According to an article on Money.com, dog owners are spending between $1,390 to $4,095 a year on nonessential items, including everything from collars and heartworm medicine to personal trainers and pet insurance. It seems that in 2023, dog owners are really going all out. Pair that with the rise of plant-based foods, and you have a perfect market for PawCo Foods. Led by CEO Mahsa Vazin, Ph.D., PawCo Foods is a direct-to-consumer subscription brand offering pet food made from plant-based meat. Mahsa, who was an early scientist at Impossible Foods, is now building a company in a similar space.

In our conversation with Mahsa, we explore why the Midwest is an ideal breeding ground for D2C companies. She shares insights on the key differences between the Bay Area and Indiana, and the benefits of growing a D2C brand in the Midwest. Additionally, Mahsa discusses how attending conferences like Rally can be a game changer for companies. PawCo Foods was part of the IN-Prize pitch competition and won in the Ag & Food category, highlighting their innovative approach and the region's support for entrepreneurial ventures.