SUPERZOO Takeaways

The consensus of this year’s SUPERZOO is that attendees and exhibitors alike were impressed with the energy and steps companies took to approach the show prepared and focused on conducting business. Exhibitors raved about the exposure their brands and latest products received, while attendees were thrilled about having face-time with companies that compliment retailers’ goals and values. 

Overall Impressions

“SUPERZOO gave all three of our brands—Jolly Pets, Barker Beds and Link—the right platform to stand out,” said Jolly Pets Marketing Director, Louisa Marvin. “The timing and structure allowed us to separate product discovery from order writing, which meant retailers could spend time really understanding our new offerings before making buying decisions. The venue layout drove steady traffic to each booth, giving us equal opportunity to showcase toys, beds and technology to the right audiences.”

“The vibe of the show was positive overall and for our company,” said Jean Broders, Director of Marketing for World’s Best Cat Litter. “It’s a great way to see a lot of familiar faces and to also make introductions to those just joining the industry. Buyers come energized and eager to learn about new products and show deals—Vegas definitely brings a positive energy to the show!”

“Dr. Elsey’s had a positive experience at SUPERZOO,” said Marketing Director Mat Brost. “It’s always a valuable opportunity to connect face-to-face with retailers, distributors and partners, and to showcase our products in an environment that celebrates innovation in the pet industry.”

“SUPERZOO is a perfectly positioned opportunity for Nulo to connect with our valued retail and distributor partners and reveal our latest nutrition innovations—Culinary Harvest Oven-Baked Kibble and Gently-Cooked Meals,” said Eric Emmenegger, Head of Retail and Product Marketing for Nulo. “This year’s record attendance kept us busy, with strong interest in the new product pipeline. The timing and structure of the show created an ideal environment for meaningful conversations about retailer priorities and allows us to showcase what makes Nulo unique among premium nutrition brands.”

“This year’s SUPERZOO was really big,” said Next Gen Pet’s Director of Marketing, Janice Yamamoto. “The floor seemed full and the show seemed active overall, but our booth placement seemed to be an area where most of the traffic was our fellow exhibitors.”

“We had a fantastic show,” said Dewar Gaines, CEO of Gaines Family Farmstead. “SUPERZOO is always our biggest show of the year, and it allows us to see all our major customers, connect with a couple hundred of our independent stores and make sure everyone is squared away for Q4!”

“NPIC had a positive experience at SUPERZOO,” said VP of Sales and Marketing, Sam Chen. “The timing and venue aligned well with our product launch, and the booth layout made it easy for attendees to engage with us, which greatly enhanced visibility and networking opportunities. One highlight was the debut of our new N-Bone Mega-Bone, featuring humanized flavors. We used eye-catching food displays like cheeseburger, PB&J, blueberry muffin, pumpkin muffin and loaded mac n’ cheese, which successfully drew attendees in and gave us a great opportunity to showcase the product.”

“SUPERZOO once again hit it out of the park. The floor was full and the show facilitated a lot of great discussions,” said Jones Natural Chews President Laura Jones. 

“SUPERZOO continues to be a highly successful show for us at HICC Pet,” said Cierra Voelkl, Creative Marketing Strategist and Event Lead. “It is always valuable to connect face-to-face with our customers, build relationships and lay the groundwork for the rest of the year. Each time we attend, we see growth and momentum that make the show even more impactful than the last.”

“SUPERZOO is always a high-value show for us,” said BrightPet CEO Michael Krueger. “The timing sets the stage for Q4, and the structure makes it easy to balance product focus, partner meetings and networking all in one place. Above all, it is a great opportunity for us to see our customers. If we tried to replicate these visits, it would likely take us all summer.”

“SUPERZOO is one of the most important shows of the year for us,” said Austin & Kat Founder, Kat Donatello. “The timing is spot on—it lands just as retailers are planning ahead, which makes it the perfect moment to share what’s new and strengthen relationships. The venue is easy to work in, the structure makes connecting with partners straightforward and being in Las Vegas keeps the energy high.”

