Anti-Woke Brands Fuel Conservative Shopping Ecosystem Rise (1)

Maggie Gooding didn’t start her pet foods company to be a conservative counterweight in the industry, she said. She just has a passion for dogs.

After a decade working for pet food company Iams, Gooding grew disenchanted with what she saw as the industry’s pull to the left, including decisions that prioritized vegan and environmentally friendly products—or choosing “social wellness” over dog wellness.

So in April she launched Old Guard Pet Company, promising nutritious products created with “traditional” American values. “Don’t support companies that make you feel like an outsider,” a promotional video for the Tennessee company implores, touting its ...