Why Maverick exists
This isn’t a business-plan story. It’s the story of a dog who wasn’t eating well, and of owners who eventually got fed up with it.
A dog who was already called Maverick
Before it was a brand, Maverick was a dog — ours. An energetic adult, the kind who demands his bowl before you’ve even finished filling it. For years, we gave him whatever we found on the shelf: an international brand, changed from time to time because the previous formula was no longer available, or because the composition had changed with little to show for it.
The result: an inconsistent coat, stools that varied from one bag to the next, and a question that came back with every new purchase — are we really feeding our dog well, or just filling a bowl?
We eventually told ourselves that if this question obsessed us, it must obsess other owners of adult dogs in Morocco too. The brand was born from this very concrete frustration, long before it was born from any market study.
What we refuse to do
A conviction, not a sales pitch.
- ✕Change a formula without saying so clearly.
- ✕Promise to feed every age, every size and every sensitivity with the same bag.
- ✕Dress up an ordinary ingredient with a marketing name more flattering than it deserves.
- ✕Sell a bowl we wouldn’t give our own dog.
One single formula, held to a high standard, rather than ten approximate ones. It’s a deliberate choice, not a starting constraint — and it’s this choice that still shapes our nutritional approach today.
Finding a manufacturer who shares this standard
A conviction isn’t enough to produce a consistent kibble, batch after batch. We needed a manufacturer able to sustain it over time, rather than sell an existing catalogue under a new label.
Maverick is developed with MAROC PET FOOD, a Moroccan manufacturer that agreed to build a tailor-made formula around this demand for consistency. It’s this partnership that now lets us say exactly where our raw materials come from and why each batch is like the one before.
See what it looks like in practice
The formula, the ingredients, the quality control — everything this story has produced.