SuperZoo 2023: An Unforgettable Experience for Building Business Connections

Glenn Polyn//August 1, 2023//

SuperZoo 2023: An Unforgettable Experience for Building Business Connections

Glenn Polyn //August 1, 2023//

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August in Las Vegas means one thing to the pet industry. It’s time for thousands of members of the pet care community to gather for SuperZoo at the Mandalay Bay Convention Center from August 16 to 18, with educational sessions commencing on August 15. SuperZoo’s sold-out 2023 trade show floor will span over 300,000 square feet and feature nearly 1,100 exhibitors, including 520 exhibitors exclusive to SuperZoo, that will be showcasing the largest assortment of pet products in North America. 

“SuperZoo is where business happens, connections are made and exciting advancements in the industry are showcased,” noted Mike Karsting, senior vice president of events for WPA (World Pet Association). “We cannot wait to provide attendees with unparalleled opportunities for growth and success. The SuperZoo show floor is a dynamic marketplace where innovation takes center stage. Our exhibitors bring the latest and most exciting products, services, and solutions to the forefront, offering attendees an unparalleled opportunity to discover groundbreaking advancements in the pet industry.” 

According to Karsting, WPA expects the show to welcome more than 20,000 pet professionals, who will be greeted by seven carefully curated areas, including Farm and Feed, Emerging Brands, Groomers Marketplace, The International Pavilion and Aquatics, Reptiles and Small Animals. Pet Age has compiled summaries for a variety of exhibitors that buyers will be seeking out on the show floor. 



Aqueon offers a diverse range of products suitable for both beginners and experienced hobbyists, ensuring a healthy aquatic environment for pet fish. Aqueon’s product lineup includes fish tanks, filters, lighting, food and water care supplies, all meticulously designed with the well-being of fish in mind. 

For beginners, Aqueon simplifies the setup process and provides helpful guidance to ensure a successful start in the hobby. Aqueon’s user-friendly approach and informative resources empower beginners to navigate the world of fishkeeping with confidence. As beginners progress, Aqueon continues to support their growth and learning, offering opportunities for expanding knowledge and skills. Visit booth 5627 to learn how Aqueon helps provide a seamless transition from novice to experienced hobbyist.  



Arlee Pet Products is happy to once again be showing at Super Zoo. Since the company launched into the pet specialty space in 2016, it has quickly risen to be one of the premier companies offering premium bedding for dogs and cats. Each year, the Arlee product development team strives to bring new and innovative products to the market and this year is no exception. Arlee continues to combine its strength in home décor with an innovative solution-based approach to product development to create compelling offerings that cater to the needs of every pet parent.  

New to the Arlee collection this year is the Chew Shield indestructible dog bed, blanket pillow and donut style beds and new offerings for cats and small dogs including expansions to the best-selling Comfurt Collar product line. Filled and finished in the U.S.A., the Chew Shield bed was made specifically for brick-and-mortar pet stores to have a chew proof option to offer pet parents on an everyday basis. This large sized pillow bed is filled with over 14 pounds of chipped orthopedic foam and is so well made that the company has backed it with a 100-day chew proof guarantee. Stop by booth 2174 and see what else Arlee’s team has planned. 



A Better Treat is a family-owned company making its first appearance at SuperZoo. The brand differentiates itself through its high sourcing standards, which include wild caught salmon, USDA organic pumpkin, grass fed beef liver and free-range chicken from the U.S.A. The brand’s commitment to keeping ingredients in their recognizable form sets it apart from other freeze-dried products. Not to mention, all the brand’s products are made in the U.S.A.    

A Better Treat will be featuring two of its newest products at booth 7278 in the Emerging Brands section; its USDA Organic freeze-dried Pumpkin Treats and the brand’s dog food, which consists of freeze-dried pieces of wild-caught Alaskan salmon or free-range chicken, broccoli and air-dried carrots mixed with high-protein kibble. These unique, first to the market products capitalize on the nutrient benefits of freeze drying while keeping their ingredients in their recognizable form. Take advantage of the show specials: 10 percent off your order, an extra 10 percent off the new USDA Organic Pumpkin Treat and free shipping for orders over $300.  



Badlands Ranch is making its highly anticipated debut at SuperZoo. Founded by actress and animal activist Katherine Heigl (Grey’s Anatomy, Firefly Lane), Badlands Ranch is a premium dog nutrition brand, providing carefully crafted nutritional dog food for canine health.

Badlands Ranch makes it a priority to employ safe, responsible cooking practices by slow-cooking and air-drying dog food to ensure maximum freshness and nutritional content.  These ingredients are hand-selected to support your dog’s skin and coat, digestion, immune function and energy. Badlands Ranch dog food uniquely features powerhouse superfoods often prioritized in human nutrition, such as turmeric, lion’s mane mushrooms, flaxseeds and more.

