We thank Farm to Pet for sponsoring the TAILgate special discussed in this post.
On Monday evening, Jackson Jones ate a chicken sandwich made from the same supply of chicken he uses to make dog treats.
His came off the grill with barbecue sauce. The dogs get theirs dehydrated into crunchy chips, with nothing added.
That is a pretty memorable way to explain your commitment to ingredients.
I was hosting our Farm to Pet TAILgate special, with a factory tour, friends and family gathered around the grill, and dogs enjoying the attention and the treats. There was plenty to smile about.
Last week, I wrote about the crisis in the Regulation Crowdfunding marketplace. I care deeply about those challenges and appreciate the conversations that followed. Spending Monday evening with Jackson and his team also reminded me how much I enjoy the people and businesses at the heart of this work.
Farm to Pet began during COVID with Jackson, his dog Rooney, a KitchenAid and a small dehydrator in the basement. He wanted to see whether he could make a treat from chicken alone.
Rooney approved.
In fact, she approved so enthusiastically that she complicated the product research. Jackson had trouble figuring out which treats she preferred because she liked them all.
Of course, as I pointed out during our earlier interview, dogs don’t have credit cards. Jackson still needed humans to buy the treats.
He found Chicago retailers willing to let their canine customers sample them. He began selling on Amazon. As orders came in, he kept working out how to make more.
One small space led to another. Equipment had to improve. People had to join the team. By Monday’s factory tour, we could watch employees making and packaging the products Jackson first experimented with at home.
I love seeing that journey made visible.
I also love how readily Jackson gives other people credit.
In our regular Superpowers for Good interview, he described trying to figure out Instagram himself. He knew he needed help. Miranda joined the business and took on work that became central to its marketing and community.
When we talked about his superpower, Jackson emphasized recognizing what other people can do and giving them “the space and the time and the authority” to do it.
He also emphasized listening and being willing to change his mind. He was quick to acknowledge that he is still learning.
There is something encouraging about hearing a founder describe leadership that way. You can build a business while learning from the people helping you build it.
That community extends to customers, ambassadors, other small businesses and shelters. Jackson described relationships that helped get the treats into more hands—and, eventually, more paws.
Crowdfunding offers another way for people to participate in that story.
Jackson had already moved into the new facility before launching the campaign. He turned to community capital to help improve production and support further growth, while seeking to preserve family control.
For people who know the products and care about the business, there is an opportunity to learn about becoming investors, too. That takes careful consideration; an investment can lose money. I appreciate having the opportunity available.
A factory full of activity gives me something concrete to appreciate. Someone had an idea, tried it, found customers and brought together people whose skills helped it grow.
And on Monday evening, that story included a founder eating a chicken sandwich while dogs enjoyed their own version of the product nearby.
I’m glad I got to be part of it.
What small business has given you a reason to smile lately? Tell me in the comments.
Watch the Farm to Pet TAILgate special.
Now, let’s do some good.
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Upcoming SuperCrowd Event Calendar
Nov 9, 7 PM ET / 4 PM PT — Pregame TAILgate with Farm to Pet: a special Superpowers for Good episode with a one-hour virtual site visit and barbecue before the game. #ad
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