What Wholistic Pet Organics does

Wholistic Pet Organics (legal entity TWP LLC) is a family-owned manufacturer and retailer of certified organic, whole-food dietary supplements for companion animals, founded in 1998 and headquartered in Bedford, New Hampshire. All products are manufactured in-house at the company's Bedford facility, using raw, unheated ingredients designed to preserve natural enzyme activity and probiotic viability, with no fillers, synthetics, GMOs, or artificial flavorings. The portfolio spans an all-in-one "Complete" line for dogs, cats, horses, and puppies (multivitamin, mineral, fatty acid, digestive enzyme, and probiotic support in single formulas), plus targeted add-ons addressing joint mobility, digestive health, immune and allergy support, skin and coat, calming, urinary tract, and bone health, in powder, liquid, soft chew, soft gel, and shampoo formats. The company holds USDA Organic and NASC certifications and conducts third-party testing for purity and safety.

The business operates a hybrid go-to-market: direct-to-consumer e-commerce through its own Shopify storefront (with a Subscribe & Save subscription program offering 5% recurring discounts), authorized third-party marketplace presence on Amazon and Walmart via channel partner Gold Karat, and a wholesale program for brick-and-mortar retailers and online resellers subject to a Minimum Advertised Price Policy. Pricing is unit-based, ranging from $12.99 (Feline Complete 8oz) to $120.99 (Equine Digest-All Plus), with free shipping on orders over $139 and limited international shipping. The customer base is entirely individual pet owners; the brand reports 2,887+ customer reviews with a 95% positive rating. Recent strategic activity includes three product launches in 2025-2026, the introduction of a cold-pressed chews sister brand (Wholistic Pet®), participation in Global Pet Expo Orlando 2026, and active hiring for production and administrative roles, consistent with a small, profitable, organically-funded lifestyle brand pursuing steady product and channel expansion.

Name

Wholistic Pet Organics

Legal name

TWP LLC

Website

https://wholisticpetorganics.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Wholistic Pet Organics is a family-owned, Bedford, NH-based manufacturer of USDA Organic and NASC-certified whole-food dietary supplements for dogs, cats, and horses, selling direct-to-consumer online, via Amazon and Walmart, and through wholesale pet retailers since 1998.

Ownership category

akta.pro rank

Product category

Pet Nutritional Supplements

NAICS

Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (45991)

akta.pro primary industry

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

akta.pro secondary industries

Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Pet nutritional supplements
• Organic pet supplements
• Canine health products
• Feline health products
• Equine nutrition

Headquarters

HQ city

Bedford

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of pet supplements through e-commerce website. Products sold in multiple sizes (8oz to 16lb for powders; various sizes for oils and soft chews). Subscription and Save program offers 5% recurring discount with flexible delivery scheduling.
2. Subscription/Recurring Revenue: Subscribe & Save program enables automatic recurring deliveries with 5% discount. Cancel anytime with no minimum commitment. Customers can skip, swap, or cancel shipments. Auto-renewal with credit card charging.
3. Wholesale/B2B Sales: Wholesale accounts for brick-and-mortar retailers and online resellers. Subject to Minimum Advertised Price Policy and additional reseller terms. Products include Canine Complete ($21.99 1lb), Feline Complete ($12.99 8oz), Joint Mobility GLM ($49.99 1lb), Wild Salmon Oil ($14.99 starting).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Wholistic Pet Organics manufactures and sells USDA Organic, raw whole-food powdered nutritional supplements for dogs, cats, horses, and puppies, formulated in-house with human-grade ingredients. The catalog includes a core "Complete" line (daily food toppers) plus an extensive range of standalone condition-targeted supplements (joint, immune, digestive, calming, skin/coat, dental) and a Wholistic Pet Chews sub-brand. Products are sold direct-to-consumer online, through subscriptions, and via wholesale to authorized retailers, veterinarians, and breeders.

