The Making of a Pet Superfood:
The Tender & True Story

We launched Tender & True in October of 2014 to provide pet parents with a super-premium pet food. At that time, we had personally been eating more organic and antibiotic-free food and felt the difference it was making in our health. So it just made sense we’d want the same for our pets. Our philosophy is simple: We strive to provide the best pet food products governed by the same high standards you prefer for the foods you eat. Because we know your pets are part of your family, and we believe their food should reflect that.

While Tender & True has been around since 2014, we’ve been in the pet nutrition business for over 30 years, focusing on high-quality meats. We’re dedicated to giving your pet the best and most delicious food possible. The best food means the best quality of life for your dog or cat, which means more time with you, more playing catch, more cuddling, and an all-around healthier pet.

With 95 percent organically certified ingredients, Tender & True is set apart from all other brands on the market. The No. 1 ingredient in all of our dog and cat foods is sustainably sourced animal protein, and none of our recipes contain corn, wheat or soy. We would never use artificial preservatives, colors or flavors. One of the most compelling differences between Tender & True and all other pet foods is our partnership with the Global Animal Partnership (GAP). We are the first and only full pet food line with GAP certified meat as the first ingredient. And while we are seriously passionate pet owners, our GAP partnership is driven by our concern for the welfare of all animals. Our USDA Certified Organic Chicken & Liver recipe is GAP Certified Step 3, which means the animals are raised in an enhanced environment with outdoor access. All chicken and turkey recipes are sourced from U.S. farmers and are GAP certified to ensure your pets are eating proteins that were humanely raised in a reduced-stress environment without added hormones or antibiotics. Our ocean whitefish recipes are made with MSC Certified Sustainable Seafood because we are committed to sustainable fishing practices. It’s good for your pet, and it’s good for the world’s oceans.

When your dog or cat enjoys Tender & True, you can be assured they are getting 100 percent balanced nutrition made from only the highest-quality ingredients. That’s why we’re convinced it’s not just pet food. It’s the perfect superfood for your pet.

The Tender & True Difference

The difference is simple: It’s the ingredients. We’ve always sourced the absolute best ingredients, from farm to bowl. But we aren’t satisfied just making claims, only better pet food, so we’ve always sought out the certifications to make sure it’s true. When everything that goes into the bag is better, everything that pours out is better.

  • Certified Organic – With 95% organically sourced ingredients, we’re the only pet food on the market with a full line of organic certified products.

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  • Humanely Raised – Tender & True is a partner of the Global Animal Partnership (GAP), which ensures the welfare of the animals that go into our food.

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  • Always Antibiotic Free – The animals that we source are always raised without the use of antibiotics, so they have more space and are treated better.

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  • Sustainable Seafood – We only use fish that are caught by certified sustainable fisheries in our foods. Good for your pets, good for the oceans.

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  • Grain Free – We focus on quality ingredients, and many of our premium recipes are grain free.

  • Farm to Bowl – From our sustainable farms to your pet’s bowl, our certified, premium ingredients are all natural and organic.

Get the Scoop From Our Nutritionist

Learn the physical signs to look for in a healthy, happy pet.

Dr. Tom Willard, Animal Nutritionist and Tender & True's Director of Product Development shares expert knowledge on how our food keeps your dog or cat healthy and ensures high quality of life.

Where to buy

Available at independent pet stores and natural/holistic grocers nationwide. Find a store near you: