Rebranding Repackaging Renewal

What’s New At
GLOBAL
“…finding solutions for families,
especially busy moms.” ™
RELAX
PLAY
NOURISH
Rebranding
Repackaging
Renewal
EXPLORE
We’re excited to introduce our newest family member,
INDULGE
kathy ireland ® Loved Ones
kathyireland.com
www.worldwise.com | 1-800-Worldwise
Booth N6133
A Supplement to Pet Age
“…finding solutions for families,
especially busy moms.” ™
RELAX
PLAY
NOURISH
EXPLORE
INDULGE
We’re excited to introduce our newest family member,
kathy ireland ® Loved Ones
kathyireland.com
www.worldwise.com | 1-800-Worldwise
Booth N6133
What’s New At
GLOBAL
Rebranding
Repackaging
Renewal
A Supplement to Pet Age
Rebranding
Repackaging
Renewal
2
List of Events
for Global Pet Expo
The 10th annual Global Pet
Expo runs from Wed.,
March 12 to Fri., March 14.
PetAge_Cover_GPE.indd 1
6
Pet Age Social Media Guide
for #GlobalPetExpo
Keep up-to-date with the happens
of Global Pet Expo with Pet Age’s
social media.
13
A Supplement to Pet Age
What’s New for 2014
By Stacy Mantle
New pet industry trends for 2014.
2/4/14 4:14 PM
24
Showroom
Featured products at this years
Global Pet Expo.
CONTENTS
32
Bark in the Park
By Stacy Mantle
Creative marketing initiative
helps rescue groups, builds
brand awareness.
34
Humanization
By Stacy Mantle
Pet ownership, industry grows across
the world.
8
Q&A with APPA
By Stacy Mantle
Andrew Darmohraj talks about
how the Global Pet Expo has grown
over the years.
10
Q&A with Connie Wilson
By Stacy Mantle
Founder of Modern Dog, Modern Cat
to receive award at Global Pet Expo.
28
Fromm’s
110th Anniversary
By Jason Kamery
Fromm celebrates anniversary with
renewed, commitment to retailers,
new products and features.
36
Back Story
By Stacy Mantle
Worldwise talks about their
partnership with Kathy Ireland.
What’s New at Global
1
List Of Events For Global Pet Expo
The pet industry’s largest annual trade show,
Global Pet Expo, is now in its 10th year. The
2014 Global Pet Expo is open to independent
retailers, distributors, mass-market buyers
and other qualified professionals, making it
the most important gathering of buyers, pet
product manufacturers, and international at-
tendees in the U.S. The Show is not open to the
general public.
Global Pet Expo is being presented by the American Pet Products Association (APPA) and Pet
Industry Distributors Association (PIDA) and
takes place March 12-14 at the Orange County
Convention Center in Orlando, Fla.
2014 Global Pet Expo Show Dates and Hours
March 12-14, 2014 Orange County Convention Center Orlando, Florida
Move-in Days/Times for Exhibitors
Monday, March 10: 8am-6pm
Tuesday, March 11: 8am-6pm
SCHEDULE OF EVENTS
Tuesday, March 11
The 10th Annual Allan L. Levey
Golf Tournament to Benefit PIJAC
Shotgun Start: 8:00 a.m.
Grande Pines Golf Club
Join your pet industry colleagues for a day of
pre-show fun on the links and help raise money
for PIJAC, the pet industry’s legislative watchdog. Cost is $189 per person.
Early Registration for Buyer Attendees
9:00 a.m.–6:00 p.m.
Registration Lobby B,
Orange County Convention Center
Wednesday, March 12
Exhibit Hall open: 9 a.m. – 6 p.m.
Onsite Press Registration
and Badge Pick Up
Begins 8:00 a.m.
Room W205
Fourth Annual Global Pet Expo Media
Breakfast
8:00 a.m.
Press Office, Room W205, Orange County Convention Center
Sponsored by: Merrick Pet Care
Attend this media exclusive event as you pick
up your press badge before the Show Floor
opens! The complimentary breakfast will also
feature a welcome from APPA Executive Vice
President & COO, Andy Darmohraj.
2 Pet Age
Global Pet Expo Networking Reception
6:00 p.m. - 7:30 p.m.
Registration Concourse – Level 1, Orange County
Convention Center
This event is a wonderful opportunity to mingle
with fellow members of the press as well as exhibitors and buyers.
Thursday, March 13
Exhibit hall open from 9 a.m. – 6 p.m.
Global Pet Expo Pet Industry Breakfast
and Retailer Excellence Awards Ceremony
7:45 a.m. - 8:45 a.m.
Valencia Ballroom – Level 4, Orange County Convention Center
Attend this breakfast, open to all show attendees, and get the latest pet industry news from
APPA President & CEO, Bob Vetere. The Retailer Excellence Awards will also be presented at
this event. Breakfast is complimentary.
Global Pet Expo
Press Conference and Luncheon
11:30 a.m.
Press Office, Room W205, Orange County Convention Center
Presented by: APPA & Sergeants Pet Care Products
This media-exclusive event will provide you
with all the latest in pet industry news and
initiatives, as well as an update on pet industry spending figures for 2013 and 2014 projections. APPA President & CEO, Bob Vetere,
as well as representatives from Sergeants Pet
Care Products will be featured speakers. This
is the official press conference of Global Pet
Expo 2014.
New Products Showcase “Best in Show”
Awards Presentation with Dr. Becker
5:00 p.m. – 6:00 p.m.
Show Floor by New Products Showcase
You won’t want to miss this event as the winners of this year’s coveted Best in Show Awards
are announced.
The Purina Media Reception at Global
Pet Expo Honoring Connie Wilson, Editor-in-Chief Modern Dog and Modern Cat
Magazines
6:00 p.m. – 7:30 p.m.
Poolside at the Rosen Centre Hotel
Sponsored by: Nestle Purina PetCare Company
Mark your calendar for this premier reception
at Global Pet Expo! Enjoy cocktails and hors
d’oeuvres at this media-exclusive event. Please
wear your press badge to this event.
Friday, March 14
Exhibit hall open from 9 a.m. – 5 p.m.
APPA Professional Women’s Network
Breakfast featuring Kathy Ireland
7:45 a.m. - 8:45 a.m.
Room: W209,
Orange County Convention Center
Enjoy a complimentary breakfast and presentation from model, actress and entrepreneur,
Kathy Ireland.
Second Annual Media Wrap Up Luncheon
12:00 p.m.
Press Office, Room W205,
Orange County Convention Center
As the Show comes to a close, APPA Executive
Vice President & COO, Andy Darmohraj will reveal for the first time Show numbers including
attendance, total number of booths, social media
stats, and more! Information will also be provided
on New Products Showcase Winners, and this will
be the first chance to obtain photos from all of the
events at Global Pet Expo 2014.
The American Pet Products Association (APPA) is
the leading not-for-profit trade association serving the interests of the pet products industry since
1958. APPA membership includes more than 1,000
pet product manufacturers, their representatives,
importers and livestock suppliers representing
both large corporations and growing business enterprises. APPA’s mission is to promote, develop
and advance pet ownership and the pet product
industry and to provide the services necessary to
help its members prosper. Visit www.americanpetproducts.org for more information.
Notes for Attendees
Discounts
If you still have some energy left after the long
days at GPE, you may want to explore some of
the first-class theme parks Universal, Disney and
Sea World all offer discount tickets to conference
attendees. Learn more at: http://globalpetexpo.
orlandomeetinginfo.com/discounts-and-tickets/discount-attraction-tickets/
Show Your Badge and Save
If you are attending a convention or tradeshow
in Orlando, show your convention badge to a
participating “Show Your Badge” Restaurant
during the dates of your event to take advantage
of a great dining offer! The free Orlando Magicard® offers great savings on a variety of area attractions, restaurants and shopping.
Childcare
KiddieCorp will be providing childcare services
as a part of the Global Pet Expo children’s pro-
gram. Our goal is to provide your children with
a program they want to attend, while providing
you with that critical “peace of mind” feeling so
you can attend your event activities. Contact KiddieCorp for answers to any of your questions.
(858) 455-1718
info@kiddiecorp.com
www.kiddiecorp.com
Future Show Dates
Lock in those early bird rates by reserving your
room today!
March 4-6, 2015
Orange County Convention Center
Orlando, Florida
March 16-18, 2016
Orange County Convention Center
Orlando, Florida
What’s New at Global
3
Pet Age Social Media Guide FOR #GlobalPetExpo
There’s an app for that!
