4 days ago
The Dog Grocer founder inspired by her picky dog to make own treats
Dogs enter the shop, head for the bulk bins, sniff the treats and chews, and then let their owners know which one they want.
The concept of The Dog Grocer (TDG) was formed when founder Soo Ming Hui, 44, faced challenges feeding her picky dog Piggy, who refused to eat anything but fresh treats. However, many pet foods available in the market are mass-produced and highly processed.
Ms Soo also often wondered about the possibility of dogs having the same home-cooked meals that her mother cooks for the family.
Inspired by her mother's food, Ms Soo started experimenting with Asian-style marinades and began crafting fresh, natural treats in 2018. When her fussy Singapore Special, which is 13, approves of her experiments, she knows other dogs will enjoy them too.
TDG's pet foods are made in-house using human-grade ingredients, such as beef eye round, chicken and duck breast, pork loin, chicken feet and bull pizzles.
The meats are either dehydrated or freeze-dried, and all products are preservative- and chemical-free. Ms Soo also avoids using additives and fillers, focusing on natural nutrition and flavour.
The products adhere to the United States Department of Agriculture's food safety guidelines, and TDG's ready-to-eat meal packs are formulated to meet the standards set by US agency National Research Council for dog food.
TDG products are produced in Singapore in a kitchen licensed by the Animal & Veterinary Service under the National Parks Board, using ingredients from sources approved by the Singapore Food Agency.
Signature items from the freeze-dried meat cube range include Ondeh Ondeh Chicken and Black Sesame Duck. Marinated jerkies such as Dang Gui Wolfberry Pork, and Chicken and Honey Sesame Beef are popular snacks. Dogs also like chews such as whole pig ears.
Prices are between $13 and $33 for dog treats and ready-to-eat meals, with freeze-dried meat cubes and marinated jerkies available in the store for the dogs to sniff and select. These are placed in bins at a height where the pooches cannot eat them.
Ms Soo opened TDG in Crane Road in June 2020 with an investment of $130,000 from her savings and government grants.
It was not an easy endeavour, as the Covid-19 pandemic was still prevalent. Singapore had just entered Phase One of its reopening after the circuit-breaker period, when people were encouraged to leave their homes only for essential activities.
However, pet ownership boomed during the pandemic, which helped Ms Soo's business. She managed to break even in 18 months.
She subsequently opened a commercial kitchen in Sembawang and the store relocated to a bigger space in Joo Chiat Road.
"It was good to have a proper kitchen," says Ms Soo. "I used to operate from a tiny makeshift kitchen at the back of the shophouse, cutting, marinating and dehydrating meats."
She adds that with the larger facility, production capacity has increased substantially. However, she continues to keep the scale of the food production small so everything remains fresh.
"We are constantly making new batches as the shelf life of our pet food is very short, about six to eight months depending on the product," she says.
Prices are between $13 and $33 for dog treats and ready-to-eat meals. ST PHOTO: LIM YAOHUI
Starting a pet food business never crossed Ms Soo's mind. After graduating from the National University of Singapore with a mechanical engineering degree in 2004, she convinced her parents to let her pursue her dream of becoming a jockey.
"I've always loved animals. So, I thought, like, why not be a job?" says Ms Soo, who is single.
This passion led her to New Zealand, where she spent almost six years training to be a jockey. She also took on other jobs at cafes, orchards and canning factories. During those years, she also found time to earn two chef certificates, one in general culinary arts and another in pastry.
However, being a jockey was not meant to be because she was over the strict weight limit required for the profession.
After returning to Singapore, she volunteered at animal shelters, drawing on her experience with horses to help rehabilitate dogs. It was there when she learnt how limited and heavily processed most pet food options were, particularly for dogs with specific dietary needs or preferences.
While some of the products are sold in boxes, pet owners are encouraged to scoop what they need and pack the treats in their own containers. ST PHOTO: LIM YAOHUI
Sustainability plays a big role at TDG. Though some products are sold in boxes, pet owners are encouraged to take along their own containers and fill them up from the bulk bins.
Ms Soo makes a conscious effort to choose ingredients from certified sustainable sources, such as wild-caught Atlantic cod and pollock, which are Marine Stewardship Council-certified fish.
She also takes the "entire cut" approach. For instance, slices of pork loin become jerkies, while off-cuts or ends are minced into pork cubes. Fish bones become broth that are used for seasonal creations, such as Chinese New Year soups and National Day recipes.
Fruit, vegetables and meat scraps are dropped off at a local permaculture site every other month for composting, turning food waste into nutrient-rich soil.
With the business expanding to include both cooked and raw meals, catering to the evolving preferences of pet owners, Ms Soo hopes to open another outlet, possibly in western Singapore.
"We have been looking for a second shop for almost a year, but rental costs are incredibly high," she says.
It has been rewarding for her to see canine customers grow alongside TDG. "We see them at different stages, some from puppies to adult dogs, others from adults to seniors," says Ms Soo.
She adds that her dream is to have a cafe where pets can have their own omakase experience. For now, though, her happy place is in the kitchen, where she concocts new recipes and creates nutritious food for pets.
