Petaluma gives science-backed canine diet with much less hurt to the setting and nil reliance on … [+]
Roughly 25% of factory-farmed animal proteins within the U.S. are consumed by canine and cats every year, and Petaluma is on a mission to cut back that proportion. Garrett Wymore and Caroline Buck created Petaluma in 2019 after struggling to search out canine diet that equally prioritized their pets and the planet.
Petaluma introduced its oven-baked formulation to market in 2021 after two years of analysis and improvement and launched a single-ingredient jerky lower than a yr later. The Oakland-based firm has since attracted a loyal buyer base throughout direct-to-consumer and third-party e-commerce channels, and Petaluma simply made its retail debut in partnership with Erewhon Market in January.
As one of many solely licensed B Corp companies in any pet class, Petaluma is difficult the established order by providing science-backed canine diet with much less hurt to the setting and nil reliance on factory-farmed animal protein. I not too long ago sat down with Garrett to study extra about Petaluma’s objective to transform pet food as we all know it for the sake of the planet.
Christopher Marquis: What impressed you to create Petaluma? How is Petaluma completely different from different sustainable pet food firms? Who’re you hoping to succeed in with Petaluma?
Garrett Wymore, Co-founder & CEO Petaluma
Garrett Wymore: After spending years working within the standard pet meals business, I noticed firsthand how environmentally dangerous and inhumane the class might be. Our love for our two rescue canine fueled our ardour for animal welfare and motivated us to create an alternate within the pet meals business that prioritizes each the well-being of animals and the planet. With companion animals handled as cherished relations, we see a rising alternative to convey sustainable and moral choices to the forefront of the pet meals market.
The first environmental difficulty in canine diet is the useful resource depth and greenhouse fuel emissions of the elements, significantly animal protein. Utilizing peer-reviewed analysis and accessible knowledge, we discovered that canine diet should largely eradicate animal elements to be sustainable on the scale required to correctly feed a whole bunch of thousands and thousands of canine. Whereas there are different approaches to lowering demand for animal protein, together with bugs, invasive animal species, and lab-grown meat, we have targeted on vegetation as we consider they’ve the clearest path to our product high quality, acceptance, and sustainability targets. Plant-based proteins have an extended monitor file of dietary high quality and security in pet food, are instantly cost-competitive with animal protein, and require dramatically fewer assets to provide.
We labored carefully with veterinary nutritionists to make sure that our formulation not solely meets the AAFCO pointers but additionally reduces the environmental impression. In July 2021, we launched our Roasted Peanut Butter & Candy Potato taste, adopted by our Candy Potato Jerky, after two years of rigorous analysis and improvement. We’re proud to be a member of Local weather Impartial Licensed, 1% for the Planet, and a B Corp Licensed firm, making us one of many few pet meals manufacturers within the US to fulfill these excessive requirements.
Our clients vary from plant-based people to omnivores who need to cut back their environmental impression; tackle animal protein allergic reactions; or just present their canine with a clean-label, natural, and whole-food food regimen. No matter private dietary preferences, Petaluma gives an answer for pet mother and father who prioritize the well-being of their canine and the planet.
How does Petaluma’s environmental impression examine to traditional pet food manufacturers? Why ought to customers care in regards to the environmental impression of the pet meals business?
We conduct life cycle assessments for our merchandise to precisely quantify our complete environmental impression, which is necessary as a Licensed B Corp and Local weather Impartial Licensed firm. An 18-pound bag of Petaluma, for instance, conserves 2,200 gallons of contemporary water (equal to 2 months of showers), avoids 5,300 sq. toes of land use impression (two tennis courts value), and reduces 185 kilos of CO2 emissions (the identical as driving 200 miles in a automobile) in comparison with a typical bag of pet food of the identical dimension. Our 12-ounce bag of Candy Potato Jerky additionally saves 185 gallons of contemporary water, 8 kilos of greenhouse fuel emissions, and 120 sq. toes of land use impression in comparison with a chicken-based jerky.
As a $30 billion business that purchases over 17 billion kilos of agricultural elements within the U.S. alone, pet meals has a major impression on the setting and animal welfare. Regardless of its dimension, the pet meals business has but to actually tackle sustainability, and lately, development has been dominated by contemporary and frozen meals, which regularly makes use of massive portions of human-grade meat and requires refrigeration and dry ice for delivery. This shift is problematic because it drives extra demand for factory-farmed meat, whereas conventional pet food has traditionally used much less fascinating (and sometimes much less nutritious) animal by-products (typically referred to as the ‘three D’s – diseased, dying, or lifeless’ deemed not appropriate for human consumption).
We designed Petaluma in order that canine house owners gained’t have to decide on between high quality and sustainability, as we shouldn’t should feed our canine remnant elements like ‘processed feather meal’ to minimize their environmental burden.
