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Welcome to The Quality Makers, an interview series highlighting pioneers in the direct-to-consumer space. Join us as we get an inside look at the world of digital shopping through the eyes of the individuals shaping it…
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Over the past decade, people have become a lot more discerning and holistic about the type of food they’re putting into their bodies. What that also means is that as people have become more health-conscious about their own lives and more educated about the long-term impacts of food on their quality of life, they’ve become equally obsessive about optimizing their dogs’ nutrition (can you blame them?) no matter the cost.
However, with so many different types of feeding options available—kibble, raw, heavy protein, and plant-based—navigating the pet-food space can be pretty overwhelming, with many owners wondering, “How do I know if my dog is getting complete nutrition?”
Caroline Buck, Co-Founder and CMO of Petaluma, is desperate to keep things simple, sustainable, and nutritious for dogs and their owners, focusing on whole-food, plant-based nutrition that provides your pet with absolutely everything they need to live their best life without hurting the planet...and she’s got the data to back it up.
Given that my dog loses his mind over Petaluma’s Sweet Potato Jerky, I felt like I was in the presence of bark-worthy greatness while hearing everything Caroline had to say about her fascinating journey toward pup-driven purpose.
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TQE: What is your background? What made you decide to get into plant-based pet food?
CB: I have always been a dog lover, but my background before starting Petaluma was in the tech industry—mostly in marketing and business development.
In 2017, my co-founder (and now husband) Garrett Wymore and I started cutting meat and animal products from our diet. I was deeply troubled by the treatment of animals in our food system and concerned about animal agriculture’s role in accelerating climate change and habitat loss.
Garrett had a job in the pet care industry and learned more about the scale of factory-farmed animal protein needed to supply the pet food industry. After many years of research, we created Petaluma to provide a vet-approved, high-quality, plant-based diet for dogs that is better for animals and for the planet.
TQE: What are some of the biggest misconceptions about feeding your dog a completely plant-based diet?
CB: The number one misconception is that dogs require animal protein. As omnivores, both dogs and humans have nutrient requirements, not ingredient requirements, and their nutritional needs can be met without animal-based products. There is a growing scientific basis for plant-based canine diets, demonstrating that there are even unique advantages over conventional diets such as longer lifespans and fewer-reported health issues.
Most commercially prepared dog food, regardless of protein source, will be developed using a combination of software tools and the expertise of veterinary nutritionists to combine ingredients that achieve the desired micronutrient profile. While many plant-based humans are accustomed to the “but where do you get your protein” line of questioning, dogs are unique in that they generally eat the same food every day for most of their lives.
You can feel confident that they are getting proper, balanced nutrition because their food has been formulated to provide everything they need in one product.
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TQE: What are some of the biggest gaps in our dogs’ everyday diets?
CB: Quality sources of fiber! Dietary fiber is often the unsung hero in both human and dog diets, and it’s only found in plants.
Fiber’s main claim to fame is regulating bowel movements, but prebiotics (a type of dietary fiber) promote a healthy balance of gut bacteria, which allows for better absorption of nutrients and overall improved digestion. Fiber-rich diets can reduce inflammation in the gut, which reduces the risk of chronic diseases and can improve overall health.
The fiber in whole grains and legumes also slows the uptake of carbohydrates and maintains consistent blood sugar after meals. Additional dietary fiber can be particularly important as your dog ages, as it helps them feel full and satisfied while consuming fewer calories as their metabolism slows. Weight management is essential to keeping your dog healthy and active as they earn their gray hairs.
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TQE: With so many different types of diets out there—raw, homecooked, kibble, heavy meat, plant-based—what are the best ways for someone to decide what to feed their dog?
CB: The large variety in canine diets is a good reminder that dogs are omnivorous and have nutritional requirements that can be fulfilled with many different dietary approaches. Dogs evolved alongside humans, who have their own significant dietary differences. This dietary variety isn’t new—an interesting study analyzing the archaeological remains of dogs from 3,000-5,000 years ago found that dogs living alongside farmers ate almost entirely plant-based diets while dogs with shepherds ate much more meat.
We are cautious about diet trends that overhype (e.g. “superfood”) or unnecessarily malign (e.g. “filler”) certain ingredients. For example, the shift toward grain-free dog foods in the last decade was not a result of a new development or discovery in nutritional science. Balanced diets shouldn’t lean heavily on one or two ingredients for the majority of nutrition. So, while ingredients are very important, understanding the overall nutritional profile is critical.
