Now Boarding As the Pet Travel Industry Continues to Grow, So Do the Opportunities to Cash in on the Trend

27 HIRING AND FIRING 34 RETAILER BLOGGER BENEFITS 44 COOLING PRODUCTS

May 2013

Now Boarding As the pet travel industry continues to grow, so do the opportunities to cash in on the trend

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MAY 2013 petage.com 1 Pet Age May 2013 ❚ Vol 42 No. 11

❚ 27 Cat: Breaking bad habits 14 ❚ Fish and Pond: Underwater paradise ❚ Reptile: Enclosures and accessories ❚ Bird: Exercising the mind ❚ Groom and Board: Keeping ears clean ❚ Small Animal: Exercise options ❚ Natural: Pet Supplements

68 Community ❚ Pet Valu’s 500th store ❚ Taking advantage of learning opportunities ❚ Steve Schram works to develop products for the involved pet owner at ProLabs. 4 Publisher’s Letter 30 Behind The Counter By Dave Ratner 6 Editor’s Letter Customer service should be a store’s 71 Advertisers Index top priority 10 Storefront Features 32 Pet Industry Guru 36 Have Pet, Will Travel ❚ Testing for safety By Howard London By Jason Kamery ❚ Movers & Shakers Helpful pet peeves to move a business More people are travelling with pets ❚ Company news forward than ever before. ❚ New women’s conference 34 Business Strategies ❚ New leaders at PIDA, PIJAC By Amanda LeGaux 47 ❚ New products Leveraging bloggers to help store sales 27 Help Wanted By Dan Calabrese 44 Trends & Products Deciding when to hire or fire ❚ Dog: Keeping cool when temperatures rise

cover and cover story illustration: Kevin Paccione Proceeds Support

www.morrisanimalfoundation.org Where Science Meets Hope

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❚ Publisher’s Letter Pet Age Vice President and Publisher Craig M. Rexford [email protected] 732-246-5709 Account Executives Ariyana Edmond Two of a Kind [email protected] 323-868-5038 Brianne Molnar Some retailers go to either national [email protected] trade shows or open houses, but it’s 732-246-5708 Editor-in-Chief important to go to both. Michelle Maskaly [email protected] 732-246-5722 alf way between Global Pet intimidating, and gives you the confi- Assistant Editor Expo and SuperZoo is the be- dence to make your rounds and see all Jason Kamery ginning of open house season. the products. There you can also in- [email protected] H 732-246-5734 While some retailers believe in going teract with various industry lobbying to just open houses or just national pet groups, such as PIJAC, as well as indus- Contributing Writers Karen M. Alley, Dan Calabrese, Daryl trade shows, it is important to know try organizations, like APPA, WPA and Conner, Bill Kolbenschlag, Howard London, that they complement each other, and PIDA. Dave Ratner, Kristen Ryan, Stacy Mantle, you should be going to both. In addition, the national trade shows Maggie Marton, Erin Salley, Jon VanZile Open houses started out as a way for offer a ton of educational courses. There Bloggers: John Cullen, Dave Ratner, Kerry Sutherland pet companies to show off their facili- is everything from sessions on merchan- Art Director ties for pet retailers. It allowed many of dising and employee retention to man- Andrew Ogilvie the retailers to get a behind the scenes agement issues and using social media Graphic Designer look at the products they sold, or were to connect with customers. Diana Liedl thinking of selling, in their store. Now- If you are a retailer who has only Contributing Designer adays, they have grown into large re- gone to the national trade shows, you Kevin Paccione gional events held at resorts and confer- should also check out the open house Web Services ence centers. circuit. There, you get more one-on- Barb Romito The national trade shows, including: one and personal attention from the Business Manager Global Pet Expo, SuperZoo and the companies, and learn more about their AnnMarie Karczmit Backer Show, are all good for showing products that you sell in your store, so Administrative Assistant the general overview of the pet industry. you can relay that information to cus- Jessica Perry Nowhere else can you see such a wide tomers. Published by Journal Multimedia variety of pet products. At open houses, Open houses have been around for David A. Schankweiler, CEO retailers get to spend more quality time as long as I have been working in the Lawrence M. Kluger, President with products or companies that they pet industry, and trade shows have been How to Reach Us really want to get to know. around for even longer. They both con- Mailing Address If you’ve never been to a large trade- tinue to get better each year, and be- Pet Age, 220 Davidson Ave., Suite 302 show, an open house is a good way to come must-attend events. Somerset, NJ 08873 get your feet wet. The national trade Whether you start with an open Phone: 732-339-3700 Fax: 732-846-0421 shows can be overwhelming at first, so house or with the national trade shows, Email: [email protected] by taking your time at the open house, what matters is that you attend both To subscribe visit: http://www.petage.com and learning everything, it gets you in of them to better equip yourself with For list rentals, DSA Direct: 973-954-2649 the right mindset. Then you can go to knowledge, build relationships and 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 the larger shows and get that much make more money by providing your Printed in U.S.A. Copyright © 2012 by Journal Multimedia No part of this more out of it. You will already have customers with the best products on magazine may be reproduced in any form without prior written consent of the publisher. SUBSCRIPTIONS: PET AGE is mailed at no cost to qualified built a trust and friendship with certain the market. 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 companies. issues are available; contact our business office for information. Periodicals When you have a few go-to com- postage paid at Harrisburg, PA., and additional mailing offices. panies that you can go see at the larger shows, it makes shows like Global, Craig Rexford SuperZoo and Backer seem a little less Publisher

4 Pet Age MAY 2013

❚ Editor’s Letter The most complete assortment

good Road Trippin’ Whether it’s Italy or Florida, pets are racking up the miles.

hen I was growing up, ucts solely designed to be used for pet my family would go on travel. These items include everything vacation every August, from car safety restraints and portable Freshbetter W and during that time kennels to backpacks and collapsible our dog would take a little vacation water dishes. of her own at a boarding facility. She According to a AAA/Kurgo survey, really only traveled with us when we 56 percent of the respondents had is went to my great-grandparent’s house driven with their dog at least once a in upstate New York. month over the past year. I would bet Fast forward to now, and my dog, that number is much higher. Just after Toby, comes almost everywhere he can a quick scroll through my contact list, better with me. He took his first road trip to I could rattle off two dozen names of Lake George at 5 months old, traveled people who travel in the car with their all over the state of Maine for a week at pet one or two times a week. If bestnot stored properly, 7 months old and went on a kayaking Industry experts told us that in pet food gets stale and trip to Lake Placid at 8 months old. the past retailers were concerned that He’s been to a conference in Ohio, travel products wouldn’t sell. But now, loses nutrition. Keep it visited family in Virginia, business retailers who are well versed in this fresh with a Vittles meetings in Connecticut, walked area can be very profitable, without Vault! Your pet will across the Canadian border at Niagara overstocking their store. Falls and took a trip to Montreal. Retailers should stock practical thank you. As owners begin to treat their pets solutions for the average pet own- as a core part of their family, travel- er who is taking Fido or Fluffy with ing with them, whether it be to a rel- them. Car seat restraints, airline-ap- ative’s house for the holiday or family proved travel carriers, portable water vacation to Florida, is becoming more dishes and first aid kits are a good way common. to start out. People are even traveling interna- Merchandised together, they create tionally with their pets. For example, a small little travel section when the my friend Diane has traveled twice weather starts to get warm and family from Atlanta to Italy with her dog, vacations start, but at the same time, Cosmo. they are items that can be displayed in These days there are no limits to other sections the rest of the year. where a pet might be jetting to, and They also meet the needs of cus- hotels, restaurants, attractions and air- tomers who may not be traveling with lines are catering to this demographic. their pet, but need those items for In fact, JetBlue Airways has an exclu- other reasons, like a car restraint when sive program designed for those trav- they have to take their dog to the vet. See the green G2-men at eling with their pets, called JetPaws. Global Pet Expo booth #1567! The pet industry is no different. Michelle Maskaly Many companies are creating prod- Editor

6 Pet Age MAY 2013

web extras + Buckle Up More and more states are passing laws that address pet automobile travel. Along with the help of Kurgo, we have put together a list of these rules and regulations. Some of the states with laws pertaining to pets in vehicles include Virginia, Maine, Cali- fornia and Hawaii. The list, available on our website May 1, can be printed out and shared with customers, especially if their summer vacation plans include traveling with their pet by car.

Pet Travel Pioneer: Sherpa brand founder Gayle Martz

+ The Friendly Sky Share Your Page Some might say Gayle Martz started the pet travel trend. She founded Quaker + Pet Group’s Sherpa brand – arguably one of the most well-known names in pet A new study shows that cus- travel. tomers who interact with re- A flight attendant at the time, Martz saw more people wanting to bring their tailers through social media pet on the plane with them, and created a carrier that would allow this. She also buy more than other consum- worked tirelessly with airlines to refine and redefine pet policies when it came ers. We posted a link to the to air travel. study on our Facebook page Sherpa’s Guaranteed On Board policy allows pet owners to get an actual and asked retailers, and busi- guarantee that their carrier will be allowed on board. Customers can go to www. nesses to share their compa- flygob.com, select the airline and complete flight, pet and carrier info. If every- ny’s Facebook pages. thing is in compliance, they print the form and present it at check-in. If they are We got more than 42 re- refused entry due to their Sherpa carrier, they will reimburse the customer for sponses. their ticket and their pet fee. Take a moment to stop by Pet Age talked with Martz about how far the industry has come and her take our Facebook page and share on why pet travel has taken off. your link, too.

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.

8 Pet Age MAY 2013 THE TRADE SHOW FOR EVERYONE IN THE PET INDUSTRY

Two floors 500+ Exhibitors 47th Annual Show EXHIBITS | CUTTING-EDGE EDUCATION | NETWORKING

September 20-22, 2013 Donald E. Stephens Convention Center Rosemont (Chicago), Ill. www.totalpetexpo.com

ed rigorous crash testing on commonly available pet safety restraints using realistic, specially designed, crash test dogs, not live animals. A 55-pound crash dummy dog was used to see how the seat belts would hold up in a collision at 30 miles per hour, patterning the same motor vehicle safety standards used to test child seats. Of four dog car harness brands, none held up in the tests, according to the company. All of them demonstrated that they either could lead to plausibly serious or fatal injuries for not only the canine but driver, too. The names of those products were not released. “We are thrilled to have the support of Subaru, as its love for pets is as deep as ours,” Lindsey Wolko, Center for Pet Safety’s founder and CEO, said. “We Testing for Safety have received requests from all over the world from manufacturers who Subaru and the Center for Pet Safety have partnered to want guidance on developing a safer harness and, through this partnership, test pet car safety restraints. we can finally conduct additional testing to help develop a suitable standard, ubaru of America is partnering “The Center for Pet Safety conduct- provide the needed knowledge-base to with the Center for Pet Safety, ed a pilot study which showed that the manufacturers, as well and determine S a registered non-profit research majority of pet safety restraints current- the top performers.” and advocacy organization dedicated to ly on the market do not provide accept- The Center for Pet Safety is not affil- companion animal and consumer safety, able protection in a crash situation,” iated with the pet product industry. The to fund testing of pet car safety restraints. Michael McHale, Subaru’s director of organization uses scientific testing and Currently, there are no performance corporate communications, said. “As references Federal Motor Vehicle Safety standards or test protocols in the U.S. many of our owners have dogs, we feel Standards to study pet products and es- for pet travel products. Together, Subaru it’s our responsibility to help them keep tablish criteria and test protocols, to mea- and the Center for Pet Safety will create their pets as safe as possible when they sure whether pet safety products provide standards for testing restraints, while also journey with us.” the protection claimed by advocates and announcing those that perform best. The Center for Pet Safety conduct- intended by the manufacturer.

10 Pet Age MAY 2013 The most ShopKeep POS complete Nabs Stevie Award assortment Commitment to retailers pays off for fastest growing iPad point of sale company. good

Gamma2 Freshbetter

ShopKeep CEO keepsis Jason Richelson attributes their success to listen- food ing to what their better customers are saying. Iffresh! bestnot stored properly, hopKeep POS was presented with Currently the company has a large and pet food gets stale and a Bronze Stevie Award for Front- dedicated team of New York-based cus- S Line Customer Service Team of tomer care advisors who are available sev- •loses Food-grade nutrition. storage Keep it the Year in the Computer Hardware, Ser- en days a week via email, online chat and • BPA-freefresh with a Vittles vices and Software category at the seventh phone to answer customer inquiries. Vault! Your pet will annual Stevie Awards for Sales and Cus- The company’s merchant onboarding • Wide selection of size, tomer Service. and training process is simple, allowing shapethank and ﬁll you. capacity “We have the best customer care in businesses to get started in minutes. Once • Made in USA the business because we care about our that happens, product updates and fea- customers and listen to what they are say- ture enhancements are primarily driven ing,” Jason Richelson, CEO and founder by merchant requests, and merchants are of ShopKeep POS, said. “It sounds sim- empowered to provide feedback publicly ple, but most companies can’t get it right. on the company’s Get Satisfaction com- When you listen to your customers you munity board. learn a lot from them.” “This is an incredible honor,” Matt ShopKeep POS was founded in 2008 Palmer, head of customer care for Shop- by Jason Richelson, a former multi-store Keep POS, said. “The Customer Care retailer in NYC, whose keen eye for mer- team works hard every day of the week to chant pain points and needs has influ- make the ShopKeep POS experience what enced how he has built every inch of the it is. I am delighted and humbled to see company. the team’s work further acknowledged by With over 5,000 customers nation- this award.” wide, ShopKeep POS is the leading cloud- The Stevie Awards for Sales and Cus- based iPad POS system for small business- tomer Service are the world’s top sales See the green G2-men at es in the specialty retail and quick serve awards, contact center awards and cus- booth #1567! industries. tomer service awards. Global Pet Expo

MAY 2013 petage.com 11 Storefront INDUSTRY NEWS Dogtopia Expands to Wisconsin BRIEFS The move is part of an aggressive growth strategy. Lone Star Pet Supply Adds Sojos ogtopia, a national dog daycare and boarding, Dogtopia also offers a spa, Sojos will be distributing their and spa franchise, signed a fran- self-service dog wash, and a boutique to products through Lone Star Pet D chise agreement with Betsy and pamper dogs of all shapes and sizes. Supply, which was recently acquired Jeff Jaeckle to open Wisconsin’s first Dog- To fuel growth, Dogtopia is also look- by Animal Supply Company. topia in the town of Middleton. ing to higher regional developers to build Lone Star will carry the Sojos This initiative is part of Dogtopia’s ag- the brand in select markets across the line of shelf-stable raw pet food gressive growth strategy to expand its brand U.S. and Canada, including Chicago, and gourmet treats and expand the to more than 400 locations across the U.S. Dallas, South Florida and Calgary. Can- brand’s market share throughout the and Canada over the next seven years. didates should have an affinity for dogs southern central states. “We are thrilled to be opening our first and the skills to grow a successful busi- “We are thrilled to see what effect Dogtopia and bringing Dogtopia’s dog ness within a proven franchise model. this new partnership will have on daycare philosophy Regional develop- the southern central states,” Maggie to our community,” ers will be required Johnson, co-owner of Sojos, said. Betsy Anders Jaeck- to open at least one “There is a ton of potential in these le, Dogtopia fran- store within the first regions and we are confident in Lone chise owner, said. year of signing, and Star’s ability to represent the Sojos “My husband and then to develop ad- brand in a way that creates success I believe in Dogto- ditional stores during for independent retailers and their pia’s ‘live. love. play.’ a scheduled develop- customers.” philosophy, and we are excited to open ment period, either by opening and oper- an upscale facility to serve the Madison ating more units themselves or by recruit- area’s adored pets.” ing franchisees for their region. Pet Supplement Company Since Dogtopia launched in 2002, it “We are very excited to announce our Earns NASC Quality Seal has grown to 22 franchise and four com- expansion into Wisconsin and to start the Rocky & Bella, Inc. recently met pany-owned locations nationwide, as year with strong growth,” Amy Nichols, the National Animal Supplement well as six locations currently in develop- chief executive officer of Dogtopia, said. Council’s nationally recognized ment. Dogtopia’s design mirrors that of a “As we continue to expand our unique standards after a rigorous facility chic, upscale spa. concept into new markets, it is important audit, earning the NASC Quality Seal. Laid out in a similar manner to a chil- to identify franchisees like Betsy and Jeff The NASC is setting the standards for dren’s daycare facility, Dogtopia has mul- who not only have a passion for dogs but the pet supplement industry in quality, tiple playrooms to suit every dog’s per- are also focused on owning and manag- consistency and responsible conduct. sonality and size. In addition to daycare ing a rapidly growing business.” Only 80 pet supplement companies internationally are able to use the NASC Quality Seal on products. “Rocky & Bella is demonstrating its Absorption Corp Sold to JRS commitment to quality ingredients and manufacturing processes with its bsorption Corp, a manufacturer pet products made primarily from natural new, natural pet supplement, Spark,” and marketer of premium pet wood fiber. The company’s portfolio of Karen Howard, NASC president, A products, was sold to internation- premium brands includes CareFRESH, said. “It’s clear that Rocky & Bella is al strategic buyer J. Rettenmaier & Söhne Healthy Pet and CritterCare and its prod- dedicated to the health and wellness Group, according to Harris Williams & ucts are sold at pet-specialty stores, mass of companion animals.” Co., who acted as the exclusive advisor to merchandisers and grocery chains through- Absorption Corp. out North America. Details of the transaction, which JRS is a manufacturer of high-quality Tomlyn Introduces closed March 14, were not released. Prior organic fibers, made from plant raw mate- New Company Brand to the sale, Absorption Corp was a portfolio rial, for use in a broad range of applications Tomlyn, creator of pet health and company of Kinderhook Industries. within the pet care, food, nutrition, phar- wellness products, added a new Headquartered in Ferndale, Wash., Ab- maceutical, chemicals and construction in- company brand, Tomlyn Scientifics, sorption Corp develops, manufactures and dustries. JRS’ pet care offerings include pet continued on page 14 markets small-animal bedding and other litter and pet bedding products.

