Retailer Guide 2023
IT ALL STARTED IN MY KITCHEN
Back in 2002, I hadn’t meant to start a pet food company.
My first dog, Mosi, had frequent ear infections and skin problems. I knew that improving his diet could play a big role in helping him feel better. But there was nothing on the market that offered a healthy, whole food solution and was easy to prepare. So I decided to make a food myself using 100% human grade, dehydrated ingredients.
When I saw amazing results in Mosi, I realized that other pets could benefit, too. That’s when it all started evolving into a company. Over 20 years later, we have a full line of products for dogs and cats that span all sorts of pet and owner needs. We’re excited to share the new innovations that we’ve spent the last few years perfecting.
As we’ve grown, we’ve been able to bring the highest quality standards of people food to foods made for pets. We’ve also extended our positive impact well beyond the bowl, becoming a Certified B Corporation.
Our persistent efforts to raise the bar on pet food is what we call “The Honest Difference.” It means everything to us, and once your pet gets a taste, we believe it will mean everything to you, too.
Contents Honest Difference B Corporation Certification 4 Human Grade vs Feed Grade 5 Human Grade Standards 6 Quality & Safety 7 Product Snapshot About Our Foods 8 A More Thoughtful Process 10 Transitioning to an Honest Diet 12 Rotational Feeding 12 Dog Products Complete & Balanced Recipes 14 Toppers 20 Why TetraPak 21 Snacks, Boosts & Supplements 22 Cat Products Complete & Balanced Recipes 25 Snacks, Toppers & Hydration 28 SKU Ranking Retailer Support
Certified B Corporations, B Corps for short, are for-profit companies dedicated to using business as a force for good. B Corps meet the highest verified standards of social and environmental performance, transparency, and accountability to all stakeholders: customers, workers, community and the environment.
We’re incredibly proud to earn this important certification. Since our inception, doing right by pets, people and the planet has been a core principle at The Honest Kitchen — from using ethical sourcing practices to considering the environmental impact of our production, packaging and beyond.
In short, we believe good food doesn’t just taste good, but it should do good, too.
40 HOURS
GIVEN TO EACH EMPLOYEE EVERY YEAR TO VOLUNTEER
WE USED 3,652,000 LBS OF ORGANIC PRODUCE
62% OF OUR PACKAGING IS MADE FROM RENEWABLE MATERIALS & IS FULLY RECYCLABLE AFTER USE
4 | THE HONEST DIFFERENCE
Human grade.
Most pet food is something called ‘feed grade.’ The Honest Kitchen is the world’s first ‘human grade’ pet food made with 100% human grade ingredients and produced in a human food facility. That means higher quality ingredients and more safety standards, just like you‘d expect.
THE 1 ST EVER HUMAN GRADE PET FOOD
Follows human food safety standards, which include 100+ safety requirements
Guaranteed to use non-GMO ingredients verified as human-edible
Only uses highest-quality, thoughtfully sourced protein, like wild caught fish and cage free turkey
Minimally processed using production methods like cold pressing, roasting and gentle dehydration
us them
1 ,000+ FEED GRADE PET FOOD
Follows livestock feed safety standards, which include a minimum of 15 safety requirements
Can use ingredients rejected for human consumption, including feed grade byproducts and fillers
Able to use protein not safe for human consumption, including ‘4D’ meats (dying, dead, diseased or downed)
Highly processed using production methods that may include extrusion, which uses extreme heat and pressure
THE HONEST DIFFERENCE | 5
VS
WHAT GOES INTO HUMAN GRADE STANDARDS
When we say we love our pets, we mean it! That’s why we invented an entire category of pet food to feed them with the same quality and safety standards we’d feed our family. Does this mean making our foods is a lot more difficult than it is for most other pet foods? Yes. Is providing pets with safe, healthy and nourishing foods worth it? Absolutely!
We have incredibly strict supplier standards (in fact, we’ve gotten a reputation for being annoying to work with — but we’re okay with that).
All foods must remain human edible from sourcing through transportation to production. This means it must be stored in a way that keeps it safe for human consumption. Foods are made in human food facilities that meet 100+ safety standards.
WE PURCHASED MORE THAN 18,000,000 LBS OF NON-GMO PRODUCE
9% WE USED 1,500,000 LBS OF DRIED G.A.P. CHICKEN
82% OF OUR INGREDIENTS ARE SOURCED IN NORTH AMERICA View our sourcing map!
FISH IN 2022 6 | THE HONEST DIFFERENCE
COUNCIL
QUALITY & SAFETY
WE’RE COMMITTED TO THE SAFETY AND INTEGRITY OF OUR INGREDIENTS AND FINISHED PRODUCTS. WE CONDUCT EXTENSIVE THIRD-PARTY TESTING AS PART OF OUR QUALITY CONTROL PROGRAM.
