Only Natural Pet
Only Natural Pet is a Boulder, CO-based online pet retailer and private-label brand specializing in natural, holistic pet food, treats, supplements, and supplies. Founded in 2004 by Marty Grosjean, it became the first North American pet food and treat company to earn B Corp certification in 2019. The company operates an e-commerce site, a flagship Boulder retail store, and an auto-delivery subscription program. It was acquired by Pet360 in 2014 and passed to PetSmart when PetSmart acquired Pet360 for $160 million, though it continues to operate under the Only Natural Pet brand with an emphasis on sustainability and natural ingredients.
Score generated by AI agents based on publicly cited evidence and reviewed by the project maintainer. Not independently validated.
Score History
Timeline events are AI-curated from public reporting. Score trajectory is derived from documented events.
Only Natural Pet launches as a small, mission-driven online retailer in Boulder, selling curated third-party natural pet products. With no subscription programs, no PE ownership, minimal product complexity, and a founder-operator model, enshittification vectors are nearly absent. The company's only friction is the premium pricing inherent to natural and holistic pet products.
Revelry Brands invests $3.5M to fund customer acquisition, wholesale brand development, and distribution expansion. The company has opened a Boulder flagship store (2008) and begun developing its own private-label products. Outside capital introduces mild shareholder extraction risk, though Revelry is a mission-aligned Boulder firm focused on natural/consumer brands. The company remains small-scale with transparent operations.
Only Natural Pet is acquired by Pet360 in January 2014, then passes to PetSmart when PetSmart buys Pet360 for $160M in August. By December, BC Partners completes an $8.7B LBO of PetSmart, placing Only Natural Pet under indirect PE ownership for the first time. Despite the corporate consolidation, Only Natural Pet continues operating with brand autonomy and launches its PowerFood/PowerPate product lines formulated with Dr. Jean Hofve. The auto-delivery subscription program introduces the company's first meaningful lock-in vector.
Only Natural Pet becomes the first North American pet food and treat company to earn B Corp certification in early 2019, scoring 84.8 on the B Impact Assessment. The certification legally commits the company to stakeholder welfare and provides structural accountability. Sustainability leadership deepens with carbon-neutral product lines, bioplastic packaging (Mindful Meals), and PSC co-founding. However, auto-delivery subscription complaints begin accumulating on Trustpilot, BBB, and Sitejabber, documenting patterns of inadvertent enrollment and difficult cancellation.
Only Natural Pet continues operating as a mission-driven B Corp retailer under PetSmart ownership, maintaining sustainability leadership through ICON-level PSC membership and B Corp recertification. The primary enshittification concern remains the auto-delivery subscription program, where accumulated complaints document dark patterns including inadvertent enrollment, missing pre-shipment reminders, and confusing cancellation flows. The FTC's 2024 Click-to-Cancel rule creates compliance pressure. Product quality complaints (dented cans, bully stick safety concerns) represent minor but persistent user value issues.
Alternatives
Southern US regional natural pet food chain founded in 1951 with a strong focus on customer education and natural/holistic brands. Independent-minded, no PE ownership, and carries most of the same premium natural brands as Only Natural Pet in-store without the auto-ship friction. Currently scored among the healthiest pet retailers in this project.
Ethically sourced natural pet food with full supply chain traceability and certified humane ingredients. Scored 24 here (Early Warning) — similar mission to Only Natural Pet with no auto-ship dark pattern issues. Available online and at select retailers; easy switch by purchasing direct from their site.
USDA-licensed fresh dog food made with human-grade ingredients and delivered on a subscription. Scored 32 here (Early Warning) — higher quality tier than kibble-based options but also a subscription model; cancellation is self-serve and reported as straightforward. Best fit if you want fresher food than Only Natural Pet's shelf-stable line.
Dimensional Breakdown
Summaries below were written by AI agents based on the cited evidence. They are editorial interpretations, not independent research findings.
Dimension History
Timeline (28 events)
Marty Grosjean founds Only Natural Pet in Boulder
Inspired by his rescue dog Crinkles's health problems and the lack of accessible natural pet products online, Marty Grosjean launches Only Natural Pet as an e-commerce retailer in Boulder, Colorado. The company initially curates third-party natural pet food, treats, and supplements for dogs and cats.
Only Natural Pet earns BBB accreditation
Only Natural Pet Store receives Better Business Bureau accreditation, establishing early credibility for the young e-commerce company. The company maintains an A+ BBB rating continuously from this point forward, with no regulatory actions or complaints at this stage.
Boulder flagship retail store opens
Only Natural Pet opens its first physical retail store at 2100 28th Street in Boulder, Colorado, transitioning from a pure e-commerce operation to an omnichannel retailer. The store features knowledgeable pet nutritionists and becomes a community hub for natural pet care in the Boulder area.
