HEMP IS HOT
An influx of product launches is emerging from the cannabidiol (CBD)-based product category.
Pet Releaf introduced Liposome Hemp Oils, the first product in its new Pet Releaf Professional
division. According to Chelsea Gennings, vice president of business development and special
products for the Littleton, Colo.-based company, the USDA organic oil is mixed with sustainably
sourced wild Alaskan salmon oil and can be administered directly on pet food. The Liposome
Hemp Oils are sold in two strengths and can be used to aid with issues ranging from anxiety and
joint pain to seizure management and gastrointestinal issues, Gennings said.
More recently, Pet Releaf launched trial-sized bags of its CBD-infused Edibites, which is
described as “a ‘superfood smoothie’ for your dog” on the company’s website. Edibites come
in two flavors—Blueberry Cranberry and Peanut Butter Banana—and can be used as a daily
supplement and immune system booster. Gennings said the trial-sized bags contain 2.5 ounces,
or about 10 Edibites, and allow customers to try them out at a competitive price point.
Frangiosa Farms, a Parker, Colo.-based producer of artisanal honey, is also offering its hemp
products in smaller packages. Its Colorado Hemp Honey sticks each contain 1 teaspoon of honey.
The honey is made for both humans and pets, and comes in raw, ginger, lemon and tangerine
“In one of my stores, we’ve sold 1,110 sticks in the last month and a half,” said Nancy Guinn,
owner of Dog Krazy, which has five locations in Virginia.
Heather Timmons, communication specialist for Frangiosa Farms, said the honey can be
added to food or enjoyed on its own as a treat. Serving size depends on the size of the animal.
“It is always best to start with a smaller amount, monitor and proceed from there,” Timmons
said. “A smaller animal—think cat or small dog—may start with a quarter to a half tablespoon or
stick, while larger pets will be able to metabolize more.”
FROM THE TOP DOWN
Pet specialty retailers often play the middleman between manufacturers and
consumers as information on natural pet supplements is handed down.
When it comes to educating its independent retailers, which number more than
3,500, Pet Releaf has gone digital, according to officials for the Littleton, Colo.-based
company. Pet Releaf aims to make retailer education convenient through its online
retailer dashboard, said Chelsea Gennings, vice president of business development and
The web-based platform “contains educational videos, quizzes, blog posts and a
host of other resources so they can feel extremely supported from both an education
standpoint and sales standpoint,” Gennings said.
“I have to stay on top of education and changes in the industry, and then I have
to filter it down to my staff … from there you have to educate the consumer,” said
Toni Shelaske, owner and founder of Healthy Pet Products, which has two locations in
“The best things that we’ve had work are in-store clinics and seminars,” she said.
Shelaske and her staff run most of the seminars, but representatives from
companies such as Pet Releaf and InClover have also visited to speak.
Kathy Hyland, owner of Pets Naturally in Traverse City, Mich., said that while she
uses social media to advertise, most consumer education takes place in-store.
“Each staff member is required to become educated on all of the products we
sell,” she said. “When a customer comes in with an issue, we work individually with
each one to come up with a solution through holistic and healthy foods, treats and
What is your average customer looking for in
a natural supplement?
“The average customer is looking for a healthy
solution to address an underlying issue their dog
has, such as skin and coat, and hip and joint. They
also will seek supplements to prevent and continue
to provide daily nutrients.”—JAMESBRANDLY,
content writer and public relations manager for
TropiClean Pet Products in Wentzville, Mo.
“Most of the time when it comes to supplements, I would say the No. 1 is digestive
support.”—TONI SHELASKE, owner and founder
of Healthy Pet Products in Pennsylvania
“The four main areas that we see pet parents
picking up our products for are situational
anxiety, pain management, seizure management
[and] inflammation.”—CHELSEA GENNINGS, vice
president of business development and special
products for Pet Releaf in Littleton, Colo.
WHITEBRIDGE PET BRANDS offers
Tiki Dog Aloha Petites for Puppies.
Designed for small puppies, the
baked kibble is packed with fresh
meat, nutrient-rich organs and essential superfoods. The food packs
big nutrition into puppy-size kibble,
using only the finest ingredients,
the company states. It is baked to
preserve nutrients and ensure flavor.
The grain-free formula comes in a
Chicken, Peas and Lentils Luau flavor, which includes nutrient-dense
chicken liver. It comes in a 3.5-lb.
GRIZZLY PET PRODUCTS’ Grizzly Hemp-Enhanced
Hip and Joint Aid contains the same five active
joint support ingredients as the company’s original
Joint Aid product, enhanced with organic phyto-can-nabinoid rich (PCR) hemp to help address discomfort. It is available for dogs and cats in a liquid
or mini-pellet formula. The product helps relieve
occasional joint stiffness and discomfort, and it aids
in the natural maintenance of joints, the company
Hip & Joint
is an all-nat-
as well as
boost healing power in dogs. The supplement gives older dogs the important
nutrients they need. The chews are cold extruded to preserve nutrients and
freshness, and to boost effectiveness. While they are designed for older dogs,
they can be given to puppies and young dogs to keep them healthy through-
out their lives. They are chicken flavored.
VET + INSTINCT offers its Papaya + Ginger Digestive Aid, geared toward supporting a healthy
gastrointestinal tract, immune system and cognitive function. The holistic superfood formula
is made from 100 percent real ingredients. The product naturally supports the GI tract without
introducing potentially harmful foreign probiotic bacteria. Organic Jerusalem artichoke extract
nourishes the animal’s native microflora, organic papaya supports the metabolism of proteins,
carbohydrates and fats, organic yucca root supports a healthy inflammatory response in the
bowel, and organic ginger helps to maintain overall GI health and comfort, the company states.
The product also features organic spirulina algae to aid cognitive function, organic brewer’s yeast
for allergy and immunity support, and organic reishi mushroom to help relieve stress from the