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The Winners’ Issue
TOP WOMEN
The Winners’ Issue
IN THE PET INDUSTRY
2019 Winter Magazine
Learn from Top Women
what makes a great leader
Find out what
social media platform
Top Women prefer
See yourself on the cover
Nominations open
March 2020
2
Winter Magazine
Collaborators
This magazine is a reflection of the wonderful
women in it. The WIPIN magazine you are
viewing had been edited, designed and poured
over by several remarkable pet women.
Publisher
Shawna Schuh, CSP
Women in the Pet Industry Network’s
President & Chief Pet & People Wrangler,
executive business coach and leading
industry speaker. Contact Shawna at:
Shawna@WomenInThePetIndustry.com
Editing & Production
Barbara Zawlocki
WIPIN’s Guest Editor
Founder & Editor, Lick Magazine
Contact Barbara at:
Barbara@LickMagazine.com
For other questions:
Magazine@WomenInThePetIndustry.com
Rebecca Zinkgraf
Graphics Designer & Producer of making
all the pieces of the puzzle fit. Contact
Rebecca at: minepress@gmail.com
Samantha S. McVey
Magazine Coordinator
Contact Sam at:
Sam@WomenInThePetIndustry.com
Elaine Goldman, Editorial Contributor
Contact Elaine at:
Elaine@WomenInThePetIndustry.com
“Top Women in the
Pet Industry Magazines”
are a product of Pet Industry Biz
©2019/2020 Pet Industry Biz
24241 Highway 47, Gaston, Oregon 97119
503-970-5774
Your free digital download can be found
at: www.WomenInThePetIndustry.com/
optin-magazine/
To join, please visit
www.WomenInThePetIndustry.com
is a member site for women working
in all categories of the pet industry.
Annual dues for membership, $167.
It’s been noted multiple times and by many that people don’t like change. There is
even a book titled, “Change or Die” by Alan Deutschman where they break down
how many people do indeed pick death over changing a habit deeply engrained.
Smoking as an example.
At Women in the Pet Industry Network, we choose to evolve. The notion of evolving
is pleasing to me, it denotes movement, growth, rebirth and renewal, rather
than doing something different (changing) for change sake or because of failure or
because of boredom.
This magazine is our winner’s issue and as you can see from the cover, we are featuring
our past winners on their covers as we do some evolving with this magazine
and at WIPIN in general.
Now, some people like to say they hit the “pause” button, or that that’s a smart way
to live however it’s not in my nature, nor any animal I know to simply pause. Rest,
yes, pause, no.
There has been no pausing around here. We are gearing up for a new feel, a new
focus and a new WIPIN in 2020. We have partners lined up that can help us move
into serving more women and helping all of us become even better leaders.
We are on the brink of a new decade and that decade will provide us with new
ways to serve the women in the pet industry and the pets and pet lovers they serve.
Thank you for embarking on that journey with us.
2019 Winter Issue • www.WomenInThePetIndustry.com
3
WIPIN WORKS
EDITOR’S NOTE
WOMEN IN THE PET
INDUSTRY NETWORK
"We Are All Winners!"
PUBLISHER’S MESSAGE
We are leaving the teens behind and moving
into the 20s - and this magazine you’re
viewing pays tribute to the past winners of
Pet Industry Woman of the Year. Each woman
profiled in these pages has done remarkable
things and they have only just begun.
Please enjoy the profiles and reach out to the
women who inspire you. They put their whole
heart into doing their work and one thing we
can do for each other is applaud that, recognize
that and tell them they are doing well.
I know we think it - why not share it and
spread it worldwide?
In 2020 we will again recognize outstanding
women in the pet industry only in a much
bigger and bolder way. Now that we’re in the
20’s it seems fitting. Please look for nominations
to open in the spring and think about
nominating yourself or someone you know
that is doing great things for pets. We are
stronger and better together, don’t you agree?
Here to serve you,
Blessings,
Shawna Schuh
Publisher, President and
Chief Pet and People Wrangler
WIPIN celebrates its 2019 Top
Woman in the Pet Industry, "Woman
of the Year Awards Edition," with a
fond look back at our last 7 years of
WIPIN and our Top Woman In the
Pet Industry "Woman of the Year"
Winners.
Our latest 2019 WIPIN Winter
Edition celebrates the road we have
traveled with All of our WIPIN
Winners as we Congratulate and
toast to the continued success of Top
Woman and Best First Time WIPIN
Winner Darleen Wheelington from
"Waggin Tails," an all-inclusive facility in Arkansas. Darleen was "Woman
of the Year 2013," Top Woman Lorien Clemens, Director of Marketing at
"Pet Hub" was WIPIN "Woman of the Year 2014," Top Woman Yvonne
Divita, the Lipsticking Society was WIPIN "Woman of the Year 2015,"
Top Woman Dani Mcvety, DVM, Co-Founder and CEO at "Lap of Love"
Veterinary Hospice was our WIPIN "Woman of the Year 2016," Top
Woman Gila Kurtz, Owner of "Dog is Good" was WIPIN "Woman of the
Year 2017" and Top Woman Dr. Judy Morgan, DVM "Naturally Healthy
Pets," was Advocate and WIPIN "Woman of the Year 2018."
All of these incredible women have made and continue to make innovative
contributions to the pet industry. We applaud their continued efforts, trials,
tribulation and success.
2020 is around the corner and Women In The Pet Industry Network will be
looking for its next Top Woman in the Pet Industry, WIPIN "Woman of the
Year Winner."
So, remember to throw your hat into the proverbial ring for consideration..
because we are All winners! And the next WIPIN Top Woman in the Pet
Industry 2020 "Woman of the Year" could be "You"!
Happy 7th Anniversary WIPIN!
Barbara Zawlocki
Editor & Member
Women In the Pet Industry Network
Lick Magazine, Publisher
2019 Winter Issue • www.WomenInThePetIndustry.com
4
Are you marketing yourself?
Connect with Leaders in the Pet Industry
Become a Member today!
Join Now
Succeed Now
www.WomenInThePetIndustry.com/join
2019 Winter Issue • www.WomenInThePetIndustry.com
5
WINTER 2019 DIRECTORY
Leaders from nearly every corner of the pet industry are represented in this issue.
Find them here.
Women in the Pet Industry.............................................................................................................................................. 2-6, 10, 32, 36, 68-70
Super Zoo............................................................................................................................................................................................................................7
Lick Magazine.......................................................................................................................................................................................................... 46-47
Articles
American Humane Hero Dog Awards............................................................................................................................................................... 8-9
Grassroot Changes in the Pet Care Services...............................................................................................................................................30-31
A Power Phrase: 3 words to project calm and give yourself time to think....................................................................................58-59
Products
Janan Bernabud, C' Mimi Luxury Pet Fashion.............................................................................................................................................. 12-13
Julianna Carella, Treatibles................................................................................................................................................................................... 14-15
Anne Carlson, Jiminys............................................................................................................................................................................................ 16-17
Karen Finkle, Balance Organically.....................................................................................................................................................................18-19
Sarah Goldberger, Lord Jameson.....................................................................................................................................................................20-21
Alisha Navarro, 2 hounds design......................................................................................................................................................................22-23
Jodi Ross, Pet Rescue Rx......................................................................................................................................................................................24-25
Mary Ann Rudd, Raised Right Pets.........................................................................................................................................................................33
Lynnette SanMiguel, King Kanine....................................................................................................................................................................26-27
Kathy Tsai, Petique................................................................................................................................................................................................ 28-29
Services
Lisa Beals, Fitness 4 Paws Health ...........................................................................................................................................................................61
Robin Bennett, RB Consulting & The Dog Gurus..............................................................................................................................................65
Lisa Blaurock, Affordable Allergy Test...........................................................................................................................................................38-39
Suzanne Brean, My Little Dog Training Biz................................................................................................................................................. 40-41
Jessica Finnegan, Trinity Tower Consulting................................................................................................................................................. 42-43
Kellyn Grantham, Target.............................................................................................................................................................................................49
Robbi Hess, Positively Woof ......................................................................................................................................................................................11
Peggy Hoyt, Animal Care Trust USA.............................................................................................................................................................. 44-45
Karol Kennedy, Be Pawsitive Personal Dog Training .....................................................................................................................................60
Nicole Massey, The J.M. Smucker Company........................................................................................................................................................51
Finola Mcmahon, Pets & Money......................................................................................................................................................................48-51
Judy Morgan, Naturally Healthy Pets..............................................................................................................................................................52-53
Stacy Pursell, The Vet Recruiter...................................................................................................................................................................... 54-55
Carmen Rustenbeck, Ibpsa.................................................................................................................................................................................56-57
Gabby Slome, Ollie......................................................................................................................................................................................................50
Media & Associations
Barbara Zawlocki, Lick Magazine .................................................................................................................................................................... 66-67
2019 Winter Issue • www.WomenInThePetIndustry.com
6
2019 Winter Issue • www.WomenInThePetIndustry.com
7
SEPTEMBER
1-3
2020
EDUCATION
AUGUST 31-SEPTEMBER 3
EVERY DOG
HAS ITS DAY
And so does every pet professional.
