Poultry Equipment Innovator Hatching Time Launches Oldfield Pets Natural Wellness Brand

Hatching Time, an innovator known for advancing the future of poultry keeping through modern incubators, brooders, coops, and equipment, has announced the launch of Oldfield Pets, a sister company devoted to 100% natural treats, chews, and supplements for dogs and cats. Founded in late 2025 by Hatching Time Co-CEOs Ryan Flanagan and Yagiz Aksu together with veteran pet industry voice Clayton Payne, Oldfield Pets brings clean, transparent nutrition to household pets at prices designed for everyday feeding.

The launch answers a pattern the company observed across its customer base: nearly nine in ten poultry keepers also share their homes with a dog or cat, yet the standards they apply to their flocks are hard to satisfy in the conventional pet aisle, where lengthy ingredient panels, artificial preservatives, and premium pricing dominate the shelves.

“My rescue dog, Hazel, was a big part of getting this started. Changing her diet showed me how hard it is to find treats and supplements that aren’t crazy expensive and have ingredients you actually recognize,” said Flanagan, Co-CEO of Hatching Time and Oldfield Pets. “But it really came together when Yagiz and I started talking about my concerns for Hazel, and Clayton brought his lifetime in the pet industry to the table. Oldfield Pets was born, named after Oldfield Road in our Fairfield neighborhood, Hazel’s first real home.”

Simple Ingredients Only

At the center of the launch is Oldfield Naturals, a treat and chew line in which every product contains exactly one ingredient. The range spans five proteins: chicken, duck, deer, beef, and rabbit. Formats include air-dried chicken feet and puffed chicken feet rich in naturally occurring glucosamine and chondroitin; duck feet for protein rotation and dogs with chicken sensitivities; fully digestible deer skin strips positioned as a safer alternative to rawhide; and traditional hair-on beef and rabbit chews that provide natural dietary fiber. Nothing in the line is smoked, seasoned, or chemically preserved.

The company simultaneously introduced Karnlea, a family of powdered food toppers targeting the most common health concerns pet owners face. The dog range addresses digestion, dental care, and mealtime appeal through pumpkin-based blends, slippery elm and marshmallow root, mint dental support, and collagen-rich bone broth. The feline range, which is formulated for cat biology rather than adapted from dog products, covers hydration, appetite, joint mobility, and skin and coat health.

“Our customers at Hatching Time built healthy diets for their flocks and their families, and their pets ate well because of it,” said Aksu, Co-CEO. “Oldfield Pets packages that farm-to-table philosophy for households that don’t have a farm. Keeping each product simple lets us deliver genuine quality without the specialty-brand markup.”

Payne, who grew up in his family’s pet store and hosts one of the world’s largest B2B pet industry podcasts, joined the founding team to guide the brand’s growth.

“I’ve spent my career watching this industry chase whatever trends the market rewards,” said Payne. “What drew me to co-found Oldfield Pets is discipline and overseeing sourcing from farm to package and refusing to add anything a pet doesn’t need. That’s how trust gets built.”

Availability and Expansion

Oldfield Pets products are available at the Oldfield Pets website and through Tractor Supply Co., Petco, Chewy, Amazon, and Walmart, with distribution to independent pet retailers and feed stores expanding through the company’s wholesale program. An Affiliate Program offering creators and pet professionals up to 15% per sale is now open.

Further, the brand catalog will continue to grow with additional single-ingredient proteins and concern-based supplements, along with natural products for the chickens, reptiles, and other pets many customers also keep, including feed additives and mealworm farming kits.