We’re glad you are interested in our brand. We pride ourselves on our Truly Premium Ingredients and our commitment to using sustainably-sourced proteins!

We launched Tender & True™  in October of 2014 to provide pet parents with a super-premium pet food that contains only the type of quality ingredients that we feel comfortable feeding our own pets.   Tender & True™ is exclusively available on-line and at your local Whole Foods Market stores. We strive to provide the highest quality pet food products governed by the same high standards you prefer for the foods you eat.  We know you seek the USDA Organic certification seal on the foods you eat.  We want you to have that same option for your dog or cat!

Check out our Certifications!

Pet owners want nothing but the best for their pets. That is why many pet parents choose to feed organic pet food. By law, USDA certified organic pet food must follow exactly the same requirements and standards as those established for organic human foods. Learn more about our USDA Organic Certification.

Always Antibiotic-Free provides assurance that the animals were raised in a program that allows them to grow at their natural pace in an environment that does not require the administration of antibiotics to keep them healthy. Learn more about Always Antibiotic Free.

There are many different opinions on what the term “animal welfare” means. We and the Global Animal Partnership believe that farm animal welfare isn’t just about minimizing stress, suffering, and coping in an environment or being kept well-fed and watered. We believe farm animal welfare refers to the animal’s quality of life. Learn more about our GAP Certification.

You can trust that seafood with the MSC ecolabel has been responsibly caught by a certified sustainable fishery.  Only seafood from fisheries that meet The Marine Stewardship Council’s (MSC) strict standard for sustainability can be sold with the blue MSC ecolabel. Learn more about our MSC Sustainable Seafood Certification.

To redeem the coupon, enter TnT5off in the coupon box on the cart page once you have placed your items in your cart.

Our Products

[products columns=”4″ orderby=”ID” order=”” ids=”2006, 2089, 2053, 2057, 2093, 2096, 2062, 2074, 2078, 2081, 2086, 2087, 2088, 2084″]