers infuse the market with solutions to tamin D3 powder, both by Rep Cal. Herp- combat de ciency worries in captive reptiles. tivite is a multivitamin, multimineral and amino acid food supplement for reptiles BY ERIK J. MARTIN that boasts a “sea vegetation” base rich in essential trace elements and minerals. It also he days of reptile owners depend- in vitamins, nutrients and obtainable uses beta carotene instead of vitamin A to ing entirely upon food diets for calories. As a result, we need to supple- guard against vitamin A toxicity. T complete nutrition have gone the ment captive reptiles.” Rep Cal’s calcium powder with vita- way of the Dodo bird. Today’s busy shell While a greater variety of reptile sup- min D3 is scientically formulated from and scale lovers look to pet retailers to plement products are available today than 100 percent natural oyster shell, phos- provide reputable and reasonably priced ever before, the prominent trend experts in phorous-free calcium carbonate with reptile nutritional supplement products the industry are observing is manufactur- added vitamin D3 to aid in calcium that can fill in the dietary gaps for such ers formulating complete diets, or “super- absorption—ideal for lizards, turtles, critters living in captivity. foods,” for specic species. tortoises and other cage-bound creatures Consequently, many manufacturers “ese complete diets include the kept under articial light. For herps kept have infused the market with a plethora of daily required vitamins and minerals outdoors in natural sunlight as well as vitamin drops, powders, pellets and more for the specic reptile you have, so you nocturnal species like leopard geckos, that can better help herps survive and thrive don’t need to supplement on top of feed- Rep Cal’s calcium powder without vita- outside their natural wild habitats. ing,” Kate Larsen, general manager for min D3 is a wise choice, Haug said. Kevin T. Fitzgerald, PhD, DVM, LLLReptile and Supply Co. Inc., Vista, e alternative to superfoods and pow- DABVP, sta veterinarian for Alameda Calif., said. “Since it’s not convenient ders is a liquid supplement. Vita-Drops East Veterinary Hospital in Denver, for everyone to have live feeder insects by Oasis Pet Products, congured in a Colo., said he’s encouraged that pet own- on hand, complete diets are becoming 2 ounce bottle with a dropper cap, is a ers, retailers and vets alike are continuing more popular as successful formulas be- popular choice. to gain a better understanding of basic come more readily recommended by top Tortoise and box turtle owners have yet reptile nutritional requirements. breeders and retailers.” another supplement option. Blocks, such “It is very hard for [vets and pet One innovator in this arena is Re- as Zoo Med Labs’ Tortoise Banquet Block, owners] to mimic in captivity the nu- pashy Superfoods, which o ers for- can help augment nutrition while also pre- tritional base that reptiles experience in mulas for a variety of species, includ- venting overgrowth of the animal’s beak. nature,” Dr. Fitzgerald said. “In captivi- ing a meal replacement powder for all Zoo Med’s product is a food and calcium ty, these animals often become decient fruit-eating geckos that also serves as a supplement in one.

68 Pet Age JANUARY 2013

68-69_T&P(dReptile).indd 68 12/6/12 4:43 PM T2T13_PetAgefp_JanAd_PRF1.indd68-69_T&P(dReptile).indd 69 1 11/16/1212/6/12 10:144:44 PM AM Trends & Products BIRDS

