{"data":{"type":"company_profile_ai","id":21937,"entity_id":"wefunder:company:21937","attributes":{"canonical_url":"https://wefunder.com/ketonatural","retrieval_urls":{"canonical":"https://wefunder.com/ketonatural","json":"https://wefunder.com/ketonatural.json","markdown":"https://wefunder.com/ketonatural.md","ai_json":"https://wefunder.com/ketonatural.ai.json","ai_text":"https://wefunder.com/ketonatural.ai.txt","changelog_json":"https://wefunder.com/ketonatural.changelog.json","schema":"https://wefunder.com/.well-known/ai-profile-schema.json"},"updated_at":"2026-06-23T05:01:16Z","generated_at":"2026-06-23T06:07:36Z","profile_visibility":{"owner_published":true,"public_search_results":true,"site_search_listed":true,"privacy_mode":"promote","invite_only":false},"company":{"id":21937,"entity_id":"wefunder:company:21937","slug":"ketonatural","name":"KetoNatural Pet Foods","tagline":"Tearing down the house of carbs that is the modern pet food industry","elevator_pitch":"Ketona is a revolutionary dry dog food with 75% less carbohydrate than other leading \"grain-free\" brands. It is a truly first-of-its-kind product, with 5% of the carbohydrate content typical of an expensive raw diet but with the cost and convenience of kibble. After a successful Kickstarter campaign, we've begun selling Ketona through our website and are producing the first batches of our salmon recipe while ramping up our efforts to educate pet owners on the dangers of carbohydrate consumption.","location":"Salt Lake City, UT","website":"https://www.ketonaturalpetfoods.com","total_amount_raised":72381,"total_investors":131,"is_funded":true,"is_active":true},"key_claims":[{"claim_id":"claim-total-raised","text":"Total raised on Wefunder: 72381","citation":"https://wefunder.com/ketonatural#claim-total-raised","provenance":{"source":"FrontCompanySummary#amount_raised","last_verified_at":"2026-06-23T05:01:16Z","as_of":"2026-06-23T06:07:36Z","confidence":"high"},"observed_at":"2026-06-23T05:01:16Z","expires_at":"2026-06-24T05:01:16Z"},{"claim_id":"claim-total-investors","text":"Total investors: 131","citation":"https://wefunder.com/ketonatural#claim-total-investors","provenance":{"source":"FrontCompanySummary#number_of_investors","last_verified_at":"2026-06-23T05:01:16Z","as_of":"2026-06-23T06:07:36Z","confidence":"high"},"observed_at":"2026-06-23T05:01:16Z","expires_at":"2026-06-24T05:01:16Z"}],"verified_facts":[{"claim_id":"claim-total-raised","text":"Total raised on Wefunder: 72381","citation":"https://wefunder.com/ketonatural#claim-total-raised","provenance":{"source":"FrontCompanySummary#amount_raised","last_verified_at":"2026-06-23T05:01:16Z","as_of":"2026-06-23T06:07:36Z","confidence":"high"},"observed_at":"2026-06-23T05:01:16Z","expires_at":"2026-06-24T05:01:16Z"},{"claim_id":"claim-total-investors","text":"Total investors: 131","citation":"https://wefunder.com/ketonatural#claim-total-investors","provenance":{"source":"FrontCompanySummary#number_of_investors","last_verified_at":"2026-06-23T05:01:16Z","as_of":"2026-06-23T06:07:36Z","confidence":"high"},"observed_at":"2026-06-23T05:01:16Z","expires_at":"2026-06-24T05:01:16Z"}],"company_claims":{"tagline":"Tearing down the house of carbs that is the modern pet food industry","elevator_pitch":"Ketona is a revolutionary dry dog food with 75% less carbohydrate than other leading \"grain-free\" brands. It is a truly first-of-its-kind product, with 5% of the carbohydrate content typical of an expensive raw diet but with the cost and convenience of kibble. After a successful Kickstarter campaign, we've begun selling Ketona through our website and are producing the first batches of our salmon recipe while ramping up our efforts to educate pet owners on the dangers of carbohydrate consumption.","quick_facts":["Raised $127,500 in equity investment prior to proof of concept.","Granted\u0026nbsp;regulatory