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Pet Food News / Natural / Organic Pet Food
On June 17, 2014

PetSmart expands natural petfood options with Nature's Variety

Will begin selling raw petfood brand Instinct, holistic line Prairie

Nature's Variety, an independent natural pet food company, and PetSmart have announced that the company's two petfood brands will begin selling at the specialty pet retailer.

"Pet parents are seeking natural diets that give their pets the nutrition nature intended," said Matt McAdam, PetSmart's executive vice president of merchandising and real estate. "Nature's Variety strengthens our natural selection and gives pet parents the variety of wholesome foods they desire. PetSmart is committed to meeting the evolving needs and preferences of our pet parents who deeply care about the health and well-being of their pets."

Nature's Variety produces petfood through two brands—Instinct, a raw petfood brand; and Prairie, a balanced holistic line of food. Instinct dog and cat foods include grain-free and gluten-free formulas, and come in a variety of forms, including kibble, can, raw frozen, freeze dried raw and treats. Prairie dog foods are available in kibble, cans and treats in an assortment of proteins.

PetSmart began selling both lines on June 9, 2014, in the US and began selling both brands in Canada in late May. In addition, PetSmart will carry Instinct Raw frozen diets in more than 575 stores throughout the US and Canada.

"Nature's Variety is committed to providing pet parents with superior quality petfood and giving them more options to incorporate raw into their pet's diet," said Reed Howlett, CEO of Nature's Variety. "We are extremely proud of this partnership with PetSmart. By expanding our distribution we are able to give more households access to the natural, holistic diets they are seeking for their pets."

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Read the April issue of Petfood Industry!

April 2015

The April 2015 issue of Petfood Industry looks at different pet food markets around the world. Read about Sojos, a US company which aims to transform the lives of pets through raw pet food. As these specialized diets become increasingly popular in the dog and cat food markets, learn how such trends are carrying over into bird and small animal food. Plus, see how pet food companies in Russia are reacting and reconsidering production strategies in the wake of rising prices due to exchange rate fluctuations.

READ MORE in Petfood Industry magazine

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