Four days, in fact. Filled with all
the trends, products, education
and inspiration you need to keep
your operation fresh, attract new
business and keep loyal customers
coming back for more.
SAVE THE DATE | SUPERZOO.ORG
2019 Winter Issue • www.WomenInThePetIndustry.com
8
http://www.medicalservicedogs.org | 1-800-398-6102
2019 Winter Issue • www.WomenInThePetIndustry.com
9
Guardian Angels Medical Service Dogs is both humbled and honored to announce
that on Friday, October 5, 2019 after more than a million public votes, our Service
Dog, Alice; specifically trained to assist Recipient Antonio was named the 2019 Hero
Dog of the Year in the American Humane Hero Dog Awards.
Alice has been watching over Antonio since 2016, after he tragically suffered a gunshot
wound to the head at the age of nine, while sitting in his parents’ car in 2015.
Since that day, Antonio has struggled through 5 brain surgeries, leaving him with a
permanent traumatic brain injury, and an artificial flap that covers a large portion of
his skull. He suffers regularly from seizures, spells, migraines and balance issues. Alice
is at Antonio’s side constantly, including attending school together; and she is focused
on Antonio at all times. She not only alerts to oncoming seizures and spells, but assists
him with balance issues, as a fall could potentially be fatal.
Guardian Angels Medical Service Dog Alice completed nearly 2 years of unparalleled
custom training to prepare for a life partnering with and assisting Antonio. His Mom,
Tara says: “Alice is a hero in our eyes because without her, Antonio would not be able
to do the simple things in life we take for granted, like going to school, the store, or
even just walking outside. She has never once failed in alerting and has saved Antonio’s
life many times. Alice has given Antonio a chance at a new normal life he did not
have without her. The life that was ripped away for no reason. She has NEVER let him
down. If that is not a hero, I don’t know what is”
To read Alice and Antonio’s full story visit www.herodogawards.com/Alice
Guardian Angels was founded in 2010, and custom-trains medical service dogs for veterans,
first-responders and individuals like Antonio. Although the cost of training each
service dog can take up to 2 full years, and cost nearly $25,000, we donate each dog
to the recipient at no cost. We receive no federal or state funding. Everything we do is
funded completely by private and foundation donations. To date, we have paired over
320 service dogs in 23 states across the nation. To learn more about our organization,
or become a supporter, visit our website at www.MedicalServiceDogs.org.
1-800-398-6102 | info@medicalservicedogs.org | https://www.medicalservicedogs.org/
2019 Winter Issue • www.WomenInThePetIndustry.com
10
WHHO W)LL SHHE BE?
"Pet Industry Woman of the Year"
What if it's you?
2020 Nominations Open this Spring!
B‹®oµ– to W)O)>?
(1) Build skills; (2) Gain connections;
Wݏ
(3) Impress your clients
Easy to join: https://WomenInThePetIndustry.com/join/
11
NEW QUARTERLY E-ZINE
NEW QUARTERLY E-ZINE
NOW INVITING ADVERTISERS
NOW INVITING ADVERTISERS for 2020
FREE INAUGURAL SUBSCRIPTION
FREE INAUGURAL SUBSCRIPTION
WIPIN Members (regular $20/year)
PositivelyWoof.com/magazine
PositivelyWoof.com/magazine
CONTACT
CONTACT
Robbi Hess, Senior Editor Robbi@PositivelyWoof.com
Robbi Hess, Senior Editor Robbi@PositivelyWoof.com
12
www.c-mimi.com
c.mimidogandcatfashion@gmail.com
www.facebook.com/cmimidogandcatfashion
www.instagram.com/c.mimidogandcatfashion
2019 Winter Issue • www.WomenInThePetIndustry.com
13
JANAN BERNABUD C' MIMI LUXURY PET FASHION
What does leadership mean to you?
Being an example and giving back.
What is your greatest accomplishment
this year?
Receiving a patent for my party
harness.
Are you a dog or cat person? And
how do you think that helps you in
business?
I am an animal lover. I have a cat
and dogs. My cat is a critic my dogs are
partners.
PRODUCTS
What do you wish pet lovers knew
about what you do?
I have had no formal training for being
a pet fashion designer. I am passionate
about what I do. I love to create and
innovate. I am not conventional in my
approach giving myself the freedom to
create one of a kind items that I hope
will be flattering. I buy what I like when
I travel at flea markets and I upcycle.
How did a pet influence your business?
Oh my, I cannot thank my
veterinarian enough for giving me
Imalaya. She opened a whole new
world for me. I finally had a small dog to
model my designs. But more than that,
I was able to integrate the wonderful
world of dog fashion. I have met so
many people that I now consider
friends. I look forward to seeing them
at the various events I participate in. I
have been lucky to have met other dog
fashion designers who have advised
and guided me and to whom I am
forever grateful.
How important is social media to
your business?
Social media is very important
and indispensable today. It's a great
advertising tool, however it does
not replace a satisfied customer.
I find managing several accounts
overwhelming so I mainly use
Instagram, Facebook and Linked in.
What do you love most about your
business?
The creativity, the continued learning,
the encounters, the fun, fashion, and
all the unexpected rewards!
What trait do you possess that
serves you best in business?
Perseverance, open mindedness,
always striving to improve and altruism.
Connect with Janan:
c.mimidogandcatfashion@gmail.com | www.c-mimi.com | cmimidogandcatfashion | c.mimidogandcatfashion
2019 Winter Issue • www.WomenInThePetIndustry.com
14
committed.
CONSISTENT.
compliant.
WHY YOU CAN FEEL GOOD ABOUT
CARRYING OUR ORGANIC FULL
SPECTRUM HEMP OIL LINE.
• We’re true pioneers – the original company to offer full spectrum hemp oil infused products for pets, with more
than 10 years of experience.
• All our Compassion Certified ® products feature organic full spectrum hemp, cultivated in the USA.
• We are qualified members of the National Animal Supplement Council (NASC) and all of our packaging is compliant.
• We offer a wide range of beneficial products for both dogs and cats, from capsules and oil dropper bottles to
functional chews and topical cream.
• Pets love the taste and benefits of Treatibles, as more than 2,500 customer reviews and testimonials on our
website will attest!
THE BENEFITS of our organic full spectrum hemp oil include helping instill calm, balance and ease, supporting
a healthy digestive tract and strong immune system, and promoting healthy joints, flexibility and normal inflammatory
response. Treatibles can help pets exhibiting anxiety, discomfort, loss of appetite, digestive tract issues and more.
To learn more about our growing family of expertly infused full spectrum hemp oil products for pets, contact your
Treatibles distributor, email orders@treatibles.com, or call 707.992.0854.
www.treatibles.com
©Treatibles 2019. All Rights Reserved.
2019 Winter Issue • www.WomenInThePetIndustry.com
15
PRODUCTS
JULIANNA CARELLA TREATIBLES
What does leadership mean to you?
Leadership is so many things, many
of which may contradict the traditional
sense of the term. Leadership is about
being a student as well as a teacher.
A true leader has more questions
than answers and more humility
than ego. The best leaders also know
when to follow the lead of their
team, to collectively reach the goal
that the whole team is passionate
about realizing. Success should be
something that all team members can
feel personally proud of, yet this can
only be achieved if team members are
individually aligned and fully engaged
in the common goal.
How do you feel you positively
impact the pet industry?
Treatibles, founded in 2013, was the
pioneer CBD pet product company,
and we are proud to have laid the
groundwork for this emerging category.
When we began developing CBD
products for pets, we knew that it
would take years to educate the public
on the safety, efficacy and benefits of
full spectrum hemp for animals. The
conversation has changed drastically
over these past 7 years. As the stigma
of hemp and cannabis continues to
deteriorate, the true potential of full
spectrum CBD products for animal
health is finally being realized.
What do you wish pet lovers knew
about what you do?
Because of the complicated
regulatory limitations in the CBD pet
product category, compliant companies
have been required to update their
packaging. When packaging changes
are made, it can be confusing and even
annoying to customers. We do wish
customers had a better understanding
of the challenges that we face in this
category with regard to necessary
packaging changes. Recently, more
and more clarity around the proper
verbiage and information required
on packaging has been determined.
What’s most important is that the
category continues to grow and that
compliant CBD products remain on
the store shelves.
What do you think is the most interesting
trend in the pet business?
The most interesting trend in the
pet business is the pattern towards
misinformation to predominate
and pet parents are left in a state of
confusion about what information is
true and what is false. This has been
evidenced recently with the hysteria
around DCM, which has created a wave
of change throughout the pet industry,
and yet is based on data from a very
small population – 524 reported cases
to the FDA between 2014 and April of
2019. In fact, DCM impacts less than
one percent of U.S. dogs, with .0007%
being supposedly related to diet. Here
at Treatibles, we understand that pet
parents will go to any length to make
sure their pet is happy and comfortable,
and the last thing a vulnerable animal
and their anxious pet parent needs
is the wrong information. We are
dedicated to supporting our customers
with education and true facts around
science, compliance and pet health.
How did a pet influence your business?
My dog Toby, a high-strung pit/
lab mix who passed before I was
introduced to CBD, taught me so much
about the delicate nature of animals
with endocannabinoid deficiencies
that lead to neurotic behaviors. Living
with an anxious animal takes an
incredible emotional toll on all family
members, and actually inspired our tag
line “Harmony for the whole family!” I
wish that Toby could have experienced
the benefits of full spectrum hemp
CBD, something we hear many pet
parents say when referring to their fur
babies that have passed.
