TREAT BETTER.
We invented the Jerky Tenders category and set the standard for treats done well. Now we're raising it–new formats and new brands, the same care.
MISSIOn
We make protein-first treats with simple ingredients that dogs actually need. No confusion, no complexity, just what's good for them. That's what it means to Treat Well.
Vision
We're dog lovers who care about doing right by our best friends. Every product we make is built to support the health and happiness of dogs everywhere.
Who We Are
Responsibility to Our Pets
We’re dog people who make treats for other dog people. We hold every brand in our portfolio to the same standard: ingredients we'd give our own dogs, sourced and formulated with full transparency.
Intention and Craft
Every decision we make is shaped by a clear sense of purpose: dogs deserve better, and we're committed to delivering it. Through every step of our journey, we've focused on staying true to our values and building brands that last.
Innovation and Experience
We're building a portfolio of brands that retailers, customers, and dogs will all want more of. As a category creator with decades of industry experience, we know exactly how to make that happen.
Our Team
Trey Steidle, CEO
CJ Gottuso, CFO
