Vital Essentials has announced its 2015 resolution—to encourage American pet parents to feed healthier diets. Throughout 2015, Vital Essentials is planning a number of events to call attention to its Alpha prey-model diet, which the company touts as a healthier way to feed dogs and cats.

“Most Americans are typically more health conscious during January,” said Lanny Viegut, Vital Essentials CEO. “We want them to think about a healthier lifestyle for the entire family, including their dogs and cats.” To kick off the new year, Vital Essentials will be promoting three of the top-selling Purely RAW frozen entrées in support of its Feed Healthycampaign at independent pet specialty retail stores throughout the US. These entrées will be marked with a “Special Price” tag on packages.