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There’s no getting around it: One of the best ways to stay on top of online competition is delivery. Here are 7 retailers who make their mark with deliveries.




Amazon isn’t going anywhere. Neither is Chewy. So how can independent brick-and-mortar stores compete when it comes to the purchase and delivery of pet supplies?

We asked you that very question, and those who have found success in this area generously shared their practices and policies. Some factor delivery into the cost of doing business, while others have grown it into quite the moneymaker. Learn from both.


No customer’s dog or cat ever misses their breakfast with Ron Keller on the job at Captivating Canines. He takes phone orders and drops them off the next morning, bright and early, on his way to open the store. He also makes sure pet parents get the best price. “I consistently beat anyone’s prices, including Amazon and Chewy.”

DETAILS: Free delivery within a 5-mile radius.


Many a pet parent empties the bag or last can at breakfast, which means picking up pet food goes on their to-do list for after work. And then tasks pile up, and it looks like they won’t get to the store before closing. City Bark comes to the rescue.

Customers can place an order via phone or website before 7 p.m. for same-day delivery between 7 and 8 p.m. They can even note exactly where they want the food left, a big plus in neighborhoods where porch pirates regularly steal deliveries. And as Jamie Judson points out, “Because we’re a local shop, we’re still able to offer our delivery customers the frequent-buyer program.”


DETAILS: $5 delivery within a 5-mile radius; the person scheduled to close does deliveries.
TIP: “It’s important when providing a service like this to go above and beyond. I’ve delivered to doggie day cares on behalf of a customer and hiked up four flights of stairs to help a customer with a broken arm.”


Customers can place orders with Purrrfect Bark by phone, email and online. Deliveries often come with a surprise. “We give freebies from our stash pile. We also bring fresh doughnuts or such at times,” Eric Mack says.
Staff also put deliveries where requested, including frozen foods in house or garage freezers.

DETAILS: $4.95 delivery within a 15-mile radius.
TIPS: “Be sure it won’t stretch you thin, and always remember to put some money away for the wear and tear on vehicles.”


The Hungry Puppy’s well-established delivery division grosses more than $1 million a year. Here’s how Frank and Teresa Frattini have built it into a highly profitable part of their business:

They take payment for delivery over the phone, not online — Customers can place orders through the store’s website or app, by phone, email and even fax. An employee then calls for payment. “This allows us the opportunity to up-sell and cross-sell items that might also be of interest to the customer. The average ticket for each delivery is twice what it is in our store,” Frank says.

They beat Amazon and Chewy’s prices — “They have to abide by MAP pricing for their products not only because manufacturers demand it, but also because they have the added overhead of having to ship products via third party. We, on the other hand, can sell the product through our store for any price we wish. We are not ‘advertising’ the price. We are just offering it for less through our brick-and-mortar store and providing the value-added service of delivering locally to our customers for free. The way we make it profitable is to buy in volumes necessary to accrue appreciable savings on products, and then we pass those savings on to our customers.”


DETAILS: $5 delivery for orders less than $50 and free for orders $50 or more within a 40-mile radius in geographically arranged areas on the same day each week; $6 additional for delivery within 24 hours; auto-ship also available.
TIP: “Infrastructure is super important, which means you have to have procedures in place from the time the orders come in until the time they are delivered.”


5CHOICE PET, Connecticut, New York, New Jersey
In 2017, this group of pet supply stores streamlined its delivery process and reduced costs through Endless Aisles, a platform from PHIDO, the digital solutions company of Phillips Pet Food & Supplies. With it, customers can place orders for delivery at in-store kiosks and on the store’s website, and they have access to the distributor’s vast inventory.

“Our staff can place orders for customers on items we don’t have in stock or generally don’t carry,” Director of Operations Larry Bocchiere says. “Instead of taking on inventory risk, we get the product delivered directly to the customer, saving time and money but also creating a better experience for our customers.”

DETAILS: $5.95 delivery on orders less than $49 and free for orders $49 or more.
TIP: “The truth is: Our customers will shop however they want to. Sometimes that’s in-store, but other times they’re busy and want products delivered. Home delivery is just another service that strengthens our customers’ trust in our brand, increasing their loyalty and ultimately our bottom line.”


