Currently, there are no performance standards or test protocols in the U.S. for pet travel products. Together, Subaru and the Center for Pet Safety will create standards for testing restraints, while also announcing those that perform best.

“The Center for Pet Safety conducted a pilot study which showed that the majority of pet safety restraints currently on the market do not provide acceptable protection in a crash situation,” Michael McHale, Subaru’s director of corporate communications, said. “As many of our owners have dogs, we feel it’s our responsibility to help them keep their pets as safe as possible when they journey with us.”

The Center for Pet Safety conducted rigorous crash testing on commonly available pet safety restraints using realistic, specially designed, crash test dogs, not live animals.

A 55-pound crash dummy dog was used to see how the seat belts would hold up in a collision at 30 miles per hour, patterning the same motor vehicle safety standards used to test child seats.

Of four dog car harness brands, none held up in the tests, according to the company. All of them demonstrated that they either could lead to plausibly serious or fatal injuries for not only the canine but driver, too.

The names of those products were not released.

“We are thrilled to have the support of Subaru, as its love for pets is as deep as ours,” Lindsey Wolko, Center for Pet Safety’s founder and CEO, said. “We have received requests from all over the world from manufacturers who want guidance on developing a safer harness and, through this partnership, we can finally conduct additional testing to help develop a suitable standard, provide the needed knowledge-base to manufacturers, as well and determine the top performers.”

The Center for Pet Safety is not affiliated with the pet product industry.

The organization uses scientific testing and references Federal Motor Vehicle Safety Standards to study pet products and establish criteria and test protocols, to measure whether pet safety products provide the protection claimed by advocates and intended by the manufacturer.

This girl was found wandering carrying her ThunderShirt in her mouth, which is what is in the crate with her. She has been reunited with her family. (photo courtesy of Central Oklahoma Humane Society’s Facebook page)

For the makers of ThunderShirt that meant sending nearly 100 ThunderShirts to shelters including the Central Oklahoma Humane Society, the City of Moore Animal Shelter and the City of Oklahoma City(Animal Welfare Division).

“We are deeply saddened by the significant loss of life, and displaced animals due to this tragedy in Oklahoma,” Phil Blizzard, founder of ThunderShirt, said. “We’ve found that Thundershirts can provide real relief as communities work to rebuild homes and routines for their pets.”

Wondercide LLC, a producer of organic pest control and natural products for pets, people, and property donated their EVOLV flea and tick control to help 300 pets impacted by the tornado.

The donation was made to the Animal Resource Center in Oklahoma City, Okla., which is serving as the only temporary shelter for lost and harmed animals affected by the twister.

Given the volume of animals arriving at the shelter, flea and tick control products, as well as other pet care products, are in high demand.

“When tragic events like Monday’s twister occur, the devastation is felt by everyone in the family, including our pets,” said Wondercide CEO Stephanie Boone. “We at Wondercide send our deepest condolences and appreciation for those assisting in in the rescuing and rehabilitating of Moore.”

The Planet Dog Foundation, Planet Dog‘s non-profit grant making organization, donated $1,000 to the National Disaster Search Dog Foundation to help support their search dog teams that have been deployed to assist in the recovery efforts.

Salsa, a dog with the National Disaster Search Dog Foundation, searches the devastation left behind by the tornado. (photo courtesy of Planet Dog)

“The National Disaster Search Dog Foundation search dog teams are playing a major role in locating survivors and we are thankful we are able to donate funds to help support their lifesaving efforts,”  Kristen Smith, the executive director of the Planet Dog Foundation, said. “We couldn’t do it without the support from our customers whose purchases help raise money for PDF and enable us to provide grants to support the amazing ways service dogs are helping people in need.”

Paw Pods have also been filling request from shelters and groups in the Oklahoma area.

“The devastating loss of so many beloved family pets because of this storm has truly saddened pet lovers across the country,” Ben Riggan, managing partner of Paw Pods, said. “We’ll do whatever we can to help provide comfort and closure to the families grieving their loss, and trying to recover from the affects of this storm in general.”

Petsitting.com is donating 10 percent of its total sales the week of the natural disaster to the  Pet Food Pantry of OKC.

