Sustainability Unplugged: A Conversation with Gabe of Arch Pet Food
Did you know that in addition to running my agency, I also own a Shopify store? Some might say I'm crazy for juggling client projects and my own small business simultaneously, but there's a good reason behind it.
If you've read my about page, you know that I'm a passionate sustainability advocate. I love working and networking with others who share my commitment to protecting our planet. My Shopify store, The Kind Pet, is a sustainable pet store and resource dedicated to reducing the environmental impact of pet ownership. I've been running it with my friend and oldest client, Jennifer Roberge (check her out, she's a complete badass), for a little over two years now. It has been one of the most challenging and eye-opening experiences I've had in recent years.
It's also been incredibly gratifying! Not because of the sales (hey, we're still in the early days) or feedback, but because of the amazing people we've met along the way. It's inspiring and comforting to see so many individuals and brands trying to make a difference and save our planet, especially in the pet industry, which is known for its use of wasteful materials like plastics and silicone. That's why when Jennifer and I met Gabe from Arch Pet Food, we knew we had to find a way to work together.
Arch offers alternative protein treats and food options for dogs and cats that are food-allergen friendly, highly nutritious, and sustainable. Many of their products include crickets and invasive fish species, both of which are super high in protein and the perfect alternative to livestock proteins – not only for our pets but for the environment as well.
We met Gabe at Global Pet Expo this past March, and I knew I had to interview him. Not only is he dedicated to disrupting the current market with sustainable alternatives, but his tenacity and grit have indirectly motivated us, as another small business, to keep fighting for pet sustainability and a better future.
Read on to learn all about his business, his take on the current pet industry, and his advice on starting your own pet business. Plus, don't miss the adorable photos of his German Shepherd foster-to-adopt pup at the end of this post, along with some other dogs he's fostered over the years.
Laura: Tell us all about Arch and why you got started building a sustainable pet food brand. What's your background and experience, and when did that "aha!" moment happen?
Gabe: Oh god. I'm an attorney. I like to think of myself as one of the good ones. I went to law school and practiced to make an impact, including a stint working with children on their refugee and asylum cases. It wasn't until many years later, during the pandemic, when I was at home fostering dogs, that I had my "aha!" moment. At that time, the pup I was watching had a severe reaction to poultry. I had never heard of a dog with allergies and was quite literally shocked to learn that not only was it common, but that the solutions to this problem were novel proteins like alligator and ostrich. I left the pet store thinking: we can do better. I cannot believe where that moment has taken me!
Laura: That's incredible! So, what are the specific benefits of cricket protein for dogs compared to traditional meat proteins?
Gabe: Oh, so many! Let's start from the top. Crickets have an amazing nutritional profile - more calcium than milk, more iron than spinach, fibrous, rich in omegas, and a ridiculous amount of protein. Next, pups readily digest the protein (as high as 88-90% digestibility), which is comparable to pretty much only chicken. But unlike chicken, they are very unlikely to create a food sensitivity. Dogs are omnivores, and before domestication, scavengers. So, in that sense, dog tummies are designed to digest crickets exponentially more than they are prepared to digest a water buffalo.
Laura: It's great to see brands like Arch pushing for more sustainable options in the pet industry. Do you think we're starting to see changes, or do you think it's going to slow down? What changes are you noticing?
Gabe: There's a funny notion that the pet industry was actually pretty sustainable for a good portion of its history. Many of the major pet foods today still use animal proteins that we would never ever eat, thus providing a use for otherwise inedible products. With the shift in ingredient transparency in the last 20 years, these practices have been reduced, with the carbon footprint expanding as we grow more livestock to meet demand for traditional meat. Having said all of that, consumers are becoming increasingly aware of their footprint and that of their pets! I think one of the more interesting ways to monitor these changes is to look at the growing percentage of vegan and vegetarian pet owners. These are people who are looking at their habits both ethically and environmentally.
Laura: Has promoting sustainable pet ownership through Arch impacted your own life and purchasing habits?
Gabe: Verrrrrrry much so. It has made me question almost every one of my purchasing habits, to my own detriment. I have greatly reduced my own consumption of animal products, for one. I also spend a lot more time reading labels for the products that I feed my own pets. I also feel that it's important to note: it's impossible to do everything. I think taking small targeted steps in the right direction is the most human approach to all of this! Otherwise it can feel tremendously overwhelming.
Laura: That's a great point about taking small steps. Does Arch support any specific sustainable initiatives or belong to any coalitions?
Gabe: Yes! We are an accredited member of the Pet Sustainability Coalition, as well as a member of 1% for the Planet and RePurpose Global.
Laura: Your branding is stunning! Who did your brand design, and how did you arrive at this look?
Gabe: NOELLE ROTH. Sorry, I yelled. We are obsessed with her. She is not only an amazingly talented graphic designer, but an amazingly good person.
Laura: As fellow small business owners, we're in the process of helping each other build our retail strategy. What challenges have you faced in getting your products on shelves, and how are you navigating them?
Gabe: Building and maintaining a presence in retail is so, so tough. I think the key element for success is getting the stores' buy-in. They hear from a lot of brands and have to manage a number of relationships. To be successful, you need retailers to not only be familiar with your products but also be advocates for them! To help overcome that hurdle, we do what we can to support the store owner. To use quick examples, you offer merch, POP materials, educational presentations, and free samples!
Laura: That's really valuable insight. What advice would you give someone looking to start their own pet business?
Gabe: Oh, I know this one. Reach out to your wish list. The industry is so friendly and mission-driven: we are all passionate about our pets. I think most pet brands and stores are open to talk!
Laura: Looking ahead, what would you love to see from the pet industry in the next year, two years, or five years?
Gabe: I would absolutely love to see the industry embrace sustainability with open arms. Right now feels like a pivotal moment. Stores are starting to take in sustainable brands and traditional players are starting to innovate their own product lines. I would love to see Arch on major retail shelves in the next few years, but honestly I would be delighted to see our competitors there too! I think we'll see retailers start making sustainable shelfers/cap-ends in their stores and, slowly but surely, a reduction in livestock protein. Whether it will happen in five years is the answer to the question everyone wants to know!
Laura: Finally, we'd love to see photos of all the pups you've fostered. Will you share some of your favorites with us?
Gabe: Absolutely! I'm selecting a few of my favs!
Hi! If we haven't already met, I'm Laura! Founder of Dolgify and author of this little blog. I help small to mid-sized merchants build stores and stories their customers deserve. If you liked this post and want to learn more, here are a few ways you can connect with me:
Join my email list: For a bi-weekly dose of eCommerce insights, tips, and the occasional behind-the-scenes look at how I help merchants like you succeed. I promise to keep it fun, engaging, and always valuable.
Explore my services: See how I can help you create an eCommerce store that's as unique as your brand. From crafting compelling copy to designing custom Shopify themes, I've got you covered. Let's work together to bring your vision to life and build an online presence that stands out from the crowd.
Dive into the Dolgify blog: Find more posts like this one, covering everything from customer personas to email marketing and beyond.
If you have any questions or just want to say hi, feel free to send me an email or connect with me on Instagram. I'd love to hear from you! Until next time, keep building those amazing stores and stories. Your customers (and your bottom line) will thank you for it!
Cheers,
Laura
