P&G Buys Natura Pet Products!
I am sad to report that Natura Pet Products, makers of EVO, Innova, Healthwise, California Natural, and Karma has been purchased by Proctor and Gamble, the parent company of Iams and Eukanuba.
Natura Pet Products was founded in 1992 by John and Ann Rademakers and Peter Atkins in Santa Clara, California. The company has always stressed the importance of animal nutrition and strived to make the best pet foods on the market. In contrast, Proctor and Gamble, a company that has been under pressure by animal rights organizations for their alleged cruel animal testing practices, is the parent company of Iams and Eukanuba, two foods that take a very different stance on pet food quality and animal nutrition.
I personally cannot see any good that will come of this acquisition. The one thing that set the Natura brands apart from many pet foods currently on the market was the fact that they were privately owned. They manufactured their dry food in their own manufacturing plant and expressed a genuine passion for improving the quality of our pets’ health through their natural foods. Proctor and Gamble’s business ethics have been continuously questioned and the quality of their Iams and Eukanuba pet foods leave little to be desired. While this may be a good financial move for Natura, it is a sad day for the many pet owners that stood behind that Natura brands and wanted to support a privately owned company who cared about the wellbeing of our pets.