“This disaster has had a devastating impact not only on the people who live there, but on their pets as well,” Jared Katz, vice president of sales for Petsitting.com. “We feel it is part of our responsibility to do whatever we can to help out using the resources at our disposal, and we encourage our partner organizations in the area to do the same.”

On Wednesday, Freekibble donated 100 percent of the Halo kibble raised to the homeless dogs and cats impacted by the Tornadoes.

Banfield Pet Hospital is offering free physical examinations for pets affected by the tornado. More than 14 Banfield Pet Hospitals throughout Oklahoma will be providing office visits at no cost for pets in need.

This offer is good through the end of the day on Tuesday, June 4. They are also collaborating with other Mars Incorporated companies on broader relief efforts as additional needs are identified within the affected communities.

Jones Natural Chews is sending boxes of their all natural dog chews to the OKC Humane Society.

In addition, Pet360, BlogPaws and World Vets have teamed up to raise $25,000 to help animals impacted by the tornado.

Using the Blogger Disaster Response Network, a group of bloggers and writers who are interested in helping spread important ways to help when a disaster strikes anywhere in the world, they are reaching out to various groups to help reach their goal.

“Natural Balance was created nearly 25 years ago to give pet parents the best super-premium pet food on the market,” Joey Herrick, president and founder, Natural Balance Pet Foods, said.  “After careful consideration, we believe we’ve found the perfect partner to help the business grow for the next 25 years. Not only does Del Monte care about pets as much as we do, they have a complementary culture and set of values, their respected brands are found in eight out of 10 U.S. households and they have been a trusted name for healthy, quality consumer food for more than 100 years.”

He continued, “Natural Balance looks forward to working hand-in-hand with Del Monte to leverage their strong distribution, supply chain and innovation resources that will help the brand achieve its next level of growth.”

The purchase price and financial terms were not disclosed.

“Del Monte Foods is proud to welcome Natural Balance into the Del Monte family of brands,” Dave West, CEO, Del Monte Foods, said. “Natural Balance is well-positioned in the super-premium pet specialty channel and Del Monte looks forward to supporting and further strengthening that position, while honoring the brand’s esteemed culture and history.”

Natural Balance Pet Foods was founded in 1989 by Dick Van Patten and Joey Herrick. Today, the brand includes both dog and cat formulas and spans wet food, dry food and treats.

“This merger is consistent with our long-term strategy for Del Monte to further strengthen our pet food and snacks brand portfolio and accelerate growth by expanding in the pet specialty channel,” West said. “This offers us exciting prospects for continued growth, particularly in terms of strengthening our reach to independent pet retailers.”

The merger includes the equity interest held by private equity firm VMG Partners.

“We are very proud to have worked side by side with Joey and the Natural Balance team in building one of the strongest brands in the pet specialty channel,” David Baram, VMG managing director, said. “We are excited about passing the baton to Del Monte Foods, who we believe will continue to grow and strengthen the Natural Balance brand.”

The merger includes all Natural Balance brands, products and other trademarks. The companies anticipate the merger will close in mid-June, subject to customary closing conditions and regulatory clearances.

Now called Backer’s Total Pet Expo, the Sept. 20-22 event will also feature a variety of new attractions, a fresh graphic look and over 500 exhibitors spread over two floors.

“Our goal is to help attendees get a jump on the competition for 2014 and finalize their holiday season buying for the year, which will be easier now that we have September dates,” Colette Fairchild, the show’s director, said. “We will feature a great variety of new exhibitors and products and offer a new twist on the educational portion of the show. We want buyers to leave Backer’s Total Pet Expo with the education and motivation they need to be successful.”

The show’s new website, www.totalpetexpo.com, helps buyers find vendors, products and services they want to see quickly and easily and also makes the registration process faster.

Some new features include:

Pet Store on the Floor

A new 3,500 sq. ft. retail store serves as a resource center on store layout, merchandising, staff training and POS options.  A special area within the store focuses on how to implement a successful staff training program, Pet Store Pro. In addition, H.H. Backer will give away two iPads each day.

The Idea Wall

A 30’ long wall, located near the Pet Store on the Floor, provides a forum for sharing and reading retail tips.  Prizes are awarded for the best ideas.

Backer Buyer Rewards

Qualified attendees are rewarded for placing orders at the show. Attendees receive a $75 Visa gift card for every $3,500 spent at the show (up to three cards per firm).

