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Pet Products Go Green
Thinking green these days?
By Sue Doyle and Connie Llanos, Staff writers 8/26/07 Source: presstelegram.com
How about a solar dog house for Fido? And while you're browsing, what about some recycled pet tags and
whole wheat animal treats? As more eco-conscious consumers snap up earth-friendly products for themselves,
they're also reaching for green items for their pets.
From biodegradable doggie poop bags to eco-friendly cat toilet seats, an environmentally aware animal market
- projected to soon top the $1 billion mark - is stocking up with natural and dye-free goods to sell them.
"It's the overall awareness of consumers," said Eduardo Martinez, economist for the Los Angeles County
Economic Development Corp. "If it's good enough for them, it's good enough for Fido."
Already, some 70 million pet owners in America spend more than $40 billion a year on their animals - enough
money to build about 23 space shuttles, according to the American Pet Products Manufacturers' Association.
While natural and organic food and supplies for pets racked up barely one percent of that in 2004 - with $527
million in sales - Maryland-based market research firm Packaged Facts projects that to soar to $1 billion by
2009 as speciality stores and traditional chains tap Americans' increasing social awareness.
And there's plenty of room for growth, with 63 percent of U.S. households owning at least one pet - 44 percent
of them owning dogs and the rest cat lovers.
Jillian Roller, manager of pet boutique Maxwell Dog, said green versions of doggie beds, collars, leashes and
pet clothing often sell out at her high-end Studio City shop.
Items for felines aren't far behind, because Roller also carries organic kitty-litter box cleaners scented with
essential lavender oil.
"As people become more environmentally conscious, this is going to reflect on how they shop for their pets,"
said Roller, who now only stocks bio-degradable poop bags and organic and natural dog food.
Growing out of the environmental movement of the 1970s, the market for eco-conscious products is slowly
moving out of it's niche status, said Barbara Gross, a former retail marketing professor who is now an
administrator at Cal State Northridge.
"Along those same lines, the pet industry has also grown since people have found themselves in situations
where they are not having children so their primary companions are their pets," Gross said. "This seems like it
should be a good match."
Still, some say more education is needed for pet owners.
"We have sold the bio-degradable poop bags for at least four years," said Brad Edmonson, manager of
Healthy Pet in Thousand Oaks.
"But outside of that and all-natural dog food, I don't get too many customers asking for these type of
environmentally friendly products," Edmonson said.
Some dog owners say they are open to buying more green products - if they knew where.
"I have made all the regular environment-friendly changes at home, the windows, and energy efficient
appliances," said Susan Odjakjian, a film editor from Woodland Hills and owner to Kirby, a Cavalier King
Charles spaniel mix.
"And I would do the same for my dog products," she said. "If I knew what I needed to get."
Eric Kelven and his mother, Lynn, said they can often be found at the Calabasas Open Air market on Saturday
mornings buying eco-friendly and organic goodies for Dutch, their 13-month-old mastiff Labrador.
The Kelvens are not new to the environmental movement - Lynn has been an activist for years even producing
films and cartoons promoting awareness.
They say they would buy more environmentally friendly pet gear - if they could find it.
"There just isn't enough marketing out there for these products unless I go out of my way," Lynn Kelven said.
Three years ago, Pam Wheelock started Purrfectplay.com - an online business based in Indiana that makes
and sells pet toys from organic, dye-free and chemical-free natural fibers.
Wheelock, a vegetarian, had always shopped around for toys for her cats that were free of plastics and
coloring. Coming home empty-handed, she decided to make her own pet toys.
Eventually, she quit her job as a rehab therapist and opened up her business. Sales this year have jumped
nearly 500 percent, Wheelock said.
"I started making my own," Wheelock said. "It sounds so cookbook, but it's true."
Earlier pet-related organic businesses didn't open to the same warm reception.
David Colella got a lot of snickers 10 years ago when he opened Earth Dog - a Tennessee-based business
that makes hemp collars, leashes, beds and toys for pets.
Not anymore. Business has boomed.
"The more mainstream it gets, the products will get a little cheaper," Colella said. "And hopefully, everybody's
quality of life will get a little better, too."
Sue Doyle can be reached at sue.doyle@dailynews.com or (818)713-3746.
