‘The combination is great!’

‘Hooves and paws are entering into a new partnership here,’ rejoiced Gordon Bonnet, managing director of the ZZF (German Pet Trade & Industry Association), at the press conference to present the new Spoga Dog trade fair powered by ZZF. As part of the established equestrian trade fair Spoga Horse, the Dog Village powered by pet took place for the first time this year. This has already given rise to a new, independent trade fair format, which will be held every two years from 2027 onwards, whenever Interzoo is not taking place in Nuremberg. The first event will run from 30 January to 1 February 2027.

With Spoga Dog, Koelnmesse is expanding its trade fair offering in a targeted manner and exploiting existing synergies between the equestrian and horse industry and the needs of manufacturers in the dog segment. Bonnet explained why this step is important now: ‘There are 10.5 million dogs and 1.25 to 1.3 million horses in Germany. Horse and dog supplies are part of everyday life for many people.’ Sebastian Rosito, head of trade fair management at Koelnmesse, emphasised the high degree of overlap between the groups: ’54 per cent of horse owners also own a dog – and the proportion is likely to be much higher among active riders.’

Bernd Voss, director of Spoga Horse, will also be responsible for Spoga Dog in future. The ZZF will act as a partner, supporting the new format in terms of content and organisation. The new trade fair will be located in Hall 6, while Spoga Horse will remain in Halls 7 and 8. Both trade fair formats will run completely parallel for three days. Nevertheless, in non-Spoga Dog years, i.e. in even-numbered years, the Dog Village will take place as part of Spoga Horse, explained Rosito. ‘Through the strategic partnership with the ZFF, we are ensuring strong industry support.’

Animal welfare has always been a central focus for the ZZF since its foundation 75 years ago, as evidenced by its involvement in Spoga Dog. According to Bonnet, the association has made a voluntary commitment within the industry through the so-called Heidelberg Resolutions, which go well beyond the Animal Welfare Act. ‘In this respect, the trade fair is not only a marketplace, but also a source of inspiration that provides space for innovations, developments and further advances that benefit animals, animal welfare and animal owners alike.’ Whether in terms of products, materials, husbandry and care concepts or services: ‘We want to show how economic success and responsibility towards animals can be meaningfully combined.’

‘As Gordon has already indicated, this is doubly interesting for us,’ admitted Malte Hübers, managing partner of Dr.Clauder’s, part of the Mühldorfer Group. ‘Spoga Horse is well established, the combination is superb!’ Hunter has also already presented a collaboration with Pikeur Reitmoden and their Eskadron brand.

In addition to the Mühldorfer Group with Dr.Clauder’s and Balduin’s Beg Buddy, Palopa, Back on Track, Ewalia, QChefs and Hey Lana also had stands in the Dog Village. ‘Synergies are possible,’ said Franck Thery, business manager at Weenect, reacting immediately and positively to the announcement of the new format. Many were attending the trade fair for the first time, both exhibitors and visitors.

Olaf Krause, managing director of Equovis GmbH, also sees the new trade fair as a logical step: ‘As a leading manufacturer of horse feed, we very much welcome the new Spoga Dog, because the number of horse owners who are also dog owners is high and rising steadily.’ Krause added: ‘In line with this trend, we have developed specialised dog food products under the Höveler Dog brand, which we would like to exhibit there – for us, this is a real bonus.’

The innovative start-up Pascera presented ‘a paradigm shift in supplementation’ for dogs. The 1% catalyst is mixed into the daily rations in minimal quantities and can accelerate regeneration and support muscles. ‘Our vision was to harness the potential of sugar beet without the disadvantages of high sugar content,’ explained co-founder Vassili Moliavko at the stand.

At Dingo, CEO Agata Rutkowska-Piszczyn´ska presented collars and leashes made of nappa leather from the company founded in Poland in 1977. ­Miriam Feigenbutz, international development manager, and ­Miriam Michalak, marketing & sales manager, presented ‘Made in Germany’ supplementary feed and care products for Animally.

‘This will be interesting because it’s a year without Interzoo,’ explained Andreas Bonk and Jana Wenke at Bewital. They also found the idea particularly exciting because the trade fair is not structured around a cooperation like Agravis or Sagaflor.