A cat and dog playing together in a sunny park Real pets · Real food

Vertically integrated pet nutrition company · Founded in 2017

Our Mission

Creating a world where pets live longer, healthier lives from their very first meal.

What goes in the bowl makes all the difference in a pet's wellbeing.

So we built three expert-led brands on real-food principles: minimally processed, real ingredients and zero fillers or harsh additives. We make virtually all of the food ourselves with quality and care.

2017Founded
3Brands
2U.S. manufacturing facilities
BRC AA+Wisconsin facility
ESOPEmployee-owned

What we do

We make minimally processed, nutrient-dense food simple for pet parents, and rewarding for pets, through product excellence, education, and storytelling.

Featured brands

Three brands. Each led by a Brand Champion.

Each one developed in partnership with a veterinarian or animal advocate.

Freeze-dried raw food + treats
Dr. Marty Goldstein with Nature's Blend freeze-dried raw dog food

Dr. Marty Pets

Dr. Marty Pets makes freeze-dried raw food and treats for dogs and cats, developed with Brand Champion Dr. Marty Goldstein, DVM, who brings more than 50 years of integrative veterinary practice. Its flagship is Nature's Blend.

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Air-dried food + treats
Katherine Heigl with her dogs at her Utah ranch

Badlands Ranch

Badlands Ranch makes air-dried dog food and treats, launched in 2022 with Brand Champion Katherine Heigl, the Emmy Award-winning actress and animal-welfare advocate. Its flagship is Superfood Complete.

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Freeze-dried raw food + supplements
Rob Lowe and Dr. Gary Richter with a dog at home

Ultimate Pet Nutrition

Ultimate Pet Nutrition makes freeze-dried raw food and veterinarian-formulated supplements, developed with Brand Champion Dr. Gary Richter, MS, DVM, and Chief Pet Advocate Rob Lowe. Its flagship is Nutra Complete.

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A ginger cat walking outdoors in a sunny park

Our conviction

Pets thrive on real, minimally processed food.

Freeze-dried raw and air-dried, gently made.

How we make it

Made in our own U.S. kitchens, under one standard.

Where to find us

In neighborhood and independent pet stores, national pet specialty, and direct-to-consumer.