Episodes
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SuperZoo is just around the corner, and I'm excited. In the latest episode of Petworking, I sat down with three industry leaders to discuss upcoming trends and innovations in pet nutrition ahead of this major event, and what we can hope and expect to see on the show floor in Las Vegas this week. My guests were Dr. Greg Aldrich, COO of Nulo Pet Food, Greg Kean VP of Global Innovation and Nutrition at Wellness Pet Company, and Dr. James Templeman, Director of Nutrition at Primal Pet Foods.
Key discussion points included:
Alternative processing methods: The experts expect to see continued innovation in minimally processed pet foods, including raw, frozen, freeze-dried, and gently cooked options. These products aim to provide optimal nutrition while addressing consumer demand for less processed foods.
Affordability and value: With economic pressures affecting pet owners, companies are working to balance premium nutrition with affordability. This includes offering smaller package sizes and positioning some products as meal toppers rather than complete diets.
Consumer experience: The panel emphasized the importance of creating positive feeding experiences for both pets and owners. This includes factors like aroma, texture, and variety to keep pets interested and owners satisfied.
Fresh and refrigerated foods: While fresh pet food continues to grow in popularity, the experts noted challenges around profitability, logistics, and consumer education. They expect continued innovation in this space to address these issues.
Science-backed nutrition: There's an increasing focus on conducting feeding trials and other research to validate nutritional claims and build veterinarian and consumer trust.
Sustainability: The experts hope to see more innovation around sustainable nutrition, including alternative proteins and upcycled ingredients.
Cat food innovation: With the growing cat population, there's an opportunity for more product development specifically for felines.
While it's challenging to predict the next big breakthrough, the experts agreed that Super Zoo often provides surprises in terms of new product concepts. They look forward to seeing how companies continue to innovate to meet evolving consumer demands and pet nutritional needs.
As the pet food industry continues to evolve, it's clear that balancing nutrition, affordability, sustainability, and consumer experience will be key drivers of innovation. Super Zoo 2024 promises to showcase the latest advancements in these areas, potentially unveiling the next big trend in pet nutrition.
Listen to the episode, and share your thoughts in the comments!
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An insightful discussion with Dr. Karen Shenoy, Chief Veterinary Officer at Hill's Pet Nutrition, and Stephanie Filer, Executive Director of Shelter Animals Count, exploring the findings of the 2024 State of Shelter Pet Adoption Report, uncovering crucial insights into the current state of animal shelters and adoption trends.
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Episode 31 of Petworking features Daniella Morgan-Pascualvaca from Mella Pet Care, and discusses the company's innovative approach to at-home pet diagnostics, along with its experience in the venture capital ecosystem, where it was selected to participate in the Leap Venture Studio, and received an investment from Mark Cuban on Shark Tank.
Here are the key takeaways from the episode:
Mella is bringing vet-grade diagnostics into pet parents' homes, addressing the gap in preventative care. Its devices (thermometers and scales) help establish baseline health data, crucial for early detection of issues. Stress-free home measurements provide more accurate data than stressful vet visits. Mella's unified software platform integrates data from multiple devices, simplifying pet health monitoring. Future plans include a pet blood pressure monitor and telehealth integration. Strategic partnerships have been key to Mella's growth: Leap Venture Studio provided crucial mentorship and market research. Shark Tank appearance led to investment from Mark Cuban, boosting visibility.Along with other companies offering pet parents solutions to monitor their pet's health at home, Mella Pet Care is at the forefront of a shift in the pet healthcare paradigm. By empowering pet parents with tools to monitor their pets' health consistently, they're addressing a critical gap in preventative care. The future of pet healthcare promises to be more proactive and data-driven, potentially leading to earlier detection of health issues, more informed veterinary care, and ultimately, healthier, happier pets.
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Nationwide recently announced that it will cancel pet insurance coverage for about 100,000 pets, citing rising veterinary costs and profitability concerns.While the company stated that the cancellations were not based on specific pet characteristics like age, breed, or claim history, the sad reality of the situation is that many older pets will be affected by this decision. This is a crucial point because:
These pets are often the most in need of insurance coverage due to higher healthcare needs They may face significant difficulties finding alternative coverage because almost all pet insurance carriers exclude pre-existing conditionsThis situation could create a serious insurance gap for a vulnerable group of pets and their owners, and underscores a significant problem in the pet insurance market. Because pets are considered property in the eyes of the law, we're left with a situation where a health insurance product is underwritten as property & casualty insurance. As such, pet owners who have paid for a lifetime of insurance coverage for their pets may face a situation where the lifetime investment that they made to ensure that their pets have insurance coverage when they need it most goes for naught.In light of this concerning development, on the latest episode of Petworking, I sat down with Miles Thorson of Odie Pet Insurance to discuss the implications and potential solutions for affected pet owners. Our conversation revealed some promising innovations in the pet insurance industry that could help address these challenges.Here's a quick summary of the episode:Miles and I discussed Nationwide's recent announcement to cancel coverage for about 100,000 pets, citing rising veterinary costs and profitability concerns.Miles explained that inflation in veterinary care costs is a real issue, driven by factors like vet shortages and burnout.We highlighted the problem of older pets potentially losing coverage and facing difficulties finding new insurance due to pre-existing conditions.Miles introduced Odie Pet Insurance's new approach, which includes:
Extending coverage back to the date of a pet's prior policy when switching from another provider Aiming to broaden the pet insurance market with lower entry barriers and more options Not considering healed conditions as pre-existing when switching policiesWe also discussed the broader implications for the pet insurance industry, including:
The need for more consumer-friendly regulations. The potential for pet insurance to help reduce veterinary burnout by enabling more pets to receive care The importance of educating consumers about the value of pet insuranceMiles talked about Odie's plans to use data and technology to offer more personalized pricing and coverage, including:
Partnerships with pet spend reward cards to gather data on pet care habits Integrating pharmacy capabilities into their member portal Using data to identify trends and offer more favorable rates to responsible pet ownersFinally, we explored the potential for pet insurance companies to contribute to pet nutrition research and improve overall pet health outcomes.The conversation concluded with a discussion on how increasing pet insurance adoption could lead to better health outcomes for pets and potentially transform the animal healthcare paradigm.
