Latest news with #BanfieldPetHospital
Forbes
30-06-2025
- Business
- Forbes
Why Pet Startups Struggle In A Market Dominated By Mars And Chewy
Getting on these shelves is harder than ever. Five years ago, launcing a pet startup felt like riding a wave of opportunity. Today that wave has crashed into a wall of corporate consolidations, locked contracts and shrinking shelf space. To an outsider, the pet industry looks highly fragmented, with a mix of big-box retailers like Amazon, Chewy, and PetSmart alongside small, independent pet stores, vet clinics and brands. But below the surface, acquisitions by major players have made it more difficult than ever for startups to gain a foothold. Consolidation Is Reshaping the Industry The wave of acquisitions has fundamentally changed the competitive landscape, making it harder for new entrants to scale. "Finding your way in this space is much more complicated than five years ago," says Brett Furlong, CEO of pet transport company Starwood Pet. "With so many acquisitions having been made and expecting high growth, there is a rush to find the unicorn in an increasingly crowded space," Furlong says. Insights shared at the Kisaco Pet Connect conference by Bruce Truman of BLT Technology and Innovation Group and Candise Goodwin of Outlier Advisors illustrate just how much industry consolidation is reshaping opportunities for innovation and competition. Veterinary Care: A Tough Market for Innovation Approximately 30% of veterinary practices are now owned by large corporations or private equity groups, with Banfield Pet Hospital and Mars-owned VCA Pet Hospitals leading the charge. This consolidation often brings centralized procurement, reducing flexibility and limiting new product adoption. Consumers remain largely unaware of these affiliations, yet they experience the impact in the form of fewer choices and standardization of care. Adding to the challenge, canine visits to veterinarians declined 3.3% in the year ending August 2024, according to Vetsource. The hardest-hit sector? Veterinary pharmacies, as pet owners increasingly opt for mass-market retailers for their pet prescriptions. In a shrinking market, growth can only come from capturing competitors' market share—an expensive and difficult path that often leads to cost-cutting rather than investment in new products. Big Contracts and Consolidation are Choking Pet Tech and Food Startups What was once a regional diagnostics and technology business has gone national, with industry giants like Mars, Zoetis, and IDEXX locking in long-term contracts with veterinary groups. While these deals provide financial incentives to clinics, they create high barriers to entry for newcomers. Even faster, more cost-effective solutions struggle to break through when existing contracts restrict adoption. The pharmaceutical sector has also experienced consolidation, with Elanco and Zoetis leading acquisitions. Bob Rubin, CEO and Founder of pet business strategy advisor Breakaway Advisors, says that in the pet food space, 'it's super hard to get in unless you have something differentiated through innovation in the product itself and/or branding.' Mars and General Mills dominate, making it increasingly difficult for new brands to secure retail shelf space or veterinary recommendations. Why Innovation Is Failing In A Consolidated Pet Market NeilsenIQ reports that mass merchants continue to gain market share at the expense of independent pet shops, further squeezing startup opportunities. Truman and Goodwin describe this challenge as a "broken rung of innovation," where consolidated procurement and long-term exclusivity agreements prevent new entrants from gaining traction. The cost of pet ownership has also skyrocketed—up 49% since 2020, according to the American Pet Products Association. Rising prices are making consumers more cost-conscious, further dampening the growth of discretionary spending within the industry. How Startups Can Still Succeed Despite these challenges, opportunities remain for those who can carve out a highly specific niche. One of the things we've found in our mergers and acquisitions business is that so often the companies we sell have found a white space that was always there but no one else saw. Sonya Petcavich, Founder and CEO of cat-sitting company Meowtel, says that to succeed, "you have to go especially niche in the pet industry' and be 'the best there is within that segment." Petcavich says companies are focusing on 'specific species and breeds' because owners 'are looking for offerings that speak directly to them, rather than to a breed they can't relate with.' Petcavich says that kind of specificity is an opportunity and just the kind of particularism we see when we sell companies. Cecelia Carrera, Founder & CEO of wet cat food feeder BistroCat, emphasizes the importance of working with—not against—industry giants. Competing with the big players that have so many resources is not an ideal strategy, she explains. Carrera says startups should look for 'ways to complement their strengths." BistroCat, for example, designs its cat feeder to serve major brands' food products, which has helped open doors within the industry. Rubin of Breakaway Advisors says that even after all the conslidation, 'There are holes in the market and cat is a hot category right now' While premiumization in dog food has been happening since 2007, 'premiumization of cat food is just starting in the last year or two.' He points out that Tiki Cat just sold to General Mills for over $1 billion so there is still a lot of excitement about that market. Adaptability Is Key The pet industry is undergoing a seismic shift, but for founders who understand where the market is moving and how to align themselves strategically, the opportunity is still enormous. The question for founders is: Can you find the white space and get your company in it before someone else does? Niche innovations and leveraging industry partnerships are a path to growth despite the mounting barriers to entry.
