Jackson Jones didn’t set out to reinvent pet treats. He started with a simpler problem: his dog Rooney loved chicken chips, but the available options were often unhealthy, filled with artificial ingredients or simply unavailable. That frustration became Farm to Pet, a growing manufacturer of all-natural, single-ingredient treats made with U.S.-sourced ingredients and a tightly controlled supply chain.
In this SuperCrowd Voices interview, Jones shares how a homemade solution evolved into a profitable, self-funded business growing rapidly while maintaining strong repeat customer demand. He also speaks candidly about one of the hardest parts of building a manufacturing company: financing growth before revenue catches up with the cost of equipment, facilities, labor, materials and inventory.
Now, with new machinery and a larger facility expanding capacity, Farm to Pet is turning to crowdfunding for the first time—inviting customers and other investors to participate in the company’s next stage of growth and expansion.
Devin: What inspired you to start your company?
Jackson: Starting my company really came from a perfect storm of curiosity, entrepreneurial spirit, and consumer frustration, wrapped up in a love of pets. My dog Rooney loved chicken chips, but the options on the market either contained artificial or unhealthy ingredients or were constantly out of stock - neither of which was a positive consumer experience! I decided to try to make them myself, and that sparked the idea to create a brand and company I could build and grow from the ground up – namely, Farm to Pet.
What problem are you solving, and who benefits most from your solution?
In addition to solving my own frustrations as a consumer above, Farm to Pet is built to give pet parents a clear choice and trusted source for healthy, all-natural, single-ingredient treats for their dogs and cats. We’re also committed to shining a spotlight on healthy pet nutrition, educating customers about the benefits of single-ingredient treats in terms of digestion and essential nutrients, and providing a 100% natural, US-sourced and US-made product with a transparent supply chain. We believe our process benefits all of our stakeholders, including pets, customers, retail partners, employees, suppliers, and more.
What makes your company stand out in your space or industry?
Our superior quality and variety of protein and form options aside, Farm to Pet is able to stand out because we control our supply chain and do it responsibly and sustainably. Every human-grade, hormone-free ingredient we source comes from a Midwestern farm or regional fishery that we’ve built a relationship with. The fact that we handle every step ourselves to get it to the customer from there makes it easy to stand behind our product. This resonates with consumers in general and especially pet owners, so we’re able to build lasting relationships with them as well. Case in point: we’re growing at 186% since launch, yet 60% of our sales are still from repeat customers.
What’s next for your company—what are you most excited to build or accomplish in the future?
We’re actually in the middle of our first foray into crowdfunding, which is very new to us and very exciting. Just within the last two months, I made sizable investments in a new facility and machinery that will more than double our manufacturing capacity, so we feel very good about inviting customers to become investors in our company at this stage. My goal now is to continue to build momentum, increase our reach, and ensure that our capacity keeps pace with demand. Of course, I always have a new product idea or two in the back of my mind as well!
What’s one lesson you’ve learned on your entrepreneurial journey that might help others?
To me, entrepreneurship is like a race with no clear finish line. In other words, you have to enjoy running! Fortunately, I do enjoy running, but at times it can be tiring, and the path is not always clear. However, the journey is fun and rewarding, and I feel blessed to be on it with my family and a great team.
On a more practical note, as a bootstrapped business, financing has definitely been the most challenging aspect. As a manufacturer, you have to cover the costs of systems, equipment, physical space, raw materials, labor, packaging, and shipping - all before you receive any revenue. These costs don’t even include marketing, salaries or other overhead expenses, let alone profit. Lastly, when you grow too fast, as we have at times, it puts tremendous pressure on cash flow. I did not have experience with these financial challenges from my former career roles, so I had to make a lot of mistakes as I eventually learned to how grow the business without running out of funds.
Why might someone want to learn more about your offering or follow your progress?
Farm to Pet is a self-funded company that is growing, has achieved profitability, and makes a fantastic product. I think anyone interested in crowdfunding, the pet product market, CPG, and simply pets in general would find our offer and our brand compelling.
Jackson Jones’s Bio
The hands-on top dog at Farm to Pet, Jackson Jones is a natural-born entrepreneur with extensive experience in operations, sourcing, production, and supply chain whose technical savvy is enhanced by inspired creativity, genuine open-mindedness, a thirst for knowledge, and a drive to improve that motivates everyone who works with him. Did we mention that he grew up in a farming family and earned his production chops at various roles within the Berkshire Hathaway group of companies? Jackson is also dog dad to Rooney, his beloved rescue pup and the original Farm to Pet taste tester.
Links:
Website: farmtopettreats.com
LinkedIn: linkedin.com/in/jacksonajones
StartEngine: startengine.com/offering/farm-to-pet