How important is social media to
your business? What is your favorite
platform, or do you have one?
Social media is very important to
Treatibles. It provides the opportunity for
instant communication and interaction
with current and future customers. We
regularly use several platforms to share
information, promotions, news on
upcoming events and more. We also
encourage engagement. Our customer
service team regularly monitors the
Treatibles social media pages and
answers questions. I don’t have a
favorite, as each social media platform
has its own flavor and reaches a slightly
different audience. While there is some
crossover, each platform also has its
own set of followers.
Connect with Julianna:
julianna@treatibles.com | www.treatibles.com | treatibles | treatibles | 510-410-2720
2019 Winter Issue • www.WomenInThePetIndustry.com
16
Finally an
ALTERNATIVE PROTEIN
CRICKET PROTEIN
OMEGAS
PRE-BIOTIC
with purpose!
For happy pets and
a healthy planet
SUSTAINABLE
HYPOALLERGENIC
NUTRITIOUS
DELICIOUS
HUMANE
jiminys.com | @jiminysforpets
2019 Winter Issue • www.WomenInThePetIndustry.com
17
PRODUCTS
ANNE CARLSON JIMINYS
For happy pets and a healthy planet
With Jiminy’s, I’m developing products that deliver superior
nutrition coupled with sustainability. We’ve accomplished this
by embracing an exciting alternative protein – cricket protein!
ANNE CARLSON
Jiminy’s Founder & CEO
Cricket
Protein
Powder
It’s a superfood with a complete
protein and so much more!
SUPERIOR NUTRITION
• Protein
• Amino Acids
• Omegas
• Minerals
• Iron
• Vitamin B2 & B12
• Taurine
• Fiber
Cricket protein supports gut health!
The fiber feeds the good bacteria in
our dogs gut – it’s pre-biotic!
GREAT SUSTAINABILITY
uses 67% less land
than chicken
740% fewer greenhouse
gases than beef treats
saves 220 gallons
of water per bag
Requires exponentially less
land, water and almost no
greenhouse gases to produce
cricket protein.
CONNECT WITH ANNE Anne.Carlson@jiminys.com | www.jiminys.com | @jiminysforpets
2019 Winter Issue • www.WomenInThePetIndustry.com
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organically
a place of wellness for humans & animals
Our vision is to offer an innovative and unique line of certified organic and all-natural
products to benefit both humans and their dogs together, allowing them the opportunity
to experience serenity and an overall sense of wellness in their own environment.
AFTER ALL... THEY ARE FAMILY!
• For Dogs & Humans
• Certified Organic Ingredients
• All-Natural Ingredients
• Essential Oils & Essential Waters
• NO Detergents or Fillers Added
• NO Sulfates & Paraben FREE
• Biodegradable
760.364.8896 | www.BalanceOrganically.com
2019 Winter Issue • www.WomenInThePetIndustry.com
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PRODUCTS
KAREN FINKLE BALANCE ORGANICALLY
Meet the Owner – Karen Finkle
➊
➋
➌
➍
➎
➏
➐
➑
➒
➓
What does leadership mean to you?
I believe that being put in a position of leadership is a privilege. I consider it to be
an honor to share my experiences, successes and failures in order to help another
on their personal journey.
How do you feel you positively impact the pet industry?
I’m bringing a safer grooming option to our industry. By infusing my certified organic
products with spa like relaxation botanicals and oils, our hope is to aid in helping
manage stress and anxiety issues for our beloved dogs as well as their humans…
Are you a dog or a cat person? And how do you think that helps you in business?
I am an “ALL” animal supporter. Growing up the grand daughter of a zoo director, I
had access to many different animals at an early age. Yet my passion for dogs (one in
particular) has fueled my desire to build my company. My sweet little Yorkie Toby
passed over the rainbow bridge a few weeks ago but will always remain the face of
my company and hold a huge piece of my heart.
Who is your favorite business expert?
Indra Nooyi. She strives to truly understand people and leads with that in mind.
What do you think is the most interesting trend in the pet business?
That our beloved pets are finally being acknowledged as family members!!!
What is your leadership improvement plan?
Continuously learning and Mentoring others.
What do you look for most in a teammate?
Honesty, Empathy and Passion
How did a pet influence your business?
My little Toby (yorkie) was 100% the catalyst for my creating and launching my company. Even though I lost him
about a month ago, he will always remain the face of and the driving force behind Balance Organically!
What do you love most about your business?
The people I work with and come into contact with! Pet people are the
most compassionate, and I believe passionate, humans on the planet!!
What trait do you possess that serves you best in business?
I lead by example. I would never expect someone to do
something that I myself was not willing to do or
learn to do if necessary.
Toby, Yorkshire Terrier
& Mrs. Karen Finkle,
Toby's mom and Founder
of Balance in California
organically
a place of wellness for humans & animals
SOURCED &
MADE in the
USA
Connect with Karen:
x | x | x | x | x
2019 Winter Issue • www.WomenInThePetIndustry.com
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Lord Jameson Dog Wellness Company
Organic Soft Functional Dog Treats Made with Real Ingredients. Beautiful in form.
Free from Wheat, Corn, Soy and Dairy. No Preservatives or Artificial Ingredients.
Great for dogs of all ages and sizes. Gifts for dogs. Birthday flavors and more!
www.lordjameson.com | lordjameson
2019 Winter Issue • www.WomenInThePetIndustry.com
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PRODUCTS
SARAH GOLDBERGER LORD JAMESON
How do you feel you positively impact the pet
industry?
Founding Lord Jameson has been one of the greatest
honors in my professional career. I believe our brand and
product portfolio has positively impacted the health
and wellness of dogs and their families throughout the
country in many wonderful ways. We are committed
to creating the highest quality products made with
100% certified organic ingredients. Our flavor profiles
are beloved by all breeds and our product design is
one-of-a-kind. Each treat is formulated with organic
human-grade ingredients that are free of wheat, corn,
soy, dairy and preservatives. We do not use any GMO
ingredients or artificial flavors.
How did a pet influence your business?
The inspiration of Lord Jameson stemmed from our
nine year old family cocker spaniel named Jameson.
We watched him positively impact the lives of
humans through his volunteer work at The Good Dog
Foundation. We saw him transform the mind and hearts
of individuals who were experiencing trauma and/or
stress. Watching him heal a stranger in need was one
of the most profound moments of my life. I knew in
that moment that dogs truly had a magical way
of making a human's heart smile and shine
even in their darkest moments. From that
moment on, I went out to create the
Lord Jameson brand to capture that
magical spark and reward dogs
for their unconditional love and
devotion to humans.
What do you love most about
your business?
It would be impossible for
me to list one thing that I love
most about our company. I run
to work every morning with a sense of gratitude for the
gift of this experience. I love our amazing team who are
so devoted to our brand and our customers. I love our
incredible retail partners and their beautiful family-run
business stories. I love meeting so many amazing dog
parents and dogs and watching them go crazy for our treats. I
love and truly appreciate that we have the ability to give back
to the community and positively impact the wellbeing of dogs
throughout the country through philanthropic efforts. I love that
my co-founder is my very best friend and beloved dog
of 9.5 years.
What trait do you possess that serves you
best in business?
One of the traits I possess that has
served me best in business is that I
have learned to embrace the glow
of uncertainty. As a twenty-year
devoted yogi, I have spiritually
learned how to sit with intention and
allow the universe to present the
best path forward.
I firmly believe in the power of
positivity and manifesting your
own destiny. Timing in life, and in business, is everything.
Working hard to allow the foundation of your dreams to grow
is imperative. But trusting the universe to present the right time
to grow, or the right time to hold back, is a learned trait that I
wish to instill in all our teammates and those around me both
personally and professionally.
Connect with Sarah:
Sarah@LordJameson.com | www.lordjameson.com | lordjameson | 985-805-6735
2019 Winter Issue • www.WomenInThePetIndustry.com
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2019 Winter Issue • www.WomenInThePetIndustry.com
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PRODUCTS
ALISHA NAVARRO 2 HOUNDS DESIGN
Who is your favorite business
expert?
Seth Godin has greatly
influenced my marketing and the
way I see things in the business
world and would probably be my
overall favorite, but I have many
favorites, from Michael Gerber
to Robert Cialdini, and even Jack
Canfield.
What do you think is the most
interesting trend in the pet
business?
All of the trends are interesting,
but I've been surprised at how
heavy the CBD trend seems to be
right now. I've even researched
CBD infused materials for collars,
leashes and harnesses!
What is your leadership
improvement plan?
We are a Continuous
Improvement company, it is a part of
our core values and it is part of our life,
which means we seek to learn from
every mistake, we are always making
small incremental improvements
to the way we do things, and we are
always improving our knowledge and
learning more to serve our community
better.
What do you look for most in a
teammate?
Hungry, Humble, and Smart. Are
they hungry, do they WANT to
succeed. Not do they say they want
to, do their actions show it? Are they
humble, can they admit when they've
made a mistake and learn from it? Are
they smart, do they know how to deal
with people without constant conflict?
