Graf Barf
Graf Barf is a German DTC e-commerce retailer of premium BARF (raw) dog food, offering portioned frozen meals, cubes, snacks, and supplements. It serves dog owners in Germany and Austria through subscription and one-time sales, as a subsidiary of The Nutriment Company.
- Company typePrivate
- Founded-
- HeadquartersCrailsheim, Germany
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Graf Barf does
Graf Barf is a German direct-to-consumer e-commerce retailer specializing in BARF (Biologically Appropriate Raw Food) diets for dogs. The company produces and distributes fresh frozen raw dog food in pre-portioned cube form made from whole cuts of meat, bones, and organs, operating through graf-barf.de for Germany and graf-barf.at for Austria. Graf Barf serves health-conscious dog owners seeking species-appropriate raw feeding solutions, with dedicated B2B portals (Züchterportal, Händlerportal) addressing breeders and dealers. The product portfolio centers on complete meals (Vollwertmenü) in beef, chicken, and lamb variants, including specialized formulations (Sensitivmenü) for digestion-sensitive dogs, plus individual cubes (Einzelwürfel) for custom meal assembly.
Graf Barf's core technology involves cutting whole meat pieces into portioned cubes and shipping the frozen product via DHL, DPD, and UPS using dry ice and Graf COOL cooling packs, with a claim that partially thawed product can be refrozen without quality loss. Digital tooling includes a portion calculator (Portionsrechner) and product advisor (Produktberater) that guide customers to suitable products, complemented by an editorial Ratgeber and Magazin with content on BARF feeding, puppy nutrition, and sensitive-dog care. Revenue combines one-time e-commerce purchases with a subscription service (Futterabo) offering 10% recurring discount on delivery intervals of 1-10 weeks, plus wholesale activity through breeder and dealer portals.
Graf Barf GmbH is a wholly-owned subsidiary of The Nutriment Company (TNC), a Stockholm-headquartered European premium fresh pet food producer backed by Nordic private equity firm Axcel. Graf Barf was acquired in 2025 as one of eight European acquisitions TNC completed that year (including Easy-BARF, Purrform, Bulmer Pet Foods, BAF Petfood, Puromenu, The Dog's Butcher, and Your Pet Nutrition), positioning the brand as the DACH operating unit within a broader pan-European rollup strategy. Headquartered at Rossfelder Str. 52/5 in Crailsheim, the company operates with a headcount of 11-50 employees and holds Trusted Shops and Made in Germany certifications, with Michael Hackner as Managing Director.
Graf Barf firmographics
Firmographics- Name
- Graf Barf
- Legal name
- Graf Barf GmbH
- Website
- https://graf-barf.de
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Graf Barf is a German DTC e-commerce retailer of premium BARF (raw) dog food, offering portioned frozen meals, cubes, snacks, and supplements. It serves dog owners in Germany and Austria through subscription and one-time sales, as a subsidiary of The Nutriment Company.
- Ownership category
- akta.pro rank
Graf Barf industry classification
Industry- Product category
- Raw Frozen Pet Food
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Raw & Fresh Pet Food (Refrigerated/Frozen) (AFADAFAE)
- akta.pro secondary industries
- Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD), Functional & Veterinary Diet Pet Food (CRADAFAF)
Keywords
Where Graf Barf is headquartered
LocationHeadquarters
- HQ city
- Crailsheim
- HQ country
- Germany
- HQ region
- Europe
Offices3 records
Markets served
Graf Barf 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
Revenue model
- Product Sales (One-time): Direct e-commerce sales of fresh frozen BARF dog food products including complete meals, individual food cubes, and snacks through their online store
- Subscription (Futterabo): Recurring subscription model offering 10% discount on regular deliveries at 1-10 week intervals
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Complete Meals (Vollwertmenü) |
| Subscription | Monthly | Subscription (Futterabo) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Graf Barf product offering
Product offeringCore offering
Graf Barf produces and sells fresh frozen BARF (Biologically Appropriate Raw Food) dog food through its own e-commerce stores in Germany and Austria. The portfolio centers on Vollwertmenü (complete raw meals) in beef, chicken and lamb variants, plus individual raw food cubes, air-dried snacks, supplements and value bundles, sold directly to dog owners or via a recurring subscription (Futterabo) with a 10% discount.
