A life-threatening case of human mercury poisoning and a tiny kitten named Luna were the key motivators to creating Pure Cravings, “the only 100% mercury-tested fish food line for cats.” Now celebrating their first anniversary on the pet food shelf with over five million cans sold, the brand has gained nationwide recognition, is expanding its recipe selection and also heading to the Canadian marketplace.
Rewind to the early 2000s when Pure Cravings co-founder Sean Wittenberg experienced first-hand the dangers of mercury accumulation in the body when his mother was diagnosed with mercury poisoning while following a specific points-based diet. Determined to find a solution to solving the mercury variance problem in seafood, Wittenberg, who has a business management degree from the University of California-Davis, teamed up with Kevin McKay, the company’s chief operating officer whose background is in technology and engineering, and set about developing proprietary technology to rapidly test individual fish for mercury.
