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New Pet Food Company, Identity Pet Nutrition, Comes to Market


June 4, 2018

Jeremy and Trevar Petersen, third generation veteran pet industry entrepreneurs and previously founding members of Wild Calling & Zoic branded pet foods, have announced the formation of Identity Pet Nutrition, LLC with the launch of 16 sustainable and responsibly sourced canned dog and cat food diets.

After separating from Wild Calling Pet Foods, LLC in May 2017 and applying for the trademark Identity in August 2017, the Petersens have spent the past year quietly developing their ideas into an energetic, innovative and purposeful lifestyle brand story.

Following the launch of its canned products this summer, which includes 95 percent high-meat, poultry and fish diets available in Chicken, Turkey, Beef, Pork, Duck, Lamb, Salmon & Herring and Quail & Turkey Recipes, the company plans to launch highly differentiated innovative treats and freeze-dried diets by early next year.

Identity ultimately strives to develop and market the highest quality luxury assortment of alternative small-batch clean-label pet foods available.

“It’s our goal to be the leader in what we recognize as an emerging niche within the pet industry by developing a portfolio of responsible, sustainably-sourced, highly nutritious products offering comprehensive health and wellness benefits for companion pets and their owners. We plan to first disrupt the can segment followed by the freeze-dried and treat segments,” Jeremy Peterson said. “Our canned diets, for example, utilize meat, poultry and fish proteins which are not only responsibly raised, free-range, grass-fed, hormone and antibiotic-free and human-quality, but all our proteins are delivered fresh, never frozen the day of production to our Quebec, Canada, manufacturing facility. The carrots in our diets are even hand-sliced. This type of quality is extremely rare in an industry that has historically relied on rendered frozen blocks to make canned pet foods. The difference is truly noticeable in how our diets smell and feed.”

The company also promises an extreme commitment to customer service and a genuine, honest business strategy focused toward 100 percent transparency.

“Our strategy and overall business approach is sure to revolutionize an industry which is often slow to accept and adapt to change,” COO Trevar Petersen said. “We understand changing consumer demands and feel we offer an unrivaled comprehensive and transparent approach to modern pet nutrition. Discerning pets and their parents are sure to love our products!”

Identity is wholly owned by Jeremy and Trevar Petersen. The company maintains its headquarters in Denver, Colorado.

The company will be exhibiting at SuperZoo on June 26-28, 2018. Attendess can visit Booth 222 to meet the owners and learn more about the new products.

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