These people really care about animals, dogs especially. When they first opened, I stopped in and wasn't impressed, but since I lived so close to the store I inevitably wound up going back. The store's inventory improved, and I found the staff to be very helpful. They ended up saving me money because, well, you know how on your own at PetsMart or some place like that you can end up buying the wrong thingover and over? Well, that doesn't happen at Noe Valley Pet Co. They're also involved in the community, they help educate people about animal-related issues, they're very active and knowledgeable and nice.