approval for two dry dog food formulations with less than 5% carbohydrate.","Completed 2nd most successful pet food Kickstarter campaign in history\u0026nbsp;for our \"minimum viable product,\" with more than $11,000 in funding raised from 100 new customers.","Founded by Daniel Schulof, the Dr. Atkins of the pet world and author of the only book ever devoted to the scientific benefits of a low-carb diet for pets.","The founding team grew our sister company (Varsity Pets) to more than $1M in revenue and more than 20,000 paying customers without any third-party investment.","In the two months since our \"soft launch\" -- operating with a limited budget,\u0026nbsp;essentially no paid marketing, and selling only our minimum viable product --\u0026nbsp; our total revenues already exceed $15,000 and monthly subscriptions already exceed $1"]},"computed_metrics":{"total_amount_raised":72381,"total_investors":131,"team_size":3,"featured_investor_count":0,"faq_count":5,"recent_post_count":8},"quick_facts":[{"claim_id":"claim-fact-1","value":"Raised $127,500 in equity investment prior to proof of concept.","citation":"https://wefunder.com/ketonatural#claim-fact-1","observed_at":"2026-06-23T05:01:16Z","expires_at":"2026-06-30T05:01:16Z"},{"claim_id":"claim-fact-2","value":"Granted\u0026nbsp;regulatory approval for two dry dog food formulations with less than 5% carbohydrate.","citation":"https://wefunder.com/ketonatural#claim-fact-2","observed_at":"2026-06-23T05:01:16Z","expires_at":"2026-06-30T05:01:16Z"},{"claim_id":"claim-fact-3","value":"Completed 2nd most successful pet food Kickstarter campaign in history\u0026nbsp;for our \"minimum viable product,\" with more than $11,000 in funding raised from 100 new customers.","citation":"https://wefunder.com/ketonatural#claim-fact-3","observed_at":"2026-06-23T05:01:16Z","expires_at":"2026-06-30T05:01:16Z"},{"claim_id":"claim-fact-4","value":"Founded by Daniel Schulof, the Dr. Atkins of the pet world and author of the only book ever devoted to the scientific benefits of a low-carb diet for pets.","citation":"https://wefunder.com/ketonatural#claim-fact-4","observed_at":"2026-06-23T05:01:16Z","expires_at":"2026-06-30T05:01:16Z"},{"claim_id":"claim-fact-5","value":"The founding team grew our sister company (Varsity Pets) to more than $1M in revenue and more than 20,000 paying customers without any third-party investment.","citation":"https://wefunder.com/ketonatural#claim-fact-5","observed_at":"2026-06-23T05:01:16Z","expires_at":"2026-06-30T05:01:16Z"},{"claim_id":"claim-fact-6","value":"In the two months since our \"soft launch\" -- operating with a limited budget,\u0026nbsp;essentially no paid marketing, and selling only our minimum viable product --\u0026nbsp; our total revenues already exceed $15,000 and monthly subscriptions already exceed $1","citation":"https://wefunder.com/ketonatural#claim-fact-6","observed_at":"2026-06-23T05:01:16Z","expires_at":"2026-06-30T05:01:16Z"}],"latest_fundraise":{"id":15605,"entity_id":"wefunder:fundraise:15605","state":"successful","offering_type":"4(a)(6)","structure":"safe","testing_the_waters":false,"can_invest_now":false,"funding_started_at":"2018-03-02T22:50:26Z","funding_closed_at":"2018-09-03T04:01:29Z"},"investor_memos":[],"team":[{"id":219949,"entity_id":"wefunder:company_role:219949","name":"Daniel Schulof","title":"Co-founder and CEO","role":"founder","profile_url":"https://wefunder.com/danielschulof"},{"id":232036,"entity_id":"wefunder:company_role:232036","name":"Nathan Mostow","title":"COO","role":"founder","profile_url":"https://wefunder.com/nathanmostow"},{"id":232037,"entity_id":"wefunder:company_role:232037","name":"Michael