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Naturally Fresh Partners with West Coast Shelters to Provide Donations


Press release: Naturally Fresh Cat Litter

Naturally Fresh Cat Litter, the leading environmentally-friendly cat litter brand that eliminates odors organically, celebrated the “kitten season” of summer with a Gotcha Day initiative that saw $15,000 worth of donations to match adoption fees. June and July mark the months of “kitten season,” which is one of the busiest times of the year for animal shelters. During that time, Naturally Fresh partnered up with animal shelters in Seattle and Portland to make the cat adoption process a bit better for prospective cat parents, while also donating to partner shelters.

 The Gotcha Day initiative, named after the memorable day a shelter pet is adopted, encouraged and rewarded cat adoptions by offering free New Cat Parent Adoption Kits throughout June and July. During that time, $15,000 worth of adoption fees were matched as donations to partnering shelters. As June marked the month for American Humane’s Adopt-a-Cat Month and ASPCA’s Adopt-a-Shelter-Cat Month, this initiative aligned perfectly to unite as many adopters as possible with cat kids in need of a forever home.

“Kitten season is the most important time of the year to highlight and encourage cat adoptions and that is why we were so committed to partnering with four key animal shelters in the Northwest,” said Helen Cantrell, director of marketing and sales. “At Naturally Fresh, we pride ourselves on making litter that’s good for cats and the planet and are glad we could give new cat parents one less thing to worry about. We’re so grateful to have been a part of finding new homes for over 1,600 cats and kittens through this initiative.”

Free New Cat Parent Adoption Kits

Throughout June and July, all new cat adoptions at participating shelters received a free New Cat Parent Adoption Kit, which included a 14-pound bag of Naturally Fresh litter, eco-friendly cat care ideas, pet parent pro tips and more. Along with the bag of litter, Naturally Fresh offered a $5 coupon with each adoption at these shelters. Shelters will continue to distribute bags of litter to cat adopters until there are none remaining.

The Stats

Total adoptions: 1,628

Pounds of litter to adopters: 29,260

Pounds of litter to shelters: 4,000

Adoption fees matched: $15,000

Participating Animal Shelters and Donations

Naturally Fresh worked with four shelters across Seattle and Portland: Seattle Humane Society, Seattle Area Feline Rescue, Oregon Humane Society, and The Pixie Project. Naturally Fresh donated litter for use at the shelters and in foster homes in hopes that there would be less of a litter transition for newly adopted cats and kittens. 

In addition to the Gotcha Day initiative, Naturally Fresh supports local shelters nationwide throughout the year. After giving away over 185,000 pounds of cat litter to local shelters in 2020, Naturally Fresh entered 2021 with a goal of giving away 250,000 pounds of litter across the country and is actively working to meet that goal. Through this initiative, Naturally Fresh was able to provide over 30,000 pounds of litter for shelters to distribute to new adopters, foster families and shelter use.

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