Feed Real Institute

What Feed Real Institute does

Feed Real Institute is a private, San Diego-based educational company founded in 2014 that delivers evidence-based canine nutrition training to veterinarians, vet technicians, dog trainers, behaviorists, and dog owners. Its core technology is a web-based education platform hosting on-demand courses, an interactive Dog Food Calculator for custom fresh-food meal plans, a 211-article research knowledge base, a 504-term glossary, and community tools including monthly office hours and a graduate directory. The flagship product is the Certified Professional Canine Nutritionist (CPCN) program, a RACE-approved 7-unit certification offering 10 CEs for veterinarians and 21 CCPDT CEUs for trainers, with a mandatory hands-on workshop and digital badge. Supporting offerings include the entry-level Dog Food Basics Course ($69-$149), a monthly/annual membership subscription, the annual Feed Real Summit conference, an institutional team-training license program with bulk pricing, and a CPCN Scholarship Program.

The business model combines one-time course fees, recurring subscription memberships, event ticketing, institutional licensing, and partner co-marketing. Distribution is exclusively digital via feedreal.com with self-serve PLG purchase flows and a smaller direct-sales motion for institutional accounts. Marketing is content-led, anchored by the research article library, glossary, Instagram presence, email newsletter, and the annual Feed Real Summit, which generated 250 attendees at FRS24 and features 30+ pet-industry partners. The company reports 750+ graduates across 21+ countries and 500+ completed workshops, and operates without disclosed outside funding under founder-led ownership.

Name

Feed Real Institute

Legal name

Feed Real Institute

Website

https://feedreal.com

Company type

Private

Founded year

2014

Operating status

Operating

Short description

Feed Real Institute is a private, San Diego-based education company founded in 2014 that delivers RACE-approved canine nutrition courses, a Certified Professional Canine Nutritionist (CPCN) credential, workshops, and the annual Feed Real Summit to veterinarians, trainers, and dog owners worldwide.

Ownership category

akta.pro rank

Product category

Professional Pet Nutrition Education and Certification

NAICS

Pet Care (except Veterinary) Services (812910)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Veterinary Clinical Nutrition Services & Consulting (HLAMAHAC)

akta.pro secondary industry

Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)

Keywords

• Canine nutrition education
• Pet nutrition certification
• Veterinary continuing education
• Professional dog training
• Evidence-based pet health

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Others

Revenue model

1. CPCN Professional Certification: One-time payment or installment plan for professional canine nutritionist certification course. Includes lifetime access with FRI membership, 10 RACE-approved CEs, CCPDT 21 CEUs, digital badge, and directory listing.
2. Dog Food Basics Course: Entry-level course for dog parents on feeding real food, with optional add-on for interactive DIY workshop. One-year access included.
3. Membership Subscription: Monthly or annual subscription providing access to research articles, community forum, monthly office hours, and discounts on courses and summit tickets.
4. Feed Real Summit Tickets: Annual conference tickets including general admission and VIP packages with workshop access, speaker meet-and-greets, vendor access, and merchandise.
5. Institutional/Bulk Licensing: Discounted team training for veterinary clinics, training facilities, retail stores with reassignable licenses and group pricing (buy 4 get 1 free).

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

Feed Real Institute provides evidence-based canine nutrition education through online courses, professional certification, workshops, and an annual summit. Core offerings include the Certified Professional Canine Nutritionist (CPCN) certification program approved for veterinary CE credits, the Dog Food Basics course for pet owners, interactive DIY workshops, and a subscription membership providing access to over 211 research articles and a 504-term glossary.

Product overview

Feed Real Institute is an evidence-based canine nutrition education platform offering a multi-tiered product portfolio centered on teaching real food feeding. The core offerings include the Dog Food Basics Course (entry-level, $149) and the Certified Professional Canine Nutritionist (CPCN) certification program (professional, $799 with RACE/CCPDT approval). Supporting products include a DIY Fresh Dog Food Workshop, Dog Food Calculator, Research Articles knowledge base (211+ articles), Dog Food Glossary (504 terms), Raw Dog Food Directory, and the CPCN Directory for certified professionals. The platform also operates the annual Feed Real Summit conference, a membership subscription for ongoing access, and institutional pricing for team training. Content spans interconnected canine health topics including Allergies, Cancer, Dental Disease, Obesity, and Epidemiology through a holistic Canine Nutrition Epidemiology framework. The ecosystem is held together by community features including CPCN Office Hours and scholarship programs.

