Written on May 15, 2010 by jallen14
We have recently been notified by Natura of a purchase agreement between Natura (makers of Innova, EVO and California Natural) and Procter & Gamble. The closing of the sale is subject to customary closing conditions, including receiving regulatory approval. The closing is anticipated to occur in early June 2010. Natura has long been the industry leader in high-quality all-natural pet foods. We have received communication from the CEO of Natura stating that Natura will continue to operate “as is” – no processing changes, no ingredient changes, and (most importantly) no changes in distribution. This means that Natura products will continue to be available ONLY at local independent retailers.
Here at Dee-O-Gee, we will surely keep a close eye on the ingredient panel of the Natura products and we will continue to stock their dog and cat food. The Innova line is what we feed our dog, Jericho, and will continue to do so until we feel that the quality of Natura’s products decreases. However, we do encourage all Innova, EVO and California Natural customers to consider other food options (in case the quality of the Natura products decreases in the future) at Dee-O-Gee. Some of the other high-quality, human-grade dog/cat foods that we carry are: NOW! and GO! by Petcurean, Prairie and Instinct by Nature’s Variety, Nature’s Logic and Canidae. All four of these companies are listed as “Top” foods by the Whole Dog Journal. More information on these companies is available at dee-o-gee.com/nutrition. Stop by Dee-O-Gee in Bozeman for some free samples and brochures from these companies.
Thanks for reading and, as always, wag more and bark less!
D-O-G
Posted in Product Review, words of wisdom for your d-o-g
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It’s an interesting one. As a nephew of an entrepreneur who sold his company to a larger one (you’ve probably seen his drinks in health food stores, and now all grocery stores) it’s hard for me to believe that P&G would buy a company just to keep distribution the same. P&G bought Natura because they wanted to experience the growth of the natural pet products industry, and they can’t experience growth without actually growing, which means increasing the distribution of the product line. And…AAFCO allows pet food manufacturers a 6 month window between changing the formula and actually reporting it on the packaging. But, like I said, it’ll be interesting to see how this pans out.