RETAILER GUIDE
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 human grade dog and cat products that support a variety of needs and life stages, delivering against our mission to put pets on the path to good health through good food.
We proudly became a Certified B Corporation in 2022. This certification cements our commitment to being a business that uses its force for good. Our goal is to continually build on prior accomplishments, identify areas of improvement and set new goals for the future.
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.
Lucy Postins Founder & Chief Integrity Officer
Putting pets on the path to good health, through
goodfood.
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.
In 2024, we purchased OVER 15 MILLION LBS of non-GMO produce
40 HOURS given to each employee every year to volunteer
76% of our packaging is made from renewable materials and is fully recyclable after use
BECAUSE PET FOOD SHOULD BE FOOD. Human grade.
Why go the extra mile to make our pet foods human grade? Simple—we believe everyone, including our pets, deserves food that’s safe, nutritious and tasty. Our food is made with high quality, human grade ingredients and produced to the same standards of quality and safety as the food you eat. Because the happiest time of day should be the healthiest.
The World’s 1st 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
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 ingredients for our complete and 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
CONSUMER NEED
Looking for natural foods that are easy to serve.
HOW TO USE
Ready to eat—just fill the bowl and go!
HOW TO SELL
The first human grade pet food means you get the benefits of fresh in its most convenient format.
Before
After
CONSMER NEED
Willing to spend more time on preparation, but still need something convenient and cost effective.
HOW TO USE
Just add water—ready in 3 minutes!
HOW TO SELL
An easy alternative to homemade, fresh and raw food. Less mess, lower cost and easier to store.
ONE 10 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.”
We concentrated all the benefits of homemade and fresh food—real ingredients, minimal processing and serious nutrition—into a form that saves money and shelf space. By gently dehydrating quality ingredients, we’re able to preserve nutrition and maximize taste. Just mix with water, wait 3 minutes and watch the tail wagging begin. Serve alone as a meal or add as a topper to spruce up your current bowl.
THE BENEFITS OF DEHYDRATION
Easy to store and shelf stable
Compact: makes ~4x its weight
Less messy than fresh, homemade or raw
Perfect for on-the-go and travel
Less than 1/2 the cost of fresh*
*Average cost to feed to a 30 lb active dog across The Honest Kitchen’s dehydrated chicken recipes compared to leading fresh brands. Based on US MSRP as of January 2023. Our carrots stay bright & orange!
STIR
UP A HEALTHY, HOMEMADE MEAL
1 Mix food with warm water. 2 Stir well & wait 3 minutes. 3 Serve with love.
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.
CLUSTERS
THE 1ST HUMAN GRADE DRY FOOD FOR PETS
Human grade
Quality protein (no meal meals)
No fillers, GMO ingredients or artificial preservatives
Cold pressed & roasted
Appealing look & smell
Human Grade Clusters
Feed Grade Kibble
We invented a process that brings the quality of fresh food into a scoop & serve format.
Real whole foods Cold pressed into clusters Roasted & dehydrated
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 and cats, gradually switch over the course of 7 to 10 days.
Quick Guide on 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
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, mixins and more! Find a rotation schedule that fits you and your pet’s needs.
PICKY PET APPROVED
Made With Thoughtfully Sourced Meat, Fish & Produce This way!
DEHYDRATED FOOD
GRAIN FREE RECIPES
Complete & balanced
Grain Free Chicken Recipe
Grain Free Beef Recipe
WHOLE GRAIN RECIPES
Complete & balanced
Whole Grain Chicken Recipe
Grain Free Turkey Recipe
Grain Free Fish Recipe
Grain Turkey Recipe
GOURMET GRAINS RECIPES
Complete & balanced
Gourmet Grains
Chicken & Duck Recipe
Gourmet Grains Beef & Salmon Recipe
Gourmet Grains
Whole Grain Fish Recipe
LIMITED INGREDIENT RECIPES
Complete & balanced | Limited to six ingredients (plus vitamins & minerals)
Limited Ingredient Chicken Recipe
BASE MIXES
Just add water & protein for a complete & balanced meal
Grain Free Fruit & Veggie Base Mix
Grain Free Veggie, Nut & Seed Base Mix
Whole Grain Grains, Veggie & Fruit Base Mix
Introducing Wholemade ™
OUR DEHYDRATED LINE, REIMAGINED
Starting in July, you’ll see new packaging for all our Dehydrated recipes under the Wholemade™ name—a reflection of our commitment to real, minimally processed whole foods. Backed by consumer insights, the refreshed design highlights key benefits and makes it easier for shoppers
What's New:
Clear Name: Building equity around Wholemade to help consumers recognize our brand.
Simplified Messaging: Focused on key benefits and what drives purchase decisions.
Improved Layout: Research-backed design prioritizing info shoppers care about most.
