From Unknown Idea to 8-Figure Brand: How to Educate, Sell, and Scale

In this episode of the Harvest Growth Podcast, Jon LaClare sits down with Evan Zhao of Pacagen to discuss how his team developed and marketed a new kind of pet allergy solution designed to help people live more comfortably with the animals they love.

Evan shares the challenge of bringing a product to market when customers do not already understand the category. Unlike products built around familiar trends like magnesium, creatine, or protein, Pacagen had to educate customers on why pet allergies happen, how their solution works, and why it is different from traditional options.

The conversation dives into what it takes to build demand for a new product category, including how Pacagen approached longer sales cycles, performance marketing, website sales, Amazon, and customer education. Evan explains why products that require more explanation often perform better on a brand’s own website, where companies can capture customer information, retarget visitors, and continue educating them over time.

Evan also shares why lifetime value is one of the most important drivers of growth, especially for a product customers may come back to repeatedly. From customer service to packaging, scent, shipping, and the full product experience, Pacagen focuses on improving every touchpoint to make sure customers have a reason to return.

This episode also explores Pacagen’s work with shelters, where the company gives away free samples to help more people keep their pets instead of giving them up due to allergies. Evan explains why this is one of the few initiatives his team does without focusing directly on ROI — because helping pets stay in loving homes is valuable on its own.

In today’s episode of the Harvest Growth Podcast, we cover:

● How Pacagen created a new category in pet allergy relief
● Why educating customers is critical when selling an unfamiliar product
● How longer sales cycles impact performance marketing strategy
● Why website sales can be more effective than Amazon for products that require explanation
● How Amazon can serve as a demand capture channel
● Why lifetime value depends on the full customer experience
● How customer service helps improve product retention
● Why product sampling can build trust, create goodwill, and support a larger mission
● How Pacagen is helping pet owners and shelters reduce allergy-related pet surrender

If you’re building a new product category, marketing a product that requires education, or trying to improve long-term customer value, this episode offers practical insight into how product quality, customer experience, and clear messaging work together to support sustainable growth.

To learn more about Pacagen, visit Pacagen.com or search for Pacagen on Amazon.

Do you have a brand you’d like to launch or scale? Visit HarvestGrowth.com to book a free consultation and learn how our team has helped generate over $2 billion in product sales.