Freshpet Inc., a US premium pet food company, has launched its ‘Fresh Start’ movement, a platform that aims to spotlight overlooked shelter animals who deserve a fresh start in life. The program will allow consumers the opportunity to help dogs (and cats) find their forever homes with the click of a button.

To kick-start the program, Freshpet launched a microsite that invites pet lovers to make a difference in the lives of dogs and cats looking to be adopted. For its first Fresh Start project, Freshpet is aiming to help Animal Alliance of New Jersey build a rehabilitation wing to foster animal development, providing dogs and cats the attention they need to jumpstart the next stage of their lives.

Freshpet is asking pet lovers to help spread a message of hope: that shelter animals who come from difficult or troubled pasts can make amazing pets, if given a chance. To start making a difference for these animals, Freshpet is helping build a rehabilitation wing for recovering rescue animals.  From now through April 20, 2018, Freshpet will donate another dollar towards construction of the rehabilitation wing for every social share of the ‘Fresh Start’ video on Freshpet.com/Fresh-Start. Consumers who prefer to donate directly to Animal Alliance of New Jersey can also do so on the microsite. In a second phase of the campaign, users will be able to nominate other nonprofit organizations for future ‘Fresh Start’ consideration.

Helping shelter pets get adopted

Another pet food company, Hill’s Pet Nutrition, has made an effort to help shelter pets get adopted. In November 2017, Hill’s Pet Nutrition partnered with Animal Planet to launch a web series called “Mission Adoptable,” just in time for National Adopt a Senior Pet Month in November.

Filmed in collaboration with the SPCA of Texas in Dallas, “Mission Adoptable” focuses on the plight of older shelter pets that face a difficult time getting adopted because of changes in their appearance or behavior due to the aging process. Viewers follow the journey of each senior pet, as their lives and prospects for adoption are transformed through the power of nutrition and loving shelter care.