At Hero’s Pets, we evaluate products along a spectrum rather than a simple “good vs. bad” lens, because supporting our customers means meeting them where they are. We carry clear favorites that represent the highest standards in sourcing, processing, and formulation, as well as products that are the best within their category but still come with limitations. These options can serve an important purpose for budget, convenience, or lifestyle needs, even if they aren’t what we would consider optimal. Our goal is to provide transparency so you can make informed decisions and to help you continually improve your pet’s nutrition in a way that is realistic and sustainable for you.
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- Hero’s Pets does not sell products that are HPP’ed (high-pressure pasteurized. If you see that we carry a brand, but not the full line, it is likely because a portion of their line is HPP'ed.
- 🟢Most Highly Recommended (Optimal) - This is what we would feed if all variables allowed. These products have the highest standards for sourcing, processing, and formulation. They have minimal to no synthetics, low processing, and strong ethics. And they are fully aligned with Hero's Pets philosophy.
- 🟡Recommended with Purpose - these are excellent options with minor or contextual limitations. These companies have high-quality sourcing and formulation but may include minor compromises (processing methods, synthetics, or scale). Large companies will have a harder time sourcing the highest quality. Overall, they are still aligned with Hero's Pets' values.
- 🟠Supportive Options - not ideal, but the best available within a specific category. These products include high-heat processed foods, foods that contain synthetics, etc. There are clear limitations due to processing or formulation constraints, and they were selected because they outperform others in the same category.
- 🔵 Budget & Convenience Tools - used to make nutrition more accessible. These products are lower cost or easier feeding formats but they rely more heavily on synthetics or processing. They are valuable as part of a mixed feeding strategy.
- ⚪ On Watch - currently acceptable, but being actively evaluated due to rapid growth, ownership changes, or formulation concerns. There are not current disqualifying issues but they require ongoing scrutiny.
- To see products we do not carry because they don't meet our standards, see this link.
🟢 Solutions Pet Products ****(raw, fermented, fresh dog and cat foods, raw milk, gelatin Jiggles, DOGh soft cheeses, and supplements) – COLORADO / PENNSYLVANIA - Solutions Pet Products partners with small, regenerative farms and sources GAP-rated meats to ensure the highest standards of animal welfare, environmental stewardship, and ingredient integrity. By owning and operating their own facility and utilizing fermentation to enhance food safety and nutrient availability, they deliver a truly transparent, biologically supportive approach to pet nutrition. (This product line has a frequent buyer card)
- Raw Bistro (raw dog food) – MINNESOTA - Raw Bistro focuses on small-batch, responsibly sourced ingredients—including grass-fed, free-range meats and organic produce—crafted to maintain integrity from farm to bowl. With minimal processing and a commitment to ethical sourcing and sustainability, they offer a clean, thoughtfully produced option for pet owners seeking real, whole-food nutrition. (This product line has a frequent buyer card)
- Small Batch (raw dog and cat food) – CALIFORNIA - Smallbatch sources responsibly raised meats and organic produce, emphasizing humane farming practices and ingredient transparency in every recipe. With gentle processing and a focus on whole-food nutrition, they provide a clean, ethically driven option designed to support both pet health and sustainable agriculture. (This product line has a frequent buyer card)
- Anderson’s Natural (requires supplementation - raw dog food, produce blends, and chews) – COLORADO – DOG FOOD AND TREATS - Anderson’s Natural Pet Food is built on a foundation of responsibly sourced, whole-food ingredients from trusted farmers, prioritizing transparency, animal welfare, and true nutritional integrity over shortcuts or synthetic additions. With a focus on minimally processed, real food components, Anderson’s delivers a clean, ethically driven feeding option that supports both your pet’s health and a more sustainable food system.