“The Smart Zone”

New education stations offer a more comfortable, conference-style setting right on the show floor and will include tracks on technology, finance, marketing/merchandising, aquatics and animal health/wellness.

Industry experts offer free advice for small groups of attendees on everything from the latest social media marketing strategies to the hottest merchandising trends.  A full schedule will be available online beginning June 15.

Full Day Pre-Show Seminar on Retail Sales and Marketing

Retail expert Bob Negen of WhizBang! Training presents, “Explode Your Sales: Marketing Ideas So Effective They Will Blow Your Mind” on Thurs., Sept. 19 from 10 a.m. to 5 p.m.

Negen reviews tools, tactics and techniques to help turbo-charge retail profits. This seminar shows attendees how to quickly implement five ways to immediately build an average sale, turn first-time shoppers into long-term customers and train a great team of retail superstars.

Registration information will be available beginning June 15. The fee is $99.

Product Innovations Area

Sponsored by Pet Age magazine, this newly designed area, formerly known as the Product Showcase, will feature the industry’s best products.  Awards for the top three products will be presented on the last day of the show.

Free Downtown Chicago Shuttles

Shuttles leave from the main entrance of the Donald E. Stephens Convention Center after the show closes on Friday evening, Sept. 20, and will be available on a first-come, first-served basis.

Improved Networking Opportunities

A special reception for members and guests of the newly formed Women in the Pet Industry Network gives both attendees and exhibitors a chance to get together in a relaxed atmosphere on Sat., Sept. 21 from 5 p.m. to 6 p.m. in Backer’s Club Platinum Lounge. For additional information, e-mail Shawna@womeninthepetindustry.com or visit booth 408 at the show.

Backer will also host its all-industry party on Sat., Sept. 21 from 9 p.m. to midnight at the Hyatt Regency O’Hare. Attendees receive two complimentary drink tickets during the first hour. Costume contest prizes are $500 for 1st place, $250 for 2nd place and $100 for 3rd place.

5K Fun Run/Walk for Pets.

This event, sponsored by GoToRovers.com, is open to teams of competitors in addition to individuals.  The run starts at 7:30 a.m. on Sat., Sept. 21 and benefits The Animal Care League of Oak Park, Ill.  Visit GoToRovers.com/funrun.php for details and registration information.

The show will also offer specialty areas, including expanded All-Natural and New Exhibitor areas and the “Celebration of Style” Grooming Competition, featuring more than $20,000 in cash and prizes.

Backer’s spring trade, April 9-11, 2014, in Atlantic City, N.J., will also assume the Total Pet Expo (Spring) name.

Corporations have invested years of research in identifying the behavioral motivation of cats and have developed entire product lines focused on correcting these behaviors.

“Our Pet Links line of products enables cat owners to easily select the best products for their cats by educating the retailer on their complex needs,” Shannon McWilliams, vice president of product development at WorldWise, said. “Our SmartyKat product line includes simple packaging designed to identify a cat’s basic needs and help consumers understand how to best resolve problem behaviors.”

Inappropriate elimination is one of the most common problems reported by pet owners, and retailers should know what steps to take to help address the questions when asked.

While it’s tempting to conclude that a cat is simply marking territory, there are actually many problems that can contribute to this behavior.

“Medical issues such as urinary tract infections, inflammation of the colon or rectum, intestinal parasites and kidney, liver or thyroid diseases are some of the most common reasons felines refuse to use the litter box,” Lori Couglin, DVM and owner of The Cat Practice in Chicago, Ill., said. “The cat begins to associate the litter box with pain, which then leads to behavioral issues. The first thing any pet retailer should recommend is a full physical examination by a veterinarian.”

Once any physical problems are ruled out, there are many recommendations that can be made to customers.

By introducing consumers to automated litter boxes and easy-clean solutions, many inappropriate elimination problems can be resolved. In multi-cat households, it’s important that each cat have its own box.  Larger boxes that are enclosed or offer higher walls can eliminate litter being kicked from the box.

“Using the Litter Genie Litter Disposal System ensures that cleaning a box becomes a simple task that can be done at any time,” Chikako Harada, brand manager for Litter Genie, said. “The Litter Genie can hold up to two weeks of waste before emptying, eliminating the daily need to go to the outside trash and making it a convenient way to keep litter boxes clean.”