e fruit blend is also one of ZuPreem’s top sellers for maintaining a bird’s health and can be used as a compliment with other popular feeding formulas. “e products have been the same for a while, probably 15-20 years,” Shepard said. “ere hasn’t been much need to improve it or change it because we know already it’s a good product and we work with a lot of breeders all-around the world that say the same thing. What is changing is where these products are selling. Companies say they are now shipping to more retailers all over the world.” Drs. Foster & Smith is a retailer that carries all things related to bird breeding and other bird supplies including a partner program to help organizations and breeders. Responsible Breeding “We do provide the Drs. Foster & Smith Business Partner Program to Supplements, nutrition gain popularity non-prot organizations, like animal among bird breeders. shelters and rescue groups, as well as to BY JASON KAMERY professionals, like breeders,” Mary Ellen Kaminski, merchandising manager for Drs. Foster & Smith, said. “Under this hile the market for bird has moderate amounts of protein and fat. program eligible organizations and pro- breeding may be a small Once the bird’s old enough and can fessionals can receive 10 percent o every one, Mitch Rezman, vice start breeding, there are di erent formu- day on qualied orders over $250.” W president of Windy City las available to breeders. e largest selling items related to Parrot Inc., said there is a number of tried ZuPreem sells the AvianBreeder Fruit- breeding that Drs. Foster & Smith carry and true, must-use items that help make Blend with Natural Fruit Flavors Diet are its various food options. One of the the process go smoothly. and the AvianBreeder Natural Diet. most popular, is the hand feeding diets “Day-to-day breeding for a bird hasn’t “e fruit blend has the di erent from Kaytee, ZuPreem and Lafeber. ey changed,” Rezman said. “You give the colors and shapes which some breeders have also started selling Higgin’s New In- smaller birds a wooden house to live in like to use because it stimulates the bird tune Natural Hand Feeding Diets. and a cage for the larger birds so they can’t Other top items breeders are snatch- break through the house.” “there is a number of ing up are economy cages, such as the Windy City Parrot also stocks dif- tried and true, must- Prevue Stack & Lock Breeder Cage and ferent hand-feeding formulas, which the American-made metal cages, such as can be used to feed the birds when they use items that help Prevue’s Model 124 and 125 cages. are born. One of the brands they stock make the process go “Some of the newer items we have is ZuPreem, which o ers two di erent been encouraging breeders to use are feeding formulas, the Embrace hand for- smoothly.” CareFresh Ultra bedding which avian mula and the Embrace Plus. and helps with the interaction of the veterinarians agree make it easy to exam- e Embrace hand formula uses mod- bird,” Shepard said. “e natural is the ine changes in bird droppings,” Kaminski erate amounts of protein, geared toward same with nutrition; it just doesn’t have said. “Another unique item for customers smaller birds, Gail Shepard, director of the colors or shapes.” with large aviaries is the U brackets which marketing at ZuPreem said, while larger Both products have increased levels boast versatile use, perfect for creating birds, such as Amazon parrots, macaws, of protein, fat and calcium aids because interactive and enriching environments.” hawkheads, Asiatic parakeets and African the bird is using more energy, which they greys would use the Embrace Plus, which need to stay in good condition. Jason Kamery is the assistant editor of Pet Age.

70 Pet Age JANUARY 2013

70_T&P(eBirds).indd 70 12/6/12 5:31 PM Trends & Products GROOMING

Les Pooches oers a line of exible headed brushes that are wildly popular with groomers across the world. ey oer rm brushes for double and wiry coats, medium and soft styles, nishing brushes and even a “mat zap- per” that is unrivaled when tackling a neglected coat.

Quality For every high-end brush on the market there is an inexpensive “knock o” out there somewhere. Having quality tools pays o. Not only do they perform well, but a nicely engineered brush will outlast its cheaper cousin by months, if not years. When purchasing one, groomers look for smooth, polished, nicely nished pins or teeth. ey also check to see what material the cushion, where the teeth are attached, is made of. Brushing Up on Brushes A soft, exible cushion that is securely Using the correct brush not only helps you, but attached to the head is important. e pins should be rmly anchored in the cushion feels great for the dog. to minimize bending or loosening. BY DARYL CONNER Features s the grooming industry has hands. Others, such as Les Pooches, of- Some brushes are intended for very grown, brushes have evolved fer a longer handle, destined to keep the speci c uses. A from the simplest array of wrist in a stress-free position as you work. Tiny triangular headed slickers to reach metal teeth on a Some groomers tricky spots, boar bristle and ionic brass handle into highly Ranging in price from prefer a brush with combinations that are static free, and palm stylized tools de- $10 to $100, groomers a no-slip grip like pads designed just for harsh coated terriers. signed to perform the popular Mira- While some of these brushes are made very speci c tasks. have a boggling array cle Coat slicker. with speci c show dogs in mind, you may Ranging in price of choices when it e Chris nd that a specialty brush serves a handy from $10 to $100, Christensen line purpose in your day-to-day grooming. groomers have a comes to buying these of brushes features boggling array of most basic of tools. several styles with Ditch It choices when it light, beech wood, Using an old brush for too long may comes to buying these most basic of tools. contoured handles designed to keep cause more harm than good, because But, there are plenty of features to your wrist properly aligned as you work. even the best brushes will become look for when buying them. Repetitive motion injuries are common warn with use. among groomers, so having tools that Old brushes make a groomer work Ergonomics minimize strain is important. harder, because they will have to go ere is no “one size ts all” in the world over and over an area again to achieve of brushes. In order to keep groomer’s Design proper brushing.” joints happy when they work, they try For most professional stylists, the slicker to choose a brush that is ergonomical- brush is their “go to tool” for tasks from Daryl Conner, MPS, Meritus, CMCG has loved ly designed, looking for a handle that u drying to detangling. Yet, not all grooming dogs and cats for nearly 30 years. feels good when they hold it. slickers are designed the same. ere are An award winning photo journalist she shares Some brushes oer thick, cushioned at or curved styles, a variety of head her meadow hugged Maine farmhouse with handles that help reduce strain on the shapes and pin styles and designs. her patient husband and a lot of animals.

