The Farmer’s Dog, a giant in direct-to-consumer, fresh pet food company, has raised $8.1 million in Series A financing round which was led by Shasta Ventures. Along with that, previous investors including Forerunner Ventures, Collaborative Fund and SV Angel also participated in the round. The company has raised a total of $10.1 million in funding.
On the investment, Nikhil Basu Trivedi, Principal at Shasta Ventures, said:
At Shasta Ventures, we love investing in direct-to-consumer brands that are redefining their industry with a much better consumer experience and an authentic brand voice. The Farmer’s Dog team is on a mission to make all dogs happier and healthier, and we could not be more excited to lead the company’s Series A financing
Co-founded by Forbes “30 Under 30” entrepreneurs Brett Podolsky and Jonathan Regev, The Farmer’s Dog leverages smart technology and proprietary algorithms to create customized meal plans based on a dog’s individual profile including age, breed, size, activity level, and sensitivities. The fresh, veterinarian-designed food is then pre-portioned and delivered in personalized and ready-to-serve meals within days of preparation.
Commenting on the company, Jonathan Regev, Co-Founder, and CEO of The Farmer’s Dog.
We simply made a product that we wished existed for our own dogs. This is an enormous and fast-growing market, yet all the innovation seems to revolve around marketing instead of food quality and service. People are becoming better educated about what goes into pet food and simultaneously becoming more knowledgeable about the power food has on health.
Further adding to that, he said:
We saw a real opportunity to use a new business model to not only provide a more convenient experience but also a product that’s far superior, healthier, and simply not available through traditional retail channels
The mission of the company is to disrupt the $70 billion global pet food market and is completely rethinking how pet food is manufactured and marketed, by sending freshly made food directly to customers’ doors. This fresh food method directly contrasts the typical high-temperature process of making starchy pet foods which have been linked to a variety of health issues.
By shipping directly to their customers on subscription, the company is able to circumvent retail stores and make their food fresh. The claim to have reduced their costs for superior ingredients and offers their customers unparalleled food quality at an affordable price point. The meal plans at the company start at $11.00 per week. The company claims to have delivered over one million meals nationwide since launching just eight months ago.
The company’s investors have also backed other disruptive direct-to-consumer businesses like Dollar Shave Club and Warby Parker. This fresh financing will be used to develop new products, grow customer experience teams, and expand production capacity to bring fresh pet food to the mainstream.