12 Pet Age MAY 2013 PIDA Elects New Chairman Perry Parks is the third person in his family to hold the position.

erry Parks, of Wolverton, Inc., in this organization for 45 years, and I Two new board members were also was elected as chairman of the look forward to working with my fellow elected: Ced Damby, from Pet Food Ltd, P PIDA board of directors during board members to con- Inc. and Steve Thoeny, the association’s annual management tinue PIDA’s tradition of from RFG Distributing. conference. providing programs and Remaining board He becomes the third member of his services that benefit pet members include Imme- family to take on PIDA’s chief elected product distributors.” diate Past Chairman Fred position, following in the footsteps of In addition to Parks, Schober, from Phillips his father, Leonard Parks (1973-74) and PIDA members elect- Feed & Pet Supply; Mark brother, Jerry Parks (1996-97). ed Randy Reber, from Smith, from Frontier Wolverton was one of 32 charter Animal Supply Co., as Distributing, Inc. and members who founded PIDA in 1968 vice-chairman, and Scott Bob Merar, from General and is one of only two companies from Rath, from Central Pet Pet Supply. that group to survive as an independent Distribution, as secre- Retiring from the distributor today. tary-treasurer. board were Rob Choui- “I am privileged to follow in my fa- Bob Johnson, from PIDA Chairman Perry Parks nard, from Gardner Dis- ther’s and brother’s footsteps to lead Pet Food Wholesale, Inc. tributing Co., and Mike PIDA,” Parks said. was re-elected to a second three-year Copeland, from Summit Pet Product “We have valued our participation term on the board of directors. Distributors.

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MAY 2013 petage.com 13 Storefront INDUSTRY NEWS Conference Focuses on BRIEFS continued from page 12 Women in the Pet Industry whose goal is to give pet owners premium health and wellness omen in the Pet Industry fessional and educational events and net- solutions with products that have the Network will host the in- working opportunities.” quality found in vet clinics. W dustry’s first-ever, women-fo- Pet professionals from all career The first products under Tomlyn cused conference and awards show with paths within the industry are invited Scientifics are L-lysine Chews and the theme “The Start of Something Big!” to attend the three-day conference and L-lysine Powder, both for cats and from Aug. 23-25, 2013 in Portland, Ore. awards show, which will feature a variety kittens, which are formulated for The event will focus on of roundtable discus- support of a healthy immune system women pet professionals sions and educational and recommended for conditions connecting, partnering sessions. responsive to L-lysine. and collaborating for mu- WIPIN provides L-Lysine Chews and Powder are tual benefit. a forum for women not only veterinarian-formulated “This has never hap- whose careers spe- products, but they also carry the pened before in the histo- cialize in the pet in- National Animal Supplement Council ry of the pet industry,” Shawna Schuh, dustry. Headquartered near Portland, it (NASC) seal. president of WIPIN, said. “Until now, includes representatives from the many NASC works with the makers our members have mostly connected career paths that exist within the pet in- of U.S. companion animal via digital communication, so we’re very dustry, including groomers, kennels, pet supplements to uphold products to excited to bring our members together, store operators, trainers, breeders and the highest quality production and face to face, for a weekend full of pro- animal welfare organizations. manufacturing standards. Founded more than 35 years ago, Tomlyn has expanded its product line rapidly in the last two years.

New Book Helps Entrepreneurs In his new book, “Be the Boss,” author Michael Busch gives a step-by-step guide to successful entrepreneurship endeavors and business ownership. As a business expert who has Sales: We work with you to get your products on the founded, bought and sold nearly shelves where you want them a dozen companies, Busch stirs Marketing: PR, SM, SEO, SEM, ADV, Promo, we do it all up excitement and energy about Branding: From concept to awareness of your target customers owning your own business. “Be the Boss” highlights three We work with a national team of experts to strategically manage essential elements of success in every your brand to success and the heights you envision. business: the vision, to capability to executing the vision and the need for Contact us for a 30 minute free / no obligation chat to discuss how skilled salespersons and marketers. we can get you where you want to be in 2013 Busch discusses these topics honestly and stresses the importance of being passionate about what you’re doing.

Howard C London ------petindustryguru.com “This book has been written to give you the keys to successful O: (860) 531-9675 facebook.com/petindustryguru business ownership,” Busch said. M: (860) 334-5747 linkedin.com/in/hlondon “Owning your own business enables F: (860) 537-1766 twitter.com/#!/hclondon you to control your own destiny.” E: [email protected]

14 Pet Age MAY 2013 PIJAC Elects Petmate VP as New Board Chair Ken Oh has served on the PIJAC board of directors for the past two years.

he Pet Industry Joint Advisory Board, as well as board member of the Pet The other new officers appointed in- Council announced Ken Oh, vice Care Trust. As the vice president of sales clude: 1st Vice Chair Jeff Sutherland, presi- T president of sales for Petmate, was and marketing at JW Pet, Oh supervised dent of Animal Supply Company; 2nd Vice unanimously elected as PIJAC’s new board independent sales groups, Chair Rolf Hagen, pres- chairman. as well as the in-house sales ident and CEO of Rolf Prior to taking on this one year posi- and marketing managers. C. Hagen, Inc. and Sec- tion, he had served on the PIJAC board of “Throughout its history, retary/Treasurer Andy directors for the past two years. PIJAC has never wavered Ponte, vice president of “Ken understands the challenges the in its mission to ensure the North American sales pet industry faces as legislative threats availability of pets, foster for United Pet Group. multiply and the potential adverse effect environmental stewardship In addition, PIJAC on the entire industry,” Mike Canning, and promote responsible welcome three new president and CEO of PIJAC, said. “A pet ownership,” Oh said. board members: Greg true animal advocate, he has the respect “Pet owners, by definition, Cyr, senior vice presi- of his colleagues in the pet industry and are passionate and at times PIJAC Chairman, Ken Oh dent/general manager, will lead them as PIJAC grows its capa- will disagree on matters great Central Garden & Pet; Ryan bilities to protect the industry from un- and small. As an organization, we have Boyle, vice president sales/operations, necessary regulation.” made tremendous strides in attempting to HuntePuppies.com and Chris Fleming, Oh previously served as vice chairman find common ground for the pet owning CEO, Mid America Pet. on the American Pet Products Association public and the pet industry.”

Starting as a small, single feed store in 1938 distributing to the local Ag community, this family-owned distributor has evolved over the times and has become the largest pet food and supply distributor in the United States. With the support of our customer and vendor partners, Phillips is proud to be celebrating 75 years of business.

PHILLIPS PET FOOD & SUPPLIES | 3747 HECKTOWN ROAD EASTON, PA 18045 | PHONE 800-451-2817 | FAX 866-804-0616 | WWW.PHILLIPSFEED.COM

MAY 2013 petage.com 15 MOVERS & SHAKERS New Position for Tellier at Pet Food Experts Tara Tellier was named outside sales manager - New England for Pet Food Experts, a position she has been fulfilling as interim manager over the past few months. She will oversee the New England outside sales team consisting of Sarah Daniels, Mike Grenier, Joleen Jurczyk and Patrick Lima. Previously, she served as sales coordinator sup- porting the entire sales team. At Pet Food Experts, Tellier has served as an outside sales rep, a key accounts outside sales rep and the Pet CASCO America Launched Supplies Plus key account rep before assuming the role of sales coordinator. The company provides high-quality pet and aquatic store display fixtures. Promotions, Expanded Sales Team at Bravo! ASCO Europe supplies the pet ination and promoting sales, while main- Bravo!, manufacturer of the Bravo! industry globally with pet fix- taining the high quality build and welfare Raw Diet family of products, an- C tures, and now they are bring- standards expected from CASCO. nounced several staff changes. ing their innovative store habitats to Dramatic fixture graphics transform Bette Schubert, America. a store into a spectacular installation, Bravo! co-founder Customers can expect a full range of which attracts new customers, according and national sales director, is now the pet store fixtures to house tropical, fish, to the company. senior vice presi- invertebrates, reptiles, small animals, CASCO’s comprehensive website, dent of sales and birds, cats and dogs. www.cascoamerica.com, covers their full new product de- “CASCO have a stunning mix of range of fixtures, with installation galler- Bette Schubert velopment, while store habitats that will put pet stores at ies, specification sheets, and a video chan- Michelle Carter was promoted to vice the cutting edge of retail design and inno- nel to give store owners all the informa- president of sales. vation,” said Matthew Bubear, CASCO tion they need. In her new po- Europe CEO. For more information, contact them sition, Carter will Dynamic designs re-invent livestock at 1-866-584-5229 or via email at con- be responsible for guiding Bravo!’s displays, capturing the pet owner’s imag- [email protected] sales efforts and working closely with EDGE the sales team and Michelle Carter distributor network Social Networking Battle of the Sexes to broaden the company’s overall geo- graphic reach and brand presence. When it comes to social Social Networking on PCs (per month)… Carter will be media, women spend more Male 6hrs: 13mins succeeded by time on it than men. The Kandice Ray, who data, tracked from July 2011 Female 8hr: 37mins joins the Bravo! to July 2012, also shows that team as the west both males and females are … and on Mobile Web and Apps (per month) coast sales man- spending more time on mo- Male 6hrs: 44mins ager. Ray’s prima- bile devices than on tradi- Kandice Ray ry responsibilities Female 9hrs: 43mins tional PCs. continued on page 17 Source: Nielsen U.S. Social Media Survey 2012

16 Pet Age MAY 2013 Bulldog Marketing The most complete Expands Services assortment The agency creates new website, adds vice president. ulldog Marketing & Sales, Inc. is easier to integrate all the elements of the good launched a new website that reflects marketing mix.” Btheir expanded service offerings and New to Bulldog is Gary DeFeo, who added a new executive vice president of will be serving as executive vice president of sales and marketing. sales and marketing. Bulldog is the pet marketing consulting DeFeo is a sales and marketing profes- and sales agency formed by pet industry sional with over 25 years of experience in veteran John Cullen to give entrepreneurs, selling national retail accounts. Most re- start-ups, and small to mid-sized organiza- cently he was the vice president of sales for tions access to top level marketing talent Zoombak GPS Trackers and the general without the expensive overhead. manager, mobile entertainment for JVC 2 In addition to more traditional mar- Co. of America. Gamma keting and sales services, the agency now He will not only be building Bulldog’s Freshbetter offers public relations and social media business, but the businesses of Bulldog’s cli- management through its strategic partner- ents, the company said. ship with K. Sutherland PR and national DeFeo will also be engaged in account keepsis and account specific promotions through management across the company’s portfo- its partner, Promotional Expressions. lio of clients. Bulldog also offers a variety of web “Gary is the consummate sales profes- services, such as search engine optimi- sional,” Cullen said. “No one knows more betterfood zation, website design and pay-per-click about selling and closing. I know, because advertising. I have seen him in action when we worked “I wanted to make it easier for compa- together at Zoombak. He will be an asset If not stored properly, nies looking for marketing and sales help to Bulldog’s clients. I’m excited to have him fresh!best to find it all in one place,” John Cullen, on my team.” pet food gets stale and principal of Bulldog, said. “It’s more effi- To learn how Bulldog can help •loses Food-grade nutrition. storage Keep it cient and cost effective for a client if all of your company grow, call 1-855-456- its needs can be met under one roof, since it 4PET(4738) or visit www.bulldogms.com. • BPA-freefresh with a Vittles • WideVault! selection Your pet of will size, MOVERS & SHAKERS shapethank and ﬁll you. capacity continued from page 16 Govea Promoted at • Made in USA will include the continued expansion Natural Balance of West Coast retail outlets carrying Heather Govea was the Bravo! family of products, as well as named executive vice maintaining relationships with the cur- president of sales and rent Bravo! retailers and distributors. marketing at Natural Beth Gallison was Balance. promoted to the New She recently held the England sales man- position of senior vice ager post. Gallison president. Additionally, she was respon- will be responsible sible for leading the marketing division for increasing the to include product innovation and mar- Bravo! brand pres- keting strategies to the pet specialty Beth Gallison ence on independent channel. retail shelves throughout Maine, New Her new role will unite the indepen- Hampshire, Vermont, Massachusetts, dent, national and international sales Rhode Island and Connecticut, as well teams along with the marketing divi- as maintaining current retailer rela- sions. She will continue to report to Ex- See the green G2-men at tionships. ecutive Vice President Frank Koch. Global Pet Expo booth #1567!

MAY 2013 petage.com 17 Storefront NEW PRODUCTS

EDITOR’S PICK

Cooling Bed by Ethical Products The Cooling Bed is an easy way to keep pets cool during warm weather. It is constructed from a non-toxic gel interior that stays cooler than room temperature by five to 10 degrees and without refrigeration. The Cooling Bed can be used by Rope and Rawhide Dog Toy itself or with standard pet carriers and beds. Comes in two sizes. by Wholesome Hide ❚ Website Yum-Chux consist of a sturdy USA www.ethicalpet.com sourced pork hide roll wrapped with rawhide and threaded with a length of domestically sourced, unbleached cotton rope. It is available in single and double roll versions. It can either be used as a tug toy or a treat that is healthy, flavorful and long lasting. ❚ Website www.wholesomehide.com

Pounce by FroliCat Pounce is a rotating hide-and-seek cat teaser. It moves unpredictably around the circular path, zooming forward, reversing direction, hiding under ob- stacles and occasionally twitching back and forth to stimulate a cat’s natural instinct to hunt, chase and pounce on its prey. Contemporary Eco-Friendly ❚ Website Cat Furniture by www.frolicat.com PetPals Group Inc. ❚ Twitter This furniture is influenced by modern, yet classic colors. An eco-friendly con- @frolicat cept, the new contemporary cat furniture line is made from recycled paper and designed to complement modern décor. ❚ Website Pet Cooler Carrier www.petpalsgroup.com The Pet Cooler Carrier is a comfort and hydration station that’s made in the USA.

