Mark Fitch meets a couple making natural pet treats at the Norfolk Doggy Deli.
This month sees a double first for F in the K; a visit to the village of Hempnall and a feature on food not aimed at human consumption.
On a weekday evening, I make the 13 or so mile trip south of Norwich. Passing the proud, black-painted mill, I make my way to the house of Jason Mitchinson and Pippa Hardie.
It’s a cheerful return to the village. In my football days (the lofty realms of the Business Houses league), we always seemed to do well against Hempnall. Their dog Willow perhaps senses my historical clashes with the village and makes her uncertainty of me clearly, and audibly, known.
Norfolk Doggy Deli is another success story spawned from lockdown. And for me, it is a delight to be in the company of a couple who have taken the jump from respectable, nicely-paid jobs to pursue an idea and aspiration.
The puppy boom during the first year of the pandemic led Pippa not only to knowing more people with dogs but also recognising the seismic shift of many outlets and institutions towards four-legged appreciation and catering.
Call them biscuits or treats, this was what Pippa threw herself into, taking many months (most of 2021) to find the most appropriate ingredients and baking method that produced a high-quality result without preservatives or artificial flavourings. And no meat, predominantly because of the extra regulation that would entail, but also knowing that if a similar quality level of ingredient was used, the cost would be prohibitive.
As I have heard before on my rounds, it’s the friends and family who give that all-important first encouragement; in this case, those with particularly finicky dogs (unlike my Spanish rescue hounds) who declared these treats had been woofed up.
It was October 2021 that Pippa and Jason attended their first farmers’ market, at Creake Abbey. One of their first customers owned a doggy boutique in Burnham Market who returned to their stall minutes later (no doubt after a canine on-the-spot taste-trial) to make an immediate order.
Jason’s experience in e-commerce then came in very handy with the website and enticing an enviable list of stockists, now including Hodson & Co, The Norfolk Deli, Eric & Dolly’s and most recently downstairs in Jarrold’s (my lunchtime ‘happy place.’)
Back to my visit and I am put to work making a batch of banana and blueberry biscuits. The base is oat flour, to which is added a purée of banana and cooked sweet potato, and then freeze-dried blueberries. Once it has formed a dough, I then roll it out and hand press each treat with a bone-shaped cutter.
Other varieties are peanut butter and ‘fresh breath’ (an amalgamation of coconut oil, mint and parsley) otherwise known as the gift that keeps on giving… At the moment, there’s also a limited edition carrot cake on offer.
By the time I leave, Willow and I have hit it off, which reminded me of a friend who recently told me about his new pet tree - similar to his pet dog, save that its bark was a lot quieter…
Follow Mark on Instagram @norfolkhomechef2018 and Jason and Pippa @norfolkdoggydeli