Differentiator

Problem solved

Functional benefit

Brands

• CPCN (Certified Professional Canine Nutritionist): Professional certification program for canine nutritionists, RACE-approved for 10 CEs and CCPDT-approved for 21 CEUs
• Dog Food Basics
• Feed Real Summit
• Feed Real Membership

Products and services

• Dog Food Basics Course An entry-level online course teaching dog parents why and how to feed their dogs real food, covering anatomy, gut microbiome, essential nutrients, and transition strategies. Priced at $69 for the self-paced course or $149 with the optional interactive DIY Fresh Food Workshop add-on, including 1-year access with updates and a digital badge.
• Certified Professional Canine Nutritionist (CPCN) Course A comprehensive RACE-approved professional certification program for veterinary professionals, dog trainers, and aspiring canine nutritionists. Priced at $799 upfront or $218 x 4 months, covering 7 units, 60 articles, mandatory workshop, RACE 10 CEs, CCPDT 21 CEUs, digital badge, CPCN Directory listing, and lifetime access with FRI membership.
• DIY Fresh Dog Food Workshop A hands-on interactive virtual workshop teaching participants to prepare DIY fresh dog food meals, source ingredients, and compile weekly meal plans. Available as an optional add-on to the Dog Food Basics Course ($149 bundled) and as a mandatory component of CPCN certification.
• Feed Real Membership Monthly ($9/month) or annual ($84/year, 28% savings) subscription providing access to over 211 research articles, the Dog Food Glossary, community forum, monthly CPCN Office Hours, and discounts on courses and summit tickets. Cancel anytime.
• Feed Real Summit Conference Annual dog longevity conference held in San Diego, CA featuring expert speakers, interactive workshops, vendor showcases, and networking. Offers general admission and VIP packages including workshop access, speaker meet-and-greets, and merchandise. RACE-approved for continuing education credits (10.5 Interactive CEs at FRS25).

Quantifiable outcome

• Real food can prevent 6 of the 10 most common dog ailments
• +6 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

29 partnerships are on record, tiered core and minor.

• Real Dog BoxcoreStrategic or Co-development PartnerDog food subscription company offering products for every dog and budget. Primary summit sponsor and partner in the Feed Real movement, co-branded content and events.
• Canine CeuticalsminorGTM or Marketing PartnerSummit partner focused on redefining quality in canine nutrition supplements.
• Real MushroomsminorGTM or Marketing PartnerMushroom supplements for dogs, partner in FRS24-25 summit events.
• PawdegaminorGTM or Marketing PartnerHolistic and natural online pet wellness store, FRS26 partner.
• Evermore Pet FoodcoreGTM or Marketing PartnerGently cooked, frozen-fresh human-grade pet food. Co-founder Hanna Mandelbaum featured as summit speaker. Long-standing summit partner.
• Optimum Pet VitalityminorGTM or Marketing PartnerProfessional canine rehabilitation tools and educational platform, FRS25 partner.
• CBD Dog HealthminorGTM or Marketing PartnerFull spectrum CBD products for dogs, summit partner for FRS23-25.
• Dr. Ruth RobertscoreStrategic or Co-development PartnerHolistic veterinarian and summit speaker/partner, co-developer of integrative pet health content and FRS events.
• Hemp HerosminorGTM or Marketing PartnerB Corp certified hemp company, FRS25 partner offering cold-pressed, chemical-free products.
• Smallbatch PetsminorGTM or Marketing PartnerPremium fresh food made with humanely raised meats, FRS26 partner.
• K9 Natural / Feline NaturalminorGTM or Marketing PartnerNew Zealand-based human-grade pet food, FRS26 partner.
• Dr. LoudoncoreStrategic or Co-development PartnerDr. Lynda Loudon - Integrative veterinarian, Dog Mom Society founder, summit speaker and workshop host for FRS25.
• Solutions Pet ProductsminorGTM or Marketing PartnerRaw fermented pet foods and supplements, FRS23-25 partner.
• Parsley PetminorGTM or Marketing PartnerHair tissue mineral analysis testing, FRS25 partner.
• CocoTherapyminorGTM or Marketing PartnerOrganic virgin coconut oil for pets, FRS25 partner.
• We Feed RawminorGTM or Marketing PartnerSubscription-based raw dog food company delivering AAFCO compliant meals, FRS25 partner.
• Holy CapminorGTM or Marketing PartnerFunctional mushroom and superfood blends for dogs, FRS25 partner.
• Spirited PawminorGTM or Marketing PartnerWhole food-based supplements made by Standard Process, FRS25 partner.
• ALPHAVETminorGTM or Marketing PartnerMexico-based raw ancestral nutrition company for pets, FRS26 partner.
• Legacy BiomeminorGTM or Marketing PartnerFMT microbiome support capsules for dogs and cats, FRS25 partner.
• EquiSolminorGTM or Marketing PartnerRed light therapy products for animals, FRS25 partner.
• My Pet CarnivoreminorGTM or Marketing PartnerRaw meat and whole prey options for dogs and cats, FRS25 partner.
• Pet Power StudiominorGTM or Marketing PartnerBoutique pet meals and holistic guidance, FRS25 partner.
• Earth Buddy PetminorGTM or Marketing PartnerSmall-batch natural pet supplements with hemp and mushrooms, FRS25 partner.
• The Original mine Pet PlatterminorStrategic or Co-development PartnerScientifically designed feeder promoting instinctive feeding. Co-founded by Dr. Carol Smeja, summit speaker for FRS25.
• Dr. Odette SutercoreStrategic or Co-development PartnerHolistic veterinarian and international speaker, FRS25 panelist, expert in gut health and microbiome.
• Dexter's DeliminorGTM or Marketing PartnerSan Diego-based natural pet food store with 3 locations, voted coolest pet store 2020, FRS25 partner.
• 4-LeggerminorGTM or Marketing PartnerUSDA certified organic dog grooming products, FRS25 partner.
• Goodness GraciousminorGTM or Marketing PartnerGently cooked fresh meals using 100% whole foods, FRS24 partner.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Balance It: Balance It is an online pet nutrition formulation platform that helps pet owners and veterinarians create balanced homemade diets for dogs and cats. It is directly comparable to Feed Real Institute's Dog Food Calculator and canine nutrition education mission, serving overlapping audiences with formulation tools plus educational content.
• VetFolio: VetFolio is a veterinary continuing education platform offering RACE-approved online courses and CE content for veterinary professionals. It competes with Feed Real Institute's CPCN certification in the same RACE-approved CE marketplace for vet CE credits.
• VetGirl: VetGirl is a subscription-based veterinary CE provider delivering RACE-approved webinars and podcasts to vet professionals. Comparable to Feed Real Institute's CPCN subscription and membership offering in delivering on-demand, accredited vet education.

