BROOKLYN, N.Y. — Direct-to-consumer dog food startup The Farmer’s Dog has secured $39 million in Series B funding from investment firms, bringing its total funding to $49 million. Participating investors include Insight Venture Partners, which has financed other food-tech giants such as HelloFresh and Delivery Hero, Shasta Ventures and Forerunner Ventures, who had already invested in the company previously.

“At Forerunner, we partner with visionary entrepreneurs who disrupt broken industries in the name of championing the customer. It’s gratifying to see how passionate and loyal The Farmer’s Dog’s customers are - myself included,” said Eurie Kim, general partner at Forerunner Ventures.

The Farmer’s Dog was co-founded by entrepreneurs Brett Podolsky and Jonathan Regev, using proprietary technology to develop nutrition profiles for each customer and deliver ready-to-serve pet food directly to consumers. The company also uses its own data platform to manage its supply chain.

“It’s rare to come across a company that’s using technology to not just make a product cheaper or easier to buy, but to wholly innovate on how it is made, delivered, and experienced,” said Harley Miller, principal at Insight Venture Partners. “This is a fundamental shift in a massive, yet very antiquated industry, that hasn’t leveraged technology to drive innovation. We are excited to partner with The Farmer’s Dog team on their journey to reimagine how we feed and care for the hundreds of millions of pets around the world.”

The startup plans to use its recent financing to continue investing in its supply-chain infrastructure, cross-functional talent and customer service capabilities.

“This isn’t about making a luxurious treat or spoiling our pets. New customers consistently report seeing tangible health improvements,” said Regev. “People are beginning to make much healthier choices on behalf of their dogs, and our mission is to make those choices as safe, affordable, and convenient as possible — for as many people as possible.”

The Farmer’s Dog uses human-grade ingredients in its formulas. Its nutritional profiles are developed by veterinarians based on specific health issues and concerns. The delivery service is subscription-based, and the company ships product to the consumer directly without going through the retail channel.

Read more about pet food manufacturers.