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The Consumer VC: Venture Capital I B2C Startups I Commerce | Early-Stage Investing I Brands
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
Nov 13, 2024
58:55
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
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