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Who We Are

Who We Are

We set out to redefine better

Who we are

Woman petting a dog
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.


Fresh Pet Food Ingredients
Our responsibility as the Raw Brand™
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.

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.

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.

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.

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.

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.

Lincoln, Nebraska Skyline

From their quality to their source – we take great care in what we put in our pet food.

Our ingredients

Pet Food Ingredients Spinach