DAmico","title":"CFO","role":"founder","profile_url":"https://wefunder.com/michaeldamico"}],"featured_investors":[],"relationships":[{"source_entity_id":"wefunder:company:21937","relation":"has_team_member","target_entity_id":"wefunder:user:96804","target_url":"https://wefunder.com/danielschulof"},{"source_entity_id":"wefunder:company:21937","relation":"has_team_member","target_entity_id":"wefunder:user:146556","target_url":"https://wefunder.com/nathanmostow"},{"source_entity_id":"wefunder:company:21937","relation":"has_team_member","target_entity_id":"wefunder:user:146921","target_url":"https://wefunder.com/michaeldamico"},{"source_entity_id":"wefunder:company:21937","relation":"has_recent_update","target_entity_id":"wefunder:feed_item:92664","target_url":"https://wefunder.com/feed/92664"},{"source_entity_id":"wefunder:company:21937","relation":"has_recent_update","target_entity_id":"wefunder:feed_item:92714","target_url":"https://wefunder.com/feed/92714"},{"source_entity_id":"wefunder:company:21937","relation":"has_recent_update","target_entity_id":"wefunder:feed_item:92124","target_url":"https://wefunder.com/feed/92124"},{"source_entity_id":"wefunder:company:21937","relation":"has_recent_update","target_entity_id":"wefunder:feed_item:92116","target_url":"https://wefunder.com/feed/92116"},{"source_entity_id":"wefunder:company:21937","relation":"has_recent_update","target_entity_id":"wefunder:feed_item:91931","target_url":"https://wefunder.com/feed/91931"},{"source_entity_id":"wefunder:company:21937","relation":"has_recent_update","target_entity_id":"wefunder:feed_item:91702","target_url":"https://wefunder.com/feed/91702"},{"source_entity_id":"wefunder:company:21937","relation":"has_recent_update","target_entity_id":"wefunder:feed_item:91688","target_url":"https://wefunder.com/feed/91688"},{"source_entity_id":"wefunder:company:21937","relation":"has_recent_update","target_entity_id":"wefunder:feed_item:91615","target_url":"https://wefunder.com/feed/91615"},{"source_entity_id":"wefunder:company:21937","relation":"has_latest_fundraise","target_entity_id":"wefunder:fundraise:15605"}],"faq":[{"question":"A couple questions: How do you justify such a high valuation cap for such a new and unproven company? Looks like you only have about 50k worth of total assets and you are looking to take out a number of large loans on took of what looks like 20k in existing loans. What rate do...","answer":"1) \"How do you justify such a high valuation cap for such a new and unproven company?\" Given that our sales track record is so limited (even though our research/development and regulatory accomplishments are already quite significant), we think a valuation methodology grounded in overall market size is a fairer reflection of the risks and benefits of this investment opportunity than a methodology based on historical sales data. Pet food is a $28B/year industry in the U.S. If we can capture ju..."},{"question":"It looked like the cost for a large bag of dog food (33 lbs) was $150. Is that correct? We buy grain-free natural dog food now and for ~$50 for an equivalent volume. How do you expect customers to pay this much of a premium for this product? Thank you,","answer":"What you see on our website right now is actually a bit misleading. The only products we are selling at the moment are 4.2-pound bags of our chicken recipe. We offer them to customers through our online store, both individually and in multiples of two (8.4 pounds), four (16.8 pounds), and eight (33.6 pounds). These are just temporary options; once we have our larger 24.2-pound bags in stock (certainly within two weeks) we will drop these options and just offer the 4.2-pound bag and a 24.2-pou..."