BEFORE PRODUCTION
Suppliers must submit a Certificate of Analysis from an accredited laboratory before an ingredient enters our production facility. This certificate verifies the ingredient has tested clear of pathogenic bacteria.
AFTER PRODUCTION
Our finished products are re-tested for pathogenic bacteria. Shipments are restricted until lab results are obtained and approved. Routine, random third-party testing is also done to screen for melamine, ethoxyquin and heavy metals.
TO MEET OUR HUMAN GRADE STANDARDS, SUPPLIERS OF OUR COMPLETE & BALANCED FOOD MUST PROVIDE PROOF OF COMPLIANCE WITH GOOD MANUFACTURING PRACTICES. THIS INCLUDES SAFE HANDLING, PROCESSING, STORAGE AND TRANSIT FOR HUMAN FOODS. Foods maintain human-edible status from harvest through handling, screening, cleaning and shipment to our human food facility
Every ingredient includes a Statement of Country of Origin
Supplier adheres to Good Manufacturing Practices (GMP Section 21 CFR 117)
Foods are not genetically modified or subject to engineered recombinant DNA technology
All ingredients are verified to be free of chemicals, adulterants, artificial preservatives and unnecessary anything Supplier follows sustainability and fair trade practices where applicable
THE HONEST DIFFERENCE | 7
Own the FOOD DAY
YOU DON’T NEED TO BE A HUMAN TO EAT LIKE ONE!
Let’s be honest: you’d get bored with food if you had the same thing morning, noon and night. Just like you need a variety and some healthy snacks throughout the day, pets deserve some variety, too. Help add variety to every pet’s bowl by serving The Honest Kitchen’s food all day.
MAINS
SIDES
SNACKS
HYDRATION
8 | ABOUT OUR FOODS
The Honest Kitchen BELONGS IN EVERY BOWL
SOLUTIONS FOR EVERY WHOLE FOODIE
Go Foodies
These customers are looking for natural foods that are easy to serve; currently feed kibble or canned food.
HOW TO USE
Ready to eat — just fill the bowl and go!
HOW TO SELL
Replace feed grade kibble or canned food with 100% human grade, whole food goodness. Opt for Whole Food Clusters or wet foods.
Slow Foodies
These customers are willing to spend extra time on preparation; currently feed dehydrated, raw, fresh or home-cooked food.
HOW TO USE
Just add water — ready in 3 minutes!
HOW TO SELL
Quick, homemade meal without the cleanup. Use with raw food or as a replacement for home cooking. Opt for dehydrated recipes.
ABOUT OUR FOODS | 9
ONE 1 0 LB BOX MAKES ABOUT 40 LBS of homemade food!
YOU THINK “DIFFERENT.” YOUR PET THINKS “DELICIOUS.”
When our fruits and veggies are ripe, they’re washed and finely diced to make sure they’re really easy to digest. Warm air, below 104°F, is used to gently blow away the moisture. Our leafy greens are steam sterilized between 165°F and 180°F to reduce pathogens. Our meats, eggs and fish are gently steamed between 140°F and 165°F, which eliminates pathogens. The moisture is then carefully evaporated through dehydration. Potatoes and grains are flashheated to help break down the cellulose and aid in digestion. The end result? An artificial-preservative-free food that tastes delicious and is easy to prepare.
THE BENEFITS OF DEHYDRATION
100% human grade
Minimally processed
Shelf stable (no refrigeration)
Ready in 3 minutes
Less than half the cost of fresh*
Serving Tips
Our carrots stay bright & orange!
1 Serve alone as a complete & balanced meal.
2 Use as a topper.
3 Use in enrichment feeding — try freezing in lick mats or in puzzle/dispenser toys.
JUST ADD WATER FOR AN EASY HOMEMADE MEAL
DEHYDRATED
STIR UP A HEALTHY, HOMEMADE MEAL 1 Mix food with warm water. 2 Stir well & wait 3 min. for food to hydrate. 3 Serve with love.
*Based on a 30 lb active dog eating a grain free chicken recipe based on US MSRP as of January 2023.
10 | A MORE THOUGHTFUL PROCESS
WHOLE FOOD CLUSTERS
THE WORLD’S FIRST 1 00% HUMAN GRADE DRY FOOD FOR PETS
HUMAN GRADE CLUSTERS — FEED GRADE KIBBLE —
Thoughtfully sourced protein is the #1 ingredient (no meat meals, ever!)
Cold-pressed, roasted and dehydrated
Healthy produce, whole grains and no GMO or artificial ingredients
Made in a human food facility with 100+ safety standards
REAL, WHOLE FOODS
We start by mixing 100% human grade batches of fresh meat & produce.
Rendered meat meals & 4D meats (dead, diseased, dying or disabled)
Processed with high heat and pressure
Fillers, by-products and artificial ingredients
Made with feed-grade standards for livestock
COLD PRESSED
Then we cold press them into pure & delicious Whole Food Clusters.
ROASTED & DEHYDRATED
Each cluster is roasted & gently dehydrated for maximum nutrients.