By Sue Doyle and Connie Llanos, Staff writers 8/26/07 Source: presstelegram.com
How about a solar dog house for Fido? And while you're browsing, what about some recycled pet tags and
whole wheat animal treats? As more eco-conscious consumers snap up earth-friendly products for themselves,
they're also reaching for green items for their pets.
From biodegradable doggie poop bags to eco-friendly cat toilet seats, an environmentally aware animal market
- projected to soon top the $1 billion mark - is stocking up with natural and dye-free goods to sell them.
"It's the overall awareness of consumers," said Eduardo Martinez, economist for the Los Angeles County
Economic Development Corp. "If it's good enough for them, it's good enough for Fido."
Already, some 70 million pet owners in America spend more than $40 billion a year on their animals - enough
money to build about 23 space shuttles, according to the American Pet Products Manufacturers' Association.
While natural and organic food and supplies for pets racked up barely one percent of that in 2004 - with $527
million in sales - Maryland-based market research firm Packaged Facts projects that to soar to $1 billion by
2009 as speciality stores and traditional chains tap Americans' increasing social awareness.
And there's plenty of room for growth, with 63 percent of U.S. households owning at least one pet - 44 percent
of them owning dogs and the rest cat lovers.
Jillian Roller, manager of pet boutique Maxwell Dog, said green versions of doggie beds, collars, leashes and
pet clothing often sell out at her high-end Studio City shop.
Items for felines aren't far behind, because Roller also carries organic kitty-litter box cleaners scented with
essential lavender oil.
"As people become more environmentally conscious, this is going to reflect on how they shop for their pets,"
said Roller, who now only stocks bio-degradable poop bags and organic and natural dog food.
Growing out of the environmental movement of the 1970s, the market for eco-conscious products is slowly
moving out of it's niche status, said Barbara Gross, a former retail marketing professor who is now an
administrator at Cal State Northridge.
"Along those same lines, the pet industry has also grown since people have found themselves in situations
where they are not having children so their primary companions are their pets," Gross said. "This seems like it
should be a good match."
Still, some say more education is needed for pet owners.
"We have sold the bio-degradable poop bags for at least four years," said Brad Edmonson, manager of
Healthy Pet in Thousand Oaks.
"But outside of that and all-natural dog food, I don't get too many customers asking for these type of
environmentally friendly products," Edmonson said.
Some dog owners say they are open to buying more green products - if they knew where.
"I have made all the regular environment-friendly changes at home, the windows, and energy efficient
appliances," said Susan Odjakjian, a film editor from Woodland Hills and owner to Kirby, a Cavalier King
Charles spaniel mix.
"And I would do the same for my dog products," she said. "If I knew what I needed to get."
Eric Kelven and his mother, Lynn, said they can often be found at the Calabasas Open Air market on Saturday
mornings buying eco-friendly and organic goodies for Dutch, their 13-month-old mastiff Labrador.
The Kelvens are not new to the environmental movement - Lynn has been an activist for years even producing
films and cartoons promoting awareness.
They say they would buy more environmentally friendly pet gear - if they could find it.
"There just isn't enough marketing out there for these products unless I go out of my way," Lynn Kelven said.
Three years ago, Pam Wheelock started Purrfectplay.com - an online business based in Indiana that makes
and sells pet toys from organic, dye-free and chemical-free natural fibers.
Wheelock, a vegetarian, had always shopped around for toys for her cats that were free of plastics and
coloring. Coming home empty-handed, she decided to make her own pet toys.
Eventually, she quit her job as a rehab therapist and opened up her business. Sales this year have jumped
nearly 500 percent, Wheelock said.
"I started making my own," Wheelock said. "It sounds so cookbook, but it's true."
Earlier pet-related organic businesses didn't open to the same warm reception.
David Colella got a lot of snickers 10 years ago when he opened Earth Dog - a Tennessee-based business
that makes hemp collars, leashes, beds and toys for pets.
Not anymore. Business has boomed.
"The more mainstream it gets, the products will get a little cheaper," Colella said. "And hopefully, everybody's
quality of life will get a little better, too."
Sue Doyle can be reached at sue.doyle@dailynews.com or (818)713-3746.