Dog treats made of sweet potato, papaya and coconut are helping a small Irish company to establish itself as a big player in the competitive world of pet food manufacture. Barbara Hanly, the brains behind Soopa Pet Treats, reveals why these unusual ingredients are helping to get her products noticed.

How did Soopa begin?
I previously had a dog grooming business and I was shocked to meet so many dogs suffering from commercial food related illness such as obesity, diabetes, chronic itching, skin allergies and other worrying illnesses. I purchased a dehydrator and sourced fresh fruit and vegetables from a local supplier. I produced some samples for a local pet store to trial – the feedback was so positive they put in an order the next day. I continued to supply a small number of local pet shops while writing a business plan and searching a manufacturer to produce the product on a much larger scale. Many months were also spent on designing new packaging and in May 2012 I officially launched Soopa and have never looked back.

What's your background?
I worked in recruitment for six years but always had a passion to combine my love for animals with a desire to start my own business. I left the corporate world to start my own dog grooming business in 2009 and soon realised there was a huge gap in the market need for a super healthy dog treat. I’m passionate about healthy eating for both humans and pets. Eating fresh vibrant food not only nourishes the body but also the mind.

What gave you the idea for the products?
It’s a fact people love their pets and unfortunately without knowing it some are killing their animals with kindness. Too many unhealthy dog treats can lead to excess pounds and many serious health conditions. I wanted to offer dog owners a super healthy treat they could give to their dog guilt free that was low calorie, hypo allergenic, nutritious and also delicious. I wanted to combine the chewiness of rawhide and juiciness of fruit and vegetables so I got to work and after much trial and error in my kitchen the Soopa chew was born!

How many products do you have in the range?
We currently have three products – sweet potato, papaya and coconut. Soopa chews are carefully handmade using 100% fresh picked fruit and vegetables which are then gently dehydrated to remove moisture and ensure important enzymes, vitamins and minerals remain intact. Our products are made in a human food facility and we only use human grade ingredients.  

Will you be adding to the range?
We’re launching some new exciting training treats for dogs later this year and several new meat treat products planned for the next 24 months too.

Do you sell online or through other retail outlets like pet shops or garden centres?
I’m focused on working with independent pet shops, boutiques and veterinary clinics. Due to limited budgets Soopa has relied to a large degree on grassroots marketing rather than lots of advertising to get the word out. Retailers such as Scampers Pet Shop, Natural Pet Products Ltd and Myitchydog.co.uk have been tremendous and key to Soopa’s growth because they share and promote Soopa’s culture and values.      

Is this your full-time job now?
Yes, since launching Soopa in May 2012 I work full time in the business and for the first six months I ran the business from my tiny apartment. Due to the fast paced growth of the business and because I wanted my living room back I moved into a small industrial unit in December 2012. I started Soopa not as a money making venture but purely out of a need to solve a problem. I’m motivated and passionate about working to provoke change in the way pet nutrition is regarded in the industry and among pet parents.

How many people are employed in the business?
It’s just me at the moment and this has been a challenge because I oversee everything from product development, dealing with manufacturers, packing boxes, customer service, distribution and marketing. As business expands I will need to be able to delegate certain tasks and that’s what I’m working on at the moment. I believe a team of people who share the same values and passions as I do, is vital for growth of the Soopa brand.

Do you attend pet shows to get the message across to the pet world?
We attended Discover Dogs and Crufts earlier this year, both of which were a great success. A lot of people are intrigued because it is such a different product and it’s always fun to watch people’s surprise when their dogs gobble up samples of sweet potato, papaya and coconut. I will also be attending PATS trade show at Harrogate in September as I feel it’s a huge opportunity to meet with like-minded people in the industry and a great platform to further promote my products.   

For more information visit www.soopapets.com