Bill Bookout, presidentNational Animal Supplement Council (NASC)
Over the past two decades, we have seen remarkable growth in how pet owners think about their animals' health. What was once considered an emerging category has become an essential part of how countless people support their pets' well-being.
Along the way, expectations have grown as well — from regulators, from retailers, and most importantly, from pet parents themselves. That evolution is one of the reasons we are proud to launch Pet Supplements Pro in collaboration with Petfood Industry.
At the National Animal Supplement Council, our mission has always centered on promoting responsible practices, quality standards and industry accountability. Since our inception, we have embraced an approach of continuous improvement and co-regulation, working cooperatively with FDA-CVM, state regulators and associations like AAFCO that recommend regulatory policy.
As we celebrate 25 years of NASC, we also recognize that our work must continue to evolve alongside the market and consumer demands. Education and transparency remain critical. Clear, accurate information is more important than ever.
Pet Supplements Pro is designed to be a reliable, industry-focused resource that supports professionals working in this dynamic space.
Each newsletter will explore regulatory developments, compliance considerations, supplier innovation, market trends and the broader forces shaping the supplement and treat sectors. Our goal is not just to report on what is happening, but to provide context and clarity.
Staying current today is not optional as regulatory expectations continue to evolve. Product formats are expanding. Functional treats — which are likely to present regulatory risks — and wellness-focused formulations are gaining momentum.
With growth comes responsibility, and the industry benefits when its participants are informed, prepared and proactive.
As Jack Welch said, "Control your own destiny or someone else will."
Through this newsletter, we hope to create a space where manufacturers, suppliers, service providers and stakeholders can stay aligned on what matters most. Strong standards, thoughtful innovation and open communication help build confidence across the entire marketplace.
We also recognize that collaboration strengthens the industry. By partnering with Petfood Industry, we are bringing together editorial expertise and subject matter leadership to serve this community more effectively. Our shared objective is to deliver content that is practical, relevant and grounded in real-world experience.
As you read each issue, I hope you come away with greater clarity about the forces shaping our industry, renewed confidence in the work you are doing, and useful insights you can apply immediately within your own organization.
The pet supplements and treats sector will continue to evolve. With the right information and a commitment to responsible practices, we can ensure that growth is sustainable and that trust remains at the center of our work.
Thank you for being part of this community. We look forward to what we will build together.
