We are on a

To transform the lives of pets

We believe that all pets deserve the best life possible. And if you ask us – it starts with food.

The impact of

Raw Nutrition

We believe in the transformative power of real nutrition. So let's satisfy our pets' need for real food. Let's give them more raw and say no to highly processed ingredients. Let's stick to what's natural and keep it simple and as pure as possible. Let's redefine “better” and stay free from filler, by-product and preservatives. Let's follow nature's lead and put the pure, real nutrition of raw into more bowls. It's up to us to give them happy, healthy lives. Let's do our part and feed what's real.

Inspired by Real


Our company was born when we began providing raw food to the large cats at the Omaha Zoo and witnessed how they thrived on this natural raw diet.

Inspired by these results, we set out to help transform the lives of pets through raw nutrition – pure, minimally processed, raw animal protein plus whole fruits and vegetables.

Today we are proud to be the leaders in all natural raw pet food nationwide and offer a full range of grain-free, dry and wet products, for dogs and cats, inspired by our raw diets and made in the USA.

One Team

One Goal

Every day, we hear about the incredible experiences of our customers and see the real transformations of pets who are waiting for their forever families.

That is what fuels our passion and continues to inspire us to do more to enable happy, healthy lives for all pets.

Long live


This is a movement that grows pet by pet,
 bite by nutritious bite, every single day.

See how we're transforming lives in partnership
 with Best Friends Animal Society.

Instinct Testimonials

Read the stories of real Instinct pets like yours and how they've responded to the power of raw.