A ‘Tail’ of Success
Sometimes, in life and in business, if you want something done, you have to do it yourself. Such is the case with Nonthaburiborn Anchali (Joom) Thiampu who noticed a lack of healthy dog snacks in the market and decided to launch her own online company.
“I just thought if I couldn’t find what I wanted for my own dog, then okay, I would try to fill that gap myself,” said Anchali.
She founded her brand “Pettify 100% Nature” in October 2015. The name is a combination of “Pet + Qualify” with the focus on natural ingredients and raw materials, and also “Pet + Satisfy” with the products fresh baked, without seasoning or preservatives. The logo comes from Anchali’s own dog, Paek Poon.
Married and working full-time as an infrastructure planning specialist for a leading telecommunications company, as with many small- to medium-sized enterprises, Anchali faced a number of problems in establishing her business.
Photograph: Courtesy of Pettify
“It was extremely difficult when we started. As one of the first to sell healthy dog food products, most people were not interested in buying nutritious food and snacks for their pets. We were selling salmon and cod skin, but sales were poor. So we had to adjust and offer chicken, other fish and add-on fusions so that we could survive and grow the business.”
Managing her full-time job with her canine food firm means Anchali has to work early in the mornings before she leaves home, at night and on holidays. Fortunately, she now can now afford to hire one fulltime employee to help her with the business.
Photograph: Courtesy of Pettify
As with human food, there are a number of essential processes the dog products have to undergo, including three full days of preparation. The stages include the purchasing of raw ingredients, cleaning, sliding – which is the forming of the product, baking, verification to check the humidity, and finally, packaging.
Photograph: Courtesy of Pettify
Very high standards are maintained throughout each stage and all products are delivered with oxygen absorber and desiccant packs to keep everything fresh.
Photograph: Courtesy of Pettify
There are ten products in the current range and these include Shark Jerky, Crushed Chicken breast, and Pork Fillet Jerky. The selling point for Pettify 100% Nature is the tempting smell of the various food snacks which are developed in the bakery.
With an active Facebook page, Anchali is quite optimistic about the future of her company. “I have plans to distribute my products to pet shops and export. And also diversify into cat food and add more recipes which relieve sickness for cats and dogs.”
Starting a business is always difficult. It involves much dedication, lots of trial and error, and a strong belief that what you’re doing will make someone’s life better or happier – and in this case, it’s the canines who will be healthier and happier enjoying the snacks produced from real food. Dog lovers can check out Pettify’s products at www.facebook.com/pettify.product/ .
