What Pupford does

Pupford is a Utah-based direct-to-consumer pet brand founded in 2017 that sells dog training treats, natural chews, freeze-dried dog food, and health and wellness products to individual pet parents. The company's core product portfolio centers on training treats, including single-ingredient freeze-dried varieties and soft and chewy options formulated to be bite-sized and under one calorie per treat to enable high-frequency training rewards. Pupford also sells bully sticks, tendons, yak cheese chews, elk antlers, freeze-dried raw dog food (produced using an FDA-approved Kill Step pathogen elimination process), dental chews, supplements, grooming items, and training supplies.

The company's go-to-market combines DTC e-commerce through pupford.com with omnichannel distribution via Petco and PetSmart retail locations, the Chewy marketplace, and mobile applications on iOS and Android. Pupford pairs its physical product line with Pupford Academy, a digital training platform offering free courses and an Academy+ subscription (monthly, yearly, or lifetime) providing access to 20-plus expert-led courses, including the flagship 30 Day Perfect Pup program developed with YouTube dog trainer Zak George. Pricing across the catalog ranges from $9.99 to $54.99 per SKU, with bundle discounts of 15–25 percent and free shipping over $60.

Pupford generates revenue through one-time product sales, recurring Academy+ subscriptions, retail and marketplace wholesale, and mobile app transactions. The company has raised capital from Peterson Private Equity in February 2022 to support brand development, product expansion, and strategic hires. Leadership comprises co-founders EG Stephan and Michael Que Steele (CEO), with Jake Young serving as COO. The company operates with 11 to 50 employees and reports serving between 800,000 and over 2 million pet parents.

Name

Pupford

Legal name

Pupford

Website

https://pupford.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Pupford is a Utah-based DTC pet brand founded in 2017 selling dog training treats, chews, freeze-dried food, and health products to individual pet parents, paired with a paid training course subscription (Pupford Academy).

Ownership category

akta.pro rank

Product category

Pet Food and Treats

NAICS

Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (45991)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Functional & Veterinary Diet Pet Food (CRADAFAF)

akta.pro secondary industries

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Pet Services (Grooming, Training, Daycare) (CRALAIAJ)

Keywords

• Dog training treats
• Freeze-dried dog food
• Natural dog chews
• Pet supplements
• Dog training courses

Headquarters

HQ city

American Fork

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Product Sales (E-commerce): Direct-to-consumer sales of dog training treats, chews, food, health & wellness products, and training supplies through pupford.com. Products include freeze-dried training treats ($15.99-$18.99), soft & chewy treats ($9.99), bully sticks ($17.99-$35.99), dog food ($18.99-$54.99), and various bundles with 15-25% savings. Free shipping on orders over $60.
2. Academy+ Subscription: Premium subscription service providing full access to 20+ expert-led training courses. Offered with monthly, yearly, or lifetime access options. Includes early access to new product releases and exclusive member deals.
3. Retail/Distribution: Wholesale distribution through retail partners including Petco and Chewy, generating revenue through product distribution agreements.
4. Mobile App: Revenue generated through iOS and Android mobile applications for dog training content and product purchasing.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Pupford sells single-ingredient and minimally processed dog training treats (freeze-dried and soft & chewy varieties), natural long-lasting chews (bully sticks, tendons, yak cheese, collagen sticks, elk antlers), freeze-dried raw dog food, dental chews, supplements, grooming products, and training supplies directly to pet parents via its e-commerce store and select retailers. The company complements its physical product line with Pupford Academy, a digital training platform offering free and premium expert-led dog training courses, and a mobile app that delivers on-demand training content and an AI-powered Ask Doris assistant.

Product overview

Pupford is a Utah-based direct-to-consumer pet brand offering dog training treats, chews, food, and training resources. The product portfolio centers on training treats (freeze-dried and soft & chewy varieties), natural chews (bully sticks, tendons, yak cheese, elk antlers, collagen sticks), freeze-dried dog food, and health & wellness products (supplements, grooming, dental chews). The company pairs its physical product line with Pupford Academy, a digital training platform featuring free and premium courses, and a mobile app available on iOS and Android. Products are sold direct-to-consumer through pupford.com and select retailers including Petco and Smart.

Differentiator

Problem solved

Functional benefit

Brands

• Pupford Academy: Training platform offering free and premium dog training courses including Academy+ subscription service with 20+ expert-led courses

