Pet Food Processing - May 2024 - 54

COMPANY PROFILE
D.R.E.A.M. Pet
Food is where
" hip-hop and pet
treats collide. "
Egan Fitts
nered with a team of six to eight mentors - subject-matter
industry experts, successful entrepreneurial brand
leaders, CPG executives and investment professionals.
" We had a beautiful set of mentors, " Cooper said.
" There were data people on our team. We had people
who were co-manufacturing experts, business consultant
experts - across the gamut... They were a great
group of people - they really made it easy for us. "
In the CPG space, you've
got to figure out a way to
get people's attention. "
Jaime Cooper, D.R.E.A.M. Pet Food
SKU's curriculum promises to deliver an understanding
of everything needed to succeed as a new brand,
from channel strategy to fundraising. Participants develop
and produce a video investment pitch during the
course, which can be used later for potential investors.
The 12-week program culminates in Showcase Day
in Austin, Texas, where all founders in the current track
make a five-minute pitch to Angel investors, venture
capitalists and fellow SKU founder brands.
" Talk about nerve wracking - for Paul and I, it was the
first time we had pitched live, " Cooper said. " Our mentors
had done a good job of getting us prepared for that moment.
Then we got on stage and reception was positive. "
In addition to the assigned mentors working with the
brands, participants work alongside other brands in the
program, which provides a peer network to learn from
during and after the course.
54 PET FOOD PROCESSING | May 2024 | www.petfoodprocessing.net
" SKU is a tool that provides resources and relationships
during the program, but also after, " Grebe said.
" We have continued founder education, different topics
once a month - all alums are invited. "
Many SKU founders go on to work as advisors, mentors
and even board members with SKU after completing
the program.
" I think the SKU program positioned us well to take
advantage of everything we learned during our 12-week
program. Paul and I said from the beginning that if we
aren't able to take the information that we learned, and
the relationships that we built from this program and
take the next step in our business, then that's on us, "
Cooper said. " We're just trying to take the information
that we learned from SKU and run with it. We've been
walking since we started, but now I think we're ready to
run - and that's all due to SKU. "
Evolving the brand
Following suggestions from the SKU mentors and other
founders involved with the SKU program, Cooper and
Paige are making small adjustments to their original
packaging design.
" One of the things we learned from SKU is that when
you do a packaging redesign it's important not to stray
so far away from the original that loyal customers won't
be able to recognize you, " Cooper explained. " So, we're
keeping the colors the same, and many of the same elements
- it won't be a stark departure from what we're
doing now. "
D.R.E.A.M. products are currently produced by an
Illinois-based co-manufacturer and distributed to six
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Pet Food Processing - May 2024

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