Our Truth

A furry friend (or two) is one of the greatest joys in life, and we all want to be confident in giving them the absolute best life possible. So In 2014, Tender & True pioneered the first and only certified humanely raised pet food meeting USDA standards to be truly organic from farm to bowl. We set out to make Tender & True better from the beginning, with no compromises and with the certifications to prove it.


We believe in sourcing and supplying our own ingredients. So we know a thing or two about what goes into feeding your pets. Our long relationships with growers and fisheries means we’ve always pushed the possibilities of better ingredients and better price. We’re still proudly independently owned in the Midwest and we’re continuing to blaze a trail of firsts, setting new standards in the industry for quality, excellence and care. Better pet food from better ingredients, at a better price. That means a better life with your best friend.

Feeding the Soul

Four legs or two, everyone can dance to our original title track "Certifiably Better", performed by the amazing Eminence Ensemble in studio at ConwaySound, Denver CO.

For Our Friends

Take a walk with us on the petfood pioneer trail and discover how better pet food comes from better ingredients, at a better price. Certifiably Better.

Where to buy

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