Miami Herald
25-06-2025
- Entertainment
- Miami Herald
Where are America's most adventurous pets?
Alaska, Kansas and Wyoming have America's most adventurous pets, according to new research. A survey of 5,000 cat and dog owners, with 100 in each of the 50 states, explored the unique ins and outs of pet ownership, aiming to uncover some "pet owner superlatives," including who is most likely to take their pet on an epic adventure. Results revealed that The Last Frontier has the most adventurous pets, with 62% of Alaskans saying their pet always wants to explore, while 26% of Kansans said they tend to get into mischief outside. But that's not the only superlative that Alaskans can boast: the results found they're also the most attached to their pets. North Carolinians also ranked in the top five most attached and 56% said they have a second shadow - wherever they go, their pet goes. Commissioned by Banfield Pet Hospital and conducted by Talker Research, the survey found plenty of pet-obsessed owners in other states, too - such as who is most likely to seek veterinary care, celebrate their pet's special day and pamper them. Kentuckians take their pets with them for good reason: they were the most likely to bring their pets to the vet. That was followed by two other Southern states - Alabama and Tennessee, who are surely most likely to be on a first name basis with their veterinary team. Tennessee pet owners take things a step further, as they're the most likely to have more apps on their phone for their pet's wellness than their own. In Massachusetts, respondents know how to throw a party - as pet owners here were the most likely to celebrate their pet's birthday. Florida and Maryland were the other states most likely to celebrate their pet on their special day. Forty-five percent of Bay Staters surveyed will get their pet a birthday treat every year, and 12% admit they look forward to their pet's birthday more than their own. Outside of their special day, owners in Maryland know their pet still deserves extra attention, which might be why they're the most likely to pamper their dog or cat. While some of this pampering includes brushing their fur regularly (35%) and staying on top of their bath routine (32%), those in Maryland take things to another level. Seventeen percent of Marylanders have done photoshoots with their pets, and 14% said their pet has various outfits to wear. "One thing we know at Banfield is that while each pet owner has a unique approach, we all share a common passion and love for our pets," said Alea Harrison, Chief Medical Officer of Banfield Pet Hospital. "These pet owner superlatives reinforce the growing human-animal bond and importance of regular preventive veterinary care. Some respondents don't want to leave home without their pets - resulting in Louisiana, New York and Florida having some of the most well-traveled pets. Owners in Louisiana are the most likely to travel with their pet, but they're not going the farthest: Pets in Florida have traveled to the most states with their owner, while those in New York and Washington are most likely to have traveled internationally. Others prefer to stay home with their pets: respondents in Nevada reported spending the most time with their pets. Those in Connecticut earned the superlative for having the cuddliest pets and respondents in Indiana have the most "homebody" furry friends of all. PET OWNER SUPERLATIVES STATE-BY-STATE Alaska - most likely to take their pet on an adventureAlaska - most attached to their petsCalifornia - most likely to prioritize their pet's needs over their ownConnecticut - home of the cuddliest petsColorado - most likely to prioritize their pet's mental and emotional wellnessDelaware - most likely to use tech to manage their pet's careFlorida - most well-traveled pets (number of states)Georgia - most likely to have a wellness plan for their petIndiana - spends the most time being "homebodies" with their petsKentucky - most likely to take their pet to the vetLouisiana - most likely to travel with their petsMaryland - most likely to pamper their petMassachusetts - most likely to celebrate their pet's birthdayMichigan - where pets are the No. 1 most routine-oriented and least likely to try new thingsNevada - spends the most time with their petOklahoma - most likely to spend more on their pets grooming than their ownSouth Carolina - most likely to never miss a flea and tick treatmentTennessee - most likely to have more apps on their phone for their pet's wellness than their own Survey methodology: Talker Research surveyed 5,000 cat and dog owners, with 100 in each of the 50 states; the survey was commissioned by Banfield Pet Hospital and administered and conducted online by Talker Research between April 10–25, 2025. We are sourcing from a non-probability frame and the two main sources we use are: Traditional online access panels - where respondents opt-in to take part in online market research for an incentiveProgrammatic - where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan. Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash-equivalent monetary value. Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample. Interviews are excluded from the final analysis if they failed quality-checking measures. This includes: Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speedersOpen ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant textBots: Captcha is enabled on surveys, which allows the research team to identify and disqualify botsDuplicates: Survey software has "deduping" based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access. The post Where are America's most adventurous pets? appeared first on Talker. Copyright Talker News. All Rights Reserved.
