The Humane Society of the United States (HSUS) has entered the pet food market with the launch of its Humane Choice dog food. The non-profit organization is marketing the product as a cruelty-free, all-natural dog food that does not contain animal-based proteins or support the factory farming industry.

“Americans are concerned about the food we eat, and it just makes sense that we’d be concerned about the food we provide to our pets,” said Wayne Pacelle, president and CEO of the HSUS. “Humane Choice is a nutritious, environmentally friendly and ethically responsible food for our best friends. Every bag of Humane Choice helps us celebrate the pets we love, and provides us with additional resources to help animals through our programs.”

HSUS is targeting pet supply and natural grocer channels. The product is currently available at Petco.com, select Whole Foods grocery stores in New York and New Jersey and independent pet supply stores throughout the U.S. HSUS anticipates more Petco and Whole Foods locations to carry Humane Choice in the spring.

HSUS will receive 6 percent of the wholesale price of each 6.6-pound bag sold. The organization plans to use the funds to support programs that provide spaying and neutering and other veterinary care for animals, to rescue animals from natural disasters and cruelty cases, and to conduct undercover investigations of animal abuse.

Humane Choice is produced by a certified organic grower and manufacturer in Uruguay, according to HSUS. <HOME>