A MORE THOUGHTFUL PROCESS | 11
Transitioning TO AN HONEST DIET
To help avoid digestive trouble, it’s important to gradually switch a pet’s food over the course of 5 to 7 days.*
*For sensitive dogs or cats, gradually switch over the course of 7 to 10 days.
A QUICK GUIDE —
ROTATIONAL FEEDING
Pets, just like people, appreciate and benefit from a diet full of variety! Eating the same food day after day may lead to mealtime boredom, a lack of nutrient variety and an increased risk of food sensitivities.
BENEFITS OF ROTATIONAL FEEDING
Provides a Variety of Nutrients
Changing foods regularly offers a wider variety of nutrients, including amino acids, essential fatty acids, vitamins, minerals and antioxidants.
Keeps Mealtime Exciting
For habitually picky eaters, this may keep them from becoming bored or disinterested in their food down the road! After all, variety is the spice of life!
May Help Avoid Food Sensitivities
When you add new foods into your pet’s diet, you increase the range of nutrients they eat, which may reduce the risk of developing food sensitivities later in life.
TIPS ON HOW TO START
1 Go Slow
Transition between foods over 7 days. As your pet gets used to new recipes, you should be able to transition a little quicker!
2 Switch it Up
Try new proteins, formats and ingredients to offer the most nutritional variety.
3 Repeat
Keep it going and have fun with toppers, mix-ins and more! Find a rotation schedule that fits you and your pet’s needs.
DAY 1–2 75% old food 25% Honest Kitchen DAY 3–4 50% old food 50% Honest Kitchen DAY 5–6 25% old food 75% Honest Kitchen DAY 7 100% Honest Kitchen
12 | TRANSITIONING & ROTATIONAL FEEDING
This way!
MADE WITH THOUGHTFULLY SOURCED MEAT, FISH & PRODUCE.
DOG PRODUCTS PICKY PET APPROVED.
WHOLE GRAIN RECIPES
GOURMET GRAIN RECIPES
JUST ADD WATER
FREE RECIPES COMPLETE & BALANCED GRAIN FREE CHICKEN RECIPE For adult dogs 1.5 oz | 2 lb | 4 lb | 7 lb | 10 lb GRAIN FREE BEEF RECIPE For all life stages 2 lb | 4 lb | 7 lb | 10 lb GRAIN FREE TURKEY RECIPE For all life stages 2 lb | 4 lb | 7 lb | 10 lb GRAIN FREE FISH RECIPE For adult dogs 2 lb | 4 lb | 7 lb | 10 lb
DEHYDRATED FOOD
GRAIN
& BALANCED
COMPLETE
& BALANCED
WHOLE GRAIN CHICKEN RECIPE For all life stages 1.5 oz | 2 lb | 4 lb | 7 lb | 10 lb
GRAINS CHICKEN & DUCK RECIPE For all life stages 4 lb | 10 lb WHOLE GRAIN BEEF RECIPE For adult dogs 1.5 oz | 2 lb | 4 lb | 7 lb | 10 lb GOURMET GRAINS BEEF & SALMON RECIPE For all life stages 4 lb | 10 lb WHOLE GRAIN TURKEY RECIPE For adult dogs 2 lb | 4 lb | 7 lb | 10 lb
GRAINS TURKEY & FISH RECIPE For all life stages 4 lb | 10 lb WHOLE GRAIN FISH RECIPE For adult dogs 4 lb | 10 lb 14 | DOG PRODUCTS
COMPLETE
FEATURING DUAL PROTEINS
GOURMET
GOURMET
LIMITED INGREDIENT RECIPES
COMPLETE & BALANCED RECIPES LIMITED TO SIX INGREDIENTS (PLUS VITAMINS & MINERALS)
LIMITED INGREDIENT CHICKEN RECIPE
For all life stages
4 lb | 10 lb
BASE MIXES
LIMITED INGREDIENT BEEF RECIPE
For adult dogs
4 lb | 10 lb
LIMITED INGREDIENT TURKEY RECIPE
For adult dogs
4 lb | 10 lb
LIMITED INGREDIENT FISH RECIPE
For all life stages
4 lb | 10 lb
LIMITED INGREDIENT DUCK RECIPE
For all life stages
4 lb | 10 lb
JUST ADD WATER & PROTEIN FOR A COMPLETE & BALANCED MEAL
Great for home cookers & raw feeders!
GRAIN FREE VEGGIE, NUT & SEED BASE MIX
For adult dogs
3 lb | 7 lb
DEHYDRATED FOOD —
GRAIN FREE FRUIT & VEGGIE BASE MIX
For adult dogs
3 lb | 7 lb
WHOLE GRAIN GRAINS, VEGGIE & FRUIT BASE MIX
For adult dogs
3 lb | 7 lb
The Real Deal
ESTIMATED COST TO FEED A 30 LB DOG FOR 6 WEEKS*
ESTIMATED COST FOR 6 WEEKS HOW MUCH MORE IT COSTS TO FEED
~$245
FREEZE
One 10 lb box feeds a 30 lb dog for 6 weeks for $104.99
~$220
*Comparing Dehydrated Grain Free Chicken 10 lb box with other premium grain free chicken recipes using published feeding guidelines for 30 lb adult dogs with normal/average activity levels and US MSRP pricing as of Jan 2023.
