Sometimes, doing the right thing just makes good business sense. When a recent nationwide recall of pet foods occurred, Deb Dempsey rolled up her sleeves.

As co-owner of Mouthfuls in Denver, Dempsey had long-since made the decision to sell only wholesome, all-natural pet foods, with Wellness^® as a cornerstone brand. As such, she carried none of the recalled lines and was recognized by members of the media as an informed and logical spokesperson for the benefits of healthy, non-processed foods. Since March 19, she has been interviewed by several newspapers and television stations, gently educating audiences about the benefits of an all-natural diet.

The Local Go-To

As a result of her media appearances, Dempsey was instantly positioned as an expert in pet food safety, and her phone began ringing off the hook. Guided by a strong obligation to her community and pet parents everywhere, she extended her hours and opened her store on Mondays (a day she had always been closed) to directly address the concerns of area pet owners. At the cost of some business, Deb worked tirelessly with pet owners — many of them elderly individuals with no Internet access —  to review the production codes on both opened and unopened food packages and determine if they contained tainted food. She was happy to report that, after spending days answering questions and reviewing packaging, all of the affected codes she found were on packages that not yet been opened.

"What's happened over the past several weeks has been devastating to many people," said Dempsey, who co-owns Mouthfuls with business partner Tonya Payne. "Whether their pets became sick or not, many pet owners have been deeply worried and troubled by these recalls. As a lover of animals and an individual who is invested in the lives of my customers, it felt important that I help in any way possible."

For the Love of the Pet

Caring about pets and their parents, of course, is what got Dempsey interested in the business in the first place. In August 1999, she and Payne began manufacturing dog treats and breath mints, operating the company's offices out of her basement in order to be home with her young children. By 2005, the company had grown so large that a retail presence was required, and Dempsey and Payne, who continues to focus on the manufacturing side of the business, moved into its current  retail location. In 2006, Mouthfuls was recognized as Denver's Best Pet Boutique by 5280, the city's lifestyles magazine.

Giving Back

From the very outset, the concept of community has been integral to the operation of Mouthfuls. The store keeps hours — Tuesday through Friday until 5:30, Saturday until 5:00 and Sunday until 3:00; closed Monday —  that enable Dempsey to be home with her teenagers and husband, and is "staffed" by members or close friends of the Dempsey and Payne families. Mouthfuls also participates in a popular community-building event called First Friday Artwalk, remaining open on the first Friday evening of the month to welcome visitors and neighbors to the store with free beverages, music, and a pet-themed party atmosphere.

"We believe in being active contributors to our neighborhood and the Greater Denver community," said Dempsey, whose store has sponsored an annual event called April Stools Day, a massive dog park clean-up effort that has also garnered significant media coverage. "Caring for your customers means so much more than selling them products."

An Expert in Her Own Right

That said, Dempsey is also intent on being a purveyor of the best foods available. When she decided to offer other manufacturers' products, the Whole Dog Journal became her bible. What she quickly discerned was that all pet foods are not created equal, and that the companies whose shares were not publicly traded were less likely to be making decisions based on profit. 

"From the beginning, when we were reselling their dog treats, Old Mother Hubbard fit this profile to a T," she noted. "I had begun buying Wellness products for my own dogs, so making the decision to become a full-fledged Wellness retailer was easy and logical. And our Denver-area representative, Bob Brown, has been a true partner, sharing display and merchandising ideas that have helped in ways well beyond the selling of Wellness products.

"I believe if there is a silver lining to this product recall, it is that consumers have been a little enlightened about the importance of a quality diet for their beloved pets," Dempsey said. "That I could play a role in delivering that message has already made this a great year for me and for Mouthfuls."

Mouthfuls is located at 4224 Tennyson Street, Denver, CO 80212; Phone 720-855-7505; www.mouthfuls.net.