Collin Harmon
What started as a homemade meal for their own dogs has grown into one of the most exciting new pet food companies on California’s Central Coast. Founded by brothers Joe and Pete in Santa Barbara, New Tricks Dog Food offers small-batch, gently cooked meals crafted with a chef’s touch and a deep commitment to canine nutrition.
The idea was born over a decade ago, when Pete began cooking for his dog, Beia, seeking a healthier alternative to processed kibble and canned food. Later, when Joe rescued his own pup, Maizy, he refined the recipe further—eventually sharing it with clients and friends. The response was instant and enthusiastic.
“We realized we had something special we could share with the community,” Joe says. “Companies like The Farmer’s Dog and Just Food for Dogs inspired us, but we wanted to take it even further—fresher food, deeper transparency, and a focus on long-term wellness.”
A Chef’s Approach to Dog Food
What sets New Tricks apart is the way they prepare their food. Each batch is gently braised in layers—starting with whole cuts of meat and fresh vegetables. This process preserves flavor and nutrients, unlike traditional mass-produced pet food, which often relies on high-pressure extrusion and fillers.
The brothers carefully monitor each batch in a certified commercial kitchen, adhering to stringent food safety protocols, including ServSafe Manager training, rapid chilling, and cold-chain delivery. “We treat our dog food like human food,” Joe explains. “Because it is real food.”
Their menu—featuring Beef & Barley Stew, Pork & Beans Medley, and Chicken & Quinoa Casserole—was developed through extensive research and engineering precision. “We built a custom nutrient calculator to make sure every recipe meets AAFCO standards and aligns with WSAVA guidelines,” Pete notes. “Every detail matters, from amino acid profiles to calcium-phosphorus ratios.”
Tested & Approved by Dogs of All Ages
Recently, I had the chance to test New Tricks Dog Food on my own senior rescue dog, Beau—who can be a tough critic at mealtime. To say he loved it would be an understatement. From the first bite of Beef & Barley Stew, he was hooked—licking his bowl clean and wagging for more. It was heartening to see my older pup get so excited about food again. I also noticed an improvement in his energy and digestion within just a few days.
Feedback from other customers echoes this experience, with many reporting improved digestion, shinier coats, and more enthusiasm at mealtime—especially from picky eaters or older dogs who had lost interest in food.
Locally Crafted, Community Focused
Remaining rooted in Santa Barbara is a core value for New Tricks. Their doorstep delivery model began as a personal touch and has become a beloved part of their brand. “We’ve met so many wonderful neighbors through events like Farmer & The Flea and can’t wait to be part of their upcoming Solstice Market,” says Joe. “It’s about more than selling food—it’s about giving back to the community we love.”
As demand grows, New Tricks has expanded delivery into Ventura, Oxnard, and the Santa Ynez Valley and is preparing for retail partnerships with local pet shops. They’ve also earned the support of area veterinarians and are exploring collaborations with veterinary nutritionists for future therapeutic formulas.
A Family Business with Heart
As brothers, Joe and Pete bring a shared passion—and a lifetime of trust—to the business. “We learned to cook from our grandma,” they say. “That love for food and feeding others naturally extended to our pets.”
Their own dogs, Beia and Maizy, remain the heart of New Tricks. “Their health and happiness inspired us to keep improving our recipes,” Joe says. Maizy’s silhouette even graces the company’s logo.
Feeding Dogs Like Family
At its core, New Tricks is driven by one mission: helping pet owners feed their dogs as well as they feed themselves. “We wouldn’t want to eat heavily processed food every day—why should our dogs?” Joe asks. “Real food supports better health and creates joy at every mealtime.”
If their dogs could talk, the brothers imagine the reviews would be glowing. “‘Gimme more of what Papa made!’” Joe laughs. “And Beia reminds me exactly when it’s dinnertime, every day.”
As they continue to grow, Joe and Pete remain committed to keeping their small-batch quality and community-first approach intact. Because at New Tricks, every bowl is more than a meal—it’s a way to give dogs healthier, happier years by their owners’ sides.
I’m sure it’s wonderful if you have crazy amounts of money to spend on dog food. Most people can barely afford the regular pet food they get at the store nowadays as the prices skyrocketed after the pandemic ended. Rescues and shelters are bursting with animals that their owners can no longer afford to feed or vet because of spiking prices and shrinkflation.
BTW: you can prep healthy pet food at home for a fraction of the prices being charged by pet food companies if you want to do it.
There are resources in our community. Support them with $$ you might spend on treats!
(or donate to SB Food Bank)
https://care4paws.org/donate/
Through our Companion Pet Assistance program, C.A.R.E.4Paws provides critical services to community members in need to ensure they don’t have to relinquish their beloved companions to a shelter. We distribute emergency pet food for families in need through several Pet Resource Centers countywide as well as during special events. Find all of our access points below.
At our many resource centers, pet owners in need can pick up food and supplies and sign up for critical mobile clinic services. Resource centers are located throughout Santa Barbara County and at the Santa Barbara County Animal Services (SBCAS) shelters in Lompoc and Santa Maria. Resource centers are operated in partnership with SBCAS, CAPA – Non-Profit Organization and four other agencies: Animal Shelter Assistance Program (ASAP), Bunnies Urgently Needing Shelter (BUNS), K-9 PALS and Santa Barbara County Animal Care Foundation.
https://care4paws.org/pet-food-supplies/
Am I the only one who took the headline literally? I really didn’t want to read about someone who was using animal hearts in pet food!
Bringing “Home-Cooked Heart to the Pet Food…” gross. so glad I actually read the article.
Heart is almost pure muscle. Why is it an issue if you eat animals already?
Oh, so much more to say! What do you think goes into pet food?!?! So naive to be turned off by heart meat. Gross, huh? I’m laughing out loud, for real.
We used to make a stew for our dogs and gave them kibble too. We have switched to raw ground beef and quality kibble. Neither are cheap options, however we like to front load the vet equation and their coats are gorgeous!