Excerpt from How Dog Food Saved the Earth, by Kory Swanson and Anthony Zolezzi. Copyright 2005 by ASM Books, all rights reserved

 

Every good company needs to define itself.
And Pure Pet, a company that was founded upon some pretty lofty ideals, had to be defined.  In fact, Martin, Nick, Mark, and Ben weren’t about to move forward until they spent some time comin’ up with their definin’ principles.  After all, what good would Pure Pet be if there wasn’t somethin’ holdin’ its founders and its future employees accountable to its foundin’ ideas?  Not much, I’d imagine.  The company might end up losin’ its vision, forgettin’ its mission, and fallin’ apart at the seams.  And let me tell ya’, the guys had worked just a bit too hard to let that happen.  So, after some careful plannin’, a long meetin’, and a few heated discussions, here’s what they came up with:

Mission

To change the way animals are raised (no hormones, antibiotics or factory farming) and to change the way our pets are fed (no rendered animal by-products).

Pure Pet will enhance the health and well-being of animals with the most nutritionally pure pet foods available. Our products will offer complete nutrition. We support sustainable ranching practices and family farmers. We will promote the development of naturally raised livestock without the use of added hormones, antibiotics, artificial additives, or animal based feeds.