All products are created using high quality ingredients including premium, hearty beef from suppliers who prioritize humane treatment of animals, as well as hand-selected superfoods to ensure that each bite is not only rich and tasty, but also results in a well-balanced diet.

Named after Heigl’s family ranch in Utah where the family rescues animals, Badlands Ranch believes in treating every dog with love and respect. As a result, the better-for-you dog nutrition brand has partnered with the family’s Jason Debus Heigl Foundation. By being a customer of Badlands Ranch, you’re not only helping your dog achieve a healthier life, you’re helping another dog in need get nutritious food, too. Come visit the Badlands Ranch team at booth 1548.



Barkworthies, the maker of high-quality, all-natural dog chews and snacks, is proud to add yet another breakthrough line of products to its ever-growing list of dog chews. Barkworthies has added an all-natural, sweet smoky aroma, hickory BBQ line of dog chews. Not only is the aroma irresistible to pooches, but pet parents will love them too. Barkworthies has conducted extensive consumer research and determined that dog chews might smell great to your pooch, but not so great to owners.  

Visit Barkworthies at booth 3539 to sniff for yourself the new hickory cold smoked chews and treats with the incredible southern barbeque aroma of ribs coming off the grill. These chews offer unparalleled flavor and are prepared just like a smoke pitmaster would with no shortcuts, just fire, smoke and patience. To create these great tasting treats TDBBS built a new state-of-the-art smoking operation located at company headquarters in Virginia to enhance the fact that all TDBBS products are manufactured in the United States. 


A natural litter that actually works, Catalyst is an award-winning high-performance cat litter engineered from upcycled soft wood fiber. Lightweight, minimally scented, odor trapping and cat friendly, Catalyst exceeds both natural and conventional clay alternatives so pet parents can make a healthy, responsible, sustainable choice.    

Stop by booth 4061 to check out the three formulas (Healthy Cat, Multi-Cat and Unscented) as well as the high quality ultra-premium litter scoop that is durable and sustainably built from steel and wood. The wide slots save time and litter with easy sifting. Catalyst Pet will also be unveiling its all new sustainable and natural litter mat. Available soon, the tan sisal mat catches litter, helps stop potential spread of bacteria and gives your cat a pretty doormat that is comfortable on its paws. The 24-inch by 36-inch mat will help keep the home safe, natural and clean. 

Independent retailers can buy direct through Catalyst’s Dealer Portal. Stop by Catalyst at booth 4061 to scan a QR code for full details, and retailers can use the brand’s show promo code for a free bag of litter. 



With roots dating back to 1842, Compana Pet Brands is a global leader in pet care and nutrition dedicated to enriching the lives of pets and their families. Based in St. Louis and employing approximately 700 passionate pet lovers around the world, the company manufactures and markets more than 20 household brands in dog and cat, backyard chicken, equine, small animal and indoor bird categories. 

Brands being showcased at booth 4939 include Bullymake, Fruitables, Vet’s Best, Nutri-Vet, Simple Solution, Espree, Oxbow, ZuPreem and Bags on Board. Compana believes pets are an important part of the family and its broad portfolio of brands focuses on care and wellness solutions to improve the quality of life for pets of all shapes and sizes throughout their lifespans.  



All earthbath products are designed for the health of our beloved pets, people and the planet. The brand believes the ingredients that touch your pet’s coat and skin should be as naturally effective, non-toxic and gentle as possible. That’s why earthbath products are blended with the finest ingredients, such as renewable plant-derived cleansers, essential oils, sumptuous extracts and fragrances. 

In keeping with its commitment to pets, people and the planet, earthbath has created the Shea Butter Shampoo and Shea Butter Spray with plant-based ingredients that are vegan, gluten free, non-GMO, flea treatment compatible and cruelty free as well as a new Foaming Facial Wash. Bilberry seeds and blueberry seeds, rich in Omega-3 fatty acids, are key ingredients in this soothing facial wash that gently cleans and brightens a pet face. Both will be on display at booth 5457. 



Industry veterans JJ and Amy Stone have launched GURU Pet Company, an innovative dog toy business with a mission to develop products that challenge dogs’ minds, engage their natural instincts and inspire their spirit. After decades of inventing and developing successful pet products for top industry brands, the Stones are now bringing the brand of dog toys directly to humans and their furry friends. With the company’s slogan Simple Innovation for Challenging Play at the forefront, GURU’s toys will keep dogs engaged through intentional play by addressing instinctive behaviors.   

GURU will be unveiling four lines and 50+ SKUs of multi-functional toys that addresses multiple instincts: 

Hide-A-Tail: With a tail that hides in a hidden pocket, this plush toy crinkles, squeaks and encourages and challenges dogs.  

Fry Guys: These toys are sticks with attitude. Crinkle, squeak and fetch with these eight big personalities while engaging a dog in stimulating play.  

