Our Story

Every good story has a hero. Our hero is Mimi. She’s the little orange lady who captured our hearts 13 years ago. She’s been with us through everything. And she’s never afraid to let us know when she’s hungry.

As she’s gotten older, we wanted to find new ways to interact with her and make her life more relaxing and fun. We had no idea that she’d lead us down the road to growing our own catnip. But here we are, almost 4 years after first dreaming up New Cat Smell. Mimi wasn’t a catnip fiend, and neither were we.

We started reading about ways to interact with Mimi, and somehow, catnip always came up. Not to be catty, but the quality of most catnip sucks, and we’re not having it. Not to mention, who the hell knows where it even comes from? We weren’t about to give that to our baby. Want a giant plastic tub of dusty old grey stuff? You’re in luck! Just visit your local pet store.

That’s the letdown we faced every single time we went to the pet store. There aren’t a lot of cat products on the shelves that are fun and interesting. And in some cases, you’ll just find dog products relabeled as cat products. Barf to that hobby.

So we’re on a mission to create the most amazing cat products possible. We’re starting by growing the highest quality catnip on the market. It’s potent, it’s vibrant, it’s New Cat Smell. If there’s one thing we believe more strongly than anything, it’s that cats rule and dogs drool. Because life’s not worth it without a cat in your life.