Malaysian Reserve
10-06-2025
- Health
- Malaysian Reserve
Banfield Delivers its Most Robust Preventive Care Packages Yet to Support Pets in their Golden Years
Nation's leading provider of preventive veterinary care launches new offerings to support senior pets, empowering veterinary professionals and pet owners to help identify age-related issues VANCOUVER, Wash., June 10, 2025 /PRNewswire/ — For more than 30 years, Banfield Pet Hospital—part of the Mars Veterinary Health family of practices—has been at the forefront of affordable, high-quality preventive care through its innovative Optimum Wellness Plans® (OWPs). Today, the practice is proud to announce its first-ever Senior Care Optimum Wellness Plans, designed specifically to proactively support aging pets. The new offerings underscore Banfield's commitment to lifelong pet wellness, providing over two million OWP clients nationwide with flexible, budget-friendly packages that enhance access to high-quality veterinary care. Introducing: Banfield's new Senior Care OWPsInformed by insights from Banfield's extensive medical record database and industry best practices—including the American Animal Hospital Association's (AAHA) Senior Care Guidelines for Dogs and Cats—the new Senior Care and Senior Care Plus OWPs bundle essential preventive services with advanced diagnostics. This proactive approach aims to detect signs of age-related illnesses when intervention is most effective and affordable. The Senior Care OWP is designed to help identify signs of age-related illness, combining essential services like vaccinations and exams with comprehensive diagnostic testing. The Senior Care Plus OWP builds upon this foundation by including all the services in the Senior Care plan, plus a professional dental cleaning to maintain oral health. 'This evolution of our OWP offerings exemplifies Banfield's leadership in innovative, data-informed, and high-quality preventive veterinary care—meeting the needs of pets and the people who care for them at every stage of life,' said Dr. Alea Harrison, Chief Medical Officer of Banfield Pet Hospital. 'The Senior Care plans help make caring for aging pets more convenient and accessible. With advanced diagnostics, veterinary teams and pet owners can identify age-related health issues and manage care more affordably.' Banfield's most comprehensive preventive care packageThe Senior Care Plans are Banfield's most comprehensive preventive care packages yet to help catch some of the most common issues seen in older pets. Seniors, and adult pets of any age that would benefit from additional screening, can take advantage of six types of diagnostic tests offered with Senior Care OWPs to help detect changes in organ function and overall physical health. This includes: Bloodwork, which can help monitor changes in the body as pets age and detect common age-related issues like kidney and heart disease. Radiographs (X-rays), which can help monitor changes in bones, joints, and organs. This includes an expert consultation by a radiologist to provide a second set of eyes, reviewing the films and giving guidance on next steps. Urine testing to provide additional insight into kidney function and help detect urinary tract infections (UTIs), diabetes, and kidney disease. Blood pressure monitoring, which is essential for older pets that have specific conditions or take medications that require monitoring. An electrocardiogram, which can detect signs of heart abnormalities. Seventeen percent of the over 500,000 senior dogs and cats examined annually at Banfield's 1,000+ hospitals are diagnosed with cardiac issues, while 11% are diagnosed with diabetes. This underscores the need to equip veterinary teams and pet owners with a comprehensive way to understand a pet's health, helping to enable high-quality care that's tailored as they age. Custom preventive care that grows with your petBanfield's suite of Optimum Wellness Plan packages can be customized for every age and stage of a pet's life—from puppy and kittenhood through the golden years. In addition to unlimited office visits, vaccinations, exams, and more, all OWPs include access to Pet Chat™, Banfield's 24/7 text-based veterinary advice service. All Banfield clients have digital access to their pet's medical records, payment information, and appointment scheduling via Banfield's website or app. Plus, clients can enjoy discounts on eligible products and services, convenient AutoShip options, and the flexibility to pay monthly or in full—all while benefiting from care at any one of Banfield's network of more than 1,000 hospitals nationwide. OWPs are not insurance, rather they are a set package of preventive care services at a fixed cost, covering unlimited office visits, vaccinations, exams, and more. With insurance, you pay a premium and hope your pet's services are reimbursed. With an OWP, you pay in monthly or yearly installments for a package of preventive care services. Learn more here. About Banfield Pet HospitalBanfield Pet Hospital was founded in Portland, Ore. in 