Pet food-maker Soo Ming Hui was inspired by her picky Singapore Special to come up with natural treats

Dogs enter the shop, head for the bulk bins, sniff the treats and chews, and then let their owners know which one they want.

- Joanne Soh

The concept of The Dog Grocer (TDG) was formed when founder Soo Ming Hui, 44, faced challenges feeding her picky dog Piggy, who refused to eat anything but fresh treats. However, many pet foods available in the market are mass-produced and highly processed.

Ms Soo also often wondered about the possibility of dogs having the same home-cooked meals that her mother cooks for the family.

Inspired by her mother's food, Ms Soo started experimenting with Asian-style marinades and began crafting fresh, natural treats in 2018. When her fussy Singapore Special, which is 13, approves of her experiments, she knows other dogs will enjoy them too.

TDG's pet foods are made in-house using human-grade ingredients, such as beef eye round, chicken and duck breast, pork loin, chicken feet and bull pizzles.

The meats are either dehydrated or freeze-dried, and all products are preservative- and chemical-free. Ms Soo also avoids using additives and fillers, focusing on natural nutrition and flavour.

The products adhere to the United States Department of Agriculture's food safety guidelines, and TDG's ready-to-eat meal packs are formulated to meet the standards set by US agency National Research Council for dog food.

TDG products are produced in Singapore in a kitchen licensed by the Animal & Veterinary Service under the National Parks Board, using ingredients from sources approved by the Singapore Food Agency.

Signature items from the freeze-dried meat cube range include Ondeh Ondeh Chicken and Black Sesame Duck. Marinated jerkies such as Dang Gui Wolfberry Pork, and Chicken and Honey Sesame Beef are popular snacks. Dogs also like chews such as whole pig ears.