To help support struggling US farmers and ranchers, the founders of Pet Promise, including Dave Carter, conceived an idea to make a natural petfood with exceptional nutrition that comes from pure protein sources.
The founders of Pet Promise didn't start out to form a
petfood company. "We are a mission-based company that's
dedicated to educating consumers on ingredient quality and
where their ingredients come from," explains Dave Carter,
co-founder of the company. "Our mission led us to establish a
brand based on source-verified protein coming from US family
farmers." So Carter and his fellow co-founders, Anthony Zolezzi
and Myron Lyscanycz, set out to help farmers and ranchers
committed to quality, sustainability standards and the humane
treatment of animals.
To help support these struggling US farmers and ranchers,
they conceived an idea to make a natural petfood with
exceptional nutrition that comes from pure protein sources. "We
aren't just a petfood but part of the natural foods movement,"
says Julie Mueller, vice president of marketing. "We are a
mission-based company. That's how our brand started and is why
we exist today."
A formulation for trust
Unlike many companies on the market today, Pet Promise
describes its products based on what isn't in its formulations.
"An educated consumer is our biggest opportunity," attests
Carter. "As people become more interested in what is going on
their plates, they want to know what they are feeding every
member of their family-including their pets."
From the outset, the petfood manufacturer made a commitment
to "let by-products be bygones" (its slogan). That meant
eliminating the rendered proteins that have supplied the
foundation for commercial petfoods for decades. "One of the
most difficult challenges is that because of our high standards
for ingredients, we have to work with smaller suppliers and
develop strong relationships," says Carter. "They are not
always easy to find and you have to work with them on a much
longer term basis."
Because of this new approach to pet nutrition, the company
selected each ingredient according to the attributes it would
provide for its formulations.
This past year Pet Promise introduced Large Dog Health for
large dogs that have unique nutritional needs, according to the
company. The formula contains a natural source of glucosamine
that helps support joint health and mobility. Shipments of five
new wet items (three cat and two dog) to increase flavor
offerings also started at the end of January 2008.
The company's commitment to US-sourced and hormone-free ingredients is not only serious, but serious business.
Promise of purity
Mueller describes the company's key to growth as,
"Attracting new users to our brand by our Promise of Purity'
message and excellent product performance. Once consumers try
our products, they tend to be very loyal." This vow means
consumers know where their protein is coming from-Promise wants
to be known for leading the way in source verification-and
other guarantees, such as:
The company's commitment to US sourced and hormone-free
ingredients is not only serious, but serious business. "We are
very proud that we quickly became and continue to be the #1
brand in the natural channel," says Mueller.
Looking to the future, naturally
"The overall momentum of natural petfood continues to grow
and the interest among retailers grows, allowing Pet Promise to
expand into pet specialty," says Mueller, predicting what she
sees in Pet Promise's future. "But it is because of our strong
interest from the natural products consumers that made this
What about the entire petfood industry? "It's an industry in
transition. The petfood industry was developed under a model of
disposing of waste products and developed in a time when people
looked at pets much differently than they do today," comments
Carter. "Now that pets are becoming an important part of
families, people are becoming more concerned about the health
of their animals, and the petfood industry will need to
According to Pet Promise, since 2005 the petfood company
has helped eliminate over 147 million doses of antibiotics
in the food chain and more than 28 million doses of
artificial growth hormones fed to cattle. Not only does
America's farmland benefit, but consumers can see the
direct impact when they purchase products for their dogs
and cats, the company says.
One year of a pet owner feeding his or her dog Pet
One year of a pet owner feeding his or her cat Pet
*Based on the average annual consumption of dry and
canned petfood per pet and according to
Boulder, Colorado, USA
Dave Carter, co-founder; Anthony Zolezzi, co-founder; Myron
Lyscanycz, co-founder; Julie Mueller, VP of marketing
Large Dog Health, Turkey and Brown Rice (dog and cat),
Chicken and Wild Salmon (dog), Turkey and Wild Salmon
(cat), Chicken and Wild Tuna (cat)
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