SEC Form S-1 excerpt (EFTA01381296)

Form S-1 Table of Content& Our Strategic Differentiation The Landscape We Found Pet food in 2002 was an established industry dominated by large CPG companies. offering a variety of brands made primarily with ingredients such as poultry by-product meals. corn, wheat and soy. Based on our conversations with many pet parents, we found that the vast majority of them did not read pet food labels and were often unaware of the ingredients they were feeding their pets, even though they were seekin