Sunshine Coast pet treat company Huds & Toke has captured the tastebuds of discerning pets and their devoted owners across the globe. What began as a modest venture at a kitchen table has blossomed into a phenomenon, and an unwavering reputation for innovation and sustainability.
Husband and wife team Russell and Emma Gibbons established Huds & Toke in 2014, combining their experience in stock feed manufacturing, animal nutrition and accountancy with a love of animals.
Innovation is the key to the company’s success from the ingredients they use to the sustainability and waste reduction ethos embedded in their manufacturing operation.
Named after the imaginary dragons dreamed up by their sons Arthur and Barkeley, Huds & Toke make treats for dogs, horses, rabbits, guinea pigs, chickens, and cats at their manufacturing plant in Coolum, Queensland.
It’s a lucrative market to crack, with Australia’s pet food industry worth over $4.3 billion annually and the pet treats component valued at more than $302.9 million. In the US, the industry value is US$42.39 billion and on track to reach US$4.61 billion by 2028.
Huds & Toke are growing exponentially, and its products are now available across Australia, the United States, UK, Ireland, and Singapore. In a major coup in 2021, the company signed a deal with iconic brand Krispy Kreme Doughnuts to make Doggie Doughnuts to sell in 300 US stores to mark International Dog Day.
The Huds & Toke factory operates using solar energy and produces treats made from environmentally sustainable ingredients such as surplus pumpkins, beetroot, and other vegetables.
But perhaps the most surprising input is Australian-farmed insect protein made from black soldier fly larvae. It may not sound appetising, but these native insects contain about 40 per cent protein, 28 per cent fat, 10 per cent fibre and 3 per cent calcium making them a highly nutritious food source.
With meat becoming more expensive and harder to get, Emma explains why they chose to get ahead of the curve by exploring the use of insect and alternative protein sources.
“Dogs love it,” Emma said.
“Black soldier fly larvae are considered the piranhas of the insect world, capable of eating twice their body weight in a day, and as such are an integral part of food waste management in Australia.
“So, we formed relationships with two producers in Australia to source farmed insect protein and vegetable surplus.
“We wanted ingredients that had a low carbon footprint and help reduce waste.
“The insects were perfect. They use less water, are 12 to 25 times faster at converting feed into protein and use much less land than other traditional meat sources.
“The use of vegetable surplus has created an alternative destination for a product that’s not usually accepted by traditional markets – meaning that farmers can still sell their produce with the added benefit of reducing wastage.
“Where innovation comes into the picture is that we take these food sources and turn them into desirable products.”
It’s this innovation focus that won Emma Gibbons the 2023 Queensland AgriFutures Rural Women’s Award – another to add to a growing list of accolades over the years, including a University of Sunshine Coast Innovation Centre Pitch Award, a Business of the Year Award for the Sunshine Coast, and a Westpac Business of Tomorrow Award among others.
Back in 2017, Huds & Toke was awarded $88,975 in Advance Queensland Ignite Ideas funding to grow the business, and another $100,000 in 2018 to help them to expand internationally.
The company received additional Queensland Government support, including a Trade and Investment Queensland (TIQ) Global Export Program grant in 2019 to extend their reach into Singapore.
In 2021, a TIQ E-Commerce grant enabled them to build a US-focused website to sell directly to customers, and a New Market Program grant assisted them in securing the contract with Krispy Kreme.
Huds & Toke is a growing regional Queensland business that employs around 20 people locally.
“We are very proud of the team we have created and of their continued accomplishments,” Emma said.
Around 61 per cent of Australian households own a pet – one of the highest pet ownership rates in the world, and with the global pet food market continuing to grow in value there’s no stopping these successful Queensland innovators.
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