Behind the Shelf: How a Pet industry Expert Chooses Safe & Healthy Products with Luke assbender from Fetch Haus

In this week's episode, host Sherry Cooper-Smith sits down with Luke Fassbender, founder of Fetch House in Sydney, to explore his journey through the pet industry, his mission for integrity and transparency in pet nutrition, and the values that drive his business.Luke shares his evolution from dog walker and groomer to working in major pet retail chains, eventually launching his own business after growing disillusioned with the industry’s commercial compromises. Fetch House was born from his desire to put pets before profits, only stocking products he personally uses and believes in.The conversation covers everything from the importance of product integrity, transparency in pet food labelling, common misconceptions about raw feeding and kibble, and how Luke approaches customer education with empathy and honesty. Practical tips are also shared to help pet parents better understand labels and improve their dog’s diet—no matter their budget or feeding style.KEY TAKEAWAYSIngredient quality first—avoid fillers and cheap additives.Pet Parents should know how to read pet food labels.The first 5–6 ingredients on a pet food label make up the bulk of the product.AFCO standards are misunderstood—“meeting minimums” doesn’t equal quality.Avoid fillers like corn, wheat, and sorghum.CHAPTERS00:00 – Welcome & Luke’s intro01:00 – Luke’s 25-year journey in the pet industry03:45 – Why he founded Fetch House04:30 – Only recommending what he’s used on his own dogs05:15 – Ingredient standards and industry frustrations07:30 – Pet food labelling & what customers don’t know08:45 – The illusion of “AAFCO approval”10:50 – Myths around raw feeding & pathogen concerns12:15 – Is kibble really evil? Nuanced conversations & real-world feeding13:45 – Luke’s process when advising new customers16:45 – Tips for reading ingredient labels17:50 – How to boost kibble with fresh food19:20 – Using air-dried products as healthy treats21:00 – Creating consumer confidence through integrity22:30 – Word of mouth & community impact23:30 – Celebrating the small wins: feedback that matters24:45 – Final advice for pet parents