Victor Pet Food

What Victor Pet Food does

Victor Pet Food, legally operating as Mid America Pet Food, is a privately held U.S. super-premium pet food manufacturer founded in 2007 in Mount Pleasant, Texas. The company produces dry kibble, canned wet food, and treats for dogs and cats across more than 20 formulas organized into four primary dog lines (Raw Blend, Classic, Select, Purpose), a Realtree co-branded hunting-dog sub-line, dry and canned cat foods, and a treats portfolio that includes Crunchy Treats, Hi-Pro Bites, and Hi-Pro Strips. Its technical foundation is the proprietary VPRO Blend — an in-house mix of selenium yeast, mineral complexes, prebiotics, and probiotics — included in every dog formula (with a parallel Feline VPRO Blend for cats) to support digestibility, immune function, metabolism, and coat health.

All kibble is manufactured in the company's own Texas-based facility, which has held SQF Code for Manufacturing 8.0 and SQF Quality Code 8.0 certifications since 2018, consistently scoring 98 or higher, and operates on locally sourced ingredients delivered within roughly a day of the plant. The business model is a one-time-goods CPG model with unit pricing in the $16.99–$69.99 range per bag depending on formula and size. Victor sells through independent pet specialty and farm-and-feed retailers, hardware and garden centers, national chains such as Tractor Supply (Vendor of the Year 2022) and Pet Supplies Plus (Top Dog 2022), and major online retailers including Chewy, Amazon, and Petflow. The Team VICTOR Pro Member program supports professional breeders, trainers, kennels, and rescues with rebates and welcome kits, and brand ambassadors such as Dr. Duck and the Duck Commander team anchor a community-led go-to-market strategy focused on the hunting, sporting, and working-dog segments.

Name

Victor Pet Food

Legal name

Mid America Pet Food

Website

https://victorpetfood.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

Victor Pet Food is a privately held U.S. super-premium pet food manufacturer that produces dry kibble, canned food, and treats for dogs and cats in its own Texas facility, selling through national pet retailers, independents, and major e-commerce platforms.

Ownership category

akta.pro rank

Product category

Pet Food

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Dry Pet Food (Kibble) (AFADAFAA)

akta.pro secondary industries

Wet & Canned Pet Food (AFADAFAB), Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD)

Keywords

• Super premium pet food
• Dog kibble manufacturing
• Cat food formulas
• Pet nutrition products
• Dog and cat treats

Headquarters

HQ city

Mount Pleasant

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, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Dog and Cat Food Sales: Sale of super premium dry kibble and canned wet food for dogs and cats across multiple product lines (Raw Blend, Classic, Select, Purpose, Realtree). Products sold through retail stores and online retailers.
2. Dog Treats: Sale of treats including Crunchy Treats (chicken meal, turkey meal, lamb meal) and Hi-Pro Bites and Hi-Pro Strips. High-protein treats featuring real beef as first ingredient.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

Victor Pet Food manufactures and sells super premium dry kibble, canned wet food, and treats for dogs and cats. Products are produced in the company's Texas-based facility and sold through independent pet retailers, farm-and-feed stores, national pet chains, and online marketplaces. The portfolio includes four main dry dog food lines (Raw Blend, Classic, Select, Purpose) plus a Realtree hunting-dog sub-brand, dry and canned cat food, and a treats line.

Product overview

Victor Pet Food is a super premium pet food manufacturer producing dry kibble, wet/canned food, and treats for dogs and cats. The product portfolio includes four main dry dog food lines: Raw Blend (freeze-dried raw meat blended with kibble), Classic (multigrain, multi-meat formulas including Hi-Pro Plus variants), Select (specific proteins for allergy needs), and Purpose (formulas for specific conditions like sensitive skin/stomach, weight management, bully breeds). The Realtree sub-brand, a partnership with Realtree camouflage, offers hunting-specific formulas. For cats, Victor offers dry kibble (Mers Feline, Hi-Pro Plus Cat, Fit Feline, Healthy Skin & Coat) and canned foods. Treats include Crunchy Dog Treats, Hi-Pro Bites, and Hi-Pro Strips. All formulas feature the proprietary VPRO Blend (or Feline VPRO for cats) of selenium yeast, mineral complexes, prebiotics, and probiotics. Products are manufactured in the company's Texas-based facility with ingredients sourced primarily from within a day's drive of the plant.

