PAWTALKS WITH WEST PAW

What was the inspiration behind West Paw?

I launched West Paw in August 1996 by buying Pet Pals, a small company based in Livingston, MT that handcrafted fabric toys. The quality and craftsmanship that went into these toys was incredible, so it was a perfect combination of fulfilling my desire to get into manufacturing in the United States while making people and their pets happy.  With less than five full-time employees, I set out to make the highest quality and safest pet products. 28 years later we have done just that, plus a whole lot more.  

In our early days, many US manufacturers were moving overseas. However, by focusing on a quadruple bottom line—pets, people, planet, and profits—West Paw continued to flourish and do what many said could not be done anymore: successfully manufacture in the US.  By deciding to stay in the US, we risked a lot, but we continue to make a superior product and employ amazing people.  We’re grateful to be living out what originally inspired us: innovating new products that inspire joy in the lives of our customers, all in pursuit of a healthier world.

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

At West Paw, our commitment to high-quality, durable, safe, USA-made products sets us apart in the industry. We’ve been family-owned and operated in Bozeman, Montana since the beginning, ensuring that every toy and treat is crafted with care and intention. Our innovative design and materials have led to the creation of some of the most popular enrichment products on the market, like our Toppl® and Qwizl®. Our Zogoflex® and Seaflex® toy lines are not only durable but also eco-friendly, made from recycled materials, are infinitely recyclable, and Seaflex® includes ocean-bound plastic. Additionally, our treats feature limited, carefully selected ingredients, ensuring they are both delicious and nutritious for pets.

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

We prioritize limited ingredients that are sustainably sourced to ensure the health of pets and the planet. Our commitment to quality is evident in products like our Montana Beef Sticks, which are made from grass-fed cattle raised on regenerative ranches in Montana. This approach not only provides high-quality nutrition for dogs but also supports sustainable farming practices that benefit the environment. 

"Once we have an idea, we refine it with our design partners and go through rounds of testing with our Chew Squad—a group of devoted dogs and their pet parents across the country—before finalizing the concept. This collaborative and rigorous approach ensures that every product meets our high standards for quality and ensures that every item we release is a big hit with our tail-thumping friends. "

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

Our development process begins with a focus on creating new products in our core areas of expertise: innovative enrichment toys, durable play toys, limited-ingredient treats, and pioneering accessories. Once we have an idea, we refine it with our design partners and go through rounds of testing with our Chew Squad—a group of devoted dogs and their pet parents across the country—before finalizing the concept. This collaborative and rigorous approach ensures that every product meets our high standards for quality and ensures that every item we release is a big hit with our tail-thumping friends. 

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

In developing new products, we focus on making items—whether toys, treats, or accessories—that dogs truly love. Our goal is to create products that actually make dogs’ lives better and that foster unforgettable moments of joy between them and their parents. This means prioritizing safety, durability, and engagement in every design, all with an eye toward enhancing the bond between pups and their families. 

Other than West Paw, what is something you are passionate about?

I’m passionate about downhill skiing, which has been a major passion of mine since childhood. I’ve been skiing our local mountain, Bridger Bowl, for decades. There’s no place like it. The thrill of the slopes and the beauty of Montana’s landscapes provide a perfect balance to my dedication to West Paw.

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

Success is a marathon, not a sprint. Building a sustainable and impactful business takes time, dedication, and resilience. One of the most important things I’ve done is to surround myself with great people who are champions of our vision and core values. A strong, aligned team is essential to overcome challenges and achieve long-term success, all while enjoying the journey.

What are some challenges you have overcome with West Paw?

Navigating the accelerated growth in the pet industry that came out of COVID-19 was a significant challenge. The pandemic resulted in a burst of adopted puppies nationwide and had many people spending more time with their dogs as they worked from home. Ramping up our production capacity to meet surging customer demand and then resetting our production to meet a lower level of demand post-pandemic was quite a roller coaster. Nonetheless, our commitment to an exceptional customer experience and the dedication of our team never wavered. Through the spikes and valleys of demand in recent years, we’ve done our best to continue providing exceptional service to our customers.

What would you say is your most effective marketing channel?

Years ago, the pet industry trade publications—like PETS+, Pet Age, and Pet Insight—were very effective for us.  Over time, though, social media—especially Instagram and Facebook—has become our most effective avenue to reach our customers. More than ever, this is where people discover us and begin a long-term love of our products, brand, and community. These platforms allow us to engage directly with our customers, share our story, and showcase the joy our products bring to pets and their families.

"At West Paw, our commitment to high-quality, durable, safe, USA-made products sets us apart in the industry. We’ve been family-owned and operated in Bozeman, Montana since the beginning, ensuring that every toy and treat is crafted with care and intention."

Give us the backstory of your brand’s name.

Believe it or not, my wife came up with the name West Paw. We’re based in the Western US in beautiful Bozeman, MT, and our western way of life inspires all we make for our pups. The name reflects our roots and the inspiration we draw from our surroundings to create products that resonate with pet parents everywhere. 

What would you like to see for West Paw's future?

As a Certified B Corporation™, we are dedicated to using our business as a force for good. In line with this thinking, I envision a long-term, thriving business making an outsized impact on pets, people, and the planet. This includes continuing our commitment to sustainability, expanding our innovative product lines, creating opportunities for our team, and fostering an ever-larger community of followers who partner with us in our pursuit of a healthier world.

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

Product safety and sustainability are paramount concerns in the pet industry. Many products on the market use materials that don’t benefit our pups, they are shipped long distances with a large carbon footprint, and they don’t last, filling up our landfills. Ingredients in treats and foods can put strain on human supply chain and on the planet, but we carefully source to benefit the planet and reduce waste. At West Paw, we address these issues by manufacturing nutritious, durable, and eco-friendly products in the USA, using sustainably sourced materials, and offering recycling like our Join the Loop® program to reduce waste.