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of
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the
World
Natura Pet Products
P.O. Box 1767
Davis, CA 95617
U.S.A.
No. 1 • 2010
www.naturapet.com
Letter From Peter Atkins – CEO
In This Issue
Printed with soy-based inks on recycled paper containing PCW (post consumer waste) fiber.
“Innova”, “EVO”, “California Natural” and “HealthWise” are registered trademarks and “Wild
Cravings,” “HealthBars” and “Flex” are trademarks of Natura Pet Products, Inc. All other
trademarks are the property of their respective owners. ©2010 Natura Pet Products, Inc.
ATTENTION RETAILERS
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to continue receiving the latest Natura news. Do your part in giving pets and Mother Nature a new leash on life.
Pro Dog
Goddess of Love Charms All
With just over one year in the Natura Pro Dog Program under her
belt, Rhodesian Ridgeback Venus is already charming her way into
the winners circle. According to her human companion Dale Parks,
Venus gets compliments in her Clermont, GA, hometown and
everywhere else she goes on her manners and good-natured attitude
that steals your heart, hence her majestic name.
But it’s Venus’ full name – Diamond’s TwIsis Tempt’n – that shows her
and her owner’s true heart. Diamond refers to her original kennel,
Diamond Ridge Kennels in Canfield, OH, where she was bred by Dan
and Vilma O’Neill. TwIsis is Dale’s touching way of honoring Venus’
grandmother Isis. Sadly, Isis, a Champion herself, passed away from
illness just as Venus was brought into Dale’s life. Thus, Diamond’s
TwIsis Tempt’n was born.
Competing in the AKC show ring since just six months old, Venus has
acquired a magnificent list of accolades in her three and half years.
Within the past year while Lure Coursing, Venus has had several Best
of Breed wins and Multiple Best in Field Wins around the country, as
well as ranking as the number one Ridgeback at the AKC Nationals
and the Top Qualifying Rhodesian Ridgeback at the AKC Lure Coursing
Nationals. She’s even been highlighted in the news at competitions
across the nation.
Venus received her last major win to complete her AKC Confirmation
Championship, also taking Best of Opposites at the AKC Fort Steuben
Kennel Club Conformation Show in Canfield, OH. Earlier in the year,
she won the ASFA Ida Trophy and Best of Breed at the ASFA
International Invitational; defeated field champions from around the
6
country at the RRCUS nationals;
received her Top Ten Lure Coursing
ribbon and certificate (currently
ranked 4th in the country); and
completed her AKC Good Citizen
Award at nationals. Venus is now
a Dual Champion with AKC and a
Field Champion with ASFA. Venus
also holds an International and
National Champion title with IABCA.
In addition, Venus has her AKC
Master Courser title and her AKC
Lure Coursing Excellence title.
Letter from Peter Atkins 1-2
Letter from Don Scott
1-2
Product Spotlight
2
Technical Bulletin
3
Retailer Spotlight
3
Product Spotlight
4
Customer Testimonials
4
Technical Bulletin
5
Media Highlights
5
Natura News
5
Pro Dog
6
Thank You For Making
Natura Pet Products Number 1 Again!
I’m happy to report that once again Natura’s brands were recognized by the Pet Age
survey as preferred products recommended by independently owned pet retail stores.
For those of you who missed it, the report from the January 2010 issue selected Natura
Pet Products as the top choice of independent retailers in both the dog and cat food categories.
So why are we Number 1? While there are certainly many reasons,
I’m pretty confident that these two may be the most important:
Industry Leading Innovation – Natura has been
successful because we have always blazed new
trails and steered away from “conventional wisdom.”
Our strong core nutritional philosophy has naturally
caused us to seek out new, more healthful sources
of ingredients and to boldly apply the benefits of
advanced nutritional science and orthomolecular
thinking (thank you Dr. Belfield). This has resulted
in a succession of industry firsts that have been
mimicked by our competitors and have now become industry standards – the creation of the grain free phenomenon with our EVO®
products is a prime example.
Industry Leading Manufacturing & Product Safety – Because so many
of you have visited our Nebraska plant and met our production team, you know first hand that when
you or your staff recommends a Natura product to a customer, you can be 100% confident that the
recommendation is backed by industry leading manufacturing technology, the top scientific minds
in the industry, unequalled quality management programs and certifications, and over 100 caring
Natura Family members that are passionate about their work and our mission to make the healthiest
pet foods in the world.
Continued on page 2
Venus
But Venus isn’t letting her fame stop her from sharing that goodnatured heart. She received her Therapy Dog Institute License this
year and is actively volunteering at nursing homes and hospitals
around the area.
So what does it take to keep Venus a champion on the field and
strong at heart? Dale knows it requires feeding a high quality food
like EVO®. “Venus has always had muscle and heart to push her to the
front, but once I started feeding EVO two years ago, the extra protein
has given her better endurance and stamina to overpower and
outlast the competition. Her coat and structure has never been better
and tends to amaze the competition and myself everyday,” says Dale.
