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Now Fresh vs Primal

Now Fresh is branded by Petcurean Pet Nutrition Inc. and made by third-party contract manufacturers, and Primal is made by Primal Pet Foods, Inc. (owned by Pure Treats, Inc.), and both make food for cats and dogs. On KibbleLab, Primal averages 8.6 out of 10 across its scored foods, compared with 8.5 for Now Fresh.

Now Fresh and Primal compared

Now Fresh Primal
Manufacturer Petcurean Pet Nutrition Inc. Primal Pet Foods, Inc.
Parent company Independent Pure Treats, Inc.
Founded 1999 2001
Headquarters Chilliwack, British Columbia, Canada Abilene, Texas, USA
Manufacturing Whether a brand makes its own food in-house or has it produced by an outside contract manufacturer or co-packer.
Contract manufacturer In-house
Made in Canada United States
Manufacturing region British Columbia Texas
Products listed 31 37
Serves Cats & dogs Cats & dogs
Price tier A relative price guide, from $ (most affordable) to $$$$$ (most premium), based on the brand's typical retail cost.
$$$$$ $$$$$
WSAVA guidelines The World Small Animal Veterinary Association (WSAVA) publishes criteria for evaluating a manufacturer: qualified nutritionists on staff, feeding trials, and published research. It does not certify or endorse brands.
No No
PSC accredited The Pet Sustainability Coalition is a nonprofit that accredits pet companies on their environmental and social impact, through third-party verification. It reflects sustainability practices, not food quality.
Yes Yes
Score The average KibbleLab score across this brand's scored foods, on a 0 to 10 scale. Foods are scored on published veterinary science. How scoring works .
8.5 (avg of 31) 8.6 (avg of 37)
Recalls on record We track the FDA's animal food recall listings back to January 2019 and publish every pet food recall automatically. A filing that isn't pet food may not appear here.
None None
Where to buy
Amazon
Amazon

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Now Fresh vs Primal: how they compare

Scores

Primal scores higher on KibbleLab, averaging 8.6 out of 10 across 37 scored foods, compared with 8.5 across 31 for Now Fresh. Scores apply the same criteria-based rubric to every food, drawn from published veterinary science.

Who makes them

Now Fresh is a brand of Petcurean Pet Nutrition Inc., based in Chilliwack, British Columbia, Canada, founded in 1999. Its food is made by third-party contract manufacturers in Canada. Primal is made by Primal Pet Foods, Inc., owned by Pure Treats, Inc., based in Abilene, Texas, USA, founded in 2001.

Standards and range

Neither meets WSAVA's published manufacturer criteria. Both are accredited by the Pet Sustainability Coalition. KibbleLab lists 31 Now Fresh foods and 37 Primal foods.

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Common Questions

Which scores higher on KibbleLab, Now Fresh or Primal?

Primal scores higher: it averages 8.6 out of 10 across 37 scored foods, compared with 8.5 for Now Fresh. Scores reflect published veterinary science.

Who makes Now Fresh and Primal?

Now Fresh is a brand of Petcurean Pet Nutrition Inc.. Its food is made by third-party contract manufacturers in Canada. Primal is made by Primal Pet Foods, Inc., which is owned by Pure Treats, Inc.

Which brand has more products on KibbleLab?

Primal has 37 products in the KibbleLab database, compared with 31 for Now Fresh.

Where is each brand based?

Now Fresh is based in Chilliwack, British Columbia, Canada. Primal is based in Abilene, Texas, USA.

Are Now Fresh or Primal PSC Accredited?

Both Now Fresh and Primal are PSC Accredited businesses. The Pet Sustainability Coalition is a nonprofit that Accredits pet companies on their environmental and social impact.

Have Now Fresh or Primal been recalled?

Neither Now Fresh nor Primal has a recall on record in the KibbleLab database. We track the FDA's animal food recall listings back to January 2019 and publish every pet food recall automatically. A filing that isn't pet food may not appear here.

See the full profiles: Now Fresh and Primal .

More comparisons

KibbleLab provides informational content only. This is not veterinary advice. Always consult a qualified veterinarian before changing your pet's diet.

This is a neutral, factual comparison, not a ranking or an endorsement of either brand. KibbleLab may earn affiliate commissions through links. No one can pay for placement or a higher score.

Brand and manufacturer details are compiled from public sources and not independently verified; they may not reflect contract manufacturing or co-packing. Recall data is compiled from public FDA filings, and a filing may name the parent company rather than the brand. We track the FDA's animal food recall listings back to January 2019 and publish every pet food recall automatically. A filing that isn't pet food may not appear here.

KibbleLab scores and commentary are editorial opinions based on published data. Represent one of these brands? Request a correction. Anyone else can email us. See our Terms.