Ernie Els Pet Products

What Ernie Els Pet Products does

Ernie Els Pet Products (legal entity Florida Pet Treats, Inc.) is a privately held, woman-owned pet treat and accessories manufacturer founded in 2019 and headquartered in Boca Raton, Florida. The company operates under the brand names 'Ernie Els Pet Products' and 'Ernie's', with a sub-brand 'Ernie's Positively Good'. It crafts human-grade pet treats using USA-sourced proteins (chicken, beef, salmon) processed via standard freeze-drying and soft-cooking in USDA kitchens, with formulations free from artificial ingredients, corn, wheat, and soy. The portfolio spans dog treats (jerky, soft training treats, single-ingredient freeze-dried), cat treats (salmon training treats and salmon mousse food topper), pet supplements (salmon oil with Omega 3 & 6), and accessories (LickiMat, sublimated collars and leashes with autism-awareness and golf-themed designs), totaling approximately 23 wholesale SKUs priced from $7.99 to $32.99.

The company's commercial model is a hybrid DTC + marketplace + wholesale structure. Direct-to-consumer sales flow through the owned Shopify storefront at ernieelspetproducts.com, augmented by listings on Chewy, PetMeds, and Amazon. A dedicated wholesale program launched in 2024 at wholesale.ernieelspetproducts.com sells to independent pet retailers under MAP pricing, with resale restricted to retailer-owned websites and third-party marketplace sales explicitly excluded. Distribution is framed as worldwide with some product-specific shipping restrictions. Marketing is executed via organic social (Instagram, TikTok, Facebook, LinkedIn), email (10% new-subscriber discount), and a brand ambassador program, with no paid acquisition signals disclosed.

The business is differentiated primarily through brand association with professional golfer Ernie Els and a direct partnership with the Els for Autism Foundation, under a 'Pet Products with a Mission' positioning in which each purchase is tied to autism community support. The company is bootstrapped: no venture, private equity, or institutional investment has been disclosed, no parent company exists, and revenue, ARR, and customer counts are not publicly reported. Headcount is reported in the 11-50 range. Operational signals indicate active selling (live website, open wholesale enrollment) rather than distress or decline.

Name

Ernie Els Pet Products

Legal name

Florida Pet Treats, Inc

Website

https://ernieelspetproducts.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Pet Treats and Accessories

NAICS

Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (45991)

SIC

Sausages & Other Prepared Meat Products (2013)

akta.pro primary industry

Pet Food & Treats Retail (CRALAHAB)

akta.pro secondary industries

Pet Treats & Chews (AFADAFAF), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Pet Food & Treats Distribution (CRAOAKAA)

Keywords

• Pet treats
• Dog training treats
• Freeze-dried pet food
• Pet accessories
• Pet supplements

Headquarters

HQ city

Boca Raton

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through their primary e-commerce website with product categories including dog treats, cat treats, and accessories
2. Marketplace Sales: Sales through major online pet retailers including Chewy, PetMeds, and Amazon
3. Wholesale Distribution: B2B wholesale program allowing retailers to purchase products for resale on their own consumer-facing websites only (no third-party sales permitted)

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Ernie Els Pet Products manufactures and sells human-grade pet treats and accessories for dogs and cats through its own e-commerce site, major online marketplaces, and a wholesale program. The product range spans freeze-dried single-ingredient treats, soft training treats, jerky, salmon-based cat treats and toppers, salmon oil supplements, plush toys, LickiMats, and sublimated collars and leashes, all made with USA-sourced proteins and no artificial additives, with proceeds supporting the Els for Autism Foundation.

Product overview

Ernie Els Pet Products is a pet treat and accessory brand offering human-grade, USA-sourced protein treats for dogs and cats alongside pet accessories. The product portfolio consists of three core categories: (1) Dog Treats including jerky treats (beef, chicken), soft training treats (chicken with sweet potato, chicken with rice, grass-fed beef), and freeze-dried single-ingredient treats (beef liver, chicken breast); (2) Cat Treats including salmon training treats and salmon mousse food toppers; and (3) Pet Accessories including LickiMats, dog collars (Infiniti, Paws, Autism Logo, Golf themes), and matching leashes. All food products emphasize human-grade ingredients, no artificial additives, and support the Els for Autism Foundation through direct partnership.

Differentiator

Problem solved

Functional benefit

Brands

• Ernie's Positively Good: Product line featuring human-grade, all-natural dog treats including chicken wrapped sweet potato, grass-fed beef, and freeze-dried beef liver treats.