Everyone at Natura wishes this high-powered hound and her family
all the best in 2010!
Letter From Don Scott – President
Pure and Simple: What This Means for You and Your Customers
You’ve heard it before. It’s the tagline for our
California Natural® pet foods and treats. However,
to today’s consumers “Pure and Simple” means a
better understanding of the ingredients that go
into – and those that don’t go into – the products
their families consume.
For many pet parents, less is more. In the wake of the organic and
healthy pet food movement, customers are demanding simplified
foods that are as close to their natural or raw state as possible.
Introducing New California Natural Grain Free Formulas
• California Natural Grain Free
Lamb Meal Formula
• California Natural Grain Free
Chicken Meal Formula
• California Natural Grain Free
Venison Meal Formula*
*Uncommon protein for pets that cannot
tolerate typical pet food ingredients
Continued on page 2
1
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Technical Bulletin
Letter From Peter Atkins – continued
When Natura was founded almost two decades ago, none of us
(especially John, Ann & me) could have imagined the phenomenal
growth that was to be. But the most important testament to our success
is not in our sales percentages or production figures; our success
has truly been a result of the thousands of retailers and distributors
who promote our brands and the millions of pet parents who feed
our foods and treats. Special thanks to all of you who place such loyal
confidence in our products.
We are excited about the outlook for 2010 and look forward to our
continued shared growth and success. Thank you for your business!
Product Spotlight
EVO® Feeds the Wild Cravings
in Dogs and Cats
Healthful, grain free nutrition never sounded so good. Natura
indulges dogs and cats with seven grain free dog and cat treat
varieties from EVO.
EVO’s new Wild Cravings™ treat line complements its popular
grain free dog and cat foods with options including:
•EVO Wild Cravings Turkey & Chicken Formula Dog Treats
(available in 20 oz. stay-fresh pouches)
•EVO Wild Cravings Red Meat Formula Dog Treats (available
in 20 oz. stay-fresh pouches)
Letter From Don Scott – continued
According to a recent article in USA Today, there has been a 7.4% decline in the number of ingredients in pet food products from the first quarter of 2009 to the third quarter. With the vast array of natural and holistic products on the market today, Natura had the foresight to get in front of this market trend with our California Natural pet foods.
For our California Natural line, it’s what is missing that matters.
Recipes with fewer ingredients and better ingredients; this is the
reason California Natural has become our fastest growing line. To
enhance our success and expand the options available to pet parents,
we have taken this opportunity to develop new California Natural
grain free formulas.
As the grain free category continues to grow, customers are looking
for new food offerings for pets with food sensitivities while also
encompassing their all-natural and simplistic desires. For your customers
who are looking for nutritional solutions focused on skin and coat or
food intolerances, California Natural can offer their beloved companions
the relief they are seeking.
With this pure and simple approach to nutrition, your customers can
feel good about California Natural options for their pet companions.
•EVO Wild Cravings Herring Formula Dog Treats (available
in 10 oz. stay-fresh pouches)
•EVO Wild Cravings Weight Management Dog Treats
(available in 10 oz. stay-fresh pouches)
•EVO Wild Cravings Turkey & Chicken Formula Cat Treats
(available in 3 oz. stay-fresh pouches)
•EVO Wild Cravings Herring & Salmon Formula Cat Treats
(available in 3 oz. stay-fresh pouches)
•EVO Wild Cravings Weight Management Cat Treats
(available in 3 oz. stay-fresh pouches)
The new EVO Wild Cravings products feature a grain free and
lower carbohydrate approach to treating that can help dogs
and cats stay fit. These new offerings address common
concerns from your customers like joint health and weight
management. For example, EVO Wild Cravings fish treats are
rich in herring and salmon which provide a natural and
sustainable source of long-chain omega-3 fatty acids beneficial
for joint health.
The seafood treats are a great option when food sensitivities
are a concern among your customers since they avoid some
of the more common proteins that affect pets’ skin and coat.
And the new EVO Weight Management dog and cat treats
provide an excellent option for pet caretakers who wish to feed
a treat rich in nutrients like L-carnitine.
Giving treats to our beloved pets is just one of the many ways
we can show them that we love them. Natura hopes that with
these new products we can all help make sure that the loving
treat is also a healthful one.
By Dr. Sean Delaney –
Chief Nutrition Officer
By Brian Streit –
Vice President of Manufacturing
Shelf-Life: Keeping Pet Food Fresh and Delicious
As humans, we are conscious of the quality and freshness of the
foods we eat. That’s why we take great measures to ensure our
meats, vegetables, and other ingredients are cooked and stored
properly. Just like the meals served on your table, your four-legged
companion’s supper must be cooked and stored correctly to
achieve the maximum flavor and shelf-life possible.
Avoiding Bacterial and Mold Growth
Natura carefully cooks all its foods and treats to prevent any
unwanted microbes, like bacteria or mold, from making our pet
food their home. It is important to also note that not all microbes
are undesirable. Some dried “good” bacteria called direct-fed
microbials may be applied to the food to promote healthy digestion.
