Global Pet Expo Preview – Online Exclusive

Global Pet Expo remains one of the industry’s leading tradeshows that attracts the most influential and trusted companies from all sectors: retail, supply and distribution. Typically timed for earlier in the year, seasoned exhibitors and attendees value the event for its vibrant and dynamic atmosphere that provides the right blend of structure and fluidity to foster vital conversations and synergy. 

Making Connections

The opportunity to debut new innovations that meet trending demands like multifunctional foods is a highlight for companies like Dr. Elsey’s; presentations like these are often the stepping stone for deeper conversations about pet care. “We’re really focused on bringing our cleanprotein food products to retailers,” said Mat Brost, Vice President of Marketing and Product at Dr. Elsey’s. “Dr. Elsey’s cleanprotein is a high protein cat food that naturally optimizes a cat’s appetite and body mass through simple, high quality ingredients. It’s inspired by the protein levels found in natural prey and has low oxalate by excluding plants commonly found in competitive diets to help ensure healthy kidney function and an active lifestyle. We’re hoping to share this message with retailers so more people can have access to such a great product for their cats.”

“There are a number of larger retailers who are fairly pork and beef treat heavy with long ingredient lists, like recipes and meals,” said Jeff Leh, VP of Business Development for Snif Snax. “We’re excited to connect with those retailers that are on the cusp of switching to single and limited ingredient and far more sustainable treats.”

“Retailers have been excited to bring Smalls into their stores because we offer something unique for cats in the gently cooked space,” said Brian Oost, Senior Director of Retail at newcomer Smalls. “At Global, we’re looking forward to meeting new retailers, sharing our latest innovations with existing partners and spreading the word about how Smalls is leading the way for cats—both in and out of the freezer. Our distributor partners love how quickly Smalls is turning for them, and as we continue to grow, we’re eager to connect with more distributors to expand our footprint nationwide.”

“We love reviewing features of our Fresh litter with retailers, but one of the best ways to connect with people is to involve multiple senses,” said Next Gen Pet’s Director of Marketing Janice Yamamoto. “Having a litter sample for people to touch and smell not just see helps people connect with your product.”

Many put great thought into optimizing first impressions. “Our booth is bright and eye-catching, thanks to our signature neon-colored products, and I love seeing the reaction when people first notice them—it’s usually an instant, ‘Oh wow, what’s that’ moment,” said Jerry Moffett, VP Sales and Marketing for Ruff Dawg. “Even if they were just walking by, they stop, pick up a toy and start interacting with it. That gives us the perfect opportunity to explain our Lifetime Guarantee—something no other manufacturer offers. And while we’re talking, they’re testing the products—bouncing balls and flexing K9 Flyers. That hands-on experience is what sells our products.”

He added, “Of course, we love meeting with the big buyers, but small retailers are just as important to us. Ideally, I’d love to hear, ‘I’m placing a big order right now!’—but realistically, the relationships we build at Global are part of a long game. If we walk away with new customers who stay engaged, place consistent orders and expand their offerings over time, that’s a win.”

Companies like MyFamily USA seek to emphasize how its offerings can be mutually beneficial to retail partners. “Our product fits perfectly with all levels of retailers, from the small boutique looking for something exclusive to offer their customers to large retailers who need a perfect organizational process,” said MyFamily USA CEO Ricardo Nottola. “With more than 800 models of pet tags available, we are confident that we will be able to meet the needs of our customers and potential customers.”

“An ideal conversation with retailers is where we’re able to connect on a personal level and get into the details that matter most to their businesses,” said Coastal Pet Products President Kim Stout. “We love learning about their specific needs, challenges and goals, whether it’s about expanding their product offerings, improving their customer experience, or finding new solutions for their pet-owning clientele – and how our products can help meet those needs.”

“We aim to engage with retailers and distributors seeking high-quality, engaging pet toys and accessories,” said Michael Dagne, President of Huxley & Kent. “Our ideal conversations focus on understanding retailer needs and how our products can support their success.”

