113. Pet Scams, Gen X Trends & The Power of Storytelling in Pet Adoption

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Speaker 1 (00:00):
Pets, add Life, your guide to the latest in Pet Trends products and the joy of the Human Animal Bond with Kristen Levine and me. Chris Bonafide, powered by the American Pet Products Association and Dog tv. Let's get started. Hello, and welcome to another episode of Pets Add Life. I am one of your hosts, Chris Bonti, and joining me in the Flesh, look at that is Kristen Levine. Kristen, how are you doing this morning?

Speaker 2 (00:30):
I'm doing great. It's so much fun to do the show sitting next to you. It's

Speaker 1 (00:34):
A lot easier too. It's,

Speaker 2 (00:35):
Yeah,

Speaker 1 (00:35):
Less technical difficulties, no internet issues. We're feeding off of each other's energy. Yeah,

Speaker 2 (00:42):
And I could tell this was the first show. You got lots of energy today,

Speaker 1 (00:44):
Right? Yes. This is definitely the first one we're doing. We have tons of content coming at you from Global Pet Ex about all across Dog TV's channels. This is our first day at the show, but for me, I feel like I've been here for two weeks. If you're watching on video, you may be wondering, is that really Chris's first show? Because he looks disheveled. He kind of looks like a homeless Wolverine. But hey, we're here and we're going to be doing this all week. That's right, Kristen, we've got some excellent guests. Same

Speaker 2 (01:12):
Format too. Same two guests, two products, two stories and two questions.

Speaker 1 (01:17):
Yeah. We're serving it up as always. We're never stopping, not even when we're traveling. So you're going to be getting the same excellent episodes each Tuesday. We'll be sprinkling in amazing global Pet Expo content as it becomes available, bringing the show for pet industry professionals to your living room cockpit. Is that what you call where somebody, oh, driver's seat

Speaker 2 (01:39):
Man Ca.

Speaker 1 (01:39):
You don't call it a cockpit. That'd be weird. I hope the pilots out there are not listening to this podcast while attempting to fly a plane. That would be irresponsible. You should be listening to Air Traffic Control, but for everybody driving or listening at home or cuddling up with their fuzzy loved ones. Thank you for listening. Let's hop into this week's episode of Pet's Add Life,

Speaker 3 (02:03):
Kristen and Chris, present story time.

Speaker 1 (02:08):
All right, Kristen, it's time for stories.

Speaker 2 (02:10):
Alrighty. You

Speaker 1 (02:10):
Want to kick it off?

Speaker 2 (02:11):
Sure, I'll

Speaker 1 (02:12):
Kick

Speaker 2 (02:12):
It off. Alright, well this is a really important story that I want to share. It's about pet scams. This is something I learned. I was here on Monday for the pet summit and I was talking to somebody from the pet advocacy network and they shared with me that pet scams have drastically increased in recent years as much as 80% of the pet. Usually it's puppy ads that you see on social. 80% of those puppy ads on social are fake, or either the seller doesn't really have puppies and is just trying to get your money, or they've stolen puppies from somewhere, or they just are backyard breeders that have unhealthy puppies. And so what I thought was really important to share is a few tips on how you can avoid pet scams or puppy scams online. Okay. First of all, if they won't pick up the phone and talk to you, that is a major red flag. If their messages between you and them are pushy or not about the puppies themselves, possibly a scam. If the messages contain typos, poor English or misspellings, if you notice it looks like stock photos obviously not a real deal. And then sketchy payment requests, like if they're asking to pay in some strange way

(03:29):
That that's an obvious red flag. And then tips to make sure you find a puppy safely online from a reputable either breeder or shelter. You want to do your online research, you want to have a conversation with the person that is selling or adopting that pet, and you don't want to pay any money without seeing that animal in person.

Speaker 1 (03:50):
Alright. There

Speaker 2 (03:51):
You go.

Speaker 1 (03:52):
Those tips though, it makes it sound like I'm a scammer. It's like won't pick up the phone. Bad English. True, true. A little pushy asks for Venmos. That's true. Oh my god's. Oh my God. It's Chris. You

Speaker 2 (04:03):
Are a

Speaker 1 (04:03):
Scammer. I am a scammer though. Okay, scammer. I'm scamming everybody into listening to my podcast.

Speaker 2 (04:07):
What's your story?

Speaker 1 (04:09):
So Kristen, you're Gen X, right? Yeah. Well, I've got a story for all the Gen X Xers out there. Is that my camera? All the Gen Xers out there. We're obviously here at Global Pet Expo doing these stories and we're releasing as the American Pet Products Association, a bunch of information about pet ownership. And I saw a really interesting presentation by Pete Scott, our CEO, talking about the state of the industry where he talked about how Gen X empty nesters are leading the way with Gen Z and you don't hear a lot about X and Z working together or acting the same. And whatever happened to Gen Y, anybody why we,

Speaker 2 (04:49):
Gen X was always the generation that got no love,

Speaker 1 (04:53):
No attention. So I'm here to give you some love because the Gen X empty nesters and Gen Z sort of entering adulthood are really pushing the industry forward because without people deciding to get pets, there are no pet products. There are no pet brands. And so in honor of my Gen X co-host who needs to feel seen at times, I do. I see you. Thank you. And I thank you for your contribution to our industry and all those Gen Xers out there whose kids may have gone off to college and you're sitting around bored and lonely, consider adopting a new furry friend. You won't regret it.

Speaker 2 (05:36):
I love that. Thank you for the attention.

