VERY important BAD news! Proctor and Gamble has bought Natura (innova, evo)
 

Proctor & Gamble purchases Natura Pet Products. All the products, Innova, Evo, California Naturals, Healthwise and Karma – gobbled up by one of the Big Dogs of pet food. Now a partner food to Iams/Eukanuba.

The following is a press release issued by Proctor & Gamble

P&G Acquires Natura Pet Products

P&G Expands Further in 'Super Premium' Pet Food Segment
CINCINNATI, May 5, 2010 /PRNewswire via COMTEX/ --The Procter & Gamble Company (NYSE: PG) has signed an agreement to acquire Natura Pet Products, Inc., a privately-held pet food business based in Davis, California.

This move enables P&G to expand into the attractive "holistic and naturals" segment of the pet food category, complementing P&G's current Iams and Eukanuba brands and helping the Company advance its overall growth strategy of "reaching more consumers in more parts of the world more completely."
Natura's brands include Innova, Evo, California Natural, Healthwise, Mother Nature and Karma. These brands are sold in a limited number of pet specialty stores and through veterinarians, mainly in the United States 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 businesses. "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."

"It's time for the right company to take our brands to the next level of growth. P&G is that company," said John Rademakers, founder and owner of Natura Pet Products. "We know that P&G will honor our history as they capitalize on their strengths to build these brands."

Natura Pet Products employs about 140 people, mainly at its production sites in San Leandro, California and Fremont, Nebraska. P&G is targeting to close this deal in about a month, subject to customary closing conditions and regulatory clearances. Specific terms of the deal are not being disclosed.

About Procter & Gamble
Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), Braun(R) and Fusion(R). The P&G community includes about 135,000 employees working in about 80 countries worldwide. Please visit PG.com for the latest news and in-depth information about P&G and its brands.

SOURCE Procter & Gamble
PG.com News Release

Shooooot.... I just switched to Innova and was happy with it :mad:

I dont even know where to go from here... I couldnt possibly have gotten worse news right now.

I wonder how this is going to play out.... :(

I don't even have the words for this.:mad::mad::mad::mad::mad::mad::mad::mad::mad: :mad:

This is just depressing :(.

I have had such a hard time finding a food that worked for mine... small kibble, low protein, etc. And just settled on Innova small bites, they love it and I was happy with the company... well I just bought my last bag... no way will my dogs be eating a food even tangentially associated with Eukanuba or Iams... blech! As soon as this bag is gone I am back on the hunt :(

This senario is played out almost daily with the larger companies conglomerating with the small companies. Look what Wal-Mart has done to every town they put a Wal-Mart in. A lot of the small stores just couldn't compete and closed.
I'm not sure though why the Natura company sold out since they were the front runner to all other pet foods. Lets hope Proctor and Gamble doesn't change the food in any way. Some day we will see only a hand full of companies, because they will own all the rest. It's already happening.

I really hope they don't change the formulas in any way in the holistic foods. I use EVO in Sasha's rotation of foods. I'd hate to have to stop using it when she did like it.

Even if they don't change the formula, it's still Iams/Euk and they haven't denied that they were involved in the practices that the videos online portray. So, they are now off my list of okay foods. Very sad. :(

I agree about Acana being a terrific food. I think I've finally found THE food for us with Acana.

For those needing a smaller kibble size, or a lower protein content, have you considered the Nature's Variety lines - Prairie & Instinct? Or Fromm's?

Best thing to do is spend a couple of hours once every two to four months (depending on how many dogs you have) making up a nice batch of "real" food and freezing in zip-lock containers. Works perfectly for me ;) and I know exactly what they are eating. Feels wonderful and they are very healthy, and have never been sick. (knock wood) :D

Thats bad news! Good thing I recently switched to a different brand.

I would love to post or send me the recipe! :)