Nature's Select Pet Food

What Nature's Select Pet Food does

Nature's Select Premium Pet Products is a family-owned pet food manufacturer founded in 1994 by Paul and Diana Cavanaugh in Placentia, California, originally operating as Paul's Pet Food Delivery Express. The company formulates and produces dry kibble (Select Classic, Cold Water, High Protein, New Zealand Lamb, and Plus recipes), canned food (Chicken Pate), and freeze-dried treats/supplements, all manufactured at a single facility in Mt. Pleasant, Texas using ingredients sourced within 80 miles of the plant. Formulas rely on meat meal as the primary protein source rather than fresh or dehydrated meats, marketed as a higher-protein-per-weight approach, and meet AAFCO adult maintenance standards.

The business operates a hybrid direct-to-consumer and omnichannel distribution model. The core revenue stream is direct home delivery through NaturesSelectShop.com and phone/email ordering since 1994, supplemented by a national independent local dealer network and listings on Amazon, Chewy.com (added May 2026), and Walmart.com. The 30 lb bag retails at approximately $65.99 and the 5 lb bag at roughly $20-25, with Subscribe & Save/autoship discounts of 5% available on major marketplaces. Customers include general individual pet owners, multi-year loyal SMB consumers, and a distinct working-dog segment encompassing guide, service, search-and-rescue, and police K9s served through partnerships with organizations such as the Guide Dog Foundation, America's VetDogs, and the Patriotic Service Dog Foundation.

The company employs approximately 39 people, maintains a recall-free record over 30+ years, and produces roughly 6 million lbs of kibble annually feeding an estimated 8 million dogs per year. In November 2024 it relocated its headquarters from Anaheim to Brea, California and outsourced fulfillment to family-owned East and West Coast centers to reduce overhead. Revenue is not publicly disclosed. The company remains privately held under the Cavanaugh family, has explicitly declined acquisition offers, and continues to invest in product reformulation (2026 packaging/recipe refresh) and third-party marketplace expansion.

Name

Nature's Select Pet Food

Legal name

Nature's Select Premium Pet Products

Website

https://naturesselectpetfood.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Nature's Select Premium Pet Products is a family-owned, Texas-manufactured premium dry dog food brand founded in 1994, selling direct-to-consumer via home delivery, a national dealer network, and Amazon, Chewy, and Walmart, serving individual pet owners and working dog organizations across the continental United States.

Ownership category

akta.pro rank

Product category

Premium Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Dry Kibble (Dog & Cat) (CRADAFAA)

Keywords

• Premium pet food
• Dry dog food
• Canned pet food
• Pet food delivery
• Freeze-dried treats

Headquarters

HQ city

Brea

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Pet Food Sales: Primary revenue stream from selling dry and canned pet food products directly to consumers through home delivery. Customers can order via phone, email, or online. The company offers 5 lb and 30 lb bags of dry food. Products are manufactured in the USA using fresh, high-quality ingredients.
2. Third-Party Marketplace Sales: Revenue from selling products through major online retailers including Amazon.com, Chewy.com, and Walmart.com. The company expanded to Chewy.com in May 2026 after working toward this for over a decade. Amazon offers Subscribe & Save options for recurring orders.
3. Local Dealer Network: Revenue generated through a network of local Nature's Select dealers across the continental United States. Independent distributors sell and deliver products locally, providing personalized service.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Nature's Select manufactures and sells premium dry and canned dog food along with freeze-dried treats, formulated using meat meal as the primary protein source and meeting AAFCO nutritional standards. All production occurs in the United States at a Texas facility using ingredients sourced within 80 miles of the plant. The company distributes its products directly to consumers via home delivery, through its own online shop, and via third-party marketplaces including Amazon, Chewy.com, and Walmart.com, supplemented by a network of independent local dealers across the continental United States.

Product overview

Nature's Select Premium Pet Products is a family-owned pet food company founded in 1994, offering a portfolio of premium dry dog foods, wet canned food, and freeze-dried treats. The core product line consists of multiple dry food recipes (Select Classic Recipe, Select Cold Water Recipe, Select High Protein Recipe, Select New Zealand Lamb Recipe, Select Plus Recipe) alongside canned food (Chicken Pate) and freeze-dried products (treats and meal toppers). All products are manufactured in the USA using meat meal as the primary protein source, with formulas meeting AAFCO nutritional standards. The company operates primarily as a direct-to-consumer delivery service supplemented by sales through Amazon, Chewy.com, Walmart, and a network of local independent dealers across the continental United States.

Differentiator

Problem solved

Functional benefit

Brands

• Select Classic Recipe: The flagship dry dog food recipe featuring chicken and rice, the company's top-selling formula since 1994.
• Select Recipe Line
• Nature's Select Canned Food

Products and services

• Select Classic Recipe (Chicken & Rice) The flagship dry dog food formula featuring chicken and rice as primary ingredients, formulated to meet AAFCO standards for adult maintenance. It is the company's best-selling recipe since 1994 and is available in 5 lb and 30 lb bags.
• Select Cold Water Recipe A dry dog food formula featuring salmon and fish-based ingredients, designed for dogs requiring omega fatty acid support. Suitable for active and working dogs.
• Select High Protein Recipe A protein-forward dry dog food formula designed for active and working dogs with elevated protein requirements. Used by search and rescue and working dogs with demanding physical activity.
• Select New Zealand Lamb Recipe A dry dog food formula featuring New Zealand lamb as the primary protein source, offered as an alternative protein option for dogs with sensitivities to common proteins such as chicken.
• Select Plus Recipe A premium dry dog food formula positioned as a step up from the Classic Recipe, designed for dogs needing additional nutritional support. Used for crisis response and service dogs.
• Canned Chicken Pate Wet dog food in pate texture format featuring chicken, providing an alternative to dry kibble for dogs preferring wet food or for supplemental feeding.
• Freeze-Dried Products Freeze-dried dog food and treats including Freeze-Dried Beef Liver Treats, Blueberry Cookies, and Freeze-Dried Supplement Meal Toppers, used as treats or nutritional supplements.
• Premium Pet Food Delivery Service Direct-to-consumer home delivery service offering personalized, friendly service with delivery of premium pet food products across the continental United States since 1994. Customers can order via phone, email, or online with shipping from family-owned fulfillment centers on both US coasts.

