About Us


Well Positioned in High Growth Segments

Strong and Growing International Presence

Public Market Scarcity

Strong Industry Trends

Better Choice Company is a rapidly growing animal health and wellness company committed to leading the industry shift toward pet products and services that help dogs and cats live healthier, happier, and longer lives. We take an alternative, nutrition-based approach to animal health relative to conventional dog and cat food offerings. Additionally, we position our portfolio of brands to benefit from the mainstream trends of growing pet humanization, and consumer focus on health and wellness.

We have a demonstrated, multi-decade track record of success selling trusted animal health and wellness products, and leverage our established digital footprint to provide pet parents with the knowledge to make informed decisions about their pet’s health. We sell the majority of our dog and cat food, and treats, under the Halo and TruDog brands, These brands are focused, respectively, on providing sustainability sourced kibble and canned food derived from real whole meat, and minimally processed raw-diet dog food and treats.

Our diverse product offering has enabled us to penetrate multiple channels of trade, which we believe provides us with broad demographic exposure and appeal. We group these channels of trade into two distinct categories: retail-partner based (“Retail”), which includes the sale of product to e-commerce retailers, pet specialty chains, grocery, and distributors, and direct to consumer, (“DTC”), which is focused on driving consumers to directly purchase product through our online web platform.

With regard to our channels of trade, the online purchase of pet food continues to take market share from brick and mortar retail. Leading consumer goods market research firm, Packaged Facts, reports internet shopping has grown from 7% of U.S. pet product sales in 2015, to 22% in 2019. We believe that the trend toward online shopping will continue, and we will continue to reach a growing base of diverse customers through our DTC and ecommerce partner channels.

Our DTC strategy leverages one-on-one customer relationships and utilizes a targeted, data-driven approach to reach customers, this enables the gathering of valuable market and consumer behavior data. This data empowers our brands to be more competitive in the Retail channel. Conversely, we believe Halo’s long-established relationships with key retail customers will enable us to more effectively launch additional brands in the rapidly evolving retail environment.

In addition, Halo has successfully launched into high growth markets in Asia. We intend to build on that success by expanding our products’ consumer reach through online marketplaces in these markets, based on our team’s DTC experience.

Our established supply and distribution infrastructure allows us to develop, manufacture, and commercialize new products generally in under 12 weeks. We will continue to innovate with the goal of expanding our product offerings to improve the health and well-being of pets. We leverage our proprietary behavioral database, customer feedback, and analytics capabilities to derive valuable insights, and launch new products. We recently launched a line extension of our Halo brand to offer vegan alternatives for our customers.

Our experienced management and board members have an established track record across the retail consumer packaged goods, and pet health and wellness industries. The Better Choice team shares a common vision: To Build the Premier Health and Wellness Pet Product Platform.

Our mission is to provide clean, holistic, and nutritional options for consumers who want to bring their own healthier lifestyle to their pets. Our products promote wellness, and support better and longer lives for pets. We want pet parents to have better options so they can give their furry friends the same level of quality they are used to. As a health and wellness company, we go beyond selling products. We are champions for animal health and wellness. We do our best to educate and enlighten our consumers so they can make better choices. Pets make our lives so much richer. At Better Choice Company, we’re out to spread the word and change the world. Our passion is centered on both pets, and the people who love them.

At the heart of our portfolio are Halo, and TruDog, a fast-growing online seller of ultra-premium, freeze-dried raw pet food, treats and supplements. These categories are growing faster than ever before, and we are committed to the philosophy that a better lifestyle starts with better choices. We offer clean nutrition and holistic health products to pet-loving people.

We believe that good health practices and smart nutrition choices have a direct impact on promoting a better quality of life. For people and their pets. Our brands are positioned as a holistic solution for proactive pet care and nutrition. As pet healthcare spending in the U. S. continues to skyrocket, we strive to be the go-to source for products that deliver a more satisfying and healthier quality of life through better choices.

Specialty pet nutrition, especially unprocessed, whole foods and raw, is one of the fastest growing trends in consumer goods today. An extension of the once specialized niche market for health-conscious humans, this segment has come into its own. It has mainstreamed into the exploding retail space around the trend in pet humanization. Consumers are willing to spend whatever it takes to give their pets the same level of wellness care and nutrition they demand for themselves. The family dog who used to be called ‘man’s best friend’ is now nothing less than a fully vested family member, with a full array of care needs, and a right to receive the very best.

Experts agree that pet parent preference for clean label, whole ingredient pet products are stronger than ever. Online sales in the pet care category are expected to increase by 15% between 2020 and 2023. Through current and emerging channels, and technology platforms, Better Choice Company will be able to supply this growing demand for health and nutrition products in the dynamic pet health and wellness space.

Our commitment and dedication remain steadfast. We innovate and provide pet products that are focused on a wellness and healthy lifestyle for your pet.  It’s our promise to be there for pets and their people, in sickness and in health. That’s our commitment and it’s for life.

Investor Relations

Valter Pinto
[email protected]

Company Contact

Better Choice Company Inc.
164 Douglas Road East
Oldsmar, FL 34677