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If you're a pet parent, you've likely experienced the anxiety of wondering if your furry companion is in pain or discomfort. However, for many pet parents, the cost of veterinary care, and the inability to know whether a pet is truly experiencing health issues, results in a decision to postpone a visit to the vet, which ultimately results in poor health outcomes for the pet.
As a pet parent, I've experienced firsthand the critical importance of early detection. My journey with Peony has been a testament to this:
Shortly after adopting her in 2017, Peony pulled a groin muscle. During treatment, a routine SNAP test revealed she was heartworm positive - a condition she had tested negative for at the shelter. Catching this early was potentially life-saving.
In 2019, while petting Peony, I felt a lump. My immediate decision to have it checked led to an early melanoma diagnosis, significantly improving her prognosis.
More recently, we were able to address neurological episodes promptly due to timely veterinary intervention.
These experiences underscore the irreplaceable value of attentive pet parenting and regular vet check-ups. But imagine having a device that could alert you to potential health issues even between these crucial moments of discovery and scheduled visits. That's where Maven.Pet comes in.
On the latest episode of Petworking, I had the pleasure of speaking with Guilherme Coelho, co-founder and CEO of Maven.Pet, about their AI-driven, innovative wearable health monitoring device for pets.
Here's how Maven's AI is changing the game:
24/7 Health Monitoring: Maven's device attaches to a pet's collar, continuously tracking vital health metrics like respiratory rate, activity levels, and sleep patterns. But it's not just collecting data - the AI is constantly analyzing this information in real-time.
Early Detection is Key: Inspired by a personal experience with late-stage canine arthritis, Maven aims to catch health issues earlier, potentially improving outcomes and reducing treatment costs.
Personalized Baselines: The AI establishes a unique health baseline for each pet, considering factors like breed, age, and medical history. This allows for truly individualized health monitoring.
Veterinary Integration: By partnering with clinics and integrating with practice management systems (PIMs), Maven provides vets with valuable insights between visits. By connecting with PIMS, Maven can access a pet's complete medical history, provide vets with pre-appointment insights, and flag potential issues based on both real-time and historical data
AI-Powered Analysis: An artificial intelligence system analyzes the data, flagging potential issues for veterinary review. By processing vast amounts of data, the AI can identify subtle changes that might escape human notice, potentially predicting health issues before obvious symptoms appear.
Balancing Information: While vets receive detailed data, pet owners get a simplified app view to avoid unnecessary worry.
Future Potential: There's exciting potential for partnerships with pet insurance companies to offer data-driven, personalized pricing.
The Maven system represents a significant step forward in preventative pet healthcare. By providing vets with a more complete picture of a pet's health over time, it enables earlier interventions and potentially better outcomes. It's not about replacing professional judgment, but enhancing it. The AI provides vets with pre-appointment insights and flags potential issues, empowering them to make more informed decisions. For pet owners, it offers peace of mind knowing their furry family members are being continuously monitored.
What are your thoughts on wearable health monitoring for pets? How do you see technology shaping the future of veterinary care?
🎧 Listen to the full episode to learn more about the game-changing potential of wearable pet health monitors and why they could become an essential tool for every pet owner.
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This podcast episode features Peter Kenseth, Vice President & Partner at Maia Strategy Group, interviewing Miles Thorson, founder and CEO of Odie Pet Insurance.
Key points discussed:
Pet insurance adoption is still low in the US (~4% for dogs), so there is a huge potential market. Most carriers are not competing for share yet, but trying to grow the overall market. Odie Pet Insurance is taking a novel approach by focusing on distribution through employee benefits and white labeling, rather than selling directly to consumers. This helps lower customer acquisition costs. They are offering more flexible coverage options and price points to appeal to a broader range of customers. Miles sees an opportunity for pet insurers to work with vets, pet food companies, and others in the pet health ecosystem to drive better health outcomes, which benefits everyone. Odie is exploring partnerships around pet nutrition, genetic testing, medications, and more to provide added value to customers and control costs. Miles believes pet insurance carriers need to innovate with their coverage models, use of data/technology, and partnerships to make pet insurance more accessible and demonstrate its value to pet owners.Overall, the discussion focused on the current state of the pet insurance market, Odie's differentiated approach, and opportunities for pet insurers to expand adoption by providing more value to pet owners through an ecosystem approach working with vets and pet health companies.
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In this episode of Petworking, host Peter Kenseth interviews Greg Kean, Global VP of Innovation & Nutrition at Wellness Pet Company. They discuss Wellness's extensive testing protocols for its pet food products, which go above and beyond the industry standard.
