Petworking – Details, episodes & analysis

Peter Kenseth talks with Poppy Howard-Wall about Pet Connect USA 2024, a unique networking event for pet industry leaders. Learn about the conference's focus on innovation, partnerships, and addressing industry challenges. Discover why this intimate gathering of 500 C-suite executives is a must-attend for anyone in the pet care space.

In this eye-opening episode of Petworking, host Peter Kenseth sits down with Dr. Jennifer Sperry, a licensed veterinarian and medical director at Independence Pet Group, to explore the often-overlooked impact of pet insurance on veterinary burnout. Dr. Sperry shares powerful insights from her experience in both general practice and emergency clinics, revealing how increased pet insurance adoption can dramatically improve the working lives of veterinarians. The conversation delves into how pet insurance not only protects pet owners financially but also enables veterinarians to provide optimal care without the stress of financial constraints. From reducing decision fatigue to enhancing client relationships, this episode uncovers the far-reaching benefits of pet insurance for the entire veterinary ecosystem. Whether you're a pet owner, veterinary professional, or simply interested in the future of animal healthcare, this discussion offers valuable perspectives on how pet insurance could transform the veterinary profession and improve outcomes for our beloved pets.

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.

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 pulp Carbon 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.

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.

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.

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

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!

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.

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!