SafkaSeula
We read labels so you don't have to.
When your pet has food allergies, every bag of food becomes a puzzle. SafkaSeula is a Finnish-language web app that lets you filter pet foods by allergens, avoid specific ingredients like grain, or set targets for fat and protein content. Born from a family Christmas conversation. Built to save pet owners hours of label reading.
A Christmas dinner
that became an app
SafkaSeula didn't come from a product strategy session or a market analysis. It started at Christmas dinner with my sister-in-law Anna and a problem her dog owner friends kept running into.
I don't have a dog myself, but I recognized the problem right away: a manual, repetitive task that should have been automated years ago. If no one had built it yet, we would.
Anna's Dog Community
Anna, my sister-in-law, is an experienced dog owner active in the Finnish agility community. Through her network, she kept hearing the same complaint: friends with allergic dogs were spending hours reading tiny ingredient labels on every bag and can in the store.
The Frustration
Finland has hundreds of pet food brands. Each requires manual nutritional label review. Product information is scattered across different retailers, hidden behind complex ingredient names and small print. Finding safe food became exhausting.
The Christmas Question
During Christmas dinner, Anna brought it up: "Isn't there anywhere you can just enter a pet's allergies and see which foods are safe?" There wasn't. By the end of the evening, we'd decided to build one.
Hundreds of brands.
Tiny labels. No shortcuts.
When your pet develops a food allergy, the simple act of buying food turns into a research project. Finland's pet food market has hundreds of products across dozens of brands. Each one requires you to read the ingredient label, decode complex names, and cross-reference with your pet's specific allergens.
Product information is scattered across retailer websites, printed in small text on packaging, and inconsistently formatted between brands. There was no single place where pet owners could search for allergen-free food. So we built one.
Visit the store. Pick up a bag. Squint at ingredients. Put it back. Repeat 40 times. Go home. Try online retailers instead. Read the same tiny lists on a screen. Give up for the day. Start again tomorrow.
"Chicken" appears as poultry, poultry meal, chicken fat, hydrolyzed poultry protein, and a dozen other variants. Without expertise, even careful readers miss allergens hiding behind unfamiliar terminology.
Enter your pet's allergens once. See every compatible food instantly. No squinting at labels. No guessing.
Simple by design.
Thorough by necessity.
We collect ingredient and nutritional data from pet foods sold in Finland and make it all searchable. Filter by allergens, avoid specific ingredients, or set fat and protein targets.
Allergen Filtering
Create pet profiles with specific allergens and dietary restrictions. SafkaSeula automatically excludes foods containing anything your pet can't tolerate.
Nutritional Filtering
Want grain-free? Need high protein or low fat? Set your targets and SafkaSeula shows you foods that match. Filter by ingredient preferences and nutritional percentages.
Comprehensive Product Database
Browse and search hundreds of pet foods sold in Finland: dry, wet, raw, and treats. Filter by type, life stage (puppy, adult, senior), protein source, and brand.
Multiple Pet Profiles
Manage profiles for all your pets, each with their own allergens and dietary needs. Switch between profiles to see compatible foods for each animal.
Retailer Links
Found the right food? Go straight to purchase with direct links to Finnish retailers like Musti ja Mirri and Zooplus. No middlemen, no guessing.
Safka + Seula
The name combines two Finnish words: safka, colloquial for food, and seula, a sieve or sifting tool. Together, they perfectly describe what the service does: sifting through foods to find the ones that work, while filtering out everything that doesn't.
It's Finnish. It's simple. It says exactly what it does. Just like the app.
What's next
SafkaSeula started as a simple idea at a family dinner. It's growing into a comprehensive platform for Finnish pet owners. Here's what's coming.
- Automated product scraping from Finnish retailersBuilding
- Price comparison across retailers
- User reviews and ratings
- Email notifications for price drops
- Cat food database expansionBuilding
- Mobile app (React Native)
Built by family. For pet owners.
Anna knows what pet owners need. I know how to build it. She finds the problems, I write the code. We're making it easier for Finnish pet owners to feed their animals safely.
Let's build something
worth talking about.
I take on a limited number of advisory and fractional engagements. Only projects where I can make a real difference. If you're navigating growth, AI, or revenue challenges in a technical B2B environment, let's talk.