Pet brands have risks other brokers don't understand.
AAFCO compliance. Contamination recalls. Ingredient liability. Pet brands are one recall away from losing every retail account. We've structured the coverage that protects you at every stage of growth.
The four claims that hit pet brands hardest
Pet food recalls make national news and end brands in weeks. AAFCO non-compliance gets you delisted from major retailers. Most pet founders don't know their General Liability won't cover either — until a claim proves it.
Contamination and recall
A contaminated ingredient — salmonella, heavy metals, mycotoxins — in pet food triggers one of the most aggressive recall categories. Pet owners file injury claims for vet bills, and class actions follow fast.
AAFCO compliance gaps
Association of American Feed Control Officials nutritional standards are required for "complete and balanced" claims. A compliance gap creates both regulatory and liability exposure — and can get you delisted by major retailers.
Ingredient sourcing liability
Sourcing from overseas manufacturers introduces contamination risk you can't fully control. If your supplier ships substandard protein meal, your brand still bears the cost of the recall and consumer claims.
Retailer COI requirements
Chewy, Petco, PetSmart — every major pet retailer has specific certificate of insurance requirements. We know exactly what each one asks for and we get it issued before your onboarding deadline.
Coverage built for your stage
A pet brand launching DTC has different risk than one in PetSmart's full assortment. We match your coverage to your stage — so you're protected at every threshold without paying for exposure you don't have yet.
Launchpad
$0 – $5M revenuePre-revenue to ~$1M. Getting into your first retailer or launching DTC.
Scaling
$5M+ revenueIn major retail. Co-manufacturer relationships. Investor conversations.
What happens when a broker actually knows CPG.
We have used SecureCPG for 2 years and have been impressed with their depth of knowledge in our space and ability to work with carriers to ensure we are getting the best coverage possible.
SecureCPG has been a consistent and reliable partner who takes the time to understand our business and deliver critical results.
Highly recommend SecureCPG! They are timely with communication and experts at navigating the specific needs of our brand portfolio. They make the insurance process simple, transparent, and stress-free.
We started working with SecureCPG when we could not find a broker who understood our unique business and products. They found improved coverage at a better price and consistently demonstrate their knowledge of both CPG and insurance.
We know the pet food category before you have to explain AAFCO.
Pet food-specific, not general animal products
We know what Chewy's vendor insurance portal requires and what PetSmart's co-pack agreement says. We don't cover veterinary clinics or pet services — only CPG pet food brands.
Recall coverage built for pet food speed
Pet food recalls move faster and hit harder than other categories. We build recall coverage into every policy from day one — before your first retail onboarding.
Russ picks up the phone
PetSmart's compliance team puts your onboarding on hold for a certificate nobody mentioned in the vendor portal. Russ has been through their requirements before. He picks up, knows exactly what to send, and gets it handled today.
Carriers who have actually priced a pet recall
Pet food and treat brands carry recall exposures most carriers underestimate. We work with a select group who've priced ingredient sourcing liability, AAFCO compliance gaps, and retail requirements correctly — before a claim tests your policy.