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Now Fresh vs Wholesomes

Now Fresh is branded by Petcurean Pet Nutrition Inc. and made by third-party contract manufacturers, and Wholesomes is made by Midwestern Pet Foods, Inc. (owned by Nunn Milling Company, Inc.), and both make food for cats and dogs. On KibbleLab, Now Fresh and Wholesomes both average 8.5 out of 10. Now Fresh is accredited by the Pet Sustainability Coalition; Wholesomes is not.

Now Fresh and Wholesomes compared

Now Fresh Wholesomes
Manufacturer Petcurean Pet Nutrition Inc. Midwestern Pet Foods, Inc.
Parent company Independent Nunn Milling Company, Inc.
Founded 1999 1926
Headquarters Chilliwack, British Columbia, Canada Evansville, Indiana, 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 Illinois, Indiana, Oklahoma, New York
Products listed 31 29
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. How scoring works .
8.5 (avg of 31) 8.5 (avg of 29)
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 Wholesomes: how they compare

Scores

Now Fresh and Wholesomes average the same KibbleLab score, 8.5 out of 10, across 31 and 29 scored foods. 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. Wholesomes is made by Midwestern Pet Foods, Inc., owned by Nunn Milling Company, Inc., based in Evansville, Indiana, USA, founded in 1926.

Standards and range

Neither meets WSAVA's published manufacturer criteria. Now Fresh is accredited by the Pet Sustainability Coalition; Wholesomes is not. KibbleLab lists 31 Now Fresh foods and 29 Wholesomes foods.

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Common Questions

Which scores higher on KibbleLab, Now Fresh or Wholesomes?

Now Fresh and Wholesomes average the same KibbleLab score, 8.5 out of 10.

Who makes Now Fresh and Wholesomes?

Now Fresh is a brand of Petcurean Pet Nutrition Inc.. Its food is made by third-party contract manufacturers in Canada. Wholesomes is made by Midwestern Pet Foods, Inc., which is owned by Nunn Milling Company, Inc.

Which brand has more products on KibbleLab?

Now Fresh has 31 products in the KibbleLab database, compared with 29 for Wholesomes.

Where is each brand based?

Now Fresh is based in Chilliwack, British Columbia, Canada. Wholesomes is based in Evansville, Indiana, USA.

Are Now Fresh or Wholesomes 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 Wholesomes been recalled?

Neither Now Fresh nor Wholesomes 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 Wholesomes .

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.