Fat Murray's All Natural Doggy Treats
By: Allan Fliss
What did a middle-aged, female corporate IT Vice President do when her position was eliminated as a result of downsizing? First, she spent the next six months networking in search of a new job. After being told she was either overqualified or too expensive for what was available, which made her increasingly despondent, Ronnie Fliss began Fat Murray’s Doggy Treats in 2003.
The idea was born over coffee with another out-of-work friend. He casually mentioned the dog treats she was baking for her allergy prone dog were a big hit with his dogs. So, why not start a business? Ronnie jumped on the idea, and did extensive research into the pet industry. She quickly realized that this segment of the market was growing, especially among baby boomers who were lavishly spending on their animals. Ronnie loved to bake and loved her animals. Murray (her two-year old basset hound who has a nose for both business and food) totally agreed with the plan.
So, Ronnie began to do additional research and found several recipes on the internet. She started experimenting (Murray, of course was the company’s taste tester) and within a few months, several recipes were created.
Ronnie and Murray started by making the rounds to local pet stores in Northern New Jersey and nearby New York City. She began using a consignment business model in order to get her product line into stores. As she notes, “No one would refuse consignment.”
The business began to take off and Ronnie and Murray had found their niche. Barney, Murray’s little brother soon joined the business, doubling her sales force. Ronnie with her two basset hounds hit the road, making sales calls and developing the business away from consignment. Store owners found it increasingly difficult to refuse the persuasiveness nature of the two bassets.
From the beginning, Fat Murray’s unique selling proposition was to produce 100% natural freshly baked dog treats with no preservatives, no sugar or icing, no dyes or coloring and made with human grade ingredients.
Ronnie had discovered that many of the so-called yogurt coatings that other bakers were using were actually a white chocolate, predominantly made with sugar. As an alternate ingredient to the yogurt coatings, she searched for something that was both healthy and decorative for her treats. “Vegan carob is made with malt barley and corn and does not have the high sugar content of regular carob,” she says.
Another eye-pleasing element was the crazy characters, baked with beans to resemble eyes and buttons, which formed the basis for her line of products including pigs, frogs, crabs, horses, turtles, teddy bears, and of course, dogs. The combination of all-natural freshly baked with no preservations and various shapes became fast sellers. But she didn’t stop there. Much of her success was actually based on flexibility. Ronnie listened to her customers. Each one had different needs and methods for displaying her products. Many simply needed bulk product to display in their bakery cases or in baskets. Others requested packaging for their shelves. She also learned that four basic flavors were the most requested -- cheese, peanut butter, applesauce and a wheat and corn-free product made with fresh carrots for dogs with allergies.
During the first two years in operation, Ronnie soon realized that her dog treat was seasonal. Acting upon customer requests, she created several holiday lines. As Christmas and Halloween approached, new characters were created such as witches and ghosts, snowmen, reindeer, Christmas trees and even Hanukkah dreidels. For Valentine’s Day she offered hearts and at Easter there were bunnies galore. For the summer months, Fat Murray lovers could feast upon lobsters, crabs, seahorses or surf boards. These were especially popular in beach resort areas.
In 2006, she expanded her business model to include a line of personalized items for pet friendly hotels, pet sitters, groomers and dog walkers.
Fat Murray’s believes in giving pets a nutritious, healthy fresh baked treat made with human grade ingredients that is both delicious and rewarding. Would you eat them? According to Ronnie, it is not uncommon for her to walk into a pet store and see the staff nibbling on a cheese piggie.