Speaker 1 (05:38):
That's what I'm here for. I both love giving and receiving attention. So there we go. Beyond

Speaker 3 (05:43):
The leash, exploring the untold stories of pet passion and professionalism,

Speaker 2 (05:48):
It's my pleasure to introduce our guest, Jane Lauder. She's the founder of TAW Ventures, an investment firm focused on backing high potential companies across consumer and innovation driven sectors, including pet care with a strong background in building and scaling brands. She brings a strategic investor's perspective on where the industry is heading and what makes a company stand out. Welcome, Jane. Thank

Speaker 4 (06:11):
You. Thank you for having me.

Speaker 2 (06:12):
Oh, it's a pleasure. And I know you had a little trouble getting down on the floor. She was booked right as the show opened. So foolish

Speaker 1 (06:19):
Mistake by Chris, not

Speaker 2 (06:21):
Mistake

Speaker 4 (06:22):
By me.

Speaker 1 (06:22):
No, we're going to make it. It's all my fault. When you're at Global Pet Expo, you blame Chris.

Speaker 2 (06:26):
It's always Chris's fault. Good to know. Well, just to kick things off, Jane, you sit at the intersection of investment and innovation. So what initially drew you to the pet industry?

Speaker 4 (06:39):
So I spent 28 years in beauty and I've decided to pivot into pet. And the reason I did that was I have a goldendoodle, actually, the name of my company is TAW for Thaddeus, Alistair Walsh. Oh,

Speaker 5 (06:56):
I love it.

Speaker 1 (06:56):
That is a proper gentleman's name.

Speaker 4 (06:58):
It is a proper gentleman's name. My husband named him and about a couple of years ago, he had a health issue. He's fine now. I hope everyone knows that. But I started realizing that it's very confusing out there, the education, very fragmented space. And I was like, I want him to live forever, so how do I really make sure that he's getting the best quality care, the best nutrition, preventative health, et cetera. And I realized it's a very fragmented space. And I was originally going to start my own brand, but having been 28 years in beauty, I know how hard it is to start a brand. And so I decided I was going to go out and invest in the brands that were really driving high quality products, really backed by research and claims and expert care.

Speaker 1 (07:46):
Yeah, that's absolutely amazing. And we're here at Global Pet Expo where we're all experiencing the tidal wave of growth that PET has gone through the past few years. So from your perspective, somebody who came from another industry, I think offers a unique perspective on this. What do you think is driving that forward momentum in the industry?

Speaker 4 (08:08):
So what's interesting actually is that the beauty industry and the pet industry are very similar. They're highly emotional categories. They're somewhat discretionary. They are largely female consumers. And the health and wellness trend that we see in beauty has translated into pet. And so there's a lot of similar consumer behaviors. And so when I think about what's happening in pet, it's just this explosion of wanting to have live longer the same with humans, longevity, better health, better nutrition. And I think that's really driving the wave of innovation in the pet industry.

Speaker 2 (08:46):
Yeah, that's interesting. I never really thought about the similarities between beauty and pet. So what are the key things that you look for when you're evaluating a new company or startup to invest in?

Speaker 4 (08:57):
So for me, and similar again in Beauty and pet is that quality of product, trust, integrity, and credibility are non-negotiables. And they've always been that in beauty, the same consumer who's shopping for beauty is also shopping for pet. They want something that is the highest quality, backed by some sort of scientific expertise, whether the vet or some other sort of r and d. And so for us, that's the number one criteria we look more.

Speaker 1 (09:26):
Yeah, I think that's a great point. And one thing consumers really care about nowadays is personalization, which I think is so funny. It gets down to food. People walk into their vet and it's almost like they want a tailor made diet for their dog, which is a very new trend. So how important is personalization to the consumer and how can brands acquire that kind of data or information to tailor their product towards certain sectors?

Speaker 4 (09:54):
So I think when you think about personalization, it's now part of everything that we do as a consumer. So it's not just within the pet industry or beauty or any other industry, it's everywhere. I think that it can be a little bit overwhelming. So I think when you're thinking about personalization, how do you make it easy and simple for the pet parent? And I think you have to keep those two things in mind because even though you want it to be tailored, you want it to be easy to use, easy to understand, and be able to help your pet. So I think that's an important part, is that personal but simple for the pet parent. Yeah.

Speaker 2 (10:29):
Jane, what are some of the most common mistakes that you see founders make early on?

Speaker 4 (10:33):
Yeah, so it is hard, and believe me, I have so much respect for founders because it is the hardest job getting out there and taking a passion and trying to field it. I think one of the things I would say is, could be a problem is when you try and expand it into too many categories too quickly, the best brands are usually across any industry come from a need, something that is missing in the market. You're providing a differentiation, a need, an innovation, and it's really about building that hero product or hero service before you start expanding.

Speaker 1 (11:06):
Yeah, I think that's a great point. And I want to drill down on that a little bit. And I think you're the expert to ask this because you come from beauty as well. Sometimes we develop products and they're almost like a fad product. So how can a founder or an entrepreneur distinguish between a short-term trend, something that's going to be a fad product that's going to live and die in an instant and something that really has legs and you could build a business off of?

Speaker 4 (11:34):
Right. So I think again, when you take a step back and you say, okay, this is a need that I'm seeing, but you have to sort of say, is that a need just for me? Or how big is the opportunity? And I think sometimes founders don't look at, is this really an opportunity across the board or is it just something that I want? And so I think that taking a step back and looking at that and seeing is that a trend that's going to continue over time? I think a fat and a trend, a way to distinguish that is something like, is this rooted in consumer behavior? Is this something that consumers really want, or is it just this kind of moment and an idea and then move it to the next thing because it's hard. But I think what I would say is trends and fads come and go, but quality never goes out of style. And so again, thinking about the quality of the product or the service,

Speaker 2 (12:24):
And speaking of trends, what are some of the trends that you're most excited about, whether it be in nutrition or technology?

