The Farmer’s Dog to Acquire Woof, Expanding Dog Wellness Offerings

Since its inception, The Farmer’s Dog has provided over one billion meals, shifting the focus of pet nutrition from heavily processed foods to fresh, minimally processed options that meet human-grade standards.

With the acquisition of Woof, The Farmer’s Dog aims to enhance its product portfolio by offering solutions that support the overall health and wellbeing of dogs. The company highlights that nutrition and enrichment significantly impact a dog’s life and wellbeing on a daily basis.

Founded in 2019, Woof has rapidly grown in the pet industry due to its innovative refillable wellness systems for dogs, such as the Pupsicle, which provides healthier play and mental stimulation for pets.

Jonathan Regev, CEO and co-founder of The Farmer’s Dog, stated that their mission is to assist dog owners in providing the best for their pets. He emphasized the importance of nutrition, enrichment, and play in promoting a long, healthy life for dogs. Regev expressed admiration for the work done by Woof and indicated that the collaboration will lead to greater innovations aimed at enhancing the lives of dogs.

Daniel Haarburger, Founder of Woof, noted that their goal has always been to improve the daily lives of dogs and their owners. He expressed excitement about partnering with The Farmer’s Dog to raise industry standards further.

Woof will function as an independent division under The Farmer’s Dog, ensuring that existing customers will continue to receive familiar products while both companies explore new opportunities for serving dogs and their families.

The transaction is anticipated to close in 2026, subject to customary conditions, though financial terms have not been disclosed. BofA Securities is advising The Farmer’s Dog, with support from J.P. Morgan for financing, while legal counsel is provided by Latham & Watkins LLP and Paul Hastings LLP. Woof is advised by Harris Williams and KO Law.