Justin Shmalberg, DVM, DACVN, DACVSMR, chief nutrition officer, and Ryan Honaker, Ph.D., director of microbiology, NomNomNow, describe how a direct-to-consumer, individualized fresh diet subscription service captured consumer data, built a scientific team and collaborated to evaluate the impacts of such information. Then they leveraged increasing knowledge of the pet microbiome to assess variability in pet response to different diets and nutraceutical choices with the aim of personalizing nutritional recommendations.