“My ideal conversations are with retailers that are aligned with us strategically about the importance of bringing high-quality, vet-formulated solutions to pet parents,” said Disa Pratt, Chief Sales Office for Vetnique. “Pet parents overwhelmingly want to know that the products they are giving their pets are safe and approved by their veterinarian. With more than 100,000 vet recommendations, and because Vetnique is vet-recommended, vet-founded and vet-formulated, we are uniquely positioned to help retailers build that trust and credibility with the pet parents. Great conversations and meetings with retailers at Global are also an opportunity to discuss how our products will help them drive category growth and bring new customers into their stores.”

The give-and-take of these conversations is vital for manufacturers to also leave with a better sense of how to support their retail partners. “An ideal conversation with retailers would be centered around gathering valuable feedback,” said Pet Releaf Co-Founder Chelsea Gennings. “This year, we’re focused on ensuring retailers are fully utilizing the tools we offer. We want to introduce Pet Releaf Rituals to retailers in a way that highlights its unique benefits and innovation in pet.”

“Ideally, our discussions will focus on how we can support each other’s business objectives through partnerships, promotions and marketing initiatives,” said Rashell Cooper – Vice President Brand Marketing for Redbarn Pet Products. “We are particularly interested in networking with retailers and distributors who prioritize quality, are focused on business growth and have an interest in innovative products.”

“The ideal conversation with retailers is about more than just selling products—it’s about partnering to drive real value for their business and their customers,” said VP of Sales Cody Rossi. “Canada Pooch is a leader in the pet space because we have a deep understanding of what pet parents need—solutions that make every walk easier, every season more manageable and every adventure more enjoyable. Retailers tell us that our gear doesn’t just sit on shelves—it drives incremental sales, increases basket sizes and creates loyal, repeat customers. We see our retail partners as an extension of our brand—we’re constantly learning from each other, sharing insights and working together to deliver the best possible experience for pet parents. Our wide collection allows us to tailor our approach to each retailer and region, ensuring they have the right mix of products to serve their unique customer base. We’re looking to connect with regional and national pet chains, as well as independent pet stores, to continue building strong, collaborative relationships and maximize value for both retailers and the pet families they serve.”

“An ideal conversation with retailers would start before Global and culminate at the show,” said Lisa Hisamune, Director of Sales at P.L.A.Y. “We want to make sure to use our time wisely when we are there, as time is limited, and we have many customers who stop by. If it is a new customer, we hope they leave our booth knowing who we are as a company and the attention to detail and passion we put into making our products. Our products, especially our toys, have so many features and functions, and Global gives us the perfect opportunity to showcase them in person—allowing customers to see, touch, and experience the quality firsthand. A great ending to any meeting would be securing a new partner to help get our products in the paws of every pet.”

“Best Furry Friends is able to support all levels of pet retail, from independent pet boutiques, to regional chains, to mass,” said Julie Jurrjens, Design Manager, Hong Kong City Toy, home of Best Furry Friends. “We are eager to demonstrate to retailers the ways we can build sales, create loyalty, and generate buzz with the unique products we offer.”

Timing is Everything

Typically, Global occurs in the month of March, straddling the first and second quarters of the year. It’s an optimal time for companies to have gathered some data on performance for first few months of the year while still having the space to adjust and tweak initiatives through the rest of the year, if needed.

“The timing of this year’s Global supports Dr. Elsey’s goals by providing a key platform to strengthen relationships with retailers and distributors, while showcasing innovations like cleanprotein,” Brost said. “A structured event like Global aligns with our preference, as it allows us to focus on strategic meetings and maximizing exposure with industry leaders.”

“Global’ s timing is perfect—right before spring, which is the best season for our products,” Moffett said. “As for the atmosphere, I always say, ‘It’s only dog toys!’ That means we can be a little more relaxed and have fun. Yes, selling is serious business, but our products are made to bring joy to people and their pets, and the vibe at Global reflects that. When you get a bunch of pet people together, the energy is always upbeat, which suits us perfectly!”

“This year, we’re especially interested in high-end grocery stores and mass-market accounts,” he added. “Pet products are a must-have for general retailers of any size, and we see a huge opportunity for expansion in those spaces.”

“We see Global’s timing in March as ideal,” said West Paw President Peter Cleary. “It gives us a perfect forum to kick off the year by releasing a fresh slate of new products and a stronger service model through our new Packer Mellem partnership.”

