Nature's Variety

Nature's Variety

Nature’s Variety is a privately held company located in Lincoln, Nebraska. This independent pet food company provides holistic nutrition for both dogs and cats. Nature’s Variety specializes in holistic pet food ranging from dry kibble, to canned, to raw and grain-free products. Nature's Variety is backed by investment firm Catterton Partners.

Raw feedings

Raw feeding is the practice of feeding a diet primarily of uncooked meat, organs, and ground bones. Nature’s Variety Raw food is 95% of meat, organ and raw ground bones along with 5% fruits and vegetables. Through the AAFCO Protocol Feeding Trials, Instinct Raw Frozen Diets are the first and only raw diet to be scientifically substantiated as complete and balanced for all canine life stages. Benefits are said to include fewer allergies, glossy coats and healthy skin, smaller and firmer stools, healthy teeth and gums and increased energy.[1]

Quality, food safety and recalls

The raw manufacturing facility is company-owned, located in Lincoln, Nebraska and regulated by the U.S. Food and Drug Administration. Ingredients are sourced from United States Department of Agriculture inspected facilities. The manufacturing facility is also monitored by third party auditors and adheres to state and federal regulations concerning product safety. Nature’s Variety also follows strict quality control standards and additional food safety steps.[2] Nature’s Variety issued a nation-wide voluntary recall on their Raw Frozen Chicken Diets with a "Best If Used By" date of 11/10/10. It was stated that after receiving a customer complaint, the company tested its products for Salmonella and found this batch to test positive. Reed Howlett, Nature’s Variety CEO, stated, "Because pet health and safety are our top priority, Nature’s Variety takes every step necessary to ensure the quality and safety of our products. In addition to our industry best manufacturing practices, and in an abundance of caution, all Nature’s Variety raw frozen products now will undergo a ‘test and hold’ period before being released for sale." Refunds or replacements were offered to consumers with affected products.[3]


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