Slicing Through The Noise
This exciting channel dives into real leadership stories from Australia, offering a behind-the-scenes look at the challenges, setbacks, and triumphs of business leaders.
Hear firsthand how they navigated adversity and turned obstacles into success. Even more special, our guests are past clients of Integrity and Values who have been deeply influenced by our programs.
Be part of an exciting new journey with our founder and podcast host, Jennifer Elliott.
Slicing Through The Noise
Episode 2 Feeding Purpose: Chris Essex on integrity, vision, and building big dog pet foods
🎧 Episode Synopsis
In this deeply personal episode, Slicing Through the Noise welcomes Chris Essex, founder and CEO of Big Dog Pet Foods, for an unfiltered conversation about leadership, resilience, and purpose-driven entrepreneurship. Chris shares how early lessons in nutrition and sport sparked a lifelong passion that evolved into a pioneering pet food business that champions raw, biologically appropriate food for pets.
From losing $120K in the first two years to managing a team of 240 at just 25, Chris opens up about what it really takes to lead through chaos, stay accountable to your values, and build a business that lasts.
Listeners will walk away with powerful leadership insights, raw entrepreneurial truths, and a blueprint for staying the course when everything seems stacked against you. This is more than a business story – it’s a masterclass in integrity and vision.
đź“Ś Episode Breakdown
00:00 – 04:30 | Welcome & Framing the Journey
Introduction to the show’s focus on real leadership stories
Chris’s background and the story behind Big Dog
The themes of chaos, listening, and vision
04:31 – 11:00 | Early Passion & Discovering Food Science
A 12-year-old’s surprising shift from jam donuts to nutrition
Early academic struggles and finding purpose in food science
Combining passions: food, health, and animals
11:01 – 18:20 | From Smallgoods to Startup Life
Leaving corporate comfort for entrepreneurship
Realizing how little he actually knew about running a business
Losing money, raising a newborn, and pushing through
18:21 – 25:30 | The Entrepreneur’s Grind
Wearing every hat: production, sales, cleanup
Learning hard lessons in cashflow, pressure, and resilience
Embracing the 24/7 nature of building from scratch
25:31 – 32:00 | Educating a Market That Didn’t Understand You
The challenge of launching a product few understood
Reframing “BARF” and the science behind raw feeding
Fighting skepticism with conviction and facts
32:01 – 39:20 | Leadership by Standards and Culture
Holding suppliers and staff to human-grade standards
Why quality isn’t negotiable, even in pet food
Building a culture of integrity, clarity, and accountability
39:21 – 45:40 | Setbacks, Loyalty & Defining Moments
Losing a major partner and half the business overnight
Choosing not to let staff go and standing by the mission
The power of urgent action and transparent leadership
45:41 – 50:00 | Family Business, Real Conversations
Bringing his sons into Big Dog
Mentoring different personalities with different needs
Drawing the line between “Dad” and “MD”
50:01 – 55:00 | Lasting Vision & Practical Advice
Why Big Dog never strayed from its raw, natural roots
How values shape every leadership decision
Final advice: know your numbers, back your passion, and find your people
🎯 Key Takeaway
“The only thing harder than starting a business is starting one that educates a market. But if you stay true to your values and your passion, you’ll find your place.” – Chris Essex
Perfect For
Entrepreneurs launching new ventures
Founders comm
Thank you for listening to 'Slicing Through The Noise' the podcast that uncovers real stories behind impactful leadership in Australia and around the world.
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