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Now Fresh vs Wild Earth

Now Fresh is made by Petcurean Pet Nutrition Inc., and Wild Earth by Wild Earth, Inc. (owned by InvenTel). On KibbleLab, Now Fresh averages 8.4 out of 10 across its scored foods, compared with 8.2 for Wild Earth. Now Fresh is accredited by the Pet Sustainability Coalition; Wild Earth is not.

Now Fresh and Wild Earth compared

Now Fresh Wild Earth
Manufacturer Petcurean Pet Nutrition Inc. Wild Earth, Inc.
Parent company Independent InvenTel
Founded 1999 2017
Headquarters Chilliwack, British Columbia, Canada Berkeley, California, USA
Products listed 31 1
Serves Cats & dogs 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) 8.2 (avg of 1)
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 Wild Earth: how they compare

Scores

Now Fresh scores higher on KibbleLab, averaging 8.4 out of 10 across 31 scored foods, compared with 8.2 across 1 for Wild Earth. 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. Wild Earth is made by Wild Earth, Inc., owned by InvenTel, based in Berkeley, California, USA, founded in 2017.

Standards and range

Neither meets WSAVA's published manufacturer criteria. Now Fresh is accredited by the Pet Sustainability Coalition; Wild Earth is not. KibbleLab lists 31 Now Fresh foods and 1 Wild Earth food.

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Common Questions

Which scores higher on KibbleLab, Now Fresh or Wild Earth?

Now Fresh scores higher: it averages 8.4 out of 10 across 31 scored foods, compared with 8.2 for Wild Earth. Scores reflect published veterinary science, and no one can pay for a higher score.

Who makes Now Fresh and Wild Earth?

Now Fresh is made by Petcurean Pet Nutrition Inc. Wild Earth is made by Wild Earth, Inc., which is owned by InvenTel.

Which brand has more products on KibbleLab?

Now Fresh has 31 products in the KibbleLab database, compared with 1 for Wild Earth.

Where is each brand based?

Now Fresh is based in Chilliwack, British Columbia, Canada. Wild Earth is based in Berkeley, California, USA.

Are Now Fresh or Wild Earth 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 Wild Earth been recalled?

Neither Now Fresh nor Wild Earth 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 Wild Earth .

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.