Everyone loves an underdog, especially in an industry catering to canines. Pet product start-ups by lower-income groups, ethnic and religious minorities, immigrants and refugees already start off with a strong underdog origin story.
Lower-income groups, ethnic and religious minorities, immigrants and refugees could find business success in the U.S. pet food industry. Their plights are often well-known, yet many feel largely powerless to help. Buying a dog biscuit to help people escape suffering turns a banal buy into a social statement.