Dogfy Diet, the company that wants to revolutionize dog food

It has been more than two years since Sergi Font and Gonzalo Noy decided to undertake a business project that differed from everything they had done until then. Font had a dog that suffered from epileptic episodes. After months of administering very strong medication, the veterinarian recommended that he try preparing natural food cooked at home. This solution worked better than expected and the attacks decreased considerably. A similar story happened to Noy, who had a dog that suffered from pancreatitis and, upon starting to feed it natural food, improved so much that it was able to stop treatments.

It was at that moment when the two friends decided to start an audacious business project: to create a dog food brand that offered natural recipes cooked and prepared by experts. Font left the law firm where he worked and Noy sold his e-commerce company to focus on this new initiative.

"From our experience, we can assure that feeding our dogs natural food and not processed feed is much better. And even more so today, when it seems that people are having fewer children but more dogs, and we are interested in taking care of them as much as we can. That's why we decided to launch the project, we saw that more and more people want to give their pets the best possible life," says Font.

The operation of Dogfy Diet is simple. It is based on a subscription model: by paying a monthly fee, a food delivery is received each month, divided into daily portions custom-made for each dog. To calculate what type of food and what quantity pets need, one only needs to visit the company's website, register, and fill out a small form. After a while, an expert contacts them to finalize the best diet from the different ones available, based on chicken, beef, turkey, and salmon.

The startup began its activity in 2019 and has not stopped growing. Currently, they have 24 employees and the forecast for 2021 is to bill more than two million euros and double the team.

While it is true that the natural dog food model already existed in Spain and the United States, Dogfy Diet assures that they are the first company to personalize the daily portions for each dog and they do so using their own algorithm. "We offer a natural and personalized product, which adapts to each pet and helps our dogs lead a healthier life. Many people have told us that since they started feeding them natural food, they have more energy and look more active," adds Font.

The portions arrive frozen, allowing them to be stored for over a year. Even so, they are designed to be administered throughout the month, since the delivery contains 31 portions, one for each day. "It is important that projects like ours have a future. We are a startup that for now has been able to move forward and has done well, and we hope to continue growing. Our idea is to export the business model outside of Spain, but we have to do it little by little and calmly," concludes Font.