Today we’d like to introduce you to Breann Shook
Hi Breann, thanks for joining us today. We’d love for you to start by introducing yourself.
It all started with our English Cocker Spaniel, Lucy. At 11 years old, she became incredibly picky about her food, and we struggled to find treats that were safe, healthy, and worked with her allergies. After trying countless products on the market with no success, we started investigating what ingredients are used in pet food. We were shocked by the inferior quality of ingredients commonly used in pet products at the time.
This discovery led us to start home-cooking Lucy’s meals and treats. To our surprise, our formerly picky eater absolutely loved her new homemade diet. Seeing Lucy’s positive response, we realized we could offer these healthy, safe recipes to other pet owners too.
The idea aligned perfectly with my lifelong entrepreneurial dreams. Even as a child, I’d play “business” with my dad’s old briefcase and handmade business cards. So, I immediately began brainstorming and writing a business plan for our pet food company.
Getting the business off the ground was intense but exciting. I was in college during the day, and breaks were spent reaching out to potential customers and creating marketing materials. My husband, Eric, would drive all over California, visiting stores to place our product. At night, we’d recruit our friends with the promise of pizza and beer to help us hand-roll our meatball dog treats for freeze-drying and packing the next day.
It was a lot of work, juggling college, production, and business development, but we wouldn’t change a minute of it. What started as a solution for our beloved Lucy has grown into a company that brings joy to pets and their families across the country. It just goes to show that sometimes the best business ideas come from solving a problem close to your heart.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
When Eric and I started the company, we were young and eager to learn. We researched and spoke to as many people as possible, absorbing all the knowledge we could about creating and selling pet products. Initially, we sold our treats directly to retailers, which worked well with our original pricing structure.
However, a hurdle arose in 2007 when we expanded our product line to include complete and balanced pet food. The heavier weight of pet food bags meant higher freight costs, that’s when we decided to start working with pet product distributors. Our pricing structure at the time didn’t account for the additional margins’ distributors required.
Looking back, I wish we had priced our products higher from the beginning. This would have given us more flexibility when we decided to change our distribution model.
The experience taught us a valuable lesson that I now share with other entrepreneurs: always consider your end goal and plan for it from the start. Research what your dream sales channels require in terms of margins or sales support and build that into your pricing strategy when you initially launch your product.
While this challenge was stressful at the time, it ultimately made us smarter business owners. We learned to be more strategic in our planning, to always consider multiple future scenarios, and to build flexibility into our business model. These lessons have been instrumental in our growth and success since then.
Entrepreneurship is a continuous learning process, and sometimes the most valuable lessons come from the obstacles you face along the way. Our pricing challenge taught us to always look ahead, be prepared for change, and never stop educating ourselves about every aspect of our industry.
We’ve been impressed with Grandma Lucy’s, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
At Grandma Lucy’s, we specialize in ultra-premium freeze-dried pet food. We are a family owned and operated company that cares. Our commitment to care extends to every aspect of our business – we care about pets, nutrition, ingredients, giving back, and doing everything right.
What sets us apart is our unwavering dedication to putting pets first in all we do. Eric and I started as concerned pet parents looking for the best for Lucy. Our experience as pet parents drives our goal to create healthy recipes that ensure long, vibrant lives for pets. We design our recipes with pets’ needs at the forefront, creating food solutions that people and their pets love and trust.
We’re proud of our approach: thinking big while staying small. As a family-owned business, we pour our heart and soul into each pet’s bowl. When we started, the pet food solutions we wanted didn’t exist, so we invented them. We use human-quality ingredients that were previously unheard of in pet food. We also insisted on owning our facility which gives us total control over our processes from start to finish. Ensuring the highest quality in every pet recipe.
Our passion for solution-based feeding is another key differentiator. We believe that many common pet ailments, like itchy skin or red paws, can be addressed simply by changing a pet’s diet. Every ingredient in our recipes are chosen with a specific purpose, creating wholesome superfood blends that allow pets to eat their way to better health.
One of our proudest achievements is our commitment to spreading love and giving back through our Project Pet RAK initiative. This program, which stands for Random Acts of Kindness, celebrates the extraordinary bond between animals and humans every day.
Project Pet RAK was created with a specific mission: to provide wholesome, nutritious meals to service dogs, therapy dogs, and dogs in need. We recognize the invaluable role these animals play in enriching lives and bringing joy and companionship to countless individuals.
To maximize our impact, we’ve partnered with various 501(c)(3) organizations that share our passion for supporting these special dogs and the dedicated individuals who work with them. These partnerships allow us to reach a wider network of animals in need and ensure our contributions make a meaningful difference.
What makes Project Pet RAK truly special is how it involves our Pet Parents. By choosing Grandma Lucy’s products, our Pet Parents become part of something bigger. Every purchase contributes to our ability to donate meals through Project Pet RAK.
This program isn’t just about supporting pets; it’s about nurturing the human-animal bond, supporting vital animal assistance programs, and creating a community of caring pet owners who want to make a difference. Through Project Pet RAK, we’re fostering a movement of kindness and support for animals who give so much to humans in need.
We also want readers to know that when they choose Grandma Lucy’s, they’re not just buying pet food. They’re joining a community that truly cares about pets’ wellbeing, supports responsible and innovative nutrition, and gives back. Our ultra-premium recipes, commitment to quality, solution-based approach to pet nutrition, and dedication to giving back all combine to make Grandma Lucy’s more than just a pet food company – we’re a partner in your pet’s health and happiness.
Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?
When you’re starting out, it’s easy to get tunnel vision about your core product or service. While it’s important to stay true to your mission – for us, that’s helping pets eat their way to health – don’t be afraid to experiment with how you achieve that goal.
For example, don’t hesitate to bring out new products or explore new product lines. We’ve found that diversification can open unexpected opportunities. Also, always be on the lookout for new sales channels. Just because you’re not in a particular market now doesn’t mean you can’t be in the future.
I wish I had known earlier how important it is to incorporate passion projects into your business model. For us, that’s our Project Pet RAK (Random Acts of Kindness). It’s not only fulfilling on a personal level, but it also adds depth to your brand and connects you with your community in meaningful ways.
Lastly, I’d say don’t underestimate the power of flexibility and adaptability. The business world is constantly changing, and your ability to pivot and try new approaches can make all the difference. What worked yesterday might not work tomorrow, so always be ready to innovate and evolve.
Starting a business is challenging, but it’s also incredibly rewarding. Stay true to your core mission, but don’t be afraid to experiment with how you achieve it. Keep things fresh, both for your customers and your team. And above all, remain passionate and committed to making a difference in your chosen field. If you can do these things, you’ll be well on your way to building something truly special.
Contact Info:
- Website: https://www.grandmalucys.com/
- Instagram: https://www.instagram.com/grandmalucys/
- Facebook: https://www.facebook.com/grandmalucys
- Youtube: https://www.youtube.com/@GrandmaLucys
