And in one of those all too infrequent flashes of inspiration we get, we saw that our treats would be the perfect one-for-one product.
After a certain amount of experimentation (which our dogs definitely enjoyed) we worked out how to produce the perfect, air-dried treat on a larger scale, built a swanky new drying room and were up and running.
So far, we've given away 105,467 packets of treats to 217 rescue homes
Every few weeks we make up special packages of delicious, 100% natural liver treats and deliver them to rescue centres recommended by our customers.
They are used both as treats and training aids (thus helping a dog find a new, forever home).
Many rescue centres are also now selling Beautiful Joe’s, which is a double win as they not only raise extra cash but can also claim the free ‘give away’ treats for themselves!
Beautiful Joe was a real-life dog who lived in Canada in the 1890s. He was rescued from a brutal farmer and became the subject of a best-selling book.
Its author, Margaret Saunders, devoted her life to championing the rights of animals. As, in our small way, we also aim to champion the rights of animals, we decided to name our dog treats after Beautiful Joe.