“Obviously, such an important fair in our sector brings together supply and demand,” Nottola said. “It often happens that new customers get to know us during the fair and then decide to join the family later in the year. So, we believe that the fair is an excellent opportunity to start our relationship. Obviously, all this networking can only create new business exchanges and growth for both us and our customers and partners.”

“Global aligns with our goals for the year,” Stout said. “It’s a great way to gauge market trends early on and get a sense of what’s resonating with a wide range of customers. Plus, we love the chance to talk through any challenges or opportunities for the year directly with those we work with, and that kind of face-to-face interaction is invaluable. Global strikes a nice balance between being structured and informal. We enjoy the chance to have structure, like scheduled meetings and planned discussions, but we also appreciate the more relaxed atmosphere that allows for spontaneous conversations and organic networking. We are excited to support Joe Markham and his longstanding passion for innovation and safety. We look forward to connecting with the community that Joe and PetKORE will bring to our booth as we celebrate and showcase their new, innovative grooming and enrichment line.”

“The timing of Global aligns well with our product launch cycles, particularly as it coincides with the launch of our Halloween and Holiday Prebook opening,” Dagne said. “This allows us to showcase our seasonal collections at a critical time for retailer planning. We appreciate the structured nature of the event, which facilitates meaningful connections not only within the pet industry but also in adjacent markets such as gift and lifestyle retail.”

“We love to exhibiting at Global because it’s a structured event which provides our company with invaluable opportunities to schedule meetings with both current and prospective customers,” Leh with Snif Snax said. “We are committed to expanding our presence in more retail outlets nationwide, aiming to make our treats readily available to a broader customer base.”

“While we have even more exciting products and branding coming in the latter half of 2025, we still value the opportunity to engage in meaningful discussions with retailers, distributors and industry professionals in the first half of the year,” Pratt said. “We’re also looking to connect with key players in veterinary distribution, pet specialty retail and emerging retail channels that support the growing demand for high-quality pet wellness products.”

“Every show we connect with a variety of people and learn a lot about where the industry trends are headed but a successful show for us is measured in our ability to connect or reconnect with distributors and retailers,” Yamamoto said.

“The timing of this year’s Global supports Pet Releaf’s goals for the year as it gives us the chance to grow our retail partnerships, boost brand awareness and showcase our current product offerings,” Gennings said. “While we appreciate the more relaxed networking opportunities in informal settings, we find that a structured event like Global really helps us stay focused on what matters most. Outside of connecting with retailers and distributors, we’re excited to explore potential brand partnerships with companies that share our holistic approach to pet health.”

“The timing for the Global this year couldn’t be better,” said Oost with Smalls. “Since launching in retail in 2024, we’ve built momentum with retailers and distributors. Global is the perfect opportunity to expand our reach and help cat parents find the best for their feline friends. It’s an ideal event for a growing brand like Smalls. It offers the flexibility to schedule meetings with current and potential customers while providing time to connect and network with new retail and distributor partners.”

“The timing of Global gives us the perfect opportunity to showcase our everyday collections, rainwear and exciting new innovations in dog walking and cooling,” Rossi with Canada Pooch said. “This event allows us to connect with retailers at a key moment in their planning cycles, ensuring they have the best assortment of solution-driven products to meet the needs of pet parents year-round. Global also provides the ideal balance between structured meetings and organic networking, helping us build relationships in a way that’s both strategic and collaborative.

Beyond traditional pet retail, we are actively looking to expand our presence in: outdoor retail – as demand for high-performance pet gear continues to grow; lifestyle spaces – where premium pet products are becoming an essential category; and international markets – expanding into Europe and other key regions through strong distribution partnerships. Our goal is to continue expanding our reach, ensuring that more pet parents have access to innovative, functional and stylish solutions designed to enhance their everyday lives with their dogs.”

