Organic Pet Food: An Exercise in Knowing Your Audience
Organic Pet Food:
An Exercise in
• Do you feed your dog or cat organic food?
Has it even occurred to you that you
might want to?
• Organic pet
food is an
• The Honest Kitchen is one of many
companies that make organic pet food.
• The Honest Kitchen
founder Lucy Postins
started the company in
2002 after realizing
that there was a way to
make her dog delicious,
nutritious and organic
food that was also
• Their key?
• Using dehydrated
• More than a
decade later, The
Honest Kitchen is a
dog and cat food
to treats and
What is the lesson?
• Even the weirdest niche products can make money.
• If you have an idea for a product that will fill a need
– no matter how weird or inconsequential that need
may seem – and you market that product with love
and sincerity, you can make a bundle.
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