The Lil’ Red Foundation


The Roetheli Lil’ Red Foundation has four primary areas of focus:

  1. Third World Housing & Education
  2. Pet Therapy for the elderly
  3. Entrepreneurship
  4. Inspirational stories

The Roetheli Lil’ Red Foundation was born out of the interests, passions and persistence of Joe and Judy Roetheli, whose ongoing mission is to care for the welfare, guidance and success of diverse groups including the elderly, needy, entrepreneurs and pets.

Formed by Joe and Judy Roetheli along with their sons, Steffan and Michael, and a distant relative from Switzerland, Serge Roetheli, the foundation was organized under Missouri law as a 501 (c) (3) charitable entity in 2003. The name for the Foundation derives directly from the Roetheli name and Swiss family lineage.

When translated from Swiss German into English, Roetheli literally means “little red one”. Joe and Judy’s entrepreneurial business success started in 1996, when they began a quest to resolve their dog, Ivan’s, “disagreeable” breath.

The discovery led to what would become the eighth largest pet food/treat company in the world and a dental treat known by many dogs and cats as “Greenies®”. Eventually Joe and Judy would sell their company to Mars, Inc., and begin a new adventure including a primary focus on the Lil’ Red Foundation.

Before selling the Greenies® Company in 2006, the company was actively involved in providing product donations to numerous events and organizations that care for pets. The donations helped many groups including the rescue dogs at the scene of 9/11, organizations that helped house, feed and care for dogs recovered after hurricanes such as Katrina and Rita, as well as guide dogs for the blind, police canine units, dog rescue organizations and service and therapy dog organizations.

Lil’ Red Foundation is built on the themes of instilling respect, encouraging dreams, and providing hope.
With respect and a dream plus thinking and dedicated work, hope is on the horizon. Virtually anyone can accomplish amazing things and be “successful”, as one who knows first-hand, Serge Roetheli says: “Virtually anything is possible if one is willing to take the risks and make the sacrifices to succeed.”

Find out more about the Lil’ Red Foundation here