- Raised Right (gently cooked dog food) – NEW YORK - Raised Right formulates human-grade, gently cooked recipes using limited, high-quality ingredients with full transparency—every batch is lab tested for safety and nutrient accuracy. By working with veterinary nutritionists and prioritizing clean sourcing and minimal processing, they deliver a thoughtfully crafted option for pets needing precision and integrity in their diet. (This product line has a frequent buyer card)
- K9 Natural / Feline Natural (freeze-dried, kibble, and canned/pouches dog and cat foods and treats) – NEW ZEALAND - K9 Natural and Feline Natural exemplify the standards we look for in sourcing, animal welfare, and ingredient integrity. Based in New Zealand, they utilize free-range, grass-fed livestock raised under some of the world’s highest animal welfare standards, with a strong emphasis on ethical farming and environmental stewardship. Their formulations prioritize whole-food nutrition with minimal reliance on synthetic additives, reflecting a commitment to biologically appropriate feeding. Just as important, their team demonstrates a clear understanding of ingredient sourcing and processing, maintaining transparency and consistency in product development. This combination of ethics, quality, and accountability makes them a company we feel confident recommending. (This product line has a frequent buyer card)
**** Shepherd Boy Farms ****(freeze-dried dog and cat food, and treats) – INDIANA - Shepherd Boy Farms stands out for its commitment to small-scale, humane farming and full transparency from soil to finished product. Their animals are raised with a strong emphasis on welfare and natural living conditions, and their ingredients are sourced with careful attention to quality, sustainability, and regional integrity. The company prioritizes whole-food nutrition with little to no reliance on synthetic additives, reflecting a deep understanding of how real food supports long-term health. Just as importantly, their team maintains a clear, values-driven approach to sourcing and production, ensuring consistency and accountability at every step. This alignment of ethics, quality, and knowledge makes them a partner we trust and respect. (This product line has a frequent buyer card)
- Simple Food Project /Herbsmith (freeze-dried/dehydrated dog foods and supplements) – WISCONSIN - The Simple Food Project and Herbsmith reflect a thoughtful, veterinary-driven approach to pet nutrition that prioritizes real ingredients and functional health. Both companies emphasize whole-food sourcing with minimal reliance on synthetic additives, using gently processed foods and herbs selected for their biological relevance and quality. Their commitment to transparency, ethical ingredient sourcing, and sustainable practices aligns closely with our standards for both animal welfare and environmental responsibility. With deep roots in clinical practice and formulation expertise, their products are developed with intention rather than trends. This combination of knowledge, integrity, and ingredient quality makes them brands we are proud to stand behind.
- Smack (Requires supplementation - dehydrated/ crunchy dog and cat food and supplements)– CANADA - Smack Pet Food demonstrates a strong commitment to ingredient integrity, sourcing transparency, and responsible production practices. Their recipes are built around high-quality, whole-food ingredients—often sourced from local Canadian farms—with an emphasis on clean proteins and minimal reliance on synthetic additives. Using low-temperature dehydration, they preserve nutrient value while avoiding the harsher processing methods common in conventional pet foods. The company also reflects a thoughtful approach to sustainability, prioritizing regional sourcing and efficient production to reduce environmental impact. This combination of quality, ethics, and intentional formulation makes them a brand we feel confident supporting. (This product line has a frequent buyer card)
- Woof & Meow / The NZ Co (freeze-dried dog and cat foods, treats, and wipes) – NEW ZEALAND – Woof & Meow from The New Zealand Natural Pet Food Co. reflects a strong commitment to ethical sourcing, animal welfare, and whole-food nutrition. Their ingredients are sourced from free-range, grass-fed animals raised in New Zealand’s low-intensity farming systems, with careful attention to environmental stewardship and humane practices. Recipes are built around minimally processed, nutrient-dense foods with little to no reliance on synthetic additives, preserving the integrity of the ingredients. The company maintains transparency in sourcing and formulation, backed by a clear understanding of biologically appropriate feeding. This alignment of ethics, quality, and sustainability makes them a partner we are proud to support. (This product line has a frequent buyer card)
- Ziwi (Dehydrated (jerky for dogs and cats), Steamed & Dried (kibble-like for dogs and cats), and canned foods for dogs and cats), and chews – NEW ZEALAND - Ziwi is known for its commitment to ethically sourced, high-quality ingredients rooted in New Zealand's pasture-based farming systems. Their meats are sourced from free-range, grass-fed animals and wild-caught seafood, reflecting strong animal welfare standards and environmental stewardship. The company focuses on whole-prety, nutrient-dense formulations with relatively minimal reliance on synthetic additives compared to other jerky-style foods, preserving more of the ingredient's natural integrity. Their heat process offers a gentler alternative to conventional high-heat processing, supporting both nutrient retention and digestibility, while their lower carbohydrate content allows for more efficient feeding despite a lower sticker price.
We are also aware of the nuances behind the brand - including ownership by an investment group* - and keep it thoughtfully "on watch." That said, we have continued to see product improvements over time and have not encountered issues that would compromise our confidence in recommending it. While we don't love the inclusion of synthetics, our evaluations consistently show Ziwi uses fewer than comparable products in its category. This balance of sourcing, formulation, and ongoing accountability makes it a brand we feel comfortable continuing to stand behind. (This product line has a frequent buyer card)
*FountainVest is recognized for its disciplined investment approach, rather than a reputation for mismanagement or poor ethics. Their reputation as an ethical company that supports and improves brands aligns with our experience.
