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.
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
IN 2023, WE USED 2,164,164 LBS OF ORGANIC PRODUCE
62% OF OUR PACKAGING IS MADE FROM RENEWABLE MATERIALS & IS FULLY RECYCLABLE AFTER USE
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
Uses 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
1 ,000+ FEED GRADE PET FOOD BRANDS
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
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 only source from suppliers we know and trust.
All foods must remain human edible from sourcing through transportation to production. This means it must be stored in a way that meets human food standards. Foods are made in human food facilities that meet 100+ safety standards.
7%
89% OF OUR INGREDIENTS ARE SOURCED IN NORTH AMERICA View our sourcing map! IN 2023, WE PURCHASED MORE THAN 13,000,000 LBS OF NON-GMO PRODUCE
WE USED 4,074,572 LBS OF THOUGHTFULLY SOURCED CHICKEN IN 2023
COUNCIL FISH IN 2023
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 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
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
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.
ONE 1 0 LB BOX MAKES ABOUT 40 LBS of homemade food!
DEHYDRATED
JUST ADD WATER FOR AN EASY HOMEMADE MEAL
YOU THINK “DIFFERENT.” YOUR PET THINKS “DELICIOUS.”
In our dehydrated recipes, meats, fish and eggs are cooked to the required temperature to kill any harmful pathogens before being gently dehydrated. The gentle cook process means these ingredients are not considered raw. Potatoes and grains are flash heated (with grains also rolled) to aid in digestion, then gently dehydrated to remove the moisture. Leafy greens are steamed in a dry-steam process as an additional food safety measure. Our dehydrated ingredients are then blended in a simple mixing process without any additional heat applications, before being packaged and sealed for optimum freshness.
THE BENEFITS OF DEHYDRATION
100% human grade
Minimally processed
Shelf stable (no refrigeration)
Ready in 3 minutes
Less than half the cost of fresh*
*Based on a 30 lb active dog eating a grain free chicken recipe based on US MSRP as of January 2023.
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.
Our carrots stay bright & orange!
Serving Tips
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.
WHOLE FOOD CLUSTERS
THE WORLD’S FIRST 1 00% HUMAN GRADE DRY FOOD FOR PETS
HUMAN GRADE CLUSTERS —
Thoughtfully sourced protein is the #1 ingredient (no meat meals, ever!)
Cold-pressed, roasted and dehydrated
A healthy, whole food ingredient list you can pronounce
Made in a human food facility with 100+ safety standards
FEED GRADE KIBBLE —
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
REAL, WHOLE FOODS
We start by mixing 100% human grade batches of fresh meat & produce.
COLD PRESSED
Then we cold press them into pure & delicious Whole Food Clusters.
ROASTED & DEHYDRATED
Each cluster is roasted & gently dehydrated for maximum nutrients.
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.*
DAY 1–2 75% old food
Honest Kitchen
DAY 3–4
Honest Kitchen
DAY 5–6
Honest Kitchen
DAY 7
*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.
PICKY PET
DEHYDRATED FOOD
GRAIN FREE RECIPES
COMPLETE & BALANCED
GRAIN FREE CHICKEN RECIPE
For adult dogs
GRAIN FREE BEEF RECIPE For all life stages
GRAIN FREE TURKEY RECIPE
GRAIN FREE FISH RECIPE For adult dogs
WHOLE GRAIN RECIPES
COMPLETE & BALANCED
WHOLE GRAIN CHICKEN RECIPE
WHOLE GRAIN BEEF RECIPE
WHOLE GRAIN TURKEY RECIPE
WHOLE GRAIN FISH RECIPE
GOURMET GRAIN RECIPES
COMPLETE & BALANCED FEATURING DUAL PROTEINS
GOURMET GRAINS CHICKEN & DUCK RECIPE
GOURMET GRAINS
GOURMET GRAINS TURKEY & FISH RECIPE
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
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
LIMITED INGREDIENT DUCK RECIPE For
BASE MIXES JUST ADD WATER & PROTEIN FOR A COMPLETE & BALANCED MEAL
GRAIN FREE VEGGIE, NUT & SEED BASE MIX For adult dogs
3 lb | 7 lb GRAIN FREE FRUIT & VEGGIE BASE MIX For adult dogs
GRAINS, VEGGIE & FRUIT BASE MIX
WHOLE FOOD CLUSTERS
COMPLETE & BALANCED
GRAIN FREE CLUSTERS
NO MEAT MEALS, GRAINS, WHEAT, CORN OR SOY
GRAIN FREE CHICKEN RECIPE
For all life stages
1
GRAIN FREE TURKEY RECIPE
For
GRAIN FREE BEEF RECIPE For
WHOLE GRAIN CLUSTERS NO PEAS, LENTILS, POTATOES, WHEAT, CORN OR SOY
WHOLE GRAIN CHICKEN RECIPE
GRAIN FREE CHICKEN RECIPE FOR PUPPIES
