Every great innovation starts with a moment of realization—a shift in perspective that sparks something bigger. For PawCo’s founder and CEO, Dr. Mahsa Vazin, that moment came when she adopted Paco, a small dog who would unknowingly change the course of her career. At the time, she had already built a successful career in FoodTech, but she hadn’t yet imagined how she could apply her expertise to the dog food industry. It wasn’t until she started questioning what was in Paco’s food that she realized something was missing.

We talked with Mahsa about her journey—from her personal shift toward plant-based living to the challenges of launching a company that’s reshaping the industry.

A Shift in Perspective

Food and nutrition have always played an important role in Mahsa’s life, but her perspective evolved over time. Adopting Paco was a turning point—one that made her rethink the way she viewed both food and animals.

“Growing up, I had a deep connection with food and nutrition,” she shares. “My shift towards a vegetarian lifestyle was inspired by adopting my lovely dog, Paco. He made me more conscious of animal welfare and the environmental impact of meat-based diets.”

This shift wasn’t just personal—it opened her eyes to a much larger issue. If plant-based diets were proven to be healthier and more sustainable for humans, why wasn’t the same level of innovation being applied to dog food?

Q: Was there a specific moment when you realized that plant-based dog food was something you wanted to pursue?

“As I transitioned to a plant-based diet, I started to question the sustainability and ethics of feeding him conventional dog food,” Mahsa explains. “I wanted to provide him with the best possible nutrition without compromising my values. That’s when I realized the need for a truly sustainable and healthy plant-based dog food option.”

That realization set her on a path of research, questioning everything about traditional dog food—from the quality of ingredients to the environmental impact of meat-based diets. And with her background in food science and innovative nutrition, she knew there had to be a better way.

“I couldn’t find a plant-based option that was both nutritionally complete and backed by science. So I decided to create one.”

Lessons from the Human Food Industry

Before launching PawCo, Mahsa was already making waves in the plant-based food industry. At Impossible Foods, she worked alongside scientists and food innovators who were changing the way people think about protein. That experience proved invaluable when she set out to build PawCo.

Q: How did your time at Impossible Foods influence your approach to creating PawCo?

“My time at Impossible Foods was incredibly influential,” she says. “It showed me the power of science and technology to create delicious and sustainable food. It also taught me the importance of rigorous research and development in creating plant-based products that meet the highest nutritional standards.”

But while Impossible Foods was focused on humans, Mahsa knew that dog food required a different approach. Dogs have unique dietary needs, and she wanted to create a product that wasn’t just plant-based, but optimized for canine health.

“At PawCo, we use AI-driven nutrition to formulate meals that are tailored for dogs’ needs—combining sustainability with cutting-edge science.”

Challenging the Status Quo in Dog Food

Creating something new always comes with challenges, and launching a plant-based dog food brand meant going up against an industry deeply rooted in tradition. The biggest hurdle? Misconceptions.

Q: What were some of the biggest challenges you faced in launching PawCo?

“The dog food industry is deeply rooted in tradition, which is typically low-quality products for companion animals,” Mahsa explains. “Educating consumers about the benefits of plant-based dog nutrition and overcoming misconceptions were some of the biggest hurdles.”

But with growing awareness about sustainability and health, things are starting to shift. More dog parents are questioning what’s in their pup’s food and seeking alternatives that align with their values.

Q: What excites you most about the future of dog food?

“I’m incredibly excited about the potential of technology and science to transform the industry. AI-driven nutrition allows us to personalize dog food in ways we never thought possible, while advancements in sustainable ingredient sourcing are helping us minimize our environmental impact.”

The Mission That Keeps PawCo Moving Forward

Innovation isn’t the only thing that drives PawCo—it’s about making a lasting impact on animal health, sustainability, and the future of food.

“My passion for animal welfare, sustainability, and the health of our planet drives me to keep pushing PawCo forward,” Mahsa says. “There are certainly ups and downs in running a business, but knowing that we’re making a positive impact keeps me motivated.”

For Mahsa, PawCo’s mission goes beyond creating plant-based dog food.

Q: What is the bigger mission behind PawCo?

“We want to revolutionize the industry by leveraging advanced AI technology and combining it with the knowledge of board-certified animal nutritionists to offer more sustainable, ethically sourced, and optimized food for companion animals.”

And the journey is far from over.

Q: Can you share any exciting developments on the horizon for PawCo?

“We have some exciting developments on the horizon at PawCo, including new product launches and further advancements in our AI-driven nutrition platform.”

Advice for the Next Generation of Innovators

Changing an industry isn’t easy, but Mahsa hopes that her journey will inspire others—especially women in FoodTech, sustainability, and innovation—to challenge the status quo and pursue their own vision.

Q: What advice would you give to aspiring entrepreneurs, especially women in the FoodTech and sustainability space?

“To aspiring entrepreneurs, especially women in the FoodTech, sustainability, and innovation space, I would say: believe in your vision, stay true to your values, and don’t be afraid to challenge the status quo. Building a business is hard work, but the impact you can make is worth it.”

Mahsa’s story is proof that passion, science, and innovation can come together to create something truly transformative. Through PawCo, she’s not just changing what’s in our dogs’ bowls—she’s shaping the future of dog nutrition, sustainability, and ethical business.

And for dog parents looking to make a difference? Every meal choice counts.