Personality in Pet Food
Identity is a new and innovative pet food company devoted to bringing you the best possible all-meat dog food and cat food. Our low-ingredient, small-batch canned foods are not about trends or fads or hype.
They’re about purposeful, real and honest 100% deliberate nutrition-crafting for the pets we treat like humans.
We want to give your pet the blank canvas of good, simple, delicious food to let their identities shine through.
By developing this superior quality value-filled pet food, we believe that luxurious taste should know no boundaries. Every pet deserves access to responsibly and sustainably sourced products that offer comprehensive health and wellness benefits from the first taste.
Third Generation Pet Food Entrepreneurs
Our Founder's Story
The journey that led Jeremy and Trevar Petersen to create Identity Pet Nutrition is just about as natural as the delicious, human-grade pet food they produce for your beloved pets. From their family history in the business to their previous experiences in the industry, their passion for superior quality pet food is no passing interest.
Born and raised in agricultural Weld County, Colorado, their grandfather was a successful entrepreneur in farm seed and pet food businesses and remains a major inspiration to the two brothers. As the third generation of their family working in pet food, Jeremy and Trevar have a perspective on agriculture & the industry that goes beyond trends and catchphrases. They know farmers, they know ranchers, they know local neighborhood pet distributors, retailers & consumers, and they know the rewards and hardships that go into raising animals and crops. They’ve seen agriculture become bigger and more consolidated, and they recognize the value of small, local sustainable farmers who are passionate about their animals, their humane treatment and regenerative farming practices.
These roots in small and local businesses translate to how they run Identity. They pride themselves on being owner-led, and now based in the Denver area, they continue to passionately support local neighborhood stores and entrepreneurs. However, their approach is more than entrepreneurial. They didn’t just create Identity to follow marketing fads. They saw a real problem – low quality frozen ingredients, overuse of genetically modified organisms, hormones & antibiotics and a lack of supply-chain transparency – and set out to solve it.
In genuine small business fashion, Jeremy and Trevar take a truly hands-on approach, not beholden to private equity or external financial backers and involved at every stage – from creating recipes to graphic design to chatting with individual customers. Before financials or trends, their focus is on producing the best tasting, most beneficial products for your pets. And that focus means that every decision has a reason or meaning behind it. They know the people at every stage of production, they know the true value of what they produce, and because of that, they are able to deliver transparent methods and honest pricing to you.
As animal lovers passionate about sports, great food, and travel, Jeremy and Trevar have plenty in common. In running Identity, their individual strengths and interests shine through. Jeremy takes a direct role in branding, design & sales while Trevar takes pride in being the numbers and efficiency guy. Both brothers keep a close eye on operations and pride themselves on knowing the pet food industry from every angle.
Jeremy and Trevar’s ambitions for Identity are both grand and rooted in their belief in the value of small-batch, top quality natural food to your pets. Their vision is not to mass-produce for the biggest retailers but to create the first true closed loop pet food company, ensuring the highest quality product from farm to bowl. From farms to manufacturing to retail to customer education, their goals for Identity revolve around continuing to bring you honest, transparent, and healthy food for your pets.