Clear Conscience Pet is a multi-award winning family owned company. We are best known for SuperGravy, the #1 awarded pet food topper/gravy supplement.
We make the healthiest and tastiest scientifically formulated natural products on the market for dogs. The Clear Conscience Pet® Story:
Clear Conscience Pet is the Most Awarded Brand in Pet Nutrition, with 25 Awards for nutritional excellence and innovation as of 2021. Our guiding principles are PURITY of products, CLARITY in communication, and healthy JOY for pets. CCP is family-owned and operat
ed by Founders Anthony Bennie and Amanda Malone Bennie, natural pet food industry pioneers since the early 1990s. Amanda was named a Woman of Influence in the Pet Industry in 2017, and Anthony was an inaugural year recipient of the Pet Industry Icon Award in 2015. Tony and Amanda founded Clear Conscience Pet in 2010 with a mission to make companion animals healthier and happier with exceptionally nutritious and innovative products. The other critical part of our mission is "blue chip" customer service; we treat our customers like family, and always go the extra mile to assure your 100% satisfaction. The "CCP" product family includes our flagship SuperGravy brand, the #1 awarded Pet Food Topper line. We also make the authentic federally registered Sliders® brand of artisan functional meaty dog treats, as well as Airy Bites, Airy Bark, and Trachey Chews, all enhanced with our exclusive SDR(TM) Superfood Dry Rub. All Clear Conscience Pet products adhere strictly to our industry-exclusive CleanLabel Pledge, which promises that all products will be made only with Pure, Pronounceable, and Purposeful ingredients. "Clear Conscience Pet" isn’t just a marketing slogan. It means that you can trust all of our products and use them with the clear conscience that comes from doing the right thing for your beloved animal family members. We are 100% committed to being a platform for CLARITY, honest EDUCATION, and TRANSPARENCY in the pet nutrition business. So that’s our story. Clear Conscience Pet is an American family company with a deeply spiritual connection to dogs and cats, and a steadfast commitment to doing what's best for them. The biggest privilege and honor that we can achieve is the TRUST of our customer family. We promise NEVER to betray that trust, and ALWAYS to say what we mean, and mean what we say. With warmest regards to our customers and their animal companions,
Anthony & Amanda
Founders
31/10/2025
I AM NOW A LOYAL BUYER OF YOUR HEALTHY TREATS
A few months back, I started looking at and researching the ingredients in my dog's treats. I only want the best for my border collie/lab mix, William. During my research, I was not too surprised to learn of all the preservatives in the treats I was feeding William, and most were made outside of the USA. I had to find healthy treats made in the USA for him.
I was happy to come across Clear Conscience and how you make your all-natural, minimal ingredient, non-preservative treats. And William loves them too!
I am now a loyal buyer of your healthy treats and always spread the word about your company/treats when I talk to dog owners. Thank you for producing these healthy treats for dogs!!!
I received two extra lamb trachea bags with my last order and I want to thank you so much for your kindness. I sincerely appreciate it, thank you very much (Clear Conscience Pet) !!
I just have to say, our dogs absolutely LOVE your products! And we love the outstanding quality of the ingredients... it gives me great peace of mind knowing the ingredients are real food.
My doggos love the (Lamb Trachey Chewz) so much we use them up quickly!! Love, love, love this product!! So much better for them than raw hide!
Your loyal fans....Laura S. with Bella, Scarlett and Piper
03/10/2025
YOU HAVE BEEN A MIRACLE WORKER FOR AUGGIE
We’re so glad we found you and your company, You have been a miracle worker for us – your products have enabled us to keep Auggie happy with Healthy Lamb Airy Bark treats. The Healthy gravies have been such a big help – he is now eating his dog food – he’s a very picky eater. Not sure what we would have done without all of your products. In addition, we greatly appreciate the help/info that you’ve provided for us along the way – you’re wonderful people and we are so thankful that we have the pleasure of knowing you. There are so many unhealthy dog treats and products in the marketplace and we struggled for a long time looking for products that were healthy and that Auggie would like – THANK YOU for providing these products!
26/09/2025
NOW I CAN ELIMINATE AN EXTRA ITEM I NORMALLY BUY!!
I am very picky about the food, treats and supplements I purchase for my 3 kids and have trusted Clear Conscious Pets for many years. I was super excited to hear about their new gravy, "Bon A' La Goat". I normally bought goat's milk as an addition to my kids' raw food but now that there is "Bon A' La Goat" I can eliminate the cost of that item. Space is already at a premium in my fridge so removing a bottle is good news too. The kids all love it too!
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Clear Conscience Pet: Our Story
The Clear Conscience Pet Company Story:
Pet nutrition can be very complicated, but it shouldn’t be. It’s all about INGREDIENTS and FORMULAS. If the right ingredients are used in the right ratios, you’ll get good results. The problem is that there are thousands of products to choose from, and pet parents have a tough time sorting it all out. Mega corporate brands spend billions on TV and online advertising that tends to be full of “glorious hype” with no substance or education. Pretty pictures of dogs running through fields tug at our hearts but do nothing to EDUCATE us about what’s really needed to keep a dog or cat HEALTHY and HAPPY. So we want to tell you who we are, why we do what we do, and where we came from on the path to this mission.
