The global pet market is expanding at an unprecedented rate, with pets now being viewed not just as companions, but as cherished family members. This shift underscores pet owners’ increasing focus on the quality of life for their “fur babies.” When choosing pet food and products, owners today are more discerning than ever, seeking out options that are healthy, safe, and enjoyable. They favour natural and organic foods, often looking for products that boost immunity and improve digestion, while also providing entertainment. In this evolving landscape, driven by advancements in technology and big data, pet brands are not only required to innovate continually and maintain high-quality standards, but also to foster deep emotional connections with their consumers.
In such a competitive market, iPaw has rapidly risen to prominence in the global pet food industry. The American brand’s success lies in its commitment to using “ingredients that meet human food standards,” creating pet food that maintains the same quality as human-consumable products. iPaw places a strong emphasis on the health and happiness of pets, fully understanding that modern pet owners want to improve the quality of life for their pets, treating them as part of the family. Each product reflects a dual commitment to health and happiness, meeting the basic needs of pets while enhancing the bonding experience for owners through feeding.
“The driving force behind our success is our team’s dedication to innovation and maintaining high standards, even in the face of immense challenges. As we contend with global competition, we continually adjust our strategies to ensure that every product not only meets international market demands but exceeds them,” emphasised Albert Teng, the founder of SHINEON TRADING Co., Ltd., in an interview with《The Icons》.
“We ensure that every batch of our products meets global standards, controlling every detail meticulously—from the selection of raw materials to the monitoring of the production process. I believe the reason we’ve been able to stand out in the international market and quickly gain attention as a rising star is due to our attention to detail, much like how we care for the well-being of pets.”
iPaw is also committed to working with agriculture, introducing Taiwan’s red sweet potato into the pet food sector, further enhancing the natural and nutritional value of its products. This commitment to quality reflects its long-term support for local agriculture. Beyond fostering emotional connections between pets and owners, iPaw also seeks to improve the shared quality of life for both, with the brand’s core values of care and responsibility extending to pet health and owner happiness alike.
From Distributing to Establishing the iPaw Brand: A Commitment to Upholding the Highest Health Standards
“We have a strong partnership with our American counterparts, which was our gateway into the pet food industry. Almost all of our employees and partners have experience raising pets, giving us a deep understanding of the needs and habits of pets, as well as the concerns of pet owners,” said Albert Teng. Although Teng did not initially venture into the pet industry, his love for pets and keen insight into the market’s potential led him to explore this field.
“To better understand the pet market, we launched PetDelux, a carefully curated pet product store and community platform. Through this platform, we could directly interact with American consumers, gaining a deeper understanding of their needs, preferences, and market trends.”
As the business expanded, Teng realised that relying on distributing products from other brands through PetDelux came with many limitations and risks, such as not being able to fully control the quality of the products or the source of raw materials. This made it difficult for him to meet his own high standards for nutrition and health: “Regardless of how well or poorly a product sells, there’s always pressure from different brands, and that lack of control made us uneasy.”
Creating their own brand, iPaw, became the answer. “We discovered that modern pet owners not only care about the quality of the products but also want them to enhance the interaction and emotional bond between themselves and their pets. Based on these observations, my team decided to create a brand that centres on care and fun, embodying a love and responsibility for pets.”
However, the journey to establishing their own brand was filled with challenges. It required building a complete supply chain from research and development to production and sales. When Teng’s team decided to move their manufacturing operations from the United States to Taiwan to meet the needs of exporting abroad, they encountered numerous obstacles. International trade barriers, complicated import licence applications, and varying regulations in different countries were all hurdles they had to overcome: “In particular, obtaining import licences for Europe and Japan often became a bottleneck. We had to navigate these challenges ourselves, attempting to break through these market barriers.”
In addition to these difficulties, Teng’s team also faced the instability of raw material supplies. The outbreak of avian flu once prevented many raw materials from being imported to Taiwan, severely impacting production. To ensure product quality and supply, they had to find alternative solutions and establish a more stable supply chain. They collaborated with local farmers, using Taiwan’s high-quality agricultural products as raw materials, which enhanced the natural and nutritional value of their products while also supporting the development of local agriculture.
