Marketing Tails

Welcome to Marketing Tails—the show where host Mark Bevington talks with founders and execs who are excelling at growth and changing the way we do business. Mark sat down with Nadine Lafeber, Vice President of Marketing and Sales at a multi-generational company that's been pioneering high-quality, specialized pet nutrition since 1973. What began as her grandfather's veterinary pursuit of balanced bird diets has since expanded into a trusted family-owned brand known for integrity, innovation, and a unique presence in the bird and exotic pet nutrition space. In this episode The family legacy behind a 50-year-old brand in avian health How a veterinarian's vision grew into a trusted name in critical care nutrition Expanding beyond birds: new small pet products and why hay bales matter Why boutique manufacturing is a moat (and how it beats big competitors) Marketing + sales as one team: how Nadine runs it lean and aligned Thought leadership and educational content as a growth engine What it means to lead with values, faith, and purpose in a competitive market Guest Nadine Lafeber — VP of Marketing & Sales Website: https://lafeber.com/ Check out the Emeraid line and new small pet innovations for 2025. Sponsor This episode is brought to you by Ninedot—the digital marketing team that turns underperforming websites into your best sales tool. Get your free website grade: ninedot.com Chapters 00:00 Intro & sponsor 02:30 A family mission since 1973 05:45 How Emeraid became a leader in critical care nutrition 10:38 The hay bale innovation for small pets 13:12 Educating pet parents and veterinarians 19:20 Merging marketing and sales into one agile team 22:59 Building awareness for small pet SKUs on TikTok 25:53 Competing against big brands with trust and transparency 29:28 Leadership lessons from a family business 33:15 Wildlife hospital partnerships across 3 continents 41:00 Why mission-driven marketing works 48:00 Nadine's advice to young women in the pet industry 52:00 Where to find more about the company

In this episode of Marketing Tails, recorded live at Global Pet Expo 2025, host Mark Bevington sits down with two powerhouse pet treat brands making waves in the industry: George from Tall Tails (3T Brands) and Kelsey Sora from Polkadog. From heritage-driven storytelling to premium ingredient sourcing, this candid conversation dives into what's driving the next wave of innovation in pet wellness and nutrition. Learn how each brand leverages retail partnerships, customer feedback, and product quality to stay ahead in a fast-changing market. Whether you're a founder, marketer, or pet industry insider, this episode is packed with lessons on brand differentiation, growth strategy, and community building.

Emily Miethner is Co-founder of Travel Cat, an omni-channel pet product company specializing in premium cat products. A serial entrepreneur with expertise in community building, social media, and digital marketing, she co-founded Travel Cat, formerly known as Your Cat Backpack, in 2018 with her husband. Now the world's leading cat travel brand, Travel Cat serves customers in over 100 countries and 1,200 retail locations. An award-winning keynote speaker and educator, Emily's insights have appeared in Good Morning America, The New York Times, and Fast Company. She has also taught as an adjunct professor at the School of Visual Arts and the Fashion Institute of Technology. In this episode… Expanding a niche business in a competitive industry can be daunting, especially when traditional retail and consumer expectations favor more established markets. For entrepreneurs in the pet industry, breaking through misconceptions — such as the belief that cat owners don't spend money on high-quality products — presents a significant challenge. How can you overcome these barriers, build a loyal customer base, and scale to a global brand? Serial entrepreneur Emily Miethner tackled these challenges by recognizing a gap in the market: high-quality travel products built specifically for cats. With a focus on community building and innovation, Emily and her husband developed products like the "Fat Cat" backpack, designed to meet the unique needs of cat owners seeking more than the typical pet carrier. Emily emphasizes the value of understanding consumer behavior, using data to drive product development, and leveraging direct engagement with customers to create high-demand products. By hosting virtual events, building strong retail partnerships, and fostering an engaged community, she demonstrates how you can develop trust and long-term loyalty with your audience. In this episode of Marketing Tails, Mark Bevington interviews Emily Miethner, Co-founder of Travel Cat, formerly known as Your Cat Backpack, to discuss scaling in a competitive market through community building. Emily shares the story behind her company's growth, the impact of customer engagement on product development, and how niche brands can challenge industry norms. She also delves into international expansion, overcoming supply chain hurdles, and the role of influencer partnerships in driving brand awareness.

