Mini-Case Study: Big Bark Bakery
This issue’s mini-case features the Big Bark Bakery, another 2009 NASFT Silver Award sofi finalist in the “Pet Product” category.
MARKET TRENDS – The Organic Trade Association estimates that “pet owners spend more than $14 million per year on organic dog food and organic dog food sales have increased by 63% in the last year. Organic dog food sales are growing at close to three times the rate of human organic food sales.”
HISTORY – Jennifer and Greg Selzer are the brains behind thecreation of the Big Bark Bakery. They began selling their home-made dog treats from a rented cart at a local mall for Christmas in 1997. They were so successful that they began selling their natural dog treats from a retail dog bakery in 1998. They “quickly became a manufacturer and wholesaler for all natural dog treats concentrating on the gift and gourmet market,” and now operate from a 13,000 sq ft manufacturing facility in Dallas.
PRODUCT – Their newest product and finalist for the NASFT sofi awards is Bare Bones Sweet Potato recipe. These dog treats are wheat free, corn-free, dairy-free and soy-free teats are made with organic rye and organic oat flour. This new flavor joins the previous Oatmeal Cinnamon and Vegetable Medley recipes.
SUCCESS – Big Bark Bakery does not feel they are “there” yet. This new Bare Bones flavor is expanding their customer base to “include more mainstream retailers to make it easier for our customers to buy our products.” Their advice – “Whatever timeframe you expect for ‘success,’ at least double it.”
INVESTMENT – For Bare Bones “the rollout was very fast – a couple of months. We had some very large retailers accept the product quickly,” with an estimated cost of $20,000 from an SBA loan to help fund their expansion.
ADVICE – “It will take more time and money than you think.”
VISION – “Our vision for Bare Bones is to be easily available to any customer in the United States who wants all natural wheat and corn free dog treats. We want Bare Bones to be a recognized name that stands for high quality all natural dog treats that people know their dog loves and they can feel good about giving to their dog.”
Contact: Big Bark Bakery, P. O. Box 222191, Dallas, Texas 75222,
Phone: 888-326-9969; 214-741-6163; Fax: 214-507-7059
