Tractor Supply Company (NASDAQ: TSCO), the largest rural lifestyle retailer in the United States, is shining the spotlight on one of its most beloved private-label brands: 4health®, which is turning 15 this year. To mark the milestone, Tractor Supply is inviting pet parents everywhere to join in the celebration with a weeklong series of promotions, discounts, and special offers. Running from August 25 through September 1, the event highlights the trusted pet nutrition brand that has become a household name for millions of Tractor Supply customers.
For a decade and a half, 4health has been synonymous with quality, value, and care for pets. Whether dog or cat, puppy or senior, active or in need of specialized nutrition, 4health has consistently delivered on its promise: premium pet food and supplies at an everyday value.
Looking Back: The Birth of 4health
The 4health brand was introduced in 2010 with the launch of its first premium dry dog food formula. At the time, Tractor Supply identified a growing need: customers wanted the nutrition of high-end brands but at a more affordable price point. The result was 4health, designed to provide premium quality nutrition at nearly 25% less than comparable national brands.
The gamble quickly paid off. Initial sales of the new product line were roughly 50% higher than expected, signaling that Tractor Supply had tapped into a major unmet need among pet owners. Later that year, the company expanded 4health’s portfolio to include dry cat food and wet dog food, further cementing its reputation as a comprehensive pet nutrition brand.
Today, 4health has blossomed into one of Tractor Supply’s most successful private labels, featuring over 140 products and formulas designed to meet the diverse dietary and lifestyle needs of pets across America.
Celebrating 15 Years with Exclusive Promotions
To honor the milestone, Tractor Supply is rolling out birthday-themed savings both in-store and online, ensuring that every pet parent can take part in the celebration. Customers will find discounts across a wide variety of 4health products, including:
- 15% off all 4health dry dog food*
- 15% off all 4health dry cat food
- 15% off 4health shampoos
- 15% off 4health nursing supplies
- Special bundles:
- 15 cans of 4health wet cat food for $15 (3.5 oz & 5.5 oz) — savings up to 20%
- 7 cans of 4health wet dog food for $15 (13.2 oz) — savings up to 10%
On top of the markdowns, Tractor Supply is offering several enticing “buy one, get one” (BOGO) deals:
- Buy one 4health supplement, get one 50% off
- Buy one package of 4health dog treats, get one 50% off
- Buy one bag of 4health Untamed Dry Dog Food, get one 50% off
These deals are designed not only to reward loyal 4health fans but also to encourage new customers to discover the brand’s broad offerings.
A Brand That Grew With Its Customers
As Seth Estep, Executive Vice President and Chief Merchandising Officer at Tractor Supply, explained, 4health’s growth has always been shaped by customer needs:
“Fifteen years ago, we introduced 4health to provide our pet customers with premium pet food packed with quality nutrition at a competitive price. It turned out to be just what our customers wanted. Over the years, we’ve expanded and adapted our offerings to ensure that dogs and cats with a range of nutritional needs can enjoy the benefits of 4health. This brand is special to so many of us here at Tractor Supply, so it’s only fitting that we have a special 15th birthday celebration to honor it.”
Variety and Innovation in Pet Nutrition
What makes 4health stand out in the crowded pet food market is its diverse range of formulas and specialized nutrition lines. Over the years, Tractor Supply has continuously innovated within the brand, launching new sub-lines tailored to specific needs:
- 4health Strive: For highly active and performance-driven dogs that need extra protein and energy.
- 4health Untamed: Designed to satisfy pets’ “primal hunger,” featuring premium animal proteins and exotic flavors.
- 4health Special Care: Targeted nutrition formulas created to support pets with unique dietary or health needs.
- 4health Wholesome Grains and Grain-Free: Options to meet varying dietary preferences of pet owners.
- 4health Shreds: Introduced in 2025, these blends combine crunchy kibble with high-protein shreds, offering a texture that pets love while still delivering balanced nutrition.
Every 4health product is manufactured in the United States, following strict quality-control standards and made with carefully selected ingredients. This commitment to safety and quality has helped earn customer trust for more than a decade.
Beyond Food: Tractor Supply’s Commitment to Pet Care
While 4health has become a flagship brand for Tractor Supply, the company’s offerings for pets extend far beyond nutrition. Tractor Supply also carries other exclusive food brands such as Paws & Claws and Retriever, as well as a wide selection of nationally recognized pet food and treat brands.
But the company’s pet focus goes further: Tractor Supply provides a comprehensive suite of pet services and products, including:
- Toys, accessories, and grooming supplies
- Self-serve Pet Wash stations for convenient pet care
- PetVet animal clinics, offering low-cost veterinary services
- TractorSupplyRx, a trusted online pharmacy for pet and animal medications with expert advice, auto-refill options, and budget-friendly delivery
- Subscription services on TractorSupply.com for automatic refills of pet essentials
- Buy Online, Pickup In Store (BOPIS) and bulk discounts for added convenience
This wide-ranging commitment ensures that Tractor Supply customers can find everything they need to care for their pets in one place — from nutrition to wellness to play.
A Celebration Rooted in Customer Loyalty
The 15th anniversary of 4health is more than a brand milestone — it is also a celebration of the loyalty and trust that Tractor Supply’s customer base has shown over the years. From the earliest adopters of the brand in 2010 to new customers discovering it today, 4health has created a community of pet parents who share the same belief: that premium pet care doesn’t have to come with a premium price tag.
As Tractor Supply continues to expand its reach across rural and suburban communities, 4health remains a central piece of its mission — supporting healthy, happy lives for pets while delivering value and convenience to their owners.