Making Changes

Behavior changes can also be accomplished through the use of pheromone-based sprays and diffusers.

The Sentry HC Good Behavior Pheromone Collar is the newest product to utilize this technology.

“This natural approach is a good alternative to the powerful prescription medicines typically used to control anxious behavior. It can be used in conjunction with behavior modification training or in cases where training does not help the pet overcome the anxiety or stress causing the problem,” Bob Scharf, president and CEO of Sergeant’s Pet Care, said.

Herbal supplements such as Bach’s Rescue Remedy, which can be added to a pet’s water supply, can also be highly effective, and catnip blends are also gaining in popularity.

Occasionally it’s necessary to interrupt the behavior – particularly when breaking up a cat fight.  Jarden Consumer Solutions recently  launched Quit It!, a behavioral correction for cats that mimics the “hissing” sound that cats make as a warning to other cats.

Scratching is an instinctual need that often goes unaddressed. The first step in resolving this problem is to redirect the behavior.

“SuperCat has developed patented catnip-delivery systems to attract cats to a new area, such as an appropriate scratching post,” Cristen Underwood, director of marketing for Quaker Pet Group, said. “SuperCat products are ‘printed’ with small bubbles of catnip that burst when cats rub, scratch or buff the material. This Nano-Burst Technology constantly releases scent when the bubbles are broken and will last approximately six weeks, making for a long-lasting catnip experience.”

Environmental changes should also be explored.

“SmartyKat’s successful approach to toys is to take a cue from a cat’s own natural desires and impulses,” Christina Gray, marketing communications manager at Worldwise, said. “SmartyKat has a line of products designed to resist scratching – from ScratchNot Tape and ScratchNot Spray – to help protect home furnishings by establishing a scratching barrier, making it less appealing to the cat.”

If customers are seeking ways to keep cats from their gardens or off counters, motion-activated systems, such as Contech’s Stay Away Automatic Pet Deterrent, sound a high-pitched alarm or burst of air to patrol areas when humans are not around.

- Stacy Mantle

Bruce Delles, owner of Twin City Reptiles, the second-oldest continuously operating reptile store in the nation, remembers a time when, “I could put everything for reptiles on one shelf in the back of the store.”

But, the past decade has been great for the reptile and amphibian trade, with stalwart species like bearded dragons, leopard geckoes and ball pythons gaining rapid acceptance among a new generation of pet owners, with sales of more exotic species like chameleons and amphibians steadily gaining.

Along with increased sales has come an explosion in the quality and selection of reptile cages and accessories.

Led by companies like Exo-Terra, Zoomed and Zilla, the growing selection of enclosures means it’s easier than ever to match the unique needs of particular animals with the appropriate enclosure and find escape-proof cages.

And, just as important, according to Delles, the new enclosures look good and boast features that used to only be available in custom cages.

“A lot of cages now have a front open design,” Delles said. “The first one to come out with the front open was Rolf C. Hagen [maker of Exo-Terra cages]. Front-open cages are better because you don’t have to take all your lights off to get inside the cage. They’ve really come a long way.”

Even among the top-open cages, manufacturers have introduced designs that make it easier to gain access to the enclosure while simultaneously making it harder for enterprising reptiles to escape.

The Quest for Natural

If the many new cage options seem confusing, cage manufacturers have simplified the purchase decision for beginners by bundling cages and accessories together, so a new reptile owner can be confident they’re getting everything they need in one place, including hides, lights and naturalistic accessories.

This last item, natural accessories, is increasingly important to the trade.

According to Delles, customers are increasingly gravitating toward a “natural environment” inside their enclosures. The demand is steadily increasing for natural looking rocks and branches, sturdy fake plants designed for reptile cages instead of aquarium plants that flop over, and even environmental backdrops.

“The most popular accessories inside are something that’s realistic,” he said.

This list includes the Penn-Plax Granite Stone Hideaway, a Best in Show winner at the 2013 Global Pet Expo.

“The Hideaway is covered with crushed granite, which gives it a nice texture and helps with shedding,” Paul Demas, project manager with Penn-Plax, Inc., said. “It’s also stackable, so owners can create a multilevel hide and allow animals to pick where they want to hide out.”

