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P&G to Buy Natura Pet Products

Posted: Thursday, May 6, 2010, 1:45 p.m. EDT

P&G to Buy Natura Pet ProductsProcter & Gamble Co. of Cincinnati reported May 5 that it signed a deal to acquire privately held pet food company Natura Pet Products. Financial terms were not disclosed.

P&G said the move will allow it to expand into the holistic and natural pet food segment, which according to the company complements its Iams and Eukanuba brands.

Natura’s brands include Evo, Innova, Karma, California Natural, Healthwise and Mother Nature. They are sold in a limited number of pet specialty stores and through veterinarians, mainly in the U.S. and Canada.

“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 P&G’s global pet care and snacks business. “This acquisition gives us a strong position in the holistic and natural pet food segment. It will enable us to enhance the health and well-being of even more dogs and cats and represents an exciting new source of growth for our business.”

Natura founder and owner John Rademakers said “the right company” can take Natura's brands to the next level.

“P&G is that company,” he said. “We know that P&G will honor our history as they capitalize on their strengths to build these brands.”

Natura, based in Davis, Calif., employs about 140 people, mainly at production sites in San Leandro, Calif., and Fremont, Neb.

P&G expects to close the deal in about a month. The deal is subject to customary closing conditions and regulatory clearances.

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P&G to Buy Natura Pet Products

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Reader Comments
Well it's 3/18/12 and we have a recall on EVO, Innova , California Natural ,and HealthWise. Hum.....
Karen, Ligonier, PA
Posted: 3/18/2013 7:48:19 PM
Not Happy about this. We always purchased Natura products for our three pets but will not find another brand like the one Dick VanPatten advertises. Big companies eventually just move their business to China and we know what food products come from there - we are all at risk of dieing. Enough Said.
Kate, Richmnd, VA
Posted: 3/8/2011 3:23:58 PM
P&G buying Natura Pet is the worst possible outcome. P&G will degrade the quality of the ingredients just like they have done with Eukanuba/Iams. It's all about profit margins and if my old friends as Natura Pet think P&G is going to leave them alone on this front they're worse than clueless.

THIS IS A NIGHTMARE -- I love my dogs and I have relied of Natura Pet's EVO brand for years -- TIME TO SHOP FOR A NEW, HEALTHY SUPER PREMIUM PET FOOD FOR MY DOGS BECAUSE I HATE THAT P&G CAN NOW UNDERMINE THE QUALITY OF MY DOG'S FOOD.

THIS SUCKS, AND NOT IN A GOOD WAY!
Micheal, Iowa City, IA
Posted: 9/14/2010 8:07:01 AM
This has to be a joke.How can a company that has worked so hard at making quality pet food give into the worst company ever? They Kill!!!For the person(s) that is excited about this merger has no knowledge of what a healthy pet is..I am just disgusted
Jim, dayton, OH
Posted: 7/7/2010 10:01:40 AM
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