"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."
The Procter & Gamble Company (NYSE: PG) has signed an agreement to
acquire Natura Pet Products, Inc., a privately-held pet food business
based in Davis, California.
This move enables P&G to expand into the attractive "holistic and
naturals" segment of the pet food category, complementing P&G's current
Iams and Eukanuba brands and helping the Company advance its overall
growth strategy of "reaching more consumers in more parts of the world
Natura's brands include Innova, Evo, California Natural, Healthwise,
Mother Nature and Karma. These brands 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
businesses. "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."
"It's time for the right company to take our brands to the next level of
growth. P&G is that company," said John Rademakers, founder and owner of
Natura Pet Products. "We know that P&G will honor our history as they
capitalize on their strengths to build these brands."
Natura Pet Products employs about 140 people, mainly at its production
sites in San Leandro, California and Fremont, Nebraska. P&G is targeting
to close this deal in about a month, subject to customary closing
conditions and regulatory clearances. Specific terms of the deal are not
About Procter & Gamble
Four billion times a day, P&G brands touch the lives of people around
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