New Identity of the World Pet Association (WPA)

WPA officials said that they are focusing efforts around four key pillars:

– producing world class trade and consumer shows and events

– providing industry action and leadership

– supporting retail with business services and value-added resources

– giving back through community good works.

As part of the rebrand, WPA has a new logo. The design features a modern look, with softer lines and a subtle outline of a dog, which officials said represents WPA’s personality—progressive, caring, responsive and a steward of the industry and pet community.

“The brand and association offerings will ensure that retailers are being supported and well-served with an eye toward innovation, technology and experiential marketing,” officials said.

However, the WPA brand goes beyond a new logo and operational focus, said Jacinthe Moreau, WPA president.

“It’s about the association’s leadership evaluating what the industry and our members need in order to grow and thrive in a competitive, ever-changing marketplace,” Moreau said. “As a result of this effort, WPA will bring its members new service offerings and a library of retailer tools that will allow the association to serve as a year-round resource. These offerings will include data-driven reports, customized information, online education, one-on-one consulting and more that will allow retailers to be agile and strategic as they plan their marketing and sales efforts.”

To more closely align with the core values and needs of the pet community, WPA has also refreshed its mission and vision statements: “Mission—Seek. Share. Inspire. Everything we do is about uniting the pet community through knowledge, integrity, innovation and leadership. Vision—Nurturing a healthier, more productive and collaborative pet industry that enriches both pet and human life.”