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Now Fresh vs Whole Life Pet

Now Fresh is made by Petcurean Pet Nutrition Inc., and Whole Life Pet by Whole Life Pet Products, LLC, and both make food for cats and dogs. On KibbleLab, Whole Life Pet averages 8.5 out of 10 across its scored foods, compared with 8.4 for Now Fresh. Now Fresh is accredited by the Pet Sustainability Coalition; Whole Life Pet is not.

Now Fresh and Whole Life Pet compared

Now Fresh Whole Life Pet
Manufacturer Petcurean Pet Nutrition Inc. Whole Life Pet Products, LLC
Parent company Independent Independent
Founded 1999 2007
Headquarters Chilliwack, British Columbia, Canada Pittsfield, Massachusetts, USA
Products listed 31 21
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) 8.5 (avg of 21)
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 Whole Life Pet: how they compare

Scores

Whole Life Pet scores higher on KibbleLab, averaging 8.5 out of 10 across 21 scored foods, compared with 8.4 across 31 for Now Fresh. 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. Whole Life Pet is made by Whole Life Pet Products, LLC, an independent maker, based in Pittsfield, Massachusetts, USA, founded in 2007.

Standards and range

Neither meets WSAVA's published manufacturer criteria. Now Fresh is accredited by the Pet Sustainability Coalition; Whole Life Pet is not. KibbleLab lists 31 Now Fresh foods and 21 Whole Life Pet foods.

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Common Questions

Which scores higher on KibbleLab, Now Fresh or Whole Life Pet?

Whole Life Pet scores higher: it averages 8.5 out of 10 across 21 scored foods, compared with 8.4 for Now Fresh. Scores reflect published veterinary science, and no one can pay for a higher score.

Who makes Now Fresh and Whole Life Pet?

Now Fresh is made by Petcurean Pet Nutrition Inc. Whole Life Pet is made by Whole Life Pet Products, LLC.

Which brand has more products on KibbleLab?

Now Fresh has 31 products in the KibbleLab database, compared with 21 for Whole Life Pet.

Where is each brand based?

Now Fresh is based in Chilliwack, British Columbia, Canada. Whole Life Pet is based in Pittsfield, Massachusetts, USA.

Are Now Fresh or Whole Life Pet 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 Whole Life Pet been recalled?

Neither Now Fresh nor Whole Life Pet 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 Whole Life Pet .

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.