Toni Shelaske offers customization as part of her delivery process. Customers, who place orders by phone, can set up recurring orders and even ask that proteins be rotated. They can request that products be left in a specific place and also in a waterproof bag during wet weather. They can get a delivery window as well. “And then we can smile and say thank you in person. That is definitely something the customer can’t get online.”

DETAILS: Free within a 5-mile radius, $5 for more than 5 miles and $10 for more than 10 miles.
TIP: Delivery can be a pain, Shelaske says, but it must be offered. “A lot of companies are swinging back to delivery. Who knows? Maybe the milk box will end up back on the front porch someday!”



This store and feed manufacturer has been delivering to farmers for 30 years, and began offering the same service to pet parents and hobbyists two years ago. No matter the address, they follow even the most specific instructions to the letter.

Farmers can direct delivery to where feed is stored, such as in a barn or shed, and the employee will not only stack each bag in the same direction for easy identification and a uniform look, but also will place any remaining bags on top of new ones to ensure they are used first. Pet parents and hobbyists also can specify where deliveries should be left, outside their home.

Orders get placed by phone, email or online, with the AGsentials truck making deliveries. Sandy Wolff says, “People love seeing our branded and wrapped truck pull into their yard — it’s very farm feeling and provokes a certain contented, country emotion.”

DETAILS: Free delivery for orders $100 or more within geographically arranged areas on the same day each week; fees apply to orders less than $100, varying on location.
TIP: “It takes a while to build the customer base. Track your expenses and time as a way to measure your success.”

Pamela Mitchell is the editor-in-chief of PETS+. She works from her home office in Houston, TX, with Spot the senior Boston Terrier as her assistant.



Pet Sustainability Coalition

Pet Sustainability Coalition Presents: Critical Sustainability Strategies for Retailers

This webinar, held on November 7, 2019, is the second in a series from PSC discussing how retailers can establish sustainable practices in their business. Moderated by PSC’s Andrea Czobor, the webinar unveils data behind the increasing consumer demand for sustainable products, what retailers have to gain from connecting with these purpose driven consumers, and a new PSC program that makes finding these products easier for retailers.

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You Got This! How to Prep, Shop and Survive Your Next Pet Industry Trade Show

Make your next trade show experience the ultimate in planning, business-building and product buying … and survive the trip!




“Wear comfortable shoes.” Just about every member of the PETS+ Brain Squad said this when asked to offer advice on attending industry trade shows.

It’s no wonder. Global Pet Expo, Feb. 26-28 in Orlando, FL, measures 360,400 square feet. SuperZoo, Sept. 1-3 in Las Vegas, NV, spans nearly 300,000. That’s a lot of steps! And these are just two of the many — albeit largest — shows that happen each year in the U.S.

Read on to learn more about prepping for, shopping and learning at, and recovering from pet industry trade shows. We have tips for beginners and pros alike. And they apply to shows of any size, including our own PETS+ Wellness Summit, happening Oct. 26-27 just outside of Chicago, IL.


Bookmark & Download

To help you prepare, trade shows provide a variety of resources on their websites. and, in particular, have travel and transportation info, searchable exhibitor lists, show hours and maps, and education, event and contest schedules. Each of these shows also has an app so you can easily access info from the floor.

“I really like being able to add our ‘Favorites,’” Jeff Jensen of Four Muddy Paws in St. Louis, MO, says of prepping with the SuperZoo app. “It makes it easier to navigate and make sure we don’t miss anyone we really want to see.”

Make a To-Shop List

Shane Somerville of Paddywack in Mill Creek, WA, might enjoy show prep more than actual attendance.
“I love prepping for trade shows by going through the entire list of booths to make sure I don’t miss anyone. I copy the list to a document and then go through it, editing out the ones I know I don’t want to visit — like brands I don’t carry — and evaluate websites for any brands I don’t know before deciding if they make the cut or not.”

She then orders the list by booth location and prints copies for everyone attending.

When making their shopping list, Sue Hepner and Paula Jaffe of Cool Dog Gear stores in Pennsylvania also look back through past issues of PETS+.

“We always check the ads and Hot Sellers info, and make a point to look at these items.”

Speaking of PETS+, we’ll have a booth at Global (4005) and at SuperZoo. Please stop by. We’d love to meet you!