Key points from the discussion:
Wellness is investing 3-4 million dollars to put their entire product portfolio through AAFCO feeding trials, even though this is not required if diets meet AAFCO nutrient profiles. This testing helps build confidence with veterinarians recommending Wellness products, as vets don't always receive extensive nutrition training. Before even doing AAFCO trials, Wellness conducts digestibility, stool quality, and palatability testing, as well as urine pH for cat diets. Any novel diets or ingredients also undergo feeding trials. Greg discusses the need for more companion animal nutrition research overall, and how the industry is funding much of this itself in the absence of government funding. They discuss trends around unprocessed/raw diets vs kibble, noting that more research is needed on health impacts. Kibble remains important for accessibility of pet ownership. With a shrinking pet food market post-pandemic, innovation will focus on addressing consumer needs in affordable ways and educating on new food formats. The future may bring more functional diets for health and longevity, but Greg emphasizes the importance of having sound research before making claims, while maintaining healthy body weight remains key.Overall, the discussion highlights Wellness's commitment to extensively testing its products to ensure optimal nutrition, as well as broader issues around advancing pet food science and innovation.
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It might come as a surprise to learn that the pet food industry is a significant contributor to the global waste stream, accounting for 3% of all flexible packaging (about 300 million pounds annually). Currently, 99% of the 300 million pounds of plastic waste produced by the pet food industry each year wind up in landfills. Put another way, pet food packaging is adding 297 million pounds of plastic waste to our landfills each year.
When trying to reduce a number from 99%, it might seem like a pretty easy task. However, there are a few key challenges that make transitioning to sustainable packaging in pet food a more complicated endeavor than it might seem.
I recently had the pleasure of hosting Kara Stoney, Value Chain Coordinator and Sustainable Packaging Manager at Dow, on Petworking. Kara and I discussed the efforts that the pet food industry is taking to move to sustainable packaging, and the barriers that must be overcome to successfully complete the journey.
Listen to the episode to hear Kara and I discuss:
The challenges associated engineering packaging that is both recyclable and durable enough to protect product quality through the supply chain. It doesn't matter if packaging is recyclable if using it results is large amounts of wasted food products.
The importance of maintaining palatability when transitioning to recyclable packaging materials, especially for pet food products. Some recycled plastics can impart odors to the food, and pets, particularly dogs, are much more sensitive to changes in smell and taste than humans are. If a switch to more sustainable packaging results in a pet detecting a change and refusing to eat the food, it could lead to the pet owner switching brands.
The Pet Sustainability Coalition's Packaging Pledge, and the likelihood that companies will be able to meet the goals that 100% of their packaging will be recyclable, reusable, or compostable, and at least 30% of their packaging will be made from recycled content by 2025.
The How2Recycle labeling system, and its impact on increasing consumer recycling, and decreasing the amount of wish-cycling (putting non-recyclable items in the recycling bin in the hope that they will be recycled).
Dow's sustainable innovation in both mechanical and advanced "chemical" recycling technologies. Advanced recycling breaks plastics down to their original monomers, yielding recycled content that mirrors virgin resin - a game-changer for pet food.
Dow's Pack Studios, a facility where brand owners and packaging converters can test sustainable solutions prior to production, reducing the risk of costly trials on their own production lines. Line time is so valuable that brands are hesitant to run trials, so Pack Studios reduces that barrier.
My discussion with Kara highlighted the complexities in improving packaging sustainability, but also provided an optimistic look at the industry's progress through strategic partnerships, innovation in recycling technologies, and the power of consumer advocacy to drive meaningful change. Younger Millennials and Gen Z consumers are increasingly demanding sustainable options, which puts pressure on brands to continue to seek out new and innovative sustainable packaging solutions.
Ultimately, advancing sustainable packaging requires an industry-wide effort. Stakeholders across the value chain - from resin producers, to converters, brands, and consumers - must collaborate closely. Continued investment in recycling infrastructure and technologies is also paramount.
What are your thoughts on sustainable pet food packaging? Please share the episode, and leave your thoughts in the comments.
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Dr. Greg Aldrich, Chief Operating Officer at Nulo Pet Food, recently joined Petworking host Peter Kenseth to discuss Nulo's latest innovations in minimally processed pet foods and the brand's philosophy on optimal pet nutrition.
Aldrich, who previously worked as an associate professor at Kansas State University studying pet nutrition, joined Nulo about 15 months ago after consulting with the company for over a decade. He has been working closely with Nulo founder Michael Landa on developing foods that align with an active lifestyle for both pets and their owners.
A Focus on Minimal Processing
A key focus for Nulo is minimizing the processing and heat applied to their foods in order to maximize nutrient retention and availability. Aldrich explained that traditional manufacturing processes like extrusion for kibble and retort canning subject all ingredients to very high heat, which can damage nutrients and create undesirable chemical interactions.
Nulo is exploring techniques like cold pressing, gently cooking, air drying, and freeze drying as alternatives that apply lower temperatures for shorter periods. "We're trying to find the perfect time and temperature for each component," said Aldrich.
He positions Nulo's approach between raw diets, which have food safety and shelf-life challenges, and highly-processed kibble and cans. The goal is pasteurization to control pathogens while minimizing nutrient loss.
