The Farmer’s Dog has announced it is acquiring Woof, a pet products company focused on functional enrichment and wellness. The transaction will expand The Farmer’s Dog beyond its core fresh dog food business and create a broader pet wellness platform combining nutrition, enrichment, play, and other products designed to support dogs throughout their lives
The Farmer’s Dog has served more than one billion meals since its founding and built its business around freshly cooked, minimally processed, human-grade dog food
Woof, founded in 2019, developed a category of refillable wellness and enrichment products for dogs. Its products include the Pupsicle, which has been used by millions of dogs and is designed to combine enrichment with functional wellness
The strategic rationale centers on expanding The Farmer’s Dog’s relationship with customers beyond food. Nutrition and enrichment are both recurring components of a dog’s daily routine, giving the combined business opportunities to offer a wider range of products around everyday canine health and wellbeing
Woof will continue operating as an independent division of The Farmer’s Dog following completion of the transaction. The companies plan to maintain Woof’s existing products while identifying additional opportunities to develop new products together
The acquisition is expected to close in 2026, subject to customary closing conditions. Financial terms were not disclosed
BofA Securities is serving as exclusive financial advisor to The Farmer’s Dog, while Latham & Watkins is serving as legal counsel. BofA Securities and J.P. Morgan have provided committed financing to support the transaction
Harris Williams is serving as financial advisor to Woof, with KO Law acting as legal counsel
“Our mission has always been to help dog people do their best for their dogs. Nutrition is the foundation of a long, healthy life, but enrichment and play are also essential. We’ve admired what the Woof team has built, and together we’ll create even more ways to improve dogs’ lives every single day.”
Jonathan Regev, CEO and Co-Founder of The Farmer’s Dog
“From the beginning, our goal has been to build products that make everyday life better for dogs and the people who love them. From enrichment devices to wellness solutions, we’ve dedicated ourselves to bringing real innovation to life. Today, we’re excited to join an amazing partner in The Farmer’s Dog to set an even higher bar for the pet industry.”
Daniel Haarburger, Founder of Woof
