yet it emphasizes the fact that it is still
independent and family owned. How
does such a large company retain its
SW: If we put things in perspective, Canidae is actually a relatively small, specialized pet food
company when compared to the
mass pet food giants in the industry. We are still 100 percent
family owned and provide our
customers with a unique product that they and their pets have
enjoyed for years.
Our goal has never been to
be the biggest pet food company, but the best. We continue to
do our part by making the best
pet food possible while retaining
and hiring the best people in the
industry so that we can all enjoy
this wonderful journey together.
PPN: Canidae opened its Ethos Pet Nutrition cooking facility in Brownwood, Texas,
in 2012. What makes the facility special?
SW: Canidae’s Ethos Pet Nutrition
Cooking Facility is very important to us as it’s where we implement our unique cooking process.
Cooking pet food is actually an
art. It can be easily over- or undercooked, which affects the food’s
Currently, the Ethos facility
is one of the smallest of its kind
in North America. Since we have
our own lab, we are able to test
our ingredients every 10 minutes
during the cooking process, adding an additional layer of quality
We just broke ground on expanding our facilities in Brownwood, resulting from the growth
we are seeing in the specialty pet
food industry. This expansion
will help us continue our consistent, steady growth over the next
PPN: What major pet food trends have you
noticed lately, and which ones do you think
are most important to pay attention to?
SW: The latest trend we’ve seen
is the humanization of pet food,
which has allowed for new food
categories to emerge. Canidae
continues to research and do its
due diligence to see if these newer
categories are something we want
to enter into. At this time, we still
believe that there’s nothing better
than a dry, extruded pet food as
it pertains to digestibility, safety
and the convenience of feeding
PPN: Canidae recently updated its Under
The Sun recipes to exclude potatoes and
pork and added three new dry dog formulas and one new dry cat formula to
the line. Are there any other new product
releases we should know about?
SW: For our recently revamped
and new Under The Sun recipes,
we listened to our retailers and
consumers who wanted an even
more simplified, potato-free, sin-
gle animal protein recipe.
Our newest launch, Pure Pe-
tites, offers grain-free, limited-in-
gredient formulas specifically
targeted to small-breed pet own-
ers and their petite companions.
Small-breed dogs are highly sen-
sitive, often have digestive up-
sets and are very finicky. To ad-
dress these needs, all Pure Petite
recipes start with fresh meat, are
made of whole foods cooked in
small batches and consist of only
five key ingredients. In fact, 100
percent of the meat in each recipe
is fresh. There are three recipes:
Fresh Bison, Fresh Chicken and
PPN: Do you participate in philanthropy?
SW: Yes. We’ve always been committed to treating pets as family
members, and charity service is a
natural extension of this practice.
Canidae has been lucky enough
to help support many amazing
groups and causes, including:
• The Emma Zen Foundation,
which provides pet oxygen
masks free of charge to fire departments. When you read in
the news that a dog or cat was
administered lifesaving oxygen
through a donated oxygen mask
by a trained firefighter and a life
was saved, there are no words to
describe how good that makes us
feel at Canidae.
• Guido The Italian Kitty is an important cat influencer who supports various cat-related charities
in the San Francisco area, including Pets Are Wonderful Support.
Guido is also a therapy cat who
spends time every week visiting
senior centers, brightening the
lives of the seniors he visits.
• The Pongo Fund is near and
dear to our hearts as it helps feed
homeless pets and helps pet owners feed their furry family members during hard times.
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