COLUMBUS, OHIO — After years working in the consumer-packaged goods industry, Jerrica Fletcher noticed a gap in the amount of healthy, balanced treats in the pet food aisle. Countless hours of research, nutrition classes, and trial and error led this pet treat entrepreneur to develop healthy and nutritious dehydrated dog chips and her company, PawGone Good.

As she was working to fill a void in the pet treat category, Fletcher also noticed another void in the industry. 

“Before I started PawGone Good, I did not see a lot of representation for minorities in the pet food industry from an entrepreneur standpoint,” she said.

Fletcher’s Black woman-owned business not only focuses on health and nutrition for dogs through its human-grade dehydrated treats, but it also supports underrepresented youths. Through its Pawpreneur Pioneer youth accelerator program, the company provides underrepresented youth in the Columbus area with workforce development training that could lead to future careers in the pet food industry. 

In the following Q&A, Fletcher shares how her pet treat brand is combining innovative recipes and health-focused treats with an entrepreneurial mission to support pets and tomorrow’s pet leaders.

PFP: How did you get your start in the pet industry, and how did that experience lead you to where you are now?

“I started noticing the overall gap in the amount of healthy, balanced treats with traceable ingredients on the shelf,” shared Jerrica Fletcher, founder and CEO of PawGone Good.

Fletcher: I started in the pet industry out of a need for transparency in ingredients and an understanding of food formulations. With 12 years of experience in consumer-packaged goods (CPG) at companies like Mars and Kellogg’s, I saw the complexities of the industry firsthand. I started noticing the overall gap in the amount of healthy, balanced treats with traceable ingredients on the shelf. This inspired me to create PawGone Good, where we focus on empowering pet parents with clear information to make informed choices about what they feed their pets.

The biggest thing that we want to communicate is that we’re not just a treat company, we’re a transformative pet food company. We’re utilizing cool, fun shapes with a very unique cooking process with a holistic health and wellness mission to combat oral care neglect in dogs. We want to take the guess work out for pet parents about not only knowing what’s in their dog food, but what the ingredients in the dog food do for their dogs.  

Also, before I started PawGone Good, I did not see a lot of representation for minorities in the pet food industry from an entrepreneur standpoint. This inspired me to start my company and to later develop the Pawpreneur Pioneer program to bring more underrepresented populations into the pet industry.

PFP: Tell me about a professional accomplishment in the pet industry that you are proud of.

Fletcher: I am particularly proud of launching the Pawpreneur Pioneer Accelerator, which provides youth aged 5 to 17 with 36 to 40 hours of instruction focused on product development, branding, marketing, sales tactics and essential documents. We take them through a robust, intensive entrepreneurial workforce development training program. Securing a significant contract with a nonprofit that serves youth living 200% below the poverty level has allowed us to empower them with workforce readiness and entrepreneurship skills. We want to develop a strong foundation and create a career path for children that have a keen interest in animals.

PFP: What has been your biggest challenge — personal or professional — related to your work in the pet industry?

Fletcher: One of my biggest challenges has been finding a marketing company that supports small businesses without high retainers. I am also actively seeking sponsorship for our Pawpreneur Pioneer classes and aligning with facilitators who can teach entrepreneurship in the pet industry.

PFP: What is top of mind for you and/or your business in the industry right now?

Fletcher: Right now, my primary focus is on expanding our Pawpreneur Pioneer classes to a national reach and preparing our facilitators to deliver high-quality education. This initiative is essential to ensure we can effectively empower more young people in the pet industry and contribute to the DEI (diversity, equity and inclusion) that is still missing in the pet industry. 

Secondly, we are undergoing a rebrand to enhance our market presence, particularly in areas with little competition. I’m also exploring innovative product offerings, like raw, air-dried and freeze-dried treats, to meet the rising demand for healthier options.

PFP: If you could pick three trends influencing the industry today, which are the most important and why?

Fletcher: Dehydrated and freeze-dried treats — These are gaining popularity for their convenience and nutritional benefits.

Raw diets — There’s an increasing interest in raw diets as consumers look for natural options for their pets.

Plants over pets — Younger generations are unable to avoid the cost of human consumption items as well as pet food due to inflation.

PFP: What is something about the pet industry that people outside of the industry may not realize?

Fletcher: Many consumers do not understand what’s actually in their dogs’ food. They often choose brands based on popularity or what they assume their dogs like based on flavor profiles rather than health. This lack of understanding can lead to pet owners unknowingly making poor nutritional choices for their dogs, since many don’t consult nutritionists or dietitians to receive guidance.

PFP: What advice would you give to other women in this industry?

Fletcher: Women in the industry should ensure they are financially set up to live comfortably. One of the biggest investments you can make early on is to make sure you understand your marketing strategy. It’s vital to evaluate startup costs accurately and build a solid marketing plan before investing in inventory, packaging and a website. If I could have done anything differently with my business, I would have started out with a stronger marketing plan. Knowing what you need to do and executing it immediately allows for effective pivoting when necessary. It’s important to have a very clear mission and a differentiator for your business and your product. And, you have to be serious and decide if this is something you really want to do. Your passion has to transcend your process. 

PFP Just for fun, do you consider yourself a dog person or a cat person? Or, if you have pets of your own, tell us a little bit about them.

Fletcher: I’m definitely a dog person! I love being around dogs and enjoy their companionship through my work every day. 

Jerrica Fletcher is the founder and chief executive officer of PawGone Good, a manufacturer of dehydrated, human-grade chip treats for dogs based in Columbus, Ohio. Prior to starting her company, Fletcher spent 12 years working in the consumer-packaged goods industry at companies including Mars, Kellogg’s, Lamb Weston and Reynolds American. She received her bachelor’s degree in Psychology from North Carolina Agricultural and Technical State University.

Continue reading about other female leaders featured in our Women in the Pet Industry series.