ONE 10 LB BOX EQUALS
40x 1 lb pouches
10x 1 lb bags
6x 6 lb bags
2.4x
4.4x
FRESH ~$460
DRIED
2.1x
RAW
DOG PRODUCTS | 15
WHOLE FOOD CLUSTERS
COMPLETE & BALANCED GRAIN FREE CLUSTERS
NO MEAT MEALS, GRAINS, WHEAT, CORN OR SOY
WHOLE GRAIN CLUSTERS
NO PEAS, LENTILS, POTATOES, WHEAT, CORN OR SOY
New recipe!
GRAIN FREE CHICKEN RECIPE
For all life stages
1 lb | 5 lb | 20 lb
GRAIN FREE BEEF RECIPE
For all life stages 1 lb | 5 lb | 20 lb
WHOLE GRAIN CHICKEN RECIPE
For adult dogs 1 lb | 5 lb | 20 lb
WHOLE GRAIN BEEF RECIPE
For adult dogs 1 lb | 5 lb | 20 lb
GRAIN FREE TURKEY RECIPE
For all life stages
1 lb | 5 lb | 20 lb
GRAIN FREE CHICKEN RECIPE FOR PUPPIES
For puppies
With double the probiotics guaranteed for digestive system development 1 lb | 4 lb | 20 lb
New!
WHOLE GRAIN CHICKEN RECIPE FOR PUPPIES
For puppies
With double the probiotics guaranteed for digestive system development 1 lb | 4 lb | 20 lb
WHOLE GRAIN CHICKEN RECIPE FOR SMALL BREEDS
For all life stages
With an extra boost of L-carnitine & omega fatty acids
1 lb | 4 lb | 10 lb
Ask
GRAIN FREE CHICKEN RECIPE FOR SMALL BREEDS
For all life stages
With an extra boost of L-carnitine & omega fatty acids
1 lb | 4 lb | 10 lb
GRAIN FREE BEEF RECIPE FOR SMALL BREEDS
For all life stages
With an extra boost of L-carnitine & omega fatty acids 4 lb | 10 lb
New sample sizes!
16 | DOG PRODUCTS
your sales manager for more details!
Why the Tetras?
WET FOODS
COMPLETE & BALANCED FOR ALL LIFE STAGES
BUTCHER BLOCK PÂTÉ ™
FLAVOR-PACKED BLEND OF WHOLE MUSCLE MEATS, LIVERS & WHOLE FOODS
ONE POT STEWS
SLOW COOKED CUTS OF WHOLE MUSCLE MEATS IN A RICH & HEARTY BONE BROTH REDUCTION
COOKED CHICKEN STEW
CHICKEN & SUPER GREEN PÂTÉ 10.5 oz SLOW10.5 oz TURKEY & AUTUMN VEGGIES PÂTÉ 10.5 oz
TENDER TURKEY STEW
10.5 oz
TURKEY, DUCK & ROOT VEGGIES PÂTÉ 10.5 oz
SIMMERED SALMON & CHICKEN STEW
10.5 oz
BEEF, CHEDDAR & FARM VEGGIES PÂTÉ 10.5 oz
ROASTED BEEF STEW 10.5 oz
BEEF, LAMB & SPRING VEGGIES PÂTÉ 10.5 oz
BRAISED BEEF & LAMB STEW 10.5 oz
DOG PRODUCTS | 17
See page 21
RECIPES AT A GLANCE
COMPLETE & BALANCED RECIPES FOR DOGS
DEHYDRATED FOOD
