Welcome to February, an extra day of winter this year.

THIS WEEK'S TOPICS:

• 💩 Government wants your dog’s poop

• 🥏 Epic fetch toy gets funding

• 🦠 Feeding your dog micro-algae

💩 GOVERNMENT WANTS YOUR DOG’S POOP

In an unprecedented move that has tails tucking and some dog owners feeling the heat, an Italian province has mandated DNA testing for all canines.

This initiative, aimed at cracking down on unscooped dog waste, is not just a flash in the pan but a sign of a growing trend in urban management.

Imagine strolling through the streets of New York (where dog fecal bacteria is at a fever pitch), and every doodle and frenchie is DNA-registered via a stool sample.

It sounds like a scene from a futuristic novel, but it could soon be a reality.

Bolzano City and the surrounding towns have taken a bold step that has set the stage for a potential global doggy revolution, and it's not just about keeping the streets clean.

It's about responsibility, accountability, and, dare we say, a bit of canine justice.

But let's not bury the bone here.

The real story (for us anyway) is the potential ripple effect on businesses.

If major cities like New York (600K+ dogs) were to adopt this policy, it would open up a whole new world of opportunities.

Dog DNA testing companies would find themselves in a gold rush, scrambling to meet the demand. Dog DNA market size is already projected to be at $723M by 2030.

But it's not just them; the implications run deeper.

Pet waste management companies could see a surge in business, as city councils look for efficient ways to handle the increased accountability.

Dog walking services might need to up their game, ensuring they're not caught in the crosshairs of this new regulation.

And let's not forget the tech industry – imagine apps that track your dog's DNA status or integrate with city databases to keep you in the clear.

This isn't just about scooping poop; it's about a shift in urban pet management.

Cities plagued by the not-so-glamorous side of dog ownership might find this solution appealing. It's a way to keep the streets clean.

Of course, there are concerns.

Privacy advocates might raise their eyebrows at the idea of a doggy DNA database. And let's face it, not everyone will be on board with the added responsibility or the potential fines.

🥏 EPIC FETCH TOY GETS FUNDING

Imagine a world where fetch transcends the plops of tennis balls and enters the realm of high-speed, slobber-proof ring races.

Introducing Gitit, the brainchild of Jerome and his canine co-conspirator, Flynn.

Jerome is raising funds for his project via his Kickstarter campaign, which promises to revolutionize playtime with a "highly flexible handheld launcher" and a durable rubber ring that goes "faster, farther, and funner" than anything your pup has ever chased.

Intriguing, right?

But let's dig deeper. Gitit boasts several key features:

• 💨 Flickable Fury: Unlike those arm-flinging ball launchers, Gitit’s ring zips across the ground with top spin, triggering your dog's inner gazelle.

• 💦❌ Slobber-Stopper Design: No more soggy tennis balls here. Gitit’s ring design keeps the mess contained, so playtime stays hygienic.

• 😎 Effortless Fetch: Launching is a breeze with a simple "stand, load, turn, and rip" motion. 

See it in action 👇

So, how does Gitit stack up against the big dogs (pun intended) of the dog toy world?

While established brands like Chuckit! and Kong have a massive head start, Gitit’s unique features could carve out a nice niche market (oh and forgot to mention, it’s patent-pending!).

The Kickstarter campaign aimed to nab $5,000, a drop in the bucket compared to larger competitors' marketing budgets.

With 23 days left in the campaign they already have —

• 159 backers

• $7,450 pledged

However, with a successful launch and positive reviews, Gitit could tap into a passionate fetch-obsessed community willing to pay a premium for innovative playtime solutions.

The potential earnings remain to be seen, but the market is vast.

The pet toy market reached $8 billion in 2022, with a majority of that being owned by dogs.

Even a small slice of that pie could mean big bags wags for Gitit.

 🦠 FEEDING YOUR DOG MICRO-ALGAE

What is microalgae and why would it be in our pet treats?

Well let us introduce you to the third winner of the annual Purina Petcare Innovation Prize: Arch Pet Food.

They specialize in pet foods and treats using sustainable, alternative proteins and allergen-friendly ingredients.

Arch was founded by Gabriel Huertas del Pino and Adam Mutschler when they noticed a lot of their dog owner friends were dealing with food allergies they had a problem escaping, primarily with chicken and beef.

After doing some research they found that both chicken and beef were common allergens for dogs, but also very hard to get away from in food.

But dogs need protein! So the pair started researching alternative proteins and came up with some interesting ingredients such as:

• 🦗 Crickets - lots of protein and a very small environmental impact

• 🫛 Pea protein - easy on sensitive tummys

• 🐟 Invasive fish - Copi aka Asian Carp is an invasive fish damages the ecosystem of lakes and rivers

• 🦠 Microalgae - easily grown and high in protein and omega 3s, already widely used in Latin America for human consumption

Besides allergen free, the other area Arch hangs their hat on is sustainability.

Those alternative proteins have much smaller environmental footprints than traditional food protein.

Some additional ingredients they use are:

• Fruits and veggies

• Chia seeds

• Flaxseed

• Glucosamine

• Peanut butter

• Tapioca flour

• Check out the full list here

Now let's talk cost

Whenever you get a healthier food option, chances are you are going to pay more.

Arch treats tend to be around $15 for 5oz, while searching for similar sized treats on Chewy will run you closer to $8-10.

This is always the conundrum with food.

Do you spend extra for healthier?

What is "healthier" and what is just a trend?

Is it better to spend extra on better kibble or better treats?

It all is situational to dog and owner, but we do like Arch's approach of focusing on allergen free ingredients we can all recognize without weird fillers.

DOGGYDEX™

Winner 🏆: S&P 500

Proudly introducing the DoggyDex™, an index comprised of 10 publicly traded companies whose primary focus is the dog/pet industry.

List of tickers used can be found at the very bottom of the newsletter.

The yellow line-plot in the chart represents these companies above (DoggyDex™) and their combined performance against both the S&P 500 and Bitcoin on a weekly basis.

Pawformance is measured by % gains & losses.

• 💸 Mom leaves millions to pets: An elderly mother in Shanghai left her $2.8M to her pets because her children neglected her when she fell ill.

• ⚽ The most athletic Frenchie: Check out this Frenchie, Lulu, balance and dribble this ball on the beach with pure ease.

• 🎢 Dog has a custom stair lift: Somebody spotted their neighbor’s dog going for a ride up the stairs in their crate.

DOGGY B-DAY

• $CHWY - Chewy: E-commerce platform for pet supplies

• $IDXX - Idexx Labs: Vet point of care instruments and vet software

• $FRPT - Fresh Pet: Pet food company

• $PETQ - PetIQ: Pet health products and medicines

• $PETS - PetMeds: Online pet pharmacy

• $ZTS - Zoetis: World's largest producer of meds and vaccines for pets and livestock

• $TRUP - Trupanion: Pet insurance company

• $WOOF - Petco Health & Wellness co.: Pet health & wellness company

• $BARK - BarkBox: Subscription service providing dog products, services, and experiences

• $PET - Wag! Group Co.: Tech platform that allows pet owners to connect with industry professionals for services such as, walking, training, etc.