Why Jiminy’s exists: a founder’s story
Jiminy’s started with a simple but uncomfortable question: Can we love our dogs and still do better for the planet?
In this short video, founder and CEO Anne Carlson shares the moment that changed everything — a conversation with her daughter that sparked a pivot toward sustainability, and ultimately led to rethinking what goes into our dogs’ bowls every single day.
Watch the video below to hear Anne tell the story in her own words. Prefer to read? The full transcript is included beneath the video.
Transcript
If you’d rather read, here’s the transcript from the video:
We’re trying to eat less meat, but our pets continue to consume it. In fact, according to a UCLA study, 30% of the environmental impact of meat consumption in the U.S. is due to our dogs and cats. We can do better.
I’m Anne Carlson, the founder and CEO of Jiminy’s. We make sustainable dog food using protein sources that require less land and water and produce fewer greenhouse gases than chicken. How? We use insect protein.
It all started when my daughter told me she didn’t want to have kids. She was worried about what the world would be like by the time they grew up. As we talked, I realized that building a better future for her was everything.
So I changed direction. I pivoted to sustainability in pet food. Here’s why it matters so much: unlike people, dogs eat the same thing every day. If we swap that food for a more sustainable alternative, the impact is huge. We get every eating occasion for that dog. That’s meaningful change.
I realized that if we made pet food using insect protein, we could create a solution that’s both sustainable and nutritious — no compromises.
And that’s how Jiminy’s was born.
FAQ
Why did Anne Carlson start Jiminy’s?
Jiminy’s began with a personal moment — a conversation between Anne and her daughter about climate change and the future. That conversation led Anne to rethink how she could create meaningful impact through everyday choices, starting with what we feed our dogs.
Why focus on dog food for sustainability?
Dogs eat the same food every day, often for years. That consistency means even small improvements in ingredients can add up to a big environmental impact over time.
What makes insect protein more sustainable?
Insect protein requires significantly less land and water and produces fewer greenhouse gas emissions than traditional animal proteins like beef or chicken — while still delivering high-quality nutrition for dogs.
Is insect protein nutritious for dogs?
Yes. Insect protein is complete, highly digestible, and rich in essential amino acids. It’s also a great option for dogs with food sensitivities or allergies.
Does Jiminy’s compromise on nutrition to be sustainable?
No. Jiminy’s was built on the belief that dog food can be both nutritious and better for the planet — without tradeoffs.
