Nature's Logic
Nature's Logic is a privately held pet food company founded in 2006 that produces 100% natural dog and cat food using whole food ingredients with no synthetic vitamins or minerals, selling through independent pet specialty retailers, Amazon, Chewy, and its own e-commerce site.
- Company typePrivate
- Founded2006
- HeadquartersLincoln, United States
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
Nature's Logic firmographics
Firmographics- Name
- Nature's Logic
- Legal name
- Nature's Logic
- Website
- https://natureslogic.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Nature's Logic is a privately held pet food company founded in 2006 that produces 100% natural dog and cat food using whole food ingredients with no synthetic vitamins or minerals, selling through independent pet specialty retailers, Amazon, Chewy, and its own e-commerce site.
- Ownership category
- akta.pro rank
Nature's Logic industry classification
Industry- Product category
- Natural Pet Food and Pet Nutrition
- NAICS
- Dog and Cat Food Manufacturing (311111)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Natural/Organic & Limited-Ingredient Diets (CRADAFAH)
Keywords
Where Nature's Logic is headquartered
LocationHeadquarters
- HQ city
- Lincoln
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Nature's Logic business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Pet Food Sales: Nature's Logic generates revenue primarily through the sale of dry kibble, wet/canned food, frozen raw and lightly cooked diets, treats, chews, bone broths, and supplements for dogs and cats. Products are sold through independent pet specialty retailers, major e-commerce platforms (Amazon, Chewy), and the company's own website. The company has multiple product tiers: Original, Distinction (premium, independent retail only), and PURE NATURALS.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium pet food sold at standard retail pricing across multiple product lines |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels9 records
Nature's Logic product offering
Product offeringCore offering
Nature's Logic manufactures and sells 100% natural dog and cat food, treats, supplements, and cat litter made from whole food ingredients without synthetic vitamins or minerals. The company markets three distinct brands — Original, Distinction, and PURE NATURALS — across dry kibble, canned/wet food, treats, bone broths, meal toppers, and natural cat litter.
Product overview
Nature's Logic is a pet food company offering 100% natural dog and cat food products with no synthetic vitamins or minerals. The product portfolio includes three main dry food sub-brands: Original (85%+ meat protein, nine protein options), Distinction® (premium line with 90%+ meat protein, legume-free), and PURE NATURALS™ (meat-first, grain-free and healthy grain options with prebiotics/probiotics). The company also produces wet/canned foods for dogs and cats, functional treats (Biscuits with Benefits), supplements including bone broths and pumpkin purée, meal toppers, dog treats and chews, natural cat litter, and puppy-specific formulations. All products emphasize whole food nutrition, high animal protein content, and natural taurine sources without synthetic additives.
Differentiator
Problem solved
Functional benefit
Brands
- Original: High-quality animal protein as the first ingredient with 85%+ protein sourced from meats, nine different protein options, no potatoes or peas.
- Distinction®
- PURE NATURALS™
Products and services
- Original Dry Dog Food
Quantifiable outcome
- Nature's Logic dry food contains 60% more taurine than the AAFCO required minimum, confirmed through independent analysis.
- +3 more outcomes
Companies that use Nature's Logic
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Nature's Logic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Nature's Logic partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- eShippingcoreNature's Logic partnered with eShipping, a nationwide 3PL distribution chain management services provider, to achieve 100% carbon neutral shipping and warehousing. The partnership measured all aspects of distribution including warehouse power sources, transportation modes, cargo weight, and distance to calculate and offset carbon emissions. eShipping also joined the Pet Sustainability Coalition as a Sustainability Champion level member.
- Tree-PlenishcoreNature's Logic partnered with Tree-Plenish, a 501(c)(3) nonprofit organization, to support reforestation. The company became the premier sponsor of Tree-Plenish, which planted 15,000 trees with help from high school students. Volunteers and participants in areas where Nature's Logic is sold by independent retailers receive vouchers for free pet food.
- American Sustainable Business Council (ASBC)coreNature's Logic became the first pet food company to join the American Sustainable Business Council (ASBC), which represents over 250,000 businesses. ASBC advocates for policy change and sustainable business practices. Nature's Logic joined alongside ASBC member companies Ben & Jerry's, Patagonia, and Seventh Generation.
- Greater Good CharitiescoreNature's Logic partnered with Greater Good Charities to launch the GreaterGood.org Nature's Voice Awards, recognizing outstanding environmental sustainability advocates globally. The award program gave grants to nonprofits including a $10,000 grand prize to Earth Uprising. Nature's Logic sponsored the awards and provided free pet food to winners' pet-loving constituents.
- eTailPetminorNature's Logic partnered with eTailPet, which helps independent pet stores create comprehensive online storefronts, as part of an initiative to support independent pet retailers especially during the COVID-19 pandemic.
- rePurpose GlobalcoreNature's Logic partnered with rePurpose Global to achieve Certified Plastic Neutral (CPN) status for its Distinction line and other products. rePurpose Global calculates the amount of plastic in Nature's Logic's packaging and certifies the company's funding of equivalent plastic removal from waterways and landfills.
- Pet Sustainability Coalition (PSC)coreNature's Logic is a Sustainability Champion member and accredited Top-20 Most Sustainable Brand by the Pet Sustainability Coalition. CEO David Yaskulka serves on the PSC board. PSC accreditation verifies sustainability claims against UN Sustainable Development Goals including Affordable and Clean Energy (SDG 7), Decent Work and Economic Growth (SDG 8), Climate Action (SDG 13), and Life Below Water (SDG 14).