“We do two major new product announcements a year and one is always during Global,” Hisamune said. “It is the ideal time to introduce new products for the next season and understand what our customers are looking for in future products. As we have many different partners, some meetings at Global are structured and all business, while some are more casual check-ins and updates. Global is a mix of corporate partners and mom and pop shops and our booth caters to both. Since we are vertically integrated, being able to showcase our abilities beyond our catalog, as well as having all our products displayed nicely and accessible are important to the structure of our booth. A lot of customers may not know our private label and custom capabilities so that is an area we would like to grow along with collaborations with other brands. Global allows us to make these unique connections that we wouldn’t be able to do just online or over the phone.”

“Global offers something for everyone in the pet industry: great opportunities for education, trend, connection with our industry colleagues and building our business,” Jurrjens said. “We love it all.”

First Impressions

Pet manufacturers are presently putting the finishing touches on their booths and presentations, with the intent of making a big impression.

“We’re really excited to have our Protein Bite cat treats on display at the New Product Showcase this year!” Brost with Dr. Elsey’s said. “These crunchy treats are complete and balanced for all feline life stages, feed as a treat or add as a supplement to your cat’s meal. Inspired by the protein levels found in cats’ natural prey, Dr. Elsey’s cleanprotein treats deliver the nutrition your cat craves through simple, high quality ingredients.”

“As Ruff Dawg enters its 27th year in business, we’re continuing to focus on what sets us apart—every single one of our products are made Safe in the USA in our own factory in Worcester, Massachusetts,” Moffett with Ruff Dawg said. “This has always been a key part of our brand, but with increasing tariffs on imported products, it’s becoming even more important to retailers and customers alike. We’re also excited to highlight our best-selling line of ultra-durable, Lifetime Guaranteed dog toys. These toys have been a huge success for us—by early 2025, we’ve sold more than 1,000,000 units, yet only 0.3 percent of those have ever needed a replacement under our guarantee. That’s a testament to our quality and durability!”

“Coastal is excited to showcase a variety of new product offerings in the hardlines category this year,” Stout said. “[Starting with] PetKORE, [which is a] new line of enrichment toys and grooming tools. Created by the founder of KONG, Joe Markham, the toys and grooming tools in this collection are all USA-made and patented. The toys are ultra-durable – made with all-natural rubber. The grooming tools featured patented fingers for ultimate contouring and can be used wet or dry for maximum effectiveness. [Then we have] K9 Explorer Trek [which is a] new addition to our popular K9 Explorer collection, these new collars, leashes and harnesses feature fresh colorways with a new weave and innovative hardware that is suitable for tie out. [Finally, there is] Turbo; we have expanded our offering of cat scratchers with fun, interactive new shapes. From vehicles to milk cartons, rainbows, and more, our Turbo collection now has cat scratchers galore!”

“Expect to see new seasonal collections, exciting additions to our best-selling toy lines and some fun, innovative everyday products for dogs and cats,” said Huxley & Kent’s Dagne. “We’re especially excited about our new interactive toys, featuring treat-hiding functionality and innovative ‘2 in 1’ toys. We’re also launching new Celebration Boxes tailored for special events such as birthdays and holidays, offering curated assortments of toys and accessories for these occasions.”

“We’re really proud of our Salmon Skins, Freeze Dried Salmon and USA Smoked Chicken,” Leh with Snif Snax said. “All three of these products have one single ingredient. By choosing single or very limited ingredient treats, pet owners can ensure their dogs are consuming only high-quality, natural ingredients.”

“Vetnique is excited to showcase a range of innovative pet health and wellness products at this year’s Global with great excitement to be featuring digestive products from our Glandex line, and to introduce US-based retailers to YuMOVE, the leading hip and joint supplement in the UK,” Vetnique’s Pratt said. “Our commitment to science-backed solutions remains at the forefront, and we’re highlighting our products that are designed to support pet digestive health, skin and coat care, mobility and overall well-being. With a focus on quality ingredients and veterinarian-formulated solutions, we look forward to shining a spotlight on our products that align with the evolving needs of pets and their owners.”

“We are looking forward to showcasing our natural cat litters, Green Tea Fresh, Cypress Fresh and Timber Fresh,” Next Gen Pet’s Yamamoto said. “We are consistently making small improvements to our booth to optimize our set up each show.”

