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Primal vs Tender & True

Primal is made by Primal Pet Foods, Inc. (owned by Pure Treats, Inc.), and Tender & True is made by Tender & True Pet Nutrition, Inc., and both make food for cats and dogs. On KibbleLab, Primal averages 8.6 out of 10 across its scored foods, compared with 8.1 for Tender & True. Primal is accredited by the Pet Sustainability Coalition; Tender & True is not.

Primal and Tender & True compared

Primal Tender & True
Manufacturer Primal Pet Foods, Inc. Tender & True Pet Nutrition, Inc.
Parent company Pure Treats, Inc. Independent
Founded 2001 2014
Headquarters Abilene, Texas, USA Omaha, Nebraska, United States
Manufacturing Whether a brand makes its own food in-house or has it produced by an outside contract manufacturer or co-packer.
In-house In-house
Made in United States United States
Manufacturing region Texas Nebraska
Products listed 37 7
Serves Cats & dogs Cats & dogs
Price tier A relative price guide, from $ (most affordable) to $$$$$ (most premium), based on the brand's typical retail cost.
$$$$$ $$$$
WSAVA guidelines The World Small Animal Veterinary Association (WSAVA) publishes criteria for evaluating a manufacturer: qualified nutritionists on staff, feeding trials, and published research. It does not certify or endorse brands.
No No
PSC accredited The Pet Sustainability Coalition is a nonprofit that accredits pet companies on their environmental and social impact, through third-party verification. It reflects sustainability practices, not food quality.
Yes No
Score The average KibbleLab score across this brand's scored foods, on a 0 to 10 scale. Foods are scored on published veterinary science. How scoring works .
8.6 (avg of 37) 8.1 (avg of 7)
Recalls on record We track the FDA's animal food recall listings back to January 2019 and publish every pet food recall automatically. A filing that isn't pet food may not appear here.
None None
Where to buy
Amazon
Amazon

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Primal vs Tender & True: how they compare

Scores

Primal scores higher on KibbleLab, averaging 8.6 out of 10 across 37 scored foods, compared with 8.1 across 7 for Tender & True. Scores apply the same criteria-based rubric to every food, drawn from published veterinary science.

Who makes them

Primal is made by Primal Pet Foods, Inc., owned by Pure Treats, Inc., based in Abilene, Texas, USA, founded in 2001. Tender & True is made by Tender & True Pet Nutrition, Inc., an independent maker, based in Omaha, Nebraska, United States, founded in 2014.

Standards and range

Neither meets WSAVA's published manufacturer criteria. Primal is accredited by the Pet Sustainability Coalition; Tender & True is not. KibbleLab lists 37 Primal foods and 7 Tender & True foods.

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Common Questions

Which scores higher on KibbleLab, Primal or Tender & True?

Primal scores higher: it averages 8.6 out of 10 across 37 scored foods, compared with 8.1 for Tender & True. Scores reflect published veterinary science.

Who makes Primal and Tender & True?

Primal is made by Primal Pet Foods, Inc., which is owned by Pure Treats, Inc. Tender & True is made by Tender & True Pet Nutrition, Inc.

Which brand has more products on KibbleLab?

Primal has 37 products in the KibbleLab database, compared with 7 for Tender & True.

Where is each brand based?

Primal is based in Abilene, Texas, USA. Tender & True is based in Omaha, Nebraska, United States.

Are Primal or Tender & True PSC Accredited?

Primal is a PSC Accredited business. The Pet Sustainability Coalition is a nonprofit that Accredits pet companies on their environmental and social impact, through third-party verification.

Have Primal or Tender & True been recalled?

Neither Primal nor Tender & True has a recall on record in the KibbleLab database. We track the FDA's animal food recall listings back to January 2019 and publish every pet food recall automatically. A filing that isn't pet food may not appear here.

See the full profiles: Primal and Tender & True .

More comparisons

KibbleLab provides informational content only. This is not veterinary advice. Always consult a qualified veterinarian before changing your pet's diet.

This is a neutral, factual comparison, not a ranking or an endorsement of either brand. KibbleLab may earn affiliate commissions through links. No one can pay for placement or a higher score.

Brand and manufacturer details are compiled from public sources and not independently verified; they may not reflect contract manufacturing or co-packing. Recall data is compiled from public FDA filings, and a filing may name the parent company rather than the brand. We track the FDA's animal food recall listings back to January 2019 and publish every pet food recall automatically. A filing that isn't pet food may not appear here.

KibbleLab scores and commentary are editorial opinions based on published data. Represent one of these brands? Request a correction. Anyone else can email us. See our Terms.