Clear Conscience Pet® is 100% family-owned and operated by Founders Anthony and Amanda Bennie, who are natural pet food industry veterans. Both have been in the business since the early 1990’s and were fortunate to be a part of the earliest days of the natural and holistic pet food “revolution.” We have been humbled to win 22 awards for nutritional excellence, industry leadership, innovation, and sustainability.
After helping other companies to grow successful, in 2010 Tony and Amanda started Clear Conscience Pet® to be an independent voice for truth and transparency in the pet food and treats business. The dream was to build a company devoted not just to selling innovative and healthy products, but to education and advocacy for consumers and their pets.
We were troubled by the reality that, instead of the natural pet nutrition business evolving to the higher levels of quality, ethics, and transparency for which we had strived, the business had taken a wrong turn. “Natural pet” became such a huge moneymaker that it attracted mega corporations and Wall Street financiers in droves, and absent any deeply held VALUES they used the “buzz words” of natural nutrition to make low quality products look good and mediocre products look great. In short, the old tricks of the commercial pet food business hadn’t disappeared; they had simply morphed into new “natural” tricks.
These tricks of the trade are marketing and advertising saturation combined with “creative” ingredient lists that superficially appear to be examples of quality pet nutrition, when in truth they cheapen the cost of manufacturing the products and diminish their nutritional value. This “trickery” makes choosing truly healthy products for dogs and cats very difficult for even the most engaged consumers.
We founded Clear Conscience Pet® so we could do the RIGHT thing for animals and their human guardians. We don’t answer to any bosses except the animals and humans that trust us to give them CLEAR information and genuinely healthy products. Someone with real expertise and experience in the pet nutrition business needed to have the courage stand up and lift the veil of marketing hype that confuses consumers; we’re trying hard to be that company and those people. Clear Conscience Pet isn’t just a “feel good, catchy name.” We founded our company to live these principles and start a new trend towards education, transparency, and honesty in the pet nutrition business.
Instead of assessing “market trends” and fitting products into a cookie cutter mold, Clear Conscience is an inventor and incubator of new ideas based on firm beliefs about pet nutrition. Those ideas and beliefs are then expressed in our products.
EVERYTHING WE MAKE FOR PETS MUST CONTRIBUTE TO THEIR HEALTH AND HAPPINESS WITHOUT COMPROMISE. This is not just our business mission, it’s our personal passion, and we’ll settle for nothing less.
As with most pioneers, inventors, and innovators, it was not an easy road for us. The industry tried to ignore our positions and hoped that we and our ideas would go away. But it didn’t turn out that way; our determination to bring transparency and clean labeling practices to pet food, treats, and supplements grew from a crazy idea, to a fringe philosophy, to an “industry niche, and terms like “ethical sourcing,” “transparency”, and “clean label” have now become so commonly used that we are concerned that people will miss the point and fall for what in too many cases have simply become marketing buzz words and do not truly reflect the companies or products using these terms.
So we urge you as the ultimate stewards of your companion animals’ health and happiness to
accept nothing at face value and look for evidence of sincerity and proof of performance. Dig deeper and also let your pets be a guide. By that, we mean no matter what a product says, judge by what the product does for your pets. If a product and company sound great on paper but you see that it doesn’t make your pet happier and healthier, move on and try something else.
Watch, read, and listen to pet food and treat advertising with a critical eye and ear. Whether it’s online, on TV, on radio, or in print, the more money a company is spending to influence your opinion, the more you should exercise caution. That doesn’t mean that it’s “bad” to advertise and promote one’s products! Just that there needs to be a sense of perspective applied when evaluating brands.
If a company has so much money in the game that you can’t go online or watch a few minutes of TV without hearing about them, those millions and millions of dollars are working darned hard to separate you from your hard earned money. All of that advertising money comes from somewhere, and that somewhere is from your pocket. If a company makes a product that is heavily advertised, they must make the product cheaply so it yields enough profit not only to cover ingredients and logistics, but to pay for an enormous marketing budget. To do this, the companies get very creative with ingredient lists and cut corners with cheaper ingredients and fillers. That’s where the “creative labeling” referred to above comes in.
What concerns us most is that our dogs and cats are the ultimate victims. If we are persuaded to believe that Product “X” is great stuff but our dogs or cats have low energy, seem depressed, have poor looking coats and dry skin, or have digestive problems when using the product, forget the hype. Find a better product.
Co-Founder Anthony is a 26 year veteran of the industry who writes and speaks frequently as a consumer and animal advocate in the media. Articles and talks like “Confessions of a Dog Food Salesman” and “Jerked Around: The Truth About the Chinese Treat Controversy” show this independence in action. Anthony has also written for years in magazines and online about serious pet nutritional topics. All of his recent articles are available at https://clearconsciencepet.com/founders-articles/.
So that’s our story. We’re family people with the same hopes and dreams as our customers for a safe and secure future for our children, and a deeply spiritual attachment and connection to our dogs and cats. We were blessed to become part of this business that we love over 25 years ago, and feel very lucky to be able to practice this calling with vigor, vision, and integrity.
The biggest privilege and honor that we can achieve is the TRUST of our customer family. We promise NEVER to betray that trust, and ALWAYS to say what we mean, and mean what we say. We are available to talk to our customers personally and we don’t hide from any scrutiny.
With warmest regards to our customers and their animal companions,
Anthony & Amanda Bennie
Co-Founders / Clear Conscience Pet LLC / Cape Coral, Florida / 239-984-2705 / [email protected]