Tweetables:
itors throughout the show floor and
press room, making it a great way to
get your product noticed and pick up
hundreds of new followers.
Pet food, veterinary care
& boarding are the top 3
earners in the pet industry.
#GlobalPetExpo
Source: American Pet Products
Association 2013-2014
Follow: @GlobalPetExpo
@PetAgeMag
Facebook
Like Global Pet Expo and Pet
Age for the latest updates,
events and news.
www.facebook.com/GlobalPetExpo
www.facebook.com/PetAgeMagazine
Pinterest
Global Pet Expo introduced a new
mobile site to help you easily navigate
the showroom floor with your phone
or iPad. You’ll discover show agendas,
exhibitor directories, directions to a
booth (with navigation enabled) and
much more.
Bookmark it for easy access by visiting
http://m.globalpetexpo.com
Twitter
Include the hashtag #GlobalPetExpo in all of your tweets.
These will be live-streamed on mon-
Visual representation gets products sold. This is a great opportunity to show off your entire product
line. Follow us at www.pinterest.
com/PetAgeMag and then post your
product pins to our folder by tagging
#GlobalPetExpo.
Instagram
This is a great opportunity to
show off your products. Post
your product pins to our folders on Pet
Age. Follow us at @PetAgeMag, then
post and tag us in your photos from GPE.
http://instagram.com/petagemag#
New EQUINE
Products
Too!
Vice President and Publisher
Craig M. Rexford
craigr@journalmultimedia.com
732-246-5709
Account Executives
Ariyana Edmond
ariyanae@journalmultimedia.com
323-868-5038
Joe Hubbard
joeh@journalmultimedia.com
630-776-6434
Brianne Molnar
briannem@journalmultimedia.com
732-246-5708
EDITOR-IN-CHIEF
Michelle Maskaly
michellem@journalmultimedia.com
732-246-5722
Assistant Editor
Jason Kamery
jasonk@journalmultimedia.com
732-246-5734
Project Editor
Stacy Mantle
Art Director
Andrew Ogilvie
Graphic Designers
Nicole Composto
Kevin Paccione
Business Manager
AnnMarie Karczmit
Administrative Assistant
Jessica Perry
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PE T S
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F OR A
Published by Journal Multimedia
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Lawrence M. Kluger, President
How to Reach Us
Mailing Address
Pet Age, 220 Davidson Ave., Suite 302
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Phone: 732-339-3700
Fax: 732-846-0421
Email: petage@journalmultimedia.com
To subscribe visit: http://www.petage.com
For list rentals, DSA Direct: 973-954-2649
PET AGE (ISSN 0098 5406) is published monthly by Journal Multimedia, 1500
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Printed in U.S.A. Copyright © 2012 by Journal Multimedia No part of this
magazine may be reproduced in any form without prior written consent of the
publisher. SUBSCRIPTIONS: PET AGE is mailed at no cost to qualified members of the pet industry. Non-qualified subscriptions: $95 per year in the
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Q&A with APPA
Truly a Global Experience
Andrew Darmohraj, of APPA, talks about how
the Global Pet Expo has grown over the years.
By Stacy Mantle
G
lobal Pet Expo, the pet industry’s
largest annual trade show, is presented by the American Pet Products Association and the Pet Industry
Distributors Association. Founded in
1958, APPA consists of a diverse group
of manufacturers, importers and suppliers focused on a mission to promote,
develop and advance pet ownership.
Pet Age sat down with Andrew Darmohraj, executive vice president and
COO of APPA, to learn more about the
organization and its sponsorship of
the Global Pet Expo.
Pet Age: APPA has been a fixture of
the pet industry since 1958. Can you
tell us what the original goals of APPA
were at that time and how they have
changed over the years?
Darmohraj: The American Pet Products Association was established to
provide its then 16-member companies with services that would help
their businesses prosper. Today,
APPA consists of more than 1,000 pet
8 Pet Age
product manufacturers, their representatives, importers and livestock
suppliers, representing both large
corporations and growing business
enterprises worldwide. We provide a
wide spectrum of benefits and programs designed to serve our members’ unique needs. This also includes
producing the largest annual pet
products trade show in the industry,
Global Pet Expo.
APPA’s comprehensive market research, the National Pet Owners
Survey, which debuted in 1988, has
positioned the organization as the
premier resource for comprehensive
consumer data for manufacturers, retailers, investment professionals and
media outlets worldwide.
In addition to providing programs
to our membership, APPA’s mission
is to promote, develop and advance
pet ownership and the pet products
industry as a whole. It also strives to
be a leading voice within the industry
through coalition building and legislative advocacy.
Pet Age: Can you tell us how Global
Pet Expo has changed over the years?
Darmohraj: Since Global Pet Expo
debuted in 2005, the show has experienced unprecedented growth with
each passing year. Compared to its
premier year, the show has grown 65
percent and is considered one of the
top 100 trade shows in the nation,
according to Trade Show Executive
magazine. Last year, buyer attendance was at all-time high with more
than 5,300 buyers, 27 percent of
which represented 71 countries from
around the world.
Over the past 10 years, we have added specialty sections on the show floor
in response to growing trends within
the industry, allowing attendees to
more easily navigate the massive show
while networking with exhibitors in
more niche markets.
The international presence, whether it’s attendees or the growing number of international exhibitors, has
solidified Global Pet Expo as a key
trading opportunity for companies
worldwide. Additionally, the press
exposure has grown extensively with
coverage from the trade magazines
and bloggers, as well as major media
outlets like the TODAY show, Good
Morning America and USA Today.
More recently, Global Pet Expo has
taken the opportunity to honor its
exhibitors, buyers and media attendees with awards such as the “Best In
Show” New Products Showcase, Excellence in Journalism and Outstanding Contributions to the Pet Industry
Award and the latest, Retailer Excellence Awards.
Pet Age: Tell us what APPA’s role is within the context of the Global Pet Expo.
Darmohraj:With the premiere of
Global Pet Expo in 2005, APPA joined
forces with the Pet Industry Distributors Association to establish the largest annual pet products tradeshow in
the industry. APPA is responsible for
managing Global Pet Expo’s preshow
and on-site operations, from booth
sales and attendee registration, to media relations and promotional opportunities for its exhibitors.
Pet Age: How have you seen the pet
industry change since 1958?
Darmohraj:Most notably, the pet
industry has grown to be a $55 billion industry as projected for actual 2013 spending by APPA. The
pet marketplace has consistently
attracted a stream of entrepreneurs
and investors introducing new, innovative products and services that
have fueled tremendous growth in
the past five decades.
Pet services such as grooming, boarding and day care have boomed in re-
sponse to pet owners’ desires for convenience as well as opportunities to
pamper their pets. Advances in health
care treatments, and increased spending on veterinary care, supplies and
OTC medications, demonstrate a greater effort to provide longer, healthier
lives for pets on both the industry’s and
pet owners’ parts.
And, the overall and consistent rise
in pet ownership has certainly been
at the heart of many of the trends
and opportunities that have emerged
within the industry, as the human-animal bond remains strong, encouraging continued growth.
Pet Age: How has the focus of APPA
changed over the years?
Darmohraj:Over the course of more
than five decades, APPA has taken a leading role in coalition building, legislative
monitoring and advocacy, and continues
to broaden its reach and impact within
the industry as well as reaching consumers. In 2007, it established the Pets Add
Life campaign, designed with the sole
goal of increasing awareness of the joys
and benefits of responsible pet ownership and encouraging pet adoption.
More recently, APPA has played a pivotal
role in the formation of Human-Animal
Bond Research Initiative, and the Pet
Leadership Council.
high-quality food and care they have
themselves. This will result in growth
of natural and high-end foods, superior supplements and supplies, and
products that improve pets’ health
and enhance the bonding and interactive experience.
Pet Age: Make a prediction for 2014.
What do you think the next big trend
will be?
Darmohraj: The continued acquisitions by large companies and the
consolidation of vendors providing
products to the mass pet chains will
prove more challenging for small
and midsize manufacturers to sell
through those channels. That said,
the recovering economy provides opportunity for those companies in pet
specialty as independent stores make
a comeback and consumers are less
concerned about price.
