Wholesome Pride creates 100 percent all-natural, limited-ingredient pet treats with zero additives and was founded in 2013 by a then 17-year-old Chase Peterson. Peterson was raised in the pet food and treat category due to his father’s company. This gave him the opportunity to build his own knowledge and entrepreneurial mindset to then branch off into his own venture and start Wholesome Pride. Now, at 22, Peterson says he looks forward to working with the Outward Hound team to disrupt the treat category with innovations that appeal to the millennial consumer.
Peterson will stay on board as vice president of Wholesome Pride, managing the newly formed treat division with Outward Hound, providing all the resources and capital necessary to grow the treat category and regularly introduce new products.
“I’m excited to work with the Outward Hound team and take Wholesome Pride to a whole new level of innovation, excellence and industry recognition which will allow us to pave the way for the future of the pet treat category,” Peterson said.
“Wholesome Pride has created limited ingredient and 100 percent natural products in the treat category with huge potential to scale into new distribution channels” Outward Hound CWO (Chief Woof Officer) Kyle Hansen said. “Chase has done a phenomenal job building Wholesome Pride into a successful brand, and we’re all looking forward to working together.”
“We’re excited to add the Wholesome Pride line of products to the Outward Hound portfolio,” said David Fiorentino, partner of J.W. Childs Associates. “This strategically complementary combination creates exciting opportunities and a new platform for growth.”
This is the first acquisition for Outward Hound since being acquired by J.W. Childs Associates in December 2017.