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Roughly 25% of factory-farmed animal proteins within the U.S. are consumed by canines and cats annually, and Petaluma is on a mission to scale back that proportion. Garrett Wymore and Caroline Buck created Petaluma in 2019 after struggling to search out canine vitamin that equally prioritized their pets and the planet.
Petaluma introduced its oven-baked formulation to market in 2021 after two years of analysis and growth 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 vitamin with much less hurt to the surroundings and nil reliance on factory-farmed animal protein. I not too long ago sat down with Garrett to be taught extra about Petaluma’s aim 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 totally different from different sustainable pet food corporations? Who’re you hoping to succeed in with Petaluma?
Garrett Wymore: After spending years working within the standard pet meals business, I noticed firsthand how environmentally dangerous and inhumane the class may be. Our love for our two rescue canines 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 members of the family, we see a rising alternative to convey sustainable and moral choices to the forefront of the pet meals market.
The first environmental situation in canine vitamin is the useful resource depth and greenhouse gasoline emissions of the substances, significantly animal protein. Utilizing peer-reviewed analysis and out there information, we discovered that canine vitamin should largely get rid of animal substances to be sustainable on the scale required to correctly feed a whole bunch of thousands and thousands of canines. Whereas there are different approaches to decreasing demand for animal protein, together with bugs, invasive animal species, and lab-grown meat, we have targeted on vegetation as we imagine they’ve the clearest path to our product high quality, acceptance, and sustainability objectives. Plant-based proteins have a protracted observe report of dietary high quality and security in pet food, are instantly cost-competitive with animal protein, and require dramatically fewer assets to supply.
We labored intently with veterinary nutritionists to make sure that our formulation not solely meets the AAFCO pointers but additionally reduces the environmental influence. 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 growth. 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 satisfy these excessive requirements.
Our clients vary from plant-based people to omnivores who need to scale back their environmental influence; deal with animal protein allergic reactions; or just present their canines with a clean-label, natural, and whole-food food plan. No matter private dietary preferences, Petaluma affords an answer for pet dad and mom who prioritize the well-being of their canines and the planet.
How does Petaluma’s environmental influence evaluate to traditional pet food manufacturers? Why ought to shoppers care in regards to the environmental influence of the pet meals business?
We conduct life cycle assessments for our merchandise to precisely quantify our complete environmental influence, 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 influence (two tennis courts price), 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 gasoline emissions, and 120 sq. toes of land use influence in comparison with a chicken-based jerky.
As a $30 billion business that purchases over 17 billion kilos of agricultural substances within the U.S. alone, pet meals has a major influence on the surroundings and animal welfare. Regardless of its dimension, the pet meals business has but to actually deal with sustainability, and in recent times, development has been dominated by contemporary and frozen meals, which regularly makes use of giant 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 infrequently much less nutritious) animal by-products (typically known as the ‘three D’s – diseased, dying, or useless’ deemed not appropriate for human consumption).
We designed Petaluma in order that canine homeowners gained’t have to decide on between high quality and sustainability, as we shouldn’t need to feed our canines remnant substances like ‘processed feather meal’ to reduce 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 imagine in being open and trustworthy about our merchandise and processes. In an business that usually hides behind obscure advertising claims and insufficient product info, we attempt 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 corporations have a tendency to only put up their macronutrient profile (crude fats, protein, and so on.). We need to empower our clients with the data they should make knowledgeable selections for his or her canines.
Moreover, we reject deceptive or exaggerated advertising techniques which are all too widespread within the pet meals class. Many corporations make broad claims in regards to the well being advantages of their merchandise comparable 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 customary in relation 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 evaluate to the panorama inside different areas of CPG the place we’ve seen profitable challenger manufacturers emerge? Are shoppers receptive to disruptors on the pet meals aisle?
Wymore: Immediately’s shoppers are extremely conscious of the failings in America’s meals system, and we’ve witnessed a widespread shift in buying habits from the rise in plant-based dairy to upcycled substances. There’s rising recognition that manufacturing unit farming is an issue, even amongst individuals who do not observe a vegan food plan, and the connection between meals manufacturing and local weather change is changing into clearer to most of the people.
Immediately’s pet homeowners, who typically view their canines as family members, are significantly receptive to attempting new merchandise in the event that they imagine 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 pattern 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 choice to satisfy the demand for higher pet food by creating merchandise which are each eco-conscious and of the very best high quality. We supply principally natural substances like human-grade peanut butter, use minimal processing to retain dietary worth, and our merchandise are designed for many 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 typically 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 representatives of the pet business. We’ve got taken nice care in choosing certifications that show our dedication to being higher and offering proof of our efforts.
Sadly, we’re already seeing quite a lot of greenwashing in pet meals, normally within the type of advertising lowered plastic content material in packaging however neglecting to say the substances, that are nearly all of a meals product’s useful resource use. I’d like to see extra manufacturers publish impartial 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 corporations 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 very best time can be to bear B Corp certification. The approval course of is an enormous enterprise for any firm, however as a crew of two, it will probably take appreciable effort and time whereas we’re within the thick of working the enterprise. Nevertheless, we finally determined it could 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 seems to be 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 massive image imaginative and prescient for Petaluma?
Wymore: Our final aim is to be acknowledged as the highest model in sustainable pet care, very like Patagonia is for outside gear and clothes. We try to be identified for high-quality merchandise and unwavering dedication to the surroundings. Since our launch, we’ve been making progress in the 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 america. We goal to set a greater customary within the pet meals business, elevating different protein diets from a distinct segment market to a extensively accepted strategy to care to your greatest (canine) buddy whereas defending our shared planet.
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