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Get Smarter Pet Nutrition with Genius Dog Food
By Paula Short
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95 people pledged
NZ$5,000 minimum target
Pledges will only be confirmed if the target is reached by: 17/07/2018 at 9:00 PMMake a Pledge
Get Smarter Pet Nutrition With Genius Dog Food
Project 2017-07-21 13:52:05 +1200
As a veterinarian I’ve become really frustrated with constantly dealing with the effects of poor quality food on our pets. A diet of factory farmed chicken, bulked up with wheat and corn fillers and loaded with additives and preservatives, is not a recipe for good health. So I’ve founded Genius Pet Food to do something about it.
With the help of NZ’s leading pet nutritionists I’ve spent the past 18 months working with a small, family owned pet food manufacturer to develop our unique Lamb and Possum adult dog food - to give you a healthier option for your pet.
Funds raised from this campaign will be used for ingredients and packaging for the first commercial batch of our premium quality, delicious and nutritious, NZ made dog food. Thank you for your support!
The Smart Pet Nutrition Mission
My mission to create a better dog food option involved searching the length of New Zealand for the best ingredients our fine country could offer. Then two PhD qualified pet nutritionists formulated a unique Lamb and Possum recipe, our awesome manufacturers cooked it up for us and the Nutrition Lab at Massey University tested it thoroughly, to ensure it meets the internationally recognised AAFCO standard as a complete and balanced food for adult dogs of all breeds and all sizes.
I believe the key to great health for your pet is a balanced diet with plenty of good quality protein and lots of healthy essential omega fatty acids. I’ve personally chosen every ingredient specifically for its nutritional benefits for your pet. So you can be confident that you are feeding your dog the best pet nutrition New Zealand has to offer.
- Our number one ingredient is grass fed NZ lamb meat, sourced from Mid Canterbury farms. Super high quality protein.
- We also use wild caught NZ possum – did you know that possum meat is really high in essential fatty acids? It's great for your dog’s skin and coat and also packs a flavour punch.
- With added NZ Lamb meal for extra protein, calcium and phosphorus, sourced from the Hawkes Bay.
- Peas are a good source of protein and essential vitamins and minerals and potatoes offer a highly digestible carbohydrate source.
- Flax meal is a great source of omega 3 fatty acids and hemp seed oil adds high amounts of the omega 6 linoleic acid, which is essential for a healthy skin and coat.
- You’ll note that its grain free, if that’s what you require for your dog.
- There are no artificial colours and with so much real meat packed into it, it needs no added flavours.
Great Nutrition Must Also Taste Good
Over the last 18 months I’ve done a large number of taste trials with a wide range of dogs of all breeds and sizes. The high meat component of our food has proven to be a real winner with over 95% of dogs who tasted it absolutely loving our food. And we didn’t just feed it to Labradors!
I gave a sample to my plumber last week. Later in the day he sent me a text to say “my dog went berserk over your food!”. Naturally I love getting that kind of feedback.
A More Sustainable Pet Food Solution
Before starting Genius Pet Food I owned and ran two veterinary clinics in the Nelson region for 8 years. Sustainability was a core value of my clinics and we won several local and national sustainability awards for the changes we made within our business. I’ve carried this ethos with me into Genius Pet Food.
With the vast majority of pet food in New Zealand imported in bulky plastic bags, I see the key to making pet food more planet friendly as sourcing sustainably produced, locally grown ingredients and reducing the impacts of packaging waste.
I know all the suppliers of our New Zealand grown, more sustainable ingredients.
- 99% of our ingredients are grown in New Zealand, only our vitamin and mineral mix and rosemary oil are imported.
- As well as being incredibly nutritious, using possum meat has fantastic conservation outcomes for NZ. Every possum that goes into our pet food is one less possum damaging our native flora and fauna.
- I’ve used peas and hemp seed oil for their sustainable production methods, as well as their excellent nutrition profiles.
I’ve worked with some awesome kiwi packaging suppliers, who really get sustainability, to cut our packaging to the bone!
- Our product will be shipped in a fully recyclable and compostable cardboard box, which has been designed to travel and store well, but uses the minimum amount of cardboard necessary.
- We still need a food grade plastic bag inner for food safety, but we’ve drastically cut the amount of plastic used compared with traditional pet food packaging and its 100% recyclable.
Want a Smarter Way to Buy Dog Food?