“We had a great show with a lot of customer engagement and partner excitement at the booth,” said Steve Hilker, Head of Marketing for MPM Products USA. “We were able to meet with many of our retailer partners and vendors to talk about what’s next in natural cat food and for our brands. Excitingly, we were recognized by Pet Sustainability Coalition with a ‘Top Performer’ award for the second year in a row. The team at PSC are such great allies, and we’re excited to continue growing with them. The show structure and new showroom floor map worked well for us as it provides focused areas for certain categories and like-minded brands, such as the Natural Pet area we have been in. The New Product Showcase is another good way to learn more about what else is on the horizon in the category, but also to learn what’s happening in adjacent categories.”

“The show was an excellent opportunity for us to connect directly with retailers, distributors and industry partners in a setting that encourages meaningful conversations,” said Carla Ng-Garrett, VP Sales Western Region & eCommerce with earthbath. “The timing and structure of the event allowed us to showcase new and existing products in a way that highlighted both their quality and their relevance to today’s marketplace. Beyond the booth, the exchange of ideas and feedback gave us valuable perspective on where the category is headed, helping us better understand how we can continue to support our partners and adapt to the evolving needs of pet parents.”

“The show went better than expected,” said FiberCore President Brian Wood. “Admittedly we had somewhat low expectations for the show. We were pleasantly surprised with the quality and quantity of the traffic.”

“SUPERZOO was an excellent show for Meowijuana,” said Mike Bateman, National Sales Manager for Meowijuana, a SmarterPaw, LLC brand. “It offered valuable opportunities to strengthen relationships with current partners, meet new potential clients and identify growth opportunities. The timing, venue and overall format of the event remained consistent with past years, once again demonstrating their effectiveness in fostering meaningful business discussions. Retailers are increasingly investing in cat products, acknowledging their specific needs for hunting, play, health and stimulation. Meowijuana’s expanding range of products continues to grow, not only meeting but exceeding what cat owners want and need.”

“Our experience at SUPERZOO was consistently successful and beneficial,” said Loving Pets Owner Eric Abbey. “August’s timing lets us showcase our latest innovations before the holiday season and connect with decision-makers planning for Q4 and early 2026.”

“Overall, support from the SUPERZOO group was great,” said Nancy Schmid, Account Manager for Pioneer Pet. “Of course August is always hot in Vegas, but that makes for reasonable rates. The Convention Center is still suitable for the show size. Start and end times worked well.”

“Our overall experience this year was positive as we connected with several of our primary buyers and met a few new contacts,” said Starmark Pet Products’ Marketing Director Emily Benson. 

“The timing of the show in late summer is ideal—it allows us to connect with key retail partners and distributors as they’re planning for Q4 and into the new years,”said Marisa Schmidt, Animal Portfolio Brand Manager for VetriScience. “The venue and show structure provide a great balance of large-scale networking opportunities and more intimate conversations, making it easy to showcase VetriScience, Pet Naturals, and Natural Dog Company in meaningful ways to the right audiences.”

“Phelps Pet had another successful experience at SUPERZOO,” said President and CEO Rick Ruffolo. “We were fortunate to have had a full slate of pre-planned meetings at our booth with both current customers and new customer prospects, plus a steady stream of ‘walk-up’ customer interest. While traveling to Vegas in August would not be on most people’s Top 10 ‘things to do’ list, the August timing is beneficial as many retail buyers come to the show to get inspired in advance of their upcoming annual Category Planning/Line Review process.”

“SUPERZOO continues to be one of the most valuable industry events for Vital Essentials,” said CEO Heather Govea. “The timing and scale of the show allow us to connect with both our longstanding partners and new retailers who are looking to differentiate in a competitive market. The venue creates a dynamic stage to debut innovations and generate meaningful conversations with buyers, media and industry peers. This year was especially energizing as we unveiled our packaging transformations and product renovations designed to modernize raw pet nutrition and make it more accessible.”

“Our overall experience at the show was incredible,” said OxyFresh President Melissa Gulbranson. “There’s always an energy there that makes SUPERZOO feel special. The WPA does such a great job making sure everything runs smoothly and accommodating visitors from all over the world. That combination—the excitement of the venue, the time of the year and the well-organized structure; it sets the stage for exhibitors like Oxyfresh to shine!” 

