Brands

We stock few brands on purpose. Every one has to clear the same checks, so the list grows slowly.

Pets Elite

Our founding partner range and the backbone of the store. Pets Elite is a South African producer of single-ingredient, gently dehydrated treats and chews built on BARF principles — real meat, offal, cartilage and bone, air-dried to concentrate the nutrition without cooking it out.

What sets it apart locally:

• One ingredient, named. Beef trachea is beef trachea. No binders, no sugar, no colourants.
• Genuinely BARF-aligned. Very few South African ranges can claim this honestly.
• Whole-animal use. Cuts that would otherwise be wasted become high-value nutrition.
• Made in South Africa. Shorter supply chain, fresher stock.

Shop the full Pets Elite range →

Browse by protein: Beef · Chicken · Pork · Novel Proteins

New brands

We are actively assessing beds, bowls, supplements and outdoor gear against the same standard set out in Our Promise. Anything that clears it will appear here.

Are you a South African producer who thinks you meet the standard? Tell us about your product.