Speaker 4 (12:31):
Yeah, I think for me, the thing that I'm most excited about is really being able to see how the human health and wellness is translating into pet. Really thinking about the premium quality of nutrition, the much more discussion around claims based products. And it's interesting, when I came into this space, beauty, every product has to be claims tested. You have to be able to back up your claims with clinical scientific data. You come into the pet space and people could just kind of say whatever they wanted. And I think there's a huge opportunity and now shift into people wanting to get that real authentic scientific credibility. And so I think that's going to help raise all pet brands to be much more higher quality and better for our pets.

Speaker 1 (13:25):
Well, bad news for me as a guy who's just sort of coming in the pet industry saying whatever's on his mind, it looks like I'm going to have to get my claims backed by science. Jane, we are coming up on time. I want to give you the opportunity though to talk maybe a little bit about your brand or where our pet parents can go to learn more about yourself and the work you do. Right,

Speaker 4 (13:44):
Thank you. So the brand is Tall Ventures, as I said, and we have a website. We're also very lucky to be partnering with Mars Pet Care. And Michaelson found animals on their Leap venture, leap Ventures, and so our applications are closing on Sunday. So if you have a brand that you think would benefit from the accelerator program, go and look it up online and apply.

Speaker 2 (14:11):
Fantastic.

Speaker 1 (14:13):
Excellent. Thank you. Thank you so much for taking some time right as Global Pet Expo opens, and she wasn't even late.

Speaker 4 (14:19):
Thank you. Thank you.

Speaker 1 (14:20):
Thank you, Jane. Enjoy the rest of Global Pet Expo and we'll see you back here on the pod sometime. All

Speaker 2 (14:26):
Right.

Speaker 1 (14:26):
Thank

Speaker 2 (14:26):
You. Our first interview Global,

Speaker 1 (14:31):
I know one down 300 million to go. No, but Jane was really great. I think it's really important to recognize the role that investors and investment firms play in the industry because we live in a capitalistic society. Nothing happens without money. So these good ideas need funding.

Speaker 2 (14:50):
Absolutely. And

Speaker 1 (14:50):
We got smart cookies like chain, finding some excellent products and bringing 'em to market.

Speaker 2 (14:55):
And with a great dog name, Thaddeus.

Speaker 1 (14:57):
Thaddeus.

Speaker 2 (14:58):
I love

Speaker 4 (14:58):
It.

Speaker 1 (15:01):
And joining us now is Lisa York and Emily Lisa is the creator behind NYC Yorkie Girls, a widely followed social media platform that documents her dog's travels and lifestyle. She shares insights into pet friendly destinations, travel tips, and how dogs can be part of everyday adventures, inspiring pet owners to explore the world with their animals. Lisa and Emily, thank you so much for hopping on the podcast today.

Speaker 6 (15:30):
Thanks for having us. And

Speaker 2 (15:32):
By the way, Lisa is the beautiful lady, and Emily is the Yorkie.

Speaker 1 (15:36):
They're both beautiful ladies.

Speaker 6 (15:37):
Emily's the beautiful.

Speaker 1 (15:38):
They're both beautiful ladies. In my opinion, Kristen's not used to being a polite gentleman. That's usually my role on the show. They're both beautiful ladies. So Lisa, tell us a little bit about how NYC Yorkie girls began and how you wound up in this crazy lifestyle.

Speaker 6 (15:56):
Yeah, it was all very organic. We've had the accounts since probably like 2016, and it was just like we were justt posting and traveling, and it wasn't really public probably until 2018. And people would always ask us, because we would be traveling to Europe a lot in New York City, it was so easy to get on a flight to go anywhere, and people would always ask us for tips and tricks. So I was starting to write a book and I was like, okay, I want to write a book about traveling with a job. And that is a lot of work I learned. So I was like, okay. I put together a blog in 2020 when we all had a little bit more time. Then I started posting more and dedicating more time, and then it just naturally evolved that I got to do something that I really love with my best friends.

Speaker 2 (16:43):
That's awesome. And I remember I got to meet Lisa at last Year's Global. Why

Speaker 1 (16:47):
Are you lucky?

Speaker 2 (16:48):
We were invited to a dinner and you were actually, I think you were getting ready to take a big trip with your dog. I can't remember where it was, but I was so impressed. With all of your travels with the dogs, what are the biggest challenges you found in traveling with your dogs?

Speaker 6 (17:03):
It's definitely because we travel internationally a lot. It's the paperwork. It is stressful, but you have to have a good relationship with your veterinarian because they're the ones who actually do all the paperwork. But you have to know ahead of time before you book something, can I go there? Does it need to import permit? What are the requirements? There's a lot that goes behind traveling with a dog that just, I make it look easy and just flawless. But it's a lot when we're not traveling, we're preparing for trips, we're planning, we're posting. Yeah,

Speaker 1 (17:35):
I think preparation is that that key word. So beyond the paperwork, what else should pet owners be preparing? What's part of that preparation? Because a lot goes into it and you want to make sure you have an anxiety free trip. So what other preparations are you making before you're traveling?

