Diamond Pet Foods

What Diamond Pet Foods does

Diamond Pet Foods, operated by Schell & Kampeter, Inc., is a US-based, family-owned manufacturer of dry and canned dog and cat food founded in 1970 and headquartered in Meta, Missouri. The company sells its products under a tiered brand portfolio covering entry-level (Diamond), premium (Diamond Naturals, Diamond Naturals Grain-Free), performance (Diamond Pro89), and veterinarian-developed therapeutic diets (Diamond CARE, Diamond CARE Rx), including prescription renal and urinary support formulas. Its core technology centers on nutritional formulation — guaranteed probiotics in dry formulas, superfood inclusions, breed- and life-stage-specific recipes, and a documented food safety and quality assurance system that governs manufacturing. The company operates its own manufacturing footprint, expanded in December 2021 through the acquisition of J.M. Smucker Co.'s private label dry pet food business (including a manufacturing facility) for approximately $33 million.

Diamond Pet Foods generates revenue almost entirely through one-time product sales of branded and private label pet food distributed through pet specialty retailers, general retail, and online/e-commerce channels, with pricing set by retailers rather than directly by the company. Its primary customer segments are dog owners and cat owners across all life stages, with secondary segments in performance/working dog owners and veterinary-recommended prescription diet buyers. The go-to-market combines traditional retail shelf presence with direct-to-consumer and content-led acquisition (blog, product recommendation quizzes, email newsletters, social channels). The company employs 251-500 people, has no public funding history or parent company, and remains under founding-family ownership with no disclosed venture or private equity backing.

Name

Diamond Pet Foods

Legal name

Schell & Kampeter, Inc.

Website

https://diamondpet.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

251–500 employees

Short description

Diamond Pet Foods is a US-based, family-owned manufacturer of dry and canned dog and cat food, founded in 1970 and operating through tiered brands including Diamond, Diamond Naturals, Diamond CARE, and Diamond Pro89 for retail, online, and veterinary channels.

Ownership category

akta.pro rank

Product category

Pet Food

NAICS

Animal Food Manufacturing (31111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Dry Pet Food (Kibble) (AFADAFAA)

akta.pro secondary industries

Functional & Veterinary Diet Pet Food (CRADAFAF), Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB)

Keywords

• Pet food manufacturing
• Dog food products
• Cat food products
• Pet nutrition
• Animal feed

Headquarters

HQ city

Meta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Pet Food Product Sales: Diamond Pet Foods generates revenue through the manufacture and sale of dog and cat food products under multiple brand tiers including Diamond, Diamond Naturals, Diamond Naturals Grain-Free, Diamond CARE, Diamond CARE Rx, and Diamond Pro89. Products are sold through retail partners and direct-to-consumer channels.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Diamond Pet Foods manufactures and markets dry and canned dog and cat food products organized under multiple brand tiers including Diamond, Diamond Pro89, Diamond Naturals, Diamond Naturals Grain-Free, and Diamond CARE. The portfolio spans everyday balanced nutrition, high-protein athletic formulas, superfood-enhanced diets with probiotics, and veterinarian-developed therapeutic formulas for specific dietary needs. Products are distributed through retail partners and direct-to-consumer channels across North America.

Product overview

Diamond Pet Foods is a family-owned pet food company (Schell & Kampeter, Inc.) founded in 1970, offering a portfolio of dry and canned dog and cat food products organized under four primary brands: Diamond (core balanced nutrition), Diamond Pro89 (high-protein athletic/working dog formula), Diamond Naturals (superfood-enhanced formulas with probiotics), and Diamond CARE (veterinarian-developed therapeutic formulas for specific dietary needs including sensitive skin, sensitive stomach, weight management, and urinary support). The company also offers a Diamond Naturals Grain-Free sub-line and breed/life-stage-specific formulas. The product range spans from everyday maintenance and premium formulas to prescription-grade therapeutic diets, serving both general pet owners and those with pets requiring specialized nutrition.

Differentiator

Problem solved

Functional benefit

Brands

• Diamond: Nutritionally balanced food formulated with purposeful, quality ingredients to help dogs stay active, perform and achieve their fullest potential.
• Diamond Pro89
• Diamond Naturals
• Diamond Naturals Grain-Free
• Diamond CARE

Products and services

• Diamond (Core Brand)

Named customers6 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• J.M. Smucker Co.coreStrategic or Co-development Partner · 2 December 2021Diamond Pet Foods acquired J.M. Smucker Co.'s private label dry pet food business for approximately $33 million. The acquisition included a manufacturing facility and was part of J.M. Smucker's strategy to focus on growth in other pet food categories. This acquisition expanded Diamond Pet Foods' manufacturing capacity and private label capabilities.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Blue Buffalo: Premium natural pet food brand with comparable multi-tier portfolio (Life Protection, Wilderness, Basics). Both Diamond and Blue Buffalo compete in the premium-natural mass channel with similar distribution and target consumers.
• Wellness Pet Company: Premium natural pet food maker (Wellness CORE, Complete Health) with comparable grain-free and life-stage positioning. Direct competitor to Diamond Naturals in specialty and mass retail.
• Champion Petfoods: Maker of Orijen and Acana premium/biologically-appropriate pet foods. Competes with Diamond Naturals and Diamond Pro89 in the premium and high-protein performance segments.
• Nutro Pet Foods: Mars-owned natural pet food brand (NUTRO Wholesome Essentials, NUTRO Limited Ingredient). Direct competitor to Diamond Naturals and Diamond CARE in natural and sensitive-stomach segments.
• Ainsworth Pet Nutrition: Private pet food manufacturer focused on both branded (Rachael Ray Nutrish) and private-label products. Closest comparable to Diamond on the private-label-plus-branded hybrid model.
• Sunshine Mills: Large private pet food and treat manufacturer producing branded and private-label lines. Comparable to Diamond in multi-brand mass-market pet food manufacturing with similar retail distribution.
• Fromm Family Foods: Family-owned premium pet food manufacturer with a multi-tier lineup (Gold, Four-Star, Classic). Comparable family-owned positioning and premium natural formulation strategy to Diamond.

Broad incumbents

• Mars Petcare: Largest global pet food manufacturer (Pedigree, Royal Canin, Whiskas, Nutro). Competes with Diamond across value and premium tiers but operates at vastly greater scale and with broader geographic reach.
• Nestlé Purina PetCare: Global #2 pet food player (Purina ONE, Pro Plan, Friskies, Fancy Feast). Competes with Diamond on dry kibble and wet food at value and premium tiers with much larger marketing and R&D budgets.
• Hill's Pet Nutrition: Colgate-Palmolive subsidiary focused on science-led and veterinary therapeutic diets. Overlaps directly with Diamond CARE / Diamond CARE Rx prescription lines and competes in the vet channel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/DiamondPetFoods
• Facebookfacebook.com/DiamondPetFoodsCompany?ref=ts&fref=ts
• Instagraminstagram.com/diamondpetfoods
• Pinterestpin.it/6pGPwXu
• Xx.com/diamondpetfood

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Diamond Pet Foods