Welcome to Marketing Tails—the show where host Mark Bevington talks with founders and execs who are excelling at growth and changing the way we do business.
Mark sat down with Nadine Lafeber, Vice President of Marketing and Sales at a multi-generational company that’s been pioneering high-quality, specialized pet nutrition since 1973. What began as her grandfather’s veterinary pursuit of balanced bird diets has since expanded into a trusted family-owned brand known for integrity, innovation, and a unique presence in the bird and exotic pet nutrition space.
In this episode
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The family legacy behind a 50-year-old brand in avian health
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How a veterinarian’s vision grew into a trusted name in critical care nutrition
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Expanding beyond birds: new small pet products and why hay bales matter
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Why boutique manufacturing is a moat (and how it beats big competitors)
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Marketing + sales as one team: how Nadine runs it lean and aligned
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Thought leadership and educational content as a growth engine
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What it means to lead with values, faith, and purpose in a competitive market
Guest
Nadine Lafeber — VP of Marketing & Sales
Website: https://lafeber.com/
Check out the Emeraid line and new small pet innovations for 2025.
Sponsor
This episode is brought to you by Ninedot—the digital marketing team that turns underperforming websites into your best sales tool. Get your free website grade: ninedot.com
Chapters
00:00 Intro & sponsor
02:30 A family mission since 1973
05:45 How Emeraid became a leader in critical care nutrition
10:38 The hay bale innovation for small pets
13:12 Educating pet parents and veterinarians
19:20 Merging marketing and sales into one agile team
22:59 Building awareness for small pet SKUs on TikTok
25:53 Competing against big brands with trust and transparency
29:28 Leadership lessons from a family business
33:15 Wildlife hospital partnerships across 3 continents
41:00 Why mission-driven marketing works
48:00 Nadine’s advice to young women in the pet industry
52:00 Where to find more about the company
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