Women in the Pet Industry: Meet Nana Pfeifer of Homescape Pets

Timothy Hill

AUSTIN, TEXAS — Pet supplements are expensive and, however, rising much more and a lot more preferred amongst today’s pet dad and mom. Nana Pfeifer, co-founder of Homescape Pets, is leveraging her passion for pets and marketing and advertising qualifications to faucet into the trend toward pet wellness while trying to keep affordability at the forefront. But for Pfeifer, preserving her enterprise and her customers’ furry companions balanced and thriving is only one part of her components for success. As the initial Black woman-owned pet dietary supplement model, she also hopes to inspire and advocate for other rising minority- and BIPOC-led firms.

“Having far more representation and diversity in the pet business is sorely required,” she claimed. “I’m excited to be ready to be a useful resource for up-and-coming minorities in the pet field who are just having started off or who want to connect.”

In the pursuing Q&A, Pfeifer particulars her entrance to the pet market, the worth of creating transparency and community, and why “less is more” when it will come to her brand’s dietary supplement formulations.


PFP: Notify us about your small business or profession in the pet sector.

Pfeifer: Launched on Amazon in 2018 and on our web-site in 2019, Homescape Animals creates nutritional supplements and chews that assist wellness and therapeutic from some of the most frequent well being challenges puppies and cats experience: stress and anxiety, inflammation, mobility, and dental ailment. We are deeply rooted in holistic pet wellness — caring for the total animal and acknowledging not only their actual physical health and fitness requires but their psychological and social demands as well.

We introduced with just one natural tincture formulated to help decrease pain and irritation. We have considering that expanded our offerings to five complement SKUs serving a assortment of wellness needs, such as a CBD oil and a exclusive joint powder with CBDA [cannabidiolic acid]. We also offer a large wide range of useful chews and treats.

The pandemic saw a significant improve in pet ownership and, with it, extra notice on normal supplements and healthier meals. As a result, we’ve skilled enjoyable progress and a force for our items to be marketed in vendors. That’s coming this year.

We feel in the adage “Less is More” and, with that in mind, we use three or much less ingredients in our health supplements and we only use the greatest quality organic whole herbs and oils. Our line of Only Organic Chews is one-component, authentic meat, and sluggish- and low-temperature dried to retain the most vitamins. You won’t see preservatives, artificial flavors, or unrecognizable components in any of our products. Animals and their mom and dad are worthy of far better.

By creating straightforward-to-fully grasp and straightforward-to-administer dietary supplements, we purpose to help prevent some of the most typical pet ailments before they commence. Our goal at Homescape Pets is to provide harmless and effective nutritional supplements and supply relatable instruction that empowers pet parents to increase the lives of their pets. Each and every pet mother or father deserves to be the hero of their pet’s existence and wellbeing.


PFP: How did you get your get started in the pet field, and how did that expertise guide you to in which you are now?

Pfeifer: Prior to beginning Homescape Pets, I invested a lot more than 20 a long time in equally hospitality advertising and marketing and the splendor industry, equally of which are fairly significantly eliminated from the pet house.

I entered the pet sector immediately after my very own pet, Beau, became unwell and I started looking for simple, clean up solutions to assistance her get pleasure from her remaining time. What was most essential was obtaining powerful nutritional supplements and foodstuff with quite couple of ingredients. I required diet and wellness methods that wouldn’t negatively interact with her clinical protocol. But a lot more than that, I desired solutions that would enable her thrive.

Most of the foodstuff and dietary supplements I located experienced preservatives, nebulous “natural” flavorings, and carb-heavy fillers. Even worse nevertheless, the solutions I uncovered that were suitable were also inordinately expensive. So, when I in the long run could not come across the superior, healthier, far more inexpensive alternatives I was searching for, I started to produce them.

Performing with an integrative veterinarian and diving deep into canine nourishment led me to build a line of health supplements with three or much less ingredients and to lately introduce a line of single-ingredient chews. Homescape Animals is Beau’s legacy.


PFP: What has been your most significant problem — private or specialist — connected to your work in the pet industry?

Pfeifer: The most significant problem has been finding the current market to acknowledge and realize pet supplements. Lots of of us are just hardly knowledge them for our possess health and fitness. Animals are even farther eradicated. We are conditioned to imagine of nutritional supplements as “hippie-like” or snake oil, when nothing could be further more from the reality. They’re productive, risk-free and affordable. Having that concept out has been a obstacle.

For that, we have to thank our amazing buyers for their aid and trust. They’ve shared their own tales of how Homescape dietary supplements have enhanced the lives of their animals. They’ve also arrived at out to merchants to ask for our products. Our shoppers have been our biggest advocates and cheerleaders.


