Integrating the right apps into the right theme: raw pet treats and chews meet Shopify

True Raw Choice produces and supplies natural, raw treats and chews for dogs and cats. After seeing a need in the pet food market for something simple, pure and natural, owner Paul Spindler and his wife started by sourcing fresh local ingredients from neighbouring farms and using their oven to dehydrate them. Their dog, Bella, was the first taste tester but before long their passion turned into a success story. True Raw Choice now supplies products to more than 500 pet food stores across North America.

True Raw Choice came to us through our ongoing relationship with Dane Creek Capital. Introduced to us as Your True Companion, they were undergoing a rebrand and engaged us to help bring their new direction to Shopify.


  • Ecommerce Action Plan
  • Strategy
  • Training

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Business needs identified

To get a better understanding of the lay of the land and where True Raw Choice was in their growth trajectory, we kicked off our engagement with our Ecommerce Action Plan. We learned about their various customer groups and the different levels of staff responsibility required from marketing to fulfillment. With all of the user stories determined, we were able to make informed decisions about what functionality we needed to put in their Shopify store.

User stories for our Ecommerce Action Plan
Screenshot of True Raw Choice's homepage

The right fit

True Raw Choice chose to start their Shopify engagement with a pre-built theme, with plans to introduce more customization as their business continues to grow. We helped them select and configure the Mobilia theme.

We liked this theme because it:

  • Fits with their brand
  • Allows multiple currency display
  • Makes product filtering easy to manage
  • Is easy to update
  • Has the capability for adding promotional landing pages with minimal customization
Wholesale Club app icon

Ordering made easier

With an already dedicated retail customer base, True Raw Choice wanted to make it possible for wholesalers to place orders online, if they chose. We used the Wholesale Club app by Pixel Union to set up wholesale pricing rules by customer groups, custom prices, separate shipping rules and volume discounts.

Rewarding loyalty

True Raw Choice had customers patiently waiting for their loyalty program to begin, so they knew exactly what kinds of rewards they wanted to offer. We configured the Rewards and Referrals app by Swell to manage their loyalty program. We also adjusted the settings so the app integrated with their online store and feels like it was meant to be there all along.

Screenshot of loyalty club reward points chart
Gif of live chat window


True Raw Choice is very dedicated to their customers. It’s important to them that they’re easily accessible for any questions customers may have about their products. The Tidio Live Chat app fits nicely with their new website. Its integration with email and their downloadable app for mobile phones means that Paul and his team never have to leave a customer waiting long for a response.

Sharing the right information

We used the Store Locator by Secomapp app to show customers throughout North America where they can find True Raw Choice products in a store near them. This also helps True Raw Choice promote their retailers, with whom they have developed strong relationships with over the years, as retail still remains their top sales channel.

Screenshot of store locator page

An ongoing relationship

We’ve had a lot of fun learning more about the raw pet food industry and introducing True Raw Choice to the great opportunities that they now have as Shopify merchants. We’re excited to continue this working relationship and help them take their online presence in new directions whenever they’re ready.

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