Barkworthies, an emerging Richmond, Virginia-based company and brand focusing on dog treats and chews, claims simplicity as its driving force. “The company was founded by my wife Lauren and me in 2011 out of a simple desire to feed our two dogs the finest natural chews and treats,” says founder Avrum Elmakis. “We were concerned about the low-quality ingredients and chemical additives often found in retail products. Four short years later, Barkworthies is making a name for itself in the premium treat and chew category.”
According to Elmakis, the company’s credo is that simpler is better. “It’s an approach to product development, processing and packaging that we practice every day,” he says. “Many of our all-natural products contain only a single ingredient, and are minimally processed without any fillers or additives. That’s a significant claim to make when you consider that we offer well over 200 items.” What’s more, Elmakis says that approach resonates with pet owners and helps distinguish the Barkworthies line from the majority of canine treats and chews on the market.
Innovation is the other prong of Barkworthies’ success strategy. “Pet parents are always looking for new and different types of chews to keep their dogs occupied and happy,” says Elmakis. “At Barkworthies, we take this to heart. That’s why we’re constantly coming out with new product innovations. One way we stay ahead of the curve is by offering unique, alternative protein sources like kangaroo and crocodile. We’re also tuned in to consumers’ quality concerns, which is why we’ve recently added a number of made-in-the-USA items. We’ve introduced over 60 new made-in-the-USA SKUs in 2015 alone.”
When searching for alternative protein sources to expand the brand’s product portfolio, Elmakis says considering Australia made sense. “We looked to Australia because their proteins are among the best in the world,” he says. “That’s what led us to launch our Australian Gourmet line made with minimal ingredients that are sustainably sourced from Australian farms and ranches. There are currently four items in this all-natural line, including Cow Ears, Lamb Ears, Salmon Skins and Beef Trachea with Kangaroo Filling.The cow and lamb ears are drizzled with an exclusive, pure liver ‘icing’, resulting in an extremely palatable chew that’s moist and mess-free.”
Courtesy Barkworthies
There are currently four items in Barkworthies’ all-natural Australian Gourmet line, including Cow Ears, Lamb Ears, Salmon Skins and Beef Trachea with Kangaroo Filling.The cow and lamb ears are drizzled with an exclusive, pure liver “icing.”
The entire line is free of anything artificial, according to the company. When combined with the products’ retail presentation—merchandised in Barkworthies’ new, modern acrylic counter bins—consumer demand and sales for the new line have been exceeding goals month after month.
Courtesy Barkworthies
When combined with retail presentation—treats are merchandised in Barkworthies’ new, modern acrylic counter bins—consumer demand and sales for the new line have been exceeding goals month after month, according to the company.
When it comes to branding, Barkworthies focuses on more than just presentation. “We’re continuing to implement an extensive rebranding campaign that was unveiled earlier [in 2015],” says Elmakis. “It included everything from new packaging and sales materials to a website redesign—the works. This initiative was in response to the feedback received from both retailers and consumers. Now, the Barkworthies brand better reflects our core values in a consistent way that’s easy to recognize and helps capture new and returning customer interest. Our new packaging is also helping to increase our retail partners’ sales on-shelf and online.”
Those core values include the company’s focus on self-accountability for the environmental impact of its packaging and its prominent stand in favor of shelter pets, which are the focal point of the new packaging and ad campaign. And even when discussing values, Elmakis reiterates the fundamentals that have made Barkworthies a success. “We’ve built our business by staying true to three principles—quality, simplicity and innovation,” he says. “We consciously focus on the premium dog treat category because of the shoppers’ voracious appetite for unique, value-added products. And let’s not forget that we’re out there supporting our trade partners every day with promotional programs, in-depth training and an effective array of merchandising aids.”
The company’s management has assembled a team of domestic and overseas suppliers to provide a reliable source of supply for current retailers as well as sustain Barkworthies’ significant growth. “Our procurement specialists are always on the lookout for new suppliers that meet our exacting standards for food safety, purity and consistency,” says Elmakis. “We also make it a priority to continuously improve the efficiency of our sourcing, packaging and logistic operations to assure a great value for all our distributors, retail partners and consumers.”
Barkworthies’ opportunities suit the company’s innovative drive, according to Elmakis. “The premium chew and treat shoppers we cater to are getting more and more adventurous,” he says. “We’re seeing a definite trend toward exotic, alternative nutritional sources such as kangaroo, crocodile and even cultured milk from yaks, which are all available in our current line. Pet parents are also becoming even more diligent label readers, exhibiting an ever-increasing interest in where the products they purchase are sourced and how they’re made. They’re continuing to prefer products with smaller, more familiar ingredient lists in their continuing quest for less processed, more natural foods. We believe Barkworthies can meet these pet owner preferences and drive the trend further for several years to come.”
At the same time, the company is well aware of—and prepared to meet—its challenges. “Operationally speaking, I believe that we only have one fundamental challenge—managing to scale capacity without sacrificing quality and to keep pace with increasing demands from our distributor and retail partners,” says Elmakis. “We spend a lot of time visiting our suppliers to ensure that our quality requirements are being scrupulously followed. We know it’s going to take a lot of time, energy and financial resources to make Barkworthies a household name, but we’re well on our way.”
Industry outlook: Barkworthies founder Avrum Elmakis
“This is an exciting time to be in the pet nutrition business if you have something wholesome and healthy to offer,” says Barkworthies founder Avrum Elmakis. “Shoppers are becoming increasingly cautious about the products they serve their pets. In response, they’re seeking out pure, simple and unadulterated foods, treats and chews. To our mind, this means we’re playing in precisely the right space at the right time.”
According to Elmakis, consumer interest in novel ingredients and proteins will continue to grow, just as it is rising for human foods. “New packaging breakthroughs will continue to make pet food, chews and treats more convenient to serve and competitive to sell,” he says. “The only other prediction I can confidently make is that tomorrow won’t be the same as today. The days of ‘business as usual’ are long gone. But we’re certain that we have the agility, creativity and focus to make the Barkworthies brand successful for a long time to come.”
Just the Facts
Headquarters: Richmond, Virginia, USA
Facilities: Richmond, Virginia, USA
Officers: Avrum Elmakis and Lauren Elmakis, founders
Sales: Double-digit growth each year since inception in 2011.
Brands: Barkworthies
Distribution: North America
Employees: 89
Website: www.barkworthies.com
