The Wyo’s Woofery Story: Gluten-Free Goodies for Good Boys and Girls
By Andi Garbarino
In the bustling farmers markets of Massachusetts, one small but mighty business is capturing the hearts—and taste buds—of Boston’s most discerning pups. Welcome to Wyo’s Woofery, a gluten-free dog bakery founded by the passionate and inspired Jimena Arnal. From her roots in Caracas, Venezuela, to the heart of New England’s thriving dog community, Jimena’s journey has been as flavorful as the treats she bakes.
From Caracas to Canine Cuisine: Jimena’s Journey
Jimena Arnal’s love for dogs and entrepreneurship began long before Wyo’s Woofery was born. Hailing from Caracas, Venezuela, Jimena’s path to creating her dog treat business was anything but ordinary. After moving to the U.S. to pursue a Master’s degree in Marketing from Emerson College, Jimena continued building on her experience working with startups in Venezuela. Her passion for entrepreneurship, creativity, and dogs all came together in the creation of Wyo’s Woofery.
Rio, now affectionately called Wyo by Jimena’s young daughter, was the inspiration behind the original Rio’s Barkery. “I never thought I’d be baking treats,” Jimena admits. But Rio’s persistent love for dog snacks, coupled with Jimena’s entrepreneurial spirit, led to the creation of a small home-based dog bakery in 2020.
“Rio is a true member of my family and he was the one who inspired me to start baking in 2020.” However, the journey wasn’t straightforward. The family’s move to a new town and the arrival of Jimena’s daughter meant that Rio’s Barkery had to be paused.
Wyo, chief Dog Officer and dear friend of Fergus.
But Rio wasn’t ready to give up just yet. Inspired by Fergus, an old canine friend with dietary restrictions, Rio (aka Wyo) and Jimena relaunched the bakery in 2021—this time with a gluten-free focus. Wyo’s Woofery was born, complete with a new mission to create treats so good that dogs crave them and humans are tempted by them too.
Jimena and Wyo's Woofery can be found at the Franklin Farmer's Market every Friday.
Meet the Team: From Startups to Dog Treats
Jimena, the Co-Founder and CEO of Wyo’s Woofery, brings a wealth of experience from her previous work with startups in Venezuela. Creativity and entrepreneurship have always been Jimena’s passions, and now she gets to combine those with her love for dogs. Under her leadership, the Woofery has grown from a small home operation to a thriving vendor at local farmers markets.
Supporting Jimena is Hannah, the Co-Founder and COO. With a background in industrial kitchens and a degree from one of the world’s premier hospitality universities in Switzerland, Hannah brings culinary expertise to the team. Hannah has made treats for both humans and dogs. When asked about her role, Hannah says, "Most importantly of all, I'm a pet lover, and I am excited to bring my business and manufacturing acumen to Wyo's Woofery."
But perhaps the most important member of the team is Rio, the Chief Dog Officer (CDO). Rio, who personally taste-tests every batch of treats, has been at the heart of the business since day one. His discerning palate ensures that only the best recipes make it to market. One thing that makes Wyo’s Woofery stand out is the playful and fun approach to marketing—all of the business's communications are written from Wyo’s perspective, adding a unique and entertaining voice that resonates with dog lovers.
All of Wyo's Woofery communications are written from Wyo’s perspective, adding a unique and entertaining voice that resonates with dog lovers.
A Treat Named Fergus: The Spark Behind Wyo’s Woofery
While Rio may be the face of the brand, it was Fergus who helped bring Wyo’s Woofery to life. When Fergus, whose family struggles with gluten sensitivities, couldn’t find suitable treats, his owner turned to Jimena for help. Could she bake something gluten-free that Fergus could enjoy?
The request sparked an idea, and soon Jimena was back in the kitchen, experimenting with new recipes. “I realized there was a real need for treats that catered to dogs and humans with gluten sensitivities and other food allergies,” Jimena says. With that, Wyo’s Woofery transitioned into a fully gluten-free bakery, and the business took off!
Fergus cookies are named after the dog who helped the company make a comeback.
Crafting Treats with Care: The Wyo’s Woofery Process
One of the hallmarks of Wyo’s Woofery is Jimena’s commitment to using the finest ingredients, a lesson she learned during the early days of her business. Each treat is carefully crafted to meet her high standards, ensuring that dogs not only enjoy the flavors but also receive a healthy, wholesome snack.
The bakery’s signature treat is the carob chip cookie—a gluten-free delight that looks good enough for humans to enjoy. Finding the right carob chips was no easy feat, but Jimena was determined to offer the best. “My husband went on a mission to find pure carob chips,” she explains. “It’s not only hard to find, but we still have to put it through the food processor to make it smaller.”
