Pet Greens
Pet Greens, the pet-wellness brand of Bell Rock Growers, Inc. founded in 1996 in San Marcos, California, manufactures certified organic live cat grass, live catnip, self-grow kits, and greens-infused Cat Craves and Li'l Treats for cats and dogs, distributing through 3,000+ retail stores and direct-to-consumer via Chewy, Amazon, and its own website.
- Company typePrivate
- Founded1996
- HeadquartersSan Marcos, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pet Greens does
Pet Greens is the consumer-facing brand of Bell Rock Growers, Inc., a privately held, founder-owned pet wellness company established in 1996 in San Marcos, California. The business is built on a vertically integrated organic growing operation that cultivates certified organic wheatgrass, oat, rye, and barley grasses — the same varieties used in health-food juicing — and converts them into a portfolio of pet products: pre-grown live cat grass sold in 3-packs with Stay-Fresh packaging, live catnip plants, DIY self-grow kits (Garden wheatgrass and Medley oat/rye/barley blends), Cat Craves soft-chew cat treats (four flavors), and Li'l Treats mini dog treats (five flavors). All treats are infused with wheatgrass or a greens blend, with poultry or fish as the primary protein, positioning the line in the natural/functional pet nutrition segment rather than commodity treats.
The company's go-to-market is a hybrid DTC/retail model. Live plants are harvested and shipped weekly to maintain freshness, flowing into 3,000+ retail stores nationwide — PetSmart, Petco, Pet Supplies Plus, Pet Valu (Canada), Mud Bay, Pet Super Market, and 500+ independent pet stores — while self-grow kits and treats extend through additional retail partners. Direct-to-consumer demand is captured through the company's own website plus Chewy and Amazon storefronts, with a dedicated B2B retailer portal offering 10% trade discounts and 24/7 ordering for smaller accounts. Reported operational scale is 30,000+ units sold weekly, with no subscription tier, no enterprise contracts, and no publicly disclosed revenue, funding, or headcount data.
Pet Greens monetizes entirely through one-time unit sales across its SKUs, with no SaaS, licensing, or recurring component. Brand equity is reinforced through veterinarian and certified cat behaviorist endorsements (Dr. Jean Hofve, Pam Johnson-Bennett, Dr. Mikel Delgado), an owned content library (Thrive Inside blog, newsletter, video series, free eBook), and a Farm to Shelter donation program that has contributed more than $150,000 of products to rescue organizations. The company has no AI/ML, no APIs, no integrations, and no disclosed technology hires, making it a traditional specialty CPG/agriculture business rather than a technology company.
Pet Greens firmographics
Firmographics- Name
- Pet Greens
- Legal name
- Bell Rock Growers, Inc.
- Website
- https://petgreens.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Short description
- Pet Greens, the pet-wellness brand of Bell Rock Growers, Inc. founded in 1996 in San Marcos, California, manufactures certified organic live cat grass, live catnip, self-grow kits, and greens-infused Cat Craves and Li'l Treats for cats and dogs, distributing through 3,000+ retail stores and direct-to-consumer via Chewy, Amazon, and its own website.
- Ownership category
- akta.pro rank
Pet Greens industry classification
Industry- Product category
- Pet Supplies
- NAICS
- Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (459910)
- SIC
- Agricultural Production-Crops (100)
- akta.pro primary industry
- Fresh & Refrigerated Pet Food (CRADAFAC)
- akta.pro secondary industries
- Raw & Fresh Pet Food (Refrigerated/Frozen) (AFADAFAE), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)
Keywords
Where Pet Greens is headquartered
LocationHeadquarters
- HQ city
- San Marcos
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Pet Greens business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Live Plant Sales: Pre-grown organic cat grass and live catnip plants sold through retail stores and direct-to-consumer home delivery. Plants are harvested and shipped fresh to maintain quality.
- Self-Grow Kit Sales: DIY cat grass growing kits containing organic seeds and custom soil blend. Available in wheatgrass (Garden) and oat/rye/barley blend (Medley) varieties. One-time purchase for repeatable home growing.
- Cat Treats (Cat Craves): All-natural soft-chew cat treats infused with wheatgrass. Available in four flavors: Chicken, Turkey & Duck, Tuna, and Salmon. Repeat purchase consumable product.
