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Joey Herrick Among New Owners at Breeder’s Choice


Press release: Breeder’s Choice Pet Foods

Breeder’s Choice Pet Foods, a manufacturer of specialty super-premium dry dog and cat foods, announced today it has been purchased by 30-year pet food veteran Joey Herrick and is becoming an independent business once again.

The new Breeder’s Choice Pet Foods, LLC is a privately held ownership group of Southern California businesspeople led by Joey Herrick and Rick Rockhill, former executive at Natural Balance and Petco. The group also includes Los Angeles Dodger legends Orel Hershiser, Hall of Fame Broadcaster Jaime Jarrin, his son Jorge Jarrin, Frank Koch, former executive with Nature’s Recipe and Natural Balance, as well as Rick Taylor former Breeder’s Choice President and son of the original owner.

Breeder’s Choice Pet Foods has produced super-premium dog and cat foods for 73 years at the same location in Irwindale, California. Breeder’s Choice produces AvoDerm and Pinnacle pet food brands which are exported globally. In addition to its own brands, Breeder’s Choice is a leading custom manufacturer with extensive export capabilities to produce super premium brands and retailers’ private label brands.

Joey Herrick co-founded Natural Balance Pet Foods in 1989 and grew it into a highly respected pet food brand. He also founded The Lucy Pet Foundation, a 501 © (3) charity and then Lucy Pet Products, a premium pet food company dedicated to improving the health of animals.

“Our formula for success is simple, never compromise on quality or ingredients, and always do what is right for the health of animals.” Herrick said. “It starts with good people committed to quality, which
is why Clint Hammond the Director of Plant Operations for the past 9 years, along with the production team remains in place at Breeder’s Choice.”

In 1947, Harold Taylor started Breeder’s Choice Pet Food company with a simple goal: the  uncompromising pursuit of the healthiest nourishment for the pets we love. That commitment endures today in the high-quality formulas we make in our state-of-the-art facility in California. We provide our customers with flexible manufacturing, superior natural ingredients like fresh meat purees, and a range of packaging options.

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