BROOKLYN, NY. — Premium seafood pet nutrition company Finfare Pet Foods announced the launch of its direct-to-consumer (DTC) strategy on May 29, debuting its e-commerce platform and rolling out its products on Amazon.

Finfare debuted at Global Pet Expo 2025 this past March, showcasing its focus on seafood nutrition. Backed by more than a century of experience in the seafood industry, the company specializes in premium treats formulated with sashimi-grade seafood and produced using sustainable practices. Finfare uses Cold Craft technology in which product is cold smoked and then freeze dried, resulting in a minimally processed, limited-ingredient, high-quality pet treat that offers health benefits.

All of Finfare’s products are made in the United States and use fish exclusively sourced from fisheries certified by Best Aquaculture Practices, the Aquaculture Stewardship Council or the Marine Stewardship Council. This ensures responsible sourcing and allows for full traceability, from sea to bowl, according to the company.

“We’ve spent generations perfecting the art of seafood,” said Gabriel Viteri, chief executive officer of Finfare Pet Foods. “Now, we’re bringing that expertise to pet nutrition — combining premium ingredients, gentle processing, and deep respect for animals to create something truly special.”

According to Finfare, this DTC launch marks its first step in providing pets with products that reflect the same quality seafood standards reserved for people. Consumers throughout the United States can now access the company’s treats and get them delivered directly to their homes. Building upon this, the company plans to expand its retail presence nationwide later this year. 

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