Table of Contents
If you have ever poured a fresh bag of clay cat litter into a box, you know the drill. A thick, chalky cloud of dust rises into the air, coats your lungs, and settles a fine layer of grit over your laundry room. For decades, pet owners just accepted this messy reality as the cost of loving a feline. But what if the solution to this universal annoyance was hiding at the bottom of a martini glass or a Mediterranean olive press?
When Kristina Drobach stepped onto the Shark Tank stage in Season 17 (March 2026), she brought a radical, completely dust-free solution to a billion-dollar pet industry problem: cat litter made entirely from crushed olive pits. Pitching a multi-million-dollar valuation with explosive early sales, her brand, Paco & Pepper, quickly commanded the Sharks' attention.
However, big valuations usually bring out the sharpest teeth in the Tank. What unfolded was a tense negotiation over retail margins, aggressive royalty demands, and a founder who knew exactly when to walk away. Here is the full story of Paco & Pepper, how they survived the Tank, and where the multi-million-dollar olive pit empire stands today.
What is Paco & Pepper?
Paco & Pepper is a premium, eco-friendly pet care brand that specializes in a highly absorbent, 100% dust-free cat litter made from upcycled olive pits. The brand aims to provide a cleaner, safer, and healthier environment for both cats and their owners by replacing environmentally destructive, mined clay litters with natural agricultural byproducts.
During the olive oil production process, massive quantities of olive pits are separated from the fruit and typically discarded as waste. Paco & Pepper rescues these pits, dries them, and grinds them down. Because olive pits have a naturally porous structure, they are incredibly effective at absorbing moisture and trapping odors. The company blends the ground pits with a small amount of olive oil and plant-based guar gum, which acts as a natural binder to create tight clumps when wet.
The resulting granules are heavier than traditional sand or silica litters, which drastically reduces "tracking," the annoying habit cats have of carrying litter out of the box on their paws. Most importantly, the olive pit formula completely eliminates the respiratory hazards associated with fine clay dust.
| Business Overview | Details |
|---|---|
| Business Name | Paco & Pepper |
| Founded Year | August 2020 |
| Core Product | Low-dust, clumping cat litter made from upcycled olive pits |
| Target Audience | Eco-conscious cat owners, cats with allergies/respiratory issues |
| Key Ingredients | Crushed olive pits, olive oil, guar gum (binder) |
| Retail Price | ~$19.99 - $24.00 (11.5 lb bag) up to $42.99 (25 lb bag) |
Who is the Founder of Paco & Pepper?
Paco & Pepper was founded by Kristina Drobach (also known professionally as Kristina Drobachevskaia). Like many great businesses, the idea was born out of personal frustration and a desire to protect a loved one, in this case, her cat, Paco.
After immigrating to the United States, Drobach noticed that Paco was suffering from recurring respiratory issues. He was constantly sneezing and wheezing. After consulting with veterinarians and doing her own extensive research, she realized the culprit was right inside his litter box. Traditional clay litters produce a massive amount of fine silica dust that cats (and their owners) inhale daily.
Desperate for a solution, Drobach began testing every alternative litter on the market: pine, walnut shells, paper, and corn. While many of them reduced the dust, they introduced terrible new problems. Some didn't clump at all, leaving a soggy mess at the bottom of the box. Others did absolutely nothing to mask the harsh smell of ammonia.
Refusing to compromise, Drobach looked outside the traditional pet aisle and studied agriculture. She spent nearly two years perfecting a proprietary formula using discarded olive pits.
By 2020, she officially launched Paco & Pepper, naming the company after her beloved, wheezing cat who inspired the invention. As a small, self-funded, woman-owned business, she hit the ground running, relying heavily on direct-to-consumer online sales and building a loyal community of frustrated cat parents.
Paco & Pepper Shark Tank Journey & Pitch
In Season 17, Episode 12 (aired March 4, 2026), Kristina Drobach confidently walked into the Shark Tank seeking $300,000 in exchange for a 5% equity stake in Paco & Pepper. This ambitious ask placed a massive $6 million valuation on her relatively young company.
She began her pitch by highlighting the dirty secret of the pet industry: clay dust. She demonstrated the effectiveness of her olive pit litter by pouring water directly into a display box, proving to the panel how quickly and firmly the natural guar gum binds the moisture into an easy-to-scoop clump. Lori Greiner, known for her hands-on approach, stepped up to test the clumping action herself and seemed impressed by the lack of dust.
But in the Shark Tank, a great product is only half the battle. The Sharks immediately zeroed in on her towering $6 million valuation. Drobach was ready with the numbers. She revealed that in 2024, the company's very first year of full operation, they generated an impressive $1.1 million in revenue. Better yet, at the time of filming, current year sales had already hit $1.8 million, and she projected closing the year between $4 million and $4.5 million. Furthermore, she teased a massive upcoming retail expansion, noting that the brand was expected to roll out into 500 to 750 Walmart stores by early 2026.
| Pitch & Offers | Details |
|---|---|
| Initial Ask & Valuation | $300,000 for 5% equity ($6 Million Valuation) |
| Sharks in the Room | Mark Cuban, Lori Greiner, Kevin O'Leary, Daniel Lubetzky, Fawn Weaver |
| Kevin O'Leary's Offer | $300,000 for 20% + $2 royalty per bag (dropping to $1) |
| Founder's Counter | 13% equity + $0.60 royalty per bag |
| Kevin's Final Counter | 20% equity + $1.50 royalty per bag |
| Final Deal | No Deal (Walked Away) |
Despite the stellar sales, the Sharks were hesitant. The pet space is notoriously cutthroat, dominated by legacy conglomerates with bottomless marketing budgets. Guest Shark Fawn Weaver and KIND Snacks founder Daniel Lubetzky both expressed concerns. Lubetzky felt the $6 million valuation was too premature, and both Sharks worried about the brutal costs and heavy competition required to survive on major retail shelves like Walmart. They opted out. Lori Greiner also stepped back, leaving only the notoriously aggressive Kevin "Mr. Wonderful" O'Leary in play.