- Dog Treats (Li'l Treats): Mini soft-chew dog treats infused with greens. Available in five flavors: Chicken, Salmon, Pork Bacon & Cheese, Lamb, and Beef. Repeat purchase consumable product.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Cat Grass 3-Pack for Home Delivery |
| Unit Pricing | Pay-as-you-go | Li'l Treats Dog Treats |
Go-to-market motion2 records
Distribution channels10 records
Marketing channels7 records
Pet Greens product offering
Product offeringCore offering
Pet Greens grows and sells live cat grass, live catnip, and self-grow pet grass kits, primarily for indoor cats and dogs. The company also markets a small line of cat and dog treats. The core offering is a live, perishable plant product that supports pet digestion, wellness, and enrichment, distributed through the company's own website, online marketplaces, and national pet retailers.
Product overview
Pet Greens is a pet wellness company offering organic live plants and all-natural treats for cats and dogs. The product portfolio centers on providing indoor pets with access to fresh greens and includes: (1) Live Cat Grass – pre-grown certified organic wheatgrass available for home delivery or in-store purchase; (2) Live Catnip – all-natural catnip plants for sensory enrichment; (3) Self-Grow Cat Grass Kits – DIY growing kits in wheatgrass or oat/rye/barley medley varieties; and (4) All-Natural Treats – Cat Craves soft-chew cat treats and Li'l Treats mini dog treats, both infused with nutrient-rich greens. All products are veterinarian-approved and designed to support indoor pet wellness, digestion, and hairball control.
Differentiator
Problem solved
Functional benefit
Brands
- Cat Craves: All-natural soft-chew cat treats infused with nutrient-rich cat grass/wheatgrass. Available in Chicken, Turkey & Duck, Tuna, and Salmon flavors.
- Li'l Treats
- Self-Grow Kits
Products and services
- Live Cat Grass A pot of live, pet-safe grass sold to cat owners for indoor use as a digestive aid (helps with hairballs) and enrichment. Sold through pet retailers and online.
- Live Catnip A live potted catnip plant sold to cat owners as a natural enrichment and play product for cats.
- Self-Grow Pet Grass Kit A kit that allows pet owners to grow their own pet grass at home, including seeds and growing medium. Sold for pet owners who want a continuous supply of fresh grass.
- Cat Treats Edible treats for cats marketed under the Pet Greens brand, sold through the same retail and online channels as the company's live-plant products.
- Dog Treats Edible treats for dogs marketed under the Pet Greens brand, sold through the same retail and online channels as the company's live-plant products.
Quantifiable outcome
- Fresh cat grass lasts up to 4 weeks with proper refrigeration care
- +3 more outcomes
Companies that use Pet Greens
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles1 record
Pet Greens technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Pet Greens partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor and core.
- Amber's Animal OutreachminorAnimal rescue organization receiving product donations from Pet Greens as part of their Farm to Shelter donation program.
- Forsyth Humane SocietyminorHumane society receiving product donations from Pet Greens to support shelter animals.
- Kitsap Humane SocietyminorHumane society receiving product donations from Pet Greens to support shelter animals.
- Kitten Rescue LAminorKitten rescue organization in Los Angeles receiving product donations from Pet Greens.
- La Plata County Humane SocietyminorHumane society receiving product donations from Pet Greens.
- Last Hope K9 RescueminorK9 rescue organization receiving product donations from Pet Greens.
- Milo's SanctuaryminorSanctuary organization receiving product donations from Pet Greens for rescued animals.
- Mission MeowminorCat rescue organization receiving product donations from Pet Greens.
- Nathan The Cat LadyminorCat rescue advocate receiving product donations from Pet Greens.
- San Diego Humane SocietycoreMajor humane society in San Diego receiving product donations from Pet Greens. Major recipient due to company's San Diego roots.
- Beagle Freedom ProjectminorRescue organization featured in Pet Greens Rescue Tails blog for animal rescue stories.
- Pam Johnson-Bennett, CBCcoreCertified Cat Behaviorist and best-selling author providing expert endorsements for Pet Greens. Promotes cat grass as vital to indoor cat wellness.
- Dr. Jean HofvecoreVeterinarian and cat & dog holistic health expert providing veterinarian approval endorsement for Pet Greens products.
- Dr. Mikel DelgadocoreScientist and cat expert contributing blog content on grass eating science and providing expert endorsement for Pet Greens.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Pet Greens competitors and assessment
Company assessmentBroad incumbents
- Hartz Mountain Corporation: Hartz is a large-scale pet products manufacturer with catnip, treats, toys, and care categories. It competes with Pet Greens in catnip and treats through mass retailers, but at far broader scale and lower price points.
