Why open another treat shop, when there are already so many to choose from in the market? If I were to be honest, the handful of small-batch, locally-produced, no-filler no-additives no-preservatives human-grade-ingredient brands that we support are enough to last Mooncake & Elfie through a lifetime.

Yet most, if not all, of these shops are for dogs, or started by people who own dogs, with cat-friendly options. The issue with this is that dogs can absorb and digest more food varieties than cats, and can handle much tougher textures. In short, dogs can eat everything that cats can eat, but cats cannot eat everything that dogs can eat.

So, if we open a treat shop from a cat's perspective, cat-owned humans won't have to look out for cat-friendly labels or exercise their own discernment to filter treats they think their cats can eat, and dog owners can shop to their heart's content. That's the first why.

The second is because I am particularly interested in the way bbs get to explore the world through the things they eat. As humans, we take so much joy in eating. We're excited to try new cafes and restaurants, we look for recommendations on where and what to eat, we make plans to meet over brunch or dinner. Some even travel the world for food. 

I still remember Mooncake's first whole prey, first chew, first balut. None of it was ever just a treat to him, but a whole experience in itself for a stay-home floof. Each new taste, flavour profile, and texture that he discovers expands his world that little bit more. 

This kind of world-expanding joy is what we'd like to bring to all floofs, who give meaning to the word home and bring so much sunshine into our lives.