Schedule Appointments

Once you make a list, Leel Michelle of Bow Wow Beauty Shoppe in San Diego, CA, highly recommends booking time with exhibitor reps.

“To ensure you get all of your questions answered, schedule meetings to make sure they give you enough time to get everything accomplished. If you don’t, you become just another number on the sales floor and may not be able to have your questions answered or be able to speak to the person you’d like to speak to.”

Have fun! Dog Krazy’s Nancy and Chris Guinn did at The Honest Kitchen party at SuperZoo.

Fill out Orders in Advance

If you regularly order from a distributor or company, do as much advance work with them as possible. “I find out what the deals are from my food reps before I go,” Nancy Guinn of Dog Krazy stores in Virginia says. “I ask for the deal sheets so I can have them filled out and drop them off as soon as I get to their booths. It gives me more time to see the new items and not waste time filling out forms and guessing how much I will actually need.”

Somerville agrees and adds, “If there are any late changes, it’s easy enough to write on the paper before turning it in, rather than having to do all the number-crunching there.” She advises, “Take pictures of everything you submit if you make changes after you print the order, or for anything you handwrite at the show, so you know what you are going to get when it shows up, since it might be a while, especially in the case of holiday merchandise.”

Inquire About ‘Buying the Booth’

Kimberly and Mario Gatto own The Wagging Tails in Las Vegas, which means they always attend SuperZoo and have a hometown advantage on one particular deal: “buying the booth.”

Kimberly says, “We drive, so that enables us to ‘buy a booth’ and bring it home with us. If we flew, we would have to ship it, which would be spendy.”

She explains how it works: “Most vendors do not like packing up their booth and shipping it back. So they discount the products on display and offer them up to retailers to purchase right off the show floor.

“We call ahead if we know the rep, to see if they will be selling the booth and what kind of deal they are offering. Others new to us, we seek out at the show early on, and if we are interested in bringing in their product, we see if they are interested in selling what’s on the floor. Mostly the products, but sometimes they add in the display racks or even the furnishings, like tables, chairs, shelving, etc.

“When we agree on a price, always paid in cash, the vendor will not give away any product to anyone. Of course, it’s a trust thing because we are not given a list with what we will be receiving. However, we did have a couple of vendors who gave out some of the product, and in return, they shipped us replacements, usually more than what was expected — they are always very generous. For me, when it’s a new product, the gamble is, ‘Will it sell in my shop?’ But on the other hand, it’s a great way to see if it will, and I’m not out a ton of money.”

The couple has “bought the booth” from ZoomaChew, Wigzi, Earth Animal and Hound & Gatos.

“We bought the booth from Hound & Gatos for $500, but we received approximately $2,000 to $3,000 in product.”

Print Store Labels

To save time filling out orders from scratch, Jennifer Larsen of Firehouse Pet Shop in Wenatchee, WA, prints and brings along labels with store name, address, phone number and “Please call for CC info.”
“We print tons and roll them up, and someone recently showed me that you can use a stamp roll container to keep them contained neatly.”


Decide on Your Route

Ask 10 retailers where they start and end and how they navigate the show floor, and you’ll get 10 different answers.

Charlsye Lewis of Metro Animals in Fort Worth, TX, suggests starting with five to 10 companies on your must-shop list.

“Do those first! You’ll accomplish what you really need to while you are fresh.”

Leslie Stewart of Southern Barker stores in Kentucky says, “Always start with the new products section. You want to see all the new and fresh merchandise that you can.”

Jensen prefers working from one end of the show to the other.

“Then we go back the afternoon of the second day and the third day to place orders. It keeps us very focused and efficient, so we make sure we don’t miss anything. We pull together our strategy each night in the hotel room so that we’re prepared with our plan the next day. After 15 years of trade shows, this is a strategy that really works for us.”

Pack the Essentials

Lewis recommends, “Bring a small wagon or rolling bag to hold all of your materials — carrying tote bags is what really tires you out. This is an endurance event.”
Larsen agrees and adds, “Pack snacks and water in your rolling case.”

Leslie and Sarah Stewart of Southern Barker in Kentucky make time to stop at the PETS+ booth, but not before checking out the new products section.