The show exceeded the Multipet team’s expectations. “We were very satisfied with the show,” said President Mark Hirschberg. “The quality of the show improves every year, and I think you get a better selection of buyers and retailers as the show matures itself. I would say the traffic is strong; it was non-stop all day, as well as the ability for us to have interaction with other people in the industry. The hours of the show are good, and it gives everyone the chance to enjoy Las Vegas and not just spend time at the convention center. If someone wants to see a show at nighttime, they have that ability, and that’s part of the attraction of why people come.”

Involvement in an in-person tradeshow is something Multipet doesn’t take for granted. “Social interaction is really important for everybody of all ages,” Hirschberg said. “The social interaction at a tradeshow in your industry is just as important as going to going to your good friend’s wedding. The social interaction is very important and an integral part of the whole thing.”

Impact on Booth Visitors

Marvin had specific goals for the brands. For Jolly Pets, “We wanted buyers to see us as the durability leader in play while expanding into enrichment solutions. Retailers left with a clear understanding of how our toys reduce returns and drive basket add-ons,” she said. For Barker Beds, “Our position as the authority on canine wellness and better sleep resonated. Attendees appreciated the clinical proof points and the fact that our messaging makes a bed purchase feel like a health decision, not just a comfort choice. For Link, we highlighted our evolution from GPS tracker into a full wellness device and AI-powered app. Retailers walked away with a sense that this is more than a gadget—it’s an ecosystem that creates long-term stickiness for pet parents.”

“Our goal at a show is to always have something new to talk about with attendees, whether that’s new products, new news about the company or exciting marketing tactics!” Broders with World’s Best said. “Our goal is interaction and engagement with as many people as possible. We want to stay top of mind with our customers and when they think of their next cat litter order, we are already on their list. Relationship building is key to who we are.”

“At our booth, we hope attendees walked away with a clear understanding of Dr. Elsey’s leadership in the litter category and our commitment to creating high-quality, veterinarian-formulated products that truly meet the needs of both cats and their owners,” Brost said. “We also wanted to reinforce our role as a trusted, science-based brand that’s dedicated to pet wellness while highlighting our innovation and ongoing investment in the category. We had great interactions that reaffirmed the importance of education and storytelling in helping buyers and consumers understand not just what makes Dr. Elsey’s unique, but why it matters in their day-to-day lives. Overall, the show experience strengthened our relationships and gave us a fresh perspective on how we can continue to evolve and add value within our category.”

“We want attendees to clearly understand that Nulo is not only one of the fastest-growing brands in the pet category, but importantly also offers retailers a unique and differentiated proposition that resonates with today’s pet parents and drives traffic back to their stores,” Emmenegger said. “Nowhere can this better be seen than the Culinary Harvest product innovation that steps baked pet food to a new level of nutritional density through the artisanal ‘rotary’ baking system. It is a small batch, ‘low and slow’ form of cooking that helps maintain the nutritional integrity of raw food ingredients. As evidenced in our Culinary Harvest launch, our commitment is to the pet specialty channel only—we are not in mass, grocery or direct-to-consumer. The feedback we received was the strong enthusiasm from retailers that Nulo remains loyal to the pet specialty channel, supported by product innovations and strong marketing support.”

First and foremost, the Next Gen Pet team hopes visitors at their booth gained a deeper appreciation and understanding of natural litter. “They no longer have to sacrifice functionality to help the planet!” Yamamoto said. “You can have odor control, clumping and lightweight litter that is also made from renewable resources.”

Gaines Family Farms believes the tradeshow venue plays a significant part in successfully and effectively introducing items and educating booth visitors. “There is no better way to showcase new products than at a show like SUPERZOO!” Gaines said. “Our new novel protein ‘Carp’—specifically the dehydrated Carp Head—were a huge success, and I believe it further positions us as a brand that is pushing the envelope!”

