The story of Nulo revolves around Michael and Max, highlighting their journey together. Michael, residing in California and working in the corporate world, needed someone to care for his black lab, Max, during an upcoming work trip. Failing to find a suitable solution, he opted to drive to Colorado instead of flying, so Max could accompany him.

This experience led Michael to realize the lack of quality pet care options available, particularly concerning nutrition. His biomedical engineering background and concerns for Max's health drove him to create Nulo, the largest pet-care company in California. Nulo's recipes prioritize animal-based protein, low carbs, and carefully selected, functional ingredients, all meeting Michael's high standards for Max's well-being.