Natural Pet Food Group, the parent company behind the renowned K9 Natural and Feline Natural brands, has announced a significant new partnership with Pet Valu, Canada’s leading specialty pet retailer. This collaboration represents an important step forward in the company’s effort to bring high-meat, minimally processed, scientifically formulated pet nutrition to more pet parents across North America. For K9 Natural and Feline Natural—two brands trusted globally for their commitment to natural, protein-rich pet diets—the alliance offers an opportunity to reach a broader market of dog and cat owners seeking premium, health-focused food options.
Through this new partnership, K9 Natural and Feline Natural’s wide-ranging portfolio—which includes freeze-dried diets, canned food, toppers, and nutritional supplements—will now be available in Pet Valu stores nationwide, making the products more accessible than ever before to Canadian consumers. Pet Valu’s extensive retail network, paired with its reputation for offering high-quality pet food and supplies, creates a natural fit for a brand dedicated to improving the health and wellness of companion animals.
In addition, K9 Natural and Feline Natural products are now included in Pet Valu’s popular Your Rewards loyalty program. This program is widely praised among Canadian pet owners for helping them save on essential items while staying committed to their pets’ preferred diet. As part of the Your Rewards frequent buyer program, customers who purchase 10 bags of the same size and format of K9 Natural or Feline Natural freeze-dried food will receive the 11th bag for free. With more than 3,000 eligible products across Pet Valu’s participating brands, the loyalty program is designed to offer lasting value for pet owners of dogs, cats, small mammals, and birds.
Tamara Sakota, Chief Merchandising Officer at Pet Valu, emphasized the strong alignment between the retailer’s mission and Natural Pet Food Group’s values. “We share K9 Natural and Feline Natural’s commitment to providing pet parents with quality products that will help their pets live long, happy and healthy lives,” said Sakota. “We’re delighted to be able to provide devoted pet lovers with a selection of great tasting, premium nutrition products that will satisfy their pets and support their health and wellness.”
For Natural Pet Food Group, the Pet Valu partnership comes at an opportune time. The demand for natural, functional, health-forward pet foods has been on a steady rise across North America. Pet owners are increasingly looking for diets that resemble the ancestral eating patterns of dogs and cats—higher in protein, lower in processed ingredients, and free from unnecessary fillers. K9 Natural and Feline Natural products are crafted with these priorities in mind. They are formulated under the guidance of world-leading animal nutritionists and made using ethically sourced, sustainable ingredients from New Zealand, a country known globally for its stringent quality and food safety standards.
Michael Harrison, Sales Executive for Western Canada at Natural Pet Food Group, believes that Pet Valu is an ideal collaborator for expanding the company’s footprint across Canada. “As demand for health-focused pet foods continues to grow, Pet Valu is the perfect paw-tner to help us expand our reach and impact,” Harrison said. “Together, we’re empowering pet parents across Canada with access to nutritionally superior, high-protein diets that support long-term health and vitality.”
The timing of this partnership reflects broader trends in the pet food industry. A growing number of pet parents are treating their pets as full-fledged members of the family and are willing to invest more in diets that promote longevity and reduce the risks of chronic conditions. Many consumers today look for foods that specifically address issues such as allergies, digestive sensitivities, coat and skin problems, mobility challenges, and weight management. Functional ingredients—those that deliver targeted health benefits—are particularly in demand.
K9 Natural and Feline Natural products meet these evolving consumer needs by offering highly digestible recipes rich in protein, moisture, and essential vitamins and minerals. Their foods often feature whole cuts of New Zealand beef, lamb, chicken, and fish, and they avoid artificial preservatives, fillers, grains, and other low-quality ingredients. Freeze-dried and canned formats allow pet parents to choose between convenience and whole-food nutrition without compromising on quality. The brands also offer supplements designed to boost specific aspects of pet wellness, such as joint health, immune support, and skin and coat vitality.
Beyond nutrition, Natural Pet Food Group is committed to sustainability and transparency. By sourcing from New Zealand farms that follow responsible, ethical practices, the company ensures that its products not only support pet health but also align with environmentally conscious values. This approach resonates with modern consumers who are increasingly seeking brands that share their commitment to sustainability.
The partnership with Pet Valu also increases Natural Pet Food Group’s retail visibility across Canada, supplementing its existing presence in specialty and independent stores. Pet Valu’s in-store experts—many of whom undergo training in animal nutrition and pet wellness—can help guide customers toward appropriate food choices for their pets’ needs. This hands-on support enhances consumer confidence and strengthens the connection between pet parents and the brands they trust.
This Canadian expansion comes shortly after Natural Pet Food Group extended its distribution in the United States through its partnership with Pet Food Experts (PFX). Together, these strategic moves demonstrate the company’s long-term vision of making premium, natural pet nutrition widely accessible across North America. As the company continues to educate consumers about the benefits of minimally processed, high-meat diets, partnerships like these play a crucial role in amplifying awareness and expanding reach.
Ultimately, the collaboration between Natural Pet Food Group and Pet Valu is poised to reshape how Canadian pet owners access and experience premium pet nutrition. By combining Natural Pet Food Group’s dedication to transparent, high-quality ingredients with Pet Valu’s nationwide retail presence and consumer loyalty programs, the two companies aim to bring better health and happiness to pets across the country. With the pet food market continuing to evolve, this partnership underscores a shared belief: pets deserve the very best, and the path to wellness begins with proper nutrition.
Source Link:https://www.businesswire.com/