** Carna4 **(Kibble(ish) for dogs and cats, and supplements) – CANADA - Carna4 stands out for its commitment to truly whole-food nutrition, avoiding synthetic vitamins and minerals in favor of nutrient-dense, food-based ingredients. Their formulations are built around carefully sourced, human-grade components—including organic sprouted seeds to reduce the antinutrient load and improve nutrient bioavailability—selected to support natural nutrient availability and digestibility. Produced in a human food facility with strict quality controls, their process reflects a high level of accountability and transparency. The company demonstrates a clear understanding of ingredient integrity, prioritizing minimal processing and sustainable sourcing practices. This dedication to clean nutrition, ethical production, and thoughtful formulation aligns closely with our standards for the brands we support. (This product line has a frequent buyer card)
- Bixbi (Kibble for dogs and cats, and canned for dogs) – COLORADO - While we consider BIXBI to be the lowest quality product that we offer at Hereo's Pets, Bixbi prioritizes human-grade ingredients and transparent sourcing, while almost all other kibble brands use "feed grade" and often condemned ingredients. While it is still a high-heat processed food with some synthetic nutrients—limitations inherent to kibble—it stands apart from many alternatives through its ingredient integrity and company values. We appreciate that it provides a more accessible price point, making it a practical option for pet parents who need convenience while still wanting to improve overall diet quality, though we still keep it "on watch". When used as a foundation, it allows room in the budget to incorporate fresh, raw, or less processed foods where possible. This balance of accessibility, transparency, and relative quality makes it a brand we’re comfortable recommending within its category. (This product line has a frequent buyer card)
- Weruva (Canned dog and cat food, and cat litter) – MASSACHUSETTS / THAILAND - Weruva is a family-owned company that has maintained a strong commitment to ingredient transparency and quality even as it has grown. Their recipes focus on human-grade meats and simple, recognizable ingredients, with an emphasis on sourcing from facilities that meet high food safety and ethical standards. While they do utilize some processing and supplemental nutrients, their formulations remain relatively clean and thoughtfully constructed compared to many options in their category. We also respect their continued ownership structure and consistency, which has allowed them to scale without compromising their core values. As they grow, they remain a brand we keep a close eye on—but one we’re still comfortable recommending based on their track record to date.
**** Rawr **** (Raw cat foods and frozen chews for dogs and cats) – CALIFORNIA - RAWR Pet Food reflects a strong commitment to ethical sourcing, ingredient transparency, and minimally processed nutrition. Their formulations are built around high-quality, responsibly sourced meats and whole-food ingredients, with an emphasis on maintaining the integrity of nutrients through raw preparation. The company prioritizes humane animal care and works closely with trusted suppliers to ensure consistency and accountability across their sourcing. With little to no reliance on synthetic additives, their approach aligns closely with biologically appropriate feeding principles. This combination of quality, ethics, and thoughtful formulation makes them a brand we’re confident partnering with.
**** Savage ****(Raw cat foods and treats) – CALIFORNIA - Savage Cat Food demonstrates a strong commitment to species-appropriate nutrition through thoughtfully sourced, minimally processed raw diets. Their ingredients are carefully selected with an emphasis on quality, transparency, and humane sourcing practices, supporting both animal welfare and ingredient integrity. The company prioritizes whole-food formulations with little to no reliance on synthetic additives, aligning closely with a natural, prey-based approach to feeding cats. Their team shows a clear understanding of feline nutritional needs and maintains accountability in how their products are produced. This combination of ethics, quality, and biological relevance makes them a brand we’re confident recommending.
- Almo Nature (Some formulas require supplementation - Canned foods for cats) – THAILAND - Almo Nature brings a unique, values-driven approach to the pet industry, with a strong emphasis on transparency, ingredient simplicity, and environmental responsibility. Their recipes often feature recognizable, human-grade ingredients with minimal processing and limited reliance on synthetic additives. What sets them apart is their ownership model—profits are reinvested into environmental and animal welfare initiatives through their foundation—reflecting a broader commitment beyond just pet food. They also prioritize responsible sourcing and traceability, supporting higher standards across their supply chain. This alignment of ethics, quality, and purpose makes them a brand we’re proud to partner with.
