CANAAN — Fans of the television show “Shark Tank,” stay tuned. On Friday, April 4, Amanda Freund of East Canaan will be facing the panel, imploring members to invest in her unique product: cow poop.
Freund and her father Matthew Freund produce and market CowPots, which are made from the abundance of manure found on their dairy farm. Matthew Freund, realizing cows were producing more manure — 100 pounds per cow per day — than was needed for fertilizing fields for crops, came up with the concept of the pots. Years of trial-and-error experimentation finally resulted in success. In 2006 he began selling the biodegradable pots using 100% composted manure to local stores. Now the pots can be found in outlets across the country, as well as internationally.
Amanda Freund — after graduating from Cornell University’s School of Agriculture, doing a stint working as a legislative aide and spending two years in Zambia as part of the Peace Corps — returned to the farm and now heads up the marketing part of the business.
Freund recently spoke about the USDA Rural Development Value Added Producer Grant they received. As part of that, the business is supported through Berkshire Agricultural Ventures, which helps get grants for investing in marketing. One of the consultants they deal with sent in a submission for appearing on “Shark Tank.”
“I guess they were intrigued enough to take it to the next step,” Freund said.
The program is an American reality business series dating back to 2009. Contestants seek investments and in return give up equity in their enterprises. They may receive offers for the amount being requested, multiple offers, an amount too low or nothing at all.
Freund had a phone introduction with the show’s representatives last June and had meetings with producer teams almost every week after that. Upon submitting reams of documents, including business analyses and digital content, she flew out to SONY Studios in Los Angeles in September to tape the program. “I was told I wouldn’t know if the segment would air until three weeks before,” she said, “and to the day, that’s when I heard.”
Freund smiled, remembering how she was trying to figure out ways to “make a splash about poop” on the show and thought about bringing a live cow onto the stage. But that endeavor proved to be “udderly expensive,” so she opted for an inflatable one. She said she watched a lot of previous broadcasts to get a sense of what the panelists, known as “sharks,” were looking for and determined they each seemed to have a particular interest. She decided to focus her presentation on environmental sustainability, promoting the idea of providing an alternative to plastic and peat.
“It felt very grass roots being able to get that exposure on a national stage,” she said. “I felt solid in my conviction of being able to share our product with millions.”
Freund said the show also gave her an opportunity to showcase the packaging aspect of the business which they are seeking to increase, since CowPots have a limited seasonal demand. She showed an example of the product that can be used to ship wine bottles.
“Shark Tank” isn’t the first time CowPots were featured on a syndicated television show. In 2007, Matthew Freund appeared on an episode of “Dirty Jobs” with Mike Rowe, which was well received.
“Shark Tank” airs on ABC at 8 p.m.