Darmohraj:The next big trend is
actually a continuation of an existing trend in that the humanization
of pets will further drive what is
popular to the pet product consumer. High-end products and services
that mirror human consumers will
thrive as pet owners seek the same
Pet Age: What types of challenges do
you think retailers and manufacturers
will be facing in the next few years?
g
eptin
c
c
A
Now
rders
O
e
n
i
Onl
®
Visit Booth #1219
at Global Pet Expo
800-893-9893
www.petrageousdesigns.com
What’s New at Global
9
Q&A with Connie Wilson
Passion for Pets Puts
Publisher at Top of the Game
Founder of Modern Dog, Modern Cat to receive
award at GPE. By Stacy Mantle
that she’s accomplished,” Bob Vetere,
president and CEO of the American Pet
Products Association, said. “Her magazines and websites are just another way
for her to share in the love we have for
our pets to an active and enthusiastic
group of people, which is the true essence of this award. We congratulate
her on her contribution to the industry
and the pet-loving population.”
Pet Age recently spoke with Wilson
about the award and her publications.
Pet Age:What makes Modern Dog
and Modern Cat different from other
publications?
C
onnie Wilson, founder, publisher and editor-in-chief of Modern
Dog and Modern Cat magazines,
was selected as the 2014 recipient of
Global Pet Expo’s annual, “Excellence
in Journalism and Outstanding Contributions to the Pet Industry” award.
This award recognizes individuals in
the media who have the power to influence millions of people and use it to
positively promote the joys and benefits of pet ownership. Past recipients
include Rachael Ray, Ellen DeGeneres,
Sandy Robins and Victoria Stillwell.
Launched in 2002, Modern Dog magazine began as a regional publication in
Canada. The magazine quickly found
a readership across North America. In
2012, Wilson launched Modern Cat, a
quarterly publication that was named
one of the 15 hottest magazine launches
of 2012 by Samir Husni, founder and director of the Magazine Innovation Center at University of Mississippi’s Meek
School of Journalism.
“Connie’s true passion for pets and
their well-being comes through in all
10 Pet Age
Wilson: The content, definitely. We
strive to make it smart and fun, and good
looking and inspirational. Our aim is to
provide the perfect mix of advice, entertainment, DIY’s, photos to make you
smile, ways to improve your relationship
“
Kaya wouldn’t be able to adapt. Ironically, it was Kaya who helped me, introducing me to a whole new circle of
friends, those who loved their dogs
like I did mine and treated them as
their canine kids.
I was looking to start a new career
and Kaya gave me the inspiration to create a resource that would help the dog
community live their best canine-inclusive lives. Thus, Modern Dog magazine
was born, with Modern Cat following!
Pet Age:You have a sincere passion
for dogs and cats, which is evidenced
through the high quality of your work.
Can you tell us about your pets? How
do they motivate you?
Wilson: Kaya, who passed away, was
not, for all her lovableness, an easy dog
to live with. High-trung, headstrong,
neurotic, not to mention flatulent,
throughout her life she gave me examples of just about every problem a dog
owner could face, providing inspiration
for articles and an empathy for others
who experienced similar difficulties.
We worked through our problems and
built a bond so strong it nearly tore me
apart when she passed on.
Connie’s true passion for pets and their
well-being comes through in all that
she’s accomplished.”
- Bob Vetere
with your dog, new things to discover.
We frequently get the comment, “It’s
the only magazine I read cover-to-cover,”
which of course always thrills us.
Pet Age: You have mentioned that you
didn’t have a lot of experience in publishing when you first started Modern Dog
magazine. What inspired you to take on
such a massive project?
Wilson: I can thank my dog, Kaya.
When I moved back to the city, I was
nervous about leaving my friends
and family and starting a new urban life. And [I] worried that my dog
There’s not a day that goes by where
I don’t think of her. Penny, a rescued
Wirehaired Dachshund, now rules
my life. She’s a real cutie and my first
small dog, so she’s providing a totally
different perspective for me. Having a
dog in my life helps keep my centered,
gets me out for walks where I can
commune with nature, re-energize
and also connect with my community.
Our dogs are such a blessing.
Pet Age: Which quality would you
say most inspires the cross-border
(and cross-species) success of your
publications?
Wilson: I think there’s a real hunger for
quality information delivered by someone who “gets it.” “It” being the myriad of
ways our dogs and cats bring joy to our
lives, and I like to think to bring that all
wrapped up in an enjoyable package.
Pet Age: Where do you gain your inspiration?
Wilson: From our readers and their
pets, and from our awesome team here
and their pets. The Modern Dog and
Modern Cat team are a totally amazing
and creative bunch. It’s fun working
together to come up with ideas that we
think will inspire.
Pet Age: What’s the most rewarding
part of your work?
Wilson: The creation of the Modern
Dog and Modern Cat communities.
Our readers are the best.
Pet Age: As an entrepreneur, what is
the most important lesson you’ve learned
in working with the pet industry?
Wilson: You need to be quick on your
feet, adapting to a constantly changing
environment, both in terms of competition and technology.
Pet Age: What does it feel like to be the
recipient of such a prestigious award?
Wilson: I feel truly honored. I’ve
worked really hard to get where I am,
so receiving this type of recognition
from my peers is a milestone in my life.
Pet Age: Where do you see the industry heading in 2014?
Wilson: It’s going to keep growing,
as it has been for years now. The busier our lives get and the more entwined
we become with technology, pets are
going to be our salvation, balancing
our lives and keeping us sane.
Pet Age: Any advice for aspiring pet
industry influencers?
Wilson: First, be sure to do a market test so you’ll know if your target
market thinks the product is as great
as you do. Secondly, you’ll need to
have the passion to see it through, as
more likely than not you’ll be putting
in long, hard hours; as well you’ll need
enough money to finance it. It’s sad
to see a great idea fizzle because there
isn’t enough money to bring it to market, a process that often takes longer
than you think it will.
Wilson will accept the award March
13 in Orlando, Fla., at the Purina Media Reception during the Global Pet
Expo, presented by the American Pet
Products Association and Pet Industry
Distributors Association.
g
eptin
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A
Now
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O
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Visit Booth #1219
at Global Pet Expo
800-893-9893
www.petrageousdesigns.com
What’s New at Global
11
Global Pet Expo
Booth
#
1406
Cover Story
What’s New for 2014
Repackaging, technology and being
eco-friendly will lead the way when it comes
to pet industry trends. By Stacy Mantle
C
hange is the only constant in
the pet industry and this remains true for 2014.
The industry has not only
seen, and will continue to
see, dramatic changes in corporate ownership, marketing
techniques, shipping, shopping, packaging and other areas.
The pet industry is still the Wild West,
a virtual gold rush with lots of room for
growth and expansion. It’s an industry
that rewards innovative thought and
creative approaches to problems. Pets
have become a part of the family, and
there is no room for error when it comes
to a member of the family.
Contemporize and Repackage
Repackaging and contemporizing food
brands is first on the marketing agenda
this year. Expect to see several major
brands rolling out a complete new look.
Pet food and treat manufacturers
are becoming increasingly aware of
the impact packaging has on their
success. Treats in packaging that supports freshness and ease of use are
important. Resealable packages made
of recycled materials, and ease of display is becoming almost as important
as what is inside the package.
“We wanted the packaging to evoke
a very natural, culinary look and feel
that plays up the beautiful ingredients
we use in our human-grade foods,” Lucy
Postins, founder and CEO of The Honest Kitchen, said. “We’re placing a heavy
emphasis on the meat or fish source in
each recipe, along with more clearly defining the life stage and differentiating
the grain-free from whole-grain diets,
What’s New at Global
13
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to help streamline the shopping process
and allow consumers to more easily select the recipe that’s right for their pet.”
Bravo Pet Foods also announced a
series of strategic brand upgrades. The
purveyor of an extensive, natural line
of dinners and treats for dogs and cats
is introducing a new logo, slogan and
packaging design that will officially debut during Orlando’s Global Pet Expo.
The image overhaul was developed with
strategic guidance from Matrix Partners
to make a compelling connection between the exceptional quality of Bravo
products and the emotional reward pet
owners feel when serving their pet these
nutritious, delicious dinners and treats.
Repackaging is not limited to pet foods.
Absorption Corp is now Healthy Pet,
reflecting its focus as a pet products
company. The Healthy Pet brand has
been used by Absorbtion for both cat
and small animal products, and will
now become its corporate brand as well.
Healthy Pet will be an umbrella for all of
the company’s pet products, with major
category brands such as CareFRESH
and Critter Care maintaining strong
product visibility to ensure consumer
familiarity and loyalty.
A new logo and website recently debuted to reflect the change.
Reducing Carbon Pawprint
Green is in. With green technology and
practices being touted by consumers
and marketed by retailers, there is an
obvious movement toward sustainable
practices. Environmentally conscious
owners are actively seeking out dog
and cat treats that utilize recycled materials, sustainable resources and fairtrade ingredients.