High Protein, Low Carb Philosophy
In line with the idea that dogs and cats are carnivores, Nulo has adopted a nutritional philosophy focused on high animal protein and low carbohydrates from low-glycemic sources like miscanthus grass fiber. Aldrich cited research linking high protein to better lean body mass and concerns that highly-digestible starches may contribute to obesity and diabetes in pets.
Partnering with Athletes
To emphasize the nutrition and performance connection, Nulo has partnered with elite athletes like Simone Biles and plans to feature more Olympians heading into the Paris 2024 games. The idea is that consumers will be more receptive to nutritional advice from the athletes they admire.
What's Next
Nulo's latest innovations include the new cold pressed diet, gently cooked shelf-stable pouches, rebranded freeze dried, and new canned cat foods. At SuperZoo 2024, the brand plans to unveil new treat products aligned with their nutritional principles as well as updated packaging.
Aldrich is aiming for continued progress toward the "perfect pet food" through optimal ingredient selection and processing tailored to each nutrient type. However, he emphasized the need for more research funding specifically for pet nutrition to advance knowledge in this area.
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Happy Earth Day! Miscanthus is a perennial grass, and represents a highly sustainable and effective fiber source. In addition to serving as a source of dietary fiber, it also enhances the structural integrity of pet foods during manufacturing processes, contributing to better kibble cohesion and moisture retention. Miscanthus is primarily cultivated in southwest Missouri and stands out due to its substantial growth, reaching heights of 10 to 12 feet during the summer months. This perennial grass is established once and yields harvests annually for up to 30 years, requiring minimal maintenance. It does not require annual tilling, extensive nutrient inputs, or the felling of trees, which are common in other fiber production processes.Compared to other ingredients used as fiber in pet food, like powdered cellulose or beet pulp, miscanthus is produced in a far more sustainable, and less resource-intensive process. It is a highly sustainable crop, requiring minimal inputs and offering considerable ecological benefits:Water Use: Miscanthus requires significantly less water compared to other crops. It is grown without the need for irrigation, and requires significantly less water compared to powdered cellulose in its production process. It saves over 153 million gallons of water for every million pounds replaced in the industry, which translates to approximately 153 gallons of water per pound when miscanthus is used instead of powdered cellulose.Chemical Free: The processing of miscanthus does not involve chemicals, relying instead on mechanical means to convert the harvested grass into a usable fiber form. Powdered cellulose requires the introduction of chemicals to break down wood pulpCarbon Sequestration: As a perennial plant, miscanthus has a deep root system that helps sequester carbon, contributing positively to carbon footprint reduction efforts. The production of powdered cellulose is linked to logging activities, which not only deplete forest resources but also contribute to habitat destruction and increased carbon emissions. Amazingly, along with all the sustainability benefits that miscanthus offers producers, it is also more cost-effective than powdered cellulose. According to Dustin, miscanthus costs about half as much as powdered cellulose. It also has cost advantages when compared to beet pulp, which is a byproduct of the sugar beet industry. Its availability and quantity depend on the sugar production levels, which can vary annually. The cost of beet pulp can fluctuate based on the sugar market and agricultural conditions, potentially making it less predictable in terms of pricing and availability compared to miscanthus.Finally, miscanthus offers specific health benefits as a dietary fiber. It is predominantly insoluble, helping to regulate digestive health in pets, which parallels its utility in human dietary fiber applications. The presence of miscanthus in pet foods supports optimal gut health, nutrient absorption, and stool quality, vital for overall pet wellness. The adoption of miscanthus by pet food manufacturers not only supports sustainability initiatives but also offers cost benefits due to its lower production costs. These factors make miscanthus a compelling choice for companies looking to enhance their environmental footprint while maintaining high standards in pet nutrition. Check out the episode to learn more about miscanthus, and hear Dustin talk about which prominent brands M-Fiber already counts as clients. Patronizing these brands contributes to sustainability in pet food consumption. If your favorite pet food brand isn't using miscanthus, consider reaching out and asking them to consider reformulating. It might take some time and effort, but ultimately, it's an ingredient that is better for the health of our planet, and costs less than the products it's replacing. On Earth Day 2024, I think that's something we can all rally around and celebrate.
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Loyal for Dogs (Loyal / Cellular Longevity) is redefining the paradigm of aging in dogs. NAD+ supplements currently on the market claim to "slow the effects of aging," and to "support health as [dogs] age," but they do not promise to extend lifespan. Nor are they FDA-approved.Loyal emphasizes that aging is the primary modifiable risk factor for most degenerative and chronic diseases in dogs. Their mission? To target the aging process itself, opening doors to healthier, longer lives for dogs.At WVC 2024, I had the chance to chat with Dr. Brennen McKenzie, Loyal's Head of Veterinary Education, and he recently joined me on Petworking to continue the discussion. We talked about the 3 pioneering drugs targeting critical molecular pathways associated with aging that Loyal has in the pipeline. These include: - LOY-002 for senior dogs (10+ years old), focusing on metabolic health to extend lifespan.- LOY-001 & LOY-003 for larger dogs (40+ lbs), targeting hormonal overexpression of IGF-1, which Loyal has linked to the shorter lifespans experienced by large dogs.Loyal is seeking FDA approval for all of these products, and by 2025, Loyal might be able to market LOY-001 under conditional approval, as the FDA has already granted "reasonable expectation of effectiveness."That means by next year, there is a significant chance that if you are a large dog owner, your veterinarian could prescribe a product that can actually extend your dog's life.
