BELLY UP is ONE! Over the past year, we have continually served and loved our furry customers (and their parents) with sustainable, holistic, and quality dog & cat treats sourced ethically from around the world. During the last 365 days, countless late nights and hard work was put in to ensure that your pups & kittens get only the best pet supplies from our quaint little store on this side of the Singaporean internet.

Our hearts are full, and the profits generated from all the hard work has gone to many different animal charities and causes for the betterment of community in the true spirit of the #treatbetter movement.

Many people have been asking us about our next big move, and we are excited to share more on the many aspects of growth we are committing to for the future. Read on to find out more!

Quality, Not Quantity.

First and foremost, the establishment of BELLY UP has always been hyper-focused on the quality of our ethically-sourced products. The tenets to a successful business are often mistaken to be more sales and revenue. We disagree, and through the past year’s journey (and many decades running our own family business), good quality always stands the test of time.

We will continue to source for mindfully created, sustainable products with a transparent supply chain and process, so that you can feed your furry friend with a peace of mind and heart full of joy.

We do acknowledge that we have a limited amount of products and fewer product drops than most commercial treat brands. This is exactly as planned; our furkids do not need a novel new treat every other month, we humans do. We, as humans, appreciate the bells and whistles that come with new products, but behind the process of creating a new product is a new supply chain, new process, and unfortunately new ways to decay the earth. A trusty bully stick, split antler, or even single-ingredient training treats from a good source is all that our pets require and appreciate.

Inclusivity & Sustainability

Sustainability goes a long way in our business. From ensuring that we use minimal single-use plastics, to ensuring that everything that we sell and ship to you are recyclable, we hope you have realised that we have thought long and hard about this. You can recycle, reuse and up-cycle literally everything; treat pouches, paper boxes, envelopes, compostable mailers, and even hand-woven sacks for our snoods. There is no other pet supplies store in Singapore that goes so far to make it so easy for you to recycle, reuse, reduce or up-cycle.

In addition, we have extended our partnerships to other local businesses that stands (or stan) for sustainable practices. In particular, the folks at aNerdstore, Mako Draws, and our retail partners are all major forces for good in charitable donations and ethical business practices. We have been inclusive and reached out to work with other aspiring treat stores, some turned out well, and some were simply unmoved. We believe that partnership and collaboration is the way to go in this condensed pet supplies market if we want to elevate the standards in our community.

Ethics & Honesty

To do more for the underprivileged pet community, we will increase our contributions in the following years to include donation of our products to dog shelters here in Singapore. We have identified a lack of certain types of products, such as supplements for senior dogs, that specific shelters require, and we will be increasing donations of our Natural Dog Company products to these organisations.

Honesty is our policy; in an environment where pet products lack clarity on the ethics of the supply chain and transparency of ingredients used, we are always happy to share where our single-ingredient treats are created, processed, and delivered. No consumer should have to question the authenticity of what they are purchasing. Ask us if you would like to find out more about the reality of the pet supplies market (USA turkey tendon but made in Vietnam anyone?).

To do more for the underprivileged pet community, we will increase our contributions in the following years to include donation of our products to dog shelters here in Singapore.

-BELLY UP Team

What’s Next?

Now it is up to you! We are looking for more ambassadors (or ambassadogs) in our search for more allies to the #treatbetter cause. If you have been a supporter of our brand, and are aligned with what we do as a social enterprise, then take part in our search to represent forces for good with BELLY UP!

Want to learn more about the best ways to treat your pet?

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xo
Nellie