The company, which grew from local farmers markets and community events, is now courting partnerships with veterinarians, groomers, independent pet stores, and natural retailers. Their core philosophy centers on ingredient awareness, moving away from the complex "science projects" often found on modern pet treat labels. By offering naturally dehydrated chews, the brand aims to bridge the gap between high-quality nutrition and consumer accessibility.

To mark the upcoming National Dog Day on August 26, the company is launching a promotional push, offering free shipping for 30 days with the code FREESHIP. As they scale, founder Richard Shull and his team are emphasizing that the mission remains rooted in the same simple standard that helped Loki thrive: if the owner cannot understand the ingredient list, the dog probably should not eat it.