The Farmer’s Dog is a subscription company that delivers fresh, human-grade dog food tailored to each pet. It operates in the pet food market and serves customers in the US.[2][5]
Access to pre-IPO shares is available to accredited investors through UpMarket.
The Farmer's Dog shares are not on public exchanges. UpMarket provides accredited investors access through secondary market transactions.
Confirm eligibility under SEC Rule 501 of Regulation D. Income or net worth threshold applies.
Complete KYC/AML onboarding. Typically 1–2 business days. Licensed rep assigned on signup.
Full offering memoranda and risk disclosures provided before any commitment is required.
Review and sign subscription agreement. All documents handled digitally through the platform.
Wire transfer or ACH. $50K minimum. Funds held in custodial account until close.
Pre-IPO investments are illiquid, speculative, and involve risk of total loss of capital.
Contrary estimates the company’s annualized net revenue reached $1.2 billion in 2024, up 50% from $800 million in 2023. The business has also raised $103 million total, with a 2021 round valuing it at $1.5 billion.
EquityZen says The Farmer's Dog makes meal plans that are made-to-order, veterinarian-designed, and customized with smart technology for each dog. Insight Partners describes it as a leading direct-to-consumer company combining technology and simplicity in pet care.
Business Model Canvas Template cites analysts projecting revenue CAGR above 30% through 2026, supported by subscription repeatability and premium pricing of about $3 to $12 per day. Contrary also notes it is among the most recommended fresh dog food brands as of April 2025.
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No. As of March 2026, The Farmer's Dog is a private company and does not trade on any public stock exchange. Accredited investors can access The Farmer's Dog shares through UpMarket, a FINRA-registered broker-dealer that specializes in pre-IPO investments.
The Farmer's Dog does not have a public stock price because it is privately held. The most recent known share price comes from its last funding round. Pre-IPO share prices on the secondary market may differ from the last round price depending on supply, demand, and market conditions.
Yes. Accredited investors can indicate interest in The Farmer's Dog shares through UpMarket by filling out the form on this page or creating an account at upmarket.co. All pre-IPO offerings are subject to availability and require a $50,000 minimum investment. UpMarket is a FINRA-registered broker-dealer and has brokered more than $500M in alternative investments since 2019.
Pre-IPO investments carry significant risks. The Farmer's Dog shares are illiquid, meaning there is no public market to sell them quickly. There is no guaranteed exit timeline or return. The investment is speculative in nature, and investors should be prepared for the possibility of total loss. Valuations of private companies can fluctuate substantially between funding rounds. Investors should consult their financial advisor and review all offering documents before investing.
In a pre-IPO transaction, accredited investors purchase shares from existing shareholders (such as employees, early investors, or other holders) through secondary market platforms. The company itself does not issue new shares in these transactions. UpMarket facilitates these trades as a FINRA-registered broker-dealer, handling compliance, documentation, and settlement on behalf of both parties.
There are two primary exit paths for pre-IPO holdings: selling your shares on the secondary market to another buyer, or holding until the company completes an IPO or is acquired. Both paths are subject to transfer restrictions, company approval (right of first refusal), and market conditions. The timing of any exit is unpredictable, and investors should plan for a multi-year holding period.
The minimum investment for most pre-IPO offerings on UpMarket is $50,000. This amount may vary depending on the specific offering and share availability. There are no fees to create an UpMarket account or browse available investments. Investors only pay transaction-related fees when they complete an investment.
UpMarket's valuation estimate of is derived from a proprietary model that incorporates multiple data sources: funding round data (Caplight), revenue estimates (Sacra), secondary market pricing, and public company comparables. The model applies a private company discount to the public comp multiple to account for illiquidity and information asymmetry. This estimate is not investment advice and may differ substantially from the price at which shares actually trade.
The Farmer’s Dog delivers fresh, human-grade dog food through a subscription model and reached $1.2B in annualized revenue in 2024, reflecting continued scale in the U.S. pet food market — accredited investors can access The Farmer's Dog stock through UpMarket.