The company, founded by Jeremy Yoder in 2006, prides itself on personally inspecting every item and stocking only products that they would give to their own pets. They provide personal attention to each order, often shipping it the same day, and offer special discounts to existing customers. Despite being a small company, they prioritize customer satisfaction and aim to provide a high level of service. Incuboom, the parent company of BaxterBoo.com, operates multiple brand sites and brings large-scale e-commerce and fulfillment capabilities to niche retail markets.