Penn-Plax typically advises two hides per enclosure, with different hides in different temperature zones. This allows animals to choose where they want to hide out depending on the temperature in the cage.

Light Up the Tank

In general, Delles said, even with pre-assembled cage kits, reptile shops should concentrate on educating customers on the ideal cage set-up, especially lights. Not only does this help increase sales of hard goods, it creates happy, successful reptile owners, who are more likely to become repeat customers.

“The number one thing people do wrong is they don’t use either the proper type of lighting or the right wattage,” he said.

Lights are important to help maintain the proper temperature gradient across the cage. As cold-blooded animals, reptiles cannot regulate their own body temperature internally. Instead, they try to change their environment to match their temperature needs, which means moving in and out of hot “zones.”

In the natural environment, this is easy; reptiles can simply bask in the sun or find a shady hole. In poorly designed enclosures, it’s not so easy.

“I really tell customers they need to either use multiple thermometers or a temperature gun to take multiple temperature readings in a cage,” Delles said. “If you have one thermometer on the back of the cage that says 85 degrees and it’s 18 inches away from the light, it might be 115 under the light.”

More serious reptile owners should invest in a temperature gun, which Delles called a “godsend to the reptile industry.”

If the temperature in the cage is properly regulated, additional accessories like a humidstat, which measures humidity, probably aren’t necessary.

“Temperature is the most critical thing,” Delles said. “Take care of that and the rest will fall into place.”

Finally, the bedding should be matched to the species. Desert animals, such as bearded dragons, require a dry bedding, while amphibians will need something that can hold water and release it into the cage.

Ultimately, the best way to sell any kind of cage or accessory, said Demas, is to show customers how it’s done right.

“We tell retailers to set up a few cages where customers can see them in use,” Demas said. “If the enclosure works for the retailer’s animals, it’ll work for the customers too.”

- Jon VanZile

“Exercise helps keep their weight under control, provides behavioral enrichment and keeps small animals’ brains active,” Carolyn Gates, VMD, said. “Small pets that don’t get enough exercise tend to have behavioral problems and medical issues.”

Physical exercise requirements vary among species. Hamsters, gerbils, mice and rats love to tunnel through their cages, and hiding food at the end of a tube inspires pets to venture farther in search of it, ultimately making them work for their food.

Super Pet’s Hay and Treat Dispenser is an exercise wheel with a twist. One compartment dispenses hay while others provide sneaky hiding places for treats. As it spins, it releases the goods. This encourages small animals to interact with the toy and figure out the trick to scoring delicious treats.

A Challenging Task

“When it comes to exercise, there are a lot of variables to consider, including the species, the diet and the animal itself,” Gates said. “It’s tough to force many small animals to get enough exercise. It’s not like a cat, where you can dangle a toy in front of it, or a dog that you can put on a leash.”

Exercise wheels and balls certainly come to mind when owners are considering their pets’ exercise habits, and many manufacturers have expanded these product offerings to include some pretty creative options.

Ware’s Flying Saucer is an exercise wheel of sorts. Its dish shape makes running across the saucer more challenging than a traditional wheel.

Super Pet’s exercise balls range in size from a “mini” size for tiny mice, to a “mega” size for guinea pigs. As an added bonus, most children are enthralled by the idea of their tiny pet running around the house while still in captivity.
For those who see a traditional exercise ball as old school, perhaps a super-deluxe version like Super Pet’s Dazzle Hamster Exercise Carriage would be more appropriate.

This ball is surrounded by a chassis of sorts, which makes the whole thing resemble Cinderella’s carriage.

For those who want their pet to roll in style, Super Pet’s Critter Cruiser is a tail-finned sports car wrapped around an exercise wheel.

Some owners worry about the noise some of these items may make when used by nocturnal animals while the rest of the family is sleeping. Products like Super Pet’s Giant Silent Spinner, address that concern. It’s a wheel that’s specifically designed for quiet, middle-of-the-night workouts.

When it comes to ferrets getting enough exercise, they can be walked on a leash, but should always be in a harness, not a collar, because their tube-like shape makes it easy for them to slip out of a collar.

