Our founder, John, spent 15 years in the pet food retail business, witnessing firsthand the heartbreak of recalls, unsafe ingredients, and mystery “meat” produced in outsourced facilities that most brand CEOs and VPs have never set foot in.
Frustrated by the lack of ownership and accountability in the industry, John did what few others were willing or able to do: make food that he’d proudly serve his own furry family. No fillers, no nonsense, and no shortcuts.
Driven by a deep love for his pets and a passion for transparency, John mortgaged his house in 2011 (yes, really), bought a freeze dryer, and started his journey to create the world's safest, highest-quality pet food.