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Meet Patrick DePeters of Pallaby in Santa Monica

Today we’d like to introduce you to Patrick DePeters.

Thanks for sharing your story with us Patrick. So, let’s start at the beginning and we can move on from there.
Brandon and I teamed up to create pallaby because we knew we had to do something to solve the pet obesity epidemic that has persisted for many decades.

Both Brandon and I had really poor personal experiences trying to feed our pets the right amount of food on a consistent basis to keep our pets at a sustainable, healthy weight. The bulk food delivery mechanism seemed so antiquated and it was at the heart of the pet obesity problem, to begin with.

As we came to understand the problem better, we realized that most dog food companies will never know anything about our pets. Bulk kibble sold through brick and mortar retail just isn’t built for that. For generations, dry pet food has remained transactional. A bulk bag is selected, and you figure out the rest. But this model has become harmful to pet health — and it wasn’t just hurting any pets, it was negatively impacting the well being of members of *our* family.

Unintentional overfeeding has led to an increase in dog obesity. And over time, even a little bit of extra kibble adds up. With consequences like more vet visits and decreased life spans, we decided it was time to break this cycle.

So we created Pallaby – curated pet nutrition that provides pre-portioned meal plans, tailored to your pet, to better sustain their health as they grow.

To start, we learn about your dog’s age, breed, and any other details that may impact their health, and we send you the exact caloric intake they need of delicious, premium kibble and treats, delivered to your door in eco-friendly, daily use pouches. We then proactively ensure that your dog’s nutritional needs are met as they grow and change. It all starts with a relationship between your dog and the people that provide their food. That’s us. And we get you because we are like you.

We love our dogs like family because that’s exactly what they are.

Pallaby launched in June 2020, and can’t wait to welcome dog parents across the U.S. into our growing pallaby family.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Launching pallaby has certainly had its challenges, especially because Brandon and I were industry outsiders and we had to figure out everything we could about the industry to discern how we could innovate a better way.

One of the things we found out early on is that the bulk food model is the industry standard, which means our manufacturing partners were not set up to offer the kind of highly-calibrated servings in eco-friendly pouches which we wanted, especially for a small startup like us. So we searched high and low and hit many frustrating dead ends. We hired packaging engineers and consultants who we thought would be able to really help us but we were let down quite a few times. So we took matters into our own hands and did much of the engineering across multiple aspects ourselves.

We had also just started fundraising and getting our team in the same physical spaces just before the world flipped upside in 2020 down due to COVID-19. So we decided to bootstrap our business through to launch until things settled down. So we’re running an almost entirely remote startup which is a first for us but we’re doing the best we can.

But we just keep going and going after each and every obstacle in our path. Grit and persistence is the real key to entrepreneurship and our really important mission kept us going when times were tough.

Please tell us about Pallaby.
Pallaby is a revolutionary tech-enabled pet food brand that is on a mission to solve the pet obesity epidemic which affects 60% of the 90M dogs / 95M cats in the U.S. alone.

We deliver mass-customized, pre-portioned kibble and treats in eco-friendly daily serve pouches (a stark contrast to the unevolved bulk food model which has created the obesity problem, to begin with). Our meal plans proactively adapt based on the changing needs of pets across all life stages.

We are poised to disrupt a $73bn U.S. pet care market, which has been dominated by the Old Guard selling the same mostly bad bulk products for decades. Our vision is to become a comprehensive pet care/nutrition platform that is focused on delivering better pet health outcomes.

We are proud to be the first pet food brand to calibrate kibble and treats meal plans to each and every dog’s unique needs. We are building an ultra-premium pet food brand that is accessible and really helpful to most American families, as opposed to being exclusive to the wealthiest (as seen with some other pet food brands).

If you had to go back in time and start over, would you have done anything differently?
We wouldn’t have done anything differently. The ups and downs of our startup journey teach us so much and they help us get to where we want to go, perhaps more than anything. I’ve always believed the challenges we confront are actually opportunities to learn, grow, and to get stronger as individuals and as an organization.


  • Personalized Premium Kibble Monthly Meal Plans start at just $59.99/month
  • Premium Treats are just $10.00/month
  • Visit for free samples

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