Mike Wickman, with 35 years of experience in grocery retail, has launched a dog treat company called Champ's, now available online and in local stores. Observing a gap in the market for all-encompassing pet products, he focused on providing high-protein, low-fat treats made with natural ingredients and no artificial additives. Despite recognizing consumer demand, Wickman faces challenges with complex regulations across all 50 states that require extensive registration. His goal is to expand Champ’s availability in grocery stores, offering pet owners a healthy and affordable option for their dogs.
When you buy treats or dog food of any kind, you turn around the package to see what the protein and fat content is, or what kind of oddball ingredients may be in it. And it is so confusing and not regulated in any way.
One day I was selling a pet product to a grocery store and looking at the category thinking, it's very busy; everyone is staying in their lane. Someone makes a chew, a biscuit, a rawhide, etc., but nobody is delivering an all-encompassing product.
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