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The veterinary field is on the cusp of a revolutionary transformation, driven by technological advancements, a deeper understanding of pet nutrition, and an evolving approach to pet care that prioritizes convenience and efficiency. This shift was vividly illustrated at the recent Western Vet Conference in Las Vegas, where my colleague, Jessica Stewart and I explored into the trends shaping the future of animal health and veterinary medicine. We recently recorded an episode of Petworking to recap these insights, offering a glimpse into what lies ahead for veterinary professionals and pet owners alike.
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A look at topics that I'm excited to explore at WVC 2024:- The Creation of the Pet Care/Animal Health Ecosystem- Wearables- At-Home Diagnostics- Pet Insurance- DNA/Genomics/Precision Medicine and Precision Nutrition- Sustainability
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Research from Demandsage 2.0 indicates that on a worldwide basis, 23% of men and 21.8% of women own a smartwatch. In the U.S., that number is even smaller, as 12.2% of Americans are reported to use a smartwatch or a fitness tracker.However, when we get to the pet space, that number drops even further. Market awareness for pet trackers in the United States is approximately 5% of pet-owning households, with the number of households that actually have purchased and use a pet tracker being much smaller than that, potentially as few as 1 million.However, while the market is small now, the low level of awareness speaks to the high growth potential in the space, if pet parents can be educated about the utility and benefits of these devices.Over the last several months, I've had the pleasure of trialing a new pet tracker called the Smart Dog Collar from a company called Invoxia. This device not only offers activity monitoring and location tracking, like many of the existing trackers in the market, but it was the first to come to market with a heart monitor. The device has a heart monitor in it, and it tracks heart signature (similar to an EKG), resting heart rate, and resting respiratory rate, along with a whole other host of beta features.Skeptics might say, well if only 12.2% of Americans use a smartwatch or a fitness tracker, and less than 5% of pet-owning households are even aware of the existence of pet trackers, what is the potential upside to making what is the equivalent of a smart watch for pets?The answer lies in the device's potential to offer better insights into your pet's baseline health levels. While at first glance, the ability to know your dog's resting heart rate and respiratory rate might seem like a novel curiosity, it in fact can be a critically important piece of information to gauge the day-to-day health of your dog. By establishing a baseline health profile for their pets, owners can easily detect any deviations, prompting timely visits to the veterinarian if there is a sudden departure from their normal resting heart rate or respiratory rate. Furthermore, the ability to gather health data outside the clinical environment is a crucial development. Many pets experience stress during vet visits, which can affect the diagnostic accuracy of measurements of heart or respiratory rate. Having a regular log of these measurements collected in a familiar, stress-free setting could lead to allows veterinarians to diagnose issues earlier and tailor treatments more effectively.Recently, I had the pleasure of sitting down with Amélie Caudron, CEO at Invoxia, and Dr. Cade Wilson, DVM to discuss the Invoxia Smart Dog Collar. Amélie answered questions about the device's capabilities, and outlined future plans, including new hardware versions, new features and functionality, and potential partnerships.Dr. Wilson was able to provide his insight on the potential clinical benefits of having his clients wear a smart collar. He underscored how real-time, at-home data could provide more accurate insights than clinic-based observations, which are often skewed by pets' stress, and noted that the potential for early detection of disease, as well as treatment adjustment based on this data is immense. For example, if the smart collar was able to show that the prescription of a therapeutic had raised a dog's heart rate, Dr. Wilson could elect to stop the medication or change the dosage. This week at CES (Consumer Technology Association), Invoxia unveiled a new hardware version called Minitailz. It retails for $99, and attaches to virtually any dog collar. However, it has all the capabilities of the device I trialed, including the ability to detect atrial fibrillation through the Heart Signature, which is a new feature that was just unveiled at CES. Invoxia expects to unveil new partnerships in the coming weeks, and I'm excited to see what the partnerships entail. Enjoy the episode!