JANUARY 2013 Pet Age 71

71-72_T&P(fGroom).indd 71 12/7/12 4:24 PM Trends & Products GROOMING

SPOTLIGHT Farm to Bottle Ingredients Locally sourced blueberries and oats work to nourish a dog’s coat.

utt Nose Best, a natural pet products company in Maine, M o ers a line of sulfate-free shampoos and conditions that feature locally-sourced wild Maine blueberries, and certied organic oats. eir U. Berry Clean Dog, U. Berry Itchy and U. Berry Calm Puppy shampoo and conditioners use a proprietary wild Maine blueberry blend that is intended to nourish and protect a dog’s skin and coat. U. Berry Itchy Dog shampoos and Farm to Bottle conditioners feature a proprietary triple oat process intended to calm and sooth in- amed, irritated skin. Ingredients All of their biodegradable shampoos and conditioners are free of alcohols, DEA, sulfates and parabens.

❚ Website http://www.muttnosebest.com ❚ Facebook https://www.facebook.com/ muttnosebesto cial ❚ Twitter @MuttNOSEBest

THE EDGE Grooming Methods By Size Of Dog Out of 544 total dog owners that were surveyed, 78 percent of them had their dog groomed in the past six months. Of that, 256 were small dogs, 142 were medium-sized dogs and 257 were large dogs.

Grooming method Total Owners Small Dogs Medium Dogs Large Dogs Mobile service 2% 4% 1% 1% Center (self-service) 2% 1% 4% 3% Full service salon 38% 49% 32% 30% Groom dog at home myself 70% 61% 75% 79%

SOURCE: APPA NATIONAL PET OWNERS SURVEY 20112012

72 Pet Age JANUARY 2013

71-72_T&P(fGroom).indd 72 12/7/12 4:24 PM Trends & Products SMALL ANIMALS

shey’s Kisses, and Crunch Arounds look like popcorn balls. “ey appeal to pet owners because they are a food they can relate to,” Mar- cell said. “It’s the human buying the treat, not the pet.” Jeremy Barney, the oor manager at Arcata Pet Supplies in Arcata, Calif., echoes the trend, saying small-animal treats that look like granola bars are popular with his customers. “You can see bits of nuts or carrots, so they look healthy,” Barney said. Yogurt is a treat ingredient that appeals to humans and small animals alike. In addition to Yogurt Chips, Kay- tee’s Yogurt Dips, balls of timothy hay dipped in yogurt, are also very popular. Barney said sales from his online store show ferret owners are also into the yogurt trend, since the 8 In 1 Yogis treats are popular. “ey sell very steadily and I’d say they are the best seller,” he said. “We ship them all over the country.” Mounds Pet Food Warehouse, a Wisconsin retailer with five locations, also does well with yogurt treats for small pets. “We sell a fair amount of yogis and Like Human, Like Hamster yogurt bites,” April Schroeder, assistant Consumer food habits and trends drive manager, said. “People say their small animals really like them.” treat purchases. Marshall Pets, among other things, BY KRISTEN RYAN manufactures ferret treats, and is always working to create new, nutritious ith the popularity of people the veggie shape makes people think products that also have a consumer ap- treating their pets like part of of the natural food their pets would peal. Paul Juszczak, director of sales and Wthe family, manufacturers are enjoy in the wild.” marketing, is keeping their new treats counting on natural human behavior to While some human foods if fed close to the vest, but hinted at the treat drive their purchase decisions by cre- in their natural form, like chocolate, trends Marshall is pursuing. ating products that are not only nutri- could be harmful to a small animal, “We’ve delved into the grain-free, tious for the animal, but also appealing feeding ones that look like them, such gluten-free world, because you’re basi- to the consumer. as Ware’s Chew-A-Lot Bon-Bons, is a cally playing to the owner, not to the Ware Manufacturing’s Bark-N- good alternative. animals,” Juszczak said. “If you want Bites, for example, are wooden chew They are dark brown wooden to compete, you have to have those sticks that strongly resemble bacon. chews that look like chocolate truf- types of items and they have to go on “We find that pet owners have fles – wrappers and all – though they the shelves.” a lot of fun pampering their critters do not share any common ingredients As long as the ingredients align with with treats that look like human food with the real thing. the pets’ recommended diet, novelty is something people can relate to,” Kaytee is working on several new items for small animals are here to stay. Heather Cappel, Ware’s creative co- small-animal treats that t right in with ordinator, said. “Our Mini Alfa-Car- the human-food trend, Annie Marcell, rots are in a carrot shape and are made a brand assistant, said. Kristen Ryan is a freelance writer based in New from compressed alfalfa hay. People Yogurt Bars resemble Hershey bars, Jersey. She is an avid animal-rescue advocate enjoy the wholesome aspect of it and while Yogurt Chips look a bit like Her- and a therapy-dog handler.