PFP: Inform me about a professional accomplishment in the pet market that you are happy of.

Pfeifer: An fascinating second was profitable the “Most Revolutionary Normal Pet Supplement” for our Mussel Mobility joint powder in the 2021 Lux Existence Awards. We have been nominated by both equally our friends and consumers. This allows us know that pet dad and mom are looking for much more holistic and novel alternatives for their fur family members, and we are thrilled to be a portion of this shift.

A different point that is not essentially an accomplishment but that I’m extremely very pleased of is that Homescape Animals is the initially Black lady-owned pet health supplement manufacturer. Obtaining additional representation and diversity in the pet business is sorely needed. I’m fired up to be in a position to be a useful resource for up-and-coming minorities in the pet market who are just finding started off or who want to connect.


PFP: What is top rated of mind for you and/or your business in the marketplace appropriate now?

Pfeifer: Becoming a smaller brand with a quite modest crew of two, virtually almost everything is best of mind for us. Appropriate now, our main target is increasing Homescape into local merchants below in Austin, Texas. From there, we look ahead to rising into greater retail markets.


PFP: If you could decide on three traits influencing the field today, which are the most significant and why?

Pfeifer: Natural components, model transparency and local community.

Pet mother and father are ever more looking for out a lot more purely natural and clear wellness options. Not all animals have the same wellness demands, so the regular one particular-sizing-matches-all kibble is executing animals a disservice. Pet owners have grow to be extra professional about their precise pet’s nutritional and way of living desires and are opting for more minimal-ingredient, human-grade, uncooked, and carefully cooked alternatives than at any time ahead of. Our hope is that the greater desire in all-natural goods isn’t just a development but as an alternative results in being the norm.

The drive for a lot more organic merchandise also necessitates manufacturers to be additional transparent and sincere about their sourcing, processing and tests. Pet parents now hope to be in a position to head to a web-site or social media webpage and locate out what is happening powering the scenes of their favourite pet models. And we should really be delighted to give that facts.

“Our hope is that the greater desire in pure goods isn’t just a trend but instead turns into the norm,” claimed Nana Pfeifer, Homescape Pets.

Pets are our family members. We’re seeing an boost in their humanization, from birthday and “gotcha-day” get-togethers to pet clothing strains to human-quality meals. With that arrives a drive to connect with the brands that you are entrusting with your pet, in addition to connecting with like-minded pet mothers and fathers. I anticipate that we’ll see quite a few a lot more models building pet communities built about their products. These forms of pet communities have energy, staying electric power, and direct the cost when it comes to referrals and model growth.


PFP: What is a little something about the pet field that individuals exterior of the business could not understand?

Pfeifer: Persons outdoors the pet field normally underestimate how essential pets are to our lives. There have been several studies showing how petting a canine or cat can reduce anxiety inside of minutes or how owning a puppy can enable take care of depression. They are our running partners, keepers of our insider secrets, and they adore us unconditionally. Trying to keep them nutritious and pleased is vital to our very own happiness.


PFP: What guidance would you give to young individuals commencing their professions in this marketplace?

Pfeifer: Come across your one route and wander straight in advance. It is quick to get sidetracked by new developments or choices. Stay your course, not any individual else’s. Also, discover your neighborhood even if it is not within the pet sector. Getting a team of supporters goes a very long way toward maintaining you motivated and productive.


PFP: Just for fun, do you look at yourself a pet dog particular person or a cat man or woman? Or, if you have animals of your personal, inform us a small bit about them. 

Pfeifer: I’m a doggy mom by means of and by way of. Beau was our very first puppy, and we now have two other canines, Quinn (a hound) and Minnie (a miniature schnauzer). Cats are superb, but I want the activity and engagement of canine.

Entertaining actuality: In addition to starting up Homescape Pets in memory of Beau, she’s also the schnauzer featured in our symbol. She’s always a section of the landscape, or homescape, of our lives no issue wherever we are.


PFP: Any final tips for other ladies in the pet marketplace?

Pfeifer: Make connections. From connecting with fellow women in the pet area to connecting with your die-difficult buyers, it’s essential that we have a supportive community. Make room for your self. Sign up for the male-dominated arenas and be read. The pet sector is comparatively compact and the selection of women of all ages in the sector is even more compact. We have to thrust to be viewed and listened to.

Nana Pfeifer is the co-founder of Homescape Pets, a pure pet dietary supplement organization using a constrained-ingredient tactic to affordable, supplementary nourishment. Pfeifer begun Homescape Animals in 2017 pursuing stints in the hospitality and beauty industries. She gained her bachelor’s diploma in company administration with a aim on marketing from Georgia Point out University.

Go on studying about other female leaders showcased in our Women of all ages in the Pet Business sequence.

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