1955 and today is a pioneer in preventive veterinary care with more than 1,000 general veterinary hospitals in 42 states, Washington D.C., Puerto Rico, and Mexico. Every year, Banfield's veterinary teams provide high-quality veterinary care to over three million pets, including more than two million Optimum Wellness Plan clients. As part of the Mars Veterinary Health family of practices—which includes nearly 70,000 Associates around the world who are united in delivering high-quality veterinary care at every stage of a pet's life—Banfield's more than 19,000 Associates nationwide are committed to positively impacting society through the Banfield Gives Back program and to its Purpose: A BETTER WORLD FOR PETS, because pets make a better world for us. Press seeking additional information are invited to call the Banfield Media Hotline: (888) 355-0595.
Wakala News
09-04-2025
- Health
- Wakala News
Boutique vet clinics spruce up pet care with Prosecco, snazzy waiting rooms and bespoke pricing
When Kathleen Whitman's daughter's Bernadoodle, Cody, swallowed a Kong toy, the family faced a veterinary emergency requiring immediate surgery. X-rays at their local suburban clinic suggested what looked like a hair tie tangled in Cody's intestines. When referred to a corporate emergency hospital, the family was quoted $10,000 for the procedure. 'They literally told me in the waiting room with a clipboard, thinking I was just coming in and we were doing $10,000,' Whitman said. 'I said, 'No, I'm just coming in to hear the price.' Desperate for an alternative, Whitman reached out to Vetique, a boutique veterinary clinic in Chicago's Gold Coast neighborhood. There, Dr. Jessica Trice and Dr. Jennifer Remnes performed the surgery for what Whitman called 'an appropriate fee' that was significantly less than $10,000. During the surgery, she and her daughter waited in the clinic's lobby with glasses of Prosecco while receiving regular updates. 'The humans were taken care of just as much as the puppy in distress was,' Whitman said. This experience mirrors what many pet owners report when comparing corporate-owned emergency animal hospitals to independent practices. Kara Adams, whose 16-year-old rescue dog Shadow needed emergency eye surgery, also chose Vetique over corporate alternatives. When Adams called Vetique explaining she had only $1,000 available, staff accommodated her financial constraints. 'The planning manager came out with a payment plan for me,' Adams said. 'I was crying because otherwise, what would I do? I didn't have any other options.' 'You literally burn people out' Drs. Trice and Remnes founded Vetique after witnessing firsthand how corporate consolidation was transforming veterinary medicine — often for the worse. 'Just coming from a corporation for many years, the whole thing is about quantity, getting all those pets,' Trice explained after spending 10 years at Banfield Pet Hospital, followed by five years as a medical director at VCA Animal Hospitals. 'We feel the best way is not pushing about the number of quantity, because it gets very sloppy and you lose that interaction and relationship with the clients.' Remnes' experience echoed her partner's concerns. At Banfield as a new graduate, she found herself overwhelmed by volume demands. 'As a new grad, you're still learning and trying to break into this brand-new world. I was seeing like 30 pets a day,' Remnes said. She later moved to VCA before its Mars acquisition, initially enjoying the autonomy because 'each hospital was able to operate as they liked to.' After the corporate takeover, however, the pressure intensified. 'It was like, 'Oh, you need to see this number of pets, or we're decreasing your salary.' That's what's burning out the industry,' Remnes said. 'You literally burn people out doing that. You can't possibly offer your best when you're crammed with all of these patients.' These pressures contribute to a profession in crisis. A 2024 study in the Journal of the American Veterinary Medical Association found that U.S. veterinarians are more likely to experience serious mental health struggles than most people. 'We have forums on Facebook where our industry has one of the highest suicide rates,' Remnes noted. 'It's because of things like this, when you're given spreadsheets and quotas rather than focusing on patient care.' Their solution was to create a different business model. Instead of maximizing patient volume, Vetique prioritizes extended appointment times and a calming environment with luxury touches like sparkling epoxy floors, examination tables with faux fur coverings and exam rooms named after the founders' pets. 'I'd rather see four pets a day. That meant that family was getting my full attention, that pet was getting everything that I do,' Remnes explained. Alongside traditional veterinary medicine, Trice offers acupuncture, herbal remedies and chiropractic treatments — holistic approaches she had wanted to pursue at corporate practices but was discouraged from using. Surging pet care prices Setting prices at Vetique involves balancing fair market rates with the clinic's added value. What Remnes found surprising was how significantly corporate prices have increased in recent years. 