Company
We bought a kitchen, not a brand.
A new company built on an old plant, formed to turn decades of recipe and manufacturing know-how into food sold under our own name.
Ingredient preparation. Whole-food ingredients arrive and are washed, sorted and prepared before they ever reach a recipe.
How we got here
For most of its life, the business we acquired made dog and cat food for other people: private label for regional pet retailers across the Midwest, and for one national chain. It was good at it. Over the last few years that work thinned out as retail customers consolidated, closed, or moved their volume to national brands.
In 2026 a private equity sponsor, which recently exited a premium pet food brand, backed a plan to buy the recipes and the plant outright and build something of our own. Those old contracts are behind us, which means the formulas are ours to change. A chief executive has been appointed by our investors, with a team drawn partly from the business we acquired. We will have more to say about the people here closer to launch.
We are deliberately quiet for now. There is not much written about us anywhere, and that is simply because we are new.
At a glance
- Formed in 2026, privately held
- Backed by a private equity sponsor
- Recipes and manufacturing acquired, not licensed
- Plant in Owatonna, Minnesota; offices in Minneapolis
- First recipes arriving early 2027
- Direct, Amazon and Walmart at launch
How we work
Four things we have decided already.
Everything else is still open, which is the point of starting now rather than after launch.
We own the recipe and the plant
The formulas and the manufacturing came with the acquisition, so we are not negotiating with a co-packer to change an ingredient.
No retailer commitments
Nothing in our agreements dictates what we make or how we price it. We can reformulate in weeks, not seasons.
Say only what is true
Pet food claims are regulated, and we would rather say less than overstate. Structure and function language, reviewed before anything is published.
Built to be found
People increasingly ask an assistant what to feed their pet. We are building our catalog to be readable and recommendable from day one, not retrofitted later.
Selling direct means we pack and ship it ourselves, and hear about it ourselves when something is wrong.