There are unconventional job interviews, and then there’s the one I had with Freshpet. I wasn’t from the pet food world, and as I walked into the room, there were samples of their products dotted around the table. I could see a little meatball and some rolls sliced up. What you might expect, maybe, but I could see my interviewers chewing as they welcomed me. “OK,” I thought, “this might be strange.”
And then the co-founder walked in and gave me a dog bowl, filled with a chicken recipe. “Try it,” he said. At this point, I realised everyone else in the room was eating the company’s dog food, too. I’ll admit it, I thought they were all a bit crazy.
But I took a deep breath, had a tentative bite and to my complete surprise, it tasted good. Like fresh, high-quality chicken, and not the slimy or jellied texture you might get from canned dog food.
And you know how you recoil in horror from the smell of a can of dog food? This was more like freshly cooked Sunday lunch. I could detect hints of carrots and other wholesome ingredients, as well. From that point, I was hooked.
That’s meant continuing to taste and test the food ever since, even though my formal role is a marketing executive. Every month, we come together at Freshpet to evaluate each new recipe, assessing the appearance, the aroma and the taste. Once you get over the fact that it’s not traditional dog food but balanced, fresh food for dogs, then it’s not something strange. All my colleagues actively participate in these tastings so we can properly ensure every bite meets the standards we’ve set.
Our tasting sessions are really fun. We go into the boardroom and all the various products are cut up on chopping boards. It’s like a meat buffet. We use cocktail sticks, as there’s no cutlery, and have a chat about what we think. Some of the conversations you hear are brilliant: “Lots of veggies in this one… this one smells like my granny’s roast dinner… my dog Mac would love that.” Then we record all the tasting notes and send them back to production. They’re doing this stuff daily, with methodical protocols governing aroma, appearance and taste.
Because of this testing we can also then let it be known through our advertising that the products have been tested by humans.
What’s fun is that once people from outside the industry see me trying the food or hear me talking about it, they want to have a taste themselves. I always joke that they’ll start developing a glossy coat or a slight woof if they have too much. But it’s fascinating seeing the way they begin to think about food for pets differently. Human food has evolved in the past decades and we’ve tended to move away from cans of long-life food towards a fresher, healthier diet. So why are we still opening something for our pets that is ultra-processed, packed with chemicals and preservatives, and has been sat on supermarket shelves for years?
What do my friends and family say about what I do? They baulked at first, and my boyfriend and wider circle think it’s a bit odd. Actually my Dad has often tried a bit when feeding his dog, and so has my friend Vicky. There’s no secret shame.
The general response from people trying our food is exactly the same as mine in that first interview: pleasant surprise. They like the idea of feeding their beloved companions something they would be comfortable eating themselves.
They also appreciate the added benefits that comes with fresh food for pets; we have brown rice in our recipes and fibre-rich vegetables to help with digestion, so there’s definitely a reduction in unpleasant odours. It’s a win-win for both the pets and their humans.
It’s not just their humans who test it, of course. We put a lot of time and research into ensuring dogs enjoy the meals too.
Some people do freshly cook for their pets at home, of course, but our recipes are balanced to ensure animals get all the recommended daily nutrition they need, and not just leftovers. That’s why I probably wouldn’t sit down with a pet and share a Freshpet meal with them for my dinner. [Even the largest dog’s recommended daily calorie intake is less than for a human and dogs do not need the same wide range of nutrients as humans.]
I’d probably prefer a bit more salt, too. But being able to taste their dinner does mean there’s that reassurance that you’re giving your pet the very best fresh food.
As the brand continues to expand with the development of a line of cat food, I can’t help but feel a sense of excitement, particularly as I’ve got a cat myself. I’ve done some of the taste testing on the line in our kitchens, and if it’s good enough for me, it’s good enough for my Pixie.
And that’s the thing. This has become more than just a job for me; it’s a passion project, a chance to redefine the way we nourish our four-legged family members. Looking nervously at that dog bowl in the interview now feels a long time ago.
As told to Ben East
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