We Feed Raw
We Feed Raw is a US-based, direct-to-consumer raw dog food company that produces and delivers PhD-formulated, AAFCO-compliant frozen and freeze-dried raw meals via nationwide cold-chain subscription, serving health-conscious dog owners whose pets have allergies, digestive, or weight issues.
- Company typePrivate
- Founded2014
- HeadquartersCharleston, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What We Feed Raw does
We Feed Raw (legal entity: Reel Raw) is a US-based direct-to-consumer raw dog food company that produces and delivers PhD-formulated, AAFCO-compliant frozen and freeze-dried raw meals nationwide. Founded in 2014 by Alissa Zalneraitis and continued by her sister Amy and family after Alissa's passing, the company operates from a USDA-certified, BRC-compliant manufacturing facility in Chicago, Illinois, shipping cold-chain product with dry ice and biodegradable insulation to all 48 contiguous states. The catalog comprises six frozen raw recipes (Chicken, Beef, Turkey, Lamb, Duck, Venison) formulated to Prey Model Raw specs (80% muscle, 10% organ, 10% bone) and two freeze-dried recipes (Beef, Chicken).
The core technical differentiator is High Pressure Processing (HPP), a cold-pressure pasteurization method that neutralizes Listeria, E. coli, and Salmonella without heat, thereby preserving nutritional density. Revenue is generated primarily through a recurring subscription model in which custom meal plans are tailored to each dog's profile (age, breed, weight, activity level) and priced between $8.89 and $22.02 per week depending on protein selection, with a 40% promotional discount on first orders and free shipping. Secondary revenue comes from non-subscription Essential Boxes and a Refer-a-Friend program. Customers are health-conscious dog owners seeking species-appropriate nutrition, particularly those whose pets suffer from allergies, digestive issues, weight problems, or food sensitivities.
Go-to-market is product-led and content-driven, anchored by an educational blog (The Raw Report, 100+ articles), a 100K+ Instagram community ("The Pack"), customer testimonials, and earned media placements. The business remains bootstrapped and family-controlled, with no disclosed institutional funding, parent company, or M&A activity. Leadership includes Scott Yamano as Chief Executive Officer and co-founder Amy Zalneraitis.
We Feed Raw firmographics
Firmographics- Name
- We Feed Raw
- Legal name
- Reel Raw
- Website
- https://wefeedraw.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- We Feed Raw is a US-based, direct-to-consumer raw dog food company that produces and delivers PhD-formulated, AAFCO-compliant frozen and freeze-dried raw meals via nationwide cold-chain subscription, serving health-conscious dog owners whose pets have allergies, digestive, or weight issues.
- Ownership category
- akta.pro rank
We Feed Raw industry classification
Industry- Product category
- Raw Pet Food
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD)
- akta.pro secondary industries
- Raw & Fresh Pet Food (Refrigerated/Frozen) (AFADAFAE), Freeze-Dried & Dehydrated Pet Food (AFADAFAD)
Keywords
Where We Feed Raw is headquartered
LocationHeadquarters
- HQ city
- Charleston
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
We Feed Raw business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Custom Meal Plan Subscriptions: Recurring subscription model where customers receive personalized meal plans delivered monthly or on customized schedules. Customers provide pet details (age, breed, weight, activity level) and receive tailored portions. Subscriptions can be paused, skipped, or cancelled anytime. First box promotional offer of 40% off drives acquisition.
- Essential Box (One-time Purchase): Standard assortment of most popular frozen meals available for one-time purchase without subscription. Customers can feed at their own pace. Available in Small, Classic, and Big Box sizes.
- Referral Program: Existing customers can refer friends through the Refer a Friend program, generating additional revenue through customer referrals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Chicken Frozen Raw Recipe - Custom Meal Plan |
| Subscription | Monthly | Lamb Frozen Raw Recipe - Custom Meal Plan |
| Subscription | Monthly | Beef Freeze-Dried Raw Recipe - Custom Meal Plan |
| Subscription | Pay-as-you-go | First Order Promotional Discount |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
We Feed Raw product offering
Product offeringCore offering
We Feed Raw manufactures and delivers PhD-formulated raw dog food directly to consumers. The product line includes frozen raw patties (Chicken, Beef, Turkey, Lamb, Duck) and freeze-dried recipes (Beef, Chicken), sold primarily through a customizable subscription meal plan plus a one-time Essential Box option. Orders ship nationwide with free cold-chain delivery using dry ice and biodegradable insulation.
Product overview
We Feed Raw is a direct-to-consumer raw dog food company offering two main product lines: Frozen Raw Recipes (five protein varieties including Chicken, Beef, Turkey, Lamb, and Duck) and Freeze-Dried Raw Recipes (Beef and Chicken). The company operates on a subscription model through Custom Meal Plans that personalize portions based on individual dog profiles, supplemented by a non-subscription Essential Box option for one-time purchases. All products are PhD-formulated, AAFCO-compliant, and processed using HPP (high-pressure processing) for safety.
Differentiator
Problem solved
Functional benefit
Products and services
- Frozen Raw Recipes
Quantifiable outcome
- 96% of customers reported improved digestion and smaller, firmer, less smelly poops
- +6 more outcomes
Companies that use We Feed Raw
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles2 records
We Feed Raw technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
We Feed Raw partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Oma's Pride Raw Pet FoodcoreOma's Pride hosted an inaugural Raw Roundtable bringing together industry leaders including We Feed Raw to discuss innovation, accessibility, and the future of raw pet feeding. Topics included education, format innovations like one-pound grab-and-go products, and alignment between human and pet nutrition trends. Additional roundtable discussions are planned.
