Founder Interview With Christy Love, Super Snouts
Photo Credit: Christy Love
Christy Love is the Founder and Chief Visionary Officer of Super Snouts, a pet supplement brand dedicated to enhancing the health and wellness of pets through innovative, natural products. Launched with a vision to fill gaps in the pet nutrition market, Christy's passion for animals and her experience owning a chain of pet nutrition stores propelled her to develop Super Snouts. Her first product, a sustainable pet supplement alternative, showcased her commitment to creating effective, eco-friendly solutions for pet owners.
During our conversation, Christy shared the inspiring journey behind Super Snouts, emphasizing the importance of innovation and understanding pet needs. From the inception of the brand with its groundbreaking products to its acquisition by Antelope Pets, Christy's role as Chief Visionary Officer reflects her dedication to pushing the boundaries of pet health. She also dove into the challenges faced along the way, her long-term vision for the brand under the new partnership, and how her values of grit and transparency have been integral to Super Snouts' success.
Can you share the inspiration behind Super Snouts and how you got started?
I’m a huge animal lover! My passion for pets, coupled with my knowledge of the market gaps within the pet nutrition industry, inspired Super Snouts. Having owned and managed a chain of pet nutrition stores, I saw firsthand the need for products that were not only effective but also environmentally friendly and transparent to pet owners.
Our first product, “Diggin’ Your Dog Firm Up,” a dried pumpkin and apple fiber product, revolutionized pet supplements by offering a sustainable alternative to canned pumpkins.
Innovation and a deep understanding of pet needs have been our guiding principles. For example, our pet CBD line incorporates water-soluble cannabinoids (CBD/CBG/etc.) for elevated absorption and undeniable results.
What does your creative process look like when considering new products or campaigns?
Our creative process begins with identifying unmet needs in the pet health and wellness industry. We focus on simplifying the product selection for pet owners with clear, effective solutions backed by a guarantee. Working closely with our Chief Veterinary Officer, we ensure each product, from conception to the shelf, serves a real need and stands out through innovation. For example, our new dental chew aims to revolutionize pet oral health by addressing both oral and gut microbiomes.
Photo Credit: Super Snouts
What would you say has been a really big challenge in starting and managing Super Snouts?
Competition is fierce in the pet industry, which is also very fast-paced. Our solution was to put our heads down, collaborate with our team, and work diligently on what we were creating and building at that time.
“One of our core values is honesty and transparency. Our company's success was built on a lot of hard work, creativity, and tenacity, blended with a little good karma credit for being open, honest, and transparent about every challenge we faced.”
What does the long-term vision for Super Snouts look like?
Super Snouts was acquired in May 2022 by the incredibly progressive, innovative, and people-first pet platform, Antelope Pets. The platform was founded by CEO Wendy Wen, an entrepreneur who achieved wild success in the luxury fashion industry before entering the pet space.
Antelope empowers small, high-quality companies to reach for the stars. The Antelope platform currently has five brands, including Bocce's Bakery (pet treats), Ark Naturals (dental and supplements), My Perfect Pet (gently cooked pet food), Doggo (pet insurance), and Super Snouts.
Under the Antelope umbrella, we aim to take Super Snouts and many other brands to new heights by focusing on growth, quality, and innovation. It allows us to reach broader markets and continue developing products that make a real difference in pets' lives. My role as Chief Visionary Officer involves exploring innovations and building relationships that will shape the future of pet care.
Tell us about one of your values and how you’ve incorporated it into your brand?
Grit. Scaling a business quickly requires integrity, honesty, transparency, and hard work. Grit is my go-to. This value is embedded in our brand's DNA, driving us to innovate and improve continuously. It’s even on my vanity license plate!
If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?
Focus on your passion, not the money. I have coached small business owners for years on this. It’s really simple if you think about it, but for many, it is hard to practice.
“True love in what you do will naturally lead to success and fulfillment.”
It's essential to believe in your mission and let that drive you, as money and recognition will follow when you're genuinely invested in your cause.
Photo Credit: Super Snouts
What LGBTQ+ owned brands are your go-to and why?
My go-to LGBTQ+ owned brands include Cowgirl Creamery. OMG, they have the best cheeses and crackers EVER! ALong with Boy Smells, known for their long-lasting, incredibly great-smelling candles for our home.
How do you take care of yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills being passed, an increase in violence against our community, etc.)?
Staying informed and engaging in open communication with people from all walks of life helps me navigate these turbulent times. Listening and sharing perspectives fosters understanding and empathy, which are essential for personal well-being and advocating for our community.
Who is your favorite LGBTQ+ celebrity, and why?
Brandi Carlile is my favorite, thanks to her storytelling through music. Her ability to convey profound emotions and stories resonates deeply with me.
Can you share one fun fact about yourself?
I’m a drummer. Whether it’s on the dashboard, a bucket, or my 13-piece drum set. I love to bang on my drums! In middle school, my band teacher told me that girls do not play drums (and assigned me a trombone). Challenge taken!