'Prices are so drastically different from when I was at VCA seven years ago. They're charging actually close to what we're charging as a general practice for an exam,' she noted. This observation led her to reconsider Vetique's own pricing strategy. 'It's like, 'Well, we can actually probably charge more, because we offer all these experiences along with it.' It's trying to find a happy medium, trying to be fair, but also knowing our value.' Despite the appeal of the boutique model, both Remnes and Trice acknowledge significant business challenges. The clinic is in its third year of operation, still within the typical three-to-five-year window before seeing substantial returns. Unlike corporate-backed veterinary chains, Vetique is entirely funded through a bank loan. Vetique's founders see their clinic not as a competitor to corporate chains but as an alternative model for the industry. 'We're not competing,' Trice said. 'We're creating a new veterinary culture.' Corporate giants reshape vet landscape John Volk, senior consultant with Brakke Consulting, said veterinary practices historically grow 4-5% annually and carry minimal accounts receivable, making them attractive to investors. 'Pet care in general is very attractive to the financial community,' Volk said. 'It's a very steady growth industry, and it's a cash business, so they carry very little accounts receivable because pet owners pay for their services at time of service.' Mars Inc., best known for candy brands like M&M's and Snickers, has quietly become the largest owner of veterinary hospitals in the U.S. through a series of major acquisitions. The privately held company owns three of the nation's largest veterinary chains: Banfield Pet Hospital, VCA Animal Hospitals, and BluePearl Specialty and Emergency Pet Hospital — giving it control of more than 2,000 clinics across North America. Mars entered the pet care industry in 2007 by acquiring Banfield, which primarily operates inside PetSmart locations. In 2017, it significantly expanded its footprint by purchasing VCA for $9.1 billion — one of the largest acquisitions in veterinary history, according to the American Veterinary Medical Association. VCA operates more than 900 hospitals in the U.S. and Canada, while Banfield has over 1,000 clinics nationwide. Unlike VCA, which grew by acquiring independent practices, Banfield has mostly launched new locations within retail stores. Mars's scale allows for standardized protocols, shared technology platforms and subscription-based wellness plans across its network. According to the company website, Mars Veterinary Health serves more than 25 million pets annually. While private equity firms have been acquiring veterinary practices since the late 1980s, the trend has accelerated significantly over the past 15 years. Volk estimates approximately 30% of veterinary practices are now corporate-owned. Despite the growth in corporate ownership, Volk sees no evidence that care quality differs significantly between corporate and independent practices. 'I've not seen any data to suggest that the services provided by corporately owned practices are materially different than services provided by independently owned practices,' he said. However, some policymakers have raised concerns about the impact of consolidation on pricing. In January 2023, Sen. Elizabeth Warren, a Democrat from Massachusetts, specifically called out Mars Veterinary Health and other large veterinary corporations in a letter to the Federal Trade Commission. Warren cited 'troubling reports of anti-competitive consolidation' and suggested these corporate entities were using market power to 'raise prices for consumers and lower wages for veterinarians.' Even as consolidation continues, Volk finds that independent practices remain viable. 'If you have a DVM degree and don't have a bad personal history, you can get money to buy or start a practice,' he said. 'Veterinarians are one of the lowest-risk borrowers of any category.' For new veterinarians, the industry offers growing opportunities. The American Veterinary Medical Association reports the average starting salary in companion animal medicine reached approximately $137,000 in 2024. Design, investment, and a human touch When clients walk into a Bond Vet clinic, they won't find the sterile environment or cluttered waiting rooms traditionally associated with veterinary offices. Instead, they'll encounter soft pastel colors, comfortable seating and an atmosphere deliberately designed to feel more like a high-end hospitality experience than a medical facility. 'The industry has two categories of clinics historically — many designed very clinical, cold and sterile, and then others called mom and pop, which could be cluttered or dirty,' said Garrett Lewis, CEO of Bond Vet. 