Connect with us

Press Releases

True Leaf Unveils New Brand Identity and Product Innovations

Research-inspired new look and product line will be officially revealed at the Global Pet Expo.




(PRESS RELEASE) VERNON, BC – March 13, 2019 – True Leaf Medicine International Ltd. announced the launch of a new brand identity, redesigned logo and product innovations that reflect its commitment to be the most trusted cannabis-for-pets brand.

The new brand identity features a logo with the True Leaf name in a simple, clear scripted typeface accented with an elegant leaf, highlighting the natural plant goodness of True Leaf’s products. The logo will be featured on all the Company’s products, uniting them under a single banner, and reflecting True Leaf’s emergence as a global leader in cannabis and hemp wellness for pets.

The new brand and expanded product line will begin being rolled out in May 2019 to nearly 2,500 pet retail stores in North America, with Europe to follow towards the end of the year.

The new brand and expanded pet product line were developed in partnership with Dossier Creative, the firm behind successful brands such as Vega Nutrition and Mike’s Hard Lemonade. The new branding is designed to appeal to the new generation of pet owners, based on the latest trends learned from consumer and industry research undertaken recently by the Company. Key findings revealed that the majority of people interested in cannabis for their pets are between the ages 18-34, and that’s the consumer group True Leaf is addressing with its new branding.

True Leaf and Dossier Creative set out to create a brand identity that inspires trust with pet owners who are looking for quality, transparency and education. For example, the new packaging has updated dosing charts for dogs of all sizes, eliminating the guesswork for the smallest and largest breeds.

The new brand and products will be officially unveiled at the Global Pet Expo – the pet industry’s largest event – held March 20-22 at the Orange County Convention Center in Orlando, Florida.


“True Leaf represents the type of project that we love at Dossier. It is a challenger brand leading the way in an entirely new product category called cannabis for pets,” said Don Chisholm, co-founder and innovation director of Dossier. “As a pet parent myself and knowing how much love and money that we spend on our pet companions, I’m confident that True Leaf’s new brand identity and architecture sets the company up for explosive growth and success – like many of Dossier’s clients.”

New Product Innovations

True Leaf is also launching new product innovations, including advanced formulas of its popular hemp-based Calming Support and Hip + Joint Support chews and oil supplements. The proprietary formulations combine therapeutic hemp with active ingredients such as omega-3, DHA and EPA from seafood and plants to help maintain and optimize pets’ health during their active and healthy years.

The Company is also adding Everyday Omega, a new omega-3 supplement for dogs, to its product line. The new supplement evolved from True Leaf’s previous Immune + Heart chew – an antioxidant-rich formula that strengthens immune and cardiovascular function – and is enhanced with omega-3 content to meet National Research Council standards.

All three products, Calming Support, Hip + Joint Support, and Everyday Omega, will be available in small, medium and large format chews (from puppies up to large dog breeds), and as a hemp seed oil that can be used as a healthy and tasty kibble topper.

“Our new brand and expanded product line is all about reigniting your pet’s natural zest for life: more wags per tail, more chase per ball, and more ruff per tumble,” said Darcy Bomford, founder and chief executive officer of True Leaf. “We are inspired by the unconditional love our pets give us every day. They are our constant companions and trust us to keep them safe and healthy. Our purpose is to return that love through natural preventative supplements that harness the healing powers of cannabis and other active plant-based ingredients to reduce joint pain, boost immunity, and alleviate anxiety.”


Committed to creating better plant-based solutions for pets and the environment, True Leaf is also adding a family of oil of oregano products to its line. The new products: Healthy Gums Dental Spray, Healthy Teeth Dental Gel, Healthy Skin & Coat All-Purpose Spray, First Response Topical Gel, and Fresh Breath Chewables, are the first oil of oregano products specially formulated for pets that leverage the medicinal benefits of this essential oil loaded with antioxidants.

Most Trusted Cannabis-for-Pets Brand

Research shows that pet owners are interested in cannabis treatments for their pet companions but are unsure about the unregulated and illegal/grey market CBD products currently being sold. True Leaf products use hemp seed – the legal strain of cannabis – and are backed by industry regulators such as the National Animal Supplement Council (NASC) so pet owners know that the product they are giving their pet companions are legal, safe and effective.

True Leaf’s advanced formulas were developed by a team of pet industry veterans with 200+ years of collective expertise in making supplements for pets, including veterinarian Dr. Katherine Kramer, a passionate, knowledgeable advocate for the research and therapeutic use of cannabis for animals, who chairs the Company’s Veterinary Advisory Board.

To learn more, please visit

Members of the media can request a comprehensive media kit by emailing





Webinar Replay: How One Store Reached the Top of the (Raw) Food Chain

Catch a PETS+ Live! webinar replay in which host Candace D'Agnolo hosts the owners of Ben’s Barketplace, the largest independent retailer of raw food in California. To see more PETS+ Live! webinars, visit

Promoted Headlines

Want more PETS+? Subscribe to our newsletter.


Press Releases

Global Pet Expo Announces Biggest Show to Date

With the largest annual industry event set to kick off on March 20, officials report more exhibitor booths than ever before.




(PRESS RELEASE) STAMFORD, CT – American Pet Products Association (APPA) Executive Vice President & COO Andy Darmohraj announces that this year’s Global Pet Expo has sold a record number of booths making it the largest show to date. Darmohraj is also excited to report the Boutique, Natural Pet and What’s New! special sections on the show floor have also sold out weeks prior to the show. Global Pet Expo is set to take place March 20-22, 2019 at the Orange County Convention Center in Orlando, Florida.

