Behind the Scenes at SuperZoo: Dog Food, Supplements, and What’s Coming Next

Ever wonder where the latest dog food, supplements, and pet wellness trends really come from?
You’re about to get a front-row seat.

In this special on-location episode of Straight Up Dog Talk, Em takes you behind the scenes at SuperZoo—the largest pet industry trade show in North America. From new product launches to the conversations shaping the future of dog care, you’ll hear what it’s really like on the floor with the people who create what ends up in your dog’s bowl, toy bin, and treat jar.

You’ll learn:
• What happens behind the booths at major pet trade shows like SuperZoo
• How Em evaluates brands for dog food, supplements, and enrichment tools
• Why transparency, values, and alignment matter more than trendy marketing
• How industry events influence the products pet parents see (and trust)

Whether you're a dog mom, dog dad, curious creator, or pet wellness nerd, this episode offers an honest peek into the business side of dog parenting—and why your choices as a consumer matter more than ever.

Straight Up Dog Talk Extras:

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This podcast explores real-life dog behavior and training, diving into reactivity, barking, dog anxiety, aggression, picky eating, gut health, and dog food—while unpacking enrichment, mental stimulation, supplements, calming aids, and holistic pet wellness. Whether you’re raising a rescue dog, supporting a senior dog, managing a velcro dog, or just navigating life with a dog who’s asking for more, you’ll find practical tools to build trust, strengthen communication, and create a safe, thriving life together.

Episode Transcript

(00:09):
Welcome to Straight Up Dock Top podcast where no topic is off
limits and no pet parent feels alone.
Today is a special one because I'm coming to you live from
Super Zoo, the biggest pet industry trade show in North
America. And let me tell you, if you've
never been to something like this, imagine the pet lovers
version of Disneyland. Well, without the roller

(00:30):
coasters and all of the fun rise, but with way more treat.
I want to take you behind the scenes of what a trade show is
really like, why I'm here and how it ties into our RV tuber,
and most importantly, how everything I'm doing comes back
to serving you and your dolls. Let me paint a picture for you.
You walk in and the first thing you notice is the energy.

(00:51):
On top of that, there are rows and rows and rows and rows of
boosts. Some look like tiny pop up shops
and others are full on decoratedspaces that could literally be
in a storefront tomorrow. You've got companies launching
products, showing new innovations and giving live
demos, from grooming competitions to agility setups

(01:12):
to high tech feeders that practically can do your taxes.
And the sounds, Well, it's a myth of product pitches,
laughter, clinking coffee cups, the occasional bark from demo
dogs and the smells. Oh my gosh, everything from
fresh baked dog biscuits to thatdistinct new product smell you
get from Gear Toys fresh out-of-the-box.

(01:34):
But here's the thing, this isn'topen to the public.
You can't just buy a ticket likea regular Expo.
This is for pet professionals, brands, and industry Gators.
Which means everything here is either brand new, about to be
launched, or something most people won't see in their local
store for maybe months, even year.
So why am I here? Well, there's a few reasons.

(01:57):
First, I'm here to make real connections.
It's one thing to see a product online.
It's another to hold it, test it, and look the founder in the
eye while they tell you why theycreated it.
I want to know the story, the ethics, and whether they really
believe in the problem that they're solving.
I've got a lot of products. They're just happy accidents and

(02:19):
honestly, a lot of them turn outto be the most amazing products
because of it. This is a scouting mission for
the RV tour. As you know, the vision is to
take this podcast on the road, visit rescues, pet friendly
communities, dog living businesses across the United
States, maybe even Canada. I want to bring on partners who
are not just slapping a logo on something, but who actually care

(02:42):
about the difference they're making for both ends of the
leash. Third, education.
I'm investing time, energy, and honestly a lot of walking miles
into learning about what's available in the industry so I
can filter out the fluff and bring the best of the best
directly to you. I don't want to share products
with you because they're trendy.I want to share them with you

(03:04):
because they're worth your time,your money, and your trust.
Let's talk about partnerships for a second because I think a
lot of people picture this as mewalking up to a booth, shaking
someone's hand and walking away with a sponsorship.
No, that's not how it works at all.
It's a lot more than that. The reality is it's about

(03:24):
relationship building. It's asking, do our missions
align? Do they believe in judgement
free support for pet parents? Do they understand the struggles
of living with reactive or big feeling dogs?
And if they don't, are they willing to learn?
Because when I recommend something to you, that
recommendation comes with my face, my story, and my

(03:45):
reputation. I'm not willing to hand that
over to just anyone. This is why I test products
personally, talk to the teams, and make sure I like using them
for Toby and Fitz before I even consider telling you that
they're a good product. I know not everyone can fly to
Vegas and spend days wandering around a Convention Center, and

(04:08):
honestly, you probably don't want to because half of what's
here is fluff. That is why I see part of my job
as filtering, cutting through the noise and bringing you the
product, services and solutions.Truly game changers.
When I share something with you from Super Zoo, you can trust
that it's been vetted not just for quality, but how it fits

(04:30):
into real life with a real dog. Because it's not just about cool
features, it's about whether it's safe, effective, and worth
your investment. This is also a big piece of the
RV tour puzzle. Every conversation I'm having
here is helping me to figure outwho's going to come along for
that ride, literally and figuratively.

(04:52):
I'm looking for partners who believe in the mission, who want
to help us bring these resourcesand products directly to pet
parents all over the country, maybe even the world.
Because this tour isn't just about me.
It's about building a community where pet parents can feel seen,
supported, and equipped no matter where they live.
So there you go. That's a little sneak peek at

(05:13):
what it's like. It's Super Zoo and what I'm
doing here. Over the next few days, I'll be
sharing my favorite finds, introducing you to some of the
amazing people I've met, and giving you the inside scoop on
the products I think that you'lllove.
If you're watching this and you have comments, questions, or
just want to know more about anything I've talked about,
please don't hesitate to drop a comment or send a DM on any of

(05:36):
my social media platforms. And remember, this is just the
beginning. The RV tour is coming, the
partnerships are building, and we are going to take Straight Up
Dog Talk on the road. I cannot wait to bring you along
for the ride, friends. I am off to explore another
several rows of Boost and maybe even snag a snack or two for

(05:57):
Fitz and Toby. Stay tuned for more from Super
Zoo and I will see you next timeon Straight Up Dog Talk.