The eco friendly design uses ice to cool and provide fresh drinking water. It includes three curtains with heat resistant material and five storage/ice trays. ❚ Website www.petcoolercarrier.com

18 Pet Age MAY 2013 Reptology Granite Stone Hide-Aways by Penn-Plax The Reptology Granite Stone Hide- Aways are made of resin and natural ground granite stone. They are available in two sizes, while each rock features a single opening and is designed to be stackable to create a multi-hide habitat.

Bone Mat The Bone Mat holds any dog bone or toy while keeping the floors clean. The mat and strap are chew proof, but allows the bone to wiggle and move as the dog chews on it. ❚ Website www.bonemat.com Gates & Crates by Maricela Sanchez ❚ Twitter Bespoke pet décor by Maricela Sanchez @bone_mat features elegant gates, crates and pan- els to enhance the beauty and function of a home, while providing comfort for a pet.

MAY 2013 petage.com 19 Storefront NEW PRODUCTS

ArthriSoothe-GOLD Soft Chews by NaturVet ArthriSoothe-GOLD helps to support synovial fluid that lubricates the joints and helps maintain cartilage and connective tissue. ArthriSoothe-GOLD contains important antioxidants that help remove free radicals which cause cellular damage. It’s available as tabs, liquid, powder and now soft chews. ❚ Website www.naturvet.com Litter Box Deodorizing Concentrate by Nature’s Best Solution 1 Pound Cat Food Mix by Sojos The Litter Box Deodorizing concentrate Sojos Complete Cat Food Mix is now in a comes in 24 ounce, 12 ounce and 2 1 pound bag. Just add water for a healthy ounce sizes that allows cat owners to meal suitable for cats in all stages of life, sprinkle 3-4 tablespoons in their cat’s kitty, adult or senior. Sojos uses only qual- litter box weekly and allow cats to work ity ingredients, including a mix of fresh it in, as they naturally would while using fruits and vegetables. It will help boost their litter box. When the cat uses the the immune system of cats, help balance box, the micronutrients quickly and ef- weight, increase energy, promote healthy fectively eliminate all odors and solidify skin and fur and freshen breath. any moisture, to reduce the amount of ❚ Website litter needs to be replaced. www.sojos.com ❚ Website ❚ Twitter www.naturesbestsolution.com @sojospetfood The Ultimate Canine Cleaning Machine

Angled Head for Hard to Reach Soft, vibrating Bristles Places & Faster Brushing breakup plaque

Replaceable Brush Easy Grip Handle Head Available in 3 Sizes Keeps You in Control

Introducing NEW Zututh Breeze. The ONLY Replaceable Electric Toothbrush Battery Designed for Dogs.

20 Pet Age MAY 2013 Yellow To Green Lawn Spray Pagoda by PetSafe Yellow To Green The Pagoda porcelain fountain, from the lawn spray turns Drinkwell line of fountains, circulates pet urine burns 70 ounces of fresh, filtered water. The on the lawn into ceramic design is easy to clean and looks a natural green great in any home. The upper and lower grass color. It is dishes provide two drinking areas for applied to dry pets, and the dual free-falling streams grass until the not only look great, but aerate the water yellowed area for freshness. is completely ❚ Website covered. Natural www.petsafe.net bacteria and ❚ Twitter enzymes help @petsafe break down pet urine to prepare soil for reseeding. It’s available in a 32 fl.oz. spray bottle. Ultra Lite ❚ Website Ultra Lite is 60 percent lighter than www.naturvet.com most clay litters for the same volume. Ultra Lite combines the clumping of Bentonite clay with the odor control of silica gel crystals. The 5 pound bag of Ultra Lite fills the litter box the same as 14 pounds of most clumping clay litters, and the 10 pound bag has the same litter box fill as 28 pounds of clumping clay litter. Ultra Lite has a delicate scent. ❚ Website www.ultrapetcatlitter.com/ultralite/ ❚ Twitter @ultrapet

Pack ‘N Pride Pack ‘N Pride uses high-quality, all-natural ingredients that have no by-products and no fillers. It features a new line of meat treats that include Chick Chick Hooray! Get Ducky! And Pork Please! All made from 100 percent antibiotic free chicken, duck and pork, delivered fresh, never frozen, to a new state-of- the-art facility where quality control is paramount.

MAY 2013 petage.com 21 Storefront NEW PRODUCTS

Cycle Dog Park Pouch-Earth Friendly Penn-Plax E2-Cuttlebone Pick-Up Bags Value Pack The E2-Cuttlebone is an environmental The value pack from Cycle Dog consists and eco-friendly alternative for birds. of corn starch-based Earth Friendly It’s composed of 40 percent natural cut- Pickup bags and the Park Pouch holder, tlebone and enriched with oyster shells, made in the USA from recycled materi- Omega 3, honey and Vitamin B1. They als. It comes with six, 6-pack packages are available in two packs and value and a tabletop display, perfect for regis- six packs. They come in three flavors: ter placement and impulse purchases. Natural, Mango and Banana. ❚ Website www.cycledog.com Groomer’s Salon Select ❚ Twitter by Synergy Labs @cycle_dog SynergyLabs will now ship the highly anticipated grooming line - Groomer’s Salon Select to mass merchandisers and international customers. Groomer’s Salon Select is a grooming product line composed of shampoos and condition- er for dogs. A human approach can be seen from the new shape of the bottle, colors, graphics, text, and in a richer formula. Made in such a way that even consumers would be tempted to use it on themselves ❚ Website www.synergylabs.com ❚ Twitter @synergylabs

22 Pet Age MAY 2013 Four New Toys from Multipet Multipet has four new toys that include: the Boingosphere, made of a heavy duty rubber and in an assortment of colors; the caterpillars come in assorted bright colors; Lenny the Monkey is a tough stuffed latex dog toy; and the LOOFA- HEAD is a plush dog toy with crinkle material for great sounds. ❚ Website www.multipet.com ❚ Twitter @FollowMultipet

Aikiou’s Interactive Dog and Cat Bowl The interactive bowl for dogs and cats helps slow down the rate that pets eat. The plastic feeder has separate The Fifth Paw compartments that will make the dog The Fifth Paw is a ring that attaches to or cat work for their food. By turning the medium and large size leashes that al- wheel of the main part and opening the lows dog walkers to clip the waste bags sliding doors for the smaller section, the to it so they’re not forced to carry it in dog or cat will eat more slowly, have fun their hands. It’s easy and inexpensive. and stay busy for a long time. It holds ❚ Website up to 3 1/2 cups of food, and has an www.thefifthpaw.com anti-slip base. It is recyclable, BPA-free ❚ Twitter and dishwasher safe. @thefifthpaw ❚ Website www.aikiou.com

CORRECTIONS Ultra Monthly Monitor Ethical Products’ twitter handle was incorrectly identified on page 18 of the April issue. Fizzion’s website was incorrectly listed on page 20 of the April issue. It should be www.fizzionclean.com. Gayle Martz’s name was Ultra Monthly Monitor is a litter additive misspelled on page 71of the April issue. that indicates the pH of a cat’s urine. Cat owners use the pH color chart included with each bag to compare with the col- or at the urination spot. If a low or high urine pH is indicated, the owner should consult with the cat’s veterinarian. Monthly Monitor can detect potential health problems, often before a cat exhibits visible signs of distress. Monthly Monitor can be used with all litters. ❚ Website www.monthly-monitor.com ❚ Twitter @ultrapet

MAY 2013 petage.com 23 Storefront FOCUS ON Collar and Leashes

Amour, Amour The 52-carat Amour, Amour was dubbed the “World’s Most Expensive” dog collar. Adorned with 1,600 hand- set diamonds, the Amour, Amour’s chandelier design features a 7-carat, D-IF, brilliant-shaped centerpiece. Its 18-carat white gold and crocodile leather provide extreme comfort and durability. ❚ Website www.ilovedogsdiamonds.com ❚ Twitter @ilovedogsinc

Come with Me Kitty Harness & Bungee Leash The Come with Me Kitty Harness & Bungee Leash has a patented design Ruff Leash by Zee.Dog that allows for pressure on the leash The Ruff Leash is a highly functional and to gently tighten the shoulder straps, comfortable leash that uses a unique restraining any forward motion without polyurethane spring that is extremely putting pressure on the cat’s throat. The flexible, resistant and shock-absorbing. cradling effect is calming to most cats, The leash is structured with the spring providing safe and easy control for the Dog-E-Glow’s Blue Doggie Bones being placed closest to the dog, so pres- owner. It’s available in six colors. The Blue Doggie Bones lighted LED sure is rapidly absorbed by the compo- ❚ Website dog collar is fashionable, high quality nent. It is 29.5 inches long and comes in www.premier.com and weather resistant. It combines the five designs. ❚ Twitter functionality of illuminated LED light- ❚ Website @premierpassion ing with a stylish design that allows www.zee-dog.com owners and others to easily spot a dog ❚ Twitter from a distance when it is dark outside, @zee_dog while looking great during the day. Comes in medium and large sizes. ❚ Website www.dogeglow.com ❚ Twitter @dogeglow

Sassy Nylon Decorative Safety Collar by Coastal Pet Products Sassy Snag-Proof Decorative Nylon Safety Collars are made from a unique, Captain Dave and Island Time Pets nylon web that’s guaranteed snag- Captain Dave and Island Time Pets Executive Retractable Leash from proof. The collar features a safety navy blue nautical rope dog leash is a NANDOG Pet Gear expansion that will release and allow nautically inspired dog leash. It is 100 The Executive Retractable comes in more a cat to free itself from an entangled percent cotton, made in the USA and than 12 designs textured and wrapped position. Available in six colors. is handmade using marine-grade rope in faux leather, gems and other materi- ❚ Website from New England Rope and with the als. With an extension of nine feet and www.coastalpet.com highest quality bronze hardware. weight limit of 30 pounds, the leash is ❚ Website perfect for younger or smaller dogs. www.islandtimepets.com ❚ Website ❚ Twitter www.nandog.com @boatsandlife ❚ Twitter @nandogpetgear

24 Pet Age MAY 2013 Slackline Leash by Ruffwear The Smart Collar The Slackline Leash is adjustable, to The Smart Collar guarantees to reduce become a shorter or longer leash. your dog or cats pet shedding prob- It has an ergonomic slider that lems all season long, regardless of allows for easy one-handed length the breed. It is composed of special adjustment on the go, from 3.5 to 6 non-eroding crystal nickel-plated ionic feet. The Slackline Leash includes a chips located throughout the collar. side-release buckle for hands-free, Using SMART Technology, the collar waist-worn option or for quick clip- increases the blood flow and circulation ping to a tree or post. in your pet. ❚ Website ❚ Website www.ruffwear.com Designscape Collar Collection from www.thesmartcollar.com ❚ Twitter Up Country ❚ Twitter @ruffwear Up Country collars feature one of a @thesmartcollar kind designs and are hand sewn in Rhode Island. They are made from high strength nylon webbing, solid brass hardware and extra strong buckles. ❚ Website www.upcountryinc.com ❚ Twitter @upcountryinc

CORRECTIONS The description for the Fresh ‘n Clean Pet Odor Absorber in the March issue on page 24 was incorrect. The correct description is: Remove pet odors from the air while safely and effectively evaporating and deodorizing for up to 60 days. The vented lids prevent spilling and are safe for use around pets. Available in three scents: Ocean Breeze, Fresh Linen and Green Tea & Sage.

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MAY 2013 petage.com 25 ® ®

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Help Wanted Deciding when to hire, or fire, an employee can be hard for business owners. By Dan Calabrese

ne of the most difficult parts of books that offer a number of answers, more than anything, will help them pro- being a retail business owner is including “96 Great Interview Ques- vide outstanding customer service and Ofinding the correct people to tions to Ask Before You Hire,” “101 get the customer to trust and bond with work in your store. Tough Conversations to Have with them over a potential sale. Try asking an Hiring and firing can be hard to get Employees” and “101 Sample Write- interview question like this after you’ve right, because there is no exact science Ups for Documenting Employee Perfor- spent some time with a candidate: that can tell you when you’re sitting mance Problems.” ‘Okay, with no undue flattery or Brown- across the table from the correct em- Choosing the right people, he said, ie points here, what could you tell me ployee. By the same token, it’s hard to starts with asking good interview ques- about my management and leadership make a judgment as to when to simply tions. style based on the questions I’m asking part ways with an employee who is not “Retail sales people need the uncan- you in this interview?’ You’ll quickly see working out. ny ability to chameleonize themselves if the candidate sinks into her seat or But, author and human resource pro- on the spot and change their communi- elevates herself, eyes wide and smiling, fessional Paul Falcone has studied the is- cation and body language style to match to make some smart guesses about your sue in depth, and the result is a series of a customer’s needs,” Falcone said. “That, communication and leadership style,

MAY 2013 petage.com 27 Interested in Storefront strategies advertising? approach to teamwork, and the like.” tive criticism. Considering that many applicants When firing, Falcone said there are for retail jobs lack an extensive profes- important distinctions employers can sional background, Falcone said em- make between employees who need ployers need to look at other factors to a little more help and direction and assess them. those who simply aren’t going to work “Even people without a lot of work out. A big one is willingness to work experience tend to demonstrate pat- toward improvement. terns of achievement in their lives over “Anyone who shows signs of apathy time,” Falcone said. “Those achieve- or entitlement typically won’t work out ments, in turn, can either be concrete unless they have a major turnaround in or a bit more general. For example, if their thought processes at some point,” the individual was high school vale- Falcone said. “But it’s that lack of ap- dictorian, voila—you’ve probably got preciation that typically plagues peo- a very hard worker on your hands ple throughout their careers, and let’s who’s eager to face it – you’ve assume broad got a business responsibilities “Anyone who shows to run and aren’t and demonstrate signs of apathy or responsible for his worth. On the work ethics the other hand, entitlement typically or attitudes that a quieter, more won’t work out unless new hires bring self-effacing to the table.” candidate may they have a major Once retailers describe achieve- turnaround in their decide to fire an ments in terms employee, espe- of balancing the thought processes at cially when there need of family some point.” are serious alle- with work and gations against school.” the person, they often do so too quick- But as much as anything else, the ly and don’t do the homework that person’s attitude may be the key. could prevent bigger problems. “That tends to be the dividing line “Rather than terminating someone between those who appreciate what on the spot, let cooler heads prevail by the workplace offers vs. those who suf- placing the individual on a paid inves- fer from entitlement mentalities and tigatory leave for 24 hours while you For more victim syndromes,” Falcone said. “Ask, look into the allegations against them information ‘Looking at your career and schooling further and get to sleep on it over- up to this point, what are you most night,” Falcone said. “This will buy please contact thankful for?’ Measure their response you the time you need to look at the not only in their words but in their record that’s been created, speak with Craig Rexford eyes. That’s where the truth to this type legal counsel if necessary, and devel- of interviewing question typically lies.” op alternatives that might work both phone: Falcone warned retailers against in the organization’s and individual’s (732) 246-5709 making hiring decisions too quickly, favor.” and against assuming that likeability in Those might include allowing the e-mail: an interview will necessarily translate person to resign or an employer’s agree- [email protected] to a good employee. Questions that ment not to contest unemployment. can match the candidate’s personality When it comes to firing employees, to the culture of the employer demon- it’s all about the record that’s created, strate a lot. Falcone suggested asking and if a manager doesn’t address sub- how many hours a week a person needs standard job performance or inappro- to work to get their job done, and to priate conduct on the spot, it could describe the pace of their work, and to come back to bite the organization in discuss how they respond to construc- the form of a retaliation claim.