Marshall Pet Products’ Ferret Walking Jacket is a stylish purple harness that features Velcro closures and quick-snap buckles for easy on and off. It comes with a matching, elasticized leash.
- Kristen Ryan is a freelance writer based in New Jersey. 

Amanda LeGaux is a social media specialist at Trone Brand Energy, a leader in blogger engagement, particularly in the pet space.

However, a relatively untapped opportunity in the digital landscape lies in the pet blogosphere.

The pet blogging community has proven to be a valuable platform for companies to both engage with and learn from pet loving consumers, and it is an essential driver of online sales and product recommendations.

Retailers have the opportunity to harness the power that pet bloggers wield in the pet owners’ purchase consideration journey to better promote and sell products online while garnering key purchasing insights from their target consumer audience.

Of the national pet owning audience, 30 percent spend more than 30 minutes per week consuming pet-related information, according to Trone Brand Energy data from 2012. This segment of individuals, referred to as pet information seekers, is researching topics including pet health and nutrition (77 percent), pet behavior, safety and life stage issues (69 percent) and most important for retailers, new products (67 percent), according to Trone Brand Energy data.

More than one third of the pet information seekers audience turn to blogs for this information.

Here are some of the top ways that retailers can leverage pet bloggers to grow their business.

Guide consumers in their purchase decisions and increase sales.

Pet bloggers are committed to sharing their opinions about products and services that they use. Many of these influencers have weighted audiences representative of specific regions and regularly promote local products and companies.

Retailers can engage bloggers and work with them during their review writing process to provide information not only about a specific product but also on where to buy it. The pet consumer who then turns to that blog while seeking content or researching a product will gain valuable product insights that also direct them to a purchase destination.

Retailers, especially those with an e-commerce platform, should consider incorporating blogger engagement into their overall strategy, in order to maximize sales via the peer-to-peer recommendation model that pet blogs foster.

Check the pulse of important issues in the pet community.

Pet blogs provide retailers with something that is somewhat difficult to attain—instant insights into the most relevant issues in the pet community. Trends in the pet category emerge quickly. Retailers can turn to blogs to get a pulse on hot topics, buzz-worthy products and audience interest.

Retailers can then use this information to direct their content push strategies. For example, if a blogger provides insights about their audience’s overwhelming interest in biodegradable and nature-friendly products, retailers can then distribute social media content about their company’s product offerings in that category. The relevant and immediate nature of this information can potentially lead to more targeted product awareness and purchase.

Increase SEO. Bloggers can help to increase a brand’s visibility in online search by sharing posts that contain both links to a brand’s Web properties and keywords that identify a brand’s product offerings. Engaging bloggers to regularly distribute brand messages helps to strengthen a company’s online reach and consumer availability.

Amanda LeGaux is a social media specialist at Trone Brand Energy, a leader in blogger engagement, particularly in the pet space.  She works to grow relationships with influencers in the digital space and drives the content strategy for influencer engagement for various clients in the pet category.  Blogify, Trone Brand Energy’s blogger engagement resource, helps brands to easily connect with bloggers to increase sales, online mentions and brand advocacy.

And, as the technology improves, so do the products. It’s a trend that has manufacturers, retailers and hobbyists excited to see what comes next. But, that doesn’t mean the LED products available right now are subpar by any means, as there are some pretty amazing lights on the market.

LED lighting has come a long way in just a few short years, according to Tim Plafcan, senior product manager for United Pet Group, which manufactures Marineland products.

“This is the first year that it has really become mainstream,” Plafcan said. “We are seeing most people using LED for their aquariums. And I think we are just at the start of LED. There is so much more to come.”

While consumers and retailers alike will have to take a wait and see approach to finding out what’s next for LED technology, they certainly aren’t shying away from the products available to them now.

“The consumers are really embracing these lights,” Plafcan said. “And they’re being used for all different types of tanks.”
Just a few years ago LED lights weren’t advanced enough to be used to reef tanks, because it was too difficult to get the correct amount of lighting and heat coming from them, Plafcan said. But now, it is one of the top choices for reefs.

One product seen quite often in the industry is Marineland’s Reef LED Aquarium Lighting System from United Pet Group. It has 460nm blue and 10,000L white LEDs that can be controlled by a timer, so you can give consumers’ tanks the proper lighting at the right time of day.

