January 24, 2025 – Pure Cravings, a petfood brand focused on reducing mercury exposure in cats, is launching its products in 64 Bud Bay stores across the Pacific Northwest. This partnership is designed to bring healthier, mercury-tested options to cat owners concerned about their pets’ long-term health.
Research shows that cats on fish-based diets can have mercury levels up to five times higher than humans, which may lead to serious health problems like hyperthyroidism and kidney failure, especially in older cats. Pure Cravings aims to combat this issue by testing every fish used in its cat food to ensure mercury levels stay below 0.07 parts per million (ppm), a limit considered safe for cats.
“We are thrilled to partner with Mud Bay to bring awareness to this critical issue,” said Sean Wittenberg, cofounder of Pure Cravings. “Our mission is to empower pet parents with a safer option for their cats, one that eliminates the worry of mercury exposure. Mud Bay shares our commitment to pet health and sustainability, making them an ideal partner as we expand our reach.”
Rigorous testing standards
Mercury levels can vary widely even among fish of the same species. The company uses proprietary testing technology to examine every fish and ensure it meets strict safety standards. The brand has tested over six million fish for mercury, surpassing the total number tested by the FDA in its history.
“No other brand goes to these lengths to protect pets,” Wittenberg added. “By testing every fish, we’re able to provide an unmatched level of safety and quality, redefining what pet parents can expect from their cat’s food.”
In addition to mercury testing, the company prioritises sustainability and quality. Its products are human-grade, non-GMO, 100% wild-caught and sustainably sourced.
Product offerings at Mud Bay
Mud Bay stores will carry a range of Pure Cravings recipes to suit different cat preferences, including:
- Pâté: Flavours like Tuna & Salmon and Salmon & Sardine
- Flakes in Consommé: Featuring Tuna, Salmon and Sardine
- Minced Tuna: Blends like Tuna & Chicken and Tuna & Salmon
- Cutlets in Gravy: Fish cutlets in a hydrating gravy
These recipes provide various textures and flavours, catering to even the pickiest eaters, while adhering to the highest standards of safety and nutrition.