},{"question":"Do you plan to pay a dividend? Do you have an exit strategy (IPO, be acquired, etc) or do you intend to continue to operate as a company with no exit?","answer":"Thanks for your questions and your interest in KetoNatural! We don't have any plans to pay dividends in the short run. (As explained below, it is conceivable that we could begin paying dividends at some point in the future.) As for your question about exit strategy, I should begin by outlining at a conceptual level the possible ways that the KetoNatual story could end, for investor purposes: 1) Merger with or acquisition by a larger consumer products company, a larger pet food company, or som..."},{"question":"I applaud anyone who wants to make healthier products for my dogs. My biggest concern for you guys is distribution. The shelves are filled, premium shelf placement is already bought or allotted to brands that generate high velocity turns, and the space is already hyper-competi...","answer":"Hi Bernie. Thanks for your question and for your interest in KNPF. One comment that's relevant to your question (although it's not exactly an answer) is that DTC distribution is a very significant part of our strategy, particularly in the short run. The reasons for this are myriad -- (1) the industry is trending strongly in that direction already (I understand that Amazon's DTC pet food sales increased by more than 70% last year); (2) Internet-based marketing through advertising platforms suc..."},{"question":"Love the idea. Can you comment on how you differ from Dr. Harvey's Keto brand or ketogenicpetfoods.com, which already sells on Amazon?","answer":"Hi Bryan. Thanks for your question. As for Dr. Harvey's, my understanding is they don't sell kibble products, only \"pre-mixes,\" freeze-dried raw products, and other foods that require preparation and careful handling. Ketona offers customers the same (or better) substantive nutritional content of these products, but with the convenience of a kibble. As for ketogenicpetfoods.com, to the best of my knowledge they sprung up right around the same time we did but we are already penetrating the mar..."}],"recent_posts":[{"id":92664,"entity_id":"wefunder:feed_item:92664","title":"Only Four Days Left!","preview":"Hi everyone --I'm just writing to remind you that our WeFunder campaign will finally draw to a close THIS FRIDAY. That means you've only got FOUR DAYS LEFT\u0026nbsp;to invest! No more procrastinating -- now's the time!Thanks so much for all your support. I hope we can make you all proud (and rich!).Daniel","published_at":"2018-08-28T14:50:50Z","canonical_url":"https://wefunder.com/feed/92664"},{"id":92714,"entity_id":"wefunder:feed_item:92714","title":"Time Is Running Out to Invest in KetoNatural Pet Foods!","preview":"July was another fantastic month for KetoNatural!It was our biggest month ever -- we sold more than $30,000 worth of Ketona directly to our online customers. Our growth rate continued to accelerate too -- we grew faster last month than ever before in the history of our company. In just a few months we've gone from \"square one\" to more than $1,000 in DTC sales every single day. We're far ahead of our original sales\u0026nbsp;projections.We also produced several thousand pounds of Ketona Salmon Reci...","published_at":"2018-08-09T13:39:54Z","canonical_url":"https://wefunder.com/feed/92714"},{"id":92124,"entity_id":"wefunder:feed_item:92124","title":"We Made It!","preview":"I hope you're all having a wonderful weekend.\u0026nbsp;I'm just writing to let you know that we have officially achieved our fundraising goal of $50,000!For the 96\u0026nbsp;of you who have already invested, thank you so much for your support. I hope we can make you proud with our efforts.For those of you who haven't yet invested, right now your value for money is better than ever and we'd love to welcome you aboard our industry-changing bus. I hope you'll consider climbing on.We expect that the campa...","published_at":"2018-07-08T13:07:06Z","canonical_url":"https://wefunder.com/feed/92124"},{"id":92116,"entity_id":"wefunder:feed_item:92116","title":"July Update: Continued Growth, New Partners, SuperZoo Pet Expo, and