Why We Founded Identity Pet Nutrition: A Letter from Our CEO

The critics say we’re in this for the wrong reasons - that we’re just another pet food company driven by profit. I’ve read the social posts, emails, and reactions.

Respectfully, that could not be further from the truth.

I have spent the past eight years alongside my brother, building Identity Pet Nutrition while paying myself approximately $25,000 per year - giving up years of income-earning potential because I genuinely believe pets deserve better food and better lives.

It's never been about the money. 

I did not make that sacrifice just to create expensive marketing campaigns or find ways to maximize profits. I did it because I have a deep compassion for animals and wanted to improve what pet parents are able to feed them.

Anyone who knows me, or who has taken the time to speak with me, knows how important my dog Zoey was in my life. Her influence continues to shape much of what we do at Identity Pet Nutrition and how we make decisions every day.

There is no massive marketing budget behind this company, and our margins are significantly lower than those commonly associated with the pet food industry. We have deliberately chosen to put more of the cost into the food itself, using higher-quality ingredients and substantial amounts of actual meat, rather than optimizing our formulas around the least expensive ingredients available.

Many pet parents would likely be surprised to discover how little actual meat is contained in some foods marketed as premium. While certain products contain approximately 45% meat, our diets are made with 95% meat.

We set out to create food built on a simple principle: what you see is what you get - substantial amounts of real meat, clearly identified ingredients, and no effort to disguise a lower-cost formula behind premium marketing. In fact, we have never reformulated any of our recipes to reduce costs as ingredient prices have increased. The recipes we launched with in 2018 remain the same recipes we produce today.

My brother and I are also incredibly proud to own 100% of the company. We have no outside investors, private-equity owners, or public shareholders. That allows us to make decisions based on what we believe is best for pets, rather than being pressured to maximize short-term returns for investors. It is an important distinction in the pet food industry that does not get discussed nearly enough.

No, we do not have the deep pockets to give away large amounts of free product or heavily subsidize every purchase like some of our competitors. What we are doing is producing an exceptional product with premium ingredients at what we believe is a fair and honest price.

We are here to have real conversations every day and help pet parents separate facts from the countless opinions, half-truths, and misleading claims found online.

Our goal is to educate pet parents using the knowledge and experience we have gained over a lifetime in the pet industry, including lessons learned from some of the most respected people in pet nutrition.

We genuinely encourage customers to call us with their questions. Ask for me, Jeremy, and I will gladly take the time to have a conversation with you.

The unfortunate reality is that better ingredients cost more. Real meat costs more. Responsible sourcing, careful formulation, proper manufacturing, food safety, and quality control all cost more. We could produce less expensive food and generate higher margins, but that would defeat the reason I founded this company. Instead, we remain focused on producing an exceptional product with uncompromising quality at a fair and reasonable price.

I understand why people are skeptical of businesses and corporate messaging. However, questioning my compassion for pets is deeply inconsistent with both the personal sacrifices I have made and the mission behind this company.

Every company must communicate its products, values, and purpose in ways that reach consumers. For us, that is not empty corporate messaging - it is the daily work of educating pet parents, explaining why we make the choices we do, and helping more pets live healthier lives.

I sincerely invite you to call us (833-720-7387) and have a conversation with me directly. I would be happy to explain why I started Identity, how we formulate our foods, where the money goes, and what we are working to accomplish. You may still have questions afterward, but I believe you would come away understanding that this company was built to make a difference, not simply to maximize profit.

Image Caption: Long before Identity Pet Nutrition, Jeremy and Trevar were already dressed for business. Today, the brothers and co-founders still work side by side—building a company rooted in family, shared values, and a lifelong commitment to doing things differently.