Speaker 6 (17:52):
Especially for first time people flying with their pets or traveling with dogs, it's very stressful because they're overwhelmed with all the requirements and then the airline requirements, and then there's the country and then the hotel, all that. So what they should do is probably, definitely make sure their dog is calm enough to be in their carrier. Start by just taking little trips to maybe the treat store with your dog and their carrier, or just taking your dog, not to the vet in their carrier. So see back, but just start small with little rewarding things where they feel calm and peaceful. And then of course, introduce natural. I would say natural, because a lot of people don't really recommend to medicate your dog if you really need to. That's between you and your vet. I would never really, that's not my field, but if you could try to find a natural calming supplement or something that would help. If you're starting out, that would probably be, she's a naturally chill girl. She'll just sleep. She's a little shaky right now because all this noise, there's a

Speaker 2 (18:56):
Lot going on. There's a lot going on. Well, Lisa, so a lot of your travel is to European destinations. There certain destinations you would recommend for pet parents and some that you would definitely not recommend?

Speaker 6 (19:08):
Absolutely. So Italy and France are the most popular for people starting out, and they're great destinations because they're super dog friendly, and it's so easy to take your dog everywhere. Restaurants, you're not really going to have a problem except for museums. Museums are usually pretty hard. But Emily,

Speaker 2 (19:27):
Any no-go spots?

Speaker 6 (19:29):
I would say if you're starting out, Asian countries are more difficult. You need pet permits. So when we last saw you, we were going to Japan, Korea. That's right. Turkey. And yeah. So we did trip around the world, and it was literally a month long trip that we had a plan ahead of time with all the airlines, all the import performance and all the,

Speaker 2 (19:47):
Oh my God.

Speaker 6 (19:47):
But Asia is more complicated because a lot of them also don't take the three year rabies. So you have to time it with one year your first year of the three year, and then you have to time it with the vaccines, blood titers too. Sometimes some countries only take one year of blood titer. So there's a lot. There's a lot. So

Speaker 2 (20:05):
It's not that they're not as pet friendly, it's just that it's a lot more preparation and documentation required for the Asian countries.

Speaker 6 (20:12):
But to be honest, I think they're more geared to the small dogs. So hotels may not accommodate bigger dogs. And even flying in with a bigger dog, even if it's a service animal, you can do it, but then they want it in an enclosed carrier. They have different guidelines. They don't accept the same requirements, so you may be able to get in, but then yeah, they only accept dogs in Japan, for example.

Speaker 2 (20:40):
Good to know.

Speaker 6 (20:41):
It's a little more complicated.

Speaker 1 (20:42):
I want to switch gears a little bit and talk about social media, because you're very popular on social media and you're on top of this kind of stuff. I feel like social media has changed the trends in pet travel because there's a lot of information out there. And unlike veterinary care, I feel like you can't really trust influencers when they tell you medical advice because like you said, you're like, I'm not a vet, but you're a great resource for travel, and there's a lot of people out there talking about this kind of stuff. So how has social media pushed for either destinations or airlines to make things more pet friendly? Do you feel like this conversation is moving things forward?

Speaker 6 (21:24):
Yeah, I think the social media world is helping normalize dog travel. Sure. And I think it gives people confidence to start. They say like, oh my God, look it, I see her doing that. I want to do that. But then they do have to also step back. Sometimes people show a different, the easy

Speaker 1 (21:40):
Parts and the fun

Speaker 6 (21:41):
Parts. It's not like when you fly with your pet and cabin, your pet is in the carrier underneath the seat. And most of the time online people see other things and people have to do their own research too.

Speaker 1 (21:54):
Yeah. And nobody's showing a full 11 hour stream of a direct flight from New York to Hawaii of their dog under the carrier. They're just showing the highlights.

Speaker 6 (22:02):
Yeah, the cute parts.

Speaker 1 (22:03):
Yeah, the cute parts. There are plenty of cute parts too.

Speaker 2 (22:06):
Yeah. Yeah. It's not just about the cuteness. How do you keep Emily comfortable when she's traveling? Does she have any special gear?

Speaker 6 (22:15):
She loves her carrier, so she just loves her little right now. I think she would just love to go in her stroller and just take a nap. She likes her little safe spaces, her home when we're traveling. So she's very content on just being close to me and being, yeah.

Speaker 2 (22:32):
Sorry, just to follow that up. Are there, what are common mistakes that people make when they travel with their pets?

Speaker 6 (22:40):
Well, I guess there's a lot. It's a learning curve always, but I'd say what you're feeding your dog, you cannot a day before your flight as much as, oh, look, I got these new treats you want to give 'em to your dog. I've been there. Then I get an upset stomach, and it's like, how are you going to fly? Now? You have to be careful with what you feature off.

Speaker 1 (23:03):
That's why I don't eat the airport breakfast before getting on the plane. It's the same exact reason, same exact reason. Well, Lisa and Emily, before we let you go, I want to give you a chance to shout out those social handles so people can follow your travels and journeys.

Speaker 6 (23:19):
Okay. Emily, this is your time. Okay, so Emily's on Instagram NYC Yorkie Girls, and she's on Facebook traveling with a dog. She has a dog travel blog traveling with a dog.com, and she's on TikTok, NYC, Yorkie girls.

Speaker 1 (23:35):
Wow. Excellent. She's

Speaker 6 (23:36):
A busy girl.

Speaker 1 (23:36):
She's everywhere.

Speaker 6 (23:37):
She's precious,

Speaker 1 (23:38):
Busier than I am, I'll tell you that much.