Others

• AHVMA (American Holistic Veterinary Medical Association): AHVMA is a professional association that educates veterinarians and pet owners about holistic and integrative veterinary medicine, including nutrition. It is adjacent to Feed Real Institute's holistic canine nutrition curriculum and shares the same evidence-based, integrative philosophy audience.

Broad incumbents

• Royal Canin: Royal Canin is a global pet food manufacturer with significant veterinary education programs, vet-exclusive product lines, and CE content. It competes broadly with Feed Real Institute in shaping professional canine nutrition conversations but does not specialize in fresh-food education.
• Hill's Pet Nutrition: Hill's Pet Nutrition is a major pet food manufacturer that operates the Mark Morris Institute and extensive veterinary CE programs on clinical nutrition. Comparable to Feed Real Institute as a broad incumbent in vet-facing canine nutrition education, but focused on kibble/diet formulations rather than fresh feeding.
• PetMD: PetMD is a large consumer-facing pet health information platform with thousands of articles on canine nutrition, health conditions, and wellness. It overlaps with Feed Real Institute's article library in serving pet owners with educational nutrition content, though without professional certification or RACE approval.
• Veterinary Information Network (VIN): VIN is the largest online community and CE provider for veterinarians, offering RACE-approved continuing education across all clinical topics including nutrition. It competes broadly with Feed Real Institute's CPCN program for veterinary professional CE spend.

Emerging players

• Darwin's Natural Pet Products: Darwin's is a subscription raw and fresh pet food company that publishes extensive educational content on raw feeding and canine nutrition. It is comparable to Feed Real Institute as an emerging player promoting fresh/raw feeding, with overlapping content audiences though no professional certification offering.
• Dr. Karen Becker: Dr. Karen Becker is a holistic veterinarian and prominent educator producing videos, articles, and books on proactive pet health and raw/real-food nutrition. She is comparable as an emerging individual expert in the same evidence-based holistic canine nutrition niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xinstagram.com/feedrealmovement
• Instagraminstagram.com/feedrealmovement
• LinkedInlinkedin.com/company/feedrealinstitute

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Feed Real Institute