MINIMUM ADVERTISED PRICE (MAP & IMAP) POLICY

Pure Treats Inc & Pure Treats Primal Pet Foods LLC

Effective November 1, 2026

Introduction

Pure Treats Inc and Pure Treats Primal Pet Foods LLC (collectively, “Company”) produces premium raw and minimally processed food, toppers, and treats for dogs and cats, sold under the Primal Pet Foods (“Primal”), PureBites, and PureSnacks brands. Our network of independent distributors and retailers provides exceptional service and educates discerning pet parents on the quality and benefits of our products.

To continue supporting our partners’ exceptional service, education, and promotional efforts, preserve the premium nature and positioning of our brands, and strengthen reseller competitiveness in the marketplace, the Company has unilaterally established and will enforce this Minimum Advertised Price Policy (the “MAP Policy” or “Policy”).

MAP/IMAP Policy Statement

The Company, in its sole and absolute discretion, reserves the right to limit, suspend or discontinue business with any distributor, wholesaler, retailer, or e-tailer (collectively, “Reseller(s)”) that advertises any Company product below the applicable MAP or IMAP for that product. Resellers must keep all advertisements at or above the applicable MAP or IMAP at all times.

The Company establishes two minimums: a minimum advertised price for advertising in media other than the internet (the “MAP”), and a minimum advertised price for advertising on the internet (the “IMAP”). It is a violation of this Policy to advertise any Company product on the internet below its IMAP, or in any non-internet advertisement below its MAP, in each case as established by the Company in its sole discretion and updated from time to time.

This Policy applies to every Reseller at every level of the distribution chain. Any Reseller that purchases Company products is automatically subject to it, and it also applies to any activity the Company determines is designed to circumvent it. This Policy is not an agreement and is not negotiable.

General

1. This Policy applies only to advertised prices, not to the prices at which products are actually sold.
2. “Advertising” means listing or disseminating a price for a specific product, or any product-specific rebate, giveaway, “name-your-price” or other promotional offer that has the effect of lowering the price. Advertising falls into two categories, each with its own minimum:
   • MAP (non-internet) advertising includes (but is not limited to) television and radio commercials, print, direct mail, catalogs, and billboards
   • IMAP (internet) advertising includes (but is not limited to) web banners, search ads, social media sites, broadcast email, text messaging, blogs, and a Reseller’s own website
3. This Policy does not cover lower prices offered at a Reseller’s in-store point of sale or in a communication directed to a specific customer after initial contact.
4. MAP for each product is set by the Company and published on the price list and digital catalogs. Your sales or distributor representative can provide current MAPs on request. Our digital catalogs also containing MAPs can be found at: purebites.com/assets and primalpetfoods.com/assets
5. Company sales personnel and other employees have no authority to interpret, modify or grant exceptions to this Policy. Direct all questions to the MAP Administrator at mapcompliance@purebites.com and/or map@primalpetgroup.com
6. The Company may revise, suspend or discontinue this Policy, in whole or in part, at any time, with reasonable notice, and will post material changes on its website. Resellers are responsible for monitoring for updates.

Enforcement

1. Violations of this Policy will result in:
   • First offense: Written warning
   • Second offense: Suspension of supply for 30 days
   • Third offense: Termination of Reseller status
2. The Company may monitor the advertised prices of its products directly and electronically, including through third-party services and tools.
3. Nothing in this Policy obligates the Company to do business with, or to provide any product, service, discount, promotion, or marketing or advertising support to any party. The Company reserves all such rights, to be exercised in its sole and absolute discretion.
4. This Policy does not constitute an agreement,is administered unilaterally and is non-negotiable; its interpretation and application rest solely with the Company. It is void only to the extent prohibited by applicable law and otherwise remains in full effect.

A Note to Our Partners

The Company places great value on the efforts of all Resellers to represent our brands and serve pet parents. This Policy is intended to encourage healthy competition for the sale of our products in a way that supports the long-term interests of our partners. Thank you for your continued support of the Primal Pet Foods, PureBites and PureSnacks brands.