For Natura that means we pay special attention to the following
three areas to ensure that our pet food delivers optimal nutrition
for your customers’ best friends.
Natura’s state of the art manufacturing facility, comprehensive
and ISO Compliant Food Safety Program, and dedicated employees
ensure that the cooking, handling, and packaging process delivers
a product that is wholesome and fresh.
Keeping Food Fresh
An essential part of any dog’s or cat’s diet is dietary fat. It provides
energy, important building blocks for the body, and when used
in the right balance can keep your pet vibrant. Preventing the
fat from going “bad” can be a critical part of keeping food fresh.
Many of fat’s benefits come from fatty acids, which unfortunately
can become oxidized by the air around us, leading to rancid
food. To protect against oxidation, Natura uses nature’s robust
oxidation fighter, vitamin E. Vitamin E absorbs the oxidation,
thereby protecting fatty acids from damage.
Natura has determined that our dried foods have a shelf-life of
12 months, while our canned foods can be consumed within two
years of the “use by” date to ensure safe and adequate levels of
vitamins and minerals.
Retailer Spotlight
Chow Hound Gives Pet Owners Something to Chew On
One of the areas in the United States that has been hardest hit by the
economy is Grand Rapids, MI. Always operating under the philosophy
of bringing value to customers, Natura retailer Chow Hound Pet
Supply is finding it more important than ever to give its customers
something to chew on.
Celebrating its 20th anniversary in 2009, Chow Hound has grown
to a five-store staple for pet enthusiasts in the Grand Rapids metropolitan area and even offers a location in the Holland, MI, area.
Having remodeled four stores and opened one new location in the
past two years, owners Greg and Tyson Keane attribute Chow Hound’s
growth in leaps and bounds to its most important asset – a dedicated
and knowledgeable team. It is Chow Hound’s staff’s deep compassion
for pets and sincere desire to help with their customers’ needs that
Greg and Tyson believe has helped create such a loyal following
of customers.
“In the economic uncertainty of these times, we are continually
looking to make sure that we bring value to our customers. Our new
location, renovations, and added self-serve dog washes are just a
few ways we are making an impact for our customers and ensuring
they continue to stay in the pet specialty channel and continue to
buy quality products,” said Greg Keane.
2
Ensuring Balanced Nutrition
Many pet parents do not know that some essential minerals, like
iron and zinc, can cause vitamin levels to degrade over time.
That’s why Natura uses chelated minerals, which help slow this
destruction down.
Continued Greg, “HealthWise® has also been a huge tool in helping
to give customers that value in the food category. We’ve been a
partner with Natura for almost 13 years and sold over one million
pounds of Natura products in the past year!”
Positioned to keep products and promotions relevant to the local
marketplace, Chow Hound is not just another pet supply store; it is a
one-stop shop for all your pet needs. Natura wishes Greg, Tyson, and
the entire Chow Hound Pet Supply team all the best for continued
growth in 2010.
Store Manager
Greg Colgrove, Associate
Kiara Guevara, and
Natura District Manager
Tony Wyrostek
3
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Technical Bulletin
Letter From Peter Atkins – continued
When Natura was founded almost two decades ago, none of us
(especially John, Ann & me) could have imagined the phenomenal
growth that was to be. But the most important testament to our success
is not in our sales percentages or production figures; our success
has truly been a result of the thousands of retailers and distributors
who promote our brands and the millions of pet parents who feed
our foods and treats. Special thanks to all of you who place such loyal
confidence in our products.
We are excited about the outlook for 2010 and look forward to our
continued shared growth and success. Thank you for your business!
Product Spotlight
EVO® Feeds the Wild Cravings
in Dogs and Cats
Healthful, grain free nutrition never sounded so good. Natura
indulges dogs and cats with seven grain free dog and cat treat
varieties from EVO.
EVO’s new Wild Cravings™ treat line complements its popular
grain free dog and cat foods with options including:
•EVO Wild Cravings Turkey & Chicken Formula Dog Treats
(available in 20 oz. stay-fresh pouches)
•EVO Wild Cravings Red Meat Formula Dog Treats (available
in 20 oz. stay-fresh pouches)
Letter From Don Scott – continued
According to a recent article in USA Today, there has been a 7.4% decline in the number of ingredients in pet food products from the first quarter of 2009 to the third quarter. With the vast array of natural and holistic products on the market today, Natura had the foresight to get in front of this market trend with our California Natural pet foods.
For our California Natural line, it’s what is missing that matters.
Recipes with fewer ingredients and better ingredients; this is the
reason California Natural has become our fastest growing line. To
enhance our success and expand the options available to pet parents,
we have taken this opportunity to develop new California Natural
grain free formulas.
