Dr. Jan Pol and his wife, Diane Pol, of NatGeo’s “The
Incredible Dr. Pol,” are on hand to sign copies of Dr.
Pol’s new book at the Vetericyn booth (1739).
[ 2] Preston of the Preston Speaks blog. [ 3] Jackson
Galaxy at the Tomlyn booth (2745). [ 4] Earthborn
Holistic (booth 629) is giving away a vacation package
for each day of the show to celebrate the launch of
its brand-new line, Venture dog food. On Tuesday,
attendees could register to win an Alaskan cruise. On
Wednesday, they can register to win a trip to Machu
Picchu and Lima, Peru. On Thursday, they can register
to win a trip to Paris. Winners will be announced at the
conclusion of the show.
Erin Terjesen of Propel Communications and Andy Krinner of the TTPM Pet Team
address an invite-only gathering of product innovators at the Pet Product News booth
(3858) to announce the upcoming TTPM Pet Shop event, which will be held in New
York in September.
PET PALETTE ADDS TWO VENDORS
IN WELLNESS CATEGORY
Pet Palette LLC (booth 2654), a Sykesville, Md.-based national distributor of unique and popular
pet products, is expanding its wellness category.
Pet Palette will showcase both Bag Balm, made by
Vermont’s Original, and VetriScience, a division
of FoodScience Corp., at SuperZoo. Both product
lines are made in Vermont.
“We have a strategic initiative to increase the
brands that we sell in the wellness category,” said
Michael Dagne, president and COO of Pet Palette.
“Specifically, we are looking for products that are USA made, have an excellent reputation and focus [on] the well-being of our pets. We feel Vermont’s
Original and VetriScience do exactly that, and we look forward to bringing
their brands to the independent market that we service.”
CARDINAL PET CARE DEBUTS SUPERZOO
SNAPCHAT FILTER AND ORGANIC TREATS
Cardinal Pet Care (booth 3643) is using a Snapchat
geo-filter to entice show attendees to its booth to
meet and take a selfie with Farmer Fido, which aims
to bring attention to the Azusa, Calif.-based company’s Organic Crazy Dog Train-Me! dog treats. Show
attendees will find Farmer Fido in the front of the
booth standing next to the farm cart loaded with
organic dog treats.
Attendees that have the Snapchat app on their
mobile phones can click on the app and scroll
through the filters available at SuperZoo to see
Then attendees go to the booth and take a selfie with the filter open.
The Snapchat geo-filter targets Cardinal’s pet audience with its organic
message, which is a fun and engaging activity that attracts people and offers
attendees a special and unique photo opportunity, according to Cardinal
officials. The geo-filter creates a story for their friends of where they are
and what they’re doing. Fido puts a memorable “organic” message in the
minds of pet retailers and has Cardinal’s name and booth on the selfie, officials added.
While at the booth, visitors can see the Organic Train-Me! treats, which
are available in either cage-free Organic Chicken or Organic Beef varieties.
Both are animal welfare certified.
ELLO LAUNCHES MADE IN USA
BOX FOR NEW CUSTOMERS
At SuperZoo, Ello Pet Supply (booth
2922) is offering an Ello Bello Box for
new customers. It contains an assortment of unique made in the USA pet
products. The Bello Box is filled with pet
toys, 100 percent all-natural treats and
The box is designed for the busy pet boutique store owner that wants
new products but is tired of searching online. It aims to highlight how Ello
Pet Supply offers all of these products in one place.
“Several stores don’t have the luxury of a sales representative that visits their store, and this is a great way to put hot new pet products in their
hands,” said Jaime Rowe, president of the Wheat Ridge, Colo.-based company. “Depending on the demand we see in the marketplace for a subscription-box service for wholesale customers, we might look into expanding this
program to our current customers. It would be a pleasant surprise from us
each month.” CONTINUED ON PAGE 45