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June 18, 1993 - Image 41

Resource type:
Text
Publication:
The Detroit Jewish News, 1993-06-18

Disclaimer: Computer generated plain text may have errors. Read more about this.

launched, Mr. Spitz is sell-
ing gourmet dog biscuits to
700 stores in 10 states. His
staff of 15 is baking 50,000
biscuits a day. Recently,
Murphy's Gourmet sales
soared past the $1 million
mark.
Mr. Spitz donates 1 per-
cent of all proceeds to the
Michigan Humane Society.
And he hires mentally dis-
abled workers to gather
the cookies and package
boxes through Jewish
Vocational Service's sup-
ported employment pro-
gram.
The exact recipe is
locked up in Mr. Spitz's
head — and in a safe place
with the chemist. But buy-
ers can know that the
ingredients are wheat
germ, whole wheat flour,
water, honey and egg
whites.
"They taste like salt-free
Triscuits," Mr. Spitz says.
About 20 other compa-
nies provide gourmet dog
treats. Most noticeable are
Grandma Bauser's and
Grandpa's brands. Yet Mr.
Spitz believes he has
tapped into a wide-open
market.
This month, Mr. Spitz
will take his distribution
operation out of state,
where the biscuits will be
baked in bulk.
Packaging and head-
quarters will remain in
Southfield and Detroit,
and he will continue
exploring options to sell
his product in as many
places as possible.
For now, Mr. Spitz has
his eye on 28 other states,
and his goal is to see
Murphy's labels in stores
in these other states by
the end of the year. He
also is working on a deal
with a Japanese company,
which will distribute the
product overseas. He
will leave no opportunity
unturned, testing sales in
grocery stores, video stores
and with the airline indus-
try.
Those renting videos at
a store may want a little
treat for the dog.
And for the doggies trav-
eling with Mom and Pop to
Florida, some airlines may
want to provide special
snacks for their lonely pas-
sengers, caged in the
planes' storage areas.
His newest idea is a
partnership with the
Leader Dogs for the Blind
organization, for whom he
will provide packages in
Braille.
Next on his list is all-
natural dog food and kitty
treats.

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