“People want to know where their
pet’s food and treats are coming from,”
Postins said. “We always choose sustainability over cost. Our free-range
chicken and line-caught wild haddock, fair-trade quinoa, non-genetically-modified produce and recycled,
compostable packaging.”
Founded in 2013 by Cardinal Pet Care,
Kong, Planet Dog, West Paw design,
Worldwise, Petco, I and Love and You,
and Only Natural Pet, the Pet Sustain-
14 Pet Age
S
G
TEED DELIC
IO
RAN
U
UA
Raw Naturals™
Tweetables:
68% of households
now have pets, which
translates into 82.5
million homes with at
least one pet.
#GlobalPetExpo
Freeze Dried
Nutrition
For Dogs
Fresh, Raw,
Natural
Source: American Pet Products
Association 2013-2014
ability Coalition is focused on accelerating sustainability in the pet industry
by encouraging the implementation
of best-practices to promote continual and authentic improvement for the
benefit of our environment, communities and businesses.
“
Rexford, vice president and publisher
of Pet Age, said. “Sustainability is an issue we support and we want to be sure
industry leaders know what’s going on,
how to get involved and why sustainability is important to their business.
The Pet Industry Sustainability Coali-
We wanted the packaging to evoke
a very natural, culinary look and feel
that plays up the beautiful ingredients
we use in our human-grade foods,”
- Lucy Postins
“It is our goal at Pet Age to bring the
most important news and information
to over 26,000 of our readers,” Craig
· Available in 6 Varieties
· Grain & Gluten Free
· Complete & Balanced Diet
· Made & Sourced In USA
tion is paving a new pathway for improvement in this industry and we are
proud supporters of their work.”
What’s New at Global
15
Take Pet Age With You
Download our
iPhone and iPad app.
Android coming soon
Luxury Services for Pets
From freeze-dried lobster tail treats
offered by Grandma Lucy’s for cats, to
blueberry facials from South Bark for
dogs, pets are experiencing luxurious
lives no matter what the owner’s income. Elegant packaging is what will attract pet owners, effective results is what
brings them back.
Unprecedented growth will be seen
across all categories, with the American
Pet Products Association predicting that
it will reach $750 billion by 2015. These
changes will be most obvious in spa services that include alternative healing
methods, including the cold laser, massage, acupuncture and other forms of
alternative healing, behavioral training
and counseling, luxury boarding facilities that mimic a home environment,
and upscale pet photography.
High-end, solutions-based product
lines for the home will also see continued growth. Celebrity brands like Martha Stewart, Ellen DeGeneres, Rachel
Ray, Bret Michaels and Cesar Milan
have long been fixtures in the pet industry. And, as new product lines are
being consistently developed by those
in the public eye, these celebrity endorsements will continue to bring in
millions for the industry.
Alternative Proteins
To entice the discerning pet owner,
manufacturers have had to become
more creative in identifying more
variety when it comes to ingredients
for pet food.
Alligator, craw fish, shrimp and crab are
just a few of the proteins that characterize the new thought process.
An example of this Delca Corp.’s line
of alligator-based dog treats.
“Our team has spent many years in
all aspects of the pet industry, and
we are passionate about this space,”
Fritz Goodnow, partner at Delca
Corp., said. “We are always inventing new things, and we believe we’ve
really done it right this time. As dog
lovers, we look for safe, healthy alternatives for our best friends, and our
line of think!dog Louisiana Alligator
treats are perfect for pet owners who
16 Pet Age
GLOBAL TOTAL PET Ownership
USA
Brazil
China
Russia
Indonesia
Japan
Panama
France
Mexico
United Kingdom
Total Pet Population as of 2007
(per http://www.wspa.org.uk/Images/Pet%20ownership%20and%20trade%20-%20Global%20report_tcm9-10875.pdf)
really care about their dogs’ health
and wellness.”
Primal Pet Foods continues to focus
their raw diets on lamb, duck, turkey
and sardine and more. They are also introducing a new, easier to feed type of
raw food. Primal Pronto Formula is introducing a revolutionary way to feed
raw foods to pets.
“Small, bite-sized pieces make the
frozen formula much easier to portion
and it thaws in minutes, negating any
reason to leave food out for long periods
of time,” Matt Koss, founder and president of Primal Pet Foods, said.
No matter what protein is used,
it will need to be top of the line to
compete within the competitive pet
food landscape.
“Providing the best possible product for pets not only nourishes the
health and well being of the animal,
it nourishes the relationship between
pet and parent,” Rob Cadenhead, vice
president of sales and marketing at
Spring Naturals, said.
What’s New at Global
17
ThE MeRrIcK
Even More
Quality
Ingredients
More Grain Free Options
Deboned
No Ingredients
Meat #1
From China
Grain Free
New chunk y hand stuffed cans!
ReVoLuTiOn cOnTiNuEs!
Reasons for Dogs to Beg!
New
KiTcHeN BiTeS™
PoWeR BiTeS™
DeNtAl TrEaTs
New NaTuRaL ReCiPe BiScUiT TrEaTs FoR DoGs
New SoFt + ChEwY TrEaTs FoR DoGs
New PrEmIuM DeNtAl ChEwS FoR DoGs
FlAvOrS InClUdE:
FlAvOrS InClUdE:
FlAvOrS InClUdE:
Grammy’s Pot Pie, Brauts-n-Tots,
Cowboy Cookout, + Turducken
Real Beef, Chicken, Salmon, Pork, Turducken
Peanut Butter + Sweet Potatoes
Flossies, Big Brush Bones, Li’l Brush Bones,
Mini Brush Bones, Texas Toothpics
Whole Life Pet treats also understands the value of farm-to-table fresh.
Each treat is made from 100 percent human-quality, hormone-free, free range
and organic meat, with no chemicals,
preservatives, additives or artificial fillers. Powered 100 percent by renewable
energy, Whole Life has focused on sustainability and quality.
E-Everything
From apps to keep cats entertained to
new electronic monitoring for dogs, pets
are joining the e-revolution. Look for
Smart Homes to be a reality this year,
and expect PetSafe to be leading the
pack with the pet-side of this technology. Already, they have introduced the
PASSport Pet Access Smart System automatic pet doors, doors which have gotten smarter over the years. They also introduced their Train ‘n Praise and Train
‘n Treat systems, the first which helps an
owner remotely treat their pet.
Tweetables:
Dog owners spend
nearly twice what cat
owners spend.
Source: American Pet Products
Association 2013-2014
Premium Pet Foods since 1869
Great New Look!
Great of
New
Look!
Take advantage
our
show specials!
Quality Companion Bird &
Small Animal Diets
•
•
•
Super-premium products
Competitive shelf prices
Strong margins
Sourced and Made in the USA
www.scarlettpetfood.com
Visit Us at Booth #3114
What’s New at Global
21
Panasonic and Motorola both
joined the pet surveillance category in 2013, and DOGTEK will unveil their new line of bark control
devices, remote trainers, electronic fencing systems and pet cams at
Global Pet Expo this year. The new
“
while you’re on the road and is just one
of many similar gadgets making its
way to homes across America.
Get Healthy
Wearables are all the rage, and while
Fit Bit hit the stage in the human in-
With green technology and practices being touted by consumers and marketed
by retailers, there is an obvious movement towards sustainable practices.”
line of infrared, wireless cameras allow night viewing of pets no matter
where they are.
Petzila Pet Remote Interaction Device also unveiled its newest model at
the Consumer Electronic Show earlier
this year. The internet connected device let’s you interact with your pets
dustry, it’s only natural that a data
tracking collar for pets would become
popular next. I3C Innovations debuted
its Voyce tracking collar, which uses a
3-axis accelerometer to track a dog’s
active and resting periods, and radio
frequency technology to measure both
heart and respiratory rates.
One particularly useful benefit of
tracking pets is utilizing the data as a
health resource, specifically to address
the issue of pet obesity. Pet owners are
becoming more and more aware of the
problems associated with pet obesity.
Now, more than ever, the trend is moving towards work outs with pets. Doga,
dogs in yoga, K9 Fit Clubs and dog
treadmills are the new status quo.
Fitness is more than a trend to PetZen. Their DogTread Authentic Brand
includes a full selection of canine gym
gear, including a K9 Fit Vest, and balancing equipment to their Canine Gym
at Home and K9 Fit Clubs programs.
Kathy Santo, professional dog trainer,
and Krista Wickens, founder of PetZen Products/DogTread, teamed up
to provide your dog with the Golden
Duo—Mental and Physical Exercise, in
DogTread’s newest Fitness Program innovation—Canine Gym At Home.
