Man has always treasured his animals, but historically they were relegated to the role of workers and accustomed to an active, rigorous life. Today, both man and animal lead much tamer lives. Just as gyms and diets pop up every January to help get people back on track physically, now dogs and cats who share the same problems of lack of exercise and unhealthy foods can find their own versions of the Jane Fonda workout and the South Beach Diet.
While on the surface it can seem unnecessary to go to great lengths to provide such niceties for dogs and cats, it shows how much we have embraced the idea of animals as companions, not just pets.
Sonoma is a prime example of the demographics that are cited in studies on the growth of the pet care and pet product industries: a combination of an older population intent on living long, productive lives and their aging pets; empty nesters who bring a pet into the family and give it all the care they gave their children; and young, knowledgeable pet owners who believe in applying the same standards for nutrition and quality of life to their pets as they do to themselves.

Boutiques vs. big box stores

The core of the shops and facilities that have sprung up here to service these groups are not “big box” corporations, but dog and cat owners who, not finding what they wanted, decided to open their own boutiques, grooming parlors, pet walking services, and doggie day care companies. These smaller stores are tied into the community and support the dogs and cats who end up in the streets or, hopefully, in a shelter like Pet’s Lifeline with the profits from their operations.
When Lee and Joanne Evans bought a home in Sonoma, they were still in fast-track careers in the Bay Area: Lee as a lawyer and Joanne in sales at Oracle. They enjoyed Sonoma and brought their Old English Sheepdogs, Earl and Henrietta, up to roam the property, but it soon became apparent that the town could not supply all the pet products they were used to being able to access -- at least not in one place.

Enter Three Dog Bakery

A turning point occurred and Lee and Joanne made the decision to start a business that would intertwine with their interests and their lifestyle. Research led them to Three Dog Bakery, an enterprise born out of a similar situation, then expanded to a national network of locally owned shops.
In the year or so since they opened in Sonoma, Three Dog Bakery has become a gathering place for dogs and their owners. On any given day, there is a steady stream of people and their pets, sniffing out new friends, exchanging stories and advice, exploring, trying on trendy apparel, and conducting taste tests. And while you would expect conflicts to erupt with so many disparate types of dogs in one space, the mood is surprisingly convivial.
What to feed your dog or cat has become a subject of cocktail conversation, much as human diets are dissected and praised or panned. And, thanks to a more sedentary lifestyle and sharing “mommy and daddy’s” food, dogs and cats are experiencing dietary dilemmas much like their “parents.”
Three Dog Bakery bakes their products daily, and is the only store in town to have their own oven on the premises. Dog treats, dog cakes and bulk dog food are made from human grade ingredients with no animal by-products, and, though somewhat bland to our jaded palates, it can be consumed by egalitarian owners or hungry pets. Joanne Evans proudly notes that the Dog Food Journal just voted their packaged dog food the Best Moist Food in the country.
The display cases are filled with irresistible-looking pastries with tongue-in-cheek names like pet-it fours, pup-cakes, fur-tune cookies and, naturally in Sonoma, there are wine bottle-shaped cookies, along with more standard treats and packaged foods. Custom cakes are available for celebrations and dogs can have a “Yappy Birthday” party at Three Dog Bakery (with a maximum of three friends and their owners) where they play games and pick out toys and treats, with 50 percent of the money going to Pet’s Lifeline.
Another local line of dog snacks, Ma Snax, is designed to be a healthy everyday snack for your pet. Founder Mary Ellen Oertel spent 12 years as a chef at the Swiss Hotel. When she and her partner, Ray Masnack, tried out recipes for her own picky pooch, she came up with a winning concept that has been eagerly snapped up. “We make handcrafted, organic snacks from human-grade ingredients,” said Oertel. “And they taste better than anything I’ve ever tried.” Ma Snax are found around Sonoma at the fig pantry, Sonoma Market, Sonoma Valley Inn and Sonoma Dog Camp. In addition, Ma Snax does custom packaging for Sebastiani, Artefact Design & Salvage, St. Francis winery and The Family Dog winery among others.

