World Pet Association Announces Matsui Award Recipient at SuperZoo Trade Show

The World Pet Association (WPA), the oldest nonprofit organization within the industry promoting responsible growth and development of companion pets and related products and services, has awarded Gwen Powell, WPA director of community development, with the Matsui Award.

Deemed the organization’s highest honor, the Matsui Award is named after former board president Jiro Matsui, and is presented to honor lifetime contributions to the pet industry.

“Gwen has demonstrated an exemplary dedication to the pet industry through her time with WPA and through the different roles she’s served in other capacities over the years,” said Doug Poindexter, WPA president. “We’re excited to bestow our organization’s highest award upon her to recognize her outstanding work in the industry and her commitment to improving the lives of companion animals and those who work with them.”

Prior to joining WPA, Powell was owner of Long Beach Seed & Pet and served as vice-president of the former retailer trade group, California Association of Pet Professionals; and also as a manufacturer representative, working for Penn-Plax.

The Matsui Award has been presented 30 times since its inception in 1969, and was last given in 2008, when WPA honored Liz Baronowski of the Pasadena Humane Society.

ABOUT THE WORLD PET ASSOCIATION

The World Pet Association (WPA) is the oldest industry organization promoting responsible growth and development of the companion pet and related products and services. As society’s “humanization” of pets grows stronger, WPA knows it is important to inform and educate the general public to ensure safe and healthy lifestyles for our animal friends. WPA plays host to America’s Family Pet Expo, the world’s largest pet and pet products expo, hosted annually in Costa Mesa, Calif., and Puyallup, Washington. The organization also holds SuperZoo (www.superzoo.org), an annual pet industry trade show that showcases a comprehensive collection of exhibits and offers a variety of informative educational seminars known as SuperZoo University.  WPA also offers Pet Industry Briefs, a free weekly e-newsletter providing vital industry information at your fingertips. For more information on WPA or to sign up for Pet Industry Briefs, please visit www.worldpetassociation.org.

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World Pet Association Announces Winners of 2011 Groomer SuperShow Hosted at SuperZoo

The World Pet Association has announced the winners of Groomer Supershow, a collection of grooming competitions hosted at SuperZoo, one of the largest national shows for pet retailers. More than $45,000 in prizing was awarded to winners in 12 categories.

Jackie Boulton won the Groomer Super Jack Pot and took home the top prize of $10,000. Top honors were also given to Veronica Frosch who won $2,000 for “Best Pet Stylist in Show” and $1,500 to Olga Zabelinskaya who won “Best All-Around Pet Stylist in Show.”

In addition to testing the skills of the industry’s top groomers, SuperZoo supports the local community in Las Vegas by hosting Rescue Rodeo, a competition that challenges groomers to makeover rescue dogs from local shelters. Prize money is awarded to the top three groomers and the shelters that house the winning dogs receive a cash donation.

“Grooming is such an important part of the pet industry and we look forward each year to giving the industry’s top professionals a chance to showcase their talent,” said Doug Pointdexter, WPA president.

2011 Grooming Winners Include:

Toy/Miniature Poodle (Open):

1^st Place –  Michell Evans

2^nd Place – Veronica Frosch

3^rd Place – Akira Hayashida

Toy/Miniature Poodle (Intermediate):

1^st Place –  Tammy Ellis

2^nd Place – Keiko Furukawa

3^rd Place – Noriko Hollis

Toy/Miniature Poodle (Entry):

1^st Place –  Sayaka Shimmei

2^nd Place – Crystal Campos

3^rd Place – Sayako Matsuyama

Toy/Miniature Poodle (Group):

1^st Place –  Tammy Ellis

2^nd Place – Michell Evans

3^rd Place – Sayaka Shimmei

Standard Poodle (Open):

1^st Place –  Veronica Frosch

2^nd Place – Julie Pantages

3^rd Place – Michell Evans

Standard Poodle (Intermediate):

1^st Place –  Margaret Batten

2^nd Place – Renee Boom

3^rd Place- Kim Kwankwi

Standard Poodle (Entry):

