The Wagging Tail Pet Nutrition Store

“Rosemary is usually good for dogs, which is why it’s in most foods. But it’s not good for all dogs so if your dog is having a problem, you can try a food that doesn’t include rosemary to see if that makes a difference.”

So starts our conversation with Patsy Nelson, owner of The Wagging Tail Pet Nutrition Store in Erma. Nelson, who has amassed a lifetime of research on pet nutrition, offers advice and insights to all her customers, a free service that’s worth its weight in gold.

“When you think about it, veterinarians only have about eight hours of dietary training in school, and that includes all size animals, so how much could they learn?” Nelson says. “So sometimes, they recommend these prescription foods that are ridiculously expensive and are really crappy, crappy, crappy foods. I don’t mind using that word. Just look at the ingredients.”

Nelson won’t abide by any bad ingredients in her store, and that, combined with her well-researched and often frank advice, good prices, and customer service have made The Wagging Tail Pet Nutrition Store a beloved community staple, even winning her the 2024 Pet Product News Independent Spirit Retailer of the Year Award.

How it Started

Nelson opened The Wagging Tail back in 1987, before big-box pet food stores were littered across South Jersey. An animal lover through and through—Nelson grew up with horses and always had dogs, cats, and birds—she had always wanted to start her own business.

At first, she considered things like a McDonald’s franchise, but was dissuaded when she learned that back then, McDonald’s would put you wherever they needed you. She thought about a produce shop up in Narberth, Pennsylvania, but didn’t really have the confidence she needed to make it happen. She moved to Cape May County, thinking perhaps she and her brother could go into business together, but then he went to work for their uncle in Canada.

Instead of opening her own business, Nelson used her degree from Temple University and went to work as a teacher. The turning point in her life, and her confidence, was working at Star of the Sea School. “Sister Mary Helen was the principal at the time. She was a fearsome, incredibly guiding, inspirational person,” says Nelson.

And though Nelson’s own school experience had been extremely unpleasant — she suffered with ADD before treatments were commonplace like they are today—she became a gifted educator, one who still nursed dreams of starting her own business.

It wasn’t long after that Nelson was driving on Route 9 in Erma and noticed that the junk shop in a local building that had previously been a gas station and then a fabric store didn’t seem to be active. So, she put a note on the window asking if she could rent the place. And The Wagging Tail was born.

The Current Wagging Tail

When a local store has stayed in business for over three decades, you know they’re doing something right. For Nelson, that “something right” has been a combination of adaptability and integrity. While the store started out by casting a wide net—providing food and products for horses, dogs, cats, and birds—Nelson has narrowed her focus to dogs and cats specifically.

“I started raising birds about ten years after opening, but then the competition got ridiculous. And they were underselling me. Between that and the fact that my employees hated cleaning up after the birds, I stopped and we turned the back into a cat room,” says Nelson. “It kind of just evolved into cats and dogs. And we kept trying to see what worked. We tried things like [animal related] earrings, statues, things you put on your car, but they didn’t go over well.”

Instead, The Wagging Tail stocks what works, from healthy dog and cat food and treats to plenty of toys at decent prices. The result is a long-term customer base that knows Nelson isn’t out to price gouge or mislead anyone. Instead, she channels the educator inside her to help people better raise their pets.

“We don’t sell Greenies (popular pet breath treats) anymore, except as pill pockets,” says Nelson. “We sell others that we like better, that have better ingredients, including Fresh Kisses, which are infused with coconut and botanical oils, and Yummy Cones, which are better shaped and they’re really, really hard and have 44% protein with real chicken, and just better for the teeth. And Plaque Off, which I use. My dogs love them, and they’re made with natural sea kelp.”

Nelson’s expertise extends well beyond breath fresheners. When this writer shared that one family pet had a serious barking issue, she was quick to offer suggestions. “There are a few things you could do. You could try him on CBD oil, and we also have CBD treats, but I would recommend the oil because you could give it to him night and day and it would probably calm him down,” says Nelson. “The other thing is a can that blows air that stops bad behaviors.”

Nelson’s warmth and dedication are evident in each customer interaction. And when she isn’t verbally sharing information, Nelson is writing articles on different pet care topics as part of her advertorials with Jersey Cape Magazine. Recently, she wrote about dog tail injuries, but her topics cover everything from food and nutrition to behavior modifications and more.

“So, I’m still educating. I love teaching, I’m just doing it in a different way.”

What’s next for The Wagging Tail

While healthy options for pets are the priority, the good prices and a robust customer loyalty program only make The Wagging Tail that much sweeter. Additionally, each Tuesday, veterans and seniors are offered 10% off. With this type of goodwill, the Wagging Tail customer base is in it for the long haul.

And at almost 78 years old, Nelson still runs circles around her employees, showing up almost every day to make sure things are humming along, and continuing to make changes when needed. Recently, she closed the dog grooming portion of The Wagging Tail. And other changes are in the future.

“I have to retire,” Nelson says. “I have replaced my knees, and I’m having trouble with my shoulders. I have to pass it on, but I’m holding on until it’s a buyer that works for me, one that wants to keep the cats, and one that will only sell good food.”

Until then, The Wagging Tail stands as a beacon of integrity and personalized customer service in an ever-changing landscape of big-box pet care.