JANUARY 2013 Pet Age 73

73-74_T&P(gsmall animals).indd 73 12/7/12 4:25 PM Trends & Products SMALL ANIMALS

✦ BRIEFS SPOTLIGHT Small Animal Rabbits Come to Bedding Goes Green Life in New Book Critters Vitakraft Sunseed, Inc. A new children’s is hopping on the series of books Get Cozy in eco-friendly trend with and cartoons ECO-Bedding, a clean, follow the mis- absorbent and dust-free adventures of Their Home bedding made of 100 four small rab- Multi-level enclosure percent recycled dou- bits who decided to become Vikings and ble-layer paper. sail the great sea in search of adventure. has added safety The bedding helps reduce odors Created by Noah B. Wilson, an Em- features. and features super-clean, high-absor- my-nominated video producer, editor, bency, double-layer paper crinkles, writer and animator, e Viking Bunnies, expands to more than 30 liters and has a cast of characters that try to appeal is made in the USA. It is available in to both children and adults. 1.5-pound packages in purple/white, Aboard Bunny Ship is the know-it- blue/white and brown varieties. all Captain Fuzzy, his disbelieving rst “Not only do the paper crinkles mate Lars, the sassy mechanic ora and expand and absorb quickly to help re- the clumsy Steve. ey get encounter all duce odors, but the bedding is a simple types of trouble with characters like, e way to provide pets with a safe, clean Ninja Hamsters, e Pirate Ducks, e and comfortable home,” Holly Hoff- Bureau-Cats, e King Crabs, Smokey man, director of marketing for Vita- e Monster and more. kraft Sunseed, Inc., said. For more information about the e bedding is ideal for pet rabbits, ham- books visit e Viking Bunnie’s website sters, guinea pigs, rats, ferrets and chinchillas. at www.vikingbunnies.com

THE EDGE ith two levels of living and a built-in nesting nook, W the CritterTrail Double Rabbit Ownership Hoppin’ Decker Habitat from Super Pet gives Guinea pig and hamster ownership has declined, while rabbit ownership went small animals an expanded environment. back up. The amount of mice owned has gone up, while ferret and gerbil owners It includes a tip-proof food dish, have gone down. drip-resistant water bottle and a Com- fort Wheel in addition to Bubble Wave 50% Fun-nel Tubes that give pets an easy way to navigate around the habitat. 40% e front and top wires allow for easy access to your pet. Ideal for mice, dwarf hamsters, hamsters and gerbils. 30% Actual size is 17-inch length by 11-inch width by 15-1/2-inch height. 20% e Double Decker is idea for mice, dwarf hamsters, hamsters and gerbils. 10% ❚ Website 0 http://www.superpetusa.com/ 2006 2008 2010 ❚ Facebook Ferret Gerbil Guinea Pig Hamster Mouse Rabbit https://www.facebook.com/ SuperPetUSA SOURCE: 2011 2012 APPA NATURAL PET OWNERS SURVEY ❚ Twitter https://twitter.com/SuperpetUSA