Ironically, once I’d sold my vet clinics and was busy at home with two little kids, getting good quality pet food became one of my biggest headaches. I’d gone from simply picking up a bag of food on my way out the door after work to constantly running out of dog food – and always on a Saturday night!
I want pet owners nationwide to be able to access top quality food for their pets, so I’m offering you a smarter way to buy pet food. Once we’ve launched you can easily set up a regular, scheduled delivery, with free shipping - so you’ll never run out of dog food again.
Simply log into our website and we’ll help you tailor a delivery schedule that suits your needs. There are no delivery fees and you can change, pause or cancel your delivery at any time. Let us fetch your food!
I’m Even Giving Away a Super Exciting Reward
Apart from the joy of being one of the first dogs in New Zealand to get their paws on Genius Pet Food, I have another special treat lined up for your pet. Through the process of developing my first dog food product I’ve generated a bunch of other amazing product ideas. The next product I’ll launch is an awesome dog treat, again made using quality, natural ingredients. And it fits nicely with our ethos of sustainability.
It’s currently under development and its top secret. But your pet can be one of the first in New Zealand to try this special treat. And of course, there will be no delivery fees for your food and your super-secret treat.
How does your pricing compare?
Genius is a premium quality dog food. Our 4.5 kg box costs $13.10 per kg of food. Our $9 kg box costs $11.55 per kg of food. This puts us in the same premium price bracket as well known imported brands such as Royal Canin, Hills Vet Essentials and Blackhawk Grain Free. But we're made here - and our nutrition is better!
Get in Behind Us
I believe I’ve created New Zealand’s most nutritious dry dog food. If you want a better quality food for your dog then help me get started by pledging your support. There are lots of ways you can help:
1. Want smart pet nutrition for your dog?
Pledge to buy a 4.5 kg or 9 kg box. We’ll deliver it to your door in August, with no delivery fees and with your special bonus treats.
2. No pet? No problem!
I’ve created a special category for pet lovers to donate to our cause or better still to donate a box of dog food to their favourite pet charity. Once this crowdfunding campaign has closed I’ll get in touch with you to get the details of your chosen charity and I’ll send them a box of food and a special message from you. What a way to show them the value of their work in our community!
3. Know someone who would love a better quality diet for their dog?
Share our campaign with your friends and family and help spread the word, so they can support the smart pet nutrition mission too.
I want to see pets in this country live longer, happier, healthier lives. This is your opportunity to help a small Kiwi pet food company create big changes in the New Zealand pet food industry.
I hope you’ll get in behind us!
Dr Paula Short BVSc
Founder, Genius Pet Food
The People Behind Get Smarter Pet Nutrition with Genius Dog Food
Enter our first giveaway!
15/07/2018 at 7:42 PM
We've only got 2 days left to go on our crowdfunding campaign and we've now well exceeded our funding goal of $5,000 and heading for $7,000. Thank you all so much for this incredible level of support.
We thought we'd celebrate by doing our first ever giveaway over on our facebook page https://www.facebook.com/geniuspetfood/
So pop on over there and follow the instructions to enter the draw to win the first box off the production line, valued at $59. Tag in a dog loving friend and they can win the second box we make!
We'll be in touch again in a few days once our campaign has closed.
Thanks everyone - we've hit our funding goal!
10/07/2018 at 9:26 PM
Wow - we hit our funding goal over the weekend!
Thank you all so much for your support on our crowdfunding campaign. As you can imagine as a small start up pet food company, launching into a crowded market dominated by large multinationals, its a somewhat daunting thing putting your first product out there. We have been quite overwhelmed by all the kind messages of support from everyone with whom our mission resonates and we really appreciate your pledges.
Its not over yet though! We've still got 7 days to go and so we're aiming to sell even more of our nutritious and sustainable, NZ made pet food. You can help us spread the word further by jumping on our facebook page and sharing our posts. Also don't forget to have a look at our website - www.geniuspetfood.co.nz - and sign up for our newsletter.
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"Great seeing this getting off the ground. "
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"Awesome work Paula! Long road it's been...!"
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"This is exciting. I hope the Floofs love it"
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"Awesome work team!!"
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"Make it a success. "
2018-07-10 11:57:07 +1200
"This sounds awesome! All the best guys! Cheers 😁"
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"Best of luck!!"
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"NZ-made (proper) dog food: no brainer, should have happened ages ago!"
2018-07-07 20:47:54 +1200
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"Good on ya Paula. MUAC Matt & Jo."
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"Looking forward to trying the food - Orla, Finn and Georgie, 3 hungry Labradors! "