Wholehearted was founded in 2022 by a group of passionate pet owners who wanted to make a difference in the lives of pets and their families. Our mission is to provide high-quality products, helpful resources, and excellent customer service to support pet wellness.
Our Story
The idea for Wholehearted came about when our founders were searching for healthy, natural products for their own furry family members. They quickly realized how difficult it was to find trustworthy information and safe, eco-friendly pet supplies that weren’t filled with harsh chemicals or made with questionable manufacturing practices.
After struggling to locate quality products from transparent companies for their pets, our founders decided to take matters into their own hands. They envisioned a business that would make the process easier for fellow pet parents. A place where customers could shop with confidence knowing that rigorous research had been conducted on every item offered. Where sustainability, ethics and giving back were core values, not afterthoughts.
In early 2022, Wholehearted was born. Our small team set out on a mission to curate the best collection of consciously made pet products we could find while providing unparalleled customer service. We scoured the pet industry landscape in search of small businesses and artisans to partner with. We looked for companies that shared our values and uncompromising standards when it came to ingredients, materials and transparency. Brands that believe in making the world a little brighter for pets and the people who love them.
Our Values
At Wholehearted, our core values guide every decision we make. They inform how we run our business, select products, interact with customers, and give back to our community.
Quality
We do extensive research to offer only the highest quality, safest, most effective products available. We rigorously vet each brand and item to ensure it meets our strict quality standards.
Transparency
We believe you have a right to know exactly what is in the products you purchase for your pet. We choose partners who share their sourcing, manufacturing and testing processes openly so you know what you’re getting.
Sustainability
We aim to reduce waste, source eco-friendly materials, support sustainable practices and offer cruelty-free products whenever possible. Caring for the environment is central to our mission.
Ethics
We partner with brands who demonstrate a high level of ethics and integrity in how they conduct business. This includes valuing employee well-being, engaging in fair trade practices and utilizing humane, responsible manufacturing methods.
Community
Giving back is woven into our business model. We donate a portion of profits to animal welfare nonprofits and support pet adoption initiatives. We strive to make an impact beyond our business.
Our Product Selection Process
Choosing the right products to offer our customers is a responsibility we take very seriously at Wholehearted. We have an extensive five-step process for selecting items to ensure we live up to our quality and safety standards.
Initial Research Phase
Our team thoroughly researches each potential supplier, manufacturer and product line. We look at the company history, policies, procedures and any available third-party testing results.
Ingredient Analysis
Every ingredient in a formula is scrutinized to meet our criteria. We avoid unnecessary fillers, low-grade components, and anything deemed potentially harmful.
Contact with Company
If a product makes it past the first two steps, we reach out to the company with any outstanding questions or concerns. This is an opportunity for full transparency between us and our potential partners.
Product Analysis and Testing
We purchase samples of each product for in-house analysis and testing. Our team evaluates the quality, effectiveness and safety of the item.
Final Approval
Only the products that pass our rigorous approval process with flying colors make it onto the Wholehearted website. We stand behind everything we sell 100%.
Our Giving Back Program
Charitable giving is a core part of who we are at Wholehearted. We launched our Giving Back Program to help support animal welfare nonprofits making a difference locally and nationally.
We donate a portion of profits from every order to select rescue organizations and shelters. Causes that are near and dear to our hearts. Our charity partners change quarterly, allowing us to assist multiple nonprofits doing important work to help pets in need.
We also partner with our local animal shelter quarterly to sponsor adoption events. These provide financial assistance for adoption fees, essential supplies for new pet parents, and help raise awareness for shelter animals looking for their forever homes.
Improving the lives of all creatures great and small motivates everything we do. We’re committed to making an impact beyond simply running a business. Our Giving Back Program enables us to put our passion into action to help pets and the people who care for them.
Our Team
The Wholehearted team is a small but mighty band of passionate pet devotees. While our furry, scaly and feathery friends inspire our mission, it’s our team that brings it to life each day.
Founders
Our founders and co-owners use their complementary skill sets to run the company.
Mara Davis oversees the product research and approval process. She has a background in animal science and a soft spot for senior pets. Mara lives with two geriatric dogs and a rescue cat.
Noah Klein handles branding, partnerships and business development. He’s a natural people person devoted to customer satisfaction. At home he has a high-energy terrier mix and a shy guinea pig.
Customer Happiness Team
Our dedicated customer service team fields questions, offers product recommendations and provides exceptional support. They know their stuff! The animal lovers who make up our Customer Happiness Team own a menagerie of pets including dogs, cats, rabbits, turtles, fish, snakes and more.
Pet Testers
Our furry quality control officers “test” products in their own homes to provide real customer insights. Their pet parent opinions are invaluable to our research. Meet a few of our testers:
- Willow, the Havanese with sensitive skin
- Tank, the tireless Labrador Retriever
- Cleo, the picky Siamese kitten
- Potter, the energetic Guinea pig
- Nation, the senior Beagle with joint issues
The passion and care from humans and pets alike are what make Wholehearted so special. We can’t wait to serve you and your furry, scaly or feathery family members soon!