Roughly 25% of factory-farmed animal proteins in the U.S. are consumed by pet dogs and cats each and every calendar year, and Petaluma is on a mission to reduce that percentage. Garrett Wymore and Caroline Buck produced Petaluma in 2019 immediately after having difficulties to find doggy diet that similarly prioritized their animals and the world.
Petaluma brought its oven-baked method to market in 2021 after two years of investigation and advancement and launched a solitary-ingredient jerky less than a 12 months afterwards. The Oakland-based mostly business has because attracted a faithful buyer foundation throughout direct-to-customer and 3rd-party e-commerce channels, and Petaluma just created its retail debut in partnership with Erewhon Market place in January.
As one of the only accredited B Corp organizations in any pet classification, Petaluma is tough the status quo by presenting science-backed pet dog diet with significantly less damage to the environment and zero reliance on manufacturing unit-farmed animal protein. I not too long ago sat down with Garrett to discover additional about Petaluma’s goal to radically modify doggy foodstuff as we know it for the sake of the planet.
Christopher Marquis: What encouraged you to develop Petaluma? How is Petaluma various from other sustainable canine foodstuff firms? Who are you hoping to reach with Petaluma?
Garrett Wymore: Just after paying several years performing in the regular pet food items field, I saw firsthand how environmentally hazardous and inhumane the class can be. Our appreciate for our two rescue canine fueled our enthusiasm for animal welfare and inspired us to build an option in the pet foodstuff sector that prioritizes the two the very well-staying of animals and the earth. With companion animals handled as cherished loved ones members, we see a expanding option to provide sustainable and ethical solutions to the forefront of the pet meals current market.
The major environmental problem in dog nourishment is the useful resource depth and greenhouse gas emissions of the components, particularly animal protein. Utilizing peer-reviewed investigation and offered info, we identified that pet nourishment ought to mostly do away with animal ingredients to be sustainable at the scale essential to thoroughly feed hundreds of millions of pet dogs. Whilst there are other ways to reducing demand for animal protein, such as insects, invasive animal species, and lab-grown meat, we’ve concentrated on vegetation as we imagine they have the clearest route to our item high quality, acceptance, and sustainability ambitions. Plant-centered proteins have a very long keep track of report of dietary good quality and protection in pet dog food, are promptly value-competitive with animal protein, and demand radically less sources to deliver.
We labored closely with veterinary nutritionists to make sure that our method not only meets the AAFCO guidelines but also cuts down the environmental impact. In July 2021, we released our Roasted Peanut Butter & Sweet Potato flavor, followed by our Sweet Potato Jerky, immediately after two yrs of rigorous exploration and enhancement. We are happy to be a member of Local climate Neutral Licensed, 1% for the Planet, and a B Corp Qualified organization, building us a person of the number of pet foodstuff brands in the US to meet up with these significant benchmarks.
Our buyers vary from plant-based men and women to omnivores who are seeking to decrease their environmental influence handle animal protein allergies or basically present their pet dogs with a clear-label, organic, and total-food items food plan. No matter of private nutritional tastes, Petaluma provides a solution for pet dad and mom who prioritize the nicely-becoming of their canine and the earth.
How does Petaluma’s environmental effect examine to conventional doggy foodstuff brand names? Why should shoppers treatment about the environmental effect of the pet food stuff business?
We conduct everyday living cycle assessments for our merchandise to correctly quantify our total environmental effect, which is critical as a Accredited B Corp and Climate Neutral Licensed business. An 18-pound bag of Petaluma, for illustration, conserves 2,200 gallons of fresh drinking water (equal to two months of showers), avoids 5,300 square ft of land use impact (two tennis courts value), and lessens 185 kilos of CO2 emissions (the same as driving 200 miles in a car) in comparison to a typical bag of dog food stuff of the exact dimensions. Our 12-ounce bag of Sweet Potato Jerky also saves 185 gallons of contemporary water, 8 lbs of greenhouse gasoline emissions, and 120 square toes of land use effect compared to a hen-centered jerky.
As a $30 billion market that purchases more than 17 billion pounds of agricultural elements in the U.S. by itself, pet foodstuff has a considerable impact on the natural environment and animal welfare. Even with its sizing, the pet food stuff field has nonetheless to definitely address sustainability, and in recent many years, growth has been dominated by fresh and frozen food items, which generally utilizes large portions of human-quality meat and needs refrigeration and dry ice for shipping. This change is problematic as it drives extra demand for factory-farmed meat, while traditional pet food has traditionally made use of less attractive (and often fewer nutritious) animal by-products and solutions (in some cases identified as the ‘three D’s – diseased, dying, or dead’ considered not acceptable for human use).
We designed Petaluma so that doggy proprietors won’t have to pick out concerning high quality and sustainability, as we should not have to feed our canine remnant substances like ‘processed feather meal’ to lessen their environmental burden.
