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Now Fresh vs Victor

Now Fresh is made by Petcurean Pet Nutrition Inc., and Victor by Mid America Pet Food (owned by TA Associates / Rx3 Growth Partners), and both make food for cats and dogs. On KibbleLab, Now Fresh averages 8.4 out of 10 across its scored foods, compared with 8.3 for Victor.

Now Fresh and Victor compared

Now Fresh Victor
Manufacturer Petcurean Pet Nutrition Inc. Mid America Pet Food
Parent company Independent TA Associates / Rx3 Growth Partners
Founded 1999 2007
Headquarters Chilliwack, British Columbia, Canada Mt. Pleasant, Texas, USA
Products listed 31 38
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, and no one can pay for a higher score. How scoring works .
8.4 (avg of 31) 8.3 (avg of 38)
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 Victor: how they compare

Scores

Now Fresh scores higher on KibbleLab, averaging 8.4 out of 10 across 31 scored foods, compared with 8.3 across 38 for Victor. 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. Victor is made by Mid America Pet Food, owned by TA Associates / Rx3 Growth Partners, based in Mt. Pleasant, Texas, USA, founded in 2007.

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 38 Victor foods.

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Common Questions

Which scores higher on KibbleLab, Now Fresh or Victor?

Now Fresh scores higher: it averages 8.4 out of 10 across 31 scored foods, compared with 8.3 for Victor. Scores reflect published veterinary science, and no one can pay for a higher score.

Who makes Now Fresh and Victor?

Now Fresh is made by Petcurean Pet Nutrition Inc. Victor is made by Mid America Pet Food, which is owned by TA Associates / Rx3 Growth Partners.

Which brand has more products on KibbleLab?

Victor has 38 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. Victor is based in Mt. Pleasant, Texas, USA.

Are Now Fresh or Victor PSC Accredited?

Both Now Fresh and Victor 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 Victor been recalled?

Neither Now Fresh nor Victor 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 Victor .

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.