Global Pet Expo Preview: Freeze-Dried Merchandising

Freeze-dried food and treats are taking on a more substantial role within the industry. The days of manufacturers being tasked with enlightening jaded and skeptical retailers on the up-and-coming category are long behind them. Their efforts to educate and make retailers and pet parents aware of this nutritious alternative to overprocessed pet food have upgraded feeding time. Freeze-dried manufacturers have raised nutrition and quality standards and forced competitors to join them or step aside. 

For more than a decade, Vital Essentials has returned to Global Pet Expo to reinforce partnerships with retailers and distributors and collaborate on how to continue driving the freeze-dried category forward. “It’s a valuable opportunity to connect face-to-face with retail and distributor partners and keep building the category together,” said CEO Heather Govea.

The first year Shepherd Boy Farms exhibited at Global coincided with the period when the industry maneuvered through rough times, but proved how resilient companies are. “Shepherd Boy Farms first exhibited at Global in 2020, an unforgettable year for the industry,” said Founder and CEO Ashton Hood. “Since then, we’ve returned each year because Global consistently provides meaningful opportunities for relationship-building, insight-sharing, and staying closely connected to the direction of the pet industry.”

Vital Essentials stays grounded with a simple yet impactful intention. “At Vital Essentials, everything starts with one goal: delivering better nutrition for pets,” Govea said. “Earlier this year, we introduced a limited-edition Quail Soft Nibs blend, created to add variety without complicating feeding. It features 99 percent quail with bone, pheasant, duck liver, and egg, with no fillers like vegetables or grains. At Global, we’re building on that momentum with the next phase of our RAW Bar transformation, including new single-ingredient proteins, a new multi-pack format for dogs and cats, and expanded 3-lb formats of fan-favorite proteins. Every innovation is designed to make feeding nutrient-dense food simple and consistent.”

Shepherd Boy Farms’ latest innovation, a lobster and coconut freeze-dried treat, reflects rising demand for limited-ingredient food and treats, exotic proteins and improved palatability and digestibility. The company is proof that manufacturers can experiment with formulations and ingredients and take measured risks without veering from its purpose for being in the category. “At Global, we’re spotlighting both process-driven innovation and new product development within freeze-dried treats,” Hood said. “One of the most exciting additions we’re introducing is a lobster and coconut freeze-dried treat. This product pairs a novel, high-value protein with coconut as a natural source of healthy fats, creating a treat that’s both functional and highly palatable. It speaks to growing interest in limited-ingredient recipes, novel proteins, and gentle functional support, while still staying true to our philosophy of simple, purposeful formulations. Alongside new products, we’re continuing to refine packaging and merchandising tools to better support retailer education, improve shelf clarity, and help pet parents understand how freeze-dried treats fit into everyday feeding routines.”

To prepare for a show of this size and scope, the Vital Essentials team is focused on effective storytelling. “Our team has been preparing for Global for months, with a focus on telling a clear, brand story,” Govea said. “We want anyone who visits our booth to quickly understand what we stand for and why our products are different. This year includes the launch of a new brand platform alongside new innovations, all centered on delivering better nutrition in a way that’s simple and easy to feed. It takes a lot of teamwork to bring it together, but the goal is straightforward: help people feel confident about feeding their pets well. We’re excited to share it at the show.”

At Global, the Shepherd Boy Farms team prioritizes building lasting relationships. “Preparation for a show of this scale starts well in advance,” Hood said. “Our team aligns internally on goals, product education, and retailer needs to ensure we’re making the most of every interaction on the show floor. We also use feedback from past shows to refine our booth strategy, focusing on quality conversations and long-term partnerships rather than simply maximizing foot traffic.”

At Green JuJu, a top goal for 2026 is launching its Extra food line. “We’ve had more delays with this line than anything, but great things come to those who wait,” Founder Kelley Marian recently said. 

 The company is also leveraging the momentum it has built in recent years.

“Every year we say this year we’re going to slow down, and it hasn’t happened yet,” Marian said. “We have a potential products folder, and we have a shelved products folder. We have some things in the potential products folder that could happen this year. Some of them, which I’m really excited about. What I’m also really excited about is we’re finally settling into a rhythm of the company, which feels so good. We have certain people for certain things. We have the right people in place, and it feels like we’re settling into a much more strategic, sustainable place.”