The product was also recently upgraded to include a new dispersion lens over the blue LEDs to provide a better mix of light.
United Pet Group’s Marineland also offers a product perfect for customers who are tired of seeing a bulky light fixture sitting atop their tank.

The Hidden LED Lighting System brightly lights the aquarium without you having to see an actual fixture. It literally brings the light to the inside of their tanks.
These are good for freshwater, saltwater, and reef tanks, making for a very versatile product. Some other benefits of this product include bulbs that never need replacing, reduced cord clutter, powerful light with energy and cost savings, and a night light feature.

New Products

Further proof that LEDs are constantly evolving comes from Rolf C. Hagen’s Fluval brand, which launched a new series of these lights at the Global Pet Expo in February, according to Damian Hall, marketing and events manager for Rolf C. Hagen Corp.

“They look great,” Hall said. “We have LEDs for all types of aquariums. One of the best things about them is that they actually mimic the light from the sun, so they promote the growth of plants and corals.”

Hall agreed that LEDs have come a long way the last few years, and should continue to advance technologically in the future.

“When they first came out you just had a bright white light,” Hall said. “The color spectrums weren’t exactly what you needed. As the technology has improved they have been able to improve the light temperature and vision spectrum. And this is still something that’s evolving.”

Many Options

The series Fluval launched at the Global Pet Expo include three different types of LED products: Ultra Bright LED strip lights, Sea Marine and Reef LED Strip Lights, and Aqualife and Plant Performance LED Strip Lights. All of the lights come in a variety of sizes, so they are available for most tanks and aquariums.

Fluval Ultra Bright LED Strip Lights have three rows of LED lights. These LEDs consume much less energy than twin-tube strip lights, so they help consumers save on their electric costs. They’re also much smaller and compact, making it easier for hobbyists to move clean tanks and move around them. These lights are ideal for fish-only marine tanks or freshwater low-light planted tanks, providing superior color rendering and a natural shimmer effect.

Fluval Aqualife and Plant Performance LED Strip Lights are made for freshwater aquariums — particularly heavily planted tanks, according to Hall. These strips give a balanced combination of multiple LEDs for optimal photosynthetic activity, plant growth and viewing.

The full-spectrum lights provide five  unique LED band waves, high CRI values for accurate color rendition, perfectly balanced lighting, and 120-degree light dispersion for full area coverage and uniform lighting.

Fluval Sea Marine and Reef LED Strip Lights are made for saltwater aquariums and provide optimal photosynthetic activity, coral growth and viewing.

Another manufacturer making waves in the LED trend is AquaticLife, whose LED 0.5W Freshwater Light Fixtures are a prime choice for showcasing plants and fish in aquariums. These fixtures are colored red, white, and blue, are available in four different sizes, and feature broadcast reflectors with a “dimple” design that diffuses LED light evenly throughout the aquarium.

Other exciting features of this product include an expandable design that allows up to four fixtures to be linked together (hardware included), adjustable width frame mounts that hold the fixture securely above the aquarium, a durable on/off rocker switch for convenient lighting control, and a cUL-approved low-voltage power adapter that provides metered electric to ensure a long life for the light.

Expanding Interest

As LEDs continue to become a mainstay in the aquarium industry, they’re also starting to take over in another area — ponds and outdoor water features, said David Kelly, vice president of product management at Aquascape, a company known for water garden and backyard pond products.

“There are a lot of LED products and options,” Kelly said. “It allows for customers to be flexible with what they want to do.”
Kelly said he has seen a trend of LED lighting taking over outdoor ponds and water gardens for a number of reasons: electrical savings, bulb life (most LEDs will last up to 5 years before needing a bulb replacement), less maintenance and smaller sizes that allow for more creativity with setups.

One of Aquascape’s more popular products is the Pond and Landscape Light Kit (LED), which is a “high quality, yet affordable LED lighting system for small water features,” according to Kelly.

It can be used in or out of water and is ideal for highlighting focal points within a water feature. The 1-watt bullet spotlight’s powerful output and small size make it very versatile. The kit includes everything needed to create a beautiful nighttime focal point in any water garden or traditional landscape.