74 Pet Age JANUARY 2013

73-74_T&P(gsmall animals).indd 74 12/7/12 4:25 PM Trends & Products NATURAL

parent,” Rob Cadenhead, vice pet owners seek out in pet president of sales and market- treats. Meaning, what you see ing for Spring Naturals, said. is what you get, consumers Pet owners are turning to want treats that are nutritious, raw, grain-free and locally- functional, all-natural and sourced treats as they look preservative-free. to be more eco-friendly in Functional ingredient their overall life. combinations that focus on Whole Life Pet was one “super fruits” (such as blue- of the rst to take consumer berries), meat-only treats concerns to heart. (particularly for carnivores “We pioneered the con- like cats), and simple, high- cept of Farm to Friend,” John ly-nutritious ingredients are Gigliotti, founder of Whole also important to consumers. Life Pet, said. “Our freeze- Barksters from Loving Pets dried treats are made in our boasts nine healthy varieties own state-of-the-art facility that consists of avor com- in western Massachusetts. binations of beef, liver or Our treats are human-quality, chicken with alfalfa, brown hormone-free, free range and rice or sweet potato. organic meat – guaranteed.” “We nd more and more More Vegetables, WYSIWYG (pronounced that pet-parents are reading whizzy-whig) is the buzz- the ingredients on each treat’s Please word that encompasses what package,” Eric Abbey, presi- Less ingredients, careful marketing create big win. When your customers say, BY STACY MANTLE “Give me the best” atural pet treat in- cialty channels, according to gredients are be- Packaged Facts. N coming simpler e robust sales of natural while the marketing for them pet treats present unique mar- has become more elaborate. keting opportunities for bou- Some walk the line between tique pet stores. Many of which nutritional supplement and are now oering pet treat sam- culinary sensation, but they all plings at “yappy hours” and as have a speci c purpose and are giveaways to draw people into designed for active training, booths at special events, which supplemental feeding, or the drive sales and encourage cus- favored “just because I love tomer loyalty. you” gourmet treat. But, to really capitalize The best taste “Good nutrition is the on the success of all-natural and best nutrition single most important factor treats, it’s important to under- a best friend in promoting longevity and stand the ever-changing con- ever had. quality of life for your pet,” sumer, who is taking the time Marie Moody, founder of Stel- to learn, and care about their 20% ISO-Contact us or your local distributor to ﬁ nd out more. la & Chewy’s, said. pet’s food, just as much as they is could account for would about their own. pet why the U.S. market for nat- “Providing the best possible products ural pet products is projected product for pets not only nour- to grow 32 percent in 2013 ishes the health and well being 877-210-3142 � www.wholelifepet.com as retailers devote more shelf of the animal, it nourishes the Like us at www.facebook.com/wholelifepet space to manufacturers’ spe- relationship between pet and

JANUARY 2013 Pet Age 75

75-77_T&P(hNatural).indd 75 12/11/12 9:58 AM Trends & Products NATURAL

dent of Loving Pets, said. “So promoting ease of display is nearly as important as “Every dog’s needs are dierent, so our simple, all-natural ingredients like what is inside the package. engaging with the consumer and asking fresh meats, fruits and vegetables are very “Each package of Barksters features a some key questions about their pet is important to us.” distinctive die-cut bone-shaped box for very important,” Abbey said. “Do their Many companies are also creating excellent merchandising, and contains a pets have any food allergies, health is- specialty treats to assist in resolving prob- resealable inner treat bag, guaranteeing sues, dietary restrictions, etc? is will lems, including joint rescue or active dog freshness and the ultimate air-popped help independent retailers oer solu- training. Treats that include antioxidants, crunch,” Abbey said. tion-oriented products that are a win- glucosamine, or vitamin supplements are win for everyone.” now popular to both reward pets as well “Good nutrition is the Educating consumers and listening to as act as dietary supplements. the individual challenges they have with Environmentally conscious owners single most important their pets will help guide customers to the are actively seeking out dog and cat treats factor in promoting best treat for that animal. that utilize recycled materials, sustainable “Your sta is very important,” Eliz- resources and fair-trade ingredients. longevity and quality abeth Pfeier, manager of Bark Avenue “People want to know where their pet’s of life for your pet.” Pet Supply, said. “Our employees’ focus food and treats are coming from,” Lucy is on solutions for pets rather than the Postins, founder of the Honest Kitchen, trend of the week. We are always seek- said. “We always choose sustainability Independent retailers are taking ad- ing to learn more about pet nutrition over cost. Our free-range chicken and line- vantage of this trend by showcasing ho- and share what we have learned with caught wild haddock, fair-trade quinoa, listic, grain-free all-natural treats in sep- our sta. We invest in our employees non-genetically-modi ed produce and re- arate sections within the pet treat aisle. with ongoing training by bringing ex- cycled, compostable packaging.” ey are also spending the time and perts into the store to explain the bene- Pet food and treat manufacturers are money needed to educate their employ- ts of their products.” becoming increasingly aware of the im- ees on the health-promoting bene ts to pact packaging has on their success. Treats the pet as well as customer aordabili- Stacy Mantle is a freelance writer who has in packaging that supports freshness and ty. e goal is to oer solution-oriented covered the pet industry for nearly 16 years. ease of use are important. Resealable products that are good for pets’ health as She is the founder of PetsWeekly.com and an packages made of recycled materials, and well as the consumer’s pocketbook. award-winning author.

