The Rip Van Wrinkler, Volume XIV, Issue 3, August 2009

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A L E R T!  N A T U R A  S E L L S  O U T to P&G  (PROCTER & GAMBLE)

{Editor recommends bidding adieu to Natura foods: California Natural, EVO, Innova, Healthwise, Karma, Mother Nature. I’ve switched my dogs to Orijen, Acana (not lamb) & Fromm. The dogs are quite happy with the change, even though this is terribly sad. The Whole Dog Journal is a good resource for listings of recommended dog foods, and why.} 

The below reassures not many - found on facebook - Just Say No to Natura Pet Products Selling Out

Dear Natura Retailer,

I am pleased to announce the acquisition of Natura Pet Products by Procter & Gamble was finalized June 1. We are now able to communicate with you directly about the acquisition and what it means.

We’ve faced many of the same challenges over the past 30 days and I would like to thank you for your patience and for forwarding your questions and concerns.

You have made it clear that for Natura to continue to count on your support, we must supply you with clear, timely, and transparent communication. Therefore, I would like to share the following commitments and plans with the promise to release additional details as soon as they are available.

First, I am pleased to announce that I have accepted the role of President and Chief Operating Officer for Natura Pet Products, and that my current leadership team remains in place. I believe the future is bright for Natura, and I look forward to continuing the success of Natura and its great products.

Second, the quality of our products will continue to be world class.

Natura’s nutritional philosophy will not change. The foundation of our success is rooted in our products and their performance. We will not compromise our standards. Our approach to formulation and product design will remain the same, and we will continue to position our formulas on the cutting edge. We will continue to evolve and improve our market leading products. As part of this: All Natura dry products will continue to be produced in our own plants. Our ingredient selection philosophy will remain unchanged. Next, our commitment to the Independent Pet Store continues to be our top priority.

Many of you have expressed concerns about possible expansion of the Natura brands into other channels of the market. While we can assure you we have no specific plans at this point, if and when we decide to do so the following key principles will guide our actions: We remain committed to the distribution of Natura brands only within the Pet Specialty channel. This is the place where our all-natural pet food seeking pet parent shops, and where we can invest with you to provide cutting edge products and nutritional consultation.

Natura dry formulas will continue to be manufactured in the Fremont plant with the same quality and nutritional standards.

{Ed. - the canned food?}

We will seek to maintain the competitiveness of the independent pet store channel. We will provide the independent pet store channel with advance notice of any broadening of our distribution. Finally a word of re-assurance regarding our Natura distributor network. We will be honoring all of the existing distributor agreements that carry through this calendar year and we will recognize distributor performance and commitment to Natura’s success by offering to extend agreements even further. We believe this letter meets your expectation for clear and timely communication. We encourage you to use this letter to measure us in the future, and judge us by our actions, not our words.

We accept the responsibility to earn and maintain the support of our independent retailers. Our promise is to provide you with world-class products along with the necessary sales and marketing programs to deliver growth and success for your store.

Thank you for your belief in Natura Pet Products. I look forward to growing our business together.

Sincerely, Don Scott, President and Chief Operating Officer, Natura Pet Products, June 2 at 6:02pm

Wednesday, May 5, 2010, 11:25am EDT |

Procter & Gamble to acquire Natura Pet Products BUSINESS COURIER OF CINCINNATI

Natura of Davis bought by Procter & Gamble

Procter & Gamble Co. is expanding its pet food business with the acquisition of Natura Pet Products Inc., the company announced Wednesday. The purchase price wasn't disclosed. Natura, a privately owned firm based in Davis, Calif., manufactures holistic and all-natural pet food brands, including Innova, Evo, California Natural, Healthwise, Mother Nature and Karma, according to a news release. The company employs about 140, and has manufacturing plants in San Leandro, Calif., and Fremont,Neb.

P&G got into the pet food business in 1999 when it acquired Dayton-based Iams, a maker of upscale pet foods. {Ed: - really!}

"These outstanding brands and the great employees of Natura Pet Products will complement our Eukanuba and Iams brands very well," said Dan Rajczak, senior vice president of global pet care and snacks for P&G, in the release. "This acquisition gives us a strong position in the holistic and natural pet food segment."

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