Swampscott woman pioneers gourmet dog biscuit company

SALEM ? Despite the Great Recession, the pet industry is growing wildly and a Swampscott entrepreneur is taking full advantage of it.Deborah Draffan is head of a $5-million business called Howie’s Hearts, an all natural dog treat and gift company based in Salem.Howie’s Hearts was launched in 2003 when Draffan was inspired to create a unique gift item that dogs would find delicious and their owners see as both beautiful and environmentally responsible.The all-natural treats, which are made in Canada, are shipped to Salem where they are packaged in a tin container that can be reused to store additional doggie edibles, collars and medicines. The packaging is done by people with developmental disabilities from the Triangle facility in Malden.According to Draffan, Howie’s Hearts ? named after her big-hearted late father, Howard Draffan ? are gourmet treats high in protein, and filled with vitamins, minerals and anti-oxidants.”The treas are heart-shaped to symbolize the love between a pet and its owner,” she said, noting that Howie’s Hearts can be an ideal training tool since each liver-flavored biscuit is only seven calories and come in two sizes, large and small.”The pets end up loving the treats and the owners end up loving the treat container, so both are happy.”Last month, Draffan’s company got another big break. The QVC home shopping network n where competition among vendors is fierce because the show is broadcast into 141 million homes ? invited her to sell Howie’s Hearts on the air.The treats were featured as a holiday item on Caroline’s Gift List on QVC, connecting Draffan to the world’s largest studio audience.Draffan, whose 29-year-old son Damon Greenberg is the company’s New England sales representative, said the appearance on QVC was “a colossal and unparalleled opportunity” for the fledgling business. The segment included a demonstration with live dogs in the studio savoring Howie’s Hearts.”Many are called but few are chosen,” she said of the television appearance. “We feel grateful to have been selected and to meet the QVC bar of excellence. We go to great lengths to create a dog snack that is high-quality, full of vitamins, minerals and anti-oxidants, and is packaged in reusable tins featuring the artwork of renowned artists.”The company, with sales exceeding $5 million, offers Howie’s Hearts through CVS, Wal-Mart, Walgreens, PETCO, Home Goods, Marshalls and TJ Maxx.According to Draffan, the company’s phenomenal growth reflects the interest of dog owners concerned that their pets receive the same caliber of quality edibles that they choose for themselves.Pets are a $48 billion industry in the United States, growing $2 billion in the past year, with projections that the present rate of expansion will soon be exceeded.Draffan said her chihuahua, Sonny, is living proof that Howie’s Hearts are irresistible.The entrepreneur and dog lover also runs Sterling Apparel n a successful business that buys discontinued items and sells them to Marshall’s and TJMaxx.Howie’s Hearts are available online at www.howieshearts.com.