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Iva Peričić
Episode · #30

POSAO I KUĆNI LJUBIMCI Iva Peričić

Guest Iva PeričićHosted by Marijana MatkovićMay 3, 2026
About this episode
What you'll hear in this conversation

Iva Peričić started her medical career wanting to be a vet, only to pivot to human medicine and then pharmaceuticals, finding she couldn't bear the suffering in either field. But a new dog, a Hungarian Vizsla named Višnja, brought her back to her first love: animal well-being. Dissatisfied with conventional pet food and having lost previous dogs to illness, Iva dove into canine nutrition, discovering the principles of raw, natural feeding. Her story is not just about a product, but about finding a true calling in an unexpected place, driven by a deeply personal conviction that challenges the established norms of pet care. You will hear how a doctor's quest for health, once frustrated by human systems, found its purpose in the simple, yet radical, act of feeding dogs what they were naturally meant to eat.

Insights from the conversation
What to take from this episode
01
Iva initially pursued human medicine because she couldn't tolerate the suffering she saw in veterinary clinics, but ultimately found the human medical system equally difficult. Sometimes the path to your true calling isn't direct; it's a series of rejections that eventually lead you back to an earlier, deeper passion, even if through an unexpected door.
02
A single article on the internet, detailing canine physiology from teeth to digestive enzymes, convinced Iva that conventional dog food was detrimental. A deeply researched, contrarian view, grounded in fundamental biology, can be more compelling than mainstream advice, especially when it resonates with a personal pain point.
03
Her Vizsla, Višnja, is now seven years old, has never been sick, and only visits the vet for vaccinations — a stark contrast to Iva's previous dogs who suffered from various illnesses. The most powerful proof of a concept's efficacy is personal, undeniable results that directly contradict previous negative experiences.
04
Despite 10,000 years of domestication, a dog's digestive system remains that of a carnivore, unable to properly process grains or potatoes. Some fundamental biological truths about a species dictate what they should eat, regardless of human attempts to adapt their diet for convenience or profit.
05
Fon Barf food includes finely ground bone, allowing dogs to naturally absorb essential minerals without the risk of over-supplementation common with isolated additives. Natural, balanced nutrition means letting the organism regulate its intake from whole, unprocessed sources, rather than relying on artificial fortification.
06
After just one year, Fon Barf is sold in 50 locations across Croatia, with other pet shops actively seeking to stock the product and willing to wait for freezer installations. When a product delivers clear, tangible benefits, market demand will overcome logistical hurdles, with retailers actively pursuing the offering rather than needing to be convinced.
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