A paw-sitive choice

• Mysteries are fun, but not when they’re in your meat. Over half of Malaysians are parents to ‘furbabies’, but many are unaware of just what goes into their pets’ food. 
• Pet owners tend to settle for what’s most affordable and available, which may contain additives and fillers that have little to no nutritional value.
• That unexplained allergic reaction or unsolvable health issue like excess shedding and kidney stones? That could be from poor quality food. “I wondered why we cannot make better meals for them, since we love them so much and they’re like family to us. Why aren’t they eating food that’s as good quality as ours?” shared Ke Yee Yap.
• She went on to establish 500-backed Notti Pet Food as an answer to her own ponderings. With her background in food science and nutrition, as well as experience in the human food industry, she set out on a mission to create tasty and healthy products for household pets.
• “A lot of people don’t know how to read ingredient lists and labels,” she explained. “This is something that can also train owners to understand food packaging better and pick something suitable for their pets.”
• Notti also regularly hosts pet-friendly community events where owners from all over the city can meet and bond over a shared love for animals.
• The team has already found much success, but Ke Yee is setting her sights higher: to achieve the prominence of international brands. This means debunking the myth that imported goods are better than local ones and convincing consumers that Notti is worth the higher price tag of commercial brands.
• “We are still a young company in our baby stage,” she shared. “But I think our hard work and online traction, as well as the positive reviews from owners who switched to Notti, really helped us get recognized.”
• Read the full story on The Edge.