Nature’s Variety began a Facebook photo initiative to donate boxes of Instinct Grain-Free Biscuits to shelters throughout North America, now through December 31.

For every photo posted to the Nature’s Variety Facebook page of pets enjoying Instinct Biscuits or other Nature’s Variety treats, the company will donate a box of its Instinct Grain-Free Biscuits to four shelters across North America, as well as a randomly chosen shelter submitted by Nature's Variety's Facebook friends. Nature's Variety will evenly allocate its donations to the following shelters: Red Door Animal Shelter in Chicago, USA; Smiling Dog Farms in Wharton, Texas, USA; The Toronto Humane Society in Toronto, Canada; and Pet Food Bank in Vancouver, British Columbia, Canada.

“This initiative helps bring our Facebook friends closer to our brand and to what Nature’s Variety is all about,” said Jill Gainer, Nature’s Variety Instinct brand director. “Not every pet has a loving family during the holidays, so in our own way, we can share a bit of holiday cheer with a small indulgence that they will really love.”