Pet Plate, a subscription service in the direct-to-consumer fresh pet food industry, has raised $9 million in a Series A funding round led by DFE Capital Management and General Mills’ venture capital arm 301 INC.

Marco Polo and Fernbrook Capital Management also took part in the funding round alongside existing investors, Castor Ventures and The Yard Ventures.

John Haugen – managing director of 301 INC said: “The pet food category is one of the largest food categories in the U.S, and it’s still growing.

“Pet owners are driving the humanization and premiumization trends as they look for the same quality meals to feed their pets as they want for themselves, which is why we believe in the customer-centric approach that Pet Plate has taken.”

Pet Plate was founded in 2016 by Renaldo Webb with the objective of providing better quality dog food in a more convenient manner.

So far, the dog food supplier is said to have delivered over 9.2 million meals to more than 300 breeds across 48 states and Washington, D.C.

Pet Plate’s fresh-cooked meals are formulated to offer complete and balanced meals for pets of all age groups. Kettle-cooked in a USDA facility, the dog meals are said to be flash-frozen to retain freshness and are delivered to consumers as a customized subscription service.

The meals are said to be made with human-grade meats, vegetables, and fruits and do not contain any rendered meats or by-products, no artificial preservatives or additives.

Pet Plate said that it will use the capital from the Series A funding round to grow its company’s product offering, including new recipes, nutritional supplements, and organic treats for providing online shoppers with a holistic solution.

The pet food supplier will also use the funding to expand its team and also the corporate infrastructure to scale its business and support quick growth. Apart from that, the funds will be used to expand its client base with increased brand and performance marketing online as well as offline.

Gertrude Allen – CEO of Pet Plate said: “With the backing of industry leaders and world-class investors in this round, Pet Plate is now poised to scale its business and its brand to reach millions of dogs across the country.

“This milestone represents the next leg of our journey to improve the lives of pets through better nutrition.”

  301 INC, Castor Ventures, DFE Capital Management, Fernbrook Capital Management, General Mills, Gertrude Allen, John Haugen, Marco Polo, Pet Plate, Renaldo Webb, The Yard Ventures