SUPERZOO Preview: Health and Wellness

At SUPERZOO, exhibitors are demonstrating how the health and wellness area is characterized by prioritizing pets’ wellbeing and safety. Equally important is another area exhibitors plan to focus on which is showing how they are dedicated to supporting and advocating for retailers. Whether that’s standing behind effective and game-changing products, keeping the health and wellness segment vibrant and relevant with new products or equipping retail partners with knowledge and marketing tools to create a destination in-store, these manufacturers are devoted to helping retailers earn pet owners’ trust and their continual business. 

“We will be showcasing all of our high-quality delivery methods, including soft chews, dental sticks and injection molding products, along with samples of our recently launched white label product line,” said Vets Plus Chief Commercial Officer Colette Couvillon-McCharen. “Visitors can expect hands-on product interactions, exclusive previews of upcoming innovations and expert insights from our sales teams who will be on hand to answer questions and explore partnership opportunities.”

“Attendees can expect an engaging, hands-on experience with our product line, including our best-sellers and exciting new launches,” said Squishface Founder Tiffany Burris. “We’ll be offering live demos, educational insights, and plenty of time to chat one-on-one. And of course, we always look forward to meeting the dogs themselves— hearing how Squishface has helped them—and their humans—is the heart of what we do.”

“We are delighted to announce the SUPERZOO debut of our brand-new, state-of-the-art booth—a game-changer, designed to revolutionize how we connect with our valued customers,” said PetAg Senior Brand Manager Sean Magee. “This innovative space will provide enhanced opportunities for meaningful engagement, allowing us to showcase the full range of PetAg’s premium products and solutions that set us apart in the pet industry.”

“Vets Plus prides itself on manufacturing highly palatable and high-quality products, tailored for real-world results across life stages and species including dog, cat, poultry, goat, equine and livestock,” Couvillon-McCharen said. “We are proud to hold the SQF Level 9 certification, underscoring our commitment to food safety and manufacturing excellence. More importantly, we want attendees to see us as a strategic partner that brings clinical credibility, flexible formats, and go-to-market agility to the health and wellness category.”

“We hope attendees leave with a deeper understanding of how simple, effective skincare can make a huge difference in a dog’s overall wellbeing,” Burris said. “Squishface is rooted in transparency, natural ingredients, and real results—and we’re proud to be part of a category that’s focused on improving quality of life for dogs. At the end of the day, our mission is to help dogs feel better in their skin—and when we do that, their humans feel better too.”

The PetAg team is interested in enlightening visitors about the company’s latest decision to unify its mixed bag of brands. While having them operate independently worked and made sense at the time, forming a cohesive brand portfolio is the right decision moving forward and will help pet owners connect brands they’re loyal to new ones worth exploring. “PetAg has a suite of high-quality brands that serve a wide range of consumer needs,” Magee said.

“SUPERZOO is a great event for VPI to connect with current customers and meet new customers,” Couvillon-McCharen said. “It offers a rare opportunity to get immediate feedback from a wide range of industry stakeholders all in one place. Each year, we prepare by aligning our cross-functional teams around key product launches, booth engagement strategies, and customized outreach to strategic partners in advance of the show. We’re eager to dive into the latest conversations around emerging functional ingredients and delivery systems in pet health. As consumer expectations rise, especially around transparency and efficacy, we anticipate hot topics this year will include pet personalization in nutrition and the evolution of regulatory standards in functional pet products. These insights are critical to shaping our forward-looking innovation roadmap.”

“We’re just as excited as ever to be back,” Burris said. “SUPERZOO continues to be a valuable experience for us because it gives us the chance to connect directly with people who are passionate about their dogs. We get to introduce our products to new faces, reconnect with familiar ones, and hear heartfelt stories about how Squishface has helped dogs live more comfortably.” 

“Each year, we prepare by designing a booth that feels both informative and fun,” she contined. “We plan interactive demos and activities to give attendees a hands-on feel for what Squishface is all about—a brand that’s as effective as it is approachable. Our goal is to create a memorable space where education, connection, and a little bit of dog-friendly fun come together.”