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Eco Shell Takes Ownership of Naturally Fresh Cat Litter from Blue Buffalo


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Eco Shell Inc. has completed an agreement with Blue Buffalo Company, Ltd. to assume the rights to market Naturally Fresh Cat Litter effective Jan. 2, 2018.

Eco Shell first developed the patented formula and manufacturing process for Naturally Fresh Cat Litter in 2010. Since 2012, the company has manufactured Naturally Fresh Cat Litter while Blue Buffalo Company has marketed the premium all-natural litter.

“We are excited to take over the Naturally Fresh brand,” said Helen Cantrell, Eco Shell director of marketing and sales. “Blue Buffalo has been a great partner in building a consumer following. We look forward to continue our focus on growing the brand in the pet specialty market while maintaining a high level of quality and customer service.”

Naturally Fresh is made with a proprietary blend of the fibrous materials found only in walnut shells (grown in the USA). These materials are proven to neutralize odor better than other types of litters, according to company officials. Therefore, Naturally Fresh Cat Litter is known for having superior odor control and better absorption, as well as being dust free and low tracking. It is also biodegradable and eco-friendly. 

In a communication to retail partners and distributors, Blue Buffalo stated “this was not an easy decision. Naturally Fresh is an outstanding product, and one that addresses the growing trend of naturally based pet products. In the end, Blue Buffalo remains laser focused on being the leading brand in pet food, and we must continue to dedicate our resources to meet this goal.”

The Pet Firm, an Acosta company in Phoenix, had been appointed as Eco Shell’s national sales partner to the pet industry.

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