We created Within out of a shared passion for food and a deep desire to make a meaningful difference in the lives of pets and their owners. With a lifetime of experience in the food industry, we saw an opportunity to apply our expertise to a sector we deeply cared about. Having spent years apart due to demanding careers, we wanted to build something together—something that reflected our values and allowed us to spend more time as a family.
"We wanted to create something that was truly ours, something with purpose and meaning that aligned with our own values."
Our journey into pet food wasn’t an immediate decision. Initially, we explored various food industry opportunities, but as we became more aware of the evolving relationship between pets and their owners, we knew we had to act. Seeing how pets were becoming integral members of families, we realized the importance of providing them with high-quality, nutritious food.
Our inspiration struck when we adopted our dog, Rocky. We quickly realized that the existing pet food options did not align with our standards for quality, transparency, and sustainability. Many products were filled with meat derivatives and bone meal—ingredients we knew from our background were not ideal for pet nutrition.
"We saw that most pet food on the shelves wasn’t food at all—it was feed. It lacked the quality ingredients and nutrition that pets deserve."
Determined to redefine the market, we set out on a mission to create pet food that mirrored our approach to human food—using only fresh, natural ingredients, free from unnecessary additives.
Armed with industry knowledge and a desire to disrupt the market, we collaborated with top pet nutritionists. Our goal was to create a product that not only met high nutritional standards but also provided convenience for pet owners.
Our research led us to identify three key areas of improvement:
Quality - Ensuring the use of human-grade ingredients sourced from healthy animals.
Convenience - Offering easy-to-serve portions that fit into busy lifestyles.
Sustainability - Using recyclable packaging and minimizing food waste.
Launching Within was not without its hurdles. Convincing retailers and customers to rethink pet food required a strong commitment to education and transparency. We had to overcome industry misconceptions and prove that pets could thrive on a diet made from real, nutritious ingredients.
With perseverance and dedication, we built our factory from scratch, designing production processes that prioritized efficiency and sustainability. Today, Within operates with a passionate team dedicated to delivering the highest quality pet food, made with love and care.
Within has grown from an idea into a thriving brand, offering a range of products that cater to different pet needs. From delicious wet food made with freshly prepared ingredients to innovative supplements that support joint health, we continue to set new standards in pet nutrition.
"Walking into our factory and seeing it come to life, knowing we're making a real difference for pets and their owners, is one of our proudest achievements."
Our journey doesn't stop here. We are committed to continuous innovation, exploring new ways to enhance pet health while staying true to our mission. With exciting new product lines in development and a strong focus on sustainability, we aim to redefine what it means to nourish pets.
Join us on our mission to provide pets with the nutrition they deserve, one meal at a time.