The Fish & Bone opened up with the name Fetch in 2000 on Portland's Munjoy Hill. When we opened our Boston store in 2010, we needed a name that was clear of any trademark challenge, so we pulled the fish & the bone symbols from our original Fetch logo and renamed ourselves The Fish & Bone, the icons of the most natural diets for cats and dogs.  Our mission has always been to support cats and dogs nutritionally, with the best quality natural pet foods, and to help pet parents navigate the pet food world so they can make the best choices for their pets' health.Â