Marquis: What are illustrations of methods that Petaluma has absent higher than and past to equally prioritize our pets and the planet?
Wymore: Transparency is one of our main values, and we consider in staying open up and sincere about our products and solutions and procedures. In an sector that often hides behind vague marketing and advertising promises and insufficient item data, we try to be a beacon of transparency. To that conclude, we publicly share all of our laboratory final results, which include whole nutritional panels and in vitro digestibility studies, on our web-site. Most pet food providers have a tendency to just publish their macronutrient profile (crude fat, protein, and so on.). We want to empower our prospects with the details they need to make informed options for their canines.
Moreover, we reject deceptive or exaggerated marketing practices that are all too prevalent in the pet meals class. A lot of companies make broad claims about the well being gains of their goods this sort of as “enhanced skin, coat, and nails” or “extended lifespan” without having giving any supporting evidence. We have an understanding of that plant-dependent puppy foods is held to a larger typical when it will come to demonstrating its health and fitness and basic safety, which is why we are fully commited to delivering clear-cut, information-backed facts to our consumers.
Marquis: How does the pet food classification assess to the landscape in other parts of CPG where we’ve witnessed prosperous challenger makes emerge? Are shoppers receptive to disruptors on the pet food items aisle?
Wymore: Today’s people are extremely mindful of the flaws in America’s food technique, and we’ve witnessed a widespread shift in procuring behaviors from the increase in plant-primarily based dairy to upcycled ingredients. There’s expanding recognition that manufacturing unit farming is a difficulty, even amongst people who never stick to a vegan diet program, and the relationship amongst food stuff creation and weather transform is becoming clearer to the basic public.
Present-day pet entrepreneurs, who often check out their puppies as users of the family, are specially receptive to striving new solutions if they think they align with their values and assistance their pet’s health. Exploration has shown that younger generations are a lot more probably to devote in bigger-good quality solutions with clear component lists. Over the previous several a long time, this pattern has translated into increasing demand for fresh and frozen meat-based pet food that makes use of premium animal protein. At Petaluma, we are supplying an alternate selection to fulfill the demand for much better pet dog foods by producing goods that are both equally eco-mindful and of the highest quality. We supply largely natural substances like human-grade peanut butter, use nominal processing to keep nutritional worth, and our goods are made for these who worth sustainability without the need of compromising their pet’s well being.
Marquis: What certifications and initiatives has Petaluma pursued, and how did you decide which kinds to prioritize?
Wymore: Petaluma is definitely unique for how normally we’re putting sustainability and animal welfare at the forefront of the discussion as a doggy food items corporation. We are one particular of just a handful of U.S. pet foods firms that are B Corp Accredited, Weather Neutral Qualified, or are part of 1% for the Planet. When we show up at activities or meetups for these organizations, we frequently discover ourselves as the sole representatives of the pet industry. We have taken fantastic care in deciding upon certifications that reveal our determination to remaining greater and providing evidence of our attempts.
Sad to say, we are previously looking at a lot of greenwashing in pet meals, ordinarily in the form of marketing decreased plastic written content in packaging but neglecting to point out the ingredients, which are the majority of a food items product’s useful resource use. I’d love to see a lot more models publish independent lifetime cycle assessments, so consumers can wade previous the marketing statements and definitely understand any tradeoffs.
Marquis: There are only a handful of accredited B Corp doggy food providers in the US. Why is that and why did Petaluma decide to pursue the certification so early on in the business’ daily life cycle?
Wymore: We went back and forth at first on when the best time would be to undertake B Corp certification. The acceptance method is a significant endeavor for any corporation, but as a staff of two, it can just take significant time and effort even though we’re in the thick of working the business. Nevertheless, we eventually resolved it would be easier for us to make daring commitments as a younger corporation though we’re creating our values and carving out a path for what meaningful progress looks like for Petaluma. At this phase in our journey, we are not beholden to VCs or stakeholders, and we can set up the enterprise to greatest serve our vision and our customers.
Marquis: The company’s very first product hit the marketplace in 2021. What have you realized in the final two decades, and what is your significant image vision for Petaluma?
Wymore: Our greatest goal is to be identified as the leading manufacturer in sustainable pet treatment, much like Patagonia is for outdoor equipment and outfits. We try to be regarded for large-high quality merchandise and unwavering commitment to the surroundings. Because our launch, we have been building development in direction of this eyesight by expanding our solution choices to align with our values, teaming up with retailers who share our mission, and accumulating a devoted following of prospects across the United States. We goal to set a greater normal in the pet meals industry, elevating choice protein eating plans from a specialized niche market place to a greatly accepted way to care for your greatest (canine) good friend while guarding our shared planet.