Some of the best business ideas begin with a problem that seems almost too small to notice. For Barry Rosenberg, founder of Sensible Rewards, it started during his daily walks with his four dogs. Every outing meant breaking a single dog biscuit into four uneven pieces, leaving crumbs in his pockets, and making something as simple as rewarding good behavior more cumbersome than it needed to be. "It was a combination of an entrepreneurial spirit, a love of dogs, and a practical solution," Barry said.
That simple frustration sparked an idea: What if dog treats were designed to break apart easily without the mess?
In the spring of 2012, Barry began experimenting in his kitchen, working through recipe after recipe while figuring out how to manufacture a treat with the unique scored design he envisioned. The process involved plenty of trial and error, along with obtaining a design patent, before he finally found a way to consistently produce the treats he had imagined. "I always thought of it as a practical solution for training or when you're out with your dog on a walk, and you want to have a treat ready to go," he said.
Today, Sensible Rewards offers four flavors of natural dog treats, but Barry believes the ingredients matter just as much as the design. He has made a point of sourcing American-produced ingredients whenever possible and incorporated organic ingredients into his recipes. His commitment to quality even meant driving an hour to purchase freshly ground organic peanut butter.
Barry also believes building a strong relationship between dogs and their owners is at the heart of responsible pet ownership. "I think the most important aspect of having a dog is to build a relationship between you and them," he said. Because of that, he wholeheartedly supports reward-based training, viewing treats as more than just a snack. "Providing treats is a large part of that," he said.
While the pet treat aisle has become increasingly crowded over the years, Barry never focused on competing with every other brand on the shelf. Instead, he concentrated on making the best product he could. "There is a tremendous amount of competition in the dog treat market," he said. "I learned a long time ago to focus on doing a great job on my product and not worrying so much about the other guys."
During market season, visitors can find Sensible Rewards at the Scottsville Farmers Market on Saturdays and the Fluvanna Farmers Market in Palmyra on Sundays. While online ordering has made it easy for customers to purchase treats year-round, he admitted there is something special about meeting fellow dog lovers in person. "I enjoy the face-to-face contact with customers at the farmers market," he said. "However, it's seasonal and subject to weather. It never rains online, and that's 24 hours per day, year-round."
Looking ahead, Barry hopes to continue expanding the wholesale side of Sensible Rewards by partnering with more locally focused retailers."My products do well in stores with a local feel," he said. "I will be trying to expand that end of the business."
Like the treats themselves, Barry believes steady growth comes from keeping things simple, practical, and rooted in quality that is extended to customers, and bloomed from what he does at home. “Most dogs that get treats are loved and happy. I aim to keep it that way.”
SensibleRewards.com
I think the most important aspect of having a dog is to build a relationship between you and them. They need to trust you, and in turn, you need to trust them. I wholly support reward-based training, and providing treats is a large part of that.