For pet supplement and treat companies eyeing sustainable growth, regulatory compliance is no longer just a box to check — it is increasingly a business strategy. According to Asa Waldstein, principal, Apex Compliance, the companies best positioned for long-term success are those that build compliance into their operations long before they are required to.
"The leading companies are building compliance into the business long before they are 'forced' to," Waldstein said. "They are going beyond minimum requirements by putting systems in place to review ingredients, vet suppliers, monitor manufacturing quality and scrutinize marketing claims before products ever reach the market."
Starting with a strong foundation
Waldstein points to a Good Manufacturing Practices (GMP) mindset modeled on the standards applied to human dietary supplements as a practical starting point for pet product companies. That means qualifying vendors and ingredients for safety and potency before anything reaches the manufacturing floor, and maintaining rigorous batch oversight to ensure formulas deliver on label claims.
Marketing, however, is where many companies run into trouble.
"Most companies ultimately get into trouble because of their marketing, which is why a formal review and approval process is essential," Waldstein said. He noted that software platforms like Apex Compliance can review existing website and social media content for compliance risks, flag problematic language, and help companies evaluate content before it's published.
For Waldstein, the payoff is tangible: companies with strong compliance foundations are better positioned to raise capital, enter larger retail chains and scale with confidence.
Compliance as a trust signal
As regulatory scrutiny of pet supplements and treats increases, proactive compliance is also becoming a trust-building tool with retail partners, veterinarians and pet owners. Waldstein pointed to certification programs such as the National Animal Supplement Council (NASC) as one way credible brands can distinguish themselves, particularly in crowded marketplaces like Amazon.
"Proactive compliance helps credible companies stand out," he said. "It signals to retail partners, veterinarians and pet owners that the brand is serious about product quality, transparency and long-term accountability."
The cost of cutting corners
Waldstein has seen firsthand what happens when companies grow quickly without a regulatory foundation. An FDA warning letter or litigation can trigger a labor-intensive cleanup of years' worth of marketing materials — often at the worst possible time, such as during investor or acquisition due diligence.
"Companies that have already received FDA scrutiny or have been involved in litigation are often less attractive acquisition or investment targets than companies that have built strong compliance systems from the start," he said.
Beyond marketing, a strong regulatory foundation also shapes product development and ingredient sourcing. Waldstein noted that contamination issues, including Salmonella, can trigger costly recalls and pose health risks to animals. He also cautioned against using ingredients common in human supplements that may not be appropriate for animal use, citing xylitol, high doses of vitamin D3 and alpha lipoic acid as examples of ingredients that can pose safety concerns in animals.
No company is too small
One of the more common misconceptions Waldstein encounters is that small companies fly under the radar. That is not the case.
"No company is too small to be on FDA's radar," he said. "There are many examples of very small companies receiving warning letters based on online claims alone."
His rule of thumb: if a brand is online, it is on FDA's radar. For Waldstein, that mindset — adopted early and applied consistently — is what separates the companies built to last from those scrambling to catch up.
Asa Waldstein is principal of Apex Compliance, where he specializes in practical regulatory marketing support for dietary supplement companies. With 24 years of experience as a dietary supplement executive, consultant and marketer, he focuses on bridging the gap between compliance and marketing. He authors the weekly Warning Letter Wednesday newsletter, covering enforcement trends and marketing best practices.