- Wellness Pet Company (Wellness CORE): Wellness is a leading natural pet food and treat brand in the same retailers as Pet Greens. Its natural, ingredient-forward positioning is comparable to Pet Greens' treats, though it operates a much broader dry/wet food and treats portfolio.
- KONG Company: KONG is a major pet enrichment brand selling durable toys, catnip toys, and treats at mass and pet specialty. It overlaps with Pet Greens in the catnip and indoor enrichment categories, but as part of a much broader toy-led portfolio.
- Blue Buffalo (General Mills): Blue Buffalo is a top natural pet food and treat brand owned by General Mills, distributed in the same major pet retail and grocery channels as Pet Greens. It is comparable in the natural, health-positioned treats category where Pet Greens' Cat Craves and Li'l Treats compete.
Direct peers
- SmartyKat (Worldwise Inc.): SmartyKat is a leading cat lifestyle brand offering cat toys, scratchers, catnip, and cat grass products at major pet retailers. It is the closest direct competitor to Pet Greens in the fresh cat grass and catnip category, with overlapping SKUs and the same retail customers.
- Only Natural Pet: Only Natural Pet sells natural pet food, treats, supplements, and wellness products, including cat grass kits, at retail and online. It overlaps with Pet Greens in the natural, indoor-pet wellness positioning and the cat grass / treats category.
- North American Pet: North American Pet is a specialty manufacturer of catnip products including toys, kickers, and loose catnip, with broad retail distribution. It competes directly with Pet Greens' live catnip line in the cat enrichment category.
- Smallbatch Pets: Smallbatch is a raw/fresh pet food brand selling frozen and freeze-dried dog and cat food through independent pet retail. It is comparable to Pet Greens in the 'fresh, minimally processed pet nutrition' positioning and the independent pet channel go-to-market.
- Yeowww! Catnip (Cosmic Catnip): Yeowww! is a flagship organic catnip brand selling stuffed toys and loose catnip at pet specialty and mass retail. It is directly comparable to Pet Greens' live catnip and self-grow products, particularly in the natural/organic positioning.
Emerging players
- Open Farm: Open Farm is a fast-growing premium natural pet food and treat brand with strong sustainability and ingredient-quality positioning, sold at Petco, Chewy, and independent retailers. It is comparable to Pet Greens as a values-led, natural-ingredient challenger in the same retail channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Pet Greens social profiles
Digital presencePet Greens financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pet Greens leadership team
Management profileNumber of profiles
Profiles2 records
Pet Greens funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pet Greens 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 Pet Greens
What does Pet Greens do?
Pet Greens grows and sells live cat grass, live catnip, and self-grow pet grass kits, primarily for indoor cats and dogs. The company also markets a small line of cat and dog treats. The core offering is a live, perishable plant product that supports pet digestion, wellness, and enrichment, distributed through the company's own website, online marketplaces, and national pet retailers.
Is Pet Greens a public or private company?
Pet Greens is a private company. It is classified as family owned and is currently operating.
When was Pet Greens founded?
Pet Greens was founded in 1996.
Where is Pet Greens based?
Pet Greens is headquartered in San Marcos, United States, in the North America region.
How does Pet Greens make money?
Four revenue lines are on record. Live Plant Sales are the primary driver. The others are self-Grow Kit Sales, cat Treats (Cat Craves) and dog Treats (Li'l Treats).
Who are Pet Greens's main competitors?
Broad incumbents on record are Hartz Mountain Corporation, Wellness Pet Company (Wellness CORE), KONG Company and Blue Buffalo (General Mills). Direct peers are SmartyKat (Worldwise Inc.), Only Natural Pet, North American Pet, Smallbatch Pets and Yeowww! Catnip (Cosmic Catnip). Open Farm is listed as an emerging player.
Does Pet Greens have an API?
No public API is recorded for Pet Greens.
What industry is Pet Greens in?
Pet Greens's product category is Pet Supplies. Its primary akta.pro industry code is CRADAFAC, Fresh & Refrigerated Pet Food, with a secondary code of AFADAFAE, Raw & Fresh Pet Food (Refrigerated/Frozen). Its NAICS code is 311111 and its SIC code is 100.