ChiefVictor

It started with Victor, our 4-year-old Sheltie with the pickiest nose and the most expressive eyes you've ever seen. If you've ever stood in the pet store aisle squinting at a 30-ingredient label, wondering what half of it even means, you'll understand exactly why we started this.

We've always been picky about what Victor eats. Natural chews, whole foods, nothing synthetic. But finding small everyday treats made of actual fruits and vegetables? Surprisingly hard. And when it came to meat treats, we kept running into these little mystery cubes with no real way to know if they were whole cuts or just processed scraps pressed into a shape.

That bothered us. So we figured, let's just do it right.

Chief Victor treats are one ingredient. Freeze-dried at peak freshness, minimally processed. Our fruits and veggies go straight from whole food to bag: no cooking, no additives, nothing in between. And our meats are whole-cut, so what you're getting is exactly what it looks like, not ground scraps pressed into a shape.

What you see on the front of the bag is everything that's in it. One Ingredient. Pure Love.