(PRESS RELEASE) VERNON, BC — Trueleaf Petcare Inc, a Canadian manufacturer of natural pet supplements and treats, has launched a new range of soft & chewy natural pet treats focused on the pet-humanization trend and increasing consumer demand for higher quality products made with ingredients good enough for people to eat.
The product range includes ‘True Love Sunday Pot Roast’, ‘True Love Harvest Supper’ and six other flavors with designs depicting pet owners sharing special moments with their pets.
They will debut at Global Pet Expo, the world’s largest annual pet industry show, March 23–25 at the Orange County Convention Center in Orlando.
The products are designed to reflect growing consumer demand for pet products made with ingredients and production standards closer to those used in human food. According to industry research, the human-grade pet food market is expected to grow at a compound annual growth rate of 8.6%, reaching an estimated $4.5 billion by 2030.
At the same time, the category has come under increasing regulatory attention. Recent rulings by the National Advertising Division (NAD) have challenged some companies’ use of “human-grade” claims in marketing, while the Association of American Feed Control Officials (AAFCO) introduced stricter guidelines in 2022 for products using the term.
However, industry observers say there is still uncertainty about how the category will ultimately be regulated.
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“In today’s world people are paying far closer attention to what they feed their pets,” said Darcy Bomford, co-founder and CEO of Trueleaf Petcare. “But companies also need to be very careful about how they use terms like ‘human-grade’ and make sure they are meeting the standards behind the claim.”
Trueleaf says it has spent the past two years building a small-batch production facility designed to meet food-grade manufacturing standards, with the goal of achieving certification for human-grade production by Fall 2026.
The company says investing in higher production standards is one way manufacturers can prepare for a regulatory environment that may continue to evolve.
“What’s clear is that people love their pets and expect higher quality products,” said Bomford. “The industry will continue to evolve as it works to meet those expectations.”
About Trueleaf Petcare Inc
Trueleaf Petcare Inc. manufactures and markets natural pet supplements, soft chews, remedies, and treats under the Trueleaf and True Love brands. The company’s products are sold online and through pet, health, and veterinary retail channels across Canada and the United States and the United States. www.trueleaf.com
