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Demand for Healthy Pet Food Presents Business Opportunity
If you’re an animal lover and looking for a niche market to start a business in, then healthy pet food may be the product line for you. Following last month’s pet food recall, pet owners are on the prowl for a healthier alternative for their extended family members.
Canada’s Menu Foods, which produces dry and canned dog and cat food for over 50 brands, pulled over 60 million canned and pouch products off of store shelves after reports that the products were causing the deaths and illnesses of pets across the nation.
Upon further research, Menu Foods and the FDA discovered that the finished products manufactured between December 3, 2006 and March 6, 2007 contained melamine, which it typically used in making plastics. The contaminant coincided with the switch to a new distributor for the wheat gluten ingredient contained in the products (see Menu Foods’ March 30, 2007 press release).
Since the recall, sales have skyrocketed for a number of small businesses across the country that manufacture organic and/or chemical- and preservative-free cat and dog food. The Honest Kitchen out of San Diego, California reports four times the online orders and a 100% doubling in actual dollar amounts.
Many of these small businesses got their start by providing home cooked meals to their own pets. KosherPets in Ft. Lauderdale, Florida started after its owners couldn’t find anything on the market that would help their Dalmatian’s skin allergies. But once Martine Lacombe started making kosher meals for their dog, they saw immediate improvement.
The neighbors were so impressed they were asking where they could buy the food for their dogs, but there was nothing on the market. So, KosherPets was born in 2001, bringing in $10,000 it’s first year, $100,000 its second and is expected to rake in up to $500,000 this year.
Lucy Postins, founder of The Honest Kitchen states that, “people’s animals are like their babies…they enjoy participating in creating a meal for their cat or dog, rather than scooping something brown out of a can.”
I have three dogs at home, who are, in fact, much like children to me. I’m not ready to spend the extra cash on organic and preservative-free dog food, but I can definitely understand the appeal.
Many dogs develop skin allergies to the preservatives and chemicals in dog food, including my four year old Lab/Great Dane. Thankfully we have found a dog food that helps alleviate the problem, though not completely. If the organic products were more affordable, we would definitely switch. Maybe it just takes more entrepreneurs tapping into the market to make the products that are the best for our pets more readily available.
• BusinessWeek.com: A Growing Appetite for Healthy Pet Food
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