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Wellness Pet Food was founded in 1997. [5] [citation needed] Wellness recipes for dogs were introduced in 1997 [6] and Wellness cat recipes were added to the line in 2000. [7] [citation needed] By 2004, Wellness Pet Food became the leading natural pet food in independent pet specialty retailers.
Dick Van Patten's Natural Balance Pet Foods is an American pet food manufacturer with its headquarters located in Burbank, Los Angeles, California. [1] Established in 1989 by actor Dick Van Patten, the company markets itself as "Food For a Lifetime" and promotes itself as having "the finest food you can buy for your pet."
The Natural Dog Food Company puts its emphasis on 100% natural ingredients. The company's primary USP is the inclusion of only natural vitamins through the use of a herbal premix. Natural Dog Food states that the use of natural vitamins are superior to their synthetic counterparts [2] which are extensively used in conventional pet foods. [3]
Freshpet was the first to distribute pet food in the fresh and refrigerated category across North America. After a 2007 crisis of wet and dried dog food tainted by melamine, Freshpet's uncontaminated fresh food products experienced rapid growth in the number of stores carrying them. [14] [15]
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Devine rebranded the acquired WellPet and Pet Department stores Petco, also hiring new leadership and extending the chain's credit. Devine eschewed a big-box discount store model, instead prioritizing premium merchandise such as natural or organic pet food. He also brought in aquariums and fish to increase foot traffic.
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