BARK has restructured its operations to formally include dogs as advisors and co-owners, establishing what the company calls a "Dog Committee" to influence product development and charitable giving decisions. The initiative coincides with plans for a food product launch that will support dog-focused charitable causes.
"We've always believed that nobody knows what dogs want better than dogs themselves," said Matt Meeker, co-founder and CEO of BARK. "Now, we're giving them the chance to prove it. Dogs are more than just our customers. They're our partners, our advisors, and co-owners of our company."
The company will hire a "Chairdog" - an actual dog position with compensation - to lead the advisory committee and participate in quarterly leadership meetings. The role will use a dog communicator to facilitate input on product development and charitable initiatives.
BARK has allocated $50,000 for the Chairdog to direct toward selected dog-focused causes. The company noted it donated nearly $800,000 in products and support to dog rescues and shelters nationwide last year, including Colorado Pet Pantry, Dog Star Rescue, Austin Pets Alive and East Bay SPCA Rescue.
The restructuring builds on BARK's existing safety initiatives, including work with Brian Grochal, director of safety and quality, who led development of international toy safety standards for dogs three years ago. The company operates BarkBox subscription services and BARK Air, a dog-friendly airline service.
Dogs can register as co-owners through the company's website, where they will provide feedback on products and receive company updates. The Dog Committee will weigh in on toys, treats and supported causes.
BARK said it is a dog-centric company that provides a variety of products and services designed to make dogs happy. They are known for their BarkBox subscription service, which delivers monthly boxes of toys and treats tailored to individual dogs. Beyond subscriptions, BARK also offers a wide range of dog toys, treats, and other products available for purchase, including food, supplements and accessories.
