Pet Food News

Instinct to expand role with Best Friends Animal Society

Instinct Pet Food will continue and expand its role as Best Friends Animal Society’s official pet food partner.

“We’re on a mission to transform the lives of pets through the pure, real nutrition of raw,” said Reed Howlett, CEO of Nature’s Variety, the makers of Instinct. “As the Official Pet Food Partner of Best Friends Animal Society, we’re excited to do our part in bringing more visibility to the no-kill movement through our shared commitment to transforming and saving the lives of pets.

“We believe that all pets deserve the best life possible. It’s really that belief that inspired us to take action and to do our part. We understand the power of raw nutrition. We believe in it. And we know the good it can do, so it only makes sense to share it.

“We couldn’t be more proud of the profound impact Instinct grain-free nutrition is having on the pets at Best Friends’ facilities on their journeys to finding their forever homes.”

Elements of those journeys can be seen in “Belief,” a new short video documenting the role of Instinct for pets living in the renowned Best Friends Animal Sanctuary in Kanab, Utah, USA.

“We are thrilled to continue our partnership with Instinct,” said Gregory Castle, co-founder and CEO of Best Friends Animal Society. “It takes a lot of food to feed the animals in our care, and with this generous donation from a high-quality food like Instinct, the resources we have will go further and we can advance our mission to Save Them All.”

In a partnership that started at the beginning of 2015, Instinct has supplied food for dogs and cats at the Best Friends Animal Sanctuary in Kanab. As part of the newly expanded partnership, Instinct will also feed the dogs and cats at Best Friends’ NKLA (No-Kill Los Angeles) Pet Adoption Center and Spay/Neuter Center, both in Los Angeles, California, USA; and Best Friends Adoption Center and its Spay/Neuter Clinics in Salt Lake City, Utah, USA, part of NKUT (No-Kill Utah). And when it opens later this year, Instinct will also feed the dogs and cats at Best Friends’ new adoption center in New York City, New York, USA.

Instinct Pet Food will donate more than one million meals annually to Best Friends’ adoption centers nationwide. And more than 20,000 pets adopted from Best Friends Animal Society across the US in 2016 will now benefit from the high-quality, grain-free nutrition that Instinct provides – both while in the centers and when they find forever homes. Instinct will provide new adoptive pet parents with a complimentary starter supply of food to encourage them to continue giving their pet pure, real nutrition.

The expansion of the Instinct/Best Friends partnership is being celebrated by new special-edition Instinct packaging, which will be available at retailers nationwide beginning in mid-February. In addition to purchasing Instinct, current and prospective pet parents can join Instinct and Best Friends by adopting, donating, or volunteering at their local no-kill shelter. A list of shelters in the Best Friends network can be found at

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