The pet speciality channel runs on relationships and knowing which doors to knock on. Wiggle Foot Consulting helps emerging pet brands find the right retail and distribution partners, and build the strategy to grow with them.
How We Work Together
Monthly Touchpoint
For brands finding their footing
One focused strategy call per month, a couple of async check-ins in between, and a set of eyes on your brand from someone who lives in the specialty channel every day. This is the lightest-touch way to stay sharp, keep moving, and have a knowledgeable partner in your corner without a big commitment.
Best for: early-stage brands, brands between bigger moves, or founders who just need a monthly gut-check.
Fractional Sales Partnership
For brands ready to move
I work as an extension of your team — managing retail outreach, distributor relationships, and channel strategy on an ongoing basis. The scope is built around what you actually need right now, not a generic package. Most of my retainer clients started with a conversation about exactly where they were stuck.
Best for: brands actively building their retail or distribution footprint and ready for consistent, hands-on support.
Commission-Based Representation
For brands earlier in the journey
Some of my client relationships are commission-based, particularly for brands that are still building channel momentum and aren't ready for a retainer. If that's where you are, it's still worth a conversation. I'm selective about who I take on this way, but the right fit matters more than the structure.
Best for: brands with a solid product and real potential who need a rep in the channel while they build revenue.
Advisory & Project Work
For specific questions or one-time challenges
Sometimes you don't need a retainer — you need a sharp outside perspective on a specific problem. Pricing models, distributor selection, trade show strategy, U.S. market entry planning, channel analysis. Engaged by the hour or scoped by project.
Best for: brands with a targeted question, a decision to make, or a project that needs experienced eyes.
About Me
I've spent 16 years in the pet industry, and I've never stopped learning how it actually works, not just on paper, but in practice.
I started in retail management at Centinela Feed in Los Angeles, where I learned the business from the shelf up. From there I ran Blue Collar Working Dog in Echo Park which taught me the business side on a deeper level and forged great relationships. Then came 12 years as a broker at Mello Sales Group, where I represented brands across independent pet, covering SoCal, Utah, and Nevada: building the distributor relationships and digging deep with my buyers about lines.
In 2025, I launched Wiggle Foot Consulting LLC to do something I couldn't do inside a traditional brokerage: work closely with a smaller number of brands, go deeper with each one, and actually move the needle instead of just managing a territory.
I work with brands in chews, wellness, accessories, supplements, and specialty pet food across indie specialty retail, regional chains, and distribution. I know how to talk to buyers, how to follow up after a trade show without burning a relationship, and how to build a channel strategy that's honest about where a brand actually is right now.
If you've got a product that belongs in the market and you're trying to figure out how to get there, let's talk.
Contact Us
Schedule a free intro call (Click Here)
Prefer to start with an email? Tell me a little about your brand and any questions you have about working together — I'll get back to you within one business day. ben@wigglefootconsulting.com
