What We Learned on "How I Built This": Marketing Plant-Based Dog Food
Update June 6, 2026: This episode was rebroadcast on NPR.
In an episode published on May 28, 2026, Petaluma co-founder Caroline Buck called into the Advice Line on How I Built This with Guy Raz, sitting down with Guy and Seventh Generation co-founder Jeffrey Hollander to ask a question we wrestle with every day: how do you build a plant-based dog food brand in a category that sparks both curiosity and outrage? The conversation was honest, occasionally challenging, and full of ideas worth sharing. This post recaps what was said, digs into the science behind the skepticism, and explains why we feed our dogs the way we do.
Quick Answer
On How I Built This, Guy Raz and Jeffrey Hollander encouraged Petaluma to lean into the skepticism around plant-based dog food rather than avoid it, to stand behind the food as genuinely better (not just "as good"), and to keep experimenting with social media. The science backs the approach: dogs are omnivores that digest plant starches efficiently, and peer-reviewed research links well-formulated plant-based diets to strong health outcomes. Our Adult Baked Recipe is vet-formulated and AAFCO-compliant.
In This Article
How Petaluma Ended Up on How I Built This
The Advice Line is a recurring format on How I Built This where Guy Raz and a returning guest take calls from early-stage founders. This episode's guest was Jeffrey Hollander, co-founder of Seventh Generation, the pioneering eco-friendly household brand later acquired by Unilever. Hollander has spent decades thinking about how mission-driven companies grow, and he now teaches the subject at NYU.
Caroline introduced Petaluma the way we always do: a direct-to-consumer dog food company making plant-based formulas from whole food ingredients like chickpeas, pumpkin, and peanut butter. Then she got to the real question, the one that shapes nearly every marketing decision we make.
"Plant-based dog food is obviously polarizing," she told Guy and Jeffrey. "My instinct as a marketer has always been to just be super transparent and let the science do the work. But the controversy of the category can spark a lot of conversation and curiosity, and it can also bring some outrage, especially in the world of online ads. So my question is: as a brand, how do you feed that curiosity without triggering the outrage?"
It is a question every founder in an unfamiliar category eventually faces. Before we get to the advice, it helps to understand why the topic stirs such strong reactions in the first place.
"Wait, Dogs Can Eat Plants?" The Science Behind the Skepticism
The first thing Guy asked Caroline is the question we hear most: aren't dogs carnivores? It is a common assumption and deserves a real conversation.
Dogs are omnivores, not obligate carnivores
Dogs co-evolved alongside humans over roughly 15,000 to 30,000 years, living on the edges of human settlements and eating our scraps. For most of that history, those scraps were not heavy on meat. As a result, dogs adapted to digest carbohydrates and starches in a way their wolf ancestors never did. They are true omnivores, much like us.
This is not opinion. A landmark 2013 study in Nature sequenced the genomes of dogs and wolves and found that dogs carry many more copies of the AMY2B gene, which produces the enzyme that breaks down starch. The researchers identified ten genes tied to starch digestion and fat metabolism that helped dogs thrive on the starch-rich diets that came with human agriculture. You can read more in our deeper dive on whether dogs are omnivores or carnivores.
What the health research actually shows
When Jeffrey asked whether there are studies showing dogs get healthier on this diet, Caroline pointed to research from the last few years. The largest is a 2022 study in PLOS ONE that gathered guardian-reported health data on more than 2,500 dogs. Dogs fed a nutritionally sound plant-based diet had the lowest reported prevalence of health disorders of any group studied.
| Diet type | Dogs with reported health disorders |
|---|---|
| Plant-based | 36% |
| Raw meat | 43% |
| Conventional meat | 49% |
A follow-up study published in PLOS ONE in 2024 tracked dogs on a commercial plant-based diet for a full year and found they maintained healthy clinical, nutritional, and hematological markers throughout. The benefits researchers point to mirror what we see in human nutrition: more fiber, more anti-inflammatory compounds, and high digestibility. We cover this body of evidence in our science-based review of the research.
One important caveat: these outcomes depend on the food being complete and balanced. A plant-based diet is only as good as its formulation, which is why experts in canine nutrition develop Petaluma recipes to meet AAFCO nutrient profiles for adult maintenance.
Guy and Jeffrey's Advice for a Polarizing Category
With the science on the table, Guy and Jeffrey turned to Caroline's actual question. Their advice came down to a few clear ideas.
Use the skepticism as fuel, not something to avoid
Guy's strongest suggestion was to surface the doubt directly. Instead of leading with a value claim like "guilt-free," he proposed opening a video or web page with the very question skeptics are thinking: "Wait, dogs can eat plant-based? Is this actually good for them? This sounds wrong." Naming the objection out loud earns trust, and then you have permission to walk people through the answer: that a dog's body responds well to simple whole foods like peanut butter, oats, and sweet potatoes.
He drew a comparison to Seventh Generation's own site, which leads with a concrete function ("leave dishes extra clean") rather than a values statement. Lead with what the product does, then let the mission follow.
Don't give up on social media; experiment with small budgets
Caroline admitted she had lost some appetite for social advertising, since the comment sections can get heated. Both Guy and Jeffrey pushed back gently. Jeffrey's line: "Whatever worked 90 days ago won't work today." The platforms change constantly, so the answer is to keep testing with small amounts of money until something clicks, not to retreat. As he put it, you have to experiment.