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If you've experienced the joy of adopting a pet, you know that the wonderful feeling of welcoming a new family member to your home is often preceded by involves numerous challenges that can be both cumbersome and emotionally draining. Prospective pet owners frequently encounter a convoluted and extended application process, necessitating comprehensive questionnaires about their living conditions, lifestyle, and prior experiences with pets. This detailed scrutiny, while crucial for ensuring a suitable match between the pet and its future home, can be overwhelming.These experiences can deter first-time pet adopters from considering adoption as a viable means of getting a dog or cat, which in turn results in deserving animals remaining in shelters instead of going to their forever home. Even experienced pet adopters admit that the adoption process is somewhat broken, largely due to the limited resources with which most shelters are forced to operate. Years ago, one of my close friends, who has a passion for adopting senior dogs, attempted to build an app to serve as a universal database for qualified pet adopters, hoping to streamline a largely similar, unnecessarily repetitive process across the many animal rescues and shelters in the country. While his efforts were unsuccessful at the time, I had always thought it was a good idea, and wondered why the concept was unable to gain traction.Fast forward to late 2023, and I was introduced to Nicole Patrick, Founder of Rescue Spot. When I looked at the Rescue Spot website, I saw my friend's vision from years ago, beautifully and elegantly brought to life.When I sat down with Nicole, who is a former actress, she explained how her exposure to the horrors of puppy mills and pet stores selling designer dogs in New York led her to found a matchmaking service for pet adoption. Nicole decided to gear her services towards the people who were going to these high-end pet stores and looking for designer dogs, and instead connecting them with pets from shelters and rescue organizations. However, this business model was not without its challenges.Notwithstanding the fact that she was trying to run her matchmaking service while working full-time as an actress, these other challenges associated with her efforts to provide an alternative to backyard breeders, puppy mills, or other places that may be fostering poor treatment of the animals from which they were profiting led Nicole to seek an alternative career path. She left her acting career, and after spending a few months in Africa, she returned to New York and began volunteering at various shelters and rescues in New York. This experience allowed her to understand the complexities and difficulties faced by rescue organizations and shelters in managing adoptions. Nicole observed that despite the high volume of adoptions and the significant effort required in this process, most of the funding in these organizations was dedicated to animal care and vetting, leaving limited resources for employee support. Her insights from both volunteering and working in employee roles at these organizations shaped her understanding of the challenges in the pet adoption and rescue process.Ultimately, Nicole's experience led her to found Rescue Spot, which is a platform that simplifies, streamlines, and standardizes the entire pet adoption process for both pet adopters and rescue organizations. Nicole describes the platform as a double-sided marketplace that is differentiated from the two major pet adoption platforms, Petfinder and Adopt-a-Pet.com, by the fact that when a prospective adopter registers for Rescue Spot, they fill out a one-time universal application that they can use to instantly apply to any pet on the platform. Check out the episode to learn about the Rescue Spot solution, and a discussion of various potential partnerships that the platform is exploring.
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On the latest episode of Petworking, I was fortunate enough to be joined by 🐾Yvethe Tyszka, Vice President of Marketing, and Bob Kalill, Vice President of Research and Product Development at Zesty Paws (part of H&H Group). Zesty Paws is the top pet supplement brand in the U.S., as verified by Euromonitor.
Yvethe, Bob and I discussed the rapid growth of the pet supplements market, and the current trends in the category. Whereas supplements used to be something that pet parents would only give to their dog or cat if recommended by a veterinarian, it has now blossomed into a $2B market, that experienced 15% YOY growth in 2023, and is expected to grow 10% to $2.2B in 2024. This is a far cry from the 2-5% YOY growth that Packaged Facts predicted in 2020, when Yvethe joined Zesty Paws.
As we explored the evolution of the pet supplements market, Yvethe, Bob and I discussed:
Evolution of Pet Supplements: How human acceptance/adoption of supplements and the introduction of treat-form supplements that are both effective and enjoyable for pets led to pet supplements evolving from a veterinarian-recommended niche product, to one of the fastest growing categories in Pet Care The Impact of Covid on Pet Supplements: Not only did the pandemic lead to a surge in pet adoptions, which boosted the overall market, but because people were at home with their pets, it allowed them to pay more attention to their pets' health, and focus more on immunity and wellness Online Growth and Retail Expansion: Many pet supplement brands started out as digital natives, and have only recently begun to migrate to brick and mortar. Historically, pet supplements have performed better in e-commerce channels, because customers people don't necessarily know where to go to look for supplements in pet specialty retail, and they may not even be looking for supplements on their shopping trip. The supplements aisle isn't the first place they'll go to in the store. However, once these digital native brands establish a brand presence online, moving into brick and mortar has an additive effect as opposed to cannibalizing online sales, as it reinforces brand awareness and leads to more targeted organic search Strategic Allocation of Product Mix in Retail Channels: As it has expanded into brick and mortar, Zesty Paws has been very deliberate with the product mix that it allocates to each of its retail channels. For example, there's a larger assortment of its supplements line available in an independent pet specialty store or a PetSmart than there would be in Walmart or CVS. FDM outlets receive a smaller array of SKUs there that are more broadly understood, that might attract a customer's interest during a regular shopping trip, whereas a pet specialty store will have SKUs that cater to pet parents that are specifically looking for a supplement to address a more unique condition. Healthy Aging: At SuperZoo, Zesty Paws announced the upcoming launch of its "Healthy Aging" product, an NAD booster developed in conjunction with ChromaDex. It is currently available exclusively on Chewy and the Zesty Paws website, but will become more broadly available next year. Yvethe noted that it is designed to support healthy aging, better cellular health, extend the quality of your dog's years and bring a little bit of their puppyhood energy back.As a user of an NAD booster myself, and a pet parent that gives an NAD booster to Peony, I was excited to have a chance to discuss the science behind Healthy Aging and NAD boosters in general with Bob.
Tune into the episode to catch the full details of my conversation with Bob and Yvethe, and if you're interested in trying Healthy Aging, let us know in the comments and we'll send you an exclusive discount code. It's a great holiday gift for your senior dog.
Happy Holidays, everyone!
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In the previous episode of Petworking, Daryl Hatton and I delved into the difficult topic of financial euthanasia and its role in the increasing compassion fatigue among veterinarians. We highlighted the alarming mental health crisis in the veterinary field, underscored by a high suicide rate and the startling statistic from Royal Canin that 70% of veterinarians have known a colleague or peer who died by suicide. Mars Petcare's projection of a 41,000 veterinarian shortage in the U.S. by 2030 due to burnout and exit from the profession paints a grim picture.
