Open Farm makes ethically sourced pet food with radical traceability — every ingredient traceable to its farm via QR code — sold DTC and in retail across North America.
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See all ads on AdLibrary →Open Farm was founded in 2014 in Toronto by Isaac Langleben and Jacqueline Prehogan to bring radical supply chain transparency to pet food. Every ingredient is traceable to its source farm via QR code on the packaging. The brand sells DTC, through Chewy, and in independent pet specialty retailers across North America.
Open Farm's advertising is built around proof, not claims. In a pet food category full of vague 'natural' and 'premium' language, Open Farm shows the actual farms where ingredients are sourced. This radical specificity creates a credibility gap competitors cannot easily close. Browse Open Farm ads on AdLibrary to see how sourcing transparency drives creative strategy.
Facebook and Instagram campaigns feature farm photography, farmer interviews, and traceability demonstrations. The QR code on packaging is used as a creative hook — ads invite viewers to 'scan and see where your pet's food comes from.' Retail-support campaigns target pet specialty shoppers by geography. Chewy partnership ads use sponsored product placements for lower-funnel conversion.
Core copy: 'you can trace every ingredient,' named farm sourcing ('Saskatchewan bison from family farms'), and the contrast with opaque pet food supply chains. Ethical treatment of farm animals is a secondary but consistent message. The brand's Canadian origin is surfaced selectively, particularly for Canadian retail campaigns.
Open Farm proves that operational transparency — when genuine — is a durable brand moat. Making your supply chain a marketing asset requires investment in actual sourcing practices first, which means competitors cannot copy the story without copying the operations. For premium brands in commoditized categories, 'show, don't tell' sourcing claims are categorically more persuasive than label copy.
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