Stahlbush Island Farms' organic pumpkin goes to the dogs

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Stahlbush Island Farms is seeing a surprising uptick in sales of an organic pumpkin puree that, though originally aimed at humans, has found an enthusiastic customer base among pet owners.

It’s the latest turn for a product that’s had 18 months of unfathomed good fortune.

Though the simple pumpkin puree was intended for soups pies, fritters, muffins and other tasty fare for humans, it found fame in an altogether different arena. In early 2009 on the Martha Stewart Show, a guest veterinarian trotted it out and lauded its powers as a dietary supplement for cats and dogs.

“I'll tell you what, we got all kinds of calls,” said Debbie Cozzetto, marketing director for Corvallis-based Stahlbush Island Farms, which employs as many as 500 people during harvest season. “It was definitely a surprise from the beginning that this was a product."

Farm management immediately began talking about printing new labels for the canned pumpkin and recertifying it for consumption by animals through the United States Department of Agriculture, Cozzetto said.

And by November 2009, the product was relabeled as a pet food supplement through the farm’s new Nummy Tum Tum line. It sold about 50,000 cases in its debut year to natural food stores and grocery chains. This year, however, Stahlbush Island Farms anticipates selling about 250,000 cases.

“You would never think it would have five times the growth,” said Cozzetto. “I think it’s potential is untapped. We’re not quite sure of all the different directions this will go.”

From the very beginning, it seems, the product has had a life of its own. But since its glamorous rollout on national television, there’s no denying that Nummy Tum Tum’s pumpkin has found a faithful customer base among pet owners sold on pumpkin’s healthy advantages in the animal kingdom.

Cozzetto has since learned that pumpkin can help an animal’s digestive track and to maintain weight control. It’s high in vitamin A and fiber, which absorbs moisture and keeps a pet’s diet regular. Veterinarians recommend it as a daily supplement and say it’s particularly helpful to animals adjusting to a food change. It’s also recommended for cat’s hairballs and — ironically — both constipation and diarrhea.

As Nummy Tum Tum’s pumpkin line evolves, Stahlbush Island Farms is plotting to repackage the supplement in smaller sizes. Because servings are recommended at only 1 tablespoon for every 10 pounds of pet body weight, the traditionally sized can needs adjusting.

Cozzetto said related research should be completed by the end of the year and buyers could see new sizes on shelves as early as the first quarter of 2011. Meanwhile the farm is reaching outside its traditional distribution chain to retail the product at pet stores.

Looking ahead, other vegetables may be on the way, said Cozzetto. The Nummy Tum Tum line has already added pure sweet potatoes, also an organic product.

“Pets are people’s children,” she said, adding that pet owners hot for Nummy Tum Tum are a dedicated group. As the market for pet food supplements grows, she said Stahlbush Island Farms does intend to grow with it.

Lee van der Voo, lvdvoo*at*gmail.com, is a freelance writer for Sustainable Business Oregon.