Mumbies to appear on season finale of ‘Project Pitch It’

Milwaukee-based natural pet products company Mumbies will appear on the season 10 finale of Project Pitch It this weekend as the startup continues expanding its retail footprint and charitable efforts.

Founder Bradley Will said pitching on the show gave the company a chance to introduce both its products and its broader mission to a larger audience.

“I thought it was a great opportunity,” said Will. “I love seeing things like this happening locally. It’s so unique.”

Mumbies provides natural dog chews and treats designed to avoid some of the ingredients commonly found in mass-market pet products.

The company’s first product, a chew stick made from repurposed coffee wood, established its focus on natural, non-toxic materials. Coffee wood is highly resistant to cracking and splintering, making it a safer alternative to ordinary sticks while also appealing to environmentally conscious pet owners looking to avoid plastics. In November 2024, Mumbies expanded its product line with freeze-dried bison liver treats processed and packaged in Wisconsin using U.S.-sourced bison.

Will said appearing on the show was not only an opportunity to increase visibility for the company, but also a chance to encourage other entrepreneurs.

“Somebody could see our experience, and it could help them in some way, it could inspire them, it could encourage them,” he said. “It was also an opportunity to get Mumbies’ name and mission in front of more people locally.”

In recent months, Mumbies has continued to grow its wholesale footprint and is now carried in approximately 40 stores, according to Will.

The company has also expanded its charitable efforts through a program called “Mumbies Misfits,” which donates imperfect or cosmetically flawed products to rescue organizations rather than discarding them.

Will said the company has donated more than 3,000 items, nearly $50,000 worth of products, to approximately 50 rescue organizations, primarily in Wisconsin and Illinois.

The products are typically distributed to dogs currently in rescue care. The program has become one of the company’s primary ways of supporting rescue organizations while reducing product waste.

“It really opened my eyes to how much support is needed by these rescues,” said Will. “I learned that they don’t get a lot of toy donations.”

“They liked the mission,” Will added of the Project Pitch It judges. “They learned a little bit about what we do for the community, and I think they were pretty excited about that.”

While Mumbies is still known primarily for its branded products, Will said the company is also building technology and infrastructure designed to support smaller pet-focused brands and create a broader online destination for pet owners seeking natural and specialty products.

The company is rebuilding its website and backend systems to support additional pet-focused brands that align with its emphasis on natural and specialty products.

“What’s going to make us unique is being able to source and curate some of the most amazing brands that they’re not going to find in their local pet shop or on a bigger website,” he said.

Will said many of those companies sell directly to consumers and are intentionally avoiding large marketplaces such as Amazon.

The appearance on Project Pitch It comes during a period of continued evolution for the company as it balances growth, wholesale expansion and its long-term vision of supporting rescue organizations and animal welfare efforts.

To see when this episode of Project Pitch It airs in your community, click here.