Ep. 89: How the motto 'Do The Right Thing' Became the Inspiration for VIRCHEW

Pivot! A Vegan Business Interview Series

Virchew is NA’s first plant-based food brand for dogs, founded by veteran entrepreneur Laura Simonson. Virchew is supported by industry-first nutrition programs focusing on skin, digestive, and senior-related solutions. Companion animals in Canada and the United States number over 100M and Virchew has built an extraordinary foundation that will lead to new ways to feed, care for, and live with companion dogs. Its 100% plant-based, dehydrated, preservative-free, locally-produced dog meals and treats - the first of their kind in the industry – are distributed through Virchew HQ, a sustainably designed and healthy workplace, with a set of core values that challenge all to 'do the right thing.'

In this episode, Laura shares with us the “a-ha” moment in a small town bookstore that inspired her to start on a vegan dog food journey. We’ll discuss how Laura and her team stood strong and pushed forward with their vision even when the pre-pandemic world didn't seem ready for plant-based dog meals and treats and how awareness and demand are now growing through consumers who want to live better.

Get to know Laura and her business, Virchew: https://www.virchew.com/

🗣️ “Keeping up a very strong vision for me has always been at the heart of my experience. And then definitely follow the good advice of people that say, “Get the strategy in place.” Or find the person that can do that with you. That is powerful - if we can accept that kind of assistance, because entrepreneurs, sometimes we do our own thing. WE are gonna do it. No, we can't. We don't know everything. It's impossible. Get the right people around you that support what you see.”

— Laura Simonson

Show Notes:

👠 [01:01] Vegan female entrepreneur journeys can be slightly different.

🐕 [02:30] Laura is an animal lover who grew up with dogs: The book, “Vegetarian Dogs and Cats” stuck with her.

🤩 [04:11] Creating a brand name that rocks took her a few years: when virtue became Virchew.

💚 [06:07] Food for dogs that is changing the world: what we put on the plate, we put in our minds - why would it be different for dogs?

👩‍💼 [10:44] Business model Laura chose: it is important not to lose the product quality because it is a prevention for health issues.

🎯 [14:51] Keep strong vision strong, get your strategies in place, and get the right support system around you.

✅ [19:27] Power in being flexible and leaving ego at the door in building the business.

🏪 [23:01] Opening a sample shop and production in the same place: providing a retail feeling to customers.

👁️ [24: 30] Big eye opener for Laura about the vegan community and her business.

🦮 [28:00] Silver lining: who are the core customers and what is the bond between businesses and customers.

🐶 [30:00] Amazing customer relationship, veterinary programs, and food development.

🌸 [32:25] 90% of Virchew’s capital has come from women.

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Thanks for listening to Pivot, our vegan business interview podcast. This is recorded as a live streaming session, so I hope you’ll join us for future interviews as well! If you are feeling inspired but wondering how to take some actionable steps to improve your business, I invite you to explore our two premium paid podcasts, Going Solo and Fix It.