# The Farmer's Dog **Source:** https://geo.sig.ai/brands/the-farmers-dog **Vertical:** Pet Care **Subcategory:** Pet Food **Tier:** Challenger **Website:** thefarmersdog.com **Last Updated:** 2026-04-14 ## Summary Fresh dog food subscription delivering pre-portioned refrigerated human-grade meals; personalized portion plans for pets competing with Nom Nom and Ollie in premium DTC pet food market. ## Company Overview The Farmer's Dog is a direct-to-consumer fresh pet food subscription company delivering pre-portioned, refrigerated, human-grade dog food (made with fresh meat and vegetables, cooked in USDA-certified facilities) directly to customers' homes on a subscription basis — disrupting the traditional kibble-dominated pet food market with fresh, personalized nutrition. Founded in 2014 by Brett Podolsky and Jonathan Regev in New York City, The Farmer's Dog has raised approximately $150 million and has grown rapidly as the premium pet food category has expanded with pet humanization trends.\n\nThe Farmer's Dog's meal plans are personalized — customers complete a health profile for their dog (breed, age, weight, activity level, any health conditions), and the company formulates a specific daily calorie plan and delivers the appropriate portion sizes. Meals are made with whole-food ingredients (turkey and sweet potato, beef and rice, chicken and lentils) with no artificial preservatives, fillers, or by-products. The subscription model and refrigerated delivery create a high-frequency engagement cadence with customers.\n\nIn 2025, The Farmer's Dog competes in the fresh dog food market alongside Nom Nom (acquired by Mars Petcare), Ollie, PetPlate, and A Pup Above — all competing for the premium pet owner willing to spend $60-200/month on fresh dog food versus $20-60/month on premium kibble. The fresh pet food market has grown significantly but remains a small fraction of the overall $58 billion US pet food market, which is dominated by dry kibble from Mars, Nestlé Purina, and Hill's. The Farmer's Dog's 2025 strategy focuses on growing brand awareness through national advertising (the brand ran a Super Bowl commercial in 2023 that significantly increased awareness), expanding its veterinary relationship for prescription diet products, and expanding internationally. ## Frequently Asked Questions ### What is The Farmer's Dog? The Farmer's Dog generated $500M+ revenue 2024 as fresh dog food DTC subscription (human-grade USDA meat/vegetables, veterinary nutritionists formulated, pre-portioned frozen meals $2-8/day dog size, delivered dry ice insulated boxes). Founded 2014 NYC by Brett Podolsky and Jonathan Regev (entrepreneurs, dogs chronic health issues kibble processed 300°F destroys nutrients, human-grade alternative vision). Model: online quiz dog age/weight/activity/allergies, custom meal plan beef/turkey/pork/chicken recipes, subscription autoship weekly/biweekly. ### When was The Farmer's Dog founded? The Farmer's Dog was founded in 2014 in New York City. Founded 2014 NYC by Brett Podolsky (dog Jada digestive issues kibble) and Jonathan Regev. Human-grade USDA fresh food subscription $2-8/day. Veterinary formulated. 2020 Super Bowl ad 'Forever'. Pandemic tripled revenue. $1B+ valuation 2022. $500M+ 2024, 1,500 employees. ### What are The Farmer's Dog's major milestones? The Farmer's Dog has achieved significant milestones throughout its history. In 2014, The Farmer's Dog Founded NYC: Brett Podolsky (dog Jada kibble issues), Jonathan Regev. Human-grade USDA meat. Frozen pre-portioned. Beta 50 dogs. In 2015-2019, Series A+B: $150M Insight Partners/Shasta: Instagram #TheFarmersDog influencers. Millennial pet parents 25-40. $100-200/month. Veterinary nutritionists recipes. In 2020 Feb, Super Bowl Ad 'Forever': $10M Spend: Dog aging timeline emotional. Viral 20M+ views. Humanization trend marketing. Waitlists surged. In 2020-2021, Pandemic: Pet Adoption Boom, Revenue Tripled: Humanization 'fur babies'. Waitlists 6-8 weeks USDA capacity. Supply chain strained frozen logistics. In 2022, Unicorn Status: $1B+ Valuation: Comparable Ollie $200M, PetPlate $100M. Addressable 10-15% affluent owners. Premium positioning. These milestones represent the company's evolution and growth in its industry. ### What is The Farmer's Dog's mission? The Farmer's Dog's mission is to To revolutionize pet nutrition by providing human-grade, fresh, veterinarian-formulated meals that help dogs live longer, healthier lives. ### Who founded The Farmer's Dog? The Farmer's Dog was founded by Brett Podolsky and Jonathan Regev. The Farmer's Dog founded 2014 NYC by Brett Podolsky (CEO, dog 'Jada' chronic digestive issues kibble, researched nutrition veterinary studies) and Jonathan Regev (co-founder, dog health problems, frustrated pet food industry opacity rendered meals/byproducts). Insight: kibble processed 300°F destroys nutrients (shelf-stable 2 years preservatives, chicken 'meal' not meat, dogs evolved carnivores fresh food, human-grade USDA alternative gap market). Model: DTC subscription quiz (dog age/weight/breed/activity/allergies, veterinary nutritionists formulate recipes beef/turkey/pork/chicken, human-grade USDA facilities, pre-portioned daily frozen, dry ice shipping). Beta 2014 (50 dogs NYC, positive health feedback energy/coat/digestion, iteration recipes palatability). 2015-2019 raised $150M Insight Partners/Shasta, Instagram influencers #TheFarmersDog millennial 25-40 'fur babies'. Super Bowl 2020 ad 'Forever' $10M (dog aging timeline emotional, viral 20M+ views). Pandemic 2020-2021 tripled revenue (pet adoption boom, humanization spending $100-200/month). $1B+ valuation 2022 unicorn. Challenges: price premium kibble $50 vs fresh $100-200, churn 25-30%, USDA capacity constraints. Competing Ollie $200M, Nom Nom (Mars). 1,500 employees, USDA PA/TX/CA. ### How does The Farmer's Dog personalize meal plans? The Farmer's Dog requires every new customer to complete a detailed health profile for their dog covering breed, age, current weight, target weight, activity level, body condition score, and any known health conditions or food sensitivities. The company's proprietary algorithm uses this profile to calculate the dog's precise daily caloric needs and formulate a meal plan with the appropriate protein type (beef, turkey, chicken, or pork recipes) and daily portion size — pre-portioned into individual daily meal pouches. The personalization extends to the packaging: each delivery is labeled with the dog's name and each daily pouch is sized to the individual dog's calculated daily caloric requirement. ### What is The Farmer's Dog's subscription model and pricing? The Farmer's Dog operates on a subscription model — customers sign up for recurring deliveries (every 1-4 weeks depending on dog size and meal plan), receiving pre-portioned, refrigerated fresh food shipped in insulated packaging with dry ice. Pricing varies significantly by dog size: small dogs (10 lbs) may cost $3-5 per day, while large dogs (80 lbs) can cost $12-20+ per day — a significant premium over kibble ($1-3 per day for equivalent size dogs) that positions The Farmer's Dog firmly in the premium pet food market. The company offers a starter kit discount for new customers to reduce the trial cost barrier for the transition from traditional kibble feeding. ### How does The Farmer's Dog compete with traditional pet food brands? The Farmer's Dog competes on fresh, human-grade ingredients and clinical evidence — positioning its meals as nutritionally superior to processed kibble by using whole meats, vegetables, and no artificial preservatives or fillers, cooked in USDA-certified facilities at temperatures lower than commercial kibble processing. The company has invested in clinical research, publishing a peer-reviewed study showing dogs fed The Farmer's Dog food had longer lifespans and better health outcomes than kibble-fed dogs — creating science-based marketing claims that commodity pet food brands cannot match. Competitors in the fresh pet food category include Ollie, Nom Nom (acquired by Purina), and JustFoodForDogs. ## Tags b2c, saas, services, healthtech --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*