Anna Akhapkina, the head of the UME project, and a breeder of Great Danes with 10 years of experience, tells us about how the brand was created, where the name came from and why dogs need to be scanned.
- The peak of the popularity of pets, especially dogs, came during the pandemic. But cats continue to be the most popular pets. Why did UME choose dogs specifically?
- Dogs are more mobile, active, social. The breeds differ greatly in character, size and habits. In addition, it is easier for me to work with dogs because of my experience. That’s why we chose dogs — it’s easier to explore the capabilities of our application on them in order to use it for any pets, including cats, in the future. With the help of video monitoring systems and artificial intelligence, we are studying the food preferences of our pets and are selecting the ideal diet. In addition, behavior analysis allows us to better understand our four-legged friends, monitor their health, and carry out prevention.
- UME is a Russian brand, but the name is reminiscent of Japan ...
- Well, in terms of Japan, we only took the charming dog of the Akita Inu breed for our photo shoots. And the name came to our creative director suddenly, we first had the project’s idea was born: in order to better understand animals and take care of their health, we decided to combine modern technologies and thousands of years of tradition in the use of ginseng. Then the slogan - "Just like you", and hence the name - UME - U and Me - you and me. UME is about love. And, of course, good taste.
- Talking about tastes. You make food from entomo protein - an insect protein - with the addition of white imperial ginseng root. Does it affect the taste in any way?
- Insects have been used as food for a long time, they have more protein than meat. Also, this protein is hypoallergenic. It does not affect the taste of the food in any way, well, if only for the better. And ginseng does have a specific aroma and taste, but it is almost imperceptible in the feed. Since it is a natural product, it does not prevent dogs from enjoying the taste of food in any way. We are currently producing two feeds - with turkey and lamb. But we plan to expand the line in the near future and delight your furry friends with various delicacies. For example, with the taste of salmon or tripe * (* ed. - the stomach of ruminants).
- Where can UME products be purchased?
- On the website and in the app. The UME app is an entire ecosystem for your pet, where they can connect with friends on social networks, buy premium products, participate in the privilege program and accumulate points, improve their status and receive various services - from a 24/7 concierge to a groomer and an animal psychologist. In the near future, we also plan to release a line of accessories and cosmetics for dogs, and next year we will add products for cats. After all, life is not the same without a cat!