Speaker 6 (23:40):
She's got places to go. She's

Speaker 1 (23:41):
Busy. Places to go, people to see. We absolutely love it. Lisa, thank you so much for taking some time out of your busy schedule to join us today. Enjoy the rest of Global Pet Expo. Emily, enjoy your napping, your stroller.

Speaker 6 (23:54):
Yes.

Speaker 1 (23:55):
And safe travels.

Speaker 6 (23:57):
Thank you so much. Thank Thanks for having me. Absolutely.

Speaker 2 (24:03):
Sorry. Yeah, I remember when I met her last year, she was preparing for her around the world trip, and at the time she had two Yorkies, and I was just blown away by that.

Speaker 1 (24:13):
I took my first flight with Grayson to Global, and it was terrible. And he's was such an angel, but it's not the flight itself, it's everything that goes into getting ready. Yeah. Preparation. And I wish that I did more research and found some people with some great tips. So if you're out there stressing about an upcoming trip with your small dog, check out Lisa's content and don't be a Chris.

Speaker 2 (24:39):
Right. Alright, I am excited to introduce you to Adam Goldberg, an award-winning pet photographer and the founder of Second Shot Adoption Photography, a nonprofit organization that partners with animal shelters to create compelling images of adoptable pets. His work has helped thousands of dogs and cats get noticed and adopted using photography as a powerful storytelling tool to improve adoption outcomes. Welcome, Adam.

Speaker 7 (25:06):
Thank you. Thank you for having me. One quick note, we're not a nonprofit. I just wanted to make sure, because that's a big distinction. We're a cause marketing based organization. Gotcha.

Speaker 2 (25:15):
Thank you for that correction. And I just have to say thank you so much for what you do, because I started my career at an animal shelter, and that was one of our biggest struggles, was featuring the pets in a way that really highlighted their best qualities, and we relied on people that had some type of photography talent to do that. So what you're doing is amazing. Yeah.

Speaker 7 (25:36):
Thank you so much.

Speaker 2 (25:37):
What inspired you to start photographing

Speaker 7 (25:38):
Shelter pets? Yeah. Well, the story is long, but I'll try and keep it short. Okay. Essentially, I worked at an animal shelter going back 12 years ago, was in marketing, that's my strong background, and did a website redesign for the shelter. Knew nothing about photography at that point. They said, wow, the website looks awesome, but the photos don't look awesome. Can you teach yourself photography? So to keep the story short, I taught myself photography by just practicing on shelter animals. And so I learned photography and how to photograph shelter animals at the same time.

Speaker 5 (26:07):
So

Speaker 7 (26:08):
I worked there for two years, left that job to take a corporate marketing role in corporate America and did not like that. So I decided to volunteer in Tampa where I live now, and did that for eight years. Once a month was about photographing about 120 pets

(26:24):
A year, 10 pets a month. And I own a photo studio as well. So we have a brick and mortar studio that we take photos of people's families and their pets. And I was taking up all my time, but I was still volunteering once a month. And I said, spending all my time at these families, no offense families, but I would love to do these shelter photos. How can I do that? We post a lot of videos online and often get millions of views. I love podcasts and they're all sponsored by somebody. So I thought, wait a minute, why can't I get sponsored? So I just put it out there, said, would anyone like to sponsor this so we could do more crickets? Nobody responded Really.

Speaker 5 (27:00):
Month

Speaker 7 (27:01):
Later, I get my first, Hey, I saw your post about looking for sponsors. What's the deal? And basically, that was my first sponsor, and then just started growing it, reaching out slowly. So last year by myself, I photographed 580 shelter animals

(27:16):
Throughout the year, and then I thought, well, I'm kind of at my capacity. How do I do this? So then I had the idea to launch other shelters basically, but without traveling. So now we have associate photographers in Atlanta, dc, Austin, Houston, and Tampa. So five. And we're adding a new shelter every month with the help of brands and sponsors. So brands and sponsors pay for the photo shoots to get exposure for their brand. That helps the shelters get exposure for their pets. And we get to pay the photographers. Photography is not a cheap hobby,

Speaker 5 (27:51):
So

Speaker 7 (27:51):
There's a lot of costs associated, and now the photographers can go more readily, and we're building something really, really big, and brands are reaching out all the time, which is a good thing. Shelters are reaching out now, which is even more, and I want to be able to fulfill that. So I have so many stakeholders and just one person and my wife runs the company with me, and then we're going to grow. So 50 shelters in three years is my goal.

Speaker 1 (28:13):
That's amazing. So what makes a great pet photo? What is your goal when you're shooting these pets? I have a gazillion pictures of my cat on my phone. I'm sure none of them are great, but what are you trying to capture so that these pets stand out to potential families?

Speaker 7 (28:30):
So a perfect example actually is Judd. Judd is one of the faces of Global Pet Expo. So the team at APA used one of our second shot photos. So you could see he's a black and white dog. He's got this giant smile on, and he's a pit bull. So they really wanted to show off pit bulls in that way too. During that photo session, he was stone faced, would not smile. So my goal is really to bring out their smile and their personality. So we have some tactics. So we run 'em around the room, we give 'em love and attention, and that causes them to open their mouth. And that smile could make or break the difference between an adoption and not. But to be able to have global Pet Exo and Appa use that photo here, that's such a thrill too. But hopefully that answers your question. The smile is really the key.

Speaker 2 (29:14):
Well, how much does a really great photo impact that pet's ability to get adopted?

