OmniPro began with a line of superpremium dry foods that has grown to 23 SKUs for all lifestages. The formulations were developed using chicken and rice or lamb and rice as the base, plus other ingredients designed for export to the European Union and other countries with strict regulatory environments for imports. The result was OmniPro Holistic canned foods with unique ingredients such as caviar, sweet potatoes and pheasant.

Partnering with those distributors is a key part of the company's business model. Pup E. Luv doesn't ship directly to retailers, nor does it dictate to whom distributors can ship. Just since last December, Cohen and the distributors have placed Pup E. Love products in 4,000 to 5,000 pet specialty stores. "We're very satisfied with where we're at, but of course we always want more," Gardone says. "The best way for a small company to grow is through distribution."

New resources, ingredients and methods can help you improve product palatability