Know who you're really talking to
This was the one place Guy and Jeffrey respectfully disagreed, which made it useful. Jeffrey argued that our best customers are vegetarians who already believe "if it's good for me, it's good for my dog." Guy countered that vegetarians are too small a market to build on, and that the bigger opportunity is meat-eating dog parents with a specific reason to look, like an older dog with kidney issues or a pet with food allergies. Both points are true at once, and hearing them side by side helped clarify our own thinking.
Lower the barrier to that first try
Guy liked that we already offer free samples, and suggested two more low-friction entry points: encouraging people to mix our food in with their current food at first (dogs can be finicky about a sudden switch), and leaning into treats as an easy, low-commitment way to meet the brand. We mentioned our single-ingredient dehydrated sweet potato chew, and he saw it as a natural on-ramp.
"As Good" vs. "Better": The Positioning Question
The most pointed moment came when Caroline explained that she had deliberately avoided claiming our food is dramatically better, because she did not want to sound preachy. Jeffrey challenged that instinct head-on. "I'm not sure people want to buy something that's just as good as what they're getting now," he said. "You've got to feel proud about what you're selling, and if it's not better, make it better. To survive, you've got to have a better alternative, and you've got to have evidence that backs that up."
It is a fair push, and it lines up with how we think about formulation. We are not interested in a product that merely matches conventional kibble. Our recipes are baked, not extruded, in a solar-powered U.S. facility, and they are built around whole food ingredients with nutrient density in mind. Here is some of what goes into the food.
| Feature | Adult Baked Recipe | Senior Baked Recipe |
|---|---|---|
| Protein | 27% | 26.5% |
| DHA (omega-3) per cup | 150 mg | 450 mg |
| Glucosamine per cup | — | 150 mg |
| Preparation | Baked, not extruded | Baked, not extruded |
That said, we still believe transparency matters, and we won't overstate what the evidence supports. Our goal is to be both proud and honest, which we think are compatible. For the full ingredient picture, see our breakdown of plant-based proteins for dogs.
What We Took Away
A short conversation can rearrange how you see your own work. A few ideas stuck with us. Skepticism is not the enemy; it is the on-ramp, as long as we meet it with a real answer instead of a defensive one. Standing behind the food with confidence does not mean abandoning transparency. And the goal of marketing in a category like ours is not to win every argument in a comment section, but to reach the curious people quietly wondering whether there is a better way to feed the dog they love.
Jeffrey closed the episode with a reflection on his Seventh Generation years that felt relevant beyond marketing: the obsession with growth at any cost can quietly cost you something too. Growing in a way that is sustainable, for the team and the mission, is its own kind of success. That is the company we are trying to build.
Curious enough to try it?
Our Adult Baked Recipe is veterinarian-formulated, AAFCO-complete, and baked from whole food ingredients like peanut butter and sweet potato. The easiest place to start is a free sample you can mix into your dog's current food.
Frequently Asked Questions
Was Petaluma featured on How I Built This?
Yes. Petaluma founder Caroline Buck called into the Advice Line segment of How I Built This with Guy Raz, alongside guest Jeffrey Hollander of Seventh Generation, to discuss how to market plant-based dog food in a category that draws both curiosity and controversy.
Are dogs carnivores or omnivores?
Dogs are omnivores. While they belong to the order Carnivora, domestication gave them extra copies of the AMY2B gene for digesting starch, and research shows they process plant carbohydrates very efficiently. Their nutritional needs are met by a properly balanced diet from animal or plant sources.
Is plant-based dog food healthy?
A well-formulated, complete-and-balanced plant-based diet can support good health. A 2022 PLOS ONE study of more than 2,500 dogs reported the lowest prevalence of health disorders in dogs fed nutritionally sound plant-based diets, and a 2024 study found dogs maintained healthy clinical markers over a full year. The key word is "well-formulated," which is why veterinary formulation and AAFCO compliance matter.
Who is the best fit for plant-based dog food?
Many of our customers are people who already eat plant-based themselves, but the food is also a strong option for dogs with common protein allergies (chicken and beef are frequent culprits) and for households looking to lower their pet's environmental footprint without sacrificing nutrition.
Do I have to switch my dog's food all at once?
Dogs can be finicky about sudden changes, so a gradual transition works best. Start by mixing a small amount of Petaluma into your dog's current food and increase the proportion over several days. Even adding more plants to an otherwise traditional diet can offer benefits.
Where can I buy Petaluma plant-based dog food?
Petaluma is primarily direct-to-consumer at feedpetaluma.com, where most customers subscribe for regular delivery. You can also start with a free sample before committing to a full bag.
References
- Knight A, Huang E, Rai N, Brown H. Vegan versus meat-based dog food: Guardian-reported indicators of health. PLOS ONE. 2022;17(4):e0265662. journals.plos.org
- Linde A, Lahiff M, Krantz A, Sharp N, Ng TT, Melgarejo T. Domestic dogs maintain clinical, nutritional, and hematological health outcomes when fed a commercial plant-based diet for a year. PLOS ONE. 2024;19(4):e0298942. journals.plos.org
- Axelsson E, Ratnakumar A, Arendt ML, et al. The genomic signature of dog domestication reveals adaptation to a starch-rich diet. Nature. 2013;495(7441):360-364. nature.com