Tori Mistick is the Founder of Wear Wag Repeat, an award-winning dog mom lifestyle brand and blog, and the host of its popular podcast highlighting inspiring women entrepreneurs in the pet industry. With over 40,000 Instagram followers, Tori has built a vibrant community of pet lovers and is recognized for her expertise in digital marketing, dog care, and entrepreneurship. Beyond her work in the pet space, she also teaches multimedia communications at Point Park University. Tori's inspiration stems from her two senior chocolate labs, Bert and Lucy, who embody the heart of her passion and brand. In this episode… In the evolving pet industry, authenticity is key to building trust and credibility. With countless choices flooding the market, how can entrepreneurs make their mark and resonate with discerning pet owners? And what does it take to turn a curated love for creatures into a full-blown career? Tori Mistick, a leading figure in the pet industry, shares her journey of turning a simple blog into a full-time career while empowering women entrepreneurs. Reflecting on her blog's evolution into a lifestyle brand, Tori discusses the pet industry's shift towards authenticity, emphasizing the value of connecting with your audience through relatable stories. She also dives into the resurgence of long-form content that's rich with personal experiences and why it's crucial to have mentors and role models in every field. Her approach highlights the significance of visibility and connection, especially for solopreneurs navigating the digital world.  In this episode of Marketing Tails, Mark Bevington chats with Tori Mistick, Founder of Wear Wag Repeat, about pet entrepreneurship and digital authenticity. Tori provides insights into effective marketing strategies in the pet industry, the impact of canine enrichment on pet well-being, the evolving role of women in the industry, and the significance of sustainability and innovation.

Elli, Kate, Lauren, Emery, and Rylie are the Founders of Luca & The Five Girls, an organic dog treat company. The 17-year-old high school students' entrepreneurial journey began at a sleepover in 2017 — inspired by their love for a dog named Luca, they decided to create healthy, tasty dog treats. The group has successfully expanded their business to 32 states across the US while balancing business with school, sports, and other jobs. With a commitment to giving back, the girls donate a portion of their proceeds to the Animal Humane Society, Como Zoo, and local animal food shelves, helping every pup find the love and care they deserve. In this episode… Five young entrepreneurs and one beloved dog have embarked on an inspiring journey to transform the pet treat industry. They are not just balancing school and sports, but also managing a thriving business. How did these high school seniors turn their love for a family dog into a full-fledged company? Elli, Kate, Lauren, Emery, and Rylie, driven by their passion for pets, launched Luca's Dog Boutique Business at 10 years of age. Illustrating how a baking session turned into a nationwide enterprise, the girls reveal the challenges and triumphs of their business evolution. Despite facing hurdles like maintaining a healthy balance between academics and entrepreneurship, sourcing organic ingredients, and navigating supply chain issues during COVID-19, these young entrepreneurs have kept their passion at the forefront of the company's products. The brand sets itself apart in the market with organic, high-protein, and most importantly, pup-approved treats. They've also maintained a strong sense of community, donating to local shelters and engaging in charity work. In this episode of Marketing Tails, Mark Bevington chats with Emery, Kate, Elli, Lauren, and Rylie, Founders of Luca & The Five Girls, about their entrepreneurial journey in organic dog treats. The teens discuss their hands-on approach, their tenacity in facing growing pains, and the delicate balance of being business partners and best friends.