‘Chicken Soup for the Dog Lover’s Soul’

With annual expenditures in the pet industry projected to exceed $38 billion in this country alone (a large portion of which is growth in foods and services), premium and super-premium brands are leading growth within dog and cat food, according to marketresearch.com. Owners are concerned about how the food they give their pets will impact their health and are paying closer attention to food labels, and natural products are expected to benefit from this trend.
Sonoma Valley pet supply stores have seen a ready acceptance of healthy pet products. “People are treating dogs more like family,” said Debra Harris, owner of My Pal Pet. “They are concerned about their dog’s quality of life and longevity. When you make the switch to a wholesome food, you see the difference in the dog’s coat and that is a reflection of what is going on inside.”
At Swede’s Feeds, co-owner Michael Scheffer finds people are doing research and reading labels, just as they would for their own food. “Customers will look up information on the Internet, then come in and ask for the brand they’ve decided on,” said Scheffer. “Any brand they choose is a huge leap up in quality from supermarket products.”
The Granary, a more traditional feed store, now carries a range of dog food brands, even specialized products for urinary tract problems, allergies and other conditions. They even have a line called “Chicken Soup for the Dog Lover’s Soul.”

Prevention

Beyond fueling your pet with better quality foods, there are preventive practices such as massage and acupressure and curative treatments including chiropractic, hydrotherapy and acupuncture. Far from an indulgence, these procedures can relieve pain, prevent injuries and enhance quality of life according to Diana Thompson, a nationally known expert in horse and canine care. “These modalities are being rapidly adopted by veterinarians and dog owners who see tremendous success in relieving chronic pain and easing ill pets. They can also be used effectively in preventing injuries in dogs that are active breeds, or in older dogs that benefit from increased mobility.” Thompson will teach the first accredited course in Canine Acupressure and Massage at Santa Rosa Junior College starting in February.

Fashion, fun, and bling bling

Almost as popular as the foodstuffs are the toys, with a croaking chicken squeeze toy taking top honors as best selling pet toy nationwide. At the other end of the spectrum is Canine Genius, an allegedly mentally challenging game for dogs. In between are the Frisbees, golf clubs for hitting dog balls, chew toys, and an oddly popular new category, toys with sound chips that play words and phrases.
Big name companies like Paul Mitchell, Omaha Steaks, Origins, Harley Davidson and Old Navy are now offering lines of pet products ranging from dog shampoo, pet attire, and name-brand toys to gourmet treats and food. Clothing for dogs has turned into a canine couture industry, with high-end designers such as Louis Vuitton and Chanel introducing their own lines of luxury goods. But in Sonoma there is evidently less interest in high fashion than there is in a practical, warm cloth coat, particularly for breeds without thick coats.
Three Dog Bakery carries a variety of styles and sizes that range from tiny to “big and beautiful.” (These outfits will be available for pets participating in Saturday’s Canine Fashion Show at the bakery. Please see sidebar for further details.)
As the number of cats and dogs in the U.S. approaches 165 million, we can expect a continuing increase in the number and type of services for pets. Three Dog Bakery fills one more niche in the spectrum of resources available to animals and their owners in Sonoma. From pet-friendly hotels, stores, and wineries, dog groomers and day spas, animal behaviorists and masseuses, Fido and Fluffy are welcome almost every place their owners are.

Three Dog Bakery
2nd Annual
Canine Fashion Show
Saturday, Jan. 20
Noon-2:30 p.m.
Fee: $5
(Donated to Pet’s Lifeline)
Contact: Debbie Stroski
Three Dog Bakery
526 Broadway
707.570.6571

Three Dog Bakery will hold its Second Annual Fashion Show on Saturday, January 20. The show is open to dogs of all sizes, shapes and species. Created by Doggie Diva, Debbie Stroski of Three Dog Bakery, the Show will feature a red carpet where dogs can strut their stuff (it’s stain-resistant), social festivities with champagne, wine and assorted human and dog finger foods.

Dogs can come in their own canine couture, or Three Dog Bakery will provide clothes for the event. Models last year wore a wide variety of styles from glam-rock and haute couture to modest matron for the females and macho male to country casual for the males.

If “Clothes make the man,” imagine what they do for the dog. “This is a way to have fun, dress up, and share in a real community based event,” said Stroski. “It’s an incredibly rewarding experience for all of us.”

Rescue animals will all be available for adoption, and Fashion Show proceeds will be donated to Pet’s Lifeline of Sonoma.

Categories include:
Under 20 pounds
20 - 50 pounds
Over 50 pounds (The Dove category)
Seniors (Over 7 years)
Rescue Dogs (All sizes and ages)

*Statistics from American Pet Product Manufacturers Association (APPMA) 2005/2006 National Pet Owners Survey. For more, visit www.marketresearch.com,