1^st Place –  Suzanne Marchetti

2^nd Place – Amy Peck

3^rd Place – David Estrada

Standard Poodle (Group):

1^st Place –  Veronica Frosch

2^nd Place – Julie Pantages

3^rd Place – Michell Evans

Sporting (Open):

1^st Place –  Jennifer Lee

2^nd Place – Sharon Hall

Sporting (Intermediate):

1^st Place –  Kim Shields

2^nd Place – Tammy Ellis

3^rd Place – Carol Hoover

Sporting (Entry):

1^st Place –  Crystal Campos

2^nd Place – Shuji Yamanaka

3^rd Place – Lisa Lewis

Sporting (Group):

1^st Place –  Jennifer Lee

2^nd Place – Crystal Campos

3^rd Place – Kim Shields

Terrier (Open):

1^st Place –  Tammy Colbert

2^nd Place – Jennifer Lee

3^rd Place – Olga Zabelinskaya

Terrier (Intermediate):

1^st Place –  Tiffaney R. Taverner

2^nd Place – Tamara Anderson

3^rd Place – Amber Lewin

Terrier (Entry):

1^st Place –  Patricia Sugihara

2^nd Place – Cameron Adkins

3^rd Place – Lisa Lewis

Terrier (Group):

1^st Place –  Tammy Colbert

2^nd Place – Jennifer Lee

3^rd Place – Olga Zabelinskaya

Potpourri (Open):

1^st Place –  Olga Zabelinskaya

2^nd Place – Veronica Frosch

3^rd Place – Michell Evans

Potpourri (Intermediate):

1^st Place –  Jessica Cave

2^nd Place – Tamara Anderson

3^rd Place – Margaret Batten

Potpourri (Entry):

1^st Place –  Hiromi Masuzaw

2^nd Place – Crystal O’Connor

3^rd Place – Deena Holeman

Potpourri (Group):

1^st Place –  Olga Zabelinskaya

2^nd Place – Veronica Frosch

3^rd Place -Michell Evans

AOP (Open):

1^st Place –  Olga Zabelinskaya

2^nd Place – Shannon Moore

3^rd Place – Sharon Hall

AOP (Intermediate):

1^st Place –  Yumiko Nakamura

2^nd Place – Sharon Helgeson

3^rd Place – Casi Mountour

AOP (Entry):

1^st Place –  Moises Rapio

2^nd Place – Laura Kathman

3^rd Place – Deena Holeman

AOP (Group):

1^st Place –  Olga Zabelinskaya

2^nd Place – Shannon Moore

3^rd Place – Yumiko Nakmura

Best Pet Stylist in Show:

1^st Place –  Veronica Frosch

Best All Around Pet Stylist in Show:

1^st Place –  Olga Zabelinskaya

Rescue Rodeo:

1^st Place –  Amy Peck

2^nd Place – Randae Bither

3^rd Place – Michelle Grenkow

Rescue Rodeo (winning shelters):

1^st Place –  Las Vegas Valley Humane Society

2^nd Place – Adopt A Rescue Pet

3^rd Place – Adopt a Rescue Pet

Creative Grooming:

1^st Place –  Sandra Hartness

2^nd Place – Cat Opson

3^rd Place – Nicole Peeples

4^th Place – Amber Lewin

5^th Place – Deanise Stoops

6^th Place – Margaret Batten

Groomer Super Jackpot:

1^st Place – Jackie Boulton

2^nd Place – Jessica Cave

3^rd Place – Clayton Muniz

4^th Place – Tammy Colbert

5^th Place – Karen Tucker

6^th Place – Akira Hayashida

7^th Place – Shannon Moore

8^th Place – Yumiko Nakamura

9^th Place – Carol Hoover

10^th Place – Veronica Frosch

First Time Competitor:

1^st Place –  Amy Peck

SuperZoo 2012 will be hosted at the Mandalay Bay Convention Center in Las Vegas, Sept. 11-13.

