THAT TODDLIN' TOWN
For the 10th time, I have made my way to the city that gave the world Schwinn bicycles, Wrigley's gum, Cracker Jacks, Baby Ruth candy bars, Playboy, Benny Goodman and deep dish pizza. It was time, once again, to attend the annual Pet Industry Christmas Trade Show, held each fall in the Chicago suburb of Rosemont, a city adjacent to one of the world's busiest airports, O'Hare International; a city host to millions of travelers, convention visitors and businesses, but home to few.

I have been quick to point out that I have been to Chicago many times, but never have seen the city. Well, this year, it was to be different. Arriving early in the afternoon on Thursday for the Friday through Sunday show, we were able to carve out a few hours for a 40-minute train ride into "the Loop." We actually got to see Lake Michigan, view some of the incredible sculptures at Millennium Park and briefly browse through the world's second largest department store, Macy's along the Magnificent Mile. Admittedly, a mere drop in the bucket of what Chicago has to offer, but, nonetheless, a start.

On this trip, I was accompanied by trade show veteran Pam Rohdenburg and Geronimo's Assistant Buyer, Rachel Labbee, who was getting her first look at the inside workings of an industry show. To my eye, the size of this year's show was impressive. On two floors of convention hall space, the top floor housed many independent vendors, with more small vendors and major distributors concentrated on the main floor. "The show was huge, but not overwhelming," commented Rachel. The amount of canine couture fashions being displayed impressed her. "The clothing, with crystal beads and bling, was so extravagant. These fashions underscore that having a pet today is not like having a dog, it's like having a child."

From the veteran's perspective, Pam mentioned we saw a lot more new vendors than we have in recent years. "An unusual number of new greeting card companies sticks in my mind," she comments. She was also impressed by the trend to "green" diets and the number of food manufacturers offering either organic or raw diets. She thinks that the trend is a positive direction, but it does make it difficult for the retailer to decide what to carry.

Pam reminded me that some years, this one included, seem to be spawning grounds for new products from entrepreneurs who have never attended a show before. We remembered a couple of young men from Portland, Maine, in black shirts, enthusiastically showing off a prototype of their space-age-material ball, an "Orbee," whose Planet Dog Foundation celebrated its 10th year anniversary with a major dedication and contribution the first day of this show.

Rachel was impressed by the amount of work required behind the scenes. She said, "I was warned about being up late, but this process is much more involved than I expected. It's not just seeing what is in each booth. We have to review all the information, figure out what our customers will like and where we are going to actually put any new products we bring in."

Pam commented on the dichotomy of the pet industry market in today's world. "On the one hand, you are seeing products that help you integrate your pet into the household environment, such as fashionably decorated litter boxes with coordinated mats for underneath or upholstered pet furniture and certainly, pet jewelry and clothing. Contrast those items with products that are catering to those people who want a pet but don't want to acknowledge the less appealing part of pet ownership. For instance, cat litter boxes that are disguised to look like what they are not, or two new products introduced at this show, the Disposable Chamber Pot, a wearable diaper for catching dog poop or a sack to enclose your dog so they won't shed dog hair in the car."

Regardless of your perspective, what is plain is that pet ownership is on the rise. In the recent 2007- 08 survey by the American Pet Products Manufacturers Association (APPMA), 71.1 million households, or 63 percent of American households, own at least one pet, up 20 million households from 1988, the first year the association began accumulating records. The APPMAhas identified several trends contributing to this growth. They cite a broader range of pet accessories, greater availability of pet-care services such as grooming, pet sitting and training, more support from the travel industry with petfriendly lodgings, more effective flea and tick controls and better veterinary care, which helps pets to live better and longer.

Whatever the reason, we're glad the numbers are going up, and by attending these shows, we can be better informed about the very latest products and

trends in the pet industry. I

Jan Jaeger is owner of Geronimo's, Ltd., Nantucket's year-round pet supply and gift shop, and is a member of DWAA and CWA (Dog and Cat Writer's Associations of America). Her pets at home are Junior, a Chesapeake Bay Retriever and three cats. At the shop are the cats, Messrs. Fish and Chips, Flower bunny, Willie guinea pig and three budgies. Send e-mail to jan@geronimos.com.