After 28 years of specializing in the catfish and poultry processing business for petfood brands, the co-founders of Big Creek Foods will debut a new canine treat brand at 2014 SuperZoo in July. The Look Who’s Happy brand was created by brothers Jeff and Tommy Gay based on the beliefs that all dogs should be happy and that pet parents deserve to know who’s making the food and treats they feed their pets, according to the company.
The brand will launch 12 SKUs comprised under three product lines: Fetch’n Fillets, Tempt’n Tenders and Happy Wraps. Look Who’s Happy privately owns their manufacturing facility and operates it according to US Food and Drug Administration food safety production guidelines, in addition to meeting far higher standards than what is required for commercial pet products.
Fetch’n Fillets are whole-muscle jerky treats packed with savory flavor made from naturally raised beef, cage-free chicken or grass-fed bison all sourced from the US—the grass-fed venison they use is sourced from a reputable New Zealand supplier. Tempt’n Tenders are made with US-raised, cage-free chicken and are available crusted with carrot, pumpkin, sweet potato or blueberry. Happy Wraps provide two tastes with every chomp since they’re made with US-raised, whole-muscle chicken or turkey fillets wrapped around slices of dry-roasted sweet potato or carrot.
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.