Quantifiable outcome

• Zero product recalls in 30+ years
• +4 more outcomes

Named customers7 records

Segments3 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

Seven partnerships are on record, tiered core and minor.

• Guide Dog Foundation for the BlindcoreStrategic or Co-development PartnerNature's Select supports the Guide Dog Foundation, which places guide dogs with visually impaired individuals. The company provides food for working guide dogs. The Foundation recommended Nature's Select to customers (e.g., customer Tom Ryan and guide dog Monte). The Foundation celebrated their 75th anniversary in 2021.
• America's VetDogscoreStrategic or Co-development PartnerAmerica's VetDogs trains service dogs for wounded veterans and active-duty personnel. Nature's Select provides food for their dogs (e.g., Gabby, placed with Navy Chief in Bethesda). The organization places dogs with disabled veterans and first responders.
• Patriotic Service Dog FoundationcoreStrategic or Co-development PartnerSupports US veterans through service dog placement. Nature's Select provides pet food for their dogs. Kingman the peer support dog was donated to Huntington Beach Fire Peer Support Team through this foundation.
• Next Step Service DogscoreStrategic or Co-development PartnerSan Diego-based organization that trains service dogs. Nature's Select food supports their crisis response canines (e.g., Kassie for San Diego Fire-Rescue Department). The organization focuses on reducing PTSD in first responders.
• OC Animal CareminorStrategic or Co-development PartnerLocal Orange County animal shelter that Nature's Select supports through their annual holiday toy donation program. Company visits to donate toys and give back to shelter pets.
• Santa Ana Police Department K9 UnitminorStrategic or Co-development PartnerLocal police department whose K9 officers are fed Nature's Select products. Featured video of K9 Puskas and handler Officer Luis Galeana. Nature's Select is proud to support police officers and their K9 companions.
• Placer County Sheriff's Office Search and RescueminorStrategic or Co-development PartnerSearch and rescue team in Northern California that uses Lance the German Shepherd (Nature's Select customer) for trailing and avalanche searches. Lance saved a missing woman in rugged terrain.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Earthborn Holistic: Mid-tier premium pet food brand offering dry kibble, wet food, and treats with natural ingredient formulations. Comparable to Nature's Select in dry kibble focus, premium natural positioning, and distribution across independent pet retail and online channels.
• Taste of the Wild: Diamond-owned premium dry kibble brand featuring novel protein recipes (roasted bison, venison, salmon). Comparable to Nature's Select in specialty protein positioning, dry kibble focus, and broad distribution across independent pet retail and online marketplaces.
• Wellness Pet Company: Premium natural pet food brand offering dry kibble, wet food, and treats (Wellness CORE, Wellness Complete Health). Comparable to Nature's Select in natural ingredient positioning, premium pricing, broad product line, and presence across major US retailers and DTC.
• Solid Gold: Premium natural pet food brand offering dry kibble, wet food, and supplements with a focus on gut health and holistic nutrition. Comparable to Nature's Select in premium natural positioning, multi-format product line, and DTC plus independent retail distribution.
• Canidae: Premium pet food brand offering dry kibble, wet food, and treats formulated with quality protein sources. Comparable to Nature's Select in premium dry kibble positioning, sustainability messaging, and multi-channel distribution including DTC and independent retailers.
• Diamond Pet Foods: Family-owned pet food manufacturer producing premium dry kibble and specialty formulas (Taste of the Wild, Kirkland Signature, Diamond). Comparable to Nature's Select in manufacturing-focused dry kibble portfolio, premium positioning, and US manufacturing footprint.
• Fromm Family Foods: Family-owned premium pet food manufacturer founded in 1904, producing dry kibble, canned, and treat products distributed in the US. Closely comparable to Nature's Select in private family ownership, premium positioning, USA manufacturing, and multi-channel distribution.

Broad incumbents

• Blue Buffalo (General Mills): Largest US independent premium pet food brand, owned by General Mills, with broad dry kibble, wet food, and treat portfolio. Comparable to Nature's Select in premium natural positioning and product format, but vastly larger in scale, marketing spend, and shelf presence.
• Nutro (Mars Petcare): Mars-owned natural pet food brand offering dry kibble, wet food, and treats with a focus on clean ingredients. Comparable to Nature's Select in natural ingredient positioning and dry kibble format, but distributed and supported by a Mars Petcare scale machine.

Emerging players

• Stella & Chewy's: Premium raw and freeze-dried pet food brand offering kibble, freeze-dried raw, and treat products. Comparable to Nature's Select in premium positioning and use of freeze-dried products, but differentiated by a raw-focused formulation philosophy that competes for the same premium pet owner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=TDmFbe9ca6U
• Instagraminstagram.com/naturesselectpetfood
• TikToktiktok.com/@naturesselectpetfood
• Pinterestpinterest.com/naturesselectpet
• LinkedInlinkedin.com/company/nature's-select

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&A

Investments

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

Frequently asked questions about Nature's Select Pet Food