Melinda Thomas is the Executive Director of Pets in the Classroom, a grant program that supports teachers and enhances students' educational and personal development through pet interaction. Under her leadership, the organization has impacted over 10 million students and 250,000 teachers, providing financial assistance for classroom pets across the US and Canada. Melinda's lifelong passion for animals began on a dairy farm, leading to a 20-year career in the pet industry focused on pet supply distribution and fostering entrepreneurial growth. In this episode… How can something as simple as having a pet in the classroom transform learning? With the mounting pressures on educators to utilize innovative teaching methods, could the solution lie in the paws of our furry, scaly, and feathery friends? Melinda Thomas shares how her organization addresses these challenges by providing grants to teachers for classroom pets. But Pets in the Classroom doesn't just offer financial support; it equips educators with lesson plans and resources that integrate pets into the curriculum, enhancing student engagement and development. Adopting this learning approach, according to Melinda, can help educators foster empathy, responsibility, and social skills while boosting attendance and learning outcomes. In this episode of Marketing Tails, Mark Bevington chats with Melinda Thomas, Executive Director of Pets in the Classroom, about enhancing emotional intelligence among students through pets. Melinda discusses the organization's aspirations to impact 30 million students, the profound effects of pets on child development, and the value of community and innovation transforming the educational sector.

George Barton is the Marketing Director at 3TBrands, a company specializing in dog products such as toys, beds, blankets, and accessories under the brands Tall Tails and Original Territory. 3TBrands leverages its 90-year manufacturing heritage, drawing on its roots in the infant and baby space to create safer and more thoughtful pet products. With impressive initiatives like donating over $1 million in blankets to animal shelters, George brings a unique perspective to his role. His strategic vision encompasses omnichannel marketing, direct-to-consumer trends, and a strong ability to humanize the brand connection between pets and their owners. In this episode… In today's rapidly evolving pet industry, how do traditional companies pivot to capture the ever-changing demands of modern pet consumers? With a rich history in infant and baby products, one company found a unique bridge to the pet market, leveraging decades of experience to create innovative, safe, and engaging pet products. How did they align generation-spanning expertise with contemporary digital trends to resonate with consumers? Growth marketer George Barton shares 3TBrands' journey of harnessing its 90-year heritage in baby product manufacturing to innovate within the pet product space. George discusses the importance of understanding and responding to modern pet consumers, illustrating how personalized marketing, sustainability initiatives, and strategic distribution partnerships have solidified 3TBrands' presence in the market. By integrating child product safety measures into their design processes, they simultaneously address safety concerns and cater to the sentimental value many pet owners places on their 'fur babies.' George also stresses the importance of strategic industry shows like Expo East, ensuring pet brands remain at the forefront of innovation while meeting consumer expectations. In this episode of Marketing Tails, Mark Bevington chats with George Barton, Marketing Director at 3TBrands, about innovating pet products sustainably. George discusses how 3TBrands leverages omnichannel marketing to grow its presence, the intersection of tradition and innovation in the pet industry, and the importance of community and giving back. Tune in for insights on navigating shifting consumer behavior, competitive retail landscapes, and technology innovations — without losing the human touch.

Adam Baker is the Founder of SodaPup, a Colorado-based company specializing in innovative, sustainable, and non-toxic rubber dog toys in the USA. With a background in product management at notable companies such as Nike, Under Armour, and Crocs, Adam has successfully transferred his knowledge to the pet industry. Under his leadership, SodaPup has become a leader in the pet enrichment products market, achieving notable growth with its unique and consumer-focused designs. His dedication to creating emotionally impactful products and his strategic use of social media have propelled the brand's popularity. In this episode… Turning a hobby into a business can be an exciting journey filled with opportunities and challenges. What can you learn from an entrepreneur's journey from the basement to the forefront of the pet industry? Adam Baker, a product marketer turned pet brand founder, delves into his venture into the pet industry and how he navigated early challenges. Highlighting the power of consumer-centric strategies in building a brand, Adam shares how he combined his background in sporting goods with a keen understanding of consumer needs, establishing SodaPup as a leader in sustainable pet toys. His strategic use of social media has transformed customer interactions into a treasure trove of insights for product development, showing the value of listening to your audience and adapting to market trends. Adam's journey also illustrates the value of quality and creativity over mere capital, and his belief in the "work harder" philosophy is a testament to the unrelenting dedication required for entrepreneurial success. In this episode of Marketing Tails, Mark Bevington chats with Adam Baker, Founder of SodaPup, about the power of product and community in building a thriving pet brand. Adam shares the importance of keeping consumers at the heart of product development, the significance of strategic pivots, and how to stay competitive by leveraging your passion and innovating continuously to meet consumer demands.

