We were lucky to catch up with Eva Van De Bovenkamp recently and have shared our conversation below.

Eva, looking forward to hearing all of your stories today. What’s the backstory behind how you came up with the idea for your business?

My family is lucky enough to share our home with three rescue pups. We love spoiling them after a walk with dog treats but a majority of the store-bought treats I was coming across smell awful and have ingredients I can’t pronounce let alone figure out why they’re necessary. Even those labeled as all-natural or organic often had long ingredient lists and an unappealing smell. So, I decided to try baking my own. I started with simple, high-quality ingredients that I knew were good for my dogs and added things they loved, like peanut butter, bacon, and Parmesan cheese. I realized I was onto something when friends and fellow dog owners kept asking for samples because their dogs couldn’t get enough.

At first, I ran into challenges with shelf life. Fresh-baked treats, especially without additives or preservatives, don’t last as long, which made it difficult to sell beyond direct-to-consumer. To solve this, I worked with a consultant in the dog food industry who helped me refine the process. By incorporating apple cider vinegar into the recipes and adjusting the baking process to remove more moisture, I was able to create crunchy treats with a longer shelf life – making them retail-ready.

One of the things I’m most excited about is our commitment to sustainability. We upcycle the carrots used in our Farmstand Veggies flavor from a local organic juicer, repurposing food that would otherwise go to waste. I love finding creative and unique ways to make our treats not only healthy but also environmentally friendly, and I’m actively working on new flavors that build on this idea.

Eva, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I have a master’s degree in childhood education, but didn’t go into teaching because I was busy raising my own children and moving frequently for my husband’s work – 8 times in 18 years including an overseas move. While I didn’t follow a traditional career path, I’m proud of all I’ve learned through building my own business.

Taking an idea like creating truly healthy, natural dog treats, and turning it into a growing brand has been an exciting journey. I handle almost everything myself, which can be daunting, especially when making big decisions like purchasing machinery. But hearing from customers and retail partners about how much dogs enjoy the treats makes it all worthwhile.

I take pride in the fact that Farmstand Fido treats are completely natural, healthy and smell amazing – something that’s often missing in the pet treat industry. I’m essentially doing the baking that dog owners wish they had the time to do for their pups. But what I’m most proud of is our commitment to sustainability. Upcycling organic carrot pulp from the juicing process gives new life to an ingredient that would otherwise go to waste. Our packaging is another sustainability win, made from 30-50% post-consumer recycled material – something I spent a lot of time researching to get just right.

Beyond treats, Farmstand Fido also offers accessories for both pups and their humans. We collaborate with a graphic artist who has created custom designs inspired by our home in the Hamptons and New York City, which are featured on tote bags, sweatshirts, collars, and leashes. Our dog shirts and reversible bandanas are crafted by a local artisan using organic cotton sourced in the U.S. Every product reflects the same care and quality that goes into our treats, creating a brand that celebrates dogs, their owners, and a more sustainable future.

We’d love to hear a story of resilience from your journey.

Shelf life has been one of my biggest challenges – something anyone working with natural ingredients in a retail environment can relate to. At a farmers market, I can tell customers the treats don’t last a year, and they’re fine with that – after all, their dogs will finish them long before then. But for retail, I needed a solution to extend the shelf life without compromising the quality of my treats.

To tackle this, I worked with a dog food industry expert who helped me refine my recipes. Adding apple cider vinegar helped slow bacterial growth, but the real game-changer was adjusting the baking process. By fine-tuning the baking time and ensuring the treats stayed in the oven long enough to remove excess moisture, I was able to significantly extend their shelf life while keeping them completely natural.

The journey wasn’t without setbacks. Early on, I delivered product to retail stores that, unfortunately, developed mold. I was absolutely mortified when I received calls about it. Of course, I replaced the affected treats immediately, but what truly surprised me was how understanding and supportive the retailers were. Instead of dropping my product, they stuck with me, recognizing that I was actively working to perfect the process. Their patience and encouragement kept me going, and now, I can proudly say that Farmstand Fido treats have a shelf life that holds up in retail – without sacrificing the integrity of our ingredients.

What’s worked well for you in terms of a source for new clients?

Farmers markets have been the best way for me to connect with new customers. Initially, I was hesitant about doing them because I’m a bit shy and was nervous about putting myself out there. I worried that I wouldn’t be able to confidently sell my product. But I quickly realized that I needed to push past that hesitation, and to my surprise, I’ve come to truly enjoy the experience. Getting to know my customers and meeting their dogs has become one of the most rewarding parts of my business – it’s something I now look forward to.

I live in a seasonal community where winter is quiet, but summer brings a huge influx of visitors. Farmers markets have been a key way for me to introduce customers to my treats – they try them, fall in love with the product, and when they return home out of state, many become monthly subscribers. I’ve also had customers who return each summer and stock up on treats to bring back for friends, helping spread the word and create even more loyal fans.

Contact Info:

• Website: https://www.farmstandfido.com
• Instagram: farmstandfido
• Facebook: Farmstand Fido
• Linkedin: Eva Van de Bovenkamp

Image Credits

The last four photos (all the ones without me) can be credited to Pet Retail World. Thank you.