How the GREENIES™ Brand Got Its Start

The GREENIES™ Brand was created by pet parents, for pet parents. Joe and Judy Roetheli wanted to help improve the world-class bad breath of their family dog, Ivan. After searching for a solution and coming up short, it was clear that what they needed didn’t exist in the market.

Frustrated that nothing on the market worked on Ivan’s horrible breath, Joe developed a mixture of wheat, chlorophyll, vegetable oil and other edible foods that he served dry to Ivan. Within days, Ivan’s teeth were clean and the bad breath odor was gone. Joe later molded it into the bone with a toothbrush at one end that GREENIES™ Treats customers know today.

Joe decided to quit his day job, and he and Judy went full speed ahead with bringing their dog breath freshener to market.

The Roethelis decided to pass the torch to Mars Petcare in 2006 and their story inspires us every day to bring the best products to pet parents worldwide.