11/06/2026
I didn’t set out to start a dog food company. I set out to stop my own dog scratching.
What I didn’t expect was how many owners I’d meet who’d done everything right, the trial, the vet derm, the expensive bag with the unpronounceable protein, and were still stuck.
The pattern kept showing up: the food had changed, but the thing the dog actually reacted to hadn’t.
That’s the bit that’s stayed with me, and it’s why I’m building this the slow way. Single protein, verified per dog, nothing hidden. I’d rather tell someone “kangaroo isn’t novel for your dog, start with venison” than sell them the wrong bag.
Still early, still pre-launch, still figuring bits out in. If your dog’s story sounds like the one in this video, come along for the build, waitlist link in bio. 👆🏻