PAWTALKS WITH RYOKEN INSTINCT

What was the inspiration behind Ryoken Instinct?

The inspiration for Ryoken Instinct came from my adventures with my two Shibas, Miru and Miji. We’ve always loved hiking and exploring the outdoors together, but I realized that while I was packing snacks to keep my energy up, I wasn’t giving them the same consideration. As someone with a background in cellular and molecular physiology and an extensive knowledge of metabolism, I knew dogs need proper nutrition to sustain their energy, especially during long, active days. Unfortunately, I couldn’t find any products designed specifically for active dogs, which sparked the idea for Ryoken Instinct.

This business is truly a love letter to Miru and Miji, a way to fuel their energy and keep them thriving on our adventures. Ryoken Instinct is about more than just nutrition—it’s about strengthening the bond between dogs and their owners through shared experiences in the great outdoors. I wanted to create something that not only supported their health but also honored the special moments we create together.

How does your brand differ from other industry brands in the same category? What gives you the competitive edge?

Ryoken Instinct is different because we focus on providing dogs with the proper balance of macronutrients and micronutrients to jumpstart their metabolic process during active adventures. Unlike other brands that offer treats high in fillers like flour, glycerin, seeds, or soy, our bars are packed with nutrient-dense ingredients that have real, functional benefits. We use specific organ meats like liver and heart, which are rich in essential vitamins and minerals, and balance them with high-quality muscle meats and tendons to support muscle recovery and joint health.

Our formulation is designed with purpose—every ingredient serves to fuel your dog’s performance without any wasted calories. The high levels of protein and fat in our bars provide sustained energy, while the organs supply crucial micronutrients like iron and B vitamins. There’s no filler, no empty calories—just real, functional nutrition. This gives us a competitive edge because our product isn’t just a treat—it’s a carefully crafted tool that helps dogs thrive on the trail by supporting their energy, recovery, and overall well-being.

Describe the ingredients you look for in the products you use.

With my doctorate from Stanford, I’ve developed a critical eye for evaluating research and understanding the biases that often influence studies, especially when it comes to pet nutrition. A lot of ingredients commonly found in dog products are touted as beneficial but only offer medium-tier efficacy in terms of caloric output. At Ryoken Instinct, we only select ingredients that provide high caloric efficiency, meaning every calorie your dog consumes is truly contributing to their energy, longevity, and overall vitality. This approach ensures that every bite has a purpose, fueling their bodies in the most effective way possible for their active lifestyles.

We’re also deeply committed to ethical, sustainable, and regenerative sourcing. We work with suppliers who prioritize animal welfare, use regenerative farming practices, and focus on sustainability to minimize our environmental impact. This means our ingredients not only benefit your dog but also align with a broader responsibility to the planet and its ecosystems. From the nutrient-dense organ meats we include to our eco-conscious packaging, we’re dedicated to making sure that every aspect of Ryoken Instinct supports a healthier future for both pets and the environment.

"At Ryoken Instinct, we only select ingredients that provide high caloric efficiency, meaning every calorie your dog consumes is truly contributing to their energy, longevity, and overall vitality. This approach ensures that every bite has a purpose, fueling their bodies in the most effective way possible for their active lifestyles." 

Walk us through your development process — from ideation to the product we see on the shelf.

The process starts with a simple question: How can we create a product that fuels a dog’s performance and long-term health? From there, I dive into research, applying my background in cellular and molecular physiology to ensure each ingredient provides real value. I critically analyze studies to cut through biases, selecting only proteins and ingredients with high caloric efficacy that support energy and recovery. Our bars use nutrient-dense organ meats like liver and heart, balanced with muscle meats and tendons to provide the right mix of proteins, fats, and essential micronutrients.

Once we have the right formulation, we work with ethical and sustainable suppliers to source ingredients that benefit both dogs and the planet. We test the product extensively, refining it based on feedback from our team and our own dogs - ensuring it’s not only nutritionally sound but also convenient and tasty! The final product on the shelf is the result of rigorous research, ethical sourcing, and a commitment to helping dogs thrive on their adventures.

What are some things you take into consideration during the creation of new products?

A major consideration is sustainability. We prioritize sourcing ingredients from ethical, regenerative farms to minimize our environmental impact, and we continually look for ways to improve our packaging to be more eco-friendly. We also consider the overall experience for both the dog and the owner. It’s not just about nutrition; it’s about creating a product that fits seamlessly into their active lifestyle, while also supporting a larger commitment to the health of our planet.

Other than Ryoken Instinct, what is something you are passionate about?

