Roughly 25% of manufacturing unit-farmed animal proteins in the U.S. are consumed by puppies and cats every yr, and Petaluma is on a mission to minimize that share. Garrett Wymore and Caroline Buck made Petaluma in 2019 soon after battling to uncover pet dog diet that similarly prioritized their animals and the earth.
Petaluma brought its oven-baked components to marketplace in 2021 right after two several years of exploration and advancement and launched a solitary-component jerky considerably less than a 12 months afterwards. The Oakland-centered organization has due to the fact attracted a loyal customer foundation throughout immediate-to-shopper and third-bash e-commerce channels, and Petaluma just built its retail debut in partnership with Erewhon Industry in January.
As 1 of the only certified B Corp corporations in any pet classification, Petaluma is demanding the position quo by presenting science-backed doggy nutrition with less damage to the setting and zero reliance on manufacturing facility-farmed animal protein. I not too long ago sat down with Garrett to discover extra about Petaluma’s purpose to radically modify pet dog foodstuff as we know it for the sake of the planet.
Christopher Marquis: What motivated you to produce Petaluma? How is Petaluma distinctive from other sustainable canine food stuff organizations? Who are you hoping to arrive at with Petaluma?
Garrett Wymore: Right after spending yrs working in the typical pet foodstuff marketplace, I saw firsthand how environmentally damaging and inhumane the category can be. Our love for our two rescue dogs fueled our passion for animal welfare and determined us to make an option in the pet food items market that prioritizes the two the very well-getting of animals and the earth. With companion animals addressed as cherished family members members, we see a increasing opportunity to carry sustainable and ethical options to the forefront of the pet food items market.
The key environmental challenge in pet dog nourishment is the source intensity and greenhouse fuel emissions of the elements, significantly animal protein. Employing peer-reviewed investigation and offered facts, we uncovered that canine diet need to mainly eliminate animal elements to be sustainable at the scale necessary to effectively feed hundreds of hundreds of thousands of pet dogs. While there are other ways to minimizing demand for animal protein, such as bugs, invasive animal species, and lab-grown meat, we have focused on vegetation as we think they have the clearest route to our solution quality, acceptance, and sustainability plans. Plant-based proteins have a extended track document of dietary high quality and safety in pet foods, are quickly price-competitive with animal protein, and demand considerably fewer assets to develop.
We worked closely with veterinary nutritionists to guarantee that our components not only meets the AAFCO tips but also minimizes the environmental affect. In July 2021, we introduced our Roasted Peanut Butter & Sweet Potato flavor, adopted by our Sweet Potato Jerky, immediately after two several years of rigorous study and growth. We are happy to be a member of Local climate Neutral Licensed, 1% for the World, and a B Corp Accredited company, earning us one of the few pet food stuff brands in the US to meet up with these significant requirements.
Our consumers array from plant-centered people to omnivores who are seeking to lessen their environmental effect handle animal protein allergies or simply present their canines with a cleanse-label, organic, and full-foodstuff diet plan. Regardless of individual nutritional tastes, Petaluma gives a resolution for pet dad and mom who prioritize the very well-staying of their puppies and the world.
How does Petaluma’s environmental influence compare to traditional pet dog meals brands? Why need to consumers care about the environmental influence of the pet foodstuff market?
We conduct everyday living cycle assessments for our solutions to correctly quantify our full environmental influence, which is important as a Certified B Corp and Local weather Neutral Certified company. An 18-pound bag of Petaluma, for instance, conserves 2,200 gallons of contemporary h2o (equivalent to two months of showers), avoids 5,300 sq. toes of land use effects (two tennis courts worthy of), and cuts down 185 lbs . of CO2 emissions (the same as driving 200 miles in a car or truck) compared to a standard bag of doggy foods of the exact same dimensions. Our 12-ounce bag of Sweet Potato Jerky also will save 185 gallons of refreshing drinking water, 8 lbs . of greenhouse fuel emissions, and 120 square ft of land use impact as opposed to a chicken-primarily based jerky.
As a $30 billion industry that purchases about 17 billion pounds of agricultural components in the U.S. on your own, pet food stuff has a major impact on the surroundings and animal welfare. Regardless of its dimensions, the pet foods market has yet to definitely address sustainability, and in the latest decades, expansion has been dominated by new and frozen food, which generally makes use of big portions of human-grade meat and necessitates refrigeration and dry ice for transport. This change is problematic as it drives extra demand for factory-farmed meat, whilst regular puppy foods has historically utilized a lot less desirable (and typically considerably less wholesome) animal by-items (at times identified as the ‘three D’s – diseased, dying, or dead’ deemed not appropriate for human usage).
We designed Petaluma so that puppy house owners will not have to pick out among high quality and sustainability, as we should not have to feed our dogs remnant elements like ‘processed feather meal’ to reduce their environmental burden.
