On the TechTO stage ×1
First seen on the TechTO stage in 2020. Every talk is searchable — ask the archive about Jonathan ↗
In their words
That day that he fed her something that was real was the last day that she had any health issues. It was immediate.
As soon as you start researching what is in pet food, or how to make pet food, you can become very passionate about trying to fix that problem.
One of the things that really helped was just the understanding of unit economics. We really built our company around making sure we have healthy unit economics.
More from TechTO ×1
Around the web ×1
Quick answers
Who is Jonathan Regev?
Co-founder and CEO of The Farmer's Dog, the New York company that cooks and ships fresh dog food on subscription. He worked at Rocket Internet's incubator after Berkeley, launching an e-commerce business in Asia, and had just started a consulting job in New York when he began the company.
How did The Farmer's Dog start?
With a friend's sick dog. Regev told TechTO he was sleeping on a friend's couch in the East Village while the friend, having cycled through 20 or 30 commercial foods, started cooking beef, liver and sweet potato for his 80-pound dog. Regev thought it was absurd — then the dog's health problems stopped immediately.
What did Rocket Internet teach him?
Unit economics. He said on the TechTO stage on 2020-09-25 that CAC, lifetime value and contribution margin were drilled in there, and that The Farmer's Dog was built around keeping those healthy from the start.