Revelry Brands invests $3.5M for growth capital
Boulder-based Revelry Brands acquires a stake in Only Natural Pet Store, providing $3.5 million in growth capital. The investment is earmarked for expanding the online customer base, building out a wholesale brand and team, and extending product distribution to new retail outlets. This is Revelry's fourth investment since its 2009 founding.
Only Natural Pet co-founds Pet Sustainability Coalition
Only Natural Pet becomes one of eight founding members of the Pet Sustainability Coalition, formed at Global Pet Expo 2013. Other founding members include KONG Company, Cardinal Pet Care, Petco, West Paw, Planet Dog, Worldwise, and I and Love and You. The coalition works to accelerate social and environmental performance across the pet industry.
Pet360 acquires Only Natural Pet from Revelry Brands
Pet360, Inc. acquires Only Natural Pet Store from Revelry Brands. Pet360 operates a network of pet websites including petMD.com, PetFoodDirect.com, and Pet360.com. Only Natural Pet is described as the leading online retailer in the natural pet supplies market at the time of acquisition.
Only Natural Pet celebrates 10th anniversary with 500+ branded products
Only Natural Pet marks its 10th anniversary, announcing it has grown from an online curator to developing over 500 products under the Only Natural Pet brand. The company offers more than 3,900 natural product options total and announces the October launch of Canine PowerFood and Feline PowerPate food lines.
PetSmart acquires Pet360 for $160M, absorbing Only Natural Pet
PetSmart acquires Pet360 for $130 million plus up to $30 million in performance-based payments through 2016, bringing Only Natural Pet under PetSmart's corporate umbrella. This is part of PetSmart's push to strengthen its e-commerce capabilities. Only Natural Pet continues to operate as a distinct brand within the PetSmart portfolio.
Canine PowerFood and Feline PowerPate food lines launch
Only Natural Pet releases its new Canine PowerFood and Feline PowerPate product lines, formulated with holistic veterinarian Dr. Jean Hofve. PowerFood is a grain-free, allergy-friendly dog kibble with meat as the first ingredient, while PowerPate is canned cat food made in small batches at a US micro-cannery with 100% human-grade ingredients.
BC Partners acquires PetSmart in $8.7B leveraged buyout
A private equity consortium led by BC Partners completes an $8.7 billion leveraged buyout of PetSmart, the largest LBO of 2014. The deal is financed with significant debt from Citigroup, Nomura, Jefferies, Barclays, and Deutsche Bank. This places Only Natural Pet under indirect PE ownership, though the brand continues to operate with significant autonomy.
PowerStew canned dog food line expands product range
Only Natural Pet launches the PowerStew line of grain-free, legume-free canned dog food as a complement to Canine PowerFood. The stew comes in Turkey & Duck Feast, Beef & Lamb Feast, and Chicken & Liver Feast varieties, all made in the USA with real meat as the first ingredient.
PowerFood line achieves 100% carbon neutrality
Only Natural Pet announces its entire PowerFood dog and cat food line manufactured in 2016 is 100% carbon neutral, achieved through a partnership with Carbon Credit Capital. The company offsets more than 800 metric tons of carbon emissions by donating over $10,000 to the ADPML Portel-Para REDD Amazon forest preservation project in Brazil.
Second flagship store opens in Aspen
Only Natural Pet opens a 2,000-square-foot store at 416 East Cooper Avenue in Aspen's pedestrian mall, its second physical retail location. Grand opening events span December 17-18 with extended events on New Year's Eve and into January. The store later closes, though the exact closing date is undocumented.
Truth About Pet Food flags misleading Wholesome Homemade claims
Pet food safety advocate Truth About Pet Food reports that Only Natural Pet's Wholesome Homemade product uses misleading marketing. Phone conversations reveal the 'cooked meat blend' is 'similar to kibble,' while email advertising describes 'chunks of meat.' The product's calcium levels (2.7%-4.8%) also exceed the AAFCO maximum of 2.5% in some varieties.
First pet brand to sponsor X Games Aspen
Only Natural Pet becomes the first-ever pet brand to sponsor the X Games, activating a Dog Demonstration Park at X Games Aspen 2017 at Buttermilk Mountain. The activation features world-class canine avalanche rescue demonstrations and a booth showcasing the Wholesome Homemade dehydrated dog food product.
Pet360 e-commerce operations merge into Chewy.com
Following PetSmart's $3.35 billion acquisition of Chewy in April 2017, Pet360's e-commerce operations are merged into Chewy.com. Pet360's Greater Philadelphia office closes. Only Natural Pet continues operating independently with its own e-commerce site and brand identity, separate from the Chewy integration.