This is the most important trait for
every member of my team.
Did a pet influence your business?
Two of them, actually! We are 2
Hounds Design because at the time
I started the company, I had 2 retired
racing greyhounds, Iceman and
Paradise.
How important is social media to
your business? What is your favorite
platform, or do you have one?
It is extremely important. Dog
people are social people and they like
interacting with each other and with
the community in general. I personally
don't "do" social media other than
interacting with our community around
our business.
What do you love most about your
business?
I love EVERYTHING about my
business! I am at work every single
day at 7:45 because I want to be here.
I love walking on the production floor
and hearing the sewing machines
going, I love being in shipping and
looking at the boxes going out that day.
I love answering customers and I love
designing new things.
What trait do you possess that
serves you best in business?
Humble (see above). I'm not afraid
to make mistakes and I'm determined
to learn from them so I don't make
them a second time.
Connect with Alisha:
alisha@2houndsdesign.com | www.2houndsdesign.com | 2houndsdesign | 2houndsdesign | 704-234-0228
2019 Winter Issue • www.WomenInThePetIndustry.com
24
2019 Winter Issue • www.WomenInThePetIndustry.com
25
PRODUCTS
JODI ROSS PET RESCUE RX
How or what has your company
learned to innovate in this sector?
Pet Rescue Rx was launched in June
of 2013, as an idea to take advantage
of the changes in the way pet owners
purchase their pet’s medications. As the
online market grew, the potential was
there for us to reach those pet owners
who support the pet rescue effort and
were shopping elsewhere. Through Pet
Rescue Rx our customers not only save
money on their pet medications but
also know that they are supporting the
rescue effort. Our motto, “A Pets before
Profits Pharmacy” reflects our mission
to be innovative in a way that can
support the animal shelters and rescues.
We believe success is defined by our
ability to donate as much as possible
to those organizations which have
the difficult job of caring for homeless
pets. Personal financial gain is not our
motivation. This is directly opposite to
the motivation of our large competitors.
Where have your best ideas come
from?
Everyone’s input at Pet Rescue Rx is
important. We work as a tight knit team
which also includes our customers who
love what we are doing. In fact, some
of our best ideas are created when we
face challenges with our customers
and work together to solve them. In
my experience, sometimes it seems
like the greatest lessons are learned
from our mistakes. We all make them,
we just don’t let it get in the way.
Describe those who work with you
and what they contribute to your
success.
All employees of Pet Rescue Rx believe
in what we can accomplish. We wear
many hats and know that our success
comes from being able to be flexible and
creative on a moment’s notice! We are a
small group and each of us understands
that what we do on a daily basis impacts
our success. We are just like family and
we all have each other’s back.
What trait do you possess that
serves you best in business?
A positive attitude. Surround yourself
with people who you can support with
your passion and positivity in return
you will receive the same. You have to
respect and appreciate the people you
work with. Stop thinking about what
the future may hold when you “make it”.
Today is your reality - Yesterday is gone
and tomorrow is filled with hope. Wake
up every morning and tell yourself that
this will be a good day. Then take that
attitude to work with you!
What do you love most about your
business?
I love that while we face much larger
corporations who can outspend us on
advertising, as a team we have been
able to grow our business by doing a
great service for the community. Our
customer service is strong, and our
customer reviews are glowing. We
work hard for that high praise! Overall,
we can compete on price but our
competitors can’t compete with the
fact that we donate every dollar of
profit to shelters and rescue groups.
Ours is a David vs Goliath story. We are
the underdog on a mission to help the
underdogs and cats of the shelters.
Connect with Jodi:
jross@petrescuerx.com | www.petrescuerx.com | PetRescueRx | 855-307-7940
How do you feel you positively
impact the pet industry?
I see this question as more how we
positively impact the pet owner. By
focusing on the customer and providing
them a great service and letting them
choose the shelter or rescue they wish
to support they become part of Pet
Rescue Rx. Our positive impact comes
from each customer. Their purchases
are supporting homeless pets.
What do you hope to achieve
from joining the Women in the Pet
Industry Network?
It is my hope that we can work together
to help each other grow. We have a
distinct overlap of pet loving customers
who may be interested in what we can
all offer. As we all know, the ability to
advertise our businesses is extremely
expensive through traditional channels.
Even online marketing is being taken
over by the giant corporations who are
able to spend millions and this eventually
pushes the smaller businesses out. It
would be beneficial to all if we can help
each other out by sharing information
and ideas. If we work together we can
reach more pet owners at a much lower
cost. Anyone interested in this idea and
teaming up with Pet Rescue Rx should
contact me. I would love to share ideas.
Let’s be creative together.
2019 Winter Issue • www.WomenInThePetIndustry.com
26
Award Winning CBD Products
2019 Winter Issue • www.WomenInThePetIndustry.com
27
PRODUCTS
LYNNETTE SANMIGUEL KING KANINE
Are you a dog or a cat person? And
how do you think that helps you in
business?
I gravitate towards dogs because of
my allergies to cats. However, I would
consider my soul to be with all animals.
I realized my purpose in life, at a very
young age, and have always known that
I wanted to be around them and/or
work in the animal industry. As a child,
I read and studied dog breeds so that is
my little secret that most people don’t
know but it has helped me understand
the needs of breeds which in turn help
explain them to their owners.
What do you look for most in a
teammate?
A great teammate will be open to
learning, have patience, be self-less,
accountable and have a true passion
for pets. Many times, ego is involved
in our decisions and if we can be
conscious enough to understand
and change that, we can make better
decisions and be a better team player
an overall better person.
What do you
love most about
your business?
I absolutely
love trade shows
and being around
all sorts of pet
products and of
course the many
dogs I get to
play with. The
minute I see one
my attention
immediately
directs me to
them regardless
of what I am
doing. Not always
a good thing but I
can’t help it.
How did a pet
influence your
business?
Our business
was created due
to my partners
Great Dane, Mojo’s, shedding problem.
His short dense coat became so much
of a problem that Jeff, my partner,
decided to make his own de-shedding
tool, the King Komb, since other similar
products didn’t help and so the King
Komb was designed to help with
his problem. Now we have an entire
company, with 16 products, that can
tell the story of how a very special big
boy brought us together.
What trait do you possess that
serves you best in business?
I believe my ability to be detailed
oriented serves my team the best. I am
the behind the scenes kind of person
that takes care of many little things that
are needed to run a business, but most
forget about them. I have a very good
memory so that also comes in handy!
What does leadership mean to you?
Leadership is knowing & deciding
what to do at the right time even
though you aren’t sure what to do but
you evoke the confidence and poise
needed to decide. It is treating all
members of your team, or those you
meet, with the same respect. Favorite
quote “Make it hard to spot the general
by working like a soldier”
Connect with Lynnette:
lynnette@kingkanine.com | kingkanine.com | KingKanine7 | kingkanineofficial | 833-KING-PET
2019 Winter Issue • www.WomenInThePetIndustry.com
NON-TOXIC
28
SAFE
HIGH QUALITY
Petique, Inc. is a women owned company
who specializes in non-toxic pet supplies
and consumables. Our mission is to
provide chemical free pet products safe
for your pets and to make our planet a
cleaner place to live in for you and our
future generations.
@PetiquePets
www.petique.com
2019 Winter Issue • www.WomenInThePetIndustry.com
29
PRODUCTS
KATHY TSAI PETIQUE
Our Pets, Our Planet, Our Purpose
Petique, Inc. is a women owned
company specializing in non-toxic
pet supplies and consumables. As pet
owners, we share a passion in creating a
healthy, positive, and fun environment
for your furry family members. With
chemical-filled products that are
harming our pets and our planet, we
strive to create non-toxic pet products
that are safe for animals, while
conserving our ecological balance
when possible and avoiding depletion
of natural resources.
We love your pets just as much as
we love the planet
Our mission is to provide chemical
free pet products safe for your pets,
while making our planet a cleaner
place to live in for you and our future
generations.
Our Team
We have over 30 years of
experience in manufacturing, product
development, and design. Whether it's
developing eco-friendly and non-toxic
items, reliable travel gear, or innovative
toys, Petique delivers quality products
you and your pets can enjoy for years
to come.
About Kathy Tsai
A little something
about me and how
Petique, Inc. became
a women owned
company. After living
in San Francisco for five
years, I had grown to
love the environment
and the lush greenery
all around me. With
the realization of global
warming, pollution, and
decreasing wildlife, I
wanted to help save
the animals, the planet
and make our world
a better and cleaner
place to live in. During
the second year of
#LivingMyBestLife
(haha) in San Francisco,
I got my first and only
dog! Even though I was never allowed
to have pets growing up (besides fish)
because my mom was bit by a dog
(traumatic experience) when she was a
little girl, I have always been an animal
lover. They are just sooo CUTE and
filled with genuine feelings/emotions!
I can't get enough of animals!
Studying International Business
in college, I gained experiences and
developed connections where I was
able to ignite my passion in providing
safe, innovative, high-quality, and ECO
dog and cat products. Here's a funny
twist, not only is my mom in love with
my dog (overcoming her traumatic
experience), she is also TEAM PETIQUE!
