Our Story
It started with a question.
Our founder, Jason Whitely, was talking with a friend — a practicing veterinarian —
who shared a frustration he saw often in his clinic. Dog after dog coming in
with allergy-related issues, and not many food options he trusted to recommend.
So, Jason asked him what he would like to recommend.
The answer was simple: Rabbit.
A naturally hypoallergenic, highly digestible protein that most dogs have never been exposed to, and one that could make a real difference for pets struggling with sensitivities.
For Jason, that answer hit close to home. He had spent years raising rabbits with his kids through 4-H. He knew the animal. He understood the quality. And he recognized the opportunity to do something better.
From Idea to Proven Start
Jason got to work developing a rabbit-based formulation he believed in. He produced early versions himself, tested them in the real world, and began selling to local, independent feed stores in his community.
It wasn’t built in a boardroom. It was built hands-on.
Over time, it became clear: this wasn’t just a niche solution. It was something
bigger.
Built on Friendship
Jason later brought the opportunity to long-time friends Marcus Sheridan and Ryan Aspy.
The three had known each other since their college days in Morgantown, WV in the late ’90s. Even as life took them in different directions across the country, they always thought of building something meaningful together.
What Jason brought wasn’t just an idea — it was a proven foundation.
Together, they set out to build HopWell into something bigger.
Crafted with Purpose
As more of us pay closer attention to what we eat and put more focus on health through nutrition, we believe all of us as pet owners should also put more emphasis on better nutrition for our pets. After all, they rely on us for every meal.
We make our products in our own facility. Staying close to the process. Being intentional about every ingredient that goes into the bag, and everything we leave out.
We’re not here to follow industry norms.
We’re here to challenge them.
Our Mission
Everything we do comes back to this:
To earn the trust of devoted pet lovers by delivering rabbit-powered nutrition that fuels happier and healthier pets.