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. Tender and True, certifiably better.