Products and services

• Freeze Dried Dog Training Treats Single-ingredient freeze-dried training treats available in multiple flavors (chicken, beef, salmon, rabbit, blueberry, sweet potato, duck & veggie, mango, shrimp, turkey & veggies, beef liver, surf & turf). Bite-sized and low-calorie (under 1 calorie each), designed for high-frequency training rewards.
• Soft & Chewy Training Treats Soft and chewy texture training treats in beef, chicken, pork, lamb, turkey, peanut butter, apple & maple bacon, BBQ, beef & berries, and seasonal summer BBQ flavors. Suited for dogs with sensitive teeth or preference for softer treats.
• Bully Sticks & Rings Natural, single-ingredient bully sticks and bully rings made from beef pizzle, available in 6-inch, 12-inch, skinny, and pack sizes. Promote dental health and satisfy natural chewing instincts.
• Tendons (Beef & Turkey) Single-ingredient tendon chews from beef or turkey. High-protein, long-lasting chews that support dental health for dogs with active chewing preferences.
• Yak Cheese Chews Long-lasting yak cheese chews made from yak milk, available in small, medium, and jumbo sizes. Single ingredient with no fillers or artificial additives.
• Collagen Sticks Collagen-based dog chews that are easily digestible and promote dental health. Single-ingredient, high-protein natural dog chew.
• Split Elk Antlers Natural split elk antler chews for power chewers. Long-lasting chews that promote dental health and satisfy natural chewing instincts.
• Freeze-Dried Raw Dog Food Complete and balanced freeze-dried raw dog food formulated for all life stages, available in Beef Recipe, Chicken Recipe, and Salmon & Lamb Recipe. Uses FDA-approved Kill Step to eliminate harmful pathogens while preserving nutrients.
• Dental Chews Dental chews designed to reduce plaque, freshen breath, and promote oral health while satisfying natural chewing instincts.
• Super Pup Multi-Function Health Supplement Comprehensive health supplement targeting gut health, immunity, and overall digestive support with biotic blends, colostrum, pumpkin, chicory root, and probiotics.
• Calming Supplement for Puppies Calming supplement for puppies and dogs with string cheese flavor. Contains chamomile, passion flower, and valerian root powder to ease allergies and promote calm.
• Gut Health Supplement for Puppies Gut health and immunity supplement specifically formulated for puppies, supporting digestive system development and immune health.
• Over the Topper Meal Enhancers Freeze-dried beef liver and salmon meal enhancers/toppers that add flavor and extra nutrients to regular dog food.
• Sudsy Shampoo Bar for Dogs Natural shampoo bars for dogs in Original Scent (geranium, rosemary, eucalyptus, cornmint) and Alpine Meadow (lavender, cedarwood atlas, bergamot, lemongrass). Free from parabens and sulfates.
• Dry Shampoo for Dogs All-natural dry shampoo powder made with baking soda, arrowroot powder, and dog-safe essential oils. Works on all coat types, requires no water, and helps deter bugs and pests.
• Butter Up Paw, Nose & Skin Balm Multi-purpose balm for dogs' paws, nose, and skin that helps soothe and protect dry or irritated areas.
• Training Starter Pack Comprehensive training bundles including beef liver or salmon training treats paired with a small or large training lead, providing everything needed to start training sessions.
• Snuffle Mat Mental enrichment tool that encourages dogs to use their natural foraging instincts, available individually or in 2-pack, with or without free training treats.
• Dog Training Clicker Training clicker for positive reinforcement training, used to mark desired behaviors during training sessions.
• Dog Training Treat Pouch Training treat pouch with magnetic closure, space for treats, phone, poop bags, and accessories, available in brown, peach/pink, and black.
• 6 Foot Leash with Double Handle

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered flagship and core.

• Zak GeorgeflagshipStrategic or Co-development PartnerYouTube's top dog trainer Zak George partnered with Pupford to create the 30 Day Perfect Pup training course, a flagship training program offered through Pupford Academy.
• Kelly J. Weimer, DVMcoreStrategic or Co-development PartnerVeterinarian-reviewed formulations and endorsements for Pupford products, with Dr. Weimer providing professional validation of product quality and nutritional value.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Cloud Star: Natural dog treats and training products brand (e.g., Buddy Biscuits, Cloud Star Tricky Trainers). Directly comparable to Pupford on training-treat SKU, natural-ingredient positioning, and small-to-mid DTC/specialty distribution.
• Vital Essentials: Freeze-dried raw dog food and treat brand with national retail and DTC distribution. Comparable to Pupford on freeze-dried processing, single-ingredient treats, and chews such as bully sticks and freeze-dried proteins.
• Open Farm: Premium, transparency-focused pet food and treat brand with strong DTC and retail presence. Comparable to Pupford on premium positioning, ingredient quality emphasis, and multi-category (food + treats + supplements) portfolio.
• Stella & Chewy's: Premium freeze-dried raw pet food brand with direct-to-consumer and retail distribution. Closely comparable to Pupford's freeze-dried dog food line, including similar single-ingredient, high-protein positioning and use of raw/freeze-dried processing for nutrient retention.
• Zuke's: Long-standing natural training-treat brand (owned by Nestlé Purina PetCare) targeting the same dog-training use case as Pupford's training treats. Direct competitor on retail shelves and a benchmark for Pupford's training-treat SKUs.
• Primal Pet Foods: Specialty freeze-dried and raw frozen pet food brand sold DTC and through pet specialty retail. Overlaps with Pupford's freeze-dried food and supplement offerings and targets similarly premium-conscious dog owners.

Broad incumbents

• Blue Buffalo (General Mills): Mass-market premium natural pet food brand covering treats, dry/wet food, and wellness. Competes with Pupford in retail channels on natural positioning and breadth of dog food/treat portfolio.
• Wellness Pet Company: Large natural pet food and treat brand (Wellness Core, Wellness Complete) sold through mass and specialty retail. Overlaps with Pupford on natural training treats and complete dog food but at significantly broader scale and distribution.

Emerging players

• Pet Honesty: DTC pet supplement and wellness brand. Comparable to Pupford's expansion into supplements (Super Pup, calming, gut health) and shares the DTC-plus-retail go-to-market motion targeting health-conscious pet parents.
• Outward Hound: Pet enrichment, puzzle toys, and training accessory brand. Overlaps with Pupford on training supplies (clickers, treat pouches, snuffle mats) and shares a multi-channel retail strategy with mass and specialty pet retailers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/pupford
• Facebookfacebook.com/pupforddogs
• Instagraminstagram.com/pupford
• TikToktiktok.com/@pupford

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pupford