THE EDGE

Natural dog food Types of Natural (food with no synthetic material, but no certi cation process)

Dog Food Used 2006 The most popular natural dog food is dry food but from 2006-2010 it has decreased over 20 percent. Semi- 2008 Moist also fell three percent in the same time frame. Canned natural dog food is on the rise though, going up 13 percent in that four year span. 2010

10%0 20% 30% 40% 50% 60% 70% 80% Canned Dry Semi-Moist SOURCE: APPA NATIONAL PET OWNERS SURVERY 2011 2012

76 Pet Age JANUARY 2013

75-77_T&P(hNatural).indd 76 12/7/12 4:26 PM SPOTLIGHT Chew Their Way Clean Toothpaste treats make dental care easy.

reath-Less Brushless Tooth- The product is intended for dogs reduce bad breath, tartar, stained teeth paste, made by Florida-based 12 weeks and older, and is suitable for and plaque. B Ark Naturals, is a chewable cats if they like the taste. One to two Ark Naturals oers natural health, dental solution for pets. chews a day are recommended to help remedy and lifestyle products for pets ese highly digestible dental including dental, joint care, chew are made from natural in- skin and coat, ea and tick gredients, including chlorophyll, solutions, vitamins, calming cinnamon, vanilla and clove. aids and more. Also available in mini size, ridges on the outside of the chew provide teeth scrubbing and sup- ❚ Website port healthy gums, while Ark’s http://www.arknaturals.com patented toothpaste center pro- ❚ Facebook vides protection against plaque https://www.facebook.com/ build-up, plaque-forming bacte- arknaturals ria and assists with bad breath, ❚ Twitter according to the company. https://twitter.com/arknaturals

For generations the people of the Himalayan highlands have been making this hard cheese. This rock hard Churpi is made from milk, salt and lime juice. No chemicals or preservatives are used in the making of this unique long lasting human grade chew.

The package provides dogs the next level in chewing pleasure.Super premium, No odor, Oven dried bull stick & scrota three treat pack.

JANUARY 2013 Pet Age 77

75-77_T&P(hNatural).indd 77 12/7/12 4:26 PM Community THE SCENE

❚ Community News and Events in the Pet Industry

Phillips New England Buying Show Representatives from almost 400 pet stores in the Northeast and Mid-Atlantic attended the two-day Phillips New England Buying Show Oct. 16 and 17, at the MGM Resort & Casi- no in Connecticut. Retailers checked out new products and cashed in on show deals from 115 exhibitors. Have a photo from a pet industry event you would like considered for Scene? Email it to michellem@journalmultimedia.com with “Scene Photos” in the subject line.

Left: Blaine Phillips, from Phillips Feed & Pet Supply; Michael Cato, from Well Pet; Cheryl Maher from Phil- lips Feed & Pet Supply and Jack Drasner, from Simply Pine.

Fred Phillips, from Phillips Feed & Pet Supply; Erica Chappell, Becky Bigalow Joe Cannova and Jessica Farina-Morris, from Phillips Feed & Pet Supply; Mike and Chris Hedden from Vom Deutschenblut Kennels; and Dave DeLorenzo Silverman, from Mutts & Butts; Katie Hat eld, from Central Brands; Dennis Va- from Fruitables. nEtten and Frank Hon, from Canidae.

78 Pet Age JANUARY 2013

78-80_COMMUNITY.indd 78 12/7/12 4:26 PM Ari Jacobson, from Pet Pantry and David Levesque and Neil Ab- Ray Arabia, from Pets Plus, and Scott Steed and Alyssa Crosby, from Precise erman from Kanberra Gel. Pet Products.

Nancy Toce, from ABC Obedience; Paul Kuny from Ethical Products and Robi Diane True, from Worldly Pet and John Vasone from ConAir. Tatkin from ABC Obedience.

Paul Cimino, Callie Hartzell and Andy Mihalak from Natural Balance; Jessica Jackie Oyder from Ellington Agway and Bob Nicastro from Lambert Kay. Farina-Morris, from Phillips Feed & Pet Supply and Stephen Portch, from Natural Balance.

