Why this M’sian law grad started a biz serving “restaurant-grade” food to pets

Keith Tang, 31, never expected to find himself in the pet food industry. After graduating with a law degree in 2015, he started working at a law firm but quickly realised it wasn’t his calling. 

“I knew early on that law just wasn’t for me,” he admitted with a shrug. Determined to explore other avenues, he shifted to tech, where he found a knack for solving business problems. 

His initial foray into tech and warehousing systems thrived, catering to big clients like Manpower Group, before he exited the company. 

Soon after, he launched a wedding planning business, but like so many others, it fell victim to the pandemic.

StreetPaw, his current endeavour, is born out of Keith’s true passion: animals. He recalled, “My first words were ‘bird, dog.’ I’ve loved animals ever since I was a toddler.” Over the years, he took in all sorts of pets, from dogs and birds to fish, and his grandmother’s love of ornamental fish left an early mark on him. 

However, it wasn’t until a candid conversation with Catherine Goh, a close friend and food industry expert, that his love for animals found its path in the pet food industry. 

“She asked me what I loved when I was 12 years old,” he told Vulcan Post. “I said animals and football. That’s when she urged me to think about which of these could actually be a career. I had to consider that seriously.”

From stray feedings to gourmet pet cuisine

Initially launched in 2021, StreetPaw aimed to provide a centralised database for microchipped pets and organise adoption drives. But it soon evolved when Keith began to focus on pet nutrition. 

“I didn’t see it as filling a gap in the market—it was more about my love for real food and my frustration with the lack of it in pet diets,” he explained. 

Processed kibble wasn’t enough, in his opinion. He wanted pets to enjoy real, restaurant-grade food. “Our meals are human-grade, which sounds fancy, but it’s about using real food—ingredients that you and I would eat at a restaurant,” he said. “Actually, some of our human customers enjoy it too.”

StreetPaw’s menu is crafted with ingredients from reputable suppliers, such as TPL Fresh Meats and Pok Brothers, who also supply to fine dining establishments. This partnership ensures premium quality, from Australian lamb to Atlantic salmon. 

One eyebrow may go up at the idea of pets needing such quality, but Keith insists it’s about transparency and quality.

He emphasises that “Each ingredient comes with detailed sourcing information, like halal certification and slaughter dates. We want pet owners to know exactly what’s going into their pet’s meals.”

The nutritional backbone

StreetPaw’s signature product is its nutrient-rich broth, available in five flavours: kampung chicken, duck, Australian lamb, Australian beef, and Atlantic salmon. 

“The broth series is our best-seller,” Keith beamed. “We’ve sold over 10,000 bottles so far.” 

Initially, the broth was designed to aid his own dog, Roxy, who suffered from gastrointestinal issues. After countless vet bills, a nutritionist suggested a special broth formula. “Within a week, Roxy’s issues were gone,” he shared.

StreetPaw’s broths are carefully crafted to cater to pets with dietary restrictions, including those with heart or kidney issues. 

By double-boiling the broth and manually removing fats, they’ve created a low-fat, nutritious option that appeals even to picky eaters. Veterinary endorsements have only added to StreetPaw’s credibility. 

According to Keith, Professor Madya Dr. Malaika Watanabe, a respected veterinarian, has praised the product, saying, “StreetPaw’s broths are a godsend for pet parents. Many sick pets take a liking to it, and once they eat, it’s a huge relief.” 

Real food, real challenges

The pet food industry is unregulated, which Keith admits has posed challenges. 

“It’s frustrating that there are no clear guidelines on what ‘human-grade’ even means,” he shared, “but we take it seriously. 

That’s why every batch is cooked in-house under strict supervision.” Each kitchen staff member must be certified by Malaysia’s Ministry of Health and receive typhoid shots every two years. 

Keith himself doesn’t have a food safety certificate, though he’s taken a course to understand it all. “For us, it’s about consistency and integrity,” he said. 

“We don’t outsource because we want to guarantee quality, even if it’s slower and more labour-intensive.”

Although some sceptics argue that kibble offers a more balanced diet at a lower price point, Keith is unfazed. “Kibble isn’t our competition,” he said bluntly. 

“Our customers understand the difference. They’ve often tasted our products themselves. Once they see it’s actual food and not just chunks of kibble, they get it.”

Finding his niche

StreetPaw’s customer base has grown organically, largely through word-of-mouth. “Our customers come to us because they’re seeking a real difference for their pets,” Keith said. 

The transparency and hands-on care StreetPaw offers have built a strong community of pet owners who see the benefits firsthand. 

Still, while the product might be impressive, there’s an inescapable question about StreetPaw’s price point. Can something this high-end cater to the average pet owner?

“We don’t want to justify our higher price points endlessly. Our ingredients and methods speak for themselves.”

For Keith, StreetPaw’s appeal goes beyond profit. “We’re not here to chase trends,” he stated. “We want to make real food accessible to as many pets as possible.” 

The price for a bottle of premium broth is RM29.90, whereas his Roast Series can range from RM59.90 to RM79.90.

Though their cautious, demand-driven model may limit rapid expansion, Keith insisted that maintaining quality is his priority. “I’d rather focus on what we’re good at than offer a broad but mediocre selection.”

Lessons in passion and purpose

In the short term, Keith has his sights set on making quality, fresh pet food affordable through economies of scale, hoping that more animals can experience the benefits of real food without financial burden. 

Long-term? Keith’s goal is ambitious but grounded: to make restaurant-grade food accessible to as many pets as possible.

When asked what he’d say to entrepreneurs hoping to align business with passion, Keith reflects on the same question that set him on the StreetPaw path. 

“What do you still love that you loved at 12? And how can you use that to improve others’ lives?”

He elaborated, “Then, think about how you can help others with that passion. That’s where the fulfilment and, eventually, the success come from.”

His own journey shows that the answer may not be obvious at first, but finding it can make all the difference.

As Keith continues his journey, he’s proving that the right mix of purpose and passion can feed not just his customers’ pets, but a whole new way of looking at what’s in the pet food bowl.

Featured Image Credit: StreetPaw