Pet Food News

Nature’s Variety, Best Friends Animal Society team up

Three to four million healthy and adoptable pets are killed in America's animal shelters each year because they haven’t yet found a home. To help increase awareness of and save the pets available for adoption, Nature's Variety, makers of the Instinct brand and newly named Official Pet Food Partner of Best Friends Animal Society, is launching Long Live Pets.

Adopters of shelter and rescue pets across the nation are being invited to submit photos of their pets to be the potential stars of what will be a groundbreaking, crowd-sourced film that showcases the happiness of adopted dogs in their new lives. The short film, which will premiere on national TV this spring on the Nat Geo WILD network, will also help promote the mission of Best Friends to end the killing of animals in America's shelters.

"Our company purpose – something we live every day – is 'empowering people to transform the lives of pets,'" said Reed Howlett, CEO of Nature's Variety. "Best Friends Animal Society is a natural partner in this mission because they have been transforming – and saving – the lives of pets for more than 30 years."

According to Best Friends, an estimated 9,000 adoptable pets are killed in America's shelters each day. In recognition of Best Friends' goal of reducing this number to zero, the campaign strives to receive at least 9,000 photo submissions.

To participate in the campaign, consumers can go directly to or submit their photos on Facebook, Twitter or Instagram using the hashtag #LongLivePets.

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