- The Farmer’s Dog has entered into a definitive agreement to acquire pet enrichment and wellness company Woof.
- The deal represents a major diversification for The Farmer’s Dog, expanding its business beyond fresh, human-grade dog food.
- Woof, founded in 2019 and known for products including the Pupsicle, will operate as an independent division of The Farmer’s Dog.
- The companies plan to combine nutrition, enrichment and wellness as they develop a broader portfolio of products for dogs.
- The transaction is expected to close in 2026, subject to customary closing conditions. Financial terms were not disclosed.
- BofA Securities and J.P. Morgan have provided committed financing to support the transaction.
The Farmer’s Dog is making a major move beyond the pet food bowl.
The fresh dog food company has entered into a definitive agreement to acquire Woof, a fast-growing pet brand focused on enrichment and wellness products. The transaction gives The Farmer’s Dog an immediate foothold in additional areas of the expanding canine health and wellness market.
Financial terms were not disclosed. The companies expect the transaction to close in 2026, subject to customary closing conditions.
The acquisition represents a notable evolution of The Farmer’s Dog’s strategy. The company built its business around freshly cooked, minimally processed, human-grade dog food and says it has now served more than 1 billion meals.
With Woof, the company is extending that strategy into products designed to influence dogs’ daily lives outside of nutrition.
Building a broader canine wellness platform
Founded in 2019, Woof has developed a portfolio centered on functional enrichment, play and wellness. Its best-known product, the Pupsicle, is a refillable enrichment toy designed to provide dogs with mental stimulation and extended play.
Woof has also emerged as a rapidly growing consumer pet brand. In 2025, the company ranked No. 3 overall on the Inc. 5000 list of fastest-growing private companies in the United States and No. 1 in the Consumer Products category, according to the companies.
The Farmer’s Dog said bringing the businesses together creates an opportunity to address multiple components of canine health, including nutrition, enrichment and everyday wellness.
“Our mission has always been to help dog people do their best for their dogs,” Jonathan Regev, CEO and co-founder of The Farmer’s Dog, said in announcing the agreement. “Nutrition is the foundation of a long, healthy life, but enrichment and play are also essential.”
The companies said they intend to identify additional opportunities for products and innovations aimed at helping dogs live longer, healthier and happier lives.
Woof to retain independent operation
Woof will continue operating as an independent division of The Farmer’s Dog following the acquisition. The companies said customers should expect Woof’s existing products to remain available while the businesses explore opportunities to work together.
Woof founder Daniel Haarburger said joining The Farmer’s Dog would allow the company to build on its approach to functional wellness and enrichment while pursuing further innovation in pet care.
The structure could give The Farmer’s Dog a way to broaden its relationship with dog owners without requiring the Woof brand to be absorbed directly into its existing food business.
The deal also reflects a wider industry push toward viewing pet health as an interconnected ecosystem encompassing nutrition, preventive care, activity, enrichment and the human-animal bond rather than as a series of isolated product categories.
Financing lined up for transaction
BofA Securities is serving as exclusive financial advisor to The Farmer’s Dog, while Latham & Watkins LLP is serving as legal counsel.
BofA Securities and J.P. Morgan have provided committed financing to support the acquisition, with Paul Hastings LLP serving as financing counsel.
Harris Williams is serving as financial advisor to Woof, and KO Law is serving as the company’s legal counsel.
The acquisition adds another significant transaction to a pet industry in which companies are increasingly competing for a larger share of consumers’ overall spending on animal health, nutrition and wellness. For The Farmer’s Dog, the deal signals an ambition to extend a brand built around fresh nutrition into a much broader platform serving the everyday needs of dogs and their owners.
Information sourced from the companies’ press release.
