Connect…Canada’s Pet Trade Expo, a new B2B pet industry trade expo, will host its inaugural event in Niagara Falls, Ontario on May 15 and 16. Pet Product News recently spoke to Grant Crossman, co-founder of the event, about what attendees can expect and why the time has come for an industry-focused show for pet pros in Canada.

Tell us a little bit about the background of Connect Pet Trade Expo. Who are the founders and how did it come to be?

Grant Crossman: Connect is the result of a natural evolution of pet industry brands, stakeholders and retailers seeking to Connect at an industry show tailored to the specific goals and requirements of the lucrative Canadian pet product business segment. After several decades of bringing together pet parents and brands to celebrate responsible pet companionship at the Canadian Pet Expo (CPE) consumer show, we listened and recognized the need for a B2B event that will build a solid industry foundation for all stakeholders.

In early 2023, having had the opportunity to work with start ups, small family businesses and proven corporate brands, the CPE team gathered a select group of advisors and seasoned pet professionals and created a path to a different Canadian pet trade show—an event hosted by pet professionals for pet professionals to ultimately “Grow, Innovate and Connect” the pet professional community. Welcome to Connect… Canada’s Pet Trade Expo.

What can attendees of the show expect at Connect? What do you see as the key highlights that people who are considering attending need to know about?

Crossman: Connect events will focus on the community of pet professionals and driving success in the industry. Whether that means assisting shop owners to create a retail destination experience or providing a platform for new brands to showcase product lines, Connect has curated a select group of supporting services, influencers, marketing teams and elements that will support both initiatives. Think of these supporting services as business tools specifically for both brands and retailers—a specific element we call the Connect Tool Box.

Secondly, after spending a considerable amount of time attending North American pet industry trade shows, distributor open houses and category specific events, Connect has carefully created a schedule of seminars and speakers we hope will shed a new light on pet industry best practices and inspire growth and innovation.

When the pandemic hit, a lot of in-person events tried to invent new ways of doing trade shows virtually. Now that we have a little distance from the pandemic, what do you think the future is for live trade shows? What value do these events continue to hold for both attendees and exhibitors?

Crossman: The world of pets is a sensory-rich industry. Pet families touch, play, brush, feed and interact with pet companion daily. As retailers we need to touch, feel, handle, manipulate and examine the durability of products to assist in choosing which brands to offer for sale to consumers. The future of trade shows is now; pet retailers are looking for a space to share and learn about products by using their senses other than just looking at a screen of options. 

How would you say the Canadian pet industry has fared the past couple of years, and what’s the overall state of the industry today?

Crossman: The Canadian pet industry is stronger than ever, building on post-COVID growth and the benefits of pet companionship. Fast forward to retail assuming regular business practises, the present-day consumer is once again comfortable with in-person shopping experience as pet industry retailers actively seek proven methods of winning back foot traffic to stores. The Connect Pet Trade Expo together with a host of brand exhibitors, speakers, seminars and the Connect Tool Box provides a platform for growth in the brick-and-mortar segment.

How important is the independent pet specialty channel to the overall health of the pet industry in Canada?

Crossman: Quite simply, it’s vital; pet families for generations have supported the community at their local independent pet specialty retailer. This is where pet families gather and share their passion for their pet companions. Independent retailers are invested in this passion by fostering a sense of community for pet families, often personally getting to know patrons and pets. 

What do you see in the future for Connect and the industry on the whole?

Crossman: Connect will continue to support the growth of the industry across Canada, while continuing to advocate for, and support pet retailers across Canada with the goal of encouraging the next generation to invest and become pet professionals. The Connect team has been fortunate to participate as pet professionals in the Canadian pet industry for many years and now being able to give back and support the next group of pet professionals is a pleasure. Canadian pet families are some of the world’s best-known pet caregivers, spending significant funds on their pets and taking every opportunity to offer greater health and enrichment for pet family members. Let’s Connect to further the growth of the industry and improve the lives of Canadian pet families.

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