Secrets behind a successful pet treats business
 |
In just over six years businesswoman Suzanne Rothman has built Pet Munchies into one of the leading brands in the UK pet food and treats market. The dramatic growth of this growing company has led to success at the PetQuip Awards, winning silver in the Pet Product Innovation of the Year (Food & Treats) category for its Natural Duck Drumsticks.
Suzanne is modest by nature but is a firm believer in the quality and wide range of products she had helped to produce since launching the company in March 2010.
This week Suzanne (pictured above right receiving her PetQuip Silver Award from Pat Flynn, spoke to Pet Trade Xtra about the company’s rise to stardom.
“ I have always been a huge animal lover and enjoy flyball and agility with my dog ,” said Suzanne. “There was nothing on the market that I personally was happy to give to my dog – I would only give it something to eat that I would also eat myself.
“I had quite a few boxes that needed ticking in the type of healthy treat I was looking for: all natural ingredients; quality human grade meat; low in salt; low in fat.
“I wanted to include treats that were single source protein, grain free, wheat, soya and gluten free.
“There are so many dogs with allergies and intolerances, I wanted to have a range of treats so that we had something suitable that owners could give to their dog in all shapes and sizes.
“Dogs go on their sense of smell and I wanted to have something delicious that even the fussiest of dogs would adore.
“As there was nothing on the market at that time, I decided to do it myself, and that is how Pet Munchies was born.”
How did you get started?
I had no experience at that time in the pet industry. I was the first person in the UK to pack treats in see-through pouches so that people could see the product they were purchasing. There was a recession at that time in the UK and I did not even know who to approach in the pet industry. I finally managed to show my products and I was told that nobody would pay £2.99 for a pack of treats for their dog and that they would only pay £1. There were a few who saw my passion and determination and believed in me, and said they would try it. I had always said there were so may dog owners out there who shared the same principles that I had with my dogs.
Are you the one who comes up with the ideas for your products?
I personally develop and decide each and every product to ensure it meets all the criteria to become an addition to the range. I have a tick list for each and every ingredient that is in the treat. I first sit down with my dog who is the fussiest of eaters, and we both have a munch on my new development. If he likes it, I then branch it out and test it on other dogs. Our company motto is: ‘Sealed with a Dog’s Approval’.
Where do you get those ideas?
I am always thinking of new ideas, recipes and products. My goal is to give the highest quality treats, which the average consumer can afford to give to their pet. I find inspiration everywhere I go. My thoughts are, why should that human food not be available for a dog, but I keep it real. I want real treats for real dogs, after all our dogs did originally come from the wolf.
Do you get assistance from a food technician when thinking up new recipes?
Yes I give a guide to what I am looking for, and then get them to look into it to see what works best for mass production.
What makes your products stand out from the rest?
Quality Human Grade Ingredients. We don’t cut corners. If I am not happy to eat it myself then I will not give it to a dog. Pet Munchies only uses the finest natural ingredients, which are full of natural goodness. As I said I am a huge animal lover and I also do have ethics. For example, we will only use chickens that are free roam.
What has been your bestselling product over the years?
Chicken and Duck have been great selling lines, but we have recently introduced a low fat Venison treat, which is proving to be very popular.
What’s it like to win an award an industry event?
My passion is second to none, and first and foremost it is all about our beautiful four legged wonderful friends and enhancing the quality of their life by giving them such a delicious variety of delectable gourmet treats. To be recognised for my passion by the pet industry for my work is truly an honour.
What’s the next big thing for Pet Munchies?
I have a long list of ideas, all of which I hope are going to be the next big thing. Watch this space.
|
|