We have partnered up to help animals
live a healthier life and help the planet
become a cleaner place to live in! As a
dog owner, dog trainer, and cat trainer, I
am able to develop products that make
pet owners and their pet's lives easier.
By learning the behaviors of our pets,
we develop products that are made to
benefit your pets health.
Connect with Kathy:
kathyt@petique.com | www.petique.com | petiquepets | PetiquePets | 909-456-5805
2019 Winter Issue • www.WomenInThePetIndustry.com
30
Grassroot Changes
in the Pet Care Services Industry
By Carmen Rustenbeck
In March of 2020, the International Boarding & Pet
Services Association (IBPSA) celebrates 10 years of serving
the pet care services industry. As the founder of IBPSA, I
was inspired to create this trade association after witnessing
the passion and dedication of industry leaders and by the
type of pride I see demonstrated today by WIPIN members
in offering quality products and services to the pet owner
community. Through our professional communities we
elevate and learn from each other to better serve those pet
owners.
Over the last 10 years, IBPSA has not only built education
and standards for the pet care services industry but has actively
advocated for the industry as well. It is in the advocating part
of the work, educating legislators, the media, and the public
at large, that I have learned the most about this industry. The
following are the top three things I’ve learned, and that I think
you should know, so that together, from the ground up, we
can make positive changes in pet care.
Language matters. When I started in this industry 13 years
ago the term was “pet owners.” Today, it’s “pet parents” or,
perhaps, “pet guardians.” What does this evolving language
mean about the future of pets, their humans, and those who
care for them both? I submit that the humanization of pets
has changed what is expected from pet care providers.
Even though pets are increasingly considered furry children,
the law still treats pets as merely property. Because, in the
eyes of the law, a pet may have no value greater than, say, a
piece of furniture it’s not surprising that the pet care services
industry is mostly unregulated. IBPSA receives countless calls
from pet owners whose pets have gotten sick or died in the
care of a pet care provider—they are looking for justice from
regulation that does not exist. While the law has not evolved,
expectations from pet parents have and, because language
matters, we can use it to help frame those expectations to
keep their pets safer. More on that later.
There is not a consensus on regulation for non-veterinarian
pet care in the United States. Your state may have no
regulation but Colorado, for example, has regulation for pet
care services providers who own facilities. California, by way
of another example, has spotty regulation based in different
cities. In a recent move by the state of California a law was
passed that would require standards for pet care providers in
a facility, but that law is untested and may only kick in if a
facility has a negative reported incident. In both Colorado and
California, Rover.com is exempt from any regulation that is in
place. Why? As a marketing platform, Rover uses independent
contractors to provide the work.
For more than 60 years, this industry has been able to stay
away from virtually any regulation to protect pets or pet care
providers. When pets were considered more as property the
law was pretty straightforward but, with pets today increasingly
considered family members, the old laws (or lack thereof) do
not seem to fit. Historically, pet care services providers prided
themselves in being able to self-regulate but as more people
enter this now financially enticing multibillion dollar industry
with little more than “I love animals” experience, and with the
number of pet injury or death incidents happening with pet
care found on marketing platforms, self-regulation is failing.
The conversation needs to change from legislation to
education and certification. Because self-regulation is failing,
it’s fair to assess that regulation is coming. But, because
language matters, instead of discussing regulation what if
we discussed finding qualified pet care providers? Qualified
pet care providers are individuals who have trained for
their position through on the job training, participated in
educational courses, and continue to educate themselves
through certification.
Pet owners widely believe that regulation that protects
their pets is in place but, simply put, it isn’t. Pet owners must
do their own research when hiring pet care. When I speak
to pet owners, I encourage them to interview the potential
2019 Winter Issue • www.WomenInThePetIndustry.com
31
INTRO PAGES
pet care provider. Pet owners should expect their pets to
be safe, not thanks to regulation, but thanks to educated,
certified, knowledgeable pet care providers. Simple, upfront
questions will let pet owners know the level of education
and certification a potential provider has. Here are just some
questions to ask:
• Are you trained in pet CPR and first aid? If so, is your
certification current and can I see your certificate?
• What other certifications do you and/or your your pet
care facility have? For example, certified dog walker, pet
sitter, dog trainer, groomer, or certified vet tech? Can you
show me those certifications?
• If the facility provides doggie daycare, what training has
the staff received?
• Do you have an emergency evacuation plan in place? If so,
how often do you and/or your staff train for emergencies?
• If my pet is sick or injured while in your care what is the
protocol and is that protocol in writing?
• Can I have a pet care facility tour?
For more questions, including a free downloadable PDF,
visit https://www.ibpsa.com/for-consumers.
Help pet owners by sharing with them how to ask the
right questions. Help them expect more from their pet
care, not from regulation, but from education. As WIPIN
members, from the ground up, we can advocate together
for this industry and for pet owners. Let’s use the language of
education and certification instead of regulation to help pet
parents make safer choices for their furry children.
2019 Winter Issue • www.WomenInThePetIndustry.com
32
2019 Winter Issue • www.WomenInThePetIndustry.com
33
Your Pet Deserves the
Safest Pet Food Possible
We work with veterinarian
DR. KAREN BECKER
to formulate whole food recipes with limited ingredients.
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RaisedRightPets.com
844-777-3871
2019 Winter Issue • www.WomenInThePetIndustry.com
34
ACTIVE PLAY EVERYDAY
Canine Conditioning Equipment
FitPAWS® Experts in Canine Fitness
Promoting Pawsitively
Healthy Choices
Call for more info at
970-535-9090
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For information on programs and product distribution,
please email Gina Dial – ginad@johnpaulpet.com
Since joining John Paul Pet over 11 years ago, Gina has
infused the company with her compassion, care and drive
to not only help animals in distress but to help other
organizations that share common goals strengthen and
grow. Never losing sight of the potential for John Paul Pet to
have an impact on the lives of pets and pet owners, Gina has
never wavered from her commitment to making it happen
and with her creative guidance, every step of corporate
planning has been designed with programs that give
valuable and substantial support to the pet community.
Leading John Paul Pet and its partners, Gina organizes
tragedy response efforts (OK tornados, TX plant explosion),
shelter relief and increasing adoption rates (Pet Club,
OMPA, AAS). She has helped expand John Paul Pet from a
market/industry niche (Professional Beauty industry) and
leveraged that to create an open retail line without barriers
(VET, PET, Grooming, Equine, Independent, Retail)
and borders.
Charged with overseeing product line expansions, Gina has
developed programs engaging with Natural, Grocery and
Veterinarian markets. She built the relationships and worked
with major retailers like Target, CVS, Walgreens, AAFES,
Petsmart and Petco all by creating appealing marketing
programs that always at their core help the pet community
in substantial and novel ways. She's created compelling
marketing programs for every industry that always begin
with the question, ‘what are consumers looking for?'
Our company was founded on the belief that the pet industry can do more to offer environmentally friendly options to
our consumers. Pure Earth Pets was designed as a way to connect the everyday pet parent with toys and treats that
have the environment and their pet in mind. Founder, Leanne Baum and her husband were on a mission to discover
eco-friendly and natural alternatives for their dog, Dover. Partnering with existing companies that offer natural and
environmentally conscience alternatives, Pure Earth Pets is a subscription box service that delivers these items to
the pet parents door each month.
35
36
eco-beneficial
37
Hello, my name is Maruchy Perez and I am a trainer in
the Miami area. I started training professionally over 10
years ago at a big box retail store. While I was there, I
learned from some of their best trainers who helped
develop my teaching skills. These instructors taught me
Hello,
the fundamentals
my name is
from
Maruchy
teaching
Perez
a small
and I am
dog
a
to
trainer
lie down
in
the
as well
Miami
as
area.
understanding
I started training
the looks
professionally
and body language.
over 10
years
Since
ago
then
at
I have
a big
moved
box retail
on
store.
to expand
While
my
I was
training
there,
skills
I
learned
and knowledge.
from some of their best trainers who helped
develop my teaching skills. These instructors taught me
the
A couple
fundamentals
of years
from
ago I
teaching
took a course
a small
on
dog
diabetic
to lie down
as
alert/medical
well as understanding
alert training.
the
This
looks
is where
and body
I would
language.
like to
Since
continue
then
and
I have
expand
moved
my training
on to expand
skills.
my
My
training
dog Nala
skills
is a
and
diabetic
knowledge.
alert dog which I trained for someone else and
because of circumstances beyond my control ended up
A
becoming
couple of
my
years
dog.
ago I took a course on diabetic
alert/medical alert training. This is where I would like to
continue
I always tell
and
my
expand
clients,
my
training
training
is
skills.
for life!
My dog Nala is a
diabetic alert dog which I trained for someone else and
because www.doggiedaysmiami.com
of circumstances beyond my control ended up
becoming maruchy@doggiedaysmiami.com
my dog.
I 305-389-6067
always tell my clients, training is for life!
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38
Introducing a Non-invasive
Hair Analysis Test for
Food & Environmental Intolerances
Does Your Pet Have Any of These
Common Symptoms?
• Breathing difficulties
• Constant scratching, licking or rubbing
• Digestive Issues
• Hair loss or hot spots
• Joint pain
• Paw biting
• Restlessness
• Other unexplained behavior
5Strands® Affordable Pet Testing can
help you find answers and provide relief!
