23. Navigating Retail, Relationships & Resilience with Rachael Tricarico from Houndztooth

In this episode, Tarryn sits down with Rachael Tricarico, founder and CEO of Houndztooth, a premium Australian pet wellness brand dedicated to supporting the health and happiness of dogs through natural, science-led products. Rachael shares the heartfelt story behind Houndztooth’s beginnings, inspired by her beloved Staffies, Hugo and Stella, and her mission to create clean, effective solutions for pets with sensitive skin and health concerns. From product development and packaging design to launching in major retailers and expanding into supplements and toppers, this episode gives a transparent look at the highs and challenges of building a purpose-led pet brand. This conversation is packed with real-world insights on navigating retail, balancing innovation with education, and building lasting trust with pet parents. Whether you're just starting out or scaling your pet brand, Rachael’s journey will leave you inspired, informed, and ready to take bold but thoughtful action. We discuss: The personal story that sparked Houndztooth’s creation How to know when to pivot, persevere, or pull the plug on a product Rachael’s approach to product development and launching into retail Why brand trust and direct communication matter more than ever The challenges of working solo and how she’s built a lean but powerful team The evolving role of AI, e-commerce, and generational shifts in pet parenting Strategies for influencer partnerships and meaningful customer education What’s next for Houndztooth, including a new website and product innovations Tune in for an honest and inspiring conversation with one of Australia’s most respected pet brand founders. About Rachael Tricarico Rachael Tricarico is the founder and CEO of Houndztooth, a premium Australian pet wellness brand known for blending natural ingredients with scientific innovation to support the health and wellbeing of dogs. Inspired by her own dogs’ sensitivities and the need for high-quality, functional pet care, Rachael launched Houndztooth to offer products that are clean, effective, and luxurious - ranging from grooming to supplements and treats. With a background in business and a deep passion for animal welfare, Rachael champions a holistic approach to pet health. She collaborates with veterinary professionals and uses ethically sourced ingredients to create products that pet parents can trust. Through Houndztooth, Rachael is redefining what it means to care for modern pets. Rachael’s Links: Houndztooth website: https://houndztooth.com.au/ Houndztooth Instagram: https://www.instagram.com/houndztooth_au/?hl=en Houndztooth Facebook: https://www.facebook.com/houndztooth/ Connect with Rachael on LinkedIn: Learn more about the Pet Parent Decision-Making Matrix at go.petbizcreatives.com/matrix The Pet Biz Project podcast helps you to build meaningful relationships with and sell more effectively to one of Australia's fastest-growing consumer groups, Pet Parents. If you loved this episode, please leave a rating and review of the Pet Biz Project podcast. And don’t forget to sign up to our newsletter too, where we regularly share exclusive resources, industry updates and news to help grow your pet biz. Connect with us: Instagram: https://www.instagram.com/Pet_Biz_Creatives/ Facebook: https://www.facebook.com/petbizcreatives YouTube: https://www.youtube.com/channel/UCzi1Sdhxb3CqxaGvz-fZfCA LinkedIn: https://www.linkedin.com/company/pet-biz-creatives/ Website: https://petbizcreatives.com/