PAWTALKS WITH THE KIND PET

What was the inspiration behind The Kind Pet?

Years ago, Laura (my co-founder) and I, were shopping for our new pets and our excitement quickly turned to guilt and frustration while searching for sustainable pet gear. After hours of research and some trips to our nearest pet stores, one thing was clear: the pet industry is littered with plastic. 

What we found:

Pet toys primarily consist of a host of plastics, some disguised: virgin plastic & nylon, ocean recovered & recycled plastic, “natural rubber,” poly filled, synthetic fabric, and silicone with plastic fillers.

There is a severe lack of education on the dangers of microplastics for pets and how most pet toys contain them.

We knew there HAD to be a better way.

How does your brand differ from other industry brands in the same category? What gives you the competitive edge?

We think plastic-free first. So for pet parents truly concerned about giving their pets the absolutely safest toys, we have the best toys. Not only are our products the safest for their pets, but since we consider the full life cycle of the product and how it impacts the earth, every step of the way, our products are safest for the planet as well. We proudly make our products in the USA as well.

Describe the ingredients you look for in the products you use.

We use only natural materials that are always plastic-free. Right now we're using hemp and cotton, but we're researching bio based, plastic-free natural rubber and other fun, innovative, eco-friendly materials that are safe for pets and planet.

"After hours of research and some trips to our nearest pet stores, one thing was clear: the pet industry is littered with plastic. " 

Walk us through your development process — from ideation to the product we see on the shelf.

We start with materials we know are the safest and then consider what conventional toys we can make using these materials. It can be challenging replacing toys made with conventional petroleum based rubber and plastic, because they are very durable and cloth material isn't always up for the task. So we are limited in some ways with what we can make safe AND durable. We have an incredible product development team and manufacturer who can take our rough ideas and make them a reality.  

What are some things you take into consideration during the creation of new products?

We like to make toys that are mentally stimulating for pets and fun for pet parents, so that's a major factor for us. We also think about how we can package the products in a plastic-free, zero waste manner. So we usually think about minimal packaging - so hangtags when possible, made of recycled kraft paper and boxes would be another option.

Other than The Kind Pet, what is something you are passionate about?

Laura and I love our pets! Laura has a gorgeous Scottish Fold (Charlotte) and a lab mix named Penny. I have Oakley, a 20lb Sheepadoodle. I am also a proud mother to two kids (14 and 16). Laura and I are both passionate about reducing waste and all things around sustainability.

What is one major lesson you learned about running a business?

You can build it, but it doesn't mean they will come. Ha! Laura and I both have previous experience in e-commerce, so we knew going in on The Kind Pet, that building a brand is hard work and just creating a website doesn't mean people will visit. So that's something we learned a very long time ago.

What are some challenges you have overcome with The Kind Pet?

As a startup, lack of cash is a big battle we're dealing with daily. We are almost to the point where we can grow the business from sales alone, but we are not quite there yet. That day will be cause for a great celebration!

What would you say is your most effective marketing channel?

Our blog posts are really popular because we talk a lot about fairly new concepts around pets and sustainability. So we get a lot of organic traffic from our blog.

"We think plastic-free first. So for pet parents truly concerned about giving their pets the absolutely safest toys, we have the best toys. Not only are our products the safest for their pets, but since we consider the full life cycle of the product and how it impacts the earth, every step of the way, our products are safest for the planet as well."

Give us the backstory of your brand’s name.

We wanted a name that reflected how our products were gentle for pets and the planet. The Kind Pet was as close as we could get and wasn't already taken or too similar to other names.

What would you like to see for The Kind Pet's future?

We are excited to start producing more toys. Get ready for more engaging enrichment type toys in materials beyond cotton and hemp. We are also expanding into independent pet boutiques - so look for us in a store near you!

What do you think is the most prominent concern in the pet industry?

Right now pet parents are shopping for their pets as they do for their other family members. So, I'd say they are looking to provide their pets with a similar lifestyle to their own. That can mean a lot of different things to different people. For our customers, they are looking to provide their pet with the safest, most natural lifestyle, just the way they live their lives.