“The Global Pet Expo team works tirelessly all year long to continue making this Show the pet industry’s premier event,” said Darmohraj. “The fact that our show floor will be the largest to date, further solidifies the significance of this show and that it truly is the must-attend industry event of the year.”

The 2018 Show featured 1,164 exhibitors, 3,523 booths sold, covering 352,300 net square feet of exhibit space—nearly 10,000 feet larger than the 2017 Show. 6,508 qualified buyers, 2,100 of which were first-time buyers, representing 79 countries around the world were in attendance. With more than 3,000 new product launches, Global Pet Expo will showcase the latest and greatest products available for all types of pets including dogs, cats, birds, fish, reptiles, small animals and horses.

The tremendous success of the continuously growing Global Pet Expo has been recognized by the trade show industry as well. Trade Show ExecutiveMagazine (TSE) ranked Global Pet Expo #48 on their exclusive “Gold 100” list. This honor recognized Global Pet Expo as one of the 100 largest shows that “Set The Gold Standard” for the trade show industry, exceeding thousands of others in exhibit space, exhibiting companies and attendance. Global Pet Expo is also ranked #48 in TSE’s Fastest 50 for fastest growing trade shows and was honored at the prestigious Trade Show News Network (TSNN) Awards as a Top 25 Fastest-Growing Show in net square footage.

Global Pet Expo is open to independent retailers, distributors, mass-market buyers and other qualified media and professionals. To learn more about the show, click here

Continue Reading

Press Releases

World’s Leading Pet-Sitter Association Celebrated 25 Years

Sunday, March 17, marked the 25th business anniversary of Pet Sitters International (PSI).




(PRESS RELEASE) Sunday, March 17, marked the 25th business anniversary of Pet Sitters International (PSI), which was officially founded by Patti J. Moran on March 17, 1994.

PSI is the world’s leading educational association for professional pet-sitting and dog-walking businesses. The association represents nearly 6,000 member businesses in the United States, Canada and more than 15 other countries.

“The professional pet-sitting industry has experienced significant growth in the last two and a half decades,” said Moran. “At PSI we feel our mission of ‘promoting pet-sitting excellence through education’ is more important than ever before.”

Moran developed pet sitting as a profession after starting her own pet-sitting business in North Carolina in 1983. After word of her business spread to other parts of the United States, Moran was prompted to put her how-to advice on paper. Her book, Pet Sitting for Profit, was published in 1987 and is often referred to as the “bible of professional pet sitting.”

Moran didn’t stop there. Requests for her pet-sitting forms led to the start of Patti Moran’s Products for Professional Pet Sitters and as others joined her in the profession, she ultimately founded PSI in 1994.

“When I first started pet sitting, there was no one available to give me advice or point me toward business tools and educational resources to help me in my endeavors,” said Moran. “I feel honored that I was able to share what I learned with others, and that PSI has been able to help thousands of pet lovers turn their passion for pets into successful careers.”

Since its creation, PSI has been a trailblazer in the professional pet-care sector, with numerous contributions to the industry including:

  • Partnering with Business Insurers of the Carolinas to provide the first-ever business insurance for professional pet sitters
  • Publishing the first magazine for professional pet sitters, now called Pet Sitter’s World
  • Hosting the industry’s first international conference, now called Pet Sitter World Educational Conference and hosted annually in November
  • Offering the first-ever knowledge-assessed certification specifically for professional pet sitters

“Together with our members, PSI is continually shaping the standards of professional pet sitting and offering pet sitters and dog walkers around the globe the tools needed to succeed in this ever-changing profession,” added Moran.

PSI has hosted various opportunities throughout the month to celebrate, including its first-ever online conference on March 7. The 25th anniversary celebration will culminate on Monday, March 18, with a live interview with Moran on the association’s Facebook page.

To learn more about PSI and the professional pet-sitting industry, or to find a local PSI member pet-sitting business, visit

Continue Reading

Press Releases

Generation Pet Opens Second Warehouse in the Northeast

It hopes for the warehouse to be fully operational by April 1.




(PRESS RELEASE) Locally and independently owned pet food distributor Generation Pet announced that it will be opening a second warehouse location to service its new territory in the Northeast. Company management are actively interviewing employee candidates and finishing inventory logistics with the hope of having the warehouse fully operational by April 1.

Generation Pet expects this move to improve and more efficiently service its rapidly growing northern territory. In addition, Generation Pet is opening its distribution territory to five new states to include Connecticut, Vermont, New Hampshire, Rhode Island and Massachusetts. This move is intended to improve the current demand for premium, all natural and holistic pet products in pet food retailers.

Generation Pet opened its doors in 1998 and is owned by Doug John. It has enjoyed more than 20 years of working hand in hand with pet food retailers to offer the best the market has to offer and educating retailers on the benefits of a raw diet. John’s motivation for starting up a distribution company was to be able to offer pets alternative, good quality nutrition.

Today Generation Pet currently services the Mid-Atlantic region operating out of its warehouse just outside of Baltimore, MD.

Generation Pet is committed to the independent retailer by providing unique all-natural products, which are exclusively sold to the independent retailer. Major brands include Answers, Aunt Jeni’s, Ark Naturals, Animal Essentials, Bravo, Green Coast Pet, Nulo, Weruva, and so much more. They offer each retailer extensive training on all products either in store, conference calls, or through webinars.

Continue Reading

Most Popular