Spend Your Time Wisely

Larsen, who attends with her husband and co-owner, Allen, says, “We try to limit the amount of time at each booth so we can move along, or we frog hop so one of us is ahead and the other can skip that booth. We grab catalogs from those we need or new vendors, so we can study/order when back home. I like to take pictures of the items and booth of any lines that don’t have great catalogs, so I don’t forget and can follow up later.

“We only take time to write orders there on the ones that we have to. Sometimes it’s not worth the 10 percent or free shipping to rush an order.”

When Jensen stops at a booth, he pulls out his standard list of questions.

“We have a set of criteria for all of the products in the store, so it’s always looking at the ingredients, sourcing, manufacturing process, price/value relationship, shipping terms (minimum orders, etc), show specials, key products in the line. We try and stay pretty focused in our discussions, so if it’s a new vendor that looks like it might be a good fit for the shops, we’ll spend more time getting to know the brand better. Coming back with a brand’s story adds so much more when we’re talking with our customers about the products in our shops.”

Paul Lewis with Birds Unlimited in Webster, NY, suggests making the most of the face-to-face time.

“Remember any issues you may have had in the previous year and make a point of discussing it then. I always get better answers or replacements at a show than over the phone.”

That said, Charlsye Lewis adds, “Don’t get stuck talking to individual vendors for too long. It is easy to get sucked into conversations about products you may never carry or would not be profitable.”

Angela Pantalone of Wag Central in Stratford, CT, recommends skipping certain booths altogether.

“Unless you’re a big box, there’s really no need for you to be looking at items that people can easily find on Amazon.”

And Connie Roller of The Feed Bag Pet Supply in Mequon, WI, says, “Toughen up and do not listen to a sales pitch on products you have no interest in. You will waste way too much time being polite. Sometimes you just have to walk away.”



Attend Seminars

Michelle says, “There are many seminars that are beneficial to small business at trade shows. The enlightenment gained at a single seminar could make your entire trip worth the expense. Trade show organizers spend over a year in advance preparing to bring the best seminar speakers to cover a variety of subjects. Seminar subject matters can range from selling techniques and grooming demos to human resource education. Seminar classes, courses and schedules are set in stone, so choosing the seminars first and scheduling your meetings around the seminars is best practice.”

Tammy Vasquez of Bark Life Inc. in Seminole, FL, also values the educational opportunities.

“The display seminars are a personal favorite of mine, and I would highly suggest people take them.”

While a quick lunch works best when shopping a show, make new friends by planning for breakfast and dinner. Here, a group enjoys a night out at the PETS+ Wellness Summit.


Make Breakfast & Dinner Plans

Attendees typically grab lunch whenever and wherever they can at the venue — or like Eric Mack of Pawmetto Pet Market in Spartanburg, SC, have UberEats deliver to save time and money. For breakfast and dinner, though, accept distributor and company invitations.

Larsen says, “We have breakfast with Debbie Dean, one of our amazing sales reps, and she brings several other people. Reps from the different companies come, and several put together freebies in a goodie bag, which is great for being able to see/feel the products.”

Dean, whose Debbie Dean Productions reps nearly 100 brands, adds, “This past SuperZoo we had 88 attendees. We bring printed deal sheets with us to the breakfast. We ask each of our vendors to possibly offer our breakfast attendees a little something extra if they go to their booth. With competition as it is at these shows, we want our vendors to get as much attention as possible.”

Larsen also enjoys meeting fellow indies at sponsored meals.

“We had dinner a couple years ago with Nutrisource and about four to six other stores. We have kept in touch with some, and we see them at most trade shows and always stop to visit, talk shop, bounce ideas off each other — ‘How’s delivery working for you? How’s self-wash doing? Do you sell this food, and how’s it going for you? Is DCM affecting you?’ It’s a great resource. It gives us another perspective, different ideas and opinions, and we can also do the same for others. KLN is wonderful at bringing people together and forging relationships between businesses. I love how this is important to them.”

Support & Thank Your Suppliers

Pattie Boden Zeller of Animal Connection in Charlottesville, VA, says, “It’s always been to my benefit to be able to put a name with a face. I feel that personal relationship helps a lot, for instance, when a retailer has a problem with a product and needs information or support, or free samples or full-size product to give away at events, or discounted ‘close to sell by date’ or damaged product that can be donated to rescue groups. When our dealers host an event, I feel it is only good manners to go to those events and thank them for their support. Yes, it’s their job to support the retailer, but mutual respect is never a bad thing.

