National pet-food stores are in ruff territory these days, with a lot of high-profile problems, so Pam and Carl Holzapfel started their own pet-supply store in order to fill a particular niche: a place that carried only U.S.-made, healthy yet affordable pet foods and treats. They named their Aurora shop, Betty & Wilma's, after their two dogs, and they don't stop their service at just offering quality products; they believe education is the key for responsible pet owners who want to think outside the (big) box.