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Fidovet, a Small Italian Multinational Pet Food Company Raises Money on Mamacrowd

Fidovet, a pet food company from Marche, launches an equity crowdfunding campaign to raise up to 500,000 euros for expanding production and global presence. Their innovative products, including ice cream and meals for dogs with long shelf life and natural ingredients, aim to revolutionize the high-end pet food market. With plans for international expansion, the campaign offers incentives for investors.




Fidovet, a company from the Marche region that produces artisanal pet food and exports to 15 countries, launches an equity crowdfunding campaign on the Mamacrowd platform, with a maximum objective of 500,000 euros, to strengthen its production capacity and presence in Italy and abroad.

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Fidovet is innovating the high-end sector with artisanal products that can be stored without refrigeration

Paradoxically, he “invented” made in Italy ice cream for dogs, with natural ingredients (truly 0 km) and without preservatives as well as yoghurts, desserts and oils all based on patented innovations.

Another innovation consists of fresh meals, created with “human grade” ingredients and made with natural raw materials, traditional recipes, 20 different processing and cooking protocols and free of preservatives and appetizers.

The company, founded in 2016 in San Benedetto del Tronto (Ascoli Piceno) by Alessandro Marcucci and taken over in 2022 by Umberto Rizzuto with his company UR srl, offers products which, thanks to their long shelf life, last from 18 months to two years of conservation on the shelf, have the possibility of being marketed in retail channels and distributed abroad, without the need for refrigeration, while maintaining their nutritional and organoleptic qualities.

Independence from the cold chain is precisely one of Fidovet’s main strengths, which combines with craftsmanship, patents, a wide range of products, and packaging designed to favor distributors.

And the company, in fact, closed 2023, its first year of relaunch, with 60% of its turnover referring to sales made in 15 foreign countries, including Japan, and 40% in Italy, to which were added recently a distribution contract with the Italian chain “Giulius Pet Shop” and, at the beginning of 2024, further agreements with two important pet shop chains in Eastern Europe.

Fidovet’s sectorial and international vocation is demonstrated by its team which, in addition to the CEO, Umberto Rizzuto, serial entrepreneur, and the founder and production manager Alessandro Marcucci, expert in product development, includes Fabrizio Spena, former top manager of some of the major pet food multinationals.

Furthermore, the development of the products is supported by the nutritionist Alessia D’Alessandro and by the University of Bari, Veterinary Medicine Department

Fidovet moves in a market – pet food for dogs – which is worth 29 billion in Europe, with the involvement of 23 million families (source: FEDIAF Annual Report 2023) and 1.27 billion in Italy (2022), growing by 10.7% on the previous year and which records a growing weight of snacks, increased by 50% in the last four years (source Assalco-Zoomark Report 2023).

Over the next four years, the company plans to consolidate and increase its presence in Europe and Japan, to land in Israel, Africa and America (South and North) and, at the same time, to strengthen its production capacity, to expand the assortment and guarantee the offer.

Umberto Rizzuto, CEO of Fidovet, is convinced that “ Fidovet can play a leading role in the international pet food market. The combination of Made in Italy and Human Grade, the particularity of our products, together with the long shelf-life (which we will soon be able to increase to 24 months for all products), allows us to be already appreciated by distributors in Europe and Asia. And now we are moving towards the Middle East, Africa and South America ”.

Fidovet’s equity crowdfunding campaign on Mamacrowd, which will end by the end of May, will also allow those who invest at least one thousand euros to receive “gift boxes” with a fresh meal, an ice cream, a yogurt, a dessert, and an oil Immune.


(Featured image by fotoblend via Pixabay)

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J. Frank Sigerson is a business and financial journalist primarily covering crypto, cannabis, crowdfunding, technology, and marketing. He also writes about the movers and shakers in the stock market, especially in biotech, healthcare, mining, and blockchain. In the past, he has shared his thoughts on IT and design, social media, pop culture, food and wine, TV, film, and music. His works have been published in,, Seeking Alpha, Mogul, Small Cap Network, CNN,, among others.