A Word about the Purchase of Natura Pet Products by Proctor and Gamble

As some of you may know, Natura, the manufacturer of the California Natural, EVO and Innova lines of pet food, was purchased on June 1st by Proctor and Gamble, the manufacturer of IAMS/Eukanuba and other grocery lines of pet food. The sale has sent ripples through the holistic and all natural pet food community of which Natura has been one of the market leaders. We have been in close contact with our Natura Representatives prior to and after the purchase. We have received assurances from the Natura executives that they will continue to manufacture all their dry foods in the exact same way, in their own facility, with the same high quality ingredients sourced from the same suppliers. They do not manufacture their own canned food and they have not issued the same assurances with regard to ingredients and processes. However, this does not mean that their philosophy has changed with regard to canned foods.

The most frequent concern our customers have raised regarding Proctor and Gamble is the issue of animal testing performed by other Proctor and Gamble divisions. According to Proctor and Gamble’s Animal Testing Statement, they conduct limited animal testing and only do so when required by law. The second concern is that Natura will lose its focus and stray from their nutritional philosophy and start manufacturing foods with lower quality ingredients. Cherrybrook intends to closely monitor the ingredients used in Natura foods going forward and ask specific questions regarding ingredient sourcing.

After careful consideration, Cherrybrook has decided to continue to sell the Natura line of pet foods (California Natural, EVO and Innova) unless we see that the quality and integrity of the line has been compromised.

If you have any questions or concerns about this issue, our store associates and customer service representatives will be happy to assist you.


written by Claudia Loomis