GRAIN FREE WHOLE GRAIN GOURMET GRAINS LIMITED INGREDIENT Chicken Recipe Beef Recipe Turkey Recipe Fish Recipe Chicken Recipe Beef Recipe Turkey Recipe Fish & Oat Recipe Chicken & Duck Recipe Beef & Salmon Recipe Turkey & White Fish Recipe Chicken Recipe Beef Recipe Turkey Recipe Fish Recipe Duck Recipe Chicken Recipe Protein 24% 31% 29% 32% 24.5% 22.5% 22% 28% 30% 30% 28% 26% 25% 24.5% 34% 24% 26% Fat 14% 14% 18% 8.5% 14% 8.5% 15% 9% 16% 15% 18% 16% 7.2% 18.5% 14% 14% 14.5% Calories 446/ cup 514/ cup 488/ cup 437/ cup 485/ cup 441/ cup 470/ cup 391/ cup 449/ cup 423/ cup 445/ cup 516/ cup 445/ cup 516/ cup 468/ cup 506/ cup 422/ cup Sodium 0.19% 0.37% 0.30% 0.28% 0.29% 0.19% 0.13% 0.19% 0.32% 0.33% 0.30% 0.37% 0.28% 0.13% 0.34% 0.34% 0.48% For Puppies For Adults & Seniors Contains: White Potatoes Legumes Flaxseed Eggs 18 | DOG PRODUCTS
WHOLE FOOD CLUSTERS WET FOOD
GRAIN FREE WHOLE GRAIN BUTCHER BLOCK PÂTÉ™ ONE POT STEWS Beef Recipe Turkey Recipe Chicken Recipe for Puppies Chicken Recipe for Small Breeds Beef Recipe for Small Breeds Chicken & Oat Recipe Beef & Oat Recipe Chicken & Oat Recipe for Puppies Chicken & Oat Recipe for Small Breeds Chicken & Super Greens Pâté Beef, Cheddar & Farm Veggies Pâté Turkey & Autumn Veggies Pâté Beef, Lamb & Spring Veggies Pâté Turkey, Duck & Root Veggies Pâté Slow Cooked Chicken Stew Roasted Beef Stew Tender Turkey Stew Braised Beef & Lamb Stew Simmered Salmon & Chicken Stew 26% 26% 27% 26.5% 26% 24% 23% 25% 24.5% 10.5% 12% 10.5% 12.5% 10.5% 9% 8% 8% 7% 10% 14.5% 14.5% 16% 15.5% 17% 14.5% 16% 16% 15.5% 7% 4% 5.5% 5% 5% 2% 5% 2% 6% 3% 427/ cup 423/ cup 463/ cup 460/ cup 455/ cup 428/ cup 419/ cup 467/ cup 462/ cup 369/ box 274/ box 366/ box 298/ box 343/ box 194/ box 328/ box 268/ box 276/ box 231/ box 0.36% 0.3% 0.39% 0.38% 0.4% 0.12% 0.5% 0.37% 0.36% 0.15% 0.13% 0.12% 0.13% 0.13% 0.06% 0.23% 0.09% 0.07% 0.09% DOG PRODUCTS | 19
TOPPERS
POUR OVERS ™
SLOW COOKED STEWS
BONE BROTH POUR OVERS
A tasty boost of protein
CHICKEN
PUMPKIN POUR OVERS
Supports healthy digestion
SUPERFOODS POUR OVERS
Healthy green antioxidant goodness
FUNCTIONAL POUR OVERS
Added nutrients to help support overall health
99% MEAT BOOSTERS
BOOST TASTE & PROTEIN
HEART
STEW 5.5 oz HIP
CHICKEN STEW 5.5 oz
& JOINT:
5.5 oz CHICKEN & PUMPKIN STEW 5.5 oz CHICKEN STEW 5.5 oz 99% CHICKEN 5.5 oz 99% TURKEY & DUCK 5.5 oz 99% BEEF 5.5 oz 99% FISH 5.5 oz BEEF STEW 5.5 oz
BEEF STEW 5.5 oz
HEALTH: TURKEY BROTH & SALMON STEW
IMMUNE SUPPORT:
5.5 oz TURKEY & PUMPKIN STEW 5.5 oz TURKEY STEW 5.5 oz TURKEY & SALMON STEW 5.5 oz SKIN & COAT: SALMON STEW 5.5 oz SALMON & PUMPKIN STEW 5.5 oz LAMB & BEEF STEW 5.5 oz New! 20 | DOG PRODUCTS
REVIVE & RESTORE: CHICKEN & PUMPKIN STEW
Why TETRAPAK?
Tetra is a more environmentally sound packaging alternative for foods normally packed in cans.
