Wild Earth: Plant-Based Food in a Meat Obsessed Industry

By George Foster, Jocelyn H. Hornblower
2021 | Case No. E745 | Length 27 pgs.
This case details the story of two of Wild Earth’s cofounders on their three year journey since starting the plant-based dog food company in Berkeley, CA. It highlights several ups and downs relating to product creation, fundraising, and pricing and distribution issues. The case focuses on several critical decision points the founders faced, and ends with an open ended question regarding the need for a subsequent financing and what path forward the company should pursue.

Learning Objective

This case is designed to help students understand and think through the process of pursuing an entrepreneurial venture, from assembling the necessary founding team to honing in on a specific idea, raising money at various stages, and working through issues pertaining to product pricing and distribution. Students put themselves into the co-founders shoes to ultimately make a decision around the best path forward for the company at a critical point in its trajectory.
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