“We hoped attendees left our booth with a clear understanding of NPIC’s innovation, creativity, quality and dedication in pet treats, as well as the technologies and services we provide,” Chen said. “Through our interactions with both existing customers and new prospects, we gained valuable insights into market trends, which will help guide our product development, sales, and marketing strategies moving forward, while also creating new opportunities for partnerships.”

“Our booth visitors receive samples, assortment recommendations and the chance to share their feedback,” Jones said. “Our team truly believes in the importance of the product discussions with store owners. The retailers provide a great perspective, shedding anecdotal light on the stories and trends behind the sales numbers.”

“HICC Pet is focused on making the everyday challenges of pet care, like cleaning teeth, ears, eyes and skin, as simple and stress-free as possible,” Voelkl said. “When attendees left our booth recognizing just how convenient our products are, we considered that a win. Beyond that, HICC Pet took away valuable insights from conversations at the show, especially around how we can better support groomer shops with not only premium solutions but also products that are easy for them to use and share with their customers. We are incorporating this feedback into our future product development and marketing strategies, ensuring we continue to deliver innovative, high-quality products that strengthen trust, loyalty and the overall well-being of pets.”

“We wanted attendees to see BrightPet as a leader in nutrition-first pet products, with both heritage brands and innovation driving our portfolio,” Krueger said. “In return, we heard loud and clear that retailers want clean-label, quality products with a reliable supply chain—exactly what we deliver.”

“I hope attendees left our booth with a sense that Austin & Kat has been here for over a decade, we know what we’re doing, and we’re still leading with curiosity and care,” Donatello said. “Many people told us they’d seen us around—or had been recommended by a customer—and were curious. They walked away realizing we’re not just another CBD company; we’re a true supplement house, creating thoughtful, NASC-certified formulas for both dogs and cats. What I took away? Retailers and partners are excited, engaged and looking for products they can believe in—and that tells me we’re exactly where we need to be.”

“Our team is excited year after year to share the incremental growth we help deliver for our retailer partners and the innovative pipeline of new products we bring to market,” Hilker said. “Our relentless focus on innovation, including the Applaws Vitality and treats expansion launched this year, are just a few examples of launching quality, natural and differentiated products that meet cat-parent’s needs. One retail partner noted how meeting with us at SUPERZOO is always a highlight ‘because every year the charts are always green’. Hearing feedback from our partners and learning their wishful areas of opportunity helps us strengthen our momentum within natural cat food and treats with the support of our retailers.”

“We wanted attendees to leave with a clear understanding that earthbath has been a leader in natural grooming for over 30 years—not just because of our legacy, but because of our continued focus on delivering solutions that meet the evolving needs of today’s pet parents and retailers,” Ng-Garrett said. “In return, our conversations with attendees provided invaluable feedback on emerging trends and priorities, reinforcing the importance of collaboration as we grow alongside our partners and the industry.”

“Our interactions were mostly positive,” FiberCore’s Wood said. “Our primary objective was introducing our product line to a number of regional distributors who could benefit from an established but not over-saturated product line. Working with our new sales partners certainly helped as they have relationships in areas we may not.”

“We want attendees to leave with the understanding that Meowijuana is not only established but also actively shaping the catnip market through innovation and unique product design,” Bateman said. “As the top manufacturer in this category, we are dedicated to creating innovative, high-quality products that cater to the growing demand we observe in the marketplace. We were excited to launch holiday-themed products along with new categories like catnip, toys, wellness, exercise and engagement, covering all the essentials. We gained an even deeper understanding of the importance of providing our partners with consistent support in today’s uncertain economy. This insight strengthens our commitment to support them with reliability, innovation and partnership.”

“We were excited to showcase the latest and most innovative products in the treats and hardgoods market,” Abbey with Loving Pets said. “Attendees experienced both our flagship products and exciting new prototypes. We received valuable feedback that will help retailers stock essential items in their stores: best sellers, great value, quality and limited ingredients. Innovation matters, but it’s equally important to ensure shelves are filled with proven products that have good margins and serve as effective upsells to food, along with treats that encourage repeat customers.”

“Pioneer Pet moved in 2025 to the Natural Section,” Schmid said. “This is because we want to emphasize our all natural cat litter formulations and what we bring to the table that is unique both with our technology and our strength as a supplier partner.”

