You do not come across them very often: entrepreneurs who say they do not necessarily make the best product in the world. But Jack Lathouwers, co-founder of student start-up Gutsy, says it quite literally:
“We don’t want to make the best dog food, but the most honest.” The thing is, there is no such thing as the best dog food, because every dog is different. Through their distinctive mission, Jack and fellow founder Achilles Hannecart mainly want to bring greater transparency to a traditional market.
We don’t want to make the best dog food, but the most honest.
You may find it hard to believe, but it is perfectly legal to put the word ‘CHICKEN’ in huge letters on a bag of dog food, even if it contains as little as 4% chicken. In that respect, according to Jack, the pet food market still lags behind the food industry for humans. “Dog food packaging often tells you very little, and claims can be difficult to verify. We want people to know exactly what they are feeding their dog.” That does not mean Gutsy has developed a revolutionary new product. According to Jack, the difference lies elsewhere.
Not the best, but the most honest
When Jack talks about ‘his’ dog food, he does not initially mention insect protein or sweet potato, even though these are distinctive ingredients. What truly sets Gutsy apart from other brands, he says, is honesty. The innovation is not in the kibble itself, but in the way Gutsy presents it. “We make top-quality dog food with a good composition, in good packaging. But above all, we want to be honest about what is in it.” According to Jack, independent reviews confirm that Gutsy scores highly on quality. “We are among the best in Belgium.”
We are among the best in Belgium.
From student project to business
Gutsy began as a student project at Ghent University. The assignment: launch a new product onto market.
Jack and Achilles took a different approach. Rather than inventing something completely new, they decided to challenge a traditional market. They settled on dog food, but before launching anything, they spoke to pet shops, retailers and potential customers to find out what the market actually needed.
“We first checked whether there was water in the pool.” Only when they were certain there was demand for their idea did they take the plunge. This also gave investors the confidence to back Gutsy.
Trust becomes a brand
When the first packaging design was ready, Jack and Achilles realised they had created more than just a bag of dog food. The name, colours and packaging gave Gutsy its own identity. Something worth protecting. “It is naïve to think: we will build our brand but we will not protect anything. Besides, large brands can copy you very quickly,” says Jack. That is why Jack and Achilles brought in a specialised trade mark firm. They protected Gutsy not only in the EU, but also in countries where they planned to expand in the future. “That has strengthened our credibility in those markets,” says Jack.
It is naïve to think: we will build our brand but we will not protect anything. Besides, large brands can copy you very quickly.
A good product is not enough
Looking back, Jack sees one important lesson. A good idea alone is not enough.
“It is a combination of perseverance, a strong team and a good product. But at some point, you also have to dare to take the leap. Do not keep researching forever if other people clearly believe in your idea as well.”