Product overview

Wholistic Pet Organics is a family-owned company (since 1998) offering a comprehensive portfolio of certified organic whole-food supplements for dogs, cats, and horses. The core product line centers on all-in-one complete supplements—Canine Complete™, Feline Complete™, Equine Complete™, and Puppy Complete™—which deliver total body health through multivitamins, minerals, essential fatty acids, digestive enzymes, and probiotics in single daily formulas. Complementing these are targeted add-on modules addressing specific wellness needs: joint support products (Joint Mobility GLM™, Run Free™, Hip & Joint Soft Chews), digestive support (Digest-All Plus™, WholeBiotics™, Organic Pumpkin Plus), immune and allergy support (Pure Colostrum, Total Immune Plus, Vitamin C, Allergy & Immune Soft Chews, Mushroom Powder), skin and coat products (Wild Salmon Oil, Krill Oil, Flaxseed Oil, Heavenly Herbal Shampoo), calming support (Calm & Relaxed Soft Chews), urinary health (WholeCran Intense™), and bone health (Sea Coral Calcium™). The company recently introduced a new sister brand, Wholistic Pet® Chews, featuring cold-pressed formats. All products are manufactured in-house with raw, unheated ingredients and carry USDA Organic and NASC certifications.

Differentiator

Problem solved

Functional benefit

Brands

• Wholistic Pet®: A cold-pressed chews sister brand crafted with natural ingredients to support pet overall wellness. No heat, no fillers — pure nutrition.

Products and services

• Canine Complete
• Feline Complete USDA Organic, raw whole-food daily nutritional supplement powder designed as a food topper for cats; part of the core Complete line supporting Total Body Health® for felines.
• Equine Complete USDA Organic, raw whole-food daily nutritional supplement powder designed for horses, extending the Complete line to equine owners seeking premium organic equine nutrition.
• Puppy Complete USDA Organic, raw whole-food daily nutritional supplement powder formulated for puppies, supporting growth and development as part of the Complete line.
• Joint Mobility GLM Joint mobility support supplement featuring green-lipped mussel; sold as a standalone add-on to the Complete line for pets needing joint support.
• Run Free Daily (Run Free) Daily supplement designed to support active dogs, sold as a standalone add-on to the canine Complete line.
• Wild Alaskan Salmon Oil Wild-caught Alaskan salmon oil providing omega-3 fatty acids for skin, coat, and joint health; sold as a standalone supplement.
• Krill Oil Soft Gels Krill oil soft gel supplement providing omega-3 fatty acids (with astaxanthin) for pets; sold as a standalone product.
• Flaxseed Oil Flaxseed oil supplement providing plant-based omega fatty acids for skin and coat support; sold as a standalone product.
• Sea Coral Calcium Sea coral calcium mineral supplement for bone and skeletal support; sold as a standalone product.
• Allergy & Immune Soft Chews Soft chew supplement formulated to support immune function and seasonal allergy relief in pets; sold as a standalone product.
• Hip & Joint Soft Chews Soft chew supplement formulated to support hip and joint health in pets; sold as a standalone product.
• Calm & Relaxed Soft Chews Soft chew supplement formulated to support calm behavior and relaxation in pets; sold as a standalone product.
• Digest-All Plus Digestive enzyme and probiotic supplement designed to support healthy digestion in pets; sold as a standalone product.
• WholeBiotics Probiotic supplement formulated to support gut flora and digestive health in pets; sold as a standalone product.
• Organic Pumpkin Plus Organic pumpkin-based fiber supplement to support digestive regularity in pets; sold as a standalone product.
• Mushroom Powder Functional mushroom powder supplement formulated to support immune health in pets; sold as a standalone product.
• Total Immune Plus Immune support supplement formulated to bolster overall immune function in pets; sold as a standalone product.
• Pure Colostrum Pure colostrum supplement designed to support immune and gut health in pets; sold as a standalone product.
• Vitamin C Powder Vitamin C powder supplement providing antioxidant support for pets; sold as a standalone product.
• WholeCran Intense High-potency cranberry supplement formulated to support urinary tract health in pets; sold as a standalone product.
• Heavenly Herbal Pet Shampoo Herbal pet shampoo formulated for routine cleansing and skin/coat support; sold as a standalone product.
• Wholistic Pet Chews (Clean & Fresh; Hip & Joint; Calming; Digestion & Antioxidant; Skin & Coat) Wholistic Pet Chews sub-brand offering condition-specific soft chew supplements for dogs — Clean & Fresh (dental), Hip & Joint, Calming, Digestion & Antioxidant, and Skin & Coat — sold as standalone products.
• Wholistic Pet Organics Subscribe & Save program Subscription-based reorder program offering a 5% discount and free shipping on recurring orders across the Wholistic Pet Organics product catalog, with 1–12 month delivery cycle options.
• Wholistic Pet Organics Wholesale Program Dedicated wholesale ordering portal that supplies the company's organic pet supplements to authorized resellers, veterinarians, groomers, breeders, animal hospitals, and rescue organizations at wholesale pricing.

