Natura Pet Products develops many popular, "holistic" pet food brands,
including Evo, Innova, and California Natural. Photo: Wendy Blanda
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On May 5th, Procter & Gamble announced that it has acquired Natura Pet Products. Natura, a family-owned pet products business based in Santa Clara, CA, develops several popular, ultra premium pet food brands, including: Innova, Evo, and California Natural, as well as Mother Nature and Karma.
The deal has sparked outrage among many pet owners, and concern in the independent retail community. Among the concerns are worries that mass-marketing the product will reduce the quality of its production, that the formula will change, that ingredients will become lower grade, and that changes will not be quickly or honestly communicated to consumers.
Additionally, Procter & Gamble has a poorly regarded history of animal testing and rumors of animal cruelty in the production of some of its other brands, most notably, Iams and Eukanuba. Bonnie Bitondo, owner of Maxwell & Molly's Closet in both Newton and Hardyston, NJ, responded to the news of the acquisition: "It is a concern. I will be looking for info to see if quality will suffer and keep you posted." Other retailers have vowed to strip their shelves of Natura brands entirely, in response to the acquisition.
A Facebook group, Just Say No to Natura Pet Products Selling Out, has been started in response to the news of the acquisition. Among its members are a number of independent retailers and consumers who are discussing the ramifications of the sale, and sharing information about the two companies and affected foods. One commenter noted that AAFCO guidelines stipulate that food manufacturers have up to six months to change labels when ingredients change, but another mentioned that terms of the contract between Natura and P&G do not allow P&G to alter the formula. How the formula is sourced, manufactured, and distributed is another matter of interest.
After the sweeping pet food recalls of 2007 and beyond, pet food sourcing, production, manufacturing, quality controls, and distribution have become a hot issue. Consumers are more concerned than ever about where not only their own food comes from, but about their pet food as well. Many ultra premium foods promise high-quality, often human-grade, production standards with local food sources. Opposition to the acquisition of Natura Pet Products claim that mass production of any food often precludes the ability to maintain rigorously high standards.
Consumers interested in switching brands are encouraged to read labels and talk to their veterinarian, breeder, or veterinary nutritionist. There are other ultra premium brands, some that are grain-free, with high-quality production standards and locally sourced ingredients for sale in NJ. Orijen, Acana, and Fromm's are three brands that offer alternatives competitive with Natura's brands. These, and others, are available at many independent retailers throughout the state.
Local Resources
Maxwell & Molly's Closet
218 Spring Street
Newton, NJ 07860-2012
(973) 300-0101
3640 Route 94 N - Ste B
Hardyston, NJ 07419
(973) 209-0101
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All text in this article is copyrighted and the sole possession of Melissa Garcia Logan, unless otherwise indicated. Available for reprint and/or publishing only with written permission from author. Contact Melissa Garcia Logan with your comments, suggestions, questions, and ideas.
Comments
Very informative, helpful article about the Natura Pet Products sale to Procter & Gamble. In addition to Orijen and Fromm's, Flint River Ranch is another great choice as an alternative to Innova, Evo, and Natura's other brands. Flint River dog foods are all natural, oven-baked formulas that use only human-grade ingredients sourced from and manufactured in the U.S.A.
Here's a link to get a free sample of Flint River Ranch dog food:
www.aplus-flint-river-ranch.com/flintriverranch-dogfoods/dogfood-coupons-discounts.php
www.facebook.com/pages/Just-Say-No-to-Natura-Pet-Products-Selling-Out/124100980934974?ref=ts
A+ FRR, You are a Flint River Ranch distributor, obviously.
Flint River Ranch is NOT a great choice as an alternative. NONE of its products are on par with the current quality of Natura's line.
Whole wheat flour has no place in quality dog food.
You will find that others agree and would not feed it to their dogs.
See Dog Food Analysis' ratings of their line at www.dogfoodanalysis.com/dog-food-index-f.html
Flint River Ranch is poor. Canned food is better anyway.
P&Gs acquisition of Natura Pet Products, Inc., is another example how Big Business is ruining our country. P&G main goal is profit, and it's responsibility to it's share holders, which is what it's suppose to do. But at what cost? I feel the integrity of the product will suffer, and once gain we slip a little further into the decay that has afflicted made consumer products. P&G probably already have plans to produce Soylent Green. I'm glad I'll be dead by then, but then, maybe not. God help us.
P&G ruined Iams so they will more then likely do the same with the Natura products. I could never understand a company that tortures pets with one hand and feeds them with the other. Sorry back to my game of Monopoly now :)
I am furious with Natura for selling out. I did a lot of research to find the best dog food for my pup and now I have to change because I do not trust proctor and gamble. They are the worst. And Natura how dare you let all of us down!
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