48 | Creating a Sustainable Dog Treat Brand with Anne Carlson of Jiminy's

Have you ever considered that dog treats could change the world? Anne Carlson left the corporate pet industry to start her own sustainably minded brand that uses an unusual protein source that requires far less water and has a smaller carbon footprint than tradition ingredients like beef and chicken. We discuss how she's managed to get the word out though creative in-store sample placements and by working with micro influencers and a local dog photographer. (00:00) Intro(00:29) Introducing Anne Carlson(01:40) How Anne came up with the idea of using crickets for treats(06:32) Where in the world crickets are raised(08:05) What other food options Jiminy's will have(10:06) What skills Anne brought to the table from working in the pet industry(11:37) What Anne did market research in to find the best way to communicating with customers(17:11) What's common practice for pet food companies to test(18:11) What other sustainable practices does Jiminy's practice(21:23) How Anne gets great user-generated photos for their Instagram(25:37) How often Anne gets their own photos done(28:36) Where to find Anne Carlson The rest of the shownotes are at wearwagrepeat.com/podcast.