For more information about SuperZoo, visit www.SuperZoo.org or call (800) 999-7295.

About the World Pet Association:

The World Pet Association (WPA) is the oldest industry organization promoting responsible growth and development of the companion pet and related products and services. As society’s “humanization” of pets grows stronger, WPA knows it is important to inform and educate the general public to ensure safe and healthy lifestyles for our animal friends. WPA plays host to America’s Family Pet Expo, the world’s largest pet and pet products expo, hosted annually in Costa Mesa, Calif., and Puyallup, Washington. The organization also holds SuperZoo (www.superzoo.org), an annual pet industry trade show that showcases a comprehensive collection of exhibits and offers a variety of informative educational seminars known as SuperZoo University.  WPA also offers Pet Industry Briefs, a free weekly e-newsletter providing vital industry information at your fingertips. For more information on WPA or to sign up for Pet Industry Briefs, please visit www.worldpetassociation.org.

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SuperZoo Draws Record-Breaking Amount of Exhibitors and Attendees at 2011 Show

SuperZoo, one of the largest national shows for pet retailers, experienced another record-breaking year at its 2011 show, recently hosted by the World Pet Association (WPA) at The Mandalay Bay Convention Center in Las Vegas. Currently in its eighth year in Las Vegas, the three-day industry trade show drew 795 exhibiting companies, a 15 percent increase over the previous year; hosted 4,716 companies, a 26 percent increase over last year; and saw more than 12,197 registered attendees, an increase of 19 percent over the previous year.

“SuperZoo is truly a national destination for members of the pet industry, and we are thrilled to continue to see SuperZoo grow in both the amount of exhibitors and attendees year after year,” said Doug Poindexter, president of the World Pet Association. “Our exhibitors bring the best and brightest products in the pet industry to the show floor, and we look forward to continuing to provide this valuable experience for event attendees in years to come.”

Managed by the WPA, SuperZoo attracts exhibitors and attendees from around the world from 50 states and 58 countries, with unique trade show features such as SuperZoo University, a pet industry education program which offers seminars covering important topics within the industry that educate exhibitors on ways to improve their businesses. Other unique features include The Club at SuperZoo and the Groomer’s SuperShow, which awards more than $45,000 in prizing through the Groomer Super Jackpot contest, Creative Styling competitions and other contests.

In addition to hosting thousands of pet industry professionals, SuperZoo also supports the local community by hosting Rescue Rodeo, which challenges the world’s greatest groomers to makeover rescue dogs from Las Vegas-area shelters. In addition to the prize money awarded to the winning groomers, shelters that housed the winning dogs received a cash donation.

SuperZoo also awarded annual “New Product” awards at the show in eight categories. The award process allows buyers the opportunity to vote on their favorite items from the New Product Showcase during the first day of the show. The following winners were announced at SuperZoo:

“New Product” Awards Winners

Overall Best in Show:

1. Dogtek – Eyenimal Pet Cam
2. United Pet Group – Tetra Betta Bubble
3. Vitakraft Sun Seed Inc. – Quiko Edible Treats

Aquatic:

1. United Pet Group – Tetra Betta Bubble
2. Rolf C. Hagen (USA) Corp. – Fluval Sea
3. United Pet Group – Tetra Glofish Kits

Bird:

1. Fetch-it Pets – Ultimate Polly Wanna Piñata Bird Toys
2. Kaylor of Colorado – Kaylor Quick n Read
3. Kaylor of Colorado – Kaylor Sunny Yellow

Cat:

1. Dogtek – Eyenimal Pet Cam
2. Brilliant Pet – Frolicat TWITCH
3. TheCatitude LLC – Purrtreesort

Dog:

1. R2P Pet Ltd. – Sprong!
2. Advantek – The Pet Gazebo
3. The Paw Wash LLC – The Paw Wash

Grooming:

1. Natures Specialties Mfg – Plum Crazy
2. Jarden Animal Solutions – Li-ion Clipper Collection
3. Espree Animal Products, Inc – Espree Counter Display

