I was just a new pawrent trying to care for a dog with a sensitive stomach.
Treat after treat, I tried everything I could find - and every one of them left him with the runs. The cupboard filled with half-opened packets I couldn't use, until eventually I had to give them all away.
That search led me down a path I didn't expect: learning how many treats are filled with unnecessary additives, unclear ingredients, and processes that don't prioritise the pet's well-being. I wanted something different for him - and for every pet who struggles the same way.
Discovering Icelandic fish treats changed everything. Single-source. Minimally processed. Gently air-dried with geothermal energy. Clean enough for sensitive tummies, honest enough for peace of mind.
Pet Priority Supplies didn't begin as a business idea. It began with one dog, one frustrated pawrent, and one clear realisation: our pets deserve better options, and pet parents deserve clarity they can trust. Somewhere along the way, that realisation turned into a mission.
Pet Priority Supplies is built on that mission - to curate only natural, gentle, trustworthy treats we would confidently give to our own pets.
OUR BRANDS
It's not just any Fish,
It's Icelandic Fish
The history of Gunni's dates back to 2012 when Gunni Sigurdsson found it difficult to source healthy treats for his puppy in his home town of Reykjavik.
Being born and raised in Iceland he was well aware of the nutritional benefits of the local fish he had long enjoyed and felt his dog should have access to those same benefits. Gunni started hand folding and air drying fish skins for his dog the Icelandic way, using geothermal energy. The treats became a neighborhood hit with many people reaching out requesting the same tasty treats for their dogs. Gunni quickly realized he wasn't the only one that felt their dog deserved the best treats possible so in 2018 he left his job and partnered with an Icelandic, family-owned fish company to start off on a new venture.
Gunni's Taste of Iceland was born that same year. Today the Gunni's family contains furry little members in more than 12 countries around the world. We consider every life we touch, furry or not, part of the Gunni's extended family.
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