GRAIN FREE CHICKEN RECIPE FOR SMALL BREEDS
For
WHOLE GRAIN CHICKEN RECIPE FOR PUPPIES
For
WHOLE GRAIN BEEF RECIPE
WHOLE GRAIN CHICKEN RECIPE FOR SMALL BREEDS
GRAIN FREE BEEF RECIPE FOR SMALL BREEDS For
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
RECIPES AT A GLANCE
COMPLETE & BALANCED RECIPES FOR DOGS
DEHYDRATED FOOD
WHOLE FOOD CLUSTERS WET FOOD
TOPPERS
POUR OVERS ®
SLOW COOKED STEWS
BONE BROTH POUR OVERS
A tasty boost of protein
STEW
PUMPKIN POUR OVERS
Supports healthy digestion
FUNCTIONAL POUR OVERS
Added nutrients to help support overall health
HIP & JOINT: CHICKEN STEW
HEART HEALTH: TURKEY BROTH & SALMON STEW
REVIVE & RESTORE: CHICKEN & PUMPKIN STEW
SUPERFOODS POUR OVERS
Healthy green antioxidant goodness
99% MEAT BOOSTERS
BOOST TASTE & PROTEIN
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
SNACKS
COOKIES MEATY TREATS
GOAT’S MILK N’ COOKIES
Crunchy probiotic snacks
PEANUT BUTTER & HONEY
8 oz
BLUEBERRIES & VANILLA 8 oz
PUMPKIN & CINNAMON 8 oz
PARMESAN PECKS®
Tasty mini treats
CHICKEN, PARMESAN & CRANBERRY RECIPE
8 oz
BEEF, PARMESAN & BLUEBERRY RECIPE 8 oz
BONE BROTH BITES
Savory protein cookies
CHICKEN BONE BROTH, CARROTS & PARSLEY
8 oz
SURF & TURF MEATY LITTLES®
For puppies, small breeds & training
CHICKEN & SALMON RECIPE 4 oz
BEEF & SALMON RECIPE 4 oz
DUCK, PARMESAN & CHERRY RECIPE 8 oz
JERKY HARVEST MINI BARS®
Meaty, whole food snack bites
CHICKEN RECIPE with apples, blueberries and a hint of ginger 4 oz
BEEF RECIPE with carrots, apples and a hint of thyme 4 oz
GOURMET BBQ LIVER CHIPS
Snappable protein rounds
BEEF BONE BROTH, SWEET POTATOES & PARSLEY 8 oz
TURKEY BONE BROTH, PUMPKIN & PARSLEY 8 oz
CHICKEN LIVER & CHEDDAR RECIPE 4 oz
BEEF LIVER & CHEDDAR RECIPE 4 oz
FISH TREATS
OCEAN CHEWS®
Healthy, natural rawhide alternative
SUPERFOOD COD CRISPS
protein-packed snacks
PURELY ONE
One-ingredient wonders
CAT APPROVED TASTE. Human approved nutrition.
Your cats will love it because it’s oh-so-delicious. You’ll love it because it’s oh-so-good for them, too.
DEHYDRATED FOOD
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
WHOLE FOOD CLUSTERS
GRAIN FREE RECIPES
COMPLETE & BALANCED
GRAIN FREE 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
GRAIN FREE TURKEY & CHICKEN RECIPE For kittens & adult cats 1 lb | 4 lb | 10 lb
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.) Minced Chicken Recipe
CÂTÉ ®
GRAIN FREE, PROTEIN-RICH SMOOTH, GOURMET PÂTÉ
2.8
BEEF & CHICKEN RECIPE For kittens & adult cats
2.8 oz | 5.5 oz
MINCED
GRAIN FREE, PROTEIN-PACKED MINCED BITS IN BONE BROTH GRAVY
TURKEY, CHICKEN & DUCK
Why the Tetras?
See page 21 New single serve size!
VARIETY PACK For kittens & adult cats 8x 2.8 oz
RECIPES AT A GLANCE
COMPLETE & BALANCED RECIPES FOR CATS
DEHYDRATED FOOD
WHOLE FOOD CLUSTERS
SNACKS & HYDRATION
®
SMITTENS
SIMPLY DEHYDRATED, LIMITED INGREDIENT TREATS
GOAT’S MILK
A TASTY BOOST OF PROBIOTICS TO HELP SUPPORT DIGESTIVE HEALTH & HYDRATION
Formulated to help support cats’ digestive health!
WHITE FISH RECIPE
SKU RANKING
RANKINGS ARE BASED ON NATIONAL $ SALES
FOR DOGS — FOR CATS —
TOP DEHYDRATED RECIPES
TOP WET FOOD RECIPES
TOP CLUSTERS RECIPES
TOP DEHYDRATED RECIPES
TOP WET FOOD RECIPES
TOP CLUSTERS RECIPES
TOP TREATS & HYDRATION
TOP TREATS & HYDRATION
Smittens White Fish Treats
SUPPORT FOR OUR INDIE STORES
BOOST YOUR STORE’S SALES WITH THESE TOOLS & RESOURCES
INDIE EXCLUSIVE LOYALTY PROGRAM
Buy 7, get 1 free on Clusters, dehydrated recipes & wet food cases! bit.ly/THKLoyalty
EMPLOYEE FEED:
FEED OUR FOOD AT A DISCOUNT
Up to 30% off all 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 reward! bit.ly/THKtraining
BRAND AWARENESS
CAMPAIGNS
Social campaigns that include in-store only coupons.
COUPONS & PROMOTIONS
Fully funded push and pull promotions.
RETAILER NEWSLETTER
Stay up to date on the latest products, promotions and everything Honest Kitchen related. bit.ly/THKretailernewsletter
MARKETING MATERIALS
Ready to print POP, social media posts, designed emails and more. bit.ly/THKtoolkit
RETAILER EXCLUSIVE TEXTS
Text ‘INDY’ to 90472 to stay in the know about promos, limited time offers and more! bit.ly/THKretailerSMS
SAMPLES IN OUR BEST-SELLING RECIPES
Ask your sales manager about how you can receive free samples for your store.
Everything needed for your online shops: Images, product descriptions, etc. bit.ly/THKsalsify
POLICIES TO SUPPORT YOUR GROWTH
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.
