Love, Nala has partnered with the National Alliance on Mental Illness (NAMI), in what the company said marks the first formal collaboration between a pet food brand and the nation's largest grassroots mental health organization.
The California, U.S.-based company announced the partnership December 1, aiming to normalize mental health conversations and promote NAMI's resources through Nala Cat's social media platform of more than 10 million followers.
"We at NAMI are proud to welcome Love, Nala as our first partner in the pet food industry," said Jessica Edwards, NAMI chief development officer. "The power of the human-animal bond is well-documented in supporting mental well-being, and Nala Cat's global platform provides a unique, friendly, and engaging voice to reach millions of people who need to know that hope starts with help. This partnership is an opportunity to break the stigma and spread our message of support and education."
Love, Nala will provide hundreds of thousands of dollars in promotional value for NAMI through social media advocacy, announcements of NAMI offerings and promotion of mental health messaging. Content will focus on pet-related mental health topics including anxiety comfort, pet grieving, sick pets and lost pets.
NAMI will promote Love, Nala alongside Nala Cat's image, recognizing the brand's support of the organization's mental health mission.
"Since adopting Nala, our mission has been to share the love and joy she brings, including her food with Unconditional Nutrition in every bowl," said Pookie Methachittiphan, co-founder and CEO of Love, Nala. "Shannon and I know first-hand the benefits of a loving community and professional mental health support. To be the first pet food company to stand alongside NAMI in this effort is an honor, and we hope this inspires our entire industry to join the mental health movement."
Love, Nala joins NAMI corporate sponsors including Google, Bank of America, Johnson & Johnson, Calm and lululemon. Nala Cat joins NAMI ambassador and supporter ranks including Jay Shetty, Sterling K. Brown, Jamie Gray Hyder and Alex Alpert.
Founded in 2019, Love, Nala produces grain-free, meat-first cat food recipes including wet food and air-dried kibble, as well as mousse treats and supplements. The brand previously became Certified Plastic Neutral in partnership with rePurpose Global and maintains partnerships with animal welfare organizations including Best Friends Animal Society.
