What do you get for placing an Evanger's or Against the Grain order at SuperZoo before you've seen your current wet food sell-through?
The plain answer: 15% off select SKUs, plus another 10% if you add qualifying new products to the same order
Evanger's and Against the Grain just announced exclusive show specials for SuperZoo 2026, available only to retailers who visit Booth #3711 or order through participating distributors during the show's promotional window. The deal: 15% off select products from both brands, with an additional 10% discount when you add qualifying new SKUs to the same order.
The promotion is designed, the company said, to reward retail partners while giving them an opportunity to stock proven best-sellers and introduce new product innovations. Orders can be placed directly at the booth or through a participating distributor's promotional ordering process, using official SuperZoo order forms that outline eligible products.
"These show specials allow retailers to stock trusted favorites while discovering innovative additions that reflect today's trends in premium nutrition, functional feeding, and pet humanization," said Holly Sher, Owner of Evanger's Dog & Cat Food Company.
The caveat: you're locking shelf space and working capital before you know what's actually moving
Show-floor deals are normal. The timing creates a decision most buyers would rather defer: commit to a wet food reorder now, before your current velocity data tells you whether the category you stocked is actually turning, or wait and lose the discount.
The 10% kicker for adding new SKUs sweetens the math, but it also means you're betting on products you haven't seen sell yet. If your data shows your wet section underperforming, you've already locked the capital and the shelf space.
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Evanger's has been in business since 1935; Against the Grain positions itself as a manufacturing participant with total control over formulation and sourcing. Both are heritage wet brands with loyal followings, which makes the early-window promotion worth reading as either confidence or caution. Confidence: they expect strong performance and want to lock orders before competitors do. Caution: they're offering the discount structure to pull orders forward.
The source material doesn't say which. But the structure of the deal does: it rewards the buyer who commits now, and penalizes the one who waits for data.
What to do if you stock Evanger's or Against the Grain and you're deciding whether to take this
Pull your recent movement on the SKUs you currently carry from both brands. If they're steady or accelerating, the 15% base discount is a straightforward margin gain and the early commit costs you nothing. If movement is flat or declining, the deal is asking you to double down before you know whether the category is recovering or continuing to soften.
For the new-SKU kicker: only take it if you were already planning to test a new product in wet and the additional 10% covers the cost of a trial on a small buy. Don't add SKUs just to hit the threshold, a 25% total discount on a product that doesn't move is still a loss.
If you're a single-location store without a dedicated buyer, the safe play is to skip the new-SKU add and take the 15% on reorders of what you know sells. If you're a multi-location operator or a category manager with the data infrastructure to model this, run the scenario: does locking this order now free up capital you'd otherwise hold for a different category, or does it just move risk forward?
The promotion runs through SuperZoo, which means you have time to decide.
What this means if you're a wet food brand watching Evanger's pull orders forward
This is a test of whether early incentives can shift the traditional show-floor buying window. The move puts pressure on brands that were planning to wait until the show floor to pitch new SKUs, because the deal structure rewards retailers who commit to Evanger's and Against the Grain before they get to the booth.