Two Paws Up: Dogs Love Them...

A beloved pet with a health condition prompted a Fond du Lac couple to create their own all-natural dog treats with some help from Moraine Park Technical College’s culinary arts program.

Kirby, a beagle, developed some health issues that required specific dietary requirements. Unable to find treats on the market that Kirby could eat, that he liked and were reasonably priced, Dan and MaryAnn Maeder of Fond du Lac took matters into their own hands and started Simply Irresistible Dog Treats LLC. They developed healthy dog treats that include cookies, miniature muffins and Cool Licks frozen fruit cups.

They are all Kirby-approved.

The Maeders consulted with a veterinarian and people in the food industry to convert recipes designed for humans into dog-friendly versions. Kirby was one of the taste testers and gave the baked cookies and mini muffins two paws up. The Maeders later came up with Cool Licks, frozen fruit cups sure to be a favorite during the dog days of summer. 

The home-based business was also a way for MaryAnn to be active. Legally blind and dealing with complications from Lyme disease, she is unable to work outside her home.

“Dan felt doing something like this would help me feel needed as I had always had a very active and busy life before I became ill,” she said.

In addition to running the dog-treats business with his wife, Dan is a senior design software analyst at J.F. Ahern Co. in Fond du Lac.

Both Dan and MaryAnn learned how to cook and bake from talented family members. MaryAnn previously worked as an assistant catering manager. Bakers and chefs she had worked with served as resources for developing the treats. The Maeders also consulted a veterinarian.

A little help

Before they could sell their products, the Maeders needed state approval for labeling.

“Dog treats come under the category of small-game feed and have strict regulations,” MaryAnn explained. “I also had many questions regarding baking specifics, healthy alternatives, packaging (and) marketing.”

Dan — who had been a Computer Aided Design instructor at Moraine Park — suggested they contact the college. The Maeders were directed to Ron Speich and Tom Endejan, two of the culinary arts program instructors.

MaryAnn brought her products to the culinary arts kitchens to be assessed by the instructors and students.

“They answered my many questions, and led me in the directions I needed to go,” she said. “They calculated for each of our recipes the state-required information we needed. So without this part alone, the license process would

have been a long one for us.”

Speich said it was a good experience for the students to assist someone who was starting a food-related business. They used a software program that calculates calories and nutritional information to create the required nutrition and ingredient labeling for the products. In addition to the nutrition content, they discussed ideas about packaging and where to market the treats.

“The Maeders aren’t marketing this product to the dog. They’re marketing it to the customer who buys it for the dog,” said Speich. “My students always love thinking of ways to sell products. It’s great to help someone who needs help.”

Hands on

Mike Wetzel of West Bend was one of the culinary arts students who assisted the Maeders and gained some real-life experience in nutritional labeling from the project.

“I used the skills I learned in my classes with Ron Speich and was able to do a nutritional analysis on each of the products she was making,” Wetzel said.

He enjoyed the opportunity to provide guidance and knowledge to the Maeders and helping them achieve their goals.

“I thought the project was great and would do it again,” he said, quipping that the organic dog treats “actually do not taste bad.”

“I am very thankful to them and also feel very privileged to have been given the opportunity to work with such great and talented people,” said MaryAnn. “For them to take the time and the effort to help me says a lot about their character.”

A team of dogs acting as taste testers gave the treats a final assessment from a canine perspective. The team included the Maeders’ dogs, including Kirby, and some belonging to friends.

Sales have been good, especially in the summer and the holiday seasons, MaryAnn said, with customers ranging from Fond du Lac to California. The treats are sold from their home and were available at the Fond du Lac Farmers Market.

Judy Urben is a public relations associate at Moraine Park Technical College.

For more information about Moraine Park’s Culinary Arts program, visit www.morainepark.edu and click on Academics.

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