O'Leary liked the cash flow, but true to form, he wanted his money back quickly. He offered $300,000 for a massive 20% equity stake, plus a $2.00 royalty on every bag sold until he recouped his investment, after which the royalty would drop to $1.00 in perpetuity.
Drobach, knowing her margins would be squeezed tight in retail, immediately countered. She offered 13% equity and a $0.60 royalty. Mr. Wonderful refused to budge that far, countering back with 20% equity and a $1.50 royalty. Realizing that a permanent $1.50 royalty per bag would bleed her retail profits dry, Drobach stood her ground, thanked the Sharks, and bravely walked out of the Tank without a deal.
What Happened to Paco & Pepper After Shark Tank?
Walking away from Kevin O'Leary proved to be a highly lucrative decision. Even without a Shark's financial backing, Paco & Pepper experienced the legendary "Shark Tank Effect." On the night their episode aired, their website saw a massive surge in traffic, with thousands of eco-conscious pet parents eager to ditch their dusty clay litter.
Because Drobach already had a strong direct-to-consumer logistics network in place, the company handled the post-show order surge remarkably well compared to many overwhelmed startups. They capitalized on the momentum by aggressively pushing their subscription model, allowing customers to set up automatic monthly deliveries. This created a highly predictable and recurring revenue stream, completely validating Drobach's decision to protect her profit margins from a heavy royalty deal.
Furthermore, the retail expansion she promised on the show came to fruition. Armed with the national exposure of Shark Tank, Paco & Pepper confidently expanded their footprint, bypassing the need for a Shark's connections to get into major storefronts.
Is Paco & Pepper Still in Business?
Yes, Paco & Pepper is thriving and expanding rapidly. Today, the company's products are widely available not just on their own website, but in major national pet retailers. You can find their distinct, minimalist bags on the shelves of Petco, PetSmart, and Target, alongside regional specialty grocers like Gelson's, Bayside Market, and Lazy Acres Natural Market.
To keep up with demand and appeal to a broader customer base, Paco & Pepper expanded its product line. They now offer a charcoal-infused version of their classic olive-pit litter, specifically designed for multi-cat households that require heavy-duty odor control.
Furthermore, they expanded into the broader pet accessory market, selling branded litter scoops with base holders, pet waste bags, and canvas tote bags. By holding onto 100% of her equity, Drobach maintained total creative and financial control over the brand's trajectory, proving that a solid product with strong sales doesn't always need a Shark to swim with the big fish.
What is the Valuation & Net Worth of Paco & Pepper?
When Drobach pitched the Sharks, she confidently valued her company at $6 million based on a projected $4 million to $4.5 million in annual revenue. Because she walked away from O'Leary's aggressive counter-offer, she did not have to take a "down round" valuation.
Given the successful execution of her retail rollout into massive big-box stores like Target, Petco, and PetSmart, and the guaranteed spike in direct-to-consumer sales following the Shark Tank airing, Paco & Pepper has likely met or exceeded its $4.5 million revenue goal for 2026.
In the consumer packaged goods (CPG) pet space, growing, profitable companies with strong retail distribution typically command valuations at a 1.5x to 2x multiple of their annual revenue. Therefore, the estimated valuation of Paco & Pepper sits comfortably between $6 million and $8 million.
Because Kristina Drobach retained full ownership of her company, her personal net worth is closely tied to this figure, making her a multi-millionaire thanks to her innovative use of olive waste.
Where to Buy Paco & Pepper?
Finding Paco & Pepper is incredibly easy. If you prefer the convenience of home delivery, you can order directly from the official website (pacoandpepper.com). The site offers the best value for loyal customers, providing a seamless "Subscribe & Save" feature that automatically ships fresh litter to your door on a schedule that fits your cat's needs.
If you prefer to buy in-store, the brand has secured premium shelf space at national giants like Petco, PetSmart, and Target. You can also find it at specialty markets like Lazy Acres Natural Market and Gelson's. Prices typically hover around $19.99 to $24.00 for a standard 11.5-pound bag, while massive 25-pound bags are available at select retailers (like PetSmart) for around $42.99.
Are Paco & Pepper Reviews Actually Good?
While the business is undeniably a financial success, customer feedback reveals a slightly mixed reality, which is highly common in the finicky pet care market.
The Good: Customers universally praise the company's core promise: it is genuinely 100% dust-free. Reviewers with asthma, allergies, or sensitive cats rave about the immediate improvement in their home's air quality. The litter tracks significantly less than lightweight clay, and environmentally conscious buyers love supporting a sustainable, upcycled product.
The Bad: However, the natural guar gum clumping agent has a learning curve. Several customers note that while the litter does clump, the clumps can take longer to harden compared to synthetic clay. If scooped too soon, the clumps can be sticky, wet, and adhere stubbornly to the sides of the litter box or automatic litter robots.
Finally, the ultimate decider is the cat. A notable percentage of negative reviews stem simply from feline preference; some cats, used to the sandy texture of clay, flat-out refuse to step on the thicker, heavier olive pit granules. For owners willing to slowly transition their cats by mixing the litters over several weeks, the success rate is much higher.
