The Story Behind · Beautiful Joe's

In one of those all too infrequent flashes of inspiration we get, we saw that our treats would be the perfect one-for-one product.

Gary, who is married to Vicky, one of our founders, was prevailed upon to build her a proper drying room as a Christmas present (you may remember the song: ‘All I Want for Christmas is a Liver Treat Drying Room’) and six weeks later we were up and running.

Click on the play button in the photo and Harry will explain more…


You Buy One, We Give One

So far, we've given away 91,853 packets of treats to 247 rescue homes

Our Mission

Every few weeks we make up special packages of delicious, 100% natural liver treats and deliver them to rescue centres recommended by our customers.

They are used both as treats and training aids (thus helping a dog find a new, forever home).

Many rescue centres are also now selling Beautiful Joe’s, which is a double win as they not only raise extra cash but can also claim the free ‘give away’ treats for themselves!

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Why Beautiful Joe’s?

Beautiful Joe was a real-life dog who lived in Canada in the 1890s. He was rescued from a brutal farmer and became the subject of a best-selling book.

Its author, Margaret Saunders, devoted her life to championing the rights of animals. As, in our small way, we also aim to champion the rights of animals, we decided to name our dog treats after Beautiful Joe.

Our Other Work

Raw Food Diet

We’re small (we refer to the size of our company not to our height) artisan dog food producers based in Pewsey, Wiltshire.

If you’re interested in natural feeding please visit our separate website Honey’s Real Dog Food.

We are concerned about all animal welfare and in addition to giving treats away, we donate 1% of sales to Compassion in World Farming.