As the grain free category continues to grow, customers are looking
for new food offerings for pets with food sensitivities while also
encompassing their all-natural and simplistic desires. For your customers
who are looking for nutritional solutions focused on skin and coat or
food intolerances, California Natural can offer their beloved companions
the relief they are seeking.
With this pure and simple approach to nutrition, your customers can
feel good about California Natural options for their pet companions.
•EVO Wild Cravings Herring Formula Dog Treats (available
in 10 oz. stay-fresh pouches)
•EVO Wild Cravings Weight Management Dog Treats
(available in 10 oz. stay-fresh pouches)
•EVO Wild Cravings Turkey & Chicken Formula Cat Treats
(available in 3 oz. stay-fresh pouches)
•EVO Wild Cravings Herring & Salmon Formula Cat Treats
(available in 3 oz. stay-fresh pouches)
•EVO Wild Cravings Weight Management Cat Treats
(available in 3 oz. stay-fresh pouches)
The new EVO Wild Cravings products feature a grain free and
lower carbohydrate approach to treating that can help dogs
and cats stay fit. These new offerings address common
concerns from your customers like joint health and weight
management. For example, EVO Wild Cravings fish treats are
rich in herring and salmon which provide a natural and
sustainable source of long-chain omega-3 fatty acids beneficial
for joint health.
The seafood treats are a great option when food sensitivities
are a concern among your customers since they avoid some
of the more common proteins that affect pets’ skin and coat.
And the new EVO Weight Management dog and cat treats
provide an excellent option for pet caretakers who wish to feed
a treat rich in nutrients like L-carnitine.
Giving treats to our beloved pets is just one of the many ways
we can show them that we love them. Natura hopes that with
these new products we can all help make sure that the loving
treat is also a healthful one.
By Dr. Sean Delaney –
Chief Nutrition Officer
By Brian Streit –
Vice President of Manufacturing
Shelf-Life: Keeping Pet Food Fresh and Delicious
As humans, we are conscious of the quality and freshness of the
foods we eat. That’s why we take great measures to ensure our
meats, vegetables, and other ingredients are cooked and stored
properly. Just like the meals served on your table, your four-legged
companion’s supper must be cooked and stored correctly to
achieve the maximum flavor and shelf-life possible.
Avoiding Bacterial and Mold Growth
Natura carefully cooks all its foods and treats to prevent any
unwanted microbes, like bacteria or mold, from making our pet
food their home. It is important to also note that not all microbes
are undesirable. Some dried “good” bacteria called direct-fed
microbials may be applied to the food to promote healthy digestion.
For Natura that means we pay special attention to the following
three areas to ensure that our pet food delivers optimal nutrition
for your customers’ best friends.
Natura’s state of the art manufacturing facility, comprehensive
and ISO Compliant Food Safety Program, and dedicated employees
ensure that the cooking, handling, and packaging process delivers
a product that is wholesome and fresh.
Keeping Food Fresh
An essential part of any dog’s or cat’s diet is dietary fat. It provides
energy, important building blocks for the body, and when used
in the right balance can keep your pet vibrant. Preventing the
fat from going “bad” can be a critical part of keeping food fresh.
Many of fat’s benefits come from fatty acids, which unfortunately
can become oxidized by the air around us, leading to rancid
food. To protect against oxidation, Natura uses nature’s robust
oxidation fighter, vitamin E. Vitamin E absorbs the oxidation,
thereby protecting fatty acids from damage.
Natura has determined that our dried foods have a shelf-life of
12 months, while our canned foods can be consumed within two
years of the “use by” date to ensure safe and adequate levels of
vitamins and minerals.
Retailer Spotlight
Chow Hound Gives Pet Owners Something to Chew On
One of the areas in the United States that has been hardest hit by the
economy is Grand Rapids, MI. Always operating under the philosophy
of bringing value to customers, Natura retailer Chow Hound Pet
Supply is finding it more important than ever to give its customers
something to chew on.
Celebrating its 20th anniversary in 2009, Chow Hound has grown
to a five-store staple for pet enthusiasts in the Grand Rapids metropolitan area and even offers a location in the Holland, MI, area.
Having remodeled four stores and opened one new location in the
past two years, owners Greg and Tyson Keane attribute Chow Hound’s
growth in leaps and bounds to its most important asset – a dedicated
and knowledgeable team. It is Chow Hound’s staff’s deep compassion
for pets and sincere desire to help with their customers’ needs that
Greg and Tyson believe has helped create such a loyal following
of customers.
“In the economic uncertainty of these times, we are continually
looking to make sure that we bring value to our customers. Our new
location, renovations, and added self-serve dog washes are just a
few ways we are making an impact for our customers and ensuring
they continue to stay in the pet specialty channel and continue to
buy quality products,” said Greg Keane.
2
Ensuring Balanced Nutrition
Many pet parents do not know that some essential minerals, like
iron and zinc, can cause vitamin levels to degrade over time.
That’s why Natura uses chelated minerals, which help slow this
destruction down.