“This year, we’re focused on increasing awareness around Pet Releaf Rituals, our first non-CBD supplement line that focuses on innovating the highest quality proactive supplements on the market,” said Gennings. “We’ll also be highlighting new and improved marketing strategies we’ve developed, along with enhanced training initiatives we’ve been working on throughout the past year to continue to best support our retail partners.”

“Redbarn Pet Products is looking forward to showcasing the new look for our Gently Air Dried Powerfood,” Cooper said. “We are also showcasing our new Dur-A-Bulls which are long-lasting treats for dogs. We will be exhibiting our entire Family of Foods.”

“This is an exciting year for Smalls as we bring our Cat First, Cat Only products to Global,” Oost said. “Our portfolio features three textures, five proteins and nine gently cooked recipes, giving retailers more ways to meet the needs of cats with different dietary preferences. We’re also expanding beyond the freezer with our new Freeze-Dried Puffs, a complete and balanced option that can be fed as a full meal or a nutrient-packed topper. With the introduction of our new bone broth recipes, we’re making it easier than ever to support hydration and mealtime variety.”

“At this year’s Global, we’re excited to showcase our most innovative and solution-driven pet gear yet—products designed to solve real challenges for pet parents and make every walk easier, more enjoyable and more comfortable for dogs in any weather,” said Katelin Porter, VP of Marketing at Canada Pooch. “Canada Pooch has been a leader in the pet cooling category for years, setting the standard with products that truly make a difference. This year, we’re taking cooling to the next level with the launch of Max Chill, powered by Coolcore technology—delivering better cooling distribution and more effective evaporative cooling than ever before. Pet parents can expect a superior cooling experience, designed for maximum comfort and long-lasting relief on even the hottest days.”

Porter continued, “We’re continuing to invest in the dog walking space, reinforcing our position as a leader in harness and walking gear. This year, we’re introducing the Redirect Harness—a game-changing innovation designed to stop pulling before it starts. Developed in collaboration with professional dog trainers, this gentle and intuitive design provides constant feedback to naturally encourage better walking habits. Unlike traditional no-pull solutions, the Redirect Harness works before pulling becomes an issue, creating a calmer, more enjoyable experience for both dogs and their owners. Our technical design team has delivered something truly innovative—a tool that makes a tangible, everyday impact for pet parents looking for a smoother, stress-free walk.

With this launch, Canada Pooch is making it clear: we’re not just participating in the walking and harness space—we’re leading it. Of course, our protective paw wear and outerwear staples will also be on display, reinforcing our commitment to functional, everyday solutions that pet parents trust.”

“In January of 2024, we announced Targeted PetCare’s acquisition of Pet Brands,” said Megan Raney, Director of Marketing, Omni Channel for Targeted PetCare. “Global will be the first time Targeted PetCare and Pet Brands exhibit together in one cohesive booth. We’re excited about the new capabilities Pet Brands brings to Targeted PetCare – it opens new brands and new categories of treat manufacturing we can offer to our partners.”

“P.L.A.Y. has been busy and will be showcasing a mix of new apparel, toys and beds this year at Global,” said Hisamune.

“Best Furry Friends is an exciting pet apparel and accessory brand,” Jurrjens said. “We’ll showcase top sellers, such as our Rugged Performance Gear line, along with some new products – stop by our booth (2541) for details!”

Building Excitement

Many come to Global not only to introduce and/or further educate on their own products but also to take in a sense of what is trending in the industry, via highlights like the New Product Showcase.

“What’s great about Global is the opportunity to see what others in the industry are doing,” Dr. Elsey’s’ Brost said. “It’s a chance to explore new innovations, discover the latest trends for cats and share our own exciting new products and goals for the future. Overall, it’s a fantastic opportunity to connect with fellow pet lovers and dive into the vibrant world of pets.”

“The energy at Global is unmatched,” Ruff Dawg’s Moffett said. “There’s nothing like connecting with our buyers face-to-face, something that just can’t happen the same way online or over the phone. One of my favorite things is seeing people’s instant reactions to our products—watching them pick up a toy, test its durability and get excited about how it can fit into their business. I also love hearing real feedback from retailers—what they love, what they want more of and even what they’d tweak. I’ve been in the pet industry for a long time, but the chance to meet customers at every level, reconnect with old friends and make new connections never gets old!”

