Woman-Owned Pet Food Maker Goodness Gracious Awarded Grant for Human Grade Dog Food Expansion

Funds from KKR SBB global program will fuel its gently cooked, fresh food product line

Marblehead, MA; June 21, 2022.  Goodness Gracious, a licensed human food manufacturer, was recently recognized in a worldwide field of entrepreneurial businesses and awarded a grant from the KKR Small Business Builders (SBB) program. The company, which crafts human grade dog food and treats from scratch in small batches will use the funds to expand its gently cooked, frozen dog food product line. 

“We are making four varieties of complete and balanced, gently cooked meals for adult dogs, that are high in protein, moderate in healthy fat and low in starch.  This is a major expansion of our business from dog treats into dog food.   It will accelerate and strengthen our business in many ways,” said Amy Renz, Goodness Gracious CEO.

KKR, a leading global investment firm, selected Goodness Gracious as one of only 49 businesses in the final round of the KKR SBB program.  The program focused on providing grants to woman-led businesses in communities around the world with an emphasis on those that are pivoting in response to the pandemic; are operated by historically underrepresented groups; and/or are providing important community services.

Goodness Gracious’ gently cooked, human grade dog food formulations are the result of a collaborative process between it and Nathan Heilman, DVM, CVT, CVSMT.   The products are 100% whole food nutrition; they use no manufactured vitamin or mineral supplements.  The recipes have an average glycemic load of one, good Omega-6 to Omega-3 fatty acid ratios, reduced sodium levels supportive of heart health, high levels of ethically sourced proteins and anti-inflammatory vegetables, and no grains or GMOs. 

For many US households, pet treats are a discretionary purchase, but pet food is a necessity.  Entering this market will expand Goodness Gracious’ product offerings and sales with existing customers, bring in new customers, and provide the company a more stable revenue stream. Since pet food companies have higher valuations than pet treat companies, the expansion of Goodness Gracious into the pet food space is beneficial for its long-term goals, according to Renz.

“We are thrilled to be recognized by KKR in this highly competitive landscape.  This award speaks to the strength and vitality of Goodness Gracious and its offerings,” said Renz. “Our pet food is currently available in independent pet supply stores and online direct to consumer which we ship in compostable, insulated boxes out of respect to Mother Earth.  This grant will help support our e-commerce platform expansion, digital marketing, and engagement with distributors,” she said.

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