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SuperZoo 2019: The Land of Opportunity for Pet Food

G.A.P. logo mandalay bay

Last month, our G.A.P. Business Team attended the Super Zoo pet industry trade show at Mandalay Bay Casino in Las Vegas, NV. Each year more than 1,000 companies and brands exhibit their products and services at this 3-day show sponsored by the World Pet Association, making it the most-attended pet industry trade show in North America. Our team walked the show floor and met with brands, manufacturers, and retailers interested in the G.A.P. program, and spent time with certified partners exhibiting at the show.

The “paw-ty” was on with Tender & True, complete with organic beer served from the Treat Truck and we couldn’t wait to toast their newest arrival—G.A.P. certified Organic Pork & Apple Jerky Treats.  We got to talk with Paw-ty goers about the product line, our partnership & G.A.P. standards.  Tender & True is the only pet brand to source 100% of their meat & poultry from G.A.P. certified farms.  Note that all of their fish SKUs carry the MSC label making Tender & True Certifiably Better indeed!  G.A.P. labeled products (step 1-4) include dry & canned food for cats & dogs and jerky treats for dogs made with chicken, turkey, beef, lamb & pork in antibiotic-free and certified organic varieties. 

We joined Open Farm for an event highlighting their commitment to ethical sourcing & transparency. Along with the Open Farm team, Pat Maher from Atkins Ranch Lamb, and Diane McDade, G.A.P.’s Business Development Manager, had the opportunity to take questions and talk about how we all work together to bring products with meaningful animal welfare claims to market.  In 2016, Open Farm Lamb Recipe dry dog food was the first G.A.P. certified lamb labeled product in the world—made with lamb sourced from Atkins farms and raised on pasture in New Zealand. 

It was clear just walking around the show floor that the pet industry is changing. With pet parents seeking products with the same meaningful claims they look for when shopping for themselves, premium brands seemed to dominate every corner of the show, and especially the New Product Showcase. Product and packaging innovations were noticeably green (sustainable, compostable or otherwise environmentally friendly) and we spotted lots of USDA organic and human grade label claims.   Raw, limited ingredient, grain-free & other special diet recipes are clearly hot and CBD related products have arrived.

With so much happening in the industry, it’s more important than ever to differentiate your brand.  Trusted by consumers for more than 10 years, the G.A.P. label offers meaningful farm animal welfare certification, backed by third party audits on every farm every 15 months and robust supply chain standards.  Visit our website and check out our latest blog here to learn more about why animal welfare is an important trend for the pet industry. Follow us on social media too (@CertifiedGAP).

G.A.P. Animal Welfare Certified Pet Brand Partners

G.A.P. Animal Welfare Certified pet products are sold in thousands of retail outlets, and online, across the US and Canada including Petsmart,, Whole Foods Market,,, Earthfare, PCC Markets, MOM’s Organic Market, Natural Grocers and National Co-Op Grocers.

Pet brands:  Visit our website and click on “GET CERTIFIED” to start the process, or contact our Business team to learn more at

Retailers: Get the new G.A.P. tool kit with assets to support G.A.P. certified pet products in-store and online – email:

We look forward to speaking with you!