What the heck is “Fear Free” and why is it important? I started asking myself this about 2 years ago when I would open my vet journals and see this new title popping up, occasionally at first, then more often. “Fear Free” has some quaint slogans like: “take the pet out of petrified” and “Put the treat into treatment”. Slogans aside, the mission of “Fear Free” is to prevent and alleviate fear, anxiety and stress in pets by inspiring and educating the people who care for them.