If you want to work at the Farmer’s Dog, the fresh made and
personalized meal delivery service for dogs, you have to be
prepared to do one thing first – eat the dog chow. This might
seem like a ghastly test, but the Brooklyn startup thinks it’s
important to emphasize that the food they make is safe for
humans, and so by default, safe for a human’s four-legged friend
“It’s fun think about the food being safe enough to eat, so you
may as well try it,” says Jonathan Regev, a cofounder
of Farmer’s Dog. But, he adds, “people are usually
disappointed by how bland it is, it’s just meat and vegetables.”
Regev and his co-founder Brett Podolsky got their start after
Podolsky’s dog, Jada, needed home cooked food to stay healthy.
Making meals that were nutritionally balanced enough to keep the
vet happy was tough and time consuming. Podolsky was willing to
do it for a short time, but realized others might not be despite
their desire to feed Fido a fresh dinner.
Their service is a little like a subscription meal service
— think BlueApron, but for dogs. Customers order as many meals
per week for delivery as they need, with each meal based on a
questionnaire that takes into account the hound’s health and
As it turns out, dogs are the perfect subscription
customers – they eat like clockwork and aren’t too picky about
what their meal looks or tastes like. The important thing is that
the food is fresh and healthy.
The duo launched in beta mode in 2014, and in May of 2017 raised
$8.1 million in Series A funding in a round led by Shasta
Ventures with participation from Forerunner Ventures,
Collaborative Fund, and SV Angel.
“We forget dogs are animals, and for some reason we’ve been
conditioned to feed them small processed balls from a…