Once the chips were sourced, they were ground down to the perfect size, ensuring that each bite was just right for Rio and his fellow pups. “It’s the cookie that made our comeback–and it looks delicious.” No comment from Jimena (or myself!) on how it tastes to humans. Though I can personally confirm that the Bo butter is tasty treat.
While Jimena's commitment to quality has been unwavering, bringing these carefully crafted treats to market hasn't been without its challenges.
Just a few of the many gluten-free goodies available at Wyo's Woofery!
Challenges and Triumphs: Innovating Through Adversity
Launching Wyo’s Woofery came with its own set of challenges. In June, Jimena faced a major setback when the main ingredient for one of her top-selling treats ran out of stock. Rather than let it derail her momentum, she pivoted quickly, developing two new recipes in just a few short weeks.
"Sometimes, when things don’t go according to plan, it opens the door to something even better..."
“I’m really happy we did that, as we came up with what is now our best seller!” Jimena says. Sometimes, when things don’t go according to plan, it opens the door to something even better, and Jimena and her team’s thriving business demonstrates that being flexible and willing to pivot quickly can innovate your business in new and exciting ways.
Overcoming these obstacles not only improved Wyo's Woofery's products but also deepened Jimena's connection with her growing community of canine customers and their humans.
Craving Connection: Building a Community Through Treats
Beyond selling delicious treats, Wyo’s Woofery is about fostering a sense of community and connection among dog parents. One of the standout elements of the business is its playful, engaging marketing—every piece of communication is written from Wyo’s perspective. This fun and quirky voice has helped the brand stand out, making it not just about the products, but about the experience.
To deepen this connection, Jimena recently launched a user-generated content (UGC) campaign, featuring local pet parents and their dogs enjoying Wyo’s treats. Each week, a different dog is showcased trying a new treat, adding a personal touch and involving the community in the brand’s storytelling. “We just started posting a different treat every week,” Jimena explains. This interactive approach not only helps refine her recipes but also fosters a strong sense of camaraderie within the local dog-loving community, especially within the Boston Dog Moms network, where Jimena is an active participant.
By featuring local pups from the local pet parent community in her marketing, Jimena has strengthened the bond between her brand and the community. Wyo’s Woofery has become a space where dog parents feel like they’re part of the family, building an authentic connection that resonates with customers on a deeper level.
As Wyo's Woofery continues to foster these meaningful connections, Jimena's vision for the future grows even bolder.
What’s Next: Big Dreams for Wyo’s Woofery
Jimena’s vision for Wyo’s Woofery doesn’t stop at farmers markets. In the near future, she hopes to expand the business into multiple states and eventually open a brick-and-mortar store. One of her most exciting ideas is to launch a dog treat truck—a mobile bakery that would bring Wyo’s Woofery to dog-friendly events and communities across the country.
“We want to make treats that dogs crave and humans are tempted by,” Jimena says. Her playful slogans—“Dog Treats So Good, You’ll Be Jealous” and “Dog Approved, Humans Tempted.”—perfectly capture the essence of her brand.
These ambitious plans are all in service of Wyo's Woofery's core mission and values, which continue to guide every aspect of the business.
Rio and his Human Sister.
Baking a Bright Future: Mission and Vision
At the heart of Wyo’s Woofery is a simple mission: “To bake up doggy cuisine so mouthwateringly marvelous, it’ll have dogs licking their lips and begging for more.” Jimena’s goal is to make mealtime an adventure of flavor and fun, transforming the way dog parents think about treats.
"It’ll have dogs licking their lips and begging for more."
With a focus on quality ingredients and an unwavering commitment to her customers, Jimena’s vision is to make the lives of doggy parents easier and more enjoyable. Wyo’s Woofery values inclusion, respect, accountability, communication, curiosity, and creativity, ensuring that every product reflects these core beliefs.
Jimena Arnal's journey with Wyo's Woofery showcases the power of passion and adaptability. What began as homemade treats for a beloved canine family member has evolved into a thriving business, redefining the market for gourmet, gluten-free dog treats. As Wyo's Woofery continues to grow, expanding its reach across New England and fostering a community of health-conscious pet owners, the future looks promising. With its commitment to quality and innovation, Wyo's Woofery is poised to make a lasting impact in the world of pet nutrition.
🐾 Reader Exclusive Offer 🐾
Want to give your pup a taste of Wyo's Woofery's gourmet treats? Jimena is offering a special 5% discount to our readers. Simply use the code bostondogmoms at checkout when you order from www.wyoswoofery.com. Happy snacking!
Want to Learn More?
Check out Wyo’s Woofery’s latest gluten-free treats on their website: www.wyoswoofery.com or follow them on Instagram and Facebook @wyoswoofery for the latest updates.