About Luna's Good Cat and Dog Treats

How Human met Luna:

Luna came into Human's life in November 2, 2020 from Milo Foundation. Like other humans during 2020, Human was trapped and lonely at home during the 2019 Covid pandemic. She knew others human friends that had adopted a cat or dog friend for companionship, but heard there was a long waitlist. Humored, Human thought, "If the waiting list is so long, why don't I add my name to that list and with my luck by the time the pandemic is over, they'll get to me?" So Human signed up for ALL the lists. As luck would have it, she applied to Milo Foundation on a Friday, by Saturday her application was approved, and on Sunday, she scheduled for an appointment on Monday to pick up a dog. Yes, it happened that fast! Human was originally interested in a terrier name Chad. Now Chad was an interesting looking dog to say the least. A big head, short legs, a long tail, and even longer body. By the time Human got the Milo on Monday, she was informed that Chad had been by another family earlier that morning. Dejected, a volunteer at Milo asked what Human was looking for. "A small dog", Human replied. What felt like forever, the volunteer returned with Luna (previously with another name forgotten). As it turned out Luna had been left by a previous human, she was taken home by a family the day before, and then returned that morning. And that my friends is how Human met Luna. 

 

From house guest to roommates to family: 

During our first few months together, Human treated Luna like a house guest - offering her the best food, cleanest towels, and was the bestest host. Was that tiring! Human realized that she and Luna had to learn how to live together, their quirts, and how to adapt and love each other. Human learned that Luna was very food motivated to learn new tricks, chase balls, play fetch, and loved belly rubs. Luna learned that Human loved to hug and give kisses -  Luna learned how to tolerate and accept this.  Luna grew to love going on adventures and hikes with Human exploring the San Francisco bay area, napping through tv shows and movies, and trying new cuisines. With each interaction and new adventure, Human and Luna's relationship evolved from house guest, to roommates, to family; their bond grew and strengthened.

Reading treat and food ingredients:  

A little about Human, Human has numerous food allergies so reading food labels and ingredient lists was a regular practice. So it was no different that Human started to read the ingredients labels for Luna’s treats and foods. When doing so, Human realized she couldn’t pronounce nor knew what the ingredients were. While shopping for treats, Human discovered that there are treats that say single ingredient on the front of the bag, but listed multiple other ingredients on the back of the bag. So is it really single-ingredient? 🤔 Only the best quality ingredient for Luna! 

Human eventually discovered single ingredient treats. As it turns out, Luna loved these single ingredient protein treats! Luna loves chicken, so Luna started off on single ingredient Chicken Jerky. While Human loved how clean and the single ingredient nature of these treats, these jerky treats were too thick and each piece was too big for a small dog. Human did not want to go on a diet to be in solidarity with Luna had she gained weight. As if the big pieces weren't an issue itself, Human was having a hard time and often couldn't breaking the thick jerky treats into smaller pieces. 

 

Problems with existing treats:  

A little about Human. Previous to starting Luna’s Good Dog Treats (as it was called at that time), Human was a technical product manager where I built different products such as recommendation engines, personalized products, and audience targeting for advertisement - to name a few. She applied her product management experience to starting this business. She identified the pain points she had experience and wanted to find a solution: 

1. Human wants ingredients that she could pronounce
2. Human wants a single ingredient treat that was fresh, clean, and without additives and preservatives
3. Human wants high quality ingredient - only the best for dog friend! 
4. Human wants the treat to be easily broken in the moment for treating without any time wasted pre-cutting them ahead of time 

 

A challenge:  

"If only there were single ingredient jerky threats  in the market place that were thin enough to break in the moment, instead of pre-cutting them before walks, then Human would buy it!" Human said one day - lamenting to her human friends. 

"Well, if you make them, I'll buy it." Her human friend replied.

It was a dare or a challenge to solve my own problem! Human thought about it and thought, "Why not? It can't be that hard!" An order placed and a next day deliver resulting in Human buying her first dehydrated. Small enough to sit on the counter top, Human began experimenting on different preparation methods, proteins types, cut thicknesses, and a very eager taste tester in Luna, the first treat was created! Behold, the Chicken Chips. Human calls them “chips” because they are thin like a potato chip (addressing issue #3). They are truly ONE single ingredient that should could pronounce (addressing issue #1 and #2), and easy and thin enough to break on spot (addressing issue #4). 

 

A solution:  

Behold, the Chicken Chips were created!

• Single Ingredient: no additives and preservatives.
• High value: human grade protein.
• Thin and Crispy. Easy to break and easier to treat!

These 3 descriptives are on the back of each Chips bag and has remained there since day 1.

 

Starting Luna's Good Dog Treats (as it was called at the time): 

We’re excited to share these treats with you and your dog friends! 

Human started Luna's Good Dog Treats (as it was called then) to address and solve her dog treats needs (see the 4 issues above). Starting a business is difficult and not for the faint of heart. It could not be done without belief, support, determination, grit, and a sense of humor. However, the head fake of this business is not to sell treats (yes, we live in a capitalistic world and we all need to get by), the mission and purpose of the company is to help strengthen the bond between human and dog friends. The truth is Luna came into Human's life during a period of isolation during the Covid 19 pandemic and Human was not doing well mentally. Taking care, going on adventures, sitting with, loving on Luna, created a routine of stability, responsibility, accountability, and love in Human's life that eventually allowed Human to provide self-love to herself. The love that Human gave Luna allowed Human to give HERSELF acceptance, love, and patience. Human finally understood why the instructions on airplanes is to "put your air mask on first before assisting others". The bond that Human developed with Luna ultimately saved her. Here's HUman's secret and her hope for you: through the strengthened bond you develop with your cat and dog, you find self love and acceptance. Through that love, you discover your bliss. Through that bliss, you're able to add love, happiness, hope, and peace into the world for others to experience and enjoy. Wishing joy, peace, and love!

 

Rebranding to Luna's Good Cat and Dog Treats: 

Even before we sold our first bag of Chicken Chips, we knew that cats friends also loved yummy treats. Cats are ultra-carnivores, so they only eat meat. We met a cat friend name Midna that was moving to Europe with her two humans. Her humans inquired if Human could make Midna Lamb Chips to eat during her travels. "Of course! It can't be that hard!" Human made Lamb Chips for Midna and other proteins offerings became available. 

Over the years, Human learned which proteins cat friends preferred and has continued to make those treats. In some cases, cat and dog friends love the same protein treats! WIN WIN!  

Rebranding is a massive effort and involves a lot of time and planning. However, it's never too late. On Thursday, May 15, 2025, 2.5 years after we first launched the online store, we rebranded to Luna's Good Cat and Dog Treats to be inclusive of our cat friends. 

 

As the bond strengths, the story continues....

Human is grateful and appreciative of every human friend, cat friend, and dog friend that she's met in person or through other channels for their friendship, encouragement, and support. Thank you for helping us continuous spread the mission and yummy tastes of Luna's Good Cat and Dog Treats. 

❤️ Luna (dog) and Human (aka Chen)