Local Entrepreneur Launches Innovative Dog Food Brand ‘HumanFood’ – A Game Changer for Pet Nutrition!

Rafe Wilkinson Jr., a 25-year-old from Richmond, has just launched a fresh dog food brand called HumanFood. He aims to shake up the pet food market with a focus on real ingredients and gut health. This month, you can find HumanFood both online and at Dig, a local pet shop in Richmond.

Before starting HumanFood, Rafe worked in startups and tech sales. His journey into the pet food industry began with late-night research on Reddit and YouTube, which sparked his interest in branding. As a dog owner, he noticed that most dog foods looked and sounded the same, often painting an unrealistic picture of pet life. Rafe wanted to change that narrative with his brand.

“It’s all portrayed as the perfect pet, but that’s not real,” he said. His vision led to a marketing strategy that’s humorous and relatable, aimed at younger pet owners who often feel like their pets are a bit imperfect. One of the catchy slogans on the HumanFood website reads, “Built for great poops, shiny coats, and all your dog’s nonsense.”

The name HumanFood was a clever choice. It’s not just catchy; it taps into a common concern among pet owners about feeding their pets healthy food. Rafe realized that many were Googling what human foods are safe for dogs. “Why not just name it that?” he thought. The brand emphasizes that the food is safe enough for humans, although he doesn’t recommend it as a daily diet for non-dogs.

Rafe got a boost from Startup Virginia’s Idea Factory, a program that helps early-stage entrepreneurs. Here, he gathered feedback and shaped his business idea with mentors. He later attended the Global Pet Expo in Orlando, where he confidently presented HumanFood among larger brands. “That experience fueled my determination to launch,” he shared.

HumanFood’s first product is a chicken and brown rice kibble, sold in an 11-pound bag for about $55. The recipe includes no additives, with real chicken, lamb meal, and salmon meal as key ingredients. Rafe worked with veterinary nutritionists to create a healthy, tasty formula, also featuring carrots, cranberries, and freeze-dried chicken hearts for added texture.

Interestingly, the pet food industry has seen substantial growth in recent years. According to the American Pet Products Association, Americans spent over $100 billion on pet products in 2021, with food accounting for a significant portion. Consumers are increasingly looking for quality and transparency in pet food, making HumanFood’s natural ingredients appealing.

For Rafe, the real test is how dogs respond. “They can’t talk, but if they lick the bowl clean, that’s the best feedback,” he said. Looking ahead, he plans to introduce beef and salmon varieties by mid-next year.

While it’s still early days, Rafe’s venture into the dog food market reflects a shift toward more personal, authentic branding in the pet food sector. As pet owners continue to seek better options for their furry friends, HumanFood might just be the fresh take the industry needs.



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