In Business, Creating Sustainable Enterprises & Communities

FROM GOURMET FOOD TO ALL-NATURAL DOG TREATS

In Business, March-April, 2006, Vol. 28, No. 2, p. 30

Margot Kenly launched Blue Dog Bakery in 1998 after a career in fancy desserts and crackers took her from two-legged to four-legged consumers.

Katie LaBel

FIVE YEARS AGO, a walk along the pet food aisle of supermarkets would reveal shelf space dominated by multinational companies. While they are still there, today you'll also find smaller companies like Blue Dog Bakery of Seattle, Washington represented by their all-natural low fat dog treats. Founded by Margot Kenly, her company offers healthy alternatives reflecting her strong focus on mass mainstream distribution. It's also a reflection of dog obesity and lack of really good choices.
Kenly left a successful career in the gourmet food industry in 1998 to launch Blue Dog Bakery. She considers her firm's dog treats as the first all-natural treats to be nationally distributed in chain grocery, large specialty pet, and national natural food stores.
“Much like the rapid growth of natural products for people, there is growing concern about the health and nutrition of animal companions,” notes Kenly. “We have heard from customers who appreciate the fact that all of our products are made with the highest quality human-grade bakery ingredients and are free of animal by-products, preservatives, additives and artificial flavors and colors.”
Natural pet food is an emerging trend that generated more than $524 million in 2004. Blue Dog Bakery is a part of a small, but fast growing niche of the overall pet supplies market which is projected to hit $35.9 billion for 2005. According to the American Pet Products Manufacturers Association (APPMA), the main factor contributing to sales growth in the industry is pet owners' demand for premium products in both food and supplies.

PRODUCT AVAILABILITY
Natural pet products were traditionally sold only in small, independent pet stores. Consumers can now purchase natural treats in mainstream grocery stores and in chain pet stores like PetSmart and Petco. A complete listing by region can be found on the company's new website (www.bluedogbakery.com).
She credits her 20-plus years of work in the gourmet food/grocery industry for enabling her to overcome the many challenges that new companies face when trying to get their products placed on mainstream grocery shelves. By understanding their needs, Blue Dog Bakery has been able to provide customers with quality dog biscuits at an economical price.
In 1980, Kenly founded The Famous Pacific Dessert Company, one of the first chains of specialty dessert restaurants. She sold that company in 1993 to start The Original Mariner Biscuit Company to fill a void in the gourmet food industry for all natural, low-fat and tasty crackers.
In 2005, the company helped almost 150 animal rescue organizations across the country raise money to save abandoned dogs. “We have an automatic 'yes' policy for any organization involved in animal rescue - be it a large or small organization,” adds Kenly.
Blue Dog Bakery offers a selection of flavors, shapes, sizes and textures to accommodate the size, age and taste buds of all dogs. Products are sold in 10-ounce bags and 24 ounce and six pound boxes.
For more information, please visit www.bluedogbakery.com, or call 1(888) 749-7229.