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"Durable" "Unique ingredient". "Ethics." All of these terms are now often used to advertise grocery products, as more and more consumers are concerned about how their food is actually produced and processed.
But generally, these are terms used to advertise food for humans. Pet food companies are increasingly following their production and marketing techniques, especially startups and small businesses, also reflecting a trend in the booming agri-food industry, which is expected to grow. evolve as a result of the viral success seen by green fruit juice suppliers such as Pressed Juicery or salad chains such as Sweetgreen.
Wild One, a brand of pet accessories that we could call Everlane for Dogs, announced this week the launch of its first edible puppy products. Specifically, the company has described them as "single ingredient, ethically sourced dog treats".
According to Wild One's co-founder, Minali Chatani, the start-up, created last year in 2018, has decided to expand its business to selling treats after conversations with customers in its pop-up shop located in the neighborhood of NoLita in New York.
"We looked at what was available on the market and found that many treats did not communicate information about the supply, the ingredients
confused, and the recipes included fillers or stabilizers, "says Chatani Fortune. "We've created treats that are not only good enough for humans to eat, but we're proud to feed our dogs."
Wild One launches the new range of products with three flavors:
- Asian carp fish puffs, which would come exclusively from Asian carps and Gourmet Fin in western Kentucky. Carp is rich in protein and omega 3, low in fat and does not pose a mercury consumption problem because it only feeds on plankton (not other fish).
- Offers of chicken. Produced in partnership with Springer Mountain Farms in northeastern Georgia, considered the first poultry farm in the world to be certified by the American Humane Association. Cage-free chickens are raised in non-GMO foods (without hormones, steroids, growth stimulants, antibiotics, animal by-products and pesticides).
- Sweet potato treats from Nature's Way Farms, North Carolina. The family farm produces sweet potatoes without chemicals, preservatives or pesticides. At harvest, sweet potatoes are cut by hand and dehydrated into treats rich in dietary fiber and antioxidants.
"We found that the current offerings on the market lacked opacity in the search for ingredients and contained a badtail of preservatives, chemicals and pesticides," says Chatani about the research and development phase. development. "While developing our own treats, we searched for nutritious ingredients for dogs and having minimal impact on the environment."
The company says the treats have been "tested by a community of critical dog critics." After all, any dog owner (or dog lover) knows that if some dogs eat anything, others eat very hard.
The price varies between US $ 18 for a 4 ounce bag of dried sweet potatoes, US $ 20 for Asian carp soufflés and US $ 22 for dried chicken fillets. There is also a subscription option: customers can choose to receive a bag of candies selected every two, four or eight weeks and receive a 10% discount on each new order. Chatani explains that Wild One has managed to keep prices in this range by working directly with carefully selected suppliers, eliminating costly middlemen.
For the moment, candies can only be ordered online on the company's website, but Wild One representatives say the company is meeting with wholesale partners.
The founders of Wild One note that the company only launches treats for the moment, with no intention of switching to dog food (ie, croquettes or freshly prepared meals).
"At the moment, we are focused on perfecting our dog products," Chatani said. "That said, we are also cat lovers."
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