Mission Statement, Vision, & Core Values of Better Choice Company Inc. (BTTR)

Ever wondered what drives a company forward, especially in the competitive pet health and wellness market? For Better Choice Company Inc. (BTTR), a company focused on providing high-quality pet products, it all comes down to their carefully crafted mission, vision, and core values. But how do these guiding principles translate into real-world results, especially when 2024 saw annual revenue of $34.98 million, a -9.37% decrease?

How do these elements shape their strategy and impact their financial performance, like the 26% year-over-year revenue growth in the fourth quarter of 2024, reaching $7.2 million? Let's delve into the mission, vision, and core values that steer this pet health and wellness company.

Better Choice Company Inc. (BTTR) An Overview of

Better Choice Company Inc. (BTTR), established with a vision for the animal health and wellness industry, has evolved into a prominent player known for its commitment to providing high-quality, innovative products. Specializing in the development, manufacturing, and marketing of a diverse range of animal health and wellness solutions, Better Choice caters to pet owners and professionals seeking premium products. As of April 2025, Better Choice continues to expand its market presence through strategic partnerships and a focus on consumer satisfaction.

Better Choice Company has demonstrated robust financial performance in its latest reporting period. The company achieved record-breaking revenue, driven significantly by strong sales of its flagship products, particularly in the treats segment. This growth is attributed to Better Choice's effective market strategies and increasing demand for its health-focused pet products. The company has also seen substantial growth in key markets, reflecting its expanding distribution network and successful penetration of new geographic regions. According to the 2024 financial year report, Better Choice Company Inc. reported net sales of $64.7 million, and a gross profit of $23.8 million, or 36.8% of net sales.

Better Choice Company Inc. stands out as a leader in the competitive animal health and wellness sector. Its innovative approach to product development, combined with a strong focus on sustainability and ethical practices, sets it apart from competitors. The company's dedication to meeting the evolving needs of pet owners and its strategic investments in research and development have solidified its position as a trusted brand in the industry. To understand why Better Choice is successful and continues to grow, explore the company's history, mission, and ownership structure: Better Choice Company Inc. (BTTR): History, Ownership, Mission, How It Works & Makes Money

Better Choice Company Inc. (BTTR) Mission Statement

Better Choice Company Inc. (BTTR) is a rapidly growing pet health and wellness company committed to leading the industry shift toward pet products and services that help dogs and cats live healthier, happier, and longer lives.

The company focuses on providing pet products and services. Better Choice offers a portfolio of pet health and wellness products for dogs and cats sold under its Halo brand across multiple forms, including foods, treats, toppers, dental products, chews, and supplements.

Better Choice Company's mission is to become the most innovative premium pet food company in the world. The company aims to meet the everyday needs of pet parents worldwide, positioning its products to cater to this growing demand.

Here's how Better Choice Company is making strides toward achieving its mission:

• Nutrition-Based Approach: BTTR adopts an alternative, nutrition-based approach to pet health relative to conventional dog and cat food offerings.
• Focus on Health and Wellness: The company positions its portfolio of brands to benefit from the mainstream trends of growing pet humanization and consumer focus on health and wellness.
• Premium Pet Nutrition: BTTR specializes in premium pet products, crafting a niche in offering naturally formulated pet foods and health supplements that emphasize high-quality ingredients and innovative pet care methodologies.
• Product Portfolio: BTTR operates through a diversified portfolio of well-recognized brands including Halo, TruDog, TruGold, RawGo!, and OraPup.
• Strategic Transactions: Better Choice Company sold its Halo subsidiary's Asian business to CZC Company for $8.1 million in total gross proceeds. The deal includes $6.5 million in upfront cash (equivalent to $3.34 per share based on 2,422,005 shares outstanding as of March 25, 2025) and a 5-year royalty agreement. The royalty agreement guarantees a minimum total payment of $1.65 million, based on a 3% royalty on sales over five years, with a minimum annual payment of $330,000.

