Innovative Companies, Improving Pet Care

Award Winners

Beyond leading PupJoy, I work behind the scenes with the pet industry’s leading companies to discover and support the next generation of pet startups.

 

That gives me early access to hundreds of innovative brands each year—and the opportunity to bring the very best directly to you.

 

The companies featured below have earned recognition for their innovation and are brands I’m proud to introduce to the PupJoy community.

 

 - Dustin

Industry Leaders

supplements that melt

Led by founders Nathan Ruff and Anthony Gatti, 2026 Petcare Innovation Grand Prize Winner and SKU accelerator participant, PetPax Co. pioneered an oral thin film supplement platform for dogs - delivering human-grade, natural ingredients in a fast-dissolving cheek strip. Their flagship SupplaMelts line includes options for calming & anxiety and fresh breath & oral health, with additional formulations on the horizon. 

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climate-smart dog treats & food

Led by Founder/CEO Gabe Huertas del Pino, PCIP winner and Plug and Play accelerator participant, Archway Pet Food acquired PCIP Winner and Leap Venture Studio participant Bright Planet, uniting two highly innovative, climate-smart dog treat companies. Archway is based in Chicago and known for its allergy-friendly dog treats & food, utilizing alternative proteins like crickets and invasive silver carp. Bright Planet is Minnesota-based, specializing in 100% plant-based, vegan dog treats that mimic the taste of real meat while maintaining a carbon-negative footprint.
 

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upcycled sustainable treats

PCIP winner in 2019, Shameless Pets, is a sustainable pet treat company led by co-founders James Bello and Alex Waite that prevents food waste by transforming "misfit" and surplus produce into nutritious dog and cat treats. As a certified member of the Upcycled Food Association, they ensure that at least 20% to 40% of the ingredients in every bag consist of high-quality foods that would otherwise be lost or discarded in the agricultural supply chain.

 

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advanced testing, at home

2026 PCIP Winner and participant in accelerators at SKU and Leap Venture Studio, Innovative Pet Lab provides advanced, non-invasive at-home health screening tests for dogs and cats. Founded by a team of scientists with expertise in diagnostic testing and led by CEO Jamie Smith (far right), the company helps pet parents bypass stressful clinic visits by utilizing simple mail-in stool samples to identify the root causes of internal health issues. The company has amassed numberous industry awards, including Pet Innovation Awards (2025). SKU Pitch winner (2023), SuperZoo Launch winner (2023), Veterinary Innovation Summit Pitch winner (2024) and the Petcare Innovation Summit Best in Show (2022).

 

Coming Soon... 

motorized enrichment, for the backyard

2024 PCIP winner, SwiftPaws, manufactures at-home and professional-grade lure coursing kits. Featured on Shark Tank in 2022 (where they won a "Golden Ticket" from Lori Greiner), the brand creates motorized pulley systems that pull a line and flag at high speeds. This layout mimics competitive lure sports and activates a pet's natural prey drive to provide intense physical exercise and mental stimulation. Their innovative designs have also garnered them awards from Global Pet Best in Show (2025), International Design Awards (2024), and Pet Innovation Awards (2025).  

 

Coming Soon... 

functional wellness cheese chews

Yak9 Chews is led by the husband-and-wife team of Pukar and Shristi Pyakurel. They have earned several industry awards for their Himalayan yak milk dog treats, being the first to introduce real, functional wellness flavors. Their awards include PCIP Winner (2025), Best in Show at Global Pet (2023), and the Inc Female Founders List (2026).

 

Coming Soon... 

functional wellness cheese chews

Led by co-founders Matt Terrill and Dave Louvet, ChefPaw by Innovative Pet Products has secured major accolades in pet tech and nutrition with its mission to streamline and revolutionize homemade pet feeding. The Chefpaw countertop appliance and nutrition app automate the process of making fresh, customized dog food at home, allowing you to cook, weigh, and mix fresh ingredients in a single mess-free, 40-minute cycle. In 2025, ChefPaw won the SuperZoo Launch Competition and in 2026, they were a winner in the Petcare Innovation Prize. 

 

Coming Soon...