“If you don’t intend to buy from regular suppliers at the show, at least go by and thank them for taking care of your business. Our suppliers give us so many freebies, it’s our responsibility to thank them.”

Go to Parties

Pantalone recommends, “Try to get invited to evening parties that bigger brands are throwing, not only for something to do, but for networking. Sometimes you have to stand in line, but use that as an opportunity to chat, swap Facebook and Instagram accounts, and get new ideas. Sometimes people we don’t even know well become our best supporters in business.”

On scoring invites: “It comes down to your personality — have one! Chat up team members at bigger labels. Start a conversation about an article you read that might relate to a toy or supplement. [Or] a quick Google of a product or person can give you the right prompt to strike up a conversation. Ask if you can continue the conversation later, and an invite may suddenly appear.”


Collapse in a Pool Chair

The Larsens never rush to leave the host city — or the host hotel, for that matter.

“We always take the day after as a pool day before flying home. We relax and turn off work.”

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11 Things to Consider When Buying Freezers For Your Pet Business




For many indie pet stores, 2020 will be all about boosting sales of frozen raw foods. We shared advice from top retailers and manufacturers on how to do exactly that in our January issue. Here, we delved deeper into one of the most important investments you’ll make to reach that goal: storage. These 11 tips will help you shop smart and get the most bang for your freezer bucks.


1 Many of you dream of a walk-in freezer, with a row of glass-front doors. Few of you can afford one, though, nor does your current raw food customer base call for it. That’s OK. Start with one, two, then three solid-front freezers, growing at a pace that best suits your business.


2 Diana Farrar of Fifi & Fidos in San Antonio, TX, gets consumer solid-front freezers at Lowe’s when prices drop — to about $750 each for the last three.

“They’re cheap to buy, cheap to repair — if they ever have issues (I’ve only had one with a problem) — and cheap to run. Not pretty, but effective. All 14 of them.”


3 Trace Menchaca of Flying M Pet Grocery in Houston, TX, recently picked up four solid-front consumer freezers with minor dents at a local appliance store. The cost: $300 each.

“It’s what my cash flow would allow. Also, because my clients are new to raw food, they are not at all drawn to our one glass-front freezer. Raw intro is a hands-on tour. So it doesn’t matter if it’s glass front.”


4 Menchaca used brand decals and chalkboard paint to turn the doors of her freezers into signs for the products inside. Pattie Boden Zeller of Animal Connection in Charlottesville, VA, offers this idea: “Take a picture of what’s in the freezer and make a poster print for the front.”


5 “Kmarts are closing down and selling fixtures,” Mark Young of All For the Pet in Severna Park, MD, points out. He “just bought a two-door glass front freezer made by True for $650. Retail new is $6,800.” Once he added in wheels, plus moving and electrical costs, the investment totaled $1,500, still a fraction of what a new model runs.


6 If customer demand has reached the point where glass-front freezers make good business sense, be sure to shop strategically.
Frank LaPosta, business development manager for Minus Forty commercial freezers, says, “Minus Forty offers rebates and incentives throughout the year, typically at the large national industry trade shows, Global Pet Expo and SuperZoo, and the regional distributor buying shows.”

At left, a solid-front freezer at Flying M Pet Grocery features a chalkboard sign by owner Trace Menchaca. Mark Young of All for the Pet picked up the two-door upright freezer, at far right, at a Kmart GOB sale.


7 LaPosta adds, “Most of our pet partner distributors and food manufacturers offer freezer programs that provide co-shared pricing. Some will offer a free freezer fill; other programs include financial support up to 50 percent of the cost of a freezer. We always recommend the retailer reach out to their distributors and pet food manufacturers, and inquire about what programs they offer.”

Karen Conell of The Bark Market in Delavan, WI, seconds that advice. To cover the cost of two glass-front freezers, she combined a rebate from Minus Forty with account credits from manufacturers Primal Pet Foods, Steve’s Real Food and distributor MiddleWest Pet.

“The full cost of the freezers was split three ways, an impossibly great deal!”

In exchange, the manufacturers had exclusivity of the freezers for one year.

Paul Lewis of The Green K9 in Mount Dora, FL, also was able to buy a new Minus Forty freezer, thanks to incentives from Primal Pet Foods and Animal Supply Company.