Continued Greg, “HealthWise® has also been a huge tool in helping
to give customers that value in the food category. We’ve been a
partner with Natura for almost 13 years and sold over one million
pounds of Natura products in the past year!”
Positioned to keep products and promotions relevant to the local
marketplace, Chow Hound is not just another pet supply store; it is a
one-stop shop for all your pet needs. Natura wishes Greg, Tyson, and
the entire Chow Hound Pet Supply team all the best for continued
growth in 2010.
Store Manager
Greg Colgrove, Associate
Kiara Guevara, and
Natura District Manager
Tony Wyrostek
3
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Technical Bulletin
Product Spotlight
By Dr. Sally Perea –
Senior Nutritionist
California Natural® Offers Pets Worry-free Rewards
Do your customers love California Natural dog foods? Now you can
offer them new wholesome and natural treat options as the perfect
complement to feeding California Natural foods.
Natura recently expanded the California Natural treat line up with
new healthful additions, and like our dog foods, these treats deliver
the highest level of nutritional quality.
Made with limited and easy to digest ingredients, California Natural
treats can be helpful for dogs that cannot tolerate more common and
less digestible pet food ingredients. These indulgences are specifically
formulated to be tasty, easy to digest, and nutrient-rich.
With this pure and simple approach to nutrition, your customers can
feel good about giving these rewards to their companion animals.
• California Natural’s Lamb Meal & Rice HealthBars™
Large Bars (10 lb., 4 lb. and 26 oz. stay-fresh pouches )
By Dr. Sean Delaney –
Chief Nutrition Officer
Best Methods for Transitioning to a New Food and Preventing Overfeeding
When encouraging your customers to switch to a new brand or
product, it is important to remind them of the importance in
transitioning the food over time and the dangers of overfeeding.
Since most dogs and cats do not regularly alter their diets, sudden
changes can result in stool changes, potentially leading to diarrhea.
Educate your customers on the transition tips below for the
best results.
Feeding a New Food
Three food nutrients – moisture, fat, and fiber – commonly have
the largest effect on transition feeding and diarrhea, and must be
carefully controlled during diet changes. If a new food is rapidly
introduced the result can be undesired stool changes, but this can
be avoided or minimized by using a transition period in which the
new food is slowly introduced while the old food is phased out.
• California Natural’s Lamb Meal & Rice HealthBars
Small Bars (10 lb., 4 lb. and 26 oz. stay-fresh pouches)
• California Natural Chicken Meal & Rice Formula HealthBars
(4 lb. and 26 oz. stay-fresh pouches)
• California Natural Salmon Meal Formula HealthBars
(10 oz. stay-fresh pouches)
The transition period required will vary based on the degree of
differences between the new and old foods as well as individual
pet differences. In general, one week is a good minimum length
of time to transition to a new food, as outlined in the table below.
Customer Testimonials
Feeding the Appropriate Amount
In addition to changes in nutrients, feeding excessive calories can
result in undesired stool changes. Therefore, it is important to adjust
the volume of the new food to match the pet’s current caloric intake.
For example, if the pet was previously fed two cups per day of a
food providing 300 kcals/cup (for a total of 600 kcals/day)*, a new
food providing 400 kcals/cup should be fed at 1 ½ cups per day†
to provide an equivalent amount of calories and prevent overfeeding (see example in table below).
With the right food, transitional period, and amount to feed, any
pet can happily and safely make the transition to a new food.
New Food Transition Table
“I have owned golden retrievers for many
years. I currently have three young dogs,
aged 3, 2, and 1. So I am constantly looking
for ways to make our family’s environment
more natural and organic. After researching
and trying a variety of natural whole dog
foods, I can say I have finally found the best –
my three goldens love EVO® and they are
healthy and happy. Their coats are beautiful and my dogs are
strong and lean. I am sure that EVO will be a big part of
keeping my dogs beautiful and healthy for years to come.
Thank you!”
“No product has prompted me to provide
feedback as does your Innova® Flex™
canned products. Owning a small breed
dog requires me to make every calorie of
his intake count since his portions are so
small. Thus, I bought the Innova Flex food
because of the high nutritional value it
Cody
provides, but now I find myself having to
turn to it because our dog just loves it! He’s a very picky eater
and I’ve never seen him take to any food like he does to the
Innova Flex canned formulas. Thank you for ending my search
for the best possible food for my picky dog.”
– Lisa B.
– Tina M.
“I am a guide dog user. I received my dog
Tarik from the Fidelco guide dog foundation. We have been a great team for about
four years now. I have had great success
with EVO and it is one of the few foods
that Fidelco has advised me to use. We are
always in the public eye, with proper exerTarik
cise, grooming and nutrition; many people
have approached me just to tell me he is the best looking dog
they have ever seen. Thank you for producing such a great
quality food. Keep up the good work.”
“I just wanted to say how much my cats like
their Innova foods. The latest addition to my
household, a three-month-old kitten, has
completely bypassed her kitten foods for the
older cat’s Innova Cat and Kitten dry food. I
think Innova is the best food available! “
– Bryan B.
