Roughly 25% of factory-farmed animal proteins within the U.S. are consumed by canine and cats every year, and Petaluma is on a mission to cut back that share. Garrett Wymore and Caroline Buck created Petaluma in 2019 after struggling to seek out canine vitamin that equally prioritized their pets and the planet.

Petaluma introduced its oven-baked system 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 just lately sat down with Garrett to be taught extra about Petaluma’s objective to seriously change 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 achieve with Petaluma?

Garrett Wymore: After spending years working within the standard Pet Meals trade, I noticed firsthand how environmentally dangerous and inhumane the class may be. Our love for our two rescue canine fueled our ardour for animal welfare and motivated us to create another within the pet meals trade 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 problem in canine vitamin is the useful resource depth and greenhouse fuel emissions of the components, notably animal protein. Utilizing peer-reviewed analysis and obtainable information, we discovered that canine vitamin should largely eradicate animal components to be sustainable on the scale required to correctly feed lots of of tens of millions of canine. Whereas there are different approaches to decreasing demand for animal protein, together with bugs, invasive animal species, and lab-grown meat, we have centered on vegetation as we consider they’ve the clearest path to our product high quality, acceptance, and sustainability objectives. Plant-based proteins have an extended observe file of dietary high quality and security in pet food, are instantly cost-competitive with animal protein, and require dramatically fewer sources to supply.

We labored carefully with veterinary nutritionists to make sure that our system not solely meets the AAFCO pointers but additionally reduces the environmental affect. 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 fulfill these excessive requirements.

Our prospects vary from plant-based people to omnivores who want to cut back their environmental affect; tackle animal protein allergy symptoms; or just present their canine 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 canine and the planet.

How does Petaluma’s environmental affect evaluate to standard pet food manufacturers? Why ought to shoppers care in regards to the environmental affect of the pet meals trade?

We conduct life cycle assessments for our merchandise to precisely quantify our whole environmental affect, which is vital 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. ft of land use affect (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 measurement. Our 12-ounce bag of Candy Potato Jerky additionally saves 185 gallons of contemporary water, 8 kilos of greenhouse fuel emissions, and 120 sq. ft of land use affect in comparison with a chicken-based jerky.

As a $30 billion trade that purchases over 17 billion kilos of agricultural components within the U.S. alone, pet meals has a major affect on the surroundings and animal welfare. Regardless of its measurement, the pet meals trade has but to really tackle sustainability, and lately, progress 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 further demand for factory-farmed meat, whereas conventional pet food has traditionally used much less fascinating (and infrequently much less nutritious) animal by-products (generally known as the ‘three D’s – diseased, dying, or lifeless’ deemed not appropriate for human consumption).

We designed Petaluma in order that canine house owners gained’t have to decide on between high quality and sustainability, as we shouldn’t need to feed our canine remnant components 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 considered one of our core values, and we consider in being open and trustworthy about our merchandise and processes. In an trade that always hides behind obscure advertising claims and insufficient product data, 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 forth.). We need to empower our prospects with the data they should make knowledgeable decisions for his or her canine.

Moreover, we reject deceptive or exaggerated advertising ways which might be all too frequent within the pet meals class. Many corporations make broad claims in regards to the well being advantages of their merchandise resembling “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 the next customary in the case of demonstrating its well being and security, which is why we’re dedicated to offering simple, data-backed data to our prospects.

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 components. There’s rising recognition that manufacturing facility 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 house owners, who typically view their canine as family members, are notably receptive to attempting new merchandise in the event that they consider 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 another possibility to fulfill the demand for higher pet food by creating merchandise which might be each eco-conscious and of the very best high quality. We supply largely natural components like human-grade peanut butter, use minimal processing to retain dietary worth, and our merchandise are designed for individuals who worth sustainability with out compromising their pet’s well being.

Marquis: What certifications and initiatives has Petaluma pursued, and the way did you resolve which of them to prioritize?

Wymore: Petaluma is certainly distinctive for a way typically we’re placing sustainability and animal welfare on the forefront of the dialog as a pet food firm. We’re considered one of only a handful of U.S. pet meals companies which might be B Corp Licensed, Local weather Impartial Licensed, or are a part of 1% for the Planet. After we attend occasions or meetups for these organizations, we regularly discover ourselves as the only representatives of the pet trade. We’ve got taken nice care in deciding on certifications that exhibit our dedication to being higher and offering proof of our efforts.

Sadly, we’re already seeing a variety of greenwashing in pet meals, normally within the type of advertising lowered plastic content material in packaging however neglecting to say the components, that are the vast majority of a meals product’s useful resource use. I’d like to see extra manufacturers publish impartial life cycle assessments, so prospects 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 resolve to pursue the certification so early on within the enterprise’ life cycle?

Wymore: We went backwards and forwards initially on when the perfect time could be to endure B Corp certification. The approval course of is a giant enterprise for any firm, however as a crew of two, it may well take appreciable effort and time whereas we’re within the thick of working the enterprise. Nonetheless, we finally determined it will 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 progress seems like for Petaluma. At this stage in our journey, we aren’t beholden to VCs or stakeholders, and we are able to arrange the corporate to finest serve our imaginative and prescient and our prospects.

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 huge image imaginative and prescient for Petaluma?

Wymore: Our final objective is to be acknowledged as the highest model in sustainable pet care, very like Patagonia is for outside gear and clothes. We attempt to be identified for high-quality merchandise and unwavering dedication to the surroundings. Since our launch, we’ve been making progress in 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 intention to set a greater customary within the pet meals trade, elevating different protein diets from a distinct segment market to a broadly accepted solution to care in your finest (canine) pal whereas defending our shared planet.