Marquis: What are examples of ways in which Petaluma has gone above and past to equally prioritize our pets and the planet?
Wymore: Transparency is one in all our core values, and we consider in being open and sincere about our merchandise and processes. In an business that usually hides behind imprecise advertising claims and insufficient product info, we try to be a beacon of transparency. To that finish, we publicly share all of our laboratory outcomes, together with full dietary panels and in vitro digestibility research, on our web site. Most pet meals firms have a tendency to only submit their macronutrient profile (crude fats, protein, and so on.). We need to empower our clients with the data they should make knowledgeable decisions for his or her canine.
Moreover, we reject deceptive or exaggerated advertising ways which are all too widespread within the pet meals class. Many firms make broad claims in regards to the well being advantages of their merchandise corresponding to “improved pores and skin, coat, and nails” or “prolonged lifespan” with out offering any supporting proof. We perceive that plant-based pet food is held to a better commonplace with regards to demonstrating its well being and security, which is why we’re dedicated to offering easy, data-backed info to our clients.
Marquis: How does the pet meals class examine to the panorama inside different areas of CPG the place we’ve seen profitable challenger manufacturers emerge? Are customers receptive to disruptors on the pet meals aisle?
Wymore: In the present day’s customers are extremely conscious of the issues in America’s meals system, and we’ve witnessed a widespread shift in purchasing habits from the rise in plant-based dairy to upcycled elements. There’s rising recognition that manufacturing unit farming is an issue, even amongst individuals who do not observe a vegan food regimen, and the connection between meals manufacturing and local weather change is changing into clearer to most of the people.
In the present day’s pet house owners, who usually view their canine as family members, are significantly receptive to making an attempt new merchandise in the event that they consider they align with their values and help their pet’s well being. Analysis has proven that youthful generations usually tend to put money into higher-quality merchandise with clear ingredient lists. Over the previous a number of years, this development has translated into rising demand for contemporary and frozen meat-based pet food that makes use of premium animal protein. At Petaluma, we’re providing an alternate possibility to fulfill the demand for higher pet food by creating merchandise which are each eco-conscious and of the best high quality. We supply largely natural elements like human-grade peanut butter, use minimal processing to retain dietary worth, and our merchandise are designed for individuals who worth sustainability with out compromising their pet’s well being.
Marquis: What certifications and initiatives has Petaluma pursued, and the way did you determine which of them to prioritize?
Wymore: Petaluma is certainly distinctive for the way usually we’re placing sustainability and animal welfare on the forefront of the dialog as a pet food firm. We’re one in all only a handful of U.S. pet meals companies which are B Corp Licensed, Local weather Impartial Licensed, or are a part of 1% for the Planet. Once we attend occasions or meetups for these organizations, we frequently discover ourselves as the only real representatives of the pet business. We now have taken nice care in choosing certifications that exhibit our dedication to being higher and offering proof of our efforts.
Sadly, we’re already seeing a number of greenwashing in pet meals, often within the type of advertising decreased plastic content material in packaging however neglecting to say the elements, that are the vast majority of a meals product’s useful resource use. I’d like to see extra manufacturers publish unbiased life cycle assessments, so clients can wade previous the advertising claims and actually perceive any tradeoffs.
Marquis: There are solely a handful of licensed B Corp pet food firms within the US. Why is that and why did Petaluma determine to pursue the certification so early on within the enterprise’ life cycle?
Wymore: We went backwards and forwards initially on when the perfect time can be to endure B Corp certification. The approval course of is a giant enterprise for any firm, however as a staff of two, it may possibly take appreciable effort and time whereas we’re within the thick of working the enterprise. Nevertheless, we finally determined it might be simpler for us to make daring commitments as a younger firm whereas we’re establishing our values and carving out a path for what significant development appears to be like like for Petaluma. At this stage in our journey, we aren’t beholden to VCs or stakeholders, and we will arrange the corporate to greatest serve our imaginative and prescient and our clients.
Marquis: The corporate’s first product hit the market in 2021. What have you ever achieved within the final two years, and what’s your huge image imaginative and prescient for Petaluma?
Wymore: Our final objective is to be acknowledged as the highest model in sustainable pet care, very like Patagonia is for out of doors gear and clothes. We attempt to be identified for high-quality merchandise and unwavering dedication to the setting. Since our launch, now we have been making progress in direction of this imaginative and prescient by increasing our product choices to align with our values, teaming up with retailers who share our mission, and gathering a devoted following of consumers throughout the US. We intention to set a greater commonplace within the pet meals business, elevating various protein diets from a distinct segment market to a broadly accepted approach to care to your greatest (canine) pal whereas defending our shared planet.