Farmina

What Farmina does

Farmina Pet Foods is an Italian-headquartered pet food manufacturer founded in 1965 and operating as the consumer brand of Russo Mangimi S.p.A. (Nola, Italy) under the Netherlands-incorporated holding company Farmina Pet Foods Holding B.V. The company manufactures and sells dry food, wet food, and functional treats for dogs and cats across two principal brand families: Farmina VetLife, a therapeutic veterinary diet line formulated through independent scientific research with universities and clinical trials to address dermatological, renal, gastrointestinal, urinary, and metabolic conditions; and Natural & Delicious (N&D), a premium consumer line spanning grain-free, ancestral grain, and functional formulations (Prime, Pumpkin, Ancestral Grain, Quinoa, Ocean, Tropical Selection, White/Brown). Production is anchored by a network that includes a recently announced fourth dry food kitchen.

Underpinning the product business is a technology and services platform: the Farmina Genius AI system and the FarminaGenius mobile app (iOS/Android) deliver personalized nutrition guidance, dynamic meal plans, and monitoring of the proprietary 5 Key Indicators (Body Condition, Water Intake, Urinary pH, Health Check, Dynamic Meal Plan) for pet owners, with direct support from Farmina Pet Nutritionists. The Farmina Vet Portal serves veterinary professionals with clinical resources, RACE-approved CE credits, feeding trial access, and a blue-points loyalty program tied to product recommendations, while separate loyalty programs (Genius Club, Breeder Club, Groomer Club, Shelter Program, Genius Center Club) and a 'Nutrition Days' in-store consultancy service extend the company's reach across pet-care professional segments.

Farmina's business model is primarily one-time product sales of branded pet food through its own e-commerce platform (farmina.com and regional sites), an international distributor and pet shop network, pet retail stores (with a store locator), and — newly in 2025 — veterinary home delivery via the MyVetStoreOnline partnership operated by Midwest Veterinary Supply for prescription VetLife diets. A subscription/auto-ship program (10% off online and in-store) and structured loyalty mechanics for pet owners and veterinarians provide a recurring-revenue overlay. The company is private, family-controlled through the Russo ownership, employs 501-1000 people, and operates across at least Italy, the Netherlands, the United States, Brazil, India, and Morocco, with no disclosed external funding or revenue figures.

Name

Farmina

Legal name

Russo Mangimi S.p.A.

Website

https://farmina.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Farmina Pet Foods is an Italian-founded (1965) pet food manufacturer selling therapeutic (VetLife) and premium natural (N&D) diets for dogs and cats through e-commerce, distributors, pet retail, and veterinary channels, supported by an AI-powered FarminaGenius app and a multi-stakeholder loyalty ecosystem serving pet owners, veterinarians, breeders, and groomers.

Ownership category

akta.pro rank

Product category

Pet Food Manufacturing

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111), Veterinary Services (541940)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Functional & Veterinary Diet Pet Food (CRADAFAF)

akta.pro secondary industries

Companion Animal Therapeutic Diets (Prescription Diets) (HLAMAHAA), Veterinary Clinical Nutrition Services & Consulting (HLAMAHAC)

Keywords

• Pet food manufacturing
• Veterinary therapeutic diets
• Premium pet nutrition
• Pet health management
• Grain-free dog food

Headquarters

HQ city

Nola

HQ country

Italy

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Pet Food Product Sales: Farmina generates revenue primarily through the sale of its pet food products across multiple brands and formulations for dogs and cats. Products are sold through the company's own e-commerce platform, as well as through distributors, pet shops, veterinary clinics, and retail stores. The product portfolio includes therapeutic veterinary diets (VetLife), premium grain-free and functional formulas (Natural & Delicious line), and functional treats.
2. Subscription / Auto-Ship Program: Farmina offers an auto-ship convenience program where pet owners can schedule regular deliveries of pet food. The program includes exclusive savings such as 10% off all online orders and in-store discounts, providing recurring revenue from subscription customers.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Farmina manufactures and sells premium and therapeutic pet food for dogs and cats under two main brands: Farmina Vet Life (prescription veterinary diets for dermatological, renal, gastrointestinal, urinary, and metabolic conditions) and Natural & Delicious/N&D (grain-free, ancestral grain, and functional formulations). The company complements its food products with the FarminaGenius AI-powered mobile app, a Pet Care Program monitoring 5 Key Health Indicators, and a Vet Portal serving veterinary professionals.