Quantifiable outcome

• 95% positive customer rating from 2,887 reviews
• +3 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Gold Karat (Amazon Authorized Reseller)coreChannel Partner/ Reseller/ DistributorGold Karat is the authorized seller of Wholistic Pet Organics products on Amazon.com, operating the official WholisticPetOrganics Amazon Store. Wholistic Pet Organics cannot guarantee authenticity or freshness of products purchased outside authorized channels.
• Gold Karat (Walmart Authorized Reseller)coreChannel Partner/ Reseller/ DistributorGold Karat is authorized by Wholistic Pet Organics to sell their products on Walmart.com. Products purchased from unauthorized sellers on Walmart may not be authentic or fresh.
• Friend of the SeaminorOthersFriend of the Sea certification for Krill Oil products, ensuring sustainable sourcing from Antarctic fisheries. Certification ensures selective fishing methods, reduced ecosystem impact, and compliance with maximum sustainable yield standards.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Zesty Paws: A leading direct-to-consumer pet supplement brand offering soft chews and functional formulas for joint, skin, digestive, and immune health in dogs and cats. Highly comparable to Wholistic's core supplement portfolio and GTM motion (DTC + marketplaces).
• Pet Honesty: D2C pet wellness brand selling natural supplements, topicals, and dental products with strong Amazon presence. Closely comparable product mix (joint, skin, digestive, calming, multivitamin) and similar premium-natural positioning.
• NaturVet: Long-established manufacturer of pet supplements including joint, digestive, skin/coat, and calming formulas, sold through pet specialty and veterinary channels. Comparable product breadth and NASC-aligned quality positioning.
• Pet Naturals of Vermont: Brand of food-based pet supplements (including a 'Daily Best' multivitamin line directly comparable to Wholistic's Canine/Feline Complete) sold through vet and pet retail channels. Closely matches Wholistic's whole-food supplement angle.
• VetIQ: Mass-market pet supplement brand (part of the PetIQ ecosystem) offering joint, skin, digestive, and calming chews in grocery, mass, and online channels. Comparable product categories with broader retail penetration.
• NHV Natural Pet Products: Specialist in holistic herbal pet supplements and remedies for dogs, cats, and other small animals. Comparable whole-food/herbal positioning and multi-species coverage including equine-adjacent claims.

Emerging players

• Native Pet: Fast-growing DTC pet wellness brand focused on clean-label supplements, topicals, and functional food toppers with veterinary-formulated claims. Comparable premium-natural positioning with stronger recent digital growth and brand momentum.

Broad incumbents

• Stella & Chewy's: Broader raw and natural pet nutrition brand (Mars Petcare) with a growing supplements portfolio. Comparable raw/whole-food philosophy and natural pet parent audience, though anchored in food rather than supplements.
• Open Farm: Premium pet food and treat brand with certified-ethical sourcing and a wellness adjacency. Comparable premium organic positioning and similar target consumer, though centered on food rather than supplements.
• Only Natural Pet: Specialty retailer and brand owner of natural pet supplements, food, and care products with strong holistic and limited-ingredient positioning. Comparable organic/natural pet wellness assortment and target customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/wholisticpetorganics
• Xx.com/wholisticpet
• Facebookfacebook.com/WholisticPetOrganics
• LinkedInlinkedin.com/company/wholistic-pet-organics

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Wholistic Pet Organics