JANUARY 2013 Pet Age 79

78-80_COMMUNITY.indd 79 12/7/12 4:27 PM Trends & Products TRADE SHOW NEWS

Internet or catalogues, you can see, touch, and compare products side-by- side before you buy. Meet with suppliers face-to-face. Trade shows give you quality face time with key suppliers so you can ask questions, refresh relationships, make deals and forge new partnerships. Suppliers want to make sure you succeed—after all, your success is theirs, too. Tap into their wealth of knowledge to help you sell better. And don’t forget to negotiate. With show specials and discounts, it’s a great opportunity to save a few bucks. Educate and train your team. Su- perZoo features robust education pro- grams to run a better business. Sem- inars are relevant to your entire team and can range from business and marketing to grooming and animal wellness. With so many products available today, it’s critical to stay on top of the latest information, so you can both buy and sell more eectively. Network with fellow retailers. Trade shows are the perfect platform for sharing ideas and best practices, gaining valuable insight and connecting with your peers. Many trade shows oer cocktail hours, concerts and other fun- lled networking events. We work hard… sometimes it’s nice to have a little fun, too. And if you’re an industry supplier, You Can’t A ord to Miss It trade shows are equally important. Ac- Trade shows are a cost e ective way to get everything cording to the Center for Exhibition Industry Research, they are the most you need for the year ahead in one place. eective tool for generating quali ed BY DOUG POINDEXTER leads. In fact, closing a deal from a sales call costs almost twice as much as closing an exhibition lead. s a past pet retailer myself, I No other forum lets you shop and So if you ever think you can aord know how hard it can be for compare such a wide range of products to “sit this one out,” I urge you to think A retailers to carve out time to in one place. again. Spending a little time on your attend trade shows. But if you can, Trade shows oer a unique oppor- business, rather than in your business you’ll nd it’s well worth it. Trade tunity to see what’s on the market. can pay o all year long. shows are the most cost eective way You can track trends, get new mer- to get everything you need for the year chandising ideas, stock up on product Doug Poindexter, has been ahead—all in one place, at one time. and freshen up your mix—all in a few in the pet industry since It’s the time of the year when the indus- short days. Larger trade shows tend to 1969 and president of the try comes together to showcase what’s have more options that may provide World Pet Association, since new, share ideas, overcome challenges new selling opportunities. At our an- 1990. Poindexter also served and come away refreshed and inspired. nual trade show, SuperZoo, buyers can on the California Associa- Here are just a few reasons to consider nd everything from food to fashion tion of Pet Professionals Board of Directors as when making your decision to attend. to grooming products. And unlike the president from 1989-1991.

80 Pet Age JANUARY 2013

78-80_COMMUNITY.indd 80 12/7/12 4:27 PM ❚ Advertiser Index

ADVERTISER PAGE ADVERTISER PAGE Animal Job Hunter 81 Natural Balance 84 www.animaljobhunter.com 1-800-829-4493, www.naturalbalanceinc.com Aquatic Life LLC, 66 Patchwork Pet 8 1-888-548-3480 www.aquaticlife.com 1-951-273-3450, www.patchworkpet.com Bayer Animal Health 83 Pet Loo 63 1-800-633-3796, www.bayer-ah.com 31-3-9014-9738, www.thepetloo.com Cardinal Pet 27, 29, 37, 59 PetEdge 7 1-800-433-1921, www.cardinalpet.com 1-800-192-9949, www.petedge.com Coast 2 Coast 17 PetSafe 9 1-877-222-0340, www.coast2coastpet.com 1-866-738-4379, www.petsafe.net Coastal Pet 53 PetSport USA 11, 13, 15 1-800-321-0248, www.coastalpet.com 1-800-936-4432, www.petsportusa.com Earthbath 14, 33, 35 PIJAC 68 1-415-355-1166, www.earthbath.com 1-202-452-1525, www.pijac.org Flying Panda Gifts 81 Poseidon Aquatics 65 1-800-947-2632, www.flyingpanda.com 1-310-532-3513, www.poseidonaquatics.com Fromm Family Foods 51 Precious Cat, Inc. 64 1-262-242-2200, www.frommfamily.com 1-877-311-2287, www.preciouscat.com Gamma 2 57, 59, 61 ProLabs 47 1-800-842-6543, www.gamma2.net 1-954-384-4446, www.prolabinc.com Global Pet Expo QT Pet 77 1-203-532-0000, www.globalpetexpo.org 1-800-297-1998, www.qtdog.com Jakk’s 5 Sojourner Farms 60, 81 1-877-875-2557, www.jakks.com 1-888-867-6567, www.sojos.com Jones Natural Chews 31 Vitakraft Sunseed 45 1-877-481-2663, www.jonesnaturalchews.com 1-419-832-1641, www.vitakraftsunseed.com Loving Pets 55 Whole Life Pet 75 1-866-599-7387, www.lovingpetsproducts.com 1-877-210-3142, www.wholelifepet.com Marchioro 49 Whole Sale Pet 2 39-0444-901700, www.marchioro.it 1-800-472-8984, www.wholesalepet.com Midknight Creations/Doogles 56 Zee Dog 58 1-344-1645, www.doggles.en.ec21.com 55-21-2223-0110, www.zee-dog.com Miracle Corp 43 1-800-635-2044, www.miraclecorp.com

