Esther Rupenovic expands Jack and Chelo gourmet dog food business, opening shop front
Former police officer turned celebrity chef Esther Rupenovic admits it might not be the best time to expand her gourmet dog food business — but that’s exactly what she’s doing.
Tasmania
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Former police officer turned celebrity chef Esther Rupenovic, admits it might not be the best time to expand her gourmet dog food business.
But despite cost of living pressures, she’s taken the bold step to open a shopfront at Chigwell for Jack and Chelo which she began online four years ago.
Ms Rupenovic has had a dog since she was born and knows how important pooches are to people.
“I know that for many people pets are like family members and no dollar is spared to look after them,” she said.
“I was a bit concerned about opening a shop front in these economic times but demand is growing and people will only spend what they can afford and that might just be one (of our meals) a week.”
The gourmet menu includes 200g free range chicken and carrot with chia for $6.60, lamb and spinach with chickpea or salmon and sardines with blueberries for $7.20 each.
Ms Rupenovic was a police officer for 10 years before becoming a chef and appearing on the popular TV show My Kitchen Rules.
She began making healthy meals for her dogs with human grade ingredients after Jack, who lived until he was 17, was diagnosed with Cushing’s disease.
“Jack needed a healthy, low fat, preservative free diet, and there was no product in the market that I trusted to feed him.
“Everything was full of fillers, or could sit on a shelf in a can for over two years, and that just wasn’t good enough for him.”
Her expansion, she says, would not have been possible without government backed programs which saw her receive a $10,000 grant to upgrade machinery and a $98,000 loan for the shop.
“We feel extremely fortunate to receive this support.
“I’m able to realise a dream that just started from wanting to feed my own dogs quality and nutritious food to growing a business and employing a fantastic local team.”
Through the website she already sells statewide and to Victoria, NSW and Queensland and employs a staff of four including two apprentices.
Ms Rupenovic says the food will now be made at the Allunga Rd shop.
“The values of the business have not changed, and all meals contain only human-grade ingredients, and 100 per cent Tasmanian meat including lamb from Cressy cooked on the bone then shredded, and free-range chicken breast from Marion Bay,” she said.
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