Five Questions with Neda Khorami, Founder of Independent Pet Supply

Independent Pet Supply, a distributor dedicated exclusively to supporting independent pet supply stores, is marking its 30th anniversary this year. Founded by Neda Khorami, Independent Pet Supply (IPS) has distinguished itself through an unwavering commitment to the success of its partners, making their growth and prosperity a cornerstone of its mission.

As a trailblazer in the pet supply distribution industry, Khorami has enabled the Snohomish, Washington-based company to set itself apart through an unwavering focus on personalized service, unmatched industry expertise and a commitment to helping independent retailers thrive in a competitive landscape.

Pet Age recently asked Khoarmi five questions that allowed her to share her insights on the industry as well as her secrets to success.

How has the pet industry changed since you established IPS in 1995?

When we launched Independent Pet Supply in 1995, the pet industry looked very different than it does today. Most products on the market were conventional, with little focus on nutrition or wellness, and few people were talking about “natural” options or frozen, fresh foods. Over the years, I’ve seen a remarkable transformation: pets have become true family members — something my husband, Keya, and I feel deeply with our own dog, Harley. That shift has fueled demand for healthier diets, safer products and innovative solutions that enrich pets’ lives. We’ve also seen a cultural change where many younger people are choosing not to have children of their own and instead devote their love and resources to pets. This trend has been a real positive for the industry, expanding the demand for premium products and deepening the role pets play in our lives. In the Pacific Northwest, IPS was one of the first distributors to introduce natural products and frozen, fresh food long before they became mainstream. We believed in their value early on, and that commitment helped position our independent retailers as leaders in a changing market.

As a former pet store owner, do you feel that retailers get the respect that they deserve?

I know firsthand how much work goes into running an independent shop and I don’t think retailers always get the respect they deserve. Independent store owners wear many hats: they’re educators, community builders, and trusted advisors to pet parents every single day. They spend countless hours making sure customers leave not only with the right products, but with the confidence that they’re doing what’s best for their pets including products like natural diets and frozen, fresh food that independents were often the first to introduce. What’s often overlooked is how much retailers have shaped the direction of the pet industry. They’ve built trust in new products and helped drive demand for healthier options long before they were mainstream. At Independent Pet Supply, we’ve always believed independents are the heart of this business. We’re proud to stand beside them, and we’re grateful for the many retailers who have trusted us for nearly 30 years.

How would you describe a brand or product line that IPS seeks for its portfolio?

At Independent Pet Supply, we’re very selective about the brands we bring in because our reputation is built on trust. We look for products that align with our values: premium quality, integrity, and innovation. That often means natural, holistic choices or frozen, fresh foods that put pet health first and come from companies committed to transparency. Equally important, we look for partners who share our belief in supporting independent retailers. A brand can have a great product, but if it doesn’t value the independent channel or deliver the reliability our stores depend on, it won’t be the right fit. The brands we work with understand the importance of education, service and community, the same things that set independents apart. In the end, our role isn’t just to stock shelves, but to curate a portfolio that helps independents succeed and stand out in their communities.

What do you consider important traits for a leader in the pet industry?

I believe leadership in the pet industry requires both vision and humility. This is a people-first business whether it’s employees, retailers, vendors, or pet parents and the best leaders listen as much as they lead. Integrity and consistency are critical, because our industry is built on trust: retailers and brands count on us to deliver safe, reliable products that truly make a difference for pets. At the same time, adaptability is key. Trends evolve quickly, new innovations come to market, and customer expectations are always rising. Leaders who stay curious, open-minded, and committed to learning will not only keep pace, but help shape where the industry goes next.

What do you enjoy doing to unwind when you’re out of the office?

For me, unwinding usually means spending time with my husband, Keya, our kids and our dog, Harley. They’re a constant reminder of why this work matters and brings so much joy to my life. I also love being outdoors in the Pacific Northwest; it’s a beautiful place to live and whether it’s a walk, a hike, or simply being in nature, it helps me recharge. One of my favorite ways to relax is taking Harley out on the trail; watching him explore and enjoy himself reminds me of the simple happiness pets bring into our lives. Keya and I also enjoy going on cruises together   it’s a wonderful way to step away from the routine, see new places, and come back refreshed. Those moments away from the office give me the clarity and balance I need to return energized and ready to support our retailers and their customers.