Meet Cutting Edge Pet Solutions, the brainchild of animal dentistry veteran Brian Borg. This revolutionary product addresses a critical gap in pet dental care with a patented system.
It cleans not just the back teeth, but also the often-neglected front teeth.
“About 80 to 90 percent of domestic dogs and cats develop periodontal disease by the time they’re three-and-a-half years old. They’re dying prematurely because bacteria starts attacking the kidneys, liver, and heart.”
Brian Borg
Designed with user convenience and pet health in mind, the system compels pets to use all their teeth while eating. For pet owners, this seamless solution extends their pets’ lifespan and improves quality of life.
“Dogs and cats with periodontal disease have a 30 percent shorter lifespan,” Brian emphasizes.
Cutting Edge Pet Solutions Journey Before Shark Tank
Brian Borg’s career began with his passion for animals. Starting as a horse rider and certified equestrian instructor in the USA, he later shifted to animal dentistry.
His career highlights include lecturing at California Polytechnic School’s pre-vet program, serving as an equine dentist for Olympians, and being featured on RFD TV in a five-part series on equine dentistry.
His return to Australia marked the launch of Fresh Breath Doggie Dental, a service specializing in anesthesia-free teeth cleaning for pets.
Brian’s “Eureka” moment came on New Year’s Day, 2017, at 1 a.m. Reflecting on the inefficiency of traditional dental treats, he realized they neglected front teeth.
He also found they only cleaned pets’ preferred chewing side. “If you give a dog anything to chew, it’s only going to do the back teeth,” he explained.
“The least preferred side is about 40 percent dirtier.” This sparked the idea for a unique dental system that ensures even cleaning of all teeth.
The system features a patented stainless steel bowl with attachments that force pets to use their front teeth.
Brian elaborated, “Basically, it’s a stainless steel bowl with attachments. They stick out on both sides of the bowl in a fixed position, so if a treat is inside the bowl, there is only one way to get to it – via the front teeth.”
Brian worked with CSIRO’s Kick-Start program, receiving funding and research expertise to develop this groundbreaking solution.
“I explained to the gentleman [at CSIRO] that this is what we’re working on,” Brian recalled. “He said: ‘We have food scientists and we have a Kick-Start grant. From what we’ve been talking about, you would qualify.’”
The collaboration culminated in a subscription-based business model offering high-quality, specialized treats for pets. These include formulas for gut health, anxiety, and joint care.
Shark Tank Pitch Recap
Appearing on Shark Tank Australia, Brian sought $200,000 for a 10% stake to bring his product to market. During the pitch, he emphasized his personal investment of $600,000, which included $200,000 of sweat equity.
This detail drew sharp criticism from the sharks. “There’s a reason it’s called sweat equity, and I find it offensive that you would even try to think, as an investor, I would value your sweat equity,” said Rob, one of the sharks.
The pitch further faltered when the sharks discovered only a 3D-printed prototype existed. This raised doubts about its readiness for commercialization.
Despite their admiration for Brian’s dedication, no offers were made. As Brian left the tank, the voiceover quipped, “Brian leaves with his tail firmly between his legs.”
Cutting Edge Pet Solutions Shark Tank Update
Although Brian left the tank without a deal, the exposure proved invaluable. Increased visibility sparked conversations with potential investors and collaborators. The collaboration with CSIRO continued, focusing on refining the product.
As Brian highlighted, “It’s lining up well, and we have many investors that are interested.” The planned launch for late 2024 or early 2025 remained on track. There was significant market interest from pet owners eager for a solution to their pets’ dental woes.
Future Plans
Looking forward, Cutting Edge Pet Solutions aims to expand globally. The focus is on major markets like the USA, Canada, and Europe. Plans include partnerships with veterinarians and pet product retailers, alongside new innovations like dental systems for smaller pets.
The treat line will also grow, offering formulas tailored to various health needs. As Brian stated, “Why can’t the dental treat be the best thing your dog or cat eats on a given day? It brings gut health and antioxidant benefits.”
By 2025, Cutting Edge Pet Solutions plans to establish itself as a market leader in pet dental care. The combination of innovation, health benefits, and ease of use is the driving force behind this vision.
Closing Remarks
Brian Borg’s journey with Cutting Edge Pet Solutions exemplifies determination to address overlooked needs in pet care. Despite challenges on Shark Tank, his passion and expertise have laid the groundwork for a promising future.
As Brian puts it, “The market is becoming a smarter, more thoughtful client base versus the old school.” With an innovative approach and a commitment to improving pets’ lives, Cutting Edge Pet Solutions is poised to make a lasting impact.
Stay tuned for the launch of this revolutionary product and see how it transforms pet care as we know it!