Products and services

• Ernie's Chicken Wrapped Sweet Potato Recipe Dog Treats (2 Pack) Human-grade chicken-wrapped sweet potato jerky treats for dogs, made with USA-sourced proteins and limited ingredients with no artificial additives; sold as a 2-pack on the brand's DTC site.
• Ernie's Human Grade Organic Grass-Fed Freeze-Dried Beef Liver Dog Treats (2 Pack) Single-ingredient freeze-dried beef liver treats made from organic, grass-fed beef in a human-grade facility; sold as a 2-pack.
• Ernie's Grass-Fed Beef Soft Dog Treats (2 Pack) Soft-textured training treats made with grass-fed beef as the primary ingredient; sold as a 2-pack for dogs.
• Ernie Els Beef Jerky Dog Treats Oven-baked beef jerky strips made with real ingredients as a high-protein savory snack for dogs.
• Ernie Els Chicken Jerky Dog Treats Chicken breast jerky treats with real chicken as the first ingredient, offering high-protein snacks for dogs.
• Ernie Els Chicken & Golf Dog Treats Chicken jerky treats shaped like golf items, combining themed presentation with poultry protein for dogs.
• Ernie Els Sweet Potato Wrapped with Chicken Dog Treats Long-lasting dog treats featuring chicken wrapped around sweet potato with limited, natural ingredients and no artificial additives.
• Ernie Els Soft Chicken with Sweet Potato Dog Treats Soft, human-grade training treats with chicken and sweet potato, cooked in a USDA kitchen with no artificial flavors or preservatives.
• Ernie Els Soft Chicken Dog Treats Soft-textured chicken training treats with over 85% natural chicken, made with human-grade ingredients cooked in USDA kitchens.
• Ernie Els Soft Chicken with Rice Dog Treats Training treats featuring soft chicken with rice, cooked in a USDA kitchen with human-grade ingredients and over 85% natural chicken.
• Ernie Els Salmon Dog Treats Soft and chewy salmon training treats for dogs with real salmon as the first ingredient, free from artificial additives.
• Ernie Els Freeze Dried Chicken Breast Single-ingredient freeze-dried chicken breast treats made with human-grade food in a human-grade facility, grain-free with no artificial additives.
• Ernie Els Salmon Cat Treats Soft and chewy bite-size salmon training treats for cats with protein-rich salmon as the first ingredient, free of corn, wheat, soy, and artificial ingredients.
• Ernie Els Salmon Mousse for Cats Salmon-based silky mousse food topper for cats providing high-protein nutrition with salmon broth for moisture and taurine for growth and vision.
• Ernie Els Salmon Oil (Dogs & Cats) 100% natural salmon oil food topper containing EPA and DHA for skin, coat health, and brain function support, providing Omega 3 and 6 fatty acids for both dogs and cats.
• Ernie Els LickiMat for Dogs and Cats Vet-designed treat delivery mat designed to improve pet mental health, digestion, and oral health through slow, calming feeding experiences.
• Ernie Els Hide & Seek Plush Dog Toy Plush dog toy designed for hide-and-seek play, featuring a squeaky element hidden in a golf-themed design.
• Ernie Els Sublimated Dog Collars Sublimated adjustable dog collars (5/8 inch width, 8-12 inch size range) available in multiple designs including Infiniti, black paws with Infiniti logo, navy autism awareness logo, and golf balls and paws patterns.
• Ernie Els Sublimated Dog Leashes (6ft) Sublimated dog leashes (1 inch width, 6 feet length) available in matching designs including Infiniti grey, black paws and Infiniti logo, blue golf and paws, and blue hearts with autism awareness pattern.

Named customers6 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

Feature3 records

Partnerships

One partnership is on record.

• Els for Autism FoundationcoreStrategic or Co-development PartnerDirect partnership where Ernie Els Pet Products supports the autism community through their 'Pet Products with a Mission' initiative. Every purchase helps support the Els for Autism Foundation and encourages greater inclusivity for all. The company mission is 'Delighting pets while positively impacting the autism community.'

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Blue Buffalo (General Mills): Blue Buffalo is the leading premium natural pet food brand in the US, owned by General Mills. A broad incumbent that overlaps on the natural / no artificial ingredients positioning and competes for the same premium pet owner wallet.
• Castor & Pollux (Natural PetCare): Castor & Pollux is an established premium natural and organic pet food and treat brand. Comparable on organic / natural ingredient positioning and broad pet specialty retail distribution.
• Wellness Pet Company (Wellness Core): Wellness Pet is a large established premium natural pet food brand with broad dry/wet food and treat lines. Comparable on the natural / limited-ingredient narrative but operates at significantly larger scale across mass and specialty retail.

Direct peers

• Primal Pet Foods: Primal Pet Foods makes freeze-dried raw and food topper products for dogs and cats. Closely comparable on freeze-dried processing, food topper format (salmon mousse overlap), and premium positioning in independent pet retail.
• Stella & Chewy's: Stella & Chewy's is a premium freeze-dried and raw pet food brand with a strong DTC and specialty retail presence. Directly comparable on the freeze-dried single-ingredient treat category and human-grade / limited-ingredient positioning that Ernie Els Pet emphasizes.
• Bocce's Bakery: Bocce's Bakery is a small premium natural dog treat and baked-goods brand. Highly comparable: similar size and channel mix (DTC + major pet marketplaces + wholesale), human-grade / limited-ingredient positioning, and a mission-adjacent origin story targeting the same premium pet owner segment.
• Vital Essentials: Vital Essentials is a freeze-dried raw pet food and treat brand sold through pet specialty and online channels. Overlaps directly with Ernie Els Pet's freeze-dried beef liver and chicken breast SKUs and similar premium natural ingredient positioning.
• BARK Inc. (BarkBox): BARK is a vertically integrated dog brand selling toys, treats, and chews through subscription and online channels. Comparable product breadth (treats + toys + accessories) and premium dog-owner target market.
• Open Farm: Open Farm is a premium pet food and treat brand emphasizing human-grade, ethically sourced ingredients with strong DTC and retail distribution. Comparable target customer, ingredient-quality narrative, and channel mix.

Emerging players

• PLATO Pet Treats: PLATO Pet Treats is a smaller premium natural treat brand focused on single-ingredient and limited-ingredient formats for dogs. Comparable SKU mix (jerky, freeze-dried-style treats) and target customer, but typically distributed more heavily through independent pet retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ErnieElsPetProducts
• LinkedInlinkedin.com/company/ernie-els-pet-products
• Instagraminstagram.com/ernieelspetproducts
• TikToktiktok.com/@ernieelspetproducts

Revenue estimate

Valuation estimate

Number of profiles

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 Ernie Els Pet Products