Allan L. Levey & The Wardley Corporation

Can you imagine being a new pet store owner buying a great American made tropical fish food and with every dozen receiving “Wardley Dollar Coupons”, that you can redeem on popular gift items? I can still picture them and thought this was a good reason to support the brand over that other well-known fish food. The next lesson I learned was that my customers wanted both brands and a large variety of choices.

As I write about Pet Industry Founders, I’d be remiss not to include Mr. Allan Levey. He is a prime example of an American success story and a humble man who gave back as much as he has gained. If awards were medals, his uniform would have no more room for his badges of honor. He received:

• The Distinguished Service Award in 1965
• The Man of the Year Award in 1974 from APPMA
• The Man of the Year Award from The National Retail Pet Supply Association in 1974
• The Edward B. Price Memorial Award for Distinguished Service to the WWPSA Association in 1992
• He was nominated to the Florida Fish Farmers Association Hall of Fame in 1993
• The Distinguished Service Award from the College of Veterinary Medicine of Georgia in 1993
• Lifetime Achievement Award from The Pet Industry Distributors Association.

Besides running a business he also volunteered his spare time and demonstrated his leadership skills as a co-founder, President Emeritus, and past president on the Board of Directors of the American Pet Products Manufacturers Association (APPMA. He was a co-founder and is past president of the Pet Industry Joint Advisory Council (PIJAC). He sat as a member of The Board of Trustees of the Pet Care Trust and was both a consultant and active board member on the Board of Directors of the Florida Fish Farmers Association.

Allan was born in Hillsdale, NJ, in 1927. He completed a BA at Long Island University and studied Animal Husbandry prior to military service at the Institute of Applied Agriculture. His marriage and the birth of a son sidetracked his career towards Veterinary Medicine. His love of animals was satisfied by joining Wardleys Inc., a producer of foods for aquaculture and ornamental fish.

The Wardley Corporation was established in 1950, as a family business and started as a distributor of Wil-Nes aquarium pumps and filters, Happiness bird cages, Stutzman aquariums and Long Life fish foods. The name Wardleys came from Allan’s father, Edward (the Ward), and (the ley) from their last name Levey. Allan’s father Edward and Allan were the sole employees in the beginning. Edward Levey was no beginner to our industry as he worked for Harold Pet Supply Company, which became Eight in One and was owned by his sister Frances. At the age of 60, Allan’s father decided his future was as a manufacturer of fish foods.

Photo of Allan Levey taken from 1987

Wardley’s ad from the Summer 1958 edition of Pet Life.

Wardleys Inc. became a staple in the industry outselling its major competitor Long Life fish foods, controlling all aspects of manufacturing in New Jersey until its sale to The Hartz Mountain Corporation. Sixty five years later, Allan remembered his father daily as a family man who was sensitive and a role model. Also like his father, his goals to be honest, ethical, and not to be judgmental were key drivers in his personal and business life. He was always quick to credit his employees, be grateful to his customers and most importantly be thankful to his wife Barbara and son Kenneth. Barbara supported and enabled Allan’s work ethic, and Kenneth’s creative efforts drove growth. Their combined vision paved the way for the hire of Bob Devine, whose management skills brought the company to a new level never imagined. Bob Devine later became the CEO of The Hartz Mountain Corporation.

One of Allan’s proudest accomplishments was his support of the Human Animal Bond Research Initiative Foundation (HABRI) with the APPA playing the key role. The non-profit organization supports the positive impact of animals on people. We know doctors use animals to improve patient health. Doctors agree that 75% of patients saw improvement in their health, and 87% of patients’ mood improved when getting a pet.

Wardley’s was an aggressive marketer for years, competing against the Tetra giant. Ad from the March 1960 edition of Tropical Fish Hobbyist.

Wardley’s 1992 Fin Facts Publication

Pages from Wardley’s 1992-1993 Catalog featuring their manufacturing equipment.

One of Allan’s closest friends and confidants is Marshall Meyers, who has contributed much to the pet industry. As the lead legal counsel at PIJAC, Allan and Marshall became very close friends. Through all Allan’s adventures, Marshall was at his side. They traveled the world together fighting legal battles attending worldwide conferences. These two made sure the pet industry would remain strong in the US. We wouldn’t have the pets we have available today without their joint efforts.

I never thought I would find myself to be among those considered industry elders, but my 60 years have flown by. I always admired Allan Levey as this gentle man who set an example for all of us. He always made time for us newcomers and treated us like equals. I never saw an ego, but only saw a man who worked hard to build his business and make the pet industry better. He had a clear vision that working together, we can accomplish more and how important animals of all kinds are to making our lives better! His tireless energy was remarkable. Thanks for plowing the road for the rest of us. He is truly a pet industry icon!

Wardley’s Aquatic Products Catalog 1968/1969

Cover of Wardley’s 1992-1993 Catalog

Backside of Wardley’s 1992-1993 Catalog