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Devin: What is your superpower?
Jackson: I would say it’s, it’s having a mission, um, that you are very passionate about and your ability to kind of see through the next few steps, uh, you know, the road ahead. Um, but then recruiting the right people along the way.
Farm to Pet is proving that a simple, single-ingredient dog treat can challenge the highly processed pet snack aisle while building a fast-growing business.
Jackson Jones, founder and CEO of Farm to Pet, started with a problem close to home: he wanted something healthier for his dog, Rooney. During the pandemic, he began experimenting in his basement with a KitchenAid mixer, a dehydrator and a simple idea.
He told me, “I wanted to create something that was what I considered the healthiest treat for my dog and had an idea that we could take a chicken breast, we could take a turkey breast, and we could dehydrate that and just literally use it and nothing else.”
That “nothing else” became the heart of the Farm to Pet brand. The company makes single ingredient treats in a crunchy chip format that dogs love. Jackson explained the common reaction perfectly: “That’s one of the first things people ask is, are you sure it only has one ingredient? What else do you put in there?”
What began as a homemade snack for Rooney has grown into a vertically integrated pet treat company with national reach. Jackson moved from the basement into one facility after another, ultimately landing in a larger production space that allows the company to meet demand. Along the way, Farm to Pet built sales through local retailers, Amazon and other channels.
I was struck by Jackson’s candor about the challenge. “It wasn’t an overnight success by any means,” he said. “It’s been steps and steps along this journey.”
For me, the human interest in this story is the combination of love for a pet, entrepreneurial persistence and a clean-label product that is easy for customers to understand. Pet parents increasingly want transparency. Jackson built the company around exactly that.
Farm to Pet is also raising capital through a regulated investment crowdfunding campaign on StartEngine. Jackson said the campaign grew out of the need to fund more capacity while keeping the company in family control and inviting aligned investors into the journey. You can review the campaign at startengine.com/offering/farm-to-pet.
I love seeing a purpose-driven consumer brand use community capital to grow. Jackson is not just selling treats. He is helping pet owners rethink what belongs in a dog’s diet, one simple chip at a time.
tl;dr:
Jackson turned homemade chicken chips into the fast-growing Farm to Pet brand.
Single ingredient treats provide a simple, healthy alternative to processed pet snacks.
Farm to Pet is scaling operations with a focus on transparency and vertical integration.
Jackson’s leadership blends mission-driven passion, humility, team building, and trust.
Practical insights for founders show how purpose and community can fuel business growth.
How to Develop Mission-Driven Leadership As a Superpower
Jackson’s superpower is mission-driven leadership. As he described it, the work starts with “having a mission…that you are very passionate about” and the ability “to kind of see through the next few steps.” Just as important, he said, is “recruiting the right people along the way.” Jackson was quick to emphasize that leadership also means humility. “It starts out, I think, by knowing what you’re not naturally great at,” he said. For him, leadership is not about pretending to know everything. It is about building a team, listening, observing, changing his mind and giving talented people “the space and the time and the authority” to run with important work.
Jackson illustrated this superpower through his early work with Miranda, who helped shape the company’s social media and marketing. He admitted he did not know Instagram and was trying to DM people without much confidence. Rather than struggle alone, he invited Miranda to join the company and lead that work. She became a key part of the team, helping bring the crowdfunding campaign and brand story to life. Jackson’s role was not to control every detail. It was to recognize talent, create space for ownership and let her strengths complement his own.
Know what you are not naturally great at before trying to lead every function yourself.
Build around a mission you care about deeply enough to sustain you through hard days.
Look a few steps ahead so your team can prepare for growth before it arrives.
Recruit people whose strengths fill your gaps and trust them with real responsibility.
Listen carefully, observe what people enjoy and notice where they naturally excel.
Give team members the space, time and authority to make decisions and own outcomes.
Stay willing to change your mind when new information or better ideas emerge.
Let go of work others can do better so you can focus on scaling the mission.
By following Jackson’s example and advice, you can make mission-driven leadership a skill. With practice and effort, you could make it a superpower that enables you to do more good in the world.
Remember, however, that research into success suggests that building on your own superpowers is more important than creating new ones or overcoming weaknesses. You do you!
Guest Profile
Jackson Jones:
Founder and CEO, Farm to Pet
About Farm to Pet: Farm to Pet is a premium pet treat company committed to producing healthy, single ingredient treats for dogs. We responsibly source our ingredients and prioritize complete transparency, ensuring pet owners know exactly what they are feeding their furry companions without worrying about hidden additives or fillers.
Website: farmtopettreats.com
LinkedIn: linkedin.com/company/farmtopet
Other URL: startengine.com/offering/farm-to-pet
Biographical Information: Jackson Jones is the Founder and CEO of Farm to Pet. Driven by a passion for animal wellness and transparent sourcing, Jackson built Farm to Pet to provide pet owners with high-quality, single ingredient treats they can trust. Under his leadership, the vertically integrated company has grown to serve hundreds of thousands of happy dogs and cats, championing a healthier standard in the pet food industry.
LinkedIn: linkedin.com/in/jacksonajones
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