On the Shelf.
Categories, velocity, and merchandising — what's moving on specialty shelves and why.
Pooch & Mutt Added a Hemp Oil Without Making the Shelf Case
No price, no distributor, no velocity data. What the announcement gives a buyer to work with is thinner than the pitch.
2 min read · Aug 13
PSC Is Running Two SuperZoo Sessions on Sustainability. The Real Test Is Whether Anyone Brings a Metric Monday.
The nonprofit's show-floor programming says sustainability is a business problem, not a values statement. The proof is what attendees actually do next week.
3 min read · Aug 13
If You're Wondering Whether to Apply for an Industry Award, Read This First
WPA named seven operators. What the list tells you about whether your own application is worth the hour.
4 min read · Aug 13
Fussie Cat Is Defending Its Wet Business With an 86% Protein Dry Line
The company folded Essence into Fussie Cat and priced it between mass kibble and freeze-dried. The shelf decision follows.
3 min read · Aug 12
What a Brand Anniversary Actually Buys You, Priced in August Floor Space
PSP is running KONG's 50th for a full month. The structure tells you what questions to ask when the next anniversary pitch lands.
3 min read · Aug 12
Polkadog's New CEO Came Out of a PetSmart Subsidiary. Read the Timing.
A beloved Boston brand brings in an operator who scaled a natural pet brand inside PetSmart for over a decade. The hire itself is the story.
3 min read · Aug 12
The SuperZoo Event Worth Blocking Time For Is a Mini-Golf Bay
The mini-golf closer is structured networking without the booth grind, and it solves a real sourcing problem.
2 min read · Aug 12
Air-Dried at 40% Less Is a Price Reset, Not Category Expansion
A new brand launching 40% below existing air-dried pricing resets the margin conversation you didn't ask for.
4 min read · Aug 11
Tractor Supply Bought Two Weeks of August Traffic. Yours Is the Cost.
The in-store event was a traffic play, not a sale. What the two-week window bought them came out of your August.
3 min read · Aug 11
Tito's Is Donating 100% of Its Dog Toy Licensing Revenue
100% of Tito's licensing revenue goes to charity. That changes the buyer's math when the rep pitches this line.
4 min read · Aug 11
Why a Territory Manager Hire Tells You Nothing About Your Shelf
A personnel move with no pricing shift, no distribution change, and no new retailer program attached.
2 min read · Aug 11
Nulo Put the Sensitivity Diet Vets Used to Own on Your Shelf
Limited ingredient diets used to mean a vet script. Nulo is shipping a retail-shelf answer mid-September.
4 min read · Aug 10
The Risk in VICTOR's Cheaper Freeze-Dried Cat Line Sits in the Planogram
The company's betting there's a customer who wants the format but won't pay premium. If they're right, it changes the planogram.
3 min read · Aug 10
PetIQ Put an NFL Running Back on Its OTC Wellness Chews
The company is betting lifestyle credibility beats clinical claims. If it works, more brands follow and the category gets tighter.
3 min read · Aug 10
Farm Chains Are Building State-Level Density, and Pet Is the Filler
The farm-store chain is building state-level density, and pet is part of the basket it uses to do it.
4 min read · Aug 10
Your Co-Packer's President Moved Up. Lock Terms Before the Structure Does.
Scott Salmon moved to enterprise strategy. Jacob Rogers runs the pet division now, and your account terms sit in between.
3 min read · Aug 8
Seasonal Pet Merchandise Is a Margin Play Most Indies Call Fluff
51% of consumers plan to decorate. 23% dress their pets. And most independents will leave the endcap empty.
5 min read · Aug 8
Petcurean's Wet Extension Asks Whether Good Gravy Earns Its Own Facings
Petcurean's wet food launch is exclusive to Pet Valu through 2026. The format extension question: does brand equity carry, or fragment?
4 min read · Aug 7
Supreme Source Moved Into Kroger, and Your Four Feet Got More Expensive
American Pet Nutrition put Supreme Source in grocery chains. Same brand, different channel, different math for your shelf.
4 min read · Aug 7
Glacial Multiplied Freeze-Dry Capacity 7x. Watch the Supply Wave.
A contract manufacturer removed the biggest constraint in freeze-dried pet treats. The consequence hits your shelf this fall.
3 min read · Aug 7
Does Wild-Caught Herring Earn Its Own Facing in Your PureBites Block?
Does wild-caught herring earn its own facing, or does it split velocity across the proteins you already stock?
3 min read · Aug 7
A Garden Centre Bought a 38-Year Aquatics Specialist
The buyer is not another fish retailer, and that is the tell for every single-category store.
4 min read · Aug 7
Suppliers Are Rebuilding Backyard Poultry Assortments Again
A new brooder from a supplier that's been adding to its poultry line. That's a vote the category still moves.
2 min read · Aug 6
What SuperZoo Ordering Actually Buys You: 15% Off, Plus 10% More
15% off select products, plus another 10% when you add new SKUs to the same order. The stacking is doing deliberate work.
2 min read · Aug 6