Clear Conscience Pet

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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.

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