• Simple
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• Only requires 10-15 strands of hair
Testing over 300 items!
All the major proteins, most grains, fruits, vegetables,
food additives, fabrics, pollen, grasses, trees and more!
Complete list available on website.
Contact Us
www.affordablepettest.com
info@affordableallergytest.com
833.600.8378
How It Works
• Purchase collection kit
• Send hair sample & form
• Receive a detailed report within 5-7 days
@AffordableTest
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5Strands
5Strands® Affordable Pet Testing is seeking to partner with pet service providers to distribute this
unique screening tool and guide consumers in the dietary, environmental or other lifestyle changes
needed to improve their pet’s health. We look forward to connecting with you regarding our
wholesale pricing and affiliate programs.
2019 Winter Issue • www.WomenInThePetIndustry.com
39
SERVICES
LISA BLAUROCK AFFORDABLE ALLERGY TEST
A Mom on a mission can be a very powerful thing.
That’s the Legacy of Lisa Blaurock-founder of 5Strands
Affordable Testing. Struggling with weight and
digestive issues most of her life, she spent thousands
of dollars in testing and surgeries. Still desperate for
answers on why she was not getting better, she took a
food intolerance test costing $850.00 and found out
that she was intolerant to many of the foods she was
consuming in her daily diet.
Several months later, her daughter was having
digestive issues. She knew that she should have her
daughter do the testing, but she did not want to spend
that kind of money again! She searched for alternative
ways to do intolerance testing and found a blood test
for $250.00. Being an at home kit, her daughter was
away at college and cried having to prick her own finger
in her dorm room and collect the blood sample. Lisa
thought there had to be a better and easier way to test
for intolerances. With further research, she found a
lab in Europe that was doing testing with hair! The lab
was willing to partner with her and that is actually how
5Strands Affordable Testing was created.
After about 8 months in business, she found that
customers were asking if they could test their pets.
Being a pet parent to 4 pets, she decided the next
progression of the business was to develop a hair
analysis test for pets.
The 5Strands Affordable Pet Test was brought to
market shortly after. It tests for around 200 food and 100
environmental items. It is a simple at home test that utilizes
your pets hair. It is painless, hassle-free, and affordable. There
is no vet referral needed. It is priced at $144.00.
The test provides a comprehensive list of the items that your
pet registered an intolerance to. This report can then be utilized
to put together the appropriate nutrition plan. It takes the
guesswork out of a traditional elimination program and saves
the pet parent time and money.
Connect with Lisa:
lisa@affordableallergytest.com | www.affordablepettest.com | affordtest | affordabletest | 833-600-8378
2019 Winter Issue • www.WomenInThePetIndustry.com
40
Day Care • Training • Classes • Boarding
Dog Yoga • Apprentice Program
Training occurs every day.
With us they don’t even know
they are learning new skills!
My Little Dog Training Academy & Daycare
3640 S Santiam Hwy Lebanon, OR 97355
Office: 541-258-5992 | Cell: 541-974-0327
mylittledogtrainingbiz@yahoo.com
www.mldtb.com | www.k9erb.biz
2019 Winter Issue • www.WomenInThePetIndustry.com
41
SERVICES
SUZANNE BREAN MY LITTLE DOG TRAINING BIZ
What does leadership mean to you?
Leadership is embodied by
continually moving forward towards
achieving goals. Leaders are excited
about what they are doing and that
excitement ignites excitement in
others. Leaders should always inspire
those around them to be their best.
How do you feel you positively
impact the pet industry?
I am a problem solver. I continually
see issues and come up with solutions.
I have been able to bring two of
my solutions to life. My "Canine
Emergency Response Button" and my
Training, Daycare and Boarding facility.
My next project will be to start an
accredited dog training school.
Are you a dog or a cat person? And
how do you think this helps you in
business?
I love both my cats and dogs. I
communicate with both of them. Dogs
however are easier to talk to because
they are more straight forward and
have a simpler way of thinking.
What do you wish pet lovers knew
about what you do?
People think our job is easy because
we get to play with dogs all day. What
they don't understand is that there is far
more to it than that. We deal with a lot
of paperwork and are adept at reading
"dog body language". We have to make
sure the dogs all get along and we have
to keep fights from breaking out. We
want the clients and staff happy! So
We also continually come up with new
and innovative ideas so the dogs do
not get bored with coming to daycare
and class. All this assures happy and
repeat customers and happy pets!
Who is your favorite business expert?
I really like Ian Dunbar for his candor.
What do you think is the most interesting
trend in the pet business?
I love the fact that people are
learning about CBD and the use of it
for their pets. I am going to be offering
classes to help educate pet parents on
CBD in the future.
What is your leadership improvement
plan?
My plan is to continue to attend
seminars, both in person and online.
It is important to continue to learn and
stay on top of technology.
What do you look for most in a
teammate?
I look for individuals who actively
want to learn and expand their
knowledge. The best team members
are those who are willing to truly
participate and are self directed to
better themselves and our business.
How did a pet influence your business?
My first Service Dog directed me to
this path. I never would have started
"Dogs for Invisible Disabilities," "My
Little Dog Training Business" or
"My Little Dog Training Academy &
Daycare" without him.
How important is social media to
your business? What is your fav
platform, Or do you have one?
We rely on social media to spread the
word. Facebook is the only platform
that I am familiar with.
There are other platforms out there
but until someone younger and more
knowledgeable comes on board to
consistently update new sites then we
are stuck with me and Facebook!
Connect with Suzanne:
mylittledogtrainingbiz@yahoo.com | www.mylittledogtrainingbiz.com | dogtrainingbiz | 541-974-0327
2019 Winter Issue • www.WomenInThePetIndustry.com
42
Have you really come this far
only to come this far?
Trinity Tower Consulting, LLC partners with small
business owners as their trusted advisor to help
them identify opportunities, disrupt unsuccessful
practices and develop plans for change that take
their business from mediocre to marvelous.
• New Business Consulting and Site Analysis
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can begin pushing your business into an exemplary
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TrinityTowerConsulting.com
2019 Winter Issue • www.WomenInThePetIndustry.com
43
SERVICES
JESSICA FINNEGAN TRINITY TOWER CONSULTING
What does leadership mean to you?
Leadership is a fluid living culture of support,
collaboration, inspiring, coaching and teaching. The
essence of true leadership requires more listening than
speaking. It is personalized to the audience in front
of you as each of us learn and receive information
differently. Leadership is designed to create legacy for
the team. Being open, willing and mutually inspired by
the talented people around you.
How do you feel you positively impact the pet
industry?
My diverse background in several industries, sizes,
profit/nonprofit etc. provides me with a level of
empathy for the implant owner. My direct experience in
this industry for well over a decade makes me relevant
and an expert in building a pet hospitality business
from the key turn to 5m+. It is my mission to provide
a realistic and practical approach from the new owner
building their business to the seasoned owner looking
for direction on a profitable exit strategy.
What is your greatest accomplishment this year?
I am so excited to have launched my own consulting
company called Trinity Tower Consulting, LLC. I saw
such a need for
consultants in our
unique industry
that are relevant,
talented and great
communicators.
Over the last several
years I had been
approached for help
from new owners to
owners looking for
help preparing for
a sale or transfer.
I came to realize
the importance of
this role and how
impactful this role
was to me. I am a
loyal service servant
that is driven to
teach, guide and
support. The feedback from my clients have been amazing!
What do you wish resort owners knew about what
you do?
I hope as I continue to build my reputation as a business
and team consultant and coach, resort owners will look to me
for guidance and support. Trinity Tower Consulting focuses on
the people and the business. We want to see the heart and
the soul of the business grow. The leading hot topic issue in
our industry is staff and creating the right team. Trinity Tower
Consulting is the expert on that process with proven results.
What do you love most about your business?
Trinity Tower Consulting has provided me a voice and a
platform to share my passion, my message and my offer to
support others grow and succeed. It has created a legacy for
my past, current and future work in this industry and allows me
to shake hands with some of the most amazing people. One of
Trinity Tower Consulting’s promises is to provide support and
guidance to anyone seeking it, regardless of size and situation.
We customize our programs to the business and owners
needs… we don’t expect everyone to fit into our template.
Connect with Jessica:
jfinnegan@trinitytowerconsulting.com | trinitytowerconsulting.com | TrinityTowerConsulting | 240-678-6157
2019 Winter Issue • www.WomenInThePetIndustry.com
44
Animal Care Trust USA is a 501(c)(3) nonprofit organization dedicated to keeping loved pets in
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2019 Winter Issue • www.WomenInThePetIndustry.com
45
SERVICES
PEGGY HOYT ANIMAL CARE TRUST USA
What does leadership mean to you?
For me, leadership means leading by
example. It means always walking your
talk. If you are setting the example and
doing the things that you are asking
your team or your clients to do, they
are more likely to follow suit. I would
never ask someone to do something
that I wasn’t willing to do myself.
How do you feel you positively
impact the pet industry?
I positively impact the pet industry
by being innovative, thinking outside
of the box and always looking for
new ideas to improve the lives of pets
and their people. I feel like I am still
setting the example and working on
the leading edge for both the legal
and pet industries in my passion for
estate planning for pets. Educating
pet parents about the importance of
planning for their pets is a daily focus
for me – both in my legal practice
and as part of Animal Care Trust USA.
