Who owns WholeHearted?
WholeHearted is owned by Petco (the United States, NASDAQ: WOOF).[1]
Evidence: Petco Health and Wellness Company, Inc. Annual Report on Form 10-K filed 2026-03-13, SEC EDGAR, 13 March 2026. Verified from filings; last checked .
Key facts
- Current owner
- Petco Health and Wellness Company, Inc. verified
- Owner HQ
- 🇺🇸 United States, San Diego, California
- Origin
- 🇺🇸 United States
- Founded
- 2016
- Category
- Pet & animal care › Pet food › Dog food
- Parent ticker
- NASDAQ: WOOF
- Last verified
- · 1 sources
About WholeHearted
WholeHearted is Petco's own-brand pet food, launched in 2016 and positioned against national natural brands at a lower price. Retailer own-brands are a growing share of pet food, and this is among the largest of them. The retailer also removed artificial ingredients from all the food it sells, which narrowed what national brands it could stock.
How often Petco names WholeHearted in its annual report
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central.
Ownership timeline of WholeHearted
Where WholeHearted sits in Petco
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Petco ownership tree →
See the full Petco brand portfolio (3) →
Other brands owned by Petco
Petco controls 3 brands on Brandtree, 3 of them in pet & animal care.
Also in pet & animal care
Other brands in dog food, and who owns them
The 36 brands in dog food on Brandtree belong to 17 owners. The largest is VAFO, with 8.
| Brand | Owner | Owner based in |
|---|---|---|
| Brit | VAFO | 🇨🇿 Czech Republic |
| Cesar | Mars | 🇺🇸 United States |
| Club 4 Paws | Kormotech | 🇺🇦 Ukraine |
| Bobtail | RCL FOODS | 🇿🇦 South Africa |
| American Journey | Chewy | 🇺🇸 United States |
| Sojos | WellPet | 🇺🇸 United States |
| Master Dog | Carozzi | 🇨🇱 Chile |
| Hill's Pet Nutrition | Colgate-Palmolive | 🇺🇸 United States |
About the owner: Petco
Petco is a publicly listed company headquartered in San Diego, California, United States, founded in 1965. Brandtree records 3 brands under its control, and it is listed as NASDAQ: WOOF.
Petco began in 1965 as a mail-order veterinary supplies business in California and is now one of the two largest pet specialty retailers in the United States. It stopped selling dog and cat treats containing artificial ingredients in 2019 and no longer sells shock collars.
🇺🇸 WholeHearted and other American brands
Brandtree records a controlling owner for 2,549 brands that began in the United States. 478 of them (19%) are now controlled by a company headquartered in another country; WholeHearted is not one of them.
- 4health — Tractor Supply 🇺🇸
- Advantage — Elanco 🇺🇸
- American Journey — Chewy 🇺🇸
- Apoquel — Zoetis 🇺🇸
- Aqueon — Central Garden & Pet 🇺🇸
- Aureomycin — Phibro 🇺🇸
Frequently asked questions
Who is the parent company of WholeHearted?
The parent company of WholeHearted is Petco, a publicly listed company headquartered in the United States.
Is WholeHearted American?
Yes. WholeHearted originated in the United States in 2016 and its owner, Petco, is also headquartered in the United States.
Is WholeHearted still owned by Petco?
Yes. As of 16 September 2026, WholeHearted is still owned by Petco. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Petco Health and Wellness Company, Inc. Annual Report on Form 10-K filed 2026-03-13 — SEC EDGAR, SEC Form 10-K, published 13 March 2026; retrieved 16 September 2026.
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