Clear Conscience Pet Founder Hosts “The Next Wave of Natural” Symposium in Animal Health and Wellness Smart Sessions at 2014 Total Pet Expo

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Animal nutritionist, entrepreneur, writer, and broadcaster Anthony Bennie will lead group sessions on the affects of mass market saturation, regulatory changes, and “lazy thinking” on animal health and the future of the natural pet food and treat business

Clear Conscience Pet Founder Anthony Bennie has been chosen to lead a discussion group and education session called “The Next Wave of Natural” at this year’s Total Pet Expo in Rosemont, Illinois. In this new program, Bennie will shed light on the rapidly changing and natural and alternative pet care niche.

“The goal is to look at this market segment which has been the key growth engine for the past twenty years in the pet food and treats industry,” said Bennie. “What’s really happening beyond all of the hype, and how recent and future changes will affect different industry players.”

“The Next Wave of Natural” focuses on the market saturation of brands positioned as “all natural” including rapid expansion into grocery and mass markets. This inevitably dilutes the perception of specialness upon which the natural pet category has relied upon for decades of growth.

But the rapid expansion of “all-natural” products not only affects market share for specialty retailers, it can affect the nutritional quality of what we feed our pets. “When the economics of natural pet food mass marketing and the true value of optimum animal nutrition conflict, pets can wind up being unintentionally downgraded to lower quality foods and treats,” said Bennie referring to his analysis.

This session will help participants to recognize the difference between natural products that are genuinely high quality and those that embrace short cuts and dubious ingredient choices to meet price and profit goals required for mass market success.

Sessions are slotted for the following times at the Animal Health and Wellness Station on the show floor at the Total Pet Expo:
Friday, September 19, 10:30 – 11:15 am;
Saturday September 20, 1:00 to 1:45 pm; and
Sunday, September 21, 10:30 to 11:15 am
Anthony Bennie hosts a weekly radio program called Clear Conscience Pet Radio, and topics such as the controversial “Next Wave” theory are discussed along with segments featuring animal communicators, rescue groups, and even musicians who practice their art with tunes produced just for dogs and cats. His latest mission is bringing the concept of CleanLabel™ formulation to animal nutrition through Clear Conscience Pet®.

Anthony Bennie
Founder and Chief Nutrition Officer
Clear Conscience Pet LLC
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Twitter handle: @ccpettreats
Video interviews with Founder, Anthony Bennie: visit:

About Clear Conscience Pet®, LLC
Clear Conscience Pet is a multiple award winning company that creates holistically balanced innovative pet nutrition products. Through its CleanLabelPet™ initiative, the company is leading the pet food and treats industry as the first company to align with the emerging international “clean label” movement.

Clear Conscience Pet Clean Label products include SuperGravy™, the first CleanLabel™ Pet Food Gravy Topper Mix, the Sliders® brand of tender meaty holistic dog treats, Treats and Chews with OSV™ SuperFood Dry Rub™, and grain-free organic and vegan CleanLabel™ Dog Biscuits. The company is based in Wilton, Connecticut and is family-owned by Founders Anthony Bennie and Amanda Malone Bennie. They currently market their pet nutrition products to independent pet supply retailers, veterinarians, health food stores, and other pet specialty outlets.

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Anthony Bennie
Clear Conscience Pet
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