Our Dedication to Quality

Innova Started with a Passion for Pets

Natura Pet Products was founded in 1992 by John and Ann Rademakers and Peter Atkins. Dissatisfied with the unhealthy ingredients in the pet foods available at that time, they consulted with veterinary nutrition experts to determine the best sources for pet food ingredients. Working with caring pet professionals – veterinarians, breeders and nutritionists – Natura asked one key question: “How can we make pet food healthier?”

What they learned won’t surprise you. Dogs and cats are healthy and happy when they eat wholesome, natural foods: high-quality proteins like chicken and turkey, and farm-fresh fruits and vegetables like apples and carrots. 

Applying this nutritional philosophy, Natura introduced Innova in 1993 as the first holistic, natural pet food. For more than two decades, Innova has been improving the lives of pets with its superior, farm-grown nutrition.

Never Contains

Our Manufacturing Quality

At Innova, we’re committed to using high-quality ingredients and applying strict manufacturing guidelines. We use only carefully selected ingredients from top quality producers and farmers. At our state-of-the-art plant in Fremont, Nebraska, each bag passes more than 100 quality control checks throughout the manufacturing process to ensure our pet food meets our standards and yours. Because that’s what your pet deserves.

Our Nebraska plant has received the following certifications, many of which are based on unannounced visits to the plant:

American Institute of Baking (AIB) Superior Rating Certification
"...high AIB ratings confirm a manufacturer's commitment to excellence..." — Whole Dog Journal

AIB HACCP Accreditation
Recognized by leading food safety agencies, HACCP has become the market standard for food safety worldwide.

ISO Quality Management System 22000:2005 Compliant
ISO 22000:2005 specifies rigorous standards for food safety management systems.

ISO Quality Management System 9001:2000 Compliant
An internationally recognized and highly respected system of quality management.

USDA Animal and Plant Health Inspection Service (APHIS) Registered
APHIS registry certifies that Natura purchases all of our meats from USDA-registered suppliers that follow all USDA regulations.