Dogs Deserve More: Our Vision Beyond the Treat Aisle
Walk down any pet store aisle and you’ll see shelves packed with treats, crunchy, chewy, shaped like bones, hearts, or stars. But when we started Courage Treats, we weren’t trying to add another treat to the pile. We were trying to solve a problem we saw every single day.
Dogs are asked to be brave in situations that are genuinely hard for them: vet visits, grooming appointments, nail trims, recovery days, or even just learning something new. Too often, the tools meant to “help” them are an afterthought, messy, hard to handle, or designed more for marketing than real-life use.
We believed dogs deserved more than that.
Treats as tools, not just snacks
Courage Treats were created with a simple idea in mind: a treat should do something. It should help calm a nervous dog, create a positive association, and support the people caring for them—vets, groomers, trainers, and pet parents alike.
That’s why our VetSticks are soft, pliable, and easy to handle with one hand. They’re gentle enough for senior dogs and practical enough to use mid-exam or mid-groom. They’re not greasy, crumbly, or distracting in the wrong way. They’re designed to work with the moment, not against it.
For us, that’s what makes the difference between a treat and a tool.
Designed outside the treat aisle
Our vision for Courage Treats goes beyond fitting into the traditional treat category. We don’t think dogs should have to face stressful moments with tools that weren’t designed for those moments in the first place.
From our bakery-inspired packaging to our focus on freshness and visibility, everything we make is intentional. We want our products to feel thoughtful, reassuring, and familiar, something dogs recognize and professionals trust.
Just as important, we want our brand to reflect the emotional side of pet care. The small wins matter. Letting a tech touch a paw. Sitting calmly for a groom. Getting through an appointment with a little more confidence than last time. These moments may seem small, but to the dogs experiencing them, they’re everything.
Built with care, backed by experience
Courage Treats were developed by people who live and work in animal care, not as a trend, but as a response to real needs. Every detail, from ingredients to format, was shaped by hands-on experience and a deep respect for the bond between dogs and the people who care for them.
We’re here for the professionals who need reliable tools.
We’re here for the owners who want better experiences for their dogs.
And most of all, we’re here for the dogs who deserve a little extra support being brave.
Because dogs deserve more than what’s already on the shelf. They deserve care that meets them where they are.
