our story
At WAG we love your doggo like they're our very own.
100%
natural
Our mission is to treat every dog to good health, with a commitment to natural and sustainable approaches.
“I wanted a 100% natural, healthy, grain-free, additive-free treat for my dog, and there wasn’t anything out there.
So I created one.”
Not all treat companies have been good boys. In fact, many contain bad things that won’t do your doggo any favours. That’s why our founder, Jeremy Goldman, started working with local Australian butchers and selling one of the first Australian-made, all-natural dog treats at Melbourne markets ten years ago.
WAG isn’t about (just) spoiling your dogs. It’s about treating them to what’s best.
As dog parents, it’s up to us to make the right choices for their health. Not only do treats make the ideal training tool, keeping your dog lean, they’re the ultimate doggo junk food – with no artificial preservatives, no added salt or sugars or glycerines.
Our treats are air-dried and 100% natural – meaning we don't add additives, preservations, basically anything not-natural into our treats. We don't "process" anything. Basically, it's what anybody would be doing at home, except we do it on a larger scale!
How does it work? Our treats are dried through a slow air dehydration process. Air dehydration removes the water and moisture from the raw meat, adding nothing nasty back in. This process locks in the natural nutrients and allows for a rich, concentrated taste to gradually develop in each single-ingredient treat.
WAG treats are pure, through and through, offering benefits for every part of your dog’s health. Like being good for the gut, helping maintain healthy hips and joints and promoting healthy teeth and gums.
If it’s not in nature,
it’s not in wag.
We let nothing go astray – where possible, we source by-products of human consumption and repurpose them as natural dog treats. Our nose-to-tail policy minimises waste and reduces the strain already put on natural ecosystems.
We use meat sourced locally from the best farmers and butchers in Australia.
Our Aussie treats are sourced locally and ethically. Only when we're sniffed out better meat treats elsewhere do we travel overseas.
We have more than 80 products sourced right here in Australia and six retail products sourced elsewhere for their quality: three from our neighbours in New Zealand (Antler, Venison, Sheep Ears, and sometimes Green Lipped Mussels), two (Bully Bites and Bully Sticks) from Brazil and Rabbit Ears come from Poland.
-23.png?v=1607638724){kind=icon}
Sustainable Sourcing
We don't waste. We minimise waste and reduce the strain already put on natural ecosystems.
-24.png?v=1607638752){kind=icon}
Promotes Dental Health
Chewing is a natural and instinctive part of a dog’s life. Make sure what they're chewing on is healthy for their chompers.
-25.png?v=1607638772){kind=icon}
All Natural, No Nasties
You'll find no additives, no preservations, no fillers — nothing not-natural in our treats!