RECYCLABLE & BPA/BPS FREE
MADE FROM SUSTAINABLE MATERIALS
REDUCED CARBON EMISSIONS DURING SHIPPING
EASY TO STORE & SAVES SPACE
WHY TETRAPAK? | 21
SNACKS
COOKIES MEATY TREATS
GOAT’S MILK N’ COOKIES
Crunchy probiotic snacks
SURF & TURF MEATY LITTLES™
For puppies, small breeds & training
PEANUT BUTTER & HONEY 8 oz
BLUEBERRIES & VANILLA 8 oz
PARMESAN PECKS®
Tasty mini treats
PUMPKIN & CINNAMON 8 oz
CHICKEN & SALMON RECIPE 4 oz
BEEF & SALMON RECIPE 4 oz
JERKY HARVEST MINI BARS™
Meaty, whole food snack bites
CHICKEN, PARMESAN & CRANBERRY RECIPE 8 oz
BEEF, PARMESAN & BLUEBERRY RECIPE 8 oz
BONE BROTH BITES
Savory protein cookies
DUCK, PARMESAN & CHERRY RECIPE 8 oz
CHICKEN RECIPE with apples, blueberries and a hint of ginger 4 oz
BEEF RECIPE with carrots, apples and a hint of thyme 4 oz
CHICKEN BONE BROTH, CARROTS & PARSLEY 8 oz
BEEF BONE BROTH, SWEET POTATOES & PARSLEY 8 oz
TURKEY BONE BROTH, PUMPKIN & PARLSEY 8 oz
22 | DOG PRODUCTS
FISH TREATS
OCEAN CHEWS™
Healthy, natural rawhide alternative
PURELY ONE One-ingredient wonders
BOOSTS & SUPPLEMENTS
NOURISH & HYDRATE
DAILY BOOSTERS
Delicious, nourishing drinks with nutritional benefits
Herbal digestive supplement for dogs & cats
SUPERFOOD COD CRISPS
FISH
2.75 oz | 5.5 oz
3 oz
SKINS 3 oz
6 oz
& STRAWBERRIES 3 oz COD & BLUEBERRIES 3 oz
Crispy protein-packed snacks CRISPY COD
SKINS
100% WHITE FISH FILETS
HEARTY WOLFFISH
|
COD
SUPPLEMENT 3.2 oz BROTH 3.6 oz
WATER DOG PRODUCTS | 23
JUST ADD
CAT PRODUCTS
Human
cats will love it because it’s oh-so-delicious. You’ll love it because it’s oh-so-good for them, too.
CAT APPROVED TASTE.
approved nutrition. Your
JUST ADD WATER GRAIN FREE RECIPES COMPLETE & BALANCED GRAIN FREE CHICKEN RECIPE For kittens & adult cats 1 oz | 2 lb | 4 lb GRAIN FREE CHICKEN & FISH RECIPE For kittens & adult cats 1 oz | 2 lb | 4 lb GRAIN FREE TURKEY RECIPE For kittens & adult cats 1 oz | 2 lb | 4 lb DEHYDRATED FOOD
GRAIN FREE RECIPES COMPLETE & BALANCED GRAIN FREE CHICKEN RECIPE For kittens & adult cats 1 lb | 4 lb | 10 lb GRAIN FREE TURKEY & CHICKEN RECIPE For kittens & adult cats 1 lb | 4 lb | 10 lb GRAIN FREE CHICKEN & FISH RECIPE For kittens & adult cats 1 lb | 4 lb | 10 lb CAT PRODUCTS | 25
WHOLE FOOD CLUSTERS
CÂTÉ ®
Minced Chicken Recipe
SO MUCH GOODNESS IN ONE LITTLE BOX
This best-selling format checks all your human grade, quality and nutrition boxes. It checks all your cat’s taste and texture boxes, too! (And we all know how much cats love boxes.)
GRAIN FREE, PROTEIN-RICH SMOOTH, GOURMET PÂTÉ
CHICKEN RECIPE
For kittens & adult cats
5.5 oz
MINCED
TURKEY RECIPE
For kittens & adult cats
5.5 oz
SALMON & TURKEY RECIPE
For kittens & adult cats
5.5 oz
SALMON & COD RECIPE
For kittens & adult cats
5.5 oz
GRAIN FREE, PROTEIN-PACKED MINCED BITS IN BONE BROTH GRAVY
BEEF & CHICKEN RECIPE
For kittens & adult cats
5.5 oz
VARIETY PACK
For kittens & adult cats
8x 5.5 oz
CHICKEN RECIPE
For kittens & adult cats
5.5 oz
Why the Tetras?
