Building revenue streams for a leading online pet-food startup

About the client

The Farmer's Dog is a fresh dog-food service that has delivered over 200 million meals in the U.S. Founded by two dog lovers, they reimagined pet food from the ground up — working with top veterinary nutritionists to create a fresh, convenient service that exceeds industry quality and food-safety standards.

The challenge

A strategic priority was building strong relationships with veterinarians — the trusted professionals for dogs' health. But a heavily manual backend made it hard to maintain and expand those relationships: multiple people individually managed vet communication, with no formal program to incentivize or track referrals.

What we did

Vet Portal — Rootstrap joined early, refactored core functions (including authentication), and took on comprehensive development: dashboards, password reset, contact forms, discount requests, and email via AWS — continuously improving UX to increase vet registrations and conversions.

eCommerce & web — We helped build the FMS order/shipment platform (AWS Lambda, Kinesis, microservices), maintained and shipped features on the main site through record Super Bowl 2022 traffic (with load testing for peak dates), redesigned the TOSA signup architecture, and refactored the Core API — migrating tests to TypeScript.