Chew Perfect: This product comes in three styles The BusyBall, Adjust-A-Chew and Spin & Treat that are designed with nylon wood to safely encourage chewing while stimulating the mind.  

Chew Pro: Designed for the toughest players, Bonanza!, Challenger and the Duo-Ball are created from thermoplastic rubber. 

These GURU collections can be viewed at booth 7769 and at the New Product Showcase. 



For more than 35 years, Healthy Pet has upcycled timber and paper pulp remnants that would otherwise end up in landfills to create 100 percent biodegradable, safe and sustainable pet bedding and litter. As a leader in the pet category and long-time member of the Pet Sustainability Coalition (PSC), Healthy Pet utilizes materials such as cellulose fiber and natural wood, free from harmful chemicals and other pollutants, for products that are sustainable from start to finish.  

The selection of natural products includes the No. 1 brand of small pet bedding, carefresh, designed with comfy fluff paper fiber; this pillowy-soft material goes beyond basic bedding and is two times more absorbent with 10-day odor control. Healthy Pet’s natural cat litter, ökocat, is designed to stop odor before it starts, clump solid and is 99 percent dust free. The plant-based formula comes in three different clumping litter options: Original, Super Soft and Less Mess and one non-clumping option, Dust Free Paper. Visit booth 5639 to learn more. 



Heather’s Heroes products are focused on the relationship between owner and canine. By providing tools, methods and education to dog professionals and owners, Heather’s Heroes strives to see human and dog relationships transform from confusion, frustration, disrespect or total absence into relationships of respect and clear understanding.  

Be sure to visit booth 7815 to learn more about the brand’s unique products. Its patented training tool, The Sidekick, is trusted by dog owners and professionals around the world. This 2-in-1 head collar and leash is the best training tool for dogs of all temperaments. Transform excitement, anxiety and leash reactivity into a calm walking companion.  And check out Heather Beck’s new training book, Become Your Dog’s Hero. This essential book demonstrates the same effective training techniques used for over 20 years in Heather’s successful training facility, K9 Lifeline. With practical, easy-to-follow advice, you’ll find this process is exactly what you need to provide your pup with the structure he or she craves and the leadership that will make their life even better. 



The story of Nulo is really the story of company founder Michael Landa and his labrador, Max. When he couldn’t find the right dog sitter for Max, Landa left his corporate job and decided to start his own pet care business. In the process, he discovered an alarming trend: an increase in overweight pets and in the administration of at-home insulin shots for diabetic cats and dogs. Landa found that most major brands contained more than 40 percent carb fillers and that, in food designed for carnivores, meat protein was often “supported” by high levels of plant-based proteins. That wouldn’t do for Max or any other pet.  

With the help of leading animal nutritionists, veterinarians and food formulators, Landa created recipes high in animal-based proteins, lower in carbs and used low-glycemic ingredients to promote healthy body condition and stable energy. Visit booth 4439 to learn how Nulo has expanded its line to include dozens of recipes to nourish the healthiest and happiest pets around. 



For more than 20 years, Petcurean has been making premium quality, nutrient-rich pet food trusted by pet parents and loved by pets. As the award-winning manufacturer of the premium pet food brands Go! Solutions, Now Fresh, Gather and Summit, Petcurean makes recipes that are formulated by a team of nutrition experts to help cats and dogs with all sorts of different tastes, dietary needs and preferences live their happiest, healthiest lives.  

Visit booth 1358 to learn about the launch of Go! Solutions Boosters for cats and dogs, a single-serve, single-solution wet food topper available in eight delicious recipes in an easy-to-tear pouch. The delicious cat boosters provide a complete and balanced meal, while the dog boosters can be served as a tasty wet topper to support specific health needs while helping to improve their overall well-being. Easily add functional benefits and variety to the bowl with Go! Solutions Boosters. Big solutions from a little boost. 

Petcurean’s nutrition expert, Theresa Lantz, MSc, will also be at this year’s show to host short nutrition seminars on the benefits of fresh meat and digestibility (11 a.m. on August 16), and tips for feeding for sensitivities (3 p.m. on August 17).  



Located at booth 4160, SquarePet Nutrition is driven by a commitment to continuous improvement and innovation, and is made up of pet industry professionals, veterinarians, nutritionists and manufacturing experts to supply new and reimagined nutritional formulations unique to the pet food industry. The brand’s VFS Power series provides expansion to the already existing premium solutions based nutritional options that support the needs of individual dogs including VFS Active Joints, VFS Skin & Digestive Support, VFS Ideal Digestion, VFS Low Phosphorus Formula and VFS Low Fat Formula.  

Formulated for high performance or working dogs, VFS POWERHOUND is energy dense, high protein canine nutrition with guaranteed ultra-low carbohydrates tailored for performance. The high meat-based protein nutrition found in VFS POWERHOUND supports energy demands, strong muscles and bones, and it also promotes lean body mass for optimum body condition and weight control.  