Marquis: What are examples of means that Petaluma has absent over and over and above to similarly prioritize our animals and the earth?
Wymore: Transparency is a single of our main values, and we consider in staying open up and straightforward about our products and solutions and procedures. In an sector that normally hides driving imprecise marketing promises and insufficient item details, we try to be a beacon of transparency. To that conclusion, we publicly share all of our laboratory benefits, such as comprehensive nutritional panels and in vitro digestibility research, on our website. Most pet meals firms tend to just publish their macronutrient profile (crude excess fat, protein, and so on.). We want to empower our buyers with the information they require to make knowledgeable choices for their pet dogs.
Furthermore, we reject misleading or exaggerated internet marketing techniques that are all also common in the pet foods category. Numerous businesses make broad statements about the health and fitness advantages of their products these kinds of as “improved skin, coat, and nails” or “extended lifespan” without the need of supplying any supporting evidence. We comprehend that plant-primarily based pet foods is held to a better typical when it will come to demonstrating its wellness and protection, which is why we are dedicated to giving uncomplicated, information-backed details to our shoppers.
Marquis: How does the pet food items class review to the landscape inside other parts of CPG where we’ve found prosperous challenger brand names emerge? Are consumers receptive to disruptors on the pet food stuff aisle?
Wymore: Today’s customers are exceptionally mindful of the flaws in America’s food stuff process, and we’ve witnessed a widespread change in searching practices from the increase in plant-based mostly dairy to upcycled elements. There is certainly developing recognition that factory farming is a challenge, even amid people who never stick to a vegan diet, and the link between food stuff generation and local climate transform is becoming clearer to the basic public.
Today’s pet owners, who often see their canines as members of the spouse and children, are specially receptive to trying new products if they consider they align with their values and help their pet’s wellness. Investigation has shown that more youthful generations are a lot more very likely to devote in higher-high quality products and solutions with transparent component lists. Above the earlier many years, this craze has translated into increasing desire for fresh and frozen meat-dependent puppy food stuff that uses quality animal protein. At Petaluma, we are giving an substitute possibility to meet the demand for greater doggy food items by building merchandise that are equally eco-aware and of the best high quality. We supply largely natural elements like human-grade peanut butter, use small processing to keep nutritional benefit, and our merchandise are made for those people who price sustainability without compromising their pet’s wellbeing.
Marquis: What certifications and initiatives has Petaluma pursued, and how did you choose which types to prioritize?
Wymore: Petaluma is surely exceptional for how typically we’re placing sustainability and animal welfare at the forefront of the conversation as a dog foods firm. We are just one of just a handful of U.S. pet meals companies that are B Corp Accredited, Climate Neutral Accredited, or are component of 1% for the Planet. When we go to functions or meetups for these companies, we generally come across ourselves as the sole associates of the pet marketplace. We have taken good care in choosing certifications that exhibit our devotion to becoming better and furnishing proof of our efforts.
Regrettably, we are previously seeing a whole lot of greenwashing in pet meals, commonly in the sort of advertising diminished plastic material in packaging but neglecting to point out the elements, which are the the vast majority of a food product’s useful resource use. I’d love to see a lot more brands publish impartial lifestyle cycle assessments, so consumers can wade past the internet marketing promises and truly fully grasp any tradeoffs.
Marquis: There are only a handful of qualified B Corp pet foodstuff organizations in the US. Why is that and why did Petaluma come to a decision to go after the certification so early on in the business’ lifetime cycle?
Wymore: We went back again and forth initially on when the very best time would be to endure B Corp certification. The approval method is a massive undertaking for any organization, but as a workforce of two, it can choose substantial time and hard work when we’re in the thick of working the company. Nevertheless, we eventually determined it would be easier for us to make daring commitments as a young corporation when we’re establishing our values and carving out a route for what significant progress appears like for Petaluma. At this phase in our journey, we are not beholden to VCs or stakeholders, and we can set up the company to very best provide our eyesight and our clients.
Marquis: The company’s to start with product or service strike the industry in 2021. What have you accomplished in the previous two several years, and what is your major photograph eyesight for Petaluma?
Wymore: Our ultimate goal is to be regarded as the prime model in sustainable pet care, considerably like Patagonia is for out of doors equipment and outfits. We attempt to be known for high-high-quality merchandise and unwavering dedication to the surroundings. Considering that our start, we have been building development in direction of this eyesight by expanding our product offerings to align with our values, teaming up with stores who share our mission, and accumulating a dedicated next of shoppers throughout the United States. We goal to established a superior typical in the pet foods field, elevating option protein diet programs from a market sector to a extensively acknowledged way to care for your very best (canine) friend although shielding our shared world.