SUPERZOO Preview: Made in the USA

For a long time, retailers and exhibitors have recognized the value of Made in the USA pet products. From the heightened safety measures and the guarantee of quality materials and ingredients, companies have effectively taught pet parents to consider and put their faith in options sourced and produced domestically. With the ongoing noise and distraction on the political and economic front clanging in pet owners’ ears, retailers and manufacturers are offering consumers a peaceful and realistic haven to restock pet supplies that meets them where these shoppers’ values and budgetary constraints are. 

“Phelps Pet Products has its foundation in USA operations since its founding in 1966, and that commitment to premium quality ‘Made in the USA’ pet products has never wavered in its nearly 60-year history,” said President and CEO Rick Ruffolo. “Our customers always have valued the food safety and quality requirements associated with the high standards of US food production. ‘Made in the USA’ also means shorter lead-times and response times, lower working capital needs and less inventory, and protection against the potential for business interruption due to extended international supply chains. This was most notable during the Covid pandemic when many retailers and brand came to rely on Phelps due to delays and other failures of their suppliers with internationally-based supply chains—be it production facilities, ingredients, or packaging. We have seen a similar, but less urgent dynamic in 2025 with the tariff uncertainty. Phelps provides customers with a safe haven during these turbulent times.”

“Honestly, we couldn’t have planned it better,” said Jerry Moffet, Vice President of Sales and Marketing for RuffDawg. “It’s incredibly rewarding to see ‘Made in the USA’ manufacturers like Ruff Dawg finally getting the recognition and support we’ve long believed was deserved. The recent tariff exemptions for domestically made products have only strengthened our position. We’ve always taken pride in our American-made quality, and now it’s not just a point of pride—it’s a real advantage. Consumers are actively seeking out American-made goods, and our 2025 sales reflect that shift.”

“At Jolly Pets, domestic production isn’t just a supply chain decision—it’s a brand value,” said Marketing Director Louisa Marvin. “Manufacturing in the US allows us to maintain tighter control over quality, lead times and inventory levels. Especially as we scale, the flexibility and responsiveness we gain from local production help us better serve our retail partners and end consumers. It also reduces our environmental footprint, supports American jobs, and reinforces our reputation for reliability and craftsmanship in a market that increasingly values transparency and trust.”

“We have found that sourcing the majority of our product from the USA, especially mainly from our backyard has been a huge plus,” said Tom Heavey President of Butcher’s Block Pet Treats. “It has allowed us to maintain very good price positions for a lot our raw materials. Certainly, many things have gone up recently but we have been for the most part shielded from certain areas of inflation that have probably hit others much harder. As we continue to grow we will always focus on ways to remain price competitive but we will hold our quality and standards above all else. Quality dog treats at affordable prices is what every dog owner is looking for and that is what we are hoping to provide.”

Made in the USA products will play a substantial role at this year’s SUPERZOO. During this year’s show, West Paw CEO Spencer Williams promises visitors can count on mingling with the team, known for being skilled and lively and will be on hand to support attendees. “While our booth is smaller, we’re using that space to focus on best-sellers in merchandising sets, which demonstrates how to sell best and also on the newest products,” he explained. “We’ll be celebrating our new distributors we’ve signed on in the spring and summer to make it easier for our retailers to order, stay in stock and focus more of their precious time on their store’s overall success, instead of placing separate direct orders. We’ll have our energetic, authentic and experienced team in the booth to educate.”

“This year at SUPERZOO, Coastal Pet Products is showcasing a dynamic lineup of innovations that reflect our commitment to quality, functionality and market-driven design,” said President Kim Stout. “One of the most exciting launches is the evolution of our beloved K9 Explorer line—the Trek collection. Designed for the everyday adventurer, Trek features Fresh, modern colorways with a distinctive new weave; Innovative hardware that’s safe for tie-out use; a full-coverage harness that enhances comfort and control and more accessible price points to better meet retailer and consumer needs. We’re also continuing to expand our new items and innovation with PetKORE. This collection brings innovation to enrichment toys and grooming products for cats, large canines and equine and features proprietary, natural rubber that’s both tough and safe and US-made with globally sourced materials and patent-protected designs—utility and design.”