In the first deal of its kind, Petco has partnered with California-based JustFoodForDogs to offer fresh, small-batch, human-grade food for dogs across the country. This move follows Petco finding that increasing numbers of pet parents are looking for alternative options when it comes to feeding their furry family members.
“As the inventor of the most radical change in pet food in decades, JustFoodForDogs is on the vanguard of a new trend that is rapidly changing the industry,” Petco executive VP and chief merchandising officer Rebecca Frechette said in the release. “We’re thrilled to partner with JustFoodForDogs who share our belief and unwavering commitment to quality and the love of pets.”
Petco CEO Brad Weston says JustFoodForDogs is an industry game-changer for its small batch, human-grade food that is “fit for human consumption but nutritionally balanced for pets.”
JustFoodForDogs, est. 2010, was founded by serial entrepreneur Shawn Buckley with the idea of developing an alternative to commercial brand dog food commonly found at retail stores.
“We are delighted to partner with Petco, the most prominent retailer of pet products and services in the world,” Buckley said.
JustFoodForDogs’ product, which uses only USDA grade meats and produce, is formulated by a team of veterinarians tasked with creating a brand of food designed to keep pets living longer and healthier lives, the release said.
Veterinarian Oscar Chavez, JustFoodForDogs chief medical officer and a professor of canine clinical nutrition, said in the release, “A growing number of people regard their four-legged pets as family members and, thus, are taking better care of them than ever. I think we’re witnessing a paradigm shift in the pet food business and the partnership between Petco and JustFoodForDogs is representative of that.”
JustFoodForDogs pioneered the pet retail industry by creating a sustainable brand of food, made fresh daily before its customers at JustFoodForDogs exhibition kitchens throughout Los Angeles, Orange and San Diego counties.
In select locations across the country, Petco customers will experience JustFoodForDogs in full exhibition kitchens, or “stores within stores” that will be supplied with fresh product daily and staffed by JustFoodForDog personnel.
“As more and more pet parents are steering away from kibble and embracing real food (made from USDA-grade meats and produce) … I believe we’ll soon see a paradigm shift in how we feed our beloved pets,” Buckley said.