Good morning to all new and old readers! Here is your Wednesday edition of Capital Ideas, exploring four startup ideas and five success stories from the last week to help you find your next business or investment.

If you enjoy this, feel free to forward it along to a friend or colleague who might too. First time reading? Sign up here.

Today’s edition:

Cheers,
Alex

P.S. Send me feedback on how we can improve. I respond to every email.

Ideas

1: Re-Thinking Pet Food

Pet ownership has steadily increased over the years, particularly during the pandemic. Around 70% of US households had a pet in 2020—an all-time high. Pets aren’t just animals that happen to live with us—they’re family. That could be why pet industry revenue doubled from 2018 to 2024, now forecasted to grow to $150.6 billion in the US.

Pet owners are increasingly prioritizing the health of their pets, opting for organic foods that are free from artificial flavors, colors, allergens, and preservatives. Companies like The Honest Kitchen and Tender and True have found their place in the pet food market, offering organic, antibiotic-free food for dogs and cats.

While dogs and cats represent a majority of pets, birds and fish also make up a sizable portion. But we haven’t seen the explosive growth of organic bird food or fish food companies yet.

• Organic bird food is a niche yet growing segment. Companies like Harrison's Bird Foods have set a precedent by offering certified organic and non-GMO diets for birds. There is a demand for organic seeds, pellets, and mixes that provide balanced nutrition without harmful additives.

• The organic fish food market is relatively untapped but holds significant potential. Products like AquaOrganic's USDA Certified Organic Fish Feed cater to health-conscious fish owners. There is an opportunity to develop organic fish food that supports the health and longevity of aquarium fish, free from harmful chemicals and artificial ingredients.

Here’s the playbook:

Subscribe to Capital Ideas to read the rest.