Whilst practising as a Vet in rural New South Wales, I was often asked by pet owners to recommend a wholesome treat that they could reward their pets with as a treat or training aid. Knowing of nothing suitable that met my high standards of health and nutrition, I decided to develop my own. Using only human grade beef liver sourced from my family butcher, I sliced, oven dried and packaged what was to become the first 100% natural liver treats.
Word-of-mouth recommendation amongst customers, friends and even other vets saw the demand grow beyond the ability of my home-based business to satisfy. In November 1998 the Show’em How Much You Love’em company was born and the first love’em® liver treats were successfully launched.