Ep.10 - Wiggly Babies: The Science of Freeze-Dried Dog Treats & Building a Values-Driven Brand

In this episode of Ruffly Speaking, we sit down with Sally and Weber from Wiggly Babies to nerd out on the real science behind freeze-dried dog treats and the behind-the-scenes reality of running a business most people never see.We break down what freeze-drying actually is, why it preserves so many nutrients, and the downside people don’t always think about. Then we get into the heart of it: what it really looks like to live your values as a brand.Sally and Weber share the tough calls they’ve made to protect their standards and choosing slow, sustainable growth over shortcuts.We also talk honestly about founder life: burnout, work obsession, rebuilding boundaries, and the unique intensity of running a business with your spouse (when your co-founder is also the person you’re trying to have date night with).If you care about what’s in your dog’s treat bag and you love hearing how values-driven businesses are actually built, you’ll love this one.Find Wiggly BabiesInstagram: @wigglybabies.petWebsite: https://wigglybabies.com (store locator + online shop)Key TopicsThe science behind freeze-dried dog treatsHuman-grade ingredients + transparent sourcingPet treat industry realities in Canada (regulation + standards like AAFCO)Ethical sourcing + supply chain challengesValues-first business decisions (saying no to shortcuts and “easy” growth)Scaling a product business the hard wayFounder mental health: burnout, obsession, boundaries, sustainabilityRunning a business with your spouse: roles, communication, work-life balanceKeywordsWiggly Babies, freeze-dried dog treats, freeze-dried raw, dog treat science, human-grade dog treats, single-ingredient dog treats, ethical sourcing, transparent sourcing, food safety, Canadian pet treats, product business, values-driven brand, values-first business, couple-owned business, founder burnout, entrepreneur mental health, work-life balance,