Posted on 15 April 2026
Q. Why did you start the business?
A. I started Woof & Whisk because I love dogs and originally wanted to go into dog training or grooming. But I noticed that dog treats were often either very basic or overly processed and I wanted to create something that felt more considered, made with high-quality, human-grade ingredients, but also beautifully designed and enjoyable for owners to buy. It began as a small idea but quickly grew as people connected with the combination of quality, creativity, and a bit of humour.
Q. How easy was it to start?
A. It wasn’t particularly easy to start. My original recipes included ingredients like egg and honey, but when I began the process of registering with the council, I was told I would also need to register with APHA (Animal and Plant Health Agency) which would have involved significant costs and each batch would have to be tested in a lab before being able to sell.
Even the council acknowledged that these regulations could make it very difficult for small pet treat businesses to get started. So, I adapted my recipes and moved towards a plant-based approach. It was a slow and sometimes frustrating process in the early days. My icing skills were far from perfect, and there were moments of doubt, including a few tears and plenty of icing bags all over the kitchen! But I persevered, continued to improve, and gradually built both my skills and confidence to where the business is today.
Q. How do you get all the baking done?
A. I break production down into a structured four-day process to keep everything consistent and manageable. On day one, I prepare all the dough, which is then wrapped and chilled. The following day is dedicated to baking. I cut and bake all the biscuit shapes, then place them into dehydrators overnight to ensure they are fully dried and shelf-stable. Days three and four are focused on icing, which is a detailed and time intensive part of the process, especially for the more intricate designs.
During peak periods, particularly in the lead up to Christmas, demand increased significantly and I found it challenging to keep up with production from home. So I rented a professional bakery kitchen for one day a week to scale up production and meet demand, which was a really exciting milestone for the business.
Q. Why is it important to have a high street presence as well as online?
A. Having a high street presence is incredibly important for my business, alongside being online. Regularly trading at Greenwich Market allows people to discover Woof & Whisk in a much more personal and memorable way. They can see the products up close, interact with the brand, and experience it in real life.
I love watching people’s reactions. Customers often stop because they can’t believe the biscuits are for dogs. Many assume they’re for humans until they start reading the icing on the bones with phrases like ‘I steal knickers’, which usually clears things up quite quickly!
Being part of the Greenwich Market community is a huge part of the business. It’s where I’ve built real connections with customers and met so many cute dogs. I also have a ‘dogs of the month’ board where I take polaroid photos of some of the dogs and put them up on the wall.
I’d love to build on this sense of community by hosting events such as Woof & Whisk dog walks around Greenwich or small picnic style meetups, where customers and their dogs could come together and receive a small goodie bag of treats. I want Woof & Whisk to feel like a community, not just a dog treat brand.
My website allows me to reach a wider audience, but the physical presence really brings the brand to life. Long term, I’d love to expand this further by having multiple stalls and becoming part of other market communities in different areas.
Q. What does winning Independent Retailer of the Year award at the Best of Royal Greenwich Business Awards mean for you and the business?
A. Winning the award means a huge amount both personally and for the business. Building Woof & Whisk has been a journey of learning, persistence and a lot of trial and error, so to have that recognised, be shortlisted, and then go on to win through a public vote feels incredibly rewarding.
As a small, independent business, you often question whether what you’re doing is working, so to receive this kind of support from customers and the local community means everything. It’s given me a real confidence boost and momentum to keep growing. It’s already opened new opportunities and conversations, and has reinforced my ambition to continue expanding Woof & Whisk while staying true to what makes it special.
I’m incredibly grateful to Hindwoods for sponsoring the award and supporting independent businesses like mine.
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