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Who We Are ?

Better Choice Company, Inc. is a rapidly growing pet health and wellness company focused on providing pet products and services that help dogs and cats live healthier, happier and longer lives. We offer a broad portfolio of pet health and wellness products for dogs and cats sold under our Halo brand across multiple forms, including foods, treats, toppers, dental products, chews, and supplements. We have a demonstrated, multi-decade track record of success and are well positioned to benefit from the mainstream trends of growing pet humanization and consumer focus on health and wellness. Our products consist of kibble and canned dog and cat food, freeze-dried raw dog food and treats, vegan dog food and treats, oral care products and supplements. Halo’s core products are made with high-quality, thoughtfully sourced ingredients for natural, science-based nutrition. Each innovative recipe is formulated with leading veterinary and nutrition experts to deliver optimal health.


Our Focus

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E-Commerce is our largest channel and we partner with some of the most recognizable names in the world, including Amazon and Chewy. We have a strong and loyal base of pet parents that shop online, and boast a subscription rate of approximately 50%.

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Direct to Consumer is our smallest channel, and represents an opportunity for growth in the future. The vast majority of TruDog’s sales are made on our direct-to-consumer website, and we are looking to expand our direct-to-consumer offering to the Halo brand in 2022.


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International is one of our fastest growing channels, and is anchored by strong distribution partnerships in Asia. In total, we have secured $100 million in aggregate contracted revenue from 2021 - 2025 and are constantly looking to expand into new markets.

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Pet Specialty is one of our most exciting channels for growth. In 2022 we expect to launch our innovative Halo products in 2,000 - 2,500 new stores, anchored by partnerships with Petco, Pet Supplies Plus, and other independent pet stores.

Management Team

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Nina Martinez, Interim CFO at Better Choice Company
Donald Young, Chief Sales Office at Better Choice Company
Jennifer Condon
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Ryan Wilson
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Alex Vournas
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Board of Directors

Michael Young
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John M. Word, III
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Gil Fronzaglia
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