New and improved activity tracking
THE NEW P.L.A.Y. WOBBLE BALL
TM
PetPlay.com
VISIT US AT
Global Pet Expo
BOOTH#
S
HOUR
AFE
HER S
AS
DISHW
N
OF FU
727
Free POP Display
INTELLE
CTUALL
Y STIMU
LATING
TM
Fun and intellectually-stimulating, the P.L.A.Y. Wobble Ball is a new enrichment toy for dogs. Pop a handful of treats through the
cloud-shaped openings and see how long it takes for your furry customers to get them out! Uniquely shaped to roll around
unpredictably and coupled with the sound of dog treats spinning inside, this toy is sure to tease and captivate man’s best friend.
Comes in 3 vibrant colors and delightfully packaged for easy merchandising. Certified dishwasher safe and made with
the same safety standards for manufacturing children toys. Attractive store POP displays are available.
P.L.A.Y.
22 Pet Age
software from Tagg, a GPS tracker and
the introduction of other electronic
monitoring apparatus helps keep concerned pet parents at ease.
“Tagg has compiled an extensive dataset, and we are excited to
embrace the intellectual capital of
our current veterinary partners to
provide a more enhanced user experience,” Dr. Brailean, chairman and
chief science officer who envisions
Tagg to be at the epicenter of the
wellness movement for pets, said.
“These additional features will invite our subscribers to create a more
customized experience based on the
breed of their pet and specific health
goals, helping to further shape and
define Tagg’s leadership position
within the pet advocacy world.”
Electronic toys will also be a bigger category in 2014, as customers
are looking for innovation and active
toys for their pets.
Educating Employees
Most small businesses have focused
on attracting high-end, discerning clientele by becoming a base of knowledge and fun. This is done by taking
the time to educate their employees,
bringing in external presenters for
special tasting parties, yappy hours
and other special events focused on
the customer and their pets.
More of this is expected in 2014, as
the competition becomes even greater.
“Your staff is very important,”
Elizabeth Pfeiffer, manager of Bark
Avenue Pet Supply, said. “Our employees focus is on solutions for pets
rather than the trend of the week.
We are always seeking to learn more
about pet nutrition and share what
we have learned with our staff. We
invest in our employees with ongoing training by bringing experts into
the store to explain the benefits of
their products.”
STOP
MESSIN’
‘ROUND.
Now cats and dogs can agree!
Our
super-absorbent
microfiber
material is great for soaking up
muddy paws or trapping cat litter
scatter. The Cat Litter Mat and Dirty
Dog Doormat can be used just about
anywhere. Playfully designed, yet
functional, our wicking products
are a great addition to any cat or
dog lover’s home.
Tweetables:
Visit us at the GLOBAL PET EXPO,
Trends in pet industry
include multiple pet
households, at an
all-time high, with
44% of US homes now
including multiple pets.
Booth 3472
www.dgspetproducts.com
Source: American Pet Products
Association 2013-2014
Client: DGS PetWhat’s
Products
New at Global 23
Publication: Pet Age
SHOWROOM
iLeesh
Showroom
• Lightweight
• Soft Grip Handle
• Soft Retractable Belt
• Domed Waterproof Reflective Logo
• High Quality Image of over
50 breeds for your choice
• Available in 3 different
colors: Girly Pink, Traditionally Black and Modern
Turquoise
www.ileesh.com
Brake-Fast Bowl by QT Dog
The original Brake-Fast bowl
is now available in Stainless
Steel. The stainless steel
Brake Fast bowl offers the
best of both worlds: hygienic
and durable stainless steel
with the patented and proven
original slow down design of
the Brake-Fast bowl. Recommended by veterinarians, the
Brake-Fast bowl is the best
way to slow your dog’s eating
down and help prevent bloat.
The stainless steel Brake-Fast
bowl is available in 2 cup and
5 cup capacities.
www.qtdog.com
BARN by Kaytee
CIRCUS by Katee
Pets International introduces
the new Kaytee® Barn Habitat
and Hay Silo. This 30 x 18
habitat offers farm living for
guinea pigs or dwarf rabbits!
This themed habitat encourages pet family interaction with
an open top roof and additional front door for easy access.
The silo is a functioning hay
dispenser for continued access
to essential timothy hay.
Suggested retail Barn Habitat
$99.95. Available March 2014
at your preferred distributor.
Pets International introduces
the new Kaytee® CritterTrail
®Circus Habitat for hamsters
or gerbils. The round shape
offers 360 degree visibility
and allows the pet family to
view the pet anywhere under
the big top! The round design
helps prevent chewing and
offers safety and security for
your pet. The cannon shaped
hideaway & lookout offer
a circus of fun. Suggested
retail Critter Trail Circus
Habitat $39.95. Available
March 2014 at your preferred
distributor.
www.kaytee.com
www.kaytee.com
New from Petmate® our Mason Tend inspired collection!
All Natural Ultimate 100% Grain Free and Gluten Free Dog Food
Food Storage & Treat Jar- Improve Freshness with Flair!
Black Gold Dog Food, a family-owned
dog food company in Vienna MO, has
released 2 new all-natural grain free
recipes for distribution to independent
pet stores.
The easy grip sealed lid keeps
food fresh while the square
design is efficient and stylish.
The semi- translucent application keeps food protected
from light to increase shelf
life while allowing you to see
the level of food available
inside!
Lightweight durable plastic
in a square design for easy
storage.
www.petmate.com
24 Pet Age
Ultimate Grain Free line formulated by their expert
canine nutritionist to meet the
nutritional levels established
by the AAFCO nutrient profiles
for all life stages - uses only the
highest quality natural (Made
in USA) ingredients and carries
the same 100% “Paws Down”
satisfaction guarantee as the
rest of their pet food products.
Find more information
on the Ultimate Grain
Free all natural products at
www.blackgolddogfood.com
or call 800-598-DOGS.
Ultimate Signature Series Dog Food
Showroom
Our pet food nutritionist has developed
4 new blends of dog food that provide the
quality ingredients and nutrition todays’ pet
owners’ desire: all-natural super-premium
formulations that are gluten free, corn free,
wheat free and soy free. These formulas
have the highest-grade ingredients
providing optimum digestibility
and a taste dogs love.
Black Gold Pet Food is a
Missouri-based family-owned
company distributing primarily
to independently owned stores.
For more information on
products or ingredients,
please call 800-598-DOGS
or visit our website @
www.blackgolddogfood.com.
The Ugly Line by Envvy
The Ugly Line by Envvy Hey!
I’m Fabio, the pretty lookin’
dog in the grey. Leo, my best
friend, isn’t as beautiful as
me, but he is the most beautiful Pug, ever. That Sphinx
Cat in the middle? That’s
Isabella and she doesn’t
know it yet, but we are a
match made in heaven! We’re
all soft and there’s a squeaker
inside us, making us extra
playful! Come see our story
at booth #1235.
www.envvy.com
And remember, “Dogs Love
Us…People Trust Us”
BuddyRest dog beds
Introducing a new 2 lb size with 20% off ISO!
BuddyRest dog beds are
not only comfortable and
stylish, they use science to
provide unparalleled support for animals. Our beds
are 100% MADE IN THE
USA. Using Crypton Fabric,
Kevlar and the best memory
foam ensures all of our beds
are the highest quality out
there. Come see what our
amazing wholesale programs
can do for you! Carry the
best! YOU CAN’T MISS
booth 648 at Global Pet
Expo. Crazy Show Specials!
This 2 lb box is the perfect
size for new customers!
These boxes are limited to
only our best-selling recipes
and each box makes 8 lbs
of real food. 100% human
grade, and made in the USA!
Ask your rep for more details
on the ISO special.
Accounts
@thehonestkitchen.com
www.buddyrest.com
1.866.675.3994
The Signature Habitat Collection
Our newest line, the
Signature Habitat
Collection, was developed
with independent pet stores
and small chains in mind
by maximizing space and
enhancing animal viewing.
The habitats shown are
the Signature Rascal
Rooms, the Signature
Petting Zoo, and the
Signature Viewer.
Dr. Emmo’s Equine Wound Care Spray Wash & Spray Gel
Dr. Emmo’s Equine Wound
Care Spray Wash & Spray Gel
are antibiotic-free and safe
for use on horses & large
animals. These all-natural,
antimicrobial products safely
kill 99.9% of common animal
bacteria/germs (in solution).
Effective as first and second
responses to common horse
problems caused by; (mane &
tail rubbing, Sweet Itch, Tack
rubbing, Summer Itch, Girth
Itch and Rain Rot). Both
feature an effective 360
degree upside down
applicator made for large
animal wound care.
