Our Pet Nutrition Philosophy

Natura Pet Products was founded in 1992 by John and Ann Rademakers and Peter Atkins in Santa Clara, California. Dissatisfied with the unhealthy ingredients in the pet foods on the market, they consulted with veterinary nutrition experts to determine the best sources for pet food ingredients. Working with caring pet professionals - veterinarians, breeders and nutritionists – Natura asked one key question: “How can we make pet food healthier?”

What they learned won’t surprise you. Dogs and cats are healthiest when they eat whole, natural foods: USDA-inspected chicken, turkey and lamb, whole grain rice and barley, fresh fruits and vegetables, and Grade A dairy products. Based on information from this research, Natura’s Nutritional Philosophy was developed:

  1. Use Only High-Quality Dog and Cat Food Ingredients
    Natura uses only high-quality, natural ingredients to create foods that are denser and richer in essential nutrients. This means pets get more nutrition from less food, with calories and fats in each formula balanced to fit their specific needs.
  2. Use Whole Pet Food Ingredients That Are Nutrient–Rich and Unaltered
    Mother Nature made the grain in its whole state. As such, it includes nutritious protein, fats, carbohydrates, fiber, vitamins and minerals. Other pet food companies use fractionated grains, which do not include this balance of natural nutrition.
  3. Use Highly Controlled Cooking Methods and Quality Checks to Preserve Natural Levels of Nutrients
    Natura products are subjected to well over 100 defined quality control checks throughout the manufacturing process. These structured and rigorous checks ensure the highest quality and safest pet food on the market. Multiple tests must be passed and specifications must be met for all raw materials and at many key control points during the manufacturing process before any food, treat or supplement makes it out of the manufacturing facility and on to retailers’ shelves.
  4. Use No Artificial Preservatives, Colors or Additives
    Natura will not add anything to the food unless it is nutritious and healthful for a cat or dog. All our foods are free from chemical additives of any kind, including preservatives such as ethoxyquin and BHA/BHT, which are frequently found in pet foods but are banned from human use in many countries.
  5. Formulate Using Pet Food Ingredients That Provide the Optimum Nutritional Profile for Skin and Coat
    Getting a good skin and coat is no big secret. It’s just very expensive to do. You have to use more meat, higher quality sources of fats and oils, and high levels of vitamins and other nutrients. Natura has a large investment in quality - we’ve made the commitment. Other dog food and cat food companies try to take shortcuts by using vegetable protein fillers and cheaper sources of fats.
  6. Continue Extensive Testing and Monitoring to Assure Optimal Health and Longevity of Pets
    Natura Pet Products will stay on the leading edge of pet health care. As new information is developed, Natura will adjust formulas to ensure that our diets continue to be among the healthiest in the world!