About 2017-08-13T22:06:34+00:00


Welcome To Clear Conscience Pet: Award-Winning All-Natural Pet Nutrition

Clear Conscience Pet® was founded in 2010 to create holistically formulated, cleanly sourced, and artisan prepared nutritional products for dogs and cats. The company is family-owned and was started by two pioneers of the natural pet food movement with over twenty years of experience in the field. Their dream and vision was to follow a philosophy of uncompromising quality, ethics, and dedication to animals to go far beyond the products of the past and reinvent in all categories to set a new standard for the future.

Grain Free 100%


Gluten Free 100%


GMO Free 100%


Whole Food Based 100%


Nothing Artificial or Synthetic 100%


Anthony Bennie started as a natural pet food sales manager in 1991, and started his independent sales and marketing firm, PetReps, Inc., in 1995. PetReps played a pivotal role in the history and development of the holistic and natural pet nutrition industry as an independent partner to the company that became the leader in the emerging field of holistic pet foods and treats. He has published numerous articles in the field of natural canine nutrition, and has been a guest lecturer at several major university veterinary colleges including Cornell University,North Carolina State University at Raleigh, and the University of Florida at Gainesville. Throughout his career, Anthony has also trained thousands of pet retailers to effectively recommend appropriate natural pet nutrition in their stores.

Amanda Malone Bennie, Co-Founder, was the Co-Manager of the Earth Animal retail store in Westport, Connecticut for 10 years, from 1994-2004. In that capacity, Amanda personally counseled thousands of dog and cat guardians towards a healthier life for their companions. Earth Animal was one of the very first retail, mail order, and online pioneers in natural and holistic pet care, and was founded by Dr. Bob Goldstein, VMD, and Susan Goldstein.


The pet nutrition industry is enormous, and it’s daunting for the average animal lover to distinguish between companies, brands, products, ingredients, and philosophies. So we want to tell you who we are, why we do what we do, and where we came from on the path to this mission.

Clear Conscience Pet® is 100% family-owned and operated by Founders Anthony and Amanda Bennie, who are natural pet food industry veterans. Both have been in the business since the early 1990s and were fortunate to be a part of the earliest days of the natural and holistic pet food “revolution.”

After helping other companies to grow successful, in 2010 Tony and Amanda started Clear Conscience Pet® to bring a vision to life. That vision was of a company devoted to educating people about animal nutrition, to making animals healthier and happier with exceptionally nutritious products, and to being an independent voice for truth and transparency in the pet food and treats business.

We were troubled by the reality that, instead of the natural pet nutrition business evolving to the higher levels of quality, ethics, and transparency for which we had strived, the business had taken a wrong turn. “Natural pet” became such a huge moneymaker that it attracted mega corporations and Wall Street financiers in droves, and absent any deeply held VALUES they used the “buzz words” of natural nutrition to make low quality products look good and mediocre products look great. In short, the old tricks of the commercial pet food business hadn’t disappeared; they had simply morphed into new “natural” tricks.

These tricks of the trade are marketing and advertising saturation combined with “creative” ingredient lists that superficially appear to be examples of quality pet nutrition, when in truth they cheapen the cost of manufacturing the products and diminish their nutritional value. This “trickery” makes choosing truly healthy products for dogs and cats very difficult for even the most engaged consumers.

We founded Clear Conscience Pet® so we could do the RIGHT thing for animals and their human guardians. We don’t answer to any bosses except the animals and humans that trust us to give them CLEAR information and genuinely healthy products. Someone with real expertise and experience in the pet nutrition business needed to have the courage stand up and lift the veil of marketing hype that confuses consumers; we’re trying hard to be that company and those people.

Clear Conscience Pet isn’t just a “feel good, catchy name.” We founded our company to be a platform for education, transparency, and honesty in the pet nutrition business. Instead of assessing “market trends” and fitting products into a cookie cutter mold, Clear Conscience is an inventor and incubator of new ideas based on firm beliefs about pet nutrition. Those ideas and beliefs are then expressed in our products.

EVERYTHING WE MAKE FOR PETS MUST CONTRIBUTE TO THEIR HEALTH AND HAPPINESS WITHOUT COMPROMISE. This is not just our business mission, it’s our personal passion, and we’ll settle for nothing less.

Co-Founder Anthony is a 22 year veteran of the industry who writes and speaks frequently in the media and is never afraid to challenge the status quo. Talks like “Confessions of a Dog Food Salesman” and “Jerked Around: The Truth About the Chinese Treat Controversy” show this independence in action. Anthony has also written for years in magazines and online about serious pet nutritional topics. A sampling of his recent articles can be seen here.

So that’s our story. We’re family people with the same hopes and dreams as our customers for a safe and secure future for our children, and a deeply spiritual attachment and connection to our dogs and cats. We were blessed to become part of this business that we love over 20 years ago, and feel very lucky to be able to practice this calling with vigor, vision, and integrity.

The biggest privilege and honor that we can achieve is the TRUST of our customer family. We promise NEVER to betray that trust, and ALWAYS to say what we mean, and mean what we say.

With warmest regards to our customers and their animal companions,

Anthony and Amanda Bennie