Done deal – Natura is now Procter & Gamble

The Procter & Gamble purchase of Natura Pet Products is final. And so is Natura’s reputation, may it rest in peace (though it probably won’t).

Now P&G will be able to sink its hooks into millions of unsuspecting pet guardians who have read, and talked, and learned about pet nutrition and natural pet foods, and have gone to the trouble and expense of buying what was one of the best foods on the market. Unless they are still on the hunt for information, these well-meaning people will not know about this acquisition, and will continue to trust what are now Procter & Gamble products.

The reassurances from the new bosses are meaningless. They claim they will stay true to their “approach” and their “philosophy.” It *sounds* good, but if you look for a solid promise that everything about the food will stay the same, you’ll be disappointed.

As mentioned in a previous blog, there are several ways P&G can cut ingredient quality yet not have to change the label: it can buy lower quality ingredients of the same name, or even import cheap ingredients from China. Such changes will not be detectable by the consumer, though they may ultimately show up as health problems in pets eating the food.

I’ve seen comments that P&G wouldn’t dare change the food, or at least not right away, or at least not too much…I’ve seen enough of the way P&G operates to not trust them for one second. I have no doubt that container ships full of substandard ingredients from China are unloading at the Port of Oakland right now.

So, say goodbye to Innova, Evo, California Natural, Healthwise, Mother Nature and Karma. It’s a sad day for pet food.

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