The inspiration
I will be the first to say that getting a dog was one of the best decisions I ever made. Not only is Madison my ride or die homie, she's the inspiration for the upcycling mission, never letting even the slightest of morsels go to waste.
The prototype
As with all recipes, it started in the kitchen! Though Madison was the ultimate taste tester, I would walk the streets of Boston with treats in my pocket, gathering feedback from every willing participant (with permission, of course).
My very first Lobster Rollover prototypes on the right! Yes, the lobster claw cookie cutter was imperative for pup approval. ;)
The scale up
I used my expertise to source raw materials and the manufacturing capabilities to scale my dog treat recipes. With my on-site supervision, we produced our first batch of 5 different recipes in the cutest little heart shape.
Over time, our product line expanded to a full portfolio of dog & cat consumable products (over 50 SKUs!)
The hustle
Though I went into this brand with primary expertise in R&D, there is no limit as to what is expected of a CPG Founder.
From initial brand & product development, to contract manufacturing vetting & management, to logistics & operations, to content creation, customer research & service, to team development & management, to system creation and business strategy, to networking events, podcasts, & pitches - I've been there, admittedly doing some of these things better than others! (Don't even get me started on the 12 hour Costco roadshow days!!)
And though there's been plenty of bumps in the road, my personal growth through this experience was undeniable and I intend to leverage every ounce of that for anything I take on going forward (sans platinum blonde hair).
The success
Creating product is only one part of the battle. Getting on (and off!) the shelf is what every CPG lives and dies by. (Our very first launch at HEB to the left!)
Since our humble beginnings in my kitchen, we have distributed products nationwide through retailers like Whole Foods, Target, Walmart, Petco, Petsmart, Costco, and Sam's Club, Amazon, Chewy, and many other specialty and independent shops.
The evolution
The brand has had a few "face lifts" along the way, ultimately landing in a place that demonstrates the clean label, high quality, sustainable, and just plain fun standards that I infused from the get go.
While I no longer work the day-to-day at Shameless Pets (after 8 years!), I gratefully carry the varied experience with me for whatever I take on in supporting others the future.
awards