Miscellaneous:

1. Lixit Corporation – Chicken Toy
2. Signature DNA – Unique Genetic Portraits
3. Central Garden & Pet Company – Kaytee Hummingbird ElectroNectar

Reptile:

1. United Pet Group – Tetrafauna Deluxe Reptohabitat
2. Timberline Live Pet Foods – Live Food Refrigerator Deal

Small Animals:

1. Vitakraft Sun Seed Inc. – Quiko Edible Treats
2. A&E Cage Company LLC –  Hamster Javarium
3. Central Garden & Pet Company -Super Pet Natural Accessories

Also announced at SuperZoo during the association’s annual meeting was the appointment of Ruth Jeffers of Jeffers as the new chairman of WPA. Jeffers succeeds Michael Lasky, who will continue on the board as intermediate past chairman. Two new board members also were announced, retailers Greg Forquer of PetSense and Pete Risano of Pet Life. Other newly installed officers included first vice chair Michael Twain of Amazing Pet Products; second vice chair Jim Boschee of Chuck Latham Associates; CFO Lewis Sutton of Pet-Ag; and secretary Brooke Berg of Jarden Animal Solutions.

The next SuperZoo will be hosted at the Mandalay Bay Convention Center in Las Vegas, Sept. 11 – 13, 2012.

For more information about SuperZoo, visit www.SuperZoo.org or call 800- 999-7295.

ABOUT THE WORLD PET ASSOCIATION

The World Pet Association (WPA) is the oldest industry organization promoting responsible growth and development of the companion pet and related products and services. As society’s “humanization” of pets grows stronger, WPA knows it is important to inform and educate the general public to ensure safe and healthy lifestyles for our animal friends. WPA plays host to America’s Family Pet Expo, the world’s largest pet and pet products expo, hosted annually in Costa Mesa, Calif., and Puyallup, Washington. The organization also holds SuperZoo (www.superzoo.org), an annual pet industry trade show that showcases a comprehensive collection of exhibits and offers a variety of informative educational seminars known as SuperZoo University.  WPA also offers Pet Industry Briefs, a free weekly e-newsletter providing vital industry information at your fingertips. For more information on WPA or to sign up for Pet Industry Briefs, please visit www.worldpetassociation.org.

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SuperZoo Returns With a Roar

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SuperZoo show draws retailers, groomers, kennel operators

It’s the final day of SuperZoo.  Check out this great article by Tim O’Reiley in the Las Vegas Review-Journal for a quick look at a few of the products and exhibitors that are at this pet industry trade show!

SuperZoo show draws retailers, groomers, kennel operators

By Tim O’Reiley
LAS VEGAS REVIEW-JOURNAL

Ari Meltzer on Tuesday backhandedly confirmed what has long been the secret underlying all those darling pet accessories and performance foods: they are as much or more for the owner than what’s in the cage or on the other end of the leash.

While several companies have built LEDs into dog collars, Dog-E-Glow of Fort Lauderdale, Fla., has wrapped them in stylish fabrics or sports logos for 20 different universities since coming to market last year.

“As a safety device, you can see them from 1,000 feet away at night and they look good during the day,” Metzler said in his booth at the SuperZoo convention. “Also, we can envision some kids drinking and wearing these around their necks to games.”

The pet products industry, estimated to generate $42 billion in sales last year, is dominated by food, said Doug Poindexter, president of the World Pet Association, which stages SuperZoo. Despite the name, its exhibitors hurl their sales pitches mainly at owners of pet stores , grooming shops and kennels who come looking over products for their shelves.

At least on the accessory end, it is still an industry with a relatively low barrier to entry for startup companies. Among the 795 exhibitors at SuperZoo, which ends Thursday at Mandalay Bay, close to 200 were new this year, Poindexter said. The convention drew an estimated 13,000 people, about one-fourth more than last year, Pointdexter said. It is closed to the public.

But ideas that appear way over the top to those without pets — but cause owners to reach for their credit cards because they like the way something looks — have become has become something of a trademark for pet products.