This week, we shift focus to another significant challenge in veterinary medicine: non-compete agreements. Joining us is Paul Diaz, founder of Offer First, and my college friend and legal expert, Henry Whitehead. They bring a blend of personal experience and legal insight into the impacts of non-competes on veterinarians' careers and mental health. Our discussion covers the legal nuances, emotional toll, economic consequences, and ethical considerations of these agreements, especially in light of the FTC's anticipated vote on banning such clauses in employment agreements by 2024.
With Henry's legal expertise, we discussed the following aspects of non-compete agreements, both in the veterinary profession, and in general.
Why the enforceability of non-compete agreements is highly dependent on state law and specific circumstances
Employer motivation for utilizing non-compete agreements, and alternative methods for protecting business interests while ensuring better care for animals and improved working conditions for veterinarians
The emotional health impacts on those subjected to non-compete agreements and the potential for limiting career mobility
The economic impacts of non-compete agreements, specifically with respect to depressing veterinary wages
The financial risk associated with defending against a non-compete lawsuit, and why it's generally more cost-effective to hire a lawyer for front-end contract negotiation. Non-competes might not always be enforceable, but the risk and expense of defending against them can be significant
The relationship between the projected shortage of veterinarians and the use of non-compete agreements. At a time when pet parents' access to veterinary care is severely limited, is it ethical to limit veterinarians' ability to practice for the sake of preserving business interests?
Why some leading veterinary businesses have abandoned the use of non-competes, and whether we could see this model replicated in the near future, not withstanding the fact that the FTC is expected to vote on a rule to ban non-compete clauses in employment agreements in April 2024
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This week on Petworking, I sat down with Daryl Hatton, CEO of ConnectionPoint, to discuss some crucial and timely issues, related to the need for crowdfunding solutions in veterinary care. ConnectionPoint's Petfundr brand is specifically designed for pet-related projects and needs. It operates similarly to other crowdfunding platforms like Kickstarter or GoFundMe but is focused exclusively on pets and animals.
Considering the financial challenges many pet owners face, the concept of Petfundr as a specialized crowdfunding platform for pet-related needs is innovative and addresses a significant gap in pet care funding. Here are some key takeaways and reflections from the episode:
Financial Euthanasia and Veterinary Burnout: The issue of financial euthanasia not only affects pet owners but also takes a toll on veterinarians.
The Fed's 2022 Economic Well-Being of U.S. Households survey noted that approximately 37% of Americans would struggle to cover a $400 emergency expense without resorting to credit, borrowing from family, selling assets, or obtaining a loan. The unfortunate consequence of this situation is that many pets are euthanized for otherwise treatable conditions, because their owners did not have the necessary funds to pay for the treatment. This is referred to as "financial euthanasia," and spots.com estimates that approximately 500,000 animals fall victim to financial euthanasia each year.
By providing an alternative funding route, platforms like Petfundr can alleviate some of the emotional burdens on veterinarians and pet owners alike.
The Limitations of Pet Insurance: Pet insurance would be one solution to this problem, but according to the latest statistics from NAPHIA, the pet insurance market in the United States covers just under 5 million pets, which includes both dogs and cats. Approximately 80% of these insured pets are dogs, but with at least 65 million dogs in the U.S., the overall penetration rate of pet insurance is still relatively low at ~4%, meaning over 60 million dogs do not have pet insurance. Consequently, these pet parents might face financial challenges if their pet develops a health condition that requires expensive treatment. highlighting the importance of solutions like crowdfunding, angel funds, or more accessible insurance options to help manage veterinary costs. This situation underscores the need for greater awareness and possibly more affordable or comprehensive pet insurance options to help mitigate the financial burden of pet healthcare.
Other limitations with pet insurance as a remedy to the issues of families being unable to afford veterinary care and resorting to financial euthanasia are:
Pet insurance does not cover pre-existing conditions, meaning that pet parents with older dogs and cats don't have a means of ensuring that their pet will be covered for all possible conditions.
Pet insurance often operates on a reimbursement model, which can be problematic for pet owners who cannot afford to pay upfront for expensive treatments.
Angel Fund Concept: Daryl and I also discussed the idea of an "Angel Fund", where customers of a veterinary clinic contribute to a fund that helps pet owners who cannot afford emergency treatments. In the frantic moments surrounding a medical emergency, this fund would allow underfunded pet parents to make decisions about their pet's treatment purely based on the best medical course of action.
The California and New York Veterinary Medicine Associations are considering implementing statewide angel funds using Pet Funder's technology.
Enjoy the episode, and as you're reflecting on your blessings this Thanksgiving, and perhaps pondering what charities will be the recipients of your charity on Giving Tuesday, take a minute to think about the pets that are in a situation where their families cannot afford to fund their medical care. Giving families an opportunity to keep all members of their family healthy is a worthy cause to consider indeed.