“There is a saying, ‘It never hurts to ask,’ and that rings true in this industry as well. Most of the manufacturers that we sell offer all kinds of samples and freebies. Most manufacturer’s reps have the ability to help you get started or to help promote new items. Just don’t be afraid to ask … worst they can say is ‘no.’”

When contacting frozen raw pet food brands, Eric Mack of Pawmetto Pet Market in Spartanburg, SC, offers this advice.

“I have put together a course of action for some brands, when asking for a significant fill, etc. It helps to show them what your plan is for the brand.

“Know the brand. Understand the brand. Don’t just expect something for free. The industry relationship that you can build the right way is the best way, and long-term will be a great option for you.”

Holly Montgomery of Tail Blazers Copperfield and Legacy in Calgary, Alberta, Canada, agrees and adds, “When you become a proven seller, brands will actually compete for space in your freezers.”


8 When deciding which freezer to buy — whether consumer solid front or commercial of any kind — LaPosta recommends visiting the U.S. Department of Energy website. Its Compliance Certification Database lists the daily energy consumption for tens of thousands of appliances.

“Today’s freezers and coolers are much more energy efficient than those of only four years ago due to new Department of Energy requirements and the implementation of new refrigeration technology. If a retailer selects a low-energy consuming unit, they can expect minimal increases to their monthly electrical bills.”

He also points out, “Given that most pet stores encourage customers to bring their pets, most stores tend to have above average dust and hair on their floors. With a less than optimum environment for refrigeration, maintenance of any refrigeration equipment will be essential to ensuring years of trouble-free operation.”

LaPosta recommends low-maintenance technology condensers that do not attract and hold pet hair like traditional fin-style condensers do.

“Retailers should also look for units with frost-free glass doors, adjustable feet for ensuring the unit is level, and bright LED interior lights to better merchandise the pet food.”


8 When shopping, also research whether there are local companies qualified to repair a particular freezer brand and model. You don’t want to risk your inventory while searching for assistance.

Stacy Busch-Heisserer of Busch Pet Products & Care in Cape Girardeau, MI, can attest.

“Our town is rather small, only around 40,000 people, and while it functions like a much larger city for the most part, sometimes I run into issues finding people who can do certain jobs or work on certain products.”

When she did find a repair person to fix an issue with the heating element in one of her freezers, he did so reluctantly and for a whopping $400 bill. The next time an issue popped up, a noise within the freezer, she simply lived with it until it went away. And then switched to a different brand, one that had local repair support.

Karen Conell of The Bark Market funded her freezer purchases with support from manufacturers and distributors.


10 When you begin adding glass-front freezers to your sales floor, simply move the solid fronts to the back room for storage.

Billy Hoekman, nutrition science director for Answers Pet Food, explains why: “In order to avoid shortages, I would recommend having one to two freezers in back to store product. The No. 1 problem I see with successful raw stores is running out of products.”
Shane Somerville of Paddywack in Mill Creek, WA, has two solid-front freezers and one chest freezer in back.

“We designate one upright for returns and special orders, the other for backstock, and the chest for any overage.”


11 While many of you may be focusing your efforts on frozen raw food for dogs, raw feeding for cats continues to grow in popularity. Lindsay Meyers, who handles veterinary outreach for Primal Pet Foods, recommends, “As your raw business grows, it is smart to separate out a dedicated freezer in the cat section. Cat customers will not often wander over to the dog aisle for their frozen food without explicit instruction.”

Samantha Youngblood of Youngblood’s Natural Animal Care Center & Massage in Greenfield, IN, started with a small dorm-size freezer for cat products but recently upgraded to a full-sized, solid-front model with a hand-painted front touting the brands inside.

“Their food was getting lost in the shuffle of the dog freezers. We have a cat-only room, and adding a frozen section there was only natural … to show our customers the extreme importance of feeding their feline friend a species-appropriate diet, one that an obligate carnivore would need to eat and should eat on a daily basis. The response has been great, and we also use it as an overflow for some products that are dog- and cat- appropriate such as The Bear & The Rat and Scout & Zoe’s.”

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16 Tattoos That Show Exactly How Much Pet Pros Love Their Animals

Do you wear your heart on your sleeve? These pet pros definitely do.




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