“We must ensure that every product meets the quality standards and regulatory requirements of every export market. This demands significant resources and expertise. But rather than backing down in the face of these challenges, we responded with a steadfast belief and innovative mindset, constantly adjusting our strategies and finding solutions.”
Bringing Taiwan’s Sweet Potatoes to the World, Showcasing Taiwan on the Global Stage
“Taiwanese people often liken themselves to ‘sweet potatoes,’ and indeed, Taiwan’s sweet potatoes are among the finest and most delicious in the world. Our farmers work tirelessly, focusing on cultivating sweet potatoes to world-class standards. However, despite their efforts, they have struggled to gain recognition in international markets. To change this, we are bringing Taiwan’s sweet potatoes to the global stage, showing the world what Taiwan has to offer.”
Albert Teng has chosen Taiwan’s sweet potatoes as the medium to introduce Taiwan’s premium products to the world while enabling small farmers to participate in this global marketing opportunity. This elevates the status of farmers and promotes agricultural transformation. “Our goal is to lead small farmers onto the global stage, showcasing the strength of Taiwan’s agriculture to the world,” Teng says. iPaw uses Taiwan’s Red Sweet Potato No. 66, a highly nutritious and uniquely flavoured ingredient, to produce chewy pet treats that retain the essential nutrients pets need, thanks to ongoing research and development.
For Teng, pets are not just animals; they are family members and important parts of life. “They bring us endless love and joy, a bond that words cannot fully express. I believe they deserve our full devotion to their health and happiness,” he shares.
During the product development process, iPaw rigorously selects ingredients that meet “human food standards,” ensuring the safety and quality of pet food, so that pet owners can have complete peace of mind. Teng stresses that no matter how nutritious a product is, it’s futile if pets don’t enjoy eating it. When pets love the product, owners naturally keep purchasing it.
“Since iPaw was founded, we have always started from a place of ‘care,’ incorporating elements of ‘fun’ into our products. Whether they are self-manufactured or current offerings, our products always include care and fun,” says Teng. Future products will continue to adhere to these two core values. Internationally, he hopes consumers will always know that iPaw treats pets with care: “We want consumers to know we put our heart into pets, to trust the quality of our products, and to have confidence in everything we offer. These are our ‘three pillars,’ and we want consumers to feel them clearly.”
As the pet market continues to grow over the next decade, Teng plans to keep developing natural, pet-friendly products and constantly introduce new innovations. “Our mission goes far beyond simply feeding pets. Through high-quality, nutritious food, fun toys, and carefully designed grooming products, we aim to improve the quality of life for pets. Even everyday activities like feeding or bathing, which may seem simple, can become cherished moments that deepen the bond between pets and their owners.”
Bringing Taiwan’s Premium Agricultural Products to the Global Market, Creating New Opportunities for Farmers
As Albert Teng’s brand continues to grow, his team has successfully brought Taiwan’s premium agricultural products to the global stage, creating new development opportunities for local farmers. “Through this platform, I hope to connect Taiwan’s abundant agricultural resources with the global market. Taiwan’s agricultural products are natural and healthy, but their exposure in international markets remains insufficient. I am confident that my team will introduce and gain global acceptance for high-quality pet products from Taiwan.”
When it comes to product diversification, Teng has always pursued innovation, developing new products that meet modern consumer demands. As markets evolve and consumer expectations for pet health and quality of life increase, traditional pet treats are no longer enough. In response, his team has focused on creating innovative products like pet ice cream and yoghurt, offering a richer dietary experience for pets and enhancing their quality of life.
“We plan to further deepen our collaboration with international partners, expanding into more diverse markets while continuing to invest in product innovation and development. This ensures that our brand stays at the forefront of market trends. Through our efforts, iPaw not only enhances its global competitiveness but also brings new opportunities to Taiwan’s agricultural sector.”
