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Bon a-pet-treat: This pet tech startup is delivering curated meals at the doorstep for dogs

A Melbourne-based startup wants to serve your dog curated meals based on real-time data. ilume is the first pet health ecosystem to deliver chef-prepared meals for dogs to the customer’s door. 

According to the company, all meals are prepared in ilume’s commercial kitchen in Keysborough with human-grade, locally sourced ingredients. Additionally, a smart bowl, collar tracker, and companion app are offered to monitor your dog’s activity, allowing ilume to create customised meals that meet the dog’s specific demands, resulting in a happier, healthier, and longer life.

Craig Silbery, CEO and co-founder of ilume, developed and sold Life Space probiotics for $700 million and founded ilume as a love letter to his two dogs, Tokyo and Murray. He knew he had to feed them something more nutritious than what was available on the market. 

According to Craig, ilume is a game-changer for pet owners because it provides them with the information, technology, and restaurant-quality food that is scientifically proven to provide a happier and healthier life for our four-legged friends.

“We’re using real science and data to formulate our ilume recipes and health insights, and we are going even further by investing millions of dollars into clinical studies with two renowned Australian and New Zealand universities to shape the future of pet health,” Mr Silbery said.

How does it work?

ilume listens to the dog instinctively and makes intelligent decisions based on real-time data insights. The system tracks a dog’s vital information such as daily activity, sleep habits, and even poo changes, all of which can be tracked via the app. This determines how ilume feeds the dog.

ilume co-founder, Ron Ferdinands adds: “Our pets are part of the family and as we emerge from lockdown here in Melbourne, now is the time to say thank you and make a commitment to better their health and wellbeing, just as they do for ours.”

“Launching in Melbourne on 8 November 2021 and nationally in early 2022, ilume’s personalised meal plans start at $12 per day.” 

Pet Food Safety

The Pet Food Industry Association of Australia (PFIAA) recently called for independent industry oversight to protect the safety and well-being of Australian pets.

“While the PFIAA has promoted standards of excellence in Australia’s pet food industry, the existing standards aren’t mandatory, and there are no consequences for those who do the wrong thing, which leaves pets at risk,” PFIAA said in a statement.

In 2018, the Minister for Agriculture, the Hon David Littleproud MP, established a review to assess the appropriateness of Australia’s present regulatory approach to the pet food business. 

During the review period, the PFIAA requested: All pet food makers and marketers will be required to follow the Australian Standard. An independent body that can enforce recalls where quality or safety issues exist.

Furthermore, in June 2021, the Australian Government’s response to the Senate Rural and Regional Affairs and Transport Committee’s report on the regulatory approach to ensuring the safety of pet food recommended the inclusion of feeding trials alongside other testing methods. 

The Australian Government decided to refer this to Standards Australia’s technical review committee for consideration, which is currently underway.

For further information about  ilume, please visit:  https://www.weareilume.com/.

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Yajush Gupta

Yajush Gupta

Yajush is a journalist at Dynamic Business. He previously worked with Reuters as a business correspondent and holds a postgrad degree in print journalism.

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