PAWTALKS WITH CHAMPS PET KITCHEN

What was the inspiration behind Champ's Pet Kitchen?

I’ve spent 30 years in the food brokerage industry, helping bring natural and better-for-you products to market. When I looked at the pet aisle, I saw a similar need — families want healthy, protein-packed options for their dogs that don’t break the budget. There was a clear gap in the market for products that are nutritious, transparent, and affordable, and that white space inspired Champ’s Pet Kitchen. It was one of those “why hasn’t anyone done this yet?” moments that you just have to act on.

How does your brand differ from other industry brands in the same category? What gives you the competitive edge?

Champ’s is built on three pillars: real protein, clear nutrition, and affordability. Each of our recipes has a functional nutrition benefit — from supporting skin and coat to gut health, bones, and joints. We’re setting a new standard by being transparent about ingredients and labeling, while keeping price per ounce competitive. That combination of health, transparency, and value is rare in this category.

Describe the ingredients you look for in the products you use.

We focus on simple, protein-first recipes with real, off-the-bone protein as the foundation. Our products contain no corn, wheat, or soy and include a minimum of 25% real protein. Every recipe also contains nutrients that support a dog’s overall health, delivering functional benefits alongside great taste.

"I want Champ’s Pet Kitchen to be the go-to healthy treat brand in stores — the one pet parents trust for transparency, quality, and value."

Walk us through your development process — from ideation to the product we see on the shelf.

It all starts with listening — to consumers, retailers, and pet experts, like veterinarians. From there, we work closely with nutritionists to create clean formulas that deliver protein and health benefits without unnecessary fillers. Every product is tested and refined for taste, nutrition, and price before it ever hits the shelf. And yes — we proudly make everything in the U.S.A., because quality matters and we like knowing exactly what’s going into every bag.

What are some things you take into consideration during the creation of new products?

Affordability, nutrition, and trust are our guiding principles. We ask: Is it healthy? Is it easy for consumers to understand the ingredients and benefits? And can we deliver it at a fair price? Being made in the U.S.A. is also non-negotiable — it’s about ensuring quality and supporting local manufacturing.

Other than Champ's Pet Kitchen, what is something you are passionate about?

I love spending time with my family, playing golf, and supporting charitable causes. Golf, in particular, has taught me a lot about patience, focus, and thinking several steps ahead — skills that are extremely relevant in running a business. Being involved in these passions keeps me grounded, helps me stay strategic, and reminds me why balance and long-term perspective matter in both work and life.

What is one major lesson you learned about running a business?

Progress isn’t always a straight line. Success requires patience, listening to your team, and staying close to the consumer. Understanding their needs and building trust over time is critical.

What are some challenges you have overcome with Champ's Pet Kitchen?

The pet treat category is noisy, with many marketing claims that can confuse consumers. Champ's cuts through that clutter by keeping our message simple: protein-first, priced right, made in the U.S.A., and backed by clear, functional health benefits.

What would you say is your most effective marketing channel?

Right now, in-store is our strongest marketing channel — that’s where consumers are making purchase decisions and seeking clarity. Being able to pick up a bag, flip it over, and see exactly what’s inside is powerful. Over time, we plan to grow our digital and community presence, but clear on-pack communication will always be our first and most important marketing tool.

"Each of our recipes has a functional nutrition benefit — from supporting skin and coat to gut health, bones, and joints. We’re setting a new standard by being transparent about ingredients and labeling, while keeping price per ounce competitive."

Give us the backstory of your brand’s name.

Every dog deserves to feel like a champ. We wanted a name that’s playful, positive, and memorable — something that reflects how people feel about their pets and the joy they bring to our lives.

What would you like to see for Champ's Pet Kitchen's future?

I want Champ’s Pet Kitchen to be the go-to healthy treat brand in stores — the one pet parents trust for transparency, quality, and value. I’d love for it to be cool enough that someday my kids want to work with me here! My bigger goal is to build something sustainable, unique, and profitable that genuinely improves the lives of pets and the people who love them.

What do you think is the most prominent concern in the pet industry?

Transparency. Pet owners want to know exactly what’s in the bag and how it supports their dog’s health. Right now, that information can be confusing, and we want to change that by making our ingredients and nutritional benefits completely clear and understandable.