What’s New at Global
25
SHOWROOM
ZenPet Calming Products
Showroom
The drug-free way to soothe
anxious pets
The ZenDog shirt is now
twice as effective with
companion ZenPet Calming
Spray. A one-ounce sample
of the spray – an aromatherapy blend including lavender
and chamomile – is included
free with every shirt. Use
the spray on its own or spritz
on enclosed cards and insert
shirt-front pocket.
ZenDog Calming Compression Shirt:
• Activates pressure points
• Lightweight, breathable
fabric
• Adjustable, custom fit
• Cooling garment when wet
NutriCHIATM powered healthy treat
This NutriCHIATM
powered healthy treat is
available in three tasty
formulas: Healthy
Digestion, Skin & Coat
and Hip & Joint. Green
Bark Gummies are
made in the USA, have
NO wheat, corn, soy or
artificial f lavors and
deliver ALL three Omega
3’s without the need for
conversion. Coming in
2014 - Calming Support
and Health & Vitality
formula’s with Duck
as the first ingredient
plus tasty and
nutritious Cat treats!
ökocat litter by Healthy Pet
Pill Paste for Cats by Earth’s Balance
With all the natural cat litters in
the marketplace today, new ökocat
is setting itself apart by being a
little different. Incredibly well
performing cat litters made from
natural wood and paper that include
unique antibacterial and long hair
breed specific items. Proven as one
of Europe’s leading brands for more
than ten years under the name of
Cats Best, ökocat is the new choice
for US retailers looking to make a
difference with their shoppers. Lasting odor control, absorption beyond
compare and best in class clumping
are only a few of the benefits people
will be talking about.
New! Pill Paste for Cats by
Earth’s Balance.
Available in: Clumping,
Non-Clumping, Long Hair Breed
& Dust Free
Pill Paste for Cats is a
low-calorie, non-stick
paste with a putty-like
consistency that won’t
crumble or dry out like
other pill wraps. It covers
any size pill and does not
stick to fingers. Simply take
a pinch, wrap a pill and give
to your cat. Each container
has up to 30 servings.
Visit us at Global Pet Expo
Booth #2125.
www.marshallpet.com
Visit us at booth #1871.
Carnivore Plus Premium Ferret Diet
The Safespot Locking Leash
Carnivore Plus Premium
Ferret Diet has 40% pure
meat protein and is grain
free, gluten and gmo free.
With fresh chicken as the
#1 ingredient, it’s packed
with nutrients and amino
acids preserved by our
slow-cook process. So it
has everything a ferret
diet should have. Nothing
it shouldn’t.
The Safespot Locking Leash
integrates an everyday leash
with a steel cable. Safespot
offers a fully adjustable
collar and lead in one with
the added attraction that
one size fits all dogs.
Visit us at Global Pet Expo
Booth #2125.
www.marshallpet.com
The patented design securely locks your dog to an
immovable object to allow
peace of mind for caring dog
owners. 2 million dogs are
stolen a year. That’s more
dogs than bikes stolen. You
lock up your bike, why not
your beagle?
www.pawzdogboots.com
Booth # 626
26 Pet Age
FroMM’S 110th Anniversary
s
r
a
e
110 Y g
Youn
Fromm celebrates anniversary
with renewed commitment to
retailers, new products and
features. By Jason Kamery
Mid 1800’s
Due to the scarcity of land and opportunity in Germany, the Fromm’s and Nieman’s
immigrate to the USA where land and
opportunity is plentiful.
Late 1800’s
Dairy farmer Fredrick Fromm marries
Alwina Nieman.
28 Pet Age
1904
Edward, John, Henry and Herb Fromm
start the company on their family farm
in Hamburg, Wis. The teenage brothers
(sons of Fredrick and Alwina) start
growing ginseng on a quarter acre their
father Fredrick allows them to use. Their
sister Erna Fromm eventually marries
Edwin J. Nieman Sr.
On the outside of every bag of Fromm Family Foods it says,
“A Tradition of Quiet Innovation Since 1904.”
From raising foxes and creating vaccines for cats and
dogs, to their original meal creation, over 50 years ago,
Fromm has a long history of innovation that continues
through five generations.
“We recognize opportunities, work hard to understand possible options and utilize resources that we
have to complete the project,” Tom Nieman, owner of
Fromm Family Foods, said. “You have a vision of what
the opportunity is and then specifically define what you
are trying to accomplish, the need you’re trying to fill
and a way to communicate it.
“We have been innovators but we tend to work hard and
roll up our sleeves to get things done; Fromm is not a mass
produced, mass market product. The people we care about,
as far as our product, know who we are. Hence we go through
the independent retailers and that’s our way of communicating with the market place. We feel our customers will go to
those types of outlets and buy those types of products.”
The company started in 1904 when Edward, John, Henry and Herb Fromm started the company on their family
farm in Hamburg, Wis. The teenage brothers started grow-
1916
Alwina Nieman-Fromm declares, “What
good is land unless it gives a family a
start in life.” and co-signs a $6,800 loan
with her 160 acre farm as collateral for 3
silver foxes to the four Fromm brothers to
carry out their business plan. Alwina had
received this farm as a wedding gift from
her father Joachim Nieman.
1920’s
Edwin J. Nieman Sr. and Fromm Brothers
Inc. form Fromm Bros. Nieman Company.
ing ginseng on a quarter acre their
father, Fredrick, allowed them to use.
Then, their sister Erna Fromm married Edwin J. Nieman, Sr. Later on, in
the 1920s Edwin J. Nieman, Sr. and
Fromm Brothers Inc. formed Fromm
Bros. Nieman Company, which is now
known today as Fromm Family Foods.
In 1949, the first bag of Fromm
Meal was sold. In the ‘70s Fromm
ventured into lifestyle specific recipes with recipes like “Hi Stress”
food for working dogs. In 1984,
Tom Nieman returned to Wisconsin and took the reins of the family
business from Edwin J. Nieman, Sr.
after graduating with a chemical engineering degree from the University
of Wisconsin-Madison and gaining
professional experience at a Minnesota-based company. After years of
innovation and coming out with different types of food, such as Fromm
1925
Fromm Bros. Nieman Company builds its
own food manufacturing plant in Mequon,
Wisconsin. This allows them to continue
producing their own nutritionally geared
recipes at a volume sustainable to their
growth. This plant is still in operation today and serves as the primary research and
development area for new foods and treats.
The Mequon plant also serves as home base
for the company with everything from
customer service and sales and marketing
to accounting and human resources.
Gold Nutritionals, Fromm came out
with the Four-Star Nutritionals,
which was released in 2003.
“In a lot of companies, people
make decisions on an annual, quarterly basis, or sometimes a daily basis, in terms of what they think the
opportunity is in terms of the valuation of a company,” Tom Nieman
said. “So their planning process is
much shorter, because of the market
place will define the company’s value in the short term. The investment
bankers have now jumped into it and
their investment horizon is typically
anywhere from three to five years. So
they will flip it and get in and out.
Our timeframe is more generational.
From my grandfather, to father, to
myself to my sons, we tend to make
much more long term decisions and
strategic planning based on a generational timeline.”
1930s
Fromm Laboratories develops fox encephalitis vaccine and fox distemper vaccine.
1939
Fromm Laboratories is the first to market
a canine and feline distemper vaccine.
Fromm Generation
to Generation
Bryan and Dan Nieman are the fifth generation in the family business as they prepare to take the reins of the company.
“It’s a lot to live up to but it’s very
valuable and rewarding learning
each aspect of the business,” Bryan
Nieman, brand director of Fromm
Family Foods, said. “To my father’s
credit, we have been going through
a rigorous training process, learning
every aspect of the business from
the delivery of raw ingredients, understanding the manufacturing process and ultimately delivering the
product to the store shelf.”
Dan Nieman said it certainly can be a
lot of pressure, for a company that has
been so successful for so long, but at the
same time it’s a great opportunity.
“In general, one of the reasons we
have been around for so long is due to
1940s
With the expertise of Dr. Willard Roberts,
Fromm pioneers the process of cooking
meat and grain together to produce the
first all-granular pet food which will later
become Fromm Meal.
1948
Federal Foods is formed by Dr. Willard
Roberts, Loyal Wells, and Fromm Bros.
Nieman Company. Edwin J. Nieman Sr. is
majority owner.
1949
The first bag of Fromm Meal is sold.
Fromm Meal is marketed with the tagline
“Fifty thousand foxes can’t be wrong” referencing Fromm’s extensive feeding trials
and success with fox and mink nutrition.