Honestly, outside of Ryoken Instinct, my biggest passion is my own dogs. Miru and Miji are a huge part of my life, and I plan so much around them. Whether it’s weekend hikes, road trips, or vacations, they’re always at the center of it. I love finding new adventures we can share, and I’m constantly thinking of ways to make sure they’re living happy, fulfilled lives.

Even in the busiest moments of running the business, I make sure there’s time for them to get outside, explore, and enjoy life. Their well-being and happiness are my priority, and they’re really the reason Ryoken Instinct exists in the first place. It’s all about creating more moments and memories with them, and I wouldn’t have it any other way.

What is one major lesson you learned about running a business?

One of the biggest lessons I’ve learned is that while it’s easier than ever to start a business these days, the real challenge is knowing ""why"" you’re doing it. There have been moments where I’ve had to dig deep and ask myself if all the sacrifices—the long hours, the challenges—are worth it. At the end of the day, what keeps me going is our “why.” For Ryoken Instinct, it’s about giving dog owners an option that truly understands and respects how much they care about their dogs.

Our mission is to create products that honor the bond between people and their pets. We’re not just selling dog bars; we’re offering something that helps strengthen that connection and support those adventures. Knowing that we’re impacting both dogs and their owners in a positive way and helping them extend that bond is what makes it all worthwhile.

What are some challenges you have overcome with Ryoken Instinct?

One of the biggest challenges we’ve faced with Ryoken Instinct has been scaling. Because we use premium, nutrient-dense ingredients without any fillers, and the unique shape of our bars, it’s incredibly difficult to find a co-packer that can meet our standards. Most manufacturers are set up to produce generic, mass-market products, but our bars require a more hands-on approach.

That’s why we still make every single product by hand, from mixing the ingredients to sealing and packaging each bar. It’s a labor-intensive process, but it’s the only way to ensure the quality and integrity of what we’re creating. While it’s challenging to scale under these conditions, we know it’s the right thing to do because we’re committed to offering the best product possible for dogs and their owners.

What would you say is your most effective marketing channel?

Our most effective marketing channel has definitely been Instagram. We’ve grown organically by connecting with dog owners who share our love for adventure and the outdoors. It’s been amazing to see a dedicated, loyal community form around Ryoken Instinct, and we’re so proud to be a part of it. Through Instagram, we’ve built real relationships with our customers, and it’s been a platform where people love sharing stories of their dogs enjoying our products out on trails or on adventures.

Over time, we’ve seen how powerful this community-driven growth can be. It’s not just about the number of followers—it’s about the quality of the connection and how we’re able to engage with dog owners who really care about their pets. We’ve stayed true to that approach, and it’s been a key factor in our success.

"This business is truly a love letter to Miru and Miji, a way to fuel their energy and keep them thriving on our adventures. Ryoken Instinct is about more than just nutrition—it’s about strengthening the bond between dogs and their owners through shared experiences in the great outdoors."

Give us the backstory of your brand’s name.

The name “Ryoken” is Japanese for “hunting dog,” and it’s an homage to our Shibas, Miru and Miji. Shibas were originally bred to hunt game in Japan, and their history as agile, strong, and loyal dogs really inspired the brand. In the Edo period, ryoken were considered equals to samurai, and there was a deep bond between the hunter and the hunting dog, one based on mutual respect and partnership.

We wanted to echo that same sentiment in our brand. For us, our dogs are more than just pets—they’re our adventure partners, just like ryoken were partners to the samurai. The name represents the strength, loyalty, and respect that we believe every dog deserves, and it reflects the unwavering bond we have with our own dogs.

What would you like to see for Ryoken Instinct's future?

Our ultimate goal, though a long shot, is to become the leaders in the pet industry when it comes to fueling adventures—whether it’s outdoor exploration, training, sports, or working dogs. We want Ryoken Instinct to be synonymous with getting out the door with your four-legged best friend. When people think about going on a hike, a run, or any adventure with their dog, we want them to feel like they can’t leave without packing Ryoken Instinct.

That’s our north star: to be the go-to brand for dog owners who live active, adventure-filled lives, and to continue strengthening that bond between dogs and their humans through products that truly support their shared experiences.

What do you think is the most prominent concern in the pet industry?

I think one of the biggest concerns in the pet industry is the lack of education around poor-quality ingredients in many pet products. A lot of dog owners don’t realize that many treats and foods are filled with fillers like glycerin, soy, and low-quality grains that don’t provide any real nutritional value. These ingredients can lead to long-term health issues, and many brands prioritize cost over quality, which ultimately affects the well-being of our pets.

At Ryoken Instinct, we’re committed to educating dog owners about the importance of real, nutrient-dense ingredients that truly fuel their pets. We believe that transparency and knowledge are key, and we want to help people make better choices that positively impact their dogs’ health and longevity.