Jefferson Rubber Works and the Birth of the K-9 Flyer
How Jefferson Rubber Works, a 50-year-old supplier of custom-molded rubber products for a variety of markets, from Aerospace to Medical, Automotive to Hydronics, inadvertently found success in the pet products industry.
In 1995, JRW secured a contract with a local manufacturer of products for the wastewater treatment industry. This contract involved a 9-inch diameter membrane used for aeration in local treatment plants. Jefferson Rubber Works molded the product and then sent it to a secondary operation where small slits were punched into it before delivering it to the treatment facility. As with any production job, some parts were scrapped and discarded. Company President Dave Pentland explained, “One day, while we were dumping the trash, I noticed one of our team members throwing out some scrap membranes. They were flying through the air like frisbees—boy, did they fly great!” This led to the membrane toss becoming a favorite break-time activity at Jefferson.
By 1998, our customer was acquired by a competitor, resulting in the loss of this significant business. Pentland remarked, “We had to find something to replace it.” He called a meeting with the sales and marketing director, John Pike, to discuss potential directions for the product. We recalled a promotion from the late 1970s with Purina dog food, where we had made ultra-tough rubber dog bones sold and packaged at the bottom of dog food bags. “Why not mold some of the membranes from this material and explore a market in the pet industry?” Pentland suggested.
Next, we molded samples in six colors and distributed them to dog owners at the factory for testing. The feedback was overwhelmingly positive, indicating we had a winner. JRW even hosted a factory contest to name the product, this led to the creation of the “K-9 Flyer ”.
Knowing little about the pet industry, product packaging, or distribution networks, JRW had significant research ahead. We hired a promotional and advertising agency for assistance and spent a month learning as much as possible about the industry. We committed to showcasing the product at the 1999 Backer Pet Industry Christmas Trade Show in Chicago.
The show was a remarkable success! After only two months of selling the product, we received numerous customer praises. “You need to develop more rubber toys!” we were told. “This is the only flying disc that my Australian shepherd can’t destroy,” remarked one customer, while another requested, “Can you make a smaller one for my border collie?” We sold out of our entire inventory and quickly became backordered at the factory.
As a result, JRW created a division called Ruff Dawg, dedicated to developing fun and safe toys for pets. Our motto, “Changing the Way Pets Play,” has inspired new ideas for additional toys, with two new products ready to be introduced and three more currently under development in 1998.
Since its establishment, Ruff Dawg has experienced significant growth, evolving from a small company focused on creating durable dog toys to a recognized brand in the pet industry. Initially catering to a niche market, Ruff Dawg has expanded its product line to include a variety of innovative and safe toys that meet the needs of dogs and their owners.
The company’s commitment to quality and durability has garnered a loyal customer base, while its focus on environmentally FDA Approved, friendly materials has positioned it effectively in a growing market of eco-conscious consumers.
Today, Ruff Dawg continues to thrive, with an ever-expanding product line with over 15 Lifetime Guarantee toys and over 15 Catch and Release toys. Along with its expanding presence in pet stores and online retailers across the globe.
“It’s fascinating how often we stumble upon great opportunities or walk past them without realizing their potential. We are certainly glad we seized this one!” – Dave Pentland
See the K9 Flyer and K9 Flyer JR – still in production since 1998, now in High-visibility Neon Colors!
Visit the Jefferson Rubber Works website.