JANUARY 2013 Pet Age 81

81_MARKETPLACE.indd 81 12/11/12 9:58 AM ❚ Back Story

From Grandfather to Grandson Loving Pets owner comes from long line of industry innovators.

e recently sat down with Eric Abbey, president of Loving develop new products that were di erent Pets Corp., based in Cranbury, N.J., to talk about his than what was already out there. I was long-time involvement in the pet industry, and learn a eager to have the ability to help support W the industry by creating healthy and af- little bit more about his company. fordable marketplace solutions. is is the mission of our company: Bring healthy, Q: Some might say the pet industry is My mother is a world-renowned nu- all-natural treats to the masses at price in your blood. How long and in what tritionist, radio show host, researcher levels that people can really a ord. capacities has your family been in the and author, and was a huge in uence Q: As an entrepreneur, what’s the pet industry? What made you decide on me and my education about healthy, number one lesson you’ve learned about to stay in the industry? all-natural ingredients and their corre- business, the pet industry and running Abbey: My grandfather Lou Dal- sponding health bene ts, which I know your own company? win was one of the original founding translates every day into the ingredients Abbey: As an entrepreneur, the big- members of APPMA (now American used in Loving Pets treats. gest lesson I’ve learned is this: If you really Pet Products Association). Working for Q: Tell us about your company. What want your company to have longevity and Aquarium Stock Company, an aquatic made you start Loving Pets? be successful, you have to stay true to your company founded in the early 1900s, Abbey: I started Loving Pets in 2005 identity and to who you are each and ev- my grandfather took over that business because I wanted to develop new products ery day. With what we’re experiencing in a around 1930 and owned it through and take them to market. changing global economy, it’s harder than the 1980s. It was a whole city block I saw such a huge op- it has been in previous years to manage in Manhattan and had over 10,000 portunity to o er rising costs with raw materials and stay aquariums and aquatic products. Be- real solutions to committed to pure natural ingredients fore there was a New York Aquarium, make life better because of the distractions of cheap, bus and school tours used to visit ASC for pets and the unhealthy additives. Although it’s frus- to learn about fish, plants and aquatic pet parents that trating on certain days, the long term species. ASC partnered with the Sears love them. picture and the mark that distinguish- Roebuck catalog starting in the 1950s, Coming from es us is being true to who we are and so for the first time, people could or- my dad’s business, staying on the course no matter what. der aquatic products including live I wanted to Loving Pets is committed to really fish all over the United States. My fa- doing the right thing. It may ther, Kenneth Abbey worked for Lou start with me and our prod- (his father-in-law), and then launched ucts, but it carries to our Petcetera in 1972 and operated that employees, our distri- until 2006. I started working with my bution partners, our father in 1994 doing sales, marketing retailers and our and product development. global communi- What made me stay in the pet in- ty of pet-loving dustry is the incredible people and the customers. industry itself. Our industry is unique in that there is always a positive energy To nd out what’s from the development level to the man- next for Loving Pets, ufacturing level to the store level to the and to read the rest end-consumer. It’s full of passionate and of the interview, visit creative people that care about pets. http://www.petage.com

82 Pet Age JANUARY 2013

82_BACK STORY.indd 82 12/6/12 4:44 PM They want it on their cats or dogs, so you’ll need it on your shelf.

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Bayer Animal Health only sells to licensed, practicing veterinarians, retailers, and internet companies whose primary focus and purpose is the provision and sale of products and services for the care and well-being of pets and animals. To qualify for consideration to purchase Advantage® II and K9 Advantix® II products, a legal entity’s majority percentage of revenue must be generated by the provision or sale of such products and/or services.

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