Exploring Life & Business with Natalie Soonthornswad of The Happy Beast

Today we’d like to introduce you to Natalie Soonthornswad.

Hi Natalie, please kick things off for us with an introduction to yourself and your story.
Back in 2014 my own cat, Cream, had really bad IBS and the only thing that “cured” him was feeding him a biologically appropriate diet of raw food.

Within a few weeks, Cream was like a different cat. His symptoms cleared up, he gained healthy weight, and his energy came back. The difference was hard to ignore.

That experience stuck with me. I realized there were probably plenty of other people dealing with the same thing—pets with chronic issues and no real solutions. So I started thinking seriously about turning this into something more.

That’s how the business began. Not as some big plan, but from trying to solve a problem for one cat—and realizing it could help others, too.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Some of the struggles that I experienced were educating the market and ensuring quality sourcing of products to carry.

Many pet owners are unfamiliar with raw or biologically appropriate diets, or they may have heard conflicting information. A big challenge is building trust and providing credible, science-backed education without sounding preachy or overly niche.

Finding products that fit within our high standards of ethically and sustainably sourced items can be limiting, expensive and sometimes inconsistent in supply. Ensuring you maintain quality while keeping prices reasonable is also a constant balancing act.

Alright, so let’s switch gears a bit and talk business. What should we know?
The Happy Beast is a next-generation natural pet food store where our goal is to help provide the best possible nutrition for your animals. It’s not just about providing a high-quality kibble anymore; it’s about introducing our customers to non-processed and whole food options. In other words, it’s about reconnecting our animals with their “wild side” by providing them with an ancestral and species-appropriate diet based on meat and fresh foods.

Sound complicated? It’s not. Sound expensive? It doesn’t have to be. Just give us your budget and we’ll develop a food plan that incorporates these highly-nutritious and palatable foods. And we’ll make it fun and educational along the way.

How do we do it? We’re a dedicated team of professionals that know and love what we’re talking about. We spend our time researching the latest in animal nutrition and health and we’re passionate about sharing that knowledge with others. In everything we do, we want to help you and your animals live healthier, happier lives.

Want to learn even more? Check out our Sustainability Policy and Plan, which outlines our company standards and commitments.

Eat well. Play hard. Live wild.

Can you talk to us about how you think about risk?
I believe the biggest risk I’m taking is happening right now. The Independent pet food industry is rapidly evolving, especially with the rise of direct-to-consumer food services. Competing with major brands like The Farmer’s Dog and Ollie Dog has pushed us to innovate and adapt.

Because our focus is on fresh food, we launched our own online and in-store brand, Wild Nosh Pets, to offer high-quality treats that align with our values, such as being plastic free and sustainably sourced. We also made a strategic move to a new location, allowing us to expand our services. We’ve introduced a cat café, offer dog training, and are currently building a dog-friendly enrichment yard. To enhance the community experience even further, we’re also in the process of securing a beer and wine license.

This pivot has required significant investment, creativity, and a willingness to embrace change—but I also believe it has positioned us to compete in a changing market and better serve our customers.

Contact Info:

• Website: https://thehappybeast.com
• Instagram: https://www.instagram.com/thehappybeast
• Facebook: https://www.facebook.com/TheHappyBeastCo
• Yelp: https://www.yelp.com/biz/the-happy-beast-lafayette