Statistically, 500,000 people are
diagnosed with Alzheimer’s each year.
This is the same number of loved pets
that are euthanized because their pet
parent didn’t have a lifetime plan for
the care of their loved pet.
Are you a dog or a cat person? And,
how do you think that helps you in
business?
I am both a dog and a cat person,
however, I have seven (7) dogs and only
two (2) cats. I think being a “pet person”
is more important because it tells
people that you care about someone
other than yourself that will never be
able to provide for themselves. Dogs
and cats represent the two sides of my
personality. Dogs are fun loving, loyal
and like to be around lots of people,
enjoying the party. Cats can be more
serious, reflective, and calculating in
their approach to the world. A good
balance of both is what helps me in
business.
What do you wish pet lovers knew
about what you do?
I wish pet lovers knew that I would
move heaven and earth to help them
accomplish their goals related to their
pets. This could be an estate planning
goal, a re-homing goal at a time of
disability or death or it could be my
willingness to provide a helping hand
in their day to day relationship with
their pets.
What do you think is the most interesting
trend in the pet business?
I think the most interesting trend in
the pet business is that “suddenly” every
advertiser in America is making the
family pet the focus of their advertising.
There is an acknowledgement that
pets bring so many wonderful and
interesting aspects to our lives. Plus,
they are just super cute when it comes
to advertising; even better than babies!
How did a pet influence your business?
My pets (plural) influenced my
business because they showed me I
could combine my profession (law)
with my passion (pets) and still make
a good living and have fun doing it.
They have opened many doors for me
in business, friendships and hobbies.
I have two dogs with me every day at
work. The dogs and the clients love the
experience; even if they say they aren’t
“dog people.”
What do you love most about your
business?
I love the people. I enjoy meeting
new people every day and learning
about their lives, families and pets. I
love discovering all the similarities and
the differences that we share. I love
learning that the world is a really small
place and that we all share some very
basic and fundamental traits. I love
seeing how the universe conspires to
bring the right people to the right place
at the right time.
Connect with Peggy:
AnimalCareTrustUSA@gmail.com | AnimalCareTrustUSA.org | ACT4Pets | AnimalCareTrustUSA | 407-977-1300
2019 Winter Issue • www.WomenInThePetIndustry.com
46
ibpsa.com
womeninthepetindustry.com
Naturally Healthy Pets
leftpawpress.com
petfashionprofessionals.com
5strands.com
trinitytowerconsulting.com
kingkanine.com
animalcaretrust.blogspot.com
petique.com
treatibles.com
k9erb.biz
k9emergencyresponsebutton.com
mylittledogtrainingbiz.com
2houndsdesign.com
47
As seen in
Magazine
lickmagazine.net
lickmagazine.com
lickshop.com
®
c-mimi
lordjameson.com
petcarerx.com
jiminys.com
balanceorganically.com
thevetrecruiter.com
americanpetproducts.org
womeninthepetindustry.com
48
Featured speakers
Josh Goldberg
Managing Director
Threadstone
Nicole Massey
Director, Innovation
Strategy and Growth,
The J.M. Smucker
Company
Kellyn Grantham,
Senior Director Corporate
Development
Target
William Broun
VP
Nestle Purina
North America
Paul Allen
CEO
Woof Gang Bakery
Gabby
Slome
CEO
Ollie
December 11, 2019 | Austin, Texas
Connecting Pet Brands with Strategic and Financial Buyers
3 rd
EVENT IN
THE GLOBAL
SERIES
Senior Event Partner:
Event Partners:
12
Best In Show
Finalists
450+
Private 1-on-1
Meetings
150+
Pet Industry
Executives
60+
Showcase
Applications
Determine
your Growth
Strategy
petsandmoneysummiteu.com | events@kisacoresearch.com | +44 (0)20 3696 2920
2019 Winter Issue • www.WomenInThePetIndustry.com
49
SERVICES
KELLYN GRANTHAM
SENIOR DIRECTOR, CORPORATE DEVELOPMENT, TARGET
Can you tell us a little about the work you’re involved in at
Target and how it relates to the pet space?
I work within Target’s Corporate Development and Enterprise
Partnerships team. We focus on enabling Target’s strategy via
inorganic opportunities – acquisitions, investments, and enterprise
partnerships. Pets is a large and growing category at Target and we
are excited to partner with brands and businesses that can provide
differentiation to our guests.
Why does Target find the pet industry so interesting at the
moment?
For us, Pets is not just interesting at the moment. Target strives
to bring joy to families every day and we believe family includes
pets. To truly bring joy, we need therefore need to bring joy to
every member of the family, not just the humans. Combine that
with delayed child-rearing and the humanization of pets, there are
a lot of different companies across many business models (brands,
services, technologies) that are continuing to evolve how the pet and
petowner are served.
What sorts of companies are you most interested in meeting at
the Pets & Money Summit?
We’re always interested in meeting with companies that are
developing innovative and novel brands and services that meet our
guests’ needs.
Connect with Kellyn:
www.target.com
2019 Winter Issue • www.WomenInThePetIndustry.com
50
GABBY SLOME
CO-FOUNDER, OLLIE
Can you tell us a little about yourself and your work at Ollie?
I launched Ollie (www.myollie.com) in 2016 out of a need to make and deliver
healthier dog food. I learned this firsthand when my rescue dog, Pancho, started
gaining too much weight and experiencing skin issues on a premium kibble brand. I
decided to investigate what was really in his food and was disturbed to discover it was
full of low-quality ingredients that were oftentimes unfit for human consumption. It
was full of preservatives, artificial ingredients, and mystery meat.
After my veterinarian recommended cooking homemade food for Pancho,
I recognized there was a need for dogs to eat healthier, fresh food that was also
convenient for their parents to feed them...and that’s how the idea of Ollie was born.
Nearly three years after launching Ollie, my focus as Chief Experience Officer
is to deliver the best and healthiest food for our customers. That means working
closely with our operations team to ensure that our physical product is best-inclass,
constantly listening to customer feedback to improve our online and offline
experiences, and focusing on how to help the company continue to grow.
Did you find it challenging disrupting the pet space as a female founder?
In general, it’s challenging to be an entrepreneur and to disrupt an industry. As
a woman, I think that’s certainly compounded when you think about how merely
2.2% of venture capital money has gone to U.S. female-founded startups and that
the pet industry is traditionally male-dominated. So, in a sense, I feel like I’m a
pioneer...not only in business, but also in the industry I started it in.
As a past attendee, what are you most looking forward to about returning to
the Pets & Money Summit?
I look forward to hearing what other industry leaders have learned in the past
year, and how they’ve had to rethink approaches to challenges they’ve faced.
Connect with Gabby:
www.myollie.com
2019 Winter Issue • www.WomenInThePetIndustry.com
51
SERVICES
NICOLE MASSEY
DIRECTOR OF INNOVATION AND GROWTH STRATEGY, THE J.M. SMUCKER COMPANY
Can you tell us a little about the work you’re involved in at JM
Smucker?
I lead innovation and growth strategy for The J.M. Smucker Company
with a focus on identifying and defining growth spaces for our brands
while leading big bet innovation projects. I also lead an internal
initiative to accelerate growth through strategic external partnerships.
What industry trends are you most interested in at the moment?
I’m interested in how the natural and functional spaces are evolving
to meet mainstream consumer expectations.
For example, today pets are truly part of the family and all pet parents
want what’s best for their pet without sacrificing taste, convenience and
affordability. We have delivered new pet food and pet snacks across
brands in the past year that meet these needs. In addition to product
innovation, there are also important advances in how consumers are
shopping the channel. Ecommerce is especially relevant to the pet
food and pet snacks category given the popularity of subscription
and home delivery models. This creates a great opportunity but also
a need for businesses to evolve to meet consumer desire for ultimate
convenience.
What would you want to see from a disruptive innovator who
attends the Pets & Money Summit?
As a Company we are focused on delivering against three key
dimensions, and I look for the same vision in partners:
• Establishing a clear understanding of the core target consumer
and how to most effectively engage them
• Delivering a differentiated product proposition
• Developing and executing a thoughtful go-to-market strategy and
business model that supports long-term growth
Connect with Nicole:
www.jmsmucker.com
2019 Winter Issue • www.WomenInThePetIndustry.com
52
www.drjudymorgan.com
www.Facebook.com/JudyMorganDVM
2018 Woman of the Year
2018 Advocate of the Year
2019 Pet Age Woman of Influence
2019 IAOTP Veterinarian of the Year
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2019 Winter Issue • www.WomenInThePetIndustry.com
53
SERVICES
JUDY MORGAN NATURALLY HEALTHY PETS
What does leadership mean
to you?
Being a leader means being
able to communicate my
vision and my passion to other
people on my team, instilling a
desire to achieve that passion,
and providing the training and
opportunity for people on
the team to move forward. It
means allowing people the
freedom to make decisions,
take responsibility for their
actions, and supporting them
in their decisions.
How do you feel you
positively impact the pet
industry?
