A Purposeful Approach

We’re not just creating quality treats; we’re rethinking the format. It’s what you’d expect from the people who invented the Jerky Tenders^® category.

Mission

Vision

We’re paving the way with protein-first products made with simple ingredients that excite pets (and their parents) to Treat on Purpose™.

We’re pet parents first and foremost, so our vision is always to make pets feel good and trust that we’re dedicated to the health and happiness of pets everywhere.

Our treats have simple ingredients, are always protein-first and have a taste that will keep your pet (and you) coming back for more.

We Believe In

01/03

Responsibility to Our Pets

We’re pet parents first and foremost, so you can trust we’re dedicated to the health and happiness of pets everywhere. We focus on building transparent brands, crafted with high-quality ingredients that we’d give our own pets.

02/03

Simplicity and Nourishment

We create products with simple ingredients that fuel your pet’s lifestyle. Our protein-first treats are packed with energy while also being indulgent and aromatic.

03/03

Innovation and Experience

We’re committed to paving the way by building a portfolio of products that excite retailers, customers and pets alike. As a category creator, you can trust we’re bringing fresh ideas backed by deep industry experience.