Dutton Ranch may only exist on “Yellowstone,” but one North Texas entrepreneur is hoping to bring the spirit of the television franchise into a new venture. Kevin Rizer, co-founder and chief creative officer of LFG Product Solutions, has partnered with Paramount Consumer Products on a line of “Yellowstone”-inspired treats called “Dutton Ranch Dog Treat Co.”. The company says the organic beef dishes aim to encapsulate the spirit of Dutton Farms in its natural authenticity, leaving artificial flavorings and preservatives at the door.
“Typically, these are the kinds of treats you can only find at a really special pet store,” said Rizer, a Plano native. “We were able to do that successfully because of the name recognition and the power of ‘Yellowstone’ and the Dutton Farm name.”
The “Yellowstone” themed dish is the first major project for Rizer and co-founder Christian Verhoeven’s new company LFG Product Solutions. About two years ago, the entrepreneurial couple was considering an idea for a new dog food line that combined natural and organic products with “a little bit of raw and messy Americana.” Rizer said. After thinking about brands that could cooperate, everyone suddenly woke up about “Yellowstone”. Rizer said the show’s authenticity, storytelling and modern Western archetypes are thanks to the collaboration. Paramount felt the same way, almost immediately green-lighting Rizer and Verhoeven’s dog treat.
“It was April or May 2023, so this happened very quickly,” Rizer said. “Normally [ideas] can take years to develop, but this one moved very quickly, which is exciting.”
Dutton Ranch Dog Treat Co. will launch nine different dishes when they go on sale next month. Amazon and Chewy will get the first benefit of the online launch in late February and early March. Conversations are ongoing with major retailers about an in-store release, which Rizer said will spread trash throughout the year. Beef strips, brisket and hearts are just some of the dog treats available at launch. “Certainly by the time the final installment of [‘Yellowstone’] season five comes out this fall, they will be widely available nationwide,” Rizer said.
Rizer and crew have big plans for Dutton Ranch Dog Treat Co., as he calls this first wave of products the first season of a hopefully long-running series. Future seasons could see the line explore different proteins like bison or venture into grills and long-lasting chews. However, whatever the product, Rizer said they will have to focus on the high standards of the product line. “My passion when I got into the pet industry a decade ago was caring about dogs and caring about what we give them, what we treat and feed them,” Rizer said. ”.
