You have a problem. You fix that problem. You realize others have that problem. A business is born.
The story is no different for @TheFarmersDog, a meal delivery company that is sort of like Blue Apron, but for dogs.
It all began in 2015 with an 80 pound Rottweiler named Jada, whose intestinal issues rejected all store bought kibble and required her owner, Brett Podolsky, to cook natural meals for her. Podolsky’s, friend Jonathan Regev, noticed that Jada probably wasn’t the only dog who couldn’t eat the dry, preserved, months old dog food on retail shelves, so together they started The Farmer’s Dog.
The Farmer’s Dog products are human-quality and personalized for each dog’s dietary needs and activity levels. Podolsky and Regev say their products are sourced and produced to human-grade standards, using USDA and FDA-inspected ingredients that are prepared in facilities with safety standards usually reserved for human food.
Pet food is a $70 billion dollar industry, $24 billion from the US alone, making it fairly easy for The Farmer’s Dog to receive funding. The founders bootstrapped the company for a year while cooking dog food in a small commercial kitchen in Brooklyn. They have now received over $10 million total in funding from both seed funding and Venture Capital funding.
The startup uses a proprietary algorithm to customize meal plans for optimized costs, and collect data and track improvements from customers with similar dog profiles. The Farmer’s Dog’s will be using the latest funding to develop new products and recipes, hire more staff, and grow the startup’s production capacity.
Since dogs predictably eat same thing everyday, and don’t spontaneously go to a restaurant, The Farmer’s Dog is able to send weeks worth of food at a time, instead of just a few meals, and save on delivery costs with no middleman. The company’s meal plans currently start at $11 per week for small dogs.
Think your dog would like fresh meals?