"When I first started, Customer Insights had 1000+ emails and was swamped with chats. Everyone from the CEO to the engineers helped CI get the emails under control. It was amazing to see everyone at the company come together, no matter their position, to help their colleagues."
Who We Are
Who We Are
We set out to redefine better
Who we are
Our Mission
We’re on a mission to transform the lives of pets. We believe that all pets deserve the best life possible. And if you ask us – it starts with food. Let’s satisfy our pets’ need for real food. Let’s stick with what’s natural and keep it simple. And as pure as possible. Let’s follow nature’s lead and give them more raw and stay free from filler, by-product and artificial preservatives. Let’s redefine better. And put the pure, real nutrition of raw into more bowls. Let’s do our part.
FEED WHAT’S REAL®
Our responsibility as the Raw Brand™
01
Lead with raw
It all started with our raw pet food. Since the beginning, we’ve led with raw because we know the good it can do. We’re rewriting the rules of pet food and championing raw nutrition to bring its superior benefits to all that we do.
02
Keep it real
Delicious and nutritious pet food should only use real ingredients. To us this means all natural real meat, fruits and vegetables, with nothing artificial.
03
Make it simple
We think feeding raw should be simple and fit into our – and your – everyday habits more easily. We exist because we believe raw should be accessible to everyone so every pet can experience the benefits of raw nutrition.
04
Do It Together
Instinct believes in the power of raw nutrition. It only makes sense to share it. Together with local shelters and volunteer efforts nationwide we're on a mission to transform the lives of all pets.
05
Make it better
We’ve never been afraid to challenge the status-quo of pet nutrition. We’ve accepted the open-ended challenge to continuously redefine what better means – always pushing our standards and nutrition to raise the bar in pet food.
Our Story
Proudly made in Lincoln, Nebraska
It all started with our raw diets. And since day one, our raw foods have been crafted by our team in Lincoln, Nebraska. Made in small batches in our company-owned facilities, our raw foods are minimally processed and held to the highest quality standards.
We are people with a purpose
Everything we do is based in our shared purpose of transforming the lives of pets. It’s why we set out on the journey of changing the pet food industry through raw and it’s why most of us joined the team. Whether it’s through sharing our days with our pets at work or through the 5300 hours of volunteer work we’ve done together in our local community, why we do what we do is the reason we get excited to come to work every day. It’s who we are and it makes the power of what we do that much richer.
LEARN WHAT MAKES OUR INGREDIENTS, REAL
From their quality to their source – we take great care in what we put in our pet food.
