Four diverse entrepreneurs pitched their innovative pet businesses to investors live yesterday at the Emerging Brands Pitch Competition hosted by Elevate, a nonprofit organization dedicated to building a more inclusive and equitable pet industry. Each founder presented their unique pet business to a panel of judges in hopes of winning a $10,000 prize to fuel their companies’ growth.
The live event featured participants from Elevate’s inaugural RISE (Retail Inclusion & Success for Entrepreneurs) supplier diversity initiative. Competitors included Alannah Covington, founder/owner of Rocky’s Canine Cuisine in NC; Emeka Moka, president/owner of Nkita Pet Grooming Products in IL; Keicha Danzie, founder/CEO of Good Boy Goodies in GA; and Tejashree Sawant, co-founder of Sköna Pet Food in MA.
Judges selected Moka’s pitch for his cruelty-free, U.S.-made pet grooming products, as the Emerging Brands Pitch Competition winner. Moka credited his live product demonstration as helping him clinch the win.
Emeka Moka
“It really wasn’t me talking, it was the product speaking,” he says. “It really does what it says it’s going to do … with quality ingredients and multi-functionality.”
With over 30 years of combined experience in the beauty industry, Moka’s family launched Nkita to bring ethical, sustainable grooming products to pets. Estimating another two years of work for the company before attempting SUPERZOO, he says being at the show and then winning the competition is unexpected and gratifying.
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“Coming from a beauty world and being sort of neophyte in this world, I feel ecstatic, and it’s a great experience,” he says. “I’m just going to take it for the ride and meet all the great, wonderful people here and the networks and the resources and just keep going.”
Moka plans to reinvest the prize into marketing, packaging and industry events. To future contestants, his advice is simple: “Be open, be honest with themselves what point they’re at with their company,” and embrace help and support. “This program is 100% authentic, and if you’re in it then that means they care about you, so embrace it with open arms.”
