Natura Reflects on Changes in the Pet Food Industry Since the Recalls

SAN JOSE, Calif., March 3 /PRNewswire/ -- The impact of the 2007 pet food recalls was painful for the pet food industry and tragic for many pets. Natura Pet Products, the world's leading manufacturer of healthy pet food and a company that was not implicated in the recall, called upon consumers to continue to ask demanding questions of pet food companies.

"The recalls forced consumers to seek information about the quality of the ingredients in their foods and to ask the pet food companies if they actually make their own foods," said Peter Atkins, the President of Natura. "We have a much better educated consumer population demanding answers about nutrition and what is best for the health of their pets."

"Because consumers have come to expect leadership, innovation, and 100% honesty and integrity from Natura, we are more committed now than ever to making foods that are not only formulated for the best health of their pets, but manufactured with the strictest standards for safety, reliability, and consistency," said Atkins.

In March, 2007, Menu Foods, a major manufacturer of pet foods, was forced to recall many canned pet food products because of contaminated wheat gluten from China. At that time, Atkins reassured customers that Natura canned products contained no wheat gluten or wheat of any kind, and Natura's canned foods were made exclusively in a Menu Foods South Dakota plant, rather than in the affected Kansas and New Jersey plants.

Since the recalls, Natura has made several bold decisions related to the nutritional health and safety of its products. In addition to becoming the first pet food company to guarantee its products are 100% safe from melamine and cyanuric acid, Natura immediately sent its own Quality Control employees to the Menu Foods plant and instituted strict new quality control, food safety and supplier management protocols to ensure that all of Natura's canned foods are 100% safe. Furthermore, Natura's Quality Control Program has helped the company achieve many human food plant certifications, including a "Superior" rating from the American Institute of Baking, USDA Organic production certification, registration with the USDA Animal and Plant Health Inspection Service and ISO 9001:2001 compliance.

"Our strict quality management programs, in both our dry foods manufacturing plants and at the canned foods facility are unequaled in the industry. As a result of these programs, we are certified by the most respected food safety and quality control agencies in the United States," said Atkins.

Most significant though, was Natura's pledge to acquire a canning plant so that it can exercise complete control over the production of all of its products. This substantial financial commitment strengthened Natura's pledge to make the healthiest pet foods in the world.

Atkins continued, "Since the recall, we have seen an increase in consumers who are actively seeking out healthier, higher quality foods. We urge everyone to continue to educate themselves, and speak out to pet food manufacturers. Hopefully, the quality of pet foods will improve in all sectors of our industry."

For more information about Natura Pet Products please visit http://www.naturapet.com.

About Natura Pet Products

Founded 17 years ago by John and Ann Rademakers and Peter Atkins, Natura is recognized as the most trusted name behind the healthiest dog and cat food products in the world. Natura's products are formulated, manufactured, and prepared at human grade levels. Lines include: Innova, California Natural, EVO, HealthWise, Mother Natura, and Karma. For more information visit http://www.naturapet.com or call (800) 532-7261.