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An Interview With Terri Rockovich, Co-Founder & CEO At Jinx

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Below is our recent interview with Terri Rockovich, Co-Founder & CEO at Jinx:

Q: Could you provide our readers with a brief introduction to Jinx?

A: Jinx is focused on elevating the way that we care and connect with our dogs by creating purposeful products that are 100% dog-approved. We offer premium nutrition solutions with an assortment that represents the base diet, meal toppers, functional treats, and dental chews. Our products are expertly formulated by animal nutritionists and come approved by certified veterinarians.

Q: Can you tell us something more about yourself?

A: I started my career at a digital agency, but I really cut my teeth with hands-on growth experience on the brand side within early-stage DTC business environments across a variety of industries: apparel, telehealth, subscription commerce, and consumer goods.

Throughout my career, I was definitely forced to adopt a work ethic around designing really flexible strategies, implementing said strategies, failing fast, iterating quickly, and pursuing a continuous improvement mentality regardless of the role or responsibility set.

Once you learn how to architect a plan or a strategy only to have it experience ongoing change based on how a business is pivoting, you learn to get very comfortable with a working model that flexes based on company objectives or environmental evolutions.

I started my career by learning, and I’ll finish my career still learning because culture changes, technology evolves, projects fail, marketplaces emerge, and consumers get smarter. So regardless of maturity or experience or developmental stage, growth and development is critical to forward movement.

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Q: Can you give us insights into your products?

A: We offer superfood-powered nutrition that’s backed by science and provides balanced food and treats for modern dogs of all breeds, ages, and sizes. We only use recognizable, functional ingredients that are crafted into recipes that pups love. Our kibble is topped with a patented probiotic for key nutrient absorption and we have industry-leading digestibility scores.

Q: There are already a number of dog food providers on the market, but what makes you superior?

A: The majority of options within the premium category are overloaded with protein. Dogs with more moderate activity levels do not process an over-delivery of protein properly, which leads to a pretty alarming statistic: 56% of dogs in the US are clinically obese and there are 90 million dogs in the country. That’s a lot of fat pups.

Jinx is formulated to use functional ingredients in the right proportions, with much more tolerable levels of essentials nutrients like protein, fat, fiber, vitamins, and minerals. Furthermore, we use a diverse assortment of both animal-sourced and plant-based ingredients to design a diet that’s complete and balanced for the modern dog.

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Q: Can you tell us something more about your product development and testing process?

A: We made a commitment to never put something in a bag and on a shelf that we wouldn’t feed our own dogs. We work closely with our internal Nutrition Counsel to research and concept functional food solutions and then use customer feedback to inform the product roadmap. Every single product is tested via in-production labs, post-production analysis, and via extended feeding trials. We also publish our digestibility scores in an effort to provide more transparency to dog parents so that they are equipped to make the best decisions possible.

Q: What are some of the main objectives for JINX in 2021 and how do you plan to achieve them?

A: Jinx is singularly devoted to improving dogs’ lives with products they love by offering superior nutrition with unparalleled access. Our focus in 2021 is expanding our growing subscription base into retail environments, with partners such as: Target, Petco, Bloomingdales, Rover, and more!

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