Petfood Industry - November 2019 - 11

www.PetfoodIndustry.com | 11

The first four products created are all natural, grain free
and boosted with superfoods to provide health benefits
while utilizing upcycled ingredients. The treats are softbaked and relatively small to accommodate dogs of all
breeds, sizes and those with teeth issues or few teeth. The
upcycled ingredients come in powdered form and are then
added to the recipes. In October 2018, Bello and Waite
launched their brand with regional retailers, and Shameless
Pets was born.

Establishing and building the brand
There are currently four treats available, and Shameless
has plans for significant expansion in 2020, going nationwide and launching at least five new flavors.
"The first four products include Lobster Roll (Over) made
with lobster shells, which provide a natural source of glucosamine for joint and hip health; Break an Egg, made with
calcium-rich egg shells for bone health as well as cheese and
undersized brussels sprouts; Applenoon Delight, made with
ugly apples and pulp for an antioxidant boost; and Blueberried Treasure, made with ugly fruit (which also offers a
powerful antioxidant boost)," says Bello.  
Everything in the company's future plans revolves around
its mission: fight food waste through sustainable upcycling.
"We are different in that we work with farmers and food
processors for otherwise discarded ingredients that can be
used for healthy, tasty dog treats that fall in line with trending
'human' foods as well," says Bello. "As far as our fun product
names and playful packaging with pops of bright color, what
we are doing there is just to build a fun brand that is approachable to everyone. You don't need to know what upcycling is to
follow the brand, but by
purchasing our products,
you are not only providing
your pet with a nutritious
treat, but also helping save
the environment."
Shameless Pets' product
line includes dog treats
made with upcycled
ingredients such as egg
shell powder (from liquid
egg production), minced
lobster and shell (from tail/claw processing) and brussel
sprouts (from leaves and off-sized pieces).
Photo courtesy Shameless Pets

Industry November 2019

FAST FACTS
NOTABLE: By the end of 2020, Shameless
Pets will have rescued 150,000 pounds of food.
The company has already rescued roughly
25,000 pounds of food.

Headquarters:
Chicago, Illinois, USA

Officers: James Bello
and Alex Waite,
co-founders

Brands: Shameless Pets

Website/Social Media:
www.shamelesspets.com; ourshamelesspets
on Facebook, @shamelesspets on Twitter
and Instagram

Shameless works closely with the company's providers to
ensure food safety standards and Hazard Analysis and Critical Control Point (HACCP) plans at all stages of processing,
including the transfer of discarded byproduct. And in
looking for potential new ingredients to focus on, Shameless
turns to an obvious source - dog owners themselves. Bello
and Waite have been connecting with dog owners everywhere to better understand the specific ingredients dogs
like. Once they hear the ingredient, they say, they're off and
running to develop an upcycled supply chain to rescue that
ingredient and turn it into a treat.

Accomplishments and first-year growth
Shameless has gained plenty of recognition for its unique
idea in formulating dog treats. The company was a finalist
for Nestlé Purina's 2019 Pet Care Innovation Prize, and
in March 2019 was selected as a cohort member of Leap
Venture Studio, a startup-centric organization for the pet


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Petfood Industry - November 2019

Table of Contents for the Digital Edition of Petfood Industry - November 2019

Petfood Industry - November 2019
Contents
How pet food can reduce waste, use more ingredients
Speaking of…
News and Calendar
Shameless Pets upcycles for eco-friendly dog treats
Transparency a complex issue for the pet food industry
The animal health corridor’s importance to pet food
Pet food companies give back in 2019
AAFCO holds annual meeting, Part 2: pet food activities
Whole soybeans: Why hasn’t pet food found this ingredient?
Current top trends in pet treats and chews
New Products
Marketplace
Advertiser’s Index
Petfood Industry - November 2019 - CT1
Petfood Industry - November 2019 - CT2
Petfood Industry - November 2019 - Petfood Industry - November 2019
Petfood Industry - November 2019 - Cover1a
Petfood Industry - November 2019 - Cover1b
Petfood Industry - November 2019 - Cover2
Petfood Industry - November 2019 - 1
Petfood Industry - November 2019 - Contents
Petfood Industry - November 2019 - 3
Petfood Industry - November 2019 - How pet food can reduce waste, use more ingredients
Petfood Industry - November 2019 - 5
Petfood Industry - November 2019 - Speaking of…
Petfood Industry - November 2019 - 7
Petfood Industry - November 2019 - 8
Petfood Industry - November 2019 - News and Calendar
Petfood Industry - November 2019 - Shameless Pets upcycles for eco-friendly dog treats
Petfood Industry - November 2019 - 11
Petfood Industry - November 2019 - 12
Petfood Industry - November 2019 - 13
Petfood Industry - November 2019 - Transparency a complex issue for the pet food industry
Petfood Industry - November 2019 - 15
Petfood Industry - November 2019 - 16
Petfood Industry - November 2019 - 17
Petfood Industry - November 2019 - The animal health corridor’s importance to pet food
Petfood Industry - November 2019 - 19
Petfood Industry - November 2019 - 20
Petfood Industry - November 2019 - 21
Petfood Industry - November 2019 - 22
Petfood Industry - November 2019 - 23
Petfood Industry - November 2019 - Pet food companies give back in 2019
Petfood Industry - November 2019 - 25
Petfood Industry - November 2019 - AAFCO holds annual meeting, Part 2: pet food activities
Petfood Industry - November 2019 - 27
Petfood Industry - November 2019 - Whole soybeans: Why hasn’t pet food found this ingredient?
Petfood Industry - November 2019 - 29
Petfood Industry - November 2019 - 30
Petfood Industry - November 2019 - 31
Petfood Industry - November 2019 - Current top trends in pet treats and chews
Petfood Industry - November 2019 - 33
Petfood Industry - November 2019 - New Products
Petfood Industry - November 2019 - 35
Petfood Industry - November 2019 - 36
Petfood Industry - November 2019 - 37
Petfood Industry - November 2019 - 38
Petfood Industry - November 2019 - 39
Petfood Industry - November 2019 - Marketplace
Petfood Industry - November 2019 - 41
Petfood Industry - November 2019 - Advertiser’s Index
Petfood Industry - November 2019 - Cover3
Petfood Industry - November 2019 - Cover4
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