Vanguard Awards: Fish Based Treats

Pet owners are increasingly choosing fish-based treats—highly digestible, nutrient-dense, and rich in omega-3 fatty acids for healthy skin and coat—as the category experiences rapid growth.

Ashton Hood, Founder and CEO of Shepherd Boy Farms, shared why consumers appreciate their products. 

“Pet owners respond to Shepherd Boy Farms because they can see the quality story from the very beginning. It starts with sourcing and carries all the way through the finished product. Our assortment gives them access to high-quality proteins, limited-ingredient options, functional products, and a level of variety that is hard to find in one brand. The current product lineup includes 13 treats, four goat’s milk blends, eight freeze-dried dog foods, and four freeze-dried cat foods.”

On the treat side, Hood relayed that variety matters: “Pet owners can choose from familiar proteins and more unique options like lobster and minnows, which help the brand feel differentiated and memorable.” 

Hood elaborated on what makes Shepherd Boy Farms stand out most. 

“The combination of innovation, quality, and scale. We have built a business that is not only growing but growing with intention. Our assortment reflects that. We offer a broad lineup that includes freeze-dried goat’s milk in four blends, a deep freeze-dried treat assortment, complete and balanced freeze-dried foods for both dogs and cats, and proteins that range from everyday staples to more unique and novel offerings. That kind of range gives retailers and pet owners more ways to engage with the brand.”

Consumers choose Pacific 21 Mercantile’s treats because they are made from Wild Pacific fish and absolutely nothing else. 

Lance Yamazaki, Owner and General Manager, communicated, “Pet owners love the simplicity of one single ingredient and the health benefits of Wild Pacific fish with minimal processing in all of our products. As a company, we’ve built customer trust with the consistency of our products. We believe in a philosophy of the long game and building long-term trust over short-term profits.”

This year has brought many challenges for businesses, and Pacific 21 had to tackle a major one. 

Yamazaki revealed, “Being a Canadian-owned and operated company, Pacific 21 Mercantile had to overcome the various trade issues between Canada and the US. But I’m proud of how we came together as a team to be successful.” 

The company works hand in hand with distributors to provide support to retailers. That has been part of its success. 

Yamazaki said, “Every year for a small business to ‘survive’ is a highlight. But we are especially proud that in 2026, we will be celebrating 30 years in the business. I believe that the category will only get more specialized with a rise in allergies and dietary sensitivities. And we’ll be there to support pet parents.” 

For Icelandic+, it’s their sourcing and limited ingredient story that pet parents notice. 

Kersti Lee, VP of Product Development and Brand Development, commented, “Knowing that many of our treats are single-ingredient from the clean Icelandic waters, processed using geothermal energy and made in small batches really resonates with people who are looking for premium treats for their pets. What also gets people excited is just how many fish formats we have: chews, mini bites, chips, braids, toppers, etc. There is literally something for every pet and every feeding and treating moment.”

Lee discussed the recent launch of their Viking Boost Meal Toppers. 

“It’s our first step into the dog and cat food bowl, which is a new and natural space for our brand. Pet owners are looking to boost the nutrition in every meal, and our Lamb Marrow and Cod Skin Sprinkles give them a simple, clean way to do that with single-ingredient, functional toppers.”

When looking to the future, Lee believes that fish-based treats are going to follow the same trajectory as fish in human nutrition: “Becoming recognized as the cleanest, smartest protein choice across both dogs and cats. But as the category grows, responsible sourcing is going to matter more and more. That’s a space where Icelandic+ has been operating from since the beginning, so we feel really good about where we stand as the category scales.”