What’s Not Changing:
Ingredients, Guaranteed Analysis, UPC, Case Quantity, Pricing
CLUSTERS
Essential Clusters
Whole Food Clusters
WHOLE GRAIN RECIPES
Whole Grain
Chicken Recipe
1
Whole Grain Chicken Recipe For Puppies
For puppies
Whole Grain Chicken Recipe For Small Breeds For all life stages
WET FOODS
Complete & balanced for all life stages
BUTCHER
BLOCK
PÂTÉ ®
Flavor-packed blend of whole muscle meats, livers and whole foods Chicken & Super Green Pâté
Beef, Cheddar & Farm Veggies Pâté
Turkey & Autumn Veggies Pâté
Lamb & Spring Veggies
Duck & Root Veggies Pâté
Chef Crafted & Kettle Cooked for Superior Taste & Nutrition
ONE POT STEWS
Slow cooked cuts of whole muscle meats in a rich and hearty bone broth reduction
Slow Cooked Chicken Stew
10.5 oz
Tender Turkey Stew 10.5 oz
Roasted Beef Stew 10.5 oz
Braised Beef & Lamb Stew 10.5 oz
Simmered Salmon & Chicken Stew 10.5 oz
RECIPES AT A GLANCE
Complete & balanced recipes for dogs
Dehydrated Food
Clusters Wet Food
TOPPERS
Pour Overs ®
Slow cooked stews
BONE BROTH POUR OVERS
A tasty boost of protein
FUNCTIONAL POUR OVERS
Added nutrients to help support overall health
PUMPKIN POUR OVERS
Supports healthy digestion
99% MEAT MEAL BOOSTERS
taste & protein
SUPERFOOD POUR OVERS
Healthy green antioxidant goodness
Why TETRA PAK BOXES?
Tetra Paks are a more environmentally friendly packaging alternative for foods that are typically packed in cans.
Recyclable & BPA/BPS Free
Made From Sustainable Materials
Reduced Carbon Emissions During Shipping
Easy to Store & Saves Space
Cookies Meaty Treats SNACKS
GOAT’S MILK N’ COOKIES
Crunchy probiotic snacks
Peanut Butter & Honey
8 oz
Blueberries & Vanilla
PARMESAN PECKS
Tasty mini treats
Chicken, Parmesan & Cranberry
8 oz
®
MEATY LITTLES
For puppies, small breeds & training
Pumpkin & Cinnamon
oz
Chicken & Salmon
Beef, Parmesan & Blueberry 8 oz
BONE BROTH BITES
Savory protein cookies
Chicken Bone Broth, Carrots & Parsley
8 oz
Duck, Parmesan & Cherry 8 oz
Beef Bone Broth, Sweet Potatoes & Parsley 8 oz Beef & Salmon
Lamb & Salmon For Puppies
JERKY HARVEST MINI BARS
®
Meaty, whole food snack bites
Turkey Bone Broth, Pumpkin & Parsley 8 oz
GOURMET
BBQ LIVER CHIPS
Snappable protein rounds
Chicken Liver & Cheddar 4 oz
Beef Liver & Cheddar
Fish Treats
OCEAN CHEWS ®
Healthy, natural rawhide alternative
Crispy Cod Fish Skins
2.75 oz | 5.5 oz
Hearty Wolffish Skins 3 oz | 6 oz
SUPERFOOD COD CRISPS
Crispy protein-packed snacks
Cod & Strawberries
3 oz
Cod & Blueberries 3 oz
PURELY ONE
One-ingredient wonders
100% White Fish Filets 3 oz
CAT APPROVED TASTE
Human approved nutrition
DEHYDRATED FOOD
GRAIN FREE RECIPES
Complete & balanced for kittens & adult cats
WHOLE FOOD CLUSTERS
GRAIN FREE RECIPES
Complete & balanced for kittens & adult cats
WET FOOD
Complete & balanced for kittens & adult cats
RECIPES AT A GLANCE
Complete & balanced recipes for cats
Dehydrated Food Whole Food Clusters
Legumes
SNACKS & HYDRATION
SMITTENS ®
Simply dehydrated, limited ingredient treats
White Fish Recipe 1.5 oz
DAILY BOOSTERS
Delicious, nourishing drinks with nutritional benefits for dogs & cats
For cats & dogs!
Milk 5.2 oz
Goat’s
SKU RANKING
Rankings are based on national $ sales
For Dogs For Cats
TOP DEHYDRATED RECIPES 1. Whole Grain Chicken
Grain Free Chicken
Whole Grain Beef
5. Grain Free Turkey
TOP CLUSTERS RECIPES
1. Grain Free Beef
2. Grain Free Chicken
DEHYDRATED RECIPES
CLUSTERS RECIPES
WET FOOD RECIPES
TREATS & HYDRATION
Ocean Chews Wolffish
Ocean Chews Cod
SUPPORT FOR OUR INDIE STORES
Boost your store’s sales with these tools & resources
Indie Exclusive Loyalty Program
Buy 12, 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
Product Trainings: Become An Expert
Take our online training any time to learn more about our products and earn a reward! bit.ly/THKtraining $20 OFF
Brand Awareness Campaigns
Social campaigns that include in-store only coupons.
Retailer Newsletter
Stay up to date on the latest products, promotions and everything THK related. bit.ly/THKretailernewsletter
Coupons & Promotions
Fully funded push and pull promotions.
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.
Product Info & Images
Everything needed for your online shops: Images, product descriptions, etc. bit.ly/THKsalsify
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.