Seven years ago, Jacqeline Simoni started selling the PupLight, a small pack of LED bulbs that dogs wear with an adjustable collar. Not only does it make dogs more visible to cars at night, she said in her booth at the SuperZoo convention, it also scares skunks before they can get close enough to make curious dogs regret it.

After a while, she came up with a version attached to a lanyard for humans. “I kept getting requests from people because they liked the idea so much, so I did it,” Simoni said.

For thousands of years, dogs in the wild have walked around in circles to trample the grass before bedding down for the night, and some still do it in the city out of instinct. But for Dave Ogle, that is not good enough for big dogs or older ones with arthritic joints.

Two years ago, he came up with Paw-Pedic, sold much the way mattresses are at furniture stores with a cut-away covered with clear plastic so customers can see how they are made. The Paw-Pedic has a spring foundation, covered with a thick layer of foam and then a quilted pillowtop, and retails for $150 to $375, depending on the size. The largest is half the width of a queen bed.

“Dogs may have slept on grass in nature, but that doesn’t mean it was good for them,” said Ogle, the president of Paw-Pedic in Irvine, Calif. “This bed makes it easier on the dog, so they are not as stiff when they wake up in the morning.”

But some products actually are aimed at the pet. Thundershirt, a plain gray jacket made of a stretching fabric so that is fits a dog snugly, is designed to calm them during loud storms. Company founder Phil Blizzard said light pressure has a calming effect on dogs, so the jacket can keep them from becoming frazzled without tranquilizers.

PetSafe showed its latest version of the Stay + Play, smaller than the old model with a rechargeable battery and a $295 price. A transmitter set up in a garage or home sends a signal to a special collar. If a dog strays too far in an unfenced yard, the collar first triggers a warning noise and, if the dog keeps going, a small electrical shock to turn it around.

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The World Pet Association – The Force Behind SuperZoo

When you think of SuperZoo, you may think of exhibitors, discounted pricing, educational seminars, grooming contests, and other tools that will help you grow your business.  But there is so much more behind SuperZoo!  While the pet industry trade show is built to help you become better at your trade, it also plays an important part in promoting responsible growth and development of the companion pet and the pet industry.

The World Pet Association, producer of SuperZoo, is the oldest non- profit organization within the industry and a pro-active force that raises consumer awareness, develops and retains customers for the industry, opens markets, forges trade relations, and promotes industry growth.  World Pet Association invests back into the industry in the form of legislative advocacy, consumer marketing campaigns promoting responsible growth and development of the companion pet, product and services industry, and programs that advance the knowledge of those currently employed in or entering the pet retail industry. By participating in SuperZoo, you will not only benefit your organization, but will help secure your industry’s future.

The World Pet Association also uses SuperZoo as a platform to inform manufacturers, breeders and retailers within the industry on innovative tactics, leadership and additional resources.  While SuperZoo is helping you grow in your business, it is also helping the industry grow as a whole.

SuperZoo is a trade show that can help you improve your business, but it is also a tool in promoting responsible pet care and in bettering the pet industry.  The World Pet Association has become a leading innovator within the ever changing industry, and through your participation in SuperZoo, you can make a positive impact on the pet industry too.

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SuperZoo University – Let ‘Em Try it and They’ll Buy It

The following blog was written by Bob Negen, author, retail trainer, public speaker, and founder of WhizBang! Training.

Let ‘Em Try it and They’ll Buy It

by Bob Negen

A great way to increase sales is by thinking of interesting ways to demonstrate your products.

Most merchandise can be demonstrated in some way – even if it doesn’t seem obvious at first.

Does your merchandise have:

Outstanding aroma?                  Give them a sniff.

Gorgeous texture?                     Put it in their hands.

Lovely color?                            Hold it up to the light.

Playability?                               Play it with them.

Unusual movement?                  Get it going.

Delicious taste?                        You sample, you sell!

Silly sound?                              Let them hear it.

A feature they can’t see?           Ask them try it out.

Incredible comfort?                   Get it on them.