“We enjoy the diversity that Global offers,” Stout with Coastal Pet Products said. “The range of customers from different retail channels and countries gives us valuable insights into various aspects of the pet care market. Whether it’s connecting with ecommerce or independent pet retailers, we love seeing the bigger picture and understanding where the industry is headed. This diversity helps us explore new opportunities and grow our business in ways we might not have considered before. By learning about broader industry trends and participating in learning initiatives with speakers and educational seminars, we gain fresh perspectives that inform our strategies. This approach helps us stay ahead of the curve as we look to expand and innovate.”

Dagne with Huxley & Kent said, “We’re looking forward to seeing the latest industry innovations, connecting with fellow exhibitors and gaining insight into emerging trends.”

Leh said, “Participating at Global offers Snif-Snax a unique opportunity to engage directly in-person with our customers and even their pets! Meeting with them allows us to receive immediate feedback and build genuine relationships that strengthen brand loyalty. In addition, we are looking to forward to showcasing our latest innovations and product lines and exhibiting as it renews our sense of why we do what we do, which is to give our customers the best treats for their pets.”

“I’m eager to experience the energy and innovation that Global brings each year,” Pratt with Vetnique said. “It’s always inspiring to see how the pet industry evolves year over year—whether it’s through advancements in pet nutrition, new product technologies, or enhanced consumer engagement strategies. I’m particularly excited to connect with like-minded professionals who share our passion for improving pet health and to see how brands are addressing emerging trends and challenges in the industry. It’s also always amazing to spend time with our retail partners and to meet new ones.”

“We are also really looking forward to connecting with our east coast network,” Yamamoto with Next Gen Pet said.

“Every year, we’re most excited to see our retail partners,” Gennings with Pet Releaf said. “There is nothing better than connecting in person! It’s also always exciting to see what new trends are happening within the industry and to connect with other likeminded brands who are focused on making the industry a higher quality and more sustainable space.”

Cooper with Redbarn Pet Products said, “We look forward to seeing and partnering with our retailers and having the opportunity to meet new retailers and partners along with showcasing our innovative portfolio.”

“Global is always an exciting time for us,” said Oost with Smalls. “Not only is it a chance to show off what we’ve been working on, but also to step back as spectators and spot new trends that help us better understand our feline friends. At the heart of it all, we’re driven by one thing: knowing precisely what cats need and want to eat – especially the picky ones. Plus, it’s the perfect time to reconnect with old friends, meet new faces and network with new customers.”

“As a spectator, I’m excited to see how brands are continuing to push boundaries in the pet space through innovation and technology,” Porter with Canada Pooch said. “The pet industry is evolving rapidly, and it’s inspiring to see how brands are adapting to shifting consumer expectations, advances in pet wellness and the integration of smart technology to enhance the lives of our pets. From a marketing perspective, I’m particularly interested in how brands are finding new, creative ways to connect with pet parents—whether through immersive storytelling, experiential retail, or innovative digital campaigns that go beyond traditional engagement. As pet parents seek authentic connections and personalized experiences, it will be exciting to see how brands bring their products and missions to life in ways that truly resonate.”

“Our favorite part of Global is always the New Product Showcase,” Raney with Targeted PetCare said. “It’s the best place to see all the innovation within the industry and helps spark motivation and curiosity with our teams.”

“Global is a great place to connect with our customers face-to-face which is so rare these days with Zoom and everything online,” said Hisamune. “We get to meet with our domestic and international partners as it attracts buyers from all over the world. We put our best foot forward hoping to gain new relationships and continuing to solidify current partnerships. Not only is it a great place to connect with our customers but it also is a time we can meet with other industry leaders and truly feel the pulse of what is going on in the pet world. We have made solid friendships within the industry, and it is great that Global provides us a place where we can discuss business strategies, collaborate or just get an update on their lives and how things are going.”

“We like to think our products help build connection and help celebrate the relationship between people and pets,” said Jurrjens with Best Furry Friends. “We love demonstrating how we can support and expand our partners’ business with a great assortment of apparel and accessories. We feel we are in good company at Global, being around industry professionals who are as committed to the human-animal bond as we are.”