| This CEO works
like a dog
The CEO of Trick Dogstuff pants, is furry, and has been
known to take a drink from the toilet now and then.
His name is Diesel, and he’s a lab-cocker mix.
It
might seem strange to list a dog officially as chief
executive, but not when one considers the product the
firm makes: gourmet dog treats sold under the Scaredy
Cats brand name. The firm was founded two years ago
in the Northern Neck by a human, Cabell Westbrook, owner
of the corporate canine.
The
dog-human combination seems to be working. Westbrook
got the idea for making dog treats after noticing the
popularity of the morsels his father made at his restaurant
in Irvington called the Trick Dog Café. Westbrook’s
father regularly gave the dog treats out as doggie bags
to customers and later shared the recipe with his son.
So
far, Scaredy Cats has been popular with both dogs and
owners. Westbrook uses all natural, human quality ingredients
in the treats, which are approved by veterinarians.
In independent testing by a Chicago firm, Scaredy Cats
overwhelmingly beat out nationally known brands such
as Iams and Milkbone for doggy tastiness. Westbrook
says he’s been told that his are the only treats
that some pooches will eat. “They have a flavor
that dogs just flip for,” says Westbrook.
Westbrook is not only making dogs around Virginia beg
for his treats, he’s also making area supermarkets
take notice. Scaredy Cats has already invaded Ukrop’s
and many smaller area pet shops, with Kroger supermarkets
in his sights by the end of January. The treats, also
sold online at scaredycats.com, may soon be seen in
Petsmart, as well as supermarkets across the Mid-Atlantic.
CEO
Diesel’s primary role is that of chief taster.
“He’s really the head of quality control,”
Westbrook explains. “If he doesn’t like the
treat, we don’t sell them.” Diesel will soon
experiment with new flavors that could ensure even more
counter space for the fast-growing firm.
—
Joshua Covington
Return
to Virginia Business -February 2003
|