28 Pet Age MAY 2013 Storefront strategies Getting the Bank to Say Yes Five tips to help small businesses secure a bank loan.

he American Bankers Association Develop a business plan that has three risks and share it with the banker. Bankers shares five tips to help small busi- different scenarios: best case, most likely are going to do a risk analysis anyway, so it’s T ness owners best position them- case, and worst case. Owners want the important to help them. selves to obtain small business bank loans. banker to understand all three since they Fourth, develop at least two ways to re- These are the first in a series of tips the pay the loan. group releases throughout the year that Bankers look for primary and secondary provide a rare glimpse into how bankers loan repayment sources. The more certain- think and is intended to help small busi- ty that the banker has that the loan will be ness owners develop a mutually benefi- paid “as agreed,” the more likely it will be cial relationship with a bank, prepare to that it will be approved. Smart business get loans and evaluate offers. owners understand that now is the time to First, get to know bankers at several fi- think about alternative repayment sources, nancial institutions in the community. not when their business gets into trouble. Before requesting a loan, find out which Fifth, don’t ask for loans that should be financial institutions in the local market funded with equity injections. make loans to firms like yours. Not all are asking for support through good times The amount of equity required for a banks specialize in business loans. and bad. manufacturer will be different from that re- Second, be able to articulate the firm’s Third, think like a banker. quired to run a wholesale distribution busi- “value proposition” to its target markets Understand the risks of operating in ness. Retailers in the same industry will and a business plan to reach them. the industry. Have a plan to mitigate those also have different equity requirements. WALSALL HARDWARE Your #1 Pet Hardware Source!

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MAY 2013 petage.com 29 ❚ Behind the Counter

Customer Service Is Top Priority Employees should be carrying out an owners’ vision in everything they do. By Dave Ratner

onight I got one of those emails that the customer has such a wonderful shop- So they asked the local harnessologist to just makes me crazy. It was from a ping experience at Dave’s that he or she will help me when she was done resolving an is- T very angry customer who, shall we recommend our store to all their friends. sue at the register. I waited and asked a few say, had a less than wonderful experience in So, let me share the customer’s email. other employees. I heard the statement “we one of my stores. Dear Customer Service, are closing” a total of four times from three The good news is I get way more happy I had a less than stellar experience at individuals. Each time the person passed customer emails than I get unhappy emails, the buck, rolled their eyes or just expressed but that won’t stop me from losing a night’s So the real question their frustration to me. sleep. I am the first one to brag about my is how do we get The harnessologist finally became free crew. They usually do such a wonderful job and helped me fit my dog with a harness. of making customers love us. our crews to not But I left the place stressed and it made me But, every once in a while we slip. “screw up”? feel absolutely unwelcome. Yup, we are human, I get it. But I don’t Now, I have not heard we have treated care how human we are, screw ups like this your Northampton branch this Saturday anyone like this. But I thought to write don’t need to happen. March the 30th. I am an officer of a local to you and make you aware of this pit- I am writing about this, because I know corporation and it inspired me to write an fall. Please be mindful of expressing your it probably happens in your store as well. email to my employees. I am too tired to frustrations to customers while on duty. Maybe not the exact thing, but stupid rewrite the story for your benefit but hope It will do you, our company and the cus- things happen. If too many stupid things that you can get the needed details from the tomer no good. happen in one store, then you probably quoted text below. If you see yourself suffering during the have a manager that needs to move on or I thought I would share it with you day’s work or at the end of the day, please needs help. and would hope that it can lead to positive ask to talk with me. I will buy you a cup of The real question is how do we get our change. I might have to reconsider where I coffee and I will listen carefully.” crews to not “screw up”? Well I am guilty of shop if I were to have other similar experi- Well, the good news is the customer not giving proper training. I promise you, ences at Dave’s in the future. didn’t put our store name in. The scary part this will be remedied this week. Since we all “Folks, is this is going on Facebook, and all the oth- have a vision of what we want our business I had an eye opening experience today. er social media outlets. How embarrassing to be, we need to communicate that vision I went to buy a dog harness at a local shop. it is to have my store being used as a bad to our employees. I took my 8-month-old along and we ar- example for a training reminder. Here is how I am going to do it. rived at the store around 5:30. I heard the We all need to train our staffs. It really I will make a video telling employees announcement that the store was closing isn’t fair to expect them to do things the way about me and our company, what it means at 6. So I hurried to get to the harness sec- you want if they don’t know what you want. to work at Dave’s, what makes Dave’s dif- tion and realized that I couldn’t handle my The last part is thankfully, when a customer ferent from other stores, what is expected of daughter and try on harnesses on a dog that takes the time to write, he/she can usually them and what they can expect of Dave’s. is standing in a store full of boxes of dog be saved. The most important part of the video treats (and rabbits!!!). will be my explanation of how I want my So I asked an employee for help and Dave Ratner is the owner of Dave’s Soda & Pert customers treated. I will make sure every their reply was short. They reminded me City, award-winning seven store mini-chain. He employee, no matter what they are hired that the store was closing and they knew also sits on the Board of the Retail Advertising for, knows that their #1 job is to make sure nothing about the harnesses. and Marketing Association.

30 Pet Age MAY 2013 You Can’t Afford to Miss This

Reserve space now in Pet Age’s November dog supplement and December natural supplement.

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Helpful Pet Peeves To be really successful, always deliver more to the consumer than they expect. By Howard London

very year I seem to complain to oth- uct or category is, they should never just vices? In the times we live in, it is almost ers about the things I don’t like re- point in the direction it is, but rather escort a necessity for survival. Do you order spe- E garding pet stores I see and shop in. the consumer right to exact location. And cial items for your customers? Do you offer Some things drive me crazy, while oth- when a consumer is buying a large or heavy grooming services? Do you offer pet food ers just annoy me. I am mostly a positive item, it should be brought to the checkout delivery? Do you have a frequent buyer club person, really. area for them, and then offered to be taken in your store, which is above and beyond However, when I leave my home or of- to their vehicle for them, unless it is Mr. or what some of your vendors have? Do you fice to either shop or do a store check, my Mrs. Universe. That is what good customer have birthday parties for pet owners who “other” persona pops up. service means. are customers? I think you get the idea. So for 2013, here are my top 10 pet 5. Here’s one of those that drives me re- 8. Is your store promotionally active? peeves: ally crazy: The item I came in to buy is out This isn’t that hard, given that many ven- 1. When I enter a store I expect to re- dors are usually running specials and pro- ceive the exact same treatment that the Does your store motions quite frequently. Do you work president of the United States gets if and hard and aggressively to maintain relation- when he came into your store. Is that ask- offer any special ships with your vendors? ing too much? Apparently it is, by what services? In the 9. Trends are important in any retail I see when I walk into most stores. Even business, and in the pet space it’s no differ- when I enter a Walmart, some nice elder- times we live in, it is ent. Are you aware of the new trends, and ly person greets me! Isn’t the least service almost a necessity new products, especially in the areas your everyone can provide is a nice hello every store focuses on? When was the last time time someone enters your store? It all starts for survival. you attended a trade show to stroll through right there. the new product area? 2. At my very first job as a teenager at of stock. To make matters worse, the em- 10. Are you still using a typewriter to McDonald’s, I was told, “When it’s time ployee tells me he/she doesn’t know why or type stuff? I hope not, and if you are, may- to clean, it’s time to clean.” I didn’t like it when it will be back on the shelf. That is not be it’s time to move south and retire near so much back then, but it has stuck with acceptable in today’s world. If you cannot the beach. We now live in a digital world. me ever since, especially in the pet retail give me the answers to my question on the If you are not up to snuff with it and don’t business. A store’s cleanliness must be a top spot, ask me for my number and call me have the time or initiative to learn it, hire priority, including odor control. And the back quickly with what I asked for. Do you someone who knows it and understands it. entrance and checkout area has to be im- want to hear a different, but good response. Using the digital world and the social media maculate. Send them to a competitor after calling is no longer an option — it is required for 3. Employees should never be speaking them to see if they have the item. Don’t survival. on their mobile devices on the sales floor — worry, if done correctly, they’ll be back. 11. Yes, I said would give you ten things; unless it’s for business or the customer. Keep 6. I hope you offer to match your com- but to be really successful, always deliver those personal conversations at home or at petitor’s prices. If not, why are you carrying more to the consumer than they expect and least in the back room. Employees should the same product? This is really a no brainer you will have made a lasting impression. give off the image of 100 percent profes- if you own a retail business, especially in this sionalism. day and age with so many competitors. It Howard London has been in the pet and animal 4. Speaking of employees, they should should not even come up often, but it is an health industries for 25+ years, as a retail chain be the ambassadors for your store. For ex- important marketing tool to use. owner, as well as a sales and marketing execu- ample, when asked where a specific prod- 7. Does your store offer any special ser- tive and business owner.

32 Pet Age MAY 2013

❚ Business Strategies

Think Outside the Box Leveraging pet bloggers can help ring up store sale, expose store to new customers. By Amanda LeGaux

he value of social media is being Guide consumers in their purchase de- the pet community. realized by more retailers in the cisions and increase sales.— Pet blogs provide retailers with some- T pet category—many business- Pet bloggers are committed to sharing thing that is somewhat difficult to at- es are using social media platforms like their opinions about products and services tain—instant insights into the most rele- Facebook, Twitter and even their own that they use. Many of these influencers vant issues in the pet community. Trends blogs to regularly engage their target au- have weighted audiences representative of in the pet category emerge quickly. Re- diences online. specific regions and regularly promote lo- tailers can turn to blogs to get a pulse on However, a relatively untapped oppor- cal products and companies. hot topics, buzz-worthy products and tunity in the digital landscape lies in the pet Retailers can engage bloggers and audience interest. blogosphere. work with them during their review writ- Retailers can then use this information The pet blogging community has to direct their content push strategies. For proven to be a valuable platform for Retailers have the example, if a blogger provides insights companies to both engage with and learn about their audience’s overwhelming in- from pet loving consumers, and it is an opportunity to terest in biodegradable and nature-friendly essential driver of online sales and prod- harness the power products, retailers can then distribute social uct recommendations. media content about their company’s prod- Retailers have the opportunity to har- that pet bloggers uct offerings in that category. The relevant ness the power that pet bloggers wield in wield in the pet and immediate nature of this information the pet owners’ purchase consideration can potentially lead to more targeted prod- journey to better promote and sell products owners’ purchase uct awareness and purchase. online while garnering key purchasing in- consideration journey Increase SEO. Bloggers can help to sights from their target consumer audience. increase a brand’s visibility in online Of the national pet owning audience, to better promote and search by sharing posts that contain both 30 percent spend more than 30 minutes sell products online. links to a brand’s Web properties and per week consuming pet-related infor- keywords that identify a brand’s prod- mation, according to Trone Brand Ener- uct offerings. Engaging bloggers to reg- gy data from 2012. This segment of in- ing process to provide information not ularly distribute brand messages helps to dividuals, referred to as pet information only about a specific product but also strengthen a company’s online reach and seekers, is researching topics including on where to buy it. The pet consumer consumer availability. pet health and nutrition (77 percent), pet who then turns to that blog while seek- behavior, safety and life stage issues (69 ing content or researching a product will Amanda LeGaux is a social media specialist at percent) and most important for retail- gain valuable product insights that also Trone Brand Energy, a leader in blogger en- ers, new products (67 percent), accord- direct them to a purchase destination. gagement, particularly in the pet space. She ing to Trone Brand Energy data. Retailers, especially those with an works to grow relationships with influencers in More than one third of the pet informa- e-commerce platform, should consider in- the digital space and drives the content strategy tion seekers audience turn to blogs for this corporating blogger engagement into their for influencer engagement for various clients in information. overall strategy, in order to maximize sales the pet category. Blogify, Trone Brand Energy’s Here are some of the top ways that re- via the peer-to-peer recommendation mod- blogger engagement resource, helps brands to tailers can leverage pet bloggers to grow el that pet blogs foster. easily connect with bloggers to increase sales, their business. Check the pulse of important issues in online mentions and brand advocacy.

34 Pet Age MAY 2013

Cover Story

Have Pet, Will Travel

one are the days of throw- pet-friendly destinations and ac- There are more ing Fido in the back seat commodations, it is getting easier of the car, or leaving to include furry family members options than ever them at the local kennel, in travel plans. There is also an in- before when as more companies begin creased awareness of pet travel safe- Gdeveloping products geared toward ty, especially for car travel, due to the consumer’s desire to bring their recent safe pet restraint legislation it comes to pet pet with them while traveling. in certain states.” Experts say pet travel is a Quaker Pet Group’s Sherpa travel products. multi-billion dollar industry, which brands are arguably one of the most they don’t see slowing down. well-known names in pet travel, be- By Jason “More people own pets than ever cause of the brand’s founder Gayle before, and they are treating them Martz, a flight attendant who de- Kamery as part of the family,” Cristen Un- signed the world’s first formally ap- derwood, director of marketing proved airline carrier in 1989. for Quaker Pet Group, said. “In Since then, pet travel has grown conjunction with a trend toward to include pet-friendly hotels, Have Pet, Will Travel

planes, camps, cars, websites and items such as carriers, first-aid kits, Amy Burkert, founder of GoPet- thousands of related products. toys, portable dishes, leashes, car re- Friendly.com, built a successful blog, According to PetRelocation.com’s strains and other products. about the original difficulties of travel- Summer Pet Travel survey, 60 percent ing with her German shepherd. Now, of pet owners travelled with their pet On the Road she’s turned pet travel into her career. in 2010. According to a January 2009 survey “We [my husband and I] were leav- “More destinations, accommo- conducted by the Travel Industry As- ing from Pennsylvania and heading dations and stores are becoming sociation of America, 76 percent of to Canada, then going to Minnesota pet-friendly,” Underwood said. “Be- those who traveled with their pet did then coming back home to Pennsyl- cause pets have become more human- so by car, and according to the same vania,” Burkert said. “We had to find ized, people see them as ideal travel survey 78 percent of them traveled seven hotels and it took two days to companions. Smaller pets have grown with a dog. find them. I didn’t have any more time in popularity, making them easier to Companies, retailers, entrepreneurs to find dog friendly beaches, or any tote along.” and lawmakers are all taking note of this dog friendly activities. There wasn’t Bringing along a pet, whether it be statistic and creating products, stocking anywhere you could go to find pet in the car, or on a plane, means con- shelves, making laws and building busi- friendly stuff. sumers are spending extra money on nesses around this niche. “Dave, my husband, said to look

MAY 2013 petage.com 37 Cover Story into finding anything that made it easy “People that are not doing that, your pet has to be confined when driving to find pet friendly places online and if don’t understand how dangerous it is, them in the car,’” Irwin said. “It is real- I couldn’t, I should make one. So when not just for their pets, but for them- ly easy to tell customers about the travel we got home I looked, and found noth- selves and others on the road,” Burkert products and it rolls off the tongue when ing. So I launched the website in 2009.” said. you learn all of the laws. Also, it helps The couple took it a step further It’s something Sam Irwin, the territory your customer and teaches them things in 2011 by selling their house to live manager of Hollywood Feed, natural and they may not be aware of.” in an RV with their dogs while traveling around the country writing about More and More Products pet-friendly destinations. “I think the Every year at industry trade shows, more Now a pet travel expert, Burkert ad- possibilities for travel-related pet products, like the Pet vises stores to be their customer’s one- Cooler Carrier, are introduced, while stop destination for pet travel needs. growth in this area long-standing companies, like KONG, “We don’t do a ton of shopping and [pet travel] are huge. develop ways for those traveling with pets when we need something we go for a to use their product. high quality product,” she said. “If my From what I see, it’s “Our classic KONG rubber toy keeps leash breaks when I am on the road and still in its infancy” dogs busy, engaged and relaxed and they I need a new one, I am not going to are especially helpful when pets travel,” pick up a $2.99 leash. I want a nice —Craig Skaggs Mark Hines, lead canine behavior & high-quality leash. We are willing to training specialist for KONG, said. “A invest. You don’t have to worry about holistic pet food merchants in Tennessee, stuffed KONG can help reduce anxiety price points as much.” said she considers it as one of her job du- and stress and can keep the dog occupied Pet retailers, should also educate the ties when people come into her store. while in transit keeping its mind off the public about pet restraints, she suggest- “When I have customers come in trip itself and focused on the reward of ed, as more states pass laws impact the with their pet the first thing I ask them getting all the treats out of the KONG.” industry. is, ‘did you know about X laws and that Craig Skaggs, the founder and inven-

Giving the Customer Travel Options Carrying several basic items can help ease customers into pet travel products.

hen it came to pet trav- products tend to be profitable. car to protect the dog, but also has el, historically retailers “The retailers that are doing pet trav- a clip on it that allows the owner to W didn’t have great prod- el, and doing it well, it has become their walk their dog with the same har- ucts to offer the consumer, but Gor- number one growth category,” Spater ness. On average, they try to come don Spater, president and co-founder said. “They are expanding the square out with about 15 new products a of Kurgo, a company that specializes footage they are giving the prod- year for retailers to offer custom- in pet travel gear, said that’s changing. uct and they are seeing the re- ers who are demanding travel “We have seen a growth in the last turn on the shelf when they continued on page 41 six years and the last couple of years are selling out of these there have been a lot more products,” products.” Spater said. “There are maybe 150 The success is in part, SKUs out there. Though, the retailer because of companies could get started with 15 SKUs and like Kurgo, who con- be able to give their customers every- tinue to look for new thing they need.” ways to improve the Previously, he said retailers tended safety and function- to shy away from the category, be- ality of pet travel. cause their sales weren’t that strong, For example, but now as more people travel with they have a harness that their pets, those that are offering the not only attaches to the

38 Pet Age MAY 2013 tor of the Pet Cooler Carrier, which “grown very quickly and in a very short One factor impacting this area, ex- keeps a pet cool in their carrier and also period of time.” perts say, is the Baby Boomer generation. provides drinking water, has been do- “Pets are cared for on a much higher “Baby boomers, which are a very ing research and developing the design scale than in years past,” he added. “As large population, are losing their kids, for several years. During that time, he a result, people will buy more products they are growing up and moving out, has seen the segment grow. for their pets and they will travel with so baby boomers are getting pets,” Su- “I think the possibilities for growth their pets. So with pets being part of san Smith, the owner of PetTravel.com, in this area [pet travel] are huge,” Skaggs the family, pet owners are willing to go an online resource for worldwide trav- said. “From what I see, it’s still in its in- to great lengths and expense to be sure el, said. “In general, baby boomers love fancy. Not only will more places want they can travel with them.” to travel and they love their pets.” to encourage pet owners to bring their pets, but they’ll continue developing new ways to cater to those pets while they’re there. Many hotels already offer pet beds, treats and premium dog food to pet guests. All of this encourages people to travel with their pets, knowing that they will be welcome.”

