Many pet food companies give back to society, and these philanthropic efforts can boost pet food companies’ public image while fulfilling ethical goals. Just as the pet food industry straddles the human and animal worlds, so too the philanthropic efforts of cat and dog food companies touch both people and pets.
Consumers seem to agree with the importance of their pet brands philanthropic efforts. According to Packaged Facts data, the percentage of people who say a brand’s charitable efforts play a significant role in their purchasing decisions has steadily increased since 2014.
K9 Salute LLC was founded by Jessica Harris, a retired combat medic with the US National Guard. Ingredients are sourced from military veterans farming near the company’s North Carolina headquarters. The packages feature dogs killed in the line of duty. K9 Salute also makes monetary and product donations to Vets to Vets United Inc., an organization that rescues shelter dogs and trains them to be service dogs for veterans.
ResQ Naturals aims to help support animal rescue organizations as they provide second chances for dogs and cats in need of a permanent home. The company has partnered with Karma Rescue, a California-based nonprofit, and the Vanderpump Dog Foundation, which advocates for humane treatment of dogs worldwide.
GivePet is a specialty pet treat company that gives a portion of its profits back to partner animal shelters. The pet treat company donates at least 10 treats for every bag purchased by dog owners. The pet treat company currently has distribution in 14 states.
Fromm Family Foods launched a Buy One, Give One free bag coupon promotion in May. For the philanthropic effort, Fromm gave out a buy-one-get-one-free coupon. The pet food company encouraged customers to give the free bag to a pet owner or shelter in need.
From February 12-28, Global Pet Foods asked Canadian pet owners to make a donation at any Global Pet Foods store or online to support homeless pets. The Global Pet Foods Show Us Your Heart Fundraising Campaign raised more than CAD$1.25 million (US$966,000) to help animals in need.
In 2015, Nestlé Purina’s philanthropic efforts included donating US$31.5 million worth of pet food, pet supplies and monetary contributions to pet-related charities and other community organizations across the country. The donations reached more than 120 pet welfare groups and the Urban Resource Institute, which operates four domestic violence shelters in the New York City area.
Woof Gang Bakery partners with animal welfare organizations to host adoption events, donate pet food and supplies, provide grooming services and raise funds, including 43,000 total pounds of pet food along with a mixture of pet grooming services, treats, toys and accessories.
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.