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