Our Story
Dignity was founded in 2024, with a mission to support the animals of those that have supported us through service to our country. At Dignity, we focus on customer experience and the health and happiness of your canine friends, leading to your personal wellbeing.
“We provide the best natural, human-grade products for those that inspire your life.”
— Brian Nelson, Founder (with his dog Ryker shown here)
Founder’s Vision & History
Hello everyone, I’m Brian, the owner and head dog of DIGNITY Vital Dog Rations. My journey with vitamins started back in my North Dakota childhood, where the tough terrain and extreme temperatures taught me resilience. My mom ensured we were ready for the day with Flintstone Vitamins at breakfast. Later, I joined the Army after high school, building on a foundation of hard work on our family farm and playing sports. Serving in the 1st Infantry Division, I faced intense challenges in Kuwait and Iraq, where staying sharp, strong, and alert was critical. Daily multivitamins and protein bars became essential for survival. Inspired by those experiences, DIGNITY is working on a nutrient-packed bar for our furry companions.
After my service, I returned to North Dakota, forever changed by my experiences. Battling PTSD, the Army’s support, therapy, and a calming treatment—aptly called CALM—helped me regain balance. Today, I no longer need CALM but have embraced a new chapter, switching to a “HIP & JOINT” multivitamin for life over 50.
My dog, Ryker, is my constant companion, helping me navigate sleepless nights and grounding me in the present. Ryker reminds me how life has come full circle—where I once protected others, he now protects me. Dogs truly offer unconditional love, and if you don’t have one, I can’t recommend it enough. They’ll always be there when you need them most.