Speaker 7 (29:22):
So the photo itself, we call our program second shot because the first shot is their intake photo. It's like a mugshot. It's like the worst day of their life. And shelter staff, they're not photographers, they're medical professionals. So they're just snapping a photo on their phone for documentation. We are able and they're being poked and prodded, and they're dropped off by either a stranger if they're a stray or their owner, which is even worse. Worse. So they're sad. So that second shot really is a shining light into their personality. But a big part of what we do are videos. So yes, you have the photos, but the videos that we're making for social media show their personality, and then people fall in love with that, people who may have never stepped foot in a shelter. So those videos are helpful too.

Speaker 1 (30:04):
Yeah. Do you have any advice for shelters who may be out there who want to do a better job, but maybe don't have either the funds or the accessibility to a professional photographer? What are some simple things they can do to make those pictures? And it's all about the website, right? I'm looking for a cat adoption, and I'm on the website, and it's like Tinder for finding pets,

Speaker 5 (30:30):
Right?

Speaker 1 (30:31):
You're just going through a single picture and making a decision whether or not you like the animal. What would you recommend to shelters to make their websites and these pictures a more engaging experience?

Speaker 7 (30:41):
Yeah. Yeah. I mean, I could talk about this for hours, but to make it quick, I think consider the background, get that pet out of their kennel. No bars really avoid that. Now some have 500, some shelters have 500 animals. So you kind of have to pick and choose who needs the extra help. Maybe you dedicate two hours a day, two hours a week to do this, take that pet out of their kennel. And then if there's a blank wall and you don't have photo equipment, photograph that a pet against the blank wall. If you have high value treats, that really helps. So cookie-based treats, they don't smell enough. I want to be careful on, I'm not going to say any brands or anything, but high value, meat-based treats work so much better. And then getting on their level. So usually people tend to photograph a dog from, they just hold their phone. They would never hold it and then pointed down, but then you don't see the dog's size. All you see is their head in the foreground. So if you can get down on their level. And then a little trick I like to do is turn my phone upside down so that the lens is pretty close to the floor. And then that way you can bring your treat. I know this is an audio medium, but bring, well, there's a camera

Speaker 1 (31:51):
We have.

Speaker 7 (31:52):
Okay, so then you bring the treat to your camera at a fast, we call it treat to camera, and then the pet looks at the camera lens. Oh, I like that. So consider the background high value treats. Turn your phone camera upside down, and then you can also use the volume button on your phone because holding your phone with one hand and you have your treat, it's going to be hard to press that button on the screen so you can squeeze the volume button on your phone. That'll take a picture. Yeah,

Speaker 1 (32:17):
That is really solid advice.

Speaker 2 (32:18):
You could use that tip for photographing Grayson too.

Speaker 1 (32:21):
Yeah, I think it would work on babies too. Yeah.

Speaker 7 (32:24):
I have a three-year-old, and my favorite thing that happened was he had a toy harmonica that my mother-in-law got him, and he was blowing it, and my pets, my dog did a head tilt. I'm like, oh my. I'm bing s So every shelter photo shoot, I bring a harmonica and have so much tonal value to play with, and every time someone sees me use it. I never thought of a harmonica. That's amazing. That's

Speaker 1 (32:47):
Awesome. I think we as a country need to think more about Harmon. Yes. It's just an opinion I have.

Speaker 2 (32:53):
Adam, is there a rescue story that stands out in your mind where a photograph that you took of an adoptable pet was the reason they got adopted?

Speaker 7 (33:01):
Oh yeah. I have many stories, but the one I like to go to is a dog named Molly.

Speaker 2 (33:05):
Molly.

Speaker 7 (33:05):
Molly. I photographed at the shelter pretty close to the day she arrived. She was overgrown, needed grooming, looked terrible in her picture and wouldn't smile, which I told you earlier is one thing we try and do. However, I posted that photo regardless. And then someone commented and tagged their sister. So I saw this happening on our social media. They were going back and forth about when they could get to the shelter. She had to go on her lunch break. Long story short, they adopted Molly, and then a few months later, we took Molly's photo again as her happy family with them. Then another thing we did was we did a gallery at a local retail store, and Molly's photo was one of the photos. Then Molly came to that event to unfeel the gallery. That was cool. Molly, seeing these adoptions play out in real time online is really rewarding.

Speaker 2 (33:53):
I'm sure it is.

Speaker 1 (33:54):
That must be an amazing feeling. And speaking of amazing feelings, if our listeners want the warm and fuzzies to help shelter animals get adopted, here's your chance to get on the soapbox. What are some ways that our pet parents who are listening at home can get involved to help pets get adopted faster?

Speaker 7 (34:13):
So if you're not a professional photographer, everybody has a phone in their pocket or their purse. So most shelters have a need for dog walking or kennel attendants. So when you're interacting with these animals, if you go through the volunteer orientation and you get involved with the shelter, just take your phone out and make a quick video. You have your own network of people that follow you that may never have seen that shelter, been familiar with it. So just post any sort of anything is better than nothing to network these animals. The power of social media is huge. So even if it's anything's going to be better than that intake photo.

Speaker 2 (34:50):
And for our listeners who are photographers or our shelters, would like to find out how to get involved with second shot, where do they go?

Speaker 7 (34:57):
Yeah, so we have a website, second shot pet.com. There's an application for photographers, sponsors, and shelters can reach out to me via email. Everybody's reaching out, so we're just facilitating them as we come photographers, if we have a sponsor ready, we can add them to our existing network, or a sponsor can join in and support an existing shelter. We also have something called Second Shot Lab. I'd love to tell you about that briefly. So second shot signature is like our adoption photo program sponsor can come in and sponsor pets photo shoots. Second shot lab is where a sponsor might say, Hey, we're launching a new product. We're sick of stock photography. It doesn't meet our needs. Can you help us? So we'll pitch them ideas on how to market their products and get them brand awareness with shelter animals. Oh, great.

