Plant-based pet food is making waves in the industry as formulators and brands grapple with a number of factors: Discussions around the long-term sustainability of meat-based options, a growing global interest in vegetarianism and veganism, and pet owners’ desires for and willingness to try alternative protein sources for their animals, to name a few. Additionally, the popularity of fresh food is growing in the premium space, as pet owners look to feed their pets similarly to how they themselves eat.
Enter PawCo Foods, which provides both.
PawCo makes fresh, vegan dog food a reality
“PawCo is the first fresh plant-based pet food company,” says Mahsa Vazin, Ph.D., company founder and CEO. “Unlike traditional pet food companies that use meat-based products, PawCo’s foundations lie in offering complete, balanced and eco-friendly plant-based meal alternatives.”
PawCo invented “GreenMeat,” a plant-based meat made from plant and yeast proteins; vegetable oils and fats; natural food coloring; and flavor additives and palatants. GreenMeat is low-fat, has a complete amino acid profile, and is supplemented with all the essential vitamins and minerals to ensure dogs don’t suffer any nutritional deficiences, according to the company’s website. It serves as the base for all of PawCo’s recipes.
“These unique attributes distinguish us and are what we aim to be recognized for as a leader in the pet food industry,” says Vazin.
Vazin is no stranger to the idea of meat alternatives, having formerly worked as a senior research assistant and then as a technical lead in R&D at well-known plant-based meat company Impossible Foods — experience she credits with her ability to not only launch PawCo, but expand it to its current team of 15 people with six products launched in the last two years.
“Our revenue has grown by 1000% since 2023, and we’re exceeding US$1 million in annual recurring revenue (ARR) [in 2024,” says Vazin. “We’ve experienced strong growth, which not only validates our market but also strongly affirms our mission.”
What is PawCo’s mission?
“By implementing advanced technology for nutrition optimization and remaining committed to environmental responsibility and animal welfare, we ensure that our offerings not only benefit the health of our furry friends but also the well-being of our world,” says Vazin. “These basic beliefs drive our growth as we redefine pet nutrition and make a positive influence in the pet food market.”
PawCo products: New recipes, new products, new potential
PawCo currently has six different recipes and in January 2024 launched two products, including a shelf-stable fresh pet food called InstaBites.
PawCo offers such options as green mix & carrots, peanut butter & apple, with blueberries & veggies, and with pumpkin & cranberries, all fresh and mixed with the vitamins and minerals a dog needs to help keep them healthy. | Courtesy Pawco Foods
“InstaBites is the first fresh, shelf-stable, plant-based dog food on the market, offering a convenient solution for dog parents,” says Vazin. “This innovative product combines the quality of fresh food with the ease of dry food storage, making it an ideal choice for today’s busy pet owners. InstaBites is easy to prepare by adding warm water, and is packed with nutritious ingredients like fermented protein and fenugreek seeds.”
The strategy seems to be working so far.
“We have recently more than doubled our team size and our revenue growth is 50% quarter-on-quarter,” says Vazin. “The pet food industry is growing quickly, with a clear shift toward healthier, sustainable options. This change is driven by pet owners who are more aware and care deeply about what their pets eat, pushing for better quality and eco-friendly choices. People are applying their interest in plant-based diets to their pets’ food, looking for alternatives that are good for their pets and the planet. Our products meet this demand by offering nutritious, sustainable and convenient options.”
The demand is such that the company is actually expanding.
“In line with our growth plans, we are excited about the opening of a second production site in Indiana,” says Vazin. “This expansion will help us increase our production capacity, enhance our distribution efficiency and ensure that our high-quality, plant-based dog food reaches more pups than ever before. Our long-term goal is to establish PawCo as a household brand catering to various tastes and budgets.”
The future of plant-based: Timing + education = opportunity
“The timing is particularly unique for the entire plant-based food sector, especially when it comes to food for our pets,” says Vazin. “Nowadays, more people are aware of the issues related to animal-based diets. In fact, the top three allergens for dogs are beef, chicken and dairy. In the U.S., there are already 7 million dogs on plant-based diets, and the plant-based pet food market is worth US$26 billion, growing at 10% each year. However, there’s a significant gap in the supply side of the market for scalable, fresh and healthy plant-based food. This is a gap that PawCo can fill, positioning itself as a market leader.”
Vazin says she expects the market to continue shifting toward healthier and more sustainable pet foods.
“The plant-based pet food segment is part of this trend,” she says. “However, being plant-based doesn’t necessarily mean healthier options. We don’t believe that any form of heated and dried foods (kibbles) are healthy for dogs. Plant-based pet foods are no exception, and more dog owners are becoming aware of this issue. We also predict that, given the increasing livestock shortages even for human consumption, the plant-based pet food market size will surpass the animal-based pet food size in the next 20 years.”
Fast Facts
Headquarters: San Francisco, California, USA
Officers: Mahsa Vazin, Ph.D., founder and CEO
Brands: PawCo Foods
Website/Social Media: www.mypawco.com; @pawcofoods on Facebook, Instagram and TikTok
Notable: When PawCo tested its products for palatability, the 20 dogs involved (all used to consuming animal-protein diets) consumed 99% of the food on Day 1 and 100% of the food on Day 2 with no gastrointestinal upset.