“We hope that Starmark’s booth visitors walked away regarding our brand as an asset to their product assortment that delivers not only quality products, but one that continues to develop unique products that help dogs remain physically active and mentally sharp,” Benson said.

“At the VetriScience booth, we wanted attendees to walk away with a clear understanding of our leadership in the veterinarian-formulated supplement space, as well as our commitment to pet health through science-backed innovation,” Schmidt said. “For Pet Naturals, we aimed to highlight our approachable, affordable wellness solutions that make it simple for pet parents to support their pets’ health. We also took the opportunity to introduce Natural Dog Company—a new addition to the FoodScience family —to our loyal customers. They help to expand our presence in the pet wellness and supplement space with products like shampoos, balms, chews and food toppers. From our side, we took away valuable insights from retailers and distributors about current category trends, pricing pressures and the growing demand for functional treats and condition-specific supplements. These conversations confirmed that our innovation pipeline is on track with what customers are seeking.”

“We hope attendees learned that Phelps Pet Products is the innovative leader in Made-in-the-USA, certified and clean-label meaty dog treats and air-dried, gently-cookedand specialty meaty dog food,” Ruffolo said. “Hopefully, attendees came away from the show understanding that Phelps is a trusted, behind-the-scenes, contract manufacturing partner for innovative dog treats and specialty food. In fact, most people are surprised to learn that you can find dog food and dog treat products made by Phelps online and in more than 50,000 retail stores in the US. The main takeaway we found from our SUPERZOO interactions was product differentiation, customer engagement, relevancy/story-telling, and accessibility continue to be the keys to success for any retailer or branded customer.”

“At our booth, we wanted attendees to walk away with two things: clarity on our role as the trusted leader in raw protein and confidence that raw feeding can be simple and accessible,” Govea said. “We highlighted our bold new RAW Bar packaging, single-serve frozen patties, expanded convenience formats like our new 3 lb Big Bags, and our AI-powered Nutrition Calculator to show how we’re eliminating barriers and helping pet parents add raw nutrition without complexity. We also featured an interactive bowl building station where attendees could experience firsthand how simple adding 20 percent raw protein to a pet’s diet can be. This hands-on demonstration showed that just 20 percent Butcher Cut Protein can deliver transformative health benefits like increased energy, improved digestion, and healthier skin and coat. This experience reinforced our ‘raw doesn’t have to be all-or-nothing’ message and gave attendees a tangible way to understand the benefits. From attendees, we heard strong validation that retailers are seeking brands that cut through the noise with transparency, education, and solutions that drive consumer confidence. The conversations reinforced our belief that the raw category is experiencing significant growth, and Vital Essentials is uniquely positioned to lead that expansion.”

“Our booth was buzzing with excitement all three days,” Gulbranson said. “We really hoped attendees walked away with a clear sense of who Oxyfresh is in the marketplace: an innovative leader in the pet health and wellness space—offering solutions that are safe, effective and trusted by pet parents around the world. We wanted them to see that we’re not just another product on the shelf, we’re a partner who helps retailers grow by meeting the real needs of today’s pet families.” 

Caliber of Attendees

The number of attendees is a vital indicator of a tradeshow’s success in addition to metrics such as how much effort attendees put into preparation for the show along with their level of engagement while interacting with exhibitors. “The caliber was high across the board. Independents came in with shelf measurements and wanted to know how to cross-merchandise across categories,” Marvin said. “For example, toys with chews, or beds with wellness supplements. Larger distributors were focused on reliability and differentiation, and our US manufacturing across Jolly Pets and Barker Beds, plus the tech-forward positioning of Link, gave us a strong story on both fronts.”

“I’m always amazed at how many buyers come to the show with their booth ‘hit list’ and agendas,” Broders with World’s Best said. “They love our sales reps, but they also get excited about having the opportunity to talk to company leadership, our innovators and marketing teams.”