Super slipperiness?                   Let it slide.

Fizz, melt, or float, in water?      Bring out the bucket.

Fly through the air?                    Let them toss it.

Assembly required?                   Build it.

Demonstrating your product lets your customers feel what it would be like to own the item – and makes purchasing it almost irresistible!

Have fun!

To learn more, attend Bob Negen’s SuperZoo University Seminar, “Turn Your Staff into a Selling Machine” on Thursday, September 15 from 12:00 PM to 1:00 PM.

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Using Social Media at SuperZoo

Use Social Media to establish credibility for your business through your attendance at SuperZoo, the National Show for Pet Retailers!  By using social media during SuperZoo, you can present yourself to your customers as educated, well-informed, and in-touch with current trends.

Here are a few ways to use Social Media before, during, and after SuperZoo:

Before SuperZoo

• Brainstorm ideas for posts that will engage your customers.  Are there seminars you will be attending or exhibitors that you will be visiting with that your customers would be interested in? What would your followers and fans like to hear about?  What will generate excitement and interest that will lead to new customers and visitors to your store?
• Use your social media platforms (Facebook, Twitter, LinkedIn, etc.) to let your customers your plans to attend SuperZoo and emphasize your efforts to stay educated and innovative.
• Create a YouTube channel (if you don’t already have one) and post a pre-show promotional video that will highlight what you hope to achieve by attending SuperZoo.

During SuperZoo

• Let your customers know what you are up to through LIVE blogging, Facebook posts, and tweets.  Inform them of new products you are seeing, things you are learning, people you are meeting, or anything else you think your fans and followers will find interesting.
• Follow SuperZoo on Twitter and Facebook, and repost any pertinent information.  Be sure to Tag your tweets with #SuperZooTweet.
• Create a discussion. Ask for your customers for their opinions on products, trends, and your Las Vegas experience. Let them know that their opinion is of value to you.

NOTE: Taking photos of booths or products in the exhibit halls is not allowed.

After SuperZoo

• Thank people for following you throughout you SuperZoo experience. Create a video/picture montage to showcase the highlights.
• Ask for feedback and follow up on the comments you received.
• Recap your experience and inform them of any changes you plan to implement.
• Introduce your customers to any new vendors or products they can expect to see.
• Write a press release announcing any new products or services you will be offering.  Submit the press release to online and local news sources, and promote the press release through your social media outlets.
• Reward customer loyalty.  Consider offering a discount or promotional offer on one of your SuperZoo finds to your social media followers.

SuperZoo wants to help you create a conversation with your audience, engage your customers, and grow your database. Don’t miss out on this opportunity!

Be a part of SuperZoo’s social media network:

Follow SuperZoo on Twitter at www.twitter.com/superzootweet/

“Like” SuperZoo on Facebook at facebook.com/SuperZoo and share your comments, photos, and videos with us!

Did you know that you can follow SuperZoo on Twitter, Facebook, LinkedIn, Flickr, and You Tube during the Expo through the SuperZoo smart phone app?  See the SuperZoo blog post “Taking the Trade Show Experience to a New Level” to see all of its features and to download it.

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SuperZoo 2011 is Breaking Records!

SuperZoo 2011 is bigger and better than ever!  With more exhibitors and more attendees than ever before, SuperZoo is THE place to be to better your business.

2011 SuperZoo Trade Show to be Record-Breaking Event

The three-day pet industry trade show hosted by the World Pet Association sees a significant increase in attendees and exhibitors at what is already one of the largest National shows for pet retailers.

Superzoo, the three-day pet industry trade show branded as the National Show for Pet Retailers™, is scheduled to take place September 13-15, 2011 in Las Vegas and is already breaking records in exhibitor and attendance numbers.

Produced and managed by the World Pet Association, SuperZoo is attracting exhibitors and attendees from around the world by providing networking within the community of pet-related professionals and by giving them access to new trends, products and cutting-edge educational programs that provide innovative business and marketing concepts.

