Wigglewow not only sells cute and healthy confections for pups, but it’s also in the business of transforming lives. According to founder Mark Pfeifer, the world tells adults with special needs what they can’t do, but Wigglewow shows the world what they can do.
Now in its fifth year, the endeavor has been so successful that it has a waiting list of individuals who would like to be employed there. The company would like to expand job opportunities, but its goal is future growth that is steady and sustainable.
“The concept of Wigglewow began back in 2014 when I was having a conversation with my brother, Sheldon, who was living in the Philippines at the time,” says Pfeifer. “He has a son with autism and was worried about the future. He challenged me to start a company that would give adults with special needs employment. So, I quit corporate America and Wigglewow opened in August 2019.”
The Wigglewow production facility and retail space, The Doghouse, is located at 10569 Watterson Trail in Louisville. Employees called Epic Chefs work at the stations. Ingredients for the all-natural treats such as oats, bacon, eggs and vitamin E as a natural preservative are combined in a commercial mixer. Then the dough is punched down into a pan and made level.
Next, treats of various shapes are cut out. If the treat will be decorated, the background is applied first. After the treats dry overnight, the top designs are done. Undecorated bulk treats are weighed, put into blue bags, hot-sealed and labeled. The outside of each bag has a short bio and the name of the Epic Chef who made the treats.
“When we first started up, the jobs available were on a first-come, first-served basis,” says Pfeifer. “As soon as the word got out, we filled up to capacity. We have a waiting list of 50 people. Those on the waiting list tour the facility and see the different workstations. They get an idea of where they would like to work, and when a gap comes up, we fill the job from the list.”
“Each Epic Chef is trained on the job,” Pfeifer adds. “They are diligent and focused. There are stories left and right of how working at Wigglewow truly transforms lives. Parents say the chefs no longer sit apart from others at family gatherings but can join into conversations and talk about their jobs. I saw a mom with tears in her eyes when her son learned how to bag treats and seal them. Another example is when someone was able to put a glove on by himself for the first time.”
At Wigglewow there is a range of abilities, and a particularly high-functioning worker, Hunter, can work around the commercial mixer and hot oven without assistance. He was offered a job at UPS, but he turned it down even though it was an opportunity to make a lot of money. His reason was that he would miss the camaraderie and friendships he has made.
“This business is not about making money,” says Pfeifer. “We turned down an opportunity to be on Shark Tank. We want to grow organically. The most important factor for our Epic Chefs is routine. If you change that, it messes with their minds. If we were on Shark Tank, for a short while I would have to hire more people. Only about 15% of buyers would reorder, and then I’d have to let individuals go.”
Wigglewow’s website has a complete list of products that can be shipped. The treats are offered in various sizes and designs. Each can be customized for corporate gift giving or special occasions such as weddings. Bulk bags for small, medium and large dogs are also offered. In addition, Wigglewow has a fundraising program for schools and organizations.
Some treats give a nod to the fact that dogs aren’t well-behaved all the time and that’s why we love them. During the holiday season, bones that said “Naughty” and “Nice” were offered. Other popular treats have phrases such as “Can’t hold my licker.”
“It has been a fun journey,” says Pfeifer. “We want to expand, and our goal is to be the largest employer of special-needs adults by 2029. At some point we’d like to open a dog facility as a separate division to be able to employ more individuals. Currently we are in the middle of applying for nonprofit status. Once we get it, people can make tax-deductible donations. In the meantime, the best way people can support us is treat sales. Dogs are allowed in our retail area and our staff loves to see them.”
Visit wigglewow.com for a list of retail locations and to order online.
