From Crickets to Customers: Creating a New Pet Food Market

Chickens are now the third-most popular pet in America and almost no one in tech or venture is paying attention.Sean Warner, Co-Founder of Grubbly Farms, joins In The Money to break down how he built an 8-figure consumer business by leaning into one of the fastest-growing and most overlooked pet categories in the U.S.: backyard chickens.What started as an insect-protein experiment turned into a $4B+ niche market opportunity driven by habit, subscription, and education, not hype.We cover:Why pet chickens are one of the fastest-growing pet categories in the U.S.How Grubbly discovered the category through customer discovery (not a pitch deck)Why insect protein found product-market fit in pet chickens before dogs or catsThe economics of niche markets: higher willingness to pay, lower CAC volatilityCommunity as a moat: blending customer service, education, and product developmentSubscription dynamics and why Grubbly’s 12-month retention (~55%) is well above category averagesProduct expansion that actually works (and launches that were too early)If you care about real unit economics, category creation, and overlooked consumer opportunities, this episode is worth your time.