See page 21
TURKEY RECIPE
For kittens & adult cats
5.5 oz
CHICKEN & SALMON RECIPE
For kittens & adult cats
5.5 oz
SALMON & COD RECIPE
For kittens & adult cats
5.5 oz
TURKEY, CHICKEN & DUCK RECIPE
For kittens & adult cats
5.5 oz
For kittens & adult cats
8x 5.5 oz
26 | CAT PRODUCTS
RECIPES AT A GLANCE
COMPLETE & BALANCED RECIPES FOR CATS
DEHYDRATED FOOD
WHOLE FOOD CLUSTERS
WET FOOD
CÂTÉ® MINCED Grain Free Chicken Recipe Grain Free Chicken & Fish Recipe Grain Free Turkey Recipe Grain Free Chicken Recipe Grain Free Chicken & Fish Recipe Grain Free Turkey & Chicken Recipe Grain Free Chicken Recipe Grain Free Turkey Recipe Grain Free Salmon & Turkey Recipe Grain Free Salmon & Cod Recipe Grain Free Beef & Chicken Recipe Grain Free Chicken Recipe Grain Free Turkey Recipe Grain Free Chicken & Salmon Recipe Grain Free Salmon & Cod Recipe Grain Free Turkey, Chicken & Duck Recipe Protein 42% 42% 40% 35% 35% 33% 10% 11% 11% 12% 10% 10% 9.5% 10% 10% 10% Moisture 5% 5% 5% 8% 8% 8% Calories 512/ cup 512/ cup 512/ cup 450/ cup 450/ cup 450/ cup Contains: Chicken White Potatoes Legumes CAT PRODUCTS | 27
SNACKS, TOPPERS & HYDRATION
JUST ADD WATER
® SIMPLY DEHYDRATED, LIMITED INGREDIENT TREATS
™ LIMITED INGREDIENT PROTEIN TOPPERS TO BOOST TASTE & NUTRITION GOAT’S MILK A TASTY BOOST OF PROBIOTICS TO HELP SUPPORT DIGESTIVE HEALTH & Formulated to help support cats’ digestive health! CHICKEN & DUCK 5.5 oz SALMON & POLLOCK 5.5 oz WHITE FISH RECIPE 1.5 oz HERRING RECIPE 2 oz HERRING & CRANBERRY RECIPE 2 oz 28 | CAT PRODUCTS
SMITTENS
MMMIXERS
SKU RANKING
FOR DOGS — FOR CATS —
TOP DEHYDRATED
TOP DEHYDRATED
TOP CLUSTERS RECIPES
TOP CLUSTERS RECIPES
TOP WET FOOD RECIPES
TOP WET FOOD RECIPES
TOP TREATS, TOPPERS & BROTHS
TOP TREATS & HYDRATION
ARE BASED ON NATIONAL $ SALES
RANKINGS
RECIPES 1. Whole Grain Chicken 10 lb 2. Grain Free Beef 10 lb 3. Grain Free Chicken 10 lb 4. Grain Free Turkey 10 lb 5. Whole Grain Turkey 10 lb
1. Grain Free Beef 20 lb 2. Grain Free Chicken 20 lb 3. Grain Free Turkey 20 lb 4. Grain Free Beef 5 lb 5. Whole Grain Chicken 20 lb
1. One Pot Stew Beef 10.5 oz 2. One Pot Stew Chicken 10.5 oz 3. Butcher Block Pâté Beef & Cheddar 10.5 oz 4. Butcher Block Pâté Chicken & Greens 10.5 oz 5. Butcher Block Pâté Turkey & 10.5 oz Autumn Veggies
1. Ocean Chews Wolffish 6 oz 2. Instant Goat’s Milk 5.2 oz 3. Ocean Chews Cod 5.5 oz 4. Goat’s Milk N’ Cookies Blueberries 8 oz 5. Instant Beef Broth 3.6 oz
1. Grain Free Chicken 4 lb 2. Grain Free Chicken 2 lb 3. Grain Free Chicken & Fish 4 lb 4. Grain Free Chicken & Fish 2 lb 5. Grain Free Turkey 4 lb
RECIPES
1. Grain Free Chicken & Fish 4 lb 2. Grain Free Turkey & Chicken 4 lb 3. Grain Free Chicken 4 lb 4. Grain Free Chicken & Fish 1 lb 5. Grain Free Turkey & Chicken 1 lb
1. Câté Wet Food Chicken 5.5 oz 2. Minced Wet Food Chicken 5.5 oz 3. Câté Wet Food Beef & Chicken 5.5 oz 4. Minced Wet Food Turkey, Chicken 5.5 oz & Duck 5. Câté Wet Food Salmon & Cod 5.5 oz
1. Instant Goat’s Milk Cat Blend 5.2 oz 2. Smittens White Fish Treats 1.5 oz
SKU RANKING | 29
SUPPORT FOR OUR INDIE STORES
BOOST YOUR STORE’S SALES WITH THESE TOOLS & RESOURCES
NEW & IMPROVED: LOYALTY PROGRAM
Buy 7, get 1 free on Clusters, dehydrated recipes & wet food cases! bit.ly/THKLoyalty
EMPLOYEE FEED: TRY OUR FOOD FOR FREE Plus up to 40% off future orders for your own pets at home. bit.ly/THKEmployeeFeed
BECOME AN EXPERT
Take our online training any time to learn more about our products and earn a free shirt! bit.ly/THKtraining
SOCIAL ADVERTISING CAMPAIGN
Advertising campaigns that include in-store-only coupons.
RETAILER NEWSLETTER
Stay up to date on the latest products, promotions and everything
Honest Kitchen related. bit.ly/THKretailernewsletter
COUPONS & PROMOTIONS
MARKETING MATERIALS
Ready to print POP, social media posts, designed emails and more. bit.ly/THKtoolkit
SAMPLES IN OUR BEST-SELLING RECIPES
Ask your sales manager about how you can receive free samples for your store.