Gloria and Sophie
– John B.
Amount to feed of
Day
Previous Food
Example*
Previous feeding of 2 cups
Amount to feed of
of 300 kcal/cup food
New Food
Example†
New feeding of 1 1/2 cups
of 400 kcal/cup food
1 & 2
75% of calories
1 1/2 cups
25% of calories
3/8 cup
3 & 4
50% of calories
1 cup
50% of calories
3/4 cup
5 & 6
25% of calories
1/2 cup
75% of calories
1 1/8 cups
7
0% of calories
–
100% of calories
1 1/2 cups
Media Highlights
Safety and sustainability. Two influential market trends making
headlines across the nation, and Natura’s experts are weighing in.
et Age – discussed pet food safety standards with Natura’s
n P
Vice President of Manufacturing Brian Streit.
ityDog Magazine – turned to Chief Nutrition Officer Dr. Sean
n C
Delaney to help educate pet parents on pet food myths.
og Fancy – featured Natura’s green initiatives in its
n D
February issue.
etfood Industry – showcased Natura’s new eco-friendly
n P
Davis office.
To check out the full scoop on any of these exciting stories, visit
our press center at www.naturapet.com.
4
If at any step in the transition, the pet experiences undesirable
stool changes, the previous transition step should be extended for
at least an additional two days. If the pet continues to have undesired
stool changes, especially if poor appetite preceded the diet change,
a veterinarian should be consulted to ensure that no underlying
problems need to be addressed.
Natura News
Innova® Wins Cat Fancy Treats Awards
One of Natura’s newest treat additions – Innova Cat Treats – was
recently honored by the editors of Cat Fancy, the world’s most
widely read cat magazine, with a 2009 Editor’s Choice Award!
The highly competitive annual awards program
featured the most innovative and exciting new
products for cats and cat lovers in its December
issue. According to the publication, “My cat couldn’t
get enough of these. I like that the treats are
nutritious as well as yummy.”
Innova Cat Treats are a healthful, flavorful, and
nutritious reward that your customers and their
feline friends will love.
5
SIGN UP AT NATURAGRAPH.NATURAPET.COM TO CONTINUE RECEIVING THE LATEST NEWS
Technical Bulletin
Product Spotlight
By Dr. Sally Perea –
Senior Nutritionist
California Natural® Offers Pets Worry-free Rewards
Do your customers love California Natural dog foods? Now you can
offer them new wholesome and natural treat options as the perfect
complement to feeding California Natural foods.
Natura recently expanded the California Natural treat line up with
new healthful additions, and like our dog foods, these treats deliver
the highest level of nutritional quality.
Made with limited and easy to digest ingredients, California Natural
treats can be helpful for dogs that cannot tolerate more common and
less digestible pet food ingredients. These indulgences are specifically
formulated to be tasty, easy to digest, and nutrient-rich.
With this pure and simple approach to nutrition, your customers can
feel good about giving these rewards to their companion animals.
• California Natural’s Lamb Meal & Rice HealthBars™
Large Bars (10 lb., 4 lb. and 26 oz. stay-fresh pouches )
By Dr. Sean Delaney –
Chief Nutrition Officer
Best Methods for Transitioning to a New Food and Preventing Overfeeding
When encouraging your customers to switch to a new brand or
product, it is important to remind them of the importance in
transitioning the food over time and the dangers of overfeeding.
Since most dogs and cats do not regularly alter their diets, sudden
changes can result in stool changes, potentially leading to diarrhea.
Educate your customers on the transition tips below for the
best results.
Feeding a New Food
Three food nutrients – moisture, fat, and fiber – commonly have
the largest effect on transition feeding and diarrhea, and must be
carefully controlled during diet changes. If a new food is rapidly
introduced the result can be undesired stool changes, but this can
be avoided or minimized by using a transition period in which the
new food is slowly introduced while the old food is phased out.
• California Natural’s Lamb Meal & Rice HealthBars
Small Bars (10 lb., 4 lb. and 26 oz. stay-fresh pouches)
• California Natural Chicken Meal & Rice Formula HealthBars
(4 lb. and 26 oz. stay-fresh pouches)
• California Natural Salmon Meal Formula HealthBars
(10 oz. stay-fresh pouches)
The transition period required will vary based on the degree of
differences between the new and old foods as well as individual
pet differences. In general, one week is a good minimum length
of time to transition to a new food, as outlined in the table below.
Customer Testimonials
Feeding the Appropriate Amount
In addition to changes in nutrients, feeding excessive calories can
result in undesired stool changes. Therefore, it is important to adjust
the volume of the new food to match the pet’s current caloric intake.
For example, if the pet was previously fed two cups per day of a
food providing 300 kcals/cup (for a total of 600 kcals/day)*, a new
food providing 400 kcals/cup should be fed at 1 ½ cups per day†
to provide an equivalent amount of calories and prevent overfeeding (see example in table below).