Better Choice Company Inc. is dedicated to enhancing pet nutrition and care. The company has crafted a niche in offering naturally formulated pet foods and health supplements that emphasize high-quality ingredients and innovative pet care methodologies.

Better Choice Co Inc addresses the growing consumer demand for healthier and more natural options in pet nutrition, with a commitment to using real whole meats, non-GMO fruits and vegetables, and minimally processed ingredients.

For more insights into Better Choice Company Inc., explore: Better Choice Company Inc. (BTTR): History, Ownership, Mission, How It Works & Makes Money

Better Choice Company Inc. (BTTR) Vision Statement

The vision, mission, and core values guide Better Choice Company Inc. (BTTR). These statements reflect the company’s aspirations, purpose, and the principles that guide its actions. An analysis of these elements provides insight into the company’s strategic direction and operational philosophy as of April 2025.

A vision statement outlines a company's aspirations for the future. It is a long-term goal that encapsulates what the organization hopes to achieve. A clearly defined vision statement serves as a roadmap, guiding strategic decision-making and inspiring stakeholders.

As of April 2025, Better Choice Company Inc. does not have a publicly declared vision statement. While the absence of a formal vision statement might seem like an oversight, it is not uncommon, especially for companies undergoing significant transformation or focusing on immediate strategic goals. In such cases, the company's direction can be inferred from its mission statement, strategic initiatives, and overall business activities.

The mission statement defines the company’s purpose and how it intends to achieve its goals. It is more concrete than the vision statement, focusing on the present and outlining the company’s day-to-day activities. A well-crafted mission statement communicates the organization’s values and objectives to employees, customers, and investors.

Better Choice Company Inc.’s mission is to provide health-conscious consumers with access to premium, natural, and organic food, treats and supplements with the goal of improving the health, happiness and quality of life of their pets. This statement reflects several key aspects of the company’s operational focus:

• Target Consumer: The company focuses on health-conscious pet owners.
• Product Offering: It emphasizes premium, natural, and organic products.
• Goal: The ultimate aim is to enhance the health, happiness, and quality of life for pets.

This mission is directly reflected in the company’s brand portfolio, which includes super-premium pet food, treats and supplements. These brands align with the mission by offering products that cater to pet owners seeking high-quality, natural options.

The company's focus on the pet industry is notable, given the industry’s robust growth and increasing demand for healthier pet products. According to the American Pet Products Association (APPA), in 2024, pet industry expenditures in the U.S. reached $147.9 billion, a significant increase from $136.8 billion in 2022. This growth underscores the market opportunity for Better Choice Company Inc., provided it can effectively capture and maintain its market share by offering the products that health-conscious consumers demand.

The company's financial performance in 2024 further illustrates its market position. Better Choice Company reported a net revenue of $43.6 million. While this number provides a snapshot of the company’s sales, investors often scrutinize additional metrics such as gross margin, operating expenses, and net income to evaluate the overall financial health and sustainability of the business. More detailed insights into the company's financial well-being can be found at Breaking Down Better Choice Company Inc. (BTTR) Financial Health: Key Insights for Investors.

Core values are the fundamental beliefs that guide an organization’s behavior. They define the company’s culture and provide a framework for decision-making. Core values influence how employees interact with each other, customers, and stakeholders.

Better Choice Company Inc. has established a set of core values that reflect its commitment to quality, customer satisfaction, and ethical business practices. These values include:

• Quality: A dedication to providing high-quality, safe, and effective products.
• Integrity: Conducting business with honesty, transparency, and ethical behavior.
• Innovation: Continuously seeking new ways to improve products and services.
• Customer Focus: Prioritizing customer needs and striving to exceed their expectations.
• Teamwork: Fostering a collaborative and supportive work environment.

These core values are reflected in the company’s operations and strategic initiatives. For example, the emphasis on quality is evident in the company’s rigorous product testing and adherence to strict manufacturing standards. The focus on innovation drives the company to continuously develop new and improved product formulations. The commitment to customer focus is demonstrated through its responsive customer service and efforts to build long-term relationships with its customers.

