The natural pet food industry is experiencing significant growth, with major companies expanding their offerings and distribution networks to meet increasing consumer demand. General Mills, for instance, has introduced a fresh version of its Blue Buffalo dog food brand, aiming to compete with established fresh pet food brands like Freshpet and The Farmer’s Dog. This move comes as the company anticipates the fresh pet food market in the U.S. will grow from roughly $3 billion to $10 billion in retail sales over the next decade.
Similarly, Natural Pet Food Group has partnered with Aloha Natural Pet Supply to expand the distribution of its K9 and Feline Natural brands in the Pacific Northwest. This partnership ensures that retailers in Oregon, Washington, and Idaho have access to these premium pet nutrition products. To support the growing demand, Natural Pet Food Group has also introduced larger, more economical packaging options for its freeze-dried pet foods.
However, the industry's rapid expansion has been accompanied by health and safety concerns. In Oregon, two cats were euthanized after consuming raw pet food tainted with bird flu. The contaminated food, produced by Wild Coast LLC of Olympia, Washington, was identified as Boneless Free Range Chicken Formula. Tests confirmed the presence of the bird flu virus in both the cats and the food. This incident has prompted agriculture officials to issue a public health alert, advising pet owners to contact veterinarians immediately if their pets show symptoms of bird flu or have consumed raw food or milk.
In response to these concerns, some pet food companies are taking proactive measures. For example, Native Pet has become the first pet supplement brand to be carried by Whole Foods Market, reflecting a growing demand for high-quality pet wellness products. The brand's entry into Whole Foods and Sprouts Farmers Market signifies a cultural shift in how people nourish their pets, with owners seeking the same quality and transparency in pet food as they do in their own diets.
As the natural pet food market continues to grow, it is crucial for companies to prioritize safety and quality to maintain consumer trust and ensure the well-being of pets. The industry's expansion offers opportunities for innovation and improved nutrition, but it also underscores the need for stringent safety standards and responsible sourcing practices.