Product overview

Farmina Pet Foods is a leading manufacturer of pet food operating two primary sub-brands: Farmina Vet Life (veterinary therapeutic diets formulated through independent scientific research for dermatological, renal, gastrointestinal, urinary, and metabolic health conditions) and Natural & Delicious/N&D (premium pet food including grain-free and ancestral grain formulations with variants like Prime, Pumpkin, Ancestral Grain, Quinoa, Ocean, Tropical Selection, and White/Brown). The product portfolio spans dry food, wet food, and functional treats for dogs and cats. Complementing the food products, Farmina offers the FarminaGenius AI-powered mobile platform providing personalized nutrition recommendations, the Farmina Genius Pet Care Program monitoring 5 Key Health Indicators, the Farmina Vet Portal for veterinary professionals, and various loyalty programs (Breeder Club, Groomer Club, Shelter Program). The company sells through e-commerce, retail stores, and veterinary channels.

Differentiator

Problem solved

Functional benefit

Brands

• Natural & Delicious (N&D): Premium pet food line featuring grain-free, ancestral grain, and functional formulations for dogs and cats
• Farmina Vet Life
• FarminaGenius
• N&D Quinoa
• N&D Prime
• N&D Pumpkin
• N&D Ancestral Grain
• N&D Ocean
• N&D White
• N&D Brown
• N&D Tropical Selection
• Dental and Functional Treats

Products and services

• Farmina Vet Life Veterinary therapeutic diet brand offering prescription pet foods formulated through independent scientific research with leading universities and clinical trials, addressing specific health conditions in dogs and cats.
• Natural & Delicious (N&D) Premium pet food line featuring grain-free and ancestral grain formulations for dogs and cats, with multiple specialized variants addressing different nutritional preferences and breed-specific needs.
• Dental and Functional Treats Functional pet treats designed to support dental health through mechanical cleaning action, with promotions offering free dental treats with qualifying food purchases.
• FarminaGenius App AI-powered mobile health management application providing personalized nutrition guidance, dynamic meal planning, and monitoring of 5 Key Health Indicators (Body Condition, Water Intake, Urinary pH, Health Check, Dynamic Meal Plan) with real-time support from Farmina Pet Nutritionists.
• Farmina Vet Portal Digital platform for veterinary professionals providing access to Farmina VetLife clinical research, nutritional tools, CE credits, complementary feeding trials, and a loyalty rewards program redeemable for veterinary congress registrations.
• MyVetStoreOnline VetLife Home Delivery US home delivery service for Farmina VetLife prescription therapeutic diets through online ordering with automatic refill options, enabling veterinarians to prescribe and recommend diets addressing dermatological, renal, gastrointestinal, urinary, and metabolic health conditions.
• Farmina Auto-Ship Subscription Subscription/auto-ship program where pet owners can schedule regular deliveries of pet food, including exclusive savings such as 10% off all online orders and in-store discounts.

Quantifiable outcome

• Over a decade of veterinary diet formulation with ongoing independent scientific research and clinical trials
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature4 records

Partnerships

One partnership is on record.

• MyVetStoreOnlinecoreChannel Partner/ Reseller/ Distributor · 4 November 2025Farmina Pet Foods partnered with MyVetStoreOnline, a veterinary home-delivery platform operated by Midwest Veterinary Supply, to offer Farmina's VetLife therapeutic diets through online ordering with automatic refill options. The partnership enables veterinarians to prescribe and recommend prescription pet diets addressing dermatological, renal, gastrointestinal, urinary, and metabolic health conditions, delivered directly to pet owners. This collaboration aims to improve pet owners' access to science-backed therapeutic nutrition while supporting veterinary-client relationships in pet healthcare management.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/farminaindia
• Instagraminstagram.com/farminanorthamerica
• Xx.com/farminauk
• LinkedInlinkedin.com/company/farmina

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Farmina