RETAILER EXCLUSIVE TEXTS
Text ‘INDY’ to 90472 to stay in the know about promos, limited time offers and more! bit.ly/THKretailerSMS
MINIMUM ADVERTISED PRICING (MAP) POLICY bit.ly/THKmappolicy
POLICIES
Everything needed for your online shops: Images, product descriptions, etc. bit.ly/THKsalsify
TO SUPPORT YOUR GROWTH
Fully funded push and pull promotions. 90-DAY MONEY BACK GUARANTEE
COUPONS bit.ly/THKterms
thehonestkitchen.com/return-policy
IT’S FEED GRADE pet food are feed grade ingredients found healthy people food FEED GRADE IF IT’S NOT HUMAN GRADE, IT’S FEED GRADE HIGHEST HIGHEST HIGHEST HIGHEST QUALITY HIGHEST QUALITY QUALITY 10–20 LB BAG MIX & MATCH: Cat & Dog / Clusters & Dehydrated 10–20 BAG MIX & MATCH: Cat & Dog Clusters & Dehydrated subject associate LB 2–4 LB 10–20 MIX & MATCH: Cat & Dog / Clusters & Dehydrated LARGE BOX/BAG SMALL BOX/BAG BAG BOX 10–20 LB BOX MIX & MATCH: Cat & Dog / Clusters & Dehydrated LARGE BOX/BAG SMALL BOX/BAG
A PURCHASE OF $100 OR MORE OF THE HONEST KITCHEN OFFER EXPIRES SEPTEMBER 30, 2023 Save on HUMAN GRADE pet food! 30 | RETAILER SUPPORT
$20 OFF
POLICIES
MINIMUM ADVERTISED PRICING
The Honest Kitchen has a long history of providing high-quality pet foods, treats and supplements. We started in our kitchen with the mission to make a genuine difference in pets’ lives by producing products that are unequivocal in their quality and integrity. For more than 20 years, we have worked with and relied on a growing number of retail partners to educate consumers about the benefits of feeding and using our products. To ensure that The Honest Kitchen’s retail partners can more effectively sell our products, support The Honest Kitchen’s brand as a premium offering and avoid intra-brand channel conflict, we implemented a unilateral minimum advertised pricing policy (“MAP” policy). Under the terms of the policy, a retailer cannot advertise any product covered by this MAP policy for a price that is more than 2% less than the product price listed on The Honest Kitchen's website. If you’d like to run a special promotion at your store, please contact us for prior written approval to avoid violating our MAP policy. Violations of the MAP policy shall be determined by The Honest Kitchen at its sole discretion. The Honest Kitchen reserves the right to cancel any pending orders and cease filling any new orders for the product(s) in violation of MAP. Under our MAP policy, advertising includes but is not limited to: newspapers, internet postings, catalogs, in-store fliers, displays at consumer exhibitions, television, radio, direct mail, etc. Additionally, any price information relating to The Honest Kitchen products on an internet website which can be accessed online is considered advertising for the purposes of this policy. This unilateral MAP policy may be modified, suspended or discontinued at any time by The Honest Kitchen, and the policy applies equally to all The Honest Kitchen retailers. See bit.ly/THKmappolicy for more details.
PUPPY & KITTEN SALES
Since we began in 2002, we’ve refused to allow our products to be sold in stores that sell or broker puppies or kittens. Our policy is absolutely black and white. Instead, we support stores that hold rescue events with samples, raffle items and product for goodie bags.
COUPONS
Consumers may obtain coupons from our corporate office (via a mailing, newsletter or social media), and we may send you coupons directly that you can pass out to customers. When you accept a coupon from a customer for their Honest Kitchen purchase, please follow the instructions on the back of the coupon and mail to the address listed (either your distributor or coupon logistics company). The Honest Kitchen’s full coupon policy and submission form are available online at bit.ly/THKterms. We can only accept coupons against full-priced retail orders.
CONSUMER RETURNS
The Honest Kitchen offers a 100% satisfaction guarantee for consumers' returns. If at any time a customer is concerned or dissatisfied, they are welcome to return the product to the store for a full refund of the purchase price. If the customer cannot show proof of purchase, we support the decision of the retailer on whether or not they wish to accept it. If the retailer chooses to accept the return, The Honest Kitchen will provide a credit through the store’s distributor. When you accept a return from a customer, be sure to record the product name, size and reason for the return. All products are to be returned directly to their distributor for credit. Please also contact your distributor for more details on their return requirements. To reduce returns, we recommend first-time customers try a sample size as a taste test.
SHORT-DATED PRODUCTS
The Honest Kitchen considers any product with less than three months of shelf life short dated. We do not accept returns of expired or short-dated product. If you find yourself with short-dated product in your inventory, please reach out — we will work with you on creative ways to get things moving, including trainings, promotions or coupons.
DAMAGES
If you receive a damaged box, please notify your distributor immediately so that they may either replace or discount the damaged box. In the case of a damaged (ripped or otherwise open) internal bag, please notify your distributor for replacement.
RETAILER SUPPORT | 31
Don't be a stranger! Call us at 866.437.9729 | Text us at 619.547.1115 Email us at questions@thehonestkitchen.com fb.com/thehonestkitchen @honestkitchen THK Retailer Guide | 0723