Pets Welcome Emily Tobin, the public relations coordinator of Deep Creek, a four-season vacation destination in Maryland, said popular travel destinations will continue to be increasingly more pet friendly. Also, as more restaurants and attractions begin allowing dogs, the travel segment will grow. “Pets are a part of our family and helping them feel welcome is important to us,” she said. “We provide all of our pet friendly homes a food and water bowl upon arrival as well as a water station outside of our office during the summer months.” Pet travel has become so main- stream that family vacation power- house Walt Disney World in Orlando, Fla., even had to address it. The company worked with Best Friends Pet Care to open a 27,000-square-foot pet care center near their attraction that offers boarding, daycare and grooming for dogs, cats and other family pets. Their website boasts: “While you ex- plore the parks, your pet can enjoy play- group, special treats and a movie. After park-hopping, spend time with your pet playing in our private dog park or taking a walk around the grounds.”

Expanding Opportunities Derek Huntington, president elect of the International Pet Animal Transpor- tation Association, said, pet travel has,

MAY 2013 petage.com 39 Easy Travel with your Pet

Travel with your pet is easy with SHERPA’S ® GuaranteedPROGRAM On .Board Easily ensure the carrier and pet are compliant with participating airlines’ rules and regulations. Should the passenger be denied boarding due to their Sherpa® carrier, we’ll reimburse the ticket and pet fee—guaranteed! See www.ﬂygob.com for additional info. continued from page 38 solutions for their pets. sumers have never thought about it in unfortunately the car may have “There has been an enormous the past, but that is changing now. One been damaged by the pet a bit. growth in the pet travel category,” thing we hear about are seat covers. This is something that they didn’t Spater said. “I look at it historically. realize they could have avoided There wasn’t a consumer need that by getting these products.” much. When I grew up, kids rode in While safety is a top concern with the backseat, no car seat, no seat belt. “The retailers that are customers who travel with their pets, You never thought about it, but now, doing pet travel, and so is price, which is why Spater says as times have changed and we have re- their company offers practical solu- alized the importance of buckling our doing it well, it has tions that are also affordable. children and ourselves in, people are become their number “The most frequent thing I thinking about doing that with their hear is that the person got in a dog now-a-days.” one growth category” small fender bender and their Kurgo has partnered with AAA, —Gordon Spater dog got injured, or in some cases Toyota and now Subaru to help spread died,” he said. “I tell them about the message, about pet travel safety. our safety products and how they “We are partnering with all these They exist and are reasonably priced are $20 to $25. After that they al- people just to let people out there and it encourages pet owners to take ways say, ‘if I had known it was know that these solutions are avail- their pet places. But they didn’t have only that much, I would have able now,” Spater said. “Many con- one and had their pet in the car and gotten it a long time ago.’”

MAY 2013 petage.com 41 Cover Story

By the numbers

Driving with Dogs Petting their dogs (52%) According to a recent survey, 65 Using hands or arms to restrict dog’s movement percent of dog owners admit to or hold dog in place when putting on brakes (23%) engaging in at least one poten- Using hands/arms to keep dog from climbing tially distracting activity while from the backseat to the ront seat(19%) driving with their dog. Reaching into backseat to Looking away from the road interact with dog (18%) for only two seconds doubles Allowing dog to sit in lap or your risk of being in a crash, ac- holding dog whilel driving (17%) cording to the AAA Foundation Giving food or treats to dog (13%) for Traffic Safety. Playing with dog (4%)

Taking a photo of dog (3%) 83% Respondents who agree that having an unrestrained dog in a moving car can be dangerous. www.totalpetexpo.com 16% Dog owners who have driven with their pet who use some form of restraint while their dog is in the vehicle. 29% Respondents who have heard stories of car crashes where unrestrained dogs riding in the car were injured or caused injury to people in the car. www.totalpetexpo.com 39% Respondents who said this impacted their decision about using a pet restraint.

Source: 2011 AAA/Kurgo Pet Passenger Safety Survey

42 Pet Age MAY 2013 By the numbers

Most Popular Pet Pet harness/safety belt (56%) Travel Restraints Hard-sided pet travel crate (30%) Pet Vehicle seat (10%) Similar to a young child, the front airbag Vehicle Pet Barrier (8%) system in a vehicle can be deadly to a Soft-sided pet travel crate (7%) dog during a crash if sitting in the front seat, even if restrained. Other (5%)

500 lbs Pounds of force an unrestrained 10-pound dog in a crash at 50 mph will exert.

lbs 2400 Pounds of force an unrestrained 80-pound dog in a crash at 30 mph will exert. 18% Respondents who drive with a dog in the SOJOS RAW DOG FOOD MIXES are grain-free and vehicle who also have children under the age of 13 who ride with them. made with real, whole ingredients like veggies, fruits and raw freeze-dried meats. They deliver health benefits you can see. And taste dogs love.

To read health improvement stories of real dogs, 70% go to sojos.com/stories. Respondents who have driven with a child and an unrestrained dog in the vehicle at the same time.

32% Respondents who use a pet restraint after hearing stories of car crashes where unrestrained dogs riding in the car were injured or caused injury to people in the car.

MAY 2013 petage.com 43 DOGS

Staying Cool When Temperatures Rise As the weather heats up, customers turn their attention to keeping dogs cool and hydrated. By Maggie Marton

armer weather means dogs keep their dog’s water cold and fresh. Consumers in the market for a water will be spending more time When looking for these products to solution will choose one that comple- W outside, making it imper- stock a store’s shelves, it’s important to ments their existing décor. ative to keep them from overheating or keep three trends in mind. FrostyBowlz is one such product dehydrating. First, the price of the product is im- that meets those three core require- In the past, a simple stainless steel or portant because, while consumers will ments. A stainless steel bowl sits atop plastic dish were the only options avail- spend more on these products than they the FrostyCore, the frozen insert that able to consumers to provide their dogs would on a standard bowl, there is still works to keep the pet’s water or canned with water. But now technological ad- a threshold. Second, consumers expect food cold. vancements have enabled dog owners to all-day functionality from the watering “Anecdotally there’s evidence that choose from an array of products that product. Finally, form follows function: cats and dogs prefer cold water,” Jeffrey

44 Pet Age MAY 2013 Brown, president of Talega Products, the to a fountain.” steamy summer days is the cooling pad. inventors of FrostyBowlz, said. “Our bowls An easy solution to appeal to con- Ranging in price from under $10 for don’t put the water at an ice cold tempera- sumers is to offer several different styles, the Petiq Dog Cooling Mat to $100 for ture. It’s between 45 and 50 degrees.” materials and colors in pet fountains so the Hound Cooler Dog Cooling Pad Research has indicated that pets will that consumers can find the right one to to over $245 for the TechNiche Phase drink more water at that temperature, fit their home décor. Change Cooling Pad, there’s a solution which appeals to pet owners who are try- for every customer’s needs and budget. ing to keep their dog’s water cold on hot Cooling Off A cooling pad works by providing a summer days. Plus, for owners who feed Beyond water solutions, another product dog with a comfortable, cool mat on a canned, fresh or raw food, FrostyBowlz category that delivers cool relief on those hot day. Some of the products options, “By drinking more water, our pets stay ® hydrated, and proper hydration can reduce by I’m A Little Tea Cup Made In The U.S.A. the chances of kidney ® and urinary tract disorders.” —Jon Cornwell Angels’ Eyes ® is can keep the perishable food from spoil- often imitated ing longer than a standard bowl would. but never FrostyBowlz is available in three sizes. duplicated! Staying Hydrated Another customer favorite for keeping water fresh is the pet fountain. “Our fountains have a patented free-falling water design that mimics the free-falling water that we see in nature,” Jon Cornwell, the category manager for the PetSafe water and feed solutions business unit, said. “Our goal is to entice pets to drink more water by appealing to their natural instincts. By drinking more water our pets stay hydrated and proper hydration, can reduce the ® chances, of kidney and urinary tract disorders.” In addition to the health benefits, pet fountains offer dog owners the convenience of not having to refill the water dish as frequently. According to Cornwell, consumers are expecting more from their pet fountains than simple functionality. “Consumers are looking for health and wellness for their pet and convenience for themselves, primarily,” he said. “However, we are starting to see more consumers desiring products that provide fashion as well as function when it comes

MAY 2013 petage.com 45 Trends & Products DOGs

like the Petiq product, keeps pets cool by creating a lower temperature than the pet’s body. It works indoors or out- doors. Other technologically advanced op- SPOTLIGHT tions include a cooling system, like what is provided by the Hound Cooler Dog Cooling Pad. The Hound Cooler is a Multipet “Throws in The Towel” battery-powered system that pumps cold water from its cooler through insulated HROW IN THE TOWEL™ is tubing. The cold water provides a cooling T Multipet International’s newest product addition. These braided ter- surface for the dog. rycloth toys were designed to satisfy The TechNiche Phase Change Cool- playful canines desire to tug, shake and pull. Throw in the Towel™ comes in two styles: Braided Towel and Braided Towel with a tennis ball built into the towel. All styles come in three sizes and an assortment of bright eye catching colors-which makes them great for merchandising. Both toys are extremely strong – even passing our toughest tester-Chica the rescued pit-bull. After a day of play the toys can be tossed in the washer, dried and it is tug time all over again. Throw in the Towel is currently available in most retailers. Sug- gested retails of $4.49-$11.99. ❚ Website www.multipet.com ing Pad is on the far end of the price ❚ Facebook spectrum. Designed to maintain a tem- www.facebook.com/MultipetIntl perature of 58 degrees Fahrenheit for ❚ Twitter @FollowMultipet four hours, the cooling pad contains

Advertorial - This is paid editorial and was not written by Pet Age staff. It is paid content. the proprietary Cool Pax with unique Phase Change Material (PCM), which is 30 percent lighter than water and freezes at 58 degrees, compared to 32 degrees for water. Ethical Products offers a cooling bed that features a non-toxic gel interior that stays cooler than room temperature by 5-10 degress and without refrigeration. It can be used alone, or with standard pet carriers and beds. For the active dog, Kumfy Tailz offers the Kumfy Pax that covers a dog’s chest and abdominal area, or “core.” It features the Kumfy Pax, a punc- ture-resistant nylon/pvc enclosure filled with special UltraGel, which can be cooled for an hour in the freezer and then inserted into the pouch. By addressing the core, the product can help the dog better able regulate its body temperature.

Maggie Marton is a freelance writer who covers pets, the pet industry and lifestyle topics. She lives in Indiana. 46 Pet Age MAY 2013 The Fat Gap Survey shows 55 percent of U.S. dogs and cats are overweight.

he U.S. pet obesity rates con- continue to see an escalation in the num- their pet is overweight. tinued to increase in 2012, with ber of overweight cats and an explosion “In this survey, approximately 45 T the number of overweight cats in the number of type 2 diabetes cases.” percent of cat and dog owners assessed reaching an all-time high, according to their pet as having a normal body weight results from the sixth annual National when the veterinarian assessed the pet to Pet Obesity Awareness Day Survey con- be overweight,” he said. ducted by the Association for Pet Obe- He calls the phenomenon of incor- sity Prevention. rectly evaluating an overweight pet as The survey found 52.5 percent of normal, “the fat gap.” dogs and 58.3 percent of cats to be con- “The disconnect between reality and sidered overweight or obese by their vet- what a pet parent thinks is obese makes erinarian. That equals approximately 80 having a conversation with their veteri- million U.S. dogs and cats at increased narian more challenging,” Bartges said. risk for weight-related disorders such as “Many pet owners are shocked when their diabetes, osteoarthritis, hypertension veterinarian informs them their pet needs and many cancers. Dr. Joe Bartges, a veterinary nutri- to lose weight. They just don’t see it.” “Pet obesity remains the leading tionist and internal medicine specialist The 2012 survey, conducted in Octo- health threat to our nation’s pets,” Dr. at the University of Tennessee’s College ber and December of 2012, analyzed data Ernie Ward, APOP’s founder and lead of Veterinary Medicine, cautions that from 121 veterinary clinics in 36 states, veterinarian for the survey, said. “We many pet owners don’t recognize when and included 1,485 dogs and 450 cats.

