What is LDRSHIP?

While serving in the United States Army for over eight years, our founder, Garrick Cline, was taught a set of values that he has continued to use throughout his life. He founded Mellow Mammals on a variation of these same principles and because of this value system, Mellow Mammals is one of the most trusted pet CBD brands in the Chicagoland area and beyond.

Garrick Cline standing on a bridge on the border of Croatia and Bosnia-Herzegovina in 1998 while serving in the United States Army

SGT. Garrick Cline - Bosnia-Herzegovina

Garrick Served in the United States Army for over eight years as a combat engineer, (12B), from 1996-2004. He loved serving his country and really had no intention of leaving, but life has a way of altering your best laid plans... in 2004, he was awarded full custody of his three oldest children and they needed him more than the Army did, so he left the Army on an honorable discharge due to a family emergency.

During his time as a soldier, he was deployed to Bosnia-Herzegovina as part of a stabilization force and the state of Montana to fight forest fires in the Lolo national forest. He was ordered to recruiting duty right before his unit deployed to Iraq and was sent to Wisconsin to be a recruiter (a job he did not like nor want). However, as fate would have it, that turned out to be the best thing because when his children needed him, he was able to be there for them.

He has many memories from his time in the Army, but the one thing that has stuck with him throughout his life as a civilian is a values principle called: LDRSHIP. This acronym provides a guiding light to a soldier to remind them of not only who they are, but what they stand for and represent.

What is LDRSHIP?

While serving, LDRSHIP was an acronym for the seven basic values of the United States Army:

Loyalty - bear true faith and allegiance to the U.S. Constitution, the Army, your unit and other soldiers.
Duty - Fulfill your obligations.
Respect - Treat people as they should be treated.
Selfless Service - Put the welfare of the nation, the Army, and your subordinates before your own.
Honor - Live up to all the Army values.
Integrity - Do what’s right, legally and morally.
Personal Courage - Face fear, danger or adversity (physical or moral).

Garrick felt very strongly about these values and actively tried to live by them, or variations of them throughout his post Army life. He believes these resonated so well with him, because they so closely resemble values his parents often spoke of as a child. 

How do they apply to Mellow Mammals?

Garrick modified this value model to a set of principles that have become the foundation of Mellow Mammals and everything we do. In this way, we live the phrase, "pet's before profits" and set a standard for other CBD brands to aspire to. Any brand out there can say they are pets before profits... Mellow Mammals proves it through our actions because of our value based foundation of LDRSHIP.

L - Loyalty to our customers and to our mission statement

D - Duty to produce the best products that we can

R - Respect that is earned through quality, honesty, affordability, consistency, transparency and efficacy.

S - Selflessly putting the needs of our customers over our own profit margin.

H - Honesty is NOT something we will ever waiver on!

I - Integrity to do the right thing even when nobody will ever know.

P - Personal courage to stand our ground and make our mark on the industry.


The CBD space is one that can be rocky to say the least... there are multiple governmental agencies that can effect the industry, way too many shady CBD brands that are just out to get your money and misinformation is rampant in the CBD space. However, these seven values guide everything we do and ensure that we are a well respected and trusted CBD brand in a not-so trustworthy CBD market.

If your dog needs CBD... we can, and would love to help!