Peter Kenseth is the Vice President and Managing Partner at Maia Strategy, a consulting firm leveraging market intelligence and in-depth customized research and analysis to help companies enter new markets, outflank the competition, and win new customers. Since joining the firm in 2013, Peter has helped businesses develop winning strategies by uncovering hard-to-get facts in global markets. With a passion for the pet care and animal health industry, he brings his insights to listeners as the host of the Petworking podcast. In this episode… The pet industry is vast and evolving, presenting both familiar challenges and unexplored opportunities. But how do you navigate a market that's as affectionate about its consumers as it is competitive? Does simply providing a unique product suffice in making a tangible impact? With over 15 years in strategy consulting, Peter Kenseth dives deep into the role of expert marketing intelligence and how it can make or break a company's strategy. Drawing from his extensive experience in the pet industry, Peter shares how customized research and industry trends are pivotal for businesses to stay ahead. He highlights the evolving consumer trends in pet care and the shift toward purpose-driven business practices. His approach emphasizes adapting to consumer demands and the importance of external perspectives for business growth, whether you're a startup or an established manufacturer. In this episode of Marketing Tails, Mark Bevington interviews Peter Kenseth, Vice President and Managing Partner at Maia Strategy, about leveraging market insights. Peter explores the value of continuous industry research, the rise of purpose-driven products, and the growing emphasis on corporate social responsibility. He provides strategies for understanding customer perceptions and how to utilize AI strategically.

Pukar Pyakurel is the Founder and President of Yak9 Chews, an award-winning pet treat company creating premium organic cheese chews for dogs. Yak9 Chews is recognized as an industry leader in the yak cheese chew industry with its innovative flavors and sustainable product packaging. Founded in 2015 by Pukar and his wife Shristi, the brand stands out with ethically sourced, preservative-free, nutritious ingredients. Under the couple's leadership, the brand has expanded to over 400 independent pet retail stores across the US, Canada, and Europe. Shristi Mishra is the Co-founder and CEO of Yak9 Chews, a company that produces all-natural, protein-rich Himalayan yak chews. Together with her husband Pukar, she has built the brand by emphasizing sustainability, ethical sourcing, and community engagement. With a background in education and a passion for pets, Shristi plays a critical role in sourcing ingredients from both Nepal and the US, ensuring the company's commitment to quality and sustainability. In this episode… When love for pets and determination interlace, can an entrepreneurial quest transform the pet industry? How can a company shake off adversity and manage to not only survive, but thrive?  With authenticity as the cornerstone of their business venture, entrepreneurs Pukar Pyakurel and Shristi Mishra illustrate how challenges can turn into opportunities. The couple's journey began with an unexpected turn during a catastrophic earthquake in Nepal, leading to a groundbreaking idea in the pet treat market. Together they have masterfully leveraged their story, commitment to quality, and authentic branding to grow Yak9 Chews into a global brand recognized for its nutritious, sustainable Himalayan yak cheese. Pukar's love for cold calling and Shristi's focus on ingredient integrity have paved their way into the pet industry. By staying true to their roots and continuously innovating around their product offerings, they exemplify the essence of a business driven by purpose and passion.   In this episode of Marketing Tails, Mark Bevington chats with Yak9 Chews' Founder and President Pukar Pyakurel and the company's Co-founder and CEO Shristi Mishra. The couple shares insights on growing a global pet brand, the obstacles faced by startups, and the triumphs of connecting with an international community. They stress the importance of authenticity in marketing, the value of persistence, and the power of creating a community around a brand that genuinely cares about pets and the planet.