At the Farmers Market: Shorty’s Gourmet Treats for Dogs

A dog food contamination scare a few years ago doubled as a wake-up call and a light bulb moment for Elizabeth Lora.

The pet owner’s fear for her two dogs’ wellbeing spurred her to come up with her own recipes for organic and vegetarian dog treats.

From accounting to baking

The recipes were followed by a business plan. Since 2008, Lora has been using human-grade ingredients to make all-natural canine treats.

“After doing a lot of research, I realized I just couldn’t use animal by-products for them,” said the Woodland Hills-based entrepreneur.

Lora launched Shorty’s Gourmet Treats after raising children and a long career in public accounting firms in New York.

Her finance background helped her figure out the pricing schemes and food costs, but it was her equally business-minded daughter who helped set up her business online.

“It’s not a capital-intensive business, but very labor-intensive,” said Lora, who bakes almost everyday. “I invested in a lot of baking supplies and equipment, just as you would if you were setting up a regular bakery.”

Pupcakes and lollipups

The treats ranging from pupcakes to lollipups are made fresh-to-order and are exclusively sold at the and online. They can also be found at the Wirtshaus Restaurant, a dog-friendly restaurant in the Los Angeles area.

The sugar-free treats are either fruits or vegetables, or a combination. There are pumpkin, sweet potato, beets, apple, squash, peanut butter and banana cookies.

With Halloween just a few weeks away closely followed by the other November and December holidays, expect to see more themed treats and candies.

Almost everything is priced at $5 with quantities depending on the type of treats. Gift baskets are in the $20 to $25 range.

Most treats have a shelf life of four to six months. The pupcakes will stay fresh for one to two weeks, if refrigerated.

Often asked if the treats are also for cats, she offers some clarification. “They are not appealing to cats who have very different taste buds,” said Lora, who also grew up around cats.

Before the end of the year, Lora plans on introducing cat treats. “Cats like fish, cheese and catnip,” she said, hinting that the treats will be along those lines.

Mom-and-daughter tag team

She sees more baking in her future with the upcoming holidays and with the economy on slow recovery mode. “I have a lot of regulars in Calabasas and I have come to know them and their dogs better over the years,” said Lora.

Her daughter, who is in the dog collar and accessories business, also passes on a lot of business her way. Lora, in return, displays some of her daughter’s handiwork in her stall.

“She’ll hand my cards out to her clients and I’ll do the same,” she said. “We help each other out that way.”

The Calabasas Farmers Market is open from 8 a.m. to 1 p.m. every Saturday at 23504 Calabasas Road, across the street from the Sagebrush Cantina.