What’s New at Global
29
a long-term focus,” the assistant operations manager for Fromm Family
Foods said. “We are obviously not out
to make a quick buck and get out. We
are in it for the long term, so down the
line my brother and I are going to be
able to shape the business, based on
the market and consumer needs all
the while maintaining our company
and family values; a commitment to
producing quality products and selling
them through independent retailers.
It’s really exciting and we understand
it is a unique opportunity.”
Retailer’s View
Bark Avenue Pet Supply is an independent, privately owned company in
Mesa, Ariz., that opened in 2005. It is
a company that is very particular when
it comes to what foods they allow to be
sold in their store.
“We started working with Fromm
1970s
Fromm ventures into lifestyle specific
recipes with recipes like “Hi Stress” food
for working dogs.
mid-year in 2010,” Nancy Stewart,
manager and buyer of Bark Avenue Pet Supply, said. “We brought
Fromm in based on a request from a
customer that was familiar with the
line and wanted to know if we could
get it. It wasn’t a line we were familiar with, though I have friends in the
dog community in the Mid-west that
have sold Fromm for years, so I have
heard of it but didn’t know anything
about it.
“We brought it in at that point and
we just kind of laugh with Fromm that
we started out with three bags on the
shelf. So it started very, very small and
then customers would see it and would
ask if we could get such and such formula. So we would bring it in and it
started to grow and it currently has 20
feet of space, one wall of our store, and
we are going to need to expand again.
It has become a very, very dynamic
1980s
Fromm pioneers the use of mixed
tocopherols as a natural preservative in
pet foods. Mixed tocopherols remains the
most popular natural preservative in pet
food today.
1984
Tom Nieman returns to Wisconsin and
takes the reins of the family business from
Edwin J. Nieman Sr. after graduating with
a Chemical Engineering degree at University of Wisconsin-Madison and gaining
professional experience at a Minnesota
based company.
30 Pet Age
brand for us.”
According to Stewart, there are a
lot of things they like about Fromm,
some of which include that they are
a private company and that they are
as particular about their retailers,
as Stewart is about what foods she
brings into the store.
“So it’s not a brand that is going to
be cheapened out there on the market place,” Stewart said. “We also
like the fact that their quality is extremely consistent. We don’t get bad
bags with Fromm. We don’t get kibble changing colors, we also like the
fact that they believe, as we do, that
it is important to sample your product and make sure you have the right
product for the right pet.
“We do a heavily sampling program
with them and we found that with
them in the vast majority of cases
when we send people with two or three
1990
Fromm “New Formula” is launched with
the tagline “More isn’t better, better is
better” referencing protein quality vs.
protein quantity. Foods at the time were
boasting big protein numbers but Fromm
was able to achieve better results with
less protein. Fromm was able to produce
better results by using better quality
protein than its competitors in a balanced
approach. The concept was a success, in
feeding trials Fromm “New Formula”
measured much higher digestibility than
its high protein rivals.
1995
Federal Foods is renamed Fromm Family
Foods to reflect 4th generation family
ownership and the company’s strong family
values.
1999
Fromm Gold Nutritionals is introduced
to commemorate Fromm Meal’s Golden
Anniversary (first launched in 1949).
Fromm Gold combines duck, chicken,
lamb, whole eggs and real Wisconsin
cheese. Each Gold recipe is enhanced
with salmon oil, probiotics to aid in digestion, and chicken cartilage to support
joint health. Fromm Gold launches with
the tagline “What we learned in 50 years
could have filled a book... We decided a
bag would be more appropriate.”
different brands to try with their dogs,
Fromm wins with the taste test. Customers select Fromm, their pets select
Fromm and we choose to do business
with Fromm.”
Celebrating 110 Years
At the 2014 Global Pet Expo, Fromm
Family Foods will have a lot of different announcements for current and
future clients.
“We are launching a couple of new
products, we are having a hospitality
suite for two out of the three days of the
show, where our customers and associates can come unwind and learn about
Fromm,” Bryan Nieman said. “We will
unveil a new documentary style film
that’s part of our new website, which
we will also launch at Global.
“We will also be launching a very
useful tool for our inside sales, retailers and distributor partners. It’s actu-
2003
Fromm Four-Star Nutritionals, the first variety-driven gourmet pet food, is launched.
Fromm Four-Star allows pet parents to feed
a variety of recipes without the digestive
upset usually associated with switching
foods. A pet can finally enjoy Duck & Sweet
Potato for breakfast, Chicken A La Veg for
lunch, and Whitefish & Potato for dinner.
Fromm Four-Star is marketed as “True,
Four-Star canine and feline cuisine” utilizing extremely high quality meats and fish
as the first ingredient complimented with a
vast array of fresh fruits and vegetables.
2008
Richard Best joins the Fromm Family
Foods team. Tom and Richard scout for
possible expansion sites to keep up with
the brand growth (Richard subsequently
becomes Chief Operating Officer for the
company in 2010).
ally a web application, but it will allow
us to more closely communicate with
each individual retail store.”
Tom Nieman said the success of
Fromm is based on the success of the
independent retailer channel.
“We need to bring new innovative
products to them and ways they can
communicate what they offer in terms
of knowledge and products to their potential customer base. We are very interested in their success and we try to
allocate resources to them to have that
kind of success.”
One of the new features Fromm
Family Foods will have is to help retailers online.
“One of the tools we are excited
about is we will be able to have a rep
go into a store with a tablet, sit down
with a storeowner and help them
market Fromm foods,” Bryan Nieman said. “Our rep can spend about
2009
Fromm purchases and begins retrofitting
a vacant late 1960s slip-form concrete
feed mill in Columbus, Wis. Over the next
year the Columbus, Wis., landmark is completely revived and transformed into what
will soon become Fromm Family Food’s
second artisan pet food plant. Retrofitting
the existing site as opposed to completely
new construction allows Fromm Family
Foods to continue growing without a
single dollar of outside investment. Tom
Nieman’s son Bryan (5th Generation
Family Member) moves from part time to
full time at the company after completing
college and working for a Milwaukee based
advertising agency.
20 minutes and they can figure out
a description for their store, identify what they carry, even take down
what hours they are open and by the
time that rep leaves that store, that
store can have a Fromm webpage, it
will be a sub webpage of our overall
Fromm website, can be marketed to
consumers in their local area. So we
are helping to build our independent
retailer’s customer base through
these new types of tools that are
available to us.”
One thing both Bryan and Dan stress
to people is that they are committed to
the independent channel.
“It’s not something new to us, 110
years strong now,” Bryan Nieman
said. “My brother and I will both be
at Global meeting new customers and
existing customers just trying to drive
that message home, that we are there
as a partnership.”
2010
Fromm Family Foods Mequon, Wis., plant
is running production 24/7 just to keep
up with the increasing demand. By June
of 2010 and just before the Fromm Family
Foods Mequon plant is out of capacity,
Fromm has successfully commissioned existing recipes at the Fromm Family Foods
Columbus, Wis., plant. The new plant is
officially up and running just in the nick of
time. The additional plant adds 60 Wisconsin jobs, resurrects an old landmark, and
allows Fromm Family Foods to support
continued growth.
2011
In a unique ribbon cutting/ground breaking
ceremony Fromm begins work on a 40,000
square foot addition to the recently completed Fromm Family Foods Columbus WI plant.
Tom Nieman’s son Dan (5th generation
family member) returns to the business full
time as assistant operations manager after
completing college and gaining perspective
working fulltime outside the company.
2013
Fromm Family Foods breaks ground on a
second extrusion and packaging line at their
existing Columbus, Wis., plant with an estimated completion date of summer 2014.
2014
Remaining committed to independent pet
specialty, Fromm celebrates their 110th
anniversary on the heels of another year
of outstanding growth.
What’s New at Global
31
Central Pet
Bark In the Park Is
A Homerun for Central Pet
Creative marketing initiative helps rescue groups,
builds brand awareness. By Stacy Mantle
C
entral Pet is an example of a company in the pet industry that is
committed to making a difference
in the world through its marketing efforts. This year, the company will focus
“
of the most popular baseball teams and
exciting animal rescues in the business.
Bark in the Park events allows dogs
to join in the fun with their owners by
experiencing the all-American fun of
pre-game pup rally, march in a parade
and spend the day relaxing at the
ballpark. Nearly 600 dogs and their
families typically participate in these
popular events, officials said.
By integrating nontraditional
marketing activities with companion brands for dogs and cats, Central
Pet can use the sports and entertainment forums to get its products
in front of families who have, or are
thinking about adopting, a pet.
