Interested in starting your own entrepreneurial journey in pet care but unsure what to expect? Then read up on our interview with Cierra Szwed, Founder of Grace's Organic Pet Food, located in Wayne, PA, USA.
What's your business, and who are your customers?
Grace's Organic Dog Food is an organic, all-natural dog food and treats company. Our products are made and sourced in the USA, contain no synthetic ingredients or preservatives, and are air-dried raw to lock in nutrients. They are truly unlike anything else on the market today. Our customers are everyone from independent pet stores to large grocery stores. We also have a sizable direct-to-consumer business.
Tell us about yourself
I've always been into health and wellness. I knew that when I ate better, I felt better. My dog, Grace, was constantly sick as a puppy despite eating ultra-premium kibble. The vet presented me with a lifetime of pills or surgery. Not satisfied with either, I started doing hours of research. It made me realize how terrible conventional kibble is for our dogs. Since there is no regulation on pet food, manufacturers can use diseased or rotten meat, and nutrients are typically synthetically added—meaning the food isn't of high enough quality to provide nutrients on its own. I searched for organic, whole-ingredient products, but non-existed. Working with a holistic vet and through countless hours of research, I developed food and treat recipes that helped Grace thrive.
I've been making Grace's food for most of her life. But, friends and family have always encouraged me to turn my passion for better dog food and treats into a business. Finally, about two years ago, I officially started Grace's with the thought that other pet owners should have access to a higher-quality product than what is currently being offered. After completing all necessary testing, we started selling Grace's online and at farmers' markets and festivals. There was a lot of demand, so we began to focus on brick-and-mortar. Just over a year after we did our first farmers market, we are now in 19 stores.
At Grace's, we consider our dogs part of our family. Dogs bring such joy to our lives. I am often reminded that nobody loves you as your dog loves you. When I think about how our pets are fed, I am saddened that we would continue to feed them food that wouldn't be fit for human consumption. My motivation in this business is to provide dogs with a longer, happier, healthier life. Our mission is to provide better dog food and treats for pet owners. We do this by using only the highest quality ingredients sourced from local organic farms, utilizing sustainable farming practices, and gently air drying the food to lock in nutrient value—no synthetic vitamins or minerals. We hope to be the largest provider of organic food and treats globally.
What's your biggest accomplishment as a business owner?
This is a very challenging question. We have a lot to be thankful for at this stage, and there is obviously a lot of work to be done. I couldn't say just one particular item. I think winning space on grocery shelves' is a significant accomplishment. Additionally, the business is profitable, which is effectively unheard of in start-ups. It's not easy to run a lean business—you always have to be a few steps ahead—so I am proud of the decisions we have made thus far that got us here.
What's one of the hardest things that come with being a business owner?
Like any small business, the hardest part is the constant work. There are no breaks and no days off. Often, I find myself working nights, weekends, early mornings, etc. But despite the hours, I wouldn't trade it for anything. I love what I do. I love seeing happy customers and happy dogs. I love hearing how their dog had health issues previously that were resolved once switching to Grace's food. I love seeing the results of my work.
The other challenge is finding suitable business partners. Trust is paramount, and I am often reminded that good people are better than good contracts. My advice would be to use family and friends as much as possible initially and to be extra diligent with who you hire.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
First, have a support system. I couldn't do this without my husband's and mom's support. They are always there to pitch in. Second, and after proof of concept, focus on sales. You don't have a viable business without revenue. Finally, go in knowing that nothing is perfect and that you will have a lot of trial-and-error along the way. I was not too fond of the first iteration of our packaging. But I remembered a quote saying, "If you like your first design, you spent too long creating it." Despite its flaw, the first packaging design allowed us to start selling immediately and ultimately provided the funding for the second iteration. Succinctly, know that there will be stumbles, but focus on what is important!
Where can people find you and your business?
Website: https://www.gracesorganic.com/
Facebook: https://www.facebook.com/GracesOrganic
Instagram: https://www.instagram.com/gracesorganic/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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