On 12 September 2026, PawSano joined cat owners, breeders and businesses from across the cat community at The Cat Show Live at the NEC Birmingham.

For us, exhibiting at the show was about more than introducing a product. It was an opportunity to bring PawSano closer to the people who live with cats every day, hear about their experiences and understand what they value in the products they choose for their homes.

As a young UK pet care brand, staying close to those everyday experiences matters.

PawSano is building a more considered approach to modern cat care, beginning with our plant-based cat litter. The Cat Show Live gave us the opportunity to take that first product away from a website or product page and put it directly in front of the cat community.

Visitors could see the litter for themselves, ask questions, watch demonstrations and talk directly with us about what they currently use and what they would like to see improved.

For a young brand, those conversations are invaluable.

Listening to cat owners and breeders

One of the most useful parts of the show was hearing how differently people experience something as everyday as cat litter.

Some conversations focused on clumping and everyday cleaning. Others were about tracking, odour, dust or managing litter across a multi-cat household.

Speaking with breeders brought another perspective. When caring for larger numbers of cats, factors such as consumption, pack size, storage and consistency become increasingly important alongside everyday product performance.

These conversations gave us an opportunity not only to explain PawSano, but to listen.

They also reinforced something important about how we want to build the brand: product development should remain connected to the realities of living with and caring for cats.

The feedback and questions we hear at events like The Cat Show Live continue to inform how we think about our products, packaging and the different needs of individual households and professional cat environments.

More than a day at the show

The value of an event is not limited to what happens while the stand is open.

The Cat Show Live introduced PawSano to new cat owners, brought us into conversations with breeders and gave us the opportunity to meet people who were discovering the brand for the first time.

Some of those conversations continued after the show.

For us, that is an important part of building PawSano. Digital channels allow a young brand to reach people across the UK, but meeting customers and professionals face to face provides a different kind of understanding. Questions are spontaneous, feedback is immediate and conversations often reveal details that would be difficult to capture through a product page alone.

It is also a reminder that building a pet care brand is not simply about adding more products. It is about understanding the everyday problems those products are expected to solve.

What comes next

The Cat Show Live gave us plenty to take away, from the questions visitors asked to the experiences shared by cat owners and breeders throughout the day.

Those conversations will continue to inform how we develop PawSano, from our products and packaging to the way we work with different parts of the cat community.

And September is not over for us yet.

Later this month, PawSano will return to the NEC Birmingham for PATS 2026, where we will be exhibiting at Stand S14and introducing the brand to a wider professional pet trade audience.

It will be a different kind of show, with different conversations and a different perspective on the market. We are looking forward to listening, learning and continuing to build the relationships that will help shape PawSano's next steps.

For now, we want to say thank you to everyone who visited PawSano at Stand 59A at The Cat Show Live, watched a demonstration, asked a question, shared their experience or simply stopped by to say hello.

Every conversation helps us better understand the people and cats we are building PawSano for.