- Rawz / Sa-Shi (Canned and pouched foods for cats) – MAINE - RAWZ Natural Pet Food is a brand we respect for its mission-driven approach and commitment to giving back, operating with a nonprofit structure that supports animal welfare and community initiatives. While their foods are still high-heat processed and include some synthetic nutrients—limitations common within this category—they make a clear effort to prioritize ingredient quality and avoid many of the lower-grade inputs seen elsewhere. We appreciate their transparency, ethical contributions, and focus on doing better within the constraints of kibble and canned food production. Their products can serve as a reasonable option for those needing shelf-stable convenience while still supporting a company with strong values. This balance of purpose, integrity, and relative quality is why we feel comfortable including them among our partners.
**** Wholesome Acres Eggs ****– PENNSYLVANIA - Wholesome Acres produces truly exceptional pastured eggs through a system that prioritizes both animal welfare and biological integrity. Their chickens are raised on pasture with a thoughtfully designed supplemental feed composed of herbs, clay, insects, and organic heirloom grains—supporting natural behavior and nutrient-dense egg production. The eggs retain their natural protective bloom and have been lab tested to demonstrate superior nutrient profiles and lower PUFA levels compared to many commercial options, including Vital Farms. This level of intentional sourcing and formulation reflects a deep understanding of how farming practices directly impact food quality. Their commitment to ethical care, environmental stewardship, and measurable nutritional outcomes makes them a partner we’re proud to support.
**** Ela Family Farms ****– COLORADO - Ela Family Farms is a multigenerational, family-run orchard committed to organic farming practices and long-term ecological stewardship. Their fruit is grown without synthetic pesticides or fertilizers, with a strong focus on soil health, biodiversity, and responsible water use. We value their transparency and hands-on approach to farming, which reflects a deep understanding of how growing practices directly impact food quality and environmental sustainability. By prioritizing seasonal, regionally grown produce, they support both local ecosystems and community resilience. This level of care, integrity, and connection to the land makes them a partner we’re proud to work with.
**** Cultures for Health ****(cultures, muslin, sprout kits, and cheesecloth) – NORTH CAROLINA - Cultures for Health aligns closely with our values around traditional food preparation, ingredient integrity, and empowering people to work with real, living foods. They provide high-quality starter cultures for fermentation, supporting nutrient availability, digestibility, and microbial diversity without reliance on synthetic additives. We appreciate their commitment to education, transparency, and preserving time-tested methods that enhance both food quality and sustainability. Their sourcing and production reflect a thoughtful, low-intervention approach that prioritizes biological function over convenience. This combination of knowledge, quality, and respect for natural processes makes them a company we’re proud to partner with.
- Kitty Town Coffee – PENNSYLVANIA - Kitty Town Coffee combines quality sourcing with a meaningful mission, supporting cat rescue efforts through every purchase. They prioritize responsibly sourced, specialty-grade coffee beans and work with partners who value ethical farming and environmental stewardship. Beyond product quality, their business model directly contributes to the care, rehabilitation, and adoption of cats, reflecting a genuine commitment to animal welfare. We appreciate their transparency, purpose-driven approach, and ability to connect everyday purchases with real impact. This blend of ethics, quality, and compassion makes them a company we’re proud to support.
**** Lykens Valley Creamery ****– PENNSYLVANIA - Lykens Valley Creamery reflects the kind of small-scale, transparent dairy production we value, with a strong emphasis on animal welfare and responsible land stewardship. Their cows are raised with care and attention to natural living conditions, and their milk is processed with minimal intervention to preserve its integrity and nutritional value. We appreciate their commitment to simple, recognizable ingredients and avoiding unnecessary additives, allowing the quality of their sourcing to speak for itself. As a family-run operation, they maintain close oversight of their practices, ensuring consistency and accountability from farm to finished product. This combination of humane care, clean sourcing, and thoughtful production makes them a partner we’re proud to support.
- Sir Pennycandy’s (freeze-dried fruits (only)) – MASSACHUSETTS - Sir Pennycandy's offers a simple, clean approach to fruit snacks that aligns well with our standards for ingredient integrity and minimal processing. Their freeze-dried fruits contain no added sugars, colors, or preservatives—just whole fruit preserved in a way that maintains much of its natural nutrient profile. We appreciate that they focus on sourcing quality fruit and using a gentle preservation method rather than relying on additives or heavy processing. By keeping the ingredient list straightforward and recognizable, they provide a convenient option without compromising on quality. Their approach to these products makes them a brand we’re comfortable including for those looking for simple, minimally altered foods.