One real concern that is reshaping pet food is the health impacts of processed meat. Processed meats have been classified as carcinogenic to humans, and traditional dog food uses meat meals that have gone through major heat processing at multiple stages.
Many of the recent trends in pet food—including raw, fresh, dehydrated, and plant-based— all share a common avoidance of processed meat. We wanted to provide a healthy alternative to processed meat that doesn’t increase demand for factory-farmed meat like most premium dog food brands.
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TQE: What are some of your favorite products for your own dog?
CB: I hope never to spend a day on this planet without a dog. Is that too dramatic? My two rescue dogs, Leo and Oscar, have only two speeds—couch potato or marathon runner. When we’re working from home, I like to keep them distracted and busy with a little peanut butter on a silicone lick mat or a Kong toy with a piece of our organic sweet potato jerky inside.
When we’re on the go, I’m a fan of Springer water bottles to keep them hydrated on car rides, hikes, and cross-country ski trips. A few years ago, my mom gifted Leo and Oscar matching Barbour jackets for Christmas and they have been a winter staple since. They initially resisted wearing any outerwear, but when the temperature drops, they gladly bow their heads for me to slip on the jacket and get some extra warmth!
TQE: If someone is new to the plant-based pet space, what are some tips for getting started?
CB: The wonderful news is that there are so many options now for the plant-curious dog parent. In my opinion, there are two big initial considerations when selecting any dog food:
1) Ensuring that the food is formulated properly and by nutrition experts.
2) Whether your dog likes the food and has healthy digestion (i.e. good poops!).
Petaluma meets all requirements by AAFCO (FDA regulatory group for feed products) and was formulated by a veterinarian with three decades of experience formulating therapeutic diets for a major pet food manufacturer. Our formulas have also been reviewed by multiple board-certified veterinary nutritionists. To pass the “taste test,” we offer free samples on our website so you and your dog can try out our baked food before committing to a big bag.
If you have tried a plant-based food for your dog in the past, now may be a good time to revisit the current options and see if other varieties suit your pup.
If you are concerned about processed meat ingredients in your dog’s food, introducing plant-based food as a base may be a good way to take more control of the protein in their diet. Many of our customers use Petaluma as a nutritionally-complete base and mix in different protein and fresh vegetable toppers to supplement.
TQE: What differentiates Petaluma for other plant-based pet brands on the market?
CB: We made Petaluma for the customer who wants to do better for animals and the planet, but without sacrificing nutritional quality for their dog. We focus on sourcing high-quality plants in less-processed formats like oven baking or dehydration, and focus on flavors that we already know dogs love like peanut butter and pumpkin.
As a brand, we want to help customers feel great about their decision to feed Petaluma, and we strive to be as transparent as possible by sharing full nutritional profiles on our website as well as our lab results, (like protein digestibility) so you can feel fully informed when you’re at your next vet visit.
We are not trying to be a meat replacement, as dogs don’t need to think something is chicken to enjoy it. That allows us to incorporate whole-food, plant-based ingredients that bring nutritional value and naturally great taste.
TQE: How important do you think a dog’s diet is for their quality of life and longevity?
CB: Longevity has many variables, and the genetic component is particularly clear in dogs given the huge range of average lifespans between breeds. Many common health issues are highly influenced by genetics, so diet and lifestyle are not going to solve every problem.
That said, there are exciting new studies showing links between plant-based diets and dogs living longer lives. A 2022 study published by the University of Guelph analyzed owner-reported health information for more than 1,400 dogs and found that dogs eating plant-based diets had longer reported lifespans (>1 additional year) and fewer-reported health issues than dogs that consumed traditional diets.
Plant-based diets also generally allow more calorie control, as plant proteins are leaner than animal proteins. Obesity is the most common nutritional issue in dogs, and overweight and obese dogs have been found to live 6 months to two years shorter lifespans than dogs who maintain a healthy weight.
While measuring portions is a critical first step for weight maintenance, plant-based foods can help prevent weight gain by balancing lower total fat (and calorie density) with ample protein and healthy omega-3 fats.
TQEL: Top 3 favorite dog names. Go!
CB: Trixie, Leo, and Oscar*
*Note: All three of these dog names are from my current/former dogs…I’m biased!
