Proctor and Gamble to buy Natura Pet Products
Sunday, May 9th, 2010 by Amy PorterBjy Amy Cook- Porter
Procter and Gamble announced on Wednesday, May 5, 2010 that they have signed a contract to buy Natura Pet Products Inc, a privately held pet food company based in Davis CA.
Natura’s product line includes
- Innova
- Evo
- Healthwise
- Karma
While P & G’s product line includes
- IAMs
- Eukanuba
According to P & G this acquisition will complement their existing holistic and natural (don’t get me started on this word) brand.
I’m curious if this will have a “karma” repercussions, especially after the posting “error” on Thursday, May 6 that practically took down the stock market.
Here are some comments from our readers
This is what I would classify as a “Natural Pet Food Tragedy”!
Natura had been a true pillar of the industry. For a long time, this company did the research, set the standards and raised the bar for other pet food manufacturers. They were true innovators and their integrity had been second to none in the industry. They had many “firsts” in pet food/nutritional technology.
They were the first to…
Offer an all natural, human grade ingredient pet food.
(INNOVA)
Offer a limited, single carb/single meat protein food line. (California Natural).
Offer a 95% Certified Organic Pet Food
(Karma)
Offer a Grain Free Pet Food
(EVO)
Those were the biggest breakthroughs, but there were many more. There was no other company that did so much research. There were no other people who cared so much.
I learned so much from them, all the way back to a couple of years before I opened my store. I was Tim Petersen’s (Petersen Pet Provisions, now Petersen Nutrition) very first salesman. At that time, I had the distinct pleasure of riding for a whole week with Ronn Walthers, who was a highest level, national sales manager for Natura. We traveled the Front Range selling and detailing the Natura Lines, which at that time were only INNOVA and California Natural. That week was one of the most profound learning experience sessions in my life. I had done much “homework” going back to my earliest days in the pet industry, but learning and selling the Natura lines gave my knowledge a whole new life. 10 years ago, I opened “Mike’s Natural Pet Market” in Colorado Springs. INNOVA and California Natural were my first flagship lines of pet foods. The learning from Natura never stopped. There was always something new, and it always made sense. They were often imitated by other brands, but never copied.
Until now, Natura has always been a huge part of my business. Yes…sadly, I say…until now. Everyone at Natura always reiterated…no, it was more than that…in truth, they repeatedly drove the point home that they would never, never, ever sell out. They would never be in the superstores because they “truly valued and needed the independent retailer, who would take the time and speak about their products and everything they stood for”.
The news this week of their sale to P&G Pet Care came to me directly from two P&G sales reps who were in my store, trying to sell me IAMS and Eukanuba on Wednesday morning. That revelation was like a sharpened, flaming telephone pole through the heart. Yes, I do take this that personally. As for “how will this affect the industry?”…I know that first off, this is a major blow to every independent pet food store in the nation. Some will lose heart and actually just go out of business. Some will scramble to sell and leave all this behind them. As always, the toughest will survive, and do so by selling alternative brands that are still backed with the integrity of a family or a tight knit community that cares.
My prediction is that Natura will be in the superstores chains within a year, perhaps in the same aisle as their IAMS and Eugeniaba lines. (Remember a year from know, who told you so.) The top people at Natura have told us store owners and their own employees that they have been guaranteed by P&G that the integrity of the Natura lines will be upheld. P&G has supposedly also stated that they are focused on the independent retailers. This is a fairy tale! In the same breath, P&G has stated to the Naturera folks that they look to get much growth in sales in the Natural Pet Foods segment of the industry. This will not occur in independent pet stores. P&G is not wired that way. That is simply not possible. That growth will happen in big box, mass market and superstores like Petco and PetSmart. When was the last time you picked up “Pampers” or “Tide” in an independent grocery or drug store?
The absolute saddest part of this is how it will affect the innocent pets. As P&G did with IAMS and Eukanuba, As Colgate Palmolive did with Science Diet, As Mars did with Nutro, as Nestle did with Purina (and on the list goes), the Natura products that were so very special will be cheapened with inferior ingredients. It will have to happen that way, because that is the only way that they can increase profits for the stockholders.
At the end of the day, I can’t help but wonder…How much money is integrity worth?
How many million dollars does it take to find true happiness?
What was your magic number, John, Ann, Peter and the rest of you?
Mike
Money talks. Don’t they already own Iams? Mars candy company recently bought Royal Canin and they already own some very prestigious dog specialty foods. Hills owns Science Diet, so who owns Pedigree?
Regarding how it will affect the industry, the money spent will end up in different bank accounts. And the specialty shops will find their precious foods in the isles of Wal-Mart. What else is new? Regarding how it will affect the food, that’s a different story possibly. “They” say wait three years for the takeover to get to the back burner and then they’ll play with the formula. Of course, that’s just hearsay.
Bob Warren



