Under-represented Entrepreneurs Vie For $10,000 In Pitch Competition

DIVERSE ENTREPRENEURS WILL pitch their innovations live to investors at 11 a.m. Wednesday at the Emerging Brands Stage. Powered by Leap Venture Studio and Black Pet Business Network, one pet care startup will be awarded a grand prize of $10,000 in the 2nd annual Emerging Brands Pitch Competition.

“We received nearly 40 applications this year, 10 were selected to pitch virtually, and six were ultimately selected to pitch live at SUPERZOO in this final competition,” says Paige Ellen, senior program manager for Leap Venture Studio & Academy, a partnership between Michelson Found Animals and Mars Petcare to springboard innovation in the pet care industry.

This year’s Emerging Brands Pitch Competition finalists are:

• Eric Adams, Dog & Whistle — The sustainably minded company takes high-quality excess ingredients from the human food industry and upcycles them into fresh, lightly cooked meals and treats for dogs.
• Srihas Sampath, Skona Pet Foods — Single-ingredient dehydrated treats made with locally sourced meats are hand-trimmed in USDA-inspected facilities and packaged in recyclable pouches.
• Jerrica Fletcher, PawGone Good — Dog treats and clothing drive this business, which also offers a Pawpreneur youth accelerator program for at-risk Black, Indigenous and people of color youth to foster entrepreneurship and workforce readiness in the pet industry.
• Jeanette Eng, Social Paws — The app connects people who have dogs with people who do not but still want them in their lives. The former gain freedom from traditional full-time dog ownership, while the latter offer free care to spend time with the dog, benefitting from this alternative to full-time dog ownership.
• Kenan Peters, TREEV — Its BUHZ Bites are sustainably sourced dog treats formulated with insect protein, plus organic and all-natural ingredients. The company also offers educational resources and promotes dialogue around issues of diversity and inclusion in the pet industry.
• Patricia Porter, Veterinary Electronic Assistant — The AI-powered digital platform automates and streamlines workflows and processes in veterinary clinics, helping to improve experiences for pets and their people by freeing up time for veterinarians.

The participating companies were chosen based on founder diversity, differentiation or uniqueness of the product or service, long-term sustainability, strength of the team, and scalability of the company.

“We sought brands that stood out with readiness to compete in the national markets,” says Lashonda Geffrard, founder and CEO of Black Pet Business Network, a nonprofit organization dedicated to advancing and empowering Black professionals and businesses in the pet industry. “The most significant thing about these companies is that they all represent diversity. These companies were inspired by culture and community.”

Competition dress rehearsal, open to attendees, starts at 9:30 a.m., and the main show takes place at 11 a.m. Judges will select winners in first, second and third place this year.

“Pitch competitions that take place on stage at a venue as large as SUPERZOO provide invaluable opportunities for participants to share their vision and build awareness of their product or service,” Ellen says. “Additionally, one company will walk away with $10K to help support the growth of their business.”

Sharon Tuggle, CEO of 5 Element Food Therapy and winner of the 2023 “Emerging Brands Pitch Competition,” will get in on the action by announcing this year’s competition winner.

“Her brand is still on the up and rising,” Geffrard says. “We’re all excited to see and hear more from her.”

Following the competition, attendees are invited to take advantage of the valuable education sessions and panel discussions held at the Emerging Brands Stage.

“Our panelists come from diverse communities, too, and have great perspectives on what’s happening in our sector,” says Geffrard, who will moderate many of the panels. The stage will host sessions on Thursday and Friday, as well.

“We’re also collaborating with other accelerator programs for emerging brands in pet care on Friday,” says Rachel Sheppard, co-lead of ventures for Leap Venture Studio & Academy. “This session will take place at 10:30 a.m. on Friday and be moderated by Jamie Smith, founder and CEO of Innovative Pet Lab.”

Finally, the Black Pet Business Network Mixer happens from 4 to 6 p.m. Friday in South Pacific F. All are welcome to attend to meet and mingle with their fellow pet professionals.

“The Emerging Brand section is going to be full of energy, excitement and impactful conversations,” Geffrard says. “Not to mention our networking mixer to celebrate the amazing people working and bringing positive change to our industry.”

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