Self Made - Werewolf Food
Chris and Bridgeen Hanlon, husband and wife, and the co-founders of Werewolf Food, Ireland’s first dog food subscription service. The duo have created a highly nutritious, hypo-allergenic and grain free dog food that they deliver to customers as often as their dogs need it.
‘We know that all dogs are different which is why our subscription is different in that it’s flexible. So rather than having to have food delivered every month, you can have food delivered every 30 days, six weeks, 3 months or basically whenever works for your dog’s size and eating habits’
Having been dog lovers their entire lives, Chris and Bridgeen setting up Werewolf Food came naturally for the pair.
‘Our life together has always involved dogs – we’re both really passionate about dogs and actually have six dogs. We got our first dog when we got engaged, quite some time ago, and the pack has grown since then. We’ve been running dog-related businesses for over 20 years, our boarding kennels, Brookvale Boarding, and our detection dog training service, Brookvale Detection. Chris is a professional dog trainer and works closely with government agencies training detection dogs here in Northern Ireland, but also as far away as America and Singapore. Chris knows from his experience that great-quality food is absolutely vital when it comes to a dog’s health, condition, obedience, behaviours, happiness and life expectancy. Over recent years, we searched for a dog food that would suit all dogs – our own, our boarders and the dogs we train – but we couldn’t find one that suited and were sporadically dealing with issues like allergies, upset tummies, shedding and dogs not eating at all. We realised there was a huge gap in the market for a dog food brand that is honestly nutritious, affordable and convenient. So, we decided to work with nutritionists and vets to create our own’
I asked the working duo what is the process behind making their products.
‘The quality of our dog food sets us apart. We believe that all dogs should be able to enjoy and benefit from great-quality food which is why we thought of a subscription model – yes it makes it easier for the dog owner as the food is delivered but as we’re direct-to-consumer, it also reduces the cost, so our customers get the best product for the best price. All of our freshly-prepared recipes use the highest-quality, human-grade ingredients and are packed with nutrients and rich gravy-like flavours. Our food is totally grain-free so no empty calories – just all good stuff. Each recipe is gently cooked to lock in the freshness and protect the proteins which are really important for dogs. We have hundreds of dogs using our food, some with allergies, sensitivities and other ailments. Our customers always tell us that after a few weeks the condition of their dogs is massively improved be it the coat, consistency of bowel movements, energy levels, mood, the list goes on’
The entrepreneurs have had many highlights to date.
‘Keeping to our environmental values is a big one. Right from the off we knew we wanted to launch a sustainable business and we use minimal packaging and plastic which will remain really important to us as we move forward. We just reached a new milestone in our customer numbers which we’re really proud of. It’s a significant leap and confirms the market conditions are ripe in Ireland for a local dog food subscription company. Customers can cancel their subscription at anytime but they don’t! In two years, we’ve only had a handful of customers cancel their subscription which is something we’re really proud of – it shows the true quality of our product and our service.’
I asked the duo what advice they would give our readers who may want to start their own company.
‘Get the basics right! With Werewolf Food we have a great product, a strong brand, the right pricing and great customer service. That said, with a start up, waiting for perfection on everything may mean you never get the business off the ground. So be brave, get started, settle on your non-negotiables and learn to accept the rest. After all, there are no failings, only opportunities and learnings.’
There is no stopping the duo as they have many plans for the brand in 2020.
‘To grow the Werewolf Food brand sustainably and continue to explore more ways we can enhance our operations to reduce the impact we have on the environment. We would like to expand our product range this year too. We’ve seen our online community grow steadily over recent months and we would like to continue this engagement so our marketing efforts will be a big focus. Overall, because we’ve always believed in the Werewolf Food concept, we’re not setting any limits now on its success. We are dreaming big.’
Lastly, I asked Chris and Bridgeen do they have a life motto they would like to share with our readers.
‘With a house full of boys, we often quote the saying, ‘Manners Maketh Man’. We actually have a print of it in our home office. Good manners and kindness towards others will get you far in life and it’s the same in business. You don’t need a huge budget to provide good customer service so it’s a non-negotiable for us. We genuinely value and are grateful for each of our customers so thankfully we get to practice what we preach everyday’.
Visit @werewolffood on social media or werewolffood.com to find out more.