LED lighting is booming in both the aquarium and pond industries, because of the energy it saves, the small compact sizes it comes in and the beautiful yet powerful lighting it provides.

- Bill Kolbenschlag

Interest in greens varies greatly amongst felines, but it’s important to provide cats with a way to increase their fiber intake and satisfy their natural instinct to graze, or your houseplants may be the first to fall victim.

Theories on why cats eat grass range from increasing their intake of vitamins and minerals, to assisting them in passing hairballs through the consumption of fiber. Some experts consider cats’ grazing to be a behavioral trait, while others believe it to be an instinctual response and consider it an important part of their cats’ diets. Whatever the reason for making grasses available to cats, there is no denying that most enjoy some fresh grass.

Most retailers divide cat grasses into two categories, live and self-growing.  There are benefits to both.

Be Flexible

Having green plants in the store is eye catching and helps stores feel more natural, which can inspire consumers to purchase higher quality foods. However, live plants require maintenance, including water and light, which some retail locations cannot provide.

“The most important thing for retailers to know is that live cat grass is a perishable item that under ideal conditions has a shelf life of 2-3 weeks maximum,” Connie Baldwin, sales manager of Priscilla’s Pet Products, Inc., said. “This is why we feature other options, such as our self-growing garden kits. They hold the visual appeal of live grasses, but have a longer shelf life.”

But, it doesn’t work for every store.

“After learning that the natural light in the store did not really support the position of live grasses, we decided to stock growing kits rather than live grasses,” Gayle Fritz, owner of All Cats and Dogs in Chico, Calif., said. “They have a longer shelf life and sell a little more quickly.”

When stocking container grass kits, the type of container becomes the focus.

Priscilla’s Pet Products offer an easy to maintain pot, and Smart Cat offers a reusable box in their popular product, Kitty’s Garden. Both are appealing and easy to use, and both come with replacement seed packages. Other options include “Garden in a bag” which features catnip and barley grass that is USDA-certified organic, and Four Paws “Vita-Greens.”

“While a growing number of health conscious consumers are enthusiastic about including wheat grass and other greens in their own diets; many lack an understanding of the specific applications and benefits when it comes to the overall health of our animal friends,” Bell Rock Growers, a certified organic grower of live wheat grass and the pioneer supplier of green nutrition products for pets said.

Rich in chlorophyll, antioxidants, minerals, and other nutrients, wheat grass has been nicknamed “liquid sunshine.”  In fact, according to agricultural scientist Charles Schnabel, regarded as one of the world’s foremost experts on cereal grasses, one pound of wheat grass is equivalent to 23 pounds of garden vegetables.

What to Stock

Whether you choose live or self-growing plants, the type of grasses stocked is important.

“Our special blend of grains are formulated for the highest level of benefit to the animal, as well as creating a sweeter taste,” Baldwin said. “Wheat grass alone can be far too rich for digestion and may cause digestive problems.”

Imperial Cat has chosen to focus on oat grass.

“We chose oat grass because it is extremely easy to grow, and cats love it! It’s a safe alternative to house plants, some of which can be poisonous to pets,” Kristie Hamilton, director of sales for Imperial Cat, said. “We purchase certified organic oat seeds for both our Easy Oat Kits and Easy Grow Oat Seeds. This ensures there are no harmful pesticides present in the grasses.”

Consumers enjoy the idea of natural grass in their home, and with a product this easy to grow, it’s little wonder why.  There is a certain amount of education that must take place. Consumers rarely come in to purchase cat grass.

“It’s something that people need to be educated about,” Abby Bishop, store manager at Only Natural Pet in Boulder, Colo., said. “Many manufacturers offer programs to educate stores on product lines, knowledge that we can then pass along to consumers.”

Pet Greens Garden from Bell Rock Growers makes it easy to grow certified organic greens right out of the bag. Ready-to-use containers of Pet Greens Live Pet Grass and Live Catnip are also available in pet stores nationwide.

The answers to the best type of cat grass vary, but with a multitude of grasses on the market, the thing that all vendors agree upon is that it should be naturally grown, chemical- and pesticide-free, certified organic, and a nutritious blend that is appealing to felines.

- Stacy Mantle is a freelance writer who has covered the pet industry for nearly 16 years. She is the founder of PetsWeekly.com and an award-winning author.