With the right food, transitional period, and amount to feed, any
pet can happily and safely make the transition to a new food.
New Food Transition Table
“I have owned golden retrievers for many
years. I currently have three young dogs,
aged 3, 2, and 1. So I am constantly looking
for ways to make our family’s environment
more natural and organic. After researching
and trying a variety of natural whole dog
foods, I can say I have finally found the best –
my three goldens love EVO® and they are
healthy and happy. Their coats are beautiful and my dogs are
strong and lean. I am sure that EVO will be a big part of
keeping my dogs beautiful and healthy for years to come.
Thank you!”
“No product has prompted me to provide
feedback as does your Innova® Flex™
canned products. Owning a small breed
dog requires me to make every calorie of
his intake count since his portions are so
small. Thus, I bought the Innova Flex food
because of the high nutritional value it
Cody
provides, but now I find myself having to
turn to it because our dog just loves it! He’s a very picky eater
and I’ve never seen him take to any food like he does to the
Innova Flex canned formulas. Thank you for ending my search
for the best possible food for my picky dog.”
– Lisa B.
– Tina M.
“I am a guide dog user. I received my dog
Tarik from the Fidelco guide dog foundation. We have been a great team for about
four years now. I have had great success
with EVO and it is one of the few foods
that Fidelco has advised me to use. We are
always in the public eye, with proper exerTarik
cise, grooming and nutrition; many people
have approached me just to tell me he is the best looking dog
they have ever seen. Thank you for producing such a great
quality food. Keep up the good work.”
“I just wanted to say how much my cats like
their Innova foods. The latest addition to my
household, a three-month-old kitten, has
completely bypassed her kitten foods for the
older cat’s Innova Cat and Kitten dry food. I
think Innova is the best food available! “
– Bryan B.
Gloria and Sophie
– John B.
Amount to feed of
Day
Previous Food
Example*
Previous feeding of 2 cups
Amount to feed of
of 300 kcal/cup food
New Food
Example†
New feeding of 1 1/2 cups
of 400 kcal/cup food
1 & 2
75% of calories
1 1/2 cups
25% of calories
3/8 cup
3 & 4
50% of calories
1 cup
50% of calories
3/4 cup
5 & 6
25% of calories
1/2 cup
75% of calories
1 1/8 cups
7
0% of calories
–
100% of calories
1 1/2 cups
Media Highlights
Safety and sustainability. Two influential market trends making
headlines across the nation, and Natura’s experts are weighing in.
et Age – discussed pet food safety standards with Natura’s
n P
Vice President of Manufacturing Brian Streit.
ityDog Magazine – turned to Chief Nutrition Officer Dr. Sean
n C
Delaney to help educate pet parents on pet food myths.
og Fancy – featured Natura’s green initiatives in its
n D
February issue.
etfood Industry – showcased Natura’s new eco-friendly
n P
Davis office.
To check out the full scoop on any of these exciting stories, visit
our press center at www.naturapet.com.
4
If at any step in the transition, the pet experiences undesirable
stool changes, the previous transition step should be extended for
at least an additional two days. If the pet continues to have undesired
stool changes, especially if poor appetite preceded the diet change,
a veterinarian should be consulted to ensure that no underlying
problems need to be addressed.
Natura News
Innova® Wins Cat Fancy Treats Awards
One of Natura’s newest treat additions – Innova Cat Treats – was
recently honored by the editors of Cat Fancy, the world’s most
widely read cat magazine, with a 2009 Editor’s Choice Award!
The highly competitive annual awards program
featured the most innovative and exciting new
products for cats and cat lovers in its December
issue. According to the publication, “My cat couldn’t
get enough of these. I like that the treats are
nutritious as well as yummy.”
Innova Cat Treats are a healthful, flavorful, and
nutritious reward that your customers and their
feline friends will love.
5
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Natura Pet Products
P.O. Box 1767
Davis, CA 95617
U.S.A.
No. 1 • 2010
www.naturapet.com
Letter From Peter Atkins – CEO
In This Issue
Printed with soy-based inks on recycled paper containing PCW (post consumer waste) fiber.
“Innova”, “EVO”, “California Natural” and “HealthWise” are registered trademarks and “Wild
Cravings,” “HealthBars” and “Flex” are trademarks of Natura Pet Products, Inc. All other
trademarks are the property of their respective owners. ©2010 Natura Pet Products, Inc.
ATTENTION RETAILERS
Throw the planet a bone! Join Natura’s efforts to go green and sign up to start receiving
this NaturaGraph newsletter in eco-friendly e-mail format.
To reduce your carbon pawprint, visit naturagraph.naturapet.com today and sign up with your e-mail address
to continue receiving the latest Natura news. Do your part in giving pets and Mother Nature a new leash on life.