For felines, VFS POWERCAT is obligate carnivore nutrition specifically formulated to match the needs of the unique feline metabolism. High meat-based protein paired with ultra-low carbohydrates provide the carnivorous amino acids required by hypercarnivores to help promote strong muscles and a lean and fit body condition.



VetriScience has been leading the way in the animal health industry with the formulation of nutritional supplements for pets for over 40 years as part of the FoodScience family. VetriScience has been setting new standards of quality and safety in products for pets, with a mission to provide veterinarians and consumers with powerful products made from the world’s best ingredients. Backed by science, VetriScience is committed to creating supplements that are proven, effective and developed by vets to help pets to live healthier, happier lives.

At SuperZoo 2023 VetriScience will spotlight new dog products Allergy Plus and Omega Plus. VetriScience Allergy Plus is an advanced chew supplement that supports dogs with symptoms of seasonal or environmental allergies and promotes a strong immune system and healthy histamine response. Allergy Plus contains krill meal, Omega-3 essential fatty acids, antioxidants, and probiotics that work together to regulate and minimize the immune system’s response to common allergens. It can be given as needed or daily all year long.

Visit booth 6819 to also learn about VetriScience Omega Plus chews, which offer advanced skin and coat support for dogs with a special blend of fish oil, olive oil, and safflower oil, plus vitamins, omega fatty acids and amino acids. The supplement helps keep fur soft and shiny, restores hydration to sensitive skin, and provides support for a healthy coat and skin. Omega Plus is recommended for dogs of all ages and sizes that have occasional dry or itchy skin, dandruff or flaking, irregular shedding, or a dull or dry coat.  



Vital Essentials is eagerly looking forward to meeting attendees at booth 1568, where it will be offering great deals and showcasing new innovations that pet parents and their pets will enjoy. Vital Essentials, the flagship brand of award-winning manufacturer of premium raw frozen and freeze-dried pet food and treats, Carnivore Meat Company, recently unleashed new rebranding to communicate better its point of difference to uncompromising pet owners: premium quality butcher cut protein for the health benefits dogs and cats deserve.  

Being at the forefront of the raw, freeze-dried pet food industry, Vital Essentials makes it effortless for pet parents to provide their pets with a natural raw diet, delivering minimally processed proteins through the brand’s freeze-dried and frozen raw offerings. The growth in this category presents an exciting and promising future for Vital Essentials, which is distributed to more than 7,000 retailers nationwide in 14 international and online markets. 



Starting with an appearance on Shark Tank and subsequent investment from Mark Cuban in 2019, Wild Earth has grown to be the largest solely plant-based dog food company in the United States. They develop complete and balanced diets and treats for dogs, all created without the use of any animal-sourced ingredients. Plant-based diets are a great option for food allergic dogs since they are inherently free from the top food-related allergens such as beef, dairy and chicken. Recently published research also suggests that plant-based diets are healthy (and even potentially healthier), can lead to fewer vet visits, fewer health conditions and increased longevity up to 1.5 years longer than dogs fed meat-based kibble diets and raw meat-based diets. 

Wild Earth products are currently hitting retail shelves all over Florida with the help of distributor Choice Pet Products and across the mid-Atlantic with Zeigler’s Distributor. Visit Wild Earth at booth 3761 to learn about the many benefits of plant-based diets for dogs and why Wild Earth is the solution for many retail consumers. Check out the brand’s new treat offerings coming later in 2023, two brand new food lines and all new recyclable packaging. 



Located at booth 6962, Zee.Dog has made its mission to connect dogs and people through thoughtfully designed and well-made pet products. The brand is available in 55 countries around the world. This year, the brand will be at SuperZoo booth 6962, where it will showcase top sellers that include the Hands-Free Leash, FlyHarness, Airleash, toys like Mr. X (2-in-1 plush chew toy), Brainies (chew toys), the recently launched SofterWalk Harnesses, the new GLO and NIT leashes and more. The team will be standing by to demonstrate products, answer questions and share selling tips. Show specials include free shipping on all orders, plus discounts ranging from 10 percent to 15 percent based on order value. 



Zilla has been a leading supplier of reptile care products and supplies for over 15 years and is the authority on reptiles. With a variety of quality offerings for lizards, amphibians, snakes, turtles, and tortoises, Zilla is committed to helping new pet owners and reptile enthusiasts create unique experiences and habitats that help reptiles stay happy, live healthily, and thrive. Zilla knows that no two pets are alike, which is why they offer innovative products to help celebrate the individuality of each reptile and human. Visit booth 5627 to discover everything from Zilla’s QuickBuild Terrariums to the brand’s Internal Filters with SmartClean Technology.