How Choosing the Best Food for Your Dog Can Add Years to Their Life & The Problem with The Legacy Pet Food Market with Terri Rockovich, Co-Founder & CEO of Jinx

The Consumer VC: Venture Capital I B2C Startups I Commerce | Early-Stage Investing I Brands

Thank you to our Partner –– Propeller Industries https://www.propellerindustries.com/

Propeller Industries is the leading strategic finance and accounting partner for venture-stage companies.

Thank you Jerry Staub for the intro to our guest today is Terri Rockovich, Founder & CEO of Jinx. Jinx is a dog food brand that offers premium kibble, homemade toppers, and beef crumbles and are made by a team of pet nutritionists and veterinarians.

We discuss:

• How legacy brands create their dog food
• The inspiration behind Jinx
• Her nutrition philosophy for pets
• Sourcing the right manufacturing partners & convincing them to work on Jinx
• Approach to testing if the product tastes good
• The reasons why she raised venture money (most recently a Series B)
• How she launched online
• Why Walmart has been a great partner for a premium brand
• Jinx’s market positioning compared to other premium dog food brands
• Approach to launching SKUs & new products
• How she thinks about celebrity partnerships & more