Thanks to his dedication, iPaw has become a vital bridge between Taiwan’s agriculture and global consumers, allowing more pets and their owners to enjoy natural, healthy products from Taiwan. This creates a win-win situation for the brand, agriculture, and consumers. “We are actively seeking partnerships and strategic alliances to strengthen our future sales efforts in the international market. We also look forward to expanding globally, working with partners in Europe, the U.S., and Japan, using a ‘one plus one equals more than two’ collaboration model to develop these markets together.”
Creating a Brand Beyond Pet Treats, Fulfilling the UN SDG Goals for Sustainable Development and Happiness
Albert Teng is not only committed to providing high-quality pet food but also actively works towards advancing the United Nations Sustainable Development Goals (SDG), with a particular focus on health, economic growth, and innovation. He believes that the power of a company lies not only in product sales but in using its influence to drive positive social and environmental change. In several public speeches, he has emphasized: “The influence of businesses should become a force for social progress. We should use our platforms to contribute to global sustainable development.”
“Goal 3 of the UN SDG highlights the importance of ‘ensuring healthy lives and promoting well-being for all at all ages.’ In my view, the health and well-being of pets are just as important as those of humans,” Teng remarks. From the inception of iPaw, he has always prioritized the health of pets. Every product they launch undergoes stringent quality control to ensure that pets receive the purest natural ingredients, boosting their immunity and overall quality of life.
Teng’s efforts in economic growth also reflect SDG Goal 8: “Promote sustained, inclusive, and sustainable economic growth.” By collaborating with local Taiwanese agriculture, iPaw has introduced high-quality sweet potatoes into the pet food market. This not only enhances the nutritional value of their products but also boosts the income of local farmers. Teng believes that only through practical industry cooperation can a win-win situation for both the economy and society be achieved, which is one of iPaw’s core principles.
In terms of promoting innovation and sustainable infrastructure, Teng believes that innovation is the key to a company’s continuous growth. “iPaw has established production facilities in Taiwan, focusing on improving production efficiency while integrating more environmentally conscious manufacturing processes to reduce carbon emissions. I firmly believe that businesses should contribute to global environmental protection alongside commercial success. This is why we considered sustainable development needs when designing our factories.” Teng’s dedication is also a concrete example of SDG Goal 9: “Build resilient infrastructure, promote inclusive and sustainable industrialization, and foster innovation.”
Albert Teng Collaborates with Taiwanese Agriculture to Boost the Economy and Promote Environmental Protection, Actively Advancing the United Nations Sustainable Development Goals. (Photography: SHINEON TRADING CO., LTD.)
Driven by Passion, Realising a Vision of Shared Joy Between Pet Owners and Their Pets
The success of iPaw stems from the deep and genuine affection that founder Albert Teng and his team have for pets. Teng admits, “From the very first day of founding iPaw, we have been driven by love and care for pets. Even when faced with various challenges, we stayed true to our original intention, overcoming all obstacles to lay the foundation for the brand’s future.” The strong bond within the team and their shared love for pets have enabled them to tackle any problems head-on.
In addition to focusing on product development, Teng actively participates in various exhibitions and marketing events, striving to increase awareness of iPaw’s values and unique offerings. He attends both domestic and international pet exhibitions and industry forums, never missing an opportunity to engage with consumers, listening attentively to their needs and suggestions. “We place great emphasis on understanding customer needs. Through deep interaction, we continuously adjust and improve our products, bringing our brand closer to consumers’ hearts. Only by building a genuine communication bridge with them can we keep refining and launching products that meet market demand.”
Beyond their signature pet treats, Teng and his team are actively developing a variety of meat-based and non-treat pet snacks to cater to different tastes and nutritional needs. “By thoroughly researching the nutritional content of various ingredients, my team ensures that our products are both delicious and healthy. In the future, we will expand into the pet grooming market, using natural and gentle ingredients to care for pets’ skin and fur.” This diversified product range provides consumers with more freedom of choice, creating a one-stop pet care brand that makes looking after pets more convenient and reassuring.
“For us, quality and safety will always come first. We’re not just providing food for pets; we’re taking responsibility for their health. Pets are our family members, indispensable companions in life. Our vision, and indeed our mission, is to ensure they live happy, healthy lives through every product we create.”
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