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The Subaru Impreza L has a driver's side
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Kevin Spitz Selling
Yuppy Dog Treats
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C het can't get
enough of Murphy's
Gourmet Biscuits.
Neither
can
Scooper. Nor Champ.
These suburban dogs,
Chet, a Birmingham
sheltie; Scooper, a
Beverly Hills combina-
tion collie and German
shepherd; and Champ, a
West Bloomfield golden
retriever, have said no to
other dog biscuit brands
since their families dis-
covered this newer, all-
natural dog biscuit.
"He gobbled it all up
the first time he ate one,"
says David Yates of
Birmingham. "Now Chet
won't eat the other bis-
cuits."
Murphy's Gourmet
comes to pet stores
throughout the country
courtesy of Southfield
native Kevin J. Spitz,
who at 24 has given up a
television sportscasting
career for a bit of entre-
preneurial delight.
"I
finally
found
myself," says Mr. Spitz,
who came up with the
idea for an all-natural
dog treat in 1990 while
reading ingredients in
the biscuits he was buy-
ing for his own dog, a
white female Samoyed
named Murphy. (Murphy
is named in honor of tele-
vision character Murphy
Brown.)
While standing in the
checkout line, Mr. Spitz
discovered there was too
much artificial coloring
and flavoring in doggie
desserts. Biscuits were
loaded with junk, he
recalls. And Murphy
deserved better.
For the next nine
months, Mr. Spitz worked
in television during the
day, and he baked at
night. During this
intense period, network
Kevin Spitz
cuts at CBS cost him his
job, and he landed a new
position covering auto
racing at ABC.
He kept his lips sealed,
never telling a soul about
his after-hours project.
He baked and tasted the
biscuits. He served them
to unknowing friends at
parties to see if the prod-
uct was tasty to the
human palate. It was.
But Murphy was the ulti-
mate judge.
Mr. Spitz knew he was
close to perfecting a
gourmet treat when he
took Murphy to a play
group with other dogs in
Central Park and tossed
his homemade cookies to
the other canines. A man
requested a few cases —
Mr. Spitz's first large
order.
Next, he hired a
chemist to complete the
product and quit his job
at ABC. He moved home
to Michigan and invested
his life savings of $18,000
into the company, head-
quartered in Southfield
(the biscuits are baked in
a small warehouse on
Fenkell near Lahser in
Detroit).
Today, two years after
the company was
DOG TREATS page 41