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The Human-Animal Bond. We've all seen it, even if we haven't realized it yet. Look around you, and in the course of a given day, I would bet that it's impossible not to see evidence of it somewhere. It's there in the gentle nudge of a dog waiting patiently for its owner outside a store, in the contented purr of a cat curled up on a sunny windowsill, and in the quiet companionship of a horse and rider silhouetted against the setting sun. It's power is felt in the shared happiness both that both dogs and pet owners derive from going on walks, or hikes, or ski adventures together. This bond transcends the simple acts of care and companionship; it's a profound connection that speaks to something deep within us all. It's a shared look of understanding, a comfort that needs no words, a mutual respect that grows over time. The human-animal bond is a testament to the empathy and kinship we are capable of, a reminder of our intrinsic need to connect with living beings, to give and receive affection, and to find joy in the presence of creatures different from ourselves.Describing the Human-Animal Bond in words is difficult, and that is why visual storytelling in Pet Care Marketing is so important. On the latest episode of Petworking, I was fortunate enough to host Mindy Dutka, Founder & Chief Storyteller at DogsIMeet.com. Mindy specializes in pet photography, especially dogs, and she estimates that she photographs thousands of dogs each year. Mindy and I talked about her work, and the emotional resonance that visuals can create. This can be leveraged by both animal advocacy organizations, e.g., shelters, pet brands, and other non-pet-related brands that recognize the power of the Human-Animal Bond, and incorporate it in their advertising. Mindy estimates that 50-60% of her work is brand-focused, 20-25% pro bono work for shelters, and 15-20% private photo shoots. However, Mindy likes to say that bridges the gap between professional dog photography and advocacy, and she is very adept at finding ways to incorporate adoption awareness in her work for brands. Mindy discussed how she leverages her photography as a medium to bring awareness to shelter dogs, and cited a specific example of a brand shoot she had done for a collaboration between Shameless Pets and Virgin Hotels. Virgin has pet-friendly rooms, and had partnered with Shameless Pets to provide a package of treats for all guests that checked in with a dog. However, instead of using of dog models for the shoot, Mindy suggested finding long-term shelter dogs and using them as the models. This initiative not only provided the dogs with much-needed exposure, but also played a role in their eventual adoption, showcasing the power of photography in advocacy.Because of visual storytelling's relevance to all aspects of the Pet Care ecosystem, Mindy and I had quite the far reaching conversation. Tune in to the full episode to hear us discuss:
The mental and physical health benefits that both pets and pet parents derive from the Human-Animal Bond Use of the Human-Animal Bond in marketing by brands such as Subaru and Hyundai, and how non-pet-related brands leverage the human-animal bond to drive engagement and sales Senior dog adoptions, Mindy's work with shelters, and how pet brands are working with shelters to acquire new customers, while simultaneously supporting adoption Black Dog Syndrome - did you know that it's harder for black dogs to get adopted from shelters because they don't photograph well? Mindy's work with private clients, and her most memorable private photoshoot Bringing KONG Company cat toys to a shelter in Playa del Carmen, MexicoEnjoy the episode, and please share your thoughts in the comments!
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The profound emotional and psychological impact of pet ownership often serves as a catalyst for the inception of numerous pet brands. This deep, emotive connection with their pet(s) fosters a unique empathy and understanding of the intricate needs of animals, driving individuals to venture into creating solutions that address health, nutrition, comfort, and emotional well-being of pets globally. I can speak firsthand to the impact that pet ownership can have on a professional career. From the moment I adopted Peony in 2017, it changed my life, and my entire perspective on consulting in the petcare and animal health verticals. From that point on, I had a unique empathy for the love that all pet owners share for their pets, and it brought an added sense of purpose to my work, which ultimately led to the launch of Petworking.On this week's episode of Petworking, we had the chance to chat with Julie Chen MS, RD of A Better Treat, and she shared a similar tale of her cousin, Boris Chung, the founder of A Better Treat. Adopting his first dog, Emmy, transformed Boris Chung's outlook on pets, and inspired the birth of "A Better Treat." The brand sources premium wild-caught, organic ingredients to ensure holistic nutrition for pets, matching the quality we'd personally choose for ourselves. Julie noted, when creating A Better Treat, she and Boris "wanted be able to source the way that we personally like to shop for ourselves and give pet parents an opportunity to be able to source that way when they buy our products."Julie and I discussed the challenges of establishing sourcing relationships as a young company, and the other myriad challenges of launching a pet food brand, such as navigating market entry, being bootstrapped, faced hurdles like minimum order quantities and budget constraints. We also had a fairly in-depth discussion about nutrition, as Julie holds a master's degree in nutrition and is also a registered dietician. Despite her educational background, Julie explained that she and Boris consulted with a PhD in animal nutrition to formulate their pet food, ensuring it met the best practices and guidelines based on recent studies. She stressed the importance of relying on expert advice rather than following trends or misinformation prevalent in the area of pet nutrition, and highlighted the DCM study from ~5 years ago as a key example of this. The study became a critical point of discussion due to its findings on the potential link between certain grain-free diets and DCM in dogs.Finally, Julie and I discussed the benefits of a freeze-dried diet for pets, which I had previously discussed with Dr. James Templeman of Primal Pet Foods. However, while Primal advocates for the adoption of all minimally processed diets, A Better Treat advocates strongly for freeze-dried pet food, driven by several compelling benefits that align with the brand's commitment to optimal pet health and convenience for pet owners. Julie outlined several reasons for the brand's commitment to freeze-dried. In addition to its meat-based, single-ingredient treats, and its freeze-dried inclusions in its kibble, A Better Treat recently launched a freeze-dried pumpkin treat. A great Halloween treat for your dog or cat, the freeze-dried pumpkin treats also provide a mess-free, convenient alternative that retains all the health benefits of canned pumpkin puree. Pumpkin is a great natural remedy for digestive issues your pet may experience, and also doubles as a great training treat, due to the low-calorie content (0.2 calories each).
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