Mindful Meals launches with bioplastic sustainable packaging
Only Natural Pet introduces the Mindful Meals dry dog food line with at least 30% bioplastic packaging from Braskem's sugarcane-based I'm green Polyethylene. Every ton of the bioplastic used captures 3.09 tons of CO2 from the atmosphere. Mindful Meals becomes available in PetSmart stores as the exclusive national retailer.
Third store opens in Greenwood Village with grooming partnership
Only Natural Pet opens its third Colorado retail location in Cherry Hills Marketplace, Greenwood Village, featuring over 6,000 square feet. The store includes 'The Groomery,' a grooming service operated in partnership with PetSmart, plus a self-service dog wash and regular cat adoption events. The store later closes (confirmed by Yelp listing as of February 2026).
First North American pet food company earns B Corp certification
Only Natural Pet becomes the first pet food and treat company in North America to earn B Corp certification from B Lab, scoring 84.8 on the B Impact Assessment versus a median score of 50.9. The certification legally requires the company to consider impacts on workers, customers, suppliers, community, and the environment in all business decisions.
SOCAP profile highlights B Corp transparency mission for pets
SOCAP Global publishes a feature on Only Natural Pet founder Marty Grosjean, who argues pets deserve the same product transparency as humans. The article highlights the pet industry's historical opacity around supply chain origination and ingredient sourcing, positioning Only Natural Pet's B Corp certification as an industry-leading accountability step.
B Corp recertification achieved
Only Natural Pet successfully completes B Corp recertification, three years after its initial 2019 certification. The recertification confirms continued compliance with B Lab's standards for social and environmental performance, accountability, and transparency across all areas of the business.
Colorado Biz profiles sustainability-linked employee compensation
Colorado Biz Magazine publishes a feature on Only Natural Pet's supply chain sustainability practices, revealing that every employee has a sustainability goal built into their annual review and that wages are tied to the company's sustainability performance. The article details the company's unacceptable ingredients list of 40 items and partnerships with Global Animal Partnership and MSC.
PetSmart and Only Natural Pet reach ICON-level PSC membership
PetSmart and Only Natural Pet elevate their Pet Sustainability Coalition membership to the ICON tier, the highest level in the organization. PetSmart becomes the first retailer to achieve ICON status. The investment supports PSC's work on systemic issues including sustainable packaging and responsible ingredient sourcing across the pet industry.
Accumulated auto-delivery complaints document subscription trap patterns
By 2024, BBB, Trustpilot, and Sitejabber complaints about Only Natural Pet's auto-delivery program form a pattern: customers report inadvertent enrollment, charges continuing after cancellation attempts, confusing distinction between canceling a 'delivery' versus a 'subscription,' missing pre-shipment reminder emails, and a 24-48 hour cancellation window that effectively prevents last-minute changes.
Customer reports flea collar snapped and company refused replacement
A customer complaint describes an Only Natural Pet EasyDefense flea collar that snapped in two within days of use, with a replacement also breaking immediately. When the customer contacted the company for a replacement, Only Natural Pet refused, stating their 'system' would not allow replacement of an item purchased in October 2023 despite the product still being within its expiration date.
BBB complaint: bully sticks caused dogs to fall ill
A BBB complaint in April 2024 alleges that Only Natural Pet bully sticks caused dogs to become ill. This follows other product quality complaints including dented canned food in shipments (one customer receiving 23 unusable cans out of 80), a wood chip found in Senior Mobility Chews, and flea collars that snapped within days of use.
FTC finalizes Click-to-Cancel rule affecting auto-renewal subscriptions
The FTC announces its final Click-to-Cancel rule requiring subscription sellers to make cancellation as easy as sign-up. Violations carry penalties of up to $51,744 per incident. Only Natural Pet's multi-step cancellation process and reported lack of pre-shipment notifications create potential compliance exposure under the new rule.
New Loyalty Rewards program replaces legacy 5% Back rebate
Only Natural Pet launches a revamped Loyalty Rewards program powered by Rivo, replacing the previous 5% Back rebate program. The new program offers up to 5% cash back on all purchases, a $5 sign-up bonus, anniversary rewards, and quarterly credit distribution. Existing rebate credits earned through December are honored through January 2027.
Evidence (39 citations)
D1: User Value Erosion
D2: Business Customer Exploitation
D3: Shareholder Extraction
D4: Lock-in & Switching Costs
D5: Twiddling & Algorithmic Opacity
D6: Dark Patterns
D7: Advertising & Monetization Pressure
D8: Competitive Conduct
D9: Labor & Governance
D10: Regulatory & Legal Posture
Scoring Log (4 entries)
Stripped for Phase 2 re-enrichment