ABOUT INSTINCT PET FOOD

Mission Statement

Our purpose at Instinct is to feed the unspoken bonds between pets, their people, and the planet.

Our Brand Promise

DON'T OVER PROCESS IT

Fresh, raw food is pure, powerful, and packed with everything pets need to thrive. We protect its natural freshness, preserving more nutrients and goodness in every bite.

WALK THE WALK

For over two decades, we’ve set the standard for quality — using the highest quality ingredients and raising the bar for safety. With our own facilities and rigorous protocols, we make fresh, raw food that’s trusted and proven.

LEAD THE PACK

We challenge the status quo and shape what’s next in pet nutrition, with fresh, raw as our foundation.

CARE BEYOND THE BOWL

We act with integrity and compassion for our pets, people, and the planet. Because what we stand for matters just as much as what we make.

PETS KNOW BEST

A wag, a purr, a knowing glance—pets instinctively know what’s good. And when they love something, you’ll know it. That’s why we make food pets love.

Nutrition Made
with Intuition

We didn’t help pioneer raw pet food by following the crowd–we did it by following our instincts. After observing how a raw, meat-based diet completely transformed the health of tigers at the Lincoln Children’s Zoo, our founder had a hunch: if it helped them thrive, it could help dogs and cats, too. It sounds like common sense, but back in 2002 it was a groundbreaking idea.

Proud Pet Sustainability Coalition Member

In 2020, Instinct proudly became a member of the Pet Sustainability Coalition (PSC) that drives positive impact for the environments and communities where we do business. PSC is helping us evaluate our company practices and accelerate progress in our supply chain, consumption & production improvements, employee wellness initiatives and better evaluation of our overall environmental & social impact.

Our Purpose

Our purpose is “Empowering People to Transform the Lives of Pets.” It’s why most Instinct employees joined the team: to work toward changing the pet food industry through raw. It’s also why we have a company purpose day out and 5300 hours of volunteer work in the local community under our belt.