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.

1. Organic Pet Food:
An Exercise in
Knowing Your
Audience

2. • Do you feed your dog or cat organic food?
Has it even occurred to you that you
might want to?

3. • Organic pet
food is an
industry that
generates
more than
$100 million
dollars each
and every
year.

4. • The Honest Kitchen is one of many
companies that make organic pet food.

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. • 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. 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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