Marketing Tails

From Birds to Breakthroughs: 50 Years of Pet Nutrition with Purpose

Welcome to Marketing Tails—the show where host Mark Bevington talks with founders and execs who are excelling at growth and changing the way we do business. Mark sat down with Nadine Lafeber, Vice President of Marketing and Sales at a multi-generational company that's been pioneering high-quality, specialized pet nutrition since 1973. What began as her grandfather's veterinary pursuit of balanced bird diets has since expanded into a trusted family-owned brand known for integrity, innovation, and a unique presence in the bird and exotic pet nutrition space. In this episode * The family legacy behind a 50-year-old brand in avian health * How a veterinarian's vision grew into a trusted name in critical care nutrition * Expanding beyond birds: new small pet products and why hay bales matter * Why boutique manufacturing is a moat (and how it beats big competitors) * Marketing + sales as one team: how Nadine runs it lean and aligned * Thought leadership and educational content as a growth engine * What it means to lead with values, faith, and purpose in a competitive market Guest Nadine Lafeber — VP of Marketing & Sales Website: https://lafeber.com/ Check out the Emeraid line and new small pet innovations for 2025. Sponsor This episode is brought to you by Ninedot—the digital marketing team that turns underperforming websites into your best sales tool. Get your free website grade: ninedot.com [https://ninedot.com] Chapters 00:00 Intro & sponsor 02:30 A family mission since 1973 05:45 How Emeraid became a leader in critical care nutrition 10:38 The hay bale innovation for small pets 13:12 Educating pet parents and veterinarians 19:20 Merging marketing and sales into one agile team 22:59 Building awareness for small pet SKUs on TikTok 25:53 Competing against big brands with trust and transparency 29:28 Leadership lessons from a family business 33:15 Wildlife hospital partnerships across 3 continents 41:00 Why mission-driven marketing works 48:00 Nadine's advice to young women in the pet industry 52:00 Where to find more about the company

The Original Cat Backpack With Emily Miethner

Emily Miethner is Co-founder of Travel Cat, an omni-channel pet product company specializing in premium cat products. A serial entrepreneur with expertise in community building, social media, and digital marketing, she co-founded Travel Cat, formerly known as Your Cat Backpack, in 2018 with her husband. Now the world's leading cat travel brand, Travel Cat serves customers in over 100 countries and 1,200 retail locations. An award-winning keynote speaker and educator, Emily's insights have appeared in Good Morning America, The New York Times, and Fast Company. She has also taught as an adjunct professor at the School of Visual Arts and the Fashion Institute of Technology. In this episode… Expanding a niche business in a competitive industry can be daunting, especially when traditional retail and consumer expectations favor more established markets. For entrepreneurs in the pet industry, breaking through misconceptions — such as the belief that cat owners don't spend money on high-quality products — presents a significant challenge. How can you overcome these barriers, build a loyal customer base, and scale to a global brand? Serial entrepreneur Emily Miethner tackled these challenges by recognizing a gap in the market: high-quality travel products built specifically for cats. With a focus on community building and innovation, Emily and her husband developed products like the "Fat Cat" backpack, designed to meet the unique needs of cat owners seeking more than the typical pet carrier. Emily emphasizes the value of understanding consumer behavior, using data to drive product development, and leveraging direct engagement with customers to create high-demand products. By hosting virtual events, building strong retail partnerships, and fostering an engaged community, she demonstrates how you can develop trust and long-term loyalty with your audience. In this episode of Marketing Tails, Mark Bevington interviews Emily Miethner, Co-founder of Travel Cat, formerly known as Your Cat Backpack, to discuss scaling in a competitive market through community building. Emily shares the story behind her company's growth, the impact of customer engagement on product development, and how niche brands can challenge industry norms. She also delves into international expansion, overcoming supply chain hurdles, and the role of influencer partnerships in driving brand awareness.