Speaker 2 (35:45):
I love that.

Speaker 7 (35:46):
Then the other, yeah, thank you. And then the other thing is, some brands love to donate product to shelters, whether it's a consumable that might be expiring or just products that would get maybe thrown away otherwise, right? So we're the liaison. Once that brand donates to the shelter, the shelter doesn't usually deliver content back. So then the brand can be like, Hey, look what we did. So we have boots on the ground with our photographers to help facilitate that content. So then shelters are benefiting, and then the brand feels like they're not that they're not appreciated, but that they can promote it, then have give back programs or X, Y, Z brand cares programs, that sort of thing.

Speaker 2 (36:25):
I love it. Love it. All right. Well, second shot pet.com. That's

Speaker 7 (36:28):
Right. Thank

Speaker 2 (36:29):
You, Adam, for all that you're doing for shelter Animals. Yes,

Speaker 7 (36:32):
Absolutely. Thanks for having me, guys. Appreciate us. Of course.

Speaker 2 (36:37):
I love how Adam's created a new industry photography for shelter pets.

Speaker 1 (36:42):
Yeah, he's a really smart guy. He is so much more than just a photographer. We were chatting before we got on camera. He's a fellow improv enthusiast.

Speaker 2 (36:53):
Yes, he

Speaker 1 (36:53):
Is. We have a lot of similarities actually. We're both incredibly talented. We're both incredibly good looking and we're both wildly successful.

Speaker 2 (37:01):
Yes, you

Speaker 1 (37:02):
Are. How about that?

Speaker 2 (37:03):
You are. Sorry, I'm laughing just because you're,

Speaker 1 (37:07):
No, she's laughing. She doesn't think it's true. Laughing

Speaker 2 (37:09):
At you. I'm laughing with you.

Speaker 1 (37:10):
She doesn't think it's true. The

Speaker 3 (37:12):
Product of the week,

Speaker 1 (37:15):
And it is time for our product of the week, global Pet Expo edition. Don't

Speaker 2 (37:22):
Wear yourself out. I

Speaker 1 (37:23):
Know. I got a lot of these to do. I know. I got a lot of these to do. And we're at Global Pet Expo, we've talked about it before where there are so many new products launched and we have some excellent products to bring you straight from the show floor. So Kristen, why don't you kick us off with your product of the week? I

Speaker 2 (37:37):
Would love to. I'd love to. So this product of the week is from Animate and actually met the owner, founder of the company who came in to bring these products. And what we're talking about today is freeze dried raw food for dogs. And I believe we have some for cats out there too. And also Meal Toppers. I learned a thing or two about anime. First of all, he named the company after his mother, Anna May. They combined science back nutrition with high quality ingredients to create diets and supplements which support long-term health for dogs and cats. And also, this is a family owned company. They're celebrating their 40th anniversary this year.

Speaker 1 (38:14):
Wow.

Speaker 2 (38:15):
They've had no venture capital backing. And their line of dog and cat foods are formulated with a board certified veterinary nutritionist. So you can trust that it's great quality and a great formulation. Zero recalls. He also mentioned

Speaker 5 (38:31):
Zero, zero

Speaker 2 (38:32):
In 40 years, zero recalls. That is an accomplishment. And they focus on sustainability and how we incorporate that into every diet. So animate, freeze, dried, raw and meal toppers.

Speaker 1 (38:45):
It's right there. I'm tempted to take a bite myself.

Speaker 2 (38:47):
I know. Yeah,

Speaker 1 (38:47):
It

Speaker 2 (38:48):
Smells good. Alright, Chris, how about your product of the week?

Speaker 1 (38:51):
Yeah, so I've got this bag of earth animal food here. Look at this. Look at this bad boy. I'm holding it physically. You could work

Speaker 3 (38:59):
Out with that.

Speaker 1 (39:00):
Yeah, it's good stuff. And I got some smaller ones in front of me too. So Earth Animal, if you're not familiar, veterinarian, found it. Isn't that interesting? You don't see a lot of that. They focus on holistic and like a heart and science approach to pet wellness. So they have a ton of products. But I want to talk about one specifically because I thought this was really interesting. This one here is with plant-based protein. So Earth Animal, they're huge on sustainability.

Speaker 5 (39:28):
And

Speaker 1 (39:28):
Sustainability isn't just about the packaging, it's also about what goes into the food. So they are incredibly transparent with what goes in and how it's sourced. So if you're looking for not just a healthy food for your dog, but a healthy food for the planet, I'd be checking out Earth Animal. It's really high quality stuff comes in all sorts of sizes and flavors. They have the No Hide Chew, the Gut First nutrition. And this is just really an incredible brand and a sponsor of our pet sustainability coalition pavilion here at Global Pet Expo. So they're doing some really great work on the sustainability side of things. So thank you for all your help Earth Animal and be sure to check out their products.

Speaker 2 (40:13):
Absolutely.

Speaker 1 (40:14):
Alright, q and a. Alright, Kristen, it's time for our favorite part of the show where we answer two questions from our lovely audience. And I'm looking at you lovely audience, and I know what you're thinking. How do I get my question answered by Kristen and Kristen? Well, it couldn't be easier. You head on over to pets at life.org/podcast. It'll be at the bottom of the screen here, I hope. Scroll on down to the bottom of that page and you'll see a form to submit your question. Or if you're feeling as brave as the several attendees who arrived at Global Pet Expo without their business cards,

Speaker 2 (40:49):
Oh my gosh, that's happened

Speaker 1 (40:50):
To me before. It happens to everybody. You can record a voice memo and your question may be played live on the air. So Kristen, without further ado, I've got a question for you.