Differentiator

Problem solved

Functional benefit

Brands

• VICTOR Cares: Corporate social responsibility initiative focusing on community support, conservation, veteran support, and sustainable practices.
• Team VICTOR
• Realtree®
• Bully Fuel
• VPRO Blend

Products and services

• Raw Blend Premium dry dog kibble blended with single-ingredient, freeze-dried raw cuts of 100% beef, chicken, or skin-on salmon. Includes glucosamine, chondroitin, omega 3 and 6, and probiotics. Offered in Ranchers' Beef, Farm Chicken, and Fishermen's Salmon recipes for pet parents seeking raw-style nutrition.
• Classic Multi-meat, multigrain dry dog kibble formulated for active dogs across life stages. Includes Hi-Pro Plus (all life stages), Hi-Pro Plus Large Breed Puppy, Hi-Pro Plus Small and Medium Breed Puppy, Hi-Pro Plus Small Breed Adult, High Energy, Multi-Pro, Professional, and Elite Canine recipes.
• Select Dry dog food formulas with specific single-protein recipes suitable for any life stage, ideal for dogs with protein allergies. Includes Grain Free Yukon River Canine, Grain Free Chicken Meal and Sweet Potato, Chicken Meal and Brown Rice, Ocean Fish Formula with Salmon, Lamb Meal and Brown Rice, and Beef Meal and Brown Rice.
• Purpose Dry dog food formulas designed for specific canine needs including joint health, weight management, and sensitive skin and stomach diets. Includes Sensitive Skin and Stomach Salmon/Beef/Grain Free Lamb recipes, Bully Fuel, Performance, Nutra Pro, Senior Healthy Weight, Grain Free Active Dog and Puppy, Hero Canine, and Ultra Pro formulas.
• Realtree Exclusive dry dog food sub-brand co-developed with Realtree camouflage brand for hunting and working dogs. Includes MAX-5 PRO (beef meal-first, 30/20 protein-to-fat ratio, 88% protein from meat sources) and EDGE ENERGY (highest calorie formula at 415 kcal/cup, 28/22 protein-to-fat ratio), both with added glucosamine and chondroitin.
• Canned Dog Food Wet dog food in cuts-in-gravy and pate styles including Grain Free Chicken and Vegetables, Grain Free Beef and Vegetables, Grain Free Turkey and Sweet Potato, Lamb and Rice Pate, and Chicken and Rice Pate. High-quality protein with added vitamins and minerals.
• Dry Cat Food Dry cat kibble formulas for indoor and outdoor cats and kittens across all life stages, with attention to energy levels, weight management, and skin and coat health. Includes Mers Feline, Hi-Pro Plus Cat, Grain Free Fit Feline, and Grain Free Healthy Skin and Coat, all built on the Feline VPRO Blend.
• Canned Cat Food Wet cat food in cuts-in-gravy and pate styles including Grain Free Formula Shredded Chicken Dinner Cuts in Gravy and Turkey and Salmon Dinner Pate, with high-quality protein and scientifically advanced ingredients.
• Crunchy Dog Treats Crunchy dog treats in Chicken Meal, Turkey Meal, and Lamb Meal recipes, built on VPRO ingredients with no artificial colors, flavors, or preservatives.
• Hi-Pro Bites High-protein training treats with tender beef as the first ingredient. Small, bite-sized, lower-calorie pieces designed for training use, with no artificial flavors or colors and free from corn, soy, and wheat.
• Hi-Pro Strips Savory strip dog treats with tender beef as the first ingredient. High-protein treats for active dogs with no artificial flavors or colors, free from corn, soy, and wheat.

Quantifiable outcome

• Visible healthy, happy pets ready for adventure
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Second Chance K9coreStrategic or Co-development Partner · 1 January 2022Founded by retired U.S. Army Special Forces Dog Handler, this nonprofit rescues dogs and trains them as certified service dogs for Special Operations Forces of all branches living with PTSD. VICTOR supports through donations and awareness campaigns including the Veteran Pet Force initiative.
• RealtreecoreStrategic or Co-development Partner · 1 January 2021Exclusive partnership to create Realtree sub-line of super premium dog food formulas (MAX-5 PRO and EDGE ENERGY) specifically formulated for hunting and working dogs with enhanced levels of essential nutrients for energy and stamina.
• This Able VeterancoreStrategic or Co-development Partner · 1 January 2019Nonprofit organization providing military veterans with PTSD specially trained service dogs. VICTOR has partnered since 2019, sponsoring puppies in graduating classes and supporting the organization through donations. The partnership includes featuring This Able Veteran on Hero Canine packaging to raise awareness.
• National Wild Turkey Federation (NWTF)minorGTM or Marketing Partner · 1 January 2019VICTOR has supported NWTF for 10+ years, attending annual convention and supporting conservation work. Partnership helps connect outdoor enthusiasts and emphasizes sustainable forests, habitat protection, and connecting people with the outdoors.
• Duck CommanderminorGTM or Marketing Partner · 1 January 2019VICTOR is the official dog food of Duck Commander. Partnership includes brand ambassador Dennis Loosier (Dr. Duck) and Justin Martin. Duck Commander team uses VICTOR to fuel their retrievers and promotes the brand through events and media.
• The Bond BetweenminorStrategic or Co-development PartnerMinneapolis-based nonprofit operating the city's largest pet food bank. VICTOR donated 25,000 pounds of dog and cat food to support pet families in need, helping provide nourishment for over 1,000 pets for a month.
• Pet Sustainability CoalitionminorStrategic or Co-development PartnerVICTOR is recognized as an Accredited Business by the Pet Sustainability Coalition based on rigorous sustainability measures. Working together to add recycled content to bags and make them 100% recyclable.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths5 records

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/victorpetfood
• Instagraminstagram.com/victorpetfood
• Xx.com/victorpetfood

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Victor Pet Food