ELEVATE — FORMERLY known as the Black Pet Business Network — will take over the Emerging Brands Stage on Wednesday for a day of innovation, inspiration and inclusion. The program kicks off at 11 a.m. with the Next Wave Pitch Competition, during which diverse entrepreneurs will pitch their innovative pet products to a panel of in-person judges and an audience of their peers, with winners announced immediately following their presentations.
“The competition opens many doors for the contestants to expand and gain credibility and receive notoriety,” says Lashonda Geffrard, founder and CEO of Elevate, a nonprofit organization dedicated to building a more inclusive and equitable pet industry. Going to SUPERZOO is exciting, “but standing front and center on stage and telling a live audience about your brand is huge; it’s like going to the Super Bowl and getting to perform.”
Geffrard and BPBN co-presented the Emerging Brands Pitch Competition in 2024, which featured diverse entrepreneurs. This year, Elevate officially renamed it the Next Wave Pitch Competition, “a name we’ll carry forward for years to come,” Geffrard says, adding that this year’s competitors represent the first-ever cohort of Elevate’s newly launched RISE (Retail Inclusion & Success for Entrepreneurs) program to support supplier diversity.
“Last year, there were open applications [for the competition], but we wanted to shake things up and be intentional in supporting our cohort,” Geffrard says. “This is our inaugural cohort, and SUPERZOO is the best place to launch it.”
After conducting about 60 interviews, Geffrard selected five minority entrepreneurs to compete live at the show:
- Alannah Covington, founder/owner of Rocky’s Canine Cuisine in Charlotte, NC, works with a team of veterinary nutritionists to deliver human-grade entrees, organic food seasoning, treats and accessories for dogs.
- Tejashree Sawant and Srihas Sampath, co-founders of Sköna Pet Food in Boston, MA, return to the stage after earning second place in 2024’s competition. From a desire to provide “pets with the kind of care and nourishment that honors their bodies and spirits,” the company offers single-ingredient pet treats made of human-grade, U.S.-sourced organ meats, along with a first-of-its-kind Ayurvedic supplement.
- Keicha Danzie, founder and CEO of Good Boy Goodies, runs the small, family-owned business in Macon, GA. Operating from the perspective that “good food equals good health,” the company offers U.S.-produced dog treats with special ingredients that offer health benefits such as fresh breath and improved digestion.
- Emeka Moka, president and owner of Nkita Pet Grooming Products in Chicago, IL, brings a focus on prioritizing ethical practices. The family-owned company produces cruelty-free, U.S.-made grooming products for dogs, cats and horses, all packaged in recyclable materials and committed to sustainability.
When assessing the potential pitch competition participants, Geffrard looked for several key elements. Innovation was essential with fresh ideas or bold solutions to real problems. She considered traction for growth in areas such as sales, partnerships or market buzz. Scalability was important to ensure the business could expand locally or beyond. A strong brand and a memorable story also mattered, to Geffrard, along with meaningful impact — especially in equity, community support or sustainability.
Attendees of the Next Wave Pitch Competition get a sneak peek at emerging leaders in the pet space and the direction the industry is heading.
“Attending gives you a front-row seat to see innovation, who the future is, and to meet the ones who will be leading and reshaping the pet space,” Geffrard says.
Last year’s Emerging Brands Pitch Competition winner, Jai Fletcher, CEO of PawGone Good in Columbus, OH, agrees.
“I’m most looking forward to seeing the emerging brands, what’s new, the innovation in products and services,” she says. “Also seeing people in my ecosystem, catching up with them, and being part of what’s new and going on in the industry.”
Since her 2024 win, Fletcher, whose company makes Pawlicious Treats, which are organic, human-grade, dehydrated dog chips, has enjoyed a transformational year, from business development and new partnerships to speaking opportunities at industry shows.
“We’ve increased distribution on Amazon, expanded into Walmart, are physically in airport locations and are exploring additional partnerships,” Fletcher says. “We’ve hired a website developer, a social media manager and a graphic designer, and we’re redesigning our packaging and giving our website a facelift. As we head into Q3, we’re focusing on packaging updates, a small manufacturing run and the website.”
Following the Next Wave Pitch Competition, a series of panel sessions will explore the future of pet care through inclusive leadership, marketing that resonates across generations and cultures, innovative strategies to future-proof your brand, and purpose-driven advocacy that aligns business success with animal welfare. See schedule at right for times and more details.
“All [of the panel sessions] are focused on supporting our mission and amplifying innovation and inclusivity in the pet space,” Geffrard says, adding that despite the growth of the pet industry, only about 3% of businesses are minority-owned or -founded. As part of the BPBN’s evolution to Elevate, the organization launched the RISE program to create direct paths for underrepresented founders to thrive in the retail marketplace.
“With our supply diversity program, it’s not just about ethnic diversity, but also supporting underrepresented communities such as vets, women-owned and LGBTQ+ as a whole in the U.S. market,” she says. “We help them get retail-ready with resources, mentors, strategic partnerships and pipelines to help them directly become successful.
“We aim to transform the pet space from the inside out,” she adds. “Our mission is leaders, innovators, disruptors, creators/influencers, industry professionals and suppliers who are intentional about doing well and leading in the pet space.”
This year also introduces a new element to the Emerging Brands stage: live podcast recordings hosted by Azalia Boyd, DVM and creator of the “Critters and Cultures” podcast. These short, 15- to 20-minute interviews will be recorded between panel sessions and feature real-time insights from thought leaders, founders and experts in the pet industry.
With the panel sessions and the live podcasts, attendees will have ample opportunity to gather valuable takeaways. And as the pet industry continues to grow and evolve, the Emerging Brands stage is the place to witness innovation in action and hear and support new voices in the space.
EMERGING BRANDS STAGE SCHEDULE
Lashonda Geffrard
Elevate will take over the Emerging Brands Stage on Wednesday.
11 AM-NOON Next Wave Pitch Competition
12:20-1:05 PM “Leading With Inclusion: Shaping the Future of Pet Care for Today’s Consumer”
1:05–1:25 PM “Critters and Culture” Live Podcast
1:25–2:10 PM “Real Talk, Real Reach: Inclusive Marketing That Connects”
2:10-2:30 PM “Critters and Culture” Live Podcast
2:30-3:15 PM “Built to Last: Innovation & Insight for Long-Term Pet Business Success
3:15-3:35 PM “Critters and Culture” Live Podcast
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