I am a pet food retailer, and a Natura Pet food dealer as well. We received a letter saying the deal has gone through already. I am very skeptical about the direction that Natura Pet foods will be heading. I went through this back in the late '90's when P & G bought out Iams. They(P&G) made claims to us independent retailers that they would not put Iam's products in big box retail outlets. But after only a few months, Petco, Walmart, and local grocery stores had Iam's on their shelves. That is when we dropped the Iam's line and brought in, guess who......Natura Pet. I can remember going to a trade show in Atlantic City and having dinner with the VP of national sales and her telling us that Natura Pet would never sell out to anyone and that their distribution would always be with independent retailers. Of course, this was back in 2000 that we as dealers were told that. Amazing what 10 years can do to a successful small (but national brand) dog food manufacturer. The problem I see with NAtura Pet is that the price point for them is ultra high end. A 28.5 lb bag of their EVO adult dog food is 55.00 retail, so I see that as being a deterent to being distributed in big box stores like Walmart or your local grocery store. But hey, they COULD start bringing in inferior ingredients from China or just having it manufactured over there to cut production costs and start retailing it in Walmarts and grocery stores.
So right now we will take a wait and see stance to see where this buy out leads. We have already talked to other food manufacturers for a potential replacement for Natura Pet foods. And we have talked to our wholesale distributors reps about the impact it would have on them, and one rep told us, they were worried as well about the direction that Natura Pet might go, but wouldn't give any details. I guess they don't want to get stuck with a lot of inventory if dealers start dropping the line. No sense starting a panic amongst their own customers.
Stay tuned for further developments on this, if anyone here feeds their dogs Innova, EVO, Cal Natural, or Karma.
Work to live........don't live to work.