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MAY 2013 petage.com 47 Trends & Products CATS

Bad Habits Don’t Have to Be Hard to Break Retailers are in a unique position of educating consumers and recommending products to combat inappropriate behavior. By stacy mantle

t’s often the highly intelligent behav- the most common problems reported by By introducing consumers to automat- ior and fierce independence that peo- pet owners, and retailers should know ed litter boxes and easy-clean solutions, I ple love most about their cats. But, what steps to take to help address the ques- many inappropriate elimination problems that wild nature can often translate into tions when asked. can be resolved. In multi-cat households, destructive behavior that has the poten- While it’s tempting to conclude that a it’s important that each cat have its own tial to frustrate even the most committed cat is simply marking territory, there are ac- box. Larger boxes that are enclosed or of- feline fancier. tually many problems that can contribute fer higher walls can eliminate litter being Corporations have invested years of to this behavior. kicked from the box. research in identifying the behavioral mo- “Medical issues such as urinary tract “Using the Litter Genie Litter Dis- tivation of cats and have developed entire infections, inflammation of the colon or posal System ensures that cleaning a box product lines focused on correcting these rectum, intestinal parasites and kidney, liv- becomes a simple task that can be done at behaviors. er or thyroid diseases are some of the most any time,” Chikako Harada, brand manag- “Our Pet Links line of products en- common reasons felines refuse to use the er for Litter Genie, said. “The Litter Genie ables cat owners to easily select the best litter box,” Lori Couglin, DVM and owner can hold up to two weeks of waste before products for their cats by educating the of The Cat Practice in Chicago, Ill., said. emptying, eliminating the daily need to go retailer on their complex needs,” Shannon “The cat begins to associate the litter box to the outside trash and making it a conve- McWilliams, vice president of product with pain, which then leads to behavior- nient way to keep litter boxes clean.” development at WorldWise, said. “Our al issues. The first thing any pet retailer SmartyKat product line includes simple should recommend is a full physical exam- Making Changes packaging designed to identify a cat’s ba- ination by a veterinarian.” Behavior changes can also be accom- sic needs and help consumers understand Once any physical problems are ruled plished through the use of phero- how to best resolve problem behaviors.” out, there are many recommendations that mone-based sprays and diffusers. Inappropriate elimination is one of can be made to customers. The Sentry HC Good Behavior Pher-

48 Pet Age MAY 2013 omone Collar is the newest product to step in resolving this problem is to redi- cats rub, scratch or buff the material. This utilize this technology. rect the behavior. Nano-Burst Technology constantly releas- “This natural approach is a good alter- “SuperCat has developed patented es scent when the bubbles are broken and native to the powerful prescription med- catnip-delivery systems to attract cats to a will last approximately six weeks, making icines typically used to control anxious for a long-lasting catnip experience.” behavior. It can be used in conjunction Corporations have Environmental changes should also be with behavior modification training or explored. in cases where training does not help the invested years of “SmartyKat’s successful approach to pet overcome the anxiety or stress causing research in identify- toys is to take a cue from a cat’s own the problem,” Bob Scharf, president and natural desires and impulses,” Christina CEO of Sergeant’s Pet Care, said. ing the behavioral Gray, marketing communications man- Herbal supplements such as Bach’s motivation of cats ager at Worldwise, said. “SmartyKat Rescue Remedy, which can be added to has a line of products designed to re- a pet’s water supply, can also be highly ef- and have developed sist scratching – from ScratchNot Tape fective, and catnip blends are also gaining entire product lines and ScratchNot Spray – to help pro- in popularity. tect home furnishings by establishing a Occasionally it’s necessary to interrupt focused on correct- scratching barrier, making it less appeal- the behavior – particularly when breaking ing these behaviors. ing to the cat.” up a cat fight. Jarden Consumer Solu- If customers are seeking ways to keep tions recently launched Quit It!, a behav- cats from their gardens or off counters, ioral correction for cats that mimics the new area, such as an appropriate scratch- motion-activated systems, such as Con- “hissing” sound that cats make as a warn- ing post,” Cristen Underwood, director tech’s Stay Away Automatic Pet Deter- ing to other cats. of marketing for Quaker Pet Group, said. rent, sound a high-pitched alarm or Scratching is an instinctual need “SuperCat products are ‘printed’ with burst of air to patrol areas when humans that often3.8.13 goes Waste unaddressed. Management adThe 7 x 4.88first Petsmall Age.pdf bubbles 1 of3/13/13 catnip 8:55that AMburst when are not around.

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MAY 2013 petage.com 49 Trends & Products CATS NEW! Website Helps Reunite Lost Cats With Owners The unique questionnaire helps gather key information needed to help find the feline. YOUR CUSTOMERS ASKED. etMyCat is an online resource The website provides a unique ques- said. “In some cases, you have an in- that provides comprehensive tionnaire to help find lost cats by gath- door cat missing for one or two days, or WE DELIVERED. Glost cat resources of expert knowledge, ering key information about the miss- an outdoor cat in a rural area missing pet amber alerts, lost cat cards, lost flying cat so that the GetMyCat team may for over a week. We provide a custom er/poster printing, lost cat insurance search plan for each type of situation.” and immediate customer service. The questionnaire is one of the In six months, GetMyCat helped many proprietary and unique features 2,200 people find lost cats. available to GetMyCat visitors. “When I lost my cat last year, I found “We want to provide the most com- some great information online, but no prehensive and accurate information resource that had everything I would for recovering lost cats,” Habra said. need in one place, and GetMyCat was “That’s why we are constantly re-invest- born from this problem,” Jacques Hab- ing into more service offerings, like our ra, founder of GetMyCat, said. lost cat flyer and lost cat poster produc- GetMyCat receives dozens of inqui- tion and delivery services.” ries daily. The website experiences over “People are frantic when they lose 10,000 plus visitors monthly. their cat, and our job is to provide “As a cat lover, I was thrilled to join Get- straightforward, easy to understand MyCat and help reunite families,” Max Tra- offer the best advice and services. instructions and services that work,” cy, executive director of GetMyCat, said. “Every situation is different,” Tracy Tracy said.

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Creating an Underwater Paradise

Living plants are not as hard a sell as you might think. By Bill Kolbenschlag

here are several different rea- choosing the correct plants for them these plants aren’t very fast growing, sons people have fish tanks. and their aquariums.” they live for quite a while when prop- T Some enjoy the calming nature McLane also suggests retailers set up erly cared for, and look great as mid- they provide, while others like to ex- a display tank with some beginner plants ground plants in the aquarium. plore the different habits of fish. And, to show customers how nice it can look For those looking for a “bushi- most of all, there’s the lure of having and how simple it can be to keep. er” look, the Vesicularia dubyana, or a beautiful underwater scene in your Florida Aquatic Nurseries’ plants Java moss, covers more ground in the very own living room. are sold potted in rock wool, rooted on aquarium. It works well for customers But, sometimes people are a bit driftwood, bunched or bare root. Ex- who are looking for places for their fish standoffish about starting a planted pect large root systems on all potted to hide if they’re being bullied or just tank because they think it’s difficult. Yet plants and bare root plants, McLane seem overly shy. It will also attach it- if done correctly, it’s really not too chal- said. Each aquarium plant is harvest- self to driftwood in the tank, making lenging at all, said Brandon McLane, ed from the growing beds the day of for a natural underwater scene. vice president of Florida Aquatic Nurs- shipment so they are guaranteed to be Another series of plants that pro- eries, an aquatic plant supplier with over fresh upon delivery to retailers. vide a visually appealing look are the 180 varieties of aquarium plants. various Echinodorus species, better “You just have to choose the right Picking a Plant known as “swords.” plants for beginners,” McLane said. “If One of the best plants for beginners One of the more popular ones, you have them start out with the ‘bread and hobbyists alike that is manufac- the echinodorus bleheri, or amazon and butter varieties’ they will have tured by Florida Aquatic Nurseries sword, can grow very quickly and take success and come back for more. It’s is the Microsorum pteropus, better up space in both the mid- and back- all about knowing your clientele and known by most as the Java fern. While ground of the tank.

52 Pet Age MAY 2013 Overall, Amazon sword plants are ments—liquid solutions that can be add- CO2, but may also be derived from a good choice for beginners as mid- ed to planted tanks to promote growth. simple organic compounds (such as ground or background plants in the One such product is envy, a compre- photosynthetic intermediates). The use aquarium and should last for quite hensive carbohydrate, vitamin, amino of either CO2 injection or Flourish some time, said McLane. acid, and polyunsaturated fatty acid Excel does not necessarily negate the use of the other. Because the processes Other Factors of producing photosynthetic interme- Choosing the proper plants for your “If you have them diates and building onto them occur customer’s size tank, the type of fish start out with the simultaneously, one can derive a sub- they have and the overall look they stantial benefit with the use of Flour- want to create is only the first step. ‘bread and butter va- ish Excel, either alone or in conjunc- Keeping the plants alive is the next, tion with CO2. and obviously very important, part of rieties’ they will have Planted tanks might not be as hard the process. success and come to keep as you or your customers might Planted tank enthusiasts will want think, but in order to be successful, the to be sure to keep in their aquariums back for more.” right amount of research has to be done. a proper substrate, according to Doug That includes research on the part of Hill, president and COO of Seachem —Brandon McLane the retailer, who must know the prop- Laboratories. er questions to ask when customers are Hill emphasizes the importance supplement that addresses the micro looking into this type of aquarium. of choosing a substrate that will last, and trace nutritional requirements of Ask things like: What size is your rather than a temporary one. plants, Hill said. tank? What type of fish do you have? “Using temporary substrates, sub- Envy contains ascorbic acid in a How much lighting goes into the tank? strates that last and nutrify the plants base of chlorella that comprises a rich Do you have fluorite or substrate that for about 6-9 months isn’t a good assortment of amino acids and vita- can handle plants? idea,” he said. “The flawed logic here mins. Then, if they are new to the hobby, from a consumer standpoint is that as A second product Seachem makes get them started with some of those soon as the aquarium is looking its best for planted tanks is Flourish Excel, “bread and butter” plants that live easily. we need to break it down and replace Hill said. Flourish Excel is a source of the substrate with fresh substrate. This bioavailable organic carbon. Bill Kolbenschlag is a freelance writer, media brings a great deal of frustration, and All plants require a source of car- professional, chief communications specialist our goal is to make the hobby simplis- bon, which is typically obtained from at Radiant Tribes Internet Marketing Company. tic. All of our plant substrates will last the life of the aquarium.” Something customers will want to consider for their substrate is the use Prevention is the Ultimate Cure of fluorite. The Fish Keeper™ balances the aquarium’s Seachem’s fluorite is a special- biological system and stimulates a fishes ly fracted, stable porous clay gravel natural defenses by boosting it’s ability to heal for the natural planted aquarium. Its itself through a formula of natural ingredients. appearance is best suited to planted aquaria, but may be used in any aquarium environment. Fluorite is most effective when used alone as an integral substrate bed, but it may be mixed with other gravels. thefishkeeper.net (800) 646-3611 Gravel modifiers such as laterite are available in Freshwater and Saltwater formulas not necessary, and unlike competing products, Fluorite never has to be replaced. It remains effective for the life of the aquarium. Fluorite is not chem- ically coated or treated and will not alter the pH of the water. Besides making substrates, Seachem is also known for their plant supple-

MAY 2013 petage.com 53

Trends & Products REPTILEs

More Options Than Ever Before Just as reptile enclosures have come a long way, so have the accessories. By Jon VanZile

imes sure have changed. And, just as important, according to be confident they’re getting everything Bruce Delles, owner of Twin City Delles, the new enclosures look good they need in one place, including hides, T Reptiles, the second-oldest con- and boast features that used to only be lights and naturalistic accessories. tinuously operating reptile store in the available in custom cages. This last item, natural accessories, is nation, remembers a time when, “I could “A lot of cages now have a front open increasingly important to the trade. put everything for reptiles on one shelf in design,” Delles said. “The first one to According to Delles, customers are the back of the store.” come out with the front open was Rolf increasingly gravitating toward a “natural But, the past decade has been great C. Hagen [maker of Exo-Terra cages]. environment” inside their enclosures. The for the reptile and amphibian trade, Front-open cages are better because you demand is steadily increasing for natural with stalwart species like bearded drag- don’t have to take all your lights off to looking rocks and branches, sturdy fake ons, leopard geckoes and ball pythons get inside the cage. They’ve really come plants designed for reptile cages instead of gaining rapid acceptance among a new a long way.” aquarium plants that flop over, and even generation of pet owners, with sales of Even among the top-open cages, environmental backdrops. more exotic species like chameleons and manufacturers have introduced designs “The most popular accessories inside amphibians steadily gaining. that make it easier to gain access to the are something that’s realistic,” he said. Along with increased sales has come enclosure while simultaneously making it This list includes the Penn-Plax Granite an explosion in the quality and selection harder for enterprising reptiles to escape. Stone Hideaway, a Best in Show winner at of reptile cages and accessories. the 2013 Global Pet Expo. Led by companies like Exo-Terra, The Quest for Natural “The Hideaway is covered with Zoomed and Zilla, the growing selection If the many new cage options seem crushed granite, which gives it a nice of enclosures means it’s easier than ever to confusing, cage manufacturers have texture and helps with shedding,” Paul match the unique needs of particular an- simplified the purchase decision for be- Demas, project manager with Penn- imals with the appropriate enclosure and ginners by bundling cages and accesso- Plax, Inc., said. “It’s also stackable, so find escape-proof cages. ries together, so a new reptile owner can owners can create a multilevel hide and

MAY 2013 petage.com 55 Trends & Products Reptiles

allow animals to pick where they want designed enclosures, it’s not so easy. to hide out.” “I really tell customers they need Penn-Plax typically advises two to either use multiple thermometers hides per enclosure, with different or a temperature gun to take multiple hides in different temperature zones. temperature readings in a cage,” Delles Huge selection of: This allows animals to choose where said. “If you have one thermometer on they want to hide out depending on the back of the cage that says 85 de- the temperature in the cage. grees and it’s 18 inches away from the Reptiles light, it might be 115 under the light.” Light Up the Tank More serious reptile owners Amphibians In general, Delles said, even with should invest in a temperature gun, pre-assembled cage kits, reptile shops which Delles called a “godsend to the Tarantulas should concen- reptile industry.” trate on educat- “The most popular If the tempera- Invertebrates ing customers ture in the cage on the ideal cage accessories inside is properly regu- set-up, especially lated, additional lights. Not only are something accessories like a does this help that’s realistic.” humidstat, which New specials every week. increase sales of measures humidi- hard goods, it —Bruce Delles ty, probably aren’t creates happy, necessary. Call or e-mail today for a successful reptile owners, who are more “Temperature is the most critical likely to become repeat customers. thing,” Delles said. “Take care of current livestock list! “The number one thing people that and the rest will fall into place.” do wrong is they don’t use either the Finally, the bedding should be proper type of lighting or the right matched to the species. Desert ani- Serving the wattage,” he said. mals, such as bearded dragons, require Reptile Industry since: 1982 Lights are important to help main- a dry bedding, while amphibians will tain the proper temperature gradient need something that can hold water across the cage. As cold-blooded ani- and release it into the cage. mals, reptiles cannot regulate their own Ultimately, the best way to sell any body temperature internally. Instead, kind of cage or accessory, said Demas, they try to change their environment to is to show customers how it’s done right. match their temperature needs, which “We tell retailers to set up a few means moving in and out of hot “zones.” cages where customers can see them In the natural environment, this is in use,” Demas said. “If the enclosure easy; reptiles can simply bask in the works for the retailer’s animals, it’ll sun or find a shady hole. In poorly work for the customers too.”

EDGE Single vs Multiple Reptile Owners

As a whole, multiple reptile ownership is higher than single reptile ownership. Owners of only one reptile are significantly more likely to own a turtle/tortoise than any other reptile.

Source: APPA National Pet Owners Survey 2011-2012 www.lareptile.com | [email protected] | 818-781-3892

56 Pet Age MAY 2013 Stand Out and Be Seen

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table top, and vary in size. AvianEnrichment.com offers most play gyms in both smaller and larger sizes. The Floor Model Play Gym with Ladder comes in both small and large to accommodate all species of parrot. This model includes a tree-like base on wheels for easy movement from room to room; ladders and varying sized branches; as well as food and water cups for feeding outside of the cage. The hanging and ceiling models are constructed with Zoo-Max cotton ropes and both wooden and plastic colored tubes. The Double Cube Hanging Play Gym is the perfect size for smaller parrots to climb around and in between the cubes. The most commonly used materials are various types of wood, metal or non-toxic PVC. Having an activity center or play gym allows for interaction with a customer’s bird throughout the home and allows them to become part of a parrot’s flock. Both exercise centers contain different size rope ladders, bowls for food and water, nets, and branches, and offer various toy Bird Brain: From attachments for purchase, such as bells and mirrors. Joe Reilly, owner of Birds by Joe, sells Insult to Compliment multiple models of play gyms and activity centers in his Middlesex, N.J. location. Keeping a parrot’s mind healthy through exercise. “For smaller birds like parakeets, cock- By Erin Salley atiels and small conures, I recommend Su- per Pet’s Playtime Activity Center,” Reilly n their natural environment, parrots Living in captivity, without environ- said. “It hangs from a stand or on a hook live socially and enjoy being a member mental challenges, parrots can easily be- in the ceiling and has six different levels I of a flock where they are in constant come bored. They need a challenge and a or branches to play from. For medium to contact with one another. Some species are sense of purpose, along with the ability to large size parrots, I like and use at home said to be able to visually recognize mates, literally stretch their wings. Zoo Max Play Gyms.” family members and siblings. Exercise and play typically go hand in Super Pet’s Playtime Activity Center is “In general, the smarter the animal is, hand; therefore toys outside of a parrot’s compact and easy to pack up and transport the more likely they are to have a social cage are as important as toys inside. All from place to place. It contains six perches, nature,” Deb White, owner of Avianen- toys provide mental stimulation, but play multiple toy attachments and bowls for food richment.com, said. “The more intelligent gyms provide a wider range of movement, and water. This model can be set on a table a being is, the more environmental and including walking, climbing, hanging, or hung from a ceiling hook. The Zoo Max behavioral enrichment is requisite to their wing flapping and short flight. Play Gym is a much larger structure made well-being.” from PVC, which is light and easy to con- Parrots thrive off of attention and re- Time to Play struct and clean. It is optimal for climbing, quire their multiple emotional, educational Activity centers and play gyms are con- perching and wing-spreading activities. and physical needs met. Parrots also re- structed off similar basic concepts; how- Another model by Super Pet is the Su- quire high amounts of mental stimulation ever, activity centers offer more toys with per Pet’s EZ Care Activity Center. This and the ability to constantly learn in order moving parts, whereas play gyms provide play center is perfect for smaller birds such to remain psychologically balanced. Lastly, open space to allow for a greater range of as cockatiels and lovebirds. these sensitive birds need to possess a sense movement. of independence and control over their Play gyms range in sizes depending on Erin Salley is a freelance writer and customer ser- choices in order to keep them healthy and, the species of bird. They tend to come in vice manager at Wyvern Consulting LTD. She lives above all, sane. three general models: floor, hanging and in Pennsylvania with her fiancé.

