Organic Pet Food: An Exercise in Knowing Your

Audience

•

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 industry that generates more than $100 million dollars each and every year.

•

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 shelf-stable.

•

Their key?•

Using dehydrated ingredients.

•

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.

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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