- Green JujucoreGreen Juju participated in the inaugural Raw Roundtable hosted by Oma's Pride alongside We Feed Raw. Industry leaders collaborated on discussions about raw pet food innovation, accessibility, and future trends.
- ChewyminorBoth We Feed Raw and Chewy were featured in USA Today's National Pet Day 2026 coverage as promotional partners offering limited-time discounts on pet food and supplies. This represents co-marketing within the broader pet industry ecosystem.
- PetcominorBoth We Feed Raw and Petco were featured in USA Today's National Pet Day 2026 coverage as promotional partners. Represents co-marketing presence within the pet retail ecosystem.
- Amazon Pet SuppliesminorAmazon featured alongside We Feed Raw in National Pet Day 2026 promotions as a major retailer offering pet product discounts. Both benefited from earned media coverage in the promotional roundup.
- PetSmartminorPetSmart featured alongside We Feed Raw in National Pet Day 2026 promotional coverage as a major pet retailer. Represents co-marketing within the pet industry ecosystem.
- The Farmer's DogminorBoth We Feed Raw and The Farmer's Dog are subscription pet food services mentioned together in National Pet Day 2026 promotional coverage. The companies are direct competitors but share promotional presence in pet holiday marketing.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
We Feed Raw competitors and assessment
Company assessmentDirect peers
- The Farmer's Dog: Direct-to-consumer fresh dog food subscription brand offering personalized, human-grade meal plans delivered to the home. Closest direct competitor to We Feed Raw in the personalized pet food subscription model, differentiated by fresh-cooked vs. raw format.
- Nom Nom (Mars Petcare): Direct-to-consumer fresh, pre-portioned dog food subscription acquired by Mars Petcare. Competes head-to-head with We Feed Raw on personalized subscriptions and home delivery, with the backing of a major pet care parent.
- Stella & Chewy's: Specialty raw and freeze-dried pet food brand offering frozen patties, freeze-dried dinners, and treats across multiple proteins. Direct competitor in the raw/freeze-dried category with broader retail distribution than We Feed Raw.
- Primal Pet Foods: Maker of frozen raw and freeze-dried pet food formulas sold through independent pet retailers and DTC channels. Direct competitor in the raw/freeze-dried category with similar formulation philosophy and protein variety.
- Darwin's Natural Pet Products: Direct-to-consumer subscription raw pet food brand delivering pre-portioned raw meals. Direct competitor to We Feed Raw with overlapping target customer (health-conscious dog owners) and subscription model.
Emerging players
- Open Farm: Premium ethically-sourced pet food brand offering kibble, wet, freeze-dried raw, and treats with strong DTC and retail presence. Comparable to We Feed Raw in the premium, ingredient-transparent segment, with broader format coverage.
- Just Food For Dogs: Fresh, human-grade dog food brand with kitchen locations, retail pantries, and DTC subscriptions. Comparable to We Feed Raw as a premium fresh/raw alternative to kibble, with a partially overlapping customer base and veterinary endorsements.
- Oma's Pride: Family-owned raw pet food manufacturer and We Feed Raw's co-partner in the Raw Roundtable industry initiative. Comparable as a raw pet food specialist with overlapping customer base and category-defining role.
Broad incumbents
- Chewy: Largest U.S. online pet retailer carrying multiple premium raw and fresh pet food brands including potential We Feed Raw listings. Comparable as a pet-food distribution channel and competitive benchmark for customer acquisition and reach.
- Petco: National pet retail chain with growing fresh/raw pet food assortment in stores and online. Comparable as both a potential retail channel and a broad incumbent whose private-label and partner-brand offerings compete with We Feed Raw's premium positioning.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
We Feed Raw social profiles
Digital presenceWe Feed Raw financial estimates
Financial estimateRevenue estimate
Valuation estimate
We Feed Raw leadership team
Management profileNumber of profiles
Profiles3 records
We Feed Raw funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
We Feed Raw M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about We Feed Raw
What does We Feed Raw do?
We Feed Raw manufactures and delivers PhD-formulated raw dog food directly to consumers. The product line includes frozen raw patties (Chicken, Beef, Turkey, Lamb, Duck) and freeze-dried recipes (Beef, Chicken), sold primarily through a customizable subscription meal plan plus a one-time Essential Box option. Orders ship nationwide with free cold-chain delivery using dry ice and biodegradable insulation.
Is We Feed Raw a public or private company?
We Feed Raw is a private company. It is classified as family owned and is currently operating.
When was We Feed Raw founded?
We Feed Raw was founded in 2014. It employs 11 to 50 people.
Where is We Feed Raw based?
We Feed Raw is headquartered in Charleston, United States, in the North America region.
How does We Feed Raw make money?
Three revenue lines are on record. Custom Meal Plan Subscriptions are the primary driver. The others are essential Box (One-time Purchase) and referral Program.
Who are We Feed Raw's main competitors?
Direct peers on record are The Farmer's Dog, Nom Nom (Mars Petcare), Stella & Chewy's, Primal Pet Foods and Darwin's Natural Pet Products. Emerging players are Open Farm, Just Food For Dogs and Oma's Pride. Broad incumbents are Chewy and Petco.
Does We Feed Raw have an API?
No public API is recorded for We Feed Raw.
What industry is We Feed Raw in?
We Feed Raw's product category is Raw Pet Food. Its primary akta.pro industry code is CRADAFAD, Frozen & Raw Pet Food (incl. freeze-dried), with a secondary code of AFADAFAE, Raw & Fresh Pet Food (Refrigerated/Frozen). Its NAICS code is 311111 and its SIC code is 2000.