Through these marketing efforts,
By partnering with teams, we are able to sample products,
build awareness and affinity for our brands, and promote
responsible pet ownership, adoption and animal welfare to
pet-loving families who also love baseball.”
- Jim Heim
on expanding its popular, “Bark in the
Park” program by partnering with some
a baseball game. Fans can purchase
a ticket for their dogs, join in on the
Central Pet is able to encourage higher adoption rates, increase product
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32 Pet Age
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Pet Age Said What?
sales and to get the word out about
new products.
“Central has a long history with
Major League Baseball as the official
pet products partner and sponsor
of Bark in the Park events with various teams since 2005,” Jim Heim,
president, business development
at Central Garden & Pet, said. “This
season, we are looking to create a
winning combination for our brands
and business partners by bringing
these unique and wonderful events to
teams across the country. Baseball is
still America’s pastime and the most
family-friendly professional sport. By
partnering with teams, we are able to
sample products, build awareness and
affinity for our brands, and promote
responsible pet ownership, adoption
and animal welfare to pet-loving families who also love baseball.”
This season, Central Pet plans to expand across eight franchises by adding 8-10 teams to its Bark in the Park
schedule. Central Pet plans to showcase products from the AvoDerm and
Nylabone channels, and will be partnering with nonprofit animal rescue
groups like Tony La Russa’s Animal
Rescue Foundation (ARF).
La Russa, a retired Major League
Baseball manager and coach, founded ARF in 1991 to address the needs
of companion animals by not only
aiding abandoned and homeless animals, but promoting the idea that
people’s lives can be enhanced by
strengthening the bonds between
humans and animals.
“We are thrilled to partner with
Central Garden & Pet this season to
help bring Bark in the Park events to
thousands of families and our message to millions of Americans,” La
Russa, who also serves as ARF’s chariman, said. “Central is a long-time supporter of ARF’s mission to save dogs
and cats who have run out of time
at public shelters, and bring people
and animals together to enrich each
other’s lives. Our ties to baseball obviously run deep and this partnership
combines two of my favorite passions
… baseball and pets.”
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What’s New at Global
33
Humanization
Pets Become More Popular
Pet ownership, industry grows across the world.
By Stacy Mantle
N
othing is too good for our pets, and
this theme holds true throughout
2014 as the humanization trend
continues on a global level. From highend pet food and niche market designer
clothes, nothing is out of reach for consumers on the hunt for pet products.
Small businesses will benefit most from
this continuing movement toward humanization, particularly in the ability
to carry premium pet foods and offer
unique pet services that meet the very
specific needs of clients. Baby boomers
and childless couples lead the pack in
pet ownership this year, and with that
comes a highly educated and demanding
group who love their pets. It’s going to
be important for pet stores to employ
34 Pet Age
educated, informed staff who can effectively relate to their clientele.
“
American Pet Products Association. According to a Packaged Facts survey, 83
percent of pet owners consider their pet
to be a member of the family.
Pets are considered family, and nothing proves this more than the humanization trend that has only increased in
popularity. You need only look at the
Pets are considered family, and nothing proves this more than the humanization trend that has only increased
in popularity.”
On a Global Level
The pet industry is driven by humanization and it’s a trend that is only
growing in popularity. Pet ownership
has increased in North America, with
over 68 percent of households owning at least one dog, according to 2012
U.S. pet ownership estimates from the
marketplace to gain proof, with medical procedures like hip replacements,
orthopedic dog beds, human-grade
food and Burberry dog coats.
Growth is expected to continue
across all pet categories at a rate of
about 5 percent, with industry sales
increasing to $64.92 billion in 2014,
and a projected $75.09 billion by 2017,
according to MarketResearch.com.
The trend continues on an international level.
India has experienced tremendous
growth in commercial pet foods as people begin to explore the benefits of commercialized food. In Russia, more than
40 percent of families own at least one
pet, of which 73 percent own at least one
cat and 32 percent own at least one dog,
according to a 2013 report from Global
Agricultural Network, published by the
USDA Foreign Agricultural Service. Ac-
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Brazil and Mexico are the two superstars of the international pet supply
market; others include Japan, Vietnam and Latin America.
Pet popularity in general has also increased over the past few years. According
to an International Markets Bureau report, the dog population in Brazil grew to
more than 35 million, representing a 14
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What’s New at Global
35
Back Story
Kathy Ireland,
Worldwise, Team Up
The kathy ireland Loved Ones collection will feature
solution-based pet products. By Stacy Mantle
K
athy Ireland, CEO and chief designer for kathy ireland Worldwise, also
known as kiWW, has unleashed a
line of solutions-based home décor pet
products for four-legged fashionistas.
Partnering with Worldwise, the team
responsible for the line of products
from SmartyKat, PoochPlanet and
Petlinks, Ireland developed a line of
solutions-based home decor pet products. According to Forbes Magazine,
kiWW is recognized as one of the country’s most successful design and marketing firms, with revenues topping $2
billion in licensed products annually.
Pet Age spoke with Aimee Diskin,
director of innovation and product
development at Worldwise, about the
kathy ireland Loved Ones collection.
Pet Age: What type of design features
make these products stand out in the
pet industry?
Diskin: The approach to the line was
to offer families intuitive, solutionoriented products that look good in the
home environment.
Our goal was to solve both a pet, and
pet parent’s, needs through innovation
and a very thoughtful analysis of how
we interact with our pets in daily life.
Our team frequently took an everyday
task and asked, “What would make it
36 Pet Age
even more enjoyable, easier, faster?”
Oftentimes, we discovered solutions by
just being with our pets. For example,
while feeding our pets, we noticed how
dirty the wall behind the feeding bowl
was. Also, noticing how our dogs and
cats slept led to the question of if we
had the right bed to match that sleep
style. We even examined the in-store
experience to make our items more accessible and user-friendly on the shelf.
Kathy’s aesthetic melded seamlessly with the products. This resulted in
uniquely beautiful, home décor-friendly
cat and dog products with high-quality
fabrics and materials to harmoniously
fit into any home.
Pet Age: What types of products can
we expect to see in the collection?
Diskin: The kathy ireland Loved
Ones collection offers a comprehensive product line for both cats and
dogs that encompass: bedding, toys,
leads, collars, travel, feeding, watering, scratchers and furniture. The
Loved Ones collection offers beautiful, high quality, solution-focused
products for the entire home.
Pet Age: What was it like to work with
Kathy Ireland and her team?
Diskin: Kathy and her team are great
partners and very much a family dedicated to the wellness of pets and connecting
with these Loved Ones. kiWW’s mission is “… finding solutions for families
… especially busy moms.” Kathy and I
are both aware of what it means to be a
busy parent of both the two-footed and
four-footed children in our families.
Just because we don’t have a lot of time
to spare doesn’t mean we don’t want to
offer our families the best care possible.
If we can save time, solve a problem and
have style while doing it, even better.
Throughout the development of the collection we frequently validated the items
to make sure there was a solution or benefit offered. If it didn’t have one, it wasn’t
going to make the cut.
Pet Age: How did Kathy’s dogs inspire
the collection?
Diskin: Kathy has had many animals
in her family over the years. Some [were]
adopted or rescued, and all [were] part
of the family and considered loved ones.
Kathy has said, “We have never thought
of ourselves as pet owners, rather, we
are the trusted guardians for these very
special Loved Ones. kiWW and Worldwise are committed to making the world
a better place for all pets and the families
who love them.”
There is a portion of the line, Gracie &
Delilah, that is inspired by two of Kathy’s
dogs that were adopted from her late
mentor, Elizabeth Taylor. Gracie & Delilah are world-class Loved Ones that are
accustomed to the finest things in life
and the Hollywood chic lifestyle. You’ll
find some indulgent products in the collection that allow all our Loved Ones to
live the indulgent life of Gracie & Delilah.
Pet Age: Can you tell us about the
pet advocacy program that will work
to raise awareness of the benefits of
pet adoption?
Diskin: When you pair a dynamic
brand like kiWW along with Kathy’s
values and philanthropic support, she
stands out in the marketplace. Worldwise shares similar values, so it has
been great to work together with kiWW.
Kathy and Worldwise are both very
devoted and involved in a variety of
pet-wellness focused organizations. Our
objective is to build awareness through
as many organizations as possible.
As examples, we support creating
awareness of the benefits of both adoption and rescue organizations that understand the power of emotional bonds,
rewards and joys that coincide with pet
ownership. Some of the organizations
we support are Tony La Russa’s Animal
Rescue Foundation, A Wish for Animals
and APPA’s Pets Add Life.