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P&G to Acquire Natura Pet Products
Posted: Thursday, May 6, 2010, 1:35 p.m., EDT

P&G to Acquire Natura Pet ProductsProcter & Gamble Co. of Cincinnati reported on May 5 that it has signed a deal to acquire privately held pet food company, Natura Pet Products. Financial terms were not disclosed.

P&G said the move will allow it to expand into the holistic and natural pet food segment, which according to the company, complements its Iams and Eukanuba brands.

Natura’s brands include Evo, Innova, Karma, California Natural, Healthwise and Mother Nature. They 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 business. “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.”

Natura founder and owner John Rademakers said it’s time for “the right company” to take the company’s brands to the next level.

“P&G is that company,” he said. “We know that P&G will honor our history as they capitalize on their strengths to build these brands.”

Natura, which is based in Davis, Calif., employs about 140 people, mainly at its production sites in San Leandro, Calif., and Fremont, Neb.

P&G expects to close the deal in about a month. The deal is subject to customary closing conditions and regulatory clearances. <HOME>

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P&G to Acquire Natura Pet Products

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Reader Comments
I AM SADDENED THAT P&G HAS IS PURCHASING NATURA. P&G'S PAST HISTORY HAS BEEN TO LOWER QUALITY TO MAXIMIZE PROFITS. I EXPECT THEY WILL DO THE SAME WITH NATURA'S PRODUCTS. AND CONSUMERS WILL HAVE TO SWITCH TO OTHER BRANDS
ROBERT, LOS ANGELES, FM
Posted: 6/7/2010 4:26:41 AM
I use Natura products and I am not happy about the acquisition by P&G. If history repeats itself, the quality food will be mass produced and will turn into another Iams scenario. Too bad.
Debbie, Louisville, KY
Posted: 5/18/2010 12:41:55 PM
P and G will probably end up destroying the Natura Line - selling out to Super Markets and the Big Box Stores and lowering the quality of the product - it's inevitable - and who loses out - THE DOGS!
Terry, Boston, MA
Posted: 5/13/2010 11:49:53 AM
I am an independant retailer of Natura products. They helped build my store, but I am sure that I will have to discontinue recommending Natura products. Our clients pay $60.00 a bag because they TRUST the company and nobody trusts P&G. I will not jump ship just based on a press release - when the deal is completed in about a month, I will have to decide.
Brent, Indianapolis, IN
Posted: 5/12/2010 12:49:18 PM
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