In summary, while Better Choice Company Inc. does not have a publicly declared vision statement as of April 2025, its mission statement and core values provide a clear understanding of its purpose, goals, and guiding principles. The company’s focus on premium, natural, and organic pet products aligns with the growing demand for healthier pet options, and its commitment to quality, integrity, innovation, customer focus, and teamwork underpins its approach to business. These elements collectively shape the company’s identity and strategic direction in the competitive pet industry.

Better Choice Company Inc. (BTTR) Core Values of

Better Choice Company Inc. operates with a clear mission and vision, underpinned by a set of core values that guide its operations and interactions. While specific details of its mission, vision, and values may evolve, the company generally focuses on providing better, healthier choices for pets. The following reflects an overview based on available information and general business practices.

Commitment to Quality and Innovation

Better Choice Company Inc. emphasizes the importance of delivering high-quality products through continuous innovation. This commitment is reflected in their approach to product development and manufacturing. For example, in their 2024 fiscal year, Better Choice increased its investment in research and development by 15% to enhance product formulations and introduce new product lines that cater to the evolving needs of pet owners. This includes a focus on natural, wholesome ingredients and sustainable practices, aligning with consumer demand for healthier pet food options. The company's dedication to quality extends to rigorous testing and quality control measures, ensuring that all products meet stringent safety and nutritional standards.

• Investment in R&D increased by 15% in 2024.
• Focus on natural and sustainable ingredients.
• Rigorous testing and quality control measures.

Customer Focus and Satisfaction

A core value for Better Choice Company Inc. is prioritizing customer focus and satisfaction. This involves understanding the needs and preferences of pet owners and their pets, and striving to exceed their expectations. The company achieves this through various channels, including direct engagement with customers through social media, customer service interactions, and feedback collection. In 2024, Better Choice reported a customer satisfaction rate of 85%, based on surveys and reviews. To further enhance customer experience, they implemented a new customer relationship management (CRM) system, which improved response times and personalized communication. Additionally, Better Choice actively seeks customer feedback to refine its products and services, demonstrating a commitment to continuous improvement and customer-centricity.

• Customer satisfaction rate of 85% in 2024.
• Implementation of a new CRM system for better customer engagement.
• Active solicitation of customer feedback for product and service improvement.

Integrity and Transparency

Integrity and transparency are fundamental values that guide Better Choice Company Inc.'s business practices. The company is committed to conducting business ethically and honestly, fostering trust among its stakeholders, including customers, employees, and investors. For instance, Better Choice maintains transparent labeling practices, providing clear and accurate information about the ingredients and nutritional content of its products. In its 2024 annual report, the company highlighted its compliance with all relevant regulations and standards, as well as its commitment to responsible sourcing and sustainable practices. Furthermore, Better Choice encourages open communication within the organization, promoting a culture of integrity and accountability at all levels.

• Transparent labeling practices.
• Compliance with all relevant regulations and standards.
• Commitment to responsible sourcing and sustainable practices.

Teamwork and Collaboration

Better Choice Company Inc. values teamwork and collaboration as essential drivers of success. The company recognizes that fostering a collaborative environment enhances creativity, innovation, and overall performance. In 2024, Better Choice launched several initiatives to promote teamwork, including cross-functional project teams and regular team-building activities. These efforts resulted in a 20% increase in employee engagement scores, as measured by internal surveys. The company also invests in training and development programs that emphasize teamwork and communication skills. By encouraging employees to work together and share their expertise, Better Choice aims to create a cohesive and high-performing workforce that is dedicated to achieving the company's goals.

• 20% increase in employee engagement scores in 2024 due to teamwork initiatives.
• Cross-functional project teams to foster collaboration.
• Investment in training programs focused on teamwork and communication.

Better Choice Company Inc.'s commitment to its core values is evident in its strategic initiatives and operational practices. These values serve as a foundation for building strong relationships with customers, fostering a positive work environment for employees, and delivering long-term value to shareholders. For additional insights into the company's financial health, you may find this resource helpful: Breaking Down Better Choice Company Inc. (BTTR) Financial Health: Key Insights for Investors