“SUPERZOO is always a packed and energetic show, which is part of what makes it so valuable,” Brost with Dr. Elsey’s said. “We’ve found that scheduling meetings in advance with our contacts is essential to ensure we connect with everyone on our list. The energy level is especially high in the first few days, and attendees come engaged, curious, and eager to see what’s new in the category.”

“Taking time away from running a store or business to attend SUPERZOO is a meaningful commitment, and we value that,” Emmenegger said. “Attendees came prepared—eager to learn what’s new, how Nulo can help grow their business and ready to make thoughtful purchasing decisions. The level of engagement and attention to detail from our retail partners was encouraging.”

“The attendees at SUPERZOO were highly professional and well prepared,” Chen with NPIC said. “Many came up with specific questions about our products and categories, demonstrating a strong level of engagement and a genuine interest in understanding NPIC’s offerings.”

“HICC Pet noticed a clear increase in buyers who came to SUPERZOO ready to place orders and secure the deals they needed to succeed,” Voelkl said. “As our retail network grows, our booth drew both loyal customers and new faces who had heard about us through social media or word of mouth. They were eager to learn more about our latest products and how they could bring them into their stores. This year, we saw more attendees actively engaging with our brand and products rather than just observing, which made our booth busier than ever. That level of engagement opened the door to meaningful conversations and reinforced the value of the HICC Pet brand with dealers across the country.”

“Retailers and distributors came prepared and highly engaged,” Krueger with BrightPet said. “The conversations went deeper this year, with strong interest in product attributes, sourcing, and differentiation.”

“The attendees this year were excellent,” Donatello said. “Many came prepared with thoughtful questions about categories like CBDA, calming, skin and coat and joint support. Some had already explored our training and resources and were eager to learn more. The conversations weren’t just surface-level—they wanted to dig into ingredients and our unique in-house production approach. That kind of engagement is energizing for us because we’re always innovating. Plus, it’s a joy to hear firsthand what retailers want for their customers—since we make our own products, those insights directly shape our work.”

“We are always impressed with the caliber of attendees at SUPERZOO,” Ng-Garrett with earthbath said. “Retailers, distributors and industry professionals came prepared and highly engaged, which makes for meaningful and productive conversations. Their thoughtful questions and interest in our products showed us that the show continues to attract serious, business-minded attendees who are invested in growing the pet care category.”

“Although foot traffic was lighter than in previous years, the attendees’ level of preparation, engagement, and brand awareness was outstanding,” Bateman said. “The quality of our appointments and interactions with customers surpassed those of previous years, highlighting the increased recognition and strength of the Meowijuana brand.”

“SUPERZOO’s attendees were engaged retailers and distributors prepared to discover new products and have meaningful conversations,” Loving Pets’ Abbey said. “Many arrived with specific needs, enabling focused discussions. The excitement for innovative, value-driven pet products was high, and we left feeling the industry is aligned and optimistic about its future.”

“Many of our key customers were prepared with discussion points, future initiatives and had tight schedules to adhere to,” Schmid with Pioneer Pet said. “There is such a variety of attendees just due to the nature of the show that conversations run from key customers, to mom and pops, to users/consumers. Lots of different levels of experience and learning make the show interesting.”

“Most visitors to our booth were keen on finding safe and durable toys that would also be challenging for their customers’ dogs, which is our focus,” Benson with Starmark said. “They were engaged in product demonstrations, as well as learning more about our company’s training and education background.”

“The caliber of attendees was strong,” Schmidt said. “We engaged with a mix of established retail partners, international distributors, and new entrants looking to bring differentiated offerings to market. Visitors to our booths came well-prepared with specific questions about product differentiation, merchandising support and consumer demand, which made for productive and forward-looking conversations.”

“We always find that most attendees are looking to maximize their time and ensure a tangible ‘return’ on their time and their overall SUPERZOO financial investment,” Ruffolo said. “These attendees come with an agenda of key meetings, activities and research they want to complete, and fortunately, Phelps was on the list of many retail buyers, again, this year.”

“The caliber of attendees this year was exceptional,” Vital Essentials’ Govea said. “Retailers and distributors came prepared with specific questions about category differentiation, growth opportunities, and consumer education strategies. We were impressed by how engaged buyers were in learning not only about new products but also about the science and consumer insights behind our mission to democratize raw feeding. Their preparation and genuine interest demonstrated that raw nutrition is no longer niche—it’s becoming a cornerstone of the pet specialty conversation.”