Speaker 2 (41:02):
Okay.

Speaker 1 (41:03):
This question comes from Rachel in Chicago, the windy city. Thanks for your question, Rachel. Hey, Rachel. Hi Rachel. Rachel asks, my dog gets really anxious when I leave the house barking, pacing, sometimes even chewing things. What's the best way to help a dog feel calmer when they're home alone?

Speaker 2 (41:23):
Okay, so Rachel, this sounds like a really common problem of separation anxiety, and it affects about a third of dogs to some extent. And really the key is teaching your dog that being alone is safe and not scary. So you might want to start with some really short departures, maybe just stepping out for 30, I mean really short, like 30 seconds and then come back and then gradually increase that time. This is what's called desensitization. And also you've got to realize that your dog picks up on every single cue that you're going to leave, like picking up your car keys, putting on your makeup, grabbing your coffee to go cup or whatever. So try to reduce the amount of clues that you're giving your dog. And of course you can also give 'em a great treat, like a puzzle toy or a Kong stuff with peanut butter or something to keep them busy. If your dog's a little bit more advanced in their anxiety and those things aren't working, then I would definitely talk to your veterinarian because there are a lot of other solutions that can help your dog. And once you calm your dog, you're able to more effectively train them. That being alone can be fun. So there you go. Keep us posted on your progress, Rachel.

Speaker 1 (42:41):
All right. What do you got for me? I

Speaker 2 (42:42):
Got a cat question for you, Chris. Okay.

Speaker 1 (42:44):
This

Speaker 2 (42:45):
One comes to us from Lauren in San Diego. Lauren says, my cat is very sweet with me, but hides whenever guests come over. Is there a way to help a cat become more social and comfortable around new people?

Speaker 1 (42:58):
That's a great question, Lauren. And I'm going to answer it by airing some of my friends' business, and I won't name names, but I know he listens to the show. And he had asked me a very similar question about his two cats, just not being comfortable around people. And one of the first things I asked him is, how often do people come into your home? Big nerd video game and board game guy, not very often, not a lot of visitors. And I was able to drill down because he said, well, they're getting better with my family. And he had just welcomed his daughter to the world. So there was a lot of family coming in, and now the cats used to family. And I said, well, this is your issue. Cats are creatures of routine and somebody new entering the home is a break in that routine in some capacity, and it's going to trigger certain instincts.

(43:50):
One of them being hiding, hiding. And not every cat is going to have that instinct. But Lauren, it sounds like your cat does. So the first thing I'm going to recommend is practice and exposure therapy have people over more often, which sounds miserable, but sometimes you just got to bite the bullet. Have people around more often, don't force the cat into any situations, have a little cat sanctuary somewhere in your home that your cat can remain comfortable. And they know that that space is for them and they'll tend to retreat there. But you'll find if you're bringing the same guests over and you do just a little exposure, never invade their sanctuary, but greet the cat when it comes to say hi, be really nice, have some high value treats around. It'll grow more sociable. But I don't think you'll ever have a social cat on your hands. They have personalities just like us, and it sounds like your cat just wants to snuggle with you, which is perfectly fine.

Speaker 2 (44:45):
Good advice. Yes.

Speaker 1 (44:46):
Thanks for your question, Lauren. And that is a wrap for this episode of Pets A Life, but it's not a wrap for us here at Global Pet Expo. Lots more content coming down the pipeline.

Speaker 2 (44:59):
Absolutely. And I love doing the show from Global Pet Expo. I mean, we get to sit in person together, we get to meet the guests in person, we get to do products in person. It's a whole different level.

Speaker 1 (45:10):
If you're listening to this episode right now, get your butt on YouTube. I'm in 4K, I think that's a really nice looking camera. It looks expensive. I'm just going to say I'm in 4K. Check it out. Check it out on dog tv. Dog tv. Unleashed there. Fast channel anywhere you get your podcast. You can listen to us share this episode with a friend who loves animals. Share it with a person who hates animals and convince them that they love animals. Even though we're at global, we're not missing a week. We're going to be back next Tuesday. Right? We

Speaker 2 (45:40):
Sure will. With

Speaker 1 (45:40):
More

Speaker 2 (45:40):
Global action. Alright,

Speaker 1 (45:41):
Well, it's been a lot of fun. We're going to get started on the next episode immediately because that's how the show Biz works. But we'll see you all next week on Tuesday. As always. Bye bye. Pets A Life Your Guide to the latest in Pet Trends products and the joy of the Human Animal Bond with Kristen Levine and me. Chris Bonafide, powered by the American Pet Products Association and Dog tv. Did I not say dog tv? Did I say it weird?

Speaker 5 (46:11):
My human leaves and I'm on my own. I'm just a pup and I fully grow home. I hear that. Fun. Familiar too. It's dog tv. My fun starts soon. I, but I've turn it on. My furry friends will and play. There's always something to day I.

Speaker 2 (47:35):
Hey guys, I'm Kristen Levine, your host of The New Show, the Experts. This is where I bring to you three pet experts to answer your burning questions about your furry friend. So you can't do the show without your questions. So here's what you do. Take out your phone, videotape yourself horizontally asking your question about your pet, and send it to dog tv.com/experts. And we might just feature you on the next episode. So whatcha waiting for.