Alright – so today we’ve got the honor of introducing you to Johnna Devereaux. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Johnna thanks for taking the time to share your stories and insights with us today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

I had built a thriving business in the financial industry—one that filled my bank account but drained my energy. Success, by all conventional measures, was mine. But something was missing. That realization hit home when I rescued Diego, a shelter puppy who quickly became my world.

Not long after bringing him home, Diego developed severe health issues from eating commercial kibble. Watching him struggle was heartbreaking, and I became determined to find a solution. I started preparing his meals from scratch, but I quickly realized that ensuring he received complete and balanced nutrition required more knowledge than I had. The deeper I researched, the more I saw the glaring gaps in the pet industry at the time—limited-ingredient, species-appropriate foods were nearly impossible to find, unlike their widespread availability now, and most treats on the market were packed with unnecessary fillers and preservatives.

That was my turning point. My passion for Diego ignited something bigger: a desire to change the way we nourish our pets. I enrolled in a two-year certification program to become a clinical pet nutritionist, diving headfirst into the science of feeding animals for optimal health. At the same time, I leaned into another long-standing passion—herbal remedies. For nearly two decades, I had studied and worked with therapeutic herbs, deeply understanding how they support the body’s natural ability to heal. If this applied to humans, why wouldn’t it apply to pets?

As I was conducting research, I saw a clear need—and an opportunity. If I was struggling to find clean, high-quality treats and foods for Diego, surely other pet parents were, too. The decision wasn’t easy, but I knew I had to take the leap. I sold my financial business, walked away from everything stable and familiar, and in 2014, I opened my own holistic pet store.

It was a risk. A massive one. But I believed in the mission, and I’ve never looked back. Today, I help pet parents make more informed, intentional choices about their animals’ health—choices I wish I had known to make when Diego first entered my life. And that, to me, is worth everything.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My passion—and my gift—is helping dogs and cats feel better. Through my deep understanding of feline and canine nutrition, herbal remedies, and mycology, I provide pet parents with the tools they need to support their pets’ health and well-being naturally.

I’ve loved animals for as long as I can remember and once dreamed of becoming a veterinarian. However, the idea of performing surgery never sat right with me. For years, I didn’t realize there was another path—one that would allow me to make a profound impact on animals’ lives without compromising who I am. That path became clear when I discovered the incredible power of nutrition and how the right foods can transform an animal’s health.

What sets me apart is my approach. I don’t just tell pet parents what to do—I empower them with knowledge. I want them to understand why we’re making certain choices, how food and supplementation impact the body, and what those changes mean for their beloved pets. My goal isn’t just to provide guidance—it’s to help people feel confident in their ability to support their pets in living their healthiest, happiest lives.

I am deeply passionate about what I do, and I am dedicated to helping as many pet parents as possible make informed, intentional choices that truly benefit their animals.

Can you tell us about what’s worked well for you in terms of growing your clientele?

Authenticity. Anyone can try to sell something to anybody, but building a loyal clientele requires much more than just a single transaction—it requires trust. People want to feel confident that they’re making the right decisions and that trust comes from authenticity.

Being authentic means genuinely caring about your customers and their needs. It’s about offering solutions that truly benefit them, rather than just pushing a sale. When you prioritize education, transparency, and providing real value—whether it’s through expert advice, high-quality products, or exceptional service—customers recognize that you’re invested in their success, not just your bottom line.

For me, that means taking the time to educate, answering their questions with honesty, and ensuring they walk away feeling empowered, not pressured. It also means standing behind what I offer—curating only the best nutrition and wellness solutions and constantly learning to provide the most up-to-date guidance.

Clients return because they know they’re not just another sale; they’re part of a community that genuinely wants the best for their pets. Word-of-mouth grows naturally when people feel heard, valued, and confident in the service you provide. At the end of the day, authenticity isn’t just a strategy—it’s the foundation of lasting relationships and business growth.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

I once worked for a high-ranking government official in my state, and one of the biggest lessons drilled into me was to always have the answers before stepping into his office. Time was valuable, and there was no room for uncertainty. While this instilled in me the importance of preparation, due diligence, and research, I later realized that this mindset—always needing to have all the answers—could actually hold me back.

I had to unlearn the belief that I needed to know everything before moving forward. In reality, waiting until you feel 100% ready often means you never take the leap. I learned that progress often comes from action, even when you’re still figuring things out. The phrase “fake it until you make it” holds some truth—not in the sense of being dishonest, but in embracing the fact that learning is a continuous process.

That doesn’t mean I ever step into something unprepared, but I’ve accepted that I will never know everything. And that’s okay. Some of the most valuable lessons come from making mistakes—because if you’re paying attention, you only make them once. The key is to learn, adapt, and keep moving forward.

Contact Info:

• Website: https://www.fetchri.com
• Instagram: @johnnadevereaux
• Facebook: https://www.facebook.com
• Youtube: @johnnadevereaux