Organic Pet Food: An Exercise in Knowing Your Audience

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Organic pet food has become the next big thing. Let’s discuss why it is so popular and what marketers in other industries can learn from its success.

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Organic Pet Food: An Exercise in Knowing Your Audience

  1. 1. Organic Pet Food: An Exercise in Knowing Your Audience
  2. 2. • Do you feed your dog or cat organic food? Has it even occurred to you that you might want to?
  3. 3. • Organic pet food is an industry that generates more than $100 million dollars each and every year.
  4. 4. • The Honest Kitchen is one of many companies that make organic pet food.
  5. 5. • 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 shelf-stable. • Their key? • Using dehydrated ingredients.
  6. 6. • More than a decade later, The Honest Kitchen is a multi-million dollar company that sells everything from dog and cat food to treats and organic supplements.
  7. 7. 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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