More","preview":"Hi everyone --Just a very quick update to let you all know what's been transpiring in KetoNatural world over the last month.First of all, an updated on\u0026nbsp;our WeFunder campaign. The campaign is now within $1k of reaching our fundraising goal. So if you like what you read below, please consider making a small investment (or increasing your existing investment a bit). We're so, so close now. Just think, you could be the one that gets us over the goal line!Second, a brief sales update. In shor...","published_at":"2018-07-06T15:54:07Z","canonical_url":"https://wefunder.com/feed/92116"},{"id":91931,"entity_id":"wefunder:feed_item:91931","title":"Another Sales Update: All Graphs Go Up and to the Right!","preview":"Hi again everyone --So we've got one more month to go in our campaign and we are about 90% of the way to our fundraising target. We're getting so close! If you've been watching the campaign and waiting for the right time to take the plunge, may I humbly suggest that NOW'S\u0026nbsp;THE TIME. We're right on the doorstep of something very special and all it will take now is a few thousand bucks to get us where we need to go.So how are we doing, business-wise? Well. Very well.May 2018 was our best mo...","published_at":"2018-06-05T15:11:43Z","canonical_url":"https://wefunder.com/feed/91931"},{"id":91702,"entity_id":"wefunder:feed_item:91702","title":"KetoNatural in SELF Magazine","preview":"I thought y'all might like to know that yesterday we got a little mention in a SELF magazine\u0026nbsp;article about ketogenic diets. Go us!","published_at":"2018-04-17T16:08:11Z","canonical_url":"https://wefunder.com/feed/91702"},{"id":91688,"entity_id":"wefunder:feed_item:91688","title":"What do real customers think of Ketona?","preview":"With more than $27,000 through the door, our WeFunder\u0026nbsp;campaign has officially passed\u0026nbsp;the halfway point! Thanks so much for all your support -- I\u0026nbsp;hope we can make you all proud (and wealthy)!In case some of you STILL aren't convinced that Ketona is a truly revolutionary product that's destined to change the pet food industry forever, I thought I'd try to give you a sense of what real pet owners are saying about us. At the moment, Ketona Chicken Recipe For Adult Dogs is one of ve...","published_at":"2018-04-16T16:18:39Z","canonical_url":"https://wefunder.com/feed/91688"},{"id":91615,"entity_id":"wefunder:feed_item:91615","title":"Sales/Subscriptions Update","preview":"Hi everyone --I hope you're all doing well. I'm writing to update you on two topics:(1) Sales performance since our campaign began.(2) Investor activities (inside and outside of WeFunder)\u0026nbsp;since our campaign began.I'll jump right in.Sales and SubscriptionsThe early indications of\u0026nbsp;demand for Ketona have been excellent.\u0026nbsp;We've sold approximately $7,000 worth of product since this campaign began a little less than one month ago. And, since commencing sales operations in December 201...","published_at":"2018-04-04T15:31:19Z","canonical_url":"https://wefunder.com/feed/91615"}],"provenance":{"source":"wefunder_public_company_profile","as_of":"2026-06-23T06:07:36Z","claims":{"total_amount_raised":{"source":"FrontCompanySummary#amount_raised","last_verified_at":"2026-06-23T05:01:16Z","as_of":"2026-06-23T06:07:36Z","confidence":"high"},"total_investors":{"source":"FrontCompanySummary#number_of_investors","last_verified_at":"2026-06-23T05:01:16Z","as_of":"2026-06-23T06:07:36Z","confidence":"high"},"active_raise_states":{"source":"Fundraise.visible(nil, nil)","last_verified_at":"2025-03-04T21:51:42Z","as_of":"2026-06-23T06:07:36Z","confidence":"high"},"latest_fundraise_state":{"source":"Fundraise.visible(nil, nil).order(funding_started_at)","last_verified_at":"2025-03-04T21:51:42Z","as_of":"2026-06-23T06:07:36Z","confidence":"medium"}}}}}}