We also opened new stores, renovated old stores, and made investments in Mud Bay’s systems and processes. And we expanded and formalized the Muddies’ training in dog and cat health so that every Muddy could provide owners with accurate answers and useful solutions. And we sent Mud Bay staffers around the country to visit pet food manufacturing facilities. We brought experts in natural pet nutrition to Puget Sound to educate our staff. We hired a veterinarian to help us educate Muddies on the basics of dog and cat physiology, nutrition and behavior. Every month, we found new, well-made supplies for dogs and cats-many from tiny cottage industries and many made within the Pacific Northwest.Īs we continued to grow, we worked on becoming better at helping people choose healthy foods for their dogs and cats. In 2007, we tripled the size of our distribution center to accommodate the hundreds of manufacturers Mud Bay was buying from. In 2003, we opened our own distribution center to improve our ability to source directly from the smallest and the best manufacturers we could find. By letting go of the pop tarts and farm feed, Mud Bay had begun to excel at using natural food and accurate information to contribute to the health of dogs and cats and the happiness of the people who care for them. By 1999, Mud Bay had become one of the pioneers of natural pet care, and sales had quadrupled. Mud Bay’s focus on consumer education and healthy foods for dogs and cats worked. Sifting facts and opinions, we trained staff members and wrote booklets to help Mud Bay’s customers make informed decisions about what to feed their dogs and cats. We quickly recognized that giving people accurate information was just as important as providing them with healthy foods. We rented a local bagel bakery on Friday nights and used their oven to bake our own organic dog cookies. The healthiest dog biscuits we could find were made by a little company on Long Island, which we shipped across the country. The foods and supplies we wanted weren’t carried by local distributors. Instead, we focused our efforts on researching canine and feline nutrition and on searching for healthy, natural foods for dogs and cats and other animals. With a tiny facility surrounded by farms that were giving way to housing developments, we realized that Mud Bay was unlikely to excel at selling fertilizer and farm feed.
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