Episode Description
In this episode, Dr. Megan Sprinkle and Dr. Mary Cope speak with Vic Mason, the President of the World Pet Association (WPA). They talk about what the WPA is and its goals, how the WPA helps you and your pet, and how you can make the most of your time at SUPERZOO.
Links:
SUPERZOO Website
Show Notes:
(03:04) How a part-time job in his uncle’s pet store influenced Vic to dedicate his life to pets
(04:08) Vic’s journey in the pet industry
(06:25) What is the World Pet Association (WPA)
(07:45) The goal of WPA
(09:16) How the WPA powered through Covid
(11:54) The three big reasons people attend SUPERZOO
(14:36) How the WPA improves the pet industry through education
(16:22) SUPERZOO is more than just dogs and cats
(18:37) Critter Alley: bringing all pets to SUPERZOO
(21:57) Why the WPA strives to get pet associations working together
(23:00) How WPA works with international pet organizations
(24:25) How the industry can more involved with legal issues.
(25:59) How Vic became a "Doctor Doolittle"
(27:25) What Vic sees as the future for pet product retail
(29:07) How WPA strives to have the best information about pet care
(31:06) What is the foundation to pet care
(33:03) The most important goal for the president of WPA
(34:49) What Vic thinks about BSM Partners
(38:21) How Vic continues to learn
(39:13) What WPA does at SUPERZOO that creates fun
About Today's Guest Vic Mason:
Vic Mason became president of the World Pet Association in 2020, bringing 40 years of experience in the pet space including CEO and co-founder of the pet food company, Replenish Pet and past director of business development for Veterinary Service Inc., a West Coast animal health product distributor. Mason has served as a WPA board member since 2010 and was chairman before taking the role of president.
About BSM Partners:
BSM Partners is a multidisciplinary team of PhDs, board-certified veterinarians, and nutritionists offering 400+ years of cumulative technical experience, supporting the development of thousands of products per year. From R&D to replenishment, we have you covered.
BSM Partners offers a wide range of services including research, product innovation, FSQAR, nutrition services, veterinary services, transformation, operations support, and engineering.
Learn more at https://bsmpartners.net/
Transcript:
Dr. Megan Sprinkle, BSM: Welcome to the Pet Industry podcast, connecting you with the people behind the passion, the leading experts in the pet industry. I'm your host, Dr. Megan Sprinkle.
Dr. Mary Cope: And I'm your other host, Dr. Mary Cope.
Dr. Megan Sprinkle, BSM: Did you know that there is a pet industry, trade organization that endeavors to ensure a better future for people and pets, and spends a great deal of time and money working to protect your rights as pet parents? You probably don't have the opportunity to see behind the scenes of the pet industry. But this podcast is about making that connection.
Let us introduce you to Vic Mason. Vic Mason became president of the World Pet Association in 2020, bringing 40 years of experience in the pet space, Including C E O and founder of a pet food company, Replenish Pet. And past director of Business Development for Veterinary Service Inc. a West Coast Animal Health product distributor.
Mason has served as a WPA board member since 2010 and was the chairman before taking the role of President.
Vic is on a mission to unite the pet industry under a pet family-centered focus.
So without further ado, let's get onto this exciting conversation that we had at SUPERZOO.
This is SUPERZOO 2023. What has been your favorite part so far?
Victor Mason: Without question. our new logo. We've had the same logo for over 20 years. And the new logo is amazing. I had a smart small piece in it. Our marketing team did an amazing job. My small piece was we have five animals in the logo.
And I said we need to add in a couple more. And then they made a video. I hope you saw it. It was amazing. This is for sure my favorite part.
Dr. Megan Sprinkle, BSM: It was a little bit of a surprise. I did not realize that the logo was changing. 'cause it still had the traditional one with all the online. And then I also thought the same thing.
I walked up to register. And I saw it and I was, I loved it. So I agree.
Victor Mason: Having a 30-foot TV, and we got that from Mandalay Bay and that also made it even more amazing.
Dr. Megan Sprinkle, BSM: Any other thing you've really enjoyed with this show?
Victor Mason: I started, right before the pandemic.
And certainly, the pandemic closed our show in 2020. So just my favorite part was just seeing the energy. The number of people that came back We're definitely back, pre-pandemic. all the numbers show that, I can't count the number of exhibitors brands that came to me that said, Vic, this was the most amazing SUPERZOO ever.
That makes me feel good.
Dr. Megan Sprinkle, BSM: Oh, and you're right. You must have been booked out because we had somebody tell us that they went their traditional time to go register for the show, and it was already sold out. So you had some sad people.
Victor Mason: This is the downside of success. Everybody couldn't fit in it, so that was a bummer.
But, we did create a lot of FOMO. and people are certainly registering for next year. Yep. Very good.
Dr. Megan Sprinkle, BSM: You started talking about you, starting before the pandemic. So let's back up a little bit. How did you even get into the pet industry? And then how did you get involved with associations?
I think even when you're part of an industry, sometimes these associations can feel a little mysterious. So what is your story?
Victor Mason: They are a hundred percent mysterious. I'll just say that. That's fun. I actually started my uncle's pet store, when I was in high school. And one of my jokes or things I like to say is I know the industry from the bottom up.
So as a, a 16 year old working in a pet store, my job was to, clean up after the animals. So that's why I say that.
And,why I got on the board. I have had a long career in the pet industry over 40 years.
And,I, it really was a thought to give back. I was on, a successful career and to how, what can I do to give back? I came to a SUPERZOO. And made the mistake, or maybe it wasn't mistake of giving suggestions of how to make the show better to one of the staff. And they go, perhaps you should be on the board.
So that's how that started.
Dr. Megan Sprinkle, BSM: Yep. You accidentally volunteered. yes. So do you mind sharing a little bit about your adventure through the pet industry? And you talked about that you've had several decades of experience, so
Victor Mason: Wow, that would,how long is this? 'cause that could take a long time.
I've, the Cliff Notes version? Yeah. No, it's,started in retail. Had a long time in retail, learned about many products. Learned about how to care properly for animals. many different animals. some that aren't always nice. I remember, I used a welder's glove and let a, a type of lizard grab onto it so I could get out of his cage.
in, when I was, 24, 24 years old, I started my own distribution company.
And I think it was, 'cause everybody said I couldn't. So that drove me to want to do that. Kind of a specialized trade. It was a veterinary product into the retail trade. And it really got me to learn how, products get to market. Certainly back in those days, how products got to market are different than today.
There are many brands out there now that can sell direct to consumer. Back then it was more a two-step distribution where you would sell to a distributor. The distributor sold to the retailer. And then that product was available to a consumer, for them going into a pet store.
So distribution, that I owned a company then I worked for a large,distributor for 20 years. Met many people. I think I, I met more contacts with there. At one point we had 1000 brands that we were dealing with. Many times you you say, Hey, how's it going? Because you don't remember their name.
But it's a funny thing. But, so that's why we have badges at trade shows. 'cause, we can look down and look at that name.
Dr. Megan Sprinkle, BSM: Yes, I've used that many times and every, I think it's a big little industry. I,...