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Now Fresh vs Tender & True

Now Fresh is made by Petcurean Pet Nutrition Inc., and Tender & True by Tender & True Pet Nutrition, Inc., and both make food for cats and dogs. On KibbleLab, Now Fresh and Tender & True both average 8.4 out of 10. Now Fresh is accredited by the Pet Sustainability Coalition; Tender & True is not.

Now Fresh and Tender & True compared

Now Fresh Tender & True
Manufacturer Petcurean Pet Nutrition Inc. Tender & True Pet Nutrition, Inc.
Parent company Independent Independent
Founded 1999 2014
Headquarters Chilliwack, British Columbia, Canada Omaha, Nebraska, United States
Products listed 31 7
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 No
Score The average KibbleLab score across this brand's scored foods, on a 0 to 10 scale. Foods are scored on published veterinary science, and no one can pay for a higher score. How scoring works .
8.4 (avg of 31) 8.4 (avg of 7)
Recalls on record KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.
None None
Where to buy Amazon Amazon

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Now Fresh vs Tender & True: how they compare

Scores

Now Fresh and Tender & True average the same KibbleLab score, 8.4 out of 10, across 31 and 7 scored foods. Scores apply the same criteria-based rubric to every food, drawn from published veterinary science, and no one can pay for a higher score.

Who makes them

Now Fresh is made by Petcurean Pet Nutrition Inc., an independent maker, based in Chilliwack, British Columbia, Canada, founded in 1999. Tender & True is made by Tender & True Pet Nutrition, Inc., an independent maker, based in Omaha, Nebraska, United States, founded in 2014.

Standards and range

Neither meets WSAVA's published manufacturer criteria. Now Fresh is accredited by the Pet Sustainability Coalition; Tender & True is not. KibbleLab lists 31 Now Fresh foods and 7 Tender & True foods.

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Common Questions

Which scores higher on KibbleLab, Now Fresh or Tender & True?

Now Fresh and Tender & True average the same KibbleLab score, 8.4 out of 10.

Who makes Now Fresh and Tender & True?

Now Fresh is made by Petcurean Pet Nutrition Inc. Tender & True is made by Tender & True Pet Nutrition, Inc.

Which brand has more products on KibbleLab?

Now Fresh has 31 products in the KibbleLab database, compared with 7 for Tender & True.

Where is each brand based?

Now Fresh is based in Chilliwack, British Columbia, Canada. Tender & True is based in Omaha, Nebraska, United States.

Are Now Fresh or Tender & True PSC Accredited?

Now Fresh is a PSC Accredited business. The Pet Sustainability Coalition is a nonprofit that Accredits pet companies on their environmental and social impact, through third-party verification.

Have Now Fresh or Tender & True been recalled?

Neither Now Fresh nor Tender & True has a recall on record in the KibbleLab database. KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.

See the full profiles: Now Fresh and Tender & True .

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 and manufacturer notices, and a notice may name the parent company rather than the brand. KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.

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.