58 Pet Age MAY 2013 Wyld’s EDGE Bird Owners Prefer Liquid Vitamins Wingdom Currently, one-third of bird owners give vitamins or supplements to their bird. Of bird owners surveyed, 57 percent of Adds Over them prefer to give their pet this product in a liquid form, compared to 28 percent who use a powder form.

80 Wholesale Source: APPA National Pet Owners Survey 2011-2012 Bird Products to Inventory Products include toys, food and play gyms.

yld’s Wingdom added over 80 new products, from W avian industry leaders, to their extensive line of wholesale pet bird supplies. Some of the new additions include pet bird toys from Aussie Creations, Planet Pleasures and Super Bird Cre- ations. In addition, they also offer the Global Pet Show New Product Show- case Winner Best In Show, Fetch-It Pets, Inc. Zoo Chews Foraging Bird Toys. Specializing in avian care, Wyld’s Wingdom offers retail pet shops a large variety of wholesale pet bird supplies to purchase at wholesale pricing. Products available for purchase include pet bird toys, bird foods, play gyms and stands for both small and large birds, cage accessories, training aids, educational tools and more. With over 25 years of experience and expertise, Wyld’s Wingdom aids their retail customers in selecting appropriate products for their stores, and providing them with the latest information on pet bird care, safety and avian wellness. “These creative new designs are sure to spark excitement in your bird aisle,” said Mary Wyld, president of Wyld’s Wingdom. “Get’em while they’re hot.”

MAY 2013 petage.com 59

Trends & Products GROOM and board

Popular cleaners can come in alcohol based, oil based or water based formulas, with a variety of active ingredients to help control things like yeast and bacteria that owners hope to discourage from growing in the warm, dark, moist environment that dogs’ ears offer. When choosing and using professional products for ears, groomers should read labels and be certain that the product is safe and appropriate for the pet they are using it on. If the animal’s ear has a discharge, refer the customer to their veterinarian for cleansing and care. “Don’t clean the ear first,” Dr. Kate Pierce, of Penbay Veterinary in Rock- port, Maine, said. “The vet may want to swab and culture the discharge in order to determine the appropriate treatment.” If a groomer is grooming a breed of dog that routinely has hair plucked from the ear canal, and the ear is already looking inflamed, avoid pluck- ing, which can further exacerbate the Getting Ears Clean situation. One good cleaning technique is to Choosing the appropriate ear cleaning product is critical. moisten a cotton ball in cleanser and By Daryl Conner gently wipe dirt, wax and debris up and out of the ear. Make sure to choose 100 ar problems can drive a dog to dis- Chris Christensen’s Mystic Ear percent cotton balls. Some synthetic traction, and get their owner driv- Cleaner is a product designed to gently blended products can leave irritating E ing right to the doggy doctor. remove wax and debris without causing fibers behind. Since the only time many pets get any irritation. If using cotton swabs, they should their ears cleaned is when they are pro- EZ Groom has two different ear never be inserted deeper inside the ear fessionally groomed, it is important that products they sell. than can be seen. To do so risks damag- groomers choose appropriate cleansing “Ear Magic is our medicated, all ing the delicate inner ear. products and use natural, oil based Use oil-based cleaners before the proper technique If the animal’s ear cleanser,” Eddie bath so any leftover residue will be to help keep ears has a discharge, Marshall, of EZ washed away, and when using an alco- healthy. Groom, said. “We hol-based cleaner, make sure the dog “I think that refer the customer to recommend it be does not shake its head and get any of what happens is their veterinarian for used before the the product in its eyes. that a dog may bath. It has aloe If you are a groomer who owns your come in to be cleansing and care. vera and winter- own shop, consider selling retail sized groomed and green oil in it. bottles of your favorite product to cus- have some slight ear problem going Wintergreen is known as ‘nature’s aspi- tomers. Add in a free lesson on how to on that the owner isn’t even aware of,” rin,’ so this is very soothing if the dog properly use it, as a bonus. Lisa Christensen, of Chris Christensen has sore ears. It is recommended by the Systems, Inc., said. “Then the groomer American Cocker Spaniel club.” Daryl Conner, MPS, Meritus, CMCG, has loved uses an alcohol based cleaner and that Their second product is Ear Magic grooming dogs and cats for nearly 30 years. inflames the inside of the already sen- II. An award-winning photo journalist, she sitive ear. Suddenly the dog is show- “This formula is non-greasy, has a shares her meadow-hugged Maine farm- ing signs of discomfort and the owner base of purified water and contains cit- house with her patient husband and a lot of thinks it is the groomer’s fault.” ric acid,” he explained. animals.

MAY 2013 petage.com 61 Trends & Products groom and board Pet Sitters International Names Pet Sitter of the Year Former zookeeper takes home the top honor.

anessa Sorace, the owner of porate America was not as fulfilling as she Zoo Sitters LLC in Cape May had hoped. V Court House, N.J., was named “I began to think about combining Pet Sitters International’s 2012 Pet Sit- my two passions—animals and business,” ter of the Year. Sorace said. “After six months of living in The award is presented annually to one Costa Rica and observing many exotics in pet sitter who embodies the passion and their natural habitats, I decided to return professionalism of the pet-sitting industry. to my hometown of Cape May and start a Sorace received her bachelor’s degree in professional pet-sitting business.” psychology with a concentration in animal Created by Pet Sitters International in behavior and worked as a zoo keeper, car- 1995, the Pet Sitter of the Year designa- ing for a variety of exotics including mon- tion is considered the pet-sitting indus- keys, lemurs, bats, bears and large cats. try’s highest honor. The 2012 selection After leaving the field, she decided to process brought in more than 360 nom- pursue her MBA and spent several years inations for professional pet sitters across the Carolinas; Jordan Di Marco, 2011 Pet quickly moving up the corporate ladder the United States. Sitter of the Year and The Pawsitive Coach as a national accounts manager. Despite Serving on this year’s selection panel Arden Moore, pet expert and founder of her success, Sorace soon realized that cor- were David Pearsall of Business Insurers of Fourleggedlife.com.

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62 Pet Age MAY 2013 Renowned New York Visit petage.com Groomer for the latest Opens New pet news! Store The new boutique has one of the largest grooming staff in New York City.

owie Binder recently opened Doggie-Do & Playtime Too, H a lavish dog boutique in New York’s Upper East Side, with business partner Louis D’Alessio. Doggie-Do provides a daycare facility as well as a pet boutique featuring designer collections from around the world of hand-knitted sweaters, custom coats and stylish rainwear. Customers can also find unique food and water dishes, couture collars and leads and designer jewelry for owners and their pets, as well as luxurious bedding made of the finest fabrics. The Doggie-Do daycare has a “Central Park” motif, complete with humans to play with, benches, street lamps and floral designs. The location also holds monthly yappy hours, canine couture fashion shows, trunk shows, breed specific play dates and other special events. “It is truly a great feeling when you see dogs pulling their owners into the store to come play with their friends,” Howie said.

MAY 2013 petage.com 63 Trends & Products small animals

The Wheels Are Turning

Manufacturers offer numerous options when it comes to exercise items. By Kristen Ryan

mall animals, like hamsters, ger- compartment dispenses hay while others creative options. bils, guinea pigs, chinchillas and provide sneaky hiding places for treats. Ware’s Flying Saucer is an exercise wheel S ferrets, all require daily exercise, as As it spins, it releases the goods. This en- of sorts. Its dish shape makes running physical activity can impact their health as courages small animals to interact with across the saucer more challenging than a well as their mental wellbeing. the toy and figure out the trick to scoring traditional wheel. “Exercise helps keep their weight under delicious treats. Super Pet’s exercise balls range in size control, provides behavioral enrichment from a “mini” size for tiny mice, to a and keeps small animals’ brains active,” A Challenging Task “mega” size for guinea pigs. As an added Carolyn Gates, VMD, said. “Small pets “When it comes to exercise, there are a lot bonus, most children are enthralled by the that don’t get enough exercise tend to have of variables to consider, including the spe- idea of their tiny pet running around the behavioral problems and medical issues.” cies, the diet and the animal itself,” Gates house while still in captivity. Physical exercise requirements vary said. “It’s tough to force many small ani- For those who see a traditional ex- among species. Hamsters, gerbils, mice mals to get enough exercise. It’s not like a ercise ball as old school, perhaps a su- and rats love to tunnel through their cag- cat, where you can dangle a toy in front of per-deluxe version like Super Pet’s Daz- es, and hiding food at the end of a tube it, or a dog that you can put on a leash.” zle Hamster Exercise Carriage would be inspires pets to venture farther in search Exercise wheels and balls certainly more appropriate. of it, ultimately making them work for come to mind when owners are consider- This ball is surrounded by a chassis of their food. ing their pets’ exercise habits, and many sorts, which makes the whole thing resem- Super Pet’s Hay and Treat Dispens- manufacturers have expanded these ble Cinderella’s carriage. er is an exercise wheel with a twist. One product offerings to include some pretty For those who want their pet to roll in

64 Pet Age MAY 2013 style, Super Pet’s Critter Cruiser is a tail- EDGE finned sports car wrapped around an exercise wheel. Some owners worry about the noise The Popular Choice some of these items may make when When there are young children at home, the most popular small animal to used by nocturnal animals while the rest own is a rabbit. Right behind it are hamsters and guinea pigs. If there isn’t a of the family is sleeping. Products like child under 18 years old, the rabbit is still the most popular, followed by guin- Super Pet’s Giant Silent Spinner, address ea pigs, then a third place tie between ferrets and hamsters. that concern. It’s a wheel that’s specifi- cally designed for quiet, middle-of-the- night workouts. When it comes to ferrets getting enough Type of animal owned by presence of children exercise, they can be walked on a leash, but 50% should always be in a harness, not a collar, because their tube-like shape makes it easy 40% No children under 18 for them to slip out of a collar. Marshall Pet Products’ Ferret Walk- 30% Have ing Jacket is a stylish purple harness that children under 18 features Velcro closures and quick-snap 20% buckles for easy on and off. It comes with a matching, elasticized leash. 10%

0% Kristen Ryan is a freelance writer based in New Chinchilla Gerbil Ferret Guinea Pig Hamster Hermit crab Mouse/Rat Pot-Bellied Pig Rabbit Jersey. Source: APPA National Pet Owners Survey 2011-2012

MAY 2013 petage.com 65 Trends & Products natural

Investing In Their Health Sales in the pet supplement, multi-vitamin category continue to climb. by karen M. Alley

f you’ve got a shelf full of multi-vita- The last survey by the American Pet “Your customers might be paying a mins and dietary supplements that Products Association reports that the little more initially, but when you take I sits in a dark corner of your store percentage of dogs and cats given vi- into the fact that you’re not going into and collects dust, it’s time to bring those tamins or supplements grew 2 percent the vet for an issue every three months products up to the forefront. each, to 14 percent of the total supple- or so, you save money in the long run,” While supplements might still be a ment category, from 2008 to 2010. Janice Coles, owner of Pet Store Uni- relatively small segment of your total Even though that might seem like verse, Lehighton, Pa., said. sales, this is a growing category, and one a relatively small percentage of sales, Vitamins and supplements not only that’s important for the health of all pets. what’s even more promising for future aid in a pet’s digestion, they will also According to Greg Tilford, president sales is the survey’s findings that the help reduce gas and bad breath and help and CEO of Animal Essentials, the cat- increased use of vitamins and supple- pets have more vitality. egory had sales of about $2 million in ments may account for what appears to “Vitamins are kind of like insurance;, 1995, has grown to $1.4 billion now, and be improved general well-being of sev- they are essential to the body’s function- shows room for even greater growth. eral species of pets. ing and keep the muscle tissue in better

66 Pet Age MAY 2013 shape,” Phil Brown, DVM and consul- the Herbal Multi-Vitamin and Minerals, the health of their pet, and her first pri- tant for Nutri-Vet, said. which has the familiar mix of A, B, D ority is to get them on a better food, and Customers who are already paying a and E vitamins, zinc and folic acid, as along with that a supplement to make sure premium for pet food might be reluctant well as herbal ingredients, including flax- the animal gets the most out of their food. to spend extra money on a supplement seed, chia seed and barley grass. For the supplement category, edu- when they feel the food they’re feeding cating a store’s staff is key to increasing is a higher quality. The best answer to Probiotics sales. Make sure the whole staff knows that is that the supplements will help the One of the newest trends for people has what supplements the store stocks and dog utilize the food to its full potential, also come to the pet world -- probiotics. the benefits of each item. Many times making sure they process all of those “Our product, Plant Enzymes and Pro- a manufacturer’s sales team can help to great nutrients in the food. biotics, is our best-selling supplement,” provide that education. The following are some of the most Another tip, experts say, is not to stock popular types of vitamins and supple- Make sure the too many of one type of supplement. ments and how they work. “If there are 16 different supplements whole staff knows that do the same thing, the customer Superfoods what supplements won’t be able to make a decision and will Pets are exposed to the same pollution, just walk away,” Brown said. smoke and even radiation that people the store stocks Finally, cross merchandising is a great live in each day. Antioxidants can help and the benefits way to get supplements out in front of break down the free radicals produced the customer’s eyes. by these environmental stresses, which of each item. Set up a display near the food to help means the superfoods that are good for remind customers that they can be feed- us are also good for our pets. Tilford said. “Whether your animal is sick ing a supplement each time they feed “Supplements are one way to help or not, they have a limited ability to pro- their pet. add antioxidants to the diet of dogs and cess their food, and these enzymes help Put some supplements near the toys cats to help their bodies detoxify and re- break down the vegetable matter and get with signage explaining the increased plenish on a daily basis,” Patricia Jordan, the most out of their food.” energy and vitality supplements bring, DVM, chief veterinarian for Rocky & Annamaet Petfoods also has a sup- and set up a display near the shampoos Bella, said. plement with probiotics and enzymes to and grooming items touting the benefits Spark, the new supplement from Rocky help with the breakdown of amino acids. to skin and coat. & Bella which came out on the market For Coles, the Annamaet supplements “The more people see something is last year, is a combination of whole-food are what she recommends to customers. available the more likely they are to pick ingredients, including liver, blueberries People come to her looking to improve it up,” Brown said. and algae, available as a powder that can be sprinkled on dog or cat food. Another choice is the Superfood Daily Supplement from Nutri-Vet. Made with broccoli, carrots and spinach, it also includes some beef and pork liver to enhance palatability. Both of these products enhance the pet’s diet and help improve their quality of life.