'The question is how to solve both problems.' That solution – creating premium veterinary experiences with transparent pricing and greater accessibility – has attracted significant private equity investment. While these premium services might suggest significantly higher costs, Lewis emphasizes transparency in Bond Vet's pricing model. 'When someone comes in, you can look at the laptop and see exactly what the pricing is,' he said. 'Our prices are just a little bit above average, but the experience is what differentiates us.' This transparency extends to digital platforms, where clients can check prices online or via text before visiting. During appointments, veterinarians show pricing information directly to clients on laptops, allowing for discussion about options. Bond Vet, backed by a $170 million investment from Warburg Pincus, has expanded to 57 locations across the Northeast and Midwest since its founding in 2019. The company was inspired by human-focused healthcare models like One Medical, focusing on convenience, design, and a better experience for both pets and owners. 'They saw the same issue, which was that the industry wasn't serving clients and pets at a much higher level,' Lewis said of Bond Vet's founders, who included a veterinarian and her husband. 'They quickly found it was very different to change culture and design in existing practices, so they rebooted from the ground up.' Bond Vet's approach represents a broader trend in veterinary medicine, where traditional practices are being reinvented with a focus on client experience alongside medical care. Bond Vet's model bridges the gap between traditional veterinary practices and emergency hospitals, offering urgent care alongside preventative services – all with a hospitality-focused approach. 'In the 90s, if you needed sick care, your veterinarian would say, 'Come on in.' If you needed preventive care, they'd say, 'Come on in,'' Lewis explained. 'What happened in the 2000s is a lot of specialization occurred where practices became just preventative and started referring out anything that looked urgent or sick.' Bond Vet handles non-emergency urgent cases that might otherwise end up in expensive emergency rooms. 'ER practices see about 40% of their volume as urgent rather than emergent cases. Clients go to ER and spend twice as much, often having to wait longer,' Lewis noted. These clinics feature design elements specifically created to reduce stress for pets — an approach that appears to be working. 'I always see dogs dragging their owners into the clinic, which is not a common thing,' Lewis said. The 'no walls' philosophy breaking ground Imagine walking into a veterinary emergency room and instead of being separated from your pet during a crisis, you're welcomed directly onto the treatment floor. At Veterinary Emergency Group (VEG), this isn't just possible — it's mandatory. 'We built an entire business around it,' said Dr. David Bessler, founder and CEO of VEG. 'It's much easier doing something 100% of the time than trying to do it 90% of the time.' With 102 locations across 28 states, VEG represents an approach to emergency veterinary medicine that stands apart from both traditional practices and newer primary care models. Unlike other veterinary innovators that blend primary and urgent care, VEG focuses exclusively on emergency medicine – a deliberate strategy that Bessler calls 'a bit of a crazy bet.' 'We took the hardest part of an industry, emergency, and created an entire business around that,' said David Gladstein, co-founder and president of VEG. 'It's hard to make money, it's hard to get the team, it's hard to recruit, it's hard to train.' VEG's most distinctive feature is its commitment to keeping pets with their owners throughout the entire treatment process, even during emergencies — an approach not found in traditional emergency hospitals where pets are typically treated in back rooms away from owners. This transparency extends to the physical design of newer VEG hospitals, which have eliminated traditional waiting rooms entirely. 'Our newer hospitals don't even have a lobby,' Gladstein explained. 'You literally walk in and you're in the middle of the treatment floor.' In a notable departure from many veterinary innovators, VEG has achieved financial independence from its initial investors and now funds its expansion through its own operations. 'VEG is now independently able to do that,' Gladstein stated. 'We don't need anyone else to advocate for us or to pay for us. We're not beholden to anybody. We're beholden to our customers, and we're beholden to our veggies.' This independence allows the company to maintain its distinctive approach while continuing to open 25-30 new locations annually. The company's exclusive focus on emergency care, while limiting in some ways, has allowed it to 'crack the code' on veterinary emergencies according to Gladstein. 'We've kind of cracked the code on one way of doing things in emergency that results in a better experience for all of the souls that are there experiencing that at the same time.'
