Dog treat bakery grows into thriving business
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In the space of just four years conservationist Victoria Stent has built a thriving dog treat business called Four Legged Fancies. She tells Pet Trade Xtra how she has achieved so much so soon, and reveals her plans for future growth.
“In the early days I would trundle off to the local farmers’ market with freshly baked treats and goodies packed into the back of my boyfriend’s car,” says Victoria.
“Since then the business has grown tremendously and we now supply Pets at Home’s Barkers stores, and our treats have been seen on ITV's This Morning.”
“All of our treats are natural, wheat-free and handmade. What separates us from other dog bakeries is we put the time and effort into making things look beautiful.”
 What gave you the idea for the business?
My family have been puppy walkers for Guide dogs for the blind for over 35 years and we have helped train over 50 dogs for the charity. Some of my earliest memories are playing with little puppies and being surrounded by dogs. They have always been such a huge part of my life from the day I was born so it's been a natural progression for me to work with dogs in some way.
What's your background?
My background is actually in conservation. I have a Masters in 'Biodiversity Conservation' and before I set up Four Legged Fancies I was working with search dogs on the 'National bats and wind turbine project'. I was one of the researchers and would use my sniffer dog 'Ozzy' to find bat carcasses beneath wind turbines to monitor the effect wind farms had on bat populations. Before that I was working as a Safari Guide in South Africa.
How did you get the know-how to make nutritional treats for dogs?
I actually have a mini library of dog cooking books. I find the books are great for the basics but are sometimes a little boring so once you know what you can and can't put in treats then you can start to be creative.
Do you bake the treats yourself?
Every single biscuit, cake, pie, doughnut that comes out of our kitchen is hand made by me – and sometimes mother when she comes round.
Did you start baking them in your home kitchen?
Yes but I soon outgrew it. My partner would come home on his lunch-break and find me rolling out biscuits on the dining room table. He would also have to move his way round sacks of flour to go to bed. It got a bit ridiculous when he didn't know what he could or couldn't eat in the fridge. We have now moved house and I have a separate bakery. To be able to separate work and home life is vital and it has meant I am able to produce five times the amount I could before.
How many different products do you produce?
We have over 22 different types of biscuit, several different types of 'pupcakes', pies and doggy doughnuts. We also have a selection of many different doggy Birthday cakes including our 'party pack' which includes pass the parcel made with edible wrapping paper! We also produce a large range of seasonal treats and at Christmas time our range grows even more to include 'Magical marmite reindeer' biscuits and tons of hampers and gifts.
 The dog treats market is difficult to compete in, what makes your products so appealing?
Here at FLF we take the time to make things look beautiful. Yes there are other dog bakeries out there with perhaps better packaging but when you take that away all you are left with is a boring square biscuit. Many of these bakeries produce things by machine so they can only make plain shapes. We make things by hand so we can produce ridiculous shaped biscuits that are fun for owners and that really make beautiful and unique gifts such as our 'Lamb Terriers' or 'Chicken Labradors'.
What recognition have you gained for your unique approach?
I have won six separate trade stand awards at huge agricultural shows in the ‘best trade stand' category and have just received first prize from the USK agricultural show for best trade stand, beating over 520 other stalls. I have always made an effort with the way the products are made and presented as well as ensuring the stalls look beautiful. I know that the dogs may not appreciate the presentation and decoration that goes into each cake but people do and they enjoy visiting a stall that looks beautiful. I have been nominated and shortlisted for the 'best creative business' at the Bath Life awards and last year I was shortlisted for the 'best small business' at the Mendip business awards.
 What's your goal for the business?
So far our products are available in a number of stores, ranging from small farm shops and pet friendly hotels to Pets at Home in their boutique stores 'Barkers'. We have worked on bespoke Christmas biscuits for Dorwest Herbs and we also work with online retailers such as 'Pets Pyjamas' and are currently working with Amazon. I would like our products to be in many more stores across the UK and I would like to have another team that can visit the shows in the rest of the UK. So far we really only trade around the South West but we know there are thousands of dogs up and down the country that would like to taste our scrummy biscuits!
Would you call it a labour of love?
Absolutely, this business has totally consumed my life, I live and breath it. I love what I do and I have never had such job satisfaction. But it's certainly hard work – when you start your own business you will never 'clock off' again.
If you would like to contact Victoria email fourleggedfancies@gmail.com or visit www.fourleggedfancies.co.uk
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