From Paws to Profit: Building an Authentic Pet Brand Online With Tori Mistick

Tori Mistick is the Founder of Wear Wag Repeat, an award-winning dog mom lifestyle brand and blog, and the host of its popular podcast highlighting inspiring women entrepreneurs in the pet industry. With over 40,000 Instagram followers, Tori has built a vibrant community of pet lovers and is recognized for her expertise in digital marketing, dog care, and entrepreneurship. Beyond her work in the pet space, she also teaches multimedia communications at Point Park University. Tori's inspiration stems from her two senior chocolate labs, Bert and Lucy, who embody the heart of her passion and brand. In this episode… In the evolving pet industry, authenticity is key to building trust and credibility. With countless choices flooding the market, how can entrepreneurs make their mark and resonate with discerning pet owners? And what does it take to turn a curated love for creatures into a full-blown career? Tori Mistick, a leading figure in the pet industry, shares her journey of turning a simple blog into a full-time career while empowering women entrepreneurs. Reflecting on her blog's evolution into a lifestyle brand, Tori discusses the pet industry's shift towards authenticity, emphasizing the value of connecting with your audience through relatable stories. She also dives into the resurgence of long-form content that's rich with personal experiences and why it's crucial to have mentors and role models in every field. Her approach highlights the significance of visibility and connection, especially for solopreneurs navigating the digital world. In this episode of Marketing Tails, Mark Bevington chats with Tori Mistick, Founder of Wear Wag Repeat, about pet entrepreneurship and digital authenticity. Tori provides insights into effective marketing strategies in the pet industry, the impact of canine enrichment on pet well-being, the evolving role of women in the industry, and the significance of sustainability and innovation.

From Sleepover Idea to Teen-preneurship: The Luca & The Five Girls Venture

Elli, Kate, Lauren, Emery, and Rylie are the Founders of Luca & The Five Girls, an organic dog treat company. The 17-year-old high school students' entrepreneurial journey began at a sleepover in 2017 — inspired by their love for a dog named Luca, they decided to create healthy, tasty dog treats. The group has successfully expanded their business to 32 states across the US while balancing business with school, sports, and other jobs. With a commitment to giving back, the girls donate a portion of their proceeds to the Animal Humane Society, Como Zoo, and local animal food shelves, helping every pup find the love and care they deserve. In this episode… Five young entrepreneurs and one beloved dog have embarked on an inspiring journey to transform the pet treat industry. They are not just balancing school and sports, but also managing a thriving business. How did these high school seniors turn their love for a family dog into a full-fledged company? Elli, Kate, Lauren, Emery, and Rylie, driven by their passion for pets, launched Luca's Dog Boutique Business at 10 years of age. Illustrating how a baking session turned into a nationwide enterprise, the girls reveal the challenges and triumphs of their business evolution. Despite facing hurdles like maintaining a healthy balance between academics and entrepreneurship, sourcing organic ingredients, and navigating supply chain issues during COVID-19, these young entrepreneurs have kept their passion at the forefront of the company's products. The brand sets itself apart in the market with organic, high-protein, and most importantly, pup-approved treats. They've also maintained a strong sense of community, donating to local shelters and engaging in charity work. In this episode of Marketing Tails, Mark Bevington chats with Emery, Kate, Elli, Lauren, and Rylie, Founders of Luca & The Five Girls, about their entrepreneurial journey in organic dog treats. The teens discuss their hands-on approach, their tenacity in facing growing pains, and the delicate balance of being business partners and best friends.

Revolutionizing Learning Through Pets With Melinda Thomas

Melinda Thomas is the Executive Director of Pets in the Classroom, a grant program that supports teachers and enhances students' educational and personal development through pet interaction. Under her leadership, the organization has impacted over 10 million students and 250,000 teachers, providing financial assistance for classroom pets across the US and Canada. Melinda's lifelong passion for animals began on a dairy farm, leading to a 20-year career in the pet industry focused on pet supply distribution and fostering entrepreneurial growth. In this episode… How can something as simple as having a pet in the classroom transform learning? With the mounting pressures on educators to utilize innovative teaching methods, could the solution lie in the paws of our furry, scaly, and feathery friends? Melinda Thomas shares how her organization addresses these challenges by providing grants to teachers for classroom pets. But Pets in the Classroom doesn't just offer financial support; it equips educators with lesson plans and resources that integrate pets into the curriculum, enhancing student engagement and development. Adopting this learning approach, according to Melinda, can help educators foster empathy, responsibility, and social skills while boosting attendance and learning outcomes. In this episode of Marketing Tails, Mark Bevington chats with Melinda Thomas, Executive Director of Pets in the Classroom, about enhancing emotional intelligence among students through pets. Melinda discusses the organization's aspirations to impact 30 million students, the profound effects of pets on child development, and the value of community and innovation transforming the educational sector.