2026 rank
The Farmer's Dog, rank 44
- Rival 50 Score
- 3.51
- Differentiation
- 4.0
- Relevance
- 4.0
- Talkability
- 4.22
About The Farmer's Dog
The Farmer’s Dog, founded in the United States in 2014, delivers fresh, human-grade pet food developed with veterinarians and sent directly to owners by subscription.
Why it’s a challenger
Pet food has long been a shelf-stable, mass-processed commodity sold behind opaque labels. The Farmer’s Dog reframed it as fresh, vet-developed meals delivered by subscription, openly calling out kibble, ‘meat meal’ and misleading labeling. Annualized net revenue reached $1.2 billion in 2024, up 50 percent from the prior year.
This brand is in the Rival 50 2026 list. The report’s deep dives cover 14 of the top 20.
Reviewers’ view
The reviewers credited The Farmer’s Dog with being among the first to understand the evolved role of pets, an orange hand-drawn identity that feels more human than the category, and advertising built on the emotional routines of pet parents.