Pro Dog
Goddess of Love Charms All
With just over one year in the Natura Pro Dog Program under her
belt, Rhodesian Ridgeback Venus is already charming her way into
the winners circle. According to her human companion Dale Parks,
Venus gets compliments in her Clermont, GA, hometown and
everywhere else she goes on her manners and good-natured attitude
that steals your heart, hence her majestic name.
But it’s Venus’ full name – Diamond’s TwIsis Tempt’n – that shows her
and her owner’s true heart. Diamond refers to her original kennel,
Diamond Ridge Kennels in Canfield, OH, where she was bred by Dan
and Vilma O’Neill. TwIsis is Dale’s touching way of honoring Venus’
grandmother Isis. Sadly, Isis, a Champion herself, passed away from
illness just as Venus was brought into Dale’s life. Thus, Diamond’s
TwIsis Tempt’n was born.
Competing in the AKC show ring since just six months old, Venus has
acquired a magnificent list of accolades in her three and half years.
Within the past year while Lure Coursing, Venus has had several Best
of Breed wins and Multiple Best in Field Wins around the country, as
well as ranking as the number one Ridgeback at the AKC Nationals
and the Top Qualifying Rhodesian Ridgeback at the AKC Lure Coursing
Nationals. She’s even been highlighted in the news at competitions
across the nation.
Venus received her last major win to complete her AKC Confirmation
Championship, also taking Best of Opposites at the AKC Fort Steuben
Kennel Club Conformation Show in Canfield, OH. Earlier in the year,
she won the ASFA Ida Trophy and Best of Breed at the ASFA
International Invitational; defeated field champions from around the
6
country at the RRCUS nationals;
received her Top Ten Lure Coursing
ribbon and certificate (currently
ranked 4th in the country); and
completed her AKC Good Citizen
Award at nationals. Venus is now
a Dual Champion with AKC and a
Field Champion with ASFA. Venus
also holds an International and
National Champion title with IABCA.
In addition, Venus has her AKC
Master Courser title and her AKC
Lure Coursing Excellence title.
Letter from Peter Atkins 1-2
Letter from Don Scott
1-2
Product Spotlight
2
Technical Bulletin
3
Retailer Spotlight
3
Product Spotlight
4
Customer Testimonials
4
Technical Bulletin
5
Media Highlights
5
Natura News
5
Pro Dog
6
Thank You For Making
Natura Pet Products Number 1 Again!
I’m happy to report that once again Natura’s brands were recognized by the Pet Age
survey as preferred products recommended by independently owned pet retail stores.
For those of you who missed it, the report from the January 2010 issue selected Natura
Pet Products as the top choice of independent retailers in both the dog and cat food categories.
So why are we Number 1? While there are certainly many reasons,
I’m pretty confident that these two may be the most important:
Industry Leading Innovation – Natura has been
successful because we have always blazed new
trails and steered away from “conventional wisdom.”
Our strong core nutritional philosophy has naturally
caused us to seek out new, more healthful sources
of ingredients and to boldly apply the benefits of
advanced nutritional science and orthomolecular
thinking (thank you Dr. Belfield). This has resulted
in a succession of industry firsts that have been
mimicked by our competitors and have now become industry standards – the creation of the grain free phenomenon with our EVO®
products is a prime example.
Industry Leading Manufacturing & Product Safety – Because so many
of you have visited our Nebraska plant and met our production team, you know first hand that when
you or your staff recommends a Natura product to a customer, you can be 100% confident that the
recommendation is backed by industry leading manufacturing technology, the top scientific minds
in the industry, unequalled quality management programs and certifications, and over 100 caring
Natura Family members that are passionate about their work and our mission to make the healthiest
pet foods in the world.
Continued on page 2
Venus
But Venus isn’t letting her fame stop her from sharing that goodnatured heart. She received her Therapy Dog Institute License this
year and is actively volunteering at nursing homes and hospitals
around the area.
So what does it take to keep Venus a champion on the field and
strong at heart? Dale knows it requires feeding a high quality food
like EVO®. “Venus has always had muscle and heart to push her to the
front, but once I started feeding EVO two years ago, the extra protein
has given her better endurance and stamina to overpower and
outlast the competition. Her coat and structure has never been better
and tends to amaze the competition and myself everyday,” says Dale.
Everyone at Natura wishes this high-powered hound and her family
all the best in 2010!
Letter From Don Scott – President
Pure and Simple: What This Means for You and Your Customers
You’ve heard it before. It’s the tagline for our
California Natural® pet foods and treats. However,
to today’s consumers “Pure and Simple” means a
better understanding of the ingredients that go
into – and those that don’t go into – the products
their families consume.
For many pet parents, less is more. In the wake of the organic and
healthy pet food movement, customers are demanding simplified
foods that are as close to their natural or raw state as possible.
Introducing New California Natural Grain Free Formulas
• California Natural Grain Free
Lamb Meal Formula
• California Natural Grain Free
Chicken Meal Formula
• California Natural Grain Free
Venison Meal Formula*
*Uncommon protein for pets that cannot
tolerate typical pet food ingredients
Continued on page 2
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