- Natural Capital PartnersminorNature's Logic uses Natural Capital Partners for carbon offsets providing wind farm energy in India, forest protection in Africa, and landfill methane capture in North America. Natural Capital Partners was named the best Voluntary Carbon Market offset provider by Environmental Finance for 10 consecutive years.
- Nori (carbon offset partner)minorNature's Logic works with Nori for additional carbon offsets supporting regenerative agriculture.
- EcodriveminorNature's Logic partnered with Ecodrive to plant 2,000 mangrove trees as part of its carbon reduction goals.
- Free the OceanminorNature's Logic is a founding sponsor of Free the Ocean, a millennial-run community of environmentalists devoted to removing plastic from the ocean. The partnership includes offering free bags of Distinction pet food to participants.
- Nutra Blend LLCminorNature's Logic sources its kelp ingredient from Nutra Blend LLC. The kelp is a natural product from the seas around Norway, solar dried and minimally processed through grinding, milling and screening, remaining natural throughout the process.
- Redmond MineralsminorNature's Logic sources montmorillonite clay from Redmond Minerals, sourced from an area where volcanic ash was deposited into inland sea waters outside of Redmond, Utah. The clay is approved for inclusion in USDA Organic Certified products and has been tested and shown to contain no dioxin.
Scale indicators7 records
Recent moves6 records
Nature's Logic competitors and assessment
Company assessmentDirect peers
- Halo, Purely for Pets: Natural pet food brand with overlapping premium, whole-food positioning and an overlapping leadership pedigree — Nature's Logic CEO, VP Marketing and VP Operations all previously held roles at Halo.
- Wellness Pet (Clearlake Capital): Natural pet food brand spanning dry, wet, treats, and supplements under CORE and Complete Health lines; competes with Nature's Logic across natural and grain-free formulations and across mass and specialty channels.
- Open Farm: Direct competitor in the premium natural pet food segment; similarly emphasizes human-grade ingredients, sustainably sourced proteins, and sells across independent pet specialty and direct-to-consumer e-commerce.
- Orijen (Champion Petfoods): Premium, high-meat-protein dry and freeze-dried pet food; comparable pet-specialty go-to-market, ingredient-transparency positioning, and price tier to Nature's Logic's Original and Distinction lines.
- Fromm Family Foods: Family-owned premium natural pet food manufacturer with similar independent pet specialty and e-commerce distribution; comparable AAFCO-substantiated formulations and high-meat-protein offerings.
- Canidae: Premium natural pet food brand with grain-free and limited-ingredient lines directly competing in independent pet specialty; comparable ingredient-quality story and pet-specialty go-to-market.
- Primal Pet Foods: Frozen raw and freeze-dried pet food manufacturer competing with Nature's Logic's raw/frozen product extension; both target natural, high-meat-protein consumers across specialty and e-commerce channels.
- Stella & Chewy's: Premium natural/frozen-raw pet food brand operating in the same clean-label niche; now owned by Mars Petcare, providing a useful incumbent-versus-natural benchmark for Nature's Logic.
Emerging players
- Native Pet: Clean-label pet supplements and functional nutrition startup; named alongside Nature's Logic in the clean-label pet food emerging companies report and competing at the supplements/toppers adjacencies.
Broad incumbents
- Blue Buffalo (General Mills): Mass-market natural pet food brand under General Mills that established the 'natural' pet food category; provides a useful benchmark for how premium-positioned brands get compressed as the category matures.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Nature's Logic social profiles
Digital presenceNature's Logic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nature's Logic leadership team
Management profileNumber of profiles
Profiles6 records
Nature's Logic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nature's Logic M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nature's Logic
What does Nature's Logic do?
Nature's Logic manufactures and sells 100% natural dog and cat food, treats, supplements, and cat litter made from whole food ingredients without synthetic vitamins or minerals. The company markets three distinct brands — Original, Distinction, and PURE NATURALS — across dry kibble, canned/wet food, treats, bone broths, meal toppers, and natural cat litter.
Is Nature's Logic a public or private company?
Nature's Logic is a private company. It is classified as corporate owned and is currently operating.
When was Nature's Logic founded?
Nature's Logic was founded in 2006. It employs 5,001 to 10,000 people.
Where is Nature's Logic based?
Nature's Logic is headquartered in Lincoln, United States, in the North America region.
How does Nature's Logic make money?
One revenue line is on record: pet Food Sales.
Who are Nature's Logic's main competitors?
Direct peers on record are Halo, Purely for Pets, Wellness Pet (Clearlake Capital), Open Farm, Orijen (Champion Petfoods), Fromm Family Foods, Canidae, Primal Pet Foods and Stella & Chewy's. Native Pet is listed as an emerging player. Blue Buffalo (General Mills) is listed as a broad incumbent.
Does Nature's Logic have an API?
No public API is recorded for Nature's Logic.
What industry is Nature's Logic in?
Nature's Logic's product category is Natural Pet Food and Pet Nutrition. Its primary akta.pro industry code is CRADAFAH, Natural/Organic & Limited-Ingredient Diets. Its NAICS code is 311111 and its SIC code is 2000.