We know you demand the best ingredients for your pets and expect unconditional care for our environment. So back in 2014 we changed things forever, pioneering the first USDA certified organic pet food available. We followed that with the first GAP humanely raised and MSC sustainably fished certifications. Today we continue blazing a trail of firsts, setting new standards of quality, excellence and care.

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Independently Owned in the Midwest

At Tender & True, we’re always looking to the future. A future of sustainability, responsibility, and unparalleled quality. It’s easy to feed your pets a better diet. Better for them. Better for the environment. Better for you. It’s Tender & True. Certifiably Better.