Pet Forward

Pet Forward: Connecting with the Millennial Pet Parent

Presented by Fromm Family Foods

Moderated by Mark Kalaygian, Publishing Director and Editor-in-Chief, Pet Business

On June 22, 2022, we brought industry leaders together for a discussion on how to connect and stay current with today’s Millennial and Gen Z shoppers. We covered topics including product and shopping trends, e-commerce, keeping an engaging digital footprint, and more!


During the virtual discussion, we asked participants to share insights about the industry and their experiences with the topic. Below are the results.


What is your preferred social media platform for customer engagement?


Do you know the age demographics of your online community?


How important is your website to engaging with your customers?


Do you offer e-commerce on your website?


If yes, what percentage of your sales are from online purchases?


What is the average age of your customer?




This special event is moderated by Mark Kalaygian, Publishing Director and Editor-in-Chief at Pet Business.

Mark Kalaygian
Editor-in-Chief, Pet Business

Mark is the Publishing Director and Editor-in-Chief of Pet Business Magazine. Pet Business is a trusted trade media brand in the pet industry. Through its diverse and evolving set of platforms—including print magazines, websites, e-newsletters and social media—Pet Business covers every facet of the industry, providing valuable, actionable advice to business owners and their staff along the way.


Panel Participants

Bryan Nieman

Bryan is a fifth-generation family member at Fromm Family Foods, a pet food manufactuer based in Wisconsin. Since its beginning, Fromm has been dedicated to the advancement and empowerment of the independent pet channel and produces premium, variety-driven food and treats for dogs and cats. Bryan has been an integral part of the marketing and leadership team at Fromm, spearheading key digital initiatives, the Fromm Heritage Tour series and maintaining close ties to Fromm's retail partners.


Alison Potts
Chief Sales Officer, Stella & Chewy's

Stella & Chewy’s is a 19 year old company started by founder Marie Moody. The company’s mission is to help pets and pet parents thrive through the love of raw pet food. High quality ingredients and food safety is the number one priority, and all products offered by Stella & Chewy's are raw and raw-inspired to help pets feel loved, happy, and healthy. Alison Potts is the Chief Sales Officer of Stella & Chewy’s, has over thirty years of experience in Sales, Finance and Marketing. Alison is a proud pet parent to Molly, an 11 year old Cocker Spaniel who loves all Stella & Chewy’s Freeze Dried Patties.


Sam Smith
Client Manager, NeilsenIQ

Sam has been with NielsenIQ for over 5 years, supporting CPG manufacturers across a wide variety of industries and retail channels. He utilizes data from POS Scan, Panel, and E-Commerce to provide comprehensive trend analysis and build industry leading thought leadership. Previously a Vet major before going to Business school, the Pet world has always been a passion for him. Like several other households last year Sam joins the adoption trend, welcoming a rescue cat to his home of two rescue dogs. Sam holds both an MBA in Brand Management & Pricing, as well as a BSBA in Marketing & Game Theory Economics.

For almost 100 Years NielsenIQ has been a global leader in data and technology. NielsenIQ utilizes retail and consumer data to measure shopper behaviors and key industry trends. Our insatiable search for knowledge drives our momentum forward, so we stay ahead of the curve to reveal the connected story between customers and businesses.


Berenice Giannini
Founder & CEO, eTailPet

Berenice leads the only woman-owned pet software company that was created by a pet retailer for pet retailers. Everything she designs is made with the retailer in mind, because she was the retailer. Her creative wheels are always turning; listening to retailer's suggestions, partnering with manufacturers and industry leaders to build the only complete POS, eCommerce, online booking and social marketing solution developed exclusively for indie pet.


April Lawrence
Owner, Bone-A-Patreat Healthy Pet Market

Bone-A-Patreat Healthy Pet market is owned and operated by April Lawrence, carrying all natural cat and dog food, treats, toys and everything else your furry (and feathered) friends need! Owner April Lawrence opened the first store in Beaverdale in 2004 after seeing a great need for healthy pet products in the Des Moines Metro area. Since Beaverdale she has moved to the current location in the Uptown Shopping center in Des Moines in 2010. A second BAP store opened in WDM in 2014, third location in Urbandale in June 2018, and in Jan 2022 our fourth location in Altoona, Iowa. This will be April’s 18th year in business and a lot has changed in the last few years.


Sherry Redwine
Owner, Odyssey Pets

Sherry Redwine has been in the pet industry for over 20 years and currently owns Odyssey Pets with her husband, Michael Doan. With a B.S. in Marketing, Sherry’s passion for pets and retail design has paved the way for Odyssey Pets to win multiple awards including the Pet Business 2015 Retailer Excellence Award for Best Single Unit Retailer and the Pet Product News Retailer of the Year Award 2020-2021. Odyssey Pets services the Dallas, TX community, providing holistic pet supplies, dog grooming, boarding, and daycare, as well as aquarium service, supplies, and freshwater and saltwater fish.


Sarah Kathryn
Owner, Lucky Dog Pet Grocery & Bakery

Lucky Dog Pet Grocery & Bakery is a pet boutique and pet bakery in Lawrence, KS. We are known for our cat fritters, custom pet birthday cakes and dog cookies. We have been in operation for 10 years. We currently have four social media sites including Facebook, with four thousand likes. We have over 10,000 interactions monthly across various platforms.





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