Native Pet Company Profile

Background

Overview

Founded in 2017 by Dan Schaefer and Pat Barron, Native Pet is a St. Louis-based company specializing in all-natural, limited-ingredient pet supplements. The company's mission is to enhance pet health through clean-label products devoid of additives and fillers, utilizing functional whole foods to deliver effective, research-backed nutrition. Native Pet has rapidly emerged as a leader in the pet supplement industry, offering innovative products that cater to the evolving needs of modern pet owners.

Key Strategic Focus

Core Objectives and Specialization

Native Pet focuses on developing proprietary formulas and formats that provide targeted nutrition to pets. The company emphasizes the use of whole-food ingredients such as pumpkin, bone broth, and real chicken to create supplements that are both effective and palatable. By collaborating with board-certified veterinary nutritionists and food scientists, Native Pet ensures that its products meet the highest standards of efficacy and safety.

Key Technologies Utilized

Air-Dried Chews: A proprietary in-house formula that undergoes less processing and contains fewer additives compared to traditional soft chews, resulting in a more nutritious product.

Powdered Supplements: Formats like bone broth and pumpkin fiber powders allow pet owners to easily supplement their pets' diets with functional ingredients.

Primary Markets Targeted

Native Pet targets health-conscious pet owners seeking clean-label, functional nutrition solutions for their dogs. The company's products are available through various channels, including online platforms and retail partnerships with major stores such as Target, Petco, and Tractor Supply Company.

Financials and Funding

Funding History

Series A Funding (March 2022): Native Pet secured $6 million in a funding round led by CAVU Venture Partners, with participation from Mars' Companion Fund and Selva Ventures. This investment aimed to fuel innovation and category growth in the pet supplements space.

Series B Funding (August 2023): The company closed an $11 million funding round led by CAVU Consumer Partners. The capital was intended to accelerate innovation in pet supplements and expand Native Pet's retail footprint.

Utilization of Capital

The funds raised have been strategically allocated to:

Product Development: Investing in research and development to introduce new, innovative products.

Retail Expansion: Enhancing distribution channels and increasing product availability in major retail stores.

Brand Awareness: Implementing marketing initiatives to strengthen brand presence and consumer engagement.

Pipeline Development

Key Products

The Daily: Launched in October 2023, this all-in-one premium supplement is formulated to enhance a dog's daily diet, supporting energy utilization, skin and coat health, mobility, and gut health.

Air-Dried Chews: A line of supplements including Skin + Coat and Hip + Joint chews, designed to provide targeted relief in an easy-to-use, protein-forward bite.

Development Stages and Timelines

Native Pet continues to invest in research and development, with plans to introduce additional products that address common canine health concerns. Specific timelines for upcoming product launches have not been publicly disclosed.

Technological Platform and Innovation

Proprietary Technologies

Air-Dried Formulation: This process allows for fewer inactive ingredients, resulting in more nutritious supplements compared to traditional soft chews.

Scientific Methodologies

Collaboration with Experts: Products are developed alongside board-certified veterinary nutritionists and PhD food scientists to ensure efficacy and safety.

Ingredient Selection: Utilization of functional whole foods backed by scientific data to address specific health concerns in pets.

Leadership Team

Key Executives

Dan Schaefer: Co-Founder and CEO. Schaefer's background includes corporate strategy and product development. His experience in the pet-care industry and personal experiences with his dog, Louie, inspired the creation of Native Pet.

Pat Barron: Co-Founder and COO. Barron's experience spans corporate finance and organic farming. His entrepreneurial spirit and passion for food systems have been instrumental in Native Pet's growth.

Competitor Profile

Market Insights and Dynamics

The U.S. pet supplement market is projected to grow at a compound annual growth rate of 5.3% between 2024 and 2030, reaching an estimated $983.6 million. This growth is driven by increasing pet ownership and a heightened focus on pet health and wellness.

Competitor Analysis

Bond Pet Foods: Founded in 2015, Bond Pet Foods focuses on creating lab-cultured meat proteins for pet food, aiming to provide sustainable and ethical alternatives to traditional meat sources.

Ollie: Established in 2015, Ollie offers personalized, human-grade dog food subscriptions, emphasizing tailored nutrition plans based on individual pet needs.

Barrett Petfood Innovations: With a history dating back to 1982, this company specializes in custom pet food manufacturing, providing services to various brands in the industry.

These competitors, along with others like Merrick, Alphia, Forthglade, Lily’s Kitchen, and Natures Menu, contribute to a diverse and competitive landscape in the pet nutrition sector.

Strategic Collaborations and Partnerships

Retail Partnerships

Tractor Supply Company: In March 2024, Native Pet expanded its retail footprint by partnering with Tractor Supply Company, making its products available in over 2,200 stores nationwide.

Target and Petco: The company's products are also available in nearly 2,000 retail locations, including 600 Target stores and over 1,000 Petco Pet Care Centers nationwide.

Investment Partnerships

CAVU Venture Partners: Led both Series A and Series B funding rounds, providing strategic support for growth and innovation.

Mars' Companion Fund: Participated in the Series A funding round, aligning with Native Pet's mission to enhance pet health.

Operational Insights

Market Position and Competitive Advantages

Native Pet differentiates itself through:

Clean-Label Products: Emphasis on all-natural, limited-ingredient supplements without additives or fillers.

Innovative Formats: Development of unique product formats like air-dried chews and powdered supplements.

Expert Collaboration: Partnerships with veterinary nutritionists and food scientists to ensure product efficacy.

Retail Expansion: Strategic partnerships with major retailers to increase product accessibility.

Strategic Opportunities and Future Directions

Expansion Plans

Native Pet aims to continue its growth trajectory by:

Product Innovation: Developing new supplements that address a broader range of pet health concerns.

Market Penetration: Expanding distribution channels to reach a wider audience of pet owners.

Brand Building: Enhancing marketing efforts to strengthen brand recognition and consumer loyalty.

Positioning for Future Objectives

By leveraging its commitment to quality, innovation, and strategic partnerships, Native Pet is well-positioned to capitalize on the growing demand for pet health and wellness products.