The pet industry trade show had a recording breaking year in 2010 with an increase of almost 14 percent in the number of exhibitors and more than 10,000 attendees. The 2011 show has already surpassed last year’s records with 787 exhibitors in more than 1370 booths, an increase of more than 28 percent in buyer registrations, and an increase of more than 38 percent in company registrations.

“SuperZoo 2011 has surpassed all records,” said Doug Poindexter, President for the World Pet Association. “Pre-show registrations of companies and attendees are higher than ever before. The show floor will have more exhibiting companies and booth spaces than ever in history.”

SuperZoo benefits pet businesses in every segment of the pet industry. Attendees have access to an extensive trade-show floor featuring thousands of products and top pet industry suppliers and also have the opportunity to learn from and make connections with industry leaders. Groomers have the opportunity to stay up-to-date on the latest grooming techniques and compete for grooming awards. Exhibitors have direct access to pet industry professionals and retailers who have focused purchasing intent and are ready to place orders.

For more information on SuperZoo, visit www.superzoo.org.

About the World Pet Association:

The World Pet Association (WPA), formerly the World Wide Pet Industry Association, is the oldest industry organization promoting responsible growth and development of the companion pet and related products and services. As society’s “humanization” of pets grows stronger, WPA knows it is important to inform and educate the general public to ensure safe and healthy lifestyles for our animal friends. WPA plays host to America’s Family Pet Expo, the largest consumer show in the world, hosted annually in Costa Mesa, Calif. and Puyallup, Wash. The organization also holds SuperZoo (www.superzoo.org), an annual pet industry trade show that showcases a comprehensive collection of exhibits and offers a variety of informative educational seminars known as SuperZoo University. WPA also offers Pet Industry Briefs, a free weekly e-newsletter containing vital industry information at your fingertips. For more information on WPA or to sign up for Pet Industry Briefs, please visit www.worldpetassociation.org

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Superzoo University – Pet Food Facts and Fallacies

Written by: David A. Dzanis, DVM, PhD, DACVN

CEO, Regulatory Discretion, Inc.

With 22-plus years of experience working for both the government and as a consultant to pet food companies, I know how perplexing the pet food market may seem to many of your customers. Thanks to the Internet, pet food purchasers have more information available than ever about foods for their animals. However, with many different product lines from which to choose, there’s still a plethora of decisions the customer must face in selecting a pet food.

While the World Wide Web is replete with opinions as to what constitutes proper nutrition and feeding of dogs and cats, not all are scientifically valid. Web sites making misrepresentations of fundamental facts, such as the purpose and role of the Association of American Feed Control Officials (AAFCO) in regulation of pet foods, may cause undue concern among some customers. Also, the consumer’s online access to often contradictory advice from both self-proclaimed consumer advocates and pet food companies can be overwhelming, often resulting in more confusion than clarity. Discerning the facts from the fallacies can be a tremendous challenge, but an informed retailer can help his/her customers cut through the marketing chaos and make more knowledgeable purchasing decisions.

A major area of confusion is pet food ingredients. What makes one “good” and another “bad”? How does an ingredient get on the “bad” list, and who’s making that determination? What are “by-products,” and do they deserve their reputation as undesirable? Is rice better than corn or wheat, or should all grains be avoided? Which, if any, preservatives are safe?

The myriad of marketing terms seen on pet food labels is also very confusing. What’s the difference between “natural” and “organic”? Does “holistic” or “premium” mean anything? Are “human grade” or “fresh” ingredients better? What substantiation is required by manufacturers to allow for a “vet recommended” claim?

These and other topics will be discussed at the Superzoo University presentation. Be ready to hear a different perspective on important pet food issues. As time permits, questions on any pet food-related topic are invited!

Attend Dr. David Dzanis’s SuperZoo University Seminar “Pet Food Facts & Fallacies: Debunking Some Common Misconceptions Regarding AAFCO, Ingredients and Labeling Terms” on Tuesday, September 13 from 1:00 to 2:00 PM and Wednesday, September 14 from9:30 to 10:30 AM.

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