Bringing Smiles to All Animals
Hirotsugu Sugiyama has established "Animal Universe" to launch a pet food business focused on an animal's perspective. The company will primarily offer additive-free "Ayu (sweetfish) treats" from Aichi Prefecture and rare "Blue Shark treats," aiming to bring smiles to all animals.
📋 Article Processing Timeline
- 📰 Published: May 13, 2026 at 21:02
- 🔍 Collected: May 13, 2026 at 12:31
- 🤖 AI Analyzed: May 13, 2026 at 21:22 (8h 50m after Collected)
Hello!
I am Hirotsugu Sugiyama, the representative of Animal Universe.
My deep love for animals led me to decide to start this business.
My journey began 25 years ago, entering the dairy farming world at 16.
My origin lies in the dairy farming world I entered at the age of 16 in Atsumi Peninsula (now Tahara City).
It was a path I chose wholeheartedly because I loved animals, despite being a misanthrope.
After spending seven years surrounded by cows, dogs, and cats, I transitioned to a "pet goods sales company that does not sell live animals" in Toyohashi City. There, over 25 years, I gained experience in all aspects of the pet industry, including logistics, import, store/mail-order operations, planning, and sales.
Why am I starting a business now?
Having been in this industry for many years, I became convinced that "there are many more ways to make animals smile." However, within an organization, there are often constraints that prevent one from acting as freely as desired.
Driven by a strong desire to "do more for animals," I chose to establish my own company.
Thoughts behind the company name "Animal Universe"
The name ANIMAL UNIVERSE embodies the meaning of "animal universe."
The concept, which is also our management philosophy, is to **"bring smiles to all animals."**
We will understand the "Umwelt" (the world as perceived by each animal) of every single animal and provide services thoroughly from the animals' perspective.
To make it easy for everyone to remember, we have also acquired the domain animal-universe.jp.
What we will offer
Animal Universe will primarily develop products based on the following two pillars:
[Aichi Prefecture-produced, Completely Additive-Free] Crispy to the Bone, Luxurious Ayu Treats
For all life stages. A superfood that prioritizes "safety."
Ayu, a traditional ingredient said to be the origin of Aichi's name. We have low-temperature dried ayu of the same freshness as human food, completely additive-free. This is the ultimate human-grade treat, pursuing safety and nutrition to the extreme.
Unlike marine dried fish, farmed ayu has almost zero salt (0.58g/100g). Furthermore, it is overwhelmingly rich in Vitamin A and has no risk of parasites, making it a superfood that combines safety and nutrition.
Aichi's History and "Ayu"
The name "Aichi" in Aichi Prefecture is said to originate from "Ayuchigata," which appears in the Manyoshu anthology. This "Ayuchi" refers to "Ayu," indicating that Aichi has long been a treasure trove of ayu. It has been cherished as a special historical ingredient, offered to the Imperial Court during the Heian period and to the Tokugawa family during the Edo period.
Four Reasons Why Animal Universe's "Ayu" is Chosen
1. Surprisingly easy to eat. Safe for seniors, puppies, and kittens.
Our unique drying process makes it so soft that it crumbles to the bone. There is no worry of it getting stuck in the throat, and even seniors with weak chewing power or young animals during their teething period can safely enjoy a whole fish.
2. "Approximately 1/2 to 1/8" of typical pet dried fish! Overwhelmingly low salt content.
Many commercially available pet "dried fish" contain about 1.5g to 4.8g of salt, with a wide range of values. Also, since salt content labeling is not mandatory for many products, the exact values remain unknown.
This product's salt content is only 0.58g/100g. This overwhelmingly low salt content, less than half, allows you to safely give it to partners concerned about the burden on their heart or kidneys.
3. "Clear mountain streams" and "thorough hygiene management."
Ayu is a delicate fish highly susceptible to bacteria. Therefore, aquaculture farms use clear water drawn from mountains, restrict access to outsiders, and perform thorough disinfection. It is because ayu are raised in this strict environment that they can be safely eaten whole, including their internal organs.
4. Low allergen and reduced parasite risk.
Being thoroughly managed freshwater aquaculture, and raised without eating krill that transmit parasites like Anisakis, the risk of parasites common in marine fish is extremely low, making it safe for animals with delicate constitutions.
Luxurious use of rare "Blue Shark." Overwhelming palatability that captivates large dogs and zoo animals.
[Features]
This is a completely additive-free dried treat made from 100% "Blue Shark," a rare ingredient with extremely low distribution in the pet industry. Fresh blue shark landed at Kesennuma Port is carefully finished by low-temperature drying to preserve its natural goodness.
The unique aroma of blue shark strongly stimulates appetite, making it a product we highly recommend for animals who have grown tired of their usual treats or those with poor appetites.
