Welcome to Marketing Tails—the show where host Mark Bevington talks with founders and execs who are excelling at growth and changing the way we do business.

Mark sat down with Nadine Lafeber, Vice President of Marketing and Sales at a multi-generational company that's been pioneering high-quality, specialized pet nutrition since 1973. What began as her grandfather's veterinary pursuit of balanced bird diets has since expanded into a trusted family-owned brand known for integrity, innovation, and a unique presence in the bird and exotic pet nutrition space.

In this episode

• The family legacy behind a 50-year-old brand in avian health

• How a veterinarian's vision grew into a trusted name in critical care nutrition

• Expanding beyond birds: new small pet products and why hay bales matter

• Why boutique manufacturing is a moat (and how it beats big competitors)

• Marketing + sales as one team: how Nadine runs it lean and aligned

• Thought leadership and educational content as a growth engine

• What it means to lead with values, faith, and purpose in a competitive market

Guest
Nadine Lafeber — VP of Marketing & Sales
Website: https://lafeber.com/
Check out the Emeraid line and new small pet innovations for 2025.

Sponsor
This episode is brought to you by Ninedot—the digital marketing team that turns underperforming websites into your best sales tool. Get your free website grade: ninedot.com

Chapters
00:00 Intro & sponsor
02:30 A family mission since 1973
05:45 How Emeraid became a leader in critical care nutrition
10:38 The hay bale innovation for small pets
13:12 Educating pet parents and veterinarians
19:20 Merging marketing and sales into one agile team
22:59 Building awareness for small pet SKUs on TikTok
25:53 Competing against big brands with trust and transparency
29:28 Leadership lessons from a family business
33:15 Wildlife hospital partnerships across 3 continents
41:00 Why mission-driven marketing works
48:00 Nadine's advice to young women in the pet industry
52:00 Where to find more about the company

In this episode of Marketing Tails, recorded live at Global Pet Expo 2025, host Mark Bevington sits down with two powerhouse pet treat brands making waves in the industry: George from Tall Tails (3T Brands) and Kelsey Sora from Polkadog.

From heritage-driven storytelling to premium ingredient sourcing, this candid conversation dives into what's driving the next wave of innovation in pet wellness and nutrition. Learn how each brand leverages retail partnerships, customer feedback, and product quality to stay ahead in a fast-changing market. Whether you're a founder, marketer, or pet industry insider, this episode is packed with lessons on brand differentiation, growth strategy, and community building.

Emily Miethner is Co-founder of Travel Cat, an omni-channel pet product company specializing in premium cat products. A serial entrepreneur with expertise in community building, social media, and digital marketing, she co-founded Travel Cat, formerly known as Your Cat Backpack, in 2018 with her husband. Now the world's leading cat travel brand, Travel Cat serves customers in over 100 countries and 1,200 retail locations. An award-winning keynote speaker and educator, Emily's insights have appeared in Good Morning America, The New York Times, and Fast Company. She has also taught as an adjunct professor at the School of Visual Arts and the Fashion Institute of Technology.

Expanding a niche business in a competitive industry can be daunting, especially when traditional retail and consumer expectations favor more established markets. For entrepreneurs in the pet industry, breaking through misconceptions — such as the belief that cat owners don't spend money on high-quality products — presents a significant challenge. How can you overcome these barriers, build a loyal customer base, and scale to a global brand?

Serial entrepreneur Emily Miethner tackled these challenges by recognizing a gap in the market: high-quality travel products built specifically for cats. With a focus on community building and innovation, Emily and her husband developed products like the "Fat Cat" backpack, designed to meet the unique needs of cat owners seeking more than the typical pet carrier. Emily emphasizes the value of understanding consumer behavior, using data to drive product development, and leveraging direct engagement with customers to create high-demand products. By hosting virtual events, building strong retail partnerships, and fostering an engaged community, she demonstrates how you can develop trust and long-term loyalty with your audience.

In this episode of Marketing Tails, Mark Bevington interviews Emily Miethner, Co-founder of Travel Cat, formerly known as Your Cat Backpack, to discuss scaling in a competitive market through community building. Emily shares the story behind her company's growth, the impact of customer engagement on product development, and how niche brands can challenge industry norms. She also delves into international expansion, overcoming supply chain hurdles, and the role of influencer partnerships in driving brand awareness.