The fresh and raw food market for pets is projected to grow by $3.2 billion between 2025 and 2029, making it the fastest-growing segment in pet nutrition. Today, We Feed Raw is leading the charge in the $45 billion U.S. pet food industry.
Amy Zalneraitis never imagined she’d be in the pet food business. As a creative director in the fashion industry, her career was far removed from canine nutrition. But when her younger sister, Alissa, was diagnosed with late-stage colon cancer in her early thirties, Amy’s world shifted dramatically.
Alissa had built a successful raw dog food business in Austin, Texas, expanding it nationwide while managing it until her final days. After she passed away, there was no time to pause. Production had to continue, meat deliveries needed to be made, and loyal customers depended on the food. Amy and her family stepped in, determined to keep the business running.
On a recent episode of One Day with Jon Bier, Amy shared her journey from reluctant entrepreneur to passionate advocate for healthier dog diets. Here’s what she had to say.
The Problem With Traditional Dog Food
Most commercial dog food contains high levels of processed carbohydrates, leading to chronic health issues in pets. Amy highlights a stark reality:
- 60% of dogs in the U.S. are overweight or obese.
- 50% will develop cancer in their lifetime.
- Many dogs rely on ultra-processed kibble as their primary food source.
“Why are we accepting this as normal?” Amy asks. Her solution is simple but radical: return dogs to their natural, evolutionary diet—raw food.
Challenging the Status Quo—With Care
Educating pet owners about raw feeding requires a delicate balance. Amy is determined to be bold in We Feed Raw’s messaging without alienating dog owners.
“We have to be strong in our approach because we’re disrupting an industry,” she explains. “But we can’t make people feel guilty or judged.”
Switching to raw food is a big change, both financially and logistically. Many dog owners worry about whether they’ll see results quickly. To ease this transition, We Feed Raw’s customer service team supports pet parents through the adjustment period, helping dogs adapt to a biologically appropriate diet.
Embracing Her Role as a Leader
Some entrepreneurs struggle with delegation—but not Amy. She fully embraces her strengths and hires experts to handle areas outside her expertise.
“I’m not a CEO,” she admits. “That’s just not how my brain works.”
Instead, she focuses on branding and advocacy while two powerhouse female executives—her CEO and CMO—lead business operations. “They’re the smartest women I’ve ever worked with. We complement each other perfectly,” Amy says.
Building a Standout Brand
After securing funding, one of Amy’s first major moves was investing in branding. She hired Austin-based creative agency Preacher to develop We Feed Raw’s unique identity.
“It was a collaborative process—the colors, the look, the feel, the vibe,” she explains.
The investment paid off. We Feed Raw stands out in a crowded market, where many pet food brands rely on outdated, uninspiring designs. “It gave us instant credibility,” Amy says.
Overcoming Challenges With Resilience
Entrepreneurship is never easy. Amy has faced countless obstacles, but resilience has been her greatest lesson.
“You can’t stay down for too long when things go wrong,” she says. “At times, it felt like we were getting punched in the face over and over. But the smartest thing we did was never give up.”
Before securing significant funding, the business ran on a month-to-month budget, and many doubted her vision. Yet Amy remained steadfast. “I knew this was going to work,” she says.
During one particularly tough time, a friend recommended she listen to How I Built This. The podcast became a source of inspiration. “It saved me. I realized there were other entrepreneurs out there facing the same struggles,” she shares.
Her advice to aspiring founders? “Protect your mindset. Most people will tell you you’re crazy—but trust yourself.
What started as a heartfelt family effort has grown into a powerful industry disruptor. We Feed Raw is reshaping the way dog owners think about nutrition, one bowl at a time. And through it all, Amy Zalneraitis remains committed to the company’s mission: helping pets live longer, healthier lives through real, raw food.