Product overview
Graf Barf is a German premium fresh (BARF - Biologically Appropriate Raw Food) dog food company offering portioned raw food cubes and complete meals made from whole cuts of meat with bones. The product portfolio centers on Vollwertmenü (complete meals) in various protein varieties (beef, chicken, lamb), including specialized Sensitivmenü formulations for digestion-sensitive dogs. The offering expands through Einzelwürfel (individual cubes) for custom diet composition, Snacks (dried treats), Zusätze (supplements), and Sparpakete (value bundles). A subscription service (Futterabo) provides recurring delivery with a 10% discount. Complementary digital tools include a Portionsrechner (portion calculator) and Produktberater (product advisor). The company operates e-commerce platforms for Germany (graf-barf.de) and Austria (graf-barf.at), with shipping via DHL, DPD, and UPS using dry ice or cooling packs to maintain the frozen product chain.
Differentiator
Problem solved
Functional benefit
Brands
- Graf Barf Vollwertmenü: Complete meals for dogs including options with whole bones
- Graf Barf Vollwertmenü Plus
- Graf Barf Sensitivmenü
- Graf Barf Einzelwürfel
- Graf Barf Knusper-Snacks
- Graf Barf Futterabo
Products and services
- Vollwertmenü Rind (Complete Beef Meal) Complete BARF raw meal in cube form made from whole beef cuts, designed for adult dogs, including whole bones for dental health; priced at 5.88 €/kg.
- Vollwertmenü Plus Rind (Premium Complete Beef Meal) Premium complete BARF meal made with whole beef cuts for adult dogs, offering enhanced nutrition.
- Vollwertmenü Plus Hähnchen (Complete Chicken Meal) Complete BARF meal made with chicken, combined with fruits, vegetables and crushed bones for balanced nutrition; priced at 7.08 €/kg.
- Vollwertmenü Pastete Rind (Paté-Style Complete Beef Meal) Paté-style complete BARF meal with finely minced beef ingredients, suitable for easy eating; priced at 9.19 €/kg.
- Sensitivmenü Lamm (Sensitive Lamb Meal) Specialized BARF meal made with lamb for digestion-sensitive dogs, formulated to be gentle on the stomach; priced at 9.32 €/kg.
- Sensitivmenü Rind (Sensitive Beef Meal) Sensitive-dog formula complete meal made with beef, designed for dogs with digestive sensitivities; priced at 6.28 €/kg.
- Einzelwürfel (Individual Raw Food Cubes) Individual raw food cubes sold à la carte so dog owners can customize their dog's BARF diet by combining different protein sources and ingredients.
- Knusper-Snacks (Air-Dried Dog Snacks) Crunchy, naturally air-dried training treats and dog snacks made from natural ingredients.
- Zusätze (Dietary Supplements) Dietary supplements and additives that complement a BARF diet by addressing specific nutritional needs.
- Sparpakete (Value Bundles / Starter Packages) Bundled packages offering savings on BARF food products, including starter packages for new BARF feeders.
- Futterabo (Recurring Food Subscription) Subscription service delivering Graf Barf products at scheduled intervals of 1–10 weeks, with a 10% discount for subscribers.
Companies that use Graf Barf
Customer profileSegments2 records
Ideal customer profiles2 records
Graf Barf technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
Feature2 records
Graf Barf partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- The Nutriment Company (TNC)Graf Barf was acquired by The Nutriment Company (TNC) in 2025 as part of TNC's European expansion strategy. TNC is a European premium fresh pet food producer headquartered in Stockholm, Sweden with operations across multiple European countries.
