Why this pet food startup built their own factory instead of outsourcing
“And and what I mean by that is we vertically integrated the entire business, and we built our own factory.”
we have a very strong competitive moat within the cable product line. And and what I mean by that is we vertically integrated the entire business, and we built our own factory. Right? So you can't make Unkibble or in a commissary kitchen. The fresh frozen recipes, you can. There's actually been a lot of market entrants with with the fresh frozen, that product format. You know, with UmKibble, you know, we have a a very proprietary fresh dry process. You know, physics degree to operate the equipment. The equipment takes years to to purchase given long lead times. There aren't many OEMs actually creating equipment that we use in our facility, and verticalizing
About this clip
Russell Breuer explains how Spot & Tango created a competitive moat by vertically integrating their pet food manufacturing and building their own factory. He details why their proprietary fresh-dry kibble process requires specialized equipment and expertise that takes years to acquire, making it difficult for competitors to replicate.
Why this clip
This clip reveals a specific strategic decision about vertical integration that created defensible competitive advantages in a crowded market.
What they said next
You really have to be in the market to win the market, I think, long term. Sometimes you just have to go out with something, follow the poll, the market poll, and then the other ideas tend to come.
29:19 - 35s · Practical Framework
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