When Josh Keesling and his partner, Sherry Weakley, started baking homemade treats for their two dogs earlier this year, their goal was simple: soothe Moose and Phoebe’s sensitive stomachs. What began in their Sperryville kitchen has since exploded into a nationwide sensation, thanks to the power of TikTok.
Viral Video
A short video posted Aug. 12 by the TikTok account MelodysPOV captured a 52-second conversation with Keesling. He spoke passionately about the couple’s small-batch biscuits at Gilberts Corner Farmers Market in Aldie. The clip has racked up more than 3,200,000 views, 450,000 likes, and 1,000 comments from users charmed by his story.
“Get this man on Shark Tank” one commenter wrote. Another added, “I don’t even have a dog, and I live in Australia but I want to purchase some for all my friend’s dogs.”
The sudden attention has turned Moose & Phoebe Homemade Tasty Treats into a brand on the rise. The couple has been fielding order requests from across the country (and even Saudi Arabia and New Zealand) — a development they never saw coming.
“We’re very, very appreciative of it and we look forward to building this business,” Keesling said in a TikTok video thanking viewers for all the support. “I can’t explain how overwhelming this has been and mindblowing, so thank you all again.”
Increased Demand
The small business was born last April after Keesling had some health issues. Now, setting up Moose & Phoebe’s large-scale business has been a major effort. The couple needed to purchase a new dehydrator, as well as obtain certification from the Virginia Department of Agriculture and Consumer Services.
The Sperryville man said since the TikTok video, Moose & Phoebe dog treats have increased weekly production from 60 bags to 300 bags. Now, Keesling works full-time making the healthy canine snacks. Weakley works full-time in commercial lending, but dedicates her down time working on the growing business’ social media accounts.
“Our goal, truly, is to be the Ben & Jerry’s of dog treats,” says Weakley.
She launched mooseandphoebe.com, where fans can also buy branded merchandise such as hoodies, candles, and dog bandanas to support the business. Keesling says they hope to add more organic flavors to their product line, which right now includes apple peanut butter and banana peanut butter.
“My goal is to find things that are beneficial for the dogs — joints or digestive systems, their cognitive ability — at the end of the day,” says Keesling.
Their products are available online, as well as at the Gilberts Corner Farmers Market in Aldie and the Red Truck Bakery in Warrenton, with hopes for expansion.
And Moose and Phoebe? They’re still the chief taste testers.
Feature image courtesy Josh Keesling and Sherry Weakley