I am challenging my peers
to be the best they can be;
I am teaming with them to
find the best treatments,
diets, and preventive health
measures for improved pet
health and longevity. I reach
out to newcomers in the
pet space to offer guidance
wherever I can and have been asked to speak at many
events to help small businesses survive in an e-commerce
world. As WIPIN Woman of the Year I have enjoyed working
with other women that are also working hard within the pet
space to accomplish great achievements.
What do you wish pet lovers knew about what you do?
I wish they knew how much work goes into what I do,
but also how much I love it! This is not a 9 to 5 job. I am
passionate about helping pets live longer healthier lives
every moment of every day!
Who is your favorite business
expert?
Jack Canfield. He is the epitome
of persistence and perseverance.
He’s passionate about his work.
He really cares about other people
and helping them improve their
lives.
How did a pet influence your
business?
My daughter adopted our first
rescue Cavalier King Charles
Spaniel. Dalilah was a typical
frightened puppy mill dog that
came out of her shell to become
one of the most remarkable dogs
we have ever owned. She spurred
me to get involved in rescue work,
to learn everything health-related
with Cavaliers, write my first book,
and become known as a “Cavalier
expert”. Watching her health
improve as we incorporated better
food and holistic medicine proved
I was on the right path to helping
my patients worldwide.
How important is social media to your business? What
is your fav platform, or do you have one?
VERY important. Facebook has been my main platform
because I adore FaceBook live. My show, Breakfast With
Spaniels, is very popular. It’s educational while being
personal and entertaining. I love my supporters group on
FaceBook, which is a smaller group with a paid subscription
model. We are planning a get-together this winter in Miami
so everyone can meet in person!
Connect with Judy:
judy@drjudymorgan.com | www.drjudymorgan.com | integratedpets | JudyMorganDVM | 609-202-0999
2019 Winter Issue • www.WomenInThePetIndustry.com
54
Whether you need to hire one person
or a team of people, no one can help
you achieve your goals faster and more
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2019 Winter Issue • www.WomenInThePetIndustry.com
55
SERVICES
STACY PURSELL THE VET RECRUITER
How do you feel you positively impact the pet
industry?
I positively impact the pet industry by helping to build
companies by helping them hire the best talent for their
critical positions and helping individuals find better career
opportunities that increase their quality of life.
What is your greatest accomplishment this year?
We have had zero turnover on my team in the office
this year and I’m proud of that. We are in the process of
doubling the size of our team.
Are you a dog or a cat person? And how do you think
that helps you in business?
I like both cats and dogs and have had both but I’m more
of a cat person. I have always loved animals. It helps me
in business because I work in the Animal Health Industry,
Vet and Pet Industry and I’m passionate about the industry.
When you enjoy what you do it helps your business.
What do you wish pet lovers knew about what you do?
I help the companies that create products and services
for your pet hire the best people so they can continue to
offer products and services to help your pet enjoy the best
life possible.
What do you think is the most interesting trend in the
pet business?
Right now how the Pet and Vet Industries are merging
in the eyes of the consumer. I heard that recently at the
Animal Health E-Commerce Summit.
How did a pet influence your business?
When I was in high school I rescued a cat at a football
game that these kids were beating with a bandana. I took
the cat home and told my mother we would find a home
for the cat. We adopted the cat and became the cat's
family and I think about that every day. It influences my
business because I have such a heart for animals and I
have a passion about working in an industry that makes
the lives of animals better.
How important is social media to your business?
What is your fav platform, or do you have one?
I use social media in my business everyday. LinkedIn is
my favorite platform.
Connect with Stacy:
stacy@thevetrecruiter.com | www.thevetrecruiter.com | TheVetRecruiter | theVETRecruiter | 918-488-3901
2019 Winter Issue • www.WomenInThePetIndustry.com
56
2019 Winter Issue • www.WomenInThePetIndustry.com
57
SERVICES
CARMEN RUSTENBECK IBPSA
What does leadership mean to you?
Leadership for me encompasses:
listening to IBPSA’s members, finding
pain points and working solutions with
our members, setting a path for the
future of the organization, advocating
for the industry, and celebrating every
success with our members.
How do you feel you positively
impact the pet industry?
As the CEO for an association in
the pet care services industry, IBPSA
is always advocating for the industry
and working with membership to set
standards. In an industry that is mostly
unregulated, association work becomes
more important as the industry tries to
self-regulate.
What is your greatest accomplishment
this year?
This year my team was able to bring
on a partner to help with employee
education and we had another sold out
conference and trade show.
What do you think is the most
interesting business trend in the pet
business?
How technology is being used both
on the business side and the consumer
side. In boarding facilities,
technology allows the
pet owner to interact
with their pet even when
they may be on the
other side of the world.
Consumer technology
helps locate pets thanks
to collars with tracking
systems. These are just
two examples but a
search on the internet
could keep you reading
all day long!
What do you love most
about your business?
The impact IBPSA
has on business owners
worldwide. Part of
our mission is to help
business owners be
successful throughout
the life cycle of their
business. The interaction
with our members,
watching them grow and
succeed, is very fulfilling.
What do you look for
most in a teammate?
Integrity and a sense of purpose.
Understanding IBPSA’s culture and
mission is paramount to being on the
IBPSA team.
What do you wish that pet lovers
knew about you?
No matter how much I think I know
about my pet, I find that each day is
a learning experience. I would love to
speak directly to pet lovers about what
things they are learning about the pets
in their lives.
How important in social media to
your business? What is your favorite
platform or do you have one?
Social media is very important as
it relates to IBPSA’s members and
groups of business owners within the
membership. IBPSA has several private
Facebook pages that allow members
to interact with others. We have found
this interaction to be very valuable
as IBPSA looks to find ways to meet
member needs.
Connect with Carmen:
carmen@ibpsa.com | www.ibpsa.com | PetCareServices | PetCareServices | 719-432-9649
2019 Winter Issue • www.WomenInThePetIndustry.com
58
A Power Phrase
3 words to project calm and
give yourself time to think
Written by
As
a leader, what is your reaction to upsets,
incidents, challenges and changes?
I like to think I keep a cool head and an open mind, and
hopefully I do. Recently when I was working with a client
I noticed something that she was doing that I find most
effective.
As seen in
+
My client, when confronted with something new,
an issue, or even a correction, will pause for a moment,
then comment,
“Isn’t that interesting…”
as she allows her mind to work.
Rather than reacting emotionally, she looks at
everything as if it’s a puzzle, or something to figure out,
dissect and alter.
This does several things.
SEE
LATEST
ISSUE!
Nov-Dec 2019
First, it shifts the energy from shock, dismay or negativity,
to one of curiosity and inquiry. The mere idea that anything
new is “interesting” makes it so.
Many people react with “That’s terrible!” or “Oh no!” or
disbelief. This reaction, though common, puts the energy in
a downward spiral. It becomes something to fix rather than
something to learn from.
When you say to yourself or out loud, “Isn’t that
interesting…” You look at it differently, and you feel
differently about it. The best part is you begin to explore
ways to work through things or seek the lessons in what
has happened.
Secondly, making everything that is said or done,
“interesting” shifts anyone else involved away from fear, or
blame into calm and curiosity.
If in another’s mind they can think,
2019 Winter Issue • www.WomenInThePetIndustry.com
59
Okay, not angry, not upset, just interested…”
think how much easier it will be to work things through.
You can also use “Interesting” to pave the way for new
creative thinking.
Phrases that help creativity:
• What’s interesting about this is…
• The interesting thing it seems is…
• What do you think is interesting about this…?
When you find life, people, pets, ANYthing interesting,
you’ll find your life more interesting, and you will create
more creative and yes, interesting solutions.
As a leader using this phrase, “Isn’t that interesting…” will
give you an advantage by allowing others to relax, give you
time to think, and help you find creative solutions.
Isn’t that interesting? I thought you would. Use it well!
You can
also use
“Interesting”
to pave the
way for new
creative
thinking.
This article originally appeared in PETS+.
+
Email her at
Shawna@WomenInThePetIndustry.com
www.WomenInThePetIndustry.com
www.PetsPlusMag.com
2019 Winter Issue • www.WomenInThePetIndustry.com
60
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2019 Winter Issue • www.WomenInThePetIndustry.com
2019 Winter Issue • www.WomenInThePetIndustry.com
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2019 Winter Issue • www.WomenInThePetIndustry.com
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2019 Winter Issue • www.WomenInThePetIndustry.com
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Who is your
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2019 Winter Issue • www.WomenInThePetIndustry.com
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BARBARA ZAWLOCKI LICK MAGAZINE
MEDIA & ASSOCIATIONS
Connect with Barbara:
barbara@lickmagazine.com | www.lickmagazine.net | Lick-Magazine-590849834304483 | 917-940-5100
2019 Winter Issue • www.WomenInThePetIndustry.com
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2019 Winter Issue • www.WomenInThePetIndustry.com
2019 Winter Issue • www.WomenInThePetIndustry.com
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WHHO W)LL SHHE BE?
"Pet Industry Woman of the Year"
What if it's you?
2020 Nominations Open this Spring!
B‹®oµ– to W)O)>?
(1) Build skills; (2) Gain connections;
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(3) Impress your clients
Easy to join: https://WomenInThePetIndustry.com/join/