MIAMI — The Black Pet Business Network (BPBN) is kicking off its 10-week online Launchpad Accelerator Program designed to help Black-owned pet care startups thrive in the competitive consumer packaged goods (CPG) market. Three pet care brands will participate in the network’s 2024 pilot program, which will provide access to mentors, educational training, curated events and funding opportunities.
Participating in the pilot program are three Black woman-owned businesses: Pawgone Good, led by Jerrica Fletcher; PAWS, owned by Danielle Gray; and Show Dawg, led by Ciera Weathers and Amber Cesair.
Jerrica Fletcher, founder of Pawgone Good.
| Source: Jerrica Fletcher
Pawgone Good is a brand focused on holistic nutrition. It offers a dehydrated chip product, called Pawlicious Chips, for dogs that can help support oral health and combat malnutrition. Pawlicious Chips are formulated with coconut to help reduce plaque and freshen breath; organic, grass-fed beef to provide high-quality protein; sweet potatoes to provide antioxidants; beets to support digestive health; carrots to help clean teeth and gums; and flax seed to promote skin and coat health and reduce inflammation. PAWS (Peace and Wellness for Dogs) offers CBD treats and tinctures to promote relaxation in anxious and aging dogs. The brand’s Chill Treats contain 20 mg of hemp-derived full-spectrum CBD oil in each almond butter flavored treat.
Show Dawg sells luxury pet accessories including collars, leashes and dog walking bags that “blend high-end allure with everyday style,” according to the company.
Lashonda Geffrard, creator of the Black Pet Business Network and co-owner of The Paw Shop.
| Source: Lashonda GeffrardCreated in 2021 by Lashonda Geffrard, co-owner of pet grooming salon The Paw Shop, the BPBN is a non-profit organization whose mission is to support and foster a community for Black Americans in the pet care and nutrition industry.
“Historically, people of color have been underrepresented and underserved, not just in the for-profit, but in the non-profit segments of the pet care industry,” Geffrard said.
Geffrard started the network during the COVID pandemic to help Black members of the pet care community stay connected with each other and to find ways to help minorities in the pet space further develop their businesses. The network currently has around 150 members.
“Our primary focus is creating opportunities. We do that through collaborations,” she said. “We focus a lot on education; we do a lot of webinars. We are a resource community.”
BPBN’s first collaboration came through its partnership with Leap Venture Studio, a pet care-specific accelerator. In 2023, they partnered to host a pitch competition during SUPERZOO. Five finalists had the opportunity to pitch their emerging pet industry brands to a live audience during the trade show.
The five finalists in 2023 were Sharon Tuggle, founder of 5 Element Food Therapy, a supplement line taking a Traditional Chinese Veterinary Medicine approach to pet health and wellness; Jaime Cooper, co-founder of D.R.E.A.M Pet Food, a hip-hop inspired natural pet treat brand; Jonaie Johnson, founder of Interplay, a crate accessory and mobile app; Kayla Oliver, founder of The Girl Who Speaks Dog, a training and boarding service; and LaShaun Chapman, founder of Vybe House Industries, a dog training and tracking platform.
BPBN partnered with Leap Studio again in 2024. This year’s pitch finalists representing pet nutrition startups included Dog & Whistle, Skona Pet Food, TREEV and BPBN Launchpad Accelerator participant Pawgone Good. The natural treat company won the pitch competition and received a grand prize of $10,000.
As a member of the Launchpad Accelerator cohort, Fletcher and the other Launchpad founders will meet two to three times a week for training and one-on-one sessions with mentors.
“Through the Launchpad Accelerator Program, BPBN is helping underrepresented brands overcome barriers, connect with customers, and make an impact,” Geffrard said. “With mentorship and funding on the table, entrepreneurs will be equipped with everything they need to turn their dreams into reality.”
While the 10-week pilot program does not provide the brands with funding, it will provide resources during and after the program to help them further develop their marketing messaging and expand their distribution network.
“Our goal is to take their ordinary brands and to turn them into extraordinary enterprises,” Geffrard said.
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