Three Reasons Why This Product is Chosen
① "Blue Shark Meat," extremely rare in the pet industry.
Fresh blue shark landed at Kesennuma Port, dried as is.
Because it is a rare ingredient with low distribution, it is unique.
I am Hirotsugu Sugiyama, the representative of Animal Universe.
My deep love for animals led me to decide to start this business.
My journey began 25 years ago, entering the dairy farming world at 16.
My origin lies in the dairy farming world I entered at the age of 16 in Atsumi Peninsula (now Tahara City).
It was a path I chose wholeheartedly because I loved animals, despite being a misanthrope.
After spending seven years surrounded by cows, dogs, and cats, I transitioned to a "pet goods sales company that does not sell live animals" in Toyohashi City. There, over 25 years, I gained experience in all aspects of the pet industry, including logistics, import, store/mail-order operations, planning, and sales.
Why am I starting a business now?
Having been in this industry for many years, I became convinced that "there are many more ways to make animals smile." However, within an organization, there are often constraints that prevent one from acting as freely as desired.
Driven by a strong desire to "do more for animals," I chose to establish my own company.
Thoughts behind the company name "Animal Universe"
The name ANIMAL UNIVERSE embodies the meaning of "animal universe."
The concept, which is also our management philosophy, is to **"bring smiles to all animals."**
We will understand the "Umwelt" (the world as perceived by each animal) of every single animal and provide services thoroughly from the animals' perspective.
To make it easy for everyone to remember, we have also acquired the domain animal-universe.jp.
What we will offer
Animal Universe will primarily develop products based on the following two pillars:
[Aichi Prefecture-produced, Completely Additive-Free] Crispy to the Bone, Luxurious Ayu Treats
For all life stages. A superfood that prioritizes "safety."
Ayu, a traditional ingredient said to be the origin of Aichi's name. We have low-temperature dried ayu of the same freshness as human food, completely additive-free. This is the ultimate human-grade treat, pursuing safety and nutrition to the extreme.
Unlike marine dried fish, farmed ayu has almost zero salt (0.58g/100g). Furthermore, it is overwhelmingly rich in Vitamin A and has no risk of parasites, making it a superfood that combines safety and nutrition.
Aichi's History and "Ayu"
The name "Aichi" in Aichi Prefecture is said to originate from "Ayuchigata," which appears in the Manyoshu anthology. This "Ayuchi" refers to "Ayu," indicating that Aichi has long been a treasure trove of ayu. It has been cherished as a special historical ingredient, offered to the Imperial Court during the Heian period and to the Tokugawa family during the Edo period.
Four Reasons Why Animal Universe's "Ayu" is Chosen
1. Surprisingly easy to eat. Safe for seniors, puppies, and kittens.
Our unique drying process makes it so soft that it crumbles to the bone. There is no worry of it getting stuck in the throat, and even seniors with weak chewing power or young animals during their teething period can safely enjoy a whole fish.
2. "Approximately 1/2 to 1/8" of typical pet dried fish! Overwhelmingly low salt content.
Many commercially available pet "dried fish" contain about 1.5g to 4.8g of salt, with a wide range of values. Also, since salt content labeling is not mandatory for many products, the exact values remain unknown.
This product's salt content is only 0.58g/100g. This overwhelmingly low salt content, less than half, allows you to safely give it to partners concerned about the burden on their heart or kidneys.
3. "Clear mountain streams" and "thorough hygiene management."
Ayu is a delicate fish highly susceptible to bacteria. Therefore, aquaculture farms use clear water drawn from mountains, restrict access to outsiders, and perform thorough disinfection. It is because ayu are raised in this strict environment that they can be safely eaten whole, including their internal organs.
4. Low allergen and reduced parasite risk.
Being thoroughly managed freshwater aquaculture, and raised without eating krill that transmit parasites like Anisakis, the risk of parasites common in marine fish is extremely low, making it safe for animals with delicate constitutions.
Luxurious use of rare "Blue Shark." Overwhelming palatability that captivates large dogs and zoo animals.
[Features]
This is a completely additive-free dried treat made from 100% "Blue Shark," a rare ingredient with extremely low distribution in the pet industry. Fresh blue shark landed at Kesennuma Port is carefully finished by low-temperature drying to preserve its natural goodness.
The unique aroma of blue shark strongly stimulates appetite, making it a product we highly recommend for animals who have grown tired of their usual treats or those with poor appetites.
Three Reasons Why This Product is Chosen
① "Blue Shark Meat," extremely rare in the pet industry.
Fresh blue shark landed at Kesennuma Port, dried as is.
Because it is a rare ingredient with low distribution, it is unique.