“Attendees this year were ready to play,” Gulbranson said. “Buyers came in prepared, on a mission to maximize their time and get the most bang for their buck. You could really feel that they were intentional in seeking out products and partners that would add true value to their assortments.” 

SUPERZOO Achievements

Exhibitors reaped what they sowed—those who approached SUPERZOO with clear goals and a definition of a successful show were rewarded. 

“Our goal for Jolly Pets was to expand premium play distribution and reinforce our leadership in durable, enrichment-forward toys. We secured multiple new planogram opportunities and received strong validation of our refreshed color-coded merchandising and ‘choose-by-play-style’ strategy,” Marvin said. “As for Barker Beds, we aimed to highlight our authority in canine health and better sleep. The clinical proof points from the Better Sleep Study and our 180-day trial program resonated, leading to new premium placements with retailers who view beds as a wellness purchase, not just comfort. Our goal for Link was to showcase its evolution from GPS tracker into a connected wellness device and AI-powered app. The show opened conversations with retailers about bundling Link with premium assortments, confirming strong appetite for technology that builds daily engagement with pet parents.”

“Going into SUPERZOO, our main goals were to strengthen relationships with key retail partners, introduce our latest product innovations, and reinforce Dr. Elsey’s position as a trusted leader in the cat litter and food category,” Brost said. “We were able to accomplish all three—our booth meetings were well-attended, we had meaningful conversations that will translate into new opportunities, and the feedback on our product lineup was positive.”

“Our primary goal was to align strategically with retailers—whether that meant a new partner bringing Nulo in for the first time or an existing partner expanding with additional product lines,” Emmenegger said. “The response to Culinary Harvest and our strengthened portfolio in Gently Cooked products was gratifying. We had a number of highly productive conversations and are extremely pleased with the level of engagement. SUPERZOO exceeded our expectations by helping us bolster relationships and advance key growth.” 

“We launched two new treat dispensing puzzle toys along with a new treat at SUPERZOO, and the feedback and enthusiasm received was overwhelmingly positive,” Benson said. “All were highlighted in the New Product Showcase, so many of the attendees viewed the products there first and then came to our booth for a hands-on demonstration afterward. Post-show, we have been refining the products and packaging based on the feedback received from the show in preparation for an early 2026 release.”

“Driving awareness exceeded expectations as our sponsored athlete, Abbey Beasley, and her dog Swindle were a huge hit, attracting lots of attention to the booth,” Schmidt said. “Interest in our new product launches, including Busy Butter Balanced Bones and our Cat Granules, exceeded expectations as well, particularly in categories where demand for condition-specific solutions is growing rapidly. Additionally, the face-to-face connections we made helped deepen partnerships and create momentum that will carry into the back half of 2025 and beyond.”

“We received outstanding customer feedback to our new H2GO! Hydration gel product launch, along with our new ‘Zoomie Fuel’ individually-wrapped meaty dog treats, and we will be rolling out the program nationally in Q1 2026,” Ruffolo said. “In a nod to another ‘humanization’ trend in the pet world— nearly everyone immediately saw the universal need for better hydration for their pets, and they viewed our new Phelps H2GO! Hydration gel as an innovative, convenient, and superior way to help dogs avoid dehydration while helping to improve the dog’s overall wellness.”

SUPERZOO not only achieved a significant milestone by celebrating its 75th anniversary, but it also echoed the magnitude of this landmark occasion with a sold out show, expanded tradeshow floor and more educational programming to an audience of skillful and experienced retailers. This year’s event adeptly combined a marketplace for manufacturers to showcase applicable and practical innovation, a classroom for relevant educational programming and a haven for professionals to network and connect. The show drew in more than 22,000 professionals and 1,200 exhibitors. For the last 10 years, SUPERZOO has expanded in exhibitor space and square footage per year, with this year’s event sprawling across more than 350,000 square feet of exhibit space, or the length of six football fields.