Scale indicators2 records
Recent moves5 records
Expansion highlights6 records
Graf Barf competitors and assessment
Company assessmentDirect peers
- Wildborn: German premium pet food brand offering raw and cold-pressed natural dog food. Overlaps with Graf Barf in the natural-feeding, premium-priced DACH segment.
- MAC's Pet Food Service: German BARF specialist producing frozen raw complete meals for dogs and cats. Direct competitor in the German frozen raw pet food category with established B2B dealer network.
- Purrform: UK raw pet food producer (cats and dogs) also acquired by The Nutriment Company in 2025. Comparable product format and operating model, providing a UK benchmark for Graf Barf under TNC.
- Terra Canis: German premium raw/BARF dog food brand with similar product positioning (complete menus, single-protein lines, sensitive-dog formulas). Closest direct competitor to Graf Barf in the DACH raw pet food segment.
- Platinum (Dogs): German premium dog food brand focused on fresh, cold-prepared natural menus. Directly comparable to Graf Barf's fresh-premium positioning with similar life-stage and ingredient-quality emphasis.
- Wolfsblut: German premium ancestral/raw-inspired dog food brand competing in the same natural-feeding segment as Graf Barf, with overlapping DACH distribution and similar premium price points.
- Easy-BARF: French raw/BARF pet food specialist acquired by The Nutriment Company in 2025 alongside Graf Barf. Sister brand within the same TNC portfolio, indicating shared playbook across European markets.
- BARF-Gold: German BARF specialist offering frozen raw complete meals for dogs. Direct niche competitor in the German frozen raw feeding market with comparable product range and pricing.
- Anifit: German direct-sales premium raw and cooked pet food company using a similar consultant-led D2C model. Comparable customer base of health-conscious dog owners seeking natural diets.
Broad incumbents
- Happy Dog: Major German premium pet food manufacturer with broad kibble and wet food portfolio; competes with Graf Barf at the high end of DACH pet food but across a much wider category range.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Graf Barf social profiles
Digital presenceGraf Barf compliance and trust
Trust signalCompliance4 records
Graf Barf financial estimates
Financial estimateRevenue estimate
Valuation estimate
Graf Barf leadership team
Management profileNumber of profiles
Profiles1 record
Graf Barf funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Graf Barf 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 Graf Barf
What does Graf Barf do?
Graf Barf produces and sells fresh frozen BARF (Biologically Appropriate Raw Food) dog food through its own e-commerce stores in Germany and Austria. The portfolio centers on Vollwertmenü (complete raw meals) in beef, chicken and lamb variants, plus individual raw food cubes, air-dried snacks, supplements and value bundles, sold directly to dog owners or via a recurring subscription (Futterabo) with a 10% discount.
Is Graf Barf a public or private company?
Graf Barf is a private company. It is classified as corporate owned and is currently operating.
When was Graf Barf founded?
Graf Barf was founded in -1. It employs 11 to 50 people.
Where is Graf Barf based?
Graf Barf is headquartered in Crailsheim, Germany, in the Europe region.
How does Graf Barf make money?
Two revenue lines are on record. Product Sales (One-time) is the primary driver. The others are subscription (Futterabo).
Who are Graf Barf's main competitors?
Direct peers on record are Wildborn, MAC's Pet Food Service, Purrform, Terra Canis, Platinum (Dogs), Wolfsblut, Easy-BARF, BARF-Gold and Anifit. Happy Dog is listed as a broad incumbent.
Does Graf Barf have an API?
No public API is recorded for Graf Barf.
What industry is Graf Barf in?
Graf Barf's product category is Raw Frozen Pet Food. Its primary akta.pro industry code is AFADAFAE, Raw & Fresh Pet Food (Refrigerated/Frozen), with a secondary code of CRADAFAD, Frozen & Raw Pet Food (incl. freeze-dried). Its NAICS code is 311111 and its SIC code is 2000.