Multivitamins and Herbal Supplements “The role of a multivitamin is to com- pensate for any micronutrient that’s in a low amount in the pet,” Brown said. The Multivite Soft Chews from Nu- tri-Vet are a similar make up to the multivitamins for people, with which pet owners are already familiar with. They have potassium, iron, zinc and vitamins A, D, E and C. “It’s based on added B vitamins for energy as well,” Brown added. Animal Essentials also has a vitamin,

MAY 2013 petage.com 67 Community THE Scene

❚ Community News and Events in the Pet Industry

Time to Celebrate In January, Ethical Products Inc. celebrated Jerry Wilson & Associate’s 20th year of service to the pet specialty channel. Six manufacturers and seven customers were in attendance to help mark the occasion as well as get together for business meetings, some fun and relaxation on the Big Island of Hawaii.

pPictured left to right: Barbara Miller, Morgan Wagner, George Brent, Karen Wickson, John Behnken, Gila Zelinger, Jonathan Zelinger, Jerry Wilson, Darryl Bassette, Kim Roberts, Mari Hess, Karin O’Mahony, Denise Lorenz and Andy Paules.

p To mark the first day of spring, Spring Naturals went to the Animal Welfare League and selected a dog to sponsor their food for a year. Project Rescue Chicago will foster the selected dog, a beagle, until he is adopted. The company held a contest on their Facebook page where fans could help name the dog. The winning name was Charlie. Pictured left to right: Stephanie Krol, public relations director of Matrix Partners, Bridgid Nolan, president of Project Rescue Chicago, Charlie and Beckie Tomala, vice president of Matrix Partners.

th p Pet Valu, a specialty pet retailer, recently celebrated the opening of their 500 store internationally. The store, located in Abington, Md., was also the company’s 100th store in the United States.

68 Pet Age MAY 2013 Community TRADE SHOW NEWS

to be extremely effective. One of the programs at SuperZoo this year focuses on making your store a destination, a popular trend driving consumer behavior. You can also learn a lot by networking with other retailers and learning about their promotions, merchandising, PR and advertising strategies, special events, loyalty programs, etc. Stay ahead of the tech curve. These days, your customers expect you to have an online presence. In fact, 91 percent of people start looking for information online first. Tools like SEO and social media can expand your reach, keep your customers engaged, increase customer loyalty, and ultimately increase foot traffic and sales. The Technology & Internet Track at SuperZoo U teaches you how to combine both marketing and technical skills to leverage your website and social media better.

Learn From Customers Little Steps Can Lead Sometimes we can uncover a lot about our customers by simply talking to them. Ca- To a Bigger Business sual conversation can elicit a more candid response, so you can get a good feel for Take advantage of learning opportunities. their satisfaction levels or uncover an un- met need. By Doug Poindexter You can also learn a lot by watching their behavior in the store, like what hether you’re new to the products available today, it’s absolutely catches their attention and makes them industry or have been in it necessary to stay on top of the latest infor- stop. W for decades, there’s always mation. We’re launching a Concept Store at Su- something new to learn as the pet indus- Happy employees make for happy perZoo this year to display some of the lat- try evolves and the retail environment customers. Great customer service comes est trends in retailing. The Concept Store changes. from the inside out. combines a state of the art point of sale sys- As a result, we’re seeing more pet retail- The more valued and appreciated your tem with merchandising techniques and ers seek continuing education at a manage- employees feel, the more incentive they unique product display concepts. ment level as well as training for their staff. have to make your customers feel the Retailers can gain inspiration for their In 2006, SuperZoo introduced SuperZoo same way. own store with takeaway ideas such as store University to meet this growing need, and Provide comprehensive training, em- set up and design ideas, category manage- we’ve learned a lot along the way as we’ve power your staff, hire managers that serve ment, SKU and inventory management, as developed the curriculum each year. as good mentors, and train them, too, to well as many other features. Here are some of the most critical create positive working environments and Always be on the lookout for what’s learning opportunities that will help you celebrate small wins. new, what’s next and what can be im- run a better retail operation. proved. And use what’s available to you in Learn to talk the talk. We’re not all Get an Edge the industry. As a past retailer, I know how animal experts, but the better you know Good marketing positions you for retail tough it can be to stay on top of it all. different species and breeds, the better you success. You may think marketing is ex- can sell your product. pensive, or too time consuming. But if Doug Poindexter has been At SuperZoo, we launched the School marketing is done strategically, you can in the pet industry since of Animal Wellness to help teach retailers exponentially grow your business. 1969 and president of the about animal nutrition, pet food ingredi- There’s always something new to learn World Pet Association since ents, pet food labels, etc. With so many in marketing or a new tactic that proves 1990.

MAY 2013 petage.com 69 Community CALENDAR

May 2013 June 29 Steel City Pet Expo, Monroeville, Aug. 22-25 Interpets Asia Pacific Interna- Pa., Contact: 1-800-977-3609 x108. www. tional Fair, Chiba, Contact: Mesago Messe May 4 Greater New York Pet Expo, Union- steelcitypetexpo.com Frankfurt Corp., +81-3-3262-8442, info@ dale, N.Y., Contact: Amazing Pet Expos, interpets.jp, www.interpets.jp 800-977-3609, ext. 107 www.amazingpetexpos.com July 2013 September 2013 May 9-12 Zoomark International, July 13 Nashville Pet Expo, Nashville, Bologna, Italy, Contact: +39-031-3109353, Tenn., Contact: Amazing Pet Expos, 800- Sept. 7 Cleveland Pet Expo, Cleveland, [email protected], www.zoomark.it 977-3609, ext. 107, www.amazingpetexpos. Contact: Amazing Pet Expos, 800-977-3609, com ext. 107, www.amazingpetexpos.com May 14-16 NASC Conference, St Pete Beach, FL, Contact: National Animal Sup- July 13 Milwaukee Pet Expo, West Allis, Sept. 20-22 Backer’s 47th Annual Pet plement Council, [email protected], Wis. Contact: 1-800-977-3609 x108. www. Industry Christmas Trade Show & Educa- www.nasc.cc milwaukeepetexpo.com tional Conference, Rosemont Ill., Contact: H.H. Backer Associates, 312-578-1818, July 19-23 AVMA Convention, Chicago, May 18 Charlotte Pet Expo, Charlotte, [email protected], www.hhbacker. Ill., Contact: American Veterinary Medical N.C., Contact: Amazing Pet Expos, 800-977- com 3609, ext. 107, www.amazingpetexpos.com Association, 800-248-2862 www.avma.org Sept. 20-22 Groom Expo 2013, Her- May 30-Jun 2 Aquarama, Singapore, Con- shey, Pa., Contact: Barkleigh Productions, July 20 Windy City Pet Expo, Villa Park, tact Iman Tam, UBM Plc, +65 6592-0889, 717-691-3388, [email protected], www. Ill., Contact: 1-800-977-3609 x108. www. [email protected] groomexpo.com www.aquarama.com.sg windycitypetexpo.com Sept. 21 New England Pet Expo, Wilm- July 23-25 SuperZoo 2013, Las Vegas, ington, Mass., Contact: 1-800-977-3609 Nev., Contact: World Pet Association June 2013 x108. www.newenglandpetexpo.com 800-999-7295, [email protected], gwen@ June 8 Dallas Pet Expo, Dallas, Texas, superzoo.org, www.superzoo.org Sept. 21 Virginia Beach Pet Expo, Virginia Contact: 1-800-977-3609 x108. www.dallas- Beach, Va., Contact: 1-800-977-3609 x108. petexpo.com August 2013 www.virginiabeachpetexpo.com June 15 Anchorage Pet Expo, Anchorage, Sept. 28 New Orleans Pet Expo, West- Ark. Contact: 1-800-977-3609 x108. Aug. 3 Austin Pet Expo, Austin, Texas, Con- tact: 1-800-977-3609 x108. www.austinpe- wego, La., Contact: 1-800-977-3609 x108. June 21-23 Pet Quest 2013, Wilmington, www.neworleanspetexpo.com Ohio, Contact: 717-691-3388, info@bar- texpo.com kleigh.com, www.barkleigh.com Aug. 16-18 American Grooming Show, October 2013 June 26-28 Mexico Pet Expo, Guadalajara, Wheeling, Ill., Contact: Barkleigh Produc- Mexico, Contact Brianna Morris, Nürn- tions, 717-691-3388, [email protected], Oct. 12 Portland Pet Expo, Portland, Ore. bergMesse North America, 770-618-5838, www.barkleigh.com Contact: 1-800-977-3609 x108. www.port- landpetexpo.com [email protected] Aug. 17 Denver Pet Expo, Colo. Contact: www.mexicopetexpo.com 1-800-977-3609 x108. www.denverpetex- po.com

70 Pet Age MAY 2013 INDEX

ADVERTISERS List of New Products Products FOCUS Angels’ Eyes 45 Pawsitive Lighting 50 Aikiou 23 Captain Dave and www.angelseyesonline.com www.pawsitivelighting.com www.aikiou.com Island Time Pets 24 1-866-350-4569 1-503-395-7299 1-877-424-5468 www.islandtimepets.com 1-774-766-0468 Animal Job Hunter 71 Pet Industry Guru 14 www.animaljobhunter.com www.petindustryguru.com Bone Mat 19 Coastal Pet 24 1-860-531-9675 www.bonemat.com www.coastalpet.com Backer 9, 42 1-888-511-9901 1-800-321-0248 www.hhbacker.com Pet King 63 1-312-578-1818 www.petkingbrands.com Come with Me Kitty 1-888-738-5487 Cycle Dog 22 www.cycledog.com Harness & Bungee Leash 24 Bulldog 59 www.premier.com www.bulldogms.com Pet Rageous 19 1-800-933-5595 1-855-456-4738 www.petrageousdesigns.com 1-800-893-9893 Ethical Products 18 www.ethicalpet.com Dog-E-Glow 24 California Zoological 71 www.dogeglow.com www.calzoo.com 1-800-223-7768 PetSafe 1 1-954-990-7127 1-714-641-1597 www.petsafe.net 1-866-738-4379 Frolicat 18 I love Dogs Diamonds 24 Cardinal Pet 7, 21, 23 www.frolicat.com www.ilovedogsdiamonds.com www.cardinalpet.com PetzLife 33 1-888-456-8966 1-800-433-7387 www.petzlife.com 1-888-726-6369 1-888-453-4682 NANDOG Pet Gear 24 Coast 2 Coast 13 The Fifth Paw 23 www.nandog.com www.coast2coastpet.com Phillips Pet Food & Supplies 15 www.thefifthpaw.com 1-877-222-0340 www.phillipspet.com 1-800-451-2817 Ruffwear 25 Gates & Crates 19 www.ruffwear.com Coastal Pet 3 1-888-783-3932 www.coastalpet.com ProLabs 5 1-800-321-0248 www.prolabspets.com Multipet 23 1-800-367-6359 www.multipet.com The Smart Collar 25 www.thesmartcollar.com Dogswell CVR 3 1-800-900-6738 1-877-900-4300 www.dogswell.com Quaker Pet Group 40 1-888-559-8833 www.quakerpetgroup.com 1-973-625-5900 Naturvet 20, 21 Up Country 25 www.naturvet.com www.upcountryinc.com Espree 60 1-800-541-5909 www.espree.com QT Pet 41 1-888-628-8783 1-800-328-1317 www.qtdog.com 1-800-297-1998 Zee.Dog 24 Nature’s Best Solution 20 www.zee-dog.com Ethical Products Inc. 39 www.naturesbestsolution.com 1-646-513-4267 www.ethicalpet.com ShopKeepPOS 26 1-800-223-7768 www.shopkeep.com 1-800-820-9814 Pack ‘N Pride 21 Forever Stainless Steel 62 www.foreverstainlesssteel.com Savory Prime 35 1-866-774-3837 www.savoryprimerawhide.com Penn-Plax 19, 22 1-805-654-0977 www.pennplax.com/Welcome.html Frosty Bowlz 47 www.frostybowlz.com Sojos 43, 71 Petsafe 21 1-877-706-2255 www.sojos.com www.petsafe.net 1-888-867-6567 Gamma 2 6, 11, 17 1-866-738-4379 www.gamma2.net Timberline 54 1-800-842-6543 www.timberlinefisheries.com PetPals Group Inc. 18 1-800-423-2248 www.petpalsgroup.com LA Reptile 56 1-626-968-1516 www.lareptile.com Tropical Science 53 1-818-781-3892 VIP Engravers 42 Pet Cooler Carrier 18 Loving Pets CVR 2 www.vipengravers.com www.petcoolercarrier.com www.lovingpetsproducts.com 1-972-382-8312 1-855-422-6657 1-866-599-7387 Walsall Hardware 29 Sojos 20 Marshall Pet 65 www.sojos.com www.marshallpet.com Whole Life Pet 67 1-800-292-3424 www.wholelifepet.com 1-888-867-6567 1-877-210-3142 Midknight Creations/Doggles 46 Synergy Labs 22 www.doggles.com World’s Best Cat Litter 51 www.synergylabs.com 1-800-292-3424 www.worldsbestcatlitter.com 1-877-367-9225 Multipet 46 Ultra Lite 21 www.multipet.com Zee.dog 25 www.ultrapetcatlitter.com/ultralite/ 1-800-900-6738 www.zee-dog.com 1-864-261-3546 1-646-513-4267 Natural Balance CVR 4 Ultra Monthly Monitor 23 www.naturalbalanceinc.com Zututh 20 www.monthly-monitor.com 1-800-829-4493 www.zututh.com 1-864-261-3546 Odor No More 49 www.odornomore.com Wholesome Hide 18 www.wholesomehide.com Pack and Pride 22 1-888-872-1110

MAY 2013 petage.com 71 BACK STORY prolabs

Rooted In Science Being one himself, Steve Schram works to develop products for the involved pet owner.

e recently talked with Steve Schram, president/CEO of Q: Speaking of Iowa, you gradu- ated from Iowa State, and are a die- AgriLabs, the parent company of ProLabs, about his company’s hard fan. Tell us about how you still W commitment to quality, his love of Iowa State and how to suc- support them. ceed in business. Schram: My wife Rhonda and I both try to support both the academ- Q: Tell us a little about ProLabs running businesses. Find a mentor who ic and athletic programs at Iowa State. and the philosophy behind your will help you prepare for the next move Being an Animal Science graduate, I products. in your career. support the animal science program Schram: We have developed the Expect to work hard and treat oth- at Iowa State and enable our staff to ProLabs line of products for pet owners ers with respect. Measure your success be available to assist in collaborations who require high quality, science-based against the goals you set for yourself. needed in student activities or through products. Try to keep balance in your work the veterinary college. Q: You started with AgriLabs in and personal life and remember that Regarding the athletic program, I their sales and marketing depart- others who work for you need that, too. am a proud Cyclone Club and alum- ment and worked your way up to Q: Growing up on a farm in Iowa, ni association member since 1983 and president/CEO. What advice would and being a pet owner yourself, how have had season football tickets for 30 you give to others who want to move does that impact the pet products you years. up within their corporation? produce? Q: ProLab’s products are rooted Schram : Always excel Schram: By being a pet in scientific formulation. What type in your current job. owner and understand- of development goes into them to en- Learn from oth- ing the animal sci- sure they are the best they can be? ers in the com- ence side of things, Schram: ProLab’s products are pany that have I am able to bet- developed against a high standard of been success- ter understand quality, efficacy and pet owner satis- ful. Build the needs of our faction. Our products are made for relationships customers. We engaged pet owners who want to make and network need to remem- informed pet health care decisions on with cus- ber that pets are their own. We’ve been a champion of tomers that part of the fam- utilizing proven technologies from vet- have been ily and take this erinary and human health arenas to s u c c e s s f u l into consideration introduce products that have a unique when developing selling position for the retailer and de- the convenience of liver proven results for the pet owner. products and how a Q: What’s your philosophy when customer will use it comes to running the company? them. Schram: Our company has